Episode Summary: "How to Set Goals for Pinterest Marketing"
Released on April 29, 2025, on the Simple Pin Podcast hosted by Kate Ahl, this episode delves into the crucial aspect of setting effective goals for Pinterest marketing. Through an engaging discussion between Kate, the co-host, and a guest, listeners gain actionable insights into establishing, tracking, and adjusting Pinterest marketing objectives to drive business success.
1. Importance of Setting Goals in Pinterest Marketing
Kate Ahl opens the discussion by emphasizing the significance of revisiting and setting clear goals for Pinterest marketing. She notes that as both the platform and businesses evolve, so should their marketing strategies and objectives.
Kate Ahl [00:21]: "Platforms change, our businesses change, who we're targeting changes. So I recommend you touch base with your goals at least one time per year."
The co-host echoes this sentiment, highlighting that whether you're new to Pinterest or a seasoned marketer, goal-setting remains essential to ensure alignment with evolving business needs.
2. Understanding Pinterest's Growth and Potential
The conversation shifts to the current state of Pinterest, underscoring its rapid growth and the opportunities it presents for businesses.
Co-Host [00:58]: "Just last quarter they reported 553 million active users and the growth isn't stopping."
Kate adds that despite some skepticism, many businesses are successfully leveraging Pinterest for sales and lead generation.
Kate Ahl [01:06]: "From making sales to getting more leads on their email list, businesses are seeing that Pinterest is making a difference."
However, they also address common frustrations, where some users feel discouraged due to perceived slow progress on the platform.
3. The Long-Term Nature of Pinterest Marketing
A significant portion of the discussion focuses on setting realistic expectations. Kate and her co-host stress that Pinterest should be approached as a long-term investment rather than a platform for instant gratification.
Kate Ahl [05:32]: "Pinterest is a long game. It takes time to build momentum and doesn’t provide the immediate dopamine hits that platforms like Instagram or TikTok do."
They reference a study by Danny from Tailwind, analyzing over a million pins, revealing that the median lifespan of a pin is 13 months. This statistic reinforces the idea that success on Pinterest requires patience and consistent effort.
Co-Host [07:38]: "The shelf life of a pin is 13 months. So if you are expecting really great things to happen at the three-month mark, you're not even at like the median age of a pin."
4. Types of Pinterest Marketing Goals
Kate outlines three primary categories of Pinterest marketing goals: Traffic, Engagement, and Conversion.
a. Traffic Goals
Driving traffic to a website is a fundamental objective for many businesses on Pinterest. Kate uses a personal example to illustrate this point.
Kate Ahl [09:10]: "I am searching almost daily for really great ideas to build a awning for the back of our porch... I will click on people's pins because I want to see how they did it."
She advises setting incremental traffic goals based on previous performance or starting with modest targets if new to Pinterest.
Kate Ahl [10:37]: "If you've not done any marketing on Pinterest and you are just starting cold, what you could say is that my goal in using Pinterest is to increase traffic to my website, which means by month 3, 6, and 9, getting 100, 200, 300 sessions from Pinterest."
b. Engagement Goals
Engagement metrics such as pin saves, clicks, and comments indicate how users interact with content. The co-host emphasizes the importance of these metrics in assessing the effectiveness of Pinterest strategies.
Co-Host [13:07]: "The number one metric that Pinterest looks at is saves."
Kate shares her personal experience with pin saving as a way to organize ideas and gauge interest.
Kate Ahl [13:15]: "I have saved 200 pictures or 200 pins of awnings... but I want to prep now."
Setting specific engagement goals helps in tracking progress and maintaining motivation.
c. Conversion Goals
Conversion goals focus on tangible business outcomes like sales, email sign-ups, or service bookings. Kate stresses the importance of understanding what constitutes a conversion for your business and setting achievable targets.
Co-Host [14:08]: "You want to make more sales or you want to have more email signups, whatever it is."
5. Implementing SMART Goals
To ensure goals are effective, Kate introduces the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound. This approach transforms vague intentions into concrete objectives.
Kate Ahl [14:33]: "Instead of saying I want more Pinterest traffic, I want to grow my monthly Pinterest-driven websites from 5,000 to 7,500 within the next six months."
She shares a personal example of setting a SMART goal for Google reviews, illustrating the process of breaking down a large objective into manageable milestones.
Co-Host [15:13]: "I want to increase my Google reviews to 50 this year... we broke it down by quarter."
Kate advises against setting overly ambitious targets prematurely, recommending incremental progress to avoid burnout and discouragement.
Kate Ahl [16:37]: "Aim for small goals that you can reach... being specific not only helps you stay on track but also prevents getting too ahead of yourself and potentially getting discouraged."
6. Tracking and Adjusting Goals
Effective goal-setting doesn't end with establishing objectives; it requires diligent tracking and the flexibility to adjust strategies as needed. Kate and her co-host discuss practical methods for monitoring progress.
Kate Ahl [16:52]: "Pinterest analytics is a great place to start."
They recommend using Pinterest Analytics for businesses, emphasizing its importance in understanding performance metrics like impressions, saves, and outbound clicks.
Co-Host [17:07]: "With that business account, you get Pinterest Analytics. It's magical."
Kate shares her personal tracking method, utilizing a simple spreadsheet to log monthly analytics and note any strategic adjustments.
Kate Ahl [17:37]: "I use a spreadsheet and I put them all in there... I look at all of my analytics and I make notes about any adjustments that I've made."
The co-host concurs, advocating for simplicity to maintain consistency without overwhelming oneself.
Co-Host [19:00]: "I like keeping track of it in a basic spreadsheet... when people make it complicated, they actually slow down their progress."
When results indicate that certain strategies aren't working, Kate advises making single, deliberate changes rather than overhauling multiple aspects at once.
Kate Ahl [19:23]: "If something's not working, change one thing. Don't change 10."
She shares a personal anecdote about refining her LinkedIn strategy through consultation, demonstrating the value of seeking targeted support when needed.
Kate Ahl [21:07]: "If that is you when it comes to Pinterest, find the path that has the least resistance, that gets you to success quicker and gets you to reaching those goals that you have with your Pinterest marketing."
7. Final Thoughts and Encouragement
In closing, Kate and her co-host encourage listeners to embark on their Pinterest marketing journey with well-defined, realistic goals. They highlight the importance of patience, consistent tracking, and adaptability in achieving long-term success on the platform.
Co-Host [21:32]: "Start small, track your progress and adjust as needed."
Kate reiterates the value of community support and invites listeners to connect through various platforms for additional assistance.
Kate Ahl [22:07]: "If you ever have any questions, simply scroll down below in the podcast app or here on YouTube and you can connect with us. And we would love to help you."
Conclusion: This episode offers a comprehensive guide to setting effective Pinterest marketing goals, blending personal experiences with practical advice. By adopting the SMART framework, leveraging Pinterest Analytics, and maintaining a flexible strategy, businesses can harness the full potential of Pinterest to drive traffic, engagement, and conversions over time.