*Do a Fake Protest*
A fake protest is a great way to get attention for your business because it
not only makes people aware of you, it also shows them that you have the
confidence in your products that other companies don’t. Make sure you and
your employees are loud and proud and you will definitely get the attention
of anyone within earshot of you.
If you have a flower company, you could have a fake protest against bad
lilies and show anyone who comes by exactly what great lilies look and
smell like. This will let them sample your products and will often get a
lot of people to come through your doors who might have otherwise not even
known that you existed.
*String Some Coupons on Trees*
Hanging coupons outside of businesses is a newer marketing technique, but
it is something that is sure to get the attention of anyone who walks in
front of your doors. People respond when they see something out of the
ordinary, and they definitely respond when they see a chance to save money.
A great thing about hanging coupons outside of your business is that you
can see for your own eyes which coupons interest people and which ones
don’t. This can help you to better market your company both online and
You may think of graffiti as a nuisance, but the fact is that you can use
green graffiti to get the word out about your company in your area. It’s
actually considered an environmentally friendly form of marketing because
you aren’t using up paper and the graffiti can be washed or cleaned off of
the streets and sidewalks.
A popular way to use graffiti marketing is to get a bunch of moss and
either design your logo or spell out your name where people will be able to
see it. It’s an inexpensive marketing strategy and is a great way to get
*Postering Still Works*
Postering has been around for a while now, but it’s picked up steam again,
thanks to a lot of clever posters that companies have come up with.
Basically, postering is when you make a poster that seems to say or offer
one thing, but it does it in a way that is both funny and makes people
A good way to implement this strategy is to have a question on your poster
that just about everyone in your target audience will understand. Then, you
wither need to make them laugh or want to take the time to get the “help”
they need by calling the number or going to the web address that is printed
on the poster.
*#1: Promote Holiday Products*
A great way to drive sales is to create boards where you pin holiday
products. This could be Christmas, Halloween, Thanksgiving, Hanukkah,
Mother’s Day or any other day that is of significance to your audience.
You can use Pinterest to show your audience that you’ve got what they need
The first thing you need to do is create a board based on that holiday and
label it with a board name, description and category.
After that, you can begin pinning relevant products from your website to
this board. You could also upload the images directly to Pinterest, but in
this case make sure the image leads to a landing page on your website where
people can make a purchase.
Write a good description to let readers know how they can use your product
during this holiday. You can also add the price.
Rearrange your holiday-themed boards so that they’re at the top of your
profile page during the appropriate season so they stand out (and don’t
forget to add a good cover image).
You could also add a board widget to your website to help promote the board.
[image: Christmas gifts for her Argos board]
Like Argos, promote your products for festive occasions.
A good example of a holiday board is Christmas Gifts for Her, which can be
found on Argos’ (a UK home and general goods retailer) Pinterest brand page.
On this board, you’ll find pins of products from their website for
Christmas, along with detailed descriptions and labels, which all
ultimately lead to a landing page to buy the item. This is a great way to
market their products on Pinterest.
Check out the board to see how well it’s been done.
*#2: Group Products Around a Theme*
Another creative way of using your Pinterest brand page is to promote your
products using a theme. This could be a theme around colors, designs,
materials, ingredients, locations or anything else that’s interesting and
can be categorized.
After you choose a theme, create several boards based on that theme.
For example, if you choose the color theme, create several boards where you
plan to pin products of different colors. Label them accordingly, with
different color names and arrange them side by side, so users know that the
boards collectively form a theme.
Once you have set up the boards correctly, start pinning products of that
color onto that board and add a good description (make sure you mention the
color here too). This is a creative way to market your business, as people
can easily find products of their favorite color.
This method is also good for search engine optimization (SEO), especially
when youmention the keyword (color) in the board title, board description
and pin description.
[image: Debenhams Pinterest brand page]
Displaying your products around a theme can increase engagement and drive
A company that is promoting its products around a theme on Pinterest is
Debenhams, a chain of stores in the UK.
On their Pinterest page, they have several boards labeled with names of
designers like John Rocha, Betty Jackson and Jenny Packham. They also have
each designer’s photo set as their board cover.
On this board they share clothes and accessories created by the designer.
Fans can visit that board to check out the creations of that designer
instead of visiting the website and browsing through hundreds of clothing
items and accessories. This can help generate traffic and increase sales.
You can also promote your products in a similar way. Just make sure you
choose a title under which you can group many of your products together.
And don’t hesitate to experiment with different methods and themes. If
something doesn’t work, you can always delete the boards and pins and
create new ones.
*#3: Highlight Your Popular Products*
People like popular products. When they know that a product is selling well
and everyone else is buying it, they want to get a hold of it before they
miss out. This is one of the reasons why there’s the Amazon bestseller list
and the option to look at the most popular products on online stores.
Once your products reach that list and are easily visible to your website
visitors, they are likely to sell even better.
You can take advantage of this same idea on Pinterest too and list your
most popular products.
First, create a board with a title and description to tell readers this is
where they can find your most popular products. After that, pin some images
of your most popular products here and add descriptions. You could also add
the rank of the product.
Make sure you write everything about the product—include the price, whether
the product is a limited edition and add a call to action asking users to
check out the product or buy it.
Also make sure you update the board regularly. Remove products no longer
available and replace them with hot new items.
Create a bestsellers or a top-sellers board and pin your most popular
products to it.Top 40 Best Sellers is a board on Gourmet Display’s
Pinterest brand page, where they pin 40 of their best-selling products for
food and beverage displays. This is a great way to further increase the
sales of these products.
The board has a good name and a well-written description, which instantly
tell you what the board contains. The pins have both an attractive image
and a good description and they lead to a page where the product can be
*#4: Generate Leads*
Another way to use your Pinterest page is to generate leads. First, create
some quality content (such as ebooks, white papers, reports, case studies,
etc.) that is gated with an opt-in form on a landing page.
Then add a short description about the content on the landing page along
with an attractive image that is also the cover image of your file. After
that, pin this image onto a board where you share your premium content.
Write a brief description about it with a call to action that asks people
to visit your website to sign up.
This will increase your landing page traffic and will help generate more
leads, which can be used to increase website and blog traffic and drive
sales later.[image: Top 40 best sellers gourmet display]
Using your brand page to generate leads can be easier than trying to push
An example is the Free Marketing Resources board on Team MarketingProfs’
brand page, where you will find pins of their free marketing resources.
Here, instead of directly marketing their services, MarketingProfs asks its
followers to download their marketing materials for free. Many of these
resources can only be accessed by providing an email address.
This is a great way to generate leads from potential customers who can be
marketed to later. It’s a lot easier than trying to get them to buy your
products or use your services right away.
*#5: Build an Audience and Then Sell*
The ultimate goal of your campaign is to generate leads and sales for your
services and products. In fact, it would be nice to start generating sales
as soon as you set up your brand page, but on Pinterest you want to take
your time doing this.
You need to build an audience first. And after you gain followers, you can
start promoting your products.
On Facebook and Twitter or other social networks where you share posts
every day, you might be able to promote your products more than once daily.
But on Pinterest, the best way to promote items is to create a dedicated
board where you pin the products you want to sell.
Remember, you want to pin your products only once because if you do it over
and over again, you’ll appear to be overpromoting yourself.
When you first pin one of your products, you want to get as many initial
likes, repins and comments as possible. This will add social proof to your
products, encourage users to check out the product and increase the
likelihood of more direct shares in the future.
So focus on building an audience first by sharing content regularly and
then pin your products to your page.
[image: Gracious Pantry cookbooks board]
Focusing on building an audience first will make it easy for you to drive
On The Gracious Pantry’s Pinterest brand page, you will find a board called
Gracious Pantry Cookbooks where Tiffany McCauley shares pins of her books.
Many of these pins have been repinned several times. The number of times
the book has been repinned and liked can be found right below the pin.
These numbers add social proof, encourage users to visit the site and repin
the cookbook right away. And when she pins something new to this board, she
will automatically get repins and likes because she has already built an
audience. The board currently has more than 15,000 followers.
So focus on building an audience first and share your products after you
have achieved this.
Una base de datos no tiene valor por sí sola: es un activo como cualquier
otro. Para una fábrica, el valor de una máquina no es su coste de
adquisición, sino el total de beneficios que aporta a lo largo del tiempo
de uso, menos el precio inicial amortizado y los gastos de mantenimiento.
Una base de datos es igualmente parte de nuestra maquinaria empresarial.
Su valor es igual a la ganancia potencial por el envío realizado a sus
integrantes, restando siempre los costes que conlleva el tiempo humano
dedicado, el envío en sí y el coste en términos de reputación. No hay que
infravalorar este último coste. Hace referencia al riesgo que supone que un
e-mail no llegue a un contacto interesado (coste de oportunidad de su
no-compra) por haber realizado envíos previos a destinatarios para los que
no son relevantes nuestros correos. La reputación del remitente, desde el
punto de vista de los antispam, está condicionada por las reacciones
(aperturas, clics, respuestas…) de los destinatarios. El desinterés, o
peor aún, la molestia que sienten algunos de esos destinatarios mancha la
reputación del cliente y hace bajar la tasa de entrega.
- Gestionar por separado a los que abren y hacen clic en nuestros correos
- Tirar a la basura todo lo que nos genera más costes que ganancias
Parece obvio seguir este proceso para cualquier otra actividad pero, en lo
que a bases de datos se refiere, suele ser una práctica inaceptable puesto
que existen frenos psicológicos equivocados.
*Frenos psicológicos que superar*
- El gusto irreprimible y sinsentido por la cantidad: parece más
“profesional”u2019 tener 15000 contactos que 50
- El dolor que genera tirar algo por lo que hemos pagado teniendo la
sensación de que puede generar ingresos (aunque cueste más de lo que nos
Limpiar una base de datos de emailing no solo es eliminar los rebotados,
sino también guardar solamente los contactos rentables para nuestra
empresa. Como consecuencia, recomiendo seguir los siguientes pasos para
reducir de forma eficiente nuestra base de datos:
1. Enviar la campaña: un mail personalizado para cada cliente que contenga
un trabajo editorial y una ergonomía adecuadas al objetivo concreto que
perseguimos, así como un
call-to-action eficaz, etc.
2. Reenviar unos días después el mismo correo a los contactos que no lo han
abierto con cambios destacables en el encabezado del mensaje (nombre,
asunto…) y/o en el momento (hora) del envío.
3. Reenviar semanas después otro mensaje a los que no abrieron los dos
primeros correos con un objetivo y un eje editorial distinto, por ejemplo
un mensaje de contenido informativo en lugar de un emailing comercial.
4. Mandar un mensaje directo a los que no han abierto ningún mensaje
pidiendo, de forma sencilla y directa, si quieren seguir recibiendo
nuestros e-mails, quizás proponiendo reducir la frecuencia de envío.
5. Eliminar los que cancelaron su suscripción (por supuesto) pero también
todos los contactos que no reaccionaron a ninguno de los envíos anteriores.
Este precepto debe ser un proceso continuo para controlar y optimizar
nuestra base de datos. Localizar a los destinatarios no reactivos nos
permitirá ir hacia bases más identificadas y relevantes; en definitiva, más
Articulo original* Puro Marketing*