How Not to Waste Time and Money on Pinterest

JoryDesJardins
Jory Des Jardins President, Strategic Alliances, BlogHer

Posted on September 24th 2013

How Not to Waste Time and Money on Pinterest

In early 2012, all of us at BlogHer saw that Pinterest was becoming a powerhouse tool for the blogs in the BlogHer Publishing Network. A short time after our bloggers had adopted it, Pinterest supplanted Facebook and Twitter and became the leading source of traffic from social referrals.

BlogHer’s 2012 “Women and Social Media Study” further corroborated our belief that Pinterest was a game-changer. Our audience reported that it far outweighed Facebook as a platform that inspired purchase. Now in 2013, our network growth on Pinterest has reached 22 million followers a month. It is clear that Pinterest is much more than pretty pictures.

For consumers seeking inspiration for everything from decorating a kid’s room to choosing a new hairstyle (my first searches), Pinterest quickly became irreplaceable. But what can Pinterest do for the brand that wants to get in on the action and reach highly influential women online? And how can brands partner with female digital influencers on this remarkable platform?

We set out to learn the answer. For the past year, BlogHer has actively built branded campaigns with Power Pinners, leveraging their content and influence to help tell brand stories. And this summer, we partnered with Ahalogy, a full-service optimization technology built for Pinterest, to further augment our success. Our program pinpoints a brand's need on this platform and then provides a custom solution addressing the right content, pinning timing and frequency, and optimization, to create a brand's most successful Pinterest strategy.

The insights we gained from this partnership have provided the basis of our Pinterest Master Class — a series of three videos equaling an hour of content -- all focused on getting the most out of Pinterest. We want to share the expertise we’ve developed with digital influencers — and with brands — who want to learn how to better leverage the enthusiasm of the powerful female consumer for this digital marketing space. 

Pinterest Master Class

In the first segment, we make the case for brand marketers for why they need to prioritize Pinterest in their marketing strategy. I sit down with Ahalogy Co-Founder Bob Gilbreath to look at Pinterest from the marketer’s perspective. Because so little in the way of Pinterest best practices is widely known, many brands apply a search-engine or Facebook marketing strategy to their Pinterest program, avoid Pinterest, or worse spend time and money doing things that ultimately won’t make an impact. But if you know how Pinterest compares to other platforms and how to build its proper role in your marketing strategy, you could have the wind of millions of influencers at your back.

In segment two, we get down to brass tacks, looking tactically at what works on Pinterest, what doesn’t work, and what works sort of but could be done much better. Spoiler alert: "Pin It to Win It" contests are not as useful as you might think. It's all about the re-pins baby! And, even more important than a perfectly curated board is having an ongoing stream of relevant content to pin from--Pinterest truly is all about the content. It's the primary currency for establishing your brand using this tool.

BlogHer Pinterest Master Class

In the final segment, I explore best practices from the lens of Power Pinner Jill Nystul of One Good Thing by Jillee. Jill is what I call a “Pinterest Native.” She started blogging at the same time as she started pinning, meaning she didn’t have what we blogging natives might consider a bit of a retrofitting moment with our content, where we had to start thinking differently about how we posted. To Jill, posting is pinning, and everything she does is optimized for Pinterest. Just some simple shifts in thinking can help you generate considerable traction.

We are at a pivotal moment in the life of Pinterest--one similar to when Facebook marketing started to take hold with brands, and much like it's predecessor, blog marketing--when interest and test budgets are surrounding it, and the marketing community is trying to find the best way in. Hopefully, our Master Class will show you some inroads.

JoryDesJardins

Jory Des Jardins

President, Strategic Alliances, BlogHer

Jory Des Jardins co-founded BlogHer, Inc. in 2005 with Elisa Camahort Page and Lisa Stone, and serves as the company’s President of Strategic Alliances and lead evangelist to top revenue partners. With Jory’s leadership, BlogHer has developed its own distinctive brand of strategic partnership, helping to facilitate constructive dialogue between some of the world’s major brands and women who are social media leaders and their readers.
BlogHer, Inc. was named among the AlwaysOn OnMedia Top 100 for 2010-2013, as one of America’s Most Promising Start-ups by BusinessWeek, and as Innovator Of The Year by InfusionSoft. BlogHer’s flagship site, BlogHer.com, was named one of the Top 100 Websites for Women by Forbes for 2010-2012.


Together, BlogHer’s co-founders were in the Ernst & Young Winning Women Class of 2011, have been named among the most influential women in Web 2.0 and technology by Fast Company, and among the seven most powerful people in new media by Forbes Magazine. In 2011, they were jointly awarded the PepsiCo Women’s Inspiration Award and in 2008, the Anita Borg Institute Social Impact Award.


Jory is BlogHer’s representative on the Interactive Advertising Bureau (IAB) Board of Directors and serves on the advisory board of start-ups FeedBlitz and Juno Baby. Jory also serves on the Board of Directors for two non-profit organizations, The Coach initiative and Mothers and More.


Prior to co-founding BlogHer, Jory helped high-technology start-ups Pluck and Rojo develop the models to launch successful blog syndication initiatives and served as producer while Third Age transitioned from traditional web destination to a network of bloggers. Jory also worked in print media at Penguin Books, The New York Times Syndicate, and Time, Inc. She moved to digital media in 1999, working at a new media startup, and has been digital ever since.

 

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Comments

Very interesting course!  I'll definitely check it out.  It is so easy for small businesses to get wrapped up in the hottest trends and the social network making the news.  It's far more important to focus on the networks that work for your business.  If your audience is female and you have a product to sell, Pinterest is a no-brainer.  Great post. You bring up very good points. 

Sounds very promising, Jory! I love Pinterest and recommend it my every client as it's got so much potential if executed well. Plus I've been analysing Pinterest links for a while and can reveal that they're 'DoFollow' again! Another reason to get on Pinterest.

Based on the data and latest research I've put together 21 ideas , optimisation tips and free tools that will help get the most out of Pinterest.

http://www.koozai.com/blog/social-media/optimisation-tips-and-tools-for-...

I would love to hear your expert opinion, Jory. 

 

Thanks for this course, I will definitelly check it out.

It's far more important to focus on the networks that work for your business

I am excited to learn more about your Pinterest Master class and your strategy in using Pinterest to build brand awareness. Very intersting article. Thanks.