This document discusses using Pinterest for business purposes. It begins with an overview of Pinterest demographics, noting that it has over 110 million active users, most of whom are women. It then discusses research on Pinterest users and their behaviors, such as being inspired to try new things and take action based on content. The document outlines several case studies of companies that have successfully used Pinterest for marketing. It concludes by providing a seven-step strategy for businesses to use Pinterest, including developing a content strategy, building engagement, and creating a sales funnel.
7. • Pinners see themselves
as trend seekers, early
adopters
• Believe Pinterest is a
great resource for
trends, styles & new
things to try
what
drives
them?
8. • 110 million daily active users
• 175 million registered users
• 90% female / 29% male
• 75% more males than 2014**
• 49% US women online use
Pinterest
• 70% household purchasing
decisions made by women
• 41% users have avg household
income $50k+
who
are
they?
**Ahology 2015 Report
9. • Age
– 18-‐29
=
34%
30-‐49
=
28%
50-‐64
=
27%
• 9% Hispanics;;
up 6% fr 2014. 11%
active pinners /
14% daily pinners.*
who
are
they?
*Source: Ahology
10. • 45% college graduate or post
graduate
• 56% employed, 15%
homemaker, 12% unemployed,
10% students
• More likely to be single & living
alone (33%) and less likely to
be divorced (9%)
they
are
college
educated,
working
*Source: Ahology
11. • 60% from USA,
followed by India, UK,
Brazil & Canada
• Site now available 30+
languages with offices
in London, Paris,
Berlin, Brazil, Tokyo
they
are
global
*Source: Ahology
12. • 50% of those who
notice promoted pins
click to get more info.
• 40% made a purchase,
suggesting promoted
pins inspire future
action!
they
respond
to
promoted
content
*Source: Ahology
13. they
try
new
things
• Pinterest inspires action
– 2/3 active pinners / 84%
daily pinners inspired to try
something new once a week
or more
– 73% active pinners / 89%
daily pinners have
purchased something new
they discovered on Pinterest
14. • buy
• opt in
• share
• try
• read
• click
they
take
action
15. • more
than
1/3
(36%)
&
60%
daily
pinners
access
Pinterest
once
a
day
or
more
using
smart
phone.
• half
of
active
pinners
48%
&
77%
daily
pinners
do
so
at
least
several
times
/week
they
are
mobile
15
16. 67% active / 86% daily
pinners have accessed
Pinterest while shopping
to buy something they
pinned
they
reference
17. • 14 minutes =
avg site visit
• 30% prefer over
watching TV
they
hang
out
18. most common destination for users who click
on a pin is a blog!
they
read
Source: coschedule infographic
20. • invest now to harvest
tomorrow
• best if you have an
integrated digital, social
platform that supports your
business, not just your pins
or boards
• inspiration, ideation,
conversion and community
focused
strategy
and
approach
22. • Tight email integration increased
subscribers
• Color blocking board generated
14k saves in 2012
• 60% growth in traffic
• “It Lists” of favorite products of
Sephora staff
• Pinterest users spend 15x more
on Pinterest than Facebook
Sephora
*Source: Pinterest
23. • Pinterest = 2nd largest traffic
driver
• 1st DIY post 2.3M views via
Pinterest alone
• 50%+ traffic comes from posts
published 2+ months ago
• 77% mobile visits
• Added “save” button on top of
image for mobile users.
Increased Pins by 10x.
Buzzfeed
*Source: Pinterest
25. 1.
start
with
a
Plan
• know
your
goals
• know
your
customer
• how
will
you
measure
success?
26. • brand awareness?
• website / blog traffic
• sales
• grow email list
• build community
what’s
your
goal?
27. • what are your top
business goals?
• business goals aligned
to digital marketing
and social media
• key performance
indicators (KPIs)
measure
success
30. • drive sales strategies for
your brand
• understand sharing
behavior
• prioritize products &
services
• Identify & prioritize
content your audience is
interested in
use
Pinterest
for
research
41. • pinners buy products
without ever leaving
Pinterest!
• if using BigCommerce,
Demandware,
Magento, Shopify, IBM
Commerce you can
start now. If not, get on
waitlist!
buyable
pins
45. • Works
when
you
are
not
working!
• Consistent
brand
architecture
• Helps
audience
achieve
their
goals
Build
Integrated
Platform
46. Blog
• Home
base
• Stays
with
you
always
• Tell
stories
• Thought
leadership
• Integrated
platform
for
social
presence
• Ignite
OPCs
via
syndication
&
guest
blogging
47. Source:
Quicksprout
Email
subscribers
3
times
more
likely
to
share
content
via
social
media
than
other
visitors
Increase
conversion
rates
/
sales
Nurture
relationships
Data
collection
Brand
awareness
54. PERSONALIZED
EXPERIENCE
• Who
is
your
customer
and
what
is
important
to
them?
• Behaviors
• Preferences
• How,
when
and
where
do
they
use
what
screens
• Context
for
why
they
use
screens
(mobile,
desktop,
tablet)
55. You
need
a
landing
page
Helps
your
customer
learn
quickly…
• Who
you
are
• What
you
can
do
to
help
them
• Why
they
should
buy
from
you
• What
action
you
want
them
to
take
• Think
one
customer,
one
page,
one
message
Don’t
just
send
people
to
your
website
home
page
or
shopping
cart
product
page
56. 1. define
your
goal
2. determine
the
offer
3. build
the
platform
to
convert
4. attract
desired
customers
5. measure
the
result
6. tweak,
rinse
and
repeat
awareness
interest
consideration
purchase
CONVERSION FUNNELS ARE MORE
COMPLICATED THAN THEY LOOK
57. conversion
rate…
The
%
of
visitors
who
complete
a
goal,
as
set
by
the
site
owner.
Test
methods,
such
as
split
testing
or
A/B
testing
help
measure
headlines,
copy,
images,
social
proof
elements
and
content
to
help
convert
more
visitors
into
customers.
58. Conversion
Rate
Optimization
Conversion
optimization,
or
conversion
rate
optimization
(CRO)
is
the
method
of
creating
an
experience
for
a
website
or
landing
page
visitor with
the
goal
of
increasing
the
percentage
of
visitors
that
convert into
customers.
Source:
Wikipedia
59. why
conversion
rate
optimization
(CRO)?
Increased
– leads
– roi
– sales
– happy
customers
– better
sleep
at
night
60. CRO
optimization
factors
Planning
Goals
Value
proposition
Call
to
action
Trust
Security
Buyer’s
journey
Findability /
Searchability
Visual
design
Color
psychology
Layout
Visual
quality
Headlines
Mobile
responsive
site
Navigation
Button
content
Button
color
Delivery
on
promise
Communication
Readability
Language
Terminology
Contact
forms
Load
time
of
site
/
page
Browser
compatibility
Up-‐sell
/
Cross-‐Sell
Social
proof
61. CRO
testing
1. Define
goal
and
metrics
for
success
2. Designate
a
landing
page
where
conversion
will
occur
3. Determine
elements
on
landing
page
to
test
4. Create
variations
of
the
key
elements
you
want
to
test
5. Choose
A/B
testing
tools
to
use
69. 1. Start with a plan
2. Do your research
3. Lay your foundation
4. Content strategy
5. Build your funnel
6. Advertise & promote
7. Tweak. Rinse.
Repeat. Optimize.
7
step
success
strategy
70. Questions?
Pam
Moore
CEO
/
Founder
Marketing
Nutz
@pammktgnut
pammarketingnut.com
themarketingnutz.com
socialzoomfactor.com
socialprofitfactor.com