State of Search 2013 - Beyond The Pin


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Learn how to find your customers by looking at the source of like-minded pins, and beating them to their own game on Pinterest. Using men's style as the example, I'll show you how I found the blogs that were producing the most popular content on Pinterest, and how I beat them to their own game by creating original content that linked back to my own site, thus increasing my web traffic.

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State of Search 2013 - Beyond The Pin

  1. 1. @STNC 1
  2. 2. WHO AM I? • Director of Search at BuzzShift • Named one of the top menswear pinners by Huffington Post • Over 1.1 million Pinterest Followers • A fan of suits, and riding trains @STNC 2
  3. 3. EXPECTED LEARNINGS 1. Identify other sites that potential customers frequent 2. Use Pinterest (and Instagram) to increase your own web traffic 3. Increase your fanbase on Pinterest (and Instagram) @STNC 3
  4. 4. A NOTE • • This presentation uses #menswear as the central theme. This should apply across most industries. If you find it doesn’t apply to yours, feel free to ask me afterwards, and we can identify how to apply it to yours. @STNC 4
  5. 5. TO START • Pinterest has a truly global audience of over 70 million users1 • People referred from Pinterest are 10% more likely to make a purchase2 • Pinterest users share content 3X more on mobile than on desktop3 • Those who click through from a pin WANT to explore your site @STNC 5
  6. 6. MY SYSTEM 1. Identification (A “Keyword Research” of sorts) 2. Repurposing 3. Creation 4. Sharing 5. Agility (A/B Test your content) 6. Monetize (Not mine, but everyone seems to like money) @STNC 6
  7. 7. IDENTIFICATION • Men’s Fashion and #menswear results on Pinterest @STNC 7
  8. 8. IDENTIFICATION • Clicking through several popular pins and Instagram users reveals the following: • • • • • • • @scoutsixteen @nickwooster @thenoblecustom @STNC 8
  9. 9. REPURPOSING Repurposing – Curating content from other sites, and then sharing from your site How I do it: 1. Find content from blogs I follow/Instagram 2. Reblog it to my tumblr 3. Pin from my tumblr (so that users click through to my site) Note: ALWAYS cite sources, and ALWAYS give credit. If none exists, try and track it down @STNC 9
  10. 10. CREATION While using content from others for your own personal gain is all fine and dandy and easy, it’s important to put your own stuff out there, so others can do the same with your content. How I do it: • Editorials (Why the double breasted suit rocks) • Photoshoots (Look at me at a train station in a suit) • Outfit/Item Posts (Add all these items go so great together) @STNC 10
  11. 11. CREATION Editorials Photoshoots Outfit/Item Posts Suits are awesome, yet no one wears them. Why won’t you wear a suit? Please? There are plenty of suits; red ones, blue, green ones. Suits, Suits, Suits, Suits, Suits, Suits, Suits, Suits, Suits, Suits, Suits, Suits, Suits, @STNC 11
  12. 12. SHARING CYCLE Create places for your own content, as well as for repurposed content   – WordPress Site – Editorials – Tumblr – Repurposed Content @STNC 12
  13. 13. SHARING CYCLE Original Content Repurpose d Sharing Hub Additional Sharing @STNC 13
  14. 14. AGILITY • The same strategy might not last forever • Trends may change, style evolves, one piece of content is used too much • Let your followers, and the community tell you what they like @STNC 14
  15. 15. AGILITY @STNC 15
  16. 16. INCREASING YOUR COMMUNITY • • • • It doesn’t happen overnight It takes dedication It’s repetitive Don’t buy followers, buy automation • Instagram Like Automation: • • @STNC 16
  17. 17. MONETIZE • Display Ads: The Google guidelines on the ratio of organic to paid content are a good starting point • Referral links: Less obvious, let’s you keep the site clean of ads • Network: Find other sites/pinners in your space, find common ground/ways to work together @STNC 17
  18. 18. THE RESULT • Truly engaged site visitors • A higher New vs. Returning ratio • Give them a reason to come to your site directly @STNC 18
  19. 19. SOURCES 1. /07/10/semiocast-pinterest-now-has-70million-users-and-is-steadily-aainingmomentum-outside-the-us/ 2. /pinterest-e-commerce-study/ 3. @STNC 19
  20. 20. THANKS! Michael Stancil Director of Search Marketing, @buzzshift @STNC 20