Using Pinterest for Small Business

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MALE SPEAKER: So anywhere from the discovery inspiration stage to purchase. FEMALE SPEAKER: And so I understand lots of people would use Pinterest for private reasons. Personally, I simply cut about 20 inches away from my hair. I’ve multiple boards for short, curly hair. But how could somebody plan to use Pinterest differently as personal, versus business? MALE SPEAKER: I think it comes down seriously to motivation. For Pinners, they’re looking to find out cool things to do. And for partners, they want to be discovered for the reason that moment, so their products and service can be part of that plan. FEMALE SPEAKER: And we were checking in with the community.
And we know that there are some misconceptions out there about Pinterest. It began where people were like, oh, it’s only for women, or it’s for planning milestone events, like I’m going to have a Pinterest wedding. Is this true or false? MALE SPEAKER: If you think about Pinterest– we’ve 50 billion Pins on the website now. They’ve all been curated by people. Initially, it surely took off with ladies in the United States, but men is certainly one of our fastest growing demographics now. I think a year ago it grew 120%. And we’re also seeing really, really big growth internationally. I think 45% of our users now are internationally based. And when I take into account the use case for Pinterest– you mentioned the big life events. And it is greatly in regards to the future. But the long run could possibly be something as large as a wedding to what you’re going to do tonight, and maybe what you’ll cook for the family.
FEMALE SPEAKER: My husband has been actively pinning motorcycle things. He’s obsessed together with his Ducatis So we’ve got Ducati boards. So if I’m a small company owner and I’m starting from Pinterest, why is a good Pin? How would you add your products on Pinterest? MALE SPEAKER: And this Is a super important question. I think you can find three general categories. First is the image and the description, and the URL. So starting on the image, we recommend good quality, high resolution photos. We’ve also seen Pins where they add multiple photos.
And also the general best practices have a taller Pin. It just seems to do better. Probably one thing I’d add to that particular too would be to text overlay. It may help be informative for the user– for the Pinner that sees it and kind of catch their attention. Next is the description. So you want to have a great, long description that summarizes with regards to context for what this Pin would be to the business. But additionally, not just from discovery from the Pinner perspective, but for Pinterest, and how exactly we actually reveal that pin. We utilize the description. So that when people search for things, it will arrive either in the category, home feed, or a search. FEMALE SPEAKER: OK, so to sum that up, you want to actually utilize the tall Pin, because the tall Pins have a tendency to work better.
You intend to have one image, or multiple images associated with the Pin. You intend to add text overlay to the Pin. And then you want to be sure that, that description associated with the Pin has a robust amount of text, or keyword searches. MALE SPEAKER: Absolutely, that’s right. And I think the past piece is the euro. Every Pin links back once again to a certain website, and that’s where you could leverage that referral traffic from Pinterest. So making sure that, that URL is actionable is truly important. FEMALE SPEAKER: OK, good feedback. According to our research– well, it’s actually based on your research– we were researching a few of things that you researched. An average of, Pinners spend $50 per order.
This really is more than orders that come from Facebook and Twitter. How do I integrate Pinterest into my online shop, or my brick and mortar store? MALE SPEAKER: Yeah, that is clearly a great question. So just a couple of things I’d prefer to point out. I think 93% of Pinners are using Pinterest to make purchase decisions. And then we’ve seen that 87% of the Pinners are actually buying. So one section of it– FEMALE SPEAKER: I wish to slow you down. That’s an enormous number. So 87% of folks who are using Pinterest to find something will buy when they find something on Pinterest. MALE SPEAKER: Yeah, it’s amazing. And I think the question of integration is how will you understand that more. So the first thing is we’re moving into a beta with Pins. And we’re now offering conversion tracking, so you can easily know when a sale happened from the Pinterest referral.
The following one is we’re working together with companies like Shopify, who allow small businesses to possess online marketplaces. And we’re giving them kind of a two-way feedback loop where they could share data on traffic from Pinterest and sales. And lastly, we just rolled out buyable Pins. We’re super excited about that– can also be in beta. But it’s going to permit Pinners to buy directly from an online marketplace on Pinterest. FEMALE SPEAKER: So if I’m actually using buyable for somebody, let’s say, is on the phone, and they view a buyable Pin– they could actually complete the purchase through the Pin. MALE SPEAKER: That’s right. So 80% of our users are using Pinterest on mobile. FEMALE SPEAKER: I wish to prevent you right here.

So this is really interesting. A couple months ago we actually sat down with Harvey from Shopify, and we learned how small businesses might use Shopify as their E-commerce platform. And so now we’re seeing how Shopify is integrating with social networking through Pinterest. MALE SPEAKER: Absolutely. They’re a large partner with us. And we’ve seen really great results for small businesses partnering with them. FEMALE SPEAKER: Fantastic. OK, you talked about buyable Pins only a little bit. Let’s dive in. What is the buyable Pin? MALE SPEAKER: Yeah, and I just mentioned 80% of our users are utilizing Pinterest mobily. And traditionally, historically conversion rates and sales happening from online stores on mobile have been pretty bad.
So the concept was to produce a created for mobile frictionless checkout process on Pinterest. And I believe the cool part about this is we’re not considering charging the merchant almost any transaction fee. So we’re pretty excited about that, yeah. FEMALE SPEAKER: That’s amazing. MALE SPEAKER: It’s going to be really exciting. We’re in the beta phase. And we’ve a slick band of partners testing it out right now. But we do anticipate rolling it out in the near future. FEMALE SPEAKER: That is fantastic news for everyone who’s buying better mobile E-commerce experience.
Because I know, I’ve talked about this on Hangouts when I go to a site that’s not mobile optimized, or I can’t complete the order on the phone– I basically then have to remember. I may be out and about, and now, I’ve to keep in mind to return to my computer and actually complete the purchase. And how many individuals fall off? MALE SPEAKER: A lot. FEMALE SPEAKER: OK, so buyable Pins, understand that guys. And we talk a lot about how small businesses can use the material that individuals discuss here and different platforms, different services, and whatnot.
I’m wondering in your travels at Pinterest, can you give us any examples on which small businesses have done that’s interesting with Pinterest? MALE SPEAKER: Yeah, definitely. So there’s a couple small businesses which come to mind. The very first one is Artifact Uprising. So they’re a mobile app that creates custom photo books. And they jumped on Pinterest, started creating really great content that actually resonated with users. I didn’t think of it as a use case on Pinterest initially. Nevertheless they found a method to get really creative making use of their Pins, text overlay, speaing frankly about memories, really capturing that inspirational and saving perspective of Pinterest.
It certainly shot to popularity, really got great user engagement. They did so well, they actually recently got purchased by way of a big photo app company, [INAUDIBLE]. So, yeah, it really was interesting. And then, I’d say the next one is [INAUDIBLE]. She was a graduate student and was paying a lot, picking up a huge engagement with users who have been liking her content, that was accessories and jewelry. And she decided, hey, maybe I should actually start a business behind this. And she did, and they truly became very successful. And it was all based off insights she was getting from Pinterest. And then she eventually exposed a shop in the Pacific Northwest. I believe she even wrote a guide about this, so really cool. FEMALE SPEAKER: So she was using insights from Pinterest to find out what sort of jewelery she could create.
MALE SPEAKER: Absolutely. She saw just how much attraction it was getting on Pinterest. And she’s like, well, If there’s this many individuals engaged in this content, maybe I should just build a small business around it. FEMALE SPEAKER: It’s almost like your crowdsourcing the next great Idea, MALE SPEAKER: That’s right. FEMALE SPEAKER: That’s fantastic. MALE SPEAKER: That’s definitely the powers of interest. FEMALE SPEAKER: OK, ads. We all know everything online posseses an ad. But just how do ads on Pinterest work? MALE SPEAKER: So promoted Pins are like regular Pins, where you are able to pay to possess a potential consumer see them. We have various amount of targeting options where you are able to basically determine which Pinners might see your Pin in our home feed, categories, and search. And today you can pay either by way of a customer engagement, or a click to your website. So it depends, there, on which your marketing objectives are. So as I mentioned earlier, we’re beta there, but if you can, you can sign up for the wait list. And we’re bringing on businesses every day– more and more to test the platform. But we’ve seen some excellent leads to date.
FEMALE SPEAKER: I am being subject to lots of hair, clearly, on Pinterest. Everybody here makes fun of my [INAUDIBLE] on Pinterest. OK, so we realize that for small businesses, especially when they try something new, there’s always a concern that they’re going to create a mistake. What are some traditional mistakes that people make when they first sign up for Pinterest? MALE SPEAKER: Yeah, that’s a good question. I believe first thing we see is this misconception of being like an image upload site. In order to Pin directly from your website. So when you yourself have great images on your site, or products– you could simply take the Pin It button browser, and Pin directly onto Pinterest.

This really is great because as soon as your Pins are on Pinterest, they’ll obviously create a stream of traffic back for you. I do believe another piece is merely ensuring that you’ve a great actual URL. We mentioned mobile and how important that is as well. if you have a mobile optimized site, you only want to make certain the Pin links back once again to your website. FEMALE SPEAKER: It will be pretty poor user experience if somebody finds the Pin, and it doesn’t go where it’s designed to go. MALE SPEAKER: It’s a terrible experience, yeah. FEMALE SPEAKER: Yeah, frustrating. You mentioned before, analytics and conversion. And I do believe also for small businesses who’re just starting out, you’ll need a feedback loop. You’ll need to know– some of our folks don’t have any free time. So if their spending any moment at all to try out this new platform how can they know Pinterest is working? MALE SPEAKER: So I do believe for businesses, like I mentioned, it’s about being discovered. And that occurs in a number of ways. One is just a Repin when people aren’t saving, a Pin that they would like to try.
Another is just a click-through, where someone actually is clicking on the Pin back once again to your website. And then last is just a follower– where folks are following you because they’re thinking about your content. And how you would measure that is to Pinterest analytics. So in Pinterest analytics, you may get a read out on what your clips are doing, exactly how many Repins you’re getting, even insights on your audience. And then you need to use that to determine what’s working and do more of it. FEMALE SPEAKER: So there is analytics. Is that free? MALE SPEAKER: That’s free, absolutely free. FEMALE SPEAKER: And it’s built right to the platform. MALE SPEAKER: Yep, the thing you will need regarding analytics is verify your website and you’ll get analytics, so that we can inform you what’s happening from Pinterest to your website.
FEMALE SPEAKER: OK, I enjoy that. It’s a feedback loop. MALE SPEAKER: It truly is, yeah. A good example was [INAUDIBLE]. She was looking at that which was resonating on Pinterest, and she was actually planning her products to around that. And we actually see lots of businesses do that. FEMALE SPEAKER: And in many of the Hangouts that we’ve been having, we see that this feedback loop that drives product integration and whatnot, that’s what folks are primarily using and benefiting from social media. The more you hear from your customers, the more you can be making what they’re looking for.
MALE SPEAKER: Absolutely. And it offers you this ability to check and iterate on different things. So for different Pins which can be really taking off in the engagement on Pinterest, that is clearly a signal that you need to use to produce your company better. FEMALE SPEAKER: It always catches me off guard when someone who I have never met likes certainly one of my Pins. And it’s a little embarrassing because lots of them are here, or Christmas shopping. And it’s like, oh, somebody I don’t know likes my Pin. MALE SPEAKER: But it’s cool because lots of times those individuals might share similar interests with you. You’re not connected to people on what you realize them, but actually what your interests are. FEMALE SPEAKER: And now I recently found some other person who’s like-minded within their love of issues that I like. But that’s great.
It’s now the time whenever we were likely to take some questions from the community. I understand that we had a lot coming in. And the screen is– there we go. I also have an instant of fear that the screen is locked, and this whole thing is likely to be for nought. OK, we have a concern from Stephanie. “When will promoted pins open as much as more advertisers?” MALE SPEAKER: So at this time, in the event that you visit, you can sign up for the wait list. We’re bringing on advertisers each and every day, so I’d encourage you to complete that. I do believe with regards to when we’re going to attend general availability, or just open to the public– it’s likely to be sometime in 2016. But we’re really just testing at this time to make sure that whenever we roll it out to the broader number of businesses, that it’s the best it can be. FEMALE SPEAKER: Okay, that’s great. Roger– hi, Roger. Roger says, “I’m new to Pinterest. How should I get going? What are my first steps?” MALE SPEAKER: I do believe the first step will be signing up a business account, obviously.
A very important factor that we recommend to businesses to test as well, is to put a Pin It on the site. So that is really powerful because it encourages Pinners to Pin from your own website onto Pinterest. So you could, as a small business leverage your existing user base to drive more flow of traffic back once again to you. So they go to your website, they see the Pin It button. They’re encouraged to Pin on the Pinterest.

That Pin gets cycled through Pinterest and then drives traffic back once again to your site. FEMALE SPEAKER: So just how do they obtain the Pin It button? MALE SPEAKER: So go to your site. You can include a bit of code to your site, and it just marks up all of your images with a Pin It button. FEMALE SPEAKER: I note that everywhere, and it’s so great for me. MALE SPEAKER: Yeah, it’s really, really powerful. FEMALE SPEAKER: So Get the code for the Pin It button, and then use it your website. And then a Pin It button will automatically appear close to all your images. MALE SPEAKER: That’s right. FEMALE SPEAKER: OK, so that’s the first step. MALE SPEAKER: This is the first step. I do believe the next step is simply creating good Pins. So head to, Download our creative guide. And I mentioned some of them around the image and the description, and ensuring that the URL’s good.
But review that, and try out some Pins and see what works. You may find that some Pins and proxy you have really lose for customers, and that might be something which you should recreate to your company, and then make changes based on that. FEMALE SPEAKER: OK, so it’s, and you wish to download the creative guide. MALE SPEAKER: That’s right– best practices again. FEMALE SPEAKER: OK, we’ve another question from Kaitlin. Hi, Kaitlin. Kaitlin asks, “how will you recommend businesses leverage video within Pinterest? Are you experiencing any tips on the best way to optimize this experience?” This is a great question. MALE SPEAKER: Yeah, it’s a great question.
So I do believe video pins could be really powerful to tell a brand’s story, to do things like do it yourself, or they could do steps and walk-throughs. But I’d think of a video as being a Pin when it comes to what’s likely to resonate with the user and catch your attention. So, obviously, you wish to make sure that the image that the video’s on is good. But, also, you actually want to value your description. What Is this? And I do believe too, if you translate the description into what the video might be about– it’s likely to be something that’s informative.
And we’ve seen informative descriptions do perfectly with Pinners. FEMALE SPEAKER: So basically the written description related to the video will probably make the video more discoverable. And then a video ought to be informative, so that you’re actually likely to encourage somebody to commit action. MALE SPEAKER: That’s correct. FEMALE SPEAKER: I really had an appealing experience with this specific renovating my house. And I was doing my back deck, and we wanted to make use of papers. And I’d no idea what the procedure was. And I discovered a Pin close to a video. And so once I understood the whole process, I was actually able to hire the proper person for the job.
MALE SPEAKER: That’s amazing. FEMALE SPEAKER: Yeah, so I saw that in action. MALE SPEAKER: And in addition, it highlights too how our users utilize the Pins to save lots of things they wish to try, right? So you were collecting an image– a video Pin that you were likely to take action on later. So that’s really cool. FEMALE SPEAKER: Matesh, I do believe I’m pronouncing that right. If I’m not, I apologize. When will the platform open worldwide? MALE SPEAKER: So when it comes to just Pinterest generally speaking, we’re available to the world. 45% of our monthly active users are international. In terms of ads. We’re still taking care of rolling out, like I said, to the broader United States. And once we accomplish that, we’ll probably be following suit internationally pretty soon as well. FEMALE SPEAKER: How about buyable Pins? Are they available everywhere? MALE SPEAKER: Buyable Pins, at this time, are only US based. And they are just through a few partners that individuals have. But once we open it, we’ll probably execute a US rollout, and then go on to international base set as well. FEMALE SPEAKER: Okay, that’s great. We have plenty of questions. It seems like everybody in the neighborhood really wants to find out about Pinterest, which can be awesome.
Robert, hi, Robert. Robert asks, “should I put a link to my website on every Pin?” MALE SPEAKER: Absolutely. And I’d say, take it an action further– not only a connect to your website. If the Pin is a product, or perhaps a service that you’re offering, have it go right to that. It’ll really assistance with the conversion ready for selling something. The Pin are going from the Pin to your site, to the proper product. FEMALE SPEAKER: OK, so rather than just saying here is a Pin, and I’m going to place the URL as your home page of my website. Then you’re asking individuals to take that next step. The URL ought to be exactly where in fact the Pin is aligned with. MALE SPEAKER: That’s right. FEMALE SPEAKER: OK, great. We have another question from Theresa. Hi, Theresa. “What’re different ways I can target my customer with promoted Pins?” MALE SPEAKER: So at this time we do it via gender geolocation.

You certainly can do [INAUDIBLE] as well. So along with that, we offer the capacity to target through terms. So you’ll pick different keywords, or terms that allow you to reach the best audience. And proper we serve that Pin, we serve it in the home feed searching categories. FEMALE SPEAKER: OK, so it’s age, gender, geolocation for targeting. And then the destination is the house feed– and what was the final one? MALE SPEAKER: Home feed, search, or categories. FEMALE SPEAKER: Home feed, search, or categories. MALE SPEAKER: That’s right. FEMALE SPEAKER: OK, perfect. Thanks, Theresa. Next question is from Felicia. “Is there certain forms of products that do better on Pinterest, versus others?” MALE SPEAKER: Yeah, good question. I think what we found is we’re continually surprised on which does well on Pinterest. Lots of it’s finding out ways to generate really visually inspiring content. We’ve seen anywhere from banks leveraging statements on here’s the top 10 ways to retire rich– fraud, to samples of people doing home decor in really niche markets, such as an Italian chair that I could not want to buy.
But it does really well on Pinterest. And I think that’s the power of it. You can really find and connect with an audience in numerous niches. And sometimes it would surprise you what does well. But a lot of it comes down seriously to what exactly we mentioned about having a great compelling pin with a great description, and then linking back once again to the best place. FEMALE SPEAKER: Well, we’ve observed it, but the taste of the people on the internet are so varied. And Pinterest is there at the discovery phase. And so, if anybody is trying to find anything there ought to be a Pin to solve for that search.
MALE SPEAKER: That’s what we hope. FEMALE SPEAKER: We have yet another question from Kyle. Hi, Kyle. “How can I take advantage of Pinterest to achieve my mostly male target audience?” MALE SPEAKER: That is clearly a great question. So I think there are a growing quantity of males on the site today, as I mentioned. Oahu is the fastest growing demographic on Pinterest. And I think, depending on which your product or services, you only have to find content that could be compelling to males And that comes through, kind of trying out and seeing what might resonate with the male user.
It’s hard to say without knowing what the company is related to. But when I take advantage of Pinterest personally, I look for things that I’m interested in. And should they appear, I will engage using them, follow that business, click through on the business. And I think we’ve a great male user base now, that you certainly can do that. FEMALE SPEAKER: I see my husband.
So I mentioned the Ducati example before. But my husband in addition has started gardening. Within our backyard, we’ve these three huge gardening beds right now. And he’s constantly pinning gardening things. And so that’s not traditionally male, female, or whatnot. So I believe there’s just no end to chance for what you could be pinning. MALE SPEAKER: That’s right. FEMALE SPEAKER: We have another question from Peter. Hi, Peter. “Is there an effective way to make use of Pinterest for a site, like dentistry, for instance?” MALE SPEAKER: Yeah, absolutely. I think whenever you take into account the discovery experience for people, sometimes they do not know just what they’re trying to find in their area. And our search has gotten to the stage now where we’ve got a search, we can be really specific about things in numerous locations and whatnot. So if you’re offering services like legal services, dental services, medical services, it’s going ahead down seriously to a Pin that catches someone’s eye. And if they’re doing a local search, we can actually serve them that.
FEMALE SPEAKER: I really could even think, if I’m a dentist– I think that Peter’s a dentist. I really could maybe upload a video Pin with the proper solution to teach your kids how to brush your teeth. And then include in the description that individuals are a family group dentistry. And the video is a value add, however it suggests that you’re going to a spot where they value your family. MALE SPEAKER: 100%. And I think too, guys keeping a bright white smile, things such as that, That resonates with users. When they see things, when they’re informative, and give them additional information. They get worked up about it. They’ll save it, and they’ll discover you. FEMALE SPEAKER: That’s fantastic. Oh, wait, we’ve another question. Hi, Katie. “Any ideas for niche content sites to benefit on Pinterest?” MALE SPEAKER: Yeah, I think niche content sites are what make Pinterest great.
When I look at my home feed, I don’t see a lot of large brands there. I see a lot of niche content that I’m personally interested in. So I think it’s only getting before your audience with something that’s compelling for them which will buy them worked up about you. And they’re going to discover you through search, or following other people that have similar interests. So it is about, at that point, trying out what Pins are going to resonate with this audience. FEMALE SPEAKER: And what’s your chosen niche content? MALE SPEAKER: My personal favorite niche content on Pinterest is sculpting. FEMALE SPEAKER: Sculpting? MALE SPEAKER: Yeah, I love to sculpt. And I’ve gotten into this little community on sculpting on Pinterest, And it’s amazing how rich it is. FEMALE SPEAKER: And if you were, let’s say, a small company owner who owns, let’s say, a art supply store.

That’s something as possible gravitate towards. MALE SPEAKER: Absolutely. After all, you may realize that there’s this really thriving, blossoming community of sculptors. And you possibly can make Pins that resonate together, but in addition give information regarding your store so people can discover you. FEMALE SPEAKER: Well, that’s constantly we’ve for the questions for the community. You did really well. I understand that, that has been fast and furious. We do desire to ask you an additional question. One of the things we do is actually to encapsulate precisely what we’ve talked about. So if I’m a small business owner and I would like to get started with Pinterest tomorrow, what’re the most truly effective three things I should take away from this Hangout? MALE SPEAKER: Well, I believe I would say first– that is general advice. You obviously want to get, with your limited time, the one thing that’s planning to supply you with the biggest bang for the buck. I believe, with that said, finding a Pin It button on your site can be that. It leverages your existing traffic base to Pin from your site onto Pinterest, that may drive traffic back. That’s one. I believe, then, using analytics to know how your content’s performing– to obtain those insights to accomplish more of what’s working.
And I would say the past piece is merely look at the mobile experience. Traditionally, across the internet right now, things are moving more mobile. And there’s lots of great sites, like Shopify, that permit you to do some great mobile optimizations. But whenever you consider that checkout experience, if you’re selling things especially, it’s good to take into account mobile. FEMALE SPEAKER: OK, so those three things were Pin It button– which we talked about– how you obtain that, mobile experience.

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