Table of Contents
Foreword xiii
Acknowledgments xvii
Introduction xix
10 Reasons to Market Your Business with Pinterest xx
How This Book Works xxi
Bonus Material xxiii
Part 1 The Power of Pinterest
Chapter 1 The Astounding Interest in Pinterest 3
What's in a Pin? 4
How People Are Benefiting from Pinterest 5
Pinterest and Your Small Business 7
Here's How It Works 7
What's Next? 13
Chapter 2 Supermodels 15
ModCloth 16
BurdaStyle 19
Lil Blue Boo 21
Chapter 3 A New Way of Networking 25
The Birth of a Dream: Ben Silbermann's Story 26
Dream Building 101 27
A New Form of Discovery 30
The Pin-nacle of Discovery-Referral Traffic 31
Chapter 4 A Personal Story 33
An Aspiring Eight-Year-Old 34
The Birth of a Business 34
The Journey of Liberty Jane Clothing 35
A Funny Thing Happened 36
Lessons We Learned 38
Part 2 Pinterest for Marketers
Chapter 5 Basic Functions and Beginner Best Bets 41
Some Terminology 41
The Basics 42
The Power of a Profile 44
Basic Pinboard and Pin Functions 47
Pinning Photos from Your Computer 48
Advanced Pinboarding 49
In Summary 52
Chapter 6 Pinning for Maximum Success 53
You Are What You Pin 54
Eight Keys to Becoming a Trusted Resource 56
The Three Ps of Becoming a Trusted Resource 59
Curating and Creating Killer Content 59
The Three Ps of Killer Content 64
Copyright Issues 65
Part 3 Leveraging the Power of Pinterest
Chapter 7 Strategies for Social Contagion 69
Who Are You? 70
The Social Cycle 71
Maximizing the Social Elements of Pinterest 73
Keeping Track of Social Traffic 75
The Three Ps of the Pinterest Social Cycle 78
Chapter 8 Weaving Pinterest into Your Social Media Marketing 79
Tailoring Your Social Media Mix 80
A Social Media Smorgasbord 81
Tying in a Blog and Newsletter 84
One Step at a Time 85
Weaving It All Together 85
The Three Ps of Social Media 89
Chapter 9 Pin Tips and Contests 91
It's Midnight on Wednesday. It Must Be Time to Pin! 92
Optimal Frequency and Quantity of Pinning 94
Links to Last 96
Contests 98
The Three Ps of Putting on Contests 102
Chapter 10 Driving and Growing Pinterest Traffic 103
Pins with Punch 104
The Three Ps of Pins with Punch 109
Driving Traffic to Your Pinterest Profile 109
The Three Ps of Driving Traffic to Pinterest 112
Spam 112
Chapter 11 Real-Time Blogger Success Stories 115
Liz Marie Galvan 116
Courtney Slazinik 119
Dana Willard 124
Part 4 Pinterest Selling Strategies
Chapter 12 Pinterest and the New Era of Social Commerce 129
The Evolution of Buying and Selling Online 130
The Pinterest Edge 132
The Gifts Page 132
Selling Directly from Your Pinboards 133
Seven Selling Rules 135
The Three Ps of Social Commerce and Pinterest 136
Chapter 13 Pinterest for Selling Services and Other Intangibles 137
Jane and Jenny and eMeals.com 138
Maryann Rizzo 139
Roberta Isleib 141
The Intangible Edge 143
Five Types of Emotional Energy 143
Business-to-Business Sales for Intangibles 146
The Three Ps of Selling Services and Intangibles on Pinterest 148
Chapter 14 Incorporating eBay, Amazon, and Etsy 149
The eBay Angle 150
Pinterest and eBay 150
The Three Ps of Pinterest and eBay 152
Pinterest and Amazon 153
The Three Ps of Pinterest and Amazon 154
Pinterest and Etsy 154
Etsy Pros and Cons in Relation to Pinterest 155
The Pinterest-Etsy Combination 157
The Three Ps of Pinterest and Etsy 158
Chapter 15 Monetization Strategies for Pinterest 159
Monetization Basics 160
The Four Product Revenue Structures 161
Measure, Monitor, Manage 161
Selling Your Products from Your Website 162
Selling Your Products on a Third-Party Platform 163
Selling Information Products 164
Selling Services 166
Selling Subscriptions and Continuity Products 167
Selling Advertising 167
Sell Your Website or Business 168
Case Study 168
The Three Ps of Monetization Strategies 169
Chapter 16 Marketing Campaigns for Pinterest 171
Nurture Campaigns 172
Sales Campaigns 172
The Three Ps of Nurture and Sales Campaigns 173
E-mail Marketing Campaigns 174
Myth Busting 174
Managing Your E-mail List 175
Building Your E-mail List 175
E-mail Marketing and Pinterest 178
Best Practices 179
The Three Ps of E-mail Marketing for Pinterest 181
Part 5 No Product? No Problem
Chapter 17 Pinterest and the World of Nonprofits 185
Who's Using Pinterest 186
Opportunities Within Your Assets 186
Staff on the Ground 187
Into Harm's Way 188
Controversial Conversations 188
Fund-Raising 189
Finding New Followers 190
Case Study-charity: water 192
Seven Keys to Pinterest for Nonprofits 193
Chapter 18 Influencing Your Community with Pinterest 195
Similarities and Differences with Business Tactics 196
Where to Start 197
Churches 198
High Schools and College Planning 200
Local Sports Teams 202
Community and Government Organizations 202
A Community Marketing Campaign 203
The Three Ps of Influencing Your Community with Pinterest 204
Chapter 19 Marketing and Technology Resources 207
Image-Editing Tools 208
Free Traffic Analysis Tools 210
Curalate 212
Google Chrome Browser Extensions 213
Pop-Up E-mail Capture Tool 215
Webinars 215
Lead-Capturing Landing Pages 216
General Resources 216
Notes 217
Index 221
