How to Use Pinterest for Business Objectives

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PINTEREST FOR BUSINESS

How to use

Drive Traffic & Leads to Your website with pinterest

A publication of

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Introductory content is for marketers who are new to the subject.

This content typically includes step-by-step instructions on how

to get started with this aspect of inbound marketing and learn its

fundamentals. After reading it, you will be able to execute basic

marketing tactics related to the topic.

INTRODUCTORY

IS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine if

your level matches the content you are about to read.

Intermediate content is for marketers who are familiar with the

subject but have only basic experience in executing strategies and

tactics on the topic. This content typically covers the fundamentals

and moves on to reveal more complex functions and examples.

After reading it, you will feel comfortable leading projects with this

aspect of inbound marketing.

INTERMEDIATE

Advanced content is for marketers who are, or want to be, experts

on the subject. In it, we walk you through advanced features of

this aspect of inbound marketing and help you develop complete

mastery of the subject. After reading it, you will feel ready not only

to execute strategies and tactics, but also to teach others how to

be successful.

ADVANCED

This ebook!

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... brings your whole marketing world to-gether in one, powerful, integrated system.

HubSpoTS All-IN-oNe MArkeTINg SofTwAre

Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations

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SocIAl MeDIA

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eMAIl & AutomAtion

MSeArcH

optimizAtion

s

MArkeTINgAnALYtics

YleAD

MANAgeMeNT

grequest A Demo Video overview

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HOw TO USE PINTEREST FOR BUSINESS

edited by Magdalena georgieva

Maggie georgieva is an inbound marketing

manager at HubSpot responsible for creating

new offers, including ebooks and webinars.

She has previously helped with HubSpots

email marketing program and the companys

landing page creation and optimization. Maggie

is a prolific marketing blogger and has also

written for publications like bostInnovation.com

and The St. Petersburg Times. FOllOw ME ON [email protected]

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CONTENTS

wHAT PINTEREST IS & wHY IT MATTERS /6

HOw TO CREATE A PINTEREST ACCOUNT & GET FOllOwERS /15

HOw TO USE PINTEREST FOR MARKETING /21

ExAMPlES OF BRANDS ON PINTEREST /33

CONClUSION & ADDITIONAl RESOURCES /42

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CHAPTER 1

wHAT PINTEREST IS & wHY IT MATTERS

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over the past few months, you may have heard some chatter about a brand new social network

called pinterest. According to compete, unique visitors to pinterest.com increased by 155% just

in one month, from December 2011 to January 2012.

In December 2011, pinterest made Hitwises list of the top ten social networks, sitting at #5 and

beating out big names like linkedIn and google+. As with any hot new social network that comes

onto the scene, marketers are chiming in with, can I use it for marketing? Absolutely, and this

ebook will show you how. (be sure to follow Hubspots pins for other marketing tips.)

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

11-Jan 11-Feb 11-Mar 11-Apr 11-May 11-Jun 11-Jul 11-Aug 11-Sep 11-Oct 11-Nov 11-Dec 12-Jan

Unique Visitors

Unique Visitors

Pinterest is growing in popularity as the hottest new social network.

pinterest unique Visitorssource: compete

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wHAt is

How DoeS IT work?

&

pinterest is a social network that allows users to visually share, curate, and discover new

interests by posting, also known as pinning, images or videos to their own or others pinboards

(i.e. a collection of pins, usually with a common theme). users can either upload images from

their computer or pin things they find on the web using the pinterest bookmarklet, pin it button,

or just a url.

A pin an image added to pinterest

pinboArda set of theme-based pins

pINNINg the act of visually sharing content

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one can browse through the items other users have pinned and like, repin or comment on

them. As with most other social networks, members are encouraged to interact with the content

by reposting it, sharing others pins on facebook and Twitter or via email, and even embedding

individual pins on their website or blog.

using a visual emphasis, the social network is very much focused on the concept of a persons

lifestyle, enabling you to share your interests and preferences with others and discover those of

like-minded people. As pinterest put it, this is a social network meant to connect everyone in

the world through the things they find interesting.

repINreposting somebody elses pin

pin it button

button that can be placed on websites to facilitate sharing on pinterest. pins

added using the pin It button link back to the site they came from.

pINNerthe person who does the sharing

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wHy DoeS

MATTer?

TrAffIc

Any business that relies on driving a high-volume of website traffic to increase sales, should

consider joining pinterest. In fact, early research indicates that pinterest is more effective at

driving traffic compared to other social media sites, even facebook.

In october, the website of Time Inc.s real Simple magazine got more traffic

from pinterest than facebook. (source)

eye glass retailer warbly parker reports that 11% of their social traffic is

coming from pinterest compared to 18% from Twitter. (source)

After blogger kate bryan started pinning her work, she has had more than 10

million page views and has attracted 16,000 blog subscribers. My top 10

traffic referring urls are all pinterest, says kate. (source)

1

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1,300

1,350

1,400

1,450

1,500

1,550

1,600

google+ pinterest

Visits

google+ pinterest

In february 2012 pinterest has been driving more referrals to Hubspots blog than google+. This

insight proves that pinterest presents a serious challenge to other social media channels and

offers a competitive advantage to businesses that have started leveraging its potential.

Visits to blog.HubSpot.com, feb. 1-14, 2012

Using HubSpota marketing analytics, we are able to compare the two sources and how they impact our business goals.

Any business that relies on driving a high-volume of website traffic to increase sales, should consider joining Pinterest.

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If you are using the pin It button on your pages, every single one of your pins will include a

link back to the source. That is why HubSpots blog has accumulated more than 640 links from

pinterest in just two weeks. However, these are no-follow links and cannot be used to directly

impact your Seo strategy. yet, they still provide marketing value because they allow pinners to

encounter your content and visit your pages in just one click.

This is a screenshot of HubSpots Link Grader tool, which is part of our all-in-one marketing software. Learn more about HubSpots software.

lastly, pinterest will soon start contributing to lead generation. So far, HubSpot has generated a

few leads from the new social network and well keep a close eye on how that number changes.

This is a screenshot of HubSpots Sources tool, which is part of our all-in-one marketing software. Learn more about HubSpots software.

Links

leADS

2

3

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pinterest enables users to log in using their Twitter or facebook profiles, connectivity that is

critical for social media success. These sites cant get away with being a silo, and pinterest has

recognized that out of the gate.

The site now connects with facebook, according to a recent open graph announcement,

enabling users to automatically post new pins to their facebook feed for others to see. This

means more eyes from other channels get access to your pictures. However, remember that you

still cannot connect pinterest to your fac