Pinbusters: A Guide To Optimizing Your Pins By Matt Sitala

#SocialPro #15b @Matt_Siltala
I AIN’T AFRAID OF NO PINS
PIN BUSTERSA GUIDE TO OPTIMIZING YOUR PINS

#SocialPro #15b @Matt_Siltala#SocialPro #15b @Matt_Siltala

Stats
100 Million
MONTHLY ACTIVE USERS

1/3OF ONLINE MILLENNIALS
ARE ON PINTEREST

OVER 50%
OF WOMEN 34-55 IN THE
US ARE ON PINTEREST

HOWWOMEN
SHOP

TV
When it comes to learning about products, specials
and shopping news, women rely most heavily on…
45%
SOCIALMEDIA
42%

GOOGLE LOVES
VISUALS

ARE PEOPLE STILL
OBSESSEDWITH PINTERST?
(YES, THAT IS A PINTEREST TATTOO!)

80%
OFTHE PINS
ON PINTEREST
ARE REPINS.
If you want more repins
Pin images directly from
websites or upload them.

20%
CREATE
OFTHE PINS
THATGET
REPINED
REPEATEDLY

Ittakesapin3.5monthstoget
50%ofit’sengagement

1,680x LONGER
Therefore create evergreen content that will
continue to be repined and clicked on for months.
than a Facebook post
The half-life is

94%
in click-throughs
is seen in pins that
are related to
trending topics.
An increase of

80%Hence add relevant
descriptions that ask for
clients clicks, repins, likes
or comments.
Acall toaction
pin description
canincrease
engagementby

Create a BusinessAccount
Get it verified vs making it a personal account
TIP #1

UseYour Keyword Research
Data to Create Custom Boards
Using keyword rich descriptions of boards (Holidays, demographics
and themes etc) as well As creating shared boards
TIP #2

Keep the description
more general and
actually describe the
pin in it. I.E. Do not
put something
like “would be so
fun for jenny’s
birthday!”
Instead, “great
40th birthday
cake idea”.
FOR USERS

A title that is
embedded into the
image will help it
pop and get more
pins/shares. This
way your content
remains intact
even if users
change the
description when
they re-pin.
FOR BUSINESSES

Specific boards will help you
in the future. For example,
having “breakfast recipes,
appetizer recipes, dinner
recipes, and dessert
recipes” pin boards will
make easier for you to find a
pin in the future, rather than
if they are all lumped into
one board called "recipes”.
FOR USERS

Think overall pin types for
board vs. just pins from your site
What message does your brand want to be associated
with and pin those kinds of things.
TIP #3

TIP #4
GET
CREATIVE

CREATE “PIN
WORTHY”
CONTENT
for your brand (round up
posts, diy, how to’s -
basically creating faqs type
content - what questions are
asked the most? Create
content answering these
questions) make sure and
only pin and use for your
own brand high quality
images - everything you pin
again think “keyword rich”

ONLYPIN QUALITYIMAGES
NOT LIKE THISLIKE THIS

CREATE PINSWITH PRODUCTS IN CONTEXT

ALWAYS
BE
PINNING
TIP #5

BEST PINS: WHEN &WHAT
FITNESS
MONDAY
GADGETS
TUESDAY
INSPIRATIONAL
QUOTES
WEDNESDAY
FASHION
THURSDAY
FUNNY
GIFS
FRIDAY
TRAVEL
SATURDAY
FOOD/
CRAFTS
SUNDAY

BEST TIME TO PIN
NOT THISLIKE THIS

Links back to yourblog should go directly to the blog
post featured in the pin not just yourhomepage
LINKING TO YOUR HOMEPAGE IS REALLY ANNOYING FOR USERS
LOOKING FOR WHAT WAS ACTUALLY FEATURED IN THE PIN.

RICH PINS
VS

RICH PINS
1.  AppPins
2.  MoviePins
3.  RecipePins
4.  ArticlePins
5.  ProductPins
6.  PlacePins

THE PERFECT
PINTEREST PICTURE

PROMOTE NEWBOARDS
ONALREADYPOPULAR
ESTABLISHED BOARDS
For example lets say you have a board
with 10k followers, you can create an
image annoucing the new board and to
follow it etc. It is a great way to continue
to grow your account.

FEATUREYOUR MOST
POPULAR PINTEREST
CONTENTON OTHER
SOCIALMEDIASITES
For example dont just pin that same stuff to
Facebook–create new content for Facebook
based on that popular content for max
exposure to your content.

PINYOUR MOST
POPULAR PINS
TO GROUPBOARDS

PINTEREST
STARTS
TESTING
VIDEOADS

CASE STUDY
SEPHORA

CASE STUDY
SEPHORA
In early 2012, Sephora noticed an
emerging beauty trend—people
were regularly saving their favorite
beauty products and inspiration
onto Pinterest boards, and many of
those images were from Sephora.
As a result, a growing number of
potential clients were discovering
Sephora products on Pinterest and
visiting Sephora.com.

CASE STUDY
SEPHORA
To help improve the discoverability
of their brand and make it easier for
their clients to save and share their
favorite beauty products, the
Sephora team ADDED THE
SAVE BUTTON to tens of
thousands of product pages during
a major website redesign.

CASE STUDY
SEPHORA
Pinnable emails result in
significantly increased Pinterest
activity for the products featured.
The Color Blocking email
generated more than
14,000 SAVES

CASE STUDY
SEPHORA
Sephora also saw
60% GROWTH
in traffic from Pinterest.
The average Pinterest follower spends
15 TIMES MORE
money on Sephora.com than
the average Facebook fan.

CASE STUDY
SEPHORA
Suggestions from Sephora:
USE EMAIL TO ENCOURAGE
PINTEREST ENGAGEMENT
ENCOURAGE CUSTOMERS TO
PIN THEIR SHOPPING LISTS
MAKE IT EASY TO SAVE FROM
YOUR WEBSITE WITH THE
SAVE BUTTON

THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!

Pinbusters: A Guide To Optimizing Your Pins By Matt Sitala

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Pinbusters: A Guide To Optimizing Your Pins By Matt Sitala