pinterest for marketing: an interview with laura waage

8/13/2019 Pinterest for Marketing: An Interview with Laura Waage

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Andrew McCauley: In todays podcast we are going to talk about why you needto be on Pinterest, how to leverage Pinterest for SEO and why you should have aPinterest business account.

Voiceover: Have you picked up our online survival guide yet? Get prepped forthe future of online marketing by going to www.AYBGuide.com.

Andrew McCauley: Hey, everybody !his is Episode "o. #$ and this is a very,very special episode. %e are actually breaking new ground on this episode. &yna'e is (ndrew &c)auley and I a' e*cited 'ore than ever this episode because

we are going to do so'ething we havent done before and I a' not going to tell

you about that +ust yet because I a' going to introduce 'y copartner, HeatherPorter. Hey, Heather

Heather Porter: Hey, (ndrew Hello, guys I know, (ndrew, how cool is this-%e have a first ever interview.

Andrew McCauley: eah, we are going to do a live interview with so'eone veryspecial.

Heather Porter: /ery special.

Andrew McCauley: (nd one of the things that we started looking at when wewere doing our podcast was do we either do it +ust you and I predo'inantly or do

we do it down the interview path and we see so 'any podcasts out there that are

doing the interview specials and we thought we would 'i*ed it up a little bit and'aybe once every three or four podcasts, we are going to do a special interviewbut in those other podcasts we are going to still give you a lot of content like wehave been doing but we though its ti'e to bring on so'eone special.

Heather Porter: es, lets tell the' who we have on with us right now.

Andrew McCauley: %ell, this person is very special because I have known thisperson for a couple of years and when we were thinking about who do we bring on,

one of the criteria was we wanted to bring on so'ebody that was going to bringso'e infor'ation that we havent actually shared with 'any people in this podcast

and thats all about Pinterest. "ow, we both use Pinterest not as 'uch as weshould and I a' sure after this call we are going to be using it a lot 'ore but our

guest today is 0aura %aage. Hey, 0aura (re you there-

Laura Waage: I a', (ndrew. !hank you so 'uch. (nd hi, Heather

Heather Porter: Hello, 0aura Its so great to have you and one thing guys whoare listening, I 'ean, like (ndrew was saying, yes we know a lot but what is really

cool is that we have this a'a1ing network of people fro' all over the world that weare constantly asking 2uestions of to build our business and help our clients as well

and thats how this all ca'e about and thats why 0aura is on this line because, oh'y goodness, you guys, she is a wealth of knowledge for Pinterest. I a' so

e*cited to e*tract these lovely little bits of info fro' you today, 0aura.

Laura Waage: )annot wait to share. So e*cited to be on here with you two.

Andrew McCauley: %ell, before we start, I +ust want to give a 2uick backgroundof how I know 0aura and then she can give us a bit 'ore of an indepth about

0isten here3http344autopilotyourbusiness.co'4podcasts4pinterestfor'arketing4

5et a copy of our Online Survival 5uide here3 http344aybguide.co'

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what she is doing and how she is doing it. 0aura co'es originally fro' corporateworld. She was running that corporate tread'ill for 'any years and then foundinternet 'arketing and if I a' wrong with any of this 0aura, +ust +u'p in and let'e know but she got out of the corporate world and then started in the internet

'arketing world and then 0aura and I 'et at an event and we both were trainersat an event, we traveled the world together and shared the stage, literally on stage

at the sa'e ti'e in so'e instances where we were doing coteaching of certainsub+ects at a few different internet 'arketing events around the world. So, 0auraand I travelled around a lot, teaching people how to build websites and all that sortof stuff and around about two years ago, I guess, Pinterest popped up and 0aurafell in love with Pinterest and started learning how to 'a*i'i1e its use with whatshe was also teaching about internet 'arketing and the two went hand in handand now 0aura is known as one of the outstanding e*perts in the world actuallyabout Pinterest and 0aura also contributes to our 'aga1ine the Online ootprint

every 'onth. So, if you have heard of her na'e, you 'ay have heard of itthrough Online ootprint'aga1ine as well. 0aura, we are e*cited because we are

going to drill you with a few 2uestions today and we are going to find out so'ecool interesting things because I know that I need to learn a lot 'ore aboutPinterest and I a' sure listeners want to do that too. So, hey, its e*citing to haveyou as our first guest on our podcast.

Laura Waage: eah, cannot wait to get started. (s you know, its a topic that Ilove, love, love to talk about 'ainly because people look at Pinterest as a social

'edia 'arketing toy 'ore or less, its +ust so'ething you pin pretty pictures andthats so far fro' the truth. !his is such a great business tool that I love beingable to have the conversation and share a little bit 'ore about that.

Andrew McCauley: eah, yeah, yeah. So, in 'y bio I said you have been doingit for two years Is that about right- Is it two years or you have been doing it a bitlonger- How long has Pinterest been around now-

Laura Waage: Okay, so this is shocking. It has actually been around for overthree years now. !i'e has gone by so fast, its a'a1ing. eah, it launched in

&arch of 6787. It took about 9 or : 'onths before it started getting a largeradopting and ironically it was actually adopted 2uicker in the ;< than it was in the;S even though now the ;S following is 'uch larger.

Andrew McCauley: Okay.

Heather Porter: Okay.

Andrew McCauley: Okay. So, give us a rundown of what are you doing as far asyou working as a Pinterest e*pert. ou are not +ust going out and teaching peoplelike we see a lot of these socalled gurus doing that. I 'ean, you are actuallyprobably not teaching as 'uch as you used to. "ow, you are 'ore doing hands onand doing stuff for businesses rather than teaching it, right-

Laura Waage: eah, absolutely. So, what I do a lot of is putting togetherstrategic Pinterest 'arketing ca'paigns for a wide range of businesses and reallythe ca'paigns are different depending on what the ulti'ate goal is. So, the firstthing that I always share with the people when they ask 'e about whats the bestway to leverage Pinterest. =eally the first 2uestion that you need to answer iswhats the goal that you are trying to achieve. In so'e cases, it 'ight be driving

sales. In other cases, it 'ight be driving people to an optin list or getting peopleto download an ite' of yours. In so'e cases, it 'ay +ust be getting 'ore



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Pinterest followers. So, the first thing that so'ebody has to do is define that goaland then once you understand and you have clear ob+ectives in ter's of what youwant to achieve in attaining that goal, then you can back it up and create aPinterest 'arketing plan that 'atches your goal.

Andrew McCauley: eah, I a' glad you said that because goals are e*tre'elyi'portant across all social platfor's and Heather and I talk about this all the ti'eis what are you doing in social, why are you there. ou have got to have a reason.>ust because the co'petitor down the road is on ?acebook or !witter or Pinterest,

it doesnt 'ean you have to, particularly if its not the sa'e industry or you gotso'ething else to offer.

Heather Porter: (nd one thing too I was +ust going to say is what if you dontknow what you should be doing like I know there would be a lot of people listening

to this and go @%hat should I be doing- Should I be getting 'ore followers-Should I be driving to an optin-A Is there like a certain for'ula or a certain order

of what you should focus on first with those goals-

Laura Waage: Buite honestly, Heather, if so'ebody ca'e to 'e and said @%hat

should I be doing-A, I would tell the' they should be getting a coach only becausea business coach or a Pinterest 'arketing e*pert like 'yself, so'ebody that can

help the' define the goal first because the goal is going to 877C revolve aroundthe business 'odel and depending on where they are at in the business cycle, the

goal could be one of those things or all of those things but 'aking sense of it sothat you have the right strategies in place to support it is absolutely the first stepand I wish there was a 'agic e2uation but there are so 'uch variance inbusinesses and even I have a client actually, their business goals change with the

season too. So, if there is a seasonal business, there are +ust so 'any factors thatgo into it. (bsolutely clarity on the goals co'es first and fore'ost even if youneed a coach to help you see the clarity in it and then once you have establishedthat, then you can build the right type of progra'.

Andrew McCauley: !alking about coaching and finding the right people and wesee a whole bunch of social 'edia e*perts out there, we see a few people branchedoff individual platfor's. I really havent seen 'any people on Pinterest, Pintereste*perts like yourself. Is there high co'petition for that sort of 'arket out there-

Laura Waage: Its a really interesting 2uestion. (s you know, (ndrew, when Ifirst started doing this, there wasnt but when I first started doing this and Ipublished a couple of Pinterest books on ('a1on and then I had launched the

course, had all these different things take place, I had a lot of large businessesreach out to 'e to write their Pinterest 'arketing ca'paigns. So, those that arefully engaged in Pinterest, I think I have had the sa'e sort of situation erupt for

the' as well. I have talked to a few different Pinterest consultants that started offwanting to educate the 'asses and got pulled into doing it for big businesses. So,

I think that they are out there, they are +ust a little bit harder to find because ofthe fact that Pinterest is still relatively new. !hree years is not a long ti'eespecially when you consider the fact that they now have D7 'illion active userseach and every 'onth.

Andrew McCauley: !hats cra1y isnt it-

Heather Porter: %ow

Laura Waage: Isnt that cra1y-





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Andrew McCauley: eah, yeah.

Laura Waage: (ndrew, I dont know if you re'e'ber this, you and I were at atraining at one of the events and we were sitting there and I had said to you @Oh'y gosh 0ook at this, its so e*citing. Pinterest +ust broke one 'illion usersA=e'e'ber that-

Andrew McCauley: It was 0os (ngeles. I think we are there.

Laura Waage: es, it was and I was so e*cited and now I look at D7 'illion and it+ust 'akes 'e laugh.

Andrew McCauley: So, +ust going back to so'ething you said. (ll these bigbusinesses, the big brands are co'ing on Pinterest. Has it been a slow uptake for

big brands to get on Pinterest-

Laura Waage: "o. I think with the slow uptake has been is actually brandsfiguring out how to use it in the 'ost effective way.

Andrew McCauley: =ight.

Laura Waage: %hen Pinterest first rolled out, they only offered one type ofaccount. !here was not a personal and a business there was +ust personal and

they didnt include any type of analytics dashboard in that original version ofPinterest. In the very beginning they did release their (PIs. So, there were ahandful of co'panies that saw the future of Pinterest and were wise to what itcould potentially turn into and those co'panies developed so'e analytics tools."ow, since then, fast forward two years, Pinterest now has analytics built into theirbusiness account dashboard and in addition to that, we have got all of these third

parties that have really started to get deeper with offering different types ofanalytics. So, long answer, but basically now co'panies are learning that they can

'easure, they can 'anage, they can get a 'uch better grasp on how effectivetheir 'arketing ca'paigns can be.

Andrew McCauley: I know of seven great tools that you can use for Pinterestanalytics and you have +ust written an article for our 'aga1ine Online ootprintall

about Pinterest analytics tool. So, if you want to find out what they are, you wantto check out Online ootprint'aga1ine at the (pple "ewsstand and you can find

out there are links and videos in there too about analytics but I didnt 'ean toshow it.

Heather Porter: I was going to +u'p in and actually say I was speaking not too

long ago and only a 2uarter of the audience knew what Pinterest actually was and Iwas +ust listening and I a' taking a @%ell, there 'ust be people here that actuallystill dont even know what we are actually talking about.A So, is it cool if we +ust

2uickly do a description of what it is and then also if I were thinking about gettingon Pinterest, do I even need a personal account or should I +ust start straight inthe business account- So, we could +ust deal a little bit of the funda'entals forthose listeners that are going @%hat is Pinterest-A

Andrew McCauley: So'eti'es we forget, we are so involved.

Heather Porter: E*actly.

Andrew McCauley: %e got to step back and say @Hey, this is what it is.A





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Laura Waage: "o, thats a great, great point. So, Pinterest, lets +ust put it intoits 'ost si'plest for'. I'agine that you are in your ho'e office or business officeand you have got a physical bulletin board hanging on your wall and you can pinanything you want as a re'inder or a picture of your fa'ily, whatever you want on

your bulletin board in your office and if so'ebody else walks into your office, theycan see whats pinned on your bulletin board and they can pin other things to your

bulletin board as well. So, all Pinterest is is an online bulletin board in its si'plestfor', thats all it is. our ability to pin things online to a bulletin board that otherpeople can see, that you can give other people the right to pin on as well and ifso'ebody sees so'ething on your board that they like, they can actually repin itto one of their boards. So, when you think about how contagious and viral thatcan beco'e, you see so'ething you really like, you put it to your board. !hat now'eans that everybody that follows you is seeing that pin, they 'ay like it and repin it to their board and e*ponentially it +ust grows which is part of the reason that

Pinterest beca'e such a 2uick success. !he other part of the reason, in 'yhu'ble opinion, is the fact that as hu'an beings we are such visual creatures

anyways and a picture tells a thousand words, you can convey so 'uch through ani'age and people love it its 2uick, its visually sti'ulating, its fun, its such asi'ple idea but yet offers so 'uch creativity, you can take it any direction youwant. So, really in its si'plest for' its +ust a bulletin board that so'ebody waspretty s'art in deciding that they were going to put it online.

Andrew McCauley: Hey, are there any industries that like Pinterest or a 'ore

wrapped up in Pinterest than others-

Laura Waage: I would say definitely industries that have so'ething visual to

represent. So, as an e*a'ple, car industry. So, a lot of the car 'anufactures

have Pinterest accounts. So'e of the' are really kind of cool, like Peugeot. !heyhave one of the 'ost intriguing F Peugeot Pana'a is the one that you want tocheck out F they have one of the 'ost intriguing Pinterest accounts because theyhave done really creative things with the board place'ent and they always have acontest running. Ho'e Gepot and 0owes because they like to showcase GIpro+ects and different things that they sell. !hose types of industries are great.?ood, beverage, dining, recipes the better 2uestion 'ight al'ost be whatindustries dont work well on Pinterest-

Andrew McCauley: Okay, tell us what they are.

Laura Waage: (nd I have actually tried to find the'. %hether you are talkingabout local business 'arketing, online 'arketing, driving traffic, SEO, I have yet to

find an industry that wont work.

Andrew McCauley: =eally-

Laura Waage: "ow, that doesnt 'ean that the sa'e 'ethodology is applied toall the different industries. ou have to change your reproach based on your

industry and again the goal that you are trying to achieve but Pinterest, becauseits so basic but so dyna'ic at the sa'e ti'e, it really does offer a level of

fle*ibility that anybody with a creative 'arketing 'ind can get in there and 'ake itwork for the'. Its fabulous.

Andrew McCauley: So, you can 'aybe give so'e ideas to people that areprobably listening to this podcast. I a' going to do this without warning. 0ets

say so'eone is a coach or a consultant and they are doing coaching, they aredoing business coaching or they are doing even personal training sort of coaching,





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so'e sort of coaching for'at. !hey are offering a service. !hey dont haveproducts to showcase. %hat sort of things could they use to pin on Pinterest-

Laura Waage: %ell, in that type of a circu'stance F I a' going to give a little bit'ore depth to it +ust so that people can see the entire bunny trail and where itleads F but in that kind of a circu'stance, really one of your ulti'ate goals is 'ostlikely going to be to get people over to your website so that they can see what it isthat you offer, who you are and get a better picture of your services. So, the endgoal there is going to be to pull people over to your website. So, as an e*a'ple,

you could have a board thats dedicated to B( where you let people sub'it2uestions to you or you even +ust go on 5oogle and say @%hat are the 'ost

co''on 2uestions in such and such industry-A and then you create very short,sweet videos because a lot of people dont reali1e that on Pinterest you can usevideos as well and you showcase your strengths by having these sweet little #7

second to 7second videos where its you as that coach answering that 2uestionaddressing the audience and you can create a board where you have got a B(board and 'aybe you have got 67 or #7 of these short little video snippets andthen you 'ake sure that you have got the link to your website in that and ineverything. "ow, one thing I will say and this goes back to Heathers earlier

2uestion that we didnt actually answer, should you have a business account orshould you have a personal- If you are doing business on Pinterest, you should

only have a business account because you get certain perks and benefits like beingable to link things back to your business site.


Laura Waage: So, they have a website verification process. %e wont get into

the technical details here but its definitely so'ething that you want to 'ake surethat you do so that you get those links. So, you have these boards as a coach, youlink the' back to your website and now people are getting a feel for you onPinterest and then they can go over to your site. (nother great thing to do if you

are a coach is to do like, lets say the article that you +ust 'entioned that I wrotefor you, !he "even Analytics tools !hat You #an $se or %interest, you can do a

snippet, +ust a little screen cap i'age that you pin as an i'age that says @D(nalytics !ools F 8A, you list the first one and then below that you put @)lick !o=ead (ll SevenA and then when they click, it goes to the article thats on yourwebsite so that they aJ again are on you website and bJ are seeing the full articleand getting a display of what it is that you offer.

Andrew McCauley: (lright. %ow Okay.

Heather Porter: "ice.

Laura Waage: So, lets talk about business accounts versus personal accountsand whats the difference with those and why you should focus on a businessaccount versus a personal account-

Laura Waage: eah, its a great, great 2uestion and part of the reason that its agreat 2uestion is because when Pinterest was first released, like I said, there wasno business account. !hen they rolled out business account and in the first several'onths that the business accounts were rolled out, there was no advantage tohaving a business account. So, there is a lot of people that dont reali1e how 'anyadvantages now e*ist. So, as I shared, you can go through the website verification

process which is very, very si'ple F you download a file, you send it to your webserver, they upload it at your webhost or they upload it, you are done. Once you





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do that, you now get back links so that you can send people fro' your Pinterestaccount directly to your website. ou also can do things like have access to thePinterest analytics dashboard. ou only get that if you have a Pinterest businessaccount. So, there are things like that where you really want to 'ake sure that

you do have that business account and you are taking advantage of the businesssetup because you get those e*tra benefits. Its +ust 'aking sure that you are

aware and that you are leveraging it to the best of your ability.

Heather Porter: I al'ost look at it kind of like in ?acebook you have your

personal profile page and then you have your business page as a si'ilar sort ofthing. %ould you suggest that so'ebody in Pinterest would have both- %ould

they have a need for their own personal page versus a business page-

Laura Waage: Its funny I argue this with 'yself all the ti'e. I have both for

the purpose of playing with both.

Andrew McCauley: Go you win the argu'ent-

Laura Waage: eah, usually I argue with 'yself all night. I have both 'ainly forthe purpose of playing with both. If it werent for the fact that I split test things, Iprobably would only have a business account unless you want to be able to pinthings and have things that would be inappropriate on your business account. So,let 'e give you an e*a'ple. 0ets go back to the coach. 0ets say that you are abusiness coach that teaches people how to do local 'arketing. If now all of asudden you have got all these boards that are great boards about local 'arketingbut you want to keep a board about funny or crass i'ages that you find that 'ake

you personally laugh, so'e of your clients 'ight be offended by that. In thatcase, I would say either aJ 'ake it a private board, a secret board that nobody

else sees which you do have the ability to do or bJ have a personal account whereyou are not showcasing the business stuff, where they are totally separate andapart fro' one another because if you co'ingle too 'any things, it can beco'econfusing and you can lose credibility.

Heather Porter: 5ood advice. "ow, I have a couple of 2uestions. I guess reallyI a' +ust looking to get so'e actual sa'ples because you are such a wealth ofknowledge. )an you +ust shoot out so'e of the best pins not only for yourself butfor other people that you have seen that have gotten the best results and +ust walkus through a little bit about what those pins were and what specifically were doneto the' to get those results-

Laura Waage: es, absolutely. So, far and away, the best pins fro' a businessbuilding perspective and we are going to put this in two separate categoriesbecause you have got sales 'odels, you know the "ordstro's and "ordstro' is agreat account to look at, they do a great +ob, target that type of a business 'odeland then you have got people that are +ust trying to drive traffic, not necessarilysales. On the sale side, one of the best things that you can do is 'ake sure that

you have very clear, beautiful showcased i'ages and that you include the price tagand the only thing you have to do to include a price tag on Pinterest is use the

Gollar sign or the Euro sy'bol and put in the a'ount and it will add the price tag.So, if you have that type of an ite', putting the price tag in there increases the re

pin rate and the clickthrough rate. Its insane.

Andrew McCauley: %ow Its interesting.





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Laura Waage: eah. "ow, if you are, like for us, 'arketers or being 'ore of abusiness consultant, one of the pins that gets a whole lot attraction is using infographics and I heard a new ter' the other day that I actually loved and it wascalled an instructographic. So, slightly different where an info graphic is a ton of

infor'ation and its usually got a lot of copy, a lot of words in the i'age andinstructographic is 'ore about the pictures giving you the steps. So, as an

e*a'ple, a 'akeup artist 'ight do an instructographic that has four steps tobeautiful eyeliner or so'ething where they show the physical pictures of how youwould apply the 'akeup. So, thats an e*a'ple of an instructographic. (nd thenin info graphic, 'ost people are fa'iliar with, its where you got all the wordse*plaining a certain process. "ow, here is the key to doing those. Even though I'entioned a few 'inutes ago that you can link your pins back to your website,savvy people can go in there and edit those links. So, what you want to 'ake surethat you do anyti'e you create regardless of whether its an info graphic or 'aybe

+ust a general i'age, you want to 'ake sure that you are water 'arking yourpersonal graphics, so 'aking sure that you have got your ;=0, your website

address on the info graphic and if its an info graphic and its long, I reco''endyou do it at the top and the botto'. If its +ust a short i'age like a lot of ti'es Iwill do singular i'ages where it will say so'ething like @Seven %ays to


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of days ago and I wanted to do the )oca)ola 'useu' tour and )oke is +ust apheno'enal brand, they have done a great +ob with all of their various social'edia 'arketing, with their business 'odel over ti'e. So, I was taking pictureson 'y iPhone as I was going through, co'ing up with the ideas for blog posts, for

i'ages, for everything else and then I can edit the' right on 'y phone becausethere are so 'any aweso'e iPhone apps, android apps for editing i'ages and then

e'ail the' to yourself fro' your phone or upload the' directly to your Pinterestaccount fro' your phone. So, dont discount the 'obile device that you are holdingin your hand because a lot of ti'es that could be the best tool that you have forcreating uni2ue i'ages.

Andrew McCauley: Goes the 'obile application let you edit the descriptions inyour ;=0 on the go as well or do you have to go back into your desktop to do that-

Laura Waage: ou know what, it didnt used to but I havent tried to use 'yphone for that in a really long ti'e because of the fact that it wasnt user friendly.

I will have to go back in and test that. I thought there is such a habit of being ableto do things fro' 'y P) to get really, really creative that I have not tested that in

a while. !hey did +ust release the app and they 'ade a bunch of significantchanges. So, you have 'ore fle*ibility now with the app than you ever did before.

Andrew McCauley: 5reat.

Heather Porter: Okay. 0aura, I know that we have been talking a lot aboutdoing pins but a big part of Pinterest is the boards as well. So, is there a strategyor so'e tips you can share with us about the boards that we create- Is there a

special way of na'ing the' or what is your advice around that-

Laura Waage: eah. Its a great, great 2uestion and Pinterest business usershould actually pay 'ore attention to that because there is definite strategy to it.Everybody should know their keyword phrases and if thats not so'ething, if you

are listening to this podcast then you have no idea what I +ust said, then do a littlebit of a research because a keyword phrase is the phrase that people type into

5oogle when they are trying to find you or find content about your area ofe*pertise. %hen you know F and you can go in and you could research and youcould see e*actly how 'any people on a global or a local basis are searching forparticular phrase F and when you know what that phrase is, those are the phrasesthat you want to 'ake sure that you use in your board titles, in the description, inyour about section, in the description of your boards, in descriptions of the pins.So, you want to 'ake sure that you are knowledgeable about the keyword phrases

that are relevant for your business 'odel and that you are then leveraging thosekeyword phrases throughout your Pinterest 'arketing.

Heather Porter: eah. !o give you a good e*a'ple of that, dont ask why I +ustthought of this but I +ust typed in chocolate cake into Pinterest and I can search bypins, boards or pinners. So, I can see what you are saying of how incredibly

i'portant it is to have your keywords across everything you do.

Laura Waage: (bsolutely and its also for SEO purposes too. So, if you do a5oogle search for @chocolate cakeA, you will likely see pins co'e up as well basedon the fact that people did a good +ob of na'ing the board, putting a description inthe pin itself and really +ust paying attention to how they were setting the'selvesup.

Heather Porter: "ice.





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Andrew McCauley: Hey, I got a 2uestion about traps and proble's and issues.Is there anything that people should avoid- ( lot of these social sites or thesethird party apps will co'e up and say like this ou!ube tool bo*, not specificallythat but this auto'ated syste' that will do things, but then 2uickly get your

account banned, these things on !witter that will enable you to do things a lot'ore 2uicker but once again !witter dont like that sort of stuff. Is there anything

of Pinterest that people should be aware of that they 'ay call a black hat sort ofstuff. Is there anything there that co'es to 'ind when people should be wary ofwhen they are on Pinterest-

Laura Waage: eah. So, Pinterest have been very sensitive to people getting

fake followers. So, you will see these ?iverr gigs as an e*a'ple where you can goin and get a bunch of fake followers. Pinterest has been cleaning up the fakeaccounts that were setup to generate those followers. So, you want to put organic

efforts into really growing your Pinterest list. ou dont want to shortcut the waythat you gain or obtain followers. "ow, one thing that was a huge proble' but nolonger is, is it used to be a huge spa' engine because all of the links were knownas dofollow links. !hey 'ade so'e changes to how you get credit for those links.So, you only get credit for links if you have a business account and you have

verified your account going through that website verification process. So, part ofthat website verification process is to ensure that they were reducing the a'ount

of spa'. So, really its like anything else F shortcuts lead to shortfalls. If youwant to shortcut it, then +ust be aware that at so'e point its going to catch up to

you and they are constantly 'onitoring that stuff. %hen Pinterest first launched,they had four e'ployees, now they have 97 and they have hired their e'ployeesaway fro' ahoo, fro' 5oogle. So, they have got so'e pretty s'art technical

guys and wo'en that are part of the e2uation now. So, a lot of people look atPinterest as the baby of the social 'edia world but really they arent. !hey havegot the brain power behind the' which is why you are seeing the' 'ake

significant changes in such short periods of ti'e that are really growing thebusiness.

Andrew McCauley: eah, good advice and I think the advice that you gave aboutshortfalls and shortco'ings can be used across the board in all this social platfor'sbecause we see it every day. People think they are doing the right thing and thinkthey are bypassing theK So'eti'es its hard work, so'eti'es its longer work

you are building up relationships, it doesnt happen overnight and they found ananswer and they go and get so'e of these cheap ?iverr people or so'e cheap

i'ported labor or so'e auto'ated tool and then they cant understand why their

accounts have been closed down F @I did nothing wrong. I didnt do anythingwrong.A ou +ust didnt do anything right.

Laura Waage: (bsolutely

Andrew McCauley: (nd thats across the board. It doesnt 'atter whether its0inkedIn, whether its ou!ube, !witter, ?acebook, 5oogleL they are all the sa'e

and its one of those things that people have got to wary of.

Laura Waage: eah and I think the 'ost i'portant thing there and, (ndrew, youand I have had 'any conversations about this is that nothing is the end all be all.Pinterest is aweso'e, I love it but its not the end all be all 'arketing tool. I love

ou!ube. Its not the end all be all. Mlogging. (ll of it works together and you

need to co'e up with a co'bination that works for you but as an e*a'ple here isa way that you can 'ake Pinterest really, really relevant in your business 'odel.





12/15

If you are a blogger, then each and every single article or blog post that you postshould have an i'age. !hat i'age should, for %ordPress users F since I a' a%ordPress user, I will speak to that 'ost easily F when you go in and you postyour blog post, you want to 'ake sure that you add the alt te*t. So, you are

basically na'ing that i'age when you load it up to your blog post, your website.So, in that na'e, what could that na'e be- our keyword phrase. "ow, you also

want to 'ake sure that you actually change the link. So, you know how a lot ofti'es you click on an i'age and it +ust opens up a little bit larger in a new window-

Andrew McCauley: up.

Heather Porter: eah.

Laura Waage: ou dont want that to happen. ou want to 'ake sure that youset the link to the i'age as the blog post itself. "ow, that 'ight see'

counterintuitive. (nybody who uses %ordPress is probably saying @%hy would youdo that- If they are reading your blog post and they click on the i'age, its +ustgoing to open up the blog post again.A E*actly because when you go to use thati'age, you are actually going to pin it fro' your blog post, fro' your website to

your Pinterest board. !hen its got that link e'bedded that already goes to thatparticular blog post.


Laura Waage: So, now you are getting a back link fro' your Pinterest account tothat specific blog post with a relevant i'age thats got a keyword phrase attachedthat already 'atches. !hen you can go on to your Pinterest account, you canshare that to your ?acebook account, you can tweet it out. So, its the repurposing

efforts but putting everything in con+unction with one another that 'akes Pinterestor any solution for that 'atter a success.

Andrew McCauley: eah we 'ay have had a few people gla1e over that are +ustin thinking @%ow Its got bo'barded with techie stuffA but what 0aura is saying isits not co'plicated. >ust 'ake sure that you are putting the right infor'ation inyour i'ages so that you can get credit for the'.

Heather Porter: I was +ust going to say too that piece you +ust shared isprobably one of the 'ost profound pieces of this whole podcast and for those ofyou that had no idea what we +ust saidK

Andrew McCauley: 5o back and listen again.

Heather Porter: 0isten again and drop us a 2uestion as well if you actually needhelp figuring out where this area in %ordPress is or where this alt te*t is and howto do all that. Its i'portant that you get this right because if you are using

Pinterest, obviously you are putting an effort into it and you want it to work. So,let us know with co''ents.

Andrew McCauley: Gefinitely, definitely.

Heather Porter: "ow, I a' pretty good with 'y 2uestions, (ndrew. %ow,0aura I a' loving everything that you are sharing and I will let you, (ndrew,

+u'p in and ask any last 2uestions that you have but before that, 0aura, you said

that you have a personal account and a business account. If people wanted to hopon Pinterest and find you and follow you, what should they actually type in to find

you-





13/15

Laura Waage: (ctually, they can +ust type in @0aura %aageA.

Heather Porter: eah, perfect. (nd I reco''end that everybody does becauseyou will get to see e*actly what you should be doing with your own posts and oryour pins I should say and see what 0aura is 'eaning by these info graphics andeverything else she has talked about. She has a lot of great stuff on there.

Andrew McCauley: eah. I have got one 'ore 2uestion before we go.

Heather Porter: 5ood.

Andrew McCauley: %e spoke about 'etrics earlier. %hat are so'e of the key'etrics that you look at to see whether your account is actually doing what itssupposed to do- Is it at the nu'ber of followers- Is it at the nu'ber repins- Is

it your 5oogle analytics- %hat do you look at to see whether your efforts are

worthwhile-Laura Waage: %ell, I look at it fro' two different perspectives. I have got thegrowth perspective. So, I look to 'ake sure that its always trending up. I look to'ake sure that not only are the nu'ber of views going up but that the nu'ber ofrepins are going up because repins 'eans that people are sharing and that your

content is beco'ing 'ore and 'ore viral. So, I a' looking for reach. I a'looking for how widespread, how 'any people a' I actually touching with these

individual ca'paigns. So, theres definitely the 'etrics is associated with growth.I want to see what the total audience is, how 'any new followers. !hats onepiece of it. !he other piece that you really want to be paying very close andspecial attention to is which pins, which types of i'ages are getting you the bestresults. So, you 'ight find that when you post a link like 'aybe you post +ust a

plain worded i'age that links to one of your blog posts and it doesnt get 'any repins but you find when you add a different color or you use a little bubble characterthat there are certain things that you have done that get you a better result. So, I

look at every pin, how 'any repins, likes, you will be able to tell by your analyticswhich pins got the 'ost attention and then based on the pins that get the 'ost

attention, then you can say to yourself @Okay, this works. So, now I a' going todo 'ore of this because this was getting a lot of interaction.A So, its kind of thesa'e 'ethodology as the way that we would split test ads. ou are +ustco'paring your different pins and i'ages to one another and saying @Okay, thisone didnt do so good. Here is what I think was the proble' with it. So, I a' notgoing to do any'ore of those but this one did really well. So, I a' going to 'akesure that I use that.A "ow, the one thing that I havent 'entioned and I would be

kicking 'yself if we hung up and I didnt say it is )all to (ction. &ake sure that ifyour goal is to drive people to a specific place that you are always including a )allto (ction and what I love about Pinterest is that your )all to (ction can be blatant

or it can be inherent. So, a blatant )all to (ction would be @)lick here to read thefull articleA, @)lick here to get 'oreA. (n inherent )all to (ction would be

so'ething like @68 %ays to blah, blah, blahA and you only list 8$ of the' and theyhave to click the i'age to get the rest. So, there are different ways to +ust be flatout blatant about it or to give the' a little teaser. ( lot of ti'es I will pin covers to'y eMooks and when they click on the cover, they will go to a free chapter, drivethe' to a landing page. I 'ean, the possibilities are endless. ou +ust want tothink about, again, the ulti'ate goal include the call to action and drive the' to

that goal.





14/15

Andrew McCauley: Okay. %ow, aweso'e %ell, you know what, I think we areco'ing to the end of this and we could keep going I reckon for another couple ofhours. So 'uch to do and I know that with our Pinterest account we have beenpinning our podcast stuff there but we are going to look at that even 'ore now,

now that we have gone through so'e of the stuff with you.

Heather Porter: eah.

Andrew McCauley: One of the things we actually do on our podcast is we have a@?iverr 5ig Of !he %eekA and what we are doing is we are going in and showingpeople how cra1y ?iverr is and what sort of stuff you can get done and then we aregoing to showcase that on our resource guide. (ctually, do you have any idea-%hat can we do for our @?iverr 5ig Of !he %eekA-

Laura Waage: (bsolutely I would reco''end that people go to ?iverr. !hey

+ust do a general search in the search bar for info graphics and get an info graphiccreated for their business for N dollar and then 'ake sure that they have got theirweb address, their ;=0 at the top and botto' and for N bucks they can get an infographic where they can educate people on their business 'odel, pin it to Pinterest

and watch the results that they get.

Andrew McCauley: %hat sort of infor'ation do they have to give for that-

Laura Waage: %ell, its really up to the business 'odel. So, as an e*a'ple, ifyou own aK

Andrew McCauley: 0ets talk about us. %e are going to do this, we are going toget on ?iverr after this call and we are going to show people what this looks like.

So, lets set it up now so they can see e*actly what we have got at the end result.Laura Waage: (weso'e.

Andrew McCauley: So, what we can do as an info graphic do you think thatwould be good so people can see what we are doing-

Laura Waage: ou could do so'ething like a Gave 0etter'an play. ou could do@!he !op 87 =easons !o ?ollow Our PodcastA.

Heather Porter: !hats good.

Andrew McCauley: I love it.

Laura Waage: (nd the reasons can either be funny or the reasons can be

so'ething thats educational.

Andrew McCauley: =ight, I love it.

Laura Waage: (nd the reasons can be self pro'oting, right- So, 'aybe one of

the reasons to listening to your podcast is because you can get a free issue ofOnline ootprint'aga1ine.

Andrew McCauley: !here you go.

Laura Waage: So, again, be thinking about whats the ulti'ate goal. %ell, thegoal 'aybe to drive people to Online ootprintor to drive people to the blog or toget people to sign up for the =SS ?eed, whatever the case 'aybe and those can beyour 87 reasons.

Andrew McCauley: I love it. I love it.





15/15

Heather Porter: (nd guys, for you to see our info graphic that we are going toorder after this show, you are going to have to hop on over towww.(utopilotourMusiness.co'4Podcast. (nd what episode are we on again,(ndrew-

Andrew McCauley: "o. #$. So, look for no. #$ and you will find this info graphicthat we havent even created yet thats sitting there, ready for you to check it out.So, thats a great idea. !his could be so'ething we do every week. 0aura, yougot a short to a fortune on ?iverr. (lright. %ell, thank you, 0aura. %e really

appreciate you co'ing on and sharing this aweso'e knowledge. (s Heather said,people can find you on Pinterest. %here else can they find out 'ore about

infor'ation about you-

Laura Waage: (bsolutely !hey can go www.PerfectingPinterest.co'and they

can see all sorts of stuff about how they can really perfect their Pinterest 'arketingapproach.

Andrew McCauley: !here you go, www.PerfectingPinterest.co'. 5o and checkout 0aura. 5o and drop her line and tell you heard her on our podcast and I a'

sure she will love to hear fro' you. Heather, thank you again. !his is fun. I likedoing these interviews.

Heather Porter: I do too and, (ndrew, I loved this one as well. 0aura, thanks so'uch for taking so'e ti'e and hanging out with us for the last al'ost hour. Itsbeen great.

Laura Waage: (bsolutely 'ay pleasure. !hank you, guys, so 'uch for letting'e be part of this. I love what you two are doing and its aweso'e.

Andrew McCauley: !hanks, 0aura. !hanks, Heather.

Heather Porter: !hank you.

Andrew McCauley: !alk to you guys later.

Heather Porter: Mye, guys.

Laura Waage: Mye.

Voiceover: &ake sure to grab our free business automation guide now and getaccess to other special bonuses. Head on over to www.AYB%odcast.com.

**End of Audio**



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pinterest for marketing: an interview with laura waage

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