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Are you Pinterested?

If you want to use social media to promote your business, consider Pinterest as part of your marketing strategy.

Evaluate the Pinterest option

Here are some questions you should ask yourself to find out if marketing with Pinterest can be beneficial to your business:

• Is your company B2B or B2C?

• Are you using Pinterest for more traffic?

• Is your target customer primarily male or female?

• How will you benefit from Pinterest?

• Is your company, your product or your service dependent on the base?

• Are your products or services mainly related to fashion, weddings, cooking or crafts? »

• Do your products have a strong visual appeal? (Do you have the time to improve the content and visual quality of your web and other social media sites, especially photos?)

• Are you already using social media for business purposes?

• Why would you like to use Pinterest?

• Will you pin articles that are not exclusively about your business (news, trends, ideas, etc.)?

If you have clear answers to all these questions, it might be useful to build a Pinterest-based social media presence. However, if you are overwhelmed, annoyed, or burned out on "another social media site," you can put Pinterest aside for a while.

What do you know about Pinterest?

Pinterest has a slightly different function in social media. It's not the same place you talk to as it is on Facebook or Twitter, and it's not another blog site. Pinterest is a social / visual "virtual pin board" that allows users to post pictures or videos from the Internet on their own (and others') boards and browse through Pinterest.

Once a Pinterest account has been created, virtual boards created in the account can be categorized and the user can add descriptions to remind of why a picture or video has been saved. Many (but not all) images / pins reconnect the Pinterest user to the website source for easy access at a later date. The Account Holder may invite other persons to post content of related interest to the Forum, or restrict it to personal use.

A media author describes Pinterest as a "database" of intentions. A person often uses his Pinterest board to collect ideas, especially visual images, of something desired. For example, you might want to see pictures of wedding dresses (a popular theme on Pinterest). Pictures of interest can be "stapled" to the board.

Many website images now include a pin-it widget on their pages that allows the visitor to pin content from this website. And users can upload pens of their own content – the fantastic dessert, a picture of a recently completed oil painting or pictures of a new line of winter fashion accessories.

How does marketing come about?

As a business promoter, your goal is to increase traffic to your social media site. Once you get there, it's up to your web content to get visitors to buy. Pinterest is now viewed as an extension of an individual's or company's website, and an increase in page views of up to 29 percent is credited.

The increasingly popular Etsy online marketplace is considered one of Pinterest's most powerful brands and increased Etsy's revenue by 9.4 percent in 2013. Why the interest? It's the pictures!

People love to advertise Do-It-Yourself (DIY) projects and publish them with crafts, guides and recipes. Viewers want pictures on all platforms. Brands must integrate images into Pinterest and all social media sites used for marketing.

Where to start

• Knowledge – Build your knowledge base on the types of interests first, and potential customers may use Pinterest.

• Pinterest has more than 70 million subscribers. That's a big potential customer / consumer base.

• Users tend to ping images found on the Web and Pinterest searches to their own boards, but have fewer followers.

• The three most popular Pinterest categories are DIY and Crafts, Hair and Beauty as well as Design.

• The most popular categories on Pinterest are babies, beauty, crafts, fashion, fitness, food, home decor, kids, pets, and travel. Seasonal themes are also very popular – holidays, seasonal changes, current events.

• Category usage differs significantly from men to women: women focus on fewer categories as men spread their pins. In addition, the five main categories of women make up more than 56 percent of all Pinterest activities. The five main categories of men are below 40 percent.

• Men prefer categories for photography, art, design and home decor.

• The time of day for fixation can be important. In the United States, the best time for pinning is between 2:00 pm and 4:00 pm (East Coast Time). The best time of the night is between 20:00 and 01:00 (Eastern time).

Carry out extensive online searches. Take a look at some of the most popular retail sites and find that they use PinIt widgets. Search the Internet for topics from one of the most popular categories. Your search will probably call Pinterest links. Click on the topic on the Pinterest website and look at the content, layout and appearance.

Create a Pinterest account and get verified in the business section of the site. You can personalize and customize your Pinterest boards until you think you have them ready for the show. Then change the display status and start monitoring your PinIt results.

You can access some interesting business development tools, including Analytics. Use the analytics tool to display pin activity data on your website and in Pinterest boards. The analysis helps you better understand what the pinners are ("Most pinned" and "Most frequently clicked"). Adjust your pins and tweak them for more conversions.

Your customers search your site for items that you can attach to and forward to other Pinterest boards. You should focus on creating content that reflects the passions of your customers. Pinterest users typically share content of educational value and practical value. How can you tailor your content to customer interests?

Prepare your Pinterest content

• Website Evaluation – Is your website PIN friendly, up to date and content rich, especially with high quality images? Get your website in order.

• Content Organization – Organize all your Pinterest boards by topic to help other users find and search specific content.

• Select the photos – highlight (add your logo) a corner of each image you attach to your board. Researchers have found that large watermarks over images are pinner shutdowns.

• Customer-friendly content – Pinterest is more about shopping than most social media sites. Every board should

Customer-friendly content – Pinterest is more about shopping than most social media sites. Each board should be designed and filled to be "buyer friendly". Describe the product or service and use only clear, high-quality images.

• Join the community – while spending time each day updating and reviewing your social media, you can share with community people by posting and answering questions, and commenting on the content of others.

• Repin – If it's all about Pinterest, invite others to repurpose content on your board. When you access your account, the person you referred back to will be made aware of your account (this person will receive a notification and / or an e-mail). The person from whom you have performed a repetition can also return the repeating preference.

• No broken backlinks – Make sure your links in Pinterest contain a correct backlink to your web, Facebook or Twitter sites. Fix all broken backlinks!

Clear image

Let's get to the pictures. There are a few important things you should know about posting pictures and videos on Pinterest:

• Brand images (on Pinterest) will be republished 23 percent more likely if the image does not contain a face. Incidentally, a study has shown that Pinterest has 4.25 times more images without faces.

• Color – Pictures with a lot of color are preferred. Images in red, orange and brown are repeated with twice the probability. blue pictures are less likely. Medium brightness images are pinned 20 times more often than most black images, eight times more often than white images.

• Background and texture – affect the selection of repetitions. Pinsters prefer images with less than 30 percent background; For images containing 40 percent or more background content, the drop-off rate was two to four times higher. Smooth textures are preferable to rough textures – with up to 17 times more repetitions.

• Image size – Larger images and vertical images are better reproduced according to studies. Smaller images and infographics get more clickthroughs because they are harder to read on the Pinterest website. An infographic header is the key to getting more clicks.

• Traffic Response – You can control the traffic response by inserting a specific action call on the landing page of your PIN

Maintaining your presence

A large company with its own marketing group or its own consultants can spend a considerable amount of time studying the ROI analysis, placing the most professional photos and text, and updating the content almost daily.

The smaller business person should schedule at least two hours a day to monitor feedback, respond to comments (if applicable), and update content. This is a relatively low cost for potentially good results.

Over time, the comments and number of visitors show which areas of your content are effective – for example, which products are ignored and which ones are being purchased. Conversely, they may have a lack of interest and a limited number of purchases.

If your traffic is still sluggish, rate every aspect – text, layout, images, links – everything. You may or may want to contact an online marketing specialist or web / media designer for help updating your content.

It's easy to overwhelm viewers with information, and over-saturation is just as ineffective in marketing as in under-valuable content. Here, too, you will learn through feedback what works and what does not.

One more thing about these numbers – marketers can buy "likes" and "tweets" to increase the number of legitimate viewer likes and tweets. These high numbers that you envy may not necessarily reflect who really follows a brand. More importantly, they do not accurately reflect the purchases made with this brand.

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