Pinterest: The New Retail Therapy

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    14-Sep-2014

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How to use Pinterest as a marketing tool for your business. Easy to digest , simple tips on setting up a business account, pinning strategies, and analytics. Great for beginners and intermediate Pinterest users.

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  • web ecommerce seo social email present

    BUSINESS MARKETINGtrack top trends and bright ideas

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  • web4retail.com 14131 Bay Drive Westford, Ma 01886 1-877-536-4786

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    WHO WE ARE & WHAT WE DO

    web ecommerce seo social email

    Web4Retail is an internet marketing agency that works with home furnishing, textile, and interior design businesses.

    Our philosophy is simple: create and maintain comprehensive and effective online marketing programs and provide our clients with superior service while doing so.

    We believe that to make substantial gains, a business, no matter how large or small, must seize the vast opportunities of internet marketing.

    Weve proven this through our own success, and we guarantee that our clients will experience the same prosperity.

    WE DONT JUST TALK THE TALK, WE WALK THE WALK

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    FUSION MARKETING

    Fusion Marketing is a comprehensive package of web design, social media (including Pinterest), and email services that work in-tandem with one another.

    The Fusion Marketing Guarantee is this: we will secure your built-in online customer base of at least 10,000 within the span of a year.

    With this program, we can guarantee you success. Well help you get ahead of your competition by building a marketable online business platform.

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    ABOUT THE AUTHORS

    CEO of Web4Retail and an early adapter to Pinterest, Denise Keniston is responsible for building some of the most successful Pinterest Boards in the home furnishings space. Most notable is the Interior Design Community Board, which just passed 5,100 follows and is a beacon for industry interior designers and home decor lovers.

    Initially a Pinterest skeptic, Ian Savage has been shown the light. As Web4Retails assisstant designer and developer, he works with Denise on many projects, including this webinar, and helps her turn her many marketing ideas into graphic reality.

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    OVERVIEW

    WHAT IS PINTEREST?

    HOW IT CAN WORK FOR YOUR BUSINESS

    OUR EXPERIENCE WITH PINTEREST

    CREATING/CONVERTING A PINTEREST ACCOUNT FOR YOUR BUSINESS

    GETTING STARTED

    PINTEREST ETIQUETTE

    BUILDING A COMMUNITY

    USING PINTEREST TO MARKET YOUR BUSINESS

    USING ANALYTICS TO SEE CAUSE & EFFECT

    REAP THE REWARDS

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    WHAT IS PINTEREST?

    Pinterest is a social media site that allows users to pin images and videos they find online to a virtual pinboard and share them with others.

    Users can create as many pinboards as they like, based on their interests, hobbies, or any other categories they can think of.

    When you visit another persons pinboard you have five options: You can follow a board, like a specific pin, comment on a pin, or repin to one of your own boards.

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    HOW IT CAN WORK FOR YOUR BUSINESS

    Pinterest is tailored to interior design, home furnishings, and textiles because of its visual and social nature. If youre interested in driving more traffic to your website and converting leads to sales, Pinterest should be part of your internet marketing toolkit.

    With the exponential growth its experienced since its creation, it has now surpassed both Facebook and Twitter with its number of unique visitors this year. This means a massive potential audience, constantly growing, that you can market your business to.

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    OUR EXPERIENCE WITH PINTEREST

    The Web4Retail Marketing teams designs and maintains Pinterest pages for clients, but we also use it to drive traffic to our own website. We do this using two basic strategies:

    INTERIOR DESIGN/FURNITURE & ONLINE MARKETING

    The boards weve created, such as Social Media Resoures, help anyone whos looking for straight forward information via infographics to help them with online marketing strategies. We have many boards relating to interior design and furniture such as the Interior Design Community Board and our Color Palette Board. We also tweet and post special pins. All of this drives traffic to our boards and to our website. By extension, we generate inbound leads.

    visit pinterest.com/socialdenise to see more of our boards and how we use them

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    CREATING/CONVERTING A PINTEREST ACCOUNT FOR YOUR BUSINESS

    Creating a Pinterest account is easy. Either log in with your existing Facebook or Twitter account, or create a new account for Pinterest using your email. That said, Pinterest added business accounts with business-specific terms of service earlier in November. Thankfully, its very simple for companies to convert an existing Pinterest account into a Pinterest business account. Visit business.pinterest.com to get started.

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    ACCOUNT CREATION/CONVERSION STEPS

    First, youll need to fill out some required information about your business. Some fields will remain the same, while others youll have to change to fit your business.

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    ACCOUNT CREATION/CONVERSION STEPS

    Once youve converted your account, youll be brought to the following screen where youll see some options to start taking advantage of your new busines account.

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    ACCOUNT CREATION/CONVERSION STEPS

    Lastly, youll want to start driving traffic back to your Pinterest page by adding Pin It buttons and/or widgets to your site and other web properties.

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    GETTING STARTED

    Before you can start harnessing Pinterest for its marketing potential, you first need to understand some of its basic terminology:

    PIN

    PINBOARD

    FOLLOW

    RE-PIN

    A pin starts with an image or video you add to Pinterest. You can add a pin from a website using the Pin It button or upload an image right from your computer.

    A board is where you organize your pins by topic. Boards can be secret or public, and you can invite other people to pin with you on any of your boards.

    When you follow someone, their pins show up in your Pinterest home feed. You can follow all of someones boards or just the ones you like best.

    Any pin on Pinterest can be repinned, and all pins link back to their original source. Repinning is typically used to share pins you like with others.

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    PINTEREST ETIQUETTE

    BE RESPECTFULPlease be kind and remember that there are people on the other end of your comments.

    BE YOURSELFWe think authenticity -- pinning interesting things that express who you really are what you really like -- is more important than just pinning for the sake of filling up a board.

    GIVE CREDITEncourage artists to create great work by linking back to their pages, and leaving polite comments when you see pins that arent correctly credited.

    STAY ALERTIf you see inappropriate or hateful pins, please report them to Pinterest. Just click Report Pin to report something, or the flag icon to report a pinner.

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    BUILDING A COMMUNITY

    FEATURE CREATIVE VISUAL CONTENT

    -PRE-EXISTING PHOTOS OR IMAGES

    -PHOTOS OF YOUR PRODUCT / SHOWROOM

    -PHOTOS OF YOUR CUSTOMERS

    -VISUALS FROM RELEVANT BLOG ARTICLES

    -INFOGRAPHICS AND DATA CHARTS

    Certain things are key to attracting followers to your pins and boards. As much as it would be easier to simply pin a photo of one of your products and call it good, you need to take the extra step and do something creative with it, whether that be how you take the photo, what you include in the description, or simply which board you pin it to. Some important things to remember when pinning are:

    REMEMBER, THE BEST PINS ARE THE ONES THAT ARE EYE-CATCHING, CREATIVE, AND RELEVANT TO YOUR BUSINESS

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    USING PINTEREST TO MARKET YOUR BUSINESS

    ADD PIN IT BUTTONS / WIDGETS TO YOUR WEBSITE

    ADD LINKS IN THE DESCRIPTIONS OF YOUR PINS THAT LEAD BACK TO YOUR WEBSITE

    CROSS PROMOTE ON TWITTER (USE HASHTAGS) AND FACEBOOK

    Besides the basics of creating boards, pinning and re-pinning interesting images, and connecting with your followers, there are a few important tips to remember when setting up your business to interact with Pinterest. Theyll help you not only attract additional followers, but also to keep them coming back for more.

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    UTILIZING HASHTAGS

    Many people fail to realize that hashtags, though most commonly used on Twitter, work with Pinterest and are searchable by it as well. Try to include a few of them in the descriptions of your pins to increase your chances of having them found and re-pinned.

    #

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    PIN-IT WIDGETS & WHY THEY WORK

    Pin-It buttons and widgets are crucial because they allow customers to pin products from your site that they like, which creates both a larger following and showcases your product.

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    FOLLOW VS. NON-FOLLOW LINKS

    Its also important to understand the difference between a follow link and a non-follow link. In the pin on the left, the link at the top doesnt allow people to follow you. However, the link in the bottom description does.

    FOLLOW LINK

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    USING ANALYTICS TO SEE THE CAUSE & EFFECT

    One of the most critical parts of using Pinterest to better market your business is keeping track of just how effective it is at aquiring you sales leads and driving traffic to your site. Below are a few examples of our clients success with Pinterest.

    In January 2013 Lombards Fine Furniture received 296 website referrals from social media, half of those coming from Pinterest. Of those referrals, 6 went on to convert to sales.

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    USING ANALYTICS TO SEE THE CAUSE & EFFECT cont.

    In January 2013 Pinterest was the 12th top referrer to the Hammary Furniture website being responsible for 290 referrals to the site, representing nearly 1%. They trailed Google, Yahoo, Bing and other search engines. Facebook and Twitter were not represented in the referral list.

    In January 2013 Pinterest was the #1 social media referrer to Lea Furnitures website being responsible for 110 referrals with 4 conversions.

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    REAP THE REWARDS

    So what does all of this mean? In the end, it means online leads converting into actual sales. People see something on one of your boards, they head to your website to find out more, reach out to someone on your sales team, and make a purchase. This is the path you want your customers to take, and is why Pinterest can be so effective.

    SOCIAL MEDIA REFERRAL - WEBSITE CONVERSION - SALES LEAD - PURCHASE

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    BONUS TIP

    Create community boards to attract an audience and encourage participation. The tricky part is figuring out how invite people.