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Episode 144: How to Optimize Your Pinterest Account for 2022
601 Plays3 years ago
Pinterest expert Vanessa Kynes is back for our annual episode on Pinterest and what businesses need to do to be successful on Pinterest in 2022. If you're new to Pinterest I highly recommend checking out my other episodes that I've recorded with Vanessa on Pinterest. Be sure to check out the show notes at DaveyandKrista.com for the resources that we mentioned during the episode and to check out all the tutorials that we referenced throughout this episode such as how to make a Pinterest graphic.
For show notes visit...https://daveyandkrista.com/how-to-optimize-your-pinterest-account-for-2022/
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Transcript
Introduction to Pinterest and Idea Pins
00:00:05
Speaker
So obviously somebody sees that idea pin, I'll be talking about SEO, let's say, and they click on it. They can follow you. That's the other great thing about idea pins is at the end of the idea pin, there is this call to action that Pinterest sets up to follow you. And then once you do that, you're golden. They're going to see more of your content show up in their regular feed, including your still pins. So it really is that jumpstart way of, especially if you're a new business to really kind of get more eyeballs on your content on Pinterest.
Brands at Book Show Introduction
00:00:35
Speaker
Welcome to the Brands at Book Show, where we help creative, service-based businesses build their brands and find more clients. I'm your host, Davy Jones. Pinterest expert Vanessa Kynes is back for our annual episode on Pinterest and what businesses need to do to be successful on Pinterest in 2022. If you're new to Pinterest, I highly recommend checking out my other episodes that I've recorded with Vanessa on Pinterest.
00:00:59
Speaker
Be sure to check out the show notes at DavianChrista.com for the resources that we mentioned during the episode, and to check out all the tutorials that we referenced throughout this episode, such as how to make a Pinterest graphic in Photoshop and Canvas. As always, we want to hear from you. Let us know what kind of content you'd like to see on the Brands That Book podcast as we move forward.
Live Discussion and Audience Engagement
00:01:18
Speaker
To leave your feedback, just send us a DM on Instagram at DavianChrista. Now, on to the episode.
00:01:29
Speaker
All right, we should be live. Vanessa is going to kindly check for me. But we are talking about Pinterest for 2022 today, and this is a live episode. So if you are joining us live, feel free to ask your questions and we'll try to get to those. Vanessa, I am a bit bummed that we didn't get to record this in person, but there was all sorts of extenuating circumstances when you came to visit.
Personal Stories and Pinterest Strategies
00:01:52
Speaker
Yeah, we definitely check your tires and your brakes before you go on a trip. Although I will say in our defense, we really didn't notice it until about an hour and a half into our trip, but our brakes were squeaking. So we had to stop and get brand new brakes on the whole car. That was a Merry Christmas gift to my husband and I. It was expensive. But we did eventually get to you past midnight. But if you know Dave and Krista, they go to bed at like 8.30.
00:02:17
Speaker
They just left the door open for us. It's not an exaggeration. I didn't hear you all coming. But yeah, we're grateful that we still got to see you at least for a bit of that day. Yeah, we got to see the animals and the girls got to play with Jack. It was so fun and eat all the great food. So it was totally fun.
00:02:36
Speaker
Yeah, it was a good time. So, but now here we are catching up on Pinterest for 2022. I am excited to jump into Pinterest and what we need to do to be successful on Pinterest in 2022. And these are always some of our most popular episodes. So no pressure.
00:02:53
Speaker
Well, I hope I can make it great for you. I do think there are some, I wouldn't say changes for 2022. Clearly, I don't know what the future is necessarily gonna bring, but I do think that we saw some trending things again in 2020 at the end, and specifically speaking about idea pins, and they really gained prominence in 2021. So they're not going away for 2022, so that'll be a big part of it.
00:03:19
Speaker
Another thing though, like just thinking about those past episodes that you could listen to between you and I, there's still a really strong foundation of keywords on Pinterest. It's not like all that's been erased and it's just straight up social media. Like the key wording of your idea pin descriptions, your regular pins, your boards, all those things still really matter. So it's like there's the foundation, there are things that we're not doing as much anymore, which we can talk about. And then there are things that we're going to take
00:03:47
Speaker
those foundational items like keywording and putting them into the new, I guess, products that Pinterest has introduced.
00:03:54
Speaker
Yeah, and I will say that I think the episodes that we recorded together specifically on Pinterest form a nice little curriculum almost. Obviously, if you go back to the very first one that we recorded together, there is going to be some information that could be more up to date, right? But I do think it forms a very good foundation and that it's worth listening to if you are just getting started with Pinterest. Going back and listening to that one and then listening to the subsequent Pinterest episodes that we've recorded, I think that will form a really nice Pinterest curriculum for 2022.
New Year’s Resolutions and Pinterest Changes
00:04:22
Speaker
Yeah. And if Pinterest is a New Year's resolution for you, I think it's a perfect place to start. Speaking of New Year's resolutions, do you have any? Oh, my gosh, no. I mean, I think I want to start going back to the gym. But of course, my kids school has been canceled for two weeks. So I'm like, well, there goes that, like, I'm losing the energy to want to do that because they basically have been home with me nonstop. So I get you. Yeah, the gym. But that's a boring one. I don't tend to make New Year's resolutions because I know I won't keep them. So why set myself up?
00:04:52
Speaker
I have one New Year's resolution and it's to finish a whole bottle of ChapStick. Have I ever gone through the whole thing before? No.
00:05:03
Speaker
No, I mean, it goes into the washing machine. It goes, you know, I lose it somewhere. That's my big new year resolution for 2020. I think it's, for me, it usually ends up at the bottom of my purse for you, maybe like in your car cup holder and melts and then you have to throw it away. Yeah, exactly. Something always
E-commerce and SEO Strategies on Pinterest
00:05:18
Speaker
happens. It's a great industry to be in. I was in the out of frustration just the other day. I especially need, I find I need Chapstick more in the winter and I'm just out of frustration. Just, you know, grabbing Chapstick off the shelves and pouring it into my grocery cart. People think I'm crazy, you know.
00:05:33
Speaker
We're gonna need an update on the ChapStick as the year goes by. That's right. I'll make sure the world knows that I actually got through a whole tube of ChapStick. Anyways, getting back to Pinterest and 2022 here. And I'm so sorry to hear about school having been canceled. I feel like right now, COVID, I feel like has impacted schedules and even for like, we know more people than ever that have COVID or have had COVID in the last month.
00:05:58
Speaker
I think then compared with any other time period where COVID has been a thing.
00:06:05
Speaker
Yeah. I mean, we had like 20 plus people, including kids over at Christmas and we all came from different states and I was shocked that none of us got COVID, but definitely within two weeks though, they were picking it up from their home environment. So it does seem like everyone around us has it, but it seems I'm not a medical professional. This is not medical advice, but it does seem like it's more mild. I had it in November of 2020 and it does seem like it's more mild now. So that's good. Sure. Well, I hope so.
00:06:31
Speaker
Well, anyways, tell us about what we were seeing on Pinterest in 2021. What were the big trends that you ended up watching and think will continue here into 2022? I mean, the big thing really is, is that your distribution of your still pin. So this is like the traditional pin that you would share on Pinterest is slower. It's a slower machine now. And I think specifically for newer accounts, you're going to have less traction with posting those and seeing results right away.
00:06:59
Speaker
So the key really is, is I kind of like consider it like a boost like the star in Mario, you know, when Mario like grabs the star and he like kind of runs really fast. Idea pins are that star for you because what they're going to do is they're going to have higher distribution.
00:07:14
Speaker
quicker, Pinterest is going to push those forward. They're going to be shown to more people. They're going to get higher engagement, partly because they're showing up in the feed more. They have a new watch tab, which is kind of like a TikTok, Instagram story tab. And so with all these things, I think that idea pins are not going to go away. There's pros and cons to idea pins. The pro is that, well, one that they have higher distribution and that when people see your idea pins and engage with them, they're going to see more of your still pins and your other content. So it's kind of like
00:07:42
Speaker
It's like when you go to Costco and they have the samples, right? You're now aware of this product. And so when you go in again, you're going to see it more. You're going to recognize it. You're going to remember that you liked it. And so the console of idea pins is that traditionally they're not, can't click through to your website.
00:07:59
Speaker
which is what we've always wanted Pinterest to serve for us. Like, especially if you are a revenue generating business based on traffic, you want that traffic. But I think as service providers, people who listen to this particular podcast and e-commerce brands, it really doesn't have to be a big lose for you. And so with idea pins, we can still talk about our services. We can still educate. People are still going to go to your website if they want more information on your expertise or if they want your product.
00:08:27
Speaker
So I don't feel like it has to be a lose for you. It's just the days of like mounds and mounds of traffic coming to your website are harder to earn these days. Yeah. And that's a bummer because I feel like with Google, you know, we're continuing to see a trend of no click search results and seeing different modals within the Google search results that basically give us the answers to questions and not having to click into a specific website.
00:08:52
Speaker
And of course, on one hand, as a user of Google, as users of Google, that's convenient for us. On the other hand, as business owners, we're like, well, that's great and we do want to take up that real estate with rich results in the Google search results page. But at the same time, best case scenario is that we not only show up in some of those modals answering questions, but that somebody actually clicks through to our website as well.
00:09:16
Speaker
So that's a little bit of a bummer to hear about Pinterest, but we still see a decent amount of traffic from Pinterest. So I don't think it's, you know, would you still say it's a place that we should focus attention?
00:09:27
Speaker
Yeah. And thinking about dating and Krista's brand, actually, we did a coaching call this fall. One of the important things that you guys have access to is you're an e-commerce brand. You obviously have information and services, but you also sell templates. And so what we were doing on your pins, which is a unique aspect of IdeaPins, is you can actually tag products that you can only tag products on mobile. There's no way to do it on the desktop.
00:09:52
Speaker
But you can upload an idea pin on your mobile. You can add stickers, really lame music. Their music function is not really well set up. But I think that's going to be changing soon because they acquired a video software company. But you can tag products. So for example, if you're displaying a website and it's positano. Is that my positano? No, I didn't pronounce it correctly. I keep going.
00:10:20
Speaker
It's like those names in the Bible you never know. Just go with confidence. You don't have to really know what to say. That's right. You just got to say it with confidence and move on. That's right. Yeah. Positano. For example, if you're displaying a video of that website, a scroll through, Davey and Krista, and you can see this on their Pinterest, they can tag that particular website template on the idea pin. Now the user says, okay, I love the look of this.
00:10:42
Speaker
I'm going to click on the product pin and then go to your website. So it's not that idea pins can't be clickable for traffic. There is an extra step, but it's more in the shopping feature. And so obviously you're going to need to have e-commerce capability through Shopify, through you use WooCommerce, right? Through the various e-commerce platforms to be able to tag your images.
00:11:04
Speaker
Sure. So just kind of in summary, moving in to 2022 here, what sorts of content should people really focus on creating for Pinterest specifically?
00:11:16
Speaker
So if we're talking about service and kind of informational brands, like if you're providing a service, let's say you're an SEO specialist and you want to get
Pinterest Advertising Platform
00:11:24
Speaker
clients that wear a sell course. What I'm seeing are informational pins, which is funny because they used to be really popular in Pinterest and now they're kind of back, but creating those as idea pins. So you might have like a pie chart, a beautifully created pin that has a pie chart and you say on it, you know,
00:11:40
Speaker
80% of your traffic comes from SEO and then social media and let's say email. And so what you're doing is you're educating the user, you're giving them some ideas of what they need to be thinking about SEO. So that could be a special idea pin. You could also do, and I think the best results come from this, taking a blog post. If you take four reasons to use SEO or to revamp your SEO,
00:12:02
Speaker
You can take that blog post and turn it into multiple pin images and make that an idea pin. So step one, step two, step three, step four. And so people have to click through that idea pin, obviously, and you could potentially link to your course or your services. But that clicking through action is a form of engagement. And so Pinterest is going to push that more.
00:12:24
Speaker
Another thing that I would encourage people to do is to like and heart your pins. So kind of like Instagram, there's now a way to respond to your pins. And obviously that's a form of engagement. So even if you put on the pin like this, if you enjoy this content, you're kind of encouraging them not only to share it and save it, but to like it. And by doing that, it's going to have higher distribution.
00:12:48
Speaker
So I would say that you don't even necessarily need to come up with a whole bunch of new content for 2022. If you've been blogging for years, look at your top blog post, convert some of those into idea pins that are mostly disinformation.
00:13:01
Speaker
Well, that's awesome to hear because we just, I think our last podcast episode to go live, or maybe it's going live next week, I think it just went live though, was how to create or how to make the most of your content essentially, basically how to, you know, reshare content. So be sure to check out that podcast episode and Chris has shared all sorts of tips, including just some tutorials on how to make graphics for different platforms. So highly recommend checking that out. And I'll link to that in the show notes of this episode.
00:13:29
Speaker
Also, could we reach out to you and maybe get a couple examples of some of the types of content posts you're talking about right now, like an informational pin. And you can just direct us in the right spot, but I'd love to put those in the show notes for the listeners as well. So if you're interested in getting a visual representation of what Vanessa is talking about right now, head on over to the show notes and we'll make sure that that's there just so that people have a good model to base their content after.
00:13:58
Speaker
Yeah, and I think I'd be happy to do that. And I think that's what I'm seeing more and more now. So obviously, somebody sees that idea pin of you talking about SEO, let's say, and they click on it, they can follow you. That's the other great thing about idea pins is at the end of the idea pin, there is this call to action that Pinterest sets up to follow you. And then once they do that, you're golden, they're going to see more of your content show up in their regular feed, including your still pins.
00:14:21
Speaker
So it really is that jumpstart way of, especially if you're a new business, to really kind of get more eyeballs on your content on Pinterest. Do you feel like Pinterest is just like a mixture of all the social media platforms? You know, it's like afterwards with the YouTube, you know, the subscribe and like and comment, you know, those sorts of things.
00:14:42
Speaker
Yeah, I do think they're definitely taking risks. And so the big changes, and I do want to talk about that, the big changes obviously with Pinterest on the business side is they went public. The stock ticker is pins, which is kind of fun. Even people like my father-in-law who've never used Pinterest buy pins on this
00:15:01
Speaker
Vanguard or whatever. But I think the key is that because they're now public, they now have to present profit to their stakeholders. And so that's why these changes were made because they want to keep people on the platform for their advertisers. And so let me tell you some of the things they rolled out. And I think I have no idea how they're going to do. There's now Pinterest TV. So what does that remind you of?
00:15:22
Speaker
IGTV, which they got rid of, right? Yeah, it wasn't really successful. I don't know if that bodes well. But it's basically like a QVC on Pinterest. People, they bring up these creators that you probably have never heard of and they're presenting on cooking or organizing or some of them are really bizarre, like things that I can't imagine people would ever try. Do I think that's going to be successful? Probably not. They introduce a watch tab, which you can see on mobile, which reminds me a whole lot of TikTok.
00:15:51
Speaker
And so there's that. And then of course Instagram or idea pins really looking and kind of modeling Instagram stories. So yeah, they are definitely trying all the things, but video in general, video content in general is going to be important on the platform. But here's the caveat to that.
00:16:07
Speaker
you're probably creating video content for other platforms. There's no reason why you can't repurpose it. So Instagram story or an Instagram reel, go ahead and get that video on Pinterest. You know, there are different ways and hacks to download those videos without watermarks, or if you create them externally before you upload them to the platforms. So don't feel like you have to create something unique and special for Pinterest, like
00:16:34
Speaker
Literally just re-share the same content across the platforms. That's a good idea and you know, it's so true. You know, it's kind of nice in a way just because now video is the thing everywhere, you know, of course on tiktok but on Instagram as well now and you know now it's moving over to Pinterest then YouTube we've talked more about YouTube lately as well and
00:16:54
Speaker
So that is nice that you can take this single piece of video content and repurpose it across different channels. That's what I think I'm going to ask Krista to do. Krista creates almost all of our video stuff in TikTok just because she feels like it's the best of the social media video editors. I agree. But she's able to send me whatever reel that she created in TikTok and I'm able to throw it up on Instagram. It doesn't have the TikTok symbol on it or whatnot. So
00:17:18
Speaker
Yeah, there is a hack to that on TikTok, you basically screen record the preview, and so it doesn't have any watermarks on it. And then you can just kind of like, clip it out a bit. And then that's how I create, like you said, like Krista says for Instagram, and then also Pinterest. And then also just a side note, YouTube shorts, have you used those at all?
Comparing Pinterest with Other Ad Platforms
00:17:37
Speaker
No, there's stories on YouTube. So no, we haven't created any YouTube shorts. But I see that, you know, like, I'm aware of them.
00:17:44
Speaker
Yeah, well, why not take the video? I mean, you guys are already carrying the video and you've got a YouTube account. So that's another little place you could just pop it on. Yeah, yeah. I think the thing that's difficult with a lot of these is it's all mobile dependent. And I think our users are mobile dependent. But as a business owner, I much prefer to work on my desktop. So it does. I don't I'm not very quick on my phone. I think that sometimes that
00:18:08
Speaker
Yeah, I agree. I spend most of my time I feel like on my desktop try to spend the least amount of time on my phone but speaking about Pinterest and some new things and you mentioned it before launching into some of these newer features that we're seeing on Pinterest and I think that's the bulk of what people want to know is
00:18:24
Speaker
But we haven't talked about maybe Pinterest advertising, which is something that we've – I mean, a lot of things have happened in the advertising world, the big one being Apple, iOS 14, all the sort of privacy concerns and the consequences of those in iOS 14 specifically. We might have an episode on Brands at Book about that. If not, over on Till's podcast, there's definitely some episodes about that. If you're interested in just learning more about the consequences of iOS 14,
00:18:51
Speaker
With that said, for all that to say rather, more and more advertisers moving over and trying just platforms like Pinterest. Now that just certain things on Facebook and Instagram have become more challenging, it's still a great platform to advertise on, but there are definitely challenges there. So us included, we've started advertising more and more on Pinterest.
00:19:10
Speaker
What have you seen on your side? Anything interesting on the ad side of things? I mean, now that they're a public company, of course, as you said, profitability becomes that much more important in showing profitability to their investors. I have to imagine that they'll be doubling down on the ad platform moving forward.
00:19:26
Speaker
Yeah, they 100% are. My understanding is after speaking to Pinterest ad managers, the people who work at Pinterest is the iOS, Pinterest isn't immune to that either. Obviously they were receiving data. So it kind of affects everybody. Everybody's in the same pool, which is probably good. It's not like anyone has an edge.
00:19:44
Speaker
Yeah, so Pinterest advertising. So speaking specifically about e-commerce brands, which is where my ad experience comes from, I'm seeing great things. And I'm also seeing a higher reliance on ads. So I really do think that for e-commerce brands specifically selling products, you really should be utilizing maybe a 50% organic, 50% ad kind of combination. And the reason is obviously the organic content is going to grow
00:20:09
Speaker
awareness, there's retargeting, it's going to grow your audiences and engagement. But there's a lot of cool things that I like about Pinterest and I'm not super experienced with the other platforms. I know they have these, but for example, they have catalog ads. So if you were shopping for Christmas ornaments or whatever this particular holiday and you added something to cart, you're going to see that as a product pin on Pinterest. It's going to show up in your regular feed. So it's going to retarget you for things that you're adding to cart. It's going to
00:20:37
Speaker
target you for things that you were showing interest in. There's also a shop tab on Pinterest. So for example, if you were to search Christmas ornaments, there's the feed, right? And it could be filled with like people DIY in Christmas ornaments. But the shop tab specifically is going to be filled with catalogs. They're not all paid, many of them are organic, but you can pay yourself into that platform.
00:21:00
Speaker
And so I do think that there is a growing reliance there. One thing I want to talk about, and you can probably speak to this, is that when I look at the data for Pinterest ads, I notice, and they acknowledge this, I talk to them about this, that they take credit for a view. So if you view ad for four seconds,
00:21:18
Speaker
And then you somehow end up on that website, let's say Christmas ornaments.com and purchase using another device or some way it's tied together.
Balancing Organic and Paid Strategies
00:21:27
Speaker
They're taking credit in their ROAS. So they're taking credit for an ROI for that view. And I tend to see that Pinterest view ROAS is higher than Pinterest click through. Can we hear thoughts about that?
00:21:40
Speaker
No, I mean that lines up with what we see as well. And with our experiments on Pinterest, I'll say that it's definitely an area where we want to – that we think people should focus just because we like people to be in different places. And if you know you have traffic or people on Pinterest, then using Pinterest ads to continue building those audiences. Because if someone sees an ad on Pinterest, lands on your website,
00:22:03
Speaker
you know, and you have the Facebook pixel as well, they're still getting pixeled by Facebook. So that, you know, in theory, right brought into your Facebook audience as well. But we're seeing, you know, it's the same thing where somebody just because there's so much going on on Pinterest could very well see an ad. But how much is it truly because of Pinterest? And I'm not saying it's not I'm not even I'm not suggesting that it's not seeing that view attribution can still be helpful. It's like a billboard, essentially.
00:22:29
Speaker
Yeah, you might get maybe a little bit of inflated data there. They also have a longer attribution window than Facebook too. Like these aren't bad things. Whenever you're doing Malta or running ads across channels though, you should probably be using some tool to figure out where you can actually attribute that sale. Are you looking at Google Analytics like for last click attribution for that or what are your favorite tools for seeing that?
00:22:53
Speaker
Yeah, so it depends on kind of budget here, because like one of our favorite tools is hyros, which is a relatively expensive tool to use just for like, you know, for a lot of people who are maybe just running primarily on a single channel, you know, something like that might not be
00:23:09
Speaker
worth it for them. We also found it's worth it for different kinds of businesses. Actually, Ryan and I just released a podcast episode about this, like talking about attribution specifically on the Stuff Marker podcast so people might consider checking that out. Google Analytics is definitely something that you can use as well. And then there's the good old fashioned, like basically looking at your revenue without ads, you know, running ads, and then, you know, stopping ads on a platform and seeing, you know, what happens to your revenue, right? That's like the
00:23:37
Speaker
cheapest and dirtiest way to sort of start figuring out, you know, where, where attribution is coming from. I think it's safe to say though, unless you're just like, only convinced your audience will work on Pinterest, which is probably likely not true. It's better to add like let Pinterest accompany your other ad platforms like Instagram and Facebook, just because there's so many more people, you know, especially in a daily basis.
00:24:02
Speaker
So I think it can really add to that. And I've talked to Pinterest about this. They love to take credit for the view ads. And it's not just in your feed. You literally have to look at it for more than four seconds or something, eight seconds. I forget what the number they said. But the other thing is they do have a longer attribution window, which means more time to convert.
00:24:22
Speaker
which they really stand by that as well. And I think they say it's because of the way Pinterest is that top level funnel. And so you might see something on Pinterest, and it takes longer to convert. Whatever it is, is I do think that paid advertising is going to be important in the future for Pinterest, no matter what.
00:24:40
Speaker
And I don't know about cost values, but it's relatively easy. I think Facebook is much more difficult to market on. I think it's relatively easy to set up a campaign and it's worth trying. But specifically, those catalog ads, I think are really great at that kind of repurpose your products onto the platform.
00:24:57
Speaker
Yeah, and cost per impressions are going to be cheaper as well. You know, and that's what we're seeing on like tik tok two as well as is much cheaper cost per impressions. So all that's good. I guess what I should say about Pinterest just to kind of summarize it for people in terms of advertising is that we don't have any accounts where Pinterest is the ad platform that they're on, right? It's always a supplement to the other stuff that they're doing. And you know, for us in particular over at Dave and Krista, if we had to turn off ads on one platform,
00:25:22
Speaker
It would probably be Pinterest first, but there are all sorts of benefits I think in getting as much visibility as possible in different places, even if it's not that click that's going to lead to the sale.
00:25:36
Speaker
But on the reverse side, I think you would say, maybe Facebook, not as much Instagram, but I think on the reverse side for this, you would say the robustness of the organic side of Pinterest can really serve you.
Optimizing Pinterest Profiles
00:25:48
Speaker
Whereas on Facebook, it's really difficult to get traffic from Facebook. Difficult to get traffic and impressions from Instagram, but I feel like people are engaging more on Instagram visually, I guess. So that's why I think Pinterest is still important as an organic platform as well.
00:26:05
Speaker
100%. You know, I think that there's more potential in Pinterest than there is, you know, the Facebook Instagram, certainly Facebook. Yeah, I mean, Facebook page, you know, it's funny, Kate, our admin just asked for access to our Facebook page this morning. And I just like, it's probably been a month since I worried about like, what's on our Facebook page.
00:26:24
Speaker
Yeah, but clearly you're using your Facebook group right now, which is way more effective than just posting stuff on your, you know, I do want to talk to you about Pinterest and SEO, because I do think it plays nicely with that as well. Because you can see Pinterest board results on Google. And so the way that you keyword on the Pinterest platform, your board names, your pin names can also serve you on the Google side. I think you see this a lot. And just as an example, you know, we both spoke at
00:26:52
Speaker
united this year or last year. And you can look at Houston area venues and you'll see boards, like the results on Google will be boards on Pinterest. So optimizing your blog posts for Pinterest, optimizing on Pinterest is going to serve you in the SEO world. And I have to say, the more I do business, all these platforms change so much and they're great, but SEO still is
00:27:17
Speaker
super powerful. It really is such a super powerful thing. So anything that enhances that, I think is a win to I agree and I think to learning SEO.
00:27:27
Speaker
even in the ways all the different platforms change, it's like those core principles of search engine optimization are always really at the heart of a lot of them. And so SEO is definitely involved in Google search results. If you Google picture the Google search results 10 years ago versus today, drastically different. I think that's one of the things we expect to see in 2022 is even more change in what the actual search results page looks like. But at the end of the day, when you look at, okay, how does that change what I'm doing?
00:27:56
Speaker
to optimize my posts or my content. I don't think there's a ton of difference there. I don't know if there's anything else to say about that.
00:28:07
Speaker
I mean, in this conversation, I was thinking about that idea pins being less clickable, you know, you bringing up that search results are on Google, the page that don't force us to click over. And it really does kind of force you to think about when it's just going to make attribution more difficult, because if someone gets an answer for you, but that doesn't click through, and then
00:28:28
Speaker
Kind of refresh later and goes directly to your website. There is going to be difficulty in necessarily tying those billboards Basically, we're back to billboard marketing where we don't exactly know we only can based on impressions, right? We just don't exactly know what what the result was but we know that they work I can think of some great billboards on I 95 or
00:28:52
Speaker
Well, you know, I think at the very least it becomes maybe a little bit more important to have a presence in different spots. You know, I was on a discovery call with somebody this morning and we always ask how people heard about us. And I mean, so many people are like, well, you know, I think I initially saw you wherever and they may not be able to remember, but then they're like, oh, and then I saw you in these three or four other places. And I was like, okay, I got to reach out.
00:29:15
Speaker
So I think some of that becomes even a little bit more important. And again, that's not to say people need to go and spread themselves so thin, they can't show up really well in one place. But I do think it forces people to make the most out of the content they create. So whatever the medium is you're using to create content, you know, being able to take that and repurpose it across channels, I think is going to be key.
00:29:33
Speaker
Yeah, you're multiplying your one effort and you're just multiplying across. And I think that is sustainable marketing, really. Yeah, absolutely. So as far as getting started with Pinterest, we covered a lot of the new changes to Pinterest. I think that, you know, people might have sort of a sense of where they should go if they're already on Pinterest, what kind of content they should be creating.
Tools for Creating Pinterest Content
00:29:55
Speaker
But if somebody's getting started with Pinterest in 2022, you know, what should they really focus on? Like, what's going to give them the most return for their time?
00:30:04
Speaker
Okay, so obviously you need to get your profile optimized. And so that's going to be obviously looking up and doing some keyword research on your brand. And you can do that on Pinterest by using the search bar. You can look at your competitors. You can take a look at what's out there. So important to get those keywords onto your profile name, your profile description, your board names. Those are going to be key. I feel like you kind of need to set up your profile before you do anything else.
00:30:30
Speaker
And then the next thing that I would probably do is familiarize yourself with idea pins and looking at maybe your top 10 pieces of content from 2021 that maybe performed well in other platforms and dispersing those on there. And so another thing I probably should mention is idea pins cannot be scheduled on Tailwind or another scheduling app. They're all done on the native platform.
00:30:53
Speaker
So even right away, you probably don't need to have tailwind, which is a scheduling app. So I would probably look at repurposing your best content from the previous year. Because again, that's not creating anything new. That's just getting it onto the platform. And then as you do that, your new content going forward, I would create both still pins and idea pins for each one of those things. You can also share it as a video pin, but I'm not seeing great traction on video pins when they're not as
00:31:20
Speaker
when they're not functioning as idea pins. Which by the way, also didn't mention this, idea pins are the exact same size as Instagram stories. So how easy is that? Like, you're literally just dragging the file over to another platform. I would say too, if you are an ecommerce brand, I would work on becoming a verified merchant. I feel like you guys were working on that recently. That was a process. It should be there now. I think we got that resolved, but it's definitely, it was definitely a little bit of a process. And sometimes that's just,
00:31:48
Speaker
It's just Pinterest not behaving well with some of these platforms. But becoming a verified merchant is essentially like, hey, we approve of you. And honestly, if you're a verified merchant, your products are going to show up more. So that would be another piece. But I wouldn't do that first. I'd want Pinterest to be able to see your established account kind of ready to go before they approve you because they are quite picky.
00:32:09
Speaker
So those would be the big things that I would do. Like I wouldn't necessarily focus on trying to create a bunch of new stuff specifically for Pinterest. Like really look in evaluating what you've done for other platforms and seeing how you can share it as idea pins that are going to get those impressions out quicker. And then you can create those still pins on top of it. And I use just as a vote for non graphic designers. Canva is a great tool for all this.
00:32:32
Speaker
And for, you know, Krista has been so hesitant to, you know, play around in Canva, but she has recently started making tutorials. You know, basically, she would show off how to make a graphic in like Photoshop or whatever. And then now she's starting to make tutorials of, you know, how to do that same thing in Canva though. So for you non designers out there and people who prefer designing in Canva.
00:32:54
Speaker
It is pretty amazing tool. I run a really lean business and that is one of the tools I pay for because I mean, it is really amazing. And there's a free version that really does quite a bit. Like you can do so much on the free version too.
00:33:08
Speaker
Yeah, no, we use Canva over at Till as well, and it's definitely a good tool.
Audience Interaction and Closing Remarks
00:33:13
Speaker
And a tool that we can use across a team. Our designers, of course, are in Sketch and the Adobe Suite and stuff, but whenever we need to create something that maybe our copywriters have to also be able to edit, it's like we're going to go to Canva and do that.
00:33:25
Speaker
So as we wrap up here, if anybody does have any questions, feel free to drop those in the chat. I know somebody had mentioned, and I can't see your names because of the permissions and yada, yada of the program that we're using, but I can see your comments. And I know somebody had mentioned when searching on Pinterest yesterday, it automatically started my search in shop only. So I don't know if that's something, I know you had mentioned that they're emphasizing kind of the shop features more often, but that's certainly one way to do it. Probably pretty frustrating though on some level.
00:33:53
Speaker
That was Joe. I just looked at the comments. Yeah, that's interesting. I don't know that I've ever really necessarily noticed that. But I think it must have thought you were in a shopping intent. Maybe you weren't, but it must have assumed that you were in a shopping intent. And that is a big part of Pinterest. I mean, really, it is going to be a valuable player for the e-commerce side.
00:34:11
Speaker
And I like that. I kind of like that it would settle into that niche because there's intent and there's an intent to shop. And so I think it's going to be valuable key for that. And it doesn't just have to be physical products. We're talking digital products as well. They used to not share digital products in the shop tab, but now they do. So it could be like a SEO guide or Canva guide or whatever it is. So don't shy away if you're like, well, I'm not like physically producing something.
00:34:37
Speaker
B2C, you know, and B2B solely. So take a look at that and what that looks like for your niche.
00:34:43
Speaker
Well, Vanessa, it's always great to have you here on the podcast and hopefully we'll get to see more of you in 2022 here. It'd be a shame to have to wait all the way to Christmas to see you and your family again. I enjoyed spending time with Will, but thanks for your time this morning. Yeah, I appreciate it. I would usually say, hey, where can people find out more about you? But you've been on the podcast so much. You're such a regular that I have a feeling people know just in case they don't head on over to the show notes. We'll definitely put all your information there, but you should tell us real quick, Vanessa, where people can follow along.
00:35:13
Speaker
VanessaKynes.com. I'm laughing because my girls have the En Kanto soundtrack playing, which is so popular right now on Disney. It's pretty fun. Yeah. VanessaKynes.com. That's K-Y-N-E-S on Instagram where I share things that make me laugh. That's kind of my new strategy over on Instagram. Things that made me, that are relatable and make me laugh. And YouTube as well, it's all under my name. Hey, I'm also trying to grow my LinkedIn account. So if any of you are all on LinkedIn, go check it out.
00:35:41
Speaker
Oh, me and you both. I was just talking with Krista probably two weeks ago about that. I feel like just especially over on the till side of things, advertising agency side of things like LinkedIn. Yeah. I have like six connections. It's pretty pathetic. All right. Well, I'm going to become your seventh connection. And I need to – I can't remember the last time I logged into my LinkedIn account. So that would be our New Year's resolution. All right. Well, thanks, Vanessa. Appreciate it.
00:36:10
Speaker
Thanks for tuning into the Brands That Book Show. If you enjoyed this episode, please consider subscribing and leaving a review in iTunes. For show notes and other resources, head on over to dvandchrista.com.