Host: Sandy Dedeian
Guest: Meagan Williamson
For more information about Meagan visit her website and follow her on Instagram, TikTok, Threads, and Pinterest.
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In the latest episode of the Rectified Podcast, I’m having a conversation with Meagan Williamson, the best Pinterest marketing expert in the market, to delve into the transformative power of Pinterest for business. Our conversation was a deep dive into how business owners can effectively leverage Pinterest, strategies for creating compelling content, and the vital aspects of using both organic and paid advertising on the platform.
A New Era of Social Media: Embracing Pinterest
In today’s fast-paced digital landscape, platforms like TikTok and Instagram often overshadow Pinterest. However, Pinterest holds a unique place in the social media ecosystem. Unlike other platforms, Pinterest is a visual search engine that offers a quieter and more curated environment for users who seek inspiration, information, and solutions. It is no surprise that an increasing number of businesses are turning to Pinterest to reach their target audiences.
The Power of Organic Content
One of the key insights Meagan shared is understanding the types of content that resonate with Pinterest users. Pinterest operates differently from platforms like Instagram and TikTok. Pinners, as users are called, visit Pinterest to be inspired and informed. They seek high-quality lifestyle content and solutions. Meagan emphasized that simply repurposing content from other platforms isn’t enough. Businesses need to tailor their messaging and visuals to fit Pinterest's discovery-based nature.
Creating a Business Account: The First Step
For businesses looking to expand their online presence through Pinterest, the first step is setting up a business account. This distinguishes personal use from professional use and allows access to valuable analytics and advertising features. Once the business account is established, it's crucial to focus on high-quality content that offers value to the audience, be it through instructional videos, curated images, or engaging blog posts.
The Role of Video Content
Video content has become increasingly important on Pinterest, much like on other platforms. Meagan pointed out that videos on Pinterest should focus on delivering solutions, inspiring ideas, and providing useful information. Unlike TikTok trends or Instagram stories meant for fleeting engagement, Pinterest videos should have a long-lasting impact, drawing in users who may discover the content weeks or even months later.
The Funnel Strategy: Top and Middle of the Funnel Content
Understanding and creating content for different stages of the customer funnel is essential on Pinterest. Top-of-the-funnel content aims to attract new users and make them aware of your brand, while middle-of-the-funnel content helps to nurture these users, providing them with more detailed information and building interest in the product.
Meagan explained that blending top- and middle-of-the-funnel content is effective. For instance, instructional or how-to videos serve as top-of-the-funnel content, drawing in users. Meanwhile, deeper insights like “a day in the life” videos or stories about product creation serve as middle-of-the-funnel content, nurturing users who are already familiar with the brand.
Overcoming Content Creation Challenges
One challenge many business owners face is the time-intensive nature of creating high-quality content. While platforms like TikTok call for fast-paced and ever-changing trends, Pinterest seeks more evergreen content. Meagan advised business owners to repurpose content strategically. Instead of directly copying TikTok videos onto Pinterest, tweaking the content to suit Pinterest’s audience can make a significant difference. Simple adjustments to the language and adding relevant details can make the content more engaging and appropriate for the platform.
Evergreen Content
Pinterest content is evergreen, meaning it remains relevant for a long time. Meagan stressed the importance of thinking long-term when creating content for Pinterest. This contrasts with the more immediate nature of platforms like Instagram, where posts have a very short lifespan. Creating content that users can come back to months later helps build a sustainable presence on Pinterest.
Utilizing Pinterest for Business: Practical Steps
For businesses, recognizing Pinterest as a quiet but powerful platform is the first step towards leveraging it for growth. Here's a concise roadmap based on insights from Meagan:
1. Create a Business Account: Start by setting up a Pinterest business account to access advanced features and analytics.
2. Content Strategy: Develop a content strategy that focuses on solutions, inspiration, and high-quality visuals. Remember, Pinterest users are planners looking for useful and beautiful content.
3. Video Content: Invest in creating instructional, how-to, or lifestyle videos that offer value and remain relevant over time. Avoid repurposing content directly from TikTok or Instagram without adjustments.
4. Blend Content: Mix top- and middle-of-the-funnel content to attract and nurture users through their journey. Use a variety of content types, from blog posts to videos.
5. Track Performance: Use UTM parameters and tools like Google Analytics to track the performance of your pins and understand how Pinterest drives traffic and sales.
Pinterest Ads: To Adopt or Not?
When it comes to advertising on Pinterest, Meagan offered crucial advice. While ads can accelerate visibility, relying on organic growth initially is essential. Businesses should test their funnel organically before investing heavily in ads. Successful organic content often provides insights into what works best, and these learnings can be applied to paid campaigns for better results.
Holiday Season on Pinterest: Is it Too Late?
As the podcast was recorded in the fall, I brought up a pressing concern for many business owners - preparing for the holiday season. Meagan highlighted that while Pinterest users start planning for holidays months in advance, it’s never too late to start. Content shared now can become relevant and gain traction in the following season. Starting today, even if it's for next year’s holiday season, can yield significant benefits.
Conclusion
The conversation with Meagan Williamson shed light on the unique advantages Pinterest offers businesses. By focusing on high-quality, relevant content and understanding the platform's user behavior, businesses can harness Pinterest's potential for sustainable growth and visibility. Whether you’re new to Pinterest or looking to refine your strategies, these insights provide a valuable roadmap for making the most out of this versatile platform.
As with any marketing strategy, success on Pinterest requires patience, creativity, and a thoughtful approach. Implement these strategies, and your business can unlock new opportunities, reaching audiences in ways that other platforms might not offer.
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