how to dominate pinterest by matt siltala

DOMINATE HOW TO

@matt_siltala [email protected]

@matt_siltala

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

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

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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

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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 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.


•  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

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Courtesy of Pinnablebusiness.com

CASE STUDY

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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

TIPS INSPIRED BY CASE STUDY

@matt_siltala

INSPIRED TIPS

RUSTIC ARTISTRY


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

INSPIRED TIPS


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

INSPIRED TIPS


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

INSPIRED TIPS


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


@matt_siltala

INSPIRED TIPS


ITINERARY

Create a pin advertising a new board and pin it on a more

established board.


Like-minded brands

@matt_siltala

INSPIRED TIPS


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.


Like-minded brands

@matt_siltala

INSPIRED TIPS


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.


Like-minded brands

YOUR MOST

POPULAR PIN POPULAR

GROUP BOARD

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INSPIRED TIPS


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

INSPIRED TIPS


ITINERARY

Use PinAlerts to see what’s being pinned from your website (not just what’s popular on Pinterest).


Like-minded brands

@matt_siltala

CASE STUDY Courtesy of Business.Pinterest.com

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CASE STUDY

BUZZFEED


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


@matt_siltala

INSPIRED TIPS


ITINERARY

Put your pin button at the top of your images.


Like-minded brands

@matt_siltala

INSPIRED TIPS


ITINERARY

Optimize your pins for mobile


Like-minded brands

@matt_siltala

INSPIRED TIPS

YOUR LOCATION

CUSTOM ITINERARY

Create beautiful vertical editorial images and put

them first in your blog posts


Like-minded brands

Height: 762 px

Width: 625px

@matt_siltala

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.


Like-minded brands

@matt_siltala

CASE STUDY Courtesy of Hello Society

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CASE STUDY

CHOBANI YOGURT


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


@matt_siltala

INSPIRED TIPS


ITINERARY

Become friends with your followers by helping them

catch a vision of a better life with your product.


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

INSPIRED TIPS


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


@matt_siltala

INSPIRED TIPS


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.


Like-minded brands

@matt_siltala

INSPIRED TIPS


ITINERARY

Create custom board cover images to give a consistent

look and brand style to your profile


Like-minded brands

@matt_siltala

INSPIRED TIPS


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

CASE STUDY Courtesy of Pinterest

@matt_siltala

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


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


@matt_siltala

They have a board Gastronomic Travel featuring upscale restaurants around

the world. They pin their own restaurants as well as others.


INSPIRED TIPS

@matt_siltala

YOUR LOCATION


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

MATT’S BONUS PINTEREST TIPS BONUS INFO

@matt_siltala

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

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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

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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

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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

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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).

5

@matt_siltala

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).

6

@matt_siltala

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.

7

@matt_siltala

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.

8

@matt_siltala

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.

9

@matt_siltala

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.

10

@matt_siltala

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

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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:


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.

@matt_siltala


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.

@matt_siltala


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

DOMINATE HOW TO

@matt_siltala [email protected]

@matt_siltala

how to dominate pinterest by matt siltala

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