Bob Vila

Deres mål

Bob Vila blev landskendt i USA gennem tv, hvor han i næsten 30 år viste seerne, hvordan de renoverer og reparerer deres boliger. Nu er Bob Vilas team blevet digitalt: Pinterest har øget henvisningstrafikken til deres website med 33 %, og antallet af mandlige pinnere, der besøger websitet, stiger med 20 % hver eneste måned.

33 %
mere trafik
20 %
flere mandlige pinnere hver eneste måned
Caitlin Castelaz
Editor og Social Media Director, Bobvila.com
“Før i tiden havde Pinterest ikke den store betydning for antallet af besøg på vores website. Efterhånden som vi har opdyrket en dedikeret base af følgere og er blevet klogere på, hvordan vi tilføjer pins, er Pinterest imidlertid vokset til at være en af vores mest relevante kilder til unikke besøgende og sidevisninger.”
Deres løsning

BobVila.com has saved more than 22,000 Pins to dozens of boards that cover creative ideas like spring cleaning tips to household gadgets and green living ideas. Even so, it took a bit of trial and error to figure out what kind of content works best for their audience. “Early on we had a notion that we needed to either be super technical or have lots of really stunning images,” said Caitlin Castelaz, editor and social media director for BobVila.com.

Efter at have forsøgt sig med forskellige typer indhold og benyttet Analytics til at få indblik i, hvad der virkede, kunne de konstatere, at sådan-gør-du-indhold klarer sig godt, fordi det fanger interessen hos folk, der ikke alene gemmer pins, men også handler. "Smukt fotograferet og stilren boligindretning kan være særdeles tiltrækkende, men det appellerer bare ikke til vores læsere i så høj grad som praktiske projekter og tip", forklarer Castelaz.

They also found that adding a bit of text on their images is an easy way to increase engagement, since it gives people a way to understand content with one quick glance. For example, this Pin with and without text overlay—the version with the text performed 150 times better. The BobVila.com team was also excited to discover that since Pins last forever, content they’ve added from a few years ago continue to engage people to this day.

Resultater

As part of their Pinning strategy, BobVila.com monitors analytics and uses that data to inform what they should Pin next. “First, we share our newest and most seasonally relevant DIY content and then we keep an eye out for what’s resonating with folks. We try to bring that information back to our edit desk so we can build new articles and galleries that will help people in their DIY journeys,” Castelaz said. 

They also don’t just strategize about what they Pin, but when they Pin. “I use Tailwind, a Pin scheduler, to make sure we’re Pinning an appropriate number of images a day and hitting the peak times when folks like to engage with our Pins.”

By making good use of everything their toolbox has to offer, they’ve attracted more people to their website. So far, for most of 2015, Pinterest has accounted for more than 1 million page views per month (a 33% increase over the previous year). Out of those visits, 15% came from male Pinners, and that number’s growing by 20% each month. Compared to visitors that come from organic search, people who come to bobvila.com from Pinterest browse twice the number of pages.

Detaljer

Mål
Kendskab til brand
Trafik

Områder
Nordamerika

Brancher
Detail

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