Summary: Going Viral On Pinterest on #SEOchat with @colbyalmond

Guest: Colby Almond. @colbyalmond is the Director of Pinterest Marketing for @97thfloor. He has five years of experience in the viral marketing space and has worked with clients like Adobe, Allstate, & Mozy.

In your opinion, can Pinterest be a viable marketing strategy for all types of businesses? Why or why not?

For most business, yes. Especially in the fashion, entertainment, and home improvement areas. There are still many areas that could drastically benefit from marketing there, however, there hasn’t been a first mover. Being that the demographics are largely females with a combined income of 100K+, any product catering to them will do well.

@MikeNicklas1: What’s your favorote tools for working remotely with a team?
@colbyalmond: Right now a mixture of phone conversations, base camp, and good ole hard work. Communication is key.

@rjonesx: What about industries like travel, which dont exactly deal in tangible products?
@colbyalmond: The travel industry is a very profitable area that has yet to be exploited. I would absolutely get into that industry.
@mitchmonsen: Seems to me that Pinterest would be excellent for highlighting area-centric photography. Great visual appeal.
@shuey03: Like a beach in san diego or even disneyland
@AlanBleiweiss: Travel would do well on Pinterest b/c u can create visual storyline 2 attract clicks.

@kmullett: Almost any service that gives you an audience with your core audience with the potential of relationships “may” work.
@scott_dodge: If you’re creating stuff using software, of course. Think “before and after” images for something like photoshop.
@shuey03: Do you think you could drive software sales off of pinterest?
@kmullett: It would be a challenge I would accept. lol I think it would be less direct, but cheat sheets, infographics, vids.
@colbyalmond: There is a large “Geek” and “Tech” category that is really undeserved. Right now it’s being spammed with crap.

@lyena: Pinning URLs does not make sense to me. Stick to pictures.
@AlanBleiweiss: Totally agree. pinning URLs fails at the instant visual value of Pinterest.
@kmullett: Share as image (formerly pin a quote) allows pinning text from tweets (for example) which link back to the tweet.
@wrestlingandy: True… I prefer putting links in the photos description. makes more sense to me.
@lyena: Still, why do I want to see a quote? Pictures linking to a blog post are ok.
@kmullett: Well the great thing is, if you don’t want to you don’t have to. I love quotes and so do some others.
@lyena: True. I guess, the best way to go about it is to start testing.
@kmullett: That is exactly what I did. People started repining them so, well I guess they like it. lol.

What types of content seem to get the most pickup and drive the most traffic and why?

Content that is creative and never been seen before. If it’s useful and relative to the client it will be shared. If it applies to the client’s site it increases the chances of conversions and the relevancy of links you will receive.

Here’s an example of an instructo created in March. I haven’t touch it since launch: http://imgur.com/Cyruu , 1K+ daily.

@shuey03: What about different types of content? examples: infographics, product images, instructographics, etc?
@colbyalmond: I tend to stick to instructographics. It is the most successful and once it goes viral, it keeps giving.
@kmullett: Typography, print examples, site designs, I mean…anything that is visual could be repined. Huge craft circles obviously.

@shuey03: Now did you coin the term instructographic?
@colbyalmond: Yes, it came to me back in Feb when I realized I was no longer making true “infographics”. Something new had to be coined. While infographics were still mildly successful, it took a different type of content to go viral on Pinterest.
@AlanBleiweiss: Instructographics are brilliant. by nature, they’d have much longer shelf life than infographics. Instructographics r ideal 4 svc companies. become known as experts in a “blah” industry.

Where do you start when brainstorming content ideas for a Pinterest campaign?

I honestly get inspiration from anywhere. The DIY network on TV, other social networks, flea markets, anywhere honestly. If it’s something clever and creative, I ask myself how to build it and go from there.

There are a couple of services launching in the month, however, that allow you to effectively monitor your competitors. Beg for an invite to @pinterly . It’s pretty awesome. I have tested Pinerly and it is going to be a game changer when it’s launched.

@97thfloor will also be launching a service in June to help monitor.

I would also have to say http://www.curalate.com/ is pretty cool as well if anyone has had a chance to check that out.

@scott_dodge: Do you ever do Pinterest outreach, or does awesome content kind of take care of itself?
@colbyalmond: No outreach on my part. Awesome content takes care of itself.

@MikeNicklas1: Besides Pinterest what other venues do you prefer to share infographics on?
@colbyalmond: Stumbleupon, Reddit, and blogs are still effective as always.

@kmullett: Just like blogging, answer the questions you frequently get asked and create things that are popular or unique.

@shuey03: Do you do any competitive analysis to help come up with ideas?
@colbyalmond: At this point in the game most businesses are first movers. If it’s gone viral on Pinterest, I’ve known about it.

@mitchmonsen: Speaking of competition, do you actively police instructographic embeds that don’t send traffic to the intended site?
@colbyalmond: I monitor the popular boards daily for stolen graphics of mine. I kindly ask they adjust the URL, they usually do.

@AlanBleiweiss: Is it true that 97% of pinterest users are women?
@colbyalmond: That’s dropped to about 75% as of this month I believe. The males are making an impact and that needs to be noted.

Once you have your content, when and how should you submit it to maximize visibility?

Any time not during working hours. Sunday nights and weekday nights have become the new “go time” for me. Think of when users, East and West coast are most likely to be relaxing and on the internet. Pictures being EVERYWHERE makes it harder to hide from bosses.

Space it out 6 hours. Pin to different categories. Pin different URLs when possible. Keep track of them in Excel. Your goal should be getting to the “categoriy” sections. That’s where the traffic and repins are, if not, it dies.

@scott_dodge: Do you ever use any of the male-focused Pinterest clones (such as Gentlemint) for your work?
@colbyalmond: No, but that is a great idea. Similarly, Craft Gawker is a great place to launch female focused pieces of content.

What are some KPIs that you monitor to track the success of a Pinterest campaign?

Right now simple Google Analytics and conversions. If Pinterest marketing is perfect, conversions will explode.

This is from a client that has done 3 months on Pinterest. The performance speaks for itself: http://imgur.com/GZ51T . I think a lot has to do with the boost in organic rankings you receive from the links and social side of Pinterest. As Matt Cutts continues to evolve, so should the quality of our content. Pinterest is the perfect avenue to launch content.

Pinterest is still young, just be sure to get in before it’s too late. There’s too many benefits in the network not to.

@kmullett: I am kind of digging http://mapinterest.com/ of all the clones, though gentlemint, sinterest, and other knock offs are funny.

@scott_dodge: Do you ever relaunch content that was extremely successful on Pinterest to social bookmarking sites using the context that it was extremely successful on Pinterest? i.e. the title of the submission being “This infoG got 20k repins”?
@colbyalmond_dodge: Yes. As the site keeps growing, more and more users haven’t seen old SUCCESSFUL content. REPIN ALL THE THINGS!

Comments

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