Download - How to Dominate Pinterest By Matt Siltala
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INTRO
is moving closer to an advertising model and there are many opportunities for businesses to help people discover your brand and products. Pinterest is expanding as a content marketing and advertising platform. It’s more than just advertising. These features give you a chance to engage with a community and expose people to more about your brand and products.
@matt_siltala
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Pinterest’s ‘Pin It’ button Has now overtaken Facebook’s ‘Like’ button and Twitter’s ‘Tweet’ button on brands’ product pages.
62%
61%
59%
42%
Of brands have Pin It buttons
Of brands have Tweet buttons
Of brands have Like buttons
Of brands have Google+ buttons
@matt_siltala
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6 Billion Photos uploaded each month
Photos & Images get…
More Interaction than other content
More Shares than links
More Likes
50%
10x
7x
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90%
Videos on landing pages Increase page conversion Rates by
94% Posts with Visuals receive
60% of consumers are more likely to click on a business whose images appear in search results
More page visits and Engagement than Those without
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The trend is going visual
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FEATURES YOU NEED TO KNOW
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FEATURES
When you pin something Pinterest suggests many related pins from people you follow and those you don’t). Pinterest is adding many more suggested pins. Notice what comes up and get ideas for boards or content Eventually you will probably be able to sponsor a suggested pin.
SUGGESTED PINS YOUR PIN
PINTEREST USERS
SUGGESTED PINS
SUGGESTED PINS
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FEATURES
People or brands can pin things to a geological location. This makes it easier for businesses to advertise to a local audience or for local businesses. While they tend to have less followers you’re likely to get people planning a trip or dreaming of going to these places. You can create demand for your hotel, real estate company, state/city/country, attraction, festivals/events, etc.
LOCATION PINS YOUR
PIN
YOUR LOCATION
@matt_siltala
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FEATURES
Businesses can add Pinterest’s newer follow buttons (much like the Facebook like button) to their pages. It goes to a landing page.
FOLLOW BUTTONS & LANDING PAGES
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FEATURES
Brands also have a unique landing page that showcases a few of your most recent pins. It has a unique URL that you can also use in campaigns or contests. This helps brands when they are running a contest that requires people to follow all their boards to enter. This is an easy way to do that.
FOLLOW BUTTONS & LANDING PAGES
pinterest.com/(YOUR USERNAME)/pins/follow/
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FEATURES
The Gift Category gives you more exposure for products and is a visual shopping engine. Eventually, there will probably be sponsored pins here. When only items that are available for sale are listed in this category. Most are rich pins which give details about the price and inventory. Pinterest also alerts people when the price on a something they pinned drops.
pinterest.com/all/gifts/
GIFT CATEGORIES
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FEATURES
Pinterest curates the Pins feed, but they choose from products that have the rich pins functionality on your website. eBay, Etsy and Shopify already have this feature integrated into their platforms but everyone else has to apply and add meta data to enable this feature. We can see this being another place where advertisers will someday be able pay to have pins show up in searches or highlighted in user’s feeds.
pinterest.com/all/gifts/
GIFT CATEGORIES
PIN FEED
Curated by Pinterest
RICH PINS
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FEATURES
Pinterest announced a new Featured Category. It shows up at the top of the list of categories. These are called PinPicks.
FEATURED CATEGORIES & PIN PICKS
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FEATURES
For example one week’s Pin Pick said: “Weekend Campout.” From this page, you can follow REI (the sponsor of the featured pins). Pinterest also suggests other brands to follow in the niche and places to visit. There are boards featured that showcase products relating to camping.
FEATURED CATEGORIES & PIN PICKS
Featured Category
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FEATURES
The page shows product pins from REI, and content from users as well as other brands that don’t compete but are related (Camper World, KOA, etc). It features camping food (as food is one of the most popular themes on Pinterest) and creates an experience and discovery tool for people based on a theme.
FEATURED CATEGORIES & PIN PICKS
• Weddings • Kids • Science & Nature • Education • Technology • Tattoos • Videos • Geek • Celebrities • Architecture • History • Sports • Men’s Fashion • Cars & Motorcycles
• Education • Place Boards • Tattoos • Science & Nature • Weddings • Videos • Geek • Technology • Celebrities • History • Sports • Architecture • Men’s Fashion • Cars & Motorcycles
DAILY USERS ACTIVE USERS
Most Frequently Browsed Pinterest Categories:
Ahalogy 2014 Pinterest Media Consumption Study
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FEATURES
Get content ideas, make sure to tie into something current in the boards at the top of your profile. Change them out with the seasons. Create boards relating to a theme that are popular on Pinterest.
WHAT YOU CAN LEARN
Featured Category
Content Ideas
Content Ideas
Content Ideas
Content Ideas
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FEATURES
Anyone can ask questions on Pins and get answers from the community. You can get an answer from anyone in the community and you get an email when you get an answer from someone.
COMMUNITY QUESTIONS ?
Community Answers
Question on Pin
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FEATURES
This is a great way to interact with your community and get to know individual pinners or to find content.
COMMUNITY QUESTIONS
Get to know your community
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FEATURES
Pinterest can drive traffic to your web site regardless of product or service.
Get to know your community MESSAGES
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FEATURES
Pinterest can drive traffic to your web site regardless of product or service.
Get to know your community MESSAGES
The new Messages feature can be used as a marketing tool.
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CASE STUDY
@matt_siltala
Courtesy of Pinnablebusiness.com
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CASE STUDY
@matt_siltala
RUSTIC ARTISTRY
YOUR LOCATION CUSTOM
ITINERARY
90% of her pins getting at least one repin
64% of her social channels traffic comes from Pinterest
Facebook, with over 4,000 Likes, accounts for 34% of her social traffic
Visitors from Pinterest have a lower bounce rate – 55% compared to 70% with Facebook visitors
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TIPS INSPIRED BY CASE STUDY
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INSPIRED TIPS
RUSTIC ARTISTRY
YOUR LOCATION CUSTOM
ITINERARY
90% of her pins getting at least one repin
64% of her social channels traffic comes from Pinterest
Facebook, with over 4,000 Likes, accounts for 34% of her social traffic
Visitors from Pinterest have a lower bounce rate – 55% compared to 70% with Facebook visitors
Don’t just repin, find new material that expresses your brand personality
Sign up for Newsletters from
Like-minded brands
Look at Magazines
In your niche
Look for related Content on
Blogs and websites
Slideshows often Have great pin-worthy
Images
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Find new ways to promote your best-performing pins. Look at
your analytics tab on Pinterest to see the Most Recent, Most
Repinned and Most Clicked pins. Then comment on pins with
something helpful or “like” them to acknowledge the person who
pinned them. Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Feature your most pinned or popular images and feature on other social networking sites. Don’t use the feature to tweet them, create a unique tweet. Same with Facebook, create
a unique post. Sign up for
Newsletters from Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
You can quickly create a few of your best images together into one image to pin again or for
other sites. A tool called PinThemAll.net helps make this easy. Use it to create a vertical
collage. Sign up for
Newsletters from Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Create a pin advertising a new board and pin it on a more
established board.
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Do not fill your boards with pins from your
own website. Eventually you will run out of things to pin. You won’t have fresh new content to share on
a consistent basis. On her “Make Mine Rustic” board, only about 5% of the
2800+ pins are from her own website.
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Pin your most popular pins to group boards that have a strong following and are a
good fit.
PinGroupie and Board Deck boarddeckhq.com are tools that can help you find group
boards. You can also use Pinterest search to find group
boards.
Sign up for Newsletters from
Like-minded brands
YOUR MOST
POPULAR PIN POPULAR
GROUP BOARD
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Pin content that is performing well more than once - to another board, to
a group board or even again on the same board.
That way your new followers will be exposed to your best
content. Wait a month or more in between pins. Sign up for
Newsletters from Like-minded brands 1 MONTH
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Use PinAlerts to see what’s being pinned from your website (not just what’s popular on Pinterest).
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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CASE STUDY Courtesy of Business.Pinterest.com
@matt_siltala
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CASE STUDY
BUZZFEED
YOUR LOCATION CUSTOM
ITINERARY
Pinterest is BuzzFeed’s 2nd Largest social network referrer
Has a much longer lifecycle than other social networks, often driving traffic to posts moths after publication
According to Dao Nguyen, VP of Growth and Data at BuzzFeed…
More than Half of BuzzFeed’s traffic from Pinterest Goes to posts published more than 2 months ago
According to Dao Nguyen, VP of Growth and Data at BuzzFeed…
@matt_siltala
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TIPS INSPIRED BY CASE STUDY
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Put your pin button at the top of your images.
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Optimize your pins for mobile
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY
Create beautiful vertical editorial images and put
them first in your blog posts
Sign up for Newsletters from
Like-minded brands
Height: 762 px
Width: 625px
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY
Pin Humor. Of the 100 Buzzfeed
stories that have the most traffic from Pinterest,
30% of the visits are to humor posts.
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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CASE STUDY Courtesy of Hello Society
@matt_siltala
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CASE STUDY
CHOBANI YOGURT
YOUR LOCATION CUSTOM
ITINERARY
15 of 25 of their boards are recipe boards
Chobani has over 113,000 followers on Pinterest
They share recipes from fans, sponsored recipes from bloggers, and their own recipes
@matt_siltala
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TIPS INSPIRED BY CASE STUDY
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Become friends with your followers by helping them
catch a vision of a better life with your product.
Sign up for Newsletters from
Like-minded brands
“Through mouthwatering pictures and branching out from their product, Chobani has used Pinterest to become more than just a brand. They have become a friend to their customer, sharing the same hopes, goals, desires, dreams, and tastes. ”
-Angela Swenson
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Leverage your social following on other sites.
Chobani tweets their pins but they don’t share them on Facebook with posts and
with the Pinterest app on Facebook Sign up for
Newsletters from Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
When they feature recipes on Facebook, they could also
add a link to pin the recipe. A newer feature is a landing
page that has a follow all button.
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Create custom board cover images to give a consistent
look and brand style to your profile
Sign up for Newsletters from
Like-minded brands
@matt_siltala
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INSPIRED TIPS
YOUR LOCATION CUSTOM
ITINERARY
Get your fans involved. Pin their recipes or ideas. Also consider teaming up with
bloggers (who often have a broad social footprint) to create new ways to use
your products. Sign up for Newsletters from
Like-minded brands
@matt_siltala
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CASE STUDY Courtesy of Pinterest
@matt_siltala
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CASE STUDY
Four Seasons Hotels and Resorts uses Pinterest to introduce their line of luxury hotels around the world and to help their customers plan vacations. Last year they launched a campaign called Pin.Pack.Go (2013). Guests and the hotel create a custom itinerary with a local Four Seasons expert. They pin together on a group board.
FOUR SEASONS HOTELS & RESORTS
YOUR LOCATION CUSTOM
ITINERARY
Over 26,0000 followers.
Since it launched, Four Seasons has seen a 525% increase in followers to its main account.
Since it launched, Four Seasons has seen a 525% increase in followers to its main account.
Created profiles for their more than 81 hotels, each showcasing the resort’s distinct style & features.
@matt_siltala
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TIPS INSPIRED BY CASE STUDY
@matt_siltala
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They have a board Gastronomic Travel featuring upscale restaurants around
the world. They pin their own restaurants as well as others.
Over 26,0000 followers.
INSPIRED TIPS
@matt_siltala
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YOUR LOCATION
Over 26,0000 followers.
RESULTS:
900% INCREASE in the average number of people repinning their content every day
600% INCREASE In the average number of pins from their website fourseasons.com year over year
INSPIRED TIPS
@matt_siltala
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MATT’S BONUS PINTEREST TIPS BONUS INFO
@matt_siltala
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TOP 10 TIPS
Don’t only pin your own products. Once you have pinned all your own products, there is nothing left for you to pin or to keep your profile fresh by adding new content. Instead, pin
around themes relating to your business.
1
@matt_siltala
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TOP 10 TIPS
Find other pinners in your niche who have a lot of followers. Follow them. Repin them. This will make your own
boards more interesting.
2
@matt_siltala
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TOP 10 TIPS
Comment on pins of popular pinners in your niche. When you do, your logo will show up next to your comment and people who like similar content may click over and follow
your boards.
3
@matt_siltala
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TOP 10 TIPS
When you get comments, follow up with a comment so the person knows you saw it and that their
comment is appreciated.
4
@matt_siltala
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TOP 10 TIPS
Don’t just repin, find new material that expresses your brand personality. Some creative ways to find content
include, sign up for newsletters from brands you align with. Look at magazines in your niche. Look for related content on
blogs and websites. Slideshows often have gorgeous pin-worthy images you can use (being aware of copyright).
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@matt_siltala
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TOP 10 TIPS
Use Pinterest tools and business analytics. Examples: Tailwind, PinAlerts (so you can see what people
are pinning from your own website), PinGroupie (to find group boards) and PinThemAll.net (this finds all photos on a
page and lets you select which ones to pin, add your comments and reorder them into a collage).
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TOP 10 TIPS
Pin your best performing pins to popular group boards you belong to. You can also pin the same pin more than one time, spaced out several weeks or months. In time the
pin will get buried, making it harder for people to find.
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TOP 10 TIPS
Make a collage of your most popular pins and post it on Facebook. Invite people to see more of your images on
Pinterest. The two networks work well together and people who like what you do on Facebook will probably like you on
Pinterest too.
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TOP 10 TIPS
Increase your engagement. Say this: In the Analytics tab on Pinterest, open the Most
Recent, Most Repinned and Most Clicked sections. Click the heart to "Like" the pins from your website that people have pinned. This is better than putting a comment on each pin that says "thanks for pinning." It's also a great way to find
boards to follow back. Sort of like favoriting a tweet on Twitter so people know you saw it.
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TOP 10 TIPS
Use rich pins. They give your brand so much more exposure and also give your community much more
information and value. Example: a recipe pin regular and one that is a rich pin.
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TOP 10 TIPS
Use alt tags for your images because that’s what becomes your description when people pin from your website. Most
people won’t change what’s there. Be sure to add hashtags and keywords so your images come up in
searches on Pinterest.
BONUS
@matt_siltala
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BONUS TIPS
You can ask questions on a pin and your question goes to
everyone who pinned it. You get emails when there are new answers. This is a way to
connect with pinners in your niche and even introduce your
product or service.
COMMUNITY QUESTIONS ?
Community Answers
Question on Pin
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3 TYPES OF PEOPLE WHO YOU CAN MESSAGE:
Get to know your community
MESSAGES
Your followers (you do not need to follow them back to message them).
BONUS TIPS
People you're friends with on Facebook who have connected their
Pinterest account.
People who you follow on Twitter and who follow
you back and have Twitter connected with their Pinterest account.
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Get to know your community
MESSAGES
BONUS TIPS
It can even be used for B2B conversations.
Here’s an example of a conversation in which a business complimented
MCNG Marketing for their “31 Days to a Better
Pinterest Page” board.
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Get to know your community
LINK TO PINTEREST BOARDS ON YOUR BLOG OR SITE
BONUS TIPS
Many people have a follow button but don’t link to Pinterest pins or boards in their content.
@matt_siltala