Pinterest Power: Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network

Pinterest Power: Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network

by Karen Lacey, Jason Miles
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Overview

Pinterest Power: Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network by Karen Lacey, Jason Miles

Start Marketing NOW on the World's Fastest-Growing
Website!

You thought Facebook, YouTube, and Twitter were big? Pinterest is outpacing them all. As a marketer, you can't afford to ignore this amazing new platform.

Why should you start marketing right now on Pinterest? In a word: MORE. You'll drive more traffic, get more customers, and make more money than ever! Pinterest Power provides all the tools, tips, and strategies you need to get going—right now, the right way.

"Pinterest has unimaginable potential as a marketing and customer relationship building tool. In this fantastic book Jason and Karen reveal their highly effective blueprint for using it the right way. This is the guide to Pinterest that I'm having my staff read." — JIM COCKRUM, bestselling author of Free Marketing: 101 Low and No-Cost Ways to Grow Your Business

"Pinterest is one of the hottest and fastest social tools on the Internet today. It's growing faster than Facebook did, and you don't want to be left behind. Jason
Miles will show you step-by-step how he uses Pinterest to make money online."
— SKIP MCGRATH, author of Three Weeks to eBay Profits

Product Details

ISBN-13: 9780071805568
Publisher: McGraw-Hill Professional Publishing
Publication date: 10/09/2012
Pages: 240
Sales rank: 898,265
Product dimensions: 5.90(w) x 8.90(h) x 0.60(d)

Read an Excerpt

Pinterest POWER

Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network


By JASON MILES, KAREN LACEY

The McGraw-Hill Companies, Inc.

Copyright © 2013Jason Miles and Karen Lacey
All rights reserved.
ISBN: 978-0-07-180557-5


Excerpt

CHAPTER 1

The Astounding Interest in Pinterest


In the world of social media, a new star is on the horizon, capturing the imagination of millions. Pinterest.com is connecting us like never before. Its clever, ubervisual approach has propelled it into the fastest-growing website in the history of the Internet—faster even than Facebook, YouTube, or Twitter. Whereas it took Facebook 16 months to go from 50,000 to 17 million unique monthly visitors, and Twitter 22, Pinterest achieved this remarkable feat in only 9 months.

In the two years since Pinterest was launched, the phenomenon of "pinning" images onto virtual pinboards (the basic function on Pinterest) has gone viral. Pinterest has quickly captured the full spectrum of users from first-adopter teenagers to national outlets, such as Better Homes and Gardens, Vogue, Martha Stewart, and even the Smithsonian Institution. Real Simple recently became the first print magazine to top 100,000 Pinterest followers, attracted by its pinned images of recipes, childcare advice, and do-it-yourself (DIY) home improvement tips (see Figure 1.1).

In March 2012, Pinterest became the third largest social media network in the world, trailing only Twitter and Facebook. It had 18.7 million registered users and over 100 million visitors in March alone. To put it into perspective, in the same month, LinkedIn had 86 million visits, Twitter 182 million, and the granddaddy of them all, Facebook, had a whopping 7 billion. When Pinterest's numbers are extrapolated, based on conservative estimates, it's easy to see Pinterest realizing over a hundred million registered users in the next few years.


What's in a Pin?

The Pinterest difference is that it's a site about visual discovery. Each time you log in, you're greeted by other users' pinboards filled with alluring images of gardening, food, fashion, home improvement, and crafts, rather than the traditional postings and text that you might see on Facebook. Its very visualness is what's striking and has led users to admit to an unusual dichotomy—they're relaxed by the Pinterest experience, but also inspired.

This is a key factor in what keeps users coming back for more. In the company's own words, "Pinterest allows you to organize and share all the beautiful things you find on the web."

The process of pinning images is fast and easy. Pins can be created from any website the user visits. When you see an image you like, a few clicks of the mouse is all it takes to pin it onto one of your pinboards. The image retains the link to the original website, and so anyone who views the pin can go to that website and purchase or learn more about the item.

This link to the original source is an interesting aspect of the Pinterest success story. A natural sales process is created that is both quick and intuitive. Sole proprietors, small-business owners, and major corporations alike are finding that Pinterest is a great way to make money.

Gayle Butler, editor-in-chief of the magazine Better Homes and Gardens, said this about the economic potential in Pinterest:

As a visual brand where images and ideas are so central to what we do, we are extremely excited about Pinterest. This is a tremendous complement.


Recent data show that more referral traffic is driven from Pinterest back to the sellers' websites than Google+, LinkedIn, and YouTube combined. Members are tapping into massive new pools of potential customers, who are actively visiting their websites and blogs in return. Pinterest is no here-one-day-gone-the-next social media starlet. It's hip and hot, and it's altering the landscape of social media forever.


How People Are Benefiting from Pinterest

Basically, Pinterest is a place to share images of things you love. It's social because your friends (and potential customers) can see what you're up to, make comments, and share their own images. But you will also receive comments, repins, and ideas from users across the world.

This social media model makes it incredibly efficient as a place to store and sort your ideas. Let's say you want to remodel your kitchen. You can build a "Kitchen Remodeling" pinboard filled with ideas that you might otherwise lose or forget. Rather than having a file folder bulging with ripped-out magazine pages, you have a neat and tidy set of virtual pinboards. As you surf the web for ideas, you pin the ones you like.

As well, you can easily search other Pinterest users' kitchen remodeling ideas and repin them onto your own boards. In this process you're tapping into thousands of ideas, presorted and categorized for you. Search for kitchen sinks, tiles, light fixtures, stove tops, and whatever else specifically interests you. The pinboard format makes the process entertaining and just plain great to look at.

Maybe you're planning a wedding. You can create one board filled with wedding dress designs, another with cake pictures, and yet one more with flower and table arrangements. Not only is it a place to display and sort your ideas, but your friends and family can see and comment on what you're thinking.

Folks who are always on the hunt for a new recipe or craft idea love Pinterest. They're having a dinner party and need vegetarian appetizers, gluten-free desserts, or new ways to cook that same ol' chicken breast.

But the boundaries of Pinterest don't end in the land-of-everyday. One user, Susan, pins about women in planetary science. Another Pinterest user has a pinboard filled with nothing but bizarre and detailed maps of the world. Clearly, the only limits are within your own imagination. Pinterest supports it all through pinning, repinning, liking, and commenting.


Pinterest and Your Small Business

Within this ever-increasing whirlwind of pinning and repinning, Pinterest has become an exceptional tool for increasing e-commerce sales. Because the images are easy to pin and they link back to the original websites, Pinterest is a natural for businesses.

In fact, Pinterest has fast become a social media leader in generating referral traffic back to the original website from which the image was pinned. Pinterest and e-commerce business have evolved into a natural fit.

Interestingly, many business owners have found increased referral traffic from Pinterest without even having a Pinterest profile. Pinterest users find their images and pin them on their boards, and then the images are repinned again and again. Each time the image is pinned or re-pinned, a link to the business owner's website is created.


Here's How It Works

The best way to understand the Pinterest difference is to experience it yourself. We will cover many more basic functions in Chapter 5, but this will get you up and running.


1. Joining Pinterest

Go to http://www.pinterest.com. The process couldn't be easier. While previously you had to go through an invitation-only system, now you simply click on Join Pinterest and follow along step-by-step (see Figure 1.2). If you already belong, this is where you will click on Login to bring up your personalized Pinterest boards and people you follow. You don't need to join to have a look at Pinterest and see if it's for you, but chances are you'll want to start building your own boards and collecting those things you find inspiring and interesting.

Currently, you must sign up through your Facebook or Twitter account. If you have business accounts in either of these, be sure to sign up through it rather than your personal account. Then be sure to pick
(Continues...)


Excerpted from Pinterest POWER by JASON MILES, KAREN LACEY. Copyright © 2013 by Jason Miles and Karen Lacey. Excerpted by permission of The McGraw-Hill Companies, Inc..
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Table of Contents

Foreword xiii

Acknowledgments xvii

Introduction xix

10 Reasons to Market Your Business with Pinterest xx

How This Book Works xxi

Bonus Material xxiii

Part 1 The Power of Pinterest

Chapter 1 The Astounding Interest in Pinterest 3

What's in a Pin? 4

How People Are Benefiting from Pinterest 5

Pinterest and Your Small Business 7

Here's How It Works 7

What's Next? 13

Chapter 2 Supermodels 15

ModCloth 16

BurdaStyle 19

Lil Blue Boo 21

Chapter 3 A New Way of Networking 25

The Birth of a Dream: Ben Silbermann's Story 26

Dream Building 101 27

A New Form of Discovery 30

The Pin-nacle of Discovery-Referral Traffic 31

Chapter 4 A Personal Story 33

An Aspiring Eight-Year-Old 34

The Birth of a Business 34

The Journey of Liberty Jane Clothing 35

A Funny Thing Happened 36

Lessons We Learned 38

Part 2 Pinterest for Marketers

Chapter 5 Basic Functions and Beginner Best Bets 41

Some Terminology 41

The Basics 42

The Power of a Profile 44

Basic Pinboard and Pin Functions 47

Pinning Photos from Your Computer 48

Advanced Pinboarding 49

In Summary 52

Chapter 6 Pinning for Maximum Success 53

You Are What You Pin 54

Eight Keys to Becoming a Trusted Resource 56

The Three Ps of Becoming a Trusted Resource 59

Curating and Creating Killer Content 59

The Three Ps of Killer Content 64

Copyright Issues 65

Part 3 Leveraging the Power of Pinterest

Chapter 7 Strategies for Social Contagion 69

Who Are You? 70

The Social Cycle 71

Maximizing the Social Elements of Pinterest 73

Keeping Track of Social Traffic 75

The Three Ps of the Pinterest Social Cycle 78

Chapter 8 Weaving Pinterest into Your Social Media Marketing 79

Tailoring Your Social Media Mix 80

A Social Media Smorgasbord 81

Tying in a Blog and Newsletter 84

One Step at a Time 85

Weaving It All Together 85

The Three Ps of Social Media 89

Chapter 9 Pin Tips and Contests 91

It's Midnight on Wednesday. It Must Be Time to Pin! 92

Optimal Frequency and Quantity of Pinning 94

Links to Last 96

Contests 98

The Three Ps of Putting on Contests 102

Chapter 10 Driving and Growing Pinterest Traffic 103

Pins with Punch 104

The Three Ps of Pins with Punch 109

Driving Traffic to Your Pinterest Profile 109

The Three Ps of Driving Traffic to Pinterest 112

Spam 112

Chapter 11 Real-Time Blogger Success Stories 115

Liz Marie Galvan 116

Courtney Slazinik 119

Dana Willard 124

Part 4 Pinterest Selling Strategies

Chapter 12 Pinterest and the New Era of Social Commerce 129

The Evolution of Buying and Selling Online 130

The Pinterest Edge 132

The Gifts Page 132

Selling Directly from Your Pinboards 133

Seven Selling Rules 135

The Three Ps of Social Commerce and Pinterest 136

Chapter 13 Pinterest for Selling Services and Other Intangibles 137

Jane and Jenny and eMeals.com 138

Maryann Rizzo 139

Roberta Isleib 141

The Intangible Edge 143

Five Types of Emotional Energy 143

Business-to-Business Sales for Intangibles 146

The Three Ps of Selling Services and Intangibles on Pinterest 148

Chapter 14 Incorporating eBay, Amazon, and Etsy 149

The eBay Angle 150

Pinterest and eBay 150

The Three Ps of Pinterest and eBay 152

Pinterest and Amazon 153

The Three Ps of Pinterest and Amazon 154

Pinterest and Etsy 154

Etsy Pros and Cons in Relation to Pinterest 155

The Pinterest-Etsy Combination 157

The Three Ps of Pinterest and Etsy 158

Chapter 15 Monetization Strategies for Pinterest 159

Monetization Basics 160

The Four Product Revenue Structures 161

Measure, Monitor, Manage 161

Selling Your Products from Your Website 162

Selling Your Products on a Third-Party Platform 163

Selling Information Products 164

Selling Services 166

Selling Subscriptions and Continuity Products 167

Selling Advertising 167

Sell Your Website or Business 168

Case Study 168

The Three Ps of Monetization Strategies 169

Chapter 16 Marketing Campaigns for Pinterest 171

Nurture Campaigns 172

Sales Campaigns 172

The Three Ps of Nurture and Sales Campaigns 173

E-mail Marketing Campaigns 174

Myth Busting 174

Managing Your E-mail List 175

Building Your E-mail List 175

E-mail Marketing and Pinterest 178

Best Practices 179

The Three Ps of E-mail Marketing for Pinterest 181

Part 5 No Product? No Problem

Chapter 17 Pinterest and the World of Nonprofits 185

Who's Using Pinterest 186

Opportunities Within Your Assets 186

Staff on the Ground 187

Into Harm's Way 188

Controversial Conversations 188

Fund-Raising 189

Finding New Followers 190

Case Study-charity: water 192

Seven Keys to Pinterest for Nonprofits 193

Chapter 18 Influencing Your Community with Pinterest 195

Similarities and Differences with Business Tactics 196

Where to Start 197

Churches 198

High Schools and College Planning 200

Local Sports Teams 202

Community and Government Organizations 202

A Community Marketing Campaign 203

The Three Ps of Influencing Your Community with Pinterest 204

Chapter 19 Marketing and Technology Resources 207

Image-Editing Tools 208

Free Traffic Analysis Tools 210

Curalate 212

Google Chrome Browser Extensions 213

Pop-Up E-mail Capture Tool 215

Webinars 215

Lead-Capturing Landing Pages 216

General Resources 216

Notes 217

Index 221

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Pinterest Power: Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network 3.7 out of 5 based on 0 ratings. 3 reviews.
TheAgencyReview More than 1 year ago
In his 2000 film of Nick Hornby’s 1995 book, John Cusack makes an observation that, in the context of the movie makes perfect sense, but that, when considered outside of it, actually goes against everything we are taught. And yet is still fundamentally true. “What really matters” he says, “is what you like, not what you are like”. (https://www.youtube.com/watch?v=yBUOhFs7t2s) In other words, the things we accumulate and accrue say more about us than what we actually speak about ourselves. Actions speak louder than words, as it were, except with things. Idris Mootee takes this even further in the 60 Minute Brand Strategist, when he says that brands help us give our lives meaning. And Pinterest founder Ben Silberman agrees. “What you learn about a person through their collection” he is quoted in Pinterest Power as saying, “is very true to who they are”. Nowhere are these insights perhaps truest – or at least most obviously displayed – than on Mr. Silberman’s Pinterest. Founded in 2010, its valuation five years later was $11 billion with over 100 million users worldwide. Not bad for a site that’s just a digital storage locker for people to collect things that intrigue them. Described this way, Pinterest sounds remarkably like your Amazon wishlist, right? But considers this; your Amazon wishlist is essentially inward looking, a way for you to tell you (and, let’s not forget, Amazon), what’s important to you. Pinterest, as Pinterest Power reminds us, is outward looking – and that makes all the difference. Indeed, the recognition of the functional expression of this difference is what makes this book really valuable. And maybe [to read the rest of this review, please visit http://wp.me/P23AlC-vO]
ConfuzzledShannon More than 1 year ago
Pinterest Power is book to help you market your online or offline business. As a regular Jane with an average brain, I did learn new things about Pinterest and how to connect to my business.   Although I feel the way it was written was hard for me to understand. I did try some of the techniques at the peak interest on Pinterest but no sales yet. It is has only been a week.  I found that The Idiots Guide to Pinterest Marketing was a much better way of learning new things to do with Pinterest.  
Anonymous More than 1 year ago