ºÚÁÏÃÅ

Jesse andÌýRichie dive deep into Pinterest andÌýhow e-commerce sellers can connect their store toÌýthis huge source ofÌýpotential customers. They talk with Pinterest’s Mandy RosenthalÌý— Partnerships Manager responsible forÌýe-commerce integrations.

Show Notes

• Pinterest asÌýaÌývisual search engine where people find inspiration
• People use Pinterest toÌýfind things they aspire toÌýbuy
• Pinterest Business Account
• Connect theÌýconversion tag
• Product feeds andÌýcatalog tools
• Shoppable Pins
• Organic Presence, Lifestyle photography, Pinterest algorithm
• Advertising OptionsÌý— Shopping Ads
• Free $100Ìýpromotion

Transcript

Jesse: Hello, Richie. How are ya?

Richard: ±õ³Ù’s good. ±õ³Ù’s Friday. How could weÌýbeÌýdoing anything? IÌýalways feel weird saying that it’s Friday forÌýus. But you’d beÌýlistening toÌýthis onÌýaÌýMonday, Sunday, Tuesday.

Jesse: No, IÌýthink people are waiting forÌýthis download toÌýtheir phone, andÌýit’s Friday. They’re like: “Where’s Jesse andÌýRich?” inÌýcase we’re late.

Richard: OfÌýcourse. SoÌýready forÌýtheir happy hour.

Jesse: Yeah, it’s probably Friday everywhere. Awesome. ±õ³Ù’s another good day because weÌýget toÌýtalk about one ofÌýour favorite platforms today. For listeners out there orÌýviewers, ifÌýyou’re onÌývideo, weÌýtalk about aÌýlot ofÌýdifferent platforms here, andÌýweÌýdoÌýthat because IÌýthink everybody needs toÌýfind theÌýperfect thing forÌýthem, right? Like maybe podcasting isÌýperfect forÌýyou, orÌýmaybe it’s YouTube, maybe it’s Instagram, Facebook, all ofÌýtheÌýplatforms. But IÌýthink forÌýeverybody, weÌýtalk about really wanting toÌýfocus inÌýonÌýone when you find theÌýright one forÌýyou. And soÌýnot toÌýjump toÌýtheÌýclose here. But IÌýthink forÌýPinterest that might beÌýtheÌýperfect one forÌýaÌýlot ofÌýpeople. Rich, IÌýknow you’re aÌýPinterest fan, asÌýwell.

Richard: Yeah, IÌýlove it. ±õ³Ù’s always anÌýinteresting hybrid when we’re doing these shows, because weÌýalways want toÌýdoÌýthings that give interesting information forÌýºÚÁÏÃÅ users. But atÌýtheÌýsame time, IÌýwant toÌýlearn more too. (laughing)

Jesse: IÌýsee you got aÌýcomputer there. There’s aÌýnotebook. SoÌýyeah, we’ll beÌýtaking notes ourselves. There are transcripts. WeÌýhave theÌýtranscripts onÌýecwid.com/blog/podcast. WeÌýdon’t actually have toÌýtake notes. But yeah, I’m curious forÌýmyself, love Pinterest. IÌýthink that you get people inÌýtheÌýright frame ofÌýmind where they don’t know what they want toÌýbuy yet. They’re not ready toÌýpick out aÌýcertain product, but they’re looking, it’s like aÌýwishlist orÌýaÌýpinboard. For e-commerce listeners, which IÌýknow you’re anÌýe-commerce listener, give Pinterest some serious consideration. IÌýthink it’s aÌýhidden gem ofÌýtheÌýbig platforms out there. We’re going toÌýdoÌýaÌýdeep dive today. ±õ³Ù’s not just theÌýJesse andÌýRich show today. We’re bringing onÌýanÌýexpert from Pinterest. Let’s bring her on. WeÌýhave Mandy Rosenthal, andÌýshe’s theÌýPartnerships Manager specializing inÌýe-commerce integrations. Mandy, how are ya?

Mandy: HiÌýguys. I’m good. How are you?

Jesse: Fantastic.

Richard: Great, thanks.

Jesse: Yeah, asÌýyou heard, we’re excited toÌýhave you on. WeÌýwant toÌýpick your brain onÌýall things Pinterest, andÌýweÌýkind ofÌýunderstand what Pinterest is. We’ve had aÌýlittle bit ofÌýPinterest information onÌýtheÌýpodcast before, but let’s hear itÌýfrom theÌýreal Pinterest story. What isÌýPinterest inÌýyour mind?

Mandy: Yeah, that’s aÌýgreat question. And thank you all just soÌýmuch forÌýhaving meÌýon. IÌýthink this isÌýaÌýreally nice opportunity toÌýtalk about how businesses ofÌýanyÌýsize andÌýmerchants ofÌýanyÌýsize can leverage our platform andÌýleverage Pinterest toÌýreach aÌýnew audience. AÌýlot ofÌýpeople use other platforms toÌýachieve things like ROI, etÌýcetera. You can doÌýthose same things onÌýPinterest. SoÌýbasically how weÌýdefine theÌýplatform isÌýit’s aÌývisual discovery platform andÌýwhat that means, orÌýaÌývisual search engine, because people are coming through theÌýplatform toÌýbeÌýinspired. WeÌýconsider ourselves aÌýhome ofÌýinspiration. And what isÌýinspiration? IÌýthink that’s aÌýdifficult word forÌýpeople toÌýdefine, but inspiration isÌýyou see something, andÌýitÌýbrings you joy. ItÌýhits that note inÌýyour mind ofÌý“Oh yeah, that’s what I’m looking for.” Because people don’t always necessarily know how toÌýdescribe theÌývision that they have, soÌýour platform, Pinterest, isÌýavailable forÌýpeople toÌýreally craft andÌýshape their plan. People are coming toÌýtheÌýplatform when they’re really considering what toÌýdoÌýorÌýtoÌýbuy next.

Jesse: Okay, IÌýheard what toÌýdoÌýorÌýwhat toÌýbuy next. And soÌýforÌýe-commerce listeners out there, ifÌýyou want toÌýbeÌýpart ofÌýthat consideration set, Pinterest isÌýprobably aÌývery good place because people spend aÌýlot ofÌýtime scrolling through their phones. ±õ³Ù’s more ofÌýaÌýmobile than aÌýdesktop thing right now. But yeah, people are looking forÌýinspiration andÌýultimately things toÌýbuy.

Mandy: Yeah, IÌýthink that “buy next piece” isÌýreally important because they don’t know what toÌýbuy forÌýdinner. They don’t know what they’re going toÌýcook that night. They don’t know what they’re going toÌýwear toÌýtheir upcoming holiday party. SoÌýthey goÌýtoÌýPinterest toÌýsearch forÌýthose things. And people, when they come toÌýPinterest, they’re searching like one toÌýthree-word search queries. SoÌýweÌýlook forÌýreally broad, strong keywords. And ifÌýyou are aÌýbusiness andÌýyou’re advertising organically, have anÌýorganic presence onÌýPinterest, then you ultimately become part ofÌýtheÌýpinners plan because people are coming toÌýPinterest months inÌýadvance before they know what they want toÌýdo. For example, IÌýmoved into myÌýapartment inÌýAugust. IÌýwas already planning months prior onÌýhow IÌýwanted myÌýbedroom toÌýlook, how IÌýwanted myÌýliving room toÌýlook, etÌýcetera. IÌýwas using Pinterest. IÌýsearched forÌýaÌýmid-century modern living room decorÌý— pretty broad search terms. IfÌýyou are aÌýbusiness andÌýyou have mid-century modern furniture, itÌýbehooves you toÌýbeÌýonÌýtheÌýplatform because once you do, that pinner isÌýgoing toÌýrealize: “Oh cool, this brand has that mid-century couch IÌýwas looking for. Great. I’m going toÌýpin that toÌýmyÌýboard.” And then when they actually goÌýtoÌýexecute onÌýtheir planÌý— “buy,” you will beÌýinÌýtheir frame ofÌýmind. You will beÌýatÌýtheÌýtop ofÌýtheir list. SoÌýit’s really aÌýgood way toÌýget into theÌýmindset ofÌýtheÌýpainter when they’re really early onÌýinÌýtheir decision making.

Jesse: Great. And you mentioned, pinning toÌýtheir board, forÌýpeople that used Pinterest, maybe you can describe that aÌýlittle bit more? ±õ³Ù’s great ifÌýyou understand, forÌýtheÌýpeople that are like, what theÌýheck isÌýPinterest?

Mandy: Honestly, theÌýway that IÌýlike toÌýdescribe this isÌýitÌýisÌýaÌýdigital bulletin board. Remember back inÌýtheÌýday, used toÌýrip out pages ofÌýmagazines ofÌýcool stuff that you wanted toÌýdoÌýorÌýcreate your own vision board, andÌýthen you pin itÌýonÌýaÌýbulletin board. You walk byÌýitÌýevery day, andÌýyou say: “Yeah, I’m going toÌýdoÌýthat. I’m going toÌýbuy that.” ±õ³Ù’s essentially aÌýdigital version ofÌýthat. Our mission isÌýtoÌýinspire people toÌýcreate aÌýlife that they love. ByÌýgiving them aÌývisual platform, aÌývisual board ofÌýwhat toÌýdo, itÌýjust helps them beÌýreminded daily. And soÌýtheÌýboards can beÌýcategorized. IÌýhave aÌýboard forÌýlike IÌýsaid, living room decor. IÌýhave aÌýboard forÌýpottery; IÌýhave aÌýboard forÌýart; IÌýhave aÌýboard forÌýrecipes. You can categorize them toÌýframe andÌýorganize exactly what you want toÌýdo.

Richard: ±õ³Ù’s interesting asÌýyou were describing that, IÌýnot only heard you talking about inspiration andÌýthat came out aÌýlot, right? Inspire, inspire. But it’s almost toÌýyour comment about theÌývision board; it’s almost aspirational too. SoÌýit’s this thing that they want toÌýaspire toÌýbecome orÌýone day they will get, andÌýthat doesn’t sound like anything like anyÌýofÌýtheÌýother platforms. That’s what’s happening only right now. And I’m sure there are plenty ofÌýpeople who are enjoying itÌýright now forÌýnow andÌýbuying stuff right now. But itÌýreally sounds like aspirational toÌýthis thing you’re looking forward toÌýbuying, orÌýinÌýyour case, you’re almost building out all theÌýthings that you would like your apartment toÌýlook like. SoÌýwhen you actually goÌýtoÌýmove into your apartment, now it’s time toÌýgoÌýback toÌýthat board, andÌýyeah, you might start clicking andÌýbuying.

Mandy: Exactly. Yeah. ItÌýisÌýaspirational because weÌýshould have dreams, right? WeÌýall have dreams. IÌýdon’t really think there are other platforms out there that are really very personal, andÌýthat’s really why weÌýdon’t consider ourselves aÌýsocial media platform. Social media platforms are really about seeing what others are doing, keeping tabs onÌýyour network, seeing where your friends are doing, which isÌýgreat. But Pinterest isÌývery personal. ±õ³Ù’s all about you andÌýimproving your life. ±õ³Ù’s not necessarily about seeing what others are doing. Yes, you can plan parties together with people onÌýPinterest ifÌýyou’re inÌýaÌýgroup, andÌýyou need toÌýdesign things together, ofÌýcourse. But atÌýtheÌýend ofÌýtheÌýday, it’s really about yourself andÌýmaking your life theÌýbest life. SoÌýit’s aÌývery happy place onÌýtheÌýinternet.

Jesse: There are not many happy places onÌýtheÌýinternet, soÌýthat’s good toÌýhear. Yeah, it’s good. And you generally don’t take aÌýpicture ofÌýyour current living room andÌýpost it. You’re like, well, that’s myÌýcouch. Here’s myÌýliving room. But with that new couch andÌýaÌýnew vase andÌýaÌýlamp over there, that’s theÌývision. And ofÌýcourse forÌýe-commerce, sometimes ifÌýthere’s aÌýlink toÌýaÌýwebsite andÌýyou sell that particular vase orÌýlamp, that’s gold, right? For e-commerce listeners, how can they get started? Besides spending their time looking atÌýPinterest, how can they get started posting onÌýPinterest andÌýbeing onÌýPinterest?

Mandy: Absolutely. SoÌýfirst andÌýforemost, get aÌýPinterest business account. ±õ³Ù’s free. You can goÌýtoÌýpinterest.com andÌýmake anÌýaccount today. IÌýhave anÌýaccount, super easy toÌýdo. SoÌýfirst, toÌýdoÌýthat, andÌýthen with our partnership with ºÚÁÏÃÅ, you can actually get theÌýconversion tag that’s generated from your Pinterest business account andÌýhave that really easily put onÌýyour site hosted byÌýºÚÁÏÃÅ. And that tag isÌýgoing toÌýallow you toÌýbuild audiences essentially. SoÌýyou can track their actions ofÌýanÌýadÌýwhen they added something toÌýcart orÌýcompleted aÌýcheckout, start toÌýcheckout, etÌýcetera. SoÌýthen you can eventually retarget them later onÌýPinterest. IÌýwould get theÌýbusiness account, get theÌýtag set up, andÌýthen let’s get your products onÌýPinterest. SoÌýthere’s aÌýcouple ofÌýways toÌýdoÌýthat. IfÌýyou’re aÌýbusiness, you have tens ofÌýthousands ofÌýskews. You’re not going toÌýgoÌýone byÌýone individually. You can, you definitely can. But forÌýaÌýmore automatic andÌýscalable way, weÌýwould recommend you take your product feed andÌýthen use theÌýCatalogs tool, Catalogs with theÌýcapital C.ÌýUse our Catalogs tool toÌýautomatically push your entire product catalog toÌýPinterest, where they automatically get generated into product pins. SoÌýaÌýproduct pin essentially takes theÌýimage, theÌýdescription, theÌýcategories, all theÌýinformation you put inÌýtheÌýfeed, itÌýturns itÌýinto aÌýpin, andÌýthen you can promote itÌývia aÌýshopping app onÌýPinterest. SoÌýit’s aÌýsuper seamless way toÌýtake itÌýfrom feed toÌýpin, toÌýtake your product forÌýyou toÌýmake them into inspirational, actual shoppable pins really quickly.

Jesse: SoÌýI’m gonna doÌýaÌýlittle recap forÌýeverybody out there because there’s aÌýlot ofÌýinformation. But byÌýtheÌýway, I’ve done all this stuff. ±õ³Ù’s actually very easy. SoÌýbusiness account, yeah, you just say you want toÌýcreate aÌýbusiness account. When you goÌýtoÌýPinterest, you don’t need toÌýprove your business. You just sign upÌýforÌýaÌýbusiness account. ±õ³Ù’s very, very simpleÌý— theÌýpixel. SoÌýforÌýregular listeners out there, we’re talking about adding theÌýtag, adding theÌýpixel. WeÌýalways say that because you should always doÌýthat. ±õ³Ù’s very, very simple that we’ve built theÌýintegration into ºÚÁÏÃÅ forÌýPinterest. SoÌýit’s literally like aÌýclicker too. And you have this tracking pixel, which will track traffic, create audiences. Super easy. Don’t beÌýscared ofÌýtheÌýword pixel orÌýtracking orÌýtag. ±õ³Ù’s very simpleÌý— theÌýproduct feed. There’re product feeds inside ofÌýºÚÁÏÃÅ. Sometimes that takes one orÌýtwo shots toÌýmake itÌýwork andÌýfigure out what’s going onÌýthere. But don’t let that stop you. ±õ³Ù’s very simple.

Mandy: And weÌýhave aÌývery easy template. WeÌýhave aÌýreally easy template toÌýfollow. You can download itÌýfrom our help site. ItÌýjust has all theÌýcolumns there forÌýyou. Some are required, some are optional, super easy toÌýfollow.

Jesse: IÌýagree. IÌýdon’t want people toÌýget scared byÌýanyÌýofÌýthose steps. Like those are all pretty easy steps. IfÌýyou just sit down andÌýfocus forÌýlike aÌýfew minutes, you will, you’ll get this done. You could always hit upÌýºÚÁÏÃÅ support, asÌýwell. They’re gonna help you, work you through anyÌýissues you have orÌýanyÌýquestions. SoÌýbut then once you have all this stuff done, now you’re unlocking theÌýpower ofÌýPinterest andÌýtheÌýdifferent advertising options. And then IÌýthink you mentioned too, soÌýthese products, all your products are now onÌýPinterest andÌýavailable asÌýpins. There’s aÌýlot ofÌýstuff you can doÌýorganically with that asÌýwell. What can you doÌýthere?

Mandy: Absolutely. You can have anÌýorganic presence andÌýaÌýpromoted presence onÌýPinterest. WeÌýrecommend you have both because organic presence honestly helps you build trust with theÌýpinner, with theÌýconsumer, andÌýthen obviously aÌýpromoted andÌýpaid media presence. ItÌýmeans that you’re able toÌýtarget specific audiences andÌýhelp drive home campaign objectives forÌýit. From anÌýorganic perspective, weÌýdefinitely recommend that, first andÌýforemost, theÌýimages that you’re uploading forÌýyour products align with everyday life decisions. Like what nail polish amÌýIÌýgoing toÌýwear? What amÌýIÌýgonna cook forÌýdinner tonight? What amÌýIÌýgoing toÌýwear tomorrow toÌýseasonal moments? What’s myÌýHalloween costume? What’s myÌýholiday party gonna look like? Because when weÌýsee that, when pinners see images ofÌýpeople using theÌýproduct, they’re able toÌývisualize themselves better using itÌýthemselves. WeÌýreally recommend that. And then really use broad search terms andÌýbroad keywords when you are uploading your feed. IÌýthink IÌýwas saying earlier; around 72% ofÌýsearches onÌýPinterest just use one toÌýthree queries. Really make sure they’re using broad keywords andÌýthen frequently ifÌýyou’re doing this organically, weÌýwant toÌýmake sure that you are pinning consistently because our algorithm favors fresh content andÌýtheÌýmore you pin, theÌýmore algorithm isÌýable toÌýbetter learn about what’s working best andÌýwho your product isÌýresonating better with. Definitely infrequently forÌýorganic.

Jesse: That’s great. Now I’ve got aÌýcouple ofÌýquestions here. IÌýknow Rich isÌýprobably chomping atÌýtheÌýbit here with aÌýcouple asÌýwell, going toÌýdive into that. But yeah, usually your product pictures, they’re fine, but they’re usually not lifestyle images that you talked about. You mentioned forÌýrecipes; when you’re cooking aÌýrecipe, this isÌýmore ofÌýanÌýaction photo rather than here’s aÌýpicture, aÌýstock ofÌýcelery. That’s not exciting with aÌýwhite background andÌýcelery.

Mandy: Delicious. (laughing)

Jesse: ToÌýdescribe that aÌýlittle bit more, soÌýyou’re cooking soup, you’re providing lifestyle shots. How can you connect that toÌýe-commerce? These are lifestyle photos, but how doÌýweÌýconnect toÌýe-commerce? WeÌýwant pins, weÌýwant all theÌýsocial bonuses, but really weÌýwant sales, right? How doÌýyou connect that one?

Richard: I’m going toÌýadd toÌýthis, soÌýpause your answer forÌýaÌýsec. IÌýdon’t think he’s saying literally, weÌýknow you can just put aÌýlink, andÌýit’ll goÌýtoÌýaÌýproduct, but inÌýaÌýway that has aÌýflow, that doesn’t seem like aÌýstrange transition. SoÌýforÌýexample, orÌýactually weÌýhave someone, Kent Rawlins, heÌýdoes like barbecue. He’s cowboy cooking out onÌýtheÌýзrairie. But heÌýsells theÌýseasoning. HeÌýwould beÌýshowing aÌýpicture ofÌýtheÌýfinished product, but isÌýthere aÌýway toÌýhave itÌýflow toÌýwhere itÌýmakes sense when they land onÌýaÌýblog post, andÌýthen it’s theÌýseasoning, orÌýisÌýitÌýstrange toÌýjust have itÌýgoÌýtoÌýtheÌýseasoning?

Mandy: Yeah, that’s aÌýgreat question. No, it’s not strange toÌýhave itÌýgoÌýtoÌýtheÌýseasoning. IÌýthink what’s really important isÌýfirst having theÌýpinner understand what you’re trying toÌýpromote orÌýwhat you’re trying toÌýsell within that initial pin. Like you said, just having aÌýphoto ofÌýaÌýbottle ofÌýseasoning. Yeah, sure. That’s going toÌýget theÌýpoint across. You’re selling seasoning, but inÌýorder toÌýget people toÌýresonate with them more andÌýactually get them toÌýpurchase aÌýproduct, have aÌýphoto with someone using theÌýseasoning when they put itÌýonÌýaÌýsteak andÌýthen have theÌýproduct shot next toÌýit. WeÌýalso work with aÌýlot ofÌýcreative partners that can help take your existing creative andÌýoptimize it. SoÌýweÌýcan really drive home that message ofÌýwhat you’re trying toÌýget across toÌýthat pinner. Then when they click onÌýtheÌýpin, they can beÌýdriven directly toÌýyour seasoning website toÌýbuy theÌýproduct. You could also have them drive toÌýaÌýblog post. ±õ³Ù’s whatever you’re trying toÌýdo. IÌýimagine you’re trying toÌýmake some sales, soÌýyou would drive toÌýtheÌýretailer site orÌýyour business site toÌýmake that purchase.

Jesse: Would that beÌýtheÌýexample ofÌýusing theÌýword shoppable pins. IÌýwant toÌýrepeat that forÌýSEO purposes asÌýwell. SoÌýtheÌýshoppable pin, isÌýthat where itÌýcan beÌýaÌýlifestyle shot andÌýthen there’s theÌýlink toÌýtheÌýretail store from that?

Mandy: Absolutely. Yeah, because you know, theÌýproduct image onÌýaÌýwhite background shot, that’ll doÌýtheÌýtrick. But ifÌýyou want better performance, weÌýwould really recommend aÌýlifestyle shot. And that’s because weÌýcan make anyÌýpin shoppable. That’s just going toÌýmake itÌýperform better. Our goal isÌýtoÌýhave every single pin beÌýshoppable. That isÌýtheÌýgoal because weÌýare theÌýhome ofÌýshopping inspiration, andÌýweÌýwant toÌýmake sure that people are going from inspiration toÌýaction really, really seamlessly. You can drive directly toÌýtheÌýsite from that pin.

Richard: IÌýwant toÌýgoÌýback toÌýsomething you said there. ItÌýwas very interesting, andÌýitÌýplayed into that inspiration andÌýaction. Here you are literally taking aÌýpicture ofÌýshaking theÌýseasoning onÌýit. IÌýlike theÌýway that, because you could almost have theÌýfinished look still, but itÌýalmost has like action inÌýtheÌýshot. And I’ve read aÌýlot ofÌýstats. IÌýdon’t remember them exactly right now, but aÌýlot ofÌýthem were inÌýrestaurants when they’re showing action, like here’s theÌýspoon going inÌýandÌýit’s dripping, andÌýyou see theÌýlittle whatever coming back upÌýorÌýcheese hanging. ItÌýseems toÌýinspire people into action even more. But there was something you said; there was another picture next toÌýit. Was that aÌýpositioning?

Mandy: Yeah, you can just take theÌýproduct shots itself andÌýoverlay them onÌýtheÌýimage. IfÌýyou really want toÌýhighlight theÌýactual products you’re selling, you can overlay onÌýtheÌýimage. You can also doÌýtext overlay ifÌýyou want. IfÌýyou have aÌýsale orÌýyou want toÌýencourage them toÌýshop now orÌýbuy now, you can definitely overlay that copy onÌýtop ofÌýtheÌýpin.

Richard: Got it. And doÌýyou have anÌýarea inÌýPinterest where itÌýtalks about that, where someone could learn more about how they could actually get more creative with that?

Mandy: OfÌýcourse weÌýare filled with ideas. OnÌýour business site, weÌýhave our creative best practices andÌýall ofÌýour specs forÌýstatic images andÌývideo pins, asÌýwell. And weÌýalso have aÌýcarousel option where you have aÌýfew different static tunes inÌýone catalog.

Jesse: That’s cool. That’s great. And now I’m reminded ofÌýanother question IÌýhad from previous. This goes back, when you want toÌýpick your favorite platform; itÌýdoes require creating content. SoÌýyou said pin frequently, theÌýalgorithm’s gonna like fresh content, ofÌýcourse. And then sort ofÌýtheÌýtips toÌýpeople listening. This isÌýanother platform where you’re going toÌýneed toÌýtake pictures. You can’t just turn itÌýonÌýandÌýexpect magic toÌýhappen. You doÌýneed toÌýtake theÌýpictures. But these pins live inÌýaÌýlong time. AÌýtweet lasts about 15Ìýminutes, andÌýit’s yesterday’s news.

Richard: IfÌýyou’re lucky.

Jesse: Email, Facebook andÌýInstagram too, they last maybe aÌýday andÌýnobody sees them organically. Every platform has its lifespan ofÌýtheÌýcurrent content. But with Pinterest, you spend theÌýtime toÌýmake aÌýpin, andÌýthat can live onÌýforÌýyears, really. There’s aÌýbig advantage inÌýtaking theÌýtime. You make this lifestyle image andÌýthen ifÌýyou spend aÌýlittle time making theÌýoverlays that Mandy mentioned. You can dress itÌýupÌýaÌýlittle bit, itÌýwill live onÌýaÌýlot longer, andÌýpeople will repin it, andÌýitÌýjust seems toÌýpop back upÌýagain even years down theÌýroad.

Mandy: Yeah, forÌýsure. And that’s because that’s theÌýway that Pinterest works. Anything that you doÌýinÌýyour daily life isÌýgoing toÌýhappen toÌýsomeone else inÌýtheir daily life. Everyone’s got toÌýeat, andÌýeveryone’s got toÌýcook dinner. Christmas comes upÌýevery year. The 4th ofÌýJuly comes upÌýevery year. SoÌýthese seasonal moments inÌýeveryday life decisions happen all theÌýtime. This content isÌýgoing toÌýcontinue toÌýcome upÌýandÌýcontinue toÌýbeÌýrelevant. SoÌýitÌýisÌýdefinitely worth investing inÌýcreative, it’s not like you have toÌýthrow aÌýton ofÌýmoney atÌýthis thing. WeÌýjust want toÌýbeÌýclear that theÌýpinner really demands aÌýhigh-quality experience. And that’s because our platform isÌýsoÌývisual. ±õ³Ù’s all images. And videos that pinners are really looking for. Outside theÌýbox ideas. They’re really looking toÌýbeÌýinspired toÌýget off theÌýplatform andÌýdoÌýthat thing, cook that thing, buy that thing, etÌýcetera. SoÌýgetting inspired byÌýthat image orÌýthat video isÌýreally, really important. And again, asÌýJesse said, it’s gonna live onÌýforÌýlonger than others.

Richard: IÌýhave aÌýquestion since aÌýlot ofÌýºÚÁÏÃÅ users are just getting started, andÌýthey might get worried: “IÌýgotta beÌýdoing this frequently.” IsÌýthere anyÌýadvantage toÌýtaking theÌýtime toÌýdoÌýit? Maybe every, IÌýdunno, I’m making aÌýnumber up. Every 10th pin could potentially beÌýaÌýphoto you’ve taken andÌýalready pinned prior, orÌýdoes aÌýclutter upÌýorÌýhow does itÌýwork?

Mandy: Yeah, you could definitely doÌýthat. The platform isÌýavailable forÌýyou toÌýtest andÌýoptimize andÌýiterates your heart’s content. But weÌýhonestly really recommend doing isÌýthrowing aÌýbunch ofÌýpins out there andÌýthen seeing what works over like aÌýtwo week, four week period, seeing what’s resonating most andÌýtake those other pins down that aren’t working right. There’s noÌýreason toÌýkeep them upÌýthere ifÌýthey’re not working. WeÌýdefinitely recommend you playing around andÌýputting aÌýbunch ofÌýthrowing stuff atÌýtheÌýwall, andÌýthen seeing what sticks andÌýthen you can use our targeting orÌýaudience targeting orÌýkeyword andÌýinterest targeting, demographic, geographic targeting, etÌýcetera, toÌýreally hone inÌýonÌýtheÌýaudience that’s performing best with.

Richard: Are they going toÌýactually get SEO value out ofÌýthis too, with that backlinks toÌýtheir site from Pinterest andÌýthey’re going actually potentially toÌýrank better with those keywords just byÌýusing this? They’re actually getting more than just aÌýpicture out there onÌýaÌýplatform. They’re actually getting SEO value too, itÌýsounds like.

Mandy: Absolutely. WeÌýwould recommend you use SEO strategies forÌýour platform. People are searching onÌýPinterest. SoÌýthere are three ways that aÌýpin can beÌýsurfaced. There’s theÌýhome feed, search, andÌýrelated pins, andÌýIÌýcan quickly goÌýthrough those. First andÌýforemost isÌýhome feed. This isÌýwhat shows upÌýwhen you open upÌýtheÌýapp orÌýopen upÌýtheÌýdesktop. ±õ³Ù’s related toÌýtheÌýinterests that you tagged when you first signed upÌýforÌýtheÌýplatform, but also theÌýpins that you’re engaging with currently atÌýthat time. IfÌýyour pin inÌýaÌýlot ofÌýpottery stuff, you’re going toÌýsee aÌýlot ofÌýpottery. IfÌýnext week you pin aÌýlot ofÌýrecipes, you’re gonna see aÌýlot ofÌýrecipes. Search isÌýsearch, andÌýit’s keyword base. IfÌýyou type inÌýholiday homes decor andÌýyou have, aligned your pins orÌýtag your pins forÌýthose keywords, you’re going toÌýshow upÌýinÌýthose results. And then related pins, it’s really like aÌýrecommended pin. You click onÌýaÌýpin, itÌýgoes into aÌýcloseup, then there’s going toÌýbeÌýall these other pins below itÌýthat look similar toÌýwhat theÌýuser has clicked on. But it’s not exactly theÌýsame. ±õ³Ù’s going toÌýrecommend them toÌýgoÌýtoÌýother pins.

Jesse: Wow. Okay. That’s good stuff. For people listening, most ofÌýwhat weÌýtalked about here are really all onÌýtheÌýorganic side. That means put aÌýlittle time curating, getting your products inÌýthere, taking pictures, pinning. That’s all free toÌýyou. Essentially we’ve talked all free strategies toÌýhelp get traffic toÌýget sales toÌýyour store. Now weÌýdoÌýwant toÌýtalk, andÌýweÌýwant toÌýgoÌýdive deeper. What ifÌýyou want toÌýjumpstart this process, andÌýyou want toÌýadvertise, what kind ofÌýadvertising options does Pinterest have specifically forÌýe-commerce merchants?

Mandy: Yeah, great question. The most scalable advertising solution that IÌýwould recommend isÌýour shopping ad. Our shopping ads are directly related toÌýtheÌýproduct feeds that you upload via catalogs. When you have aÌýproduct feed, asÌýweÌýmentioned, you’re putting inÌýaÌýbunch ofÌýinformation inÌýthere. The price ofÌýyour item, isÌýitÌýinÌýstock, what’s theÌýsize, theÌýcolor, theÌýlink toÌýit, images, yada, yada. And keywords. And what isÌýtheÌýcategory itÌýfalls into. When you push that feed toÌýour platform, weÌýtake all ofÌýthat data, itÌýautomatically turns itÌýinto aÌýpin. SoÌýwhen you run aÌýshopping ad, you don’t have toÌýdoÌýanyÌýtargeting yourself because weÌýalready know theÌýtargeting; weÌýknow theÌýcategories inÌýtheÌýinterest inÌýtheÌýkeywords because you already gave itÌýtoÌýusÌýinÌýyour feed. WeÌýdoÌýall theÌýwork forÌýyou, take your feed, turn them into pins, andÌýthen you promote them via shopping ad. And we’re going toÌýtarget itÌýtoÌýtheÌýright people because weÌýalready know what keywords andÌýinterests relate toÌýthat hat orÌýthose gloves orÌýetÌýcetera. That’s aÌýreally quick andÌýactionable way toÌýget promoted pins onÌýshopping ads onÌýPinterest.

Jesse: Awesome. For people listening, we’ll use anÌýexample ofÌýKent Rollins again because we’ve already talked about them. With Kent Rollins, let’s say they’ve uploaded their product feed already. They have all theÌýpictures, prices andÌýthen like what isÌýit? Cast iron, what doÌýyou call those things? Cast iron. Like aÌýcast-iron pot. IÌýguess that’s probably theÌýname ofÌýtheÌýproduct. ±õ³Ù’s certainly inÌýtheÌýdescription. IfÌýsomebody else isÌýlooking forÌýcast iron, campfire, cooking pot, orÌýsomething like that, basically your adÌý– ifÌýyou’ve done theÌýshopping adsÌý— would show up. SoÌýthat’s interesting, it’s not that hard toÌýcreate these ads. IÌýthink this isÌýtheÌýeasy button type ofÌýadvertising.

Mandy: ItÌýis. And what’s great about our product feeds andÌýcatalogs isÌýthat they also allow you toÌýorganize your products byÌýcategory. ±õ³Ù’s aÌýproduct group. IfÌýyou’re aÌýbusiness, you probably have more than one thing. Let’s say IÌýown aÌýretail store, andÌýIÌýsell clothing. IÌýhave hats andÌýscarves andÌýskirts andÌýpants andÌýall that good stuff. When IÌýwant toÌýrun shopping on, IÌýdon’t want toÌýpromote all ofÌýthose together necessarily. WeÌýhelp you organize them into categories. IÌýput all hat images together. IÌýput all skirt videos together, etÌýcetera. Then you can smartly andÌýstrategically promote your ads.

Jesse: Okay.

Richard: Can you doÌýgeo-targeting toÌýsay you’re aÌýlocal business doing something inÌýaÌýcertain area? Could you just make ads show upÌýtoÌýjust people inÌýyour area?

Mandy: Absolutely. WeÌýhave geo-targeting, demographic targeting ifÌýyou even have your own audience data. Maybe theÌýaudience data that you’ve collected from theÌýPinterest tag that you put onÌýºÚÁÏÃÅ, you can target those audiences, geos, demos, andÌýweÌýhave recommendations forÌýyou too inÌýtheÌýplatform. You’re not just going atÌýitÌýblind.

Jesse: Okay. How about remarketing?

Mandy: Yeah, soÌýagain, ifÌýyou get theÌýPinterest conversion tag put onÌýyour website, this isÌýgoing toÌýbeÌýhuge forÌýyou. The Pinterest conversion tag, itÌýdoesn’t only just show you theÌýactions that people are taking onÌýyour site, but onÌýtheÌýflip side, will show you conversions from matched users. AÌýuser meaning someone that was onÌýPinterest andÌýsaw your adÌýandÌýthen went toÌýyour site andÌýtook action. Maybe they bought your product orÌýadded itÌýtoÌýtheÌýcart. That conversion tag isÌýgoing toÌýhelp you prove out things like your return onÌýinvestment orÌýwhatever campaign goal that you had. And you can remarket that way.

Jesse: Perfect. Good reminder, install theÌýpixel, everybody. ±õ³Ù’s very simple. You can doÌýit. You can doÌýremarketing. Great. You can doÌýremarketing now. What about other options? ByÌýtheÌýway, aÌýlittle side note, IÌýhave advertised onÌýPinterest. Some ofÌýthese questions IÌýalready know theÌýanswer to. But what about keyword-based targeting? The shopping one isÌýtheÌýeasy one. You don’t have toÌýdoÌýtoo much forÌýthat. Can you also target byÌýkeywords andÌýother interests?

Mandy: Yeah, absolutely. That’s theÌýbulk ofÌýwhat aÌýlot ofÌýpeople doÌýandÌýwhat aÌýlot ofÌýbusinesses doÌýonÌýPinterest. WeÌýhave aÌýwhole team here that can help you with theÌýkeywords that you should beÌýtargeting because you never know what people are searching forÌýwhen your brand could beÌýrelevant. One stat that weÌýhave isÌý97% ofÌýtheÌýtop 1000Ìýsearches onÌýPinterest are unbranded. People are not searching forÌýaÌýspecific graham cracker cookie, they’re just looking forÌýs’mores recipes. IfÌýyou’re onÌýtheÌýplatform, you would show upÌýwithout those answers but going onÌýthis s’mores cake. WeÌýfound that this graham cracker company adÌýindex higher forÌýtheÌýkeyword searches “slumber parties” andÌý“sleepovers,” which isÌýadorable because that’s what kids are doing. They have s’mores parties out there atÌýtheir sleepover. ±õ³Ù’s aÌýfun way toÌýthink more creatively about your product andÌýhow it’s resonating with anÌýaudience.

Richard: Did you say 97%?

Mandy: Yes. People are not searching forÌýaÌýspecific brand needs. When you mentioned Ken Rawlins, maybe. But like you said, they’re probably searching kitchenware, outdoor camp, fire grill, whatever.

Jesse: Yeah. Actually, what I’m thinking inÌýmyÌýmind isÌýthat’s almost theÌýcomplete opposite ofÌýthis big company named Amazon, where itÌýisÌýsuper competitive andÌýhighly brandable. ±õ³Ù’s very hard toÌýcompete inÌýthat world asÌýaÌýnew merchant. The Pinterest world, ifÌýyou’re talking, these are short phrases they’re not really looking forÌýaÌýbrand. You’re hitting them before they’re not ready toÌýbuy maybe that moment. ±õ³Ù’s aÌýlevel playing feel, IÌýguess, might beÌýone way toÌýlook atÌýit.

Mandy: IÌýthink that’s aÌýreally good point you’re making versus platforms forÌýspecifically what you’re looking for. Pinterest isÌýlike aÌýmall. Remember, weÌýall used toÌýgoÌýtoÌýshopping malls andÌýget inspired when weÌýwalk through stores andÌýother shopping malls.

Jesse: I’ve heard ofÌýthose. (laughing)

Richard: People used toÌýgoÌýoutside.

Mandy: You goÌýtoÌýmalls because joyful. You get inspired, you get ideas forÌýwhat you want toÌýdo. Back toÌýschool look, etc. And that’s what Pinterest isÌýfor. You’re going toÌýtheÌýplatform toÌýfigure out what you want toÌýdo. You don’t really have aÌýplan. SoÌýyou take this journey. You might goÌýhere, see that, get inspired, goÌýthere, yada, yada, andÌýgoÌýthrough this path that’s ultimately going toÌýlead you toÌýmake aÌýpurchase, ofÌýcourse. But you don’t necessarily know what that purchase isÌýgoing toÌýbeÌýright off theÌýbat.

Richard: IÌýsee itÌýnow. Pinterest isÌýgoing toÌýbring back theÌýlayaway model. (laughing)

Jesse: OK.

Richard: IÌýdon’t even know what that is. (laughing)

Mandy: When IÌýwas growing up, IÌýhad toys andÌýmyÌýmom’s like: “±õ³Ù’s onÌýlayaway.” IÌýwas like: “What does that mean?Ìý— ±õ³Ù’s aÌýrain check.Ìý— What does that mean?”

Richard: Someday you’ll see itÌýinÌýabout nine months. (laughing)

Jesse: That’s aÌýforeign concept right now. You expect itÌýinÌýlike two hours right now. ±õ³Ù’s times ofÌýchange. But anyway, Pinterest, we’re bringing itÌýback. SoÌýweÌýtalked about aÌýlot ofÌýseveral different things. The shopping ads being theÌýkind ofÌýaÌýnoÌýbrainer easy way toÌýgo. IÌýknow there are all sorts ofÌýother advertising options. WeÌýdon’t have time toÌýtalk about theÌýShop theÌýLook Pins, which IÌýwould like toÌýtalk about offline forÌýaÌýlot longer.

Mandy: OrÌýyou can also find information onÌýour website. Just goÌýtoÌýBusiness.Pinterest.com, search Shop theÌýLook Pins. Easy way toÌýfind out how you can get your lifestyle images linked toÌýproducts forÌýpurchase.

Jesse: Awesome. All right. WeÌýgot aÌýgood 30Ìýseconds. How about Lens?

Mandy: Yeah. Lens isÌýsuper awesome. ±õ³Ù’s aÌýcamera feature inÌýtheÌýsearch bar ofÌýPinterest. You point theÌýcamera atÌýanything. Maybe aÌýt-shirt that you like maybe, this shirt that I’m wearing andÌýyou hold it. Take aÌýphoto, andÌýthen itÌýwill show other pins that look exactly like theÌýphoto that you took. Your product, ifÌýitÌýisÌýaÌýplaid shirt, would show upÌýwithin those results. ±õ³Ù’s aÌýreally good way ifÌýsomeone can’t describe what they want, but they see it. They can take aÌýphoto ofÌýitÌýandÌýthen goÌýtoÌýpurchase that product beÌýaÌýshoppable pin.

Jesse: Even better. There are all sorts ofÌýcool stuff here. IfÌýyou just get started with theÌýplatform andÌýdive inÌýandÌýcheck out, those are theÌýnew things that are going on, andÌýnot even that new. There are aÌýlot ofÌýcool stuff you can do. IfÌýyou just get started, how doÌýweÌýget people started? Mandy, can weÌýthrow some money there aÌýway toÌýget them going? What doÌýyou think?

Mandy: WeÌýcan! Like aÌýgame show, IÌýlove it. (laughing)

Richard: Wait, there’s more.

Jesse: What’s behind door number one, Mandy?

Mandy: ±õ³Ù’s aÌýway toÌýget started andÌýthanks forÌýlistening through this podcast etÌýcetera. WeÌýare going toÌýbeÌýgiving you aÌý$100Ìýpromo code that you spend onÌýPinterest ads. WeÌýwould just really recommend that you get aÌýPinterest tag upÌýonÌýyour ºÚÁÏÃÅ site andÌýthen put this promo code into your business account andÌýthen spend some money onÌýads. ±õ³Ù’s aÌýhundred dollars. The offer isÌýgood through December 31. There are limited quantities available, soÌýplease use it. IÌýcan mention theÌýcode now too, probably, I’ll doÌýit.

Jesse: Let’s doÌýit.

Mandy: ±õ³Ù’s ECWID100. E-C-W-I-D-1-0-0. ItÌýisÌýgood globally. InÌýtheÌýU.S., inÌýEurope, andÌýGreat Britain etÌýcetera, soÌýfeel free toÌýplug itÌýinÌýtoday.

Jesse: Awesome. All right, 100Ìýbucks everybody, ifÌýyou made itÌýthrough theÌýfull podcast, you now have $100Ìýfree. Just gotta install theÌýpixel. DoÌýtheÌýbest. The Pinterest business account. Use theÌýcode, it’s awesome. IÌýfeel like weÌýshould get aÌýcommission back, soÌýeverybody listening, sending aÌýdollar. (laughing)

Richard: Out ofÌýprofits.

Jesse: We’ll call itÌýeven. (laughing) All right. With that hundred bucks probably start with shopping ads.

Mandy: Get your product catalog upÌýthere. ±õ³Ù’s super simple because all theÌýproduct feeds are going toÌýget turned into product pins automatically. ±õ³Ù’s aÌýreally easy way. Spend some money onÌýshopping ads andÌýsee how itÌýperforms. Black Friday isÌýcoming up. Holidays are coming up, soÌýnow isÌýaÌýgreat time toÌýbeÌýgetting your products into actionable shoppable pins.

Jesse: Awesome. IÌýthink that’s pretty much it. IÌýhope everybody out there isÌýexcited. Richie, anyÌýlast questions here?

Richard: No, I’m good. I’m just looking toÌýstart setting this upÌýright now. (laughing) Okay, I’ll wait.

Jesse: Focus. All right, Mandy, IÌýreally appreciate you being onÌýtheÌýshow. Guys, everybody out there listening. Get over onÌýPinterest, start pinning, free $100.

Ìý

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