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How To Use Pinterest For Business

 

Featuring Exclusive Interview with Special Guest Bert Quintero, Media Marketing Consultant

MediaOnQ Podcast
MediaOnQ Podcast

Today, Roberta Quintero (commonly know as Bert) will be joining us to discuss: What is Pinterest? Is Pinterest Relevan? Does Pinterest Matter? She will also share with us creative ways to use Pinterest in our own marketing strategies and discuss how some brands are finding success with their own Pinterest strategies.

How To Use Pinterest For Business 

Today, Roberta Quintero (commonly know as Bert) will be joining us to discuss:

What is Pinterest?  Is Pinterest Relevan? Does Pinterest Matter?

She will also share with us creative ways to use Pinterest in our own marketing strategies and discuss how some brands are finding success with their own Pinterest strategies.

Q. Let’s get started with what is Pinterest? Bert, can you share with us a little bit of Pinterest History?

A. Pinterest is a social network that got started in late 2011. Pinterest grew their web traffic – unique visitors by 155% in one month – Dec 2011 to Jan 2012. Pinterest made the Hitwise list at #5 in Dec 2011 beating out LinkedIn and Google+.

In a nutshell Pinterest is a social network that allows users to visually share and discover new interest by posting, or pinning as it is called in Pinterest. Users can pin images, or videos to their own or other user’s pinboards. A pinboard typically has a common theme, for example photography, recipes, art, agriculture, and so on.

Q. How do users pin?

A. Users can either upload images from their computer or pin thing they find on the web using the Pinterest bookmarklet, called the pin it button. OR they can simply pin a URL

URL is the web address to the image that you’d like to pin. 

Pinterest Jargon 

A Pin – an image added to Pintrest

Pinboard – a set of theme based pins

Pinning – the act of visually sharing content

Repin – reposting somebody else’s pin

Pin It Button – button that can be placed on websites to make it easy to share on Pinterest

Pinner – the person who does the sharing

Q. Can you tell me why does Pinterest matters?

A. Pinterest matters for 3 main reasons: Web Traffic, Links or more specifically Backlinks and Social Sharing.

#1 Web Traffic

Any business that relies on driving a high-volume of website traffic to increase sales, should consider joining Pinterest.

The fact is that early research indicates that Pinterest is more effective at driving traffic compared to other social media sites and that includes Facebook. 

Quick Pinterest Facts

Time Inc.’s Real Simple Magazine got more traffic from Pinterest than Facebook (October 2011 – Ad Age Digital)

 Eyeglass retailer Warbly Parker reports that 11% of their social traffic is coming from Pinterest compared to 18% from twitter.

Kate Bryan, blogger started pinning her work and received more than 10 Million page views and has increased her subscriptions by more than 16,000 blog subscribers.  Kate was quoted as saying that her top 10 web traffic referral URL sources come from Pinterest.

 

#2 Links and Backlinks

If you are using the Pin It button on your pages, every single one of your pins will include a link back to the source. Links back to your own site are an important part of your SEO strategy.

If you’d like more great information on how to improve your SEO, check out the Media On Q Podcast episode 1 at MediaOnQ.com.

 

#3 Social Sharing

Because Pinterest makes it easy to log in to their network through other social media accounts like Twitter and Facebook, this basically means that your pins or content will be available on more feeds – ending up with more eyeballs on your brand’s content.

Q. How does Pinterest Make Money?

A. Pinterest is monetizing their social platform through affiliate programs. They basically take a cut of sales that are generated through pinned traffic.

The second social sharing advantage is that Pinterest makes it easy for users who are browsing content to add it to their Facebook or Twitter posts, embed it on to their own website or blog, Re Pin It, or email anyone they’d like.

I have to make a quick point here and say that Pinterest strongly discourages blatant self-promotion: In their own words Pinterest states “Pinterest is designed to curate and share thing you love. If there is a photo of project you’re proud of, pin away! However try not to use Pinterest purely as a tool for self-promotion.”

Marketers, and content producers should find creative ways of showcasing the lifestyle vision of their brands. Show off your brand’s personality, community involvement and achievements.

As an example, if your selling shoes show off how comfortable they can be in a lifestyle setting – not simply pinning what they look like in the box. 

Let’s say that I have a Pinterest account. I know that I will need to build reach so that my efforts are sustainable over time.

Q. Can you share with me what you would consider to be the best way to build my following?

A. The fastest way would be to promote through other platforms, add a Pinterest follow button to your website, promote your Pinterest on other social media sites like Facebook, LinkedIn, Google+ and Twitter.

Consider launching a Pinterest contest

Make the best boards specific to a single subject as this will help build up that niche. This may mean that you’d promote other users pins to help solidify your own board’s niche.

Engage with others, follow other users you think you’d want them to follow you back, comment on other boards and pins, and interact with Pinterest content whenever it is applicable.

 

Q. How can we use Pinterest in our marketing strategy?

A. Use visual content you already have such as existing photos to showcase your company’s culture,

strong visuals from blog articles or your business’ news feed. Invite your audience to submit pictures for your news content, and or take photos yourself which can be used in your blog or news feeds.

You can also use any of the following:

Infographics & Data Charts

EBook and Book Covers (eBooks and Whitepapers help brands become leaders in their niche)

Photos of Your Customers help you promote happy customers 

Host a Contest by asking users to create a pin up board that features what or why they love your brand! – Make Sure You Consult the Pinterest’s Terms Of Use

Create a Video Gallery by taking every chance you PR or public facing staff has and capture video. 

You can feature off-line events such as a company picnic, a customer appreciation event, social gatherings and/or the holidays showcasing your business’ personality.

Remember to Measure Impact – Website Analytics are important 

Q. Can you walk us through Examples of Brands on Pinterest, what they are doing right and how they’re accomplishing that?

Answer: 

CHOBANI – Greek Yogurt, their boards feature recipes of how users can use their products!

ORECK – Has a board that feature flooring samples and styles – showcasing how clean they are! Another one of their boards is called Furry Friends, where they show you how they can clean up dog and cat hair through a series of adorable pictures.

ETSY – this is an online shopping website. ETSY is a retailer of homemade and vintage goods, their pinboards really take to heart what its brand stands for. They show you how you can make your own products and how to put their products to work in your daily life, which again, emphasizes the lifestyle philosophy that Pinterest promotes.

DRAKE UNIVERSITY – their pinboards showcase products that their student population might find useful…all in their school colors.

GENERAL ELECTRIC – they have a board called badass machines, which showcases their current product line.

PEAPOD – Peapod is the largest grocery delivery service in the United States. They visually share stories of how the food gets to your office or home and what sort of produce Peapod has in stock this season…

Conclusion

Success in Pinterest isn’t necessarily about showing off your products or services directly. It is more about finding creative and innovative ways to show how those products and services fit into the lifestyle of your target audience. If you find ways to do that you’ll have what it takes to become a top brand in Pinterest.

Take these best practices and apply them to your Pinterest strategy.

Feel free to leave your feedback at mediaonq.com.

Carlos Quintero

pintrest, social media, potcast, facebook, google+, twitter, bert, roberta quintero, carlos quintero, media on q, mediaonq

 

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Carlos Quintero