Thursday Press #96: School's back in session
[7 SEPT 2023] Week 0 of Pinterest 101 starts now
I can't remember the last time I was this exhausted this many days in a row…
Parents of school-aged kids running a business from home? I've got even MORE props for you.
ICYMI, last week my partner and I stepped in to watch her siblings while their parents were on a week-long cruise.
I was blissfully excited for a change of scenery and quality time with Caroline's little brother and sister.
And while that was (mostly) true, there's also much more to that story.
6 a.m. wake-up calls, carpool chaos, dueling extracurricular activity schedules and dinner preferences…
To put it frankly bestie, I'm pooped.
Despite the exhaustion, it was easy to find myself reminiscing on back-to-school seasons past, which is what leads me to the topic of this week's email
(and not just this week, either 👀)
I'm absolutely thrilled to announce my very own back-to-basics email series, Pinterest edition!
Coming to you every Thursday (and one Friday) in September, we're going back to class to study up on the core principles of Pinterest marketing.
And if you're thinking “I'm a Pinterest pro, I already know all this and you're telling me I gotta sit through a month of it?!”
Trust. I'm going to include some tips for you ~advanced~ learners, too, because I want to make sure you're always getting something from these emails, k?
So pack your color-coded notebooks and brand new Pilot G2 pens and put your learning caps on, because class is in session! 🎒📚
It's syllabus week, dude, and do you know what that means?
Typically, syllabus week in college was promised to be an easy introduction to your new classes, going over expectations, and NO homework.
I could probably count on one hand the number of times that promise was actually fulfilled 😒
But here in Thursday Press-land, we're actually sticking to the plan.
Speaking of plans, here's what you can expect over the next 4 weeks:
Week 1: How Pinterest actually works in 2023
Week 2: Setting up a strong foundation & systems for success
Week 3: Creating effective pins
Week 4: What Pinterest ISN'T
And today? Today, dear class, is Week 0.
Before we dive into the pool of Pinterest knowledge, I need to establish some ground rules… aka a shared understanding of what the heck Pinterest really is and why it's so beneficial for business owners.
BELOW THE FOLD
Can I pull back the curtain for a sec?
Back at the beginning of August, I had a strategy call with a business owner who was having some trouble wrapping her head around the mindset of Pinterest users and how the platform could really work from a business perspective.
Like most people, she had used Pinterest for herself, but couldn't see how her brand's target audience would use it.
That led to a snowballing cycle of unimpressive Pinterest results and a “why am I even doing this” mentality.
So I'm going to share with you what I told her — essential information about how Pinterest works, what its users are like, and how to use that info to guide your Pinterest efforts.
HOW PINTEREST WORKS
At its core, Pinterest is a “bookmarking tool.” It's designed to allow users to search and save ideas, information, and inspiration.
It's also a visual search engine. Pinterest's algorithm functions much more similarly to Google's than Instagram, meaning it relies on keyword research and SEO more than followers and engagement.
That's a huuuuuge win for business owners of any size.
Since the size of your following is largely unimportant, you have an equal opportunity to get your content discovered, as long as you're using the right keywords.
One of the other key differentiators between Pinterest and social media marketing platforms is how users interact on the platforms.
Unlike other social media apps like Instagram and Facebook, which encourage casual browsing and connections with other people, Pinterest isn't very social at all. Pinterest users typically go to the platform with a specific intent in mind.
That means they're also much more motivated to take action.
Pinterest users generally understand the unofficial “contract” of Pinterest content, which is that most pins lead to a blog post where they can find the answers to their questions and might get pitched or prompted to sign up for an email list.
Don't believe me? Let's take a look at the stats…
PINTEREST USERS BY THE NUMBERS
97% of all Pinterest searches are unbranded.
That means Pinterest users aren't specifically looking to engage with particular brands or businesses. They're open to discovering whatever content best suits their needs.
48% of Pinterest users specifically use the platform to shop.
Remember what I was saying about that motivation to take action? Pinterest users shop more frequently and spend more when they do purchase from Pinterest than on other social media platforms.
Pinterest reaches 83% of women ages 25-54, a group that makes 80% of the buying decisions in U.S. households.
There's a stereotype that Pinterest is only “for” certain types of people. But those Pinterest moms are responsible for a lot of transactions… AND the demographics are constantly growing. There's a growing male user base and every age group is seeing new sign-ups.
85% of Pinterest users go to Pinterest to start a new project.
When you're reaching your audience at the very beginning of their search, you're establishing yourself as the trusted go-to from the get-go!
So what do we do with this information?
Before creating Pinterest content, think about your audience:
What questions are they asking?
What are they searching for?
How can you frame your content in a way that entices them to click through and learn more?
Getting in the practice of that mindset and iterating from what you create will be essential to helping you grow on Pinterest and hone in on what really works for you and your brand!
When you do that, you get to reap all the benefits of Pinterest marketing, including increased brand awareness & authority, website traffic, email list growth, and dream client leads! 🤩
The Power of Pinterest Marketing for Online Service Providers
More on Your Pinterest Audience (vs. Instagram)
Pinterest themselves puts it best: “The right people, at the right time.”
That's the power of Pinterest marketing.
Pinterest allows you to reach your ideal clients at the moment of their greatest need (or inspiration). And THAT is the key to developing an audience full of brand super-fans who are ready to buy.
Thanks for a great first week of class, pal.
I guess I'll forgive you for not bringing an apple for your teacher to a (virtual) class you didn't know was happening, but if you feel like showing some appreciation, consider sharing this newsletter with a friend!