HelloSociety Blog

Pinterest For Business

Trish Laughbaum

June 5, 2013

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Data nerds and stats enthusiasts can rejoice – Pinterest is more than just fashion, home décor, crafts and cute animal images. It’s also a massive treasure trove of information about the tastes, interests and habits of millions of people all over the world.

In a recent interview with Mashable, Pinterest’s data scientist John Rauser says, “At its core, Pinterest is a data company. When people make a pinboard, they’re telling us important information about how they view the relationships between those concepts — every new pin gives us new information.”

Rauser isn’t the only person that understands the value of this information. Brands are taking notice of pinning patterns and responding enthusiastically, and several companies are getting into the Pinterest Big Data analytics game.

So, what can we hope to learn from this wealth of information? Analysts are actively exploring these three data avenues on a large scale.

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Posted In - Influencer Marketing, Pinterest news, Pinterest tips

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Grace Kim

May 29, 2013

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Because Pinterest is such a new platform, creating an effective social strategy can be daunting, especially if you’re new to the platform.  For those who are just getting started, we’ve compiled a list of some basic best practices below that will help you get off on the right foot!

1. Pin large, high-quality images. Always use the largest, most high-quality images for your Pinterest content. There’s no emphasizing it enough – pinners are one of the most visual bunches on the web, so it’s essential that every part of your Pinterest strategy caters to this. HelloSociety influencers are also in resounding agreement that vertical images are a simple yet effective way to optimize your content for repins.

largestimagesize

2. Link back to your content. Dead links can create a subpar user experience for people who are clicking through – make sure that even links for unavailable products will route back to a page which has additional content for the user to explore. (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips

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Grace Kim

May 22, 2013

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What rich pins mean for your brand

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This week, Pinterest announced the rollout of two new features: rich pins and the ‘Pin It’ button for mobile applications such as Etsy, The North Face, Modcloth, Jetsetter and several others that have already integrated the button. Our kudos to Pinterest for the mobile upgrade – it’s an especially wise move when you consider that in a recent survey of our top pinners, we discovered that mobile is their second choice when it comes to how they pin (tablets were first).

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Posted In - Pinterest news, Pinterest tips

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Grace Kim

May 15, 2013

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Three Brands Highlight the Importance of Using Themed Pinterest Boards

Curating a well thought out Pinterest account can be a time consuming process, especially if you’re trying to make it a meaningful extension of your overall brand voice. For simplicity’s sake, many companies will stick to broad themes when creating and categorizing new boards. However, there are many advantages to creating boards based around more specific themes, such as holidays or fashion trends. Some might argue that this could make your Pinterest look like a fragmented mess, but when it’s done right, having highly targeted boards actually accomplishes quite the opposite!

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Posted In - Marketing example, Pinterest tips

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Grace Kim

May 10, 2013

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Depending on your business structure and overall marketing objectives, you should prioritize different strategies for your Pinterest landing page. 

For brands that rely on email marketing, new email acquisition is always a top priority.  In these cases, routing pins to a user acquisition landing page is an effective method for building a large, engaged user base. This has proven especially effective for brands who have conducted targeted campaigns with HelloPartners. For example, with a specialized user acquisition landing page, e-tailer Bourbon & Boots was able to acquire 30,000 email addresses, increase site traffic tenfold and increase revenue by 305% during their first campaign and by 1,300% in their next.

bourbon-and-boots-optimized-landing-page-pinterest

If your Pinterest marketing efforts are focused on consumer awareness and commerce, one of the simplest ways to effectively increase ROI and lead conversions is through product deep-linking. For Pinterest campaigns, the pinned image has already piqued enough interest for a click, so take the extra step and create the best user experience possible by matching intentions to landing page content. Product deep-linking is undoubtedly a best practice, since the consumer will be sent to the exact product they love (as opposed to a general homepage lander), providing the extra push for an individual not only to register, but to purchase.

Some marketers will undoubtedly have the temptation to drive pins to their company’s homepage – after all, the homepage is where people can get a broader scope for your business and where you can increase brand awareness.  However, although this might work for traditional Search or Display campaigns, it falters for Pinterest. When people click through on Pinterest, it is to reach specific, relevant content. In this case, the better bet is to drive to a second-tier landing page – that is, pages which hold the meat of a site, such as a specific product or service. As mentioned in our previous installment, Pinterest users are focused on content above the fold, so make sure that when pinners click through, the content they are searching for is prominent in this visual sweet spot.

Image via [theadventuresoflesaline.com]

Target & Missoni co-branded landing page.
Image via [theadventuresoflesaline.com]

Co-branded landing pages, where two different brands share the same page, are even more tricky, especially if the user is coming from Pinterest.  Pinners are an extremely visual group, and a co-branded page, if done incorrectly, can appear like a jumbled mess–an easy way to make a pinner click out faster than you can say “bounce rate.”  If your Pinterest campaign drives to a co-branded landing page, focus on clean, consistent design. Because all involved brands will naturally want to maintain their own individual aesthetic, this definitely has the potential to lead to some creative differences.  The easiest way to avoid these pitfalls is to partner with aesthetically similar sites, but failing that, to find a compromise. The designs of each brand don’t necessarily have to match but they should definitely complement and balance one another.

Implementing these landing page optimization strategies will certainly boost the effectiveness of your Pinterest efforts.  Attention span on the Internet is notoriously short, so having people click through your brand’s pins means half the battle is won – make sure not to lose your new potential user at this crucial juncture with a subpar landing page.  Regardless of the end goal of your Pinterest marketing objectives, whenever visitors reach your site, they should end up on a page with concise, engaging content, eye-catching design and a user-friendly experience.

Posted In - Pinterest tips

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Grace Kim

April 30, 2013

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Image via [activeinternetmarketing.com]
Image via [activeinternetmarketing.com]

Image via [activeinternetmarketing.com]

On Pinterest, it should be every marketer’s goal to ultimately have users click through the pin and back to their website – after all, that’s where the sales happen! For that reason, it’s imperative that you ensure your business’s messaging and tone remain consistent with the expectations the pinner had at the time they clicked through the pin.

By creating campaign and goal funnels in Google Analytics, you are able to track if the click-throughs end in your desired goal, whether that be an email sign-up or shopping cart checkout. This is why it’s important to A/B test your images and descriptions to find out which pins are gaining traction not only from social actions (such as likes or repins), but also from click-throughs.

So a pinner clicks through to your website. Now what? If their onsite experience is different than their Pinterest experience and expectations, it’s a higher likelihood that they will bounce. Here are 5 tips on how to incorporate Pinterest strategies into website landing pages: (more…)

Posted In - Pinterest tips

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Grace Kim

April 3, 2013

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Pinterest is a referral powerhouse that brands can’t — and shouldn’t — ignore! There are more than 28M registered users on Pinterest,  and 43% of them prefer associating with retailers and brands on Pinterest, versus just 24% who chose Facebook.

People on Pinterest spend a lot of money, too! On average, purchases driven through Pinterest are $168.83 per checkout — nearly double that of Facebook and Twitter.

We wanted to learn a little more about the Pinterest influencers who help drive this lucrative traffic. Check out our infographic on these top pinners, which details their demographics and habits around pinning and purchasing. It’s a truly powerful group!

 

Posted In - Influencer Marketing, Pinterest Infographics

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Grace Kim

March 21, 2013

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If you’re wondering what a group board can do for your bottom line, look no further.

Pinterest group boards are just like regular Pinterest boards except that others are allowed to pin images on your board(s) — by invite only. Don’t worry — when you accept an invitation to a group board it doesn’t take away from the three secret boards Pinterest gives you.

How to add people to your group board on Pinterest

To invite pinners to your group board on Pinterest, click “Edit Board” and simply type in name or email and click invite!

Why group boards? (more…)

Posted In - Influencer Marketing, Marketing example, Pinterest tips

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Grace Kim

March 5, 2013

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Image via [renellymorel.wordpress.com]

Image via [renellymorel.wordpress.com]

With the growing number of social networking sites, it’s important to thoroughly audit each platform before jumping in. Businesses need to clarify the potential benefits and ensure that the network aligns with their company’s products/services, audience and goals. If after assessing the social platform you feel it is a good fit, the next step is to create a customized marketing plan and select a community manager that clearly understands the strategy, goals and how to measure and report success.

Pinterest is currently the 3rd largest social network — right behind Facebook and almost tied with Twitter — but as we explained in our recent blog post, it’s number one when it comes to marketing potential. The traffic and sales it drives to brand’s websites are reason enough to take this visual platform seriously.  

11 Things brands need to consider when pinning: (more…)

Posted In - Pinterest tips

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Grace Kim

February 8, 2013

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Image via [http://fashionscollective.com]

Remember when you were in grade school and your first exercise in the morning was a little something called Show and Tell? Your classmates would bring in toys and with extreme joy on their faces, showing and telling with an unparalleled gusto how their toy is the greatest toy ever.

You’re sold! You need to experience this pure joy. You run home and tell your parents all about this new toy that you must have. This is storytelling and word of mouth marketing at its most pure and finest and proof that at one point we were all gifted storytellers…

Pinterest is the perfect platform for brands to bring back show and tell. Here’s how:

Image via [http://fashionscollective.com]

Image via [http://fashionscollective.com]

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Posted In - Pinterest tips

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