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How to Maximize Facebook Lead Ads

All Facebook - Wed, 04/27/2016 - 3:00pm

Facebook opened up its Lead Ads to all advertisers last October, and Facebook for Business provided some tips this week on how brands can best utilize them.

Lead ads allow brands to auto-populate forms being filled out by users—for purposes including events, newsletters, offers or requests for further information—with details those users have already provided to Facebook, such as names and email addresses.

In January, the social network added context cards, the carousel ads format and availability on desktop to Lead Ads, and those improvements were joined in March by video, duplicate forms, new customer-relationship-management partners, customizable disclaimers and availability in the Ads Create Tool.

Far more details on Facebook’s Lead Ads tips are available here, and highlights follow:

  • When choosing between automatic bidding and manual bidding, advertisers that have determined how much each lead is worth to them should opt for manual bidding and bid no less than that true value.
  • Advertisers should add the Facebook pixel to their websites.
  • Use lookalike audiences to target people similar to your best customers.
  • Choose well art-directed imagery that has a strong focal point, uses depth of space and is thoughtfully composed.
  • Use context cards—which appear after users click call-to-action buttons on your ad—to provide detailed information about exactly what they are signing up for.
  • Make sure your brand is front and center.
  • Keep forms as short as possible, keep open-ended questions to a minimum and limit the use of multiple-choice answer options.
  • Optimize delivery of your ads to the types of users who are most likely to convert.
  • Create separate ad sets with separate bids for mobile and desktop.
  • Use the Facebook application-programming interface or a third-party CRM system to get your leads immediately.
  • Schedule Lead Ad campaigns to run while your business is operating, and use custom questions to learn the best times to follow up with potential customers.
  • Use conversion tracking and conversion lift studies to determine which elements of your campaigns were the most successful.

Advertisers: What have your experiences been like with Facebook Lead Ads?

Google adds Merchant Center Feed Rules to make formatting shopping feeds easier

Search Engine Land - Wed, 04/27/2016 - 2:45pm
A self-service tool to fix errors, add custom labels and more right in Merchant Center. The post Google adds Merchant Center Feed Rules to make formatting shopping feeds easier appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

QuizUp Celebrates Game of Thrones Season Six With In-Game Tournament

Social Times - Wed, 04/27/2016 - 2:00pm

In celebration of the debut of season six of the HBO television show Game of Thrones, QuizUp recently updated its social quiz game with a new Golden Lightning Tournament, testing players’ knowledge in the platform’s three Game of Thrones topics: Game of Thrones, Game of Thrones Characters and A Song of Ice and Fire.

The tournament challenged players to earn as many experience points as possible in QuizUp’s Game of Thrones categories in a limited amount of time. Players from around the world participated in the tournament, and the top three players on each topic’s tournament leaderboard received the Golden Lightning badge at the end of the event.

QuizUp created an infographic highlighting some stats from the event. For instance, India, the United States and France were the top three active countries in the Game of Thrones topic during the tournament, while the U.S., Great Britain and Canada were the top three active countries in the topic A Song of Fire and Ice. Finally, France, India and the U.S. were the top three active countries in the Game of Thrones Characters topic during the tournament.

QuizUp is available to download for free on the iTunes App Store, Google Play and the Windows Phone Store. Gamers can also play on the Web. QuizUp indicated users may be able to create their own tournaments in the future.

Readers: Did you participate in the Game of Thrones tournament in QuizUp?

QuizUp Celebrates Game of Thrones Season Six With In-Game Tournament

All Facebook - Wed, 04/27/2016 - 2:00pm

In celebration of the debut of season six of the HBO television show Game of Thrones, QuizUp recently updated its social quiz game with a new Golden Lightning Tournament, testing players’ knowledge in the platform’s three Game of Thrones topics: Game of Thrones, Game of Thrones Characters and A Song of Ice and Fire.

The tournament challenged players to earn as many experience points as possible in QuizUp’s Game of Thrones categories in a limited amount of time. Players from around the world participated in the tournament, and the top three players on each topic’s tournament leaderboard received the Golden Lightning badge at the end of the event.

QuizUp created an infographic highlighting some stats from the event. For instance, India, the United States and France were the top three active countries in the Game of Thrones topic during the tournament, while the U.S., Great Britain and Canada were the top three active countries in the topic A Song of Fire and Ice. Finally, France, India and the U.S. were the top three active countries in the Game of Thrones Characters topic during the tournament.

QuizUp is available to download for free on the iTunes App Store, Google Play and the Windows Phone Store. Gamers can also play on the Web. QuizUp indicated users may be able to create their own tournaments in the future.

Readers: Did you participate in the Game of Thrones tournament in QuizUp?

Sharpen your SEO, SEM and social media marketing skills with a SMX Advanced workshop

Search Engine Land - Wed, 04/27/2016 - 1:09pm
SMX Advanced offers you several digital marketing “master class” workshops to sharpen your skills on specific search marketing topics. Register for a pre-conference workshop today and get a full day of in-depth learnings in SEO, PPC, international search, in-house search or local search...

Please visit Search Engine Land for the full article.

Searching for searchers: Audiences are the new keywords

Search Engine Land - Wed, 04/27/2016 - 12:42pm
As we continue to shift towards audience-centric marketing, columnist Christi Olson of Bing notes that we can create more effective remarketing campaigns by asking the right questions about our searchers. The post Searching for searchers: Audiences are the new keywords appeared first on Search...

Please visit Search Engine Land for the full article.

Copyright bully Getty Images complains to EU that Google coerced it into image search

Search Engine Land - Wed, 04/27/2016 - 10:39am
Company says high-res image search results have harmed traffic and revenues. The post Copyright bully Getty Images complains to EU that Google coerced it into image search appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Trend observation: branded PPC ads getting more expensive

Search Engine Land - Wed, 04/27/2016 - 10:23am
Have you noticed your brand CPCs increasingly lately? It's not just you. Columnist Thomas Stern shares data which suggest that branded terms have become more expensive since Google's recent SERP changes. The post Trend observation: branded PPC ads getting more expensive appeared first on Search...

Please visit Search Engine Land for the full article.

How to Use the Pinterest Bulk Editor to Create Promoted Pins

Social Media Examiner - Wed, 04/27/2016 - 6:00am

Looking for a faster way to create promoted pins on Pinterest? Have you tried the Pinterest bulk editor tool? Pinterest’s bulk editor tool makes it easier to create and edit promoted pins and optimize multiple promoted pins at one time. In this article you’ll discover how to create promoted pins in less time with Pinterest’s [...]

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- Your Guide to the Social Media Jungle

6 Instagram Tools to Improve Your Marketing

Social Media Examiner - Tue, 04/26/2016 - 6:00am

Do you want to take your Instagram marketing to the next level? Have you considered using tools to support your efforts there? Adding the right Instagram tools into your marketing flow can help you project a more professional image and give you valuable analytic insights. In this article you’ll discover six tools to improve your [...]

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- Your Guide to the Social Media Jungle

16 Writing Tools for Social Media Marketers

Social Media Examiner - Tue, 04/26/2016 - 5:00am

Do you create copy for social media posts? Do you want some tools to help you improve the quality of your posts? Whether you work on your own or with a team, there are tools that make it more likely your social media posts will publish without errors and with correct word counts. In this [...]

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- Your Guide to the Social Media Jungle

Meet our first class of TED Residents

TED Blog - Mon, 04/25/2016 - 7:32pm
An idea worth spreading doesn’t just magically appear out of thin air. Instead, it needs a long incubation period, a sometimes frustrating — and often exciting — trial and error of creation, failure and innovation. On April 18, TED welcomed its first-ever class of the TED Residency program, an in-house community of 28 bright minds […]
Categories: Technology

#UberInsurance – This is what the future of insurance looks like [download]

Social Commerce Today - Mon, 04/25/2016 - 11:48am

Today, we’ve been speaking at the Accenture-sponsored FinTech Innovation and Disruption 2016 in London, presenting a disruptive UberInsurance concept based on the Uber model. You can checkout the presentation below (and download it here)- but here are the key points

  1. Insurance is ripe for disruption, and investors know it – $650M investment in #InsurTech in Q1 2016 alone
  2. But the InsurTech scene is complicated – just check out the Periodic Table of InsurTech – so many shiny new startups, and most will fail.  Where should we invest?
  3. Follow the money – if you take a look at where the money is going – so called ‘Unicorns’ (startups valued at $1Bn) they are investing in #ConvenienceTech and #EgoTech – tech that saves us time and effort and panders to our fragile ego. #ConvenienceTech + #EgoTech = Unicorn DNA
  4. Uber is a combination #ConvenienceTech (tap for automagic service) and #EgoTech (puts you at the centre of the world – all those car icons running around the screen are your slaves…)
  5. Applied to insurance, the UberInsurance is about more than insurance for gig economy; it’s about easy on-demand personalised insurance that uses realtime robo-broking to ensure you’re always getting the best deal and the best coverage, when you need it. In other words it’s #ConvenienceTech + #EgoTech
  6. Think of UberInsurance as the on-demand service from trōv/sure/cover/fitsense combined with the robo-broking (personal digital concierge) of insurify’s evia / knip / brolly.  Like Uber, UberInsurance is all about owning the relationship but not the costs (smart intermediation), whilst combining #ConvenienceTech (tap for automagic service) with #EgoTech.

Uberfy or Die! – This is what the future of insurance looks like… from Paul Marsden         

The Seductive Power of the Dark Side [Rented Land]

The Content Marketing Revolution - Mon, 04/25/2016 - 6:00am

For years, John Battelle, entrepreneur, technology innovator, and the founder of Wired, drilled into media and marketing professionals the idea of NOT building your content house on rented land.

As recently as two years ago, he clearly stated that “if you’re going to build something, don’t build on land someone else already owns. You want your own land, your own domain, your own sovereignty.” Why? Simply put, once you publish on someone else’s platform, you do not own the subscribers or assets associated with that content. Even if you build followers or fans on that platform, it doesn’t give you the right to communicate with them.

John went on, “Trouble is, so much of the choice land – the land where all the ‘people’ are – is already owned by someone else: by Google, Facebook, Twitter, LinkedIn, Yahoo, and Apple (in apps, anyway). These platforms are where … the people are, after all. It’s where the headwaters form for most of the powerful streams on the Internet. It’s tempting to build your brand on those lands – but my counsel is simple: Don’t. There’s plenty of land out there on the Rest of The Internet. In fact, there’s as much land as you want, and what you make of it is up to you as a publisher.”

It’s tempting to build your brand on land someone else owns, but my counsel is simple: Don’t via @johnbattelle
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This Week in Content Marketing: The Seduction of Rented Land Rent is skyrocketing

We’ve seen the effects of building on rented land. Brands of all sizes built their content houses on Facebook, amassing, in some cases, millions of followers. Where Facebook once allowed brands to reach their audiences directly, organic reach has now plummeted to all-time lows.

In this chart from Jay Baer, Facebook organic reach continues to spiral downward while Facebook’s stock price continues to jump.

Jay says, “Facebook encouraged businesses to build and reach audiences for ‘free’ on their platform (until that free ride ended), and that should be no surprise whatsoever. Clear-eyed business observers have been raising the alarm about building your house on rented land for years, but Facebook has still been able to pull off the greatest Gillette scam ever (you give away the razor, and then sell the blades).”

Once Facebook “decided” to make money, it squeezed out direct communications to your fans in the hope that you would pay to reach them. Facebook executives were 100% correct on that notion.

And it’s not just Facebook. The case can be made that we have been slowly moving back to the television era, when CBS, ABC, and NBC owned the majority of the access to the audience. Today’s networks are now Facebook, Snapchat, LinkedIn, Instagram (part of Facebook), and Twitter. Simply look at the changes the folks at LinkedIn and Twitter are making to their algorithms. They are deciding what your followers see, and in most cases, it’s not your “stuff.” Either you can sit back and watch as nothing happens, or try to reach your audience by paying a larger portion of rent (advertising).

The rent was once free, and all was right with the world. The new networks want to make more money (and it’s their prerogative to do so). The question is, can you afford to make rent payments or is there a better way?

Seduced by the dark side

Medium, another growing “network,” is making the case for becoming THE publishing platform on the web. Its beautiful interface and easy-to-use back-end tools have enabled companies to move their blogs permanently over to Medium like Basecamp did with its Signal vs. Noise blog.

David Heinemeier Hansson, founder of Basecamp, said that the move from “owned” to Medium provided Basecamp with a solution to ongoing IT issues, as well as the ability to reach a new sphere of influence in the Medium community.

But the real sell, according to Hansson, was that with Mediumoffering custom domains, we’re ensured that no permalink ever has to break, even if we leave the platform. By committing to never showing advertisement, unless the publisher consents, we can remain with Basecamp as the sole commercial sponsor of Signal v. Noise. Between these two facts, we feel confident about owning our content and our legacy, regardless of where Medium-The-$82M-VC-Funded-Company goes.”

To the content marketer, this sounds too good to be true. Now I:

  • Don’t need my IT department for support
  • Reach a larger possible audience
  • Am assured that there will be no advertising except for my own
  • Can keep “ownership” of content if we switch platforms since the permalinks won’t break

Yeah … and I’ll be over 6 foot in height someday.

Heck, I’ve been wrong before (just ask my wife and kids), but how do we know that Medium won’t change its rules? If Medium goes out of business, will the platform continue to be supported? Are we positive it won’t offer advertising on our platform?

It is likely that YouTube and even Facebook didn’t know their future direction would include squashing organic requested (opted-in) content as they evolved their business models. Can Medium make significant revenues and stay true to these promises?

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Now let’s go back to our friend John Battelle – our fearless leader of all that is good and earnest with publisher-owned assets … I know we can count on him as our guiding light.

A few weeks back, Mr. Battelle used Medium to announce the launch of his new company, NewCo Shift. It’s positioned as a business media property covering the business model transformation in technology. NewCo’s new home? Medium.

Yes, that’s correct. Our leader is launching his new publishing platform on someone else’s land. (Insert sigh here.)

Now, before I get all worked up, let’s look a bit closer at the new business model.  “NewCo’s media offerings also include email newsletters, long-form features, video, and media native to major social media platforms.”

Ah yes, email. Mr. Battelle will be leveraging Medium’s tools and reach, not to build an asset on Medium, but to leverage this “could-be-temporary” platform to build the real, monetizable asset – email. As we look at CMI’s own subscriber hierarchy, email is the pièce de résistance.

To be honest, I’m not sure if Mr. Battelle has lost his mind or if this move is truly brilliant. Based on his past moves, I’m betting on the latter.

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Like many individuals, my Aunt Patty (currently residing in Florida) wondered what I actually do for a living. As background, Patty was and is a whiz in the real-estate market.

To save time with the answer, my wife astutely answered “Joe is in the real-estate business, but his ‘land’ is on the Internet.” Brilliant.

.@JoePulizzi is in the real-estate business, but his ‘land’ is on the Internet via @pamkozelka #CMWorld
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The point? Renting is fine, depending on what your goal is. But it needs to be known that every successful publishing operation – at one time or another – owns and has access to its assets. As certain networks get larger and more influential, the dark side of the force will continue to reach out to you and pull you in that direction.

I’m all for leveraging as many social media networks as makes sense for you to accomplish your marketing goals, but make sure you know what you are getting into. You should get up every morning knowing that the beautiful “rentals” you’ve created on these networks may have been swallowed up overnight.

If you keep that kind of perspective, you can focus on what you are truly trying to build, and whether there will be something left at the end of the day (or hour or minute).

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Want to see and learn about all sides of content marketing? Make plans today to attend Content Marketing World 2016 – Content Strikes Back – Sept. 6-9 in Cleveland. Use code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post The Seductive Power of the Dark Side [Rented Land] appeared first on Content Marketing Institute.

How to Simplify the Publishing of Curated Content on Facebook With Free Tools

Social Media Examiner - Mon, 04/25/2016 - 6:00am

Looking for a way to simplify the process of publishing your curated content on Facebook? Want to schedule curated content posts and links to your own blog? By using If This Then That (IFTTT), Pocket, and Google Docs, you can create a cost-effective and time-saving workflow that will help you keep your Facebook page stocked [...]

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- Your Guide to the Social Media Jungle

How to Use Pinterest to Connect With a Local Audience

Social Media Examiner - Mon, 04/25/2016 - 5:00am

Do you use Pinterest to build relationships with your audience? Do you want to strengthen ties with your local community? Including a strong geographic focus in your Pinterest marketing can help you create more visibility with people who live or are interested in your locale. In this article you’ll discover how to use Pinterest to [...]

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- Your Guide to the Social Media Jungle

Facebook Simplifies Mobile Video Ad Buying: This Week in Social Media

Social Media Examiner - Sat, 04/23/2016 - 6:00am

Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention. What’s New This Week Facebook Introduces New Features for Purchasing and Planning Mobile Video Ads: Facebook introduced “new features to make it [...]

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- Your Guide to the Social Media Jungle

This Week in Content Marketing: Is Content Marketing Actually a Thing?

The Content Marketing Revolution - Sat, 04/23/2016 - 6:00am

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I discuss a contrarian article that claims content marketing is a meaningless buzzword. Its author also counsels marketers to ignore the continuing evolution of marketing, which is flat-out bad advice. A companion article reminds us that we ought to focus on the needs of our customers, not on writing to justify the practice of content marketing to our peers. Next, we ponder the emergence of a new position at large publishers, the e-commerce editor, and explain how it fits into the evolution of media business models. Finally, we interpret BuzzFeed’s disastrous last quarter. Does it point to fundamental problems at the huge online publisher or simply a market correction for an over-valued company? Rants and raves include Dan Lyons’ tell-all tale about BuzzFeed and a must-read HBR article about the end of solution sales. This week’s This Old Marketing example: Ripley’s Believe It or Not.

This week’s show

(Recorded live April 17, 2016; Length: 1:01:39)

Download this week’s PNR This Old Marketing podcast.

If you enjoy our PNR podcasts, we would love if you would rate it, or post a review, on iTunes.

1. Content marketing in the news
  • Everything the tech world says about marketing is wrong (4:40): The biggest problem in marketing in the tech world today is that too many marketers do not know the first thing about marketing, claims TechCrunch contributor Samuel Scott. He believes that digital marketers have fallen into an echo chamber of meaningless buzzwords, including content marketing and inbound marketing. Robert and I shake our heads as yet another author plays fast and loose with definitions of terms and “examples” of content marketing. The author also counsels marketers to ignore the continuing evolution of marketing, which we think is just bad advice. This article is paired with the next one from Marketing Land.
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  • Content marketing’s echo chamber (16:59): Is content marketing doomed to go the way of the traditional agency model? Not if we align our priorities with those of our customers, says Patrick Armitage in this Marketing Land article. His warning: As content marketers, we spend too much time and effort trying to be vetted, accepted and acknowledged by our peers instead of focusing on our customers. Robert and I agree. At many companies, content quantity and lead-based metrics tend to encourage the production of mediocre content. That has to change.
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  • Newest rainmaker at publishers: E-commerce editors (25:32): With online advertising under pressure from all sides, publishers are increasingly looking to commerce to bolster revenue. That’s given rise to a new class of employee: The e-commerce editor, reports Digiday. Robert and I agree that affiliate links are just baby steps in this direction; publishers need to develop a suite of products they can sell, and then overlay them with a content model that provides useful information to the audience and recommends products to them. We acknowledge it’s a much different mindset for publishers to adopt. This may take some time!
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  • BuzzFeed cuts prospects (33:37): BuzzFeed missed its internal financial targets in 2015 and had to substantially cut its projected revenue by about half, according to The Guardian. The company has been forced to cut its 2016 revenue target from $500 million to $250 million after missing its 2015 target by more than $80 million. As I see it, BuzzFeed is facing two big problems: building its business on social channels it doesn’t own, and trying to be successful with such broad content. Robert believes that BuzzFeed has been overvalued for some time and was overdue for a correction.
2. Sponsor (40:29)
  • GoToWebinar:  Webinars are consistently rated as the No. 1 marketing tactic for lead generation. Over 60% of all marketers utilize webinars. But many businesses still struggle with how to find their target audience and deliver the right message. Following a very simple five-step plan, the keys to using webinars for successful lead generation go from daunting to doable. From finding your audience and developing engaging content to authentic interaction and webinar promotion, you’ll discover the five steps to attract your target audience to your next webinar in this new report from GoToWebinar. You can download it here: http://bit.ly/gotowebinar-attract-audience

3. Rants and raves (42:24)
  • Joe’s raves: I’ve been reading Dan Lyons’ tell-all book about HubSpot, Disrupted. It makes me feel a bit uncomfortable that I know almost everyone he talks about in the book, as Lyons tells less than flattering stories about many of them, which were probably embellished for the book. On the plus side, HubSpot is an extraordinary success story. It invented a new category of marketing and proclaimed itself the thought leader of that category, which is quite impressive. The book also contains some great insights for content marketers.
  • Robert’s rave: Robert is a big fan of an article from Harvard Business Review that’s titled The End of Solution Sales. It talks about the decline of traditional sales lead scoring, and how the best of today’s salespeople are using new criteria to uncover sales opportunities. Robert also touches on the role of change agents in the new worlds of sales and marketers and why they’re important. This article is required reading for marketers.
4. This Old Marketing example of the week (55:01)
  • Ripley’s Believe It or Not: Ripley’s, founded by Robert Ripley, deals with bizarre events that are so unusual, they are hard to believe, but are supposedly true. Ripley started penning his cartoon series in 1918 under the name Champs and Chumps. It appeared in the New York Globe, and focused on sports. He soon started including other topics in his cartoons; in 1919, he rechristened it Believe It or Not. As its popularity grew, Ripley syndicated his cartoons, eventually reaching more than 80 million viewers. Ripley started publishing books in 1929 and brought Believe It or Not to radio in 1930. He accomplished a number of firsts with this then-new broadcast medium, including being the first to broadcast nationwide from mid-ocean and underground. The shows included sponsored advertising from companies like Palmolive and General Foods. The radio show ended in 1948, when it made the transition to television. Today, Ripley Entertainment is a global company, and its attractions serve more than 12 million guests per year. It also operates a publishing and broadcast division that oversees a syndicated TV series, newspaper cartoon panels, books, posters, and games. It’s an excellent example of This Old Marketing.

Image source

For a full list of PNR archives, go to the main This Old Marketing page.

Cover image by Joseph Kalinowski/Content Marketing Institute

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The post This Week in Content Marketing: Is Content Marketing Actually a Thing? appeared first on Content Marketing Institute.

Got a story you can’t share? Tell it, anonymously, to “Sincerely, X”

TED Blog - Fri, 04/22/2016 - 12:09pm
Think of a story from your life that you can’t tell anyone. Not because it reflects badly on you — in fact, you’re proud of the lessons you learned — but because of its effects on someone you love. A new-mom story that you’d never want your kid to hear. A high-stakes mistake on the […]
Categories: Technology

Pinterest Tactics: How to Grow Your Pinterest Following and Your Traffic

Social Media Examiner - Fri, 04/22/2016 - 6:00am

Do you post on Pinterest? Want to shake up your strategy? To discover what, how, and when to post on Pinterest, I interview Jeff Sieh. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what [...]

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- Your Guide to the Social Media Jungle

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