How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Pinterest and Powerpoint Are a Match Made in B2B Marketing Heaven

Pinterest is a next generation social network tool that drives traffic to your website using images. 

How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Powerpoint is an older software tool that communicates important business concepts through images. 

Hmm…

It occurred to us that these technologies should be two great tastes that taste great together.  

And as good inbound marketing consultants, we figured out a way to put them together to help you drive traffic and generate leads. 

Step 1: Plan Your Social Media Marketing Campaign

Any good marketing campaign starts by defining the goals, strategy and tools & tactics to get the job done.  

What’s The Business Goal?

To drive visitors to your website from Pinterest and convert them to leads by getting them to download your informative Powerpoint presentation. 

What’s The Strategy to Achieve The Goal?

Create a Presentation Board on your Pinterest account where people can click on the Powerpoint slide image and go to the landing page where they download the presentation and generate a lead.

What Tools Do We Need to Execute the Strategy?

  • A Pinterest account
  • An Image of the Presentation
  • A Landing Page for the Presentation
  • The Actual Presentation

Step 2: Put Your Best Image Forward

Identify the best image you have in your Powerpoint presentation. This might be a colorful chart or a great image you pulled off of iStockphoto. Whatever it is, you’ll want to use the most visually appealing, informative and representative slide in the whole deck and make an image out of it. 

In Powerpoint, follow these steps to make an image out of a slide:

  • Make sure everything on the slide is “grouped” into one image in Powerpoint. Do this by selecting all the images and any text boxes and then clicking on Format –> Group. 
  • Now just right click (Control Click on Macs) on the entire grouped set and select “Save as Picture”
  • Save it on your hard drive; name the file something meaningful like “Presentation X Pinterest Image”

Step 3: Create a Landing Page

A landing page is a single web page whose entire purpose in life is to convert a visitor into a lead. This is often done through well written copy and the promise of downloading an in-depth article or presentation in exchange for the visitor giving up their name and email address.

For our example here, you should “gate” the Powerpoint presentation behind a small form that asks the visitor to input their name and email address to get be able to download it. This will represent your lead. 

For continuity’s sake, we suggest you use the same image in the landing page as the image you created for Pinterest in Step 2.

When you’re done, keep the URL of the landing page handy, because you’re going to need it later.  

For more information on landing pages, read this Hubspot E-book: An Introductory Guide to Building Landing Pages. If you need help creating landing pages, we heard this landing page design company is pretty good. 

How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Step 4: Upload Image to Pinterest

  • Go to Pinterest and log in  to your account. If you don’t have one and need an invite, contact us and we’ll send you one. 
  • Click on Add in the upper right corner
  • Select the “Upload a Pin” option
  • Click on Choose a File and upload the image you created in Step 1, Presentation X Pinterest Image. 
  • [IMPORTANT] Write a 500 character description of the presentation and its benefits to the end user. Make sure it’s

    How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

    keyword rich! This is how people will find the image on Google and Pinterest

  • Click on the Pin It button
  • Click the Edit button you see above the image
  • [IMPORTANT]  Copy and paste the URL of the landing page you created in the Link field
  • Click Save Pin

How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Have a Board of Different Presentations Pointing to Different Landing Pages

You can create different boards for different types of content you may have – Charts, Infographics, Quotes to Live By and of course, Presentations.

You may even want to have several different Presentations Boards based on your different product lines for example.

But remember to point each presentation to a different landing page targeted to a different segment of your target market.  This makes it easier later to analyze which landing pages are converting and which one aren’t. 

We’d love to hear if you tried this technique and how it went. Did you generate traffic and leads? Let us know! Happy Pinning!


If you’re interested, check out some of our other interesting stuff like this pretty cool infographic to find out why you should work with an inbound marketing agency.

And if you want to dig in a little deeper, check out one of our latest guides – The Essential Guide to Internet Marketing as well.

internet marketing guide   inbound marketing infographic


Getting Found Means Creating LOTS of Quality Content

Content Matters

Getting your website found is a constant struggle for many companies. 

And employing search engine optimization (SEO) practices was traditionally the answer.  

But these days traditional SEO is not enough.

Today, having a substantial amount of quality content under your domain is just as important.  

Quite simply, when it comes to driving traffic to your website, content volume matters

Read more


How to Improve Your Business Blogging By Answering Your Customers' Questions [VIDEO]

Business Blogging 101: Writing for The Customer

Next time you’re reading a blog or watching a video, I want you to be conscious of a little voice in the back of your head that’s saying: 

 “How is this website going to solve my problem or answer my question right now“. 

And this is obvious as a web surfer, right? Of course you want to find content that’s relevant to your immediate needs.  

But for some reason, this point gets lost on many producers of content. Many business blogs choose to write about about the company Christmas party or even describe the new features of their product.

Read more


The New Facebook Ads: Game Changer for B2B Marketers?

Bringing Content and Advertising Together

Facebook’s new advertising products look like they may be a game changer for B2B marketers. 

You will now have the ability to use your own Facebook Page content to make your own ads.

Here’s why should you care.

Read more


Coca Cola Embraces Content Marketing as a Core Strategy

When a marketing powerhouse like Coca Cola announces that content will be the basis for their marketing over the next decade, it’s time to stand up and take notice. 

Coca Cola Embraces Content Marketing with Content 2020

Coca Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, announced this week:

All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

In these two videos, Jonathan goes on to explain in great detail about their new brainchild for marketing: Content 2020. By the way, we just love these RSA Animate style videos. Enjoy!

 


[INFOGRAPHIC] Eloqua's Content Grid v2

The good people at Eloqua have demonstrated that they totally get where content marketing is today, as evidenced by the second release of their popular content marketing infographic earlier this year. It’s true that more marketers understand the need for content but the challenge has turned to operationalizing it. At Spark, we’ve been working on a similar project to help our clients understand how to connect content and promotions to stages of the customer’s buying cycle so we were excited to see this great example from Eloqua.

The Content Grid v2 makes clear the connection between content type and distribution channel, while tying in the perspective of the buyer, a multi-stage purchase funnel and clear performance indicators.

Here it is:

content marketing infographic


What is Inbound Marketing?

What The Heck is Inbound Marketing?

Inbound marketing is the process of attracting people to your website who actually care about what you have to say. It’s about creating content that people are interested in consuming. It’s about admitting that the old way of marketing – interruptive advertising – just doesn’t work anymore.

What is Inbound Marketing

It’s marketing and selling your products with authenticity and transparency.

It’s what people want. 

You may have heard Inbound Marketing referred to by different names. Some people call it Content Marketing or SEO or Social Media. The truth is Inbound Marketing is all of these things and more. 

Inbound Marketing is a Puzzle

Inbound marketing is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own, but when put together, make total sense. To truly succeed online, business need to have a comprehensive strategy inclusive of all the pieces in the puzzle. Assembling the pieces together into one, cohesive strategy is the key to marketing success.

Four Core Pillars of Inbound Marketing

In order for your Inbound Marketing program to be successful, it needs to deliver in four key areas:

Traffic Generation

Generating more traffic for a website is like a recipe: you will need the proper mix of ingredients but there’s no one single formula for success. Rather, it’s a set of strategies and supporting tools working together. Those strategies are Search Engine Optimization (SEO), Customer-Oriented Blogging and Social Media sharing. All three working together will ensure an adequate supply of targeted traffic to your site. 

Lead Generation

So you’ve optimized your content, your’re blogging regularly and you’re getting some content shared on social media. Great start. But just because you have traffic coming in, doesn’t mean you’re getting any leads.

This is where premium content, landing pages and great calls-to-action come into play.  

Lead generation is a tacit quid pro quo between the marketer and customer. You have to convince your potential customer that what they’re getting (information) is worth more than what they’re giving up (their name and email address). Giving away useful customer-focused, problem solving content in exchange for information is one of the best ways to do this.  The amount of information you ask of them is directly related to how valuable the content you’re giving away. The more valuable the info, the more information you can ask of them.  

Once you have their name and email address, you can begin the process of nurturing leads toward sales. 

Sales Conversion

Would you consider someone who Likes you on Facebook a lead? Would you consider someone who downloads your whitepaper a lead?

The truth is that not all “leads” are created equal. 

That’s why managing your leads realistically while taking the long term view is a key part of converting leads to sales. Lead nurturing and segmented email campaigns are your primary tools for converting your leads into sales over time. 

Analysis & Measurement

One of the great advantages of internet marketing is access to data. With the proper tools such as Hubspot or Google Analytics 5.0, you can track almost everything about your site visitors.

The reports you generate should tie directly back to the goals you’ve set for the business. Is your goal to increase site traffic? Is your goal to improve traffic from social networks? Is your goal to increase conversion of your existing site visitors? All of these can be reported on analyzed. 

Remember, data doesn’t lie. It doesn’t matter what your boss wants to do or what some article says you should do. If the data shows that you’re not meeting your goals, change tactics and try again. Your inbound marketing program should be a continuous process of testing, measuring and tweaking. 

Making the Leap to Inbound Marketing

If your business is looking to consistently and affordably generate leads over time without annoying your customers, Inbound Marketing is something you should look into.

Spark Inbound Marketing is a full service inbound marketing agency that can help you make the leap to Inbound Marketing. We don’t promise overnight success but we do promise a system that delivers results over time.

Drop us a line, we love to talk about this stuff!


4 Great Videos on The New Marketing

Hey Spark Readers, 

We’ve put together some fun and informative videos about inbound and content marketing that we thought you’d might like. Enjoy!

 


Book Review: Managing Content Marketing

Finally, a book that doesn’t just tell you about Content Marketing but actually shows you how to do it!

Managing Content Marketing is an excellent book that shows you exactly how to justify, plan, execute and measure a corporate content marketing program. And it does it in less than 200 pages.  

Authors Robert Rose and Joe Pulizzi have filled a huge need in the marketplace in this important area of marketing.  

A few highlights:

Content Marketing Has Been Around For a Long Time

Content Marketing is nothing new. Marketers have been using content to establish relationships with customers for years.  Check out this video from CMI below going through the history of content marketing. 

What has changed is how customers interact with products and services. 

This has created an urgent need to make Content Marketing a formal, budgetized process within companies. The authors articulate this well.  

 A Content Marketing Business Case

The authors turn the age old “What’s the Business Case” question into a cultural question. Companies must have a  tolerance for innovation and yes, possible failure. Once this is accomplished, a trial content marketing program can be set up that will prove out the business case.

This is a reasonable point but I would have liked to see a sample model discussion that took into account classic metrics such as:

  • Up-front program set-up costs
  • # of site visitors increase over time
  • Engagement levels
  • Conversion rates 
  • Lifetime value of the customer 

At the end of the day, most companies are still going to require a content marketing business case…with numbers. Perhaps this is a book idea in and of itself?

Why Do We Need Content Marketing?

The Who’s on First and Why chapter goes into why companies even need a content marketing program – but not enough in my opinion.  I would have liked to have seen more robust and detailed information/statistics about this profound shift in information we are currently experiencing. This would have tee’d up the business case discussion better by putting it all within the context of a greater cultural and economic backdrop.  The whole ‘paradigm shift’ thing. 

What’s an Engagement Cycle?

The Non-Linear Engagement Cycle is a bit confusing at first but is worth rereading. The authors make a great point that marketers often try to fit all customers buying behavior into the classic linear “sales funnel” of Awareness, Interest, Desire and Purchase.  But as we all know, customer buying behavior isn’t that neat and tidy. Introducing a new non-linear process is a nice addition to this ongoing conversation.  

Developing Pillars of Content

Developing Your Pillars of Content was an excellent chapter. It reminds us that marketing is almost always about telling stories and always has been. But then the authors go farther and tell us how to create stories using tried and true methods like Christopher Vogler’s The Hero’s Journey and creating your own Story Map.

Simple Techniques to Manage the CM Process

The authors provide some simple yet effective techniques to structure and organize your CM program using nothing more than an Excel spreadsheet. I found the Content Segmentation & Buying Cycle table particularly useful.

Process, Team and Governance

When Content Management programs fail it’s not because of lack of high quality content but because of a drop in execution”.

No truer words have ever been said!

Read the Welcome to Workflow chapter to get a great idea about how to structure a CM program, how to hire and organize a CM team and how to govern the program with velvet gloves and not an iron hammer.

Great References

The authors reference many interesting books. It’s given me a long list of titles to put on my must-read list.

Here are some of them:

Open Innovation: Researching a New Paradigm by Henry Chesbrough

Data Smog: Surviving the Information Glut by David Shenk

A Whole New Mind: Why Right Brainers Will Rule the Future by Daniel H Pink

The Writer’s Journey: Mythic Structure for Storytellers and Screenwriters by Christopher Vogler

Pragmatic Approach to Social Business by Jeremiah Owyang

Practical Wisdom: The Right Way to do the Right Thing by Barry Schwartz

 

Overall, Managing Content Marketing is a great addition to the ongoing discussion of content marketing for the organization.  I recommend this book to any executive responsible for a content marketing program and wishes to take advantage of the years of experience and knowledge the authors have packed into this book.  


Content Marketing at Spark

Spark is a full service inbound marketing agency that specializes in helping you create remarkable content that helps you get found. Please notice our Request a Meeting form if you want to talk about Content Marketing with us. 


The Content Marketing Funnel is the New Sales Funnel

The Old Sales Funnel

We’re all aware of the traditional sales funnel. Site Visitors become Leads, Leads become Opportunities and Opportunities are converted to Sales. It’s been around for years and it served its purpose well.

Why It’s Now Outdated

But the internet and social media have have made this old sales funnel model outdated. The speed and effectiveness of our ability to communicate about your brand, our customer experience and alternatives to your brand has simply exploded. 

We use social media, email, forums and review sites to discover the truth behind a brand before we buy by reading about others’ experiences with the brand. This is part of what Google calls the Zero Moment of Truth

The Content Marketing Funnel is the New Sales Funnel

In other words, marketing doesn’t end with the sale anymore.  It extends far into the customer relationship. 

The Content Marketing Sales Funnel

In their new book Managing Content Marketing, Robert Rose and Joe Pulizzi propose a new funnel – the Content Marketing Sales Funnel. 

The authors posit that after you’ve converted your opportunities to sales, your job as a marketer has only just begun. Keeping your customer satisfied with superior customer service and content that reinforces the customer’s  buying decision is just as important.

Get Satisfaction is a great company out of San Francisco that helps their customers build post-sales communities with innovative software. 

Content Comes in Many Forms 

As an inbound marketing agency, we talk a lot about pre-sale content – blog posts, whitepapers, webinars, podcasts etc..

But if we extend our thinking about marketing to the post-sale side of things, we discover a whole set of other content that needs thought about. 

User Generated Content

User Generated Content (UGC) is all the content that your customers create while engaging with your brand. This may be reviews, support requests, questions, compliments or suggestions.

People create this UGC all over the place. It can show up on social networks,  forums or on your own site. Are you listening?

Customer Support Content

Any content that is created by your customers interacting with customer support is valuable. Is this data making it’s way back to Marketing or is it locked into some customer support database?

CrossSell & Upsell Content

If your customer has given you their permission, cross and upselling in a helpful way is a great excuse for creating good quality content. Often this will take the form of an email. Please make sure the email content your create is actually useful to your customers and not company information that is less relevant to their lives.

Creating Evangelists 

The ultimate goal of any marketing organization is to get your customers to talk about your brand in a positive way. Of course, they’re not going to do that if they’re not satisfied with your product or service first. 

But assuming you’ve got a great product, the next step is to start reinforcing that quality with follow-on content and superior customer service. This will help you to increase your retention, sell other products and eventually create evangelists that will do your marketing for you.  

Tall order, we know. 

But as Seth Godin says, “That’s all we have left“!


Content Marketing at Spark

Content Marketing is at the core of what Spark Marketing offers our clients. Let us know how we can help you with your content marketing program.