Posts Tagged ‘Business’

Pinterest is still new enough for me to think not everything has been said, but “old” enough for it to make sense for marketers to take a look at it for their own brands. In Sweden it hasn’t really hit home yet, but in US most brands you would expect have already adopted Pinterest as a new channel.

Hubspot is a though leader in all things online marketing and I decided to write an “exective summary” of their Pinterest guide to help myself and hopefully you. Please note that the facts are from Hubspot, but that the wording and thoughts are my own, and therefor nothing Hubspot can be held accountable for.

The basics
The goals of Pinterest use is brand recognition, driving traffic , new leads
If you brand is design related it’s possibly even more important that you check it out.

Register your Pinterest account with the same email address you use for your Twitter account, to easily share your pints through Twitter too.

Choose your username and complete your profile information. Company name and logo is good to use, and don’t forget a link to your website.

Make sure not to hide your Pinterest profile from search engines. There is a choice to do so in the Settings, and it’s automatically set to off.

If you use a “Pin it” button on your pages, it’s easy for visitors to share your content. However, these are no-follow links, so they won’t affect your SEO. But will probably affect your website visits.

Since you will be curating content, make sure you’re citing the source of the pins. The picture will link back to the site you found it on and/or the pinner you pinned it from, so that should be easy enough 🙂

Create a few boards before you start to build your following, otherwise ppl won’t know why they should follow you or your board.

Cross-promote your pins through your website, blog, Facebook and Twitter etc But, as always, don’t overdo it

Create boards based on keywords in your SEO strategy, and make them GOOD! Basically this helps you position your brand as a thoughtleader in the field.

Don’t forget to measure impact with your analytics tool!

What pictures/topics/boards send more traffic than others?

Try to become the go-to pinner for a certain topic relating to your industry (remember those keywords)

Whenever possible, inclued links back to your website and LP’s in your pins. The combined impact from clicks and re-pins will give you some good traffic.

Use hashtags – preferably the same ones you use on Twitter (and Instagram)

Board ideas
Employees, with short bio
Executives ,with short bio, media mentions, interviews, etc
Images from your blogposts (around a specific subject)
Infographics (your own or those you find interesting)
Book covers (that you’ve written, around a subject dear to you etc)
Photos of smiling customers using your products
User generated board (host a contest)
Create a video gallery (yes, it’s possible!)
Behind the scenes (helps make your brand relatable and humanized – therefore interesting)

Lessons learned from other brands
It’s all about what you share, not necessarily what you sell
Think outside the box of how you typically use social media to market your brand
Follow Pinterest’s lifestyle credo & make your brand page personal for your fans
Even if your company isn’t exactly devoted to “pretty things”, it doesn’t mean you can’t be on Pinterest

I want it all
Download the Hubspot e-book for more juicy info on Pinterest for Business
and follow Hubspot on Twitter while you’re at it!


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This post is partially in Swedish, and I apologize for that. I’ll translate bits and pieces, but as you know, it’s never the same as the original. Nevertheless, I read a blog post that struck a cord with me – because it was well-written, but also because the issue currently is extremely relevant in my work life.

I’ll steal a picture from this blog post (in Swedish):

VarumÀrkesnivÄer (in Swedish)

Basically this picture, and the blog post is centered around not the identity of a brand, but the level on which the brand identity is attached. Either you have a brand connected to a Product (PR), a Category (KA), a Competence (KO) or an Attitude/Role (AR).

There is a connection between brand extension success and level of brand identity. If you want to do what Virgin does (music, airplanes, coke) you have to find your bottom line in your Attitude, your Role in the market.

I would like to think that many would thrive if they just got out of the Product-focus or even Category belonging and instead zeroed in on their core Competence to see in what other areas that would make them more money, more fame. Of course Coca-Cola as a product is doing pretty good on it’s own, but I don’t think anyone minded when Ikea started to sell food and build their own shopping centers. (Well, possibly some people did mind, but none of them collected the revenue).

A slightly different problem, and perhaps a cause of getting stuck in the Product/Category part of the pyramid is this:

Mycket av att skapa starka varumĂ€rken handlar om sĂ„nt som en del av oss betraktar som sjĂ€lvklarheter – konsumentnytta, tydlighet, konsekvens i alla led, öppenhet o.s.v.Men dĂ€remot helst inte om att försöka sammanfatta varumĂ€rket i nĂ„gra enkla “vĂ€rdeord” utan nĂ„gon som helst koppling till konsekvenser i Ă€ndrad attityd och Ă€ndrat beteende. Vi behöver modeller och systematik för att kunna förstĂ„ och tolka vĂ„r omvĂ€rld, men behöver samtidigt ocksĂ„ inse att enbart nĂ„gra enkla modeller eller vĂ€rdeord rĂ€cker inte för att skapa starka varumĂ€rken.

The comment is from this Swedish blog, and I’ll try to translation:

Creating strong brands has a lot to do with stuff that some of us sees as given – consumer benefit, distinctiveness, consequences in all aspects, openness etc. But preferably not to do with trying to summarize the brand in a couple of “brand values words” without any connection to consequences like a change in attitude or a change in behavior. We need models and systems to grasp and interpret our surroundings, but at the same time we need to realize that a couple of simple models or brand values won’t be enough to create those strong brands.

Said and done! Both the post and the comment above are written by Mats Rönne, and the blog post is addressing a “You”, a “You” that made Björn Alberts (author blog post 2, where Mats commented) ask – Who are “You”?

That You are me – and hopefully you (!) – and all the other people that want to care for the brand they work with, and that want to see it succeed. People that see a brand value stating “Innovative” and actually keep that in the back of their head throughout the workday. People that sees the “employee cult” of Ikea and Google as something working in favor of their brand. People that believe in “living the brand” and that would act as brand advocates out of their own will. Hell, even people that understand the business and take responsibility  but know zipp about branding will due 😉

However, “You” are not the people that sit in a seminar, come up with 3 words and then go back to doing business the way they’ve always done them. However those guys NEED You to help them!

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