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Pinterest	
  for	
  
Business
Pam	
  Moore	
  
CEO	
  /	
  Founder
Marketing	
  Nutz
Host:	
  Social	
  Zoom	
  Factor
Social	
  Fresh	
  2016	
  
agenda	
  
• why	
  Pinterest	
  for	
  biz?
• case	
  studies	
  	
  
• 7	
  step	
  success	
  strategy	
  
the	
  point	
  of	
  inspiration	
  is	
  changing
YOU
are  the
media
human	
  brain	
  processes	
  visuals	
  60,000	
  times	
  faster	
  than	
  
decoding	
  text!	
  
• Pinners  see  themselves  
as  trend  seekers,  early  
adopters  
• Believe  Pinterest  is  a  
great  resource  for  
trends,  styles  &  new  
things  to  try  
what	
  drives	
  them?
• 110  million  daily  active  users
• 175  million  registered  users  
• 90%  female  /  29%  male
• 75%  more  males  than  2014**  
• 49%  US  women  online  use  
Pinterest
• 70%  household  purchasing  
decisions  made  by  women
• 41%  users  have  avg household  
income  $50k+  
who	
  are	
  they?
**Ahology 2015  Report
• Age
– 18-­‐29	
  =	
  34%
30-­‐49	
  =	
  28%	
  
50-­‐64	
  =	
  27%
• 9%  Hispanics;;  
up  6%  fr 2014.  11%  
active  pinners  /  
14%  daily  pinners.*
who	
  are	
  they?
*Source:  Ahology
• 45%  college  graduate  or  post  
graduate  
• 56%  employed,  15%  
homemaker,  12%  unemployed,  
10%  students  
• More  likely  to  be  single  &  living  
alone  (33%)  and  less  likely  to  
be  divorced  (9%)  
they	
  are	
  college	
  educated,	
  working
*Source:  Ahology
• 60%  from  USA,  
followed  by  India,  UK,  
Brazil  &  Canada
• Site  now  available  30+  
languages  with  offices  
in  London,  Paris,  
Berlin,  Brazil,  Tokyo
they	
  are	
  global
*Source:  Ahology
• 50%  of  those  who  
notice  promoted  pins  
click  to  get  more  info.  
• 40%  made  a  purchase,  
suggesting  promoted  
pins  inspire  future  
action!  
they	
  respond	
  to	
  promoted	
  content
*Source:  Ahology
they	
  try	
  new	
  things
• Pinterest  inspires  action
– 2/3  active  pinners  /  84%  
daily  pinners  inspired  to  try  
something  new  once  a  week  
or  more
– 73%  active  pinners  /  89%  
daily  pinners  have  
purchased  something  new  
they  discovered  on  Pinterest  
• buy  
• opt  in  
• share
• try
• read  
• click  
they	
  take	
  action
• more	
  than	
  1/3	
  (36%)	
  &	
  60%	
  
daily	
  pinners	
  access	
  Pinterest	
  
once	
  a	
  day	
  or	
  more	
  using	
  
smart	
  phone.	
  
• half	
  of	
  active	
  pinners	
  48%	
  &	
  
77%	
  daily	
  pinners	
  do	
  so	
  at	
  
least	
  several	
  times	
  /week	
  
they	
  are	
  mobile
15
67%  active  /  86%  daily  
pinners  have  accessed  
Pinterest  while  shopping  
to  buy  something  they  
pinned  
they	
  reference
• 14  minutes  =    
avg site  visit
• 30%  prefer  over  
watching  TV
they	
  hang	
  out	
  
most  common  destination  for  users  who  click  
on  a  pin  is  a  blog!  
they	
  read
Source:  coschedule infographic
Pinterest	
  =	
  90%	
  social	
  media	
  
shares	
  on	
  the	
  web
they	
  
share
• invest  now  to  harvest  
tomorrow
• best  if  you  have  an  
integrated  digital,  social  
platform  that  supports  your  
business,  not  just  your  pins  
or  boards  
• inspiration,  ideation,  
conversion  and  community  
focused
strategy	
  and	
  approach
Case  studies
• Tight  email  integration  increased  
subscribers  
• Color  blocking  board  generated  
14k  saves  in  2012
• 60%  growth  in  traffic
• “It  Lists”  of  favorite  products  of  
Sephora  staff
• Pinterest  users  spend  15x  more  
on  Pinterest  than  Facebook  
Sephora
*Source:  Pinterest
• Pinterest  =  2nd largest  traffic  
driver
• 1st DIY  post  2.3M  views  via  
Pinterest  alone  
• 50%+  traffic  comes  from  posts  
published  2+  months  ago  
• 77%  mobile  visits  
• Added  “save”  button  on  top  of  
image  for  mobile  users.  
Increased  Pins  by  10x.  
Buzzfeed
*Source:  Pinterest
7	
  success	
  
strategies	
  
1.	
  start	
  with	
  a	
  Plan
• know	
  your	
  goals
• know	
  your	
  customer	
  
• how	
  will	
  you	
  measure	
  success?
• brand  awareness?
• website  /  blog  traffic
• sales
• grow  email  list
• build  community  
what’s	
  your	
  goal?	
  
• what  are  your  top  
business  goals?  
• business  goals  aligned  
to  digital  marketing  
and  social  media
• key  performance  
indicators  (KPIs)
measure	
  success
2.	
  do	
  your	
  research	
  
do	
  you	
  really	
  know	
  your	
  
customer?	
  
Source:	
  ZenDesk
• drive  sales  strategies  for  
your  brand  
• understand  sharing  
behavior  
• prioritize  products  &  
services
• Identify  &  prioritize  
content  your  audience  is  
interested  in  
use	
  Pinterest	
  for	
  research
Pinterest.com/source/yourdomain
who	
  is	
  pinning	
  your	
  content?
Pinterest.com/source/yourdomain
who	
  is	
  pinning	
  your	
  content?
32
who	
  is	
  viewing	
  your	
  pins?
analytics.pinterest.com
what	
  are	
  their	
  interests?
analytics.pinterest.com
what	
  are	
  their	
  interests?
analytics.pinterest.com
3.	
  lay	
  your	
  foundation
business.pinterest.com
setup	
  business	
  account
business.pinterest.com
convert	
  
personal	
  
account	
  to	
  
business
• Business.pinterest.com
YOU	
  DIT	
  IT!	
  
• product
• app
• place
• article
• map
• recipe  
rich	
  pins
• pinners  buy  products  
without  ever  leaving  
Pinterest!  
• if  using  BigCommerce,  
Demandware,  
Magento,  Shopify,  IBM  
Commerce  you  can  
start  now.  If  not,  get  on  
waitlist!  
buyable	
  pins
drive	
  desired	
  action!
P	
  =	
  People	
  
O	
  =	
  Objectives	
  
S	
  =	
  Strategy	
  
T	
  =	
  Technology	
  
don’t	
  start	
  with	
  technology
Text	
  POSTWORKSHEET	
  to	
  33444	
  to	
  download	
  audience	
  worksheet	
  
Communities	
  Create	
  Markets
Opportunity Harvest
Free	
  
member
Paid	
  
member
Loyal	
  
evangelist
Community	
  Zone Customer	
  Zone
$$
• Works	
  when	
  you	
  are	
  
not	
  working!	
  
• Consistent	
  brand	
  
architecture	
  
• Helps	
  audience	
  
achieve	
  their	
  goals
Build	
  Integrated	
  
Platform	
  
Blog	
  
• Home	
  base	
  
• Stays	
  with	
  you	
  always	
  
• Tell	
  stories
• Thought	
  leadership	
  
• Integrated	
  platform	
  for	
  
social	
  presence
• Ignite	
  OPCs	
  via	
  
syndication	
  &	
  guest	
  
blogging	
  
Source:	
  Quicksprout
Email	
  subscribers	
  3	
  times	
  more	
  likely	
  to	
  share	
  
content	
  via	
  social	
  media	
  than	
  other	
  visitors
Increase	
  conversion	
  rates	
  /	
  
sales
Nurture	
  relationships	
  
Data	
  collection	
  
Brand	
  awareness	
  
4.	
  Content	
  strategy	
  
DIGITAL AND SOCIAL BODY LANGUAGE….	
  
YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS
BE	
  YOU!	
  
Determine	
  Your	
  Message	
  Tiers
Not	
  all	
  content	
  has	
  equal	
  weight	
  or	
  value
Tier 1:
Vision
Tier 2
Tier 3
Tier 4 Tier 4
Tier 3
Tier 4 Tier 4
Tier 3
Tier 4 Tier 4
Stay	
  Fresh
5.	
  Build	
  your	
  funnel
PERSONALIZED
EXPERIENCE
• Who	
  is	
  your	
  customer	
  and	
  
what	
  is	
  important	
  to	
  
them?	
  
• Behaviors	
  
• Preferences	
  
• How,	
  when	
  and	
  where	
  do	
  
they	
  use	
  what	
  screens
• Context	
  for	
  why	
  they	
  use	
  
screens	
  (mobile,	
  desktop,	
  tablet)	
  
You	
  need	
  a	
  landing	
  page
Helps	
  your	
  customer	
  learn	
  quickly…	
  
• Who	
  you	
  are
• What	
  you	
  can	
  do	
  to	
  help	
  them	
  
• Why	
  they	
  should	
  buy	
  from	
  you	
  
• What	
  action	
  you	
  want	
  them	
  to	
  take	
  
• Think	
  one	
  customer,	
  one	
  page,	
  one	
  message
Don’t	
  just	
  send	
  people	
  to	
  your	
  website	
  home	
  page	
  or	
  
shopping	
  cart	
  product	
  page	
  
1. define	
  your	
  goal
2. determine	
  the	
  offer
3. build	
  the	
  platform	
  to	
  convert
4. attract	
  desired	
  customers
5. measure	
  the	
  result	
  
6. tweak,	
  rinse	
  and	
  repeat	
  	
  
awareness
interest
consideration
purchase
CONVERSION FUNNELS ARE MORE
COMPLICATED THAN THEY LOOK
conversion	
  rate…	
  
The	
  %	
  of	
  visitors	
  who	
  
complete	
  a	
  goal,	
  as	
  set	
  
by	
  the	
  site	
  owner.
Test	
  methods,	
  such	
  as	
  split	
  testing	
  
or	
  A/B	
  testing	
  help	
  measure	
  
headlines,	
  copy,	
  images,	
  social	
  
proof	
  elements	
  and	
  content	
  to	
  
help	
  convert	
  more	
  visitors	
  into	
  
customers.	
  
Conversion	
  Rate	
  Optimization	
  
Conversion	
  optimization,	
  or	
  
conversion	
  rate	
  optimization
(CRO)	
  is	
  the	
  method	
  of	
  creating	
  
an	
  experience	
  for	
  a	
  website	
  or	
  
landing	
  page	
  visitor with	
  the	
  
goal	
  of	
  increasing	
  the	
  
percentage	
  of	
  visitors	
  that	
  
convert into	
  customers.	
  
Source:	
  Wikipedia
why	
  conversion	
  rate	
  
optimization	
  (CRO)?
Increased
– leads
– roi
– sales
– happy	
  customers	
  
– better	
  sleep	
  at	
  night	
  
CRO	
  optimization	
  factors
Planning	
  
Goals	
  
Value	
  proposition	
  
Call	
  to	
  action	
  
Trust	
  
Security	
  
Buyer’s	
  journey	
  
Findability /	
  Searchability
Visual	
  design	
  
Color	
  psychology	
  
Layout
Visual	
  quality	
  	
  
Headlines	
  
Mobile	
  responsive	
  site
Navigation
Button	
  content	
  
Button	
  color	
  
Delivery	
  on	
  promise	
  
Communication
Readability
Language
Terminology	
  
Contact	
  forms	
  
Load	
  time	
  of	
  site	
  /	
  page	
  	
  	
  
Browser	
  compatibility	
  
Up-­‐sell	
  /	
  Cross-­‐Sell	
  
Social	
  proof	
  
CRO	
  testing	
  
1. Define	
  goal	
  and	
  metrics	
  for	
  success
2. Designate	
  a	
  landing	
  page	
  where	
  conversion	
  will	
  occur
3. Determine	
  elements	
  on	
  landing	
  page	
  to	
  test	
  
4. Create	
  variations	
  of	
  the	
  key	
  elements	
  you	
  want	
  to	
  test	
  
5. Choose	
  A/B	
  testing	
  tools	
  to	
  use	
  
6.  Promote  and  advertise
6.	
  advertise
&	
  promote!	
  
pick  your  goal:  
• awareness  
(eCPM – cost  per  1000  impressions)
• engagement  
(eCPE – cost  per  engagement)
• traffic  
(eCPC – cost  per  click)  
Promoted	
  pins
pick  your  goal:  
• page  visits
• sign  ups  (newsletter,  email  etc.)  
• custom  conversions  
track  actions:  
• clicks  
• repins +  closeups
• views  
track	
  conversions
7.  Tweak.  Rinse.  Repeat.  Optimize
• keep  aligned  to  goals  &  objectives
• use  a  content  calendar
• clean  up  &  organize  boards  
• validate  &  test  links
• re-­prioritize  placement  of  content  
• remove  out  dated  content  
• remove  double  pins  
refresh	
  monthly	
  
67
• Pinterest  Insights
• Tailwind  (scheduling)  
• Buffer  (scheduling)  
• Canva
• Picmonkey
• Social  Warfare  wordpress
plugin  (Rich  Pins,  sharing)
• Leadpages.net
• Google  Analytics  
Pinterest	
  &	
  platform	
  tools	
  
1. Start  with  a  plan  
2. Do  your  research
3. Lay  your  foundation  
4. Content  strategy  
5. Build  your  funnel  
6. Advertise  &  promote  
7. Tweak.  Rinse.  
Repeat.  Optimize.  
7	
  step	
  success	
  strategy
Questions?	
  
Pam	
  Moore
CEO	
  /	
  Founder	
  
Marketing	
  Nutz
@pammktgnut
pammarketingnut.com
themarketingnutz.com
socialzoomfactor.com
socialprofitfactor.com

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Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016

  • 1. Pinterest  for   Business Pam  Moore   CEO  /  Founder Marketing  Nutz Host:  Social  Zoom  Factor Social  Fresh  2016  
  • 2. agenda   • why  Pinterest  for  biz? • case  studies     • 7  step  success  strategy  
  • 3. the  point  of  inspiration  is  changing
  • 5.
  • 6. human  brain  processes  visuals  60,000  times  faster  than   decoding  text!  
  • 7. • Pinners  see  themselves   as  trend  seekers,  early   adopters   • Believe  Pinterest  is  a   great  resource  for   trends,  styles  &  new   things  to  try   what  drives  them?
  • 8. • 110  million  daily  active  users • 175  million  registered  users   • 90%  female  /  29%  male • 75%  more  males  than  2014**   • 49%  US  women  online  use   Pinterest • 70%  household  purchasing   decisions  made  by  women • 41%  users  have  avg household   income  $50k+   who  are  they? **Ahology 2015  Report
  • 9. • Age – 18-­‐29  =  34% 30-­‐49  =  28%   50-­‐64  =  27% • 9%  Hispanics;;   up  6%  fr 2014.  11%   active  pinners  /   14%  daily  pinners.* who  are  they? *Source:  Ahology
  • 10. • 45%  college  graduate  or  post   graduate   • 56%  employed,  15%   homemaker,  12%  unemployed,   10%  students   • More  likely  to  be  single  &  living   alone  (33%)  and  less  likely  to   be  divorced  (9%)   they  are  college  educated,  working *Source:  Ahology
  • 11. • 60%  from  USA,   followed  by  India,  UK,   Brazil  &  Canada • Site  now  available  30+   languages  with  offices   in  London,  Paris,   Berlin,  Brazil,  Tokyo they  are  global *Source:  Ahology
  • 12. • 50%  of  those  who   notice  promoted  pins   click  to  get  more  info.   • 40%  made  a  purchase,   suggesting  promoted   pins  inspire  future   action!   they  respond  to  promoted  content *Source:  Ahology
  • 13. they  try  new  things • Pinterest  inspires  action – 2/3  active  pinners  /  84%   daily  pinners  inspired  to  try   something  new  once  a  week   or  more – 73%  active  pinners  /  89%   daily  pinners  have   purchased  something  new   they  discovered  on  Pinterest  
  • 14. • buy   • opt  in   • share • try • read   • click   they  take  action
  • 15. • more  than  1/3  (36%)  &  60%   daily  pinners  access  Pinterest   once  a  day  or  more  using   smart  phone.   • half  of  active  pinners  48%  &   77%  daily  pinners  do  so  at   least  several  times  /week   they  are  mobile 15
  • 16. 67%  active  /  86%  daily   pinners  have  accessed   Pinterest  while  shopping   to  buy  something  they   pinned   they  reference
  • 17. • 14  minutes  =     avg site  visit • 30%  prefer  over   watching  TV they  hang  out  
  • 18. most  common  destination  for  users  who  click   on  a  pin  is  a  blog!   they  read Source:  coschedule infographic
  • 19. Pinterest  =  90%  social  media   shares  on  the  web they   share
  • 20. • invest  now  to  harvest   tomorrow • best  if  you  have  an   integrated  digital,  social   platform  that  supports  your   business,  not  just  your  pins   or  boards   • inspiration,  ideation,   conversion  and  community   focused strategy  and  approach
  • 22. • Tight  email  integration  increased   subscribers   • Color  blocking  board  generated   14k  saves  in  2012 • 60%  growth  in  traffic • “It  Lists”  of  favorite  products  of   Sephora  staff • Pinterest  users  spend  15x  more   on  Pinterest  than  Facebook   Sephora *Source:  Pinterest
  • 23. • Pinterest  =  2nd largest  traffic   driver • 1st DIY  post  2.3M  views  via   Pinterest  alone   • 50%+  traffic  comes  from  posts   published  2+  months  ago   • 77%  mobile  visits   • Added  “save”  button  on  top  of   image  for  mobile  users.   Increased  Pins  by  10x.   Buzzfeed *Source:  Pinterest
  • 25. 1.  start  with  a  Plan • know  your  goals • know  your  customer   • how  will  you  measure  success?
  • 26. • brand  awareness? • website  /  blog  traffic • sales • grow  email  list • build  community   what’s  your  goal?  
  • 27. • what  are  your  top   business  goals?   • business  goals  aligned   to  digital  marketing   and  social  media • key  performance   indicators  (KPIs) measure  success
  • 28. 2.  do  your  research  
  • 29. do  you  really  know  your   customer?   Source:  ZenDesk
  • 30. • drive  sales  strategies  for   your  brand   • understand  sharing   behavior   • prioritize  products  &   services • Identify  &  prioritize   content  your  audience  is   interested  in   use  Pinterest  for  research
  • 33. who  is  viewing  your  pins? analytics.pinterest.com
  • 34. what  are  their  interests? analytics.pinterest.com
  • 35. what  are  their  interests? analytics.pinterest.com
  • 36. 3.  lay  your  foundation
  • 40. • product • app • place • article • map • recipe   rich  pins
  • 41. • pinners  buy  products   without  ever  leaving   Pinterest!   • if  using  BigCommerce,   Demandware,   Magento,  Shopify,  IBM   Commerce  you  can   start  now.  If  not,  get  on   waitlist!   buyable  pins
  • 43. P  =  People   O  =  Objectives   S  =  Strategy   T  =  Technology   don’t  start  with  technology Text  POSTWORKSHEET  to  33444  to  download  audience  worksheet  
  • 44. Communities  Create  Markets Opportunity Harvest Free   member Paid   member Loyal   evangelist Community  Zone Customer  Zone $$
  • 45. • Works  when  you  are   not  working!   • Consistent  brand   architecture   • Helps  audience   achieve  their  goals Build  Integrated   Platform  
  • 46. Blog   • Home  base   • Stays  with  you  always   • Tell  stories • Thought  leadership   • Integrated  platform  for   social  presence • Ignite  OPCs  via   syndication  &  guest   blogging  
  • 47. Source:  Quicksprout Email  subscribers  3  times  more  likely  to  share   content  via  social  media  than  other  visitors Increase  conversion  rates  /   sales Nurture  relationships   Data  collection   Brand  awareness  
  • 49. DIGITAL AND SOCIAL BODY LANGUAGE….   YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS
  • 51. Determine  Your  Message  Tiers Not  all  content  has  equal  weight  or  value Tier 1: Vision Tier 2 Tier 3 Tier 4 Tier 4 Tier 3 Tier 4 Tier 4 Tier 3 Tier 4 Tier 4
  • 53. 5.  Build  your  funnel
  • 54. PERSONALIZED EXPERIENCE • Who  is  your  customer  and   what  is  important  to   them?   • Behaviors   • Preferences   • How,  when  and  where  do   they  use  what  screens • Context  for  why  they  use   screens  (mobile,  desktop,  tablet)  
  • 55. You  need  a  landing  page Helps  your  customer  learn  quickly…   • Who  you  are • What  you  can  do  to  help  them   • Why  they  should  buy  from  you   • What  action  you  want  them  to  take   • Think  one  customer,  one  page,  one  message Don’t  just  send  people  to  your  website  home  page  or   shopping  cart  product  page  
  • 56. 1. define  your  goal 2. determine  the  offer 3. build  the  platform  to  convert 4. attract  desired  customers 5. measure  the  result   6. tweak,  rinse  and  repeat     awareness interest consideration purchase CONVERSION FUNNELS ARE MORE COMPLICATED THAN THEY LOOK
  • 57. conversion  rate…   The  %  of  visitors  who   complete  a  goal,  as  set   by  the  site  owner. Test  methods,  such  as  split  testing   or  A/B  testing  help  measure   headlines,  copy,  images,  social   proof  elements  and  content  to   help  convert  more  visitors  into   customers.  
  • 58. Conversion  Rate  Optimization   Conversion  optimization,  or   conversion  rate  optimization (CRO)  is  the  method  of  creating   an  experience  for  a  website  or   landing  page  visitor with  the   goal  of  increasing  the   percentage  of  visitors  that   convert into  customers.   Source:  Wikipedia
  • 59. why  conversion  rate   optimization  (CRO)? Increased – leads – roi – sales – happy  customers   – better  sleep  at  night  
  • 60. CRO  optimization  factors Planning   Goals   Value  proposition   Call  to  action   Trust   Security   Buyer’s  journey   Findability /  Searchability Visual  design   Color  psychology   Layout Visual  quality     Headlines   Mobile  responsive  site Navigation Button  content   Button  color   Delivery  on  promise   Communication Readability Language Terminology   Contact  forms   Load  time  of  site  /  page       Browser  compatibility   Up-­‐sell  /  Cross-­‐Sell   Social  proof  
  • 61. CRO  testing   1. Define  goal  and  metrics  for  success 2. Designate  a  landing  page  where  conversion  will  occur 3. Determine  elements  on  landing  page  to  test   4. Create  variations  of  the  key  elements  you  want  to  test   5. Choose  A/B  testing  tools  to  use  
  • 62. 6.  Promote  and  advertise 6.  advertise &  promote!  
  • 63.
  • 64. pick  your  goal:   • awareness   (eCPM – cost  per  1000  impressions) • engagement   (eCPE – cost  per  engagement) • traffic   (eCPC – cost  per  click)   Promoted  pins
  • 65. pick  your  goal:   • page  visits • sign  ups  (newsletter,  email  etc.)   • custom  conversions   track  actions:   • clicks   • repins +  closeups • views   track  conversions
  • 66. 7.  Tweak.  Rinse.  Repeat.  Optimize
  • 67. • keep  aligned  to  goals  &  objectives • use  a  content  calendar • clean  up  &  organize  boards   • validate  &  test  links • re-­prioritize  placement  of  content   • remove  out  dated  content   • remove  double  pins   refresh  monthly   67
  • 68. • Pinterest  Insights • Tailwind  (scheduling)   • Buffer  (scheduling)   • Canva • Picmonkey • Social  Warfare  wordpress plugin  (Rich  Pins,  sharing) • Leadpages.net • Google  Analytics   Pinterest  &  platform  tools  
  • 69. 1. Start  with  a  plan   2. Do  your  research 3. Lay  your  foundation   4. Content  strategy   5. Build  your  funnel   6. Advertise  &  promote   7. Tweak.  Rinse.   Repeat.  Optimize.   7  step  success  strategy
  • 70. Questions?   Pam  Moore CEO  /  Founder   Marketing  Nutz @pammktgnut pammarketingnut.com themarketingnutz.com socialzoomfactor.com socialprofitfactor.com