Content marketing is the key to getting found online and standing out in the crowd. Learn how to develop and use compelling visual content to drive traffic to your product listings. Part 1 of this 3-part series will focus on visual content marketing, including Pinterest, YouTube, infographics, and Instagram. Join eCommerce marketing expert Lisa Suttora, Founder and CEO of Lisa Suttora International, for this informative session on visual content marketing and learn: • How to use visual content to attract customers, drive traffic to your online store, and convert sales • How to use infographics to engage prospects with your products • How to leverage visual content across channels to drive traffic to your products

1. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

2. AGENDA
 Why Content is Essential
 Three Content Channels
 The Rise of the Visual Web
 How to Develop Engaging Content
 Pinterest
 YouTube
 Infographics
 Instagram
 Leveraging Visual Content Across
Multiple Marketing Channels
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

3. CONTENT IS THE NEW BRAND CURRENCY
Customers want content
Google wants content
Content feeds social
media
Source: Blueglass
“Today’s web is an endless 24/7 cycle fed by content and social actions.
In this cycle, brands are realizing that content is currency.”
Bryan Rhoads, Global Content Strategy, Intel
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

4. THREE CONTENT CHANNELS
 Today’s content is EVERYTHING you publish on the
web.
Social Visual Written
Facebook Pinterest Blogs
Twitter YouTube Articles
Email
Pinterest Infographics
Marketing
Crowd Press
Instagram
Sourced Releases
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

5. BIGGEST CONTENT CHANGE FOR 2013
AND BEYOND…
The Rise of the Visual Web!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

6. WHY VISUAL?
Visual More Sharable Technology
Humans Are Visual
Than Text Advancements
• Rather see the • Easier to consume • Increased
message than read • Say more with less computing
it • “A picture is worth a power/bandwidth
• Approximately 65% 1000 words.” enable the
of the population are average shopper
visual learners to easily stream
• Text saturated web product videos
and download
image heavy
pages.
• 70% of Internet
users now
consume
content regularly
via video
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

7. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

8. WHAT IS PINTEREST
 Pinterest is an online, visual content platform
 70% + of Pinterest's 11+ million users use Pinterest for shopping inspiration and to
keep up with trends
 66% of users regularly follow and repin retailers
 Compared to 17% of Facebook users who use Facebook for purchasing
inspiration
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

9. PINTEREST POWER!
 3rd largest social network
 23 million unique monthly visitors
 1.7 billion monthly pageviews.
 Refers more traffic to external sites than YouTube, Google+ and
LinkedIn COMBINED.
© LISA SUTTORA AND STRATEGIC BIZ
MA R K E T I N G

10. PINTEREST BY THE NUMBERS
 Pinterest users are 79 percent
more likely to PURCHASE
items they saw pinned on
Pinterest versus Facebook
users
 16 of top 20 Pinterest users’
highest affinity categories are
Retail-related
 Pinterest ranks 2nd on the
Buying Power Index, second
only to LinkedIn. (Facebook is
#4) Source:
comScore, Steelhouse
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G © LisaSuttora.com

11. THE PINTEREST MARKETING
COMMUNITY
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

12. FROM PIN TO SALE
Pinterest drives sales on…
Marketplaces
Websites
Sold Out.

13. WHO IS ON PINTEREST?
 Brands of all styles and sizes
 User demographics: Women 80%, Men 20%
 Women make or influence 85% of all purchasing decisions
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

14. PINTEREST BUSINESS ACCOUNTS
http://business.pinterest.com/ Register or Convert
http://pinterest.com/yourbusinessname
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

15. PINTEREST BOARDS
 Pinterest boards are themed
 Each board is made up of a collection of pins
 A mix of your products, other pins, interesting content from around
the web
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

16. PRODUCT SHOWCASE
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

17. IMAGES FROM MULTIPLE
SOURCES
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

18. PINTEREST PROFILE
 Verify your website URL
 Inbound “follow” link back to your website
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

19. PINTEREST
 Pin directly from your product page to Pinterest
Pinterest followers click
 Link buyers directly to your product
directly to your product page
Pinned to Board
Add the Pin It
button to your
website
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

20. SEO YOUR PIN TITLE AND
DESCRIPTION & ADD COLOR
COMMENTARY
Pins are indexed in Pinterest AND Google!
Use #hashtags for better indexing.
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

21. BUILDING FOLLOWERS
 Connect with Facebook friends (personal profile)
 Follow others (like Twitter, non-reciprocal)
 Search by keywords and find other Pinners in your niche
 Add the Pin It Button to your website
 http://pinterest.com/about/goodies/
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

22. DASHBOARD
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

23. PINTEREST “MARKETPLACE”
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

24. PINTEREST ACTION ASSIGNMENT
 Set up a Pinterest for business account
 Verify your website URL
 Start building your anchor boards
 Themed images
 Product images
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

25. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

26. VIDEO EXPLOSION
 48 of the top 50 online retailers are using product videos on their
sites to help sell products and increase revenues.
 By comparison, only 16 of those retailers were using product videos in 2011.
 Descriptive product videos can boost conversion rates anywhere
from 10-to-40 percent on average
 YouTube is the 2nd largest search engine
 An SEO optimized video can land your business on the first page
of Google for free
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

27. GOOGLE
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

28. YOUTUBE CONTENT
 Product reviews
 Product demos
 Fun tips for your niche
customer
 Doesn’t have to be professional
quality
 SEO!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

29. IMPACTFUL!
 It’s free
 It’s easy
 Doesn’t require expensive equipment
 It works!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

30. YOUTUBE CHANNEL
 http://youtube.com/potterybarn
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

31. EQUIPMENT
 High-tech studio not required!
 iPhone (high resolution camera)
 Microphone
 1/8” microphone adapter
 Audio-Technica ATR-3350 Lavalier Omnidirectional
Condenser Microphone
 Inexpensive video lights (Amazon)
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

32. VISUAL CONTENT - VIDEO
Video Product Review Video Product Demo
 Highlight the features  Showcase the product
 Pin it to Pinterest  Post to a blog

33. VISUAL CONTENT - VIDEO
Tell your story with video
 Fastest way to break
down barriers
 Develop the know, like
and trust factor

34. WHAT TIPS CAN YOU PROVIDE?
© LisaSuttora.com
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

35. UNBOXING VIDEOS
 One of the hottest trends in product videos
 Simple unboxing videos drive thousands of views
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

36. “SEO 3”
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

37. PUSH VIDEOS OUT TO MULTIPLE
CHANNELS
One video, triple duty.
© LisaSuttora.com
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

38. YOUTUBE ACTION ASSIGNMENT
 Set up a YouTube channel in your brand
name
 Create your first video
 Push it out to…
 YouTube
 Pinterest
 Website
 eBay
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

39. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

40. INFOGRAPHICS
 Visual representations of
information, data, knowledge or
products
 Highly shared
 Likely to go viral
 Get picked up by the media
 A huge opportunity for online
merchants!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

41. Share tips on how to
use your products
Promote a lifestyle or
experience
Introduce people to
new products
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

42. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

43. CREDIT SOURCES
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

44. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

45. INFOGRAPHIC DESIGN
RESOURCES
 http://piktochart.com/
 http://infogr.am/
 http://99designs.com
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

46. INFOGRAPHICS ACTION ASSIGNMENT
 Identify a topic to create an infographic around
 Choose compelling information and images
 Post the infographic and encourage sharing
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

47. INSTAGRAM
 Visual sharing platform
 Smartphone App
 Think Twitter w/ Pictures
 Recently bought by
Facebook for $1 Billion
 Over 50% of the world’s
top brands are on
Instagram
 Burberry
 Nike
 Gucci
 Set up an Instagram
account and see what
brands are doing!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

48. Thank you for your time and attention
Visual Content Marketing
For more information, visit:
lisasuttora.com
pinterestforecommerce.com
monsooncommerce.com
View this presentation at youtube.com/user/MonsoonCommerce
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G