The Complete Idiot's Guide to Pinterest Marketing [NOOK Book]

Overview

Pinterest is a social media site that enables users to create online pinboards of compelling images they find online by "pinning" the images and curating them into various categories. It has exploded into American consciousness with big media attention and exponential growth-most notably reaching 10 million unique monthly visitors more quickly than any social media site in history. The vast majority of early devotees have been women of higher income between the ages of 25 and 49, and the images they pin ...

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The Complete Idiot's Guide to Pinterest Marketing

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Overview

Pinterest is a social media site that enables users to create online pinboards of compelling images they find online by "pinning" the images and curating them into various categories. It has exploded into American consciousness with big media attention and exponential growth-most notably reaching 10 million unique monthly visitors more quickly than any social media site in history. The vast majority of early devotees have been women of higher income between the ages of 25 and 49, and the images they pin frequently fall into the categories of clothing, crafts, food, and home décor. This represents a significant opportunity for companies and brands whose products are targeted to this market; however, Pinterest has value far beyond its initial popular use. Companies large and small are hearing the hype and hoping to get an early start with a site that shows signs of continued growth and influence. The Complete Idiot's Guide® to Pinterest Marketing helps small business owners as well as marketing experts at larger companies get on the Pinterest bandwagon and learn how to use this exciting new phenomenon to increase online exposure for their products, strengthen their online presence, and connect with customers in a place where they are now flocking. In it, readers learn how to:



- Use the basic features of Pinterest, including setting up an account, creating boards, and pinning images


- Develop a Pinterest marketing strategy and integrate it with other online and offline presences


- Project a brand voice onto Pinterest through strategic pinning and writing compelling pin copy


- Create pins that get repinned


- Grow a following organically and understand the importance of whom a brand follows


- Engage an audience through contests, collaborative boards, and more


- Determine who in the organization will pin, or whether to outsource it


- Gauge and quantify the success of a brand's marketing efforts on Pinterest

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Product Details

  • ISBN-13: 9781615642922
  • Publisher: DK Publishing, Inc.
  • Publication date: 11/6/2012
  • Sold by: DK
  • Format: eBook
  • Pages: 288
  • Sales rank: 791,441
  • File size: 12 MB
  • Note: This product may take a few minutes to download.

Meet the Author

Christine Martinez is an avid social media user, internet curator, and former small business owner. She has spent the last six years helping to create success for businesses on the web, starting with her own: as a one-person operation, she successfully landed her e-commerce site in publications such as DailyCandy, Lucky, and Real Simple. She has more than 2 million Pinterest followers and has been named a "Pinner to Follow" by The Next Web.com. She teaches Pinterest marketing courses for SkillShare.com, where her students have included marketing and community managers from companies such as Williams-Sonoma and Pottery Barn Kids. She also creates and manages Pinterest accounts on a freelance basis for international companies such as Le Bunny Bleu. When she's not pinning, she's a contributing editor to the widely popular design-focused site Design-Milk.com. She is also a weekly contributor to Dogster.com, where she shares her passion for all things dog-related to an audience of more than 7 million monthly readers. She also writes her own personal blog, Miles to Style.



Barbara Boyd is the author of several beginner-level technology books, including AARP iPad: Tech to Connect. She is a freelance writer whose articles have been published in national, regional, and trade publications. She honed her marketing and public relations skills at Apple, IDG Corporation, and Softbank Forums. She is a former marketing director for a design firm and former professor of English at the University of Rome "La Sapienza." When not writing books and articles, she writes her personal blog, Honeybees and Olive Trees.

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Table of Contents

Part 1 Getting Started with Pinterest 1

1 What Is Pinterest? 3

The Visual Social Media Site 4

The Fastest-Growing Site in History 6

Brands That Thrive on Pinterest 9

Getting to Know the Pinterest Demographic 11

Why Should I Use Pinterest to Market My Business? 13

2 Pinterest First Steps 17

No Invitation Needed 18

Creating Your Pinterest Identity 19

Completing the Account Setup 23

Finding and Following Your Interests 23

Creating Your First Boards 24

Adding the Pin It Bookmarklet to Your Web Browser 25

Personalizing Your Profile Settings 27

Editing Your Email Settings 28

Changing Your Password 28

Language 28

Editing Your Pinterest Identity 28

Changing Your Visual Image 30

Facebook and Twitter Options 31

Appearing in Google Searches 33

Deactivating Your Account 33

3 Creating and Managing Your Boards 35

The Parts of Pinterest Web Pages 36

Creating a New Board 38

Naming New Boards 40

Categorizing Your Board 40

Collaboration Versus Contribution 42

Choosing the Kingpinner 42

Grant Pinning Privileges 44

Editing Your Board Descriptions 45

Change the Board Name 46

Add a Description 46

Deleting Your Board 46

4 Pinning to Your Boards 49

Pinning Options 50

Using the Pin It Bookmarklet 50

Adding a Pin 51

Uploading an Image 52

Pinning a Video 53

Creating a Board While Creating a Pin 53

Good Pins Versus Bad Pins 54

Pinning from Original Sources 55

Pinning from Permalinks 55

Repinning 57

Editing Pins 57

Adding a URL to a Pin 58

Adding a Price to a Pin 59

Interacting with Other Pinterest Users and Pins 59

Mentioning Another Pinterest User 59

Liking a Pin 60

Commenting on Pins 61

Using the Pinterest App 62

Understanding the App Icons on iPhone or Android 62

Using the Camera with Pinterest 63

Viewing Your Boards and Pins 64

Using the iPad App 65

Part 2 Pinning Down Your Marketing Strategy 67

5 Developing a Marketing Strategy 69

Setting Your Pinterest Goals 70

Defining Your Customer 71

Who Are the Influencers You Want to Reach? 72

Quality Versus Quantity Following 74

Increasing Brand Awareness 75

Attracting New Customers 76

Increasing Product Awareness 77

Engaging with Customers 78

Becoming the Niche Expert 79

Offering an Alternative to Customer Support 80

Increasing Traffic and Sales 81

Generating Media Coverage 81

Developing Your Plan 82

Pinterest Marketing Diamond 82

Goal Worksheet 84

Patience Is a Virtue 85

Finding the Right Person for the Job 85

Outsourcing Options 86

Brand Advocates 87

Merging Your Communities 88

6 Pinterest and Your Marketing Strategy 91

Projecting Your Brand Voice onto Pinterest 92

Writing Pinteresting Copy 95

Tips for Creating Quality Copy 96

Writing Pinteresting Copy for Product Pins 97

Writing Pinteresting Copy for Lifestyle Pins 99

Writing Pinteresting Copy for Tutorial Pins 101

Becoming a Go-To Source for Trusted Information 102

Presenting Your Company and Going Behind the Scenes 105

Making Pinterest "Hot Topics" Work for Your Brand 108

7 Brainstorming Boards for Your Brand Narrative 113

Visually Telling the Story of Your Brand 114

Creating a Storyboard 115

Using Archived Information to Tell Your Brand Story 118

Profiling Customers to Create Board Topics 119

Creating Compelling Board Titles 121

Creating Boards with a Narrow Focus 124

Customizing Your Board Cover Photos 126

Arranging Your Boards 127

8 Making the Parts of a Pin Work for You 131

Putting Your Best Image Forward 132

Encourage Repinning 135

Keep It Relevant 136

Balance Content 137

Create a Dynamic Environment 137

Your Second Opportunity to Make a Pin Pop! 138

Maximizing Information on Your Pin 142

Pricing Your Pin 142

Naming Someone in Your Pins 142

Using Hashtags in Your Pins 143

Timing Your Pins 144

Other Forms of Engagement 144

Link Reclamation 145

Part 3 Implementing Your Pinterest Tactics 147

9 Pinterest and Your Online Presence 149

Linking Pinterest to Your Website and Blog 150

Adding the Pin It Button to Your Website 150

Adding the Follow Me Button to Your Blog or Website 152

Adding the Pinterest Logo to Your Marketing Materials 153

Increasing a Pin's Visibility 154

On Your Blog 154

On Facebook 151

On Twitter 159

On LinkedIn 159

On Twitpic, Instagram, and Flickr 160

Does This Apply to Your Business? 160

ZAGGDaily 161

Southwest Airlines 162

Schoolhouse Review Crew 162

10 Sourcing Stellar Pins 165

Why Create Pin Sources? 166

Keeping Source Variety in Mind 167

Creating a Dynamic Pin Stream 168

Where to Find Great Pin Content 171

Blogs 171

Tumblr 172

StumbleUpon 173

Delicious 174

FFFFOUND! 175

We Heart It 176

Facebook, Twitter, and Google+ 177

Pinterest 178

Pinning with an "Editor's Eye" 178

Saving "Likes" as Potential Pins 179

Sourcing Useful and Informative Pins 181

YouTube and Vimeo 181

Blogs 182

Web Publications 183

11 Strategic Following 187

Choosing Whom to Follow 188

The Importance of Being Selective 188

Grabbing Attention by Following 191

Following to Edit Your View 192

Building a Following 194

Abiding by Pinterest's Top Three Rules 196

Rule 1 Be Respectful 191

Rule 2 Be Authentic 198

Rule 3 Credit Your Sources 198

12 Collaborating for Success 201

Creating and Using Collaborative Boards 202

Connecting with Your Community 203

Business-to-Business Collaboration 204

Business-to-Consumer Collaboration 205

Running Contests 206

Soliciting Brand Advocates 209

Sponsored Pin Relationships 210

Cross-Promotional Pinning 211

Part 4 Taking Pinterest Further 213

13 Evaluating Your Pinterest Effectiveness 215

Site Statistics and Referral Traffic 216

Are You Being Pinned? 227

Using Analytics to Count Repins and Followers 218

Responding to and Soliciting Comments 220

Pinterest as a Focus Group 221

Conducting Surveys 223

Understanding Visual Feedback 224

14 Making Your Brand Pinnable 227

Making Your Website and Blog Pinterest Friendly 228

Evaluating Your Website 228

Are Your Website Images Pinnable? 229

Evaluating Your Blog 231

Doing It Right 231

Creating High-Quality Images for Pinterest 235

15 Maintaining Your Pinterest Presence 241

Reflecting Company Changes on Pinterest 242

Staying Present by Being Creative 246

Pin Perseverance 251

Appendixes

A Glossary 255

B Resources 259

Index 263

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Sort by: Showing 1 Customer Reviews
  • Posted February 21, 2014

    more from this reviewer

    The Complete Idiot¿s Guide To Pinterest Marketing is a simplisti

    The Complete Idiot’s Guide To Pinterest Marketing is a simplistic guide to using Pinterest to inflate one’s business.  




    I found this one more helpful than the other Pinterest book, Pinterest Power, that I read.  It was not hard to understand and there was new things I learned in this book and not the other.




    Only thing yet to determine if this book works is to see my business get some sales which has not happen nor have I received many page views yet.




    All in all this is a interest read if you have a business and you are on pinterest.

    Was this review helpful? Yes  No   Report this review
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