Thursday Press #17: I can't believe we made it...
[17 FEB 2022] how to *actually* make money from Pinterest
THE SERVICE PROVIDER'S PINTEREST FUNNEL
Phew. That was tough.
ICYMI, I just finished up my first ~series~ on Instagram, teaching you all about how to craft a profitable Pinterest content strategy, with an emphasis on how service providers can really optimize their Pinterest presence.
We covered everything from finding your ideal audience on Pinterest to building out your Pinterest funnel.
If you're thinking “Whoa, Sarah, slow down. Last week you were talking about lemonade stands and now you're bringing funnels into the mix?”
Don't worry.
This isn't your tech-bro marketing newsletter. But we do need to learn a little about the sales funnel so we can understand how to apply it in our Pinterest marketing.
The typical marketing funnel goes something like this:
Awareness
Interest
Decision
Action
For service providers marketing on Pinterest, understanding this funnel and how to move potential clients through it will be important in turning your pinning into profit. This is what it looks like in Pinterest terms:
Pinterest is a “top of funnel” marketing platform. It's where potential clients are going to become aware of you by discovering your content.
After discovering your content by doing a search on Pinterest or scrolling through their home feed, their interest is captured by your scroll-stopping pin design and compelling pin copy, so they click through to your website.
Then, because your website is set up to capture and convert leads, they decide to download your freebie or investment guide and opt-in to your email list.
Once they've learned more about you and your services and have been nurtured by your emails, down the line, that Pinterest user that clicked on a pin of yours is now in your inbox asking how they can work with you. They took action and now you're seeing those dollar signs.
If you think you have all these steps in place but aren't seeing the results, here's a quick way to audit your Pinterest funnel:
Are you creating content that your client is looking for on Pinterest? Are you offering a solution to their current problems?
Do your pins make people want to click through to find more information? Make sure you're including a call to action in the pin description and/or pin graphic.
Do you have a way for people to learn more once they land on your website? Are you prompting them to download a freebie or sign up for your email list?
How are you continuing to interact with your people once they subscribe? Are you ghosting them? Or are you continually providing value and building the relationship with regular newsletters?
Once you have this funnel set up, over time, it will run on autopilot.
Pinterest's algorithm as a search engine will consistently bring new people your way for months and years to come, leaving you to focus on your 1:1 work and growing your business, instead of constantly trying to create that “one perfect reel” that's going to send dozens of clients flocking to your DMs.
Here's the thing to remember though – and this is where the visual part of the funnel comes in handy – not everyone will make it all the way to the action part of your funnel. Not every single person who saves your pin on Pinterest will sign up for your email list or book a project.
And that's okay.
One of the biggest benefits of Pinterest is that it casts a wide net and it finds the audience for you. Rather than being restricted by your number of followers or the hashtags you use on Instagram, Pinterest is drawing in new eyes to your content every day, and the more people who enter the top of your funnel, the more people you'll have who follow it all the way to the bottom.
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:
Check out my services. Whether you’re looking for Pinterest management or a helping hand to get started, I offer Pinterest marketing services for creative entrepreneurs who want to go from feeling good about their business to feeling ahmazing.
Read the marketing blog. Like your favorite lifestyle mag, but with more Pinterest tips, my blog is your go-to source for all things Pinterest marketing, content strategy, and human-first business ownership.
Grab your free Pinterest Conversion Guide. Make sure your entire Pinterest funnel is optimized so you can create content that converts!
Browse my favorite business resources. From homegrown freebies to shoppable marketing products and my favorite business tools and apps, everything I use to run my business is right here!