We have put together a list of the top 10 ways that businesses can optimize their Pinterest account:

1. Setting Up Pinterest
- Even if you are not ready to get started with Pinterest, reserve your handle now!
- (http://pinterest.com/landing/)

2. Optimize Your Website
- Add the Pinterest Icon to your Homepage (http://pinterest.com/about/goodies/).
- Add Pins to Product Pages (http://pinterest.com/about/goodies/).
- Example: http://www.laylagrayce.com

3. Engage Other Users
- Follow other users (there is a high follow back rate).
- Repin other people’s Pins.
- Share Your Pins on Facebook & Twitter.
- Make some of your Boards open so other people can post to your page.
- Make customer favorite boards and repin from a particular customer or group of customers.
- Example: http://pinterest.com/wholefoods/

4. Promote Your Lifestyle
- Create lifestyle boards (goal is 9) including products & images from other companies
- Pin more than photos – quotes, videos, blogs etc.
- Create boards that cover a broad range of interests, rather than maintaining a single board devoted to one topic.
- Example: http://pinterest.com/renttherunway/

5. Market Your Products
- Pin images of your own products to your board
- Your business can have multiple boards
- Group products by theme, size, features etc.
- Use the area provided to describe your product and Incorporate keywords to optimize your Pinterest SEO
- Example: http://pinterest.com/gap/

6.  Lead Prospects to Your Website
- A feature allows you to add a Price Tag for any item you Pin, which lets you add a link pointing back to your website so viewers can learn more or purchase.
- When you add a Price Tag and link to your Site, the products are automatically added to Pinterests “Gifts” page where users can click on “Gifts” to find gift ideas grouped by price ($1-$20, $20-$50, etc.).
- Example: http://pinterest.com/etsy/home-sweet-home/

7. Hold a Contest
- One creative way to utilize Pinterest is to hold a contest by encouraging users to browse the website, create Pins of items they liked and the most creative and stylish entry wins.
- This kind of contest can engage your audience and also gets directs users to your site and requires them to browse your products and link to them.
- Possible prize ideas include a gift certificate to your Website or an Item that they Pinned.
- Example: http://www.facebook.com/note.php?note_id=10150517045950803

8. Use Pinterest as a Social Online Focus Group
- Test out new products or an upcoming ad campaign.
- Show “sneak peeks” of upcoming products.
- Example: http://pinterest.com/potterybarnkids/spring-2012-sneak-preview/

9. Create Gift Idea Boards
- Create specialized gift idea boards for individuals (ie: Gifts for Her, Gifts for Kids)
- Create gift idea boards for holidays (ie: Valentine’s Day, Christmas)
- Use a combination of your own products and products found elsewhere.
- Example: http://pinterest.com/LaylaGrayce/favorite-gifts-to-give/

10. Learn From Those Around You
- Browse Pinterest to see how other companies are using it. Industry leaders include: Rent the Runway, Bergdorf Goodman, Wholefoods, Mashable, The Travel Channel, HGTV, Oreck, Michael Kors, Gilt Home and  Kate Spade.

We want to extend a big congratulations to our client Tiny Prints for taking home the “Exceptional Merchant” honors from the annual Affiliate Summit in January. Recognized for their industry-leading affiliate marketing program, Tiny Prints competed against online retail giants Amazon and Overstock for the award, which recognizes the digital marketing industry’s most innovative leaders and is considered the most prestigious, competitive honor for leaders in affiliate marketing.

Tiny Prints’ affiliate marketing program achieved several key milestones in 2011, including more than 100 percent growth for the fourth consecutive year in a row; and 200 percent growth for its Storefronts program used by professional photographers, non-profits and local PTA’s. The program now has more than 6,000+ affiliates and is managed by a four-person team committed to exceptional one on one service.

We (the Acceleration Partners team) accepted the award on behalf of Tiny Prints, as we have worked closely with them on the design and management of the affiliate program since its launch in 2007. Winning this award is another example of how companies who take the time to carefully and actively manage the growth of their affiliate programs and develop meaningful, long lasting relationships with affiliates will receive both a higher return on investment and a more positive brand impact.  Congrats to all!

While the award is for the “Exceptional Merchant,” the Tiny Prints affiliates in the program deserve much of the credit. Acceleration Partners has spent a lot of time with Tiny Prints making sure that the right affiliates are in the program and that the wrong affiliates are kept out. We are consistently impressed by the quality of our affiliates and their ability to both innovate and find new ways to promote our program. Without them, this nomination would certainly not have not been possible.

Being nominated for this award demonstrates that companies who take the time to carefully and actively manage the growth of their affiliate programs and develop meaningful, long lasting relationships with affiliates will receive both a higher return on investment and a more positive impact on their brand. To learn more about the Tiny Prints affiliate program, please visit http://www.acceleration-partners.com/affiliate-program-management/.

To see all of the Affiliate Summit Pinnacle Award nominees, please visit http://www.affiliatesummit.com/pinnacle-awards-finalists-at-affiliate-summit-west-2012/. You can also leave comments on the nominations at http://forum.affiliatesummit.com/topic/2167-pinnacle-awards-finalists-at-affiliate-summit-west-2012/.  Best of luck to all the nominees and we look forward to hearing about the winner at Affiliate Summit in January!

Considering that the average person visits a website landing page multiple times a day, we are surprised by how often we are asked, “what is a landing page?” The following overview is meant to help companies understand how they can use landing pages to optimize their websites.

In the simplest sense, a landing page is any page on a website that serves as the initial point of entry for a user to the website.  Some landing pages are core pages on the website and are in the navigation. However, there is another type of landing page, called a gateway page, which can be created just to attract users to the site and is not meant to be discovered through the primary navigation or by browsing on the site.

Landing pages offer an opportunity to develop specialized pages that feature the same products in different ways and allow you to tailor your products and services in the exact way that people search, hoping to have that page appear higher in a search result. There are essentially four types of landing pages that we refer to when architecting a site.

1. Category Pages (core landing page): A category page is part of the core navigation and can be found through the site hierarchy.  Category pages often serve as product overview pages that link out to an individual service, product or sku page.  See an Example.

2. Product Pages (core landing page): A product page is part of the core hierarchy and is often found clicking through from a category page.  A product page is the ultimate call to action page where you see sku or service details including price, color and dimensions.  On an e-commerce site, the product page is the place where one can add an item to a cart and check out, where as on a service-oriented site, it is the place for a lead generating form. See an Example.

3.Location Pages (gateway landing page): A location page can act as a gateway page for a person searching for a particular service in a specific location.  This type of landing page allows you to focus your core pages on a more general area, while tailoring each landing page to a very specific geographical location.  Location pages are often hid on the footer of the site or are linked out from other embedded pages.  See an Example.

4. Keyword Pages (gateway landing page): A keyword specific page can be created as a gateway page to target specific search words that rank highly in keyword research.  Since there are often many keywords that describe one product/service or a set of products/services, a keyword page allows you to drive targeted traffic to your site based on each specific search word.  See an Example.

By creating multiple types of category pages, product pages, location pages and keyword specific pages with custom meta titles, meta descriptions, URLs, page headers and custom content, a website is able to capture a wide variety of traffic from organic search, and have a better initial user experience for targeted PPC campaigns and email marketing.  By designing the site to direct traffic to specialized landing pages rather than to the homepage, websites will find an increased ROI and improved conversion rate. Wondering why? It is because the info on the page that the user sees will be most relevant to what they are specifically looking for and by this point they are further down the conversion funnel.

Knowing all of the above, you would be surprised at how often landing pages are underutilized when developing or improving a website.

Creating an effective landing page requires a fair amount of trial and error.  We encourage clients to be persistent and try different tactics with careful measurement until they find the strategy that best fits their individual business model.  The majority of landing pages are extremely easy to implement and test; it just requires very unique page content and attributes.  Once a template is generated, there is no limit to the number of pages that can be created so long as they are truly differentiated from one another. The extra time and work that it takes to improve and create landing pages, can often make the difference between a highly successful website and one that has a low conversion rate and underutilizes Search Engine Optimization (SEO).

We are accepting applications for a part-time work-from-home Online Marketing Associate. Projects may range from 10-20 hours per week to start, with the opportunity to develop into a full time position if desired.

Principal Responsibilities:

• Serve as an associate on client projects working with a manager and director in a typical consulting model.
• Monitor, track, and report on paid search metrics, including trend analysis.
• Assist in keyword research and competitor analysis and provide support for search engine optimization recommendations.
• Provide support for social media optimization recommendations and implementation.
• Interact with Marketing Manager and clients to optimize copy and landing pages for Search Engine Marketing.
  Provide support for the team including setting up of new campaigns and QA creative

Job Requirements:

• BA or BS in business, marketing, communications or related subjects.
• You must be web savvy, both in the sense of being able to do research and knowing about many of the latest websites and tools. A demonstrated knowledge of the Internet, online trends, and the use of the Internet for social networking
• Experience with WordPress, blogging and social media platforms including Facebook and Twitter
• Knowledge of SEO practices, PPC campaigns and Google Analytics
• Strong communication skills, organizational skills, and attention to detail
• Must be a team player and self-starter with the ability to set and keep deadlines and commitments
• Experience with display advertising and affiliate marketing a plus
• Excellent writing and proofreading skills
• Proficient with Microsoft Word, Microsoft Excel (know how to do basic modeling, formulas) and Powerpoint
• Experience with new website launched and redesigns a plus

We are looking for an individual who thrives in an entrepreneurial environment that requires strategic thinking, outstanding analytical capabilities, creativity, and a desire to roll up your sleeves and get things done. The successful candidate will have at least 2-3 years of previous experience in online marketing or strategy roles. Although this is flexible work-from-home position, online and over-the-phone meetings are required and setting and adhering to deadlines is key. Hours and compensation will be discussed during the interview process.

To Be Considered

• Please send a detailed cover letter describing why you would be a good fit for the position in the body of your e-mail with a resume attached in MS Word format to Lindsay@acceleration-partners.com
• Please visit www.waxingpoetic.com or www.laylagrayce.com and tell us what you like about the site, what could use improving and one or two suggestions for how to improve it.
• Generic submissions and submissions that don’t follow this format will not be reviewed. Please keep in mind that we are looking for individuals who are thoughtful and stand out.

Project management sounds like a business school course (and it is), but the truth is there are good project managers in all walks of life. They’re the people who organize group ski trips and surprise parties or who plan their garden plots in December and mastermind elaborate school fundraisers. Some people just have the DNA to plan from beginning to end, coordinating all the details and vendors. They enjoy the responsibility and are prepared for either failure or success.

Last year, I spent three months helping a client launch a new revenue product that depended upon signing up users from a particular demographic and involved multiple departments. Everyone did their part, but very little attention was paid to overall product to the point that it launched without any way for users to join. Since no one was thinking about the project as a whole and how it would work for the end user, this piece fell through the cracks and we missed a critical deadline.

At the workplace, “command and control” management is out of style these days, but the benefits of some measure of central coordination are obvious—imagine what would happen to a factory where everyone on the assembly line just added pieces and hoped for the best with no one there to check if the product coming off the line actually worked. Amazingly, that model has become increasingly common among the multifunctional teams in today’s flat organizations. Part of the issue stems from the culture of the Facebook generation, whose members rely too heavily on group consensus and others’ opinions to feel comfortable taking a stand and committing to being responsible for making an idea a reality—whatever the subsequent results. Too often, I see a lot of hands touching projects, but no one taking real ownership.

The other issue with a lack of project management is that when things go well, everyone is willing to take credit, but there’s no final line of defense when something goes wrong. The unfortunate state of our work ethic today is that there just aren’t as many “the buck stops here” people around who thrive on personal accountability. Of course there’s nothing wrong with getting a lot of participation and input, but at some point someone needs to be responsible for the decisions a company makes to be able to learn from experience how to repeat successes and avoid failures.

While it may seem that project managers are few and far between, sometimes you just need to know where to look. They might just be the ones organizing the office basketball pool or summer outing. Companies need to find these people and use them. Or if they can’t give a new project a champion from within, they should consider bringing in someone from outside to focus on the new initiative from beginning to end. Once such a project is complete, the company can usually take over the management with existing resources.

The key to success in launching new projects is often found in good project management. Make sure you know where the buck stops.

1. The planning and strategy stage should take more time than the execution phase—not the other way around. Both homeowners and business owners are eager to rush into the building phase of their project, often at the expense of careful planning and needs assessment. As a result, key requirements are often missed, driving up costs.

2.  Don’t get too crazy about the language of the contract. Don’t get me wrong, both a clear scope and price are very important details of a contract. However, if a conflict escalates to the point where you need to consult the contract language, you are already in trouble. In most cases, the payment schedule will be more important than the contract minutia. Payments and work accomplished should track fairly evenly.

3. A fixed price bid may give you peace of mind, but it’s not necessarily best. Most people like the idea of a fixed price contract, but it may cost you more in the end. With a fixed price deal, the developer or contractor has to include enough padding to come out ahead—which means that ANYTHING you forgot to include in the fixed price spec will be extra, and the contractor or developer may cut corners to make the target number. For construction, I prefer an open book cost plus agreement so that all costs, fees and adjustments are transparent. For web design and development, a weekly team-based fee combined with an hourly/weekly estimate of stages can give you more flexibility. Working this way takes more trust and management, but it may cost you less in the end.

4. Every project will be approximately two months late and 30% over budget & you will have change orders. Expect the unexpected. Despite the best of intentions, most projects run over budget and finish late. It’s better to know this and plan for it than get caught without the resources to do the job right. It’s also easier to make changes while construction is under way. So, resist the urge to rush forward under the pressure of a big house or launch party. You’ll just end up with more problems to fix down the road.

5. Function comes first, then form. With a home renovation, you want to focus first on where the rooms are going and on such less sexy but important elements as the building envelope, rough wiring, framing and plumbing considerations. Then you can focus on paint colors and cabinet handles. Likewise with a website, getting the right wireframe and strategy for your website needs to come before any discussion about colors and images. Everyone wants to focus on what’s fun, but in each case, misplaced construction will be very expensive to fix.

6. You will love your contractors in the beginning and hate them by the end. This has a lot to do with #2, but the lesson here is not to get too excited in the beginning and to remember that many of the changes that add to the cost and time are a result of the failure to heed lesson #1. Also, it’s good to keep some distance: try not to hire friends or become too chummy with your contractors until the project is over.

7. What’s easy to design can be expensive to build. If you are requesting something unusual, make sure you understand what is involved in building that feature—whether it’s a suspended staircase or a sliding search bar. The ease of design is often misleading. Be sure you know what you are committing to from a cost standpoint to actually build it.

8. There is going to be a punch list. Make sure to discuss the process and time frame for fixing things that are not right, as well as who will incur the cost.

9. Understand how subs work. If you are not hiring the subcontractors, make sure you have no liability for their payment and that their contract is with the general contractor (GC). Also, make sure you understand how communication will work and if everything needs to go through one person. Many GCs and development firms prefer to work through one point of contact.

10. Specialists are called that for a reason. Home and business owners tend to think they can do most things themselves, even if they have no experience. Yet, an architect can bring a lot of value to the table by helping you to define your needs and design for reduced construction costs. A kitchen designer or lighting designer will know these areas better than even the architect. Bottom line, if you really care about an area, find someone to help that just does that really well.

Similarly for websites, firms promise they can do everything—from strategy to design, development, and search engine optimization (SEO). Unless you are hiring a big firm and have a six-figure budget, the reality is that most firms don’t do all of these things well. Find out what your contractor is good at and then get specific help for areas like SEO and wire framing if you feel that the strategy is still not defined enough to be ready to design.

The number one thing that most people who have built a website or a house will tell you is that they wish had the gotten more specific help in areas they didn’t know well and paid more to do their project right the first time.

The curriculum for the Business Fundamentals Boot camp is very tactical in nature, providing expert guidance; tools and takeaways that business leaders need to address core growth and risk areas. For each of the four breakout sessions, participants will have the opportunity to select from 3-4 targeted sessions that they find most relevant. However, all participants will receive speaker information and takeaways from every segment presented. The event will conclude with a networking reception for participants and presenters. See Event Details

The Business Fundamentals Bootcamp will be held at the Cambridge Innovation Center (www.cictr.com) on October 22, 2010 from 12-6pm. Learn More or Register at http://businessfundamentals.eventbrite.com/

The Rodman Ride is a great event held every year in Foxboro, MA with over 1,500 riders helping to raise money for 25 children’s charities and free post- party BBQ at the finish line that’s sponsored by local restaurants and breweries. Last year, BBBSMB had nearly 90 riders made up of company teams, corporate partners, Bigs and Little’s, staff, and family and friends. There are three courses to choose from for any ability that all begin and end in Foxboro- 25-miles, 50 miles and 100 miles. Starting times are set so that all courses finish together at the same time. There is no minimum fundraising goal and riders have BBBSMB development staff and event planners by their side to help them along the way. Based on past ride data, a team of 10 riders would likely raise $10,000 and 25 riders would likely raise $25,000, which would all go directly to the agency with a 15% match as there is no overhead.

We have put together a very simple one page overview that describes the benefits and process and some of the prizes that can be won and marketing benefits. Please contact myself or Molly Neville to set up an onsite info session and she can coordinate with someone from your company to get the team together and help them with fundraising. Riders can also sign up directly online.

Thanks!

So can entrepreneurs avoid this fate? At some point, a business has to make itself as a whole better than the sum of a few key individuals. What’s needed is the creation of systems and processes that break down and document core business functions, so that others can learn to achieve the same results as the top performers. Many entrepreneurs at first don’t believe that they can teach others to do things as well as they can, and they are surprised that their actions contain steps that can be defined, documented, and delegated. Yet, these “playbooks” and systems for your growing company are what will make the core functions of your business efficient and sustainable. They also create an operational competitive advantage for the organization, reducing the risk posed by the departure of key personnel and making the success of the business less dependent on the company’s founders.

Learn More How We Can Help with Operations & Systems & Process Documentation