Are you using Pinterest to drive awareness and conversions for your business? This week, Tim Lambertson and Kelli Frazier dive into the wonderful world of pins, boards, and destination links to help give you a clear understanding of how Pinterest can work to your advantage.
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4 Ways To Use Pinterest For Your Business
Kelly, it is an exciting day on the show. The reason for that is we get to talk about one of our favorite platforms and we get a ton of questions about that. Why don’t you let everybody know what it is we’re going to discuss?
We love Pinterest for many different reasons. One, you get pictures, videos, recipes. That’s probably the biggest benefit of that platform because you get to look at all the pretty stuff. You get a lot of inspiration. What do you look at Pinterest for typically?
Home designs, for sure. Everything that has to do with my cabin dreams, the cabin I don’t have yet that I’m dreaming of. Recipes and sometimes style things like clothing.
Is it like trending fall fashions or something?
Also, fall décor. There’s not a lot that I don’t go to Pinterest for inspiration.
For me, I’m on Pinterest for a lot of DIY projects. As you know, I truly enjoy carpentry. I get a lot of my inspiration for what I want to build or what I’m going to design that comes directly from Pinterest. I have gone into Pinterest to look for fall fashion ideas because I plan on going from sweats.
I am going from my summer sweats to my fall sweats.
Which means that on the inside, they’re a little fluffier.
They’re a little thicker.
I’ve been on recipes, home design, DIY projects, and men’s fashion on Pinterest. There’s a lot of things that I go typically onto Pinterest for. With that in mind, we’re going to talk about four ways to use Pinterest for your business. Pinterest is a platform that we get a ton of comments about. We get a lot of feedback, questions, and comments. We call Pinterest a social media platform, although I’m not messaging people ever. That’s a good thing to start with. For anybody that’s unfamiliar with Pinterest, first, lift that giant rock off your forehead and get out from under it. Second, go to Pinterest. What you’re going to find when you’re there is, it’s not a platform where I’m going to message. I’m not going to send you a DM. It’s not a communication platform. You’re communicating via a pin. Before we dive too deep into it, let’s introduce the title again so everybody knows what we’re talking about, Four Ways to Use Pinterest for Your Business.
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We’ll talk about marketing, entrepreneurship, social media, human life, community, alien life and modern business. Kelli, what’s going down? How has your week been?
It’s a little crazy, but good.
For anybody out there that doesn’t know, Kelli has a three-year-old son and I’m going to go out on a limb here and say he’s not going to school every day. As a parent, how does one handle that?
We are very fortunate. We have a nanny that is also a teacher that comes in for several hours a day and does some preschool-level teaching so he can have some structure and we can have some structure. That’s how we’re handling it for now at least through the end of 2020.
For anybody else out there in the audience that may be a parent and have some kids, I am always curious to hear about what’s going down in the world or in your world in terms of your children. Are they going back to school? How are you operating? How are you working? How do you deal with having children there who may be doing a lot of digital learning? I’ve heard that there are students who are going into class on and off days. We’ve heard a lot about what’s happening on college campuses and how a lot of times COVID is spreading there. What can you expect from a nineteen-year-old who has freedom?
You can expect nothing.
It is an interesting segue that I’ve taken to get into this episode because I’ve found that as we’ve all been home a lot more, we are all on Pinterest. A lot of the statistics that we’ll cover speak to how much people have been on Pinterest during the pandemic, especially during quarantine time. I know interesting aside, there has been a shortage on pressure-treated wood. The reason being is everybody is redoing their deck. Everybody’s looking around their property and going, “If I’m going to be stuck here for however many months longer, I’m going to do it on a nice deck.”
Where are all the moms going to sip their Chardonnay? We’re going to talk about four ways that you can use Pinterest for your business. One of the things that we should talk about is that Pinterest itself is called a social media platform. It’s not necessarily a social media platform because I’m not messaging you and you’re not messaging me. When you’re speaking to consumers on Pinterest from a business perspective or you are putting any information out there, your pin is communicating.
It’s content-driven. You’re sharing via content. It’s not the same conversational direct messaging opportunities. You certainly can do that but by and large, people are there to absorb content. As a brand, it’s a great platform to share content.
[bctt tweet=”As businesses continue to compete for space on digital platforms, SEO has become increasingly important.” username=”lmstheagency”]
From the brand’s perspective, and we have this conversation a lot, there’s a little bit of hesitancy and misunderstanding in, what can I get out of Pinterest? Why would I want to take the time? Why the expense because I have to create nice pins. I need content in order to do that. We’re going to talk about a lot of that. We’re going to talk about the why, what it is, and then we’re going to give some powerful supporting evidence as to why we think you should be on Pinterest. This applies to anyone who is in consumer-packaged goods. It is for anyone who is in a fashion, fitness, lifestyle. There’s no reason not to be. I have a whole theory about this and I’m not going talk about it now, the theory behind why wouldn’t you. I talked myself into talking about it. We’ll go through that. There’s a good moment later on in the information that we have down the line here that I can talk about that. Kel, let’s intro this. What is Pinterest?
Pinterest is a platform that centers around images, sharing, and purchasing. It has over 300 million monthly global users and boasts over 200 billion with pins. According to Shopify, Pinterest was the number two source of all referral traffic to their site.
What is Shopify?
It’s a backend shopping site for almost every brand there is.
Definitions
The shopping cart has told you that Pinterest is the number two source of all referral traffic. That’s an important piece of information that you need to know. We’re going to talk about definitions. Kelli, what’s a pin?
Pins are the source of all content on Pinterest. They’re the individual posts of users or pinners.
I stumbled into a pinner conference once. I went to a show. It was meant to be around consumer-packaged goods or whatever. When I walked in that show, that the CPG show was shit. It was awful. Denise and I looked at each other and we’re like, “No, but this looks fun. What’s this?” It was a pinners conference. I walked through and they had a whole bunch of stuff. People were making crafts, all these things that end up in an Etsy store somewhere that started with a pin. Maybe let’s talk about that too.
The pin is the source of all content on Pinterest. They have boards where users save their pins that are related to one another so you can curate pins on the board.
Do you have a Pinterest board?
I do.
You talked earlier about the cabin that sometime in the future you will buy, decorate, own and rebuild. What’s an example of things that would be in your cabin board?
I have everything from architectural plans for different styles of cabins to interior decor to the built-in bunk beds. I want to have in the cabin to outdoor fire pit ideas and lighting. It’s a little bit of everything.
These are images and videos that can live on the board that’s called Cabin Love. Anytime you want to think about your cabin or you buy it in the not so distant future, you’re going to continue to aggregate content to that board.
When I renovated the house that I live in, I created an entire series of boards for the house. I had one for almost every room where I was aggregating things that I liked so that when I did go to decorate that room or to design that room, I had a board of inspiration. I found it to be helpful in organizing and designing a house and the process of that.
There’s a thing called a follower. What’s a follower?
That’s where we start to think about Pinterest as a social media platform because there is that aspect. There are followers and you can follow other Pinterest users. I follow a lot of Pinterest users and some of them like cabins all the time that have all different boards like interior designers, brands that I like that curate boards and content. You can follow people that you want to continue to see their content for inspiration.
Two great points. You create your own board and then you follow other boards and other businesses. The reason you’re following businesses is because they are putting out content that is relevant to whatever it is that you’re working on, whatever your project is, whatever you’re cooking, whatever you’re building. Right then and there, from a brand’s perspective, your first learning is you create a board full of content that might be relevant to a buyer. For example, if I make faucets, then I should start a Pinterest board that are called faucets. It can be a faucet for the kitchen, bathroom, farmhouse sink, a modern home, whatever it is because the Pinterest user and the consumer are going to be looking at boards that have faucets. As you know, people need faucets.
It’s interesting too because you create your own boards and you follow other boards. This brings us to our next definition. Often, you are saving or re-pinning things that you find from other places to your own boards. That’s a Pinterest version of a retweet.
I like the way you put that. That’s saving and repining. As the consumer or as the Pinterest user, you are going to save a specific pin to maybe your own board. In this case, Cabin Love. That could be by a brand, by a designer, also a business. It could be by an architect, also a business. You’re going to save all of this content to your board and refer to it every now and then when it comes time to make a purchase or you’re looking for some design inspiration. There’s also a thing called a source link. This is an important point. Kelli, what’s a source link?
For brands on Pinterest, the source link is one of the most important elements and that is the URL of the website where the pin originated. It’s important that you link this to the right place.
[bctt tweet=”50% of the success of any ad is going to be the content.” username=”lmstheagency”]
For any Pinterest user, you go onto Pinterest and type in fall decorations. Pinterest has performed a search and it’s brought to the front all of the things that are under fall decorations, just like a Google search. What you’re looking at is a screen full of content. Some are videos, some are ads, and some are pins. Ultimately, something is going to grab your attention. It speaks to you and you click it. That is the biggest thing here is that you find it and you click the link. Typically, that source link will take you somewhere. It takes you to a website, blog, a storefront perhaps that matches the image that you saw on Pinterest.
Who Uses Pinterest
Right then and there, you have a consumer who’s ready to make a buying decision. Click it and find out more information. Maybe they want to know how much this ceramic pumpkin with a cat popping out costs. Maybe I want to make a fake leaf wreath. How much is fake leaves and where can I get them? You click that and then the source link will take you to wherever the source of that image is and give you the opportunity to then go ahead and buy. Kelli, who uses Pinterest? This is important. Maybe the most important part of this entire episode is who uses Pinterest.
Seventy-six percent of global users are female, 16% are male, and 8% are unspecified. I think you had an interesting stat that said almost 50/50 is the split male-female for new users.
More men like me are starting to go to Pinterest to look for stuff.
It’s important to talk about that because historically, it has been a very female-driven platform, but I do think more men are finding that there’s a reason to go there, whether it’s DIY products. When we’re talking about the US, Pinterest reaches 83% of women, 25 to 54, and 40% of dads use Pinterest.
A couple of reasons here as to why we’re seeing the numbers starting to sway more evenly split between male and female. One is Pinterest is coming up very high in Google searches. Let’s say you’re a manly man, you’re going to chop wood to make a fire and you’re going to cook meat in it. You Google search how to cook meat, open flame, and make fire. When you do, recipes are going to come up and it’s going to take you right to Pinterest. We’ve already done this for you. We’re demystifying things left and right. Forty percent are dads and they do shit. That’s nice to know. What about Millennials?
Fifty-two of Millennials use Pinterest every month.
I have another story about Pinterest. One day, I posted this thing on Facebook and I took a survey of everybody that was a Facebook follower. I said, “If you can only choose three platforms to use forever and canceling everything else, what three platforms are you going to keep?” Pinterest was mentioned maybe in 95% of the responses. Pinterest was above Facebook even though this was a Facebook survey. Pinterest was above a lot of other things. Pinterest might be above Goodreads, Kindle or something.
That information I do not know.
It’s a super-powerful tool. People love it and the statistics prove that. Let’s move on to the next thing, unless you want to talk more about statistics because I know you love talking about hard data and statistics.
What we’ve done was crafted this down to four ways that you can utilize Pinterest for your business.
Creates Boards That Tell Stories
Let’s talk about number one, what is a way that we can use Pinterest for business?
For a brand, start creating boards that tell stories. The boards allow you to gather and save related pins in one place, which we talked about and all of your Pinterest boards should reflect you and the mission of your business.
We have some instances where we have set up Pinterest boards on behalf of brands that we’ve worked with mostly in consumer-packaged goods. What did we do? Let’s talk about a client who was in the plant-based space.
We would create boards for different meal sets, such as plant-based breakfast, lunch, dinner, snacks on the go, but also it’s about storytelling and inspiration. You don’t have to stay so literal. Encompassing anything would be part of the lifestyle of the consumer that you’re going after. You don’t have to stay narrow. If you are a food brand, you can only talk about food. You could have a fall favorites board that also has your favorite chili recipe, but then have other lifestyle aspects to it, like five fall activities you love. Make sure that you’re telling a story that is in line with the lifestyle of the consumer that you’re talking to.
Another example to further that point about not having to be narrow, we don’t have the case study, but we’ve looked at that case study. I’ve been talking about it for a few years about a wine brand that wanted to be on Pinterest. What the wine brand did is think about all of the occasions, mostly the special occasions that one would have wine. What they did is start a board that was like home bars that might be a DIY wooden bar, but it’s stocked with the wine. Here is a glass bar for the modern home. What’s in the image and stocked on top of the bar? The wine. Here is a bridal shower. What’s on the table in front of everybody’s gorgeous place setting, which they decorated and showed some knowledge in decoration? The wine.
Source Of Referrals To Shopify
Think about that in terms of your own brand. It’s not just, “Here’s my product from this angle.” You can think about it just how Kelli said, in terms of the lifestyle that it captures or the lifestyle of the potential consumer for that product. Think about unique ways of sticking it into the images. Number two is pin consistently and effectively. What exactly does that mean, Kelli? How do you pin consistently and effectively? I do know the definition of consistently. Give us a little more insight here.
We talked about this on our other social media episodes where the consistency piece is important to establishing a cadence that you know you can commit to, and continue to create and share content. We recommend that be around 3 to 5 times per week. Making sure that you have a good variety and that it’s staying fresh and relevant. Organic reach is only going to go so far. You do need to continue to put out a certain amount of new content so you can continue to capture it. That’s a new opportunity to capture new people every time you do that. That’s the consistency piece. As we talk about every other platform, when people are going somewhere for content, it needs to stay fresh and consistent. When you go to someone’s feed on any platform and see that nothing has been posted since the spring of 2018, it’s irrelevant. That is important. This was something that I learned about in putting together this episode.
There’s a way to apply for rich pins. A rich pin is a pin that automatically syncs the information from your website to your Pinterest page and to the actual pin. Let’s say something changes on the original website and you’re changing out images or content, the rich pen is connected. As you make that change on your website, it will automatically change your pin. It’s synced. It’s a powerful tool because it’s constantly updating as you update your business.
That is what we were talking about. It allows you to be consistent because it does real-time updates.
[bctt tweet=”Pinterest targets audiences based on three things – demographics, keywords, and interests.” username=”lmstheagency”]
There are three types of rich pins that you can use. There are product pins. This will include the most up-to-date pricing, availability, and product information right on your pin, which is straight fire. There are recipe pins. That will add a title. It’ll talk about the serving size, the cooking time, the ratings, the dietary preferences list of ingredients. All of the things that go into this recipe that you pin directly from your site.
If you update those recipes or change them over the months or the years, it would auto-update because it’s synced.
There are article pins. You can add the headline, the title, the description, and the author of the article or blog posts directly from your site. That’s something to look into. Rich pins are a very cool addition, especially if you’re getting yourself up and running.
This last one, you’re going to be excited to talk about.
This is a subject in and of itself. This is about cross-posting content. One of the things that we have to keep in mind always, and anyone who’s ever spoken to me, who sat in a meeting with me, who has been a client on the phone with me, or has been any one of our staff, employees, you, Denise, my mom, anyone, I’m always talking about video. Video runs social media. Think about your social media use in your own life. Chances are you’re watching a video. I’m not going to say reading is dead because I read a ton, but the way people consume content has changed. The likelihood that we are going to read something while thumbing through social media is highly unlikely. We’re going to watch a video.
If the video is compelling enough, we might watch it for a full minute. We might watch it for fifteen seconds. One of the things that we have seen trending across Pinterest is reposts from other social media platforms, specifically TikTok. As everybody knows, TikTok is a video platform. Your videos may be fifteen seconds. For example, you’re in health and fitness. You are promoting yourself and the new, latest, greatest and coolest ab workout. If you’re taking the time to make an ab workout video and you create this video and then you upload it onto TikTok, you can also download it and then upload that as a pin. We’re seeing this cross-platform promotion happening. If I take the time to make one good video, what can I do with that good video?
I can put it on my Instagram Stories. If it’s long, I can have it aggregate onto Instagram TV. I can put it in the main feed on Instagram. I can put it up on TikTok. I can take my TikTok and I can share it back to my Instagram Stories. I can take it and I can pin it. I can put that video onto Reels also on TikTok. I can load it up to Facebook and Twitter video. I can also take that and upload it to Pinterest. Now, I’ve taken one piece of content and I’ve put that thing all over the internet. This begs the answer to the question that I asked at the top of it at the top of this show, why not?
If you’re already creating content and you have all of these areas where you can post that content for free and talk to 300 million users, then I don’t know why you wouldn’t. It seems silly. It can only come down to two things. One is bandwidth. You just don’t have the time and you think that one of these other social media platforms is going to be more powerful. Number two, source of referral to Shopify. What that means is take all the content that you’re creating, that you’re working so hard to create, the mouthwatering videos, the delicious stuff, the fitness content, and post it onto Pinterest. Tie it in with a link, have it clicked to go to your website, and before you know it, you’re now using Pinterest to drive sales.
It’s trackable. If your click-through link as a UTM code, or you use a UTM code or a Bitly, you’re tracking what’s happening on Pinterest directly to your website and to your shopping cart and Google Analytics will report back. Cross-platform promotion of content is massive. If you’re doing an influencer campaign and you’re buying out that content, turn it into a pin. If you’re shooting content and your studio turned it into a pin. If you’ve got good user-generated content, reach out to that person. Tell them you want to turn it into a pin. Get it up on there. You’ve got 300 million users that are trying to buy things.
Optimizes Your Text Content
That’s where it leads right into the next one. The next one we’re going to talk about is optimizing your text content and tell us why that’s important.
As businesses continue to compete for space on digital platforms, SEO has become increasingly important. I’m searching for ceramic pumpkins. If I’m searching for ceramic pumpkins because we’re in the fall months here, your Pinterest account can quickly become an SEO goldmine for your business. Even though Pinterest is mainly about images, always use relevant keywords and hashtags in your pins. A lot of times when you go to Pinterest, for some reason, I always come back to bacon-wrapped asparagus. I was looking for it once. I found it on Pinterest and it was a great recipe. For some reason, it stuck with me.
We use keywords big time on Pinterest.
Ads
I am going to type in bacon-wrapped asparagus, and then all sorts of images and pins are going to come up and I’m going to click the one that first looks delicious, but there’s going to be text overlay on the pin that will also say, “The most delicious bacon-wrapped asparagus.” The chances of me clicking that one is probably higher than somebody’s ugly looking yellow, light bacon-wrapped asparagus with no words. People spend a lot of time searching in Pinterest and the more keywords you use, the more likely it is for your pins to appear. Also, this will play into number four here, which is ads. What’s happening is Pinterest is getting good that when you type something in that has contained a relevant word, Pinterest is also giving you the ability as somebody who is spending money on ads there to pull content and ads that contain those keywords, or that are talking to that specific audience around those products.
That means someone searched for what you’re selling and the ad is served up to them.
It’s smart enough now to know that if I’m selling air fryers and I type bacon-wrapped asparagus, how am I going to cook it? Do I put it in the oven? What if I put it in the air fryer or in a toaster oven? If I’m in the air fryer game here, I can have my air fryer ad pop up to the person that wants the crispiest most delicious bacon-wrapped asparagus. To expand on this point, using relevant keywords and hashtags can also increase your Google search engine ranking. That ties back to something that I said, like, “Why are we seeing this split between men and women? Why is it looking like it’s 50/50?” It is because a lot of the topics that men are searching for in Google are coming up with links to Pinterest. That’s important to know. If you want to get up in the rankings on Google, Pinterest is a great resource because Pinterest is ranking so high in Google searches.
Google is pulling board titles, image descriptions, and then how often you post and how much attention you’re getting.
The popularity is a big indicator. That’s a powerful trifecta. That trifecta is, “Now, I have content. I use that content wisely across all social media platforms, Pinterest included. I’ve tagged it with a link. It’s on a relevant board. I have somebody who’s Google searching something that I’m selling. They go to Pinterest because my pin is good. People are clicking it and Google is bringing Pinterest high. I’m on Pinterest and I click it. I’m tracking that with a UTM code and I’m a click away from somebody buying something that I’m selling.” We have this perfect triangle here, the Pinterest Bermuda Triangle and we’re getting people to our website to buy products that they’re looking for. It is a super powerful tool.
Finally, we have ads. We cannot talk about ads. We are deeply entrenched in digital marketing. We know as well as a lot of other digital marketers out there, perhaps better than most, of how powerful of a tool Pinterest has been for ad campaigns. We have firsthand witnessed the numbers that are coming back in terms of clicks from Pinterest to a website. It’s a powerful tool. People are using it. There was a statistic that talks about when somebody goes to Pinterest for something, they are ready to buy. Think about that in terms of how you use Pinterest. Let’s say I’m looking for a new pair of boots. I’m in the fall boots game. I am there looking for fall boots because I want them or I have an event that’s coming up. I need ideas. I needed inspiration.
You’re looking at faucets for your farm sink. You’re looking at farm sinks. You’re looking at architects for your cabin. You’re there collecting inspiration, but you know that when the time comes, you’re ready to buy. Running ads on a platform where the consumer who was there is ready to buy is probably more powerful than throwing out a cool piece of content or a good ad in front of an audience who’s maybe wishy-washy. Maybe they wanted to get a new pair of boots or not.
The stat that we have that is driving that point home is that 48% of users in the US use Pinterest to peruse and purchase versus 14% on Facebook. That’s a significant difference.
[bctt tweet=”In the world of social, you are paying to play in some way or the other.” username=”lmstheagency”]
You’re ready to buy, that’s why you’re there. Pinterest is seen as an online gathering place where people can seek out gift ideas, DIY projects, recipes, and general inspiration. This platform setup has allowed them to shift the focus from the person, like the other social media platforms to the products that you’re shopping for. I’m not going there to look at pictures of you or stalk an ex-boyfriend or do whatever it is. I’m going there for inspiration because I want to buy something. That is why this is an even more powerful ad tool. I don’t get a commission for you running advertising on Pinterest. I don’t work for Pinterest. This is not me trying to upsell you into Pinterest.
What I’m telling you is that statistically speaking, people are going there if they want to buy, and the ad ROI coming from Pinterest that we are seeing, this is going back for years. It is extremely powerful. If you can use it correctly and put up good content because as we know, 50% of the success of any ad is going to be the content. You can make some good content for your product, I’m looking at Pinterest first to start running ads. How do you create a Pinterest ad campaign? We’ve done this a lot. Last point here, we have a lot of experience in this space. Let me tell you about some of the things that we’ve used Pinterest for. We have posted promos for this show on Pinterest and got people to click from Pinterest to read the show.
We have posted a white paper. We did a white paper about influencer marketing and we were testing social media platforms to drive traffic back to a blog where we talked more thoroughly about it. We posted on Twitter, we ran some ads on Facebook, Instagram, and we ran some ads on Pinterest. The numbers that were coming back from Pinterest were staggering. This is for a marketing white paper. This is not like a cool boot or a great new deck barbecue. We’re talking to such a niche audience with marketing white paper about influencers, but the fact remains for a minimal ad spend, we were able to drive a lot of traffic back to the blog and drove downloads.
It’s a super powerful tool for whatever it is that you’re doing. Don’t think that you’re selling stereo equipment and that’s not where Pinterest users aren’t going to buy that. That’s a misconception. How do you create a Pinterest ad campaign? You’re going to create a new ad from a Pinterest Ads Manager. Anybody who’s ever run any ads from Facebook, Instagram, it’s very similar. You get an Ads Manager and that’s where you’re going to create this. You’re going to go ahead and you’re going to set your campaign objective. This is nothing new in terms of how to run ads.
Is this brand awareness? Is this for video views? Is it for traffic or conversions? Are people shopping catalogs? You’re going to choose what’s right for you and what campaign you want to run. You’re then going to enter the ad group details. Ad groups are the mid-level, the go-between campaigns and ads in the campaign structure. You set the targeting, the run dates, bid and budget for all the ads housed within an ad group. You can then create a new ad group, edit an ad group, duplicate an existing ad group, or remove an ad group altogether. What you’re doing here is moving towards selecting the group that you’re targeting.
Pinterest targets audiences based on three things: demographics, keywords and interests. A powerful point here that we’ll come back to is demographic targeting. You’re going to choose your age, gender, location, language, or a device to refine your audience. Keyword targeting includes or excludes keywords or phrases to target people as they search on Pinterest. Think about, I’m doing bacon-wrapped asparagus. Normally, you put it in the oven, but I want it crispy. I know that if people are searching for a specific type of product, I can run my air fryer ad there. I am speaking to people who are looking for recipes. That’s a wide group. You’ve got a lot of people looking for recipes so be prepared to spend some money there or you can get even more niche about it. If I had searched the best homemade potato chip recipe, then that might hit them with the air fryer. How do I make tater tots, French fries, kale in air fryer?
We’re going to talk about interest targeting. Interest targeting allows you to get your ad in front of people based on their interests, tastes, and life events. From there, you’re going to pick a budget. How much money do you want to spend and what the schedule is? How long is this thing going to run for? A couple of the things that have come back that I know Pinterest also does now is you can also set up retargeting through Pinterest. When somebody goes and they go to Pinterest and they’re looking for these certain search words, they’re typing something in fall fashion, new boots, horse, and saddles, you can then retarget somebody. When they’re elsewhere on the internet, everybody has been retargeted. I’ve been retargeted billion or trillion times, but to re-emphasize, that means you go someplace, you look at an ad, you click a button, you’re on a website.
Every other website that you go to, all of a sudden, this product is following you all over the internet. The likelihood that you’re going to make that purchase is much higher. Sometimes as it follows you, it might give you like, “Buy now, we’ll give you 25% off with this promo code.” Don’t ever abandon a cart. That’s a key point about Pinterest is that you’re getting many more opportunities to make a sale. I think above all, you’re talking to a subset of people who are interested in buying something. We covered a lot here. I always like to do the recap, except I’m not going to do the roundup this time. You should do the roundup because I hit this point when we’re doing these episodes where I’m tired of hearing myself talk. I’m feeling squirrely, the coffee has kicked in and I started shaking a microphone.
What we talked about is how do we use this for our business? Step one is to create Pinterest boards that tell compelling stories that incorporate the lifestyle of your consumer. You’re then going to make sure that you’re pinning consistently and effectively. We talked a little bit about the cadence in which to do that and how to use content that you may already have to cross-platform. Also, optimizing your text content to capture the SEO value and the Google ranking value that you can get from it. The last is ads and understanding that in the world of social, you are paying to play in some way or the other. The value of how to create those and have those work the best that they can for you.
We purposely went in keeping this high level. The intention of this episode was not to get too deep into the nitty-gritty of Pinterest, which we can do a whole episode on. We could probably do a whole episode on the cross-platform promotion of your content. If you have questions, always feel free to reach out. As I keep saying, we will be doing a question episode that we are going to answer questions for people, whether that is about social media, influence, and marketing. It could be about Pinterest. It could be about what Kelli does to stay happy at work. It could be about parenting. Maybe you have a question about how to find unique things to do with your child who is at home because they can’t go back to school and you need some arts and some crafts and you have questions on how you want to use Pinterest to find that, we can help you.
Above all, whenever we present information like this and we’re trying to shed the light on something new, go and experience it yourself. Go to Pinterest and look it up. It’s worth taking the time to go ahead and do that. Kelli, this has been a fun one. I liked talking about Pinterest. It feels like it is the right time to be focusing on this. This is my personal opinion, people in 2020 are going to go much harder into holidays because maybe we can find some sense of normalcy, enjoyment and excitement. We’re going to be going through a lot of changes between now and the holiday time.
The other stat that I didn’t say earlier, but that’s very true, is I see that in April 2020 that the search for the holiday on Pinterest was significantly up from 2019, which means people, myself included, are starting fresh.
It was a shocking number. It was 200%. That was a great step. Get on Pinterest, everybody. Kelli, for anyone that doesn’t know or doesn’t have the time to be able to read the full episode, they can go to WeAreLMSBlog.com. Maybe you don’t have a lot of time, perhaps you are pressed and you want the four tips on how to use Pinterest effectively with a little bit of subtext to get you started with the appetite, get you interested, go to the website. Maybe you have a question. Maybe you were like, “I want to hear right from you, Kelli. What I should do?” If that’s the case, how can somebody find you?
They can find you on the chat on our website.
I am on the website chat, that is me.
I am on socials, on LinkedIn or you can call Tim.
Maybe I should give out my cell phone number so they can text me. You can find Kelli Frazier and me both on LinkedIn. We’re also @LMSTheAgency on all social media. Please hit us up there. If you have any questions. To reemphasize the point, we are doing the questions episode. Send us your questions and you can also go to our website. You can type into the little chatbot that goes right to me. After that, you can go to the Contact Us part of our website, WeAreLMS.com and you can send us your questions there. Thank you to all of the readers. We’re always grateful to have you here. Hopefully, this episode will be helpful. Good luck with running ads on Pinterest. Good luck doing organic on Pinterest. I’m looking forward to speaking to you next time.
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