The Website Marketing Group Blog

About The Website Marketing Group Blog

Michael Doyle - Managing Director of The Website Marketing Group

After 14 years of working in this industry, every day is a new learning curve which is why I love the job.

In this blog, you will find some of our findings on various “the best things of the web” to keep you up to date with the latest news in the Internet business.

From small businesses to Australia’s leading brands across multiple sectors and disciplines, this means we know what works and what doesn’t, allowing us to deliver tangible results that benefit your business where it really matters.

Whether it is a new brand identity-logo design, a social media marketing,  a complex website, an email marketing campaign or all of the above and more, our team can deliver the solution for your business.
Contact us today on 1300 911 772.

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Congratulations to the TWMG Team ! The Website Marketing Group has been successful in making the Smart50 for the SmartCompany Smart50 Awards 2011.

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16 Top Marketing Hacks To Optimise Your Business

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Marketing world is filled with complex jargons and overwhelming tasks.

Still, there are some quick tips and life hacks you can try to simplify it. In today’s post, The Website Marketing Group compile 16 most useful marketing hacks categorised in three major clusters.

Personal Productivity & Management Hacks

These are very quick and deliberate practices that you can apply to your work life immediately regardless of the type of team you lead or work you do. Many are practiced by our own team.

1. Cut Meeting Time: Stop having weekly 1:1s with your staff. Instead have slightly longer monthly scheduled 1:1s plus bi-weekly office hours that can be booked ad hoc.Cut Meeting Time with Office Hours

2. Empower Your Talent: TELL people what they can really do with/without your permission. Back them up when something doesn’t go quite as expected and they’ll know that they really CAN make decisions with confidence, eliminating 50-60% of the back and forth.

3. Stop Micro-Managing: You’ve hired a competent marketing staff – trust them. Let them know what’s required, by when, how it will be measured – then get out of their way. (goes hand in hand with #2)

4. Demand Daily Impact: Hold everyone–and yourself–accountable to daily external impact. Ask yourself: have you moved the needle today? If not, think hard about whether you’ve earned your keep – make this a daily and weekly routine. Make lists and cross items off. It feels good.

Strategic Marketing Hacks

While it’s hard to imagine a ‘hack’ that’s strategic, these are really things that might get you to think differently about how you approach a problem. They aren’t difficult – but they can have a big impact by applying a smart lens to your strategic efforts.Quality over quantity

5. Think quality over quantity: Marketers often believe more is better—more impressions, more traffic, more fans. Challenge that thinking by looking at quality, not just quantity. Though sometimes economies of scale offer great value, often times, a smaller, more engaged audience or activation is more valuable than mass communication with the inactive or disengaged.

6. Ask “Why?”: Whenever somebody has a new idea for engagement – first, ask “Why?”. We still see too much emphasis on “how” and “when” and “where” to do the next shiny object, without solid thinking about whether it truly makes sense for your business, strategy and timing.

7. Measure Tests with LTV: Your A/B tests are awesome. You’ve been increasing conversion time and time again, but somehow overall revenue still isn’t taking off. Sometimes, initial results of an A/B test can fool you – driving short term wins that result in rapid client churn. Therefore, ensure that your test metrics follow customers through your major retention hurdles to determine which treatment is TRULY the winner.

8. Hire a Retention Marketer: When retention is everyone’s job, it’s often no one’s job. As soon as you make retention marketing part of someone’s charter, the way they service customer-facing parts of the organization changes and the collaboration with other parts of the marketing team to come up with clever new solutions changes entirely. So if you are giving ‘everyone’ retention metrics, back it up by giving ONE person retention marketing ownership.

9. Bring Personas to Life: Post your personas in the marketing office and have a stuffed animal represent them at tricky meetings. It’s easy to talk about buyer journeys and personas, but it’s much harder to LIVE with them. Every time your team ideates a campaign or makes a tradeoff or buys some media, they should be gut checking whether it’s true to who your personas are. That’s a much easier when you can’t avoid looking them in the face!

10. Get Cozy with Technology: Marketing and technology are inextricably linked. Marketing leaders no longer get a passing grade for delegating technology expertise to their IT team, agencies or underlings. You don’t have to become an expert in technology, but you should take the time to get to know something about the marketing technology that your team and your customers are using. Baby steps. If you don’t use the analytics tools, start with some dashboards. If you only use your smartphone for managing email, try your company’s mobile application.

Tactical Marketing Hacks

The ‘easiest’ of the hacks, these marketing short cuts are the kind that can help out in a pinch if you aren’t already engaged in a best practice or you need a quick source of inspiration or wins.

11. Retarget: If you aren’t using retargeting already, we need to talk. When you finish this post, your first order of business is to prune PPC and redirect some of that spend into retargeting. Period.

12. Low on Cash, Try Co-Marketing: Especially compelling for newer divisions or products inside a large brand, if you don’t have a large budget, but you need to build an audience fast, consider uniting with a complementary brand for co-marketed events, content or contests to effectively ‘swap’ lists by offering opt in to the other partners contacts.

13. Mine Referral Traffic: Referral traffic data can be a source of massive value through found audiences, found issues in mix, and more. Unusual insights can be found that could drive entirely new segments, one of our analysts was at a CPG company when a lotion brand found a lot of traffic from a men’s baldness site. Lo and behold, they identified a totally new segment of chafed headed bald men that became highly profitable. Get your analytics team to share outliers on a regular basis so you can ID opportunities and even mistakes in your mix.

14. ABT: Always be testing your advertising and campaigns with different creative, different messages and different offers. Even once you think you have a winner, keep testing because as a sage analytics analyst once said “first choice is rarely best choice”.

15. Crowdsource Content: Turn the mic around to speak with customers, industry illuminati and more. Interviews and Q&As are often more interesting than your point of view, and they take much of the burden of content creation off of you.

16. Use RobotsUse Robots: Ok, not quite robots. But content marketers should liberally use transcription services to turn audio content into the raw bones of blog posts or long form content. That might be a webinar or a Q&A as indicated before. Transcription has gotten so inexpensive due to voice recognition that it can really help drive down your cost of content production.

Opening Line: How To Craft A Good Email Subject (Infographic)

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Your email’s subject line is the most important factor that decides whether it will be opened or not.

It is the first impression you have on your recipient. Sadly, most people get a lot of emails everyday and  most of them are left unopened. The chances of your email being ignored are pretty high, unless you have a trustworthy and appealing subject line.

Your subject line is the first (and the last) impression on users. In many cases, your email subject line is more important than the body. After all, a great newsletter is worthless if it never sees the light of day.

There are a few different views when it comes to creating terrific subject lines. Here is a great infographic to create a killer subject lines for your emails:

email-opening-line-infographic

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Four Innocent-Looking SEO Mistakes That Could Penalise Your Website Severely

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No one wants a site penalty on purpose. Sometimes it happens through carelessness, black-hat techniques, even through honest SEO practices.

There are people who have tried to follow SEO best practices, but they were penalised. If you find any points of connection between your site and the examples, don’t panic. Just because you share a commonality does not mean that you will get the same penalty. We will start the first ‘honest’ mistake with:

1. Link-Leveraged Business Relationships

Many businesses create relationships with other businesses. As a way of cementing the relationship, the businesses offer to create links to one another in order to enhance SEO and click-through traffic. Sometimes, however, these good intentions end up hurting one or both of the sites.

In this case, the solution would be to have the partner site remove the footer link. If one of them have been penalised, they will now have to deal with the fallout. However, one of the best ways to swiftly and conclusively deal with it is to have an actual link removal rather than a simple domain disavowal.

2. Affiliate Programs

Affiliate linking is similar to a double-edged sword: it can either help SEO or it can kill it. It depends on how you implement it. Rand Fishkin from The Moz once called affiliate links as “a nasty gray area and a frustrating one for many SEOs/webmasters/sites over the years.” It’s true as it leaves many SEO practitioners scratching their heads to how exactly to deal with affiliate links.

Online affiliate relationships are big business. For the most part, they’re spam free. Companies can engage in affiliate relationships without fear of penalisation. However, if a company goes halfway into affiliate linking, they can get bit.

The safest way to conduct affiliate linking is through the following methods:

  • Use a trusted affiliate relationship provider to conduct 100% of the affiliate program rollout. This option is best if you or your development team do not have the skill or experience required to create an affiliate program from scratch.
  • Create a dedicated landing page for large affiliate providers. If you have relationships with major organisations, go ahead and created a dedicated landing page for them specifically. This helps them while also protecting your site.
  • Test all affiliate links from time to time. To maintain site integrity, it’s best to go through each affiliate link and make sure it’s functioning properly. If you find any broken links, be sure to create a permanent redirect.

3. Influencer Outreach

Influencer outreach is a powerful SEO strategy, and many times it works just fine. Basically, you find the major influencers in a given niche, reach out to them with a request, get link juice, audience exposure, and other major benefits. Even after we have been rocked by several search engine algorithm updates, influencer outreach still benefits the receiving sites.

Influencer outreach is great. But yes, the silver lining is fronted by a cumulonimbus cloud. If the influencer outreach targets a low-authority niche, the backlinks could compromise the site. Although the influencers are “influential,” the link value from their sites will not enhance your site’s SEO. On the contrary, it could ruin it.

If you have caught in this problem, you had a lot of cleanup to do. You can ended up quietly disavowing the links from all the blogs that you had pitched. If you run an influencer outreach campaign, pick your targets carefully. If you have no choice but to pitch a niche that is characteristically low-authority and spammy, then I recommend the following:

  • Ask influencers to use nofollow links. Provide the code for them to copy/paste into their blog articles for this purpose.
  • Create a specific landing page for the influencer outreach. Use a service such as Unbounce to direct users to a specific page that is designed for the outreach campaign. The upside of this is that you can customise the landing page to the niche, and even conduct A/B testing to boot.

4. Guest Blogging Niche

When done in the right way, guest blogging can be awesome. However, it brings its own dangers. One of the dangers might not be what you expect. Like point three above, this danger involves the niche in which you guest blog, not simply the fact that you are guest blogging. Earlier this year, the SEO world shocked when Matt Cutts, the head of Google Webspam announced that guest blogging was largely “done” as a link building tactic, explaining that it had become increasingly spammy over the years.

He didn’t outright condemn the practice, however, noting that there “are still many good reasons to do some guest blogging” and that he wasn’t referring to “high-quality multi-author blogs.” And so, many content marketers all stood back up and went on guest blogging with purpose and caution. They became selective with their guest blogging opportunities, limiting ourselves to high authority sites that would provide some benefit beyond a link for SEO (e.g. traffic, brand exposure, etc.).

Unfortunately, some of us didn’t realise that it wasn’t just about the sites themselves – it was also about the niche we were guest blogging in.

Obviously, the general solution is to be careful where you guest blog. Although guest blogging lives on and still carries SEO value, it does have sharp edges. The most dangerous side effect of guest blogging has to do with the partners in which you do your guest blogging. If you choose your partnership carefully and wisely, you shouldn’t have a problem.

Conclusion

Now it’s a moment of reflection. Did you mismanage your SEO strategy with these mhonest mistakes? You need to move on. It’s impossible to persuade Google to lift their penalty with sad stories. You’ve actually got to do penance. You need to do the hard and time-consuming work of a penalty recovery process.

No one goes in hoping for a penalty. By staying aware of these honest mistakes, you can avoid the plight of a penalty and keep your SEO held high.

Google Mobile Search Now Covers People’s Tweets

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Recently, Google has released an official announcement that it is now displaying Tweets in mobile searches.

Google search update is updating gradually, first on its app and then on mobile browsers. Along with the latest update, real-time content from Twitter will be displayed directly in the search results. So now when you’re searching on the Google app or any browser on your phone or tablet, you can find real-time content from Twitter right in the search results.

Whether you’re interested in the latest from Taylor Swift, news about the #MadMenFinale, or updates on the NBA playoffs, you’ll have access to it directly from Google. Let’s use NASA as an example—just ask the Google app about “NASA Twitter,” and in the search results, you’ll see Tweets from @NASA:

nasa-twitter

According to Google representative, this update provides a great way for users to get timely information about a specific topic. Moreover, it provides brands and organisations with a new way to reach a global audience with relevant content. It is important to note, however, that the update is rolling out in English first, with more languages expected in the future.

Google also says that it is still working to bring the update on the desktops as well.

How To Maximise Video Content On Every Popular Social Media Site (Infographic)

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These days, visual content has become one of the most important key for driving engagement on social media.

And video has emerged as one of the fastest medium to do so. It is the ultimate audio-visual content. However, unlike what beginners say, video marketing is not just about posting video content on your timeline haphazardly. It is important to create video content that people will love to share.

The growth and popularity of video marketing has no signs of slowing down. Brands will need to implement a great video marketing strategy if they want to keep their online audiences engaged, especially on the various social networking sites.

So why not try adding video to your social media marketing campaign? Here is an insightful infographic that illustrates how to maximise your video content on Facebook, Twitter, YouTube and Instagram.

video-optimisation-for-each-social-media-channels-infographic

 

7 Best Content Discovery Sources To Fullfil Your Marketing Needs

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Content discovery can become frighteningly complex if you are solely trying to find the right article or video you know your audience will appreciate sharing with them.

In fact, latest studies reveal this is the biggest time-consuming task for most content curation efforts. In today’s post, The Website Marketing Group will try to list the best content discovery sources you can use to elevate the quality of your articles and videos you want to share on your timeline. These sources include:

  1. Scoop.it
  2. Feedly
  3. Buzzsumo
  4. NewsLetters
  5. LinkedIn Pulse
  6. Google+ Stream
  7. Buffer Suggestion Tool

Each of these content discovery sources provide unique high quality content that you can add to your marketing automation system and share on the social web to various popular social media sites, including Facebook, LinkedIn, Twitter and Google+.

Let’s start the list with:

1. Scoop.it

Scoop.it_

Scoop.it let’s you discover, curate and publish great content to get visibility online. Millions of professionals use Scoop.it to discover, curate and publish great content to develop their visibility online, demonstrate thought leadership, generate leads and educate their audience.

Scoop.it’s suggestion engine retrieves content based on the targeted keyword phrases you enter into its discovery engine. Later, it shows you how many social shares (in aggregate) the content has received to date and breaks them down by social network (Facebook, Twitter, LinkedIn and Google Plus).

2. Feedly

Feedly bills itself as a single place to read your favorite newspapers, magazines and Blogs. If you’re still starting your morning with a zigzag through a standard set of Web sites, you’re wasting time. feedly is what you needly! ~ New York Times

Feedly let you search for articles, videos, decks and podcasts by keyword phrase and filter them by popularity. It serves virtually any shares. Hot is 20+ shares, while On Fire is 100+ shares. You can also filter by Author, Title, or anywhere in the body of the article. You can limit your search to within your Feedly rss feeds or outside of Feedly anywhere on the worldwide web.

3. BuzzSumo

buzzsumo

BuzzSumo takes content discovery to a new level using social search. There is no shortage of content on the web, the key is filtering out the content that resonates with audiences, the content that is currently trending and the content about to trend. A BuzzSumo search will find most shared content across all the main social networks. Not only that, but it will reveal other content from a specific author or a domain, so you can identify content influencers by competitive domain and authorship.

4. NewsLetters

All the big names in Internet marketing worth their weight in salt subscribes to newsletters to learn from the best and keep abreast of changes and advancements in marketing trends and techniques. You can subscribe to dozens of educative Internet marketing newsletters, so you can become a better marketers. One of the best newsletter for aspiring marketers is Anna Hoffman. She calls it her Weekly Marketing Skinny and comes every Saturday. It’s full of her latest and greatest posts, plus what happening in the market place.

5. LinkedIn Pulse

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LinkedIn Pulse is the publishing arm of our beloved LinkedIn social network. If you’re lucky enough to get your article featured on Pulse, you likely to get tens of thousands of views in the process.

6. Google+ Stream

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Google+ might not be the biggest social network out there, but 500 million is a big number anyway you look at it. In much the same way LinkedIn is the preferred social network for B2B marketers, Google+ is the place to be if you’re on the hunt for the latest in social media marketing, SEO and content marketing.

7. Buffer Suggestion Tool

BufferApp

Previously, Buffer would only suggest content from their Buffer Picks category. They have now unlocked suggestions for five new categories: Marketing, Inspiration, Business & Startups, Lifehacking, & Design. The tool will only suggest posts for Twitter, Google Plus, and Linkedin, but not Facebook.

Pinterest Has Updated Its Ad Options, Introducing The New “Cinematic Pin”

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Pinterest is moving forward on the ad race competition with some announcements, one of them is the new “Cinematic Pins.”

The brand new Cinematic Pins are a new feature of motion-based Promoted Pin that is controlled through scrolling. The new ad type aims to provide brands with enhanced storytelling opportunities while also giving consumers control of the content. The initial launch partners for Cinematic Pins include L’Oreal, Target, Visa Checkout, Wendy’s and many more.

Another noteworthy update is the new audience targeting. It enables brands to target Promoted Pins based on interests, personas or life stages such as millennials, foodies or travelers. Plus, Pinterest added to its existing premium CPM and CPC Promoted Pins with a cost-per-engagement (CPE) model that will help brands track future intent. Lastly, Pinterest announced that it is making its App Pins promotable in the coming months, on a cost-per-action (CPA) basis.

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For brands that are ready to get started promoting content on the social network, Pinterest is offering a couple of new services. For starters, the “Pin Factory” is a Pin creative studio for brands. For a minimum spend, Pinterest says it will create Pin images and descriptions that get results. Conversely, Pinterest says brands that want to manage their content creation can work with one of the social network’s recently announced Marketing Developer Partners. Moreover, all of these new products and offerings will begin rolling out to U.S. businesses this summer.

Here is the promotional video:

“When we first launched Promoted Pins, our goal was to give businesses a unique way to get in front of more people on this path. That’s why we’re excited to announce our new suite of ad solutions, which maps your business goals to the steps Pinners take to plan their futures.”

Marketing Strategy: Maximising Social Media Usage To Get More Customers (Infographic)

71% of customers are likely to recommend the brand after receiving a quick response on the social media. Moreover, 67% of Twitter users are far more likely to buy from the brands they follow.

Social media is a great opportunity for businesses of all sizes and shapes to interact with potential customers in a way they never have before. Take a look at the infographic below and learn how you can improve your social media strategy to help potential prospects become loyal customers.

marketing-strategy-utilising-social-media-to-get-more-buyers-infographic

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29 SEO Tools To Abridge Your Marketing Effort

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With the help of some SEO experts, The Website Marketing Group team has created a list of useful tools to help with on-site optimisation, link analysis and many more.

While some of these tools are paid, the majority are free to use, or at least offer a limited service for free users. Each of these tools has been divided to specific categories for your own use.

Keyword research and content planning

1. Google’s Keyword Planner. Used as described in this article, the keyword planner can be a valuable tool for identifying opportunities and finding ideas for content.

google-adwords-keyword-planner

2. faq fox. This is a useful tool for finding popular questions that people ask in your industry.

3. Yandex Keyword statistics. For those targeting the Russian market.

4. Baidu Keyword Tool. Same as Yandex, but for China.

5. Google Auto Complete.

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6. Ubersuggest. Enter a phrase and it will provide a bunch of suggestions around that term.

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On site tools

7. Searchmetrics. The research section is free and gives us so much juicy info.

8. Screaming Frog SEO Spider. This is useful for identifying a multitude of on page factors and highlighting where there are issues (with page titles and descriptions being too long or too short, finding broken links or internal redirects that need to be updated).

9. Schema Creator. If you want to look at how to start getting rich snippets in Google Search results, but don’t know how to write the code for it? Schema Creator can help you generate this depending on the type of rich snippet and structured data you need to implement.

Page Speed checkers

10. Google Page Speed Insights. Speed matters, and this tool will score sites for speed, with some useful suggestions for improvement.

11. WebPageTest. Along with Pingdom, these tools provide insights into the elements that may slow page loading.

12. Pingdom.

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Link analysis

13. Majestic. Another good top-level analysis of backlink profiles that comes free.

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14. Broken link checker.

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15. ahrefs. The free version provides good top-level backlink analysis.

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16. SpiralDB. This is handy for doing a quick check on a web page for a domain, using LinkRisk, Majestic, ahrefs and SEMrush data.

Other tools

17. Jellyfish Google penalty checker. This looks at site data, plotting Google updates on a timeline.

18. Copyscape. This looks for sites copying your pages.

Copyscape

19. Wayback Machine.

20. theMediaFlow’s HREFLANG XML sitemap generator. This can be used to generate international targeted XML sitemaps for various languages and regions.

21. Moz. The pro tools here contain lots of useful data, including link analysis, social analytics and keyword tracking.

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22. PI Datametrics. This paid tool allows you to track your own and competitors’ rankings over time, and shows which pages are ranking at any given time. Its especially useful for avoiding issues with cannibalisation of ranking by competing pages from the same site.

23. Jellyfish search snippet tool. This allows you to test how your page will look in the SERPs.

24. Google Webmaster tools (which as of the date of this article being published has been rebranded Search Console). Essential for checking crawl errors, keywords, and any notifications from Google.

Google Webmaster Tools

25. Spyfu. This provides competitive intelligence, both organic and PPC visibility data, as well as historic rankings with Google update clues over the timeline and a handy option to compare two or more sites and the chance to spy on competitors’ profitable keywords.

26. BuiltWith Technology Profiler. A really useful tool to understand what web technologies are employed on a website – server types, content management systems, code frameworks and much more.

27. Buzzsumo. Among other things, this can analyse the performance of content and the backlinks each article attracts.

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28. SearchStatus. A Firefox plugin offering quick access to data about a site including Whois, Google indexing of the site, link report for a page, etc.

29. SEMRush. This provides organic visibility and PPC visibility data, as well as some useful data on competitors.

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12 Excellent Tips To Boost Your Pins On Pinterest (Infographic)

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With more than 1 billion boards comprised of 50 billion pins, Pinterest is where some 80 million consumers go to imagine, organise and execute inspirational ideas.

The following infographic illustrates 12 simple tips to help increase awareness around, drive engagement with and maximise the impact of your pins.

Here are some points of consideration:

  • High quality photos. Pinterest users are much more likely to take action on a pin they find aesthetically pleasing. In other words, bring your A game. Share crystalline photos hat capture product details -and customers.
  • Write detailed descriptions. Pinterest provides enough room for up to 500 characters. Don’t be shy. Caption accordingly, using key terms that will make you more discoverable in search.
  • Use vertical Pins. Crop your pins based on this knowledge, and always optimise for mobile screens.
  • Out with the old. Promoted pins are a great way to get noticed on Pinterest, but bear in mind that traditional ad creative (e.g banners) wont work. Instead, share content that feels native to the Pinterest environment.
12-effective-pinterest-tips-infographic

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