2021 Pinterest Advertising “Quick Start” Guide

Know your Audience first. Catering to Pinterest’s user base is key to marketing success.

79% of the Pinterest users are female. The age distribution of fairly even between 25-54. 60% has some college, 19% Bachelors degree, 10% High School degree, 6% Less than High School, 6% Graduate degree. Pinners spend 29 percent more than non-Pinners, delivering an average of $2 in profit for every advertiser dollar.

When you’re ready to get started with Pinterest, start with a business account. First, create a business account. Start with an eye-catching profile. A great blog post can be found here on”how to set up “Your Small Business on Pinterest in 2021.

Figure out a Content Strategy first. Foster and grow your community, build brand awareness on other social media websites, pin hi-res images and videos that will interest your customers and demographic. Host contests and encourage customers to repin their favorite products from your boards to their boards!

Types of Pinterest Ads – Promoted Pins (One-tap Pins), Promoted Carousels, Promoted Video Pins, Promoted App Pins, Buyable Pins. Story Pins. When your ready to set up the ad of your choosing, make sure you have installed the Pinterest Tag. With the Promoted Tag you’ll be able to track the actions people take on your website after seeing your Pinterest ads, including checkouts, sign ups, and searches. After you installed your Pinterest tag, the next steps are:

Choose your campaign goal > Choose your campaign budget > Create an ad group > Choose your target audience > Select ad placement > Add interests and keywords > Set your budget and schedule > Tailor for optimization and delivery > Determine your pacing > Pick your Promoted Pins > Monitor campaign performance

Pin It! Add a price on a pin. Add Hashtags (will help customers find your product), Link back to your website product page.

Create organized themed boards. Group similar images as well as similar products and multiple boards. you don’t have to be a big brand or a have a massive marketing budget to make Pinterest ads work for you. Use your creativity and your brand’s uniqueness to showcase your products and engage with your target audience.

Website Optimization – Heatmaps in 2021

The use of “heatmaps” is a great tool when optimizing your website for maximum success. Heatmaps are just one of the many tools (Google Analytics, A/B testing, conversion funnel) in your arsenal to help identify and fix certain sections of your company’s website. Heatmaps are a way to visualize different types of data, including where people’s eyeballs first land on your site and how likely your visitors are to click on different areas of your pages.This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. A heatmap is a snapshot look at where your website visitors are focusing their attention.

Another good tool is the “mouse” movement heat map. This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. This type of heatmap can be extremely useful to internet marketers, as they help to determine the ideal placement for any promotional information. Most heat map tools are not free. However, the free tools are really low quality. Go with the paid tools.

Tip: I like Crazy Egg heatmap reports. Its a reasonable, paid tool with quality heat mapping options. The use of heatmaps is crucial in making content creation and website design decisions!

A heatmap is one of the most powerful and efficient diagnostic tools with which you can uncover a large amount of insights on how visitors interact (travel) with your web pages and use those insights to improve your website’s engagement funnel journey.

Basic Content Creation Strategy for Financial Advisors in 2021

Keep it simple but make sure its thorough! Content Strategy Answers the Question ‘Why’ You’re Publishing Content.

  1. Understand your firm and how it works. Clients and brand considerations. What do you specialize in? Retirement? Wealth Management? Trusts? Client demographics. The specialization (client persona demographics) will dictate the kind of content you should plan to generate.
  2. Collect data. Competitive analysis, Keywords, Customer (client) research.
  3. Audit your website. Google Analytics. Traffic data. Conversion and bounce rates, etc. SEO metrics.
  4. Prospect company’s key influencers and where your customers or potential live online. Do they live on Twitter? Facebook? Do you think they would gravitate to you via another platform such as YouTube if you made instructional financial videos? or maybe subscribing to a Podcast?
  5. Create useful, exceptional content (blog posts, landing pages, contact forms, eBooks, videos, infographics, case studies) according to steps 1-4. Rank them in importance and create content accordingly. Ensure that editorial standards are being followed. Make sure the content is compliant if you are a Financial Advisor. Pictures and videos should be high-resolution.
  6. Measure content performance. Google & Social Media Analytics. A/B testing, etc.

If you lack the resources for generating content, outsource to an agency or freelancer for help. Content strategy is the foundation on which successful content marketing is built. Content marketing is the journey towards success, content strategy is the blueprint that directs it.

Website Traffic generation is one thing. Getting people to stay is an entirely different matter

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I hear it all the time “we just need more website traffic.” Website traffic is always good, but what are you going to do with it and get them to stay?

You can have the most visited website on the Internet, but if your website is visually horrible and not engaging = it will not matter at all.

I get this traffic response from many people in small business. Traffic Traffic Traffic! We need website Traffic! You can generate traffic back to your website in so many ways like Twitter, Facebook, Pinterest, press-releases, blog posts, SEO techniques, etc., but if your website isn’t digitally designed to keep visitors onsite (content creation + design funnel flow) or steer them into converting (buy cart) product or service, then what’s the point?

Your challenge is to be part strategist, part creative, part producer and always inquisitive.

The first thing any digital marketer needs to look at is bounce rate. Bounce rate is the % of visitors who enter a site and “bounce” rather than continue viewing other pages within the same site. Bounce rate measures the effectiveness of a website to entice readers to continue on with their visit.

How do you keep visitors on your website longer?

  • Target your audience and plan content around them accordingly.  
  • Make your website visually appealing. Create or Download a good WordPress (WP) theme website layout. If your website is outdated and created 5 years ago, time to create a updated refresh layout. Example: improve your website’s readability by adding “visual breaks” in your content. Create space to let your content “breathe.” Use an easy-to-read font.
  • Website speed. Reduce your page loading time (like image compression). If you use a WordPress website platform, Install W3 Total Cache. W3 Total Cache is by far the best caching plugin for WordPress. Make sure to configure each setting for maximum load time gains i.e., Enable page caching via disk: enhanced. This caches your website in visitors’ browsers, Enable minify and set it to auto, Enable object cache via disk. A great article on this can be found here by Jonathan John (The Ultimate Guide to Speeding Up WordPress).
  • Content creation. Keep it constant, fresh, high quality, and flowing. Daily easy-to-read blog posts, hi-res images, Infographics, slideshows, create engaging article post headlines, add a call-to-action at the end of each post. Showcase your top posts with a “feature” post.
  • Internal links. Linking and designing content that links to the other internal content will help visitors stay on site. Your website’s navigation should be simple and easy. When you have a website that is hard to navigate, visitors are likely to just leave.
  • Quick Tip: Keep their attention on your content by setting all your external links to open in new windows.
  • Add a site search box within the website. Implement internal search (which is easy since it’s one of the WordPress standard widgets), you can even look at the queries they use on your website and get a better understanding of your audience and it keeps them onsite longer.
  • Make it responsive. This is a no-brainer with the rise of mobile (smartphones and Tablets). Websites that aren’t responsive will likely deter any mobile traffic. Make it easy for those visitors to browse your website from smartphone or tablet.

A/B Website Testing Basics

You have two versions of a website landing page (A & B) and you want to test each one to determine which is the best and produce the most conversions. BTW, A/B testing can also tests different elements like logos, colors, call to actions (buy now!), placement, headline, layout of website, images, amount of text on pages, etc. Think of A/B testing (or split testing) as a methodology that enables marketers to compare a variety of test samples against a baseline control sample (the existing element) to identify and measure which element is most effective in achieving desired outcomes. A/B testing begins with a core baseline (A) and a variation (B) or alternative version. A & B are tested simultaneously to measure which version is more successful.

After you decided what to test, grab a good tool for the project. Google Analytics has a new A/B testing feature called Content Experiments. You can access Content Experiments by logging into your Google Analytics account, opening the profile you want to run an experiment in and click the Standard Reporting tab. In the left menu click Content, then Experiments, then start experimenting.

Tips: When doing A/B testing, never ever wait to test the variation until after you’ve tested the control. Always test both versions simultaneously. Don’t let your gut feeling overrule test results. The winners in A/B tests are often surprising or unintuitive. Know how long to run a test before giving up. Giving up too early can cost you because you may have gotten meaningful results had you waited a little longer. Make your A/B test consistent across the whole website. If you are testing a sign-up button that appears in multiple locations, then a visitor should see the same variation everywhere. Do many A/B tests! An A/B test can have only three outcomes: no result, a negative result or a positive result. The key to optimizing conversion rates is to do a ton of A/B tests, so that all positive results add up to a huge boost in traffic and conversions.

Website Optimization – Heat Maps

The use of “heat maps” is a great tool when optimizing your website for maximum success. Heat maps are just one of the many tools (Google Analytics, A/B testing, conversion funnel) in your arsenal to help identify and fix certain sections of your company’s website. Heat maps are a way to visualize different types of data, including where people’s eyeballs first land on your site and how likely your visitors are to click on different areas of your pages.This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked.

Another good tool is the “mouse” movement heat map. This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. This type of heat map can be extremely useful to internet marketers, as they help to determine the ideal placement for any promotional information. Most heat map tools are not free. The free tools are really low quality. Personally, I like Crazy Egg. Its a reasonable, paid tool with quality heat mapping options. The use of heat maps is crucial in making content creation and website design decisions!