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Pinterest Marketing 2024: Expert Tips for Sustainable Growth with Heather Farris | Guest Episode
Episode 12 • 20th June 2024 • Growing a Deeply Rooted Business • Jessica Walther & Rachel Lopez | Rooted Business
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In this guest episode of the Deeply Rooted Business Podcast, we're joined by Pinterest marketing expert Heather Farris to discuss Pinterest strategies for 2024. Heather shares her insights on how to use Pinterest as a background operation in your business effectively, the importance of a solid keyword plan, and the benefits of consistent pinning.

We also explore the nuances of the Pinterest algorithm, creating a sustainable content system, and how to leverage Pinterest for long-term success. Whether you're a beginner or looking to refine your strategy, this episode is packed with valuable tips and actionable advice.

Timestamps:

00:38 - Heather Farris’ philosophy on Pinterest marketing

3:00 - How to integrate Pinterest into your marketing ecosystem

02:32 - Building a Pinterest system

05:14 - Content creation and scheduling

08:03 - Getting started with Pinterest

13:08 - Pinterest for different business types

19:33 - Algorithm and discovery on Pinterest

24:28 - Client success stories and final tips


Links Mentioned:


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Transcripts

Speaker:

rachel_1_06-10-2024_130305: Hello.

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Hello, everyone.

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Welcome back to another episode of

the deeply rooted business podcast.

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We are here with someone who, gosh,

we have been at a retreat together.

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We have been in a mastermind

for 12 plus months together.

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And someone that I have just always.

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Considered the top of the game

when it comes to Pinterest.

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I'm so, so thrilled that she

has joined us on this so we

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can kind of tap into her brain.

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Hello, Heather.

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heather-farris--she-her-_1_06-10-2024_110305:

Nice to see you again, Rachel.

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Just very good to meet you.

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Thank you for having me.

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rachel_1_06-10-2024_130305: We are going

to talk about all things Pinterest.

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So.

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But do you want to just give us your

philosophy on marketing and Pinterest

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and like the overall, how it fits into

the ecosystem, because I want to set

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the stage there, because first of all,

you're one of the people that I know can

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give email, the praise that it needs.

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Cause it works so well with Pinterest.

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So obviously I'm a fan of that side.

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And although this may be a more,

, marketing based question or a marketing

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based episode, Jess will come and

chime in with some operations, but

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let's start with your philosophy.

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Give me your Pinterest kind of ideas.

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heather-farris--she-her-_1_06-10-2024_110305:

So the philosophy for me behind

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Pinterest is really, , it's very simple.

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It should be a background

operation in your business.

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So it's not something you're

going to strangle hold.

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You don't have to get dressed and

put makeup on every single time.

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You're going to make a Pinterest

pin, unlike other platforms

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that we have to do that for.

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It's not.

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Something that you're

actively always working on it.

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It can very much be something

that is just running in the

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background of your business.

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So how I like to think about Pinterest

is just a place to park your content.

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You can regularly be

putting pins over there.

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You can do that in your pajamas, watching

a movie, just hanging out in your

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business, working on those marketing

components that you need to be working on.

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But it's not something that in my mind.

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Deserves a place on your calendar

where you have to put makeup on or be

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thinking about what scripts to write

and, what B roll I need to film.

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It's nothing like that.

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So that's kind of the philosophy for me

behind Pinterest is it's a parking lot

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for your content, and it's very much a

background operation in your business.

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rachel_1_06-10-2024_130305: Yeah, and

I think for people who are not familiar

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with Heather, you're on YouTube, you

are all over Instagram, , you really do

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have, , that fluidity across the platforms

and Pinterest does its thing on the

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back end and allows you that freedom.

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Can you share a little bit more

about how the process was to like

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build up that type of system?

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And like, Jess can totally

nerd out about systems here.

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Cause I know you're super,

super organized too.

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\ heather-farris--she-her-_1_06-10-2024_110305:

and YouTube is probably the most organized

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parts of my marketing distribution.

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Operations in my business,

the Pinterest piece.

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It's so well organized for myself

and for clients that I always know

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what content needs to be promoted.

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When I made pins for it last, we store pin

titles and descriptions, , to reuse again.

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A lot of people ask that question,

like, can I use them again?

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We don't.

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I don't know how deep we're going to

get into all of that today, but all

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of those little tiny pieces, including

like a full keyword plan and all the

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Pinterest trends we want to target.

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All of that is organized really nicely

into a, just a simple spreadsheet.

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And I have a few tabs in the sheet for

like storing all of this information,

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but when it comes to creating.

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Content for Pinterest and

setting that system up.

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Cause Jess is like the systems queen

here is first starting with what assets

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do you even have in your business?

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And I consider assets to be YouTube

videos, blog posts, podcast episodes,

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my landing pages for lead magnets.

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Like all of those things are assets

for my business and they run my

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business when I'm not actively online.

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All of those entry points into my

business and our clients businesses

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are stored in a spreadsheet.

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So we have a spreadsheet tab for all the

blog posts, podcast episodes, et cetera.

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We have a sheet for all the funnels,

all the funnel documentation that we

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have for entry points and exit points.

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So all the products that we have.

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To promote all of those get a tab.

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So I always know what we have

in the business to promote.

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And then those get plugged into a

simple sheet every month that we

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make a copy of it's a template.

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And we start plugging in the things

that we need to make pins for.

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If a client has a new launch coming up

in three months, then we're runwaying

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content for that launch on Pinterest.

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If they have new products that

just launched in their store, then

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those go to the end of the month.

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The list for the current month, if

we have space or the beginning of the

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next month, if we don't have space.

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So that's how I run the actual

tactical planning of content.

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I don't know if that actually

answered your question.

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Cause my ADHD brain just like fired.

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rachel_1_06-10-2024_130305: I'm there too.

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Don't worry.

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, Jess, any operations questions

you have for Heather?

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Cause I can keep going and

going and going, but I don't

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want to monopolize the call.

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jess-_1_06-10-2024_130305: Yeah, first of

all,, I love that what I'm hearing as this

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can create a lot of sustainability and

take some of the burden of your business

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off because it's working when you don't

want to work, which is something I love.

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Rachel knows I'm all into AI

and automations and how much I

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can make robots do and work for

me while I'm not working for me.

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So I'm like nerding out about this.

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But I guess one of the, Follow up question

that I did have is , is there some sort of

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cadence as far as like, you're supposed

to be posting this many times, or can

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you take some time off and come back

and not be affected or , , what would

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you recommend as far as like fitting

this into your business routines?

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heather-farris--she-her-_1_06-10-2024_110305:

Yeah.

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So fitting it into your business routine,

that's a really great way to put it.

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So I always suggest doing

at least one pin a day.

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Most people can do one pin a day for a

month, and if you can start with one pin

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a day, then you can build up from there.

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And a lot of what I've been teaching

lately is , when you sit down and

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make that one pin for that one link

on your website, that one blog post,

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instead of just making one, make three.

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And you can simply use the same

keyword, slightly different

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images and schedule all three.

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And now you have three

versions of that going out.

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You can use the same title, same

description and schedule all three.

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Maybe they're three months

apart or three weeks apart.

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That part of the nuance I care less about.

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I just want you putting

your content out there.

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And if you can start with one pen a day,

it's definitely going to build over time.

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If you can try not to take breaks, you're

obviously going to see more success.

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quicker because you're

publishing more content.

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But if you do need to take a

break, that's the great part about

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Pinterest is the discoverability.

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So for some reason you end up in

a launch situation and it goes a

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little haywire and you forget to

do your Pinterest for a few weeks.

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It's not like Instagram,

for example, where.

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No one sees your content after that

because they stopped engaging with you.

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It's actually not how the search

discovery or the discovery platform

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works on Pinterest, the algorithm works.

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So you have that kind of

search engine aspect going.

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So then again, if you do forget,

it's not the end of the world.

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jess-_1_06-10-2024_130305: Because

I felt like we just got punished

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by TikTok bad, because we like

missed a few days with TikTok and

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we're back in 200, 200 view jail.

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rachel_1_06-10-2024_130305: Yeah.

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jess-_1_06-10-2024_130305: But I

love that you can come back to it,

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rachel_1_06-10-2024_130305: Yeah.

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And I don't encourage you to

look at our Pinterest for the

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podcast cause it is so bad.

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But we're getting there.

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We're getting there.

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I also find it really fascinating.

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Kind of like what you're talking

about, the life Span of your content

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and how it can live a lot longer.

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I think when I first started gal I had

made a pin and it was, I think after I

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took one of your masterclasses or you

had done something that I had joined

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and I was so dedicated into Pinterest.

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And had you been about

like a year plus ago?

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I posted something.

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It was like a grow your list freebie.

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That is still my highest

clicked most found piece.

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I don't even have that freebie anymore

and I probably should take it off

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or at least switch that redirect.

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But I think that's the most fascinating

part about this is that your content

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continues to like work and work and

work after the fact, which is something

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you don't get on that social media side

because the social media side, 24 hours.

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Long gone kind of dead app

after you post it kind of thing.

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But tell me we do not have a

Pinterest strategy kind of give

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me that elevator pitch of , what

is the priority in getting it?

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Kind of structured in a way that

can breathe life into our content.

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Cause content right now, especially

for the podcast, we are just

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posting and getting it out.

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Jess is big into the YouTube space and

she's like nerds out on that all the

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time, but I really see so much value

when it comes to Pinterest because when

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I do put an effort into it and repin

on my business account and put it into

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these shared communities and shared.

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Boards, we get the views, we get

the clicks and it like does work.

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And so I'm just so fascinated by what

you would tell somebody in that space

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of like that nudge to go a little bit

harder with their Pinterest strategy.

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heather-farris--she-her-_1_06-10-2024_110305:

So number one, I don't want you to

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get overwhelmed with how many pins

to create, how many boards should I

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pin it to, all of the little things

that most people get hung up on.

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So I just want you to worry about

first starting with a keyword plan.

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And if you can start.

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With your pillars of

content in your business.

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So for me, my pillars of content are

organic Pinterest marketing, paid

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Pinterest marketing, automation,

workflows, and graphic design.

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So automation being tools mainly.

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And then the workflows being

like the Pinterest system.

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I kind of explained to you guys

earlier with the spreadsheet.

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those are my five pillars.

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And within those five pillars, I

have tons of content, YouTube videos,

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blog Products to sell freebies.

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I can give away within

each of those pillars.

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You're going to find a set of

keywords that you want to focus on.

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And that first set of keywords

can be as short as 10.

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Just take your most popular

content or your pillar content that

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works the best for your business.

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We probably all have foundational

content that converts the best to our

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emails or converts the best to sales.

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Whatever those pieces of content are,

I want you to start with them first and

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start that initial list of keywords.

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10 is great.

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And I want you to just rotate through

that list of keywords two or three

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times, making a set of pins each time.

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You use them.

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So this could be 10 pins per post,

or it can be one pin per post.

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It's whatever you have the time and the

effort to be able to output the output.

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I'm less concerned with in the beginning.

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I'm more concerned with the

proper usage of your keywords.

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So once you have your keyword list.

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And you're then off to creating your

Pinterest boards for those pillars.

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So for example, in my business,

I would create boards for organic

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Pinterest marketing, promoted pins on

Pinterest, or an alternative keyword

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could be Pinterest ads, Pinterest

workflows, Pinterest schedulers.

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Those are four boards.

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I could create one for each pillar.

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And then those blog posts or YouTube

videos within those pillars are

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going to go on the appropriate board.

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So if it's a blog post about tailwind,

it goes on the Pinterest scheduler

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It's a blog post about Pinterest ads.

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It goes on the Pinterest ad board.

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Then each of those boards

gets populated on the profile.

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You're taking a lot of effort

in the beginning to do proper.

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Keyword research for those titles and

descriptions that list of keywords

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is going to be used across your

profile for boards and on your pins.

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So you don't need to do

keyword research for both.

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Pins and boards.

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It's all the same.

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And then once you start creating your

pins, again, that list of keywords

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that you found for each pillar for

each blog post or freebie, whatever

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it is, you are going to make a pin

title and write a pin description.

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Your pin titles are 100 characters

in length and your pin descriptions,

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depending on the scheduler and what

Pinterest has given you is 500 characters.

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And like, we'll default to that

character length for this conversation.

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So I want you to write.

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A 500 character description

using five keywords.

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So you found 10.

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You can write two descriptions with each

set of five and then rotate through those

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descriptions depending on the content.

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And you're going to make pins with those.

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Now we haven't talked about text overlay.

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Text overlay is the text

you put on the pin in Canva.

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You're going to type that out your

text overlay and your title as

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you get started can be the same.

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And as you grow in your Pinterest skill,

you can differentiate those, but in

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the beginning, it can just be the same.

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So you're writing a pin title.

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You're reusing it on your text overlay.

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You're writing a pin description,

and then you're taking all of that

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information and you're going to

schedule that pin to Pinterest.

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And you can just use the

native scheduler to start.

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Or if you use Canva and you want

to go through that process of

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scheduling to Canva, you can, I don't.

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It's not my favorite.

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They're a partner.

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They're API approved.

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You can definitely do it.

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for the ease of scheduling, I would

just say use the native scheduler.

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And then schedule those pins.

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And that's really the beginning.

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Process.

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rachel_1_06-10-2024_130305: I

can literally see Jess's like

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wheels turning on how to automate.

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jess-_1_06-10-2024_130305: and

as soon as I get off this call,

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I'm building me a Pinterest room.

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For our podcast.

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I had follow up questions too, as

I'm thinking through this, I'm like,

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wow, this sounds like a lot of work.

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Yes, I can figure out how to automate it.

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But , if you're just starting,

and Rachel and I love to approach

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things from starting, stretching

and scaling your business.

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What do you need to have in

place first before you would go?

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if someone comes to you and they're

like, I want a Pinterest and you're

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like, no, you're not ready yet.

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You need this, this, and this first.

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, what would you say that they need first?

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Or they're kind of just like

wasting their time pursuing.

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heather-farris--she-her-_1_06-10-2024_110305:

So it depends on who I'm talking to.

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If you're an Etsy seller, you

obviously don't need a website.

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You just need to have your

Etsy products listed on Etsy.

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If you're a Shopify seller, then

you need to claim your Shopify

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store by installing the Shopify app.

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But if you're like Rachel and myself,

just, I don't know you as, as well.

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This is our first time meeting

today, but I know Rachel has.

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Gal marketing the website.

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I think you rebranded

it at some point, right?

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But I have heatherferris.

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com so I'm built on WordPress.

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I just need to claim my website

and then create my boards,

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apply a Pinterest banner.

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We haven't talked about

branding your Pinterest profile

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or anything like that, but.

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Getting those little

pieces of branding set up.

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So it's your pin templates,

creating a Pinterest banner and then

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optional or board covers, and then

just getting your boards created.

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You could have one piece of content or 10.

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You just need to get started.

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So even if you have one piece of content

that you want to promote to get started

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with next week, theoretically, if you

publish every week, you're going to have

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two and that's going to grow over time.

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So a lot of people will ask like,

what do I need to get started?

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Or how many posts do

I need to get started?

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Or products one, I don't want you to

wait because the longer you wait, the

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longer you put it off, the longer, what

Rachel said earlier, that legacy content.

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It's going to have time to grow

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jess-_1_06-10-2024_130305: Is

there any types of business

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where Pinterest won't work?

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For me, my brain is going , are

business owners really

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searching on Pinterest to find.

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what I do, system and automations

are like, I'm on YouTube.

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So I guess Pinterest is more like

a billboard for my YouTube content,

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heather-farris--she-her-_1_06-10-2024_110305:

so Pinterest is a search

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and discovery platforms.

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There's 24

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categories on Pinterest.

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I could get you guys all

24 for the show notes.

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Business is not one of the

established categories yet, but

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business fits in, in other places,

like within education or in design.

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Within design, there's a sub category

or sub niche called business and

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advertising design so that it fits in,

in places that you wouldn't quite expect.

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And some of my most popular posts,

some of the ones that have gotten me

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the most traffic over the years are

about tools that I use like ClickUp or

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Trello or my YouTube blog posts that I

wrote about a course I took years ago.

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On my travel blog, that one

gets tons of traffic and repens.

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you would be surprised.

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The number one question I would pose

to the listeners is if they're at all

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wondering if Pinterest is a fit for their

business, is to just quickly jot down the

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things that they sell in their business

or The most asked questions that they get

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and just go search those on Pinterest.

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If your competitor's content's coming

up, chances are you need to be there too.

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rachel_1_06-10-2024_130305: Facts

when I have gone through and kind of

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done research, especially using the

methodology from your past masterclass

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that I had access to, I was like, Oh

my gosh, there is so many of my actual

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competitors, killing it on here.

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And I was a little FOMO, right?

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Cause I was like, man, it's

obviously working, they're showing

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up Within the first 20 results.

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And I'm like goals, but I'm curious

is there any businesses that like, it

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won't work for anything that's too

niche to general, anything that you

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would kind of be like, Hmm, probably

not the best strategy for you.

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heather-farris--she-her-_1_06-10-2024_110305:

So there are some that it won't

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work for simply because Pinterest

says that it won't work for them.

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And those are things that are like

adult entertainment, any nudity,

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anything that's overly negative.

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They wanted to be a positive place.

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So anything that's like firearms

and fireworks, alcohol there are

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recipes and stuff for alcohol.

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There are alcohol brands that do use the

platform for awareness, not conversion.

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:

Businesses.

348

:

That it won't work for, I've seen for

a fact it not work for like CBD brands

349

:

because that falls within those restricted

categories of CBD and marijuana.

350

:

you definitely want to take

a look if you're wondering

351

:

if you are in the no no list.

352

:

at Pinterest's TOS

because it's listed there.

353

:

But I have had some businesses that , it

hasn't worked as well for simply because

354

:

they don't create a lot of content.

355

:

So my business, it works really well

for, because I have a full YouTube

356

:

channel library full of content.

357

:

That's free that people are searching for.

358

:

If you're only creating.

359

:

Sales content, but you're not

creating top of funnel awareness

360

:

style, content, or consideration.

361

:

It may not work as well for you because

there are going to be fewer people that

362

:

are ready to buy when they see your pens.

363

:

So that's my number one piece of

advice for anyone just in general

364

:

is especially getting on Pinterest.

365

:

You really do need that top of

funnel and middle of funnel content.

366

:

It can't just be sales.

367

:

rachel_1_06-10-2024_130305: I think

that speaks of volumes of just

368

:

having a not singular platform

marketing strategy in general.

369

:

Cause we talk about this a lot in here is

don't put all of your eggs in one basket.

370

:

The people that are social only,

and then they freak when something

371

:

changes in the algorithm and

they're like, it doesn't work.

372

:

You need to diversify.

373

:

Your lead generation, you speak about like

the top middle and bottom of the funnel.

374

:

Like to me, because I've spent so much

time in marketing, that's so basic to

375

:

have your business broken out like that.

376

:

But for others, it's really not like

for people who are just joining the.

377

:

Online space within the last like

one to two years or, two plus.

378

:

And for context of how we really break

down the three stages of business, like

379

:

the starting is that good marketing

habits, baby, entrepreneur there.

380

:

Sitting there probably in year zero

to one and taking in as much as

381

:

they possibly can from all of the

loud voices in the online space.

382

:

And then you have that

stretching person who's really

383

:

solidified their offer suite.

384

:

They

385

:

have a little bit more of

that understanding of, What's

386

:

working, what's not working.

387

:

And then they're looking to expand.

388

:

And then that's scaling people.

389

:

They're like the ones that are

hiring and saying, yes, let's

390

:

take this to the next level.

391

:

They have validated this, validated that.

392

:

But I really find that those baby

business owners in that beginning

393

:

stage, don't quite understand how

everything really does fit into the

394

:

ecosystem that is your marketing.

395

:

And it's really one of

those things that like.

396

:

they say, email marketing is dead.

397

:

It's dead, blah, all of that stuff.

398

:

But I really do feel like

Pinterest kind of plays a very

399

:

similar role in that where.

400

:

it's not algorithm based.

401

:

Is that correct?

402

:

Or am I, making that assumption?

403

:

heather-farris--she-her-_1_06-10-2024_110305:

There's two sides of the

404

:

algorithm and I can explain that.

405

:

rachel_1_06-10-2024_130305: Yeah.

406

:

So, I mean, you have a little bit more

control of it over it in that sense.

407

:

And then it really plays well with.

408

:

How everything else is

connected into your business.

409

:

But I'll let you expand a little bit more

on that because I find it so fascinating.

410

:

It really is just like an accelerator

in the ecosystem rather than

411

:

just a dominant singular player.

412

:

heather-farris--she-her-_1_06-10-2024_110305:

So just briefly back to your point and

413

:

back to that of Jess of the question

of , who might this not work for?

414

:

It's not really what types

of businesses it'll work for.

415

:

It's how you define what's

going to work for you.

416

:

So do you want it to just be an

awareness platform for your brand or

417

:

people just find your content there?

418

:

Become aware of you because that's

more of how I use it personally.

419

:

I do publish my products to

Pinterest in the form of pins.

420

:

People do come through there and buy

them, but I also probably 80 percent

421

:

of my content that I put over there

is free because I know if somebody

422

:

watches my YouTube video or reads, gets

on my email list and reads my emails,

423

:

I will sell them into my membership.

424

:

Or into a one off digital product.

425

:

So I think going back to the question

of, will it work for me really depends

426

:

on how you approach the platform,

what your initial strategy is and

427

:

what your goals are so your second

question or the follow up after that.

428

:

So how I use it as like in the overall

marketing distribution channel, it's

429

:

one of many in my business and I do have

multiple and you mentioned that earlier.

430

:

I'm on YouTube.

431

:

I have a blog.

432

:

I'm on podcasts like these.

433

:

So then I'm being seen there.

434

:

We've got social media going,

although that's lacking to

435

:

be honest, it's established.

436

:

There's past content there, but I

don't know that people are discovering

437

:

me particularly on socials, but

really how it fits into the whole

438

:

ecosystem and how it can for anyone

listening is that discovery piece.

439

:

And that over them that I was just,

you were asking about, it can be that

440

:

search and discovery piece for you.

441

:

So if you are creating that type of

funnel style content and people are

442

:

looking for, how do you, Pinterest

for teachers pay teachers, which

443

:

is one of my top pins right now.

444

:

If they go to Pinterest and they

search that, then my pin is going to

445

:

come up multiple variations of that

pin is going to come up and they

446

:

are likely to click on one of them.

447

:

And read the blog post,

maybe join the email it.

448

:

And then they're going to get

into my funnel and my ecosystem.

449

:

Now, not everyone that reads my

blog posts are signing up for the

450

:

email list or watches the videos,

signing up for the email list, right?

451

:

But it's a touch point.

452

:

And then once they see one of my pens,

and this is where the whole algorithm

453

:

conversation starts, once they see

one of my pins and they engage with

454

:

one, that's a signal to Pinterest.

455

:

They're interested in this content.

456

:

So if there's an initial touch

point of them clicking on one of

457

:

my pins and going to my website.

458

:

That tells Pinterest, this

is interesting for Heather.

459

:

She wants to see more of this.

460

:

So then they're going to start to

serve more of my content to that user.

461

:

And it only amplifies from there

when they send more signals

462

:

on your pins to Pinterest.

463

:

So if they save your pin, if they send

your pin to a friend, if they click

464

:

on more than one of your pins, if

they follow you, all of those signals

465

:

to Pinterest tells the platform they

want to see more of your content.

466

:

They don't have to follow

you to see your content.

467

:

But if they follow you, they're

obviously going to see more, but the

468

:

more touch points, the more clicks,

the more saves, the more visits to

469

:

your website, the more Pinterest

is going to show you that content.

470

:

So that's where the discovery.

471

:

Side of the platform comes in

because there's search and discovery.

472

:

And then the search side is when

someone searches something like how to

473

:

use email marketing, how to use flow

desk, and then Rachel's pins come up.

474

:

rachel_1_06-10-2024_130305: I had

no idea that that's how it worked.

475

:

Not even going to lie.

476

:

heather-farris--she-her-_1_06-10-2024_110305:

Yeah.

477

:

Yeah.

478

:

jess-_1_06-10-2024_130305: I know this

is an annoying question that like all of

479

:

our clients, but how long to see results?

480

:

If I start pinning, when

can I expect to see?

481

:

And I know it's going to probably be

on quality of what I'm posting and

482

:

how good I did my keyword research.

483

:

Am I going to be in like 200,

TikTok obviously has 200 day

484

:

view jail for at least a month.

485

:

You've got to be posting consistently

before they get you out of it.

486

:

We know we've been there.

487

:

But is there anything

like that on Pinterest?

488

:

heather-farris--she-her-_1_06-10-2024_110305:

it's so nuanced to be honest.

489

:

Like it's so nuanced.

490

:

It really just depends.

491

:

I had a client that in six months, we

took her from zero to a million views

492

:

four to 500 outbound clicks a month.

493

:

I was obviously doing all the

management for that account.

494

:

We were posting four to five times a day.

495

:

The majority of our content

was actually products, but we

496

:

were using Pinterest trends.

497

:

So it's going to vary based on niche.

498

:

if you're watching any content on

YouTube and people are like, you

499

:

can get 10 million monthly views.

500

:

The first thing I want you to put in

your mind is what niche are they in?

501

:

Because if you're in home decor,

fashion, food, you're going to grow

502

:

Way faster because of the amount

of people looking for those things.

503

:

Whereas you might be stuck in 100,

000 view jail, like myself, I don't

504

:

consider it jail for my Pinterest,

for Pinterest marketing, I have a

505

:

small amount of views, but I'm also

not using it for conversion it's for

506

:

awareness and consideration for me.

507

:

So again, going back to your goal, but

to answer your question, Most people see

508

:

nine to 12 months consistently pinning

before they start to see considerable

509

:

amounts of views and outbound clicks.

510

:

It's not something that's

going to happen overnight.

511

:

It's very much in the same

category as Google SEO.

512

:

That's why I started this conversation out

with my philosophy being it's a background

513

:

app that just runs in the background.

514

:

And you're just consistently

when you create a new piece of

515

:

content, you're publishing a pin.

516

:

And if you can consistently do

that over time and just not focus

517

:

on your analytics for at least

90 days, just don't look at them.

518

:

You'll be a lot happier and you'll build

the consistency in your routine and your

519

:

marketing distribution on Pinterest.

520

:

And you're less likely to burn out

and throw the platform in the garbage.

521

:

jess-_1_06-10-2024_130305: Yeah, all

522

:

rachel_1_06-10-2024_130305:

build good marketing habits.

523

:

jess-_1_06-10-2024_130305: Comparison

to Google SEO, because I've seen that

524

:

where, my clients will have a post from

four years ago that's driving 75 percent

525

:

of their traffic and it's great because

now they don't have to rely on Instagram

526

:

as much, but it does take a while to put

in that effort to be able , to get those

527

:

posts.

528

:

heather-farris--she-her-_1_06-10-2024_110305:

to give you an example, to give

529

:

you some context, I have a client.

530

:

I'm going to pull up her

analytics sheet right now.

531

:

I have a client.

532

:

She's in the party space.

533

:

She does party planning

and stuff like that.

534

:

I'm just looking at, January of this year.

535

:

She saw 66 sessions from Facebook, 133

from Instagram, and:

536

:

Now she's got over a hundred thousand

followers on Instagram, and she still

537

:

only saw 133 visits to her website.

538

:

So it's definitely apples to oranges

In platform comparison, a lot of people

539

:

will come at Pinterest the same way

that they come at their Instagram

540

:

strategy or the TikTok strategy.

541

:

They're not the same.

542

:

People on TikTok want to see you

dancing to a new trend or whatever.

543

:

People on Pinterest want to know how

you're making the smoothie that's in

544

:

your video that you're dancing to.

545

:

They want the recipe.

546

:

They don't want to be entertained.

547

:

rachel_1_06-10-2024_130305: Yeah,

we talk so much about lead sources

548

:

and working smarter and not harder.

549

:

And I think that when you have that data

and , like you said, , ignore the data

550

:

when you're first starting, but when

you're established in your strategy and

551

:

you're working and working and working You

can reflect back whether it's quarterly

552

:

planning or annual planning and say,

these are my traffic sources that I've

553

:

actually Given something and you see

that socials, maybe not doing what it's

554

:

supposed to be doing, or Pinterest is

carrying a heavier load kind of thing.

555

:

it's really does put into

perspective your marketing efforts.

556

:

And we're all about not just doing

things just because you should

557

:

do things like everybody does the

social media because they think they

558

:

need to be on there for a presence.

559

:

Everything has its place in there.

560

:

And when you have that data to

back it up, like it really is.

561

:

a little eye opening, right.

562

:

Where you can spend your time.

563

:

And if you can get all those pins

scheduled at the beginning of

564

:

the month and allow it to work in

the background and then, get into

565

:

your system of content creation

and build that into your schedule.

566

:

Like if that alone, like your client

example, doesn't give enough, push to

567

:

someone, it's really just so eye opening.

568

:

Like I love, love, love that

you gave that client example.

569

:

jess-_1_06-10-2024_130305: Yeah.

570

:

I'm like, so we'll be adding

Pinterest to the podcast.

571

:

heather-farris--she-her-_1_06-10-2024_110305:

If you have a marketing VA or something

572

:

like in your business of prioritizing

where you hire and spending money

573

:

on, maybe implementing Pinterest, I

would look at, obviously my YouTube

574

:

channel is a great masterclass.

575

:

I just give everything away for free

because I know that people are going

576

:

to benefit, get results, and then

they're going to come by from me.

577

:

So that's my business philosophy

is just to give it away.

578

:

So you could always start there

and a marketing VA could just

579

:

start watching some videos.

580

:

Obviously look at the most recent ones,

like within the year or within last year.

581

:

you don't need to hire right away.

582

:

Like this is not something you need to

spend a thousand dollars on in a course.

583

:

There are so many more affordable

options , in the way of

584

:

learning how to do Pinterest.

585

:

But if it's something that you want

to add to your docket for the year.

586

:

yesterday was the best time to

plant a tree, but today's good too.

587

:

Right.

588

:

So just get started and just start

seeding your content in so it

589

:

can get, rooted in and eventually

it'll become legacy content.

590

:

And then just run a simple workflow,

like what I have outlined in.

591

:

A lot of my trainings.

592

:

I'm a month ahead on everything we're

doing July content right now, this week,

593

:

we start July content for all our clients.

594

:

So this week we're doing all the planning

and the creation of pins next week.

595

:

Those go in for review to clients.

596

:

And then the following week

they start getting scheduled.

597

:

And then we start that all over again.

598

:

And I would encourage you, and

I'm sure you guys talk about

599

:

this a lot to batch things.

600

:

So do all your keyword planning.

601

:

And then do all your copywriting, and

then do all your image creation, and

602

:

then do all your scheduling, because

then you're not task switching, and

603

:

it's not going to take you as long.

604

:

It only takes me about two, two

hours, two and a half hours,

605

:

depending on the client, to schedule.

606

:

Pinterest pins for them.

607

:

And I just watch a movie while I do it.

608

:

rachel_1_06-10-2024_130305: Love that.

609

:

I feel like this episode

has just been a masterclass.

610

:

I'm going to have to re listen

to it and totally nerd out.

611

:

Even more because I can see Jess writing

and I'm sure in our quarterly planning

612

:

or planning for next season, she's going

to say, add Pinterest to the strategy.

613

:

So I know we've talked a lot about your

YouTube channel and all of that, but.

614

:

Can you tell us where people can find you?

615

:

If you have any fun

resources that you can share.

616

:

And then if they're just ready to

hand this off, how can they hire you?

617

:

heather-farris--she-her-_1_06-10-2024_110305:

Yeah.

618

:

So everything for me can

be found at heatherferris.

619

:

com.

620

:

It's F A R R I S.

621

:

And there's the DIY path

or the done for you path.

622

:

So it's right there on the homepage.

623

:

If you want to hire my team to help

out the strategy guide, I will give you

624

:

guys, you can link it in the description

is my most downloaded freebie ever.

625

:

I've had.

626

:

Tens of thousands of people download that

thing and I keep it completely up to date.

627

:

I recently added a worksheet and a

video for the four steps to create

628

:

a Pinterest strategy to it as well.

629

:

So grab that free strategy guide.

630

:

If you're wondering like how to create

your Pinterest strategy other than

631

:

that, just visit me, heatherferris.

632

:

com.

633

:

I've got the blog and the YouTube channel.

634

:

It's all linked.

635

:

You'll find it.

636

:

rachel_1_06-10-2024_130305: Awesome.

637

:

Thank you so much for being here.

638

:

Jess, you have any final

words before we wrap up?

639

:

jess-_1_06-10-2024_130305: No, thank you.

640

:

We're going to be doing a

Pinterest strategy in our

641

:

next podcast planning call.

642

:

So

643

:

rachel_1_06-10-2024_130305: I know we are.

644

:

Awesome.

645

:

Until next time we

646

:

are rooting for

647

:

you.

648

:

jess-_1_06-10-2024_130305: Hey, we did it.

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