My 100th Blog Post! The 3 Basic Things You Need to Market Correctly on Pinterest

Congratulations to me on publishing my 100th blog post! And it’s about my favorite platform, Pinterest!

Pinterest is an amazing visual platform that, when used correctly, can do wonders for marketing your product or brand. When users visit your Pinterest accounts, your boards with products will be the same as window shopping for visitors. There are three things you need to do on Pinterest to persuade visitors to “walk in” your shop after looking at the window display.

Beautiful Images

2db18d774f56cfd84fcd83720a32fefe What makes a person walk into your shop? Seeing a beautiful window display full of items that catch their eye. You need to do the same on a digital front and create boards full of beautiful images that persuade people to click to your website. Previously they might not have considered your item for purchase, either because of need or cost, but after seeing it displayed so wonderfully they fall in love. Make sure your images are high quality and follow the Pinterest image rules:

  • Simple, white background
  • Bright lighting
  • Easy to process (aka not too much stuff in the photo besides the product)
  • Relates to trends in the current season

Description that Motivates

asfert What you put in the description matters. The space below the image needs to be used to further explain what the product is and why the viewer needs it in their life, whether it is beautiful or functional. You need to appeal to basic human needs with an engaging description that almost forces the user to click out of curiosity and intrigue.

When You Post

pinterest analytics Most shoppers are active on Pinterest in the evenings. After a long day at work, people get on Pinterest to relax and “window shop.” Even though its inconvenient to get on Pinterest at night, posting your products with great images and motivating descriptions in the evening will get you more click-throughs to your website. Of course you need to look at your own analytics after a couple months to see when YOUR followers are online, but try to keep posting at night whenever you can.

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The Quick and Dirty Guide to Pinterest Marketing

“Why do I even need a Pinterest?”

Because images rule.

Via Flickr Pink Sherbert Photography

Via Flickr Pink Sherbert Photography

 

They are an easy way to communicate your message to followers in a way they actually remember. It makes your marketing more interesting and exciting for potential clients/customers. And it gives you another avenue to get higher search engine rankings. The platform is unlike any other and takes some adjustment, but once you know the rules and strategies, you can add Pinterest to your marketing scheme.

  • Don’t just add your content. Repin other’s stuff too.
  • Follow users who can provide high quality content for your page and that meet your brand goals and expectations.
  • Make the images you pin or repin high resolution. No watermarks allowed.
  • Organize your content into specific categories using the boards feature. You can be REALLY specific. This helps users easily navigate through your content.
  • When you link images you pin, make sure followers are taken to the exact content your image is about. If you pin a recipe using the barbecue sauce your company makes, take them to the recipe, not the homepage of the company website. This will frustrate users and cause them to tell on you to the Pinterest gods.
  • Speaking of tattle telling, you need to start doing it. Report broken links, spam posts, or images that are not appropriate. This helps keep Pinterest a good, usable platform for your marketing plan.
  • Advertise. Put a Pinterest button on your website. Talk about your Pinterest account on other social media profiles. Link to photos on your Pinterest on all accounts. Let your followers know you are on Pinterest so they can interact with you.

Any questions? Comment below or Tweet me @HS_Writing.

The Stats Don’t Lie: Pinterest vs Facebook

I may be confusing you all. Last Friday I wrote a post about why you still need Facebook as part of your business’ social media marketing plan. I still wholeheartedly think you need your Facebook still, and Terri Lively’s comment sums up why perfectly:

terri tweet

However, Pinterest is quickly growing into a social media beast that businesses can no longer ignore. These stats prove why you might want to see if Pinterest fits into your marketing plan.

Pinterest Positives

Via meeleeo.com

Via meeleeo.com

Via meeleeo.com

Via meeleeo.com

Those on Pinterest are actively searching for products and solutions to make their lives easier. This makes Pinterest extremely profitable for B2C companies selling physical products. On Facebook, users are more like window shoppers, so your chance of selling products on Facebook is less.

On the other hand, Facebook users will take advantage of deals advertised on Facebook more than ones advertised on Pinterest. If you have a lot of coupons or special offers planned, Facebook is the place to advertise them.

Via meeleeo.com

Via meeleeo.com

Once Pinterest users see something they like on the platform, they become huge supporters of the brand and products. This is why Etsy shops do so well on Pinterest over Facebook. Users on Facebook need to see the product or business page multiple times and get friend recommendations before they decide to convert to customers.

The Only Pinterest Negative…

Via meeleeo.com

Via meeleeo.com

When Pinterest users are on the platform, they are actively engaged and have a high rate of conversion. However, users spend less time on Pinterest than they do on Facebook. This is why certain marketing posts will do better on Facebook because you have a higher rate of visibility.

How to Track Your Pinterest Success

If you are like me, then measuring analytics on your social media accounts is slightly confusing and a pain in the rear. Among the many wonderful things about Pinterest, they make tracking your analytics a breeze. This may in part be contributed to the fact most users on Pinterest are actively purchasing items they see on the platform. You want to know exactly how your followers are interacting with your Pinterest account so you can see how to best market on the platform to raise your profits. Start tracking these metrics using your Pinterest Analytics tool to get a grasp on how to best use your Pinterest.

Averages

You should start tracking your average repins, likes, and comments per pin. You should also keep track of your average second degree followers using the analytics on Pinterest. The second degree followers tells you how well your brand connected to a followers’ base. This means you will see how many followers each of your followers has and how many of them have interacted with your brand.

Engagement

The engagement percentage will explain how many of your followers have actively engaged with each of your pins and repins. You can also look at the short term engagement, which will rapidly fluctuate. It is mostly used to measure how effective changes to your Pinterest brand strategy are. You also want to measure velocity, or the average number of pins and repins your brand makes each week. Test out different rates of pinning and repinning and figure out how many pins gives you the most engagement. The best way to measure velocity is to looka t the short term follower engagement. Whichever test gives you the most engagement, use that number from now on.

Reach

Your reach will show how far your brand has been able to touch new followers across Pinterest. It tracks the number of unique impressions you will receive each time you pin or repin content. Impressions are the number of times pins from your brand were seen each day on Pinterest. You can also look at the reach of each individual pin to see how many people saw it on Pinterest that day. Figure out which kind of pins have had the most reach and try to replicate those kinds. Make sure to look at how many clicks each of these pins are getting as well. The types with the most clicks are ones you want to focus on pinning in the future.

Mosts

Your “mosts” metrics include your most recent, most repinned, and most clicked. The most recent pin feed will show the pins from your brand that were most recently pinned by other users. This metric will give you an idea of what followers want to see certain times of the day. The most repinned feed shows you the pins that have been pinned the most from the brand. The most clicked feed will show the pins that have been clicked through the most from your brand. Pay attention to those clicks! You want future content to resemble what has been clicked through the most.

Tops

Your “tops” metrics include the top fans and influencers, top pins, and top interactions. The top fans and influencers list is going to be your VIPs. They are the users following your brand that have the most followers and engagement on their own profiles. Reach out to those people and talk about exchanging guest pin boards or teaming up in some other fashion. Top pins are the pins from your brand that have received the most engagement. The top interactions shows how much interaction pins from your brand’s website have had on the platform. The last two will give you a great idea of what works and what doesn’t work in your Pinterest strategy.

Still confusing? Here is a handy dandy infographic found on Social Media Today to help you out!

17-pinterest-metrics-every-brand-should-track

How to Make 4 MORE Aspects of Pinterest Work for Your Brand

Pinterest is the third most popular social media website, making it a platform that is hard to ignore when branding your business. It focuses on visual content and the audience is full of creative individuals. This means when you use Pinterest for business marketing, your plan of action needs to be creative and unique.

For those who do not use Pinterest or who are just starting out, there are eight aspects of the website that you need to understand in order to make the platform work for your brand.

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Copyright

  • Say where you got the pin from when pinning it
  • Display the URL on images
  • Use Creative Commons bookmarklet for via and a nod to the original pinner
  • Put the copyright on your website
  • If one of your images or your content was pinned without copyright, kindly ask them to add it
  • Don’t worry so much about piracy and worry more about being obscure
  • Use copyright symbols
  • Always credit photos

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Contests

  • Clients can pin photo products
  • People can pin photos and tag the brand to win
  • Host a board scavenger hunt
  • Hold a monthly board contest
  • The most repined board wins
  • Pin an image of the contest rules
  • Integrate the contests with other social media platforms, like Facebook, Twitter, and YouTube
  • Have clients upload videos and tell them to use a contest hashtag

other pinterest profile

Collaboration

  • Follow other businesses in the area to stay on top of what customers are engaged with
  • All others to pin to your boards with the Pinterest tool me+contributor on selected boards
  • Create a themed group board
  • Perform a group scavenger hunt for pins
  • Ask for colleagues to repin your pins and do the same for them if they wish
  • Promote a joint event between collaborators
  • Create lifestyle boards that combine products from other businesses
  • Host a board tour
  • Throw a Pinterest party at work
  • Crowdsource a product

analytics

Research

  • Use Pinterest analytics to measure success of certain boards and pins
  • While commenting is not popular on Pinterest, read all comments and interact with them
  • Review other business boards
  • Identify your Pinterest marketing goals and execute them
  • Do keyword searches for pins, boards, and people
  • Review and evaluate the results of your marketing plan
  • Find out how well your brands are converting
  • See what boards are getting repinned
  • Find out if Pinterest is driving traffic to your brand

How to Make 4 Aspects of Pinterest Work for Your Brand

Pinterest is the third most popular social media website, making it a platform that is hard to ignore when branding your business. It focuses on visual content and the audience is full of creative individuals. This means when you use Pinterest for business marketing, your plan of action needs to be creative and unique.

For those who do not use Pinterest or who are just starting out, there are eight aspects of the website that you need to understand in order to make the platform work for your brand.

pinterest profile

Profile

  • Use a photo, do not use a logo
  • Make your name easy to find by typing in your business’ name
  • Add links to all of your social networks
  • Put your business information on your profile, including website address and other contact information
  • Choose SEO keywords that you use on your website and other social media sites and put them on your bio
  • Make sure to complete your profile as a business profile
  • Give your followers options to share your profile on Facebook and Twitter
  • Allow your brand’s personality to explode on the profile
  • Your top three users that you repin from will show up on the right, so choose who these are carefully
Via Flickr stevendepolo

Via Flickr stevendepolo

Pins

  • Use creative pin titles
  • Use SEO keywords in descriptions
  • Install the Pin It button on your browser to quickly pin content with descriptions and a website link
  • Appropriately tag people in pins using the @mention
  • Pin images that are high quality and the correct size
  • Only pin images or content that is related to your brand
  • Focus on lifestyle behind the images, not the product
  • Pin small amounts at a time; do not go on a pinning spree
  • Always add a description and a source link
  • Enable rich pins to give real time pricing on images from your store
Via Flickr bryanlanders

Via Flickr bryanlanders

Boards

  • Use fun and creative titles that grab a visitors attention
  • Put SEO keywords in the description
  • Mix up original content and repinned content
  • Pin images from clients
  • Create inspirational or instructive collages
  • Customize which pin is the largest on the board
  • Only create business-related boards, not personal boards
  • Turn off Search Privacy in settings
  • Choose categories for each new board you create to allow people to find your content easier
  • Use numerous boards; do not put all of your content on one board

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Images

  • On images from your website or content you pin first, add a watermark so users are directed back to you even after the image has been widespread
  • Make product photos more stylized and show them being used in everyday life
  • Use natural light in photos
  • Only pin photos that relate to your products
  • Hire a photographer to take great, in action product photos
  • Make text on an infographic very large and easy to read
  • Put the title of the product or the website on the photo
  • Instead of uploading videos, pin a photo that leads to a video

Beyond the Stats – 4 Actual Ways Pinterest Increases Your Online Sales

Pinterest is the third most popular social media website, yet it is ranked number one above Facebook and Twitter for driving spontaneous online shopping sales. This is because Pinterest is a community of creative people that want to find discover products, craft projects, and inspiring images. When you sell online, Pinterest can be a huge asset in increasing your online sales.

There are many ways businesses can take advantage of Pinterest to increase their sales. By implementing four simple strategies, you can increase your revenue and convert more Pinterest users into loyal customers.

Via Flickr Pinkpoppy

Via Flickr Pinkpoppy

Make Pins Resonate with Users

Pins need to contain professional and high quality photos or collages. Do not just pin stock product photos that can be found on your retail website. Products should not be from your eCommerce website. Instead, it should be how the products look when they are being used. If you sell clothing, have people wear them doing everyday things. If you sell kitchen appliances, show them being used on a kitchen counter with food all around.

You could also create something called a Pinographic. This is a single pin that has a series of images that are instructive. They tell a user how to do something or how a product works. A business that sells clothes can create a Pinographic advising users how to best wear their styles.

Via Flickr stevendepolo

Via Flickr stevendepolo

Change Your Goal to Getting Repins Instead of Sales

In order to make sales, you need to get a lot of repins. Research shows that 19% of purchases were recommended by a friend and 24% through a stranger’s Pinterest. Only 7% of purchases were made from pins found on a retailer’s board and 10% through a Pinterest search. Creating excellent pins will increase the chance of them being repined.

Via Flickr DaveOnFlickr

Via Flickr DaveOnFlickr

Connect with Repinners

40% of Pinterest-directed purchases were made within a week of original pinning. 80% of purchases are made within three weeks of a pin. This means you have a three week window to make a sale happen.

Look at your Pinterest analytics and look at your most recent repins from followers. Engage with these people by reaching out and offering to answer any questions a customer has about the product they have pinned. This helps keep your brand in the repinner’s mind during the critical three week window.

Via Flickr SCHW4G3R

Via Flickr SCHW4G3R

Run Promotions and Contests

Pinterest contests come in many different forms. You can have your pinner’s post a photo of themselves using the product, or ask people to repin one of your pins in order to enter into a sweepstakes. David’s Bridal often holds contests where they ask people to go through one of their many boards and pin five things from the board that they like onto the user’s wedding board. This enters them into a contest where they can win a Visa gift card.

Do you think all retail stores need Pinterest in their social media marketing plan? Why or why not? Let me know in the comments or on Twitter @HS_Writing!

Stats Don’t Lie – How Pinterest Increases Your Online Sales

Pinterest is the third most popular social media website, yet it is ranked number one above Facebook and Twitter for driving spontaneous online shopping sales. This is because Pinterest is a community of creative people that want to find discover products, craft projects, and inspiring images. When you sell online, Pinterest can be a huge asset in increasing your online sales.

Via Flickr MKH Marketing

Via Flickr MKH Marketing

The statistics speak for themselves when looking at how beneficial Pinterest is for online sales:

  • The daily number of Pinterest users has grown by 145% in the past year.
  • Unique visitors are up 2700% since May of 2012.
  • The growth of Pinterest is better than Facebook and Twitter at the same point in their history.
  • Referral traffic from Pinterest to stores is more than Google+, LinkedIn, and YouTube combined. Pinterest is about to beat out Twitter for referral traffic and is still behind Facebook.
  • Apparel referral traffic has risen by 289% from Pinterest since 2011.
  • Pinterest pins with prices get 36% more Likes than those without. Without a price, a pin gets 1.1 Likes on average. With a price, a pin gets 1.5 Likes on average.
  • Social media driven revenue to stores from Pinterest is growing considerably. From 2011 to 2012, revenue from Pinterest increased 16%. Twitter and Facebook’s revenue went down in this same time period.
  • Buyers referred from Pinterest are 10% more likely to buy a product. They also spend 10% more than those from other social media sites and 70% more than traffic from websites.
  • Brands have an easier time connecting to their target markets on Pinterest than any other social media site.

Do you think all retail stores need Pinterest in their social media marketing plan? Why or why not? Let me know in the comments or on Twitter @HS_Writing!

Creative Ways to Use Pinterest for Marketing

Pinterest is a unique and effective marketing opportunity for both B2B and B2C businesses. It is unique to use this social media as a business tool since the website is based on images that are essentially bookmarked for future reference. There are many Pinterest marketing tools that the website offers, but businesses should also use their own unique tactics for marketing.

Pinterest is made for the creative business or marketer. It is not for law firms or any other strict business. eCommerce sites benefit the most from using Pinterest, but any other creative market can see great results from Pinterest, such as graphic designers. As the website is made for creative types, there are certain boards you can set up to creatively market yourself on Pinterest.

Via Flickr mkhmarketing

Via Flickr mkhmarketing

Create a Custom Product Board

Feature either a new or popular product on its own board. Pin different images of the product along with information about specific features in each pin. Pin images from your blog, Facebook, Google+, or your retail website. Pins create a link back to the original content, therefore cross promoting your other channels.

Via Flickr cambodia4kidsorg

Via Flickr cambodia4kidsorg

Create a Featured Pinners Board

This is a good idea if you have a large following, or if you know people are frequently repining from your boards even if they do not follow you. Ask certain people if they want to pin to a group board. You can also pin their content to a Featured Pinners Board. Make sure you alert them that they are featured and consider setting up a partnership with them if they are as established or more established on Pinterest as you.

Via Flickr theanthonyryan

Via Flickr theanthonyryan

Create a Coupon Board

If you offer coupons daily or weekly, start pinning these coupons to a Coupon Board. It should include past and present coupons so that followers can see what kinds of deals and discounts you offer on a regular basis. This will help them decide to keep up with future offers. Consider creating special coupons just for your Pinterest followers.

Via Flickr bvwlibrary

Via Flickr bvwlibrary

Create a Local Content Board

Pinning or writing content that is about your local area makes you seem extremely authentic, allowing followers to respect and trust your brand. This can be events happening around the city, hot spots, or favorite things to do in the area.

What are some other ways to get creative with Pinterest? Let me know in the comments or on Twitter @HS_Writing!