June 2, 2025 • 49 mins
Welcome back to The Power Lounge. In "Pin With Purpose," host Amy Vaughn engages with Pinterest marketing strategist Dana Joan Johnson, founder of Styled Pin Collection. Together, they explore how Pinterest can revolutionize strategies for creative entrepreneurs and business owners seeking an alternative to the relentless pace of daily social media posting.
Amy and Dana discuss Pinterest's potential as a visual search engine, emphasizing its ability to generate consistent, high-quality traffic to websites, content, and offerings. Dana shares her transition from the wedding industry to digital marketing, highlighting her dedication to sustainable marketing systems that prevent burnout. If navigating ever-changing social trends feels overwhelming, this episode provides practical strategies and valuable insights.
Tailored for both product-based businesses and service providers, listeners will learn how to repurpose existing content, optimize with effective keywords, and develop a Pinterest strategy that continues to deliver results over time. Additionally, Dana addresses common Pinterest misconceptions and explains the importance of clarity, consistency, and relevance in achieving pinning success.
Dana Johnson brings a unique perspective as a former wedding professional turned educator. Through The Styled Pin Collection, she empowers creative entrepreneurs with strategic, on-brand Pinterest content. By focusing on simplicity and authenticity, Dana helps businesses enhance their visibility and traffic without the constant pressure of daily social media engagement.
Join this conversation to refine your Pinterest strategy and drive meaningful results for your business.
Chapters:
00:00 – Introduction
01:58 – Pinterest: Beyond Aesthetic Inspiration
04:06 – Pinterest Strategies for Wedding Planning
09:38 – "Timeless Wedding Content Strategy"
11:38 – Educational Content Drives Quality Leads
15:14 – "Maximize Impact Through Repetition"
19:12 – "Unbranded Searches and Content Strategy"
19:53 – Empowering Consumers Through Value
26:24 – Content Refresh and Repurposing
27:49 – Maximizing Pinterest for Existing Content
31:24 – Effective Visual Communication Strategies
35:33 – "Encouragement to Speak at Conferences"
37:26 – Twitter's Marketing Challenge: Unrelated Trends
41:00 – "Year-Round Barbecue Marketing Strategies"
46:08 – "Show Your Face in Marketing"
46:56 – "Upcoming Master Classes Announcement"
49:34 – Outro
Quotes:
"Work smarter—create evergreen content that delivers lasting value."- Amy Vaughan
"Strategy beats hustle. Plant the right seeds to ensure your business grows long after you're done."- Dana Joan Johnson
Key Takeaways:
Pinterest is a Powerful Search Engine, Not Just a Social Platform
Strategic, Sustainable Marketing Beats Social Burnout
Evergreen Content is Your Secret Weapon
Keywords (and Simplicity!) Unlock Pinterest Growth
Repurpose, Schedule, and Simplify
Educate and Empower to Inspire Trust
Measure What Matters: Beyond Impressions
Pinterest’s Future: Visual Search & Year-Round Opportunity
Connect with Dana Joan Johnson:
LinkedIn: https://www.linkedin.com/in/d-m-johnson/
Website: https://ddvirtualmanagement.com/
Check out PROJECT 300:
PROJECT 300 Website: https://www.project300.co/
PROJECT 300 LinkedIn: https://www.linkedin.com/company/project-300-llc
PROJECT 300 Instagram: https://www.instagram.com/pr
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:10):
Hello everyone and welcome to our weekly Power
Lounge.
This is your place to hearauthentic conversations from
those who have power to share.
My name is Amy Vaughn and I amthe owner and chief empowerment
officer of Together Digital, adiverse and collaborative
community of women who work indigital and choose to share
their knowledge, power andconnections.
You can join the movement attogetherindigitalcom Today.
(00:32):
I'm thrilled to welcome DanaJohnson, a Pinterest marketing
strategist who has changed howwe think about sustainable
digital marketing.
As the founder of Styled PinCollection, dana is creating a
monthly membership that empowerscreative entrepreneurs with
strategic on-brand Pinterestcontent that drives results.
I love it.
Creative, business-minded Gosh,we're all going to be friends,
(00:53):
aren't we?
After transitioning from thewedding industry to education,
dana brings a refreshingperspective on digital marketing
that prioritizes sustainabilityover burnout.
At a time when many of us feeloverwhelmed by the demands of
daily social media posting, Danais offering a compelling
alternative, leveragingPinterest as a visual search
(01:15):
engine that delivers highquality, evergreen traffic
directly to your business,offers, content and email lists.
What makes Dana's approachparticularly valuable is her
focus on creating marketingsystems that work for you, not
the other way around.
She specializes in helpingservice providers, product-based
businesses, build lastingvisibility without the constant
(01:36):
pressure to show up on socialfeeds every day.
Dana, we're so delighted tohave you here with us to share
your expertise on all thingsPinterest and beyond with our
community.
Welcome to the Power Lounge.
Speaker 2 (01:48):
Thank you, that was quite the introduction, and I
love it too.
Speaker 1 (01:54):
I'm glad you enjoyed it.
Yeah, we're thrilled to haveyou here and again.
Many, many alignments again.
As, like a former agencycreative and now a business
owner, I just think I love howcreatives approach business
right, Because it's not justabout the pretty things, it's
like how do we make space for,and optimize our time to be able
to make things nicer, more funand more pretty?
(02:15):
So I love, love, love how smartyou are with not just what you
do in the social media space,but how you're doing your
business.
It makes a lot of sense and Ilove that this became our topic,
because people are probablyscratching their head going what
Pinterest?
Many people still viewPinterest as primarily a social
platform rather than a searchengine.
What was your aha moment?
(02:37):
That sort of changed how youapproach Pinterest marketing?
Because I love this insight.
Speaker 2 (02:43):
So I feel like I have a couple like it took a few aha
moments for me to be like, oh,I need to really like, lock in
and hone in on this strategy.
But one of them was I realizedPinterest wasn't just a place
for pretty things.
It wasn't just for what am Icooking this week or how am I
(03:04):
entertaining my children.
Because when I was really usingPinterest the most, I was a
stay-at-home mom and trying tofigure out how to entertain my
children and educate them in afun, like hands-on way, and so,
of course, I turned to Pinterestfor that.
Yeah, clients findnon-traditional ways of
(03:28):
marketing.
That wasn't just social media,because I primarily work with
creative business owners andespecially those in the wedding
space.
Well, in 2020, wedding showswent up in smoke.
Your primary lead source ofgetting in front of a bunch of
wedding couples planning theirwedding was gone.
Like, how are we going tofigure that out?
How do we pull them to yourwebsite if you can no longer
(03:48):
attend these shows?
So I started looking andfiguring it out that Pinterest
is a search engine.
It's built for discoverability,and that was another aha moment
.
Like duh, when I did weddings,I asked my couples for their
Pinterest boards so I couldvisualize what they were talking
about for their big day, whattype of vendors they were
(04:10):
looking for.
So I had created this LinkedIncourse just in my ebbs and flows
of being an entrepreneur andtested the things that I learned
about Pinterest and I made asale within like a few days, I
(04:31):
know.
I was because I'd only done likea free masterclass, I'd done
some little research and I waslike all right, let's test out
these strategies and see if theyactually work.
And it did, yeah.
So I was like all right, that'swhen it hit me Social media,
because I posted on social mediaand I made no sales.
So social media is fun, butit's social.
(04:53):
It's meant to connect andengage, but people aren't on
there to buy.
I mean they do buy.
Obviously people buy, butthey're not there to buy.
They're not there to discoverthey're.
They do buy.
Obviously people buy, butthey're not there to buy.
They're not there to discoverthey're there to be entertained.
So if you're lucky enough toentertain them towards buying,
great.
But if you're not, well youneed another platform.
(05:16):
Pinterest is one of theseplatforms that rewards
consistency and searchability.
So if you're honing in on thosekeywords, that is how you can
scale and build your visibilitywithout having to chase
algorithms, learn a do, dancemove or anything else that comes
with being on social media,Right Cause it does.
Speaker 1 (05:37):
It feels like you're constantly jumping through hoops
.
Like you said, I'm trying tokeep up with the API changes,
trying to track the trends.
It can get really exhaustingand so you've built your
business around helpingentrepreneurs escape that social
media, that sometimesinevitable right Social media
burnout.
Could you share a little bitabout your journey from kind of
wedding you did a little bitallude to it before, but like
(05:58):
wedding professional toPinterest strategist?
Speaker 2 (06:09):
Pinterest strategist, yes.
So I love celebrating lifeevents and I have always been
that friend that planned thethings and made stuff happen
Like it wasn't ever just oh,let's go to dinner.
Oh no, let's do a whole dinnerexperience, let's do it at home
and have a weekly game nightwith fun recipes and whatever.
I was that friend.
So I got a degree in weddingand event management and where
(06:33):
you know, creativity is in highdemand.
But that also leads to burnout,because now you're forced to
get creative as opposed tocreating space for you to sit
with it, really dive into what'strending or where your couples
are leaning into and what isunique about them.
If it's forced, it's exhaustingand it's no longer fun.
(06:53):
So I was managing social mediaand admin work for my clients
and it just felt like we couldnever keep up with what was
going on.
Like carousel styles change whathashtags, what's this, what's
that.
But I also was irritated for myclients because they spend 12
(07:17):
to 18 months designing theseluxury level either a styled
editorial or a wedding and itdisappears in 24 hours Like
that's a slap in the face forall of your hard work, late
nights and blood, sweat andtears.
Speaker 1 (07:33):
Yeah.
Speaker 2 (07:34):
So when I noticed that Pinterest was a place to
drive traffic to wedding content, one organically cause I don't
like paying for anything if Idon't have to to wedding content
one organically, because Idon't like paying for anything
if I don't have to.
But two, it almost helps youhack the algorithm because you
can link to your reel, you canlink that carousel and give it
(07:55):
that longer shelf life.
And that's what really made medive wholeheartedly into it,
because I was trying to offerboth still being an admin
because it was safe, and thenoffering Pinterest because you
need that.
You don, and then offeringPinterest because, like, you
need that.
You don't know you need it, butyou need it Right.
And it was learning thatability to almost hack the
algorithm of linking directly tothe content that you worked so
(08:15):
hard to create.
Yeah, I was like that's it Done.
I'm the unapologetic pinner andI'm telling everyone that they
have to be on here to get thatconsistent brand visibility that
we need, because those in thecreative space mostly don't have
repeat clients.
You need a fresh wave of newones and Pinterest is the way
that.
One is the platform they'regoing to to plan their wedding
(08:36):
anyway, so let's bring them toyou.
Speaker 1 (08:40):
I love it.
Let's dig in a little bit moreto Pinterest and its algorithm,
because it is a little bitdifferent and user behaviors are
quite different from platformslike Instagram or TikTok, which
is where I think a lot ofmarketers probably spend most of
their time depending on theirproduct or service.
So what are some maybefundamental mindset shifts that
marketers would need to makewhen they're thinking about
developing a Pinterest strategy?
Speaker 2 (09:01):
I think the biggest shift is you're not looking to
go viral.
Yes, there isn't really aninstant gratification Terms I've
been seeing lately is like aslow burn or a slow build.
It's about sustainable growthand you're looking to build like
momentum.
So Pinterest is the game ofsearch discoverability.
(09:25):
So it's not like Instagram oranything where you're hoping to
get thousands of views and likesand then hooking them.
You're showing.
This is about creating touchpoints, sharing your knowledge
and expertise, showing off yourgalleries.
So evergreen content is huge.
(09:45):
These timeless trends, these nomatter if it's this year, 10
years ago, 10 years in thefuture, couples are going to
have very similar concerns andoverwhelms about planning their
wedding, and you can create thatcontent that leads them to you
and gives them that confidenceof oh, this is a great idea, I
(10:07):
can do this wedding, or I needher to help me, him help me have
this wedding that I keepdreaming about.
It's also a place for long-termplanning and batch scheduling,
and it's less about showing updaily and more about creating
resources.
That your ideal audience willkeep searching for.
Speaker 1 (10:26):
So almost like building like your own content
library and letting it live onInstagram, on Pinterest, as I
see I'm just so used to talkingabout Instagram that lives, you
know, kind of there's, like yousaid, that evergreen content
which can be so, so valuable.
And, like you said, when itcomes to like looking at it as a
search, and I mean I wouldhonestly caution against any
client or individual ever tryingto sell something as
(10:47):
potentially viral, because youknow viral doesn't necessarily
get you your intended goal right.
It's just it always drove menuts, even like 15 years ago,
and clients would be like wewant a viral video.
And I was like, but what do youwant to achieve with the viral
video?
If you want more sales, thenyou probably don't want a viral
(11:10):
video, because it's viral videosdon't necessarily equate to
sales.
We had a really great podcastepisode with Kenya, kelly Gosh.
It was probably sometime lastyear and she is like amazing on
TikTok.
You should definitely check herout and follow her.
She's got a great newsletterand whatnot and you know she
talked about an example of a lawfirm that came to her and was
like we want to be TikTok famousand she says do you want that
or do you want more client leads?
And they said, well, we wantmore client leads.
(11:32):
She's like I can make you aviral, I can make you viral, but
I can't guarantee you it'll getyou qualified leads on the
phone calling you to representthem.
And so she created somethingthat was a little bit more
educational.
And so she created somethingthat was a little bit more
educational and it resulted inover 126 phone calls to the
office.
That resulted in, I think, like60 new potential clients, and
it's like that's the kind ofviral I want to be.
(11:53):
I don't know about the rest ofy'all, but it's.
It's funny how we just get socaught up in like the instant
fame that that has potential tolike be when you're on other
social media platforms.
I think it's all the morereason to support what you're
saying and not creating thatPinterest.
You know very visually basedcontent that's educational and
evergreen.
It's just literally sittingthere working for you long after
(12:16):
you've done the work, and Ithink that that's so great.
Speaker 2 (12:18):
It definitely.
I've always been someone thatleans towards quality over
quantity.
So if it takes you, if you wantto dive all of your time,
energy and effort into onequality blog post, one quality
email opt-in to nurture them, orone quality podcast episode,
then I call it splicing anddicing and then dissect it into
(12:40):
multiple different things.
Now you're able to targetdifferent people on different
platforms, but you're notworking from a place of.
I need to figure out how to beon all 7,000 platforms that
there are right now.
I already don't want to do that.
That already sounds exhaustingand decision fatigue, and I'm
not going to move forward onanything.
So when I work with my clients,that's what I tell them let's
(13:03):
focus on evergreen content,really good quality, and then
how can we divide it up onto thevarious platforms?
But you only get to focus onthis one thing, and so for
wedding planners, it's thewedding that they're working on
right now.
Let's make this the bestwedding you've ever done, and
then let's share it in 500different ways.
Speaker 1 (13:23):
I love it.
That's super smart and I'm withyou on the quality over
quantity, especially with theamount of AI generated content
that's out there, right?
Marketers are like, oh no, it'sgoing to take my job.
It's like, no, actually peoplewho know how to use AI well are
going to be the ones that takeyour job and like that's how you
and it's not going to helpother people market better, it's
just going to show people whodon't understand marketing that
(13:43):
they don't understand marketingwhen they try to use AI as a sub
plant for that, versus likethat intentional, well thought
out, insightful work.
You know, again, I love AI toolas a tool for augmenting and
supporting.
Use it every damn day.
I'm not afraid to say it, I'mnot afraid to say it, but I
agree, like I think, thatthere's just this a mass of and
(14:04):
there always has been, you know,for the last 15 years of just
all of this content.
And so, yeah, I am definitely aproponent of one evergreen to
slicing and dicing andmaximizing and really like, if
you do that in a quality way, Imean, you are really getting
some bang for your buck.
When you think about it as wellfrom, like an efficiency and
cost effectiveness standpoint,that too.
Speaker 2 (14:27):
I didn't think about the cost effective.
I was just like Well, I focuson energy costs.
I have too many things going onbehind the scenes.
I don't want to recreate 500things.
I don't have one day long shoot.
Speaker 1 (14:42):
You're going to shoot a 30 second TV ad, like let's
shoot 60 and like let's taketime to hire in a still
photographer, so somebody iswalking around and getting you
(15:04):
know photos for your ads andbillboards and whatever else you
need and social media posts,and then we're going to take
that 60 second and cut it to a30, and then we're going to cut
it to a 15, and then we're goingto cut it and put it into
something that can have captionsso we can run it as a reel on
instagram.
Like, really like, why spendmoney?
You're recreating somethingover and over and over again?
(15:24):
because not only that, butyou're creating bank brand
consistency right because everytime they see that campaign it's
like, oh, it's consistent.
I, I saw this on it feelsfamiliar.
And then with the way we are asconsumers right, we got the
memory of goldfish.
We're getting a millionmessages thrown at us a day and
as marketers, we get tired ofour own messages.
But people have to hear it six,seven times before they even
(15:45):
stop and take notice.
And so, yeah, this is why Ilove what you're doing, dana,
and it makes so much sense, youknow, to kind of stick on the
topic of viral viralness,because it is a thing right on
Pinterest there's, there'sbusinesses getting lucky with
like viral pins.
What's your, but your approachemphasizes, like strategic
(16:07):
sustainability.
You know, what are some otherthings that we can touch upon,
although I know we went downthat rabbit hole a little bit.
What else does trulysustainable Pinterest systems,
like marketing systems, looklike in the work that you're
doing?
Speaker 2 (16:20):
So that is a great question and I can go over it
again because again we.
I think the last statistic Isaw was it's, on average, seven
or up to 12 touch points beforesomeone actually works with you,
which is that's a lot of touchpoints 12 touch points before
someone actually works with you,which is that's a lot of touch
points.
(16:42):
So a sustainable system workingwith me or really anyone that I
recommend is four parts a strongfoundation.
So starting with a Pinterestbusiness account, which is free
we love free again and thenoptimizing it for your ideal
audience.
So you want to have thosekeywords kind of trickled in
Tell who you are, what you doand what you're passionate about
, and go ahead and have yourwebsite linked.
(17:05):
Your social media is linked.
Anything else that you have inthere you can link into it.
But then also think of theboards that you have.
This is your portfolio.
These are like little shelvesthat people are shopping in your
store, basically.
So what are your ideal audiencecouples looking for?
(17:25):
Are they here for an outdoortent wedding, luxury outdoor
tent wedding?
Or are they looking for funworkout clothes for a plus size
woman, like these are thingsthat it's going to be different
for each person, and so you wantboards that reflect that, and
(17:46):
then the description of theboard will again have those
keywords in them.
Speaker 1 (17:49):
I love it.
You're going to dig intokeywords here more in a second,
but first I wanted to back upand talk about like for
service-based businesses inparticular what types of content
tend to perform best onPinterest and how can they
connect that performance toactual client acquisition, as
people are kind of listening andthey don't know necessarily
what they need like specificsother than it could be very
broad.
Speaker 2 (18:09):
So educational content of, like checklist, tips
, faqs or visuals of your work.
So using a service-basedprovider in the the health and
(18:31):
wellness space.
How to fit in micro workouts asa busy mom of five, I don't
know.
It's off the top of my head.
But if you're listening, andthis is something you offer,
look into that, or how to chooseyour wedding photographer.
Five design trends for brandingin 2025.
(18:54):
I've rebranded my entirebusiness for Pinterest
management on Pinterest.
Love it but those are the typeof things.
So educational, inspirationalcontent will always win, because
people are searching, andanother statistic that really
hones in for me was 96% ofsearches are unbranded, meaning
(19:15):
they know they need help withwhatever it is that they're
needing help with whether it's alife change, a getting married,
going on vacation, survivingsummer, launching a business or
anything like that but theydon't know exactly who they need
to work with.
They don't even know, maybeeven what checklist would make
their life easier, and so that'swhere you can, that's where the
(19:38):
key of content being searchableand linking it to something
valuable, and then you're goingto lead them to your website,
where you have more control overthe relationship and those
touch points.
Speaker 1 (19:48):
I love it.
Yeah, something that's likereally value and needs based for
that person.
Again, if you're kind ofthinking from the consumer side
of things and not looking at itas advertising per se, like what
you're saying, it's so inspired.
I mean I could even see, likebanking clients, you know, going
out and creating like thischecklist for, like, how is your
financial health?
You know, how are you planningfor your like five top five
(20:10):
things you need to be planningfor your financial future, or
anything like that.
It's like so many people justoverlook the opportunity to
empower the consumer and throughempowerment comes that sense of
like, trust and loyalty andultimately, when they have to
make a decision, like you justsaid, you've managed and created
a relationship by providingvalue, you know, without a
necessary like exchange of moneyright away.
And now they see you as apotential trusted partner and
(20:31):
all you did was create a littlechecklist and put it out there.
And now they see you as apotential trusted partner and
all you did was create a littlechecklist and put it out there.
And I again, my digitalmarketing brain goes down such a
rabbit hole.
It's like I could map out likeall the different needs and then
like then I, then you cancreate like your pillars of
content that you're creatingbased on those needs and that
could also be informed by search.
(20:51):
What are people looking forwhen it comes to banking needs
and issues?
Speaker 2 (20:56):
I like to take it a step further with clients and
then map out the funnel or likethe web I don't even want to
call it a funnel, it's a web sothey get to the checklist.
But on the checklist now youcan link here's my top three
blog posts or podcast episodesand then from there on your show
notes of the podcast, you'regoing to have linked to another
(21:17):
opt-in and just keep it goingwithout feeling overwhelming,
like it's a natural progressionand you just do it step by step
yourself, so you're not feelinglike I have to create 10 things
at one time.
No, you don't focus on thepodcast.
That will make this one thing,but then we reverse, engineer it
and repurpose those things onPinterest so that you have
(21:39):
people going to it because youcreated it.
So now we need to have peoplefind it.
Yeah exactly.
Speaker 1 (21:45):
You're giving me so many ideas.
Oh my gosh, this is fun.
Yeah, anytime you want to godeeper and learn out more, bring
it.
This is the place for it, allthe time.
Speaker 2 (21:54):
All the time, all the time.
Speaker 1 (21:55):
All right, let's talk about keywords again.
They play a pretty criticalrole in Pinterest visibility.
Could you walk us through yourprocess for searching and
implementing keywords that willdrive traffic?
Speaker 2 (22:06):
Yes.
So my process is simple.
Again, I try not to overthinkanything or make it overwhelming
, because simple but powerfulfor the win.
So just dive into the pinterestsearch bar to explore terms
your audience might already betyping and it's almost like
google and see what else pops upand that's what people are
(22:28):
working for.
So look at those suggestedkeywords the autofill autofill I
think that's the wrong.
That's what p Pinterest isshowing you, what's already
trending, without you evendiving deep into analytics and
Pinterest predicts or anythinglike that.
So you want to plug those thingsinto your pin titles,
descriptions and board names andthen cross-check that with the
(22:50):
Pinterest trends tool, which youget access to through the
Pinterest business account thatyou set up, and align that
content With seasonal spikes.
So and this is where I feel likethe timeless slow burn comes
Every December Really probablyin October, but every fourth
quarter Everyone is alreadystarting About vision, work and
(23:13):
their goal setting and wherethey're going to go For the next
year.
So, having that content, youmight need to tweak one or two
things, but pins that you dolast year will pop up this year
because people are stillsearching for that.
They're always going to want tomake themselves better in some
way, professionally, personally,what have you so already having
(23:34):
pins there?
Make sure that your content isgoing to be seen, but then you
can create new pins on the samestuff you've already made with
what may be trending from thetrends tool.
Is it women, is it whatever youknow?
Diving into that part to tweakit to make sure that it's
discovered again and again?
Speaker 1 (23:54):
I love it that's so smart.
Again, it's just taking thatevergreen content.
I love the idea of buildingupon it, optimizing it, updating
it Again.
Just work smarter, not harder,right yeah, and so to go full
circle with the sustainablesystem that is.
Speaker 2 (24:10):
The second step is repurposing content you already
have.
There is not a business I feellike out there right now that
doesn't already have some sortof like content bank, whether it
is your top performing reelsand carousels from Instagram.
Use that to start with.
Don't even make something new,right, or blog posts or a
(24:31):
newsletter that you can turninto a blog post.
It could be if you were a gueston a podcast.
I know in the show notes isgoing to be your information, so
even funneling them to a guestspot will help you, and then you
can batch, create those pinsand schedule them in advance,
again saving you more time.
Speaker 1 (24:50):
Love it.
That's so great, so smart.
All right.
So a lot of the folks who arelistening and, by the way, live
listening audience please feelfree to drop questions in the
chat, if you have them, for Dana, we're more than happy to
answer them while you're here.
We do this podcast for you.
That's why I want you all herewhen we're recording live, so if
there's anything I'm nottouching on or that we're
missing, you get the chance toask.
(25:12):
All right.
So, on behalf of them missing,you get the chance to ask.
All right.
So, on behalf of them, I know alot of our members and women
who are listening are probablyjuggling multiple marketing
platforms already.
How do you recommend that theyintegrate Pinterest into their
existing marketing use ofecosystems, possibly without
adding to their workload toomuch, if possible?
Speaker 2 (25:30):
I hear that, so I might be one of the few people
that might actually say this,but I would never recommend you
stop being on other platforms,because you need to be where
your people are.
And so for many of us that couldbe LinkedIn.
For many of us, that could beon Instagram or, and wedding
planners are on there a lot.
(25:50):
So I most of my marketingminutes, are on Instagram
because that's where my peopleare.
I need to pull them toPinterest, but for wedding pros
and creatives, they're on thisone but they're also on
Pinterest.
So Pinterest works best when itcompliments what you're already
doing.
I don't I feel like I've saidthis 10 times already, but
repurpose what you already have.
(26:12):
So have a blog, repurpose itinto pins.
Dissect that blog post into 10different pins.
I love it.
Does it?
Is it from five years ago?
I need to be refreshed.
We'll then do a quick search inthe search bar of what's
trending based on the topic ofthe blog posts, update it a
little bit and repurpose itagain.
Um, run a.
(26:32):
If you have a podcast, turnthose episodes into visual
content, especially if you'renot wanting to show your face.
So, like I have a podcast, youdo not see my face, so I take
the audiograms and tie it to avideo.
Pin and repurpose that.
Do you have galleries of?
Even if you're product-based,how many product pictures do you
(26:54):
have?
Give those longer lifespans onPinterest.
Create pins for those and leavethem to your storefront your
individual product links or amixture of the two.
Then batch it, design thosepins monthly and use a scheduler
to schedule it out.
You can use Pinterest nativetool, which again is in the
(27:15):
business account, or you can usesomething like Tailwind and you
can, en masse, create pins andschedule them out like three
months at a time.
That depends on how much timeyou actually have.
But, I typically help my clientsthat are in the pin it forget
it, or the styled pin help themget a month worth of brand
visibility in less than twohours.
(27:36):
So it's honing in on what worksand getting it done, and then
you can, like, wipe your handsand be done with it until next
month.
Speaker 1 (27:44):
Yeah Well, and I think what you really caught out
there was that it's it's just amatter of using your time
wisely, leveraging the contentthat you currently have, and so
it's not like you're getting.
You're not saying reinvent thewheel and start from scratch.
We're saying take what you haveand make it work for Pinterest,
based on some of the advicethat you gave earlier.
So I think that that makes alot of sense and it makes me so
(28:04):
excited to see and hear whatsome of our folks will be doing
and sort of like opening thatdoor and bringing content back
onto Pinterest.
Allie, one of our listeners,has a great question Do you find
that service-based businesseshave much success on Pinterest
versus tangible items?
I think that's a really fairquestion.
Speaker 2 (28:21):
So I will admit that I focus more on service-based
businesses versus product.
But as I go through Pinterestand just seeing what's available
and like learning throughPinterest Academy cause, I try
to do that every Friday so Istay up to date.
Speaker 1 (28:36):
Love it.
Speaker 2 (28:36):
Both do extremely well.
Um, there's things called Idon't think they're called idea
pins anymore, but that's thebest way.
They're called an idea pin andyou can now click on, like the
shirt that the model is wearing,and it will show you various
places to purchase that.
So product-based is still goingto do really well, but
(28:58):
service-based does good too.
I was looking at the analyticsfor a travel planner that I had.
We parted ways for a couplemonths because of personal
reasons, but then she came backand said let me dive into your
analytics.
Speaker 1 (29:12):
And.
Speaker 2 (29:13):
I haven't pinned for her in five months I had to look
at what month we're in.
And she still has a thousandmonthly views coming to her
content.
That's great.
I haven't made new content forher, so that strategy worked.
So I think hopefully thatanswers the question.
I think both do extremely well,just the strategy that you
(29:34):
utilize is going to slightlydiffer.
Speaker 1 (29:38):
Yeah, I was going to say it brought to mind.
For me, the only time I've usedPinterest for product was was
when I worked on Febreze, andfor us it was usage.
It was all about like creativeusage type of things, like ways
to use Febreze, hacks on how toleverage Febreze for, like, your
stinky teenagers room, like allthose kinds of things that
people ate that up.
(29:59):
So, like the more creative thatwe could get with like usage to
be like what you said,educational and inspirational or
even aspirational, I think iskind of the way to go.
Don't just put a picture ofyour product up there and assume
people are going to buy it.
Make the content useful, makeit helpful, help it like make it
to where it's solving a problemfor them.
And then, yeah, it's such agood win.
(30:20):
I think that's some of our mostlike.
Quote unquote viral pins wereour second, like our second day
gene uh hack of just literallyfor bruising your jeans.
Like nobody does that, doesn'tdo this already.
But I think people felt seenwhen they saw it.
They were like, oh my God, I dothat.
I will wear jeans for a wholeweek because I just Febreze them
every day.
Speaker 2 (30:39):
You know, I love that so much.
Speaker 1 (30:42):
Yep, I think they were hardcore relating.
So if you're not giving them anew idea on usage or a creative
use case, you know at least kindof help them feel like they're
being related to and you kind oflet everybody know that it's
okay, we wear our jeans thesecond day and we just reprise
them rather than wash them.
All right, so your membership,the Styled Pin Collection it
(31:04):
provides, as I mentioned in thebio earlier, monthly Pinterest
content.
What have you learned aboutwhat makes pins truly effective
from creating for so manydifferent industries?
Speaker 2 (31:16):
Clarity wins hands down.
I love it.
No, myself included.
I'm like, if I go on a websiteor a blog, I'm like what?
Speaker 1 (31:24):
am.
Speaker 2 (31:24):
I doing here?
What am I trying to get to?
Or I sign up for something andI don't understand what's
happening, like y'all shouldhave thought this through.
So the most effective pins haveclear headlines, strong visuals
and easy to read fonts.
So making sure that they youknow the image will probably be
(31:45):
the first thing that they notice.
So you want your image to bestrong, clear and like
representative of what it isthat they're looking at.
But then the headline needs tohook them with the outcome or
the similarity of what it isthat they're looking at, but
then the headline needs to hookthem with the outcome or the
similarity of what they'relooking for.
Then consistency is going tobuild trust.
So when your brand style iseasily recognizable we kind of
(32:06):
talked about this earlier peopleare more likely to click.
So in the style pin they'remeant to be plug and play you
can easily swap out the colors,fonts and images to match yours
so that, no matter what platformthey discover you on, they know
oh, this is consistency.
This is Amyvon.
This is Dana.
(32:27):
This is whoever.
I have seen where pin contentleads me to a website that does
not match the pin content.
I'm like I need to get off ofhere.
I feel like I'm looking at spamand I'll quickly get off and I
will not go back.
And then relevance matters.
Pins tied to real-time searchtrends or evergreen needs
(32:47):
consistently will perform best,like that educational content,
and I've seen I mean this willwork across many industries,
whether it's wedding pros,digital coaches, health and
wellness, whomever like.
That is going to be the threethings that you need to focus on
.
Speaker 1 (33:06):
I love it.
That's great advice.
Well said, allie.
Thank you for the question too.
We appreciate it.
Keep it coming If you guys havemore.
We've got another question hereactually two questions and then
we're going to get into the funlittle rapid fire power round.
In case you guys have any otherquestions that we have plenty
of time.
If you want to jump in, allright, let's talk about every
client's favorite.
What's the ROI?
Speaker 2 (33:27):
How do you help?
Speaker 1 (33:28):
clients measure the true impact of their Pinterest
strategy beyond just impressionsand or saves on Pinterest.
Speaker 2 (33:36):
So I focus first on visibility impressions, because
that lets me know my keywordsare working either for myself or
my client I love it.
If it's not showing up in thefeed, yep, well then we have a
problem.
Yep, they're not going to clickthere, no one's going to
convert because they're notbeing found Right.
So that's the one that I focuson, the first.
(33:58):
But then after that, it'sclicks, outbound clicks.
Are people clicking to go toyour site?
Are they going to your landingpage for the opt-in and then?
Are they then signing up for it?
Are they booking a call?
Are they purchasing thatproduct?
Is your email list growing?
Pinterest, like I said, is along game, but it's one of those
(34:19):
platforms where your contentcan continue generating leads
six months after you publish it.
So that's powerful ROI andthat's why I recommend, like,
don't check it weekly, check itmonthly, give it time to work
and give it time to look through.
But those are the things that Irecommend looking for when I'm
working with clients.
That's what I focus on isimpressions, pin clicks.
(34:43):
So they didn't just see it, butthey liked it enough or it
piqued their interest enough toopen the pin, and then they go
to where we wanted them to go.
Speaker 1 (34:53):
Yeah.
Speaker 2 (34:54):
So that's my Pinterest focus, but then on a
client base or service provider,are they then taking action?
So if they're going to yourwebsite or the landing page and
they're not following through,then not that this is where like
my bread and butter services,but I will help take a look at
the copy or anything on thatlanding page.
(35:16):
Maybe something's not lining up,like I said if your pin content
doesn't match that maybe that'sthe red flag and we need to
take a look at it and I'll helpyou, or I will recommend someone
who can help you better,depending on what the service is
.
Speaker 1 (35:29):
Yeah, I love it All.
Super, super smart.
You know what I was justthinking, dana, you know how?
So Dana's a member of ourTogether Digital community as
well.
Now and I think it was you Iposted and shared that I'm going
to be speaking at ContentMarketing World and I know the
speaker applications are closed,but I, just before we move on
to the next, like last fewquestions, I really want to
encourage you to apply to speaknext year on this, because I
(35:52):
think too many content creatorswe are so like shiny object
syndrome and chasing, chasingand all the talks are AI and
TikTok although TikTok side downa little bit and I just think
this has been such a good,refreshing reminder of, like,
the value of, like you said,quality content, using the right
platforms, approaching it,looking at the right KPIs and
(36:15):
really providing and creatingvalue versus noise into the
space that is the internet forbrands.
I really do, I want toencourage you and I'm going to
follow up with you and find outif you do apply.
Speaker 2 (36:25):
I think I did email them or like I couldn't figure
out like where the speakerapplication was.
It wasn't like easily.
So I messaged him like hey, Ihave recommendations for
speakers for next year and I'mjust waiting on a response.
But if you have someone toconnect, I know the organizers.
Speaker 1 (36:41):
I'm going to hook you up, girl, I'm going to hook you
up.
Yeah, no, absolutely yeah, and Iknow that they've done all
their picks for the speakingthis year and I will show you
exactly where it is next year soyou can apply to speak, Cause I
do think there'd be so muchvalue in that conversation again
.
And I just love throwing itback to some of these platforms
again, because we get so shinyobject syndrome.
We kind of really forget, likethe truly valuable platforms
(37:04):
that we have still within thespace that we can, you know,
really use.
And again, like you're notsaying you have to create all
new content for it, it's justtake what you have and leverage
it in a way that's creative anduseful and helpful.
Speaker 2 (37:16):
And again.
Speaker 1 (37:17):
I love the set it and forget it stuff.
Man, I used to be on an alwayson team for Twitter yes, I'm
still calling it Twitter and Ialways will but it was just like
we had to literally sit thereevery day at the beginning of
the day and look at the news andlook what was trending on
Twitter and try to kind ofinfuse the two to talk about
fabric softener.
And I'm like nobody gives ashit about fabric softener on
(37:37):
Twitter.
Now I will say that theirbrands have done a good job
calling, talking to you withMiss Wendy, like Wendy's and
things like that that havereally made good use of it, but
it's really for likeentertainment purposes, right?
Is it driving more sales toWendy's?
I don't know, maybe, maybe not.
It's definitely keeping on topof mind.
But yeah, that's as a creativethat was was.
It was a fun challenge but itwas exhausting.
(38:00):
So I this all appeals to me somuch it's healing the wounds of
my past always on life.
Speaker 2 (38:06):
So I have avoided Twitter or X or whatever, for at
all costs I do not have anaccount.
I do not want an account.
Speaker 1 (38:13):
Yeah, you won't find.
I mean, you'll find an old pageof ours on there, but I give it
no love, None whatsoever.
It's a lot to keep up with.
It's moving too fast for me.
I'm, like you know, I don'tknow getting old in my old age.
I guess All right, Lookingahead, how do you see Pinterest
evolving as a marketing platform, and what should businesses be
(38:34):
doing now to position themselvesfor some of those changes?
Speaker 2 (38:36):
that maybe, if we haven't kept up with Pinterest,
might be coming around thecorner.
Pinterest is leaning more intoshopping tools and visual search
.
Like I was saying, you can clickon like one photo and click on
the pants, the shoes, thewhatever and go directly to that
.
But so it opens up affiliateoptions.
I love that.
(38:57):
I'm super excited about thecontinued investment, again on
evergreen content and SEO,because that is what makes your
job as a creator, serviceprovider, product business so
much easier.
To lean into those things ofwhat are they searching for.
Let's not do a song and dance.
(39:18):
If you want to do that, great.
But you don't have to becauseyou're doing the market research
of what are your people lookingfor and you're answering that
with focus, keyword pin content,experimenting with the idea
pins for storytelling andbuilding that connection similar
to other platforms.
But now they can like yourtalking bobblehead, but it's
(39:41):
like oh, they like my mic, theycan click on this mic and go get
it, they can click on my shirtand go find it and building
content that educates, inspiresand solves a problem.
So, I think looking ahead andhow someone should position
themselves.
Don't wait.
Think looking ahead and howsomeone should position
themselves.
Don't wait, like, if you wantto be ready in front of face and
(40:03):
easily discovered in Christmas,because you're a product based
business and that's a big monthfor you, you need to get your
systems in place now so that youcan be positioned to benefit
from what's coming.
Speaker 1 (40:15):
Yeah, absolutely.
I love it.
I can't wait to introduce youto some of my business owner
friends as well that are in likethe food and beverage space and
all those kinds of things.
So they're all very seasonaland I.
One of the strategies we talkedabout was making some of those
things that get deemed seasonalyear round by kind of having fun
and playing with the contentand pushing it outside of that.
(40:36):
It was a barbecue business andshe says it's so hard for us and
I was like dude, there arepeople who would eat barbecue
year round.
You see guys out there, evenladies sometimes, out there
smoking some ribs and it's 20below.
Like are you kidding me?
Like there are people who wouldrather have a rack of ribs than
a turkey on Thanksgiving.
Like you could have so much funwith it.
Speaker 2 (40:54):
My husband is one of those people.
Speaker 1 (40:59):
So it my husband is one of those people, so it was
just like this whole limitingbelief of like barbecues only
for summer.
So our business is always goingto languish every time of year,
but summer and I thought nowI'm marketing some good, solid
marketing and positioning couldactually really help shift that.
So I'm going to have tointroduce you to Kristen at
Sweets it Meets.
She was a guest on our TogetherMarketing Rescue podcast, which
allows small businesses to comeand share.
Like you need to listen to thattoo.
There's some good episodes wheresmall businesses come in, share
(41:22):
their biggest pain points andthen we try to help them come up
with ideas and strategies onhow to solve those pain points
with marketing.
And then our members will pitchthem their business and
services as a way to help themfind the right fit and partners
based on their actual needs,versus trying to go for some big
agency there.
They're going to pay a ton ofoverhead and they can't really
afford it anyway.
(41:42):
So it's helping smallbusinesses and small business
marketing service providers kindof match up and have the
opportunity to work together andit's just.
It's been such a fun project andsuch a fun like objective for a
podcast.
So if you haven't listened toit yet, definitely check out the
together marketing rescue.
I've got two other amazingco-hosts on that and we've
interviewed let's see an eventservices and event planner, so
(42:06):
she'd be a great one for you totalk to.
Spark.
And then the barbecue businessanother catering business
magnificent morsels.
She's going to be like I don'tknow how to explain it she.
We joked on the episode.
We're like morsels.
She's going to be like I don'tknow how to explain it she.
We joked on the episode.
We're like you're going to beblack Martha, cause she like has
her like kitchen, she has herrestaurant Now she has cookware,
she has a spice line and sotrying to figure out, like, how
(42:28):
to position herself.
It is like she's going to takeover the world.
I love crystal so much.
She's a dear friend.
Speaker 2 (42:33):
I'm happy that they just come and get advice.
Speaker 1 (42:36):
Yeah, I mean, and they're so open and vulnerable
because it's like we're allsmall business owners so we know
, like, the pain points.
But we know and live andbreathe marketing and like.
But she knows spices andcooking.
You know, I'm not that great ofa cook and I use her spices to
make my food taste better, butlike, yeah, it's just so amazing
.
And then there was another, whowas I just thinking of?
(42:57):
Oh, the cookie Davis CookieCompany.
That would be another fun onefor you to talk to as well.
But yeah, I could just see how,in all of these businesses, how
leveraging Pinterest is like anevergreen marketing tool, could
just be so amazing.
So I'll make sure I send youthe link to all those episodes
after this as well.
Speaker 2 (43:13):
Yes, I'll happily dive into those.
Speaker 1 (43:15):
Yeah, they're fun and , yes, I'll happily dive into
those.
Yeah, they're fun and they'reall good peeps.
You know all amazing folks.
All right, I'm going to goahead and go into our power
round of questions to getthrough.
But again, audience, if youhave another question, we've got
a few minutes we coulddefinitely squeeze it in, so
don't be shy.
All right, what is onePinterest myth that you're on a
mission to debunk?
Speaker 2 (43:43):
mission to debunk that you do not have to create
content daily.
Speaker 1 (43:46):
Yay, no strategy is much better than hustle any day.
I swear to God Preach, girl,preach, it's so true.
All right, the most surprisingbusiness niche that you have
seen succeed on Pinterest men'sfashion.
Speaker 2 (43:57):
Nice, I think.
Well, primarily, it is a womanfocused platform, for obvious
reasons, but who's shopping forthe?
Guy's clothes?
Well, that too.
So most people assume pinterestis for wedding dresses or
recipes, kids clothes.
But men's style guides capsule,capsule, capsule, wardrobes,
wardrobes, wardrobes, there wego.
Speaker 1 (44:17):
I'm a fan of that.
I love grooming contentconsistently is starting to
perform really well.
Speaker 2 (44:23):
You should reach out to look good too.
Speaker 1 (44:25):
Yeah, they used to be a client of mine.
I don't think any of my oldclients are still there, but we
should get you to hook up withGillette.
That's great.
We used to try to do a lot ofstyling content.
I worked on Pantene andGillette and and you know what's
really sad now that I thinkback on it we didn't really
leverage Pinterest for any ofthose.
I think maybe Pantene for, likehairstyles and stuff, but
otherwise missed opportunity.
(44:45):
Oh well, their fault, not mine.
Speaker 2 (44:47):
Send it my way.
I'll do that.
Speaker 1 (44:49):
Right, all right, fill in the blank.
Speaker 2 (44:52):
The best Pinterest strategy is like gardening,
because you plant the rightseeds, give them time and watch
your efforts multiply long afteryou stepped away.
Speaker 1 (45:02):
Love it.
I love how prepared you are forall of this too.
So, great, you have a kindright here.
Speaker 2 (45:08):
All right.
Speaker 1 (45:09):
One Pinterest feature that most marketers
underutilize.
Speaker 2 (45:13):
I would say video pins and that's myself too.
I'm going to call myself outbecause I don't like putting my
face on video a lot or ever if Ihave to, which is why Pinterest
works really well for likeintroverts that want to remain
faceless.
But video pins are amazing forstorytelling and repurposing
(45:34):
your short form content fromInstagram or TikTok, for that
matter.
So it helps you boost yourvisibility but then create that
more on one time without havingto create that one time.
Speaker 1 (45:47):
Yeah, no, that's great, I get it.
But you know, after this, ouramazing Heartcast Media team is
going to put together a bunch oflittle video shorts for you and
they're going to share them andit's going to have your
beautiful face on it.
It's, it's, it's, it's exposuretherapy.
I feel you.
I don't love being in front ofrooms or on camera.
In fact, I can't even seemyself right now.
I just hide myself, view prettymuch the whole time.
(46:07):
I can just see your lovely face, but people love faces, right?
Research and marketing andmarketing shows us that, like we
, we look for faces in ourmarketing and advertising.
So I would say, just, you know,that's my little love and nudge
for you is that you've just gotsome great ideas, thoughts,
opinions and a lovely face to gowith it.
(46:27):
So don't don't be too shy.
Awesome, all right, friends.
Well, it looks like we don'thave any other questions from
the audience, so we'll go aheadand wrap it.
Dana, thank you so much forthis.
It's been such a pleasurehaving you on with us.
Really enjoyed our conversation.
Speaker 2 (46:45):
Thanks, it was fun.
I will always geek out aboutsome sort of content strategy.
Speaker 1 (46:51):
Right, and I will say , if you all want to geek out
some more and you just can't getenough of Dana, she's going to
be back in the form of ourTogether Digital Masterclass.
So, those of you who aremembers, if you know it or not,
every month we have an hour anda half long masterclass that is
a deep dive into differentaspects of leadership and
(47:12):
self-worth, but then alsomarketing and advertising and
digital and technology, and soDana's going to be coming back
and joining us later in the yearfor evergreen content,
strategies that sell.
That'll be our October.
This one that we have coming upin June is all about walking in
your truth and finding your ownindividuality, authenticity and
(47:33):
strength.
So, like these masterclassesjust really range, but I am
super excited for yourmasterclass.
I kind of wish it was sooner,but you know it'll be October
before we know it.
Speaker 2 (47:44):
I know I feel like summer just started and yet
tomorrow it feels like it'sgoing to end.
Speaker 1 (47:49):
I know Right, absolutely.
Now that the whole mayhem, may,december is over, we can all
take a deep breath and hopefullygo into our long weekend and
get some some rest, cause Idon't know about y'all, but this
month kicked my butt.
Speaker 2 (48:03):
The beginning of the month was good, the end of this
month between my husband and Iwe do have five kids and there
was back to back end of yearparties and ceremonies and we
had to divide and conquer and Iwas like I like yesterday was
the first full day of not doingthat, it was first day and
conquer.
And I was like I like yesterdaywas the first full day of not
doing that, it was first day ofsummer and I was like thank God,
I can just sit and do nothing,right, I want to sit on my porch
(48:26):
read my book, and I can'tremember the last time I did
that.
Speaker 1 (48:28):
Yeah, you got to look at the member Slack, the
May-Sember little video anotherfacilitator sent me because we
were talking about this insanityand it's just so you're going
to feel it.
It's so spot on, especiallywith the five kids.
Oh, my God, I don't know howyou do it, lady, don't know how.
Well, I do know how you do it.
Process.
Speaker 2 (48:46):
My calendar is color coded and looks like a bag of
skills exploded, but it's fineand it's going to work out.
Speaker 1 (48:55):
It is.
You're doing amazing.
Keep it up.
All right, everyone.
Well, we'll close it out there.
If you're interested in joiningthe masterclasses or getting
into our members, only Slack,check out togetherindigitalcom
and check it out the options wehave monthly memberships, annual
memberships, memberships forstudents and then even
foundation granted membershipsif you need the help.
So, with that, we'll close itout and we'll be excited to see
(49:17):
you all here again, hopefullynext week, as we have some more
fantastic conversations on allthings digital in life.
Until then, keep asking, keepgiving and keep growing.
We'll see you next week.
Bye, bye, bye.
Speaker 2 (49:41):
Produced by Heartcast Media.
Hello everyone and welcome to our weekly Power
Lounge.
This is your place to hearauthentic conversations from
those who have power to share.
My name is Amy Vaughn and I amthe owner and chief empowerment
officer of Together Digital, adiverse and collaborative
community of women who work indigital and choose to share
their knowledge, power andconnections.
You can join the movement attogetherindigitalcom Today.
(00:32):
I'm thrilled to welcome DanaJohnson, a Pinterest marketing
strategist who has changed howwe think about sustainable
digital marketing.
As the founder of Styled PinCollection, dana is creating a
monthly membership that empowerscreative entrepreneurs with
strategic on-brand Pinterestcontent that drives results.
I love it.
Creative, business-minded Gosh,we're all going to be friends,
(00:53):
aren't we?
After transitioning from thewedding industry to education,
dana brings a refreshingperspective on digital marketing
that prioritizes sustainabilityover burnout.
At a time when many of us feeloverwhelmed by the demands of
daily social media posting, Danais offering a compelling
alternative, leveragingPinterest as a visual search
(01:15):
engine that delivers highquality, evergreen traffic
directly to your business,offers, content and email lists.
What makes Dana's approachparticularly valuable is her
focus on creating marketingsystems that work for you, not
the other way around.
She specializes in helpingservice providers, product-based
businesses, build lastingvisibility without the constant
(01:36):
pressure to show up on socialfeeds every day.
Dana, we're so delighted tohave you here with us to share
your expertise on all thingsPinterest and beyond with our
community.
Welcome to the Power Lounge.
Speaker 2 (01:48):
Thank you, that was quite the introduction, and I
love it too.
Speaker 1 (01:54):
I'm glad you enjoyed it.
Yeah, we're thrilled to haveyou here and again.
Many, many alignments again.
As, like a former agencycreative and now a business
owner, I just think I love howcreatives approach business
right, Because it's not justabout the pretty things, it's
like how do we make space for,and optimize our time to be able
to make things nicer, more funand more pretty?
(02:15):
So I love, love, love how smartyou are with not just what you
do in the social media space,but how you're doing your
business.
It makes a lot of sense and Ilove that this became our topic,
because people are probablyscratching their head going what
Pinterest?
Many people still viewPinterest as primarily a social
platform rather than a searchengine.
What was your aha moment?
(02:37):
That sort of changed how youapproach Pinterest marketing?
Because I love this insight.
Speaker 2 (02:43):
So I feel like I have a couple like it took a few aha
moments for me to be like, oh,I need to really like, lock in
and hone in on this strategy.
But one of them was I realizedPinterest wasn't just a place
for pretty things.
It wasn't just for what am Icooking this week or how am I
(03:04):
entertaining my children.
Because when I was really usingPinterest the most, I was a
stay-at-home mom and trying tofigure out how to entertain my
children and educate them in afun, like hands-on way, and so,
of course, I turned to Pinterestfor that.
Yeah, clients findnon-traditional ways of
(03:28):
marketing.
That wasn't just social media,because I primarily work with
creative business owners andespecially those in the wedding
space.
Well, in 2020, wedding showswent up in smoke.
Your primary lead source ofgetting in front of a bunch of
wedding couples planning theirwedding was gone.
Like, how are we going tofigure that out?
How do we pull them to yourwebsite if you can no longer
(03:48):
attend these shows?
So I started looking andfiguring it out that Pinterest
is a search engine.
It's built for discoverability,and that was another aha moment
.
Like duh, when I did weddings,I asked my couples for their
Pinterest boards so I couldvisualize what they were talking
about for their big day, whattype of vendors they were
(04:10):
looking for.
So I had created this LinkedIncourse just in my ebbs and flows
of being an entrepreneur andtested the things that I learned
about Pinterest and I made asale within like a few days, I
(04:31):
know.
I was because I'd only done likea free masterclass, I'd done
some little research and I waslike all right, let's test out
these strategies and see if theyactually work.
And it did, yeah.
So I was like all right, that'swhen it hit me Social media,
because I posted on social mediaand I made no sales.
So social media is fun, butit's social.
(04:53):
It's meant to connect andengage, but people aren't on
there to buy.
I mean they do buy.
Obviously people buy, butthey're not there to buy.
They're not there to discoverthey're.
They do buy.
Obviously people buy, butthey're not there to buy.
They're not there to discoverthey're there to be entertained.
So if you're lucky enough toentertain them towards buying,
great.
But if you're not, well youneed another platform.
(05:16):
Pinterest is one of theseplatforms that rewards
consistency and searchability.
So if you're honing in on thosekeywords, that is how you can
scale and build your visibilitywithout having to chase
algorithms, learn a do, dancemove or anything else that comes
with being on social media,Right Cause it does.
Speaker 1 (05:37):
It feels like you're constantly jumping through hoops
.
Like you said, I'm trying tokeep up with the API changes,
trying to track the trends.
It can get really exhaustingand so you've built your
business around helpingentrepreneurs escape that social
media, that sometimesinevitable right Social media
burnout.
Could you share a little bitabout your journey from kind of
wedding you did a little bitallude to it before, but like
(05:58):
wedding professional toPinterest strategist?
Speaker 2 (06:09):
Pinterest strategist, yes.
So I love celebrating lifeevents and I have always been
that friend that planned thethings and made stuff happen
Like it wasn't ever just oh,let's go to dinner.
Oh no, let's do a whole dinnerexperience, let's do it at home
and have a weekly game nightwith fun recipes and whatever.
I was that friend.
So I got a degree in weddingand event management and where
(06:33):
you know, creativity is in highdemand.
But that also leads to burnout,because now you're forced to
get creative as opposed tocreating space for you to sit
with it, really dive into what'strending or where your couples
are leaning into and what isunique about them.
If it's forced, it's exhaustingand it's no longer fun.
(06:53):
So I was managing social mediaand admin work for my clients
and it just felt like we couldnever keep up with what was
going on.
Like carousel styles change whathashtags, what's this, what's
that.
But I also was irritated for myclients because they spend 12
(07:17):
to 18 months designing theseluxury level either a styled
editorial or a wedding and itdisappears in 24 hours Like
that's a slap in the face forall of your hard work, late
nights and blood, sweat andtears.
Speaker 1 (07:33):
Yeah.
Speaker 2 (07:34):
So when I noticed that Pinterest was a place to
drive traffic to wedding content, one organically cause I don't
like paying for anything if Idon't have to to wedding content
one organically, because Idon't like paying for anything
if I don't have to.
But two, it almost helps youhack the algorithm because you
can link to your reel, you canlink that carousel and give it
(07:55):
that longer shelf life.
And that's what really made medive wholeheartedly into it,
because I was trying to offerboth still being an admin
because it was safe, and thenoffering Pinterest because you
need that.
You don, and then offeringPinterest because, like, you
need that.
You don't know you need it, butyou need it Right.
And it was learning thatability to almost hack the
algorithm of linking directly tothe content that you worked so
(08:15):
hard to create.
Yeah, I was like that's it Done.
I'm the unapologetic pinner andI'm telling everyone that they
have to be on here to get thatconsistent brand visibility that
we need, because those in thecreative space mostly don't have
repeat clients.
You need a fresh wave of newones and Pinterest is the way
that.
One is the platform they'regoing to to plan their wedding
(08:36):
anyway, so let's bring them toyou.
Speaker 1 (08:40):
I love it.
Let's dig in a little bit moreto Pinterest and its algorithm,
because it is a little bitdifferent and user behaviors are
quite different from platformslike Instagram or TikTok, which
is where I think a lot ofmarketers probably spend most of
their time depending on theirproduct or service.
So what are some maybefundamental mindset shifts that
marketers would need to makewhen they're thinking about
developing a Pinterest strategy?
Speaker 2 (09:01):
I think the biggest shift is you're not looking to
go viral.
Yes, there isn't really aninstant gratification Terms I've
been seeing lately is like aslow burn or a slow build.
It's about sustainable growthand you're looking to build like
momentum.
So Pinterest is the game ofsearch discoverability.
(09:25):
So it's not like Instagram oranything where you're hoping to
get thousands of views and likesand then hooking them.
You're showing.
This is about creating touchpoints, sharing your knowledge
and expertise, showing off yourgalleries.
So evergreen content is huge.
(09:45):
These timeless trends, these nomatter if it's this year, 10
years ago, 10 years in thefuture, couples are going to
have very similar concerns andoverwhelms about planning their
wedding, and you can create thatcontent that leads them to you
and gives them that confidenceof oh, this is a great idea, I
(10:07):
can do this wedding, or I needher to help me, him help me have
this wedding that I keepdreaming about.
It's also a place for long-termplanning and batch scheduling,
and it's less about showing updaily and more about creating
resources.
That your ideal audience willkeep searching for.
Speaker 1 (10:26):
So almost like building like your own content
library and letting it live onInstagram, on Pinterest, as I
see I'm just so used to talkingabout Instagram that lives, you
know, kind of there's, like yousaid, that evergreen content
which can be so, so valuable.
And, like you said, when itcomes to like looking at it as a
search, and I mean I wouldhonestly caution against any
client or individual ever tryingto sell something as
(10:47):
potentially viral, because youknow viral doesn't necessarily
get you your intended goal right.
It's just it always drove menuts, even like 15 years ago,
and clients would be like wewant a viral video.
And I was like, but what do youwant to achieve with the viral
video?
If you want more sales, thenyou probably don't want a viral
(11:10):
video, because it's viral videosdon't necessarily equate to
sales.
We had a really great podcastepisode with Kenya, kelly Gosh.
It was probably sometime lastyear and she is like amazing on
TikTok.
You should definitely check herout and follow her.
She's got a great newsletterand whatnot and you know she
talked about an example of a lawfirm that came to her and was
like we want to be TikTok famousand she says do you want that
or do you want more client leads?
And they said, well, we wantmore client leads.
(11:32):
She's like I can make you aviral, I can make you viral, but
I can't guarantee you it'll getyou qualified leads on the
phone calling you to representthem.
And so she created somethingthat was a little bit more
educational.
And so she created somethingthat was a little bit more
educational and it resulted inover 126 phone calls to the
office.
That resulted in, I think, like60 new potential clients, and
it's like that's the kind ofviral I want to be.
(11:53):
I don't know about the rest ofy'all, but it's.
It's funny how we just get socaught up in like the instant
fame that that has potential tolike be when you're on other
social media platforms.
I think it's all the morereason to support what you're
saying and not creating thatPinterest.
You know very visually basedcontent that's educational and
evergreen.
It's just literally sittingthere working for you long after
(12:16):
you've done the work, and Ithink that that's so great.
Speaker 2 (12:18):
It definitely.
I've always been someone thatleans towards quality over
quantity.
So if it takes you, if you wantto dive all of your time,
energy and effort into onequality blog post, one quality
email opt-in to nurture them, orone quality podcast episode,
then I call it splicing anddicing and then dissect it into
(12:40):
multiple different things.
Now you're able to targetdifferent people on different
platforms, but you're notworking from a place of.
I need to figure out how to beon all 7,000 platforms that
there are right now.
I already don't want to do that.
That already sounds exhaustingand decision fatigue, and I'm
not going to move forward onanything.
So when I work with my clients,that's what I tell them let's
(13:03):
focus on evergreen content,really good quality, and then
how can we divide it up onto thevarious platforms?
But you only get to focus onthis one thing, and so for
wedding planners, it's thewedding that they're working on
right now.
Let's make this the bestwedding you've ever done, and
then let's share it in 500different ways.
Speaker 1 (13:23):
I love it.
That's super smart and I'm withyou on the quality over
quantity, especially with theamount of AI generated content
that's out there, right?
Marketers are like, oh no, it'sgoing to take my job.
It's like, no, actually peoplewho know how to use AI well are
going to be the ones that takeyour job and like that's how you
and it's not going to helpother people market better, it's
just going to show people whodon't understand marketing that
(13:43):
they don't understand marketingwhen they try to use AI as a sub
plant for that, versus likethat intentional, well thought
out, insightful work.
You know, again, I love AI toolas a tool for augmenting and
supporting.
Use it every damn day.
I'm not afraid to say it, I'mnot afraid to say it, but I
agree, like I think, thatthere's just this a mass of and
(14:04):
there always has been, you know,for the last 15 years of just
all of this content.
And so, yeah, I am definitely aproponent of one evergreen to
slicing and dicing andmaximizing and really like, if
you do that in a quality way, Imean, you are really getting
some bang for your buck.
When you think about it as wellfrom, like an efficiency and
cost effectiveness standpoint,that too.
Speaker 2 (14:27):
I didn't think about the cost effective.
I was just like Well, I focuson energy costs.
I have too many things going onbehind the scenes.
I don't want to recreate 500things.
I don't have one day long shoot.
Speaker 1 (14:42):
You're going to shoot a 30 second TV ad, like let's
shoot 60 and like let's taketime to hire in a still
photographer, so somebody iswalking around and getting you
(15:04):
know photos for your ads andbillboards and whatever else you
need and social media posts,and then we're going to take
that 60 second and cut it to a30, and then we're going to cut
it to a 15, and then we're goingto cut it and put it into
something that can have captionsso we can run it as a reel on
instagram.
Like, really like, why spendmoney?
You're recreating somethingover and over and over again?
(15:24):
because not only that, butyou're creating bank brand
consistency right because everytime they see that campaign it's
like, oh, it's consistent.
I, I saw this on it feelsfamiliar.
And then with the way we are asconsumers right, we got the
memory of goldfish.
We're getting a millionmessages thrown at us a day and
as marketers, we get tired ofour own messages.
But people have to hear it six,seven times before they even
(15:45):
stop and take notice.
And so, yeah, this is why Ilove what you're doing, dana,
and it makes so much sense, youknow, to kind of stick on the
topic of viral viralness,because it is a thing right on
Pinterest there's, there'sbusinesses getting lucky with
like viral pins.
What's your, but your approachemphasizes, like strategic
(16:07):
sustainability.
You know, what are some otherthings that we can touch upon,
although I know we went downthat rabbit hole a little bit.
What else does trulysustainable Pinterest systems,
like marketing systems, looklike in the work that you're
doing?
Speaker 2 (16:20):
So that is a great question and I can go over it
again because again we.
I think the last statistic Isaw was it's, on average, seven
or up to 12 touch points beforesomeone actually works with you,
which is that's a lot of touchpoints 12 touch points before
someone actually works with you,which is that's a lot of touch
points.
(16:42):
So a sustainable system workingwith me or really anyone that I
recommend is four parts a strongfoundation.
So starting with a Pinterestbusiness account, which is free
we love free again and thenoptimizing it for your ideal
audience.
So you want to have thosekeywords kind of trickled in
Tell who you are, what you doand what you're passionate about
, and go ahead and have yourwebsite linked.
(17:05):
Your social media is linked.
Anything else that you have inthere you can link into it.
But then also think of theboards that you have.
This is your portfolio.
These are like little shelvesthat people are shopping in your
store, basically.
So what are your ideal audiencecouples looking for?
(17:25):
Are they here for an outdoortent wedding, luxury outdoor
tent wedding?
Or are they looking for funworkout clothes for a plus size
woman, like these are thingsthat it's going to be different
for each person, and so you wantboards that reflect that, and
(17:46):
then the description of theboard will again have those
keywords in them.
Speaker 1 (17:49):
I love it.
You're going to dig intokeywords here more in a second,
but first I wanted to back upand talk about like for
service-based businesses inparticular what types of content
tend to perform best onPinterest and how can they
connect that performance toactual client acquisition, as
people are kind of listening andthey don't know necessarily
what they need like specificsother than it could be very
broad.
Speaker 2 (18:09):
So educational content of, like checklist, tips
, faqs or visuals of your work.
So using a service-basedprovider in the the health and
(18:31):
wellness space.
How to fit in micro workouts asa busy mom of five, I don't
know.
It's off the top of my head.
But if you're listening, andthis is something you offer,
look into that, or how to chooseyour wedding photographer.
Five design trends for brandingin 2025.
(18:54):
I've rebranded my entirebusiness for Pinterest
management on Pinterest.
Love it but those are the typeof things.
So educational, inspirationalcontent will always win, because
people are searching, andanother statistic that really
hones in for me was 96% ofsearches are unbranded, meaning
(19:15):
they know they need help withwhatever it is that they're
needing help with whether it's alife change, a getting married,
going on vacation, survivingsummer, launching a business or
anything like that but theydon't know exactly who they need
to work with.
They don't even know, maybeeven what checklist would make
their life easier, and so that'swhere you can, that's where the
(19:38):
key of content being searchableand linking it to something
valuable, and then you're goingto lead them to your website,
where you have more control overthe relationship and those
touch points.
Speaker 1 (19:48):
I love it.
Yeah, something that's likereally value and needs based for
that person.
Again, if you're kind ofthinking from the consumer side
of things and not looking at itas advertising per se, like what
you're saying, it's so inspired.
I mean I could even see, likebanking clients, you know, going
out and creating like thischecklist for, like, how is your
financial health?
You know, how are you planningfor your like five top five
(20:10):
things you need to be planningfor your financial future, or
anything like that.
It's like so many people justoverlook the opportunity to
empower the consumer and throughempowerment comes that sense of
like, trust and loyalty andultimately, when they have to
make a decision, like you justsaid, you've managed and created
a relationship by providingvalue, you know, without a
necessary like exchange of moneyright away.
And now they see you as apotential trusted partner and
(20:31):
all you did was create a littlechecklist and put it out there.
And now they see you as apotential trusted partner and
all you did was create a littlechecklist and put it out there.
And I again, my digitalmarketing brain goes down such a
rabbit hole.
It's like I could map out likeall the different needs and then
like then I, then you cancreate like your pillars of
content that you're creatingbased on those needs and that
could also be informed by search.
(20:51):
What are people looking forwhen it comes to banking needs
and issues?
Speaker 2 (20:56):
I like to take it a step further with clients and
then map out the funnel or likethe web I don't even want to
call it a funnel, it's a web sothey get to the checklist.
But on the checklist now youcan link here's my top three
blog posts or podcast episodesand then from there on your show
notes of the podcast, you'regoing to have linked to another
(21:17):
opt-in and just keep it goingwithout feeling overwhelming,
like it's a natural progressionand you just do it step by step
yourself, so you're not feelinglike I have to create 10 things
at one time.
No, you don't focus on thepodcast.
That will make this one thing,but then we reverse, engineer it
and repurpose those things onPinterest so that you have
(21:39):
people going to it because youcreated it.
So now we need to have peoplefind it.
Yeah exactly.
Speaker 1 (21:45):
You're giving me so many ideas.
Oh my gosh, this is fun.
Yeah, anytime you want to godeeper and learn out more, bring
it.
This is the place for it, allthe time.
Speaker 2 (21:54):
All the time, all the time.
Speaker 1 (21:55):
All right, let's talk about keywords again.
They play a pretty criticalrole in Pinterest visibility.
Could you walk us through yourprocess for searching and
implementing keywords that willdrive traffic?
Speaker 2 (22:06):
Yes.
So my process is simple.
Again, I try not to overthinkanything or make it overwhelming
, because simple but powerfulfor the win.
So just dive into the pinterestsearch bar to explore terms
your audience might already betyping and it's almost like
google and see what else pops upand that's what people are
(22:28):
working for.
So look at those suggestedkeywords the autofill autofill I
think that's the wrong.
That's what p Pinterest isshowing you, what's already
trending, without you evendiving deep into analytics and
Pinterest predicts or anythinglike that.
So you want to plug those thingsinto your pin titles,
descriptions and board names andthen cross-check that with the
(22:50):
Pinterest trends tool, which youget access to through the
Pinterest business account thatyou set up, and align that
content With seasonal spikes.
So and this is where I feel likethe timeless slow burn comes
Every December Really probablyin October, but every fourth
quarter Everyone is alreadystarting About vision, work and
(23:13):
their goal setting and wherethey're going to go For the next
year.
So, having that content, youmight need to tweak one or two
things, but pins that you dolast year will pop up this year
because people are stillsearching for that.
They're always going to want tomake themselves better in some
way, professionally, personally,what have you so already having
(23:34):
pins there?
Make sure that your content isgoing to be seen, but then you
can create new pins on the samestuff you've already made with
what may be trending from thetrends tool.
Is it women, is it whatever youknow?
Diving into that part to tweakit to make sure that it's
discovered again and again?
Speaker 1 (23:54):
I love it that's so smart.
Again, it's just taking thatevergreen content.
I love the idea of buildingupon it, optimizing it, updating
it Again.
Just work smarter, not harder,right yeah, and so to go full
circle with the sustainablesystem that is.
Speaker 2 (24:10):
The second step is repurposing content you already
have.
There is not a business I feellike out there right now that
doesn't already have some sortof like content bank, whether it
is your top performing reelsand carousels from Instagram.
Use that to start with.
Don't even make something new,right, or blog posts or a
(24:31):
newsletter that you can turninto a blog post.
It could be if you were a gueston a podcast.
I know in the show notes isgoing to be your information, so
even funneling them to a guestspot will help you, and then you
can batch, create those pinsand schedule them in advance,
again saving you more time.
Speaker 1 (24:50):
Love it.
That's so great, so smart.
All right.
So a lot of the folks who arelistening and, by the way, live
listening audience please feelfree to drop questions in the
chat, if you have them, for Dana, we're more than happy to
answer them while you're here.
We do this podcast for you.
That's why I want you all herewhen we're recording live, so if
there's anything I'm nottouching on or that we're
missing, you get the chance toask.
(25:12):
All right.
So, on behalf of them missing,you get the chance to ask.
All right.
So, on behalf of them, I know alot of our members and women
who are listening are probablyjuggling multiple marketing
platforms already.
How do you recommend that theyintegrate Pinterest into their
existing marketing use ofecosystems, possibly without
adding to their workload toomuch, if possible?
Speaker 2 (25:30):
I hear that, so I might be one of the few people
that might actually say this,but I would never recommend you
stop being on other platforms,because you need to be where
your people are.
And so for many of us that couldbe LinkedIn.
For many of us, that could beon Instagram or, and wedding
planners are on there a lot.
(25:50):
So I most of my marketingminutes, are on Instagram
because that's where my peopleare.
I need to pull them toPinterest, but for wedding pros
and creatives, they're on thisone but they're also on
Pinterest.
So Pinterest works best when itcompliments what you're already
doing.
I don't I feel like I've saidthis 10 times already, but
repurpose what you already have.
(26:12):
So have a blog, repurpose itinto pins.
Dissect that blog post into 10different pins.
I love it.
Does it?
Is it from five years ago?
I need to be refreshed.
We'll then do a quick search inthe search bar of what's
trending based on the topic ofthe blog posts, update it a
little bit and repurpose itagain.
Um, run a.
(26:32):
If you have a podcast, turnthose episodes into visual
content, especially if you'renot wanting to show your face.
So, like I have a podcast, youdo not see my face, so I take
the audiograms and tie it to avideo.
Pin and repurpose that.
Do you have galleries of?
Even if you're product-based,how many product pictures do you
(26:54):
have?
Give those longer lifespans onPinterest.
Create pins for those and leavethem to your storefront your
individual product links or amixture of the two.
Then batch it, design thosepins monthly and use a scheduler
to schedule it out.
You can use Pinterest nativetool, which again is in the
(27:15):
business account, or you can usesomething like Tailwind and you
can, en masse, create pins andschedule them out like three
months at a time.
That depends on how much timeyou actually have.
But, I typically help my clientsthat are in the pin it forget
it, or the styled pin help themget a month worth of brand
visibility in less than twohours.
(27:36):
So it's honing in on what worksand getting it done, and then
you can, like, wipe your handsand be done with it until next
month.
Speaker 1 (27:44):
Yeah Well, and I think what you really caught out
there was that it's it's just amatter of using your time
wisely, leveraging the contentthat you currently have, and so
it's not like you're getting.
You're not saying reinvent thewheel and start from scratch.
We're saying take what you haveand make it work for Pinterest,
based on some of the advicethat you gave earlier.
So I think that that makes alot of sense and it makes me so
(28:04):
excited to see and hear whatsome of our folks will be doing
and sort of like opening thatdoor and bringing content back
onto Pinterest.
Allie, one of our listeners,has a great question Do you find
that service-based businesseshave much success on Pinterest
versus tangible items?
I think that's a really fairquestion.
Speaker 2 (28:21):
So I will admit that I focus more on service-based
businesses versus product.
But as I go through Pinterestand just seeing what's available
and like learning throughPinterest Academy cause, I try
to do that every Friday so Istay up to date.
Speaker 1 (28:36):
Love it.
Speaker 2 (28:36):
Both do extremely well.
Um, there's things called Idon't think they're called idea
pins anymore, but that's thebest way.
They're called an idea pin andyou can now click on, like the
shirt that the model is wearing,and it will show you various
places to purchase that.
So product-based is still goingto do really well, but
(28:58):
service-based does good too.
I was looking at the analyticsfor a travel planner that I had.
We parted ways for a couplemonths because of personal
reasons, but then she came backand said let me dive into your
analytics.
Speaker 1 (29:12):
And.
Speaker 2 (29:13):
I haven't pinned for her in five months I had to look
at what month we're in.
And she still has a thousandmonthly views coming to her
content.
That's great.
I haven't made new content forher, so that strategy worked.
So I think hopefully thatanswers the question.
I think both do extremely well,just the strategy that you
(29:34):
utilize is going to slightlydiffer.
Speaker 1 (29:38):
Yeah, I was going to say it brought to mind.
For me, the only time I've usedPinterest for product was was
when I worked on Febreze, andfor us it was usage.
It was all about like creativeusage type of things, like ways
to use Febreze, hacks on how toleverage Febreze for, like, your
stinky teenagers room, like allthose kinds of things that
people ate that up.
(29:59):
So, like the more creative thatwe could get with like usage to
be like what you said,educational and inspirational or
even aspirational, I think iskind of the way to go.
Don't just put a picture ofyour product up there and assume
people are going to buy it.
Make the content useful, makeit helpful, help it like make it
to where it's solving a problemfor them.
And then, yeah, it's such agood win.
(30:20):
I think that's some of our mostlike.
Quote unquote viral pins wereour second, like our second day
gene uh hack of just literallyfor bruising your jeans.
Like nobody does that, doesn'tdo this already.
But I think people felt seenwhen they saw it.
They were like, oh my God, I dothat.
I will wear jeans for a wholeweek because I just Febreze them
every day.
Speaker 2 (30:39):
You know, I love that so much.
Speaker 1 (30:42):
Yep, I think they were hardcore relating.
So if you're not giving them anew idea on usage or a creative
use case, you know at least kindof help them feel like they're
being related to and you kind oflet everybody know that it's
okay, we wear our jeans thesecond day and we just reprise
them rather than wash them.
All right, so your membership,the Styled Pin Collection it
(31:04):
provides, as I mentioned in thebio earlier, monthly Pinterest
content.
What have you learned aboutwhat makes pins truly effective
from creating for so manydifferent industries?
Speaker 2 (31:16):
Clarity wins hands down.
I love it.
No, myself included.
I'm like, if I go on a websiteor a blog, I'm like what?
Speaker 1 (31:24):
am.
Speaker 2 (31:24):
I doing here?
What am I trying to get to?
Or I sign up for something andI don't understand what's
happening, like y'all shouldhave thought this through.
So the most effective pins haveclear headlines, strong visuals
and easy to read fonts.
So making sure that they youknow the image will probably be
(31:45):
the first thing that they notice.
So you want your image to bestrong, clear and like
representative of what it isthat they're looking at.
But then the headline needs tohook them with the outcome or
the similarity of what it isthat they're looking at, but
then the headline needs to hookthem with the outcome or the
similarity of what they'relooking for.
Then consistency is going tobuild trust.
So when your brand style iseasily recognizable we kind of
(32:06):
talked about this earlier peopleare more likely to click.
So in the style pin they'remeant to be plug and play you
can easily swap out the colors,fonts and images to match yours
so that, no matter what platformthey discover you on, they know
oh, this is consistency.
This is Amyvon.
This is Dana.
(32:27):
This is whoever.
I have seen where pin contentleads me to a website that does
not match the pin content.
I'm like I need to get off ofhere.
I feel like I'm looking at spamand I'll quickly get off and I
will not go back.
And then relevance matters.
Pins tied to real-time searchtrends or evergreen needs
(32:47):
consistently will perform best,like that educational content,
and I've seen I mean this willwork across many industries,
whether it's wedding pros,digital coaches, health and
wellness, whomever like.
That is going to be the threethings that you need to focus on
.
Speaker 1 (33:06):
I love it.
That's great advice.
Well said, allie.
Thank you for the question too.
We appreciate it.
Keep it coming If you guys havemore.
We've got another question hereactually two questions and then
we're going to get into the funlittle rapid fire power round.
In case you guys have any otherquestions that we have plenty
of time.
If you want to jump in, allright, let's talk about every
client's favorite.
What's the ROI?
Speaker 2 (33:27):
How do you help?
Speaker 1 (33:28):
clients measure the true impact of their Pinterest
strategy beyond just impressionsand or saves on Pinterest.
Speaker 2 (33:36):
So I focus first on visibility impressions, because
that lets me know my keywordsare working either for myself or
my client I love it.
If it's not showing up in thefeed, yep, well then we have a
problem.
Yep, they're not going to clickthere, no one's going to
convert because they're notbeing found Right.
So that's the one that I focuson, the first.
(33:58):
But then after that, it'sclicks, outbound clicks.
Are people clicking to go toyour site?
Are they going to your landingpage for the opt-in and then?
Are they then signing up for it?
Are they booking a call?
Are they purchasing thatproduct?
Is your email list growing?
Pinterest, like I said, is along game, but it's one of those
(34:19):
platforms where your contentcan continue generating leads
six months after you publish it.
So that's powerful ROI andthat's why I recommend, like,
don't check it weekly, check itmonthly, give it time to work
and give it time to look through.
But those are the things that Irecommend looking for when I'm
working with clients.
That's what I focus on isimpressions, pin clicks.
(34:43):
So they didn't just see it, butthey liked it enough or it
piqued their interest enough toopen the pin, and then they go
to where we wanted them to go.
Speaker 1 (34:53):
Yeah.
Speaker 2 (34:54):
So that's my Pinterest focus, but then on a
client base or service provider,are they then taking action?
So if they're going to yourwebsite or the landing page and
they're not following through,then not that this is where like
my bread and butter services,but I will help take a look at
the copy or anything on thatlanding page.
(35:16):
Maybe something's not lining up,like I said if your pin content
doesn't match that maybe that'sthe red flag and we need to
take a look at it and I'll helpyou, or I will recommend someone
who can help you better,depending on what the service is
.
Speaker 1 (35:29):
Yeah, I love it All.
Super, super smart.
You know what I was justthinking, dana, you know how?
So Dana's a member of ourTogether Digital community as
well.
Now and I think it was you Iposted and shared that I'm going
to be speaking at ContentMarketing World and I know the
speaker applications are closed,but I, just before we move on
to the next, like last fewquestions, I really want to
encourage you to apply to speaknext year on this, because I
(35:52):
think too many content creatorswe are so like shiny object
syndrome and chasing, chasingand all the talks are AI and
TikTok although TikTok side downa little bit and I just think
this has been such a good,refreshing reminder of, like,
the value of, like you said,quality content, using the right
platforms, approaching it,looking at the right KPIs and
(36:15):
really providing and creatingvalue versus noise into the
space that is the internet forbrands.
I really do, I want toencourage you and I'm going to
follow up with you and find outif you do apply.
Speaker 2 (36:25):
I think I did email them or like I couldn't figure
out like where the speakerapplication was.
It wasn't like easily.
So I messaged him like hey, Ihave recommendations for
speakers for next year and I'mjust waiting on a response.
But if you have someone toconnect, I know the organizers.
Speaker 1 (36:41):
I'm going to hook you up, girl, I'm going to hook you
up.
Yeah, no, absolutely yeah, and Iknow that they've done all
their picks for the speakingthis year and I will show you
exactly where it is next year soyou can apply to speak, Cause I
do think there'd be so muchvalue in that conversation again
.
And I just love throwing itback to some of these platforms
again, because we get so shinyobject syndrome.
We kind of really forget, likethe truly valuable platforms
(37:04):
that we have still within thespace that we can, you know,
really use.
And again, like you're notsaying you have to create all
new content for it, it's justtake what you have and leverage
it in a way that's creative anduseful and helpful.
Speaker 2 (37:16):
And again.
Speaker 1 (37:17):
I love the set it and forget it stuff.
Man, I used to be on an alwayson team for Twitter yes, I'm
still calling it Twitter and Ialways will but it was just like
we had to literally sit thereevery day at the beginning of
the day and look at the news andlook what was trending on
Twitter and try to kind ofinfuse the two to talk about
fabric softener.
And I'm like nobody gives ashit about fabric softener on
(37:37):
Twitter.
Now I will say that theirbrands have done a good job
calling, talking to you withMiss Wendy, like Wendy's and
things like that that havereally made good use of it, but
it's really for likeentertainment purposes, right?
Is it driving more sales toWendy's?
I don't know, maybe, maybe not.
It's definitely keeping on topof mind.
But yeah, that's as a creativethat was was.
It was a fun challenge but itwas exhausting.
(38:00):
So I this all appeals to me somuch it's healing the wounds of
my past always on life.
Speaker 2 (38:06):
So I have avoided Twitter or X or whatever, for at
all costs I do not have anaccount.
I do not want an account.
Speaker 1 (38:13):
Yeah, you won't find.
I mean, you'll find an old pageof ours on there, but I give it
no love, None whatsoever.
It's a lot to keep up with.
It's moving too fast for me.
I'm, like you know, I don'tknow getting old in my old age.
I guess All right, Lookingahead, how do you see Pinterest
evolving as a marketing platform, and what should businesses be
(38:34):
doing now to position themselvesfor some of those changes?
Speaker 2 (38:36):
that maybe, if we haven't kept up with Pinterest,
might be coming around thecorner.
Pinterest is leaning more intoshopping tools and visual search
.
Like I was saying, you can clickon like one photo and click on
the pants, the shoes, thewhatever and go directly to that
.
But so it opens up affiliateoptions.
I love that.
(38:57):
I'm super excited about thecontinued investment, again on
evergreen content and SEO,because that is what makes your
job as a creator, serviceprovider, product business so
much easier.
To lean into those things ofwhat are they searching for.
Let's not do a song and dance.
(39:18):
If you want to do that, great.
But you don't have to becauseyou're doing the market research
of what are your people lookingfor and you're answering that
with focus, keyword pin content,experimenting with the idea
pins for storytelling andbuilding that connection similar
to other platforms.
But now they can like yourtalking bobblehead, but it's
(39:41):
like oh, they like my mic, theycan click on this mic and go get
it, they can click on my shirtand go find it and building
content that educates, inspiresand solves a problem.
So, I think looking ahead andhow someone should position
themselves.
Don't wait.
Think looking ahead and howsomeone should position
themselves.
Don't wait, like, if you wantto be ready in front of face and
(40:03):
easily discovered in Christmas,because you're a product based
business and that's a big monthfor you, you need to get your
systems in place now so that youcan be positioned to benefit
from what's coming.
Speaker 1 (40:15):
Yeah, absolutely.
I love it.
I can't wait to introduce youto some of my business owner
friends as well that are in likethe food and beverage space and
all those kinds of things.
So they're all very seasonaland I.
One of the strategies we talkedabout was making some of those
things that get deemed seasonalyear round by kind of having fun
and playing with the contentand pushing it outside of that.
(40:36):
It was a barbecue business andshe says it's so hard for us and
I was like dude, there arepeople who would eat barbecue
year round.
You see guys out there, evenladies sometimes, out there
smoking some ribs and it's 20below.
Like are you kidding me?
Like there are people who wouldrather have a rack of ribs than
a turkey on Thanksgiving.
Like you could have so much funwith it.
Speaker 2 (40:54):
My husband is one of those people.
Speaker 1 (40:59):
So it my husband is one of those people, so it was
just like this whole limitingbelief of like barbecues only
for summer.
So our business is always goingto languish every time of year,
but summer and I thought nowI'm marketing some good, solid
marketing and positioning couldactually really help shift that.
So I'm going to have tointroduce you to Kristen at
Sweets it Meets.
She was a guest on our TogetherMarketing Rescue podcast, which
allows small businesses to comeand share.
Like you need to listen to thattoo.
There's some good episodes wheresmall businesses come in, share
(41:22):
their biggest pain points andthen we try to help them come up
with ideas and strategies onhow to solve those pain points
with marketing.
And then our members will pitchthem their business and
services as a way to help themfind the right fit and partners
based on their actual needs,versus trying to go for some big
agency there.
They're going to pay a ton ofoverhead and they can't really
afford it anyway.
(41:42):
So it's helping smallbusinesses and small business
marketing service providers kindof match up and have the
opportunity to work together andit's just.
It's been such a fun project andsuch a fun like objective for a
podcast.
So if you haven't listened toit yet, definitely check out the
together marketing rescue.
I've got two other amazingco-hosts on that and we've
interviewed let's see an eventservices and event planner, so
(42:06):
she'd be a great one for you totalk to.
Spark.
And then the barbecue businessanother catering business
magnificent morsels.
She's going to be like I don'tknow how to explain it she.
We joked on the episode.
We're like morsels.
She's going to be like I don'tknow how to explain it she.
We joked on the episode.
We're like you're going to beblack Martha, cause she like has
her like kitchen, she has herrestaurant Now she has cookware,
she has a spice line and sotrying to figure out, like, how
(42:28):
to position herself.
It is like she's going to takeover the world.
I love crystal so much.
She's a dear friend.
Speaker 2 (42:33):
I'm happy that they just come and get advice.
Speaker 1 (42:36):
Yeah, I mean, and they're so open and vulnerable
because it's like we're allsmall business owners so we know
, like, the pain points.
But we know and live andbreathe marketing and like.
But she knows spices andcooking.
You know, I'm not that great ofa cook and I use her spices to
make my food taste better, butlike, yeah, it's just so amazing
.
And then there was another, whowas I just thinking of?
(42:57):
Oh, the cookie Davis CookieCompany.
That would be another fun onefor you to talk to as well.
But yeah, I could just see how,in all of these businesses, how
leveraging Pinterest is like anevergreen marketing tool, could
just be so amazing.
So I'll make sure I send youthe link to all those episodes
after this as well.
Speaker 2 (43:13):
Yes, I'll happily dive into those.
Speaker 1 (43:15):
Yeah, they're fun and , yes, I'll happily dive into
those.
Yeah, they're fun and they'reall good peeps.
You know all amazing folks.
All right, I'm going to goahead and go into our power
round of questions to getthrough.
But again, audience, if youhave another question, we've got
a few minutes we coulddefinitely squeeze it in, so
don't be shy.
All right, what is onePinterest myth that you're on a
mission to debunk?
Speaker 2 (43:43):
mission to debunk that you do not have to create
content daily.
Speaker 1 (43:46):
Yay, no strategy is much better than hustle any day.
I swear to God Preach, girl,preach, it's so true.
All right, the most surprisingbusiness niche that you have
seen succeed on Pinterest men'sfashion.
Speaker 2 (43:57):
Nice, I think.
Well, primarily, it is a womanfocused platform, for obvious
reasons, but who's shopping forthe?
Guy's clothes?
Well, that too.
So most people assume pinterestis for wedding dresses or
recipes, kids clothes.
But men's style guides capsule,capsule, capsule, wardrobes,
wardrobes, wardrobes, there wego.
Speaker 1 (44:17):
I'm a fan of that.
I love grooming contentconsistently is starting to
perform really well.
Speaker 2 (44:23):
You should reach out to look good too.
Speaker 1 (44:25):
Yeah, they used to be a client of mine.
I don't think any of my oldclients are still there, but we
should get you to hook up withGillette.
That's great.
We used to try to do a lot ofstyling content.
I worked on Pantene andGillette and and you know what's
really sad now that I thinkback on it we didn't really
leverage Pinterest for any ofthose.
I think maybe Pantene for, likehairstyles and stuff, but
otherwise missed opportunity.
(44:45):
Oh well, their fault, not mine.
Speaker 2 (44:47):
Send it my way.
I'll do that.
Speaker 1 (44:49):
Right, all right, fill in the blank.
Speaker 2 (44:52):
The best Pinterest strategy is like gardening,
because you plant the rightseeds, give them time and watch
your efforts multiply long afteryou stepped away.
Speaker 1 (45:02):
Love it.
I love how prepared you are forall of this too.
So, great, you have a kindright here.
Speaker 2 (45:08):
All right.
Speaker 1 (45:09):
One Pinterest feature that most marketers
underutilize.
Speaker 2 (45:13):
I would say video pins and that's myself too.
I'm going to call myself outbecause I don't like putting my
face on video a lot or ever if Ihave to, which is why Pinterest
works really well for likeintroverts that want to remain
faceless.
But video pins are amazing forstorytelling and repurposing
(45:34):
your short form content fromInstagram or TikTok, for that
matter.
So it helps you boost yourvisibility but then create that
more on one time without havingto create that one time.
Speaker 1 (45:47):
Yeah, no, that's great, I get it.
But you know, after this, ouramazing Heartcast Media team is
going to put together a bunch oflittle video shorts for you and
they're going to share them andit's going to have your
beautiful face on it.
It's, it's, it's, it's exposuretherapy.
I feel you.
I don't love being in front ofrooms or on camera.
In fact, I can't even seemyself right now.
I just hide myself, view prettymuch the whole time.
(46:07):
I can just see your lovely face, but people love faces, right?
Research and marketing andmarketing shows us that, like we
, we look for faces in ourmarketing and advertising.
So I would say, just, you know,that's my little love and nudge
for you is that you've just gotsome great ideas, thoughts,
opinions and a lovely face to gowith it.
(46:27):
So don't don't be too shy.
Awesome, all right, friends.
Well, it looks like we don'thave any other questions from
the audience, so we'll go aheadand wrap it.
Dana, thank you so much forthis.
It's been such a pleasurehaving you on with us.
Really enjoyed our conversation.
Speaker 2 (46:45):
Thanks, it was fun.
I will always geek out aboutsome sort of content strategy.
Speaker 1 (46:51):
Right, and I will say , if you all want to geek out
some more and you just can't getenough of Dana, she's going to
be back in the form of ourTogether Digital Masterclass.
So, those of you who aremembers, if you know it or not,
every month we have an hour anda half long masterclass that is
a deep dive into differentaspects of leadership and
(47:12):
self-worth, but then alsomarketing and advertising and
digital and technology, and soDana's going to be coming back
and joining us later in the yearfor evergreen content,
strategies that sell.
That'll be our October.
This one that we have coming upin June is all about walking in
your truth and finding your ownindividuality, authenticity and
(47:33):
strength.
So, like these masterclassesjust really range, but I am
super excited for yourmasterclass.
I kind of wish it was sooner,but you know it'll be October
before we know it.
Speaker 2 (47:44):
I know I feel like summer just started and yet
tomorrow it feels like it'sgoing to end.
Speaker 1 (47:49):
I know Right, absolutely.
Now that the whole mayhem, may,december is over, we can all
take a deep breath and hopefullygo into our long weekend and
get some some rest, cause Idon't know about y'all, but this
month kicked my butt.
Speaker 2 (48:03):
The beginning of the month was good, the end of this
month between my husband and Iwe do have five kids and there
was back to back end of yearparties and ceremonies and we
had to divide and conquer and Iwas like I like yesterday was
the first full day of not doingthat, it was first day and
conquer.
And I was like I like yesterdaywas the first full day of not
doing that, it was first day ofsummer and I was like thank God,
I can just sit and do nothing,right, I want to sit on my porch
(48:26):
read my book, and I can'tremember the last time I did
that.
Speaker 1 (48:28):
Yeah, you got to look at the member Slack, the
May-Sember little video anotherfacilitator sent me because we
were talking about this insanityand it's just so you're going
to feel it.
It's so spot on, especiallywith the five kids.
Oh, my God, I don't know howyou do it, lady, don't know how.
Well, I do know how you do it.
Process.
Speaker 2 (48:46):
My calendar is color coded and looks like a bag of
skills exploded, but it's fineand it's going to work out.
Speaker 1 (48:55):
It is.
You're doing amazing.
Keep it up.
All right, everyone.
Well, we'll close it out there.
If you're interested in joiningthe masterclasses or getting
into our members, only Slack,check out togetherindigitalcom
and check it out the options wehave monthly memberships, annual
memberships, memberships forstudents and then even
foundation granted membershipsif you need the help.
So, with that, we'll close itout and we'll be excited to see
(49:17):
you all here again, hopefullynext week, as we have some more
fantastic conversations on allthings digital in life.
Until then, keep asking, keepgiving and keep growing.
We'll see you next week.
Bye, bye, bye.
Speaker 2 (49:41):
Produced by Heartcast Media.
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