How to use pinterest for business

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  • 1. 1 how to use pinterest for businessHow to UsePINTERESTFOR BUSINESSShare This Ebook!www.Hubspot.comDrive Traffic &Leads to YourWebsite withPinterestA publication of

2. 2 how to use pinterest for businessIS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine ifyour level matches the content you are about to read.Share This Ebook!www.Hubspot.comINTRODUCTORYThis ebook!Introductory content is for marketers who are new to the subject.This content typically includes step-by-step instructions on howto get started with this aspect of inbound marketing and learn itsfundamentals. After reading it, you will be able to execute basicmarketing tactics related to the topic.INTERMEDIATEIntermediate content is for marketers who are familiar with thesubject but have only basic experience in executing strategies andtactics on the topic. This content typically covers the fundamentalsand moves on to reveal more complex functions and examples.After reading it, you will feel comfortable leading projects with thisaspect of inbound marketing.ADVANCEDAdvanced content is for marketers who are, or want to be, expertson the subject. In it, we walk you through advanced features ofthis aspect of inbound marketing and help you develop completemastery of the subject. After reading it, you will feel ready not onlyto execute strategies and tactics, but also to teach others how tobe successful. 3. 3 how to use pinterest for businessHubSpots All-in -On eMarketin g Software... brings your whole marketing world to-getherin one, powerful, integrated system.Get Found: Help prospects find you onlineConvert: Nurture your leads and drive conversionsAnalyze: Measure and improve your marketingPlus more apps and integrationsRequest A Demo Video Overview gShare This Ebook!www.Hubspot.comqU Leadbloggin g &Generati onsocia l mediasM SearchEmai l &AutomationoptimizationYMarketin ganalyticsLeadmana gement 4. 4 how to use pinterest for businessHow to use pinterestfor businessEdited by Magdalena GeorgievaMaggie Georgieva is an inbound marketingmanager at HubSpot responsible for creatingnew offers, including ebooks and webinars.She has previously helped with HubSpotsemail marketing program and the companyslanding page creation and optimization. Maggieis a prolific marketing blogger and has alsowritten for publications like BostInnovation.comand The St. Petersburg Times. Follow me on twitterShare This Ebook!www.Hubspot.com@mgieva 5. 5 how to use pinterest for businessCOntentswhat pinterest is & why it matters /6how to create a pinterest account & get followers /15how to use pinterest for marketing /21examples of brands on pinterest /33conclusion & additional resources /42Share This Ebook!www.Hubspot.com 6. 6 how to use pinterest for businessCHAPTER 1whatpinterestis & why itmattersShare This Ebook!www.Hubspot.com 7. 7 how to use pinterest for businessPinterest is growing in popularity asthe hottest new social network.Over the past few months, you may have heard some chatter about a brand new social networkcalled Pinterest. According to Compete, unique visitors to Pinterest.com increased by 155% justin one month, from December 2011 to January 2012.12,000,00010,000,0008,000,0006,000,0004,000,0002,000,0000Pinterest Unique Visitorssource: Compete11-Jan 11-Feb 11-Mar 11-Apr 11-May 11-Jun 11-Jul 11-Aug 11-Sep 11-Oct 11-Nov 11-Dec 12-JanIn December 2011, Pinterest made Hitwises list of the top ten social networks, sitting at #5 andbeating out big names like LinkedIn and Google+. As with any hot new social network that comesonto the scene, marketers are chiming in with, Can I use it for marketing? Absolutely, and thisebook will show you how. (Be sure to follow HubSpots pins for other marketing tips.)Share This Ebook!www.Hubspot.comUnique VisitorsUnique Visitors 8. 8 how to use pinterest for businessWhat isHow Does It Work?Share This Ebook!www.Hubspot.com&Pinterest is a social network that allows users to visually share, curate, and discover newinterests by posting, also known as pinning, images or videos to their own or others pinboards(i.e. a collection of pins, usually with a common theme). Users can either upload images fromtheir computer or pin things they find on the web using the Pinterest bookmarklet, Pin It button,or just a URL .A pin an image added toPinteresta set of theme-based pins pinboardpinnin g the act of visuallysharing content 9. 9 how to use pinterest for businessOne can browse through the items other users have pinned and like, repin or comment onthem. As with most other social networks, members are encouraged to interact with the contentby reposting it, sharing others pins on Facebook and Twitter or via email, and even embeddingindividual pins on their website or blog.Using a visual emphasis, the social network is very much focused on the concept of a personslifestyle, enabling you to share your interests and preferences with others and discover those oflike-minded people. As Pinterest put it, this is a social network meant to connect everyone inthe world through the things they find interesting.Share This Ebook!www.Hubspot.comreposting somebody elses pin repinpin ITbuttonbutton that can be placed on websitesto facilitate sharing on Pinterest. Pinsadded using the Pin It button link backto the site they came from.the person who does the sharing Pinn er 10. 10 how to use pinterest for businessWh y doesmatt er?Share This Ebook!www.Hubspot.comtrafficAny business that relies on driving a high-volume of website traffic to increase sales, shouldconsider joining Pinterest. In fact, early research indicates that Pinterest is more effective atdriving traffic compared to other social media sites, even Facebook.In October, the website of Time Inc.s Real Simple magazine got more trafficfrom Pinterest than Facebook. (source)Eye glass retailer Warbly Parker reports that 11% of their social traffic iscoming from Pinterest compared to 18% from Twitter. (source)After blogger Kate Bryan started pinning her work, she has had more than 10million page views and has attracted 16,000 blog subscribers. My top 10traffic referring URL s are all Pinterest, says Kate. (source)1 11. 11 how to use pinterest for businessIn February 2012 Pinterest has been driving more referrals to HubSpots blog than Google+. Thisinsight proves that Pinterest presents a serious challenge to other social media channels andoffers 1,600a competitive advantage to businesses that have started leveraging its potential.1,5501,5001,4501,4001,3501,300Visits to Blog.HubSpot.com,Feb. 1-14, 2012Share This Ebook!www.Hubspot.comVisitsGoogle+ PinterestGoogle+ PinterestUsing HubSpota marketing analytics, we are able to compare the two sources and how they impact our businessgoals.Any business that relies on drivinga high-volume of website traffic toincrease sales, should considerjoining Pinterest. 12. 12 how to use pinterest for businessIf you are using the Pin It button on your pages, every single one of your pins will include alink back to the source. That is why HubSpots blog has accumulated more than 640 links fromPinterest in just two weeks. However, these are no-follow links and cannot be used to directlyimpact your SEO strategy. Yet, they still provide marketing value because they allow pinners toencounter your content and visit your pages in just one click.Share This Ebook!www.Hubspot.comThis is a screenshotof HubSpots LinkGrader tool, which ispart of our all-in-onemarketing software.Learn more aboutHubSpots software.Lastly, Pinterest will soon start contributing to lead generation. So far, HubSpot has generated afew leads from the new social network and well keep a close eye on how that number changes.This is a screenshotof HubSpots Sourcestool, which is partof our all-in-onemarketing software.Learn more aboutHubSpots software.linksleads23 13. 13 how to use pinterest for businesssocia l sha rin g 4Pinterest enables users to log in using their Twitter or Facebook profiles, connectivity that iscritical for social media success. These sites cant get away with being a silo, and Pinterest hasrecognized that out of the gate.The site now connects with Facebook, according to a recent Open Graph announcement,enabling users to automatically post new pins to their Facebook feed for others to see. Thismeans more eyes from other channels get access to your pictures. However, remember that youstill cannot connect Pinterest to your Facebook business page.When members are browsing through pins, they will also have the ability to share posts throughFacebook, Twitter or email. This feature is great to boost social sharing and get your evangeliststo spread the word about your brand.Share This Ebook!www.Hubspot.com 14. 14 how to use pinterest for businesshow doesma ke money?Whats particularly fascinating about Pinterest is that while in beta, it is already making money.Thats especially surprising for a social networking site. Whats even more interesting is that theway its monetizing is not based on advertising or subscriptions.If your website is using an affiliate program, you should take note, because that is how Pinterestis making its dough: by taking a cut of your sales from pinned traffic. Alexis Madrigal, a senioreditor at The Atlantic, explains:"Share This Ebook!www.Hubspot.comThey partnered with a firm called SkimLinks, which automaticallyscans through every link posted on the site to see if it goes to aretail site with an affiliate program. If it finds that kind of link, itsecretly adds an affiliate code that ensures Pinterest will makesome cash from sales that derive from that link.This in of itself might not be bad practice, but the fact that Pinterest hasnt disclosed thisinformation outright definitely is. Many bloggers and marketers out there are complaining aboutthe lack of communication from Pinterest on its business model. 15. 15 how to use pinterest for businessCHAPTER 2how to createa pinterestaccount & getfollowersby pamela vaughanShare This Ebook!www.Hubspot.com 16. 16 how to use pinterest for businessSurprisingly enough, useraccess to Pinterest still operatesunder an invitation-only basis. Surprisingly enough, user access to Pinterest still operates under an invitation-only basis. Thatbeing said, you can request an invitation, and Pinterest doesnt exactly seem to be very stingyabout granting requests. Visit www.Pinterest.com, click Request an Invite, and enter your emailaddress to be notified when you have access to create your account. Or you can ask a friend whoalready has a Pinterest account to invite you, a much quicker way to gain access than waiting forPinterest to grant your requestBe sure to register your account with the same email address you use for your business Twitteraccount so you can easily share your new pins through your Twitter account, too. Once youreceive an invitation to sign up for Pinterest, youll want to sign up through the Twitter option, notthe Facebook option. This will enable you to tie your Pinterest account to your business Twitteraccount, not your personal Facebook profile. Currently, Pinterest doesnt offer a connection toFacebook business pages.Share This Ebook!www.Hubspot.com 17. 17 how to use pinterest for businessOnce your account is activated, optimize your Pinterest profile under the settings tab. Chooseyour company name as your username and complete your profile information, including acompany description, logo, and a link to your website.Be sure you keep Hide your Pinterest profile from search engines checked to OFF, so yourprofile can get indexed in search.Share This Ebook!www.Hubspot.comcompanynamelogobriefdescriptionlinks 18. 18 how to use pinterest for businessPint erest Eti quett eAs with any site that is built around content curation, pinners (Pinterest users) must beespecially cognizant of citing the sources of their individual pins. And while Pinterest makes nodirect statement that marketers cannot use the social network for promotional purposes, thesite does discourage blatant self-promotion:Avoid Self PromotionPinterest is designed to curate and share thingsyou love. If there is a photo or project youre proud! of, pin away! However, try not to use Pinterestpurely as a tool for self-promotion.Coupled with Pinterests lifestyle vision, this should encourage marketers to find creative ways topromote their brand on the network and truly jive with its vision and user base. In other words,businesses should use the social network to showcase the lifestyle their brand promotes. Ifyoure a shoe vendor, a pinboard of the shoes you sell wont cut it. A pinboard of a few of yourshoes interspersed with images of places those shoes could take you, however, is the directionyou should be thinking. AARP s Pinterest account features a pinboard called Quotes to Live By,which is a great example of a business using Pinterest to promote the lifestyle of its brand.Share This Ebook!www.Hubspot.com 19. 19 how to use pinterest for businessHow to Build YourPInt erest Followin gOnce you get started, youll want to create a fewpinboards before you start trying to build yourPinterest following. Just like any social network,building reach via a follower base is key to long-termsustainability for that network as a traffic andlead source.This way, new followers will have a reason to follow your pins; its the same reason why youwould populate a brand new blog with a few posts before you start promoting it.However, Pinterest functions a little differently than the typical follower world we know inTwitter, Facebook and LinkedIn. For example, on Pinterest, there are two follower options a usercan take when someone likes a piece of content he or she found. A person can follow a specificboard by a Pinterest user or a users account. Whats the difference?When following a board you only will be notified (via your stream) when a user pins a new pieceof content to that board. When following a user, you will be notified every time a user pinscontent to any of his or her boards. Due to these differences a Pinterest users board might havemore followers than the user herself! So how can you create a strategy to increase followers atboth the account and board level?Share This Ebook!www.Hubspot.comg 20. 20 how to use pinterest for businessPromote throughother channelsThe fastest way to jumpstart yourPinterest presence is by promotingShare This Ebook!www.Hubspot.commake the best boardson a specific topicBy taking this approach, youincrease the chances of yourboard attracting followers who arepassionate about a specific topic.Create resourceful boards based ona few core keywords that you alreadyuse in your SEO strategy.Committing to create the bestboard on a topic means being readyto promote other users pins toenhance your collection.it through other platforms. Add thePinterest follow button to your website.Promote your presence on Pinterestthrough your other social networks,such as Facebook, LinkedIn, Google+,and Twi...