Μπορείτε να μετατρέψετε το Pinterest στον πιο αξιόπιστο κινητήρα απόκτησης πελατών σας—αν το ρυθμίσετε σαν επιχείρηση. Πολλοί ιδιοκτήτες μικρών επιχειρήσεων και υπεύθυνοι κοινωνικών μέσων το αντιμετωπίζουν σαν πίνακα χόμπι και στη συνέχεια απορούν γιατί οι pins δεν μετατρέπονται, τα analytics είναι μπερδεμένα και δεν υπάρχουν αρκετές ώρες ή άτομα για να δημοσιεύουν και να απαντούν σταθερά.
Αυτό το εγχειρίδιο ανατρέπει αυτό το πρόβλημα. Δείχνει ακριβώς γιατί ένας επιχειρηματικός λογαριασμός στο Pinterest υπερτερεί του προσωπικού, σας καθοδηγεί βήμα-βήμα μέσω της ρύθμισης και του Pinterest SEO, των Rich Pins, των διαφημίσεων και των analytics, και σας παρέχει έτοιμα για χρήση πρότυπα αυτοματισμού, DM funnels και ροές εργασίας ομάδας έτσι ώστε μια μικρή ομάδα να μπορεί να δημοσιεύει αξιόπιστα και να μετατρέπει pins σε πελάτες χωρίς να αυξάνει το προσωπικό. Διαβάστε για να πάρετε τη λίστα ελέγχου, τις ρυθμίσεις και τις συνταγές αυτοματισμού που μπορείτε να εφαρμόσετε αυτήν την εβδομάδα για να αρχίσετε να παρακολουθείτε την ROI σας και να καταγράφετε πελάτες από το Pinterest.
Τι είναι ένας επιχειρηματικός λογαριασμός στο Pinterest και γιατί έχει σημασία για τις εταιρείες
Ένας επιχειρηματικός λογαριασμός στο Pinterest είναι ένα επαγγελματικό προφίλ για μάρκες και δημιουργούς που ξεκλειδώνει δυνατότητες που δεν είναι διαθέσιμες σε προσωπικούς λογαριασμούς. Με μια ματιά, επιτρέπει τη μέτρηση, την προβολή διαφημίσεων και την ενσωμάτωση ηλεκτρονικού εμπορίου, την επαλήθευση και την προσήλωση ιστότοπου και την πρόσβαση της ομάδας βάσει ρόλων—εργαλεία που επιτρέπουν στις επιχειρήσεις να αντιμετωπίζουν τα Pins ως μακρόβια, ευρετήρια περιουσιακά στοιχεία και να μετρούν την απόδοση της επένδυσης. Αυτή η ενότητα παρέχει μια γενική επισκόπηση. οι επόμενες ενότητες εισχωρούν σε βάθος στα analytics, τις διαφημίσεις, το SEO/διεκδίκηση και τον αυτοματισμό.
Γιατί αυτό έχει σημασία: Η Pinterest βασίζεται στην ανακάλυψη και την αναζήτηση—τα Pins εμφανίζονται για μήνες ή χρόνια, όχι μόνο για ώρες. Για τις μάρκες ηλεκτρονικού εμπορίου και λιανικής που βασίζονται στην κίνηση και την ανακάλυψη προϊόντων, αυτός ο μακροχρόνιος κύκλος ζωής του περιεχομένου, συν το υψηλό αγοραστικό ενδιαφέρον, μεταφράζεται σε αποδοτικές μετατροπές κορυφής και μέσης χοάνης. Για παράδειγμα, ένα κατάστημα επίπλων μπορεί να δημοσιεύσει ένα Pin διακόσμησης δωματίου που συνεχίζει να οδηγεί την κίνηση σε μια σελίδα κατηγορίας πολύ μετά την αρχική δημοσίευση. Το Pin με συνταγή ενός εμπορικού προϊόντος τροφίμων δημιουργεί επαναλαμβανόμενες επισκέψεις παραπομπής κάθε σεζόν.
Ποιοι επωφελούνται περισσότερο και κοινές περιπτώσεις χρήσης:
Λιανικό εμπόριο και ηλεκτρονικό εμπόριο: προώθηση καταλόγων, καταλόγους προϊόντων με δυνατότητα αγοράς, εποχιακές συλλογές.
Οικία και DIY: πίνακες έμπνευσης δωματίων και συνεχώς δημοφιλείς Pins οδηγιών που κατευθύνουν σταθερά την κίνηση.
Φαγητό και ποτό: Pins με συνταγές που επιστρέφουν επισκέψεις και ανακάλυψη μάρκας καθ' όλη την διάρκεια των εποχών.
B2B με οπτικά μέσα: γκαλερί προϊόντων, μελέτες περιπτώσεων και προωθήσεις εκδηλώσεων που προσελκύουν εκείνους που λαμβάνουν αποφάσεις και αναζητούν λύσεις.
Βασικοί τομείς δυνατοτήτων που ξεκλειδώνονται από έναν επιχειρηματικό λογαριασμό (λεπτομέρειες ακολουθούν σε αφιερωμένες ενότητες):
Μέτρηση & analytics — πρόσβαση σε πληροφορίες κοινότητας, παρακολούθηση μετατροπών μέσω του Pinterest tag και εξαγώγιμα δεδομένα απόδοσης (δείτε "Pinterest ads & analytics essentials").
Διαφημίσεις & κερδοφορία — δυνατότητα προβολής Προωθούμενων Pins, Shopping Ads και σύνδεση καταλόγων προϊόντων για εμπειρίες με δυνατότητα αγοράς (δείτε "Pinterest ads & analytics essentials").
Διεκδίκηση ιστότοπου & Rich Pins — επιβεβαίωση της κυριότητας του τομέα σας και ενεργοποίηση Rich Pins ώστε τα Pins να εμφανίζουν ακριβή μεταδεδομένα προϊόντων, συνταγών ή άρθρων (δείτε "Pinterest SEO, Rich Pins και διεκδίκηση του ιστότοπού σας").
Πρόσβαση ομάδας & ασφάλεια — άδειες βάσει ρόλων, συνεργασία πολλών χρηστών και αυθεντικοποίηση δύο παραγόντων για ασφαλή κλιμάκωση δραστηριοτήτων (δείτε "Ροές εργασιών ομάδας, κλιμάκωση εμπλοκής και κοινά λάθη προς αποφυγή").
Πρακτική συμβουλή: αλλάξτε σε επιχειρηματικό λογαριασμό νωρίς για να μπορέσετε να διεκδικήσετε τον τομέα σας, να προσθέσετε το Pinterest tag για παρακολούθηση και να ενεργοποιήσετε Rich Pins πριν από μεγάλες καμπάνιες. Χρησιμοποιήστε μια πλατφόρμα αυτοματισμού ή συνομιλιών (για παράδειγμα, Blabla) για να διαχειριστείτε την μεσολάβηση και τη δρομολόγηση σε κλίμακα—λεπτομέρειες και πρότυπα βρίσκονται στην ενότητα "Automation-first playbook".
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