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Pinterest Webinar Marketing with Meaning . Pinterest basics . - First social media platform made for marketing but you have to understand your customer -70 percent of users use Pinterest to find inspiration on what to buy -Top 10 categories: Fitness Babies Food Pets

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pinterest webinar marketing with meaning
Pinterest Webinar

Marketing with Meaning

slide2

Pinterest basics

-First social media platform made for marketing but you have to understand your customer

-70 percent of users use Pinterest to find inspiration on what to buy

-Top 10 categories:

Fitness Babies

Food Pets

Home décor Travel

Crafts Beauty

Kids Fashion

slide4

Pinterest

-Every update can be “seen”

-People only follow what will clearly add value

-You have to bring visual content to the table

slide5

Facebook

-Uses EdgeRank to allow only certain updates to appear

-Used for the widest variety of updates and sharing

-People follow pages easily knowing that EdgeRank will filter for them

-Sephora stated in a Febraury 2013 article that their Pinterest members spend 15 times more on the company’s products than Facebook fans

slide7

Pinterest

-More about discovery “lean back”

-Light inspiration, higher on the purchase funnel

-Visual scanning allows many results to be explored

slide8

Google

-More about discovery “lean forward”

-Focused search, farther down on the purchase funnel

-Searches have to be read through so may not find what you’re looking for as quickly as you would on Pinterest

slide10

Example: ZipList

Business needs: Support multiple brands through meal preparation

Consumer needs: Meal ideas using ingredients on hand

Pinterest strategy: Win with mom when she is planning dinner, so they pin 15-30 different recipes and share and tag based on what people have clicked before (recipes tagged “gourmet” perform better at noon, while recipes tagged “quick” are best around 4)

slide12

Not so important activities

Follow backs and comments- Pinterest is not a community, conten beats comments

Carefully-crafted boards- very few people will find their way to brand boards, focus on getting pins to their feed

“Pin to Win” Contests- overdone, any benefit is temporary, contest participants are the least valuable followers

slide14

Maximizing Pinterest

  • Pin often to win- 15 to 30 pins a day
  • Timing is everything- pins must be spread out to improve odds of being seen, use a scheduling tool to save time and improve results
  • Images must be cropped for Pinterest- the cropping tool drives 200 percent improvement in traffic
slide15

Maximizing Pinterest

4. Welcome and convert your Pinterestvisitors- people click interesting pins but don’t know where they lead; always invite people to follow your business (all boards) 3-6 percent of clients every day click to follow all boards

5. Optimize your site for mobile- people use Pinterest when they have “on-the-go me-time”

6. Dig into Pinterest Analytics Data- data includes pins, re-pins, pinners, impressions, reach, clicks, site visitors

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