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If youre like a lot of people, you probably already have a personal Pinterest account. You have also
probably heard some of the hype around Pinterest being a powerful advertising and marketing tool.
And, there is a lot of truth to this. Pinterest is an amazing way to craft to a more complete, well-rounded
campaign, and it is the perfect platform to give both you and your clients some extra oomph. Not
convinced? Well, thats what this eBook is for!
We get it. For many of you, we are suggesting changing up what has probably already worked in the past.
However, the goal here is to actually make your job easier. As you will come to learn, Pinterest ofers a
diferent set of advantages for agencies that no other social media platform can ofer.
The purpose of this eBook is to give you agency folks the information you need about Pinterest in
order to sell it to your clients. you will learn the basics of the website, the reasons why it can be so
advantageous for people like you, how promoted pins play in, some best practices for how to use
Pinterest in a campaign and some of the agencies that are already on Pinterest. We cant wait to share
what we know with you!
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We dont want to spend too much time on the basics because like we said, we know many of you are already personally
enjoying Pinterest. Instead, we would like to refresh your memory on some of the must-know basics as well as share a few
stats and facts in that will help you really get to know what Pinterest is all about.
Basic
Terms
Pins are the individual images taken from the Internet and added
to Pinterest. They can be pinned using the websites Pin It
button, a users bookmarklet (both links are found in Pinterests
Goodies section) or uploaded from the users computer.
Boards are a collection of pins based on a theme, like Home
Decor or Funny Memes. When following a brand, a user can
either choose to follow the entire profile or just certain boards.
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Repins are generated when a user sees an image on their
home feed or through a category or search page, and then
pins the same image to one of their boards.
Categories are a list of 32
themes from Womens Fashion
to History. When creating a
board, choose a category in
the board settings so the pin
has the chance of making it to
the category page, thus receive
more exposure.
Need a little more Pinterest 101? Click here to download the eBook,
Getting Started on Pinterest to get the jump-start you need! !
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Basic
Terms
Pinterest was
introduced in
March 2010.
There are around
500,000 business
Pinterest accounts.
80%
of all pins
are repins.
An average user
spends 14.2 minutes
on Pinterest per visit
and around 98
minutes on Pinterest
per month.
So far, Pinterest
has raised
$338 million
in funding.
The brand with
the most Pinterest
followers is
Nordstrom.
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Stats
& Facts
There are
70 million
Pinterest users.
The average number
of pageviews
generated from a
Pinterest pin is
six.
Shoppers referred
by Pinterest are
10% more likely to
follow through with
a purchase than
visitors from
any other social
networking site.
Pinterest generates
over 400 percent
more revenue per
click than Twitter and
27 percent more
than Facebook.
An estimated
47 percent of U.S.
online shoppers have
made a purchase
based on a Pinterest
recommendation.
Average order
value:
Twitter: $69
Facebook: $80
Pinterest: $179
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Stats
& Facts
In August 2012,
Pinterest became
the fourth largest
traffic source in
the world.
23%
of Pinterest
users use it at
least once a
day.
We know that a few impressive stats arent enough alone to sell you on Pinterest. Thats why were getting to the good stuf
now. Here are the reasons that we are convinced that advertising agencies need to get on board with Pinterest and sell their
clients on the platform.
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Stats
& Facts
Users spend a lot of time on
Pinterest.
While Pinterest is still far behind
Facebook when it comes to
site traffic, a huge value that
Pinterest provides is the amount
of time that people spend on it.
In November 2013, the average
Pinterest user was spending 88.3
minutes on the site. This number
ranked third overall, behind only
Facebook and Tumblr. In fact, it
users spend twice the amount of
time on Pinterest than on Twitter,
and ten times more than Google+.
More time on the site means
more opportunities for clicks, and
more opportunities for sales. It
also suggests that users enjoy
spending time on the site -
another very important factor to
consider.
Pinterest has a high conversion
rate.
Pinterests link value is much higher
than many forms of social media.
In fact, Pinterest alone drives
more traffic than YouTube, Yahoo!
and Google+ all COMBINED. Not
only that, but Pinterest is also
responsible for more referral
traffic than Twitter!
Pinterest offers business-specific
accounts.
Pinterest has recently provided
the opportunity for brands to sign
up for business specific pages.
This gives them the chance to
specify their field, prevent anyone
else from signing up under their
name and establish their authority.
Users use these business-oriented
Pinterest accounts to learn more
about their favorite brands and
to find potential purchases. This
directly provides clients a further
incentive to brand themselves on
Pinterest.
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Pinterest provides the
opportunity for hyper-targeting.
With Twitter and Facebook, users
are forced to follow every single
post that a brand produces.
Often this causes users newsfeed
to become flooded with unless
information from the brand, leading
to an unfollow.
The good news with Pinterest is
that a user has the option to follow
a brands entire profile OR just the
boards that pique their interest.
Because users control what
content shows up on their news
feed, brands no longer need to
create separate accounts to target
different audience segments.
Instead, they can just make a
board!
Pinterest is aspirational.
Because of Pinterests aspirational
nature, users pin things that they
want to have in their life. This
allows brands to get in on the
conversation before the purchasing
decision is made. This differs
from both Facebook and Twitter,
because users usually only engage
with brands over those platforms
after they have had an experience
with their goods or products.
Pinterests content lives longer
When you send out a tweet, that
message only lives for 5 to 25
minutes. Facebook posts live
for around 80 minutes. When
you pin something, that pin can
live for MORE than a week! to
demonstrate this phenomenon, we
created The Family Tree of a Viral
Pin, shown to your right.
We created this 48 weeks after
the pin was originally pinned by
a woman with only 30 followers,
However, through the repin cycle,
the pin found its way to Pinterest
influencer, Dan Aschback, 32 weeks
later where it received more than
2,300 repins!
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The
Client
Pinterest is a huge front-runner
for visual content marketing.
We know we dont need to
explain content marketing to
you- its probably already a huge
buzzword within your agency.
Content marketing has become
so appealing because its an
effective way to reach your
specified target audience simply
by curating what is already
appealing to them (which you
should already know, given the
large amount of research done
on target audiences).
As Forbes has so correctly
pointed out, Pinterest has
much higher potential than
Twitter and Facebook. Why?
Pinterest naturally collects and
puts together large amounts
of content - continuously! It is
literally the purpose of the site.
As you probably know, content
marketing is dynamic and ever-
changing.
Since 2012, the strong trend
among users is visual content.
Doesnt it seem like your
agencys strategy regarding
visual content should be
important? Enter, Pinterest.
Pinterest is still growing.
As we have alluded to, Pinterest
is still enjoying a lot of growth.
There is a steady increase in
amount of users and time spent
on the site each month. In fact,
since January 2012, the daily
number of Pinterest users has
increased by 145 percent. It is
continuing to gain more and
more popularity worldwide. Isnt
time to take notice?
Also, since Pinterest isnt as
much as a household name as
Facebook yet, this gives you a
chance to be ahead of the large
surge of marketing on Pinterest
that is bound to follow. It will
definitely give you the chance
to look forward-thinking to your
clients and prospective clients.
Forbes predicts that Pinterest
will be the hottest social media
platform for businesses this
year, so time is of the essence.
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The
Client
You can easily implement Pinterest
into campaigns.
Adding Pinterest to your campaigns
wont be a huge time committment
because it naturally fits into - and
reinforces - your original strategy. As
we have mentioned, Pinterest is a visual
platform. As someone in an agency,
visual marketing is probably second
nature to you. Just think - adding images
to your Pinterest account is much easier
and less time-consuming than say,
updating a blog post.
Additionally, Pinterest makes it easy to
connect to all aspects of your online
campaign- your blog, your website
and other social media accounts - by
providing clickable links to each portion
of the campaign. Even better? On
your website, blog, etc. , you can easily
download a free Pin It widget on any of
your images that allows others to easily
pin your content.
Pinterest is measurable.
We know, agencies are required to show
their clients measurable results in order
to prove that their campaigns were
successful. Luckily, Pinterests success
IS measurable. Pinterest for business
offers basic Pinterest analytics, and
there are many third-party Pinterest
analytical tools that will really help you
out (like us, Tailwind!).
Tailwind helps you track growth in
followers, repins, likes and comments
across any period of time. Key
performance indicators, such as
virality, fan engagement and content
engagement can be compared against
your own boards as well as against your
competitors.
By using Tailwinds Pinterest analytics,
you can also discover which pins from
your domain are trending, measure
your organic brand activity and find the
top images pinned from your site using
Image Recognition Technology. You can
also find your most engaged pinners and
conversations going on across Pinterest
about your brand. Using such analytics
makes it easy to track your Pinterest
success.
Pinterest is looking pretty good to you
right about now, isnt it? Read on to fnd
out about a new aspect of Pinterest that
will be especially important to agencies.
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Theres more big news for ad agencies- Pinterest is in the process of launching its own form of paid advertising, Promoted Pins.
Back in September of 2013,
Pinterest CEO, Ben Silbermann,
announced Pinterests plans
to start showing promoted
ads in order to insure that
Pinterest was around for good.
Currently, these promoted pins
are still in beta. During this time
of experimentation, pins are
being promoted from a select
group of businesses. Since it is
a trial period, these businesses
do not have to pay for this
promotion. While advertising
on the Internet can sometimes
be annoying and intrusive,
Pinterest is working hard to
make sure that this is not the
case and is instead determined
to use these promoted pins
to deliver further value to
site visitors without disturbing
them. These promoted pins will
be similar to other social media
sites that have seen successful
with promoted content, such
as Facebook and Twitter,
since the pins are only shown
to those interested in similar
things. The other great thing
about it is that these promoted
pins will be run in search results
and category feeds, so any
promoted pins that a user
finds will be related to content
that again, they are already
interested in.
Since these promoted pins are
still in their trial period, we cant
tell you exactly what to expect
yet, but Silbermann has said
that Pinterests definite goals
include these ads being:
1. Tasteful
He specifically states that
these ads will not include any
irritating banner ads.
2. Transparent
Consumers will always
know when they are seeing
promoted content.
3. Relevant
They will appear to users
who are actually interested in
whatever they are selling.
4. Improve based on feedback
Based on feedback from
both users and businesses,
Pinterest will tweak and
improve anything that needs
changing.
As you read earlier, Pinterest
is a social media platform that
people go to in search of self-
help or ways to improve their
life, so these promoted pins
have the potential to see HUGE
success that other social media
sites, such as Facebook and
Twitter, dont even see. If you
are interested in learning more
about this experimentation
with promoted pins, you
can sign up here to receive
updates and more information.
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The
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Weve convinced you, your agency needs Pinterest, but now what the heck do you do with it?! Here at Tailwind, we have worked with
many businesses on Pinterest, so we have a good idea of what does work - and what doesnt. We know that it is the agencys job to
come up with awesome, results-driven strategies, so we dont want to tell you exactly what to do or how to run your clients
Pinterests, but here are our basic best practice tips that you can include in your strategy.
Move the target Pinterest
boards to slots 2, 3 and 4
on your profile.
These are the most visible
locations on your profile.

Dont over-promote.
Pinners want to pin things
that interest them and will be
turned off if they feel like they
are strictly being advertised
to. Mix your own content with
other content that interests
your audience.
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Attend to those interacting
with your Pinterest.
Youre thankful for people
interacting with you on
Pinterest, so why not let
them know? Show the love
by thanking fans, starting
conversations, offering
discounts, and sharing their
content.
How
To
Have at least 10 boards with
a minimum of 10 pins each.
Your viewers need plenty of
content or they will become
bored.
Board cover photos need to be
high-quality and eye-catching.
These are the first pictures that
users associate with accounts
(besides profile photos) and are the
key to getting views and followers.
All photos should be high quality
and eye-catching, but choose the
best as your covers.
Board names should
be short and relevant.
Make it easy on
consumers looking
for what they want.
There should never be
any guesswork.
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Provide a useful
description on your pins.
Use descriptive that
users are likely to search
for. And always provide
links!
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How
To
Pin new content
regularly.
If you want continuous
traffic to your boards,
users will need to see
fresh, new content.
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Interested in other
agencies active on
Pinterest? Do some
research and youll
fnd many agencies
using Pinterest in
exciting ways!
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Here are some of many agencies that are already using Pinterest and enjoying results. Not only do they implement Pinterest into their
clients campaigns, but they use it themselves to further their own business!
Examples
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Hopefully, this eBook has showed you how Pinterest can ft in at your agency and
what you can do to implement it. Pinterest requires some upkeep, but it is typically a
fun and easy addition to any campaign. With the information in this eBook, along with
some trusty analytics, you and your clients should be able to enjoy ideal results.
If you or your client happen to decide that you need a little extra help, we are here
for you. To learn more about the leading Pinterest analytics and marketing platform
(Thats us!), you can visit our website at www.tailwindapp.com to sign up for a free
dashboard. If you would like to speak to someone on the team about your needs, feel
free to email us at help@tailwindapp.com or call us at (405) 309-2903. We look forward
to hearing from you!
Thank you for your time!
@Tailwindapp www.tailwindapp.com (405) 309-2903 410 N. Lincoln Blvd. Ste. 200 OKC, OK