Instagram & Pinterest: Trending Visual into the Marketing Mix

Your audience
Your message
Visual Content
QUICKLY CONVEYS
Information

Your audience
Your message
Visual Content
QUICKLY CONVEYS
Information
Matt_Siltala

@matt_siltala
Too Much Text WILL BORE Your Audience
65% of the population are visual
learners-pictures reinforce text
Videos on landing pages increase
conversions by 86%
Posts with visuals receive 94% more
page visits and engagement
60% of consumers are more likely to
click on a business whose images
appear in
search results
90% of information submitted to the
brain is visual
Visual images process 60,000 times
faster {we are talking in nano seconds
here, but still…}
40% of people respond to visual
information over print
For the rest, visual
information reinforces
the message
Matt_Siltala

@matt_siltala
People RESPOND BETTER To Visual Information
90%
of information
submitted to the
brain is visual
40%
of people
respond to visual
information over print
Visual images process
60,000
times faster
(we are talking in nano seconds
here)
Visual information
reinforces the
message
Matt_Siltala

@matt_siltala
Humans are not
“PREPROGRAMMED”
for written language.
Says neuroscience and reading
researcher, Maryanne Wolf
“WE WERE NEVER BORN TO READ”
Matt_Siltala

@matt_siltala
It is more natural to SEE than to read
Matt_Siltala

@matt_siltala
65%
of the population
are visual learners-
pictures reinforce
text
Matt_Siltala

@matt_siltala
Videos on landing
pages increase
conversions by
86%
Matt_Siltala

@matt_siltala
Posts with visuals
receive
94%
more page visits
and engagement
Matt_Siltala

@matt_siltala
We’ve actually
developed a
language
of images
Matt_Siltala

@matt_siltala
BRAIN
ACTIVITY
In the Frontal Lobe Actually
INCREASES
When Searching the Web
Matt_Siltala

WHAT THIS STUDY
TELLS US
About our audiences
Matt_Siltala

COMPLEX
JUDGEMENTS
and ANALYSES
are going on
Matt_Siltala

Your audiences are
SOPHISTICATED
Matt_Siltala

WHAT WE ALSO KNOW
About our audiences
Matt_Siltala

They like to
CONTRIBUTE AND
SHARE CONTENT
Matt_Siltala

SOCIAL MEDIA
allows a platform to
ENGAGE WITH
OTHERS
Matt_Siltala

VISUAL CONTENT IS
IMPORTANT in their lives
(photo and video)
Matt_Siltala

70,000,000
Pinterest Users
(most are women in the US)
Pinterest’s numbers
aren’t public
Consider the SUCCESSof the social network sites that
FOCUS ON VISUAL
Matt_Siltala

@matt_siltala
60,000,000
Photos shared
every day
300,000,000
Instagram
Users
200,000,000
Active monthly
users
FOCUS ON VISUAL
Matt_Siltala

@matt_siltala
216.7 MILLION
Blog posts
120% INCREASE
in active users
on Tumbler
(from May to Nov 2014)
99.7 BILLION
Blog posts
(as of Dec 28, 2014)
FOCUS ON VISUAL
Matt_Siltala

@matt_siltala
120%
45%
57%
111%
64%
36%
27%
54%
26%
18%
13%
25%
16%
12% 6% 2%
Growth in
members
Growth in
Active users
Social Platforms
CONTINUE TO GROW
Matt_Siltala

@matt_siltala
PINTEREST STAT RUNDOWN
80% mobile
traffic
14 million article pins,
pinned each day
Every day nearly
2 million people Pin
product rich Pins
In 2014 International
users grew more than
135%
@MeganLRivas

@matt_siltala
PINTEREST BUSINESS STATS
47% of US online shoppers
bought something
recommended on Pinterest
Approx. 500,000
Pinterest Business
accounts
83% of active users
would rather follow a
brand than a celebrity
$58.95
Average sales order
value for visitors referred
by Pinterest
@MeganLRivas

@matt_siltala
Ask not what the Pinterest community can do for you, but WHAT
CAN YOU DO
for the Pinterest Community?
@MeganLRivas

@matt_siltala
62%
61%
59%
42%
Of brands
have Pin It
buttons
Of brands
have Tweet
buttons
Of brands
have Like
buttons
Of brands
have Google+
buttons
PINTEREST’S ‘PIN IT’ BUTTON
HAS NOW OVERTAKEN
FACEBOOK’S ‘LIKE’ BUTTON
and Twitter’s ‘Tweet’ button on
brands’ product pages.
@MeganLRivas

@matt_siltala
According to eMarketer
70% OF U.S. MILLENNIALS
support a brand/company on Pinterest
@MeganLRivas

@matt_siltala
Use Pinterest to drive new users into the sales funnel, raise
brand awareness, & ultimately increase sales
@MeganLRivas

@matt_siltala
Pinterest SEO: Your Profile
Pinterest username:
15 character limit.
If company name is taken, use a
memorable keyword related to
your industry
QUICK MUST-DOS
Business name:
37 character limit.
Keep it simple, stick with just
your company name
About You:
160 character limit.
Use Google Analytics to see what
keywords & phrases drive people to
your website.
Profile Image:
File name affects alt text
& image search results
@MeganLRivas

@matt_siltala
Board Names:
Use keywords relevant to your
company- unique relevant titles under
20 characters
Board Descriptions:
500 characters, keyword-rich narrative
about board topic
Pinterest Categories:
Selecting a category means your pin
has a chance to show up in that
category page to be pinned and
shared by users
NO NO Your Boards & Pins
QUICK MUST-DOS
@MeganLRivas

@matt_siltala
PINS:
Squeeze in more relevant
keywords. You can include the
full link into the pin.
RE-PINNING:
No slacking, add in keywords
relevant to
your business
Your Boards & Pins
QUICK MUST-DOS
@MeganLRivas

@matt_siltala
Verify Your Website:
Helps boost profile in search
results. Tell users it’s you! No
Imposter here. 
Verifying Your Website gives you
access to Pinterest analytics
QUICK MUST-DOS
@MeganLRivas

@matt_siltala
Suggested Pins
“PICKED FOR YOU PINS”
Based on pins you’ve added or clicked
on, boards you follow, sites you may
have visited
TIP! Use this as a business tool to get
more ideas for boards and content
FEATURES YOU NEED TO KNOW
@MeganLRivas

@matt_siltala
GUIDED SEARCH
• Explore keyword recommendations in
your niche
• Start with highest priority keywords
• Achieve longevity due to suitability for
guided search
FEATURES YOU NEED TO KNOW
• Use as a guide for how to set up your
own content
• Examine top results
@MeganLRivas

@matt_siltala
ANALYZE PINTEREST
SEARCH AJAX BOX.
Find commonly searched
for phrases & incorporate
them into your content
KEYWORD RESEARCH
& OPTIMIZATION
@MeganLRivas

@matt_siltala
• Create boards relating
to a popular theme on
Pinterest
GIFT CATEGORY & FEATURED
CATEGORIES
• Get Content Ideas
• Be Current: Create
Seasonal Boards at
the top of your profile
*Change them out.
@MeganLRivas

@matt_siltala
Rich Pins are Pins
that include extra
information right on
the Pin itself.
App Pins
Place Pins
Article Pins
Product Pins
Recipe Pins
Movie Pins
RICH PINS
@MeganLRivas

@matt_siltala
MESSAGES
PINTEREST CAN
DRIVE TRAFFIC TO
YOUR WEBSITE
regardless of product
or service. The message
feature can be used as a
marketing tool.
@MeganLRivas
INTERACT:
Reply back,
ask questions,
start dialogue.
TIP!
Use a tool like
PinAlerts to
monitor
engagement

@matt_siltala
Even if you’re not currently using
Pinterest, your audience may be using it
for you.
http://pinterest.com/source/YOURWEBSITE.com
TIP! COMPETITIVE LINK ANALYSIS
Use this same source tool for your competitors
IS ANYONE PINNING
FROM YOUR SITE?
@MeganLRivas

@matt_siltala
How adding the Pin
It button to your
website leads to
referral traffic from
Pinterest
What Pins and
boards from your
profile people love
most
What people like
to save from your
website
Who your Pinterest
audience is, gender,
location and other
interests
What devices people
use when they’re
pinning
your stuff
@MeganLRivas
PINTEREST NATIVE ANALYTICS

@matt_siltala
PINTEREST ANALYTICS
@MeganLRivas

@matt_siltala
BEST TIME TO PIN?
Pin Consistently
Pin throughout
the day
Re-pin old pins
Participate in group
boards
@MeganLRivas
Do your own research via notifications

@matt_siltala
MEASURE THE EFFECT OF CROSS CHANNEL PAID
ORGANIC SOCIAL PSYCHOGRAPHIC DISTRIBUTION
Use Facebook psychographic targeting to create
audiences
Drive qualified Traffic from Facebook to Pinterest to
gain followers or (other KPIs)
Share a pin on Facebook
Boost a post in Facebook
@MeganLRivas

@matt_siltala
AUDIENCE DETAILS
Location:
United States
@MeganLRivas
Behaviors:
Full-Service Investors, Real
estate investments or
highly likely investors
Income:
$350K -$500K +
$500K or $250K-$350K
Net Worth:
$2MM -$3MM, $3MM+
$1MM-$2MM or
$500K-$1MM
Age:
30-65+
Interests:
Commercial property,
commercial real estate,
Creative real estate
investing, Real estate
investment club, Real
estate investing, Real
estate investment
association, commercial
real estate broker, Real
estate development, Real
estate entrepreneur or Real
estate investment trust

@matt_siltala
RUSTIC ARTISTRY
Matt_Siltala

@matt_siltala
90% of her pins getting at least one repin
64% of her social channels traffic
comes from Pinterest
Facebook, with over 4,000 Likes,
accounts for 34% of her social traffic
Visitors from Pinterest have a lower bounce rate
– 55% compared to 70% with Facebook visitors
RUSTIC ARTISTRY
Matt_Siltala

INSPIRED TIPS
Don’t just repin, find new material that
expresses your brand personality
Sign up for
Newsletters from
Like-minded brands
Look at
Magazines
In your niche
Look for related
Content on
Blogs and websites
Slideshows often
Have great pin-worthy
Images
Matt_Siltala

INSPIRED TIPS
Find new ways to promote your
best-performing pins. Look at
your analytics tab on Pinterest to
see the Most Recent, Most
Repinned and Most Clicked pins.
Then comment on pins with
something helpful or “like” them to
acknowledge the person who
pinned them.
Matt_Siltala

INSPIRED TIPS
Feature your most pinned or
popular images and feature on
other social networking sites.
Don’t use the feature to tweet
them, create a unique tweet.
Same with Facebook, create
a unique post.
Matt_Siltala

@matt_siltala
INSPIRED TIPS
You can quickly create a few of
your best images together into
one image to pin again or for
other sites. A tool called
PinThemAll.net helps make this
easy. Use it to create a vertical
collage.
Matt_Siltala

@matt_siltala
INSPIRED TIPS
Create a pin advertising a new
board and pin it on a more
established board.
Matt_Siltala

INSPIRED TIPS
Do not fill your boards
with pins from your
own website.
Eventually you will run out of
things to pin. You won’t have
fresh new content to share on
a consistent basis.
On her “Make Mine Rustic”
board, only about 5% of the
2800+ pins are from her
own website.
Matt_Siltala

INSPIRED TIPS
Pin your most popular pins
to group boards that have a
strong following and are a
good fit.
PinGroupie and Board Deck
boarddeckhq.com are tools that can
help you find group boards. You can
also use Pinterest search to find
group boards.
YOUR
MOST
POPULAR
PINPOPULAR
GROUP
BOARD
Matt_Siltala

INSPIRED TIPS
Pin content that is
performing well more than
once - to another board, to
a group board or even
again on the same board.
That way your new followers
will be exposed to your best
content. Wait a month or more
in between pins.
1 MONTH
Matt_Siltala

INSPIRED TIPS
Use PinAlerts to see what’s
being pinned from your
website (not just what’s
popular on Pinterest).
Matt_Siltala

@matt_siltala
WAFFLE CRUSH
Popular food truck, Waffle
Crush, uses
Instagram to let their
followers know where they
are going to be for the day
and what their special
“waffle of the
day is.”
Matt_Siltala

WAFFLE CRUSH
PERFECT TIMING
Waffle Crush knows that
timing is everything.
On cinco de mayo they
offered a churro waffle
to celebrate the
occasion.
Matt_Siltala

@matt_siltala
300,000,000
Users
257 MINUTES/MONTH
Avg. time spent on Instagram
70 MILLION
Photos uploaded every day
30 BILLION
Total shared photos
2.5 BILLION
Likes per day
49%
Of users check Instagram daily
Instagram
Going visual on
Matt_Siltala

@matt_siltala
INSPIRED TIPS
PRODUCTS IN CONTEXT SHOW PRICE
Matt_Siltala

INSPIRED TIPS
BRIDGE THE GAP
BETWEEN ONLINE AND
OFFLINE WORLDS
The Phoenix Suns tweeted an image of a
player with the last name “Green” on Saint
Patrick’s Day, encouraging people to print it,
cut it out and pin it to their shirt to show they
had “Green” on.
Matt_Siltala

INSPIRED TIPS
ENCOURAGE CROSS-SOCIAL SHARING
Matt_Siltala

@matt_siltala
COOL TOOLS
• Hubspot
• Pocket
• PowToon
• BuzzSumo
• Newsle
• Pushover & IFTT
• Swayy
• Talkwalker
• Canva
• PinAlerts
@MeganLRivas

@matt_siltala
COOL TOOLS
@MeganLRivas

@matt_siltala
COOL TOOLS
@MeganLRivas
Publish: Schedule pins
Discover: Insights & monitoring
Measure: Analytics & reporting
Engage: Community management
Optimize: Content strategy

@matt_siltala
NOW WHAT?
Set up or edit
accounts using
techniques
discussed
Find what tool(s) work
best for you, monitor
analytics and make
adjustments from data
Create a content
calendar – Sharing
content across
channels
Have fun, make $, drive
website traffic, and build
brand awareness with
Pinterest and Instagram!
@MeganLRivas

@matt_siltala
Pinterest & Instagram: Trending Visual in the Marketing Mix by Megan Rivas and Matt Siltala
@MeganLRivas @Matt_Siltala

Instagram & Pinterest: Trending Visual into the Marketing Mix

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