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MARKETING

11 Companies on Pinterest That Are Crushing It

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If you think Pinterest is just a place to find recipes and fine-tune wedding planning details, think again. With over 431 million users coming to Pinterest every month to look for inspiration, Pinterest is an effective platform for building your audience and getting your product in front of potential customers who are ready to buy.

According to a HubSpot Blogs survey of 310 marketing professionals, 39% of marketers said Pinterest generated a high return on investment.

With an effective Pinterest strategy in place, you can generate organic web traffic, create targeted ad campaigns to reach your ideal buyers, and sell directly from the platform. Gather inspiration from these brands who are yielding big results through Pinterest.

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Table of Contents:

  1. IKEA
  2. IT Cosmetics
  3. Jonas Paul Eyewear
  4. Michaels
  5. Primally Pure
  6. Mayvenn
  7. Samsung
  8. La Mer
  9. Lavendaire
  10. Golde
  11. The Good Trade

11 Best Brands on Pinterest

1. IKEA

What we like: IKEA’s innovative integration of its lead-generating quiz and Pinterest recommendations.

Companies on Pinterest: IKEA

IKEA is a globally-recognized brand with countless product options and configurations. Shopping for new furniture and houseware can be an overwhelming experience, and IKEA is reducing customer overwhelm through creative Pinterest marketing.

Potential customers can take IKEA’s Renocations quiz to unlock which IKEA items would best suit their home. At the end of the quiz, users are given a Pinterest board of IKEA products they make like, and can then pin the options to their personal boards for inspiration, or shop directly through Pinterest when they’re ready to buy.

IKEA's Pinterest Style Quiz

This approach works because many customers turn to Pinterest for decorating ideas and to save potential product finds in one place. The integration of product recommendations and pre-populated Pinterest boards is creative and solves a real need for customers who are looking to streamline the furniture buying process.

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2. IT Cosmetics

What we like: Savvy keyword targeting.

Companies on Pinterest: IT Cosmetics

According to Pinterest, 91% of beauty searches on the platform are unbranded. That means when users are typing beauty-related keywords in search, they aren’t searching for specific brands. Upon learning this statistic, IT Cosmetics implemented a keyword-first Pinterest strategy to reach users who were searching for CC cream on the platform.

This strategy gave the brand the opportunity to be found by users who were interested in learning more about CC cream and other cosmetic products but didn’t yet have loyalty to any specific brand.

IT Cosmetics Pinterest Idea Pins targeting the keyword CC cream

Looking through the IT Cosmetics Pinterest account, several pins are optimized to be found in CC cream-related. The brand’s Pinterest content shows its products in action through tutorial-based videos so users can see how the products work in real-time. This approach has helped IT Cosmetics expand its organic reach on Pinterest, and acquire new customers.

3. Jonas Paul Eyewear

What we like: Clear ideal customer identification.

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Companies on Pinterest: Jonas Paul Eyewear

Eyewear brand Jonas Paul makes affordable, on-trend frames for kids and teens. Knowing the ideal potential customers for the brand are parents looking for eyewear for their children, Jonas Paul creates organic and paid Pinterest content specifically for parents.

Implementing this strategy has helped the brand increase web traffic from Pinterest, resulting in higher order value than web visitors from other channels.

4. Michaels

What we like: Seasonal posts and use of Idea Pins.

Companies on Pinterest: Michaels

Pinterest is a great place to find inspiration for your next creative project, so it makes sense that craft store Michaels would perform well on the platform.

The Michaels Pinterest account has a variety of beautiful search-driven posts that are aligned with what users are searching for each season. Content pinned to the Michaels Pinterest account often features videos of seasonal craft projects directly linking to items that can be purchased from Michaels.

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The brand also runs keyword-focused holiday campaigns, targeting users who search for terms related to projects that can be executed with products from the store. In addition to driving online conversions, Michaels’ Pinterest efforts have also increased in-store traffic by 8%.

5. Primally Pure

What we like: Educational content to nurture new customers.

Companies on Pinterest: Primally Pure

Primally Pure is a natural beauty brand that makes non-toxic deodorant and body care products. The brand’s Pinterest account has been one of its key drivers of growth.

On Pinterest, the Primally Pure account is focused on holistic lifestyle education and captures users who want to learn more about skincare and the potential side-effects of conventional product options. With many pins leading back to the company blog where there are in-depth articles on various topics the brand’s ideal customer would be interested in, this inbound marketing approach is an effective way to build trust and educate an audience.

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6. Mayvenn

What we like: Video demonstrations of Mayvenn’s various products.

Companies on Pinterest: Mayvenn

Mayvenn sells affordable hair extensions and related products to hairstylists and salon owners. With this ideal customer in mind, Mayvenn’s Pinterest content has a variety of tutorial-based posts to show stylists how they can use Mayvenn’s products on their clients. In addition to tutorials, Mayvenn shares pins related to hairstyle inspiration that are easily searchable.

The brand also features photos of their products fully styled so users can see exactly how the potential hairstyle they want to create will look.

7. Samsung

What we like: Aspirational product content.

Companies on Pinterest: Samsung

Samsung is a global brand that makes a range of products, but on Pinterest, the brand’s home appliance account truly shines.

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Appliances and home inspiration are popular search topics on Pinterest, and Samsung has created an impressive brand account creating beautiful imagery with its products front and center. The brand stays at the forefront of Pinterest’s latest features using video and Idea Pins to showcase how its products work to users who are looking for pins to help them create their dream homes.

The Samsung Home Pinterest account also has boards related to key home-related search topics such as “How to Clean” and “Kitchen Ideas.” The content on these boards consists of organic and user-generated pins that subtly feature Samsung’s products.

8. La Mer

What we like: Cohesive brand identity and Pinterest-exclusive products.

Companies on Pinterest: La Mer

Luxury skincare brand La Mer is known for having high-end products that are often deemed celebrity favorites. The brand leverages Pinterest as a key part of its marketing strategy.

Not only are the visuals on the La Mer account cohesive, but the brand has found creative ways to generate new business through Pinterest. La Mer launched a video ad campaign to showcase the benefits of its products. Users who engaged with the ads were sent product samples to increase engagement and customer reviews.

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In addition to its ad strategy and sampling campaign, La Mer has created product sets that are exclusively available through Pinterest, enticing users who discover the brand through Pinterest to make a purchase that isn’t available anywhere else.

9. Lavendaire

What we like: Natural-looking videos showing the company’s products in use.

Companies on Pinterest: Lavendaire

Lavendaire is a personal development brand that sells journals and apparel. The Lavendaire Pinterest account organically garners three million monthly views to drive traffic to the brand’s products and other content channels.

A particular area where Lavendaire shines on Pinterest is through the creation of Idea Pins. The Idea Pins feature is a primary focus area for Pinterest, and the Lavendaire brand frequently shares new Idea Pins showcasing the company’s journaling products.

With journaling being a high-traffic search term on Pinterest, pins shared by Lavendaire are optimized to show up in journaling-related search results helping Pinterest users find and connect with the brand and community.

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10. Golde

What we like: Colorful visuals, and recipe-based content.

Companies on Pinterest: Golde

Wellness superfood brand Golde has an impressive Pinterest account that features its product line in a variety of ways. The account has video posts that are beautifully shot and feature Golde products used in recipes and tutorials.

In each of the brand’s educational and recipe videos, the pin is linked directly to the product featured helping the brand drive sales from users who are looking for recipe inspiration and new creative ways to use products such as matcha and cacao.

11. The Good Trade

What we like: Organic traffic generation.

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Companies on Pinterest: The Good Trade

The Good Trade is an online publication that covers topics related to sustainability and slow living. The company’s Pinterest account has almost 10 million organic monthly views, which is an impressive feat.

Though The Good Trade doesn’t currently run Pinterest ads, the brand creates pins for all of its articles, generating traffic back to its website.

The Good Trade Pins

The brand relies on keywords and hashtags to create pins that can be found through search and has built an engaged audience on Pinterest to convert into readership.

If your company isn’t on Pinterest yet, now is the perfect time to get started. Whether you have an eCommerce business, brick-and-mortar store, or your content is your product – users on Pinterest are likely searching for what you have to offer.

Pinterest Templates

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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MARKETING

More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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