Thursday Press #13: I paid $70 for a sweatshirt I never got...
[20 JAN 2022] how to make sure you're not disappointing your Pinterest audience
One thing you should know about me is that I am an avid Harry Potter fan. The “Dracotok” trend in fall of 2020? I was all in.
So when I saw my favorite fannish creator modeling a subtle yet stunning merch sweatshirt for her Hogwarts house, I desperately wanted one of my own.
As a treat to myself in February of last year, I finally handed over my credit card info and put in my shipping address during the pre-order window, expecting to receive the sweatshirt by the end of March, as indicated by the shipping policy.
March flew by with no update. In April, the status was updated to “shipped.” The label had been created, but no package ever reached the post office.
More weeks passed with no update and no change to the tracking status.
The shop's social media accounts were silent, but the comments of hundreds of other customers in my same position started piling up, with no response from the shop owner.
It wasn't until July, when all of the social media accounts and website had been deleted that I finally filed for a refund through Paypal.
The entire situation left a bad taste in my mouth, but sometimes I still think about that sweatshirt…
If there's a lesson to be learned here – and there are probably many – it's not to promise something you can't deliver.
It's the same on Pinterest, First name / friend.
I'm sure you've seen the clickbait-esque titles during your scrolls:
“How to Make $1 Million in Your First Year in Business!”
“101+ Free Social Media Captions Guaranteed to Bring You Sales!”
And I'm even more sure you've been disappointed by what you get on the other end of that click.
This journey for a potential client can be a black holes for service providers, for whom the name of the game on Pinterest is building trust through your content with the goals of eventually converting to a subscribe or sale.
If you're disappointing your target audience from the first click, why would they stick around for your email list, digital products, or services?
Pinterest is many things, but for the owner of a service-based business, it is a lead-generating, content marketing platform. That means your content needs to be optimized to capture and nurture the leads that Pinterest brings you.
So even though it can be tempting to overpromise on a pin graphic to bring in the click, make sure your content can actually deliver.
Not sure if it is? Here's a quick way to check:
Step into the shoes of your dream client and ask yourself:
How would they discover you on Pinterest? (aka what problem will they be searching for the answers to?)
Does your content answer their questions?
Use those questions to either audit your current content, or reverse manufacture killer content that's going to attract your dream clients, serve them value exactly where they're at, and eventually turn them into real, paying clients! 🎉
From the ‘Gram
Hi, I’m Sarah — Pinterest marketer, former local journalist, and professional oversharer. Thanks for reading this edition of the Thursday Press! If you’re a fan of stories that turn into strategic Pinterest marketing tips, way-too-honest insights into online entrepreneurship, and the occasional cat picture, you’re in the right place.
Want more of what you’re seeing? Here’s how we can connect:
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