Pinbusters: A Guide To Optimizing Your Pins By Matt Sitala

#SocialPro #15b @Matt_Siltala

I AIN’T AFRAID OF NO PINS

PIN BUSTERS A GUIDE TO OPTIMIZING YOUR PINS

#SocialPro #15b @Matt_Siltala #SocialPro #15b @Matt_Siltala


Stats

100 Million MONTHLY ACTIVE USERS



1/3 OF ONLINE MILLENNIALS

ARE ON PINTEREST



OVER 50% OF WOMEN 34-55 IN THE US ARE ON PINTEREST



HOW WOMEN SHOP


TV


When it comes to learning about products, specials and shopping news, women rely most heavily on…

45% SOCIAL MEDIA 42%


GOOGLE LOVES

VISUALS



ARE PEOPLE STILL

OBSESSED WITH PINTERST?

(YES, THAT IS A PINTEREST TATTOO!)



80% OF THE PINS ON PINTEREST ARE REPINS. If you want more repins Pin images directly from websites or upload them.



20% CREATE

OF THE PINS THAT GET REPINED REPEATEDLY



It takes a pin 3.5 months to get

50% of it’s engagement



1,680x LONGER

Therefore create evergreen content that will continue to be repined and clicked on for months.

than a Facebook post

The half-life is



94% in click-throughs is seen in pins that are related to trending topics.

An increase of


80% Hence add relevant descriptions that ask for clients clicks, repins, likes or comments.

A call to action pin description can increase engagement by



Create a Business Account Get it verified vs making it a personal account

TIP #1



Use Your Keyword Research Data to Create Custom Boards

Using keyword rich descriptions of boards (Holidays, demographics and themes etc) as well As creating shared boards

TIP #2



Keep the description more general and actually describe the pin in it. I.E. Do not put something like “would be so fun for jenny’s birthday!” Instead, “great 40th birthday cake idea”.

FOR USERS



A title that is embedded into the image will help it pop and get more pins/shares. This way your content remains intact even if users change the description when they re-pin.

FOR BUSINESSES



Specific boards will help you in the future. For example, having “breakfast recipes, appetizer recipes, dinner recipes, and dessert recipes” pin boards will make easier for you to find a pin in the future, rather than if they are all lumped into one board called "recipes”.

FOR USERS



Think overall pin types for board vs. just pins from your site

What message does your brand want to be associated with and pin those kinds of things.

TIP #3



TIP #4 GET

CREATIVE



CREATE “PIN WORTHY” CONTENT for your brand (round up posts, diy, how to’s - basically creating faqs type content - what questions are asked the most? Create content answering these questions) make sure and only pin and use for your own brand high quality images - everything you pin again think “keyword rich”



ONLY PIN QUALITY IMAGES

NOT LIKE THIS LIKE THIS



CREATE PINS WITH PRODUCTS IN CONTEXT



ALWAYS BE

PINNING

TIP #5



BEST PINS: WHEN & WHAT

FITNESS MONDAY

GADGETS TUESDAY

INSPIRATIONAL QUOTES

WEDNESDAY

FASHION THURSDAY

FUNNY GIFS

FRIDAY

TRAVEL SATURDAY

FOOD/ CRAFTS SUNDAY



BEST TIME TO PIN

NOT THIS LIKE THIS



Links back to your blog should go directly to the blog post featured in the pin not just your homepage

LINKING TO YOUR HOMEPAGE IS REALLY ANNOYING FOR USERS LOOKING FOR WHAT WAS ACTUALLY FEATURED IN THE PIN.


RICH PINS

VS



RICH PINS 1.  App Pins

2.  Movie Pins

3.  Recipe Pins

4.  Article Pins

5.  Product Pins

6.  Place Pins



THE PERFECT PINTEREST PICTURE



PROMOTE NEW BOARDS ON ALREADY POPULAR ESTABLISHED BOARDS For example lets say you have a board with 10k followers, you can create an image annoucing the new board and to follow it etc. It is a great way to continue to grow your account.



FEATURE YOUR MOST POPULAR PINTEREST CONTENT ON OTHER SOCIAL MEDIA SITES For example dont just pin that same stuff to Facebook–create new content for Facebook based on that popular content for max exposure to your content.


PIN YOUR MOST POPULAR PINS TO GROUP BOARDS



PINTEREST STARTS

TESTING VIDEO ADS


CASE STUDY SEPHORA


CASE STUDY SEPHORA In early 2012, Sephora noticed an emerging beauty trend—people were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora. As a result, a growing number of potential clients were discovering Sephora products on Pinterest and visiting Sephora.com.


CASE STUDY SEPHORA To help improve the discoverability of their brand and make it easier for their clients to save and share their favorite beauty products, the Sephora team ADDED THE SAVE BUTTON to tens of thousands of product pages during a major website redesign.


CASE STUDY SEPHORA Pinnable emails result in significantly increased Pinterest activity for the products featured. The Color Blocking email generated more than

14,000 SAVES


CASE STUDY SEPHORA

Sephora also saw

60% GROWTH in traffic from Pinterest. The average Pinterest follower spends

15 TIMES MORE money on Sephora.com than the average Facebook fan.


CASE STUDY SEPHORA

Suggestions from Sephora:

USE EMAIL TO ENCOURAGE PINTEREST ENGAGEMENT

ENCOURAGE CUSTOMERS TO PIN THEIR SHOPPING LISTS

MAKE IT EASY TO SAVE FROM YOUR WEBSITE WITH THE SAVE BUTTON


THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

Pinbusters: A Guide To Optimizing Your Pins By Matt Sitala

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