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Acknowledgments xv PREFACE What Is Pinterest and Why Should You Care? xvii CHAPTER 1 On Your Mark, Get Set, Join 1 What Exactly Is a Pin? 2 What Information Does a Pin Contain? 4 Sign Me Up 4 A Tour of the Pinterest Interface 6 The Browsing Basics 9 CHAPTER 2 Create a Pinterest Profile That Rocks 11 Creating an Individual Profile 12 Creating a Business Profile 15 Update Your Profile Anytime 18 CHAPTER 3 Strategize First, Pin Second 21 Is Your Pinterest Mainly for Personal or Business Branding? 21 Who's Your Target Market? 23 What Are Your Marketing Goals? 27 CHAPTER 4 Build Boards That Are On Brand 29 14 Types of Business Boards Worth Creating 29 How to Create a Board 36 Naming Your Boards 37 Categorize Your Boards for Clarity 41 Go Solo or Invite Others to Play 42 Make Your Board Private 43 Describe Your Board 44 Basic Care and Feeding of Your Boards 44 CHAPTER 5 Become a Content Creator and Curator: Pinning and Repinning 47 What Should You Pin? 48 Seek and Ye Shall Find: Where to Get Great Pins 50 Shoot Your Own Images with a Smartphone 55 The Mechanics of Pinning 69 CHAPTER 6 Pin Etiquette and Optimization 63 Pin Purposefully 63 Add Descriptions 64 Pay Attention to Pin Placement 67 Consider Color Psychology When Pinning 68 Cross-Promote Your Pins with Other Social Media 69 Credit Original Sources 71 Respect Copyright 72 CHAPTER 7 Beyond Photos to Video, Podcasts, and Screencasting 75 Ten Types of Videos to Pin 75 Shoot Smart 81 Post Thoughtfully, Brand Carefully, and Track Results 83 Set Up Your Video to Drive Traffic Back to Your Site 85 Pin SlideShare Presentations 85 Pin Podcasts 86 CHAPTER 8 Make Your Website Pinterest Friendly 87 Give Every Page and Post a Featured Image 87 Meet Minimum Size Requirements 87 Add Text 88 Install the "Pin It" Button for Websites 88 Use a WordPress Plugin 90 Put Up a "Follow Me on Pinterest" Button 91 CHAPTER 9 Follow and Be Followed 93 Finding People and Brands to Follow 94 Building Up Your Pinterest Following 98 26,000 Followers in Three Days 102 CHAPTER 10 Engage with the Pinterest Community: Liking, Hashtags, Commenting, and Tagging 107 Liking 107 Hashtags 108 Commenting 109 Tagging 114 Engagement 2.0 114 Price Tags on Pins 117 Coupons 117 QR Codes 118 CHAPTER 11 Me, You, and We: Collaborative Pinning and Your Pinterest Strategy 121 Request Pins for a Specific Purpose 122 Do a Blitz Pinning Campaign 122 Hold a Pin Party 123 Share Resources, Ideas, and Opinions 124 Provide Content Guidelines 124 Join a Board 124 CHAPTER 12 Pinterest on the Go: Mobile 127 Navigating the Pinterest App 127 CHAPTER 13 Build Your Blog with Pinterest 131 Pinterest Inspires Content 131 Pinterest Can Drive New Readers to Your Blog 132 Cheat Sheet for Bloggers 134 Expand Your Blog Audience by Following Other Pinners 137 Create a Blog Think Tank 137 Network with Like-Minded Bloggers 138 Research the Hot Trends 138 Six Best Practices for Bloggers on Pinterest 138 CHAPTER 14 Your Profession on Pinterest: An A--Z Guide 141 Accountants 141 Actors and Other Performers 142 Architects and Interior Designers 143 Artists and Photographers 145 Authors 146 Coaches, Consultants, and Speakers 147 Contractors and Construction Companies 148 Dance, Theater, and Live Performance Companies 149 Doctors, Dentists, Therapists, and Medical Professionals 150 Filmmakers 151 Landscape Architects and Gardeners 153 Lawyers 153 Real Estate Agents 155 Retailers Online and Off 156 Teachers 157 Writers 158 Zoos 160 CHAPTER 15 Pin Your Way to New Work: Job Hunting and Client Acquisition 161 Create a Resume or Portfolio Board 161 Make a Mock Job Interview Video 162 Connect with Companies and Clients You Want to Work For 165 Plan out Your Pins 165 Pin with Panache 166 Maximize Your Descriptions 168 Keep Up with Career Experts 168 Put the Word Out 168 CHAPTER 16 Track Your Pinterest Performance 171 The Activity Tracker on Pinterest 171 Pinterest.com/source/yourURL 171 Google Analytics 172 PinReach 172 Curalate 172 Reachli 173 CHAPTER 17 In Conclusion: Your Parting Party Gifts, and What's Next? 175 Claim Your Pinterest Party Gifts Online 175 Please Stay in Touch 176 Connect with Me on Social Media 176 Pin This Book! 176 Rent My Brain(c) 176 Hire Me to Speak at Your Next Conference or Meeting 177 A Three-Step Process to Implement What You Have Learned 177 About the Author 179 Index 181
Karen Leland (Tiburon, CA) is the best-selling author of seven books and a freelance writer who has been published in Self, Woman's Day, Spirituality & Health, Entrepreneur, the Los Angeles Times, and others. The founder of Sterling Consulting and Marketing Group, her clients have included Apple Computer, American Express, Marriott Hotels, Johnson & Johnson and others. Leland is also a popular speaker for business groups including the Young Presidents' Organization, American Management Association and Direct Marketing Association. She is a frequent guest of the media and has been interviewed for her expertise by The New York Times, Fortune, Inc., Oprah, The Today Show, CNN, The Wall Street Journal, and others. Leland has also written extensively for the online market with featured articles in CNBC.com, All Business.com, Salon.com, The Huffington Post and PsychologyToday.com.
Every small business should read this book - not only because it will show you exactly how to use Pinterest to promote your business, but for the marketing and branding lessons Karen Leland has managed to weave throughout the book. Make Pinterest work as hard as you DO! -Berny Dohrmann, Founder, CEO Space, Bestselling Author, Redemption the Cooperation Revolution Ultimate Guide to Pinterest for Business provides the reader with a step-by-step approach and a clear path for maximizing communication in their business or profession. Karen's in-depth knowledge of social media, marketing, and branding are a bonus for anyone wanting to integrate Pinterest into their marketing mix. -Michelle Patterson, Executive Director, California Women's Conference Karen Leland's Ultimate Guide to Pinterest for Business is a gem! She has provided the must-have, must-read playbook for pinning in business. I've learned so many ideas, details and strategies that will impact and improve the Pinterest portion of my business and life. -Susan RoAne, Author, How To Work a Room and The Secrets of Savvy Networking WOW. This book is AMAZING! If you're ready to learn everything you need to know about successfully using Pinterest, then read and absorb the strategies in this brilliant book by Karen Leland! -James Malinchak, The World's #1 Big Money Speaker(R) Trainer & Coach featured on ABC's hit TV show, "Secret Millionaire," Founder, BigMoneySpeaker Can you make money using Pinterest? Absolutely! Karen Leland's new book shows you the exact steps to master the art of relationship marketing on Pinterest. Read this well-written, comprehensive book, and you'll be attracting and converting leads into paying customers in no time! -Mari Smith, Social Media Thought Leader, Author, The New Relationship Marketing, Co-author, Facebook Marketing: An Hour A Day Authoritative, accessible, and specific -- this guide is an invaluable resource. -Gretchen Rubin, Author, The Happiness Project Karen Leland has one of the best grasps on branding I've seen. Ultimate Guide to Pinterest for Business is more than just a book on using Pinterest for marketing, it's a handbook for anyone who wants to understand how to approach branding and social media in today's complex online world. -Olivia Fox Cabane, Author,The Charisma Myth: How Anyone Can Master the Art and Science of Personal Magnetism Karen is the behind-the-scenes secret for the success of many small business brands. Her take on Pinterest makes this a fascinating book with a roadmap on how to use this popular platform to increase community engagement, brand visibility, and sales. -Susan Harrow, Author, Sell Yourself Without Selling Your Soul Leland shows you exactly how to use this wildly popular tool to pull in more customers and boost our brand's visibility and credibility. -Kare Anderson, Author, Moving From Me to We, "Quotable and Connected" Columnist, Forbes and Huffington Post If you haven't figured out how to make Pinterest work to build your brand, business or platform, Karen Leland's book gives you the details you need to get results without wasting your time. Pinterest is a force to be reckoned with when you know what to do and how to do it, and Karen does both. -Mike Koenigs, CEO, Instant Customer