Oh so Pinteresting: Using Pinterest to Maximize your Traffic & Sales (Wedding Edition)
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Transcript of Oh so Pinteresting: Using Pinterest to Maximize your Traffic & Sales (Wedding Edition)
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HOW PINTERESTING: MAXIMIZING TRAFFIC & SALES
Michelle TangManaging Director at Eversnap
1Tuesday, September 16, 14
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HOW DO YOU MANAGE THEM ALL?
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HONESTLY, WHEN YOU FINALLY MASTERED
FACEBOOK...
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YOU PROBABLY FELT PRETTY DARN GOOD.
4Tuesday, September 16, 14
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THEN ANOTHER ONE CAME OUT...
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IS AN UNDERSTATEMENT.6Tuesday, September 16, 14
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BUT IT DOESN’T HAVE TO SUCK.
• Reaching your customer & new customers has never been so easy
• It’s all about understanding your customer & engaging
•Make it so simple your grandma could do it
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WHY SHOULD YOU CARE?• 70+ Million Users
•Driving more dollars than Facebook
•Majority of your clients are already on Pinterest. Speak their language!
• If you don’t plan, you will spend countless of wasted hours.
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NO, BUT REALLY WHY SHOULD YOU CARE?
•Collaborate with your booked Customers: Book upgrades & deliver the full experience
•Close the Sale with New Potential Leads: Showcase your work
• Drive new Online Traffic: Be a thought-leader, influential in your industry.
•Targeting with Pinterest Ads (Coming out soon!)
9Tuesday, September 16, 14
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WHAT IS PINTEREST?• It’s a visual bookmarking tool, but with more categories
& organizational options - Like a digital scrapbook.
• It’s a way to save & organize your favorite ideas in a social way.
•One of my favorite explanations of Pinterest: https://www.youtube.com/watch?v=oJzD4vF5dFA
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WHO IS ON PINTEREST?
http://blog.girlpowermarketing.com/11Tuesday, September 16, 14
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• 70 million+ users
• 87%+ female
• According to the Knot & Mashable, over 70% of users have wedding boards before they’re even engaged.
BREAKING IT DOWN
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ACTUALLY THIS WAS PRETTY FUNNY.
TOO BAD ADRIENNE
ISN’T GETTING MARRIED.
13Tuesday, September 16, 14
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BUT DESPITE THIS HICCUP, A TON OF BRIDES-TO-BE ARE
USING PINTEREST.
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OKAY, SO BEFORE WE TALK ABOUT SALES...
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BASICS OF PINNING
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WHAT TO PIN?•Top categories: weddings, food, & DIY
• It’s an image based social network - so your pins should stand out
•Great photos & videos. Videos haven’t quite taken off yet (in comparison to images), but growing fast.
• Useful Information
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HOW TO PIN
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DO IT WHILE YOU’RE BROWSING THE WEB
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OR REPIN FROM CATEGORIES
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WHAT MAKES A PIN “PINNABLE”
• 1) Teasers: Beyond the Image
• 2) Size
• 3) Solid description
• 4) Nobody likes broken links
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1) TEASERS: BEYOND THE IMAGE
• If you want someone to click on your image, it has to seem like there is more to it.
• Think of it like a movie trailer.
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Pinterest users are quickly browsing, so catch their eye fast. What’s your
headline?
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100 IDEAS?!
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LISTS ARE AMAZING.
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2) SIZE MATTERS
•Maximum horizontal width is 554 pixels & limit the length to 5,000 pixels
• If you have to scroll too much, then you probably won’t repin it.
http://www.pinterest.com/pin/523402787917266355/
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3) OPTIMIZE YOUR PINTEREST SEO
• To start, put a solid description.
• You have 500 characters, so make it good.
• Limit it to one Hashtag per description - not the same as Instagram
•Rule of Thumb: Would your client say it?
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4) NOBODY LIKES BROKEN LINKS
• Pinterest can be amazing for link-building, but the biggest frustration is to click on great Pin to find out it goes nowhere.
•Make sure your links work before posting your pins
Found this gem here: http://memegenerator.net/instance/51326307
29Tuesday, September 16, 14
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REPINS ARE YOUR FRIEND• 80% of pins
are Repins.
• Things get pretty viral.
• That’s how followers will repin your pins to share to their followers.
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WHO’S LISTENING TO YOU?
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WHAT’S A FOLLOWER?
• Someone who follows you will see your pins come up in their newsfeed when you “pin” something new
• You can also follow others to get great content.
•More followers is nice, but it’s useless unless your followers are sharing your content.
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YOUR NEWSFEED
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PINTEREST IS A COMMUNITY: SO MAKE SOME FRIENDS
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COMMUNITY BOARDS
35Tuesday, September 16, 14
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COMMUNITY BOARD EXAMPLE
http://www.pinterest.com/annasweddings/the-wedding-love/
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LATE NIGHT PINNING
•Best times to pin? According to Business Insider, the best times to pin are between 2pm and 4pm or 8pm and1am Eastern.
• Avoid late afternoon.
•Why? Because many families are sitting down for dinner!
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PINNING AS A BUSINESS:BUILDING A BRAND
38Tuesday, September 16, 14
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BENEFITS OF A BUSINESS ACCOUNT
• Verified company pages
• Analytics - see what’s being pinned most
• Access to Pin it button, Follow Me & Widgets to engage your traffic
• Updates about upcoming features
• i.e. Ads
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DO YOU HAVE A BUSINESS ACCOUNT?
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HOW TO GET YOUR BUSINESS ACCOUNT SETUP
• You can usually convert it in your account settings.
•Quick How-To: https://www.youtube.com/watch?v=xo9cV6nQ9XA
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ANALYTICS• See what customers are pinning from your website
• https://analytics.pinterest.com/
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NOW THAT YOU KNOW HOW TO CREATE AMAZING
CONTENT...
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LET’S TALK ABOUT HOW YOU CAN LEVERAGE IT FOR
YOUR BUSINESS
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BEYOND THE BASICS• 1) Collaborate with your booked Customers:
Be a source of knowledge & understand what they’re thinking
• 2) Close the Sale with New Potential Leads: Showcase your work
• 3) Drive new Online Traffic
• 4) Targeting with Pinterest Ads (Coming out
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1) COLLABORATE• Current clients
• Create a community board with client to share ideas
• Creates opportunity for upgrades i.e. uplighting setups
•Makes it easy for the client if they’re already on Pinterest
• Get a visual idea of what they have in mind
• Be a source of knowledge and advice!
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SPEAK YOUR CUSTOMER’S LANGUAGE!
https://www.youtube.com/watch?v=OH4H8sdSxrM
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2) CLOSE THE SALE WITH NEW LEADS
• Potential Leads
• You can use Pinterest to showcase your work
• Create boards for your past setups & invite your clients to see them
• You want to be able to tell a story
• Post videos, but keep them short.
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OPTIMIZING YOUR VIDEO CONTENT
•Goal: Pictures can tell 1000 words, but videos can tell a story (just do it fast).
• You can Pin videos from Youtube or Vimeo.
• 1) Record it
• 2) Upload it to one of these sites
• 3) Add a custom Pinterest optimized thumbnail size: ~730x1200 pixels (recommended by Hellosociety.com)
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ENGAGE YOUR LEADS
• “Rule of 7”: On average, it’s said to take 7-10 touches to close a new sale. This can vary, but it’s almost always more than one, so how do you re-engage your lead?
• Keep your leads interested
• Share advice - Pins they might be interested in
•Host a Pinterest Contest - Create your “Dream Wedding Board” for X Prize or X% Off
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3)DRIVE NEW ONLINE TRAFFIC
• Be a thought-leader & influencer of your industry
• It’s Social Proof. Followers on Pinterest are similar to Likes on Facebook Business Pages. Why do you ask your customers to like your Facebook?
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4) TARGETING WITH PINTEREST ADS
• Pinterest’s new ads program is a CPC based program similar to Google Adwords
• Your images can’t be too “salesy”!
• You can target based on anything from generic keywords like “weddings” down to the location of the person
• https://ads.pinterest.com/
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PINTEREST PROMOTED PINS
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THANKS FOR BEING A PART OF MY WORKSHOP!
• Questions? Want to talk more?
• Email me at [email protected]
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