Pinteresting! Take your craft business to a different level

Image result for pinterest

Hello readers!

This blog is going to explain how Pinterest can promote your brand if your business is within the crafts and DIY industry.

I have chosen the most interesting and up to date advice from different blogs, websites, youtube videos, etc to create this useful blog for anyone who is interested in using Pinterest to promote their business and create engagement.

As one of the fastest growing digital platforms, Pinterest offer visual content where people can create boards and pin the images they like. It offers a great marketing potential, however, research has shown that only 27% of its users follow any brand on the platform and marketers have struggled to figure out the best approach, Gilbreath, W. (2014).

According to King, C. (2014) after interviewing some of the top social media professionals, Pinterest users are not only looking for inspiration through Pinterest, they are ready to buy too so including price tags to products and services offered will potentially lead to sales. Images with prices obtain 36% more likes than the ones without, King, C.  It is recommended to use the platform providing value to the community, inspiring, informing and teaching interesting things related to your business, for instance selling a lifestyle including your products on the images.

Create boards that reflect your content core: Here you need to think about what your audience really wants and cares about and what you want to say combining both. Your boards need to have an interesting and inviting title and your boards need to look like window displays, Hauff, A. (2016).The key point here is to communicate issues and values that the company has using the board. For instance, if your company runs CSR initiatives, you can create a board where it shows what the company is doing. Here are some examples of what images you could use for your boards:

  • currently working on
  • inspirational ideas
  • related items
  • how to use tools (paint, ingredients, etc)
  • testimonials from customers
  • photos of your customers wearing or using your crafts

Watch the following video and find out more about creating boards:

Build relationships with influencers. whether you are a big or a small business, every platform has influencers that can help your business to build your online social standing, increase your SEO and drive traffic to your blog. Follow influencers who are targeting your audience, repin the content you like and make some comments on their pins to start building that relationship with them. Find out more about influencers.

A good technique to drive people to your website is posting good images with a catchy text like for instance “how to paint without spending lots of money” so that people click in the image to find out more. If people are already looking at your website and find beautiful, interesting, inspirational or useful images, make sure to add Pin It buttons and Pin It hover button that will appear in your images using Pinterest for Business widgets. Pinterest Widget Builder.

Image result for pin it button

You can connect your twitter profile to your Pinterest account in order to share your pins there with others. Here there is a video on how to do this:

Find Popular Group Boards.

Ray, M. (2014 cited by King, C. (2014)) as one of the most successful digital marketers recommends companies to use Pinterest group boards to reach more people and get repins. Using PinGroupie is an easy and free way to do this. You can find group boards by searching by categories and you can filter the results by pins, collaborators, repins, likes and followers. He recommends to filter by repins explaining that images with more repins will be more engaging.

Pinterest is according to Gilbreath, B. “the analogy to flipping through a magazine”. He argues how one of the main reasons why Pinterest is so popular is because of its digital equivalence to the traditional magazine where readers try to find topics that they are interested about and when they find them, for instance a recipe, home decor idea or others they would rip the article and store it in a folder. The same happens with Pinterest but replace “ripping for pinning” and “folders with boards” and you can find a good description of Pinterest users and the boards.

There is many different tactics that can be used in Pinterest to build a following and build relationships with your customers on Pinterest. I have mentioned the ones that I found more interesting for business related to crafts, art, and high visual content.

I hope this blog helps many businesses to get better results from this great application that keeps growing every year! Remember, Pinterest might not have as many users as Facebook or Twitter, Gilbreath, B. However, Pinterest users are looking for ideas and inspiration that could lead to a purchase more likely than using Facebook or other social platforms where people normally just want to see what their friends are up to and any brand marketing will feel totally uninvited.



Craft Business, n/a,  8 Pinterest Tips to boost Sales and Traffic, (2016) Crafty Magazine, [Online] Available: [Accessed date: 17th January 2017].

Gilbreath, B. (2014) Thinking differently about Pinterest,  Journal of Digital & Social Media Marketing, 2014, Volume 2, Issue 2 [Online] Available:

Hauff, A. (2016) The ultimate Guide on how to use Pinterest for Marketing, [Online] Available: [Accessed date: 14th January 2017].

King, C. (2014) 7 Pinterest Marketing Tips to improve your Visibility, [Online] Available: [Accessed date: 15th February 2017].

McGrimmon, L. (2016) How to use Pinterest to grow your Craft Business, [Online] Available: [Accessed date: 17th January 2017].


Analysing Emails for Successful Marketing Campaigns

Dear readers,

In this blog, I have analysed an email I received from, a company that specialised in both, professional hairdressing as well as Rene Guinot beauty services. I subscribed to they’re newsletter a couple of years ago when I was looking for a particular product and I bought it from this company.

I think most people will agree with me that it is nice when one of your favourite companies remembers your birthday and treats you with a discount voucher or something similar. It is also nice that companies remember what you have been buying from them and send you information in regards to new similar products  ‘if you liked this product, try these’. I have observed that the emails I have received from are not personalised, which to be honest, surprised me and made me feel a bit emotional :( as I am one of their customers and decided to subscribe to receive information about their products. To personalise their emails will help them to create trust and make customers feel valued and respected (click here to find out more about customer trust). However, that product and subsequent products that I have purchased have all been really good, which has given me confidence and trust in the company. Because of this I am happy that they keep emailing me with new products and offers.

If I decide I no longer want to receive their email marketing, I can unsubscribe easily (you can see the option to opt-out of their list on the top right of the email). Investors in email marketing need to make sure they fully read and understand the  CAN-SPAM law regarding opt-out requests from customers, it is a legal requirement! (read this if you want a successful email campaign).

No personalisation and easy option to opt-out of their mail list

No personalisation and easy option to opt-out of their mail list


Wickedly Wearable, The Pro Series? What does this refer to?

Back to the emails from,  the main image, (above) which is design to grab your attention presumably about a particular product that I could then search online, wasn’t clear as to what they are offering. The text says “Wickedly wearable: The Pro Series”.  What does this mean??? No idea...I have noticed that they use a lot of bold in their information about the products in offer, which made me think they were hyperlinks but they weren’t. This is quite confusing… The layout of the email is not very clear, they make you look through the whole email to find different products. If you find yourself  interested in one of them, you can click on the hyperlinks which will take you straight to their website,, and you will be able to find lots of CTA (Call to Action) bottoms, which encourage customers to buy immediately, add to shopping bag and/or to continue shopping. There are too many products in one same line and the hyperlinks are not in the same line which in my opinion, makes it look unclean and unprofessional.

Please, observe how he products, descriptions and hyperlinks are not in line

Please, observe how the products, descriptions and hyperlinks are not in line


Halloween? What do you offer?

Halloween? What do you offer?

The company uses a different colour on the text to catch your attention. When I opened the email it was the first thing I saw, words such as ” save 20%, etc…” Marketers know that they only have a few seconds to engage customers to read their emails. The text is well written and concise  with generous spaces between lines which makes the reading very easy and….( because I love my product that I previously bought from them)….. I wanted to read more!. However, when you read the text, it feels a bit pushy when they mention “be quick, the clock is ticking and time is running out to secure a scarily good deal in time for Halloween”. My first thought was “What does this type of company has to do with Halloween?” They are just trying to sale and they don’t care about customers needs, they must think customers just want to spend money for Halloween??? If they decide to use Halloween as an excuse to sell, I would recommend them to at least be playful, for instance:


All and all, it could be better but it could also be worse. I just think that with a few tweaks, it could be a lot more catchy and interesting, specially for costumers that already like their products and are interested in buying again. “Like myself!”

These changes that can seem small for some people, could help them engage with customers a lot better and potentially increase traffic to the site and sales.

Thanks for reading and see you soon!!!

Lara de la Rosa


Brownlaw, M., (2010), Eight Ways to Improve your Email Marketing Analysis, [Online] Available:, [Accessed date: 29th October 2016].

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.

Hinz, J. (2015) The Power of Customer Trust in Brand Marketing, [Online] Available: [Accessed date:3rd November 2016].

Mohammadi, M., Malekian, K., Nosrati, M., & Karimi, R. (2013). Email Marketing as a Popular Type of Small Business Advertisement: A Short Review. Australian Journal of Basic and Applied Sciences, 7(4), 786-790








lara’s new post

Hello and welcome to my first post for Digital Marketing in which I am going to talk about a case study about Argos.

Argos is the UK’s leading digital retailer with 738  million website visits annually . They wanted to take the innovation into the real world and transform the traditional store experience so they opened 53 new digital stores in UK.


40 years of trading experience, they knew their customers expectations were high and their though was “would the change of look affect customers?”. Social media helped them to find out about this with the modern “word of mouth”.

They wanted to embrace and act on this valuable feedback but with over  million customers a year Managing, Dissecting and Digesting the volume of response was going to be a challenge!


Brandwatch analytics enabled Argos to understand individuals behing their comments in social media, (sexual orientation, gender, age, preferences, interests,….) turning data into insights, revealing meaning from numbers and simplifying the most relevant data.


Categories and Rules:

Argos created categories and subcategories to chart and filter data. Now everytime certain store was mentioned online they could:

  • Identify which store performs best
  • Praise for staff can be fed back direct to store manager
  • Issues can be actioned instantly
  • Reveals varying taste and anuances of people around the country (more tailored experience)

Demographics and Location:

It is useful to understand who and where customers talk. there are different trends depending which region you live in.

Feedback and Response:

Some people missed the previous store environment and this insight validated decision to keep small number of copies of catalogues behind the counters.

Looking Ahead:

Social Analytics has helped them to make sure new digital stores deliver the exact experience customers want.

Here is a video about Brandwatch Analytics that might be useful, enjoy!