Thursday Press #102: Can you handle this uncomfy truth?
[19 OCT 2023] 5 reasons you're not getting results on Pinterest
I hate to be the one to break it to you, bestie, but your audience doesn't give a frick about you
Or at least they don't on Pinterest. Not yet.
See, the Pinterest algorithm is driven by searches, not followers.
Your Pinterest followers aren't guaranteed to see all (or any) of your content.
In fact, most of your engagement likely comes from people who don't even know you, let alone care about you, your brand, or what you ate for breakfast.
One of the biggest mistakes I see when it comes to Pinterest is not appropriately reframing your content for your Pinterest audience.
And it's also one of the easiest mistakes to fix. đ
If you're making your content all about you, your expertise, and your wins, you're turning people off.
Remember, these people don't know you!
This is the first time they're coming across your content. They're searching for how to write their website headline and absolutely do not care that you're the most well-paid copywriter in the world.
They care whether or not you're going to tell them how to write a dang headline.
That's not to say that you have to only write bland, listicle-type educational content. (Please don't!)
I absolutely want you to keep your personality in there. Your storytelling-based analogy would make a perfect blog introduction!
But when it comes to promoting that blog on Pinterest, make sure you're framing it in an audience-first, benefits-first perspective.
Not sure if you've got this issue? One of the most common symptoms is if your pins are getting plenty of impressions, but not very many pin clicks or outbound clicks.
That tells me something about your content is failing to capture users' attention and convert them to traffic.
While this is one of the easiest things to fix in your Pinterest strategy, it might not be the only thing going wonky. Keep scrolling for 5 more reasons you might not be seeing results from Pinterest...
BELOW THE FOLD
Before we can diagnose what's keeping you from getting the results you want on Pinterest, the first issue is knowing what results you're looking for in the first place!
There are lots of different things you could set as general goals from your Pinterest marketing, including but not limited to:
Increased brand awareness
Email subscriber growth
Low-ticket product sales
More website traffic
New social media followers
Client inquiries and projects
So before you say âIâm not seeing results from Pinterest,â make sure you know what results youâre actually looking for, first.
Then, make sure you're not making one of these 5 mistakesâŠ
1. YOU AREN'T COUNTING ALL CONVERSIONS
FYI, booking your high-ticket services directly from Pinterest isn't the only type of conversion.
The decision to click from a pin to your website is a type of conversion. Joining your email list and/or downloading a lead magnet is 100% a conversion!
These are the kinds of âmicro-conversionsâ that get your audience primed to say yes to you when theyâre ready to make a bigger investment down the line.
2. YOU AREN'T PRIORITIZING PINTEREST SEO
Do you have a content problem? Or is it a visibility problem?
For your audience to engage with your pins and take action on them, they have to see them first. As a search engine, Pinterest depends on you accurately describing your pins (aka SEO).
If your pins aren't getting seen, it's time to revisit your keyword research and make sure you're including keywords in all the relevant places.
3. YOU AREN'T ASKING FOR THE CONVERSION
If your on-Pinterest results look fine (impressions, saves, and clicks), but you arenât seeing conversions to email list subscribers, inquiries, or purchases, itâs time to look at whatâs going on OFF of Pinterest.
Namely, are you actually asking people to do something? If not, it's time to up your CTA game!
Every blog post should have a clear call to action that tells your audience what to do.
4. YOU AREN'T MAKING IT EASY TO TAKE ACTION
On the flip side, maybe you're asking people to take action, but you're making it too complicated or difficult.
The absolute best marketing advice all boils down to "make it easy."
A potential clientâs attention is valuable, so donât let slow page speed, complicated links, or unnecessarily long questionnaires get in the way of conversion.
5. YOU AREN'T NURTURING THE RELATIONSHIP
The average amount of time it takes for a potential client to convert after first discovery on Pinterest is 6-9 months.*
*This isnât a real, scientific average, but based on what clients have reported, this seems to be pretty typical!
Rarely will someone discover your content on Pinterest and immediately reach out to book with you. Thatâs just the nature of the platform and the audience.
But that means the other parts of your marketing funnel need to be optimized to nurture that user beyond your Pinterest content.
Things like consistent social media presence, an active email list/newsletter, and consistently providing valuable content and lower-ticket opportunities all help build a potential clientâs trust in you as a service provider.
Ultimately, that trust and long-term relationship can turn into wildly successful business partnerships for both you and your client.
If any of these resonate, it's okay! I've got plenty of resources to point you back in the right direction. It's never too late to course correct. đ«¶
6 Reasons You're Not Getting Pinterest Results (+ how to fix it)
Need to Refresh Your Keywords? Start Here!
Revisit Your Pinterest Marketing Funnel
Getting results from Pinterest depends on a bunch of different factors. And as much as I'd like to tell you that I can point out exactly what's going wrong and how to fix it and guarantee your forever successâŠ
I can't. đ€·ââïž
And you should be wary of anyone who says they can.
However, sometimes an outside perspective can spot the missing gaps in your strategy better than you can. That's precisely what a Pinterest audit is for.
Your account + my expertise + 1 week = a custom Pinterest content strategy, pinning plan, and recommendations for your entire Pinterest funnel.
Interested? I'm booking into November and December, so sign up now to save your slot!