← Simple Pin Podcast: Simple ways to boost your business using Pinterest
Simple Pin Podcast: Simple ways to boost your business using Pinterest
Kate's Take: Quick thoughts on Pinterest marketing #14
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Foreign. Welcome back to another episode of the Simple Pin podcast. This is Kate's take number 14. When the Pinterest account is having a hard time, here's how we handle it. So not every Pinterest account is a dream to manage. And I'm going to talk about two client accounts that really have presented challenges for us this last year and what we've done to kind of overcome those challenges. So in Kate's take number 13, I shared a client win that felt really good to talk about. Great content, collaborative team, year over year growth. Today I want to flip that and get really honest with you about the other side of what it looks like to manage for Pinterest accounts that are tough because not every account is a dream setup. Some accounts are genuinely hard, and I think it's worth talking about what that looks like and what we actually do about it. So there are two client accounts that we manage, both in the travel niche, and they are similar, but different. So as I describe this, I want you to be thinking about how these challenges might be present in your Pinterest marketing and what you can do to change it up. So here's the core challenge with both of these accounts. Neither client creates new content consistently, and Pinterest favors fresh new content now. No shade on them for not being able to create new content. Creating content and new content is hard, as some of you may have noticed. I took the summer off from creating new podcasts and creating new YouTube videos. I've just been doing Kate's take because it takes a lot of creative energy. And for travel, you have to be in the right place at the right time. So. So I want to caveat that. Which we're not frustrated at them, but it presents a challenge for us. But we totally understand why they're not creating content. So one of them has published two new URLs, so two new blog posts in the 10 months that they've been with us. The other has been with us for two years and kind of recycles the same URLs. She'll update blog posts, which we appreciate, but there's nothing like new coming in. And neither of them are creating video pins. Both clients are in very specific subniches within travel. And that specificity. Specificity, I can't say that right. That spec. Specificity, I'll give up. You get what I'm saying is actually a strength from a Pinterest standpoint. So making your content more specific is actually good and it matches their content with what is on Pinterest, right? So there's a real trending element to it. But if you're not creating new content, you can't kind of lay hold of those new trends. So for us, the challenge is yes, their content is specific, but no, it's not actually matching trends, which makes it difficult to plug in what they have into something that's come up in the trends report. So we have to find the angle. Here's another layer we can't pin directly from either of their websites, so we're working entirely from images our team is creating for them. So that's the hand we're dealt. Here's what we do with it. First, we keep the pin volume low. You don't want to be pinning 15 to 20 times a day with these types of accounts, you're going to go low talk five to seven pins per day. When you don't have much new content to work with. There's no point inflating the numbers artificially. Quality and intentionality matter more here. Then we ask ourselves one question every single session. What could we add that Pinterest would consider new? And here's what that looks like in practice. One, we write fresh pin description for repins. Same image, new description. We do use AI to help us with this, and that's been a real workflow saver. But we're also double checking this to make sure it doesn't sound crazy before we pin it to Pinterest. So pin Pinterest sees us differently. It gives us a way to keep things moving without needing brand new content. Second, we create new boards as often as we can based on what we're seeing in Pinterest Trends, specifically the Growing Trends section. Because these clients are so niched down, we sometimes have to get really creative. We might go broader with a board title and then niche down in the description to find the connection where we can. For newer or smaller boards, we take a curated approach that I've Talked about before. One image per URL, no repeats until the board hits 100 pins. Then we add sections and create a new board. So I said something just then that some of you may be going Kate, have you talked about this before? I've talked about it a little bit in our SPM Insiders community. Not as much here on the podcast I do have a whole you like YouTube video and podcast about boards and sections. I'll link that below in the description. We've also lean hard into seasonality. Pinterest is a seasonal platform and that's one lever we can always pull, regardless of how much content we have. We try to guide both clients each month on which URLs to prioritize based on what's trendy. Sometimes they take us up on it, sometimes they don't. But we keep making the recommendation. And for one of the accounts, because she's a little more flexible, we'll sometimes pull in outside content from the top of the home feed on relevant trending topics and pin it to the related board. Keeps that profile active and signals to Pinterest that this account is actually engaged. Is all of this moving the needle forward in the way a content rich account would? No. But here's the honest truth. We have glimmers of forward progress and at times even year over year, growth in Pinterest sessions is everything we're experimenting with. Combined, probably. And I'll take it. It's a little bit more of a guessing game with these types of accounts. Here's what I want you to take away today. Pinterest works best when there's fresh content to fuel it. If you're a business owner and you're not seeing the results you want, the first question worth asking is how much new content am I actually giving Pinterest to work with? That's where it starts. The strategy matters, but the content is the fuel. If you want to walk through what Pinterest management could look like for your business, maybe you need to get that off your plate so you can create content. Scroll down below and you will see simplepin media.com you can book a discovery call with our team. If you still want to stay close to what you're doing with Pinterest, you don't have the finances to hire out right now. Join SPM Insiders. I do a monthly coaching call. In there. We evaluate accounts, we give feedback. We just did something in June where we gave feedback on images. It's a really powerful community. If you're looking for authentic, thoughtful conversation around Pinterest, you can scroll down below to click that link. It's SPM Insiders, so we would love to have you join us. Alrighty, that's it. We'll talk to you soon in Kate's take the next time.