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Pinterest for Business
- 1. Pinterest for Business A National Builder Supply Case Study #PinforBiz Rachael Nichol @RachaelNichol wwww.pinterest.com/RachaelNichol @NBSupply www.pinterest.com/NatBSupply
- 2. Rachael Nichol •Social Media Manager and Content Strategist for National Builder Supply • @RachaelNichol • www.pinterest.com/rachaelnichol
- 3. Pinterest: Quick Stats • 40 million monthly active users • 23% of users log on at least once per day • Users stay on the site for an average of 15.8 minutes at a time • Has grown from 440,000 users in 2011 to 73+ million in 2014 • 26% of Pinterest users follow at least 2 brands (about 19 million users)
- 4. National Builder Supply • Online wholesaler of plumbing and lighting for homeowners and housing professionals • @NBSupply • www.pinterest.com/NatBSupply
- 5. Why are YouPinning?
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- 8. Educate and Inform • CDC Boards Here
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- 12. Is You TargetAudience on Pinterest? The Average American Pinterest User is… • Female (75%) • Aged 25 – 45 • Has children HOWEVER… • Even if your audience not among the average, that does not mean they are not on Pinterest.
- 13. Should You EvenBe on Pinterest?
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- 15. Establishing Your Profile • Begin as/Convert to a Pinterest Business Account • Write a 1-2 sentence, keyword-filled company description • Add on-brand profile picture (logo) • Link to other social media channels • Include website URL • Add location if relevant
- 16. Profile Descriptions Small/LesserKnown Company Nationally Recognized Brand
- 17. Creating Boards •Start every board as a secret board • This gives you time to add 5+ pins to establish the board • Also allows for writing and re-writing board description to include keywords • Stop the SPAM!
- 18. Full vs. EmptyBoards
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- 22. Keep Your BoardNames Short!
- 23. Keep Board TitlesShort!
- 27. Don’t Forget! •Add the Pinterest icon and link profile on your website • Add “Pin It” button where relevant – blog, product pages, etc. • Add the “Pin It” bookmark to your browser • Manage your notifications • Sign up for PinAlerts weekly digest emails
- 28. How to Pin You Think You Know, But You Have No Idea…
- 29. Follow the CorrectPeople • Be sure you are following on-brand content • You do not need to see recipes in your feed if you will not be pinning recipes • Constantly edit and skim the boards you do follow • Don’t be afraid to unfollow boards and pinners that are no-longer relevant to your brand
- 30. Follow the Leader • Select 1 – 2 brands that are fabulous at Pinterest and follow them • These 1-2 brands do not have to be similar to your business • This will give you inspiration and ideas on how to name boards, what to pin, pin descriptions, etc. • Great brands to follow – ModCloth, Target, L.L.Bean, BH&G, Martha Stewart, Whole Foods
- 31. Don’t Be Lazy! • Pinterest asks you not to repin too much • Pinterest urges you to pin from the original source • But 80% of all pins are repins • You are better than that! • That’s why you “like” pins first
- 32. Like It BeforeYou Pin It
- 33. Pin from theOriginal Source! • When you’re ready to pin, start with your likes • Click through a liked pin to its source • Is it actually the original source? • If it is, use the “Pin It” Bookmark tool to pin to your correct board • If you are not on the original source, find the original source and pin from there! Don’t be lazy, Google Image Search is your friend.
- 34. Examples of OriginalSources • Blog posts (www.exampleurl.com/projectname, NOT www.exampleurl.com) • News articles • Recipes from Food Network, etc. • Product pages on retail websites • Pages within your own website • Magazines online (Real Simple, BH&G)
- 35. These are NOTSources • Tumblr • Google Image Search • Conglomerate sites with no image sources • Pinterest
- 36. Pin Descriptions •ALWAYS change the pre-loaded pin description • Limit yourself to 1 hashtag, if using any • Add link at the end of description if pin is linked to your website/blog • As pins are evergreen, add specific end dates if a pin is advertising a promotion or special
- 38. Rich Pins •Pinterest gives you the ability to create a better experience with your pins • Blog and product titles are automatically added to the pin • Product pricing is added • Recipes are summarized • Team up with your developers to make this happen!
- 39. Timing and SchedulingPins • First, you need to know when your audience is on Pinterest • Busiest times are nights and weekend afternoons • Not necessarily when your audience will be on • An easy way to test is to pin at various times during the day/week, and compare responses
- 40. Scheduling Pins •Scheduling pins can truly transform your life! • Scheduling also allows you to focus on other things (perhaps other social channels) • Great way to pin at night and on weekends without having to log on after work • Scheduling tools don’t have to be expensive! • Viral Tag (Free/$) • Piqora ($$$)
- 41. Promoted Pins •Pinterest is testing promoted pins • Currently invite-only • Runs similarly to Google Adwords or Facebook Ads • Strict Guidelines • Work with Pinterest account rep.
- 42. The Dos andDon’ts of Pinterest
- 43. DO use the80/20 Rule
- 44. DO use properimage sizes
- 45. Guide to PinterestImage Sizes • 736 px wide by 1128 px tall is considered the “perfect” pin image size by many • Tall pins cut off around 2500px tall • Pins with a 2:3 ratio get more repins • Minimum size is 100px x 200px (don’t do this) • Vertical images are your friend! • Horizontal images can be a buzz kill • Create your own images with PicMonkey or Canva
- 46. DON’T over doit with memes
- 48. DON’T pin whatis not relevant to your brand
- 49. DON’T be afraidto specialize!
- 53. DO infuse companyculture into your profile
- 55. DO take advantageof place pins
- 57. Think Outside theBox! • Plot hometowns of employees • Corporate headquarters of brands • Where your products or ingredients are sourced from • Where your business travels • It is always smart to start place pins on a secret board
- 58. DON’T mention politicsor religion!
- 60. DON’T overdo itwith hashtags #dontoverdoitwithhashtags #nobutseriously #thisisreallyannoying #noonelikesthis #noonewillrespectyouifyoudothis
- 61. DO keep yourpins updated
- 62. Update pin urlswhen your website urls, product offerings change
- 63. DO know youraudience
- 64. Analytics – UseThem!
- 65. DO incorporate Pinterestwith your website, blog and other social accounts
- 68. In Stores Too! The following stores highlight their most popular merchandise from Pinterest. -Target -Nordstrom -Ashley Furniture -Michaels -The Container Store
- 69. DO empower fellowemployees
- 70. DON’T be afraidto have fun!
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