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Revolutionizing E-Commerce with Pinterest with Lauren Petrullo | Perpetual Traffic EP 561
23 ideas de marketing sacadas de «Revolutionizing E-Commerce with Pinterest with Lauren Petrullo | Perpetual Traffic EP 561», de Perpetual Traffic. Sobre…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 47 min
- Publicada en 2024
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Adaptar las secuencias de onboarding por email para prospectos provenientes de Pinterest
Retención y relación con el clienteCapturar el origen del lead mediante un campo oculto en el formulario permite ajustar la secuencia de onboarding para usuarios de Pinterest, reconociendo que están en una fase temprana de planificación de proyectos y logrando así una mayor tasa de clics en los correos.
can put in a hidden form field and know what the referral source is we have been measuring how much more content is consumed specifically on the click-through rate on those emails because we make a slight switch in our onboarding series when the referral source is Pinterest because we assume that they're higher top of funnel and in a bigger planning stage than All That Jazz so we have a slight tweak and we just have a higher clickthrough rate on that referral source for lead magnets than others and we can only
Escúchalo en el minuto 43:29
Transformación de posts exitosos de Facebook en pines visuales mediante IA
Estrategia de contenidosExportar las publicaciones con mayor engagement de Facebook y procesar sus textos con modelos generativos de IA permite producir en minutos imágenes optimizadas para Pinterest a partir de ganchos y mensajes previamente validados.
Facebook group posts and Facebook allows you to export your post there's a little export all posts button in Facebook export all your posts and then you can organize your posts you can sort them descending according to engagement and so you can take your highest engaged engagement um and it's this is now a CSV file uh but these posts in Facebook are bring those into chat GPT and then you write a prompt and you get chat GPT to pimp each one of those out as a dolly your highest performing Facebook posts and then with AI turn those into Pinterest fodder in like 20 minutes for
Escúchalo en el minuto 28:09
Usar Pinterest Trends como indicador adelantado para planificar contenidos y anuncios
Estrategia de contenidosLas tendencias y volúmenes de búsqueda en Pinterest suelen anticiparse semanas o meses a su adopción masiva en otras plataformas. Monitorear Pinterest Trends y sus reportes predictivos permite identificar patrones estéticos, picos estacionales y demanda de nuevos productos con suficiente tiempo para adaptar el calendario editorial, las creatividades publicitarias y el catálogo comercial.
by just going straight to trends. it's a free website and it allows you to figure out what is up coming and what the demand is for like they're they're laying it out on a silver platter and saying hey this has the greatest trends. Pinterest to determine what to post next on the other social channels October is when Christmas is on fire for what is trending now on Pinterest is predictively going to Trend in the following weeks for what I really like about this is if I there's a theme or a pallet that's about to hit the you know hit the market why wouldn't you incorporate that into your ads you…
Escúchalo en el minuto 35:16
Investigación de palabras clave mediante el autocompletado nativo de Pinterest
Canales de adquisiciónPara optimizar contenidos en Pinterest sin pagar herramientas externas de SEO, basta con ingresar el término principal en la barra de búsqueda de la plataforma y utilizar los términos predictivos sugeridos textualmente en los títulos y descripciones.
keywords is massive and the way you can leverage those Pinterest keywords is not by paying 99 bucks plus a month for some keyword software but by going into Pinterest itself and typing in your main a program you're selling typing in the basic keyword and seeing what predictive terms come up in their search bar M so laziness is spending less than 10 seconds typing in what you're trying to promote into the search bar and being told Verbatim what you need to include in your title in your description that's
Escúchalo en el minuto 33:58
Riesgo de autoinflación de costes al sobreinvertir en audiencias reducidas
Canales de adquisiciónInvertir presupuestos publicitarios excesivos dentro de nichos pequeños o plataformas de menor inventario provoca que el anunciante puje contra sí mismo en la subasta, inflando artificialmente el coste publicitario y mermando la rentabilidad.
it self-imposed inflation you can actually spend so much in an ad platform that you increase the value of the inventory you're bidding on Fair I've who's in The Challenge space and if he goes after too small a need because he's so used to spending Millions marketing a single challenge he learned the hard way actually increase the value of that inventory because it's an auction yep and so he bids against himself effectively is how that ends up working
Escúchalo en el minuto 26:08
Investigación de mercado y clienteEl 85% de las personas que buscan soluciones o inician proyectos en Pinterest terminan realizando una compra, y planifican sus decisiones entre 6 y 9 semanas antes de ejecutarlas, permitiendo a las marcas posicionarse tempranamente en su consideración.
it's only 60% identify as women that use Pinterest so there's 40% that are not female that's mostly men that are using 85% of people that start a project are seek a solution are buying and the best part is like they're six to nine weeks ahead of where someone is in their decision cycle so especially if you're an Amazon brand seller you can get ahead chance to become one of the only considerations for a solution I would do
Escúchalo en el minuto 12:07
Reutilización de publicaciones de redes sociales en tableros de Pinterest para tráfico orgánico perenne
Estrategia de contenidosRepublicar el archivo histórico de publicaciones de Facebook e Instagram agrupadas en tableros de Pinterest permite captar cientos de miles de impresiones orgánicas a largo plazo, ya que la plataforma funciona como un motor de búsqueda visual donde el contenido mantiene tracción durante años.
use Pinterest yeah so uh being a visual search engine specifically um if you want to be lazy you can find success on word taking inventory of all of the past posts you've ever done on Facebook or in Instagram and then porting them over of the previous posts you or a VA created and upload them into Pinterest organize them into boards which are like playlists and let them be we have accounts that we see and I showed in the presentation that haven't been touched in five plus years still generating hundreds of thousands of views on repeat
Escúchalo en el minuto 26:58
Estrategia de 'teach-out' y cobertura dividida para maximizar conferencias en equipo
Estrategia y decisiones de negocioPara rentabilizar la inversión al enviar equipos a conferencias de marketing, se debe aplicar una estrategia de división para cubrir diferentes sesiones evitando redundancias, y programar sesiones internas posteriores ('teach-outs') donde los asistentes preparen presentaciones y enseñen los aprendizajes clave al resto de la organización.
M's YouTube one and I had my two team members taking notes like team meet fun half hour every week they're doing a teach out so they've built a presentation of everything that they learned from the event to teach others because they thought it was so have multiple people going to an event divide and conquer is the way to do it there two people sitting in the same session you know even if you have different takeaways it's just the redundancy when there's so much good
Escúchalo en el minuto 2:56
Vida útil del contenido en Pinterest frente a otras redes sociales
Estrategia de contenidosMientras que un tuit tiene una vida útil promedio de 18 minutos, una publicación de Facebook 4 horas y un post de Instagram unos 2 días, el contenido en Pinterest perdura entre 6 y 12 meses, maximizando el retorno por cada pieza creada.
understanding of uh lifetime Decay for social medias Pinterest stuff will last six to 12 months whereas like your Tweet lasts 18 minutes and your Facebook post lasts four hours and your Instagram post maybe last two days so the longevity of Pinterest and uh the amount of effort to obtain that longevity is minimal with maximum amount of return and that
Escúchalo en el minuto 10:02
Priorizar la consistencia diaria frente a publicaciones masivas esporádicas
Estrategia de contenidosPublicar un pin diario de forma consistente a lo largo de varias semanas es mucho más efectivo para el rendimiento del canal que publicar cientos de contenidos en un solo día y quedar inactivo durante semanas.
you want to make sure you're consistent because if you just start and post 200 today and then do nothing for six weeks you'll hurt yourself more than if you just post one a day for the next six weeks so the consistency thing is like
Escúchalo en el minuto 40:08
Presupuesto diario inicial recomendado para Pinterest Ads
Canales de adquisiciónAl iniciar campañas publicitarias en Pinterest, se recomienda comenzar con un presupuesto de al menos $50 USD al día para obtener datos representativos y eficiencia, evitando presupuestos mínimos como $7 USD diarios.
like you know $7 a day campaigns which I don't recommend anyone do I always recommend if when you start start with $50 a day but you know some people are
Escúchalo en el minuto 20:15
Canales de adquisiciónAl funcionar como una pizarra o tablero digital de planificación de proyectos, el usuario de Pinterest no consume contenido de forma pasiva, sino que entra directamente en la etapa media del embudo (MOFU), con una intención activa de búsqueda y compra.
explained Pinterest might be one of the you know undiscovered pools of high just that it's a desperate blue ocean seeking out content in a way that you their initiative is really high which makes sense because it's like a digital whiteboard right if somebody's on the Whiteboard they're they're effectively already middle of the funnel yeah okay
Escúchalo en el minuto 5:13
Canales de adquisiciónPinterest funciona como un motor de búsqueda visual indexable por Google y Bing; sus enlaces y pines proceden de dominios con autoridad (DA) superior a 90, lo que transfiere autoridad y genera tráfico orgánico fuera de la propia plataforma.
channels um well Pinterest is indexable so your contact gets ranked on Google so websites organic traffic for their websites domain Authority for ranking organic searches even off Pinter so that pictures are indexed because it's the largest visual search engine in the United States the content is indexed all those links are 90 plus domain blogs giving you that link juice and it's just so prolific from an SEO being searched but in Google in B and in all those other search engines so that
Escúchalo en el minuto 15:47
Ubicación estratégica de palabras clave en el ecosistema de Pinterest
Estrategia de contenidosDado que el tráfico en Pinterest proviene predominantemente del buscador, las palabras clave objetivo deben incorporarse de manera coordinada en el texto visual de la imagen, el título del pin, la descripción y los nombres de los tableros organizadores.
stronger the visuals the greater the performance um keywords are the like quintessential element of success because that's where most people will jazz but most of the traffic is going to come from keywords so leveraging keywords in all spaces possible like the the image the title and the description and even in times using it on the boards that you're just you're claiming them as like you're organizing them think of it different organizations of those pins go into a board leveraging Pinterest
Escúchalo en el minuto 33:18
Canales de adquisiciónPinterest opera como una plataforma no conversacional basada en palabras clave en lugar de un feed cronológico, eliminando la necesidad de responder comentarios, gestionar mensajes directos o construir comunidad activa.
search engine in social media you have its keyword-based it's keyword Rich so show up not in a chronological feed not like based off of when it was published but based off of the words that you're it's the most unsocial social platform you don't have to reply to comments you don't have to manage any DMS there's none of this community building that you need to do because they all are doing it themselves and they don't want you to
Escúchalo en el minuto 16:58
Métrica de validación para tráfico de embudo medio en Pinterest E-commerce
Medición y experimentosPara validar la efectividad de los anuncios de Pinterest en el medio del embudo (MOFU) en e-commerce, el evento y KPI principal a monitorear es el costo por 'añadir al carrito' (Add to Cart) y el valor de los carritos generados.
inside of Pinterest so paid for middle of the funnel I would just straight up go for ad to cart how many have indicated specifically for e-commerce yeah how many have indicated interest in funnel look at add cart you can see how much revenue they're adding to the cart you can see what your cost per add to card is and we don't have a client that has cheaper costs on other platforms especially for e-commerce right now um your ad to cart costs your Revenue in your cart all of those things side by side Pinterest is winning lower cost
Escúchalo en el minuto 22:11
Canales de adquisiciónA diferencia de las plataformas diseñadas para retener al usuario en consumo pasivo continuo, Pinterest opera con un comportamiento basado en la intención de búsqueda e inspiración de compra, facilitando la salida fluida de tráfico cualificado hacia tiendas y sitios web externos a través de sus enlaces directos.
just all links which is where it's so much value for your website's domain you're right it's not Doom scrolling it's in it's intent based like I can see how this would immediately result in a third click I'm on a store there you go and I'm clicking to the store through the feed instead of staying inside of Pinterest so anyway if Pinterest especially if you're in the Ecom space I'd strongly recommend it for
Escúchalo en el minuto 38:29
Canales de adquisiciónA diferencia de las redes sociales basadas en interrupción, Pinterest atrae a personas en fases tempranas de planificación activa de proyectos; actúa como canal de descubrimiento y tráfico (top/middle funnel), por lo que la conversión final depende enteramente de la web y sus imanes de prospectos.
have to have a website that'll do the sales for you because Pinterest isn't like the sales channel it's the market marketing place it's to bring an avalanche of traffic and then if you're because you get to get ahead of people that are planning and most lead magnets interruptive okay cool but Pinterest has the intention of starting projects and searching out Solutions so when you
Escúchalo en el minuto 42:49
Canales de adquisiciónFrente a la creencia habitual de que Pinterest es una red anticuada y exclusiva para nichos femeninos de bodas o decoración del hogar, la plataforma representa una fuente eficiente de tráfico de referencia con bajo esfuerzo relativo y un impacto duradero en el reconocimiento de marca y la adquisición de clientes y suscriptores.
Pinterest feels really outdated and everyone makes the assumption that Pinterest is only exclusively for women who are trying to plan weddings for redo their house and that's definitely not that Pinterest has the opportunity to bring you an avalanche of traffic and that there's a low amount of effort where there's still a high opportunity of long lasting impact for awareness to Pinterest but with your subscriber and customer acquisition from Pinterest as a referral
Escúchalo en el minuto 0:00
Poder adquisitivo e intención de compra de la audiencia en Pinterest
Investigación de mercado y clienteAproximadamente el 50% de los usuarios en Pinterest cuentan con ingresos anuales superiores a 100.000 dólares, y entre el 85% y el 90% de quienes investigan un proyecto o solución dentro de la plataforma terminan efectuando la compra o iniciando dicho proyecto.
but still Pinterest it's like half of their audien has over $100,000 a year of annual income and it's like 90% or 85% of people that you use Pinterest to research a project or a solution purchase or start that project so their
Escúchalo en el minuto 5:51
Investigación de mercado y clienteA diferencia de otras redes sociales basadas en el consumo pasivo de contenido, los usuarios de Pinterest utilizan la plataforma con una mentalidad de búsqueda activa orientada a resolver problemas, planificar proyectos y encontrar inspiración concreta para ejecutar.
formula is that um a lot of the people that are on Pinterest are not on other with the brands right you're not being told to stay on the platform you're connecting with other people specifically to figure out how to uh finish a project start a project project or find a solution so people feel safer on Pinterest because it's not something they're Doom scrolling it's not something that they're consuming nonstop it's a place where they're like whiteboarding and seeking out Solutions and they're being inspired to take action and do something in the world
Escúchalo en el minuto 32:29
Costo por mil impresiones (CPM) en Pinterest Ads
Canales de adquisiciónLos costos por mil impresiones (CPM) en Pinterest Ads se sitúan entre los $0.69 y $2.00 USD debido a que se basan en tráfico de búsqueda con intención y palabras clave.
keeping score is CPM it's like 69 cents to two bucks wow for a thousand Impressions and all of that is based on keywords which goes back to your intent based yeah in Tain based traffic so and
Escúchalo en el minuto 20:46
Canales de adquisiciónA diferencia de las redes sociales convencionales que penalizan la salida del usuario para maximizar el tiempo en la app, el algoritmo de Pinterest premia y da mayor visibilidad a los pines que inspiran al usuario a salir de la plataforma para ejecutar una compra o proyecto.
browsing as much as it is intent based intent-based traffic is worth so much more than the time Killers like intent accomplish they're in a frame of mind of that like taking action it's also rewarding within the algorithm because visibility to your pins organically or paid when you're inspiring someone to take action so it's not the like keep them on platform Pinterest literally wants them to leave so the more that they leave the more your visibility that it's like get off go start your project go make your purchase um and
Escúchalo en el minuto 17:59
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