Pinterest for Business Pam
Moore CEO / Founder Marketing Nutz Host: Social Zoom Factor Social Fresh 2016

agenda • why Pinterest
for biz? • case studies • 7 step success strategy

the point of inspiration is
changing

YOU
are the
media

human brain processes visuals 60,000
times faster than decoding text!

• Pinners see themselves
as trend seekers, early adopters • Believe Pinterest is a great resource for trends, styles & new things to try what drives them?

• 110 million daily active
users • 175 million registered users • 90% female / 29% male • 75% more males than 2014** • 49% US women online use Pinterest • 70% household purchasing decisions made by women • 41% users have avg household income $50k+ who are they? **Ahology 2015 Report

• Age – 18-­‐29 =
34% 30-­‐49 = 28% 50-­‐64 = 27% • 9% Hispanics;; up 6% fr 2014. 11% active pinners / 14% daily pinners.* who are they? *Source: Ahology

• 45% college graduate or
post graduate • 56% employed, 15% homemaker, 12% unemployed, 10% students • More likely to be single & living alone (33%) and less likely to be divorced (9%) they are college educated, working *Source: Ahology

• 60% from USA,
followed by India, UK, Brazil & Canada • Site now available 30+ languages with offices in London, Paris, Berlin, Brazil, Tokyo they are global *Source: Ahology

• 50% of those who
notice promoted pins click to get more info. • 40% made a purchase, suggesting promoted pins inspire future action! they respond to promoted content *Source: Ahology

they try new things •
Pinterest inspires action – 2/3 active pinners / 84% daily pinners inspired to try something new once a week or more – 73% active pinners / 89% daily pinners have purchased something new they discovered on Pinterest

• buy • opt
in • share • try • read • click they take action

• more than 1/3 (36%)
& 60% daily pinners access Pinterest once a day or more using smart phone. • half of active pinners 48% & 77% daily pinners do so at least several times /week they are mobile 15

67% active / 86% daily
pinners have accessed Pinterest while shopping to buy something they pinned they reference

• 14 minutes =
avg site visit • 30% prefer over watching TV they hang out

most common destination for users
who click on a pin is a blog! they read Source: coschedule infographic

Pinterest = 90% social media
shares on the web they share

• invest now to harvest
tomorrow • best if you have an integrated digital, social platform that supports your business, not just your pins or boards • inspiration, ideation, conversion and community focused strategy and approach

Case studies

• Tight email integration increased
subscribers • Color blocking board generated 14k saves in 2012 • 60% growth in traffic • “It Lists” of favorite products of Sephora staff • Pinterest users spend 15x more on Pinterest than Facebook Sephora *Source: Pinterest

• Pinterest = 2nd largest
traffic driver • 1st DIY post 2.3M views via Pinterest alone • 50%+ traffic comes from posts published 2+ months ago • 77% mobile visits • Added “save” button on top of image for mobile users. Increased Pins by 10x. Buzzfeed *Source: Pinterest

7
success
strategies

1. start with a Plan
• know your goals • know your customer • how will you measure success?

• brand awareness? • website
/ blog traffic • sales • grow email list • build community what’s your goal?

• what are your top
business goals? • business goals aligned to digital marketing and social media • key performance indicators (KPIs) measure success

2.
do
your
research

do you really know your
customer? Source: ZenDesk

• drive sales strategies for
your brand • understand sharing behavior • prioritize products & services • Identify & prioritize content your audience is interested in use Pinterest for research

Pinterest.com/source/yourdomain who is pinning your
content?

Pinterest.com/source/yourdomain who is pinning your
content? 32

who is viewing your pins?
analytics.pinterest.com

what
are
their
interests?
analytics.pinterest.com

what
are
their
interests?
analytics.pinterest.com

3.
lay
your
foundation

business.pinterest.com
setup
business
account

business.pinterest.com convert personal
account to business

• Business.pinterest.com YOU DIT IT!

• product • app •
place • article • map • recipe rich pins

• pinners buy products
without ever leaving Pinterest! • if using BigCommerce, Demandware, Magento, Shopify, IBM Commerce you can start now. If not, get on waitlist! buyable pins

drive
desired
action!

P = People O
= Objectives S = Strategy T = Technology don’t start with technology Text POSTWORKSHEET to 33444 to download audience worksheet

Communities Create Markets Opportunity Harvest
Free member Paid member Loyal evangelist Community Zone Customer Zone $$

• Works when you are
not working! • Consistent brand architecture • Helps audience achieve their goals Build Integrated Platform

Blog • Home base
• Stays with you always • Tell stories • Thought leadership • Integrated platform for social presence • Ignite OPCs via syndication & guest blogging

Source: Quicksprout Email subscribers 3
times more likely to share content via social media than other visitors Increase conversion rates / sales Nurture relationships Data collection Brand awareness

4.
Content
strategy

DIGITAL AND SOCIAL BODY LANGUAGE….
YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS

BE
YOU!

Determine Your Message Tiers Not
all content has equal weight or value Tier 1: Vision Tier 2 Tier 3 Tier 4 Tier 4 Tier 3 Tier 4 Tier 4 Tier 3 Tier 4 Tier 4

Stay
Fresh

5.
Build
your
funnel

PERSONALIZED EXPERIENCE • Who is
your customer and what is important to them? • Behaviors • Preferences • How, when and where do they use what screens • Context for why they use screens (mobile, desktop, tablet)

You need a landing page
Helps your customer learn quickly… • Who you are • What you can do to help them • Why they should buy from you • What action you want them to take • Think one customer, one page, one message Don’t just send people to your website home page or shopping cart product page

1. define your goal 2.
determine the offer 3. build the platform to convert 4. attract desired customers 5. measure the result 6. tweak, rinse and repeat awareness interest consideration purchase CONVERSION FUNNELS ARE MORE COMPLICATED THAN THEY LOOK

conversion rate… The %
of visitors who complete a goal, as set by the site owner. Test methods, such as split testing or A/B testing help measure headlines, copy, images, social proof elements and content to help convert more visitors into customers.

Conversion Rate Optimization Conversion
optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. Source: Wikipedia

why conversion rate optimization
(CRO)? Increased – leads – roi – sales – happy customers – better sleep at night

CRO optimization factors Planning
Goals Value proposition Call to action Trust Security Buyer’s journey Findability / Searchability Visual design Color psychology Layout Visual quality Headlines Mobile responsive site Navigation Button content Button color Delivery on promise Communication Readability Language Terminology Contact forms Load time of site / page Browser compatibility Up-­‐sell / Cross-­‐Sell Social proof

CRO testing 1. Define
goal and metrics for success 2. Designate a landing page where conversion will occur 3. Determine elements on landing page to test 4. Create variations of the key elements you want to test 5. Choose A/B testing tools to use

6. Promote and advertise 6.
advertise & promote!

pick your goal: •
awareness (eCPM – cost per 1000 impressions) • engagement (eCPE – cost per engagement) • traffic (eCPC – cost per click) Promoted pins

pick your goal: •
page visits • sign ups (newsletter, email etc.) • custom conversions track actions: • clicks • repins + closeups • views track conversions

7. Tweak. Rinse. Repeat. Optimize

• keep aligned to goals
& objectives • use a content calendar • clean up & organize boards • validate & test links • re-­prioritize placement of content • remove out dated content • remove double pins refresh monthly 67

• Pinterest Insights • Tailwind
(scheduling) • Buffer (scheduling) • Canva • Picmonkey • Social Warfare wordpress plugin (Rich Pins, sharing) • Leadpages.net • Google Analytics Pinterest & platform tools

1. Start with a plan
2. Do your research 3. Lay your foundation 4. Content strategy 5. Build your funnel 6. Advertise & promote 7. Tweak. Rinse. Repeat. Optimize. 7 step success strategy

Questions? Pam Moore CEO
/ Founder Marketing Nutz @pammktgnut pammarketingnut.com themarketingnutz.com socialzoomfactor.com socialprofitfactor.com