Hi, and welcome to episode 10 of startup marketing. Today we’re going to be taking a deep dive into Pinterst and why I believe you should be using it for your business. I’ve already touched on this in a couple of different episodes, so some of this may feel like a recap, but today I’m also going to cover the app I use to post to Pinterest and why I recommend it to my clients.
I’ve always really liked Pinterest from a personal perspective, but I never really thought about flipping it and using it as part of a business strategy until I was browsing Instagram and saw a post from Jenna Kutcher from Goal Digger, a favorite podcast of mine. She had a free webinar about Pinterest. She described how it helped her increase traffic to her website by 400% when she started using it. I was like “what?!” I have got to learn about this for myself. I was just a few weeks into being full time here at Authentic and was really struggling with how I was going to grow traffic to my website and my free resources. I had dabbled in social media advertising, but it became clear that I was going to need more money than I really wanted to spend to get any traction in those areas. And every time I employ a business strategy, I think to myself “how will I explain this to my clients and how realistic is it for them to replicate to get the same results?” I get nervous when I have to invest a lot of money into something, especially right now in the beginning, because funds are limited and I know it’s like that for a lot of small businesses. So, this whole Pinterest thing sounded super intriguing because it was a way to drive traffic for free.
I listened to Jenna’s webinar and was blown away. So, I immediately signed up for “The Pinterest Lab”. Now, I know it sounds weird to be promoting a product from another business, but honestly, I couldn’t put together a better product than what Jenna has. So, I’ll have a resource that outlines my strategy for Pinterest, but if you want to take a real real deep dive, I recommend checking out her course.
The more research I did on Pinterest, the more I was convinced this would be a great way for me to get started. Here’s why:
- Recently, Pinterest has over 320 million active monthly users
- The site is notorious for converting viewers into buyers faster and more frequently than any other social media channel
- 47% of users log on to make purchases
- Pinterest reaches 83% of women ages 24-54
- 40% of US dads use Pinterest
- 78% of users say even the ads are helpful. The ads, people!!
I like Pinterest because every pin allows you the opportunity to link back to your website or your Instagram account, so you can continue to drive traffic to those channels. You can even add a “pin” button to your website, making it easy for your customers to save the things they love directly to a Pinterest board—and Pinterest pins can live on for months, even years. Which is an eternity compared to the fleeting 24 hours (or less) that you get from an Instagram, Facebook or LinkedIn post.
Now, Pinterest is a little bit of a different beast when it comes to creating content. While Instagram and Facebook don’t care if you use the same image and content for the same post on a regular basis, Pinterest ranks fresh content higher. And they consider fresh content any pin that has a new image. So, I can post my same podcast resources five times a week, but they want to see a new image with each post. This means that you have to do a little more legwork during the content creation process to meet best practices.
If you followed along with last week’s episode, pinning to Pinterest is why I say my content strategy takes me a couple of hours each week. I dedicate about an hour to the other three platforms I’m on: Facebook, Instagram and LinkedIn, and another hour or so to Pinterest.
You also want to take some time to learn the best practices of Pinterest:
- You want to use as many keywords or phrases in your pin descriptions as possible
- You want to make sure you’re pinning it to the appropriate boards
- You want your boards to have accurate descriptions and be well organized
- Plus, you want your content to have fresh imagery that is visually appealing on the platform
I personally really like the approach Pinterest takes to making sure that businesses are creating and pinning valuable content. Not only do they reward you for publishing fresh content, but if you’re using relevant keywords, linking to valid sources and pinning consistently, you don’t have to have a ton (or any) followers to gain visibility. That’s a huge win and nice change of pace from the ever-illusive followers you’re trying to hunt down on the other platforms.
To help adhere to these best practices, I use an app called Tailwind. Now, I will say that Tailwind is not as intuitive as I’d like, but, it is jam packed with awesome resources that help you gain visibility, and they send daily videos to help you learn the platform.
I like Tailwind because:
- It automatically creates a schedule for your pins to maximize their impact based on your content. Pinterest wants to see 10 fresh pins from you daily and they weight the first five as the most valuable, so, while it doesn’t all need to be your own content, you want the first 1-2 pins of the day to be your own stuff. Tailwind’s scheduling feature will help with this.
- You can cross post to and from Instagram, which helps with those first few pins being unique content to you
- The app scans your profile and boards and makes suggestions for improvements with links directly back to the spot where you can make the improvements. So your profile stays highly optimized. Which helps you be as relevant as possible and as searchable as possible to Pinterest users.
- Tailwind also has these things called Smartloops. Smartloops allow you to schedule ever-green or seasonal content months in advance in a specific timeframe. So, in the case of my free resources, I upload several pins about, say, my content process, and then add it to a smartloop, which means that at an optimized interval, Tailwind will re-publish those pins to several different boards for me. Hitting the engagement rate Pinterest wants to see, but also ensuring that I don’t have to remember to circle back and repost that content myself.
- Most importantly, you get access to these things called Tribes. Groups of like-minded pinners who publish content that your audience will find valuable so you can use to fill in gaps between your own content and where you can upload your content to accelerate its visibility.
- Tribes are fantastic, because the content tends to be higher quality (not always, but usually). Pinterest doesn’t like to see links that go to irrelevant websites or dead ends; you’ll get penalized, so most people in the Tribes make an effort to make sure their pins go to the right spot, which means you have less vetting to do in that area. Plus, most people who are using tribes are also business owners, so they have a vested interest in pinning high quality content.
- You can share your content to tribes and watch it gain traction faster than you imagined. Remember when I said you don’t have to have followers on Pinterest for your pins to gain traction? This is why. To date, I have two, yep, two, official followers of my business page. Don’t get me wrong, I definitely want to increase this, but, thanks to Tribes, several of my pins immediately skyrocketed with official saves to boards. One of my resources from this podcast got 234 saves in less than a week, reaching almost 20,000 people. That’s way more engagement than I’ve gotten anywhere else! And that’s why I’m a fan. That resources helped grow my email list and a larger email list helps me get more clients.
When I first started using Tailwind, my schedule was pretty empty and I spent a lot of time promoting other people’s content, But, thanks to my content process I outlined last week, now I have tons of content that Pitnerest likes to see and I’m quickly being rewarded for my efforts through the Smartloop and Tribes features. Which, trust me, I really want to feel like I’m winning when it comes to one part of starting this business. It’s hard being a startup and marketing on a small budget. Tailwind allows me to get visibility without having to stress over the number of followers I have and it’s free. It’s a strategy that’s actively helping me gain visibility with my ideal audience. A huge win at this stage of building my business. Plus, in the future, it’s something I can scale and add on to as I have more cash flow.
At any stage of your business, using Tailwind and Pinterest to promote your business is a smart move. If the stats at the beginning of the episode don’t convince you, go out and do some research. I guarantee you’ll be blown away! Everyone likes a solid free marketing strategy. And, while this one isn’t totally free, because you’ll pay $10 a month for Tailwind, it’s totally worth the investment. Nearly every industry imaginable is represented on the platform and the users are actively out there ready to buy. In fact, 89% of US pinners use Pinterest for inspiration along their purchasing journey. 47% specifically log on to Pinterest to shop. Holy cow, friends! You can’t afford to NOT be in this space!
Man, I seriously hope you’re convinced that Pinterest and Tailwind are a great way to increase traffic to your website for free. As I mentioned earlier in the episode, I have my checklist of how to use Tailwind and why you should use it available for you at: getauthenticbranding.com/resources. Don’t let the power of this platform slip you by. Investing just $10 a month gets you a huge boost in visibility and website traffic that you simply can’t get anywhere else, so make sure you head over and download my resource today! It will help you cut down the learning curve and get maximum benefits faster.
And, as always, if you’ve enjoyed today’s episode, please rate, review and subscribe to help other women like you find this podcast.
Until next time!