Pinterest has become the social media star over the last few months, now reaching 16 million users worldwide, according to Google Ad Planner. The virtual pinboard site is the next platform marketers need to take advantage of.

But as with other social media sites like Facebook, Twitter, or Google+, Pinterest comes with its own code of etiquette. If you violate certain rules, you risk becoming a virtual pariah—and that’s a marketer’s nightmare. Follow these tips and pin like a pro.

1. Source Images Properly

Sourcing the original link is the unspoken cardinal rule of Pinterest. Whenever you find and post an image to Pinterest, make sure to include a link back to the original source. For example, don’t link back to Google Image if that’s where you found a picture of the perfect flower arrangement. Instead, link back to the florist that created it. It’s only fair to the original creator and to your followers.

You can also help the community ensure these rules are followed. If you find an improperly credited source, Pinterest recommends leaving a comment so the original pinner can update the source.

2. Don’t Trick Users Into Following Incorrect Links

Unfortunately, some dishonest users have embedded incorrect links with their images so that when a follower clicks on an image, they’re redirected to an unrelated website or blog (giving the site extra page views and, as a result, extra income). This is a major marketing no-no and a surefire way to lose followers. Instead, make sure you are only linking to relevant content.

3. Write a Full Caption

Make sure you write a descriptive caption for each image you post. This is a courtesy to your readers, and a chance for you to describe why they should click on the link. However, avoid very advertorial captions. Pinterest is more about authentic communication, not a way to push ads into the community.

4. Don’t Become a Pin Addict

It’s fun to post to your virtual pinboard, but you don’t have to post every single thing you find (especially if it greatly strays from your brand image). Quality is key in the digital world—and what Pinterest followers love most. Don’t go pin-crazy if you want to keep your followers.

5. Think About Who You Want to Share With

If you synch your Pinterest account with your other social media accounts like Twitter and Facebook, everything you pin will be shared with your followers on those platforms. These updates can be considered a major nuisance, so carefully consider whether your pins are worth sharing.

6. Don’t Be Stingy with Interaction

Like all social media sites, Pinterest works best when users communicate with each other. And the more you give, the more you get. You don’t have to engage in a ton of communication, but a nice, short acknowledgment of a comment or liking someone else’s pin will keep a goodwill vibe going.

7. Always Be Respectful

The Pinterest community is about sharing the things you like. For that reason (and for the obvious fact that it’s a public forum), you should always communicate kindly and respectfully and avoid negative interaction, both in what you post and what you comment. Do not insult others or use unprofessional language.

8. Report Objectionable Content

Pinterest appreciates users who contribute and make the community a better place. No one likes to be a snitch, but sometimes it’s appropriate to report objectionable or offensive content (according to the Pinterest Terms of Service or Acceptable Use Policy). To report something, click on the pin, then click the “Report Pin” button that pops up in a sidebar to the right of the image.

Pinterest has become the  social media star, so start pinning and connect with your consumer base, but remember to keep it professional.

Full article – http://bit.ly/IZE9QJ

B2B marketers must meet unique deliverability rule sets for each individual domain in databases filled with hundreds or more. Whereas B2C marketers likely have a database full of freemail accounts, and can resolve an issue with that provider and settle a huge portion of the list with a single effort.

Read on for six tactics from two email deliverability experts. They cover tactics on reputation, testing, domain distribution reports, mediation and more.

Email deliverability poses some unique challenges for B2B marketers that their consumer marketing peers don’t typically have to deal with.

To address this issue, MarketingSherpa reached out to two deliverability experts: Tom Sather, Senior Director of Email Research, Return Path, and Stephanie Miller, VP of Email and Digital Services, Aprimo.

Sather said the main issue with B2B email deliverability is there are more points of failure. Miller explained that a consumer marketer might be sending a very high volume of email, but maybe 40% of that total is going to a freemail provider, such as Gmail.

Both stated that while the B2B marketer might send a lower volume of email, the number of different domain and email systems involved in a B2B campaign is typically much, much higher than what the B2C marketer has to deal with. This is because each email is likely going to a corporate account.

Deliverability isn’t a major impediment for most B2B marketers — Return Path’s “The Global Email Deliverability Benchmark Report, 2H 2011,” found11% of B2B email is classified as spam. But it’s good practice to understand how to fight the problem when it does arrive, or even better, to avoid the problem to begin with.

How to uncover an email deliverability problem

“What is the first thing we do when a campaign doesn’t perform well?” asked Miller. “We blame the creative.”

Instead of wondering if the offer wasn’t strong enough, or if prospects don’t like the color blue, Miller said to look at response rates. If there is a sudden dip, or even a decline, that might be an indicator that the email send is having an inbox placement problem.

She said to run a domain report (see Tactic #3) and find out if you have no opens or clicks from a particular domain. If that is the case, you are possibly being blocked.

Sather added two tips for email deliverability issues:

• Regularly check bounce files
• Invest in deliverability monitoring tools with insight into B2B filters — your ESP should be the first stop for these tools

Tactic #1. Understand the path your email takes

As Sather put it, “When you look at the enterprise and mailing to corporations, (the email) goes through probably three major ‘buckets.’”

• First is the initial gateway filter that checks to see if the IP address is blocked and if the system should even be accepting the mail into the enterprise.
• Second are hosted filters that evaluate the message for its content and reputation.
• Third are top filters, such as those built into Outlook.

If possible, understand the rules built into this path, Miller added. This is where B2C marketers have a leg up on B2B marketers. When almost your entire database is made up of three freemail domains, learning and adhering to deliverability rules is much easier than when dealing with many, many different domains and systems.

She said, “When you have hundreds, or thousands, of different corporate domains that you’re sending to, and each one of them has their own set of rules, that magnifies the challenge of getting to know exactly how each individual domain is going to accept mail.”

Throttling

Another concern Miller pointed out is throttling. This is the number of emails sent over a period of time, such as rate-per-second.

B2B marketers have to get an infrastructure in place that will manage different throttling rates for different corporate domains.

She said the throttling rate might be set very high for freemail like Yahoo!, while it might need to be much lower for a corporate email server. The tradeoff is a high throttling rate gets the message out more quickly to more addresses, but deliverability suffers if that send exceeds corporate servers’ thresholds.

Personal filters

What might could be considered a fourth “bucket” to add to Sather’s list of filters are the personal filters and email rules that individual users apply within the email application they use to read the messages.

“Individual employees might have certain filters on their desktop,” explained Miller. Those employees could have their own rule set in place for email delivery to their own inbox — for example, a rule that blocks certain words or phrases in subject lines.

When looking at the path taken by the sent email, it becomes obvious there are many places for delivery failure.

Tactic #2. Measure your reputation

“Everybody faces inbox placement and acceptance on sender reputation,” Miller said. “And sender reputation, in all cases, is made up of the same kind of factors.”

These factors include:

• Complaints
• Cleanliness of data
• Number of bounces or unknown users
• Content
• Frequency
• Relevancy
• Infrastructure the mail is sent from
• Authentication scheme

Sather added that many enterprise system filters rely on content, but the trend is moving toward utilizing reputation-based systems to determine if mail is spam or not spam.

He added there are a number of online places to look up your reputation based on your IP address. (See “useful links” at the end of the article for some suggestions.)

If you are having deliverability problems, Sather recommends you begin investigating why by looking at your IP address and learning what your reputation is.

Tactic #3. Create a domain distribution report

A domain distribution report uncovers the top 50 to 100 domains in the email database. The criteria for the top domains could be size — the number of people within each individual domain — or value, because as Miller put it, “some customer accounts are more important than others.”

The main point is to choose criteria that make the most sense for your business when creating the report.

Once the report is in hand, find out the delivery rate and the bounce rate to make certain email to those top domains are being accepted.

From there, dig in even further, because the mail might be accepted by the server but still not make it to the inbox. The metrics to track here are open rate and clickthroughs.

Miller said to compare the open rate and CTR for your entire list of top domains to find an average figure for your email sends.

For any that are much lower than normal, there might be deliverability issues.

When that is the case, she offered a few ideas:

• Lower the throttling rate
• Try to learn the individual reputation rules for those domains
• Actually reach out to the system administrators to uncover and hopefully resolve the issue (see more on this in Tactic #6)

Tactic #4. Test the content of the email

If deliverability is already an issue, Sather said to begin testing the content of the mail, including subject lines, keywords in the body and URLs within the content to determine if any of those elements are getting the email flagged, blocked or filtered.

He suggested beginning with URLs because this element often has a reputation attached to it. A third-party link inside an email might get flagged, or use of a URL shortener (like bitly) could get the mail automatically blocked as spam because these tools are often used by phishers and spammers.

To do this, Sather said just send an email with nothing but the URL to your testing platform.
Once the URL testing is complete, he stated to move on to keywords, subject lines and then the actual text of the email copy.

To test email copy, Sather said to break the mail into individual paragraphs and test each individually.

He also mentioned using third-party tools where the email is sent to an address that runs all the content through a battery of email filters to flag any offending keywords. (See “useful links” at the end of the article for some suggestions.)

One final area of content deliverability issue is for the marketer who is sending email in one large image file to bypass content filters, some of those filters also look for overly large images and automatically block those email as well.

Tactic #5. Shared versus dedicated IP

A dedicated IP is one company sending email from one IP address. A shared IP is just as it sounds — multiple companies using the IP, of most likely a service or vendor, to send email.
Why does this matter?

By using a dedicated IP pool, if there is one bad apple in the bunch, the reputation of every company sharing that IP suffers. To combat this, Miller said to stay in close contact with your service provider and find out who else is sharing the pool, and also keep track of your reputation.

“I think (using a shared IP) requires a level of vigilance on the part of the marketer,” she said. “And, you should expect that your provider is also being vigilant on your behalf.”

With a dedicated IP, the good news is you are in command of your reputation. If it suffers, it won’t be because another company using the address suddenly became a spammer.

The problem is, to maintain a high reputation, there has to be certain volume of mail coming from the IP address at a regular cadence. Miller said if your list is small, or if you only mail once a month, it will be difficult to keep up a high reputation. The result will be essentially having no reputation at all, which is just as hard on deliverability as a bad reputation.

Tactic #6. When all else fails, try a ‘hands on’ approach

There are times when reputation, content or other usual suspects don’t seem to be the cause of a deliverability problem. When this happens, Sather stated, “It is time to try and mediate with those filters.”

He said companies specializing in email spam and Web filters, like Brightmail and Barracuda, have places where you can try to mediate or resolve an issue with an IP address.

To accomplish this, he said to begin on the website and enter your IP address with a request for removal from being blocked. He said from there the service will probably be in contact by email to begin the mediation process.

Source: Lee Odden is CEO of TopRank Online Marketing and editor of Online Marketing Blog, where this article originally ran.

There are many people who have asked me how I stay on top of what’s important in the online marketing and PR world. Some of what I do is scheduled and methodical. Some is more intuitive and opportunistic. Many of you are in the same boat: wanting to find ways to stay informed and several steps ahead.

Here are a few of the things I do to not only stay current, but develop relationships, solve problems, and grow the business.

1. Read social feeds and email. I typically do this between 4:30 a .m. and 6 a.m. I bookmark articles and media for later use, taking notes on each item. I’ll also queue sharing with social networks and share insights internally. I’ll also queue up tweets and other social sharing with social networks. Many of the tips, tactics and news I share publicly are the things I share internally, except with added insight. Evernote rocks for managing this.

2. Meet with my right hand marketer. Ashley Zeckman is the marketing manager at TopRank Online Marketing, and we regularly discuss all sorts of content, social media, email, event, website, blog and book related topics.

3. Meet with our group of account managers on tactical case studies, observations/insights into successes with client content, social media, email, pay per click, and search engine optimization programs. We also discuss situations that need to be resolved.

4. Review our analytics and reports. I’ve been watching key metrics related to our blog and website for a long time. Traffic, links, search data, time on site, inquiries and other page activity paint an interesting picture when overlaid with external key performance indicators, such as social shares, comments, links and media mentions.

5. Marketing TopRank. I regularly work with Zeckman to develop our online marketing approach and have things tested to see what to adjust for better performance with our own agency’s marketing. Testing online marketing, SEO and social media marketing tactics on our own sites has been incredibly valuable to share with staff and clients.

6. Talk with customers. Every time I talk to one of our clients, I learn invaluable lessons about how they see search, social media, and content marketing contributing to the success of their business.

7. Research and write. Between blogging more than 2,500 times and writing numerous contributed articles, I have found that developing writing skills has been one of the most profitable things I’ve ever done. I’ve been writing a book over the past few months, which has taken considerable time. The process of writing a book is not for the faint of heart, but has made me smarter and more strategic in how I view modern online marketing strategy.

8. Research and presentations. Another profitable investment (in terms of knowledge and for our business) has been speaking at events. The research and preparation for presentations requires an understanding of the subject matter that extends beyond day-to-day familiarity. Packaging relevant content for specific audiences means thinking that content through. The process helps create mental models for explaining key concepts and can serve as a basis for many other forms of content creation.

9. Research and training. Identifying external sources of training such as industry conferences and workshops for our team, as well as building our own workshops, requires thoughtful consideration, planning and packaging. I also provide SEO help to PR agencies and marketing communications departments within companies. Collecting those case studies and examples keeps me on my mental toes.

10. Connect with industry peers. Outside of working with our internal team of consultants, there is no substitute when it comes to gaining high value information than connecting with other professionals that are as passionate and fanatical about marketing and online business as you are.

11. Revisit social streams. This is a later in the evening activity but it’s a good way to end the work part of the day and get ideas for the next. Using Google Reader, Hootsuite, Disqus and other tools, identify any new articles worth reading, cluster them together according to theme and take notes. I’ll take time to focus on mainstream media publications, not just industry blogs and news websites.

Another approach to staying current is to form a mastermind group. I first heard of this from reading Napoleon Hill many years ago and it’s even more powerful now. Find likeminded professionals and agree to connect on collective and individual areas of focus. A mastermind is not only about sharing information but working with each other to achieve goals.

I don’t do all these things every day of course, but it represents a number of the things that have been instrumental in keeping me close to tactics as well as in line with more strategic perspectives on new events and industry changes. Would reading my email and social feeds for 10 minutes a day be a better alternative to free up time for other business tasks? Maybe, but then I wouldn’t be able to output as much as I do or bring as much value that results in better service to customers, a healthier social network and a growing business.

If staying current and informed is essential for your job, how do you keep up to date? How do you make each day a positive learning experience?

Creating Newsworthy Angles

• Current Events: Look for positive ways to relate your company to topics that are making news headlines.
• Event Timing: If you’re publicizing a special event, be sure to submit your releases in plenty of time to be indexed by search engines well in advance of the big day.
• Fresh: Look for a new way to present the information you’re promoting.
• Impact: Focus on how the information will impact readers, rather than just on the basic facts.
• Innovation: What can you share that has not been done before?
• Prominence: Can you get a quote from a celebrity or someone who is recognized as an authority in a related field?
• Relevance: Clearly convey why readers should be interested in the information in the news release.
• Seasonality: Look for news angles that tie into current or upcoming seasonal activities and events.
• Time Sensitivity: Is time running out for people to act?
• Unusual: What about the information you want to share is out of the ordinary

Brand Advocates
Target a few writers who have covered topics that directly relate to your brand. Additionally, spearheading a private event or retreat for a smaller group of bloggers is also a great way to truly introduce your brand to individuals who might be interested in pursuing a relationship that could extend past an initial meeting.

Incorporate bloggers into your ad campaign
If you are developing an ad campaign about bread, what better way to share your message than by featuring a blogger in the campaign and using them as a brand spokesperson? Many bloggers are also authors and seasoned spokespeople who have appeared in mainstream media outlets. Why not work closely with a blogger (or group of bloggers) whose own mission is in line with your brand?

Support Charities
Sometimes the best way to demonstrate your brand’s support of bloggers is to help them raise awareness and funds for a cause that is near and dear to their hearts.

Celebrity and blogger integration
Over the years, I have worked closely with major television and cable networks to introduce new shows and personalities to the blogging community by hosting in-person and online events where bloggers get the chance to interact in real time with celebrities and producers. When you pair a well-known celebrity with an influential blogger, you can instantly see the benefits of a mainstream and social media platform. While brands might be laser focused on making an impact in social media, the key is not abandoning your core audience. Instead, integrate a familiar face whose message might resonate with the blogging community and garner results from both mainstream and online media.

Recognize talented bloggers
Host an event or online contest that celebrates some of the most talented writers in the blogosphere.

While brands are interested in connecting with consumers in a forum that offers quality content, many savvy bloggers are interested in forging relationships with marketers so they can turn their passion into a professional career. By supporting bloggers through a variety of creative initiatives, brands can potentially build a lasting relationship that could enable both parties to reach their ultimate goals.

• Clearly define the goal and target audience of the release
• Research keyword phrases (1-2 per release)
• Add phrases to the title, sub heading and body copy
• Use keyword phrases when linking to landing pages or other corporate web site pages – not “click here”
• Add media to the release (images, video, audio) as well as alternative formats of the release (MS Word, PDF)
• To count conversions, use tracking codes in the URLs that point from the press release to landing pages
• Post the release to the company online newsroom
• Write a blog post version of the announcement and include a link to the press release
• Distribute the release via a wire service such as PRWeb, Marketwire, PRNewswire or Business Wire
• Optional: create and distribute a social media version of the press release
• Encourage bookmarking of press release pickups
• Monitor release rankings, social mentions, traffic & outcomes

When it comes to marketing online, you must understand your consumers. This means learning what they look for, and how they use the internet. This can help you grab their attention and get your marketing message in front of the right audience.

1. What does your company do?

2. Why did you start the company?

3. Is it your company launch or a product or service you

want to highlight?

4. What makes it different or unique?

5. What’s the pricing and how is it available? (online only,

retail outlets etc.)

6. What makes you uniquely qualified to be successful with

this company? (relevant background or experience, awards

etc)

7. Who is using/could use your product/service right now?

8. How will this product/service make their lives easier?

(Why should they care? What problems are solved and how?)

9. If you could make THREE points, about your company,

product or service – what would it be?

10. Do you have an approved customer testimonial you can use

in this media pitch?

Write at most, 2 paragraphs to answer each question, or combine answers to 2 or more questions to form one pitch.

If you like, set a timer for 20 minutes and write your media pitches until the timer goes off.

Now, wasn’t that easy?  If you can write an email, you can write a media pitch.

Get started on free publicity for your company!

Source: PR in your Pajamas