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Pinterest for Retailers: How to Get More Traffic and Sales from Pinterest
About the presenters Anna has 30+ years experience as a business leader and recognized expert in fashion retail merchandising, operations, training and development. She is a co-founder and has been a business coach for True North Marketing since 1999. Anna is also a Pinterest expert and principal with White Glove Social Media. She is the author of Pinterest Marketing for Business Master Video/Live Course for marketers, bloggers, business owners and entrepreneurs. Her uber-powers are: speed, detail orientation, delivering customer ROI and finding humor in everything. She loves golf, tennis and her zumba class. Follow Anna on Pinterest www.pinterest.com/wglvsocialmedia/ Andi is Piqora’s Social Media and PR Manager. Before joining Piqora, she created and executed social and PR strategy for some of the world’s leading brands at Edelman Digital. Connect with Andi on Twitter @luckyandi
Two sections for today’s webinar: 1 Overview: 4 Step Formula for Success on Pinterest 7 Pinterest Activities to help you get more followers 2
Even if you have the most engaging, eye-catching images, if people can’t find you on Pinterest, what’s the point? Before you get started, it’s important to remember…
Anna’s proven 4-step formula for success on Pinterest
4 Steps for Success on Pinterest: 1. Establish a Pinterest Plan 2. Discover Who Your Target Audience Is 3. Develop your Pinterest Content 4. Measure for Success
Step #1: Pinterest Plan 1. What do you want to accomplish? 2. What is your competition doing on Pinterest? 3. Who will pin and create your content? Ask: Step #2: Target Audience
Step #3: Develop Your Content 1. Provide your audience with helpful, inspiring information and don’t just talk about yourself all the time! Three things to remember when developing your content
Step #3: Develop Your Content
Step #3: Develop Your Content 1. Provide your audience with helpful, inspiring information and don’t just talk about yourself all the time! Remember the 80/20 rule! Three things to remember when developing your content Even if you have the most engaging, eye-catching images, if people can’t find you on Pinterest, what’s the point?
Step #3: Develop Your Content 2. Focus on keywords in your board titles, board descriptions and pin descriptions. Three things to remember when developing your content
Step #3: Develop Your Content Leverage your keywords when crafting: Board titles Board descriptions Pin descriptions These are three SPECIFIC areas where you need to optimize your Pinterest account so you rank higher on Pinterest’s search engine and in turn, get more traffic.
Step #3: Develop Your Content 3. Establish an ongoing content schedule for when you’re sharing content How many boards and pins will you share monthly? How often will you pin? How will you reach out to influencers and brand advocates? What time of day will you pin? Three things to remember when developing your content
To recap how to develop your Pinterest content: 1. Provide your audience with helpful, inspiring information 2. Focus on keywords in your board titles, board descriptions and pin descriptions 3. Establish an ongoing content schedule for when you’re sharing content
Step #4: Measure for Success 1. Decide how often you want to monitor your results. 2. Decide what analytics tool or platform you will leverage to measure your success. If you can’t track and measure your ROI properly, how will you ever know if something is working?
To recap, here’s my 4 steps for Success on Pinterest: 1. Establish a Pinterest Plan 2. Discover Who Your Target Audience Is 3. Develop your Pinterest content 4. Measure for success
The 3 most important factors to getting more followers on Pinterest (according to University of Minnesota study): 1. Follow lots of pinners 2. Create lots of boards 3. Pin a lot!
7 Pinterest Activities To Get More Pinterest Followers
Activity #1: Follow lots of pinners To decide who to follow, strategically follow boards based on your targeted KEYWORDS.
Activity #1: Follow lots of pinners Example: sports bra brand
Activity #1: Follow lots of pinners Expand your keyword search by using Pinterest’s Guided Search tool.
Make sure when people follow you, your brand has enough boards that appeal to a wide audience. The goal is to fit into a larger lifestyle on Pinterest.
Activity #2: Strategically create a lot of boards Remember: 20-30 boards to first start your Pinterest account 50-60 boards within a year The 80/20 rule – 80% of content focused on a larger lifestyle, 20% brand or product focused Use Pinterest Guided Search to guide your keywords
Top 5: Food and Drink (especially recipes!), DIY and Crafts (mason jars are popular!), Home Decor, Women’s Fashion, Weddings Popular Pinterest Categories
Activity #3: Pin Consistently! Remember: Pin your entire product catalog onto Pinterest Don’t make your content just about your brand Invest in a scheduling tool Understand when to pin – timing is key.
Activity #4: Create seasonal and trending boards Over 70% of online consumers go to Pinterest to get ideas and inspiration for what to buy. 67% of consumers go to Pinterest to keep up with the latest trends
Activity #4: Create seasonal and trending boards Remember: Start rearranging your boards 2-3 months before the next holiday Example boards you should have right now: Halloween, Fall/Autumn, Thanksgiving, Christmas Check out Piqora’s Guide to Halloween Promotions on Pinterest!
Examples of seasonal and trending boards (from Piqora brand partners)
Activity #5: Join Group Boards Why? Increased exposure Expanded target audience Connect to relevant brands and individuals
Activity #6: Optimize your website and blog for Pinterest Remember: Don’t forget about board widgets. Visual content drives 84% more views and 94% more clicks than text. Maximize the use of images, especially on your brand website and blog.
Don’t forget, Piqora has a marketer’s guide to Pinterest website optimization that is a great read to learn more about how to harness Pinterest for referral traffic and more!
Activity #7: Integrate Rich Pins Remember: Rich Pins make shopping for products via Pinterest easier. Pinners get email notification when price drops on product Rich Pin 5 types of Rich Pins: movie, article, recipe, product or place. For retailers, the product Rich Pin is crucial!
To summarize today’s webinar: 4 Steps for Pinterest Success: 1. Establish a Pinterest Plan 2. Discover Who Your Target Audience Is 3. Develop your Pinterest content 4. Measure for success 7 Pinterest Activities to Get More Followers: 1. Follow lots of pinners 2. Strategically create lots of boards 3. Pin consistently 4. Create seasonal and trending boards 5. Join group boards 6. Optimize your website and blog for Pinterest 7. Integrate Rich Pins
Thank you for joining! Receive chapter 1 of Anna’s Pinterest book for free on her site at www.whiteglovesocialmedia.com