I can't remember the last time I was this exhausted this many days in a row…

 

Parents of school-aged kids running a business from home? I've got even MORE props for you.

 

ICYMI, last week my partner and I stepped in to watch her siblings while their parents were on a week-long cruise.

 

I was blissfully excited for a change of scenery and quality time with Caroline's little brother and sister.

 

And while that was (mostly) true, there's also much more to that story.

 

6 a.m. wake-up calls, carpool chaos, dueling extracurricular activity schedules and dinner preferences…

 

Despite the exhaustion, it was easy to find myself reminiscing on back-to-school seasons past, which is what leads me to the topic of this week's email

 

(and not just this week, either 👀)

 

I'm absolutely thrilled to announce my very own back-to-basics email series, Pinterest edition!

 

 

And if you're thinking “I'm a Pinterest pro, I already know all this and you're telling me I gotta sit through a month of it?!”

 

Trust. I'm going to include some tips for you ~advanced~ learners, too, because I want to make sure you're always getting something from these emails, k?

 

So pack your color-coded notebooks and brand new Pilot G2 pens and put your learning caps on, because class is in session! 🎒📚

 

It's syllabus week, First name / dude, and do you know what that means?

 

Typically, syllabus week in college was promised to be an easy introduction to your new classes, going over expectations, and NO homework.

 

 

But here in Thursday Press-land, we're actually sticking to the plan.

 

And today? Today, dear class, is Week 0.

 

Before we dive into the pool of Pinterest knowledge, I need to establish some ground rules… aka a shared understanding of what the heck Pinterest really is and why it's so beneficial for business owners.

below the fold

Can I pull back the curtain for a sec?

 

Back at the beginning of August, I had a strategy call with a business owner who was having some trouble wrapping her head around the mindset of Pinterest users and how the platform could really work from a business perspective.

 

 

That led to a snowballing cycle of unimpressive Pinterest results and a “why am I even doing this” mentality.

 

So I'm going to share with you what I told her — essential information about how Pinterest works, what its users are like, and how to use that info to guide your Pinterest efforts.

How Pinterest Works

At its core, Pinterest is a “bookmarking tool.” It's designed to allow users to search and save ideas, information, and inspiration.

 

It's also a visual search engine. Pinterest's algorithm functions much more similarly to Google's than Instagram, meaning it relies on keyword research and SEO more than followers and engagement.

 

That's a huuuuuge win for business owners of any size.

 

 

One of the other key differentiators between Pinterest and social media marketing platforms is how users interact on the platforms.

 

Unlike other social media apps like Instagram and Facebook, which encourage casual browsing and connections with other people, Pinterest isn't very social at all. Pinterest users typically go to the platform with a specific intent in mind.

 

 

Pinterest users generally understand the unofficial “contract” of Pinterest content, which is that most pins lead to a blog post where they can find the answers to their questions and might get pitched or prompted to sign up for an email list.

 

pinterest users by the numbers

 

That means Pinterest users aren't specifically looking to engage with particular brands or businesses. They're open to discovering whatever content best suits their needs.

 

 

Remember what I was saying about that motivation to take action? Pinterest users shop more frequently and spend more when they do purchase from Pinterest than on other social media platforms.

 

 

There's a stereotype that Pinterest is only “for” certain types of people. But those Pinterest moms are responsible for a lot of transactions… AND the demographics are constantly growing. There's a growing male user base and every age group is seeing new sign-ups.

 

 

When you're reaching your audience at the very beginning of their search, you're establishing yourself as the trusted go-to from the get-go!

 

Getting in the practice of that mindset and iterating from what you create will be essential to helping you grow on Pinterest and hone in on what really works for you and your brand!

 

When you do that, you get to reap all the benefits of Pinterest marketing, including increased brand awareness & authority, website traffic, email list growth, and dream client leads! 🤩

 

 

Pinterest allows you to reach your ideal clients at the moment of their greatest need (or inspiration). And THAT is the key to developing an audience full of brand super-fans who are ready to buy.

 

Thanks for a great first week of class, First name / pal.

 

I guess I'll forgive you for not bringing an apple for your teacher to a (virtual) class you didn't know was happening, but if you feel like showing some appreciation, consider sharing this newsletter with a friend!