Optimizing Pinterest for Social Media Marketing

In just a few months, jewelry brand Swarovski increased its followers from 20,000 to 500,000 by using Pinterest, reports Rosie Baker.  Recognizing Pinterest’s ability to offer “freedom unlike any social media platform,” Swarovski utilized its uniqueness to provide “an inspirational window-shopping experience, one click away from the online store.”

This is not an anomaly.  According to Robin Goad, head of digital analytics at Experian Marketing Services, 10 percent of those leaving Pinterest go directly to a retail site, reports Baker.  In other words, it offers premium appeal for online retailers of all types.

For social media marketing, it is clear that Pinterest is a major player in the field.  It certainly has the power to account for plenty of unique visitors and customers, ones that thrive off of the uniqueness of Pinterest in their free time.

How can brands use Pinterest optimally?  As opposed to simply giving similar content that can be found on Facebook, Baker advocates a fresh approach to Pinterest.  As it is clearly worth the time, brands should dedicate unique and fresh content to Pinterest.  In other words, Pinterest demands its own strategy – one set apart from Facebook, Twitter, and other types of social media mainstays.

Social media marketing is and should be an important focus for brands and businesses of all kinds.  Naturally, Pinterest commands its own spot in that conversation.  Businesses that invest in Pinterest can see healthy returns.

Looking for more help with social media marketing?  Contact us to learn more about Pinterest and other avenues to grow a business.

Should I be on Pinterest? How to get started [Infographic]

Have you heard the buzz about Pinterest? You may be wondering what it is and if its worth your time to pay attention to it. How does it help you as a service professional, a coach, author or speaker to share your brilliance with a wider audience?

If you have visual messages and content, like a book, infographics, pictures, charts, art, photos or even videos, Pinterest will be of value. If you market to a consumer, especially women, you'll want to be on Pinterest. Here is an infographic with more details on the Pinterest demographic.

Source: cdn.ientry.com via Debra on Pinterest

 

Need help deciding if you should be on Pinterest? This Forbes Pinterest Infographic can help.

 

To get started on Pinterest you will:

  1. Request an invitation at http://pinterest.com.
  2. Receive an email invitation with directions to set up your account. Make sure you include your personal branding in your profile.
  3. Invite friends to connect with you using Facebook or Gmail. You can "follow" anybody you like.
  4. Begin "pinning" pictures to a board. A board is a collection of pictures based on a theme of your choosing. "Pinning" is like sticking pictures on a cork board.
  5. Add a "Pin It" button to your website or blog. Get it here: http://pinterest.com/about/goodies/
  6. Include a description. You have 500 characters. Make is personable and readable by others to draw them in. Include keywords as descriptions are SEO'd by Google. 
  7. Engage others by pinning their images from their websites. You can repin and like their pins. Comment on their pins.
  8. Include images/videos with your articles on your site or blog. Pin them to Pinterest. Include a link in the description to purchase your product/service. make sure less than 1 out of 10 items you pin are yours to sell. Pinterest is about interacting and sharing with others, not just pushing your own stuff.

That's all. Have fun pinning.

How to Measure Social Media Success

Social Media Metrics

How do you measure the success of your social media campaigns?

Social media marketing actually encompasses a broad range of tactics, goals and strategies. Let’s look at the metrics as a function of what social media can do for you…

1) Establish a Presence

Do you have a presence everywhere your customers hang out on the web? How do you measure this quantitatively? Make a list and check it off.

2) Build Awareness and Drive Traffic.

This is directly measurable through your website analytics. Look at the source of the new traffic.

3) Capture Names and Build Lists

Well it just so happens that you can measure this directly from social media. Your basic metric is the quantity of new connections, followers, fans & subscribers (email and RSS).

4) Build Relationships and Trust

Ok, this is where social media can really shine. And, it is the most difficult to measure. Some suggestions for metrics are the number of interactions with your customers. How active are they in communicating with you? How many comments on your blog post? How many referrals to your site? How many retweets? Are you adding value? The number of inbound links to your site and any improvement in your search engine rankings (as compared to your competition) will also show the quality of the relationships you are building.

5) Conversion to Sale

When you make a special sales offer, you can use your web analytics to track conversions. But often conversions come through time with the increased relationship. It is often not one outlet that led to the sale but a series of exposures over time. Still, you can use web site analytics to trace the source of the sale. You can use surveys (how did you hear about us?). The metric is the increase in sales and revenues. Look at the dollar value of the new customers and its source (from analytics).

6) Upsell or Re-sell

How well are you getting additional sales from your existing clients? Measure this based on where the existing customer came from when they clicked through to make a purchase.

To get to ROI, you’ll need to know your sales income (by referring source) and your expenses (time/money spent on social media, opportunity loss, outsourcing costs, etc.). Again, social media is about building relationships, so the ROI should be increasing over time as you build those relationships. That’s another metric to look at. Look at results as a function of time, not just individual campaign. You should see an improvement over time of the cost of sale.

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