2. What is Pinterest? How do I use it?
• Pinterest is a free, social media platform
• Pinterest includes mainly pictures and videos, frequently providing links to outside
websites
• It serves as a reference for many different interests/ideas
• Can include prices/websites on pins (rich pins)
• Very focused around visual images and products
3. Basic Marketing Tactics
• Know your customers
• Provide helpful, valuable information for your customers
• Create multiple boards to cover all interests of your audience
• Run contests to increase engagement and visibility
• Create loyal customers by sharing personal accomplishments along side business content
• Be creative, use humor, share user generated content, DIY pins related to your topic
• Encouraging people to pin articles and images from your website is key
• By doing all these things, you build an online image of your business which is very important
93% of pinners
have the intent to
purchase
4. Demographics
• Much more popular among women than
men
• Pinterest is most popular among the
wealthiest users
• Since Pinterest is mainly used by women,
generally the decision makers, this
platform is ideal for retailers
5. Marketing on Pinterest
• Using Interests
• If you use the proper keywords in your pins’
descriptions, they could become part
of multiple interest groups
• Your content will be seen by more
users who are likely to follow you
• You can then within these interest
groups connect with a new potential
client who’s followed an interest related to your business
• You can see what your current followers interests are within their ‘following’ tab on their page and
this
can give you a better idea of the interests they currently and where to go from there
6. Marketing on Pinterest
• Messages
• Marketers used to engage with users via comments
or individual pins, now they can interact directly
with them through messages
*You can only contact pinners if they are following at least one of your
boards, so it’s important to have interesting boards your potential
clients want to see and engage with
• When you send your message, include a call to action
• Invite pinners to visit one of your other boards to find
content similar to the pin(s) you sent them, or invite them to visit
the page where the content originated (website would be ideal)
• Create group conversations: group of at least 4 pinners
who follow your pages—share content based pins, encouraging discussion and engagement
• Encourage collaboration and partnership—inviting someone to partner
7. Marketing on Pinterest
• ‘Rich Pins’
• These pins include product price and direct
link to the product place
-SocialMediaExaminer: “Pins with prices were also 16%
more likely to get likes than those without”
–study done before rich pins were introduced
• The pinners don’t need to go in and click 3 times
to find out more about a certain product
• Makes for easy access to purchase and easy
engagement if the information is available to you
• If your business is food related, sharing recipes or
cooking tips with food picture serves as a great way to drive traffic to your page/business
• You can ever see movie reviews or ratings in the same Rich Pin format
8. Marketing on Pinterest
• ‘Place Pins’
• Introduced in November 2013
• Place pins use Foursquare’s location API combined with
Mapbox’s map technology, if a location you want to pin
doesn’t show up, you can add it
• For businesses in the travel industry, this is a great tool
• Creating boards designated to certain areas on the country
or globally, this is a simple and easy way to encourage UGC
• Users can find you if you’re a business with multiple locations
• Allows you to connect with your audience by talking about
local things near your business or your favorite ‘spots in town’
• Can do competitions to show the reach of your product
9. Promoted Pins
• A promoted pin is a paid ad on Pinterest
• They run on a CPC (cost-per-click) basis
• Select a past pin to promote, it will then lead you to set the criteria of where you want the pin to
be promoted to (demographics, audience, language, device)
• Right now Promoted Pins are only available to certain businesses in the United States, but you
can sign up on a waitlist
• There is a tracking function build into Pinterest to track your promoted pin(s)
• Since this feature is so new, there is potential for more exposure and less competition
10. Guided search
• Pinterest already will suggest new pins based
on the things you’ve liked before
• But now they’re taking this to a new level
• Now they’ve introduced a visual search tool that
allows used to select a portion of an image
• This could become a huge thing for brands
11. Buy It buttons
• ‘Buyable Pins’
• Added over the summer of 2015
• Only currently available in the U.S.
• Using Apple Pay or a major credit card
• Pinterest does not take a portion of sales
• Must be eligible and get your pins approved
before the go live
• Must connect Pinterest business account to your Shopify site
12. Contests on pinterest
• Earned content
• Increases sharing and attracts new potential customers
• Give reward for people who participate in contests to create interest
• This user-generated content is important for a brand
• Create a unique hashtag/phrase for participant to use
• Build a landing page to avoid ‘spam’ on Pinterest itself
• ‘Spam’ on Pinterest = asking for comments
• ShortStack can be used here, or even your unique website (which drives page traffic)
• “Launch a contest that encourages users to create a board featuring your product
or service. It’s a great way to encourage sharing, which may lead to new customers.”
–Social Media Examiner
13. Measuring Success on Pinterest
• Pinterest Analytics
• You must have a Business Account on Pinterest in order to have access to the analytics
available
• On the analytics dashboard, you can see 3 main things:
1. Your Profile
2. Your Audience
3. Activity from your Website
• Through these different analytics you can see if your success is measuring up with your goals,
what actually interests your audience versus what isn’t of very much interest, and then how to
act to further your success based on these statistics
• Pinterest allows us to filter where content is going (Android, iPhone) based on where people
are accessing Pinterest most frequently
• Pinterest will also gives you customized tips on what actions to take next based on the
evaluation of your stats—for FREE!
14. Most Successful
brands on Pinterest
• Based on 2014 data,
most successful retail
brands and products based
on engagement
15. Most popular Pinterest users
#1. Joy Cho / Oh Joy!
• designer, blogger, food enthusiast
• Followers: 13,060,495
• Following: 219
• Boards: 84
• Pins: 13,046
• #2. Maryann Rizzo
• Interior designer with a great eye
for all things beautiful. I hope these
images inspire YOUR style!
• Followers: 9,295,295
• Following: 2,039
• Boards: 275
• Pins: 104,047
#3. Bekka Palmer
• Bekka is a photographer and
adventurer living in Brooklyn.
• Followers: 8,774,850
• Following: 220
• Boards: 57
• Pins: 10,978
#4. Poppytalk
• DIYs, Entertaining, Decor -
Founders of Poppytalk.com (design
blog)
• Followers: 8,390,695
• Following: 1,522
• Boards: 128
• Pins: 18,758
