Simple Pin Podcast: "Conversions or Volume -- What is Your Goal?"

Host: Kate Ahl
Release Date: May 21, 2025

Introduction

In the episode titled "Conversions or Volume -- What is Your Goal?" Kate Ahl delves into the fundamental strategies that underpin successful Pinterest marketing. She distinguishes between two primary business models—volume-driven and conversion-driven—and explores how each approach impacts Pinterest marketing tactics. Kate emphasizes the importance of understanding your business model to navigate the ever-evolving digital landscape effectively.

Understanding Volume and Conversion Models

Kate begins by highlighting a common dichotomy among business owners within her community: those aiming to increase traffic (volume) versus those focused on boosting sales (conversion). She notes, “If you're not aiming for something, then you're aiming for nothing” (00:00), underscoring the necessity of clear business goals to mitigate frustration and confusion amidst constant changes in the Internet ecosystem.

Volume-Driven Business Models

Characteristics: Volume-driven businesses prioritize attracting as much traffic as possible. Their revenue often stems from affiliate marketing, advertisements, and sponsorships. The mantra here is “the more, the better,” with an emphasis on quantity over quality.

Challenges: Kate points out significant challenges facing volume-driven models in the current digital age, particularly with Pinterest. She notes, “With AI websites being spun up, traffic is less and less” (08:30), indicating that artificial intelligence's role in search algorithms complicates efforts to maintain high traffic levels. The shift towards AI-optimized content means that organic traffic generation is becoming increasingly difficult.

Notable Insights:

• Sustainability Issues: The reliance on sheer volume makes businesses vulnerable to algorithm changes and market saturation.
• Quality vs. Quantity: There’s a risk of diluting content quality in the pursuit of higher traffic, leading to issues like clickbait and fake websites, which can tarnish brand reputation.

Conversion-Driven Business Models

Characteristics: Conversely, conversion-driven businesses focus on turning visitors into customers, email subscribers, or leads. Their success metrics revolve around conversion rates and the quality of interactions rather than just the number of clicks.

Strategies: Kate emphasizes the importance of optimizing funnels and improving conversion rates. She mentions collaborating with experts like Shalisha from Banyan Agency, who provided insights into enhancing email and text marketing strategies that drive conversions (19:45).

Notable Insights:

• Focused Metrics: Conversion-based businesses track specific actions like sales, subscriptions, and lead generation.
• Long-Term Relationships: This model fosters repeat business and sustained customer relationships, as opposed to the fleeting interactions typical of volume-driven approaches.

Hybrid Models

Kate acknowledges that businesses can adopt a hybrid approach, balancing both volume and conversion strategies. She cites Costco as an example, explaining, “the Costco model of selling liquor specifically is a high volume with a very low profit margin” (30:15). This illustrates how combining high traffic with effective conversion techniques can create a sustainable business model.

Pinterest Strategies for Different Models

Volume-Driven Strategies: For those prioritizing volume, Pinterest marketing strategies should focus on maximizing reach and visibility. This includes:

• Creating diverse and frequent content to attract a broad audience.
• Leveraging trending keywords and hashtags to enhance discoverability.
• Investing in Pinterest ads to amplify traffic despite AI-driven changes affecting organic reach.

Conversion-Driven Strategies: Conversely, conversion-focused strategies on Pinterest involve:

• Designing pins that lead directly to high-converting landing pages.
• Utilizing compelling calls-to-action (CTAs) to guide users towards desired actions like subscribing or purchasing.
• Analyzing Pinterest analytics to understand which content drives the most conversions and iterating accordingly.

Kate's Insights and Personal Model

Kate shares her own business model, which leans primarily toward conversions with a supplementary focus on volume for brand awareness. She explains, “I'm looking at how many email subscribers we're getting per month. I'm looking at how many sales we're getting” (45:20). This balanced approach allows her to maintain a steady influx of new customers while also ensuring that her outreach efforts generate tangible business results.

Conclusion and Next Steps

Kate wraps up the episode by reiterating the importance of identifying whether your business model is volume-driven, conversion-driven, or a hybrid of both. She encourages listeners to:

• Evaluate Their Current Model: Understand where your business stands and what your primary goals are.
• Align Pinterest Strategies Accordingly: Adopt marketing tactics on Pinterest that support your specific business objectives.
• Stay Adaptable: Be prepared to adjust strategies as the digital landscape, especially SEO and AI integration, continues to evolve.

She also teases an upcoming three-part series on troubleshooting images, keywords, and content on Pinterest, aimed at helping listeners enhance their marketing effectiveness.

Notable Quotes

• "If you're not aiming for something, then you're aiming for nothing." – Kate Ahl (00:00)
• "With AI websites being spun up, traffic is less and less." – Kate Ahl (08:30)
• "The Costco model of selling liquor specifically is a high volume with a very low profit margin." – Kate Ahl (30:15)
• "I'm looking at how many email subscribers we're getting per month. I'm looking at how many sales we're getting." – Kate Ahl (45:20)

Final Thoughts

This episode serves as a crucial guide for business owners navigating Pinterest marketing, offering clarity on how to align their strategies with their overarching business goals. Whether you’re striving for higher traffic or aiming to increase sales, Kate Ahl provides actionable insights to enhance your Pinterest marketing efforts effectively.

For more detailed Pinterest marketing advice, visit simplepinmedia.com.