Pinfluence E-Book

Beth Hayden

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 192

Veröffentlichungsjahr: 2012

Beschreibung

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.

Leseprobe

Contents

Introduction

Part One: Getting Started

Chapter 1: Why Pinterest?

The Appeal of Pinterest

The Pinterest Audience

Why Pinterest?

Chapter 2: Where Do You Start?

Linking to Facebook or Twitter: Which Should You Do?

Creating a Powerful Profile

Your Action Plan

Chapter 3: Before You Pin

Defining Your Ideal Client

What Does Your Ideal Client Want?

Pinterest: One Piece of Your Overall Marketing Strategy

Let Your Personality Shine

Becoming a Source of Valuable Information

Your Action Plan

Chapter 4: The Basics of Pinning

Boards

How to Pin

Your Action Plan

Chapter 5: Connecting with Pinterest Users

Commenting

Tagging

Liking

Hashtags

Connecting with Your Ideal Client

Your Action Plan

Part Two: Pinning for Profits

Chapter 6: The Power of Pictures

What to Think about When Publishing Pinterest Content

Your Action Plan

Chapter 7: Getting Shared

Adding Images to Your Website Content

Advertise Your Presence on Pinterest

Special Advice for WordPress Bloggers

Your Action Plan

Chapter 8: The Care and Feeding of Pinterest Followers

Getting More Pinterest Followers

Curation

Your Action Plan

Chapter 9: Twitter, Facebook, and Your Blog

Social Media Strategy

General Tips for Sharing Pins

Four Ways to Use Pinterest with Your Facebook Account

Using Pinterest with Your Blog

Using Pinterest with Your Video Marketing Campaigns and YouTube Channel

Using Pinterest with Twitter

Your Action Plan

Chapter 10: Learning by Watching

Tracking Trends

Getting Direct Feedback

Your Action Plan

Part Three: Developing Pinfluence

Chapter 11: Expanding Your Reach

Use Pinterest to Build Community

Use Pinterest as Part of Your Sales Cycle

Use Pinterest to Help You Work with Current Clients

Use Pinterest to Build on Your Content Strategy

Your Action Plan

Chapter 12: Mobile Pinning

Ten Quick and Easy Ways to Build Your Business Using the Pinterest App

Your Action Plan

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

B2B Companies

Nonprofits

Your Action Plan

Chapter 14: The Ethics of Pinterest

Advice for Artists, Photographers, and Other Visual Content Providers

Protecting Your Copyright

Advice for Business Owners, Nonprofits, and Bloggers Using Pinterest for Marketing

What Now?

Your Action Plan

Conclusion

About the Author

Acknowledgments

Index

Praise forPinfluence

“To grow your business in today’s new media world, you must create content in the social networks where your customers are. Pinterest is the newest such network, and it has grown quickly to rival Twitter and YouTube in some markets. In her new book, the first on Pinterest marketing, Beth Hayden shows you how to use this powerful new network to reach your buyers precisely when they are looking for what you have to offer.”

—David Meerman Scott, bestselling author of The New Rules of Marketing and PR

“Beth Hayden has written the definitive guide to Pinterest for real-world businesses. If you’re unclear on how to turn Pinterest from a ‘fun time-waster’ to a valuable business tool, you need this book.”

—Sonia Simone, Copyblogger Media

“If you’re a marketer, you don’t need another article about how to post cute photos to Pinterest. You need a comprehensive plan for reaching the right people in just the right way and transforming them into customers. That’s what Pinfluence is.”

—Jon Morrow, associate editor of Copyblogger and founder of Boost Blog Traffic

“My excitement about marketing opportunities with Pinterest, the hot new property on the social media scene, was tempered with being overwhelmed about how to actually use the darn thing. Thank goodness Beth Hayden created this clear, useful, and pragmatic guide to help business owners tap into this bustling, vibrant, and lucrative market. I am hooked!”

—Pamela Slim, author of Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur

“Pinterest has captured people’s hearts in a way that no other social platform has done in recent years. The visual experience you will receive on Pinterest is completely addicting, and that is the reason for its explosive growth. Beth Hayden does an incredible job walking you through the ins and outs of Pinterest so you know exactly how to tap into Pinterest for business. Use Pinterest the right way and your website will see massive traffic. Use it the wrong way and you will turn off your potential customers and clients. Beth is a true Pinterest expert and power user, and I highly recommend this book for anyone looking to take advantage of the web’s hottest platform.”

—Andrea Vahl of www.AndreaVahl.com and Community Manager at www.SocialMediaExaminer.com

“Beth is a nationally recognized blogging and social media coach, and it’s no surprise that she has turned her attention to helping businesses leverage Pinterest, the web’s latest viral phenomenon. Unlike casual references available on the market, Pinfluence gives readers a comprehensive deep dive into the marketing power of Pinterest and teaches them step-by-step how to leverage Pinterest as part of a profitable social media strategy.”

—Holly Hamann, VP of Marketing and co-founder of BlogFrog

“It’s important for all business owners to take social media seriously if they want to stay ahead in their industry. Pinterest is a powerful tool for driving massive traffic to websites and blogs and a must for staying ahead of your competitors and in tune with your audience. Let Pinfluence be your guide to fully understanding how to maximize this powerful social network.”

—Lewis Howes, entrepreneur and author of The Ultimate Webinar Marketing Guide

“Avoid all the common mistakes trying to tap into the visual world of Pinterest for your business marketing efforts by studying Beth’s terrific Pinfluence book. It’s certainly helped me become a popular and effective Pinner!”

—Dave Taylor, www.AskDaveTaylor.com

“I’m relatively new to the beautiful world of Pinterest. Beth Hayden’s book showed me that it can be about more than pinning pretty things to boards. Done right, Pinterest is a way of building community.”

—Shauna James Ahern, author and award-winning blogger at Gluten-Free Girl, and the Chef, www.glutenfreegirl.com

“Finally, a book on social media with actual revenue-producing ideas instead of the hazy ‘social proof’ benefits touted by so many others. Avoid the social media time suck and get focused with Beth’s creative and doable suggestions. Beth is your Pinterest muse, magician, and moneymaker. Pay close attention to learn how pretty pictures can generate more revenue for your business.”

—Betsy Talbot, author and blogger, Married with Luggage, www.marriedwithluggage.com

“I’m overflowing with ideas after reading Pinfluence! Beth Hayden shares loads of uses for business that I’m already starting to implement. My artist-clients, who love Pinterest’s visual platform, are going to inhale this book. It will be the go-to guide for any business wanting to make the most of Pinterest’s popularity.”

—Alyson B. Stanfield, founder of ArtBizCoach.com and ArtBizBlog.com

“For the longest time, I didn’t ‘get’ Pinterest. I thought it was just the latest social media fad—exciting today and forgotten tomorrow. Then I read Pinfluence, and my perspective changed in a huge way. Suddenly, my imagination was captivated by Pinterest’s enormous potential for reaching prospects and customers through the platform, and my mind was racing with ideas for how to leverage it all to get results with my own business. Read Pinfluence, and you’ll feel the same way.”

—Danny Iny, Firepole Marketing

“Pinfluence is the online marketer’s best new reference on how to leverage the Pinterest phenomenon. Beth’s done a fabulous job of capturing both the high-level and nitty-gritty details every small business pinner needs to know to be successful. Grab this book and get pinning!”

—Tea Silvestre, small business marketing consultant and author of Attract and Feed a Hungry Crowd

Copyright © 2012 by Beth Hayden. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Hayden, Beth, 1975-

Pinfluence: the complete guide to marketing your business with Pinterest / Beth Hayden.

p. cm.

Includes index.

ISBN 978-1-118-39377-2 (pbk.); ISBN 978-1-118-41468-2 (ebk); ISBN 978-1-118-41469-9 (ebk); ISBN 978-1-118-41471-2 (ebk)

1. Internet marketing–Social aspects. 2. Pinterest. 3. Web sites–Design. I. Title.

HF5415.1265.H386 2012

658.8′72—dc23

2012015127

For Ben, the light of my life.

Introduction

In the last few years, social media has evolved from a cutting-edge technique to an essential aspect of any company’s marketing strategy. Companies in today’s business climate can no longer afford to ignore Internet marketing strategies that help them interact with their clients and listen to their feedback online. Businesses need to embrace the world of social media, or they will not survive.