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Pinfluence: The Complete Guide to Marketing Your Business with Pinterest

ISBN: 978-1-118-39377-2
190 pages
July 2012
Pinfluence: The Complete Guide to Marketing Your Business with Pinterest (1118393775) cover image

How to effectively use Pinterest to market your business, product, or service

Pinterest, the rapidly growing social networking site that allows users to post and share images and videos on "pinboards" (a collection of “pins,” usually with a common theme), is providing businesses and savvy entrepreneurs with a new platform to market their products and services. And, as with any new platform, learning what works best and what doesn’t when it comes to marketing can be a challenge. Pinfluence is a complete guide to Pinterest marketing that will teach you how to effectively raise awareness for your brand, product, or service, drive traffic from Pinterest to your website, and connect with current and potential customers.

You will learn:

  • How to create a powerful Pinterest profile, your Pinterest brand strategy, set up boards, pin and repin images, and get into conversations in the Pinterest user interface.
  • Pinterest marketing techniques, including great content creation, how to optimize websites and blogs for pinning, and how to start growing your followers.
  • How to integrate Pinterest with other social media tools (including Facebook, Twitter, and blogs) and how to track trends and monitor conversation on Pinterest.
  • Advanced Pinterest marketing techniques, including how to grow your audience, how to use the Pinterest iPhone app, advice for special types of businesses (B2B companies and nonprofits), and how to make your pins and boards “sticky” so they capture public attention and influence people to change their behavior.
  • Pinterest copyright issues

Pinfluence is for anyone who wants to join the likes of companies like Whole Foods, Gilt, West Elm and others, and harness the marketing power of Pinterest to grow their business.

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Introduction xi

Part One Getting Started

Chapter 1: Why Pinterest? 3

Chapter 2: Where Do You Start? Creating a Powerful Profile 11

Chapter 3: Before You Pin: Who Do You Want to Attract? 23

Chapter 4: The Basics of Pinning: Beautiful Boards and Compelling Pins 35

Chapter 5: Connecting with Pinterest Users: Commenting, Tagging, Liking, and Hashtags 47

Part Two Pinning for Profits

Chapter 6: The Power of Pictures: How to Create Compelling Visual Business Content 57

Chapter 7: Getting Shared: How to Optimize Your Website for Pinners 71

Chapter 8: The Care and Feeding of Pinterest Followers 81

Chapter 9: Twitter, Facebook, and Your Blog: How Pinterest Plays Well with Others 93

Chapter 10: Learning by Watching: Tracking Trends and Monitoring Conversations 105

Part Three Developing Pinfluence

Chapter 11: Expanding Your Reach: How to Use Contests, Discussion Boards, Customer Testimonials, User-Generated Content, and Video Galleries to Get More Followers 119

Chapter 12: Mobile Pinning 135

Chapter 13: Pinterest for Nonprofits, Business-to-Business Companies, and Blog-Based Businesses 147

Chapter 14: The Ethics of Pinterest 161

Conclusion 175

About the Author 177

Acknowledgments 179

Index 181

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BETH HAYDEN is a nationally known speaker and social media expert, and founder of Blogging With Beth. She regularly contributes to the web's top social media blogs, and her featured post on Pinterest marketing for Copyblogger.com is one of the site's most shared posts. Beth frequently speaks about blogging, content marketing, and Pinterest at conferences and events across the country.

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June 20, 2012
Pinterest is a Universal Marketing Powerhouse

Pinterest, the newest social media superstar, hit 10 million unique visitors in January 2012, making it the fastest-growing social media site in history. Pinterest users drive more traffic to websites and blogs than LinkedIn, Google+ and YouTube combined. In February 2012, Pinterest shocked the world and bypassed media darling Twitter to become the second most influential social media site in the world in terms of referral traffic.

Pinterest users were not only sending massive amounts of traffic, but visitors from Pinterest were also pulling out their credit cards. A survey from PriceGrabber found that 21 percent of users purchased something they saw on Pinterest. Online commerce site Shopify also reported that buyers from Pinterest spend an average of $80 per order - the highest amount of any social site and twice the average of Facebook buyers.

Beth Hayden has been a social media expert since 2005, teaching entrepreneurs and business owners how to make more money and engage with their clients. She contributed a guest post to CopyBlogger titled 56 Ways to Market Your Business on Pinterest. The post went live on February 14th, 2012 and has been repinned on Pinterest over 9,000 times and retweeted nearly 4,000 times.

Like Pinterest, Hayden’s post caught on like wildfire, which led to the publication of her book, Pinfluence: The Complete Guide to Marketing Your Business with Pinterest. Beth Hayden’s Pinfluence is an essential marketing tool for business owners, marketers, PR representatives, bloggers, nonprofit employees, writers, change makers and anyone who has a message to amplify or mission to share with the world. 

Pinfluence hits all the major points for beginners, intermediate and advanced users, including:

  • What users can do to get the most out of Pinterest without wasting time
  • Why Pinterest should be an important part of any online business strategy
  • How to create a powerful Pinterest profile and increase followers
  • Ways to build and join conversations with potential and current clients
  • What users need to know about Pinterest copyright issues and ethics

Pinterest’s early adopters were overwhelmingly women. Savvy brands like wedding planners, department stores and gourmet food companies discovered that Pinterest was an excellent way to reach this market. But as it grows, Pinterest is quickly expanding beyond this demographic to become a universal marketing powerhouse. Now nonprofits, business-to-business companies, consulting agencies, large companies and local businesses are all benefiting from the power of visual marketing with Pinterest.

Hayden makes a powerful case that Pinterest is the best social media tool for converting followers into customers. “Pinterest is a simple and massively effective tool for moving people from social media engagement to making a purchase - and that’s incredibly important in our noisy online world,” Hayden says. “Businesses have to make decisions about where to spend their social media time - whether they should set up a YouTube channel, beef up their LinkedIn account, hire a Tweeter, or spend time on Facebook. Pinterest provides companies the most bang for their social media buck, and should be the top marketing priority for companies today.”

Pinfluence shows business and nonprofit leaders how to strategically use Pinterest to promote their brand and turn followers into customers. Hayden’s book helps readers successfully navigate the culture, etiquette and informal rules of this exciting new social media landscape

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