Archive for the ‘Case Studies’ Category.
Pinned on August 30, 2014
We recently interviewed Carole Rains of Rustic Artistry about how she uses Pinterest to drive newsletter signups (see more in our interview on our recent press release). Carole sells artisan crafted furniture and home decor on her website www.RusticArtistry.com and is a former chef turned online business owner.
Her boards are full upscale rustic chic including home decor finds full of cowhide, turquoise, antlers, and deer mounts featured in gorgeous log homes and cabins.
We asked her what’s working for her on Pinterest and she shared the following stats with us:
Carole has successfully promoted new boards and gotten email signups by adding a call to action to her pins. She often four pictures with one box in the center that has a call to action. She uses PicMonkey to make them.
This pin advertises a new board:
She promotes special sales on her account too:
On this pin she directs people to sign up for her newsletter:
She invites people to follow her on Facebook too.
Using a Pinterest tool called PinThemAll makes creating pins easier. It finds all the photos on a page. Then she selects the pins she wants, adds her comments, puts the images in the order she wants, and then it gets posted to Pinterest.
She encourages business owners to look for influencers in their niche with a lot of followers. Then follow and repin them. “Adding other’s perspectives will make your own boards more interesting,” she said. She makes sure to comment because then her logo will show up in the thread. “People who see your comment may go over and look at your board and become a new follower.”
Also, when someone comments on a pin, follow up with a like or comment to provide good customer service and let people know that you saw their comment, and that comments are appreciated.
When it comes to finding content to pin, Rains looks at publications and newsletters that feature rustic furniture. She subscribes to newsletters from log home companies, interior designers, and magazines such as Mountain Living.
When a pin does well she makes sure it’s being seen by her new followers by repinning it onto the same board a few months later, and shares the pin on popular group boards (such as Mountain, Lake, Campy Homes). She also shares the pin on Facebook, telling her followers that the pin is hot on Pinterest.
To see what is working, she looks at her Analytics tab on Pinterest to see the Most Recent, Most Repinned and Most Clicked sections. She could also use PinAlerts to find out what’s being pinned from her website. Then she engages with those followers, noting that It’s also a great way to find people and boards to follow back.
Thanks to Carole for sharing your Pinterest marketing tips and successes with us! We hope that your business continues to grow.
Pinned on April 30, 2014
We recently interviewed food blogger Kalyn who has blogged at Kalyn’s Kitchen since 2005. Her blog features low carb and diet-friendly recipes. Always known as a good cook, she realized she had to make some changes to recipes if she wanted to lose weight. After making those changes she lost 40lbs. She did it by adapting her recipes to fit the South Beach diet. After so many people requested her recipes, she decided to start a blog to share them with others.
Pinterest is a big part of her marketing strategy for getting traffic to her blog. After several years Kalyn was able to quit her job as a teacher and blog full-time. Today, Kalyn has over 90,000 followers on Pinterest. When she started she said she got about 15k hits per day to her blog from Pinterest. It’s more crowded now and so that number has dropped to about 10k hits per day. She photographs the food she prepares and puts the recipe name on the image. However, she doesn’t watermark or otherwise label her images with her brand name or web address.
Here are 5 Pinterest tips from Kalyn:
1. Monitor and Respond to Comments
Make sure that your settings include getting emails from Pinterest when there is a new comment on one of your pins. She makes a point to respond to comments because it makes them more visible and leads to more repins. She also deletes spammy or junk comments.
2. Use Hashtags
Although they’re not clickable on Pinterest any more, Kalyn uses hashtags in her pin descriptions. The hashtags are based on the categories on her website. She also uses the same hashtags on Twitter. We did notice that the hashtags are not part of the descriptions on her website. So when someone pins a recipe from her site (rather than repinning one from Pinterest) it doesn’t have hashtags.
To control the description text (which people can change, but usually don’t), write hashtags into the image tag. She could put the hashtag #slowcooker after the title and it would give her additional exposure. Here’s an example of where Pinterest gets your pin description (with the part that becomes a description in bold):
<img alt=”Slow Cooker Red Beans and Rice Soup with Chicken Andouille Sausage” border=”0″ src=”http://1.bp.blogspot.com/-lIrcqGVLJO8/Ux5I8qfKeCI/AAAAAAAArtU/YlDUYf8u2Bo/s1600/1-text-red-beans-rice-soup-500topbest-kalynskitchen+copy.jpg” title=”Slow Cooker Red Beans and Rice Soup with Chicken Andouille Sausage”>
3. Join High Quality Group Boards in your Niche
Kalyn moderates the slow cooker board on the official “Foodies on Pinterest” profile. In addition she belongs to 30-40 other group boards, mostly from other full time food bloggers.
4. Pin Older Content from your Website or Blog
“Every morning I go through my archives to see what was posted on that date in past years. (I stick to the exact day so it’s easy to track).” When she finds recipes she wants to feature she shares them on Buffer so they go to Facebook, Twitter, and Google+. For Facebook and Google+ she includes a link to PIN the recipe she re-pinned that morning.
5. Put a PIN IT Link on Facebook and Google+ Links
Remember that over 70% of people access your content from a phone so be sure to include a PIN IT link when you share to Facebook and Google+ (more Facebook than Google+). “This has been HUGELY popular with my readers. It makes it so they can pin right from their phone much more easily. Now if I forget they link they complain.” Kalyn also has rich pins, or recipe pins that pull information including the actual recipe, directly from her blog.
Bonus: Name your Boards after your Website Categories
Kalyn brands most of her board titles with Kalyn’s Kitchen and then the category. So for her Paleo recipes, she has Kalyn’s Kitchen Paleo as the board title. “I have a board for every category in my recipe archives (left sidebar) as well as every recipe label I use (see Recipe Labels for list of those).”
Kalyn says she spends approximately 5 hours a week pinning. Looking at her followers and the traffic Pinterest sends to her website, it’s a strategy that is working well!
Pinned on March 20, 2014
Pinterest is a powerful marketing tool. If you don’t believe me, click here and read all about it. Pinterest is probably the single most amazing Internet phenomenon (IMHO).
As you all know, Pinterest has everything from planning your future home to dressing your imaginary daughter. Pinterest has helped us come up with new ways to shop, dine, decorate, and even reinvent ourselves.
I will be graduating from college next month (you may not be able to see my enthusiasm through the screen, but I promise you, it’s here). I received a research grant last semester from my university to explore and better understand how the average consumer interacts with Pinterest.
I have since spent the last six months studying everything Pinterest. I have been researching blogs related to Pinterest, Internet user behavior, as well as the different kinds of pins that you see on Pinterest.
Some of my favorite blogs are Oh So Pinteresting, Six Sisters’ Stuff, NewspaperGirl, Pinnable Business, and HelloSociety‘s blog. The bulk of my research has been based on what the consumer’s interest is around a pin. Do the colors, backgrounds, and/or lighting influence a Pinterest consumer?
I have created a survey to advance my research and to better understand user behavior on Pinterest. The results of this survey are aimed at quantifying some of the hypotheses I have formulated through my research. I would really appreciate it if you took a few moments to help me by completing this survey. Thank you in advance!
Begin the survey by clicking the button below.
About the Author
Allison Devuyst is currently a Senior at BYU-Hawaii studying Hospitality and Tourism Management, with an emphasis in Marketing. She is a serial event organizer and aspiring Pinterest professional.
Pinned on August 7, 2013
Vision Critical came out with a study about how Pinterest users are influenced by the visual social network when they make in store purchases. The results of the study were published in the Harvard Business Review in the July/August 2013 issue.
Purchasers are Going Online to Shop Offline
Contrary to popular belief that a large majority of shoppers participate in what is termed as showrooming—going to a physical retail location looking for an item only to return home to order it online—the Vision Critical study found that 41% of social media users did the opposite.
These users would look at items online and then go to a retail store to make the purchase. A term that the study has called “reverse showrooming.”
This is good news for in store retailers wondering if being on Pinterest and social media is right for them. Here are some further stats to support a business’s decision to be “pin” active.
How Does Pinning, Repinning, or Liking Affect Sales?
Here are some other fascinating behaviors and thoughts that Pinterest users have before making in store purchases.
21% of Pinterest users reported that they bought an item in store store after pinning, repinning, or liking that item.
For those that were under 35, the percentage of Pinterest users who purchase jumps up dramatically to 36%.
Pinterest Plays a Key Role in the Discovery of New Products
How did shoppers, who had pinned an item before purchasing the item in store, originally discover the item?
This encompasses a total of 60% of people, who had pinned and later purchased an item, originally discovered the items on the Pinterest platform.
Pinterest shoppers are the most spontaneous out of the three major social networks, which include Twitter and Facebook.
Shoppers of the other two networks have a stronger tendency to spend time researching about a product before purchasing them.
This is why it’s important for brands (online and offline) to engage with their target audience and influencers to help drive sales. With over 70% of brand engagement generated by users of Pinterest, according to a study by Digitas and Curalate, and not by the brand itself, engagement with your target audience is never to be taken lightly.
In order to get more repins and pins a retail business needs to visually optimize their pins, not only on Pinterest, but also on their website.
Spontaneity Doesn’t Mean Quick to Purchase
When the study discusses spontaneity they are referring to the lack of influence that other social networks play in influencing a purchase. However, even though Pinterest has a strong influence in getting Pinterest users to purchase, they aren’t considered impulsive buyers.
Only 9% of Pinterest users who had pinned an item bought an item in store within 24 hours, this number rises to 10% if you account for both online and offline purchases. However, if we compare the impulsive buying of both online and offline purchases within 24 hours for Facebook and Twitter, it’s 29% and 20% respectively.
Pinning the Item Tips the Iceberg for a Purchase Decision
What can be surprising is the percentage of purchasers who didn’t have any intention of purchasing an item before pinning it, with 51% responding, “no” they were not already thinking of buying the item at the time of the pin.
With 49% of respondents saying that they already had the intention of buying the item before it was pinned.
For in store retailers, they now know that getting people to repin their content may lead to higher in store sales and flip the switch on customers who had no intention of buying a product from the brand to begin with. This spontaneous buying can lead to more brand loyalty, and a brand can position itself as a discovery tool for their target audience.
If a retail store is able to introduce new products that are right for their target audience, and creates repinnable content, then there’s some correlation that the purchase intent of people introduced to that new item will go up.
In another report by Vision Critical, from Social to Sale, they reported that 80% of users of Pinterest stated that “It’s useful for ideas and projects” and 75% reported that it’s easy to find things that interest me.
This means that Pinterst users are actively looking for pins and content that interest them. It’s the job of the retail store to understand what those topics and ideas of interest are to their customers and share them on Pinterest.
The Act of Pinning Influences Purchase Decisions
This question was also asked, “Did pinning the item influence your decision to buy it?”
That’s a whopping 79% that responded that pinning did influence their purchasing decision. Again, getting your customers to repin your content, and creating content that’s worth sharing helps sales for retailers.
Here are Actionable Insights to Take Away for Retail Businesses
Having customer insights in the way Pinterest users think are valuable for any in store business. How did Pinterest affect those that answered “yes” above?
In those statistics are some juicy pieces of information that a retail business can use to improve their pins to help increase retail sales.
Have the most popular pins offer information about the product, and describe the benefits of having it. Ensure that you also have information that provides where such products are available to buy and offer a direct link that provides the physical locations of where to buy the product in the description.
You can also see that Pinterest grabs the attention of people who were already planning to buy the product. By not using Pinterest, a retail store is missing out on easy sales, and it’s always easier to sell to an existing customer you have a relationship with than to acquire a new one.
Ensure that your board also offers incentives such as special promotions and deals or coupons. A good example to read up on is how Sony offered their Pin deals.
Have a board that’s just dedicated to that so that customers know right away where to look with no fuss. Include any restrictions you may have in the description so that they don’t get a nasty surprise when they go into the store.
Make it Easy for Customers to Buy From Your Store
Make it enticing for your customers to buy from you by creating wonderful visual content that they want to pin and share. Engage with other members of your target audience on Pinterest so that they are aware of your retail business and what the store offers.
And the more you can get customers to repin or pin your content, the more you’re increasing their purchase intent of buying a product from your store.
Here’s an infographic that gives a good outline of how Pinerest users go from the social network to in store purchase.
Vincent Ng is the president and chief blogger at MCNG Marketing, and the founder of the Pintalysis Marketing Blueprint. He is a fanatic about social media and digital marketing, and can often be found pinning creative ads on his Pinterest account. Feel free to follow him on Twitter @VincentNg or on Google+.
Pinned on June 25, 2013
Editor’s Note: This is a guest post from Andreea Ayers, author of Pinterest Advantage and blogger at www.LaunchGrowJoy.com.
Infographics are extremely popular, especially on visually-rich sites like Pinterest, where they have the ability to go viral extremely quickly. In October 2012, I decided to experiment with infographics by creating one titled “30 ways to promote your blog posts” and posted it to my blog.
I could have easily made a list of 30 ways to promote a blog post and published that list to my blog as a regular blog entry, but after coming across Piktochart and seeing how easy it was to use, I decided to create my own infographic. Piktochart is a web-based program that allows you to create infographic without any design skills or knowledge. There are many other programs out there like it, but I personally love their templates, which is why I decided to use it over its competitors.
After about two hours and a little bit of research, I had created my first infographic! (Click to see the full graphic).
In less than six months, that infographic has received well over 30,000 repins and that number continues to climb daily. Pinterest is the #1 referrer of traffic to LaunchGrowJoy.com!
Here are the 8 steps I followed to get over 30,000 repins
What is happening today
Even though I created that infographic over six months ago, it continues to drive more traffic to my website than any other factor, including Facebook.
The post with the infographic also got a lot of engagement. It has the most comments (over 170) of any post on my website. It also helps with SEO — when someone searches for “how to promote a blog,” my site is in the top three results on Google. This terms gets over 18,000 searches per month, so you can imagine the amount of traffic I’m getting just from this one post alone!
Overall, my infographic now appears on over 200,000 (yes, you read that right!) results in Google and it can be found on sites like Technorati, Bit Rebels, Wordtracker, Marketing Land, Marketing Tech Blog, PR Daily, ePundit and The SITS Girls.
And, most importantly, it’s given me the credibility that I need to show my Pinterest Advantage clients and customers that you can get real results, get more traffic and increase your list (and sales) through Pinterest!
About the Author
Andreea works with entrepreneurs with a product line—jewelry, apparel, baby & kids products, home décor, stationery and paper goods, gifts, accessories, handmade and one-of-a-kind products, eco products and more and she helps them achieve their business dreams through her one-on-one and group coaching programs. She loves sharing everything she did to succeed in her businesses and to achieve six figure sales in TWO businesses within their first year! She is also the author and creator of Pinterest Advantage, the most comprehensive course out there on using Pinterest to grow your business. She currently blogs at www.LaunchGrowJoy.com
Pinned on May 21, 2013
About a year and a half ago I had never heard of blogging, then I found Pinterest. Pinterest was love at first sight for me. The endless amount of images were candy to my eyes. Even more exciting for me were the blogs that I was introduced to. The concept of learning and sharing through other sites was exciting and endlessly fun for me. After my discovery I decided I needed a way to keep track of all my projects so I thought a blog would be a great place to start doing that. One thing lead to another and the blog Chaotically Creative grew. And boy, did it grow quickly. How you ask? Well because of Pinterest of course.
We had several great features by other big bloggers which sent our blog traffic and legitimized our writing. However, the number one reason why we have had such a highly trafficked blog so quickly was due to our referrals from Pinterest. Several of our most popular pins went “viral” like the one that inspired our product, the Fix A Bra.
Our post Underwire Bra Repair in 10 Seconds or Less was such a simple idea. One day I noticed an annoying situation, one I had felt many times before in the middle of my chest. I realized yet again my underwire was protruding through my bra. For several reasons, one including the fact that I have anxiety when shopping, prevented me from going out to buy another bra. So I tried a quick fix. I patched the area with moleskin adhesive foot pads.
I told my Mom how well it worked and she convinced me to write about it. Although I thought it would be crazy to put pictures of my bra online I took the risk and did it. We had many reactions to this post, and here are just a few of them:
Readers from around the world have written us and commented on our blog about how much they love our “ moleskin bra fix.” They have called us geniuses, said things like “why didn’t I think of that?” and the ever popular “I wish I would have known about this 30 bras ago!”
I realize when something gets a lot of positive attention it is usually followed by some negative attention as well. But hey, “all press is good press,” right. Our Pin was featured in an article titled, When Pinterest Goes Wrong: The Best Of The Worst Pins
The irony of that feature was the fact that the author’s followers were not impressed that my pin was featured on that list and jumped to “its defense” and mine as well.
We’ve also had a person de-face the pin and re-pin it to Pinterest with a comment stating “if you’re bra is breaking you’re wearing the wrong size.” Along came comments on our blog ranging from readers accusing women of ruining their bras due to being lazy non-hand washers and more. To this date the debate continues.
After writing our post I have seen it featured on many sites. Recently the writers on WIKI-How have now legitimized our blog post with mention of our product as well. Giving full credit to the originality of the idea to Chaotically Creative.
So are you dying to know how many times this little post has been re-pinned? Before I let you in on that number I want to explain that this is not the only pin that we have had that has been pinned thousands of times. We’ve also been able to get a lot of re-pins without a lot of followers. We only have a little over 3,000 followers. The images to Underwire Bra Repair in 10 Seconds or Less have been re-pinned over 325,581 times. Now that’s a big number I know, but keep in mind that the post was written on July 5, 2012.
It feels so awesome that so many people re-pin our images but does any of that matter if they don’t even come to our site? I guess it really wouldn’t. But they do. Mom and I started blogging February 14, 2012. Since then 1,188,252 unique visitors have come to our site. 707,579 have come directly from Pinterest, our number 1 source of referrals. The underwire bra post has had 1,266,831 unique page views since the day it was written.
It took 3 days to realize we had a really good pin. Even more we realized we had written about something that no one else had ever written about. After one week I decided that if so many women were having these issues with their underwires then this was a problem that needed to be solved with more than just a DIY fix. I immediately searched the internet to insure that I was not impeding on someone else’s patent or rights. When I saw that there was no one out there with my exact product idea I started contacting manufacturers and our product the Fix A Bra was in the works. That’s two weeks after we wrote the post and analyzed the data gained from Pinterest.
Mom’s post Washing Windows Like A Pro has pinned 56,000 times and has been viewed over 188,000 times. What was so original about this post you ask? Well although some people knew the secrets the Pro window washers were using no one had ever written about it to our knowledge or much less had ever pinned it. It’s easy. If you write about something that no one has ever seen before then people will come and read about it. New and ORIGINAL content is key.
Readers want to read about things that relate to their lives. Either something that they can do, something that relates to them directly, or something that solves problems and solves them easily. The more relatable the better. The easier the better. The shorter the better. Get my point? My 3 most successful pins have 3 things in common; short, easy and relatable to the masses.
When I presented my Bra Fix to my Mom I did not intend on showing it to anyone else. I was very determined to keep our blog free of anything but home decor and decorating. I also didn’t know how readers would feel about seeing images of a bra on our “family” friendly sight. Was this going to take our blog a whole new direction?
I mention in the Underwire Bra Post that I didn’t want to go shopping with my kids and that’s what spurred the DIY fix. However part of the reason I did not want to go shopping was because of the anxiety I deal with on a daily basis. I decide to come clean and write a post about coping with anxiety. This was something I had always wanted to share but feared doing so. That post has been Pinned 13,000. Thank goodness I let go of the fear and wrote this post.
Without a doubt an amazing pin needs great pictures. I truly feel that if we wouldn’t have taken the extra time and thought to take great pictures and create captions on those pictures they would not have pinned as well.
At this point I feel my story is still writing itself and I can’t wait to see what more happens with my “Pin” and my “Product”. Just a few weeks ago I was at the park talking to some other Moms I had just met. We were all telling each other about our businesses. Ironically, as I spoke about how I developed my product from my pin, one mom began to laugh. I asked her what was so funny. She said, “I am wearing your bra fix right now as we speak.” She then went on to explain that she actually had an underwire breakthrough and used the Pinterest search feature to find a fix.
As you can see there is no doubt that Pinterest has made my blog what it is today. It has been the main source for analyzing what my readers want and how they want that information delivered. I’m excited to see what else I can Pin and how followers will respond to that content in the future.
My passion has always been to create and design. I must confess that if you let me in your home I will be rearranging your furniture…. in my head of course. I always look for ways to make Chaotic spaces feel more calm and organized. With a background in Early Childhood Development and Self Taught DIY and Design, finding ways to calm everyday chaos is what I do.
Chaotically Creative is exactly what we are! Our life is like yours, full of chaos and we attempt to do whatever we can to make it a little bit more calm through DIY, Decor, and Design.
Pinned on May 15, 2013
For those with cash to spend and a product line that fits with Pinterest, reaching influencers can pay off. This Pinterest marketing example from Internet Retailer is a case study in how it can be done.
Online store Bourbon & Boots worked with Pinterest marketing firm HelloSociety who paid tastemakers in their network to pin from the retailers site. The campaign cost around $95,000 for 2 campaigns. Tastemakers are pinners with 200,000 to 10 million followers. They selected those who fit the merchant’s profile and sent them to the site to pin products they liked.
Bourbon & Boots had a goal to increase their email list. Pins drove people to a page with an invitation to sign up for their email list. In what we find most interesting, they rewarded pinners for results, not just to pin. Tastemakers got paid a certain dollar amount per e-mail address they get for the retailer. The campaign generated positive ROI for the retailer.
[tbpquotable]Why online retailer Bourbon & Boots moved 75% of their Facebook ad spend to #Pinterest. http://buff.ly/10jbxqM[/tbpquotable]
Note how the site itself is very visual and each product has buttons to pin. One of the more popular necklaces on the site got over 149k pins!
“Bourbon & Boots launched in Feb. 2012 and brought in around $500,000 in total sales last year.” In 2013 it has already hit $900,000. They have over 8,200 followers on Pinterest.
Had success with positive ROI on your Pinterest marketing campaign? We’d love to hear your story – please contact us or comment below.
Pinned on December 17, 2012
Christmas is close and while it might be getting late for this year, it’s not too early to think about next year.
Here are some of our favorite Christmas campaigns on Pinterest:
1. The Gap Pin to Win your Holiday Wish List Contest.
The Gap is giving out $50 gift cards to lucky pinners. The contest is being run from a Facebook app and promoted on their Facebook page. You can pin any of their clothes from the app and enter to win. The app tracks what’s being pinned and to announce each winner, Gap will comment on the winner’s pin.
Naughty: Restricting pins to what the brand wants rather than letting people pin anything they like from the site (but it makes it easier to track).
Nice: Pin it buttons right in the app (under each selection) make it super easy to enter and it’s why this one is a favorite.
2. Anthropologie’s It’s a Wrap
Many businesses create Christmas wish lists on their blog or website, why not take it another step and create a board out of it? This list of 13 things the tech tools marketers can’t live without would make a fun board.
Whatever you do, come up with a clever angle. Macy’s board, called Be Santa has a lot of followers but it’s all product and every description has the words: BUY NOW!!! Notice that there are almost no repins or likes. While we don’t know if this has led to sales, it’s too much of a hard sell for our tastes.
Don’t just pin your products, look for themes that your audience will respond to. Find a unique angle. Clothing retailer Anthropologie did that with their It’s a Wrap board. It’s full of ideas for wrapping presents and has hundreds of repins. They also have a Wish It, Win It contest and several Christmas-themed boards. They’re the first boards on the page right now (be sure to edit your boards to highlight the most relevant first).
Need more inspiration? Here you go.
3. 12 Days of Capitol One Christmas
This campaign is another twist on the Pin to Win and it’s from a credit card company. There is a new board created each day for 12 days. You click on the pin that has the day on it and are taken to their site to enter to win a gift card. With the thought and graphics that went into this one, it’s one of our favorites this year. They’ve carried the theme on their Facebook page (with a cover photo and updates about the contest).
Have you seen any outstanding Pinterset marketing campaigns centered around the holiday theme? Please share in the comments!
Pinned on December 7, 2012
Deseret Book (an LDS/Mormon bookstore that sells books and gifts) recently launched their 3rd contest on Pinterest. Retailers know Christmas is a huge time for buying gifts, and with social media, sharing what you plan to buy with others.
Pinterest allows us to be more than a bookstore, we can highlight our gifts.
How the Pin Wish Contest works: to enter, you follow Deseret Book on Pinterest. Then you pin at least 10 products from their store to your board. You need to tag your pins with their hashtag and then email your entry in.
Prizes: 5 $100 Deseret Book gift cards.
How the Pinterest contest was promoted: Facebook is the primary tool Deseret Book uses to drive people to Pinterest. There is not a Facebook tab for Pinterest on their page, but they add links to pins in their posts. They do a good job of reminding people to participate. There are “pin it” buttons on product pages once you get to the site (although we suggest moving them closer to the images).
One tip is to always post the image manually and link to the pins rather than posting to Facebook when you add the pin. It looks much better.
Contest graphic (on Facebook):
I asked Mike Jensen, Deseret Book’s director of communications, about how they got started, what participation was like, and the Pinterest tools they use (we were pleased that the main tool they use is PinAlerts).
Mike says he decided to get more involved in Pinterest after seeing that it was in the top 15 sites that referred traffic to their website. Pinterest sends around 30k visits per year to their site. He wanted to see if they could increase that number with a Pinterest strategy.
When it comes to getting pins and repins, being one of the first to put something timely, and that their target market cares about, is key. For Deseret Book, that means pinning images that are popular with members of the LDS church. This might include leaders of the church participating in popular culture, or producing images with inspiring quotes from the church’s worldwide conferences. They both find popular images to post and create original images. Also, they’re community-minded and pin other people’s images, not just their own.
The biggest benefit of a Pinterest contest is to gain new followers. We’ve seen that for many businesses, entries are not that high. Perhaps some of the issue is for the prize, this contest requires too much work. We wonder if there would be more entries if all people only had to do to enter is repin one product and tag it. Keeping the barrier to enter low is important if getting more entries is your goal.
Entering the contest is really an incentive for people already on Pinterest to help you build followers and pins. The number of entries for their contests so far isn’t that high (around 50). Instead, the contest gives people a reason to follow Deseret Book and pin their products. When they do this, their friends see and some of them follow or pin too. This has worked well – they have gotten about 500 new followers in just a week since launching the contest.
One tip that Michael shared is that gift purchases are affected by seeing Deseret Book products in context. They want to see how their products can be used in the home. They want new ideas. For example, a craft blogger showed how a pretty dessert bowl could be made into an inexpensive gift (under $10 each). Instead of a just a bowl, it’s a cute planter for a small plant. See My Craft Channel for the video and more ideas. The planter would also be pretty on an end table or in a Christmas tablescape.
Deseret Book could take this further. We hope a future contest will encourage their fans to find creative uses for their products (and give some examples, such as the one above). Showing your products in context can be so much more effective than just a simple product photo from your website.
In fact, their boards could be more like RodWorks – showing how to use their products in your home. Here’s an example of how a simple home decor idea from a blog, went crazy on Pinterest, led to sales and launched an online store. We heard of this case study and planned to use it in our upcoming book on Pinterest contests, however, it was shared at a conference and got on VentureBeat.
If your business centers around gifts, Christmas is the ideal time to promote them on Pinterest. Take some tips from Deseret Book and RodWorks and let us know if you’re seeing a bit more red this year.