Pinterest Guide for Small Business Owners

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READ ONPinterest Guide 1 Pinterest Basics2 Business Strategy3. Content StrategyPinterest | C4 CompetePinterest Breakdown Launched: March 2010User base: 70 million in 2013Growth Rate: 379,599% Demographics: 68% users are women, 13-34 upper income women(purchasers). 97% Pinterest Facebook fans (connected via Facebook) are women.Simplistic, visual nature with no expectationBoards are often emotional wish lists80% ALL Pins are RepinsNo advertising or over-saturation (customers don't have guard up)Pinterest drives more traffic that G+, LI and YouTube combinedNot stressful or overly stimulating80% ALL Pins are RepinsCross-promotional benefits through driving traffic via Facebook and TwitterPinterest V FacebookVSA Social NetworkA SocialShopping CentreVirtual Bar Virtual Craft Fairor Shopping CentreThe Consumer ProcessINSPIRERepinContentStoreContent OnBoardsShopping ListStoring &Organising'Stuff' To BuyPurchasingWhen ReadyThrough LinkedPin Buy ContentPreviouslyStoredSTORE BUY3 Step Selling SystemInspirePosition ProductSell 3 Step Selling SystemInspirePosition ProductSell Inspire your audience by providingthem with the end result and overallvision. The find a way to sell in a board orpin. Always linking back to the salespage.Show your audience how yourproduct | service fits in and is animportant part of achieving that endresult or vision. Inline your interests withyour audience and targettheir emotional centre.Buying decisions arebased on how you makethe consumer feel.Pinterest Strategy Exposure (Starting Point)Sale(End Result)Inspire & CreateDesireDrive Traffic ToWebsiteWholesale OpportunitiesFollow | Engage The Right PeopleBuild A Professional, Eye-Catching PageProfessional Product PhotographyCreate A Wholesale BrandMarket ExposureSearch the pain point or specificproduct | service. They aresearching because they have theneed and want a solution. GOOGLE: SEARCH PINTEREST: DISCOVERYNot Searching, DiscoveringAccess to customersdiscovering who areunaware of our company.Creative Virality Pinterest is a viralframework. 80% Pins arerepins: Create originalcontent [50%]Fit pins intoinspiration & desirefor the overall vision.Content Strategy Best Practices:50% of content should be owned contentCreate keyword rich titles and descriptionsAlways include a call-to-actionAlways include the most relevant linkInclude prices by adding a ($ or ) with the pricing amount. Adding a priceputs the pin into the gift section. Repins help others spread your message, they do the marketing so youdon't have to. Create pins with the intent of virality.Avoid pinning rampages. Do not post more than 10 pins in one sitting. Thiscan be seen as spamming for followers who want a mix. Drip contentthroughout the day. This is most exposure to the most people [3x daily]Content Strategy Pinterest ResourcesPicMonkeyCanvaWordSwag (mobile app)Screenflow (for video recording (screen share) and editing on mac)Info.gram Pixabay [FREE cc Stock Images]Stock Imagery Sites [Shutterstock, iStock Photo]Viraltag [Scheduling Pins for Drip Content]Content Strategy Best Types Of Content:Teaser Text: Simply Image with text overlay teasing the benefits of the overallposts. Great for blog posts and tutorials. Infographics: Provide lots of valuable information in a visually attractive way. Greatfor breaking down statistics or key notes on a topic. Checklists: Long checklists that provide value around a topic provide greatreminders aka. repins to be used at a later date. Checklists on relevant topics.Video: Provides master content and insight into brand. Can be used to create a TVboard on Pinterest. Tutorials, advice & general insights all work well. Taller Pins: Recommended size is 800 pixels height v 200 pixels in width. Thesetake up more of the newsfeed allowing more visibility. Be creative with these pinsContent Strategy Creating A Content Map:Beauty: Inspire the desire! Create visually attractive pins the inspire the overallvision.Inspiration/Motivation: Add huge value by inspiring your audience. Create Visualreminders of who we are and want to be e.g. visions, values and belief systems. Thiscould be through before|afters, quotes, transformations and testimonials. Authentic Helpfulness: Be useful and create high value pins that provide asolution to the pinner | consumer's pain point. Education: Teach in a pin. Everyone enjoys learning and improving their skill set.Teach actionable advice that generates results (in the right context) via pins. Humour | Entertainment: Everyone enjoys being entertained and relaxing fromtime to time. Share humour, fun and gamification type pins for enjoyment. Note:Cute animal pictures are the most shared. Visual Content MapAbout You10%Products 20%Community 10%Teaching 10%Inspire andDesire50%Promotional Strategy Types Of Content: PromotionsCross Promotion: Share posts from and to other social media profiles. You canalso include links beside images to feed back to the Pinterest account viaFacebook or direct links via Twitter. Adding the Pinterest tab on Facebook isalso beneficial. Direct Sales: Use around sale or big launch. Create graphic coupons that canbe exclusive to Pinterest. Keep it simple, include the promotion, dates valid,clear graphic, clear call to action and direct link through to sales page. Social Proof: Add testimonials and recommendations in the caption of pins. Ifyou can add a bit of value/advice/persuasion/ strategic in the caption. Email Sign Ups: Use offers and giveaways to attract people to an email sign uppage. You can change image for multiple pins and/ or send Pinners to multiplesite pages for different offers. Pin It To Win It ContestsRun a Pin It To Win it contest by creating customFacebook tab where audience has to pin to a certainboard (e.g fav product) for a chance to win. Include linkto the pin in the sign up form. Gains News feedcoverage, cross promotion, SEO back-links, & emailsign ups. Follow company on Pinterest, create your owncompany curator pinboard (how to and name ofboard), fill pinboard with content from companywebpage with hashtag and then share board withfriends to increase your chance of winning.Start with a contest pin to promote the contest. Thendirect people to a similarly designed sign up pagewhere people have to enter email for a chance to win. List BuildingUse FacebookBoard CreationEstablishing CredibilitySHARERESULTSTEACHBrand MessageIt's important to showcase who your brand are and whatyou are all about. Add your brand personality into everything from boardtitles, sub titles and descriptions to images shared. Amplifythe takeaways by making it easy to understand your brand,it's position, inspiration and feel. Share inspiration and personal input. What inspires you todo what you do? People can relate to that. They want toknow the people and inside insight into your brand. Brand MessageIt's important to showcase who your brand are and whatyou are all about. Add your brand personality into everything from boardtitles, sub titles and descriptions to images shared. Amplifythe takeaways by making it easy to understand your brand,it's position, inspiration and feel. Share inspiration and personal input. What inspires you todo what you do? People can relate to that. They want toknow the people and inside insight into your brand. Building Followers Effectively Engage Your Current AudiencePost on yourFacebook FanPage & TwitterAdd 'Follow'button and pluginto your website.Send anautomatic emailwhen people signup [Autorespond]Building Followers Effectively Building New Followers FastEngage: Repin, Like & CommentFollow OthersTag Other Pinners@usernameQuality AND QuantityIt's important to have a large targeted audience engaged and waiting toshare your pins because each pin links back to your page driving traffic.Without a large enough audience, your results are limited.The goal is to increase your span of reach not only to your followers but totheir communities as well. This is how viral posts work and grow so quickly.Start with driving your current audience from other social platformsthrough Facebook integration etc. and link sharing to Pinterest and thenstart to build out and attract new followers. Cross promotion is an essentialelement of your Pinterest Strategy. Commenting for exposure on biggerbrands with the same target can be highly effective as it shows up in thenewsfeed and links back to your profile.Dripping ContentIt's important to have a large targeted audience engaged and waiting toshare your pins because each pin links back to your page driving traffic.Without a large enough audience, your results are limited.The goal is to increase your span of reach not only to your followers but totheir communities as well. This is how viral posts work and grow so quickly.Start with driving your current audience from other social platformsthrough Facebook integration etc. and link sharing to Pinterest and thenstart to build out and attract new followers. Cross promotion is an essentialelement of your Pinterest Strategy. Commenting for exposure on biggerbrands with the same target can be highly effective as it shows up in thenewsfeed and links back to your profile.Contributor BoardsIf you have your own contributor boards, more people posting content onyour behalf. You can invite anyone you like.Sometimes you will seeinvitations to contribute in the top left hand corner. When someone becomes a contributor, that board then appears on theirpage for all their followers to see providing further exposure for yourbrand. Also, when they "follow all" it follows all your contributor board too!Now you can leverage your products and service [in context] on this boardfor promotional benefits. Pinterest AnalyticsVisit http://www.pinterest.com/source/username.com/analytics/to research your Pinterest analytics to find what is and isn't working andadapt your strategy accordingly. This is how you craft and build asuccessful strategy. Aim to check on a weekly basis. Also use Google Analytics to track the traffic being driven from Pinterestand how those visitors are behaving whilst on your site. This is highlyvaluable information you can use to track and measure. It will revealtrends, campaign performance and most importantly, real ROI measure. Google Analytics > All Traffic > Source > Pinterest.com