PCB Pinterest Strategy

Pink Cake Box Marketing Your Cake Business Online Cutting through the layers

12014 Copyright Pink Cake Box 1AgendaAbout UsOur Online Marketing StrategyWebsiteSocial Media MarketingSearch Engine MarketingAnalytics

22014 Copyright Pink Cake Box 2About Pink Cake Box

Pink Cake Box established 2005Boutique custom bakery located in Denville, NJRetail launching in 2014

Pink Cake Box University established 2012Educational arm focused on classes & tutorials

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Not ReallyThis article is from 2008. Much has changed in the world of online marketingNo longer the wild west Big money to be made in Internet related businesses. Its multi-billion dollar business now. Large corporations with deep pockets are now fully entrenchedMany voices in the conversation now reached a saturation point

BUTthere is still hope

Small businesses are nimble can move quickly on trendsFind niche areas which arent saturated

4Marketing Online - The Multi-Tiered Approach 52014 Copyright Pink Cake Box AnalyticsWebsiteSearch Engine MarketingSocial Media MarketingEmail MarketingDrive Customers to Owned PropertiesThe core of our strategy focuses on the website. Nearly every piece of content starts at the website and flows out through other channels.

Key point we own the website and control the platform. Many of the other channels, whether they be google, facebook, are controlled by a third party business which has its own profit motives. And these channels often change. In 2005 Flickr was the dominant photo app now Instagram and Pinterest dominate.

Invest in what you own and use the other channels as conduits of your core content from the website. Each message we deliver tries to drive traffic back to our website where we have the best chance of converting them.

Underpinning all this is analytics measurement is key to understanding whats working.5WebsiteCenterpiece of our marketing strategy

Point out a few highlightsProminent AddressProminent SearchVisual in nature

From a technology perspective Our sites are built using wordpress which has a robust content management system for enabling a workflow for updates and controls for managing workflows across multiple editors on the site. 6WebsiteContent is King

Concept of content marketing creating compelling content that drives traffic (through search engines, social media, etc) and helps raise brand awareness and (hopefully) convert to customers.

Backstory

2005 From an industry perspective most sites static representation of brand. Social media as a channel wasnt really even in the picture2014 Many more folks in the industry now understand

7WebsiteFocus on your Customer Needs

8Mobile Mobile Mobile!

Mobile traffic has surpassed desktop traffic200% increase in mobile traffic over the last two yearsMobile users have different behavioral patterns9Website Wrap-upHub and Spoke Model Things move quickly, Focus on what you ownDevelop a unique and compelling content strategyStay on top of emerging trends Think Mobile!

10Social Media MarketingPinterestFacebookYouTube11Pinterest - ApproachAssign community managerInteract with communityPost related/complementary productsNetwork with vendorsEncourage Pinning on own properties (see next slide)Encourage Follows through posting Pinterest Icon

122014 Copyright Pink Cake Box 12Pinterest - Make Pin Button Prominent

132012 Copyright Pink Cake Box 13Pinterest - Persistent Call-out142012 Copyright Pink Cake Box

14Facebook152014 Copyright Pink Cake Box Facebook Organic Reach is PlummetingYet still offers real targeted AD opportunities

15YouTube162014 Copyright Pink Cake Box

16YouTube Search Positioning172014 Copyright Pink Cake Box

17Social Media Wrap-upIts competitive out thereIdentify niche social networks Take risks with emerging networksTake advantage of targeting opportunitiesFocus & Consistency18Search Engine Marketing19Search Engine MarketingGoogle AdwordsRemarketing

20Email Marketing21Email Marketing222012 Copyright Pink Cake Box Generates some of our best conversion ratesExplosion in mobile

22Giveaways

Use giveaways to generate leads and brand awarenessLike GateCapture demographics for future marketing opportunitiesWe developed a custom giveaway platform across mobile and desktop to help bolster our educational and cake businesses623AnalyticsGoogle AnalyticsWhat are you goals?

24Questions?25