Want to learn Pinterest everything? As you may or may not have heard, we are big fans of Pinterest and everything it can do for your small business and marketing strategy. That’s why we couldn’t wait to get Melissa Megginson from Tailwind back on with us to fill us in on all the newest information.
Brenda Ster: Hey, hey, everybody welcome to the episode of Social Marketing with Sassy Suite. I am Brenda Ster, tuning in from Arizona, with a head cold. So if I sneeze, you know, you’ve been forewarned. And joining me as always is the delightful and effervescent, Windy Lawson from Florida! Hey Windy!
Windy Lawson: Hey girl, hey!
Brenda: Hey! Hey, welcome friends! As you know, I, as you may know — if you’re new here, maybe you don’t know but you will know shortly! I am a major Pinterest lover. Windy, you knew that?
Windy: I did know that.
Brenda: You know, I am a hardcore Pinterest lover. I think Pinterest is one of the most powerful social applications or online tools you can use as a marketer, when you understand how to use Pinterest correctly for your business. So! We decided, we thought bringing one of our most pinteresting friends — you see what I did there?
Windy: That’s a good quote.
Brenda: I know, I’m so punny! Ugh! One of our most pinteresting friends, Melissa Megginson from Tailwind, to join us on the podcast today would be so interesting. So Melissa – welcome, welcome, welcome!
Melissa Megginson: Thank you so much, I’m excited to be talking to you guys. I also think Pinterest is pretty amazing.
Brenda: It’s very pinteresting, isn’t it?
Melissa: It is, very pinteresting.
Brenda: Ahhh, I’m sorry joke will not get old within the next 20 minutes, it just will not. So, anyway.
Windy: Well, and if you are not new here, you know, I am not on Team Pinterest. I’m not the Pinterest lover, but I understand how important is. And I will say that because of Tailwind, I actually can utilize the Pinterest, right, I can utilize the Pinterest to get that power without losing 47 days of my life falling down the Pinterest rat hole, which is what normally happens to me. So, Melissa–
Brenda: Send cookies, send cookies!
Windy: Exactly! Before we start talking about some of the things that are going on with Tailwind and some Pinterests tips, can you just tell everyone what Tailwind is, if they’re not familiar with the tool?
Melissa: Yeah, happy too. So, Tailwind is a Pinterest and Instagram marketing tool. We offer analytics and scheduling, which includes things like auto-posting and story scheduling to Instagram. And tools like tribes — which I think we’re gonna talk about, and smart loop– which I’m pretty sure we’re gonna talk about, for Pinterest. So you don’t have to sit behind a computer and get sucked down that rabbit hole for 47 years.
Melissa: But we are also partnered with both of those platforms, so we are totally safe to use and we’re gonna save you tons of time while still maintaining a presence on Pinterest; driving traffic and being regular on Instagram.
Brenda: Being regular, that’s what we call consistency, right? Consistency! Or a really good cup of coffee in the morning, I don’t know! And look where we fell, right? We’re two minutes in and there we went!
Windy: I was like, “– and there we went! There we went!”
Brenda: I know.
Windy: One of the things you said, that I think is so important, is that you are official partners with both of these platforms and I think that’s really important.
Melissa: Totally agree, yeah. It’s super important because that means that, you know, they trust us with your information and you also don’t have to give us your user name and password, we sign in for you through those tools, through the API. There’s some kind of developer magic that happens, and you don’t have to worry about your accounts going into a third-party, and having to share that information. We take care of it with those tools so it’s totally safe. They trust us. You don’t have to worry about us getting, you know, suspended, or shut down by those tools, because we’re their partners.
Brenda: Awesome. So one of the reasons I’m such a Pinterest fan, and just to give a little bit of my personal interest and my personal bend on why I think Pinterest is so valuable for marketers is — if we kinda broadly break apart the big constituents of Pinterest: there’s the consumer, who is searching for content and pinning things for recipe boards, and kids craft ideas, and fashion inspiration, and work out tips. Right?
Brenda: Which is ironic because I’m currently, I’m pinning cake recipes and I’m looking to train for a half marathon. So, you know, there’s that, as the consumer. And then there’s the marketers’ side. And the marketers’ side is getting your content into the search feeds of the consumer. And when we understand the marketing side, we have a much better chance of leveraging the tool and really having Pinterest work for us. But I think — and I said it a minute ago when I said, Pinterest in my favorite social tool. But it’s really not a social network.
Brenda: It’s something else and anyone who’s been with the Suite for a while knows what we’re gonna call it, but Melissa, tell us how you characterize Pinterest and what the differences is?
Melissa: It’s definitely a search-and-discovery tool, rather than a social network in the traditional sense like Facebook, like Twitter. People are going there to find things. It’s, it’s going there-
Brenda: It’s a search engine, yeah!
Melissa: Exactly, people are there searching for–
Brenda: It’s a search engine.
Melissa: — business ideas, travel tips. And they are not there posting their most recent selfie. It’s really an introverts network, that’s all about building who you want to be, rather than showing who are you.
Brenda: Right. I absolutely love what you just said. You said an introverts network, I’ve never heard it said that way before, but what I typically describe when we talk about the various social applications: Facebook is for community, Instagram is artistic, and Pinterest is for lifestyle.
Brenda: And Pinterest is literally curating the lifestyle that you want to build. It’s curating your virtual lifestyle. So the marketer has the opportunity to get their content into someone’s virtual, future lifestyle.
Brenda: Their visionary lifestyle of the home I’m gonna live in some day, and all the recipes I’m going to make, and the fabulous wardrobe I’m going to have. So I think that’s such an important point that Pinterest is not where we go to socialize and hang out with our friends, we don’t typically have a lot of conversations there – we repin ideas and inspiration.
Melissa: Totally, yeah! And it’s, they even provide you with a pretty incredible search tool right in Pinterest–
Melissa: — that search bar is a gold mine for marketers. You just type in a keyword, and then they’re related keywords underneath. It’s so powerful, they’re giving it to your right there. And it is a search engine, it’s a visual search engine.That Pinterest search bar is a gold mine for marketers.Click To Tweet
Brenda: Right! I am geeking out on — she’s talking my language!
Windy: I know!
Brenda: Well, Melissa, you will totally laugh at this because Windy and I talk about all the social things, all the time and she was lets me geek out on the weird things. But you’re the first person I’ve like totally geeked out with on Pinterest. Because Windy’s like, ‘Whatever Brenda! Just go play and search for your Instant Pot recipes.’ And I’m over here going, ‘But I want to talk about the search engine, and the lifestyle, and the marketing potential, and all the things!’ And Melissa is all in my vibe now. I’m good, you can take a break.
Windy: Well, I have to tell you what’s funny. Melissa said that it was a search-and-discovery tool and I was doing a live training recently and we were talking about Google and someone said — and I’m not making this up — someone said, “Oh Google, it’s like Pinterest!” It was like, ‘I’ve never heard it that way.’ Usually I–
Brenda: You’ve never heard it to go backwards?!
Windy: Right I was like, “Oh, Google, you know, it’s like Pinterest but without pictures.”
Brenda: That’s true — but the thing with Pinterest is that as a marketer, we have a much better chance to influence the search results of what people are seeing, whereas with Google — and all the algorithms, and the magical SEO of how Google works, and a jillion search results happening per second — Pinterest is mostly women, it’s 75% women, between the ages of 25 and 55, kind of a net general demographic. We’re literally like in my wheelhouse now, Melissa, I am jazzed! We’re talking about Pinterest. Can’t you tell?
Melissa: Oh yeah! Yeah, it’s one of my favorite topics too. So, this is going great!
Brenda: I’m sure! Okay, I will stop talking and climb down and get off my Pinterest soapbox for just one second.
Windy: I’m going to go take a nap!
Brenda: I know, I will, how we got to talking about it for all, for like the next hour and Windy will be like, “It’s time to be done Brenda, we gotta go home.” So, anyway, Melissa over to you. I know we have a bunch of stuff we’re gonna talk about today.
Windy: Okay, so we were talk — so we’re so how we got, where we started was talking about how Pinterest is not a social network right?
Windy: And it’s search and discovery tool. But another big difference is, you know, when you post content online, it kinda lives forever, right?
Melissa: Oh yeah.
Windy: And you really see that on Pinterest, that it has a much longer shelf life, than if you were to post something on Facebook, or Instagram, or even Twitter. Because when you post on those channels, right, there’s that sense of urgency. It’s kind of at the top of the feed, but a day later, it’s buried. On Pinterest, that’s not the case, right? It shows up– that content shows up in searches.
Windy: So, Melissa, what are your top tips for keeping that pin alive and active?
Melissa: So you need to be posting regularly and you need to be posting high-quality content. And the weird thing is, you can pin 50% your own content and 50% other people’s content, but that other people’s content piece is still really important, because you have to think about it as you’re curating a magazine and not creating a catalog of all of your products and all of your services, your website. So you want people to come to you and see you as a source of information for those things that they’re interested in, but you’re not only selling them what you do. Though it is a larger percentage of what you’re putting up there, according to Pinterest, it’s still important to share other people’s content and be a trusted source and have that high quality content.You need to be posting regularly and you need to be posting high-quality content.Click To Tweet
Brenda: Oh my gosh, I’m like, smiling on the inside. You don’t even realize, I’m smiling all over the place over here. Because this is a like virtual lifestyle. And we want to get our business content into the complimentary, what you described as a magazine, of everything that would be complementary to what I happen to sell.
Brenda: So that is such a great way of looking at the visual perspective of how interest works, and what kind of content we should be pinning.
Windy: What does creating a magazine sound like Brenda? Sounds like the 3Ps to me!
Brenda: Right!, ’cause yeah. Now, Melissa, are you familiar with our 3Ps, because we will give you a crash course.
Melissa: Crash course!
Brenda: Okay, you’ll be like, “Oh I know what this is.” So we call the social content mix the 3Ps: Personality, purposeful, and promotional. So, when you’re creating, when you’re thinking about your social content strategy on any platform, you’re thinking about, ‘Okay, well what mix of content do I wanna have that’s gonna be attractive to my audience. Keep them engaged, to keep them attracted to me, serve them value, create entertainment and community – before I try to sell them anything.” So personality and purposeful content, are the two primary buckets of content where we wanna have them, especially on Facebook, or Instagram, and then promotional is gonna be our smaller piece of our content, so that’s what we call our 3Ps and we actually have an ebook for anybody listening, who may not be familiar with the 3Ps. We do have an ebook, that you can grab it at sassysuite.com/3PS. 3-P-S. 3Ps It is called the 3Ps of Social Content. And it has a bunch of examples and some worksheet kind of things of brainstorming how you can build your own social content, and it does include a reference to our Pinterest break down as well. So, now when we talk about, when we talk about how we’re keeping pins, Windy you mentioned evergreen content; content that is going to live forever, that isn’t gonna fall in the News Feed, pinning something once and never touching it ever again is not necessarily gonna be helpful.
Brenda: Right! So how can we keep pins performing well? How do we keep in cycling through either boards, how do we keep these relevant? What is the recommendation?
Melissa: Yeah, we have a number of tools that will help with them, but even outside of Tailwind, looking at your analytics, like your Google Analytics or your Pinterest analytics, and seeing what content is already performing for you, is a great place to start. And in Tailwind, we also offer that as well, within our pin inspector and website analytics. Once you understand what is actually working, you can start sharing it to new audiences. So we have a tool called Tribes, that allows you to join with like-minded pinners. I know I just said to Pinterest isn’t social media, but Tribes sort of helps bring in that social aspect. Our CEO says it is making Pinterest a team sport and I really just love that saying.
Brenda: How cute is that?
Melissa: It’s so great. It’s so warm, and fuzzy, and I just love it. And it’s actually not just warm and fuzzy, it really works. You’re going in, you’re sharing your content to people that are interested in what you have to say, and you can share that high quality content that I was just talking about putting into your quote-endquote “magazine” to your audience. And so, it’s just reciprocal and it keeps building and building, and you have this amazing tribe of amazing people that you can work with outside of Tailwind and outside of Pinterest, as well as getting their amazing content into your feed and vice versa.
Brenda: So I’m, I’m a little bit riffing on our questions and ah, we talk about this every time we do a podcast that Windy provides a script and then I totally don’t pay attention to it at all. So go back to what you said a second ago, Melissa. So you said that pinning other people’s content is an important part of cultivating your, you know, your magazine and your collection of content that might be valuable to your particular consumer. So this is the value of why you would wanna be a part of Tribes, so you wanna be able to re-pin other people’s stuff.
Brenda: And have them repin your stuff.
Brenda: Okay, because that way you’re extending your reach into other people’s networks, other people’s followers. And I think that’s one of the big powers of Pinterest, is you can start with a very, very low follower count and you might not have — and we have people in our community who started at literally at zero followers, and built organically through tribes through group boards through a lot of manual work, before they put automation in place and have had really big success in driving traffic to their businesses, their business websites, their blogs, their micro blogs, and it’s not necessarily because you personally have a high follower account, but you’re leveraging the features of some of the tools or functions of the platform, or of our third-party tools like Tailwind, that allow us to extend into other people’s, you know, into groups and tribes.
Melissa: Right. Yea, you can’t think of —
Brenda: I think that’s so powerful!
Melissa: Other people as competition, they’re there to help you and you’re there to help them.
Brenda: Well, doesn’t that sound like abundance? Oh, you’re so speaking my language today. I am loving this, I’m not even kidding. We need to invite Melissa every week Windy.
Brenda: She will come talk Pinterest with me every week! I would be so happy! Oh my gosh, okay! Now did you talk a little bit about Tailwind’s new Smart Loop feature, and what that is? And what, I, you didn’t, but it’s one of the things we’re supposed to talk about today. So let’s talk a little bit about SmartLoop – what it how it — is, a little bit about the strategy of what Tailwind is building.
Melissa: Totally, yeah, and another way after you understand what’s working for you, you need to start sharing that content regularly and it can be hard to remember. “Oh, that amazing recipe that I created back in 2013, have I pinned it in the last six months?” That’s super hard to keep up with. But it is really important to have your pins go out regularly and have the same ones. It sounds crazy, the same ones going out at a regular interval, so you can get into those search feeds more, you can get in to different boards, you can get discovered more easily, and that’s where Smart Loop really comes in because it’s just a crazy easy way to make sure that your best content is being shared at the best times for engagement and that you don’t have to worry about it. It’s going out indefinitely. And we actually worked with Pinterest to develop this. There was another tool that did something similar that got shut down this past summer, but you don’t have to worry about that with us. Again, we are a partner tool with them. And we worked with them to create this tool, so you don’t have to worry about that. We have spam filters in place, so you don’t have to worry about accidentally tripping something. It’s the best way to make sure your evergreen content is going out regularly at the best times and you’re getting the most engagement for those pins.It's just a crazy easy way to make sure that your best content is being shared at the best times for engagement and that you don't have to worry about it.Click To Tweet
Brenda: So I wanna, I wanna want to make a connection point between something that we talk about often in the Suite and something Melissa just said. You can repin the same content over, and over, and over, and over, and over again.
Brenda: So, a recipe from last year, or your most popular blog post, or a really popular fashion spread, or — those are all things that can be repurposed over, and over, and over, and over again. And that’s different that we talk about with other platforms where you might not wanna be using the same imagery over, and over, and over, and over again before you totally burn people out on Facebook or Instagram. On Pinterest, it’s a totally different ball game.
Brenda: And I think that’s an important point of distinction, because it is different than what we talk about with other platforms, where you’re not gonna reuse the same images for four years ago.
Brenda: But popular pins on Pinterest, we want to extend that reach, because that’s part of how Pinterest is gonna see them as valuable and high performing.
Melissa: Right. Yeah, that’s another kind of odd thing with Pinterest, compared to other platforms. Other platforms, Facebook, Twitter, they want you to stay on facebook.com, twitter.com; they want you to stay engaged with that platform, but Pinterest is trying to get you away from Pinterest. They want you to click off and go to another website. That’s the whole point of Pinterest and that makes it a much different way to think about the content that you’re putting out there.
Brenda: Isn’t that crazy!
Melissa: It’s so crazy.
Brenda: It’s a totally different mindset shift. Which is why it’s a lot more like Google in the fact that Google doesn’t have any interest in you coming back and sitting there. They want to provide you value that takes you to the question you have or the answer that you need at that moment.
Melissa: Yeah, that exactly. They don’t want that bounce rate.
Windy: I think what you meant to say, that’s why Google is like Pinterest.
Brenda: Right? Exactly!
Melissa: They’re like Pinterest!
Brenda: They are just like Pinterest that way, I’m telling you!
Melissa: Total rip off, it’s crazy.
Brenda: Yeah, right?!
Windy: I know some of our community are so excited about SmartLoop and they’re waiting anxiously, cannot wait. Signed up as soon as you are letting people sign up to get on the list for that. So that’s actually, that’s coming really, really soon. SmartLoop–
Melissa: So soon!
Windy: So soon!
Melissa: If you are listening to this now, there’s a good chance that it’s out. So, yeah, it’s coming so soon, it’s painful how soon it’s coming.
Brenda: Basically, what we’re saying is when we’re recording this, it’s not live yet, but when you’re listening, it probably will be.
Windy: Because we are subtle! Subtle!
Brenda: How subtle are we! There we go. But we’re not giving an exact date simply based on Tailwind hasn’t committed a public date and we don’t want to obviously, spill any of those beans. Nor do we want to disclose something in a podcast that, we want the podcast to be evergreen as well. So anyone who’s listening at the time you’re listening in a week, or three, or 10 – it’ll already probably be live.
Melissa: Yup, exactly, yeah.
Windy: Oh yeah, so, they’re not looking forward to it, they love it! (laughs)
Brenda: Because they are already using it! They are already like, “Brenda, Windy- duh! We love it! Hello!”
Melissa: They probably already have 20 loops set up!
Windy: I don’t know what to say, I’m new here! Alright Melissa, we are heading into the holiday season, right? We are heading into the holiday season. Pinterest is obviously a huge tool, people are utilizing during the holidays for their shopping, for their inspiration. So, as a marketer, what should we be thinking about with the holiday season and our content strategy relative to Pinterest?
Melissa: So, since Pinterest is such a slow burn and it takes things a little while to gain traction and to really get out there; if you have content that’s related to Thanksgiving, or Christmas, or any of the holidays coming up, you wanna be actually putting promoted pins behind that, if you can, to make sure that they’re getting in front of the right people at the right time. Because Pinterest actually recommends starting to pin about holidays in July, according to their Pinterest Possibilities.
Windy: Wow, I didn’t know that.
Melissa: Yeah, it is a long burn. Right now, we should be thinking about New Years Eve, and Valentines Day, and the Super Bowl and.
Brenda: That is such an important point. I hope–
Melissa: It’s huge!
Brenda: — everyone who is listening is catching that. We’re talking like a four to six month lead cycle on Pinterest content and getting it out into those boards, and schedulers, and automation tools, and smart loops to get in front of the audiences that’s gonna build your traction. Wow, I didn’t – I didn’t know that, Melissa, that is such an important point.
Melissa: Yeah, and we actually within SmartLoop have a tool to help you with that. So you can set up seasonal loops, which means you load in all of your holiday content, schedule it to pin from July 1st to December 31st, and it’ll do that for every year automatically. So you don’t even have to think about it, because who is thinking about Christmas in July? Pinterest, apparently, but no one else!
Brenda: The thing is, is that every marketer should be.
Brenda: Right? If you think about, you know, who’s building catalog layouts, and newspaper articles, things like that. Newspaper ads, ad layouts. All that’s happening in July, that’s gonna be published at Black Friday.
Brenda: That’s all of it happened ages ago. So, I, you know, marketers should be… it’s a good point.
Melissa: Yeah, and Pinterest I would definitely recommend looking up there. It’s called the Pinterest Possibilities Planner, and it has all of that laid out. So all the major events through the year, when you should start pinning for them to gain that traction and show up in the feed better.
Brenda: Interesting. I love it!
Melissa: Yeah, it’s awesome. It’s really cool.
Brenda: I had no idea! I learned something new today. Hey Windy, I learned something about Pinterest. I am like, super happy today. Now, I have to go back and update our course and be like, “Hey you guys. I learned something new about Pinterest today- you wanna pin with a four to six months lead cycle.” Okay, so Melissa, thank you so much for your time today.
Melissa: It was great!
Brenda: You know, Pinterest in one of the applications we talk about, we talk about it and we use it in a lot of our demos, we use it in a lot of our community groups on Facebook, within our Suite community. We have training on Pinterest, we truly believe it’s where marketers should be. But we also talk about, extensively, the need to understand the platform before we put the tools in place to automate anything, because a tool does not replace the strategy. So if somebody is brand new to Pinterest and we do recommend getting some basic training – understand Pinterest before you try to figure out that Tailwind will not solve your problems if you do not understand the underlying problem.
Brenda: So I think that’s an important point as well, is that the tool never replaces the strategy of the platform, and what you’re intended to do there, so–you know.
Brenda: So I think that’s something else that, you know, if you wanna learn more about Pinterest, we actually have Suite training on it, and then we also have a fantastic partnership with Tailwind and I’m actually going to have Windy describe it, because it’s a little, it’s a little complicated, isn’t it?
Melissa: It is!
Windy: It was a, it is, it’s a little, it’s a two-step process, Brenda. It’s a little complicated. So what you want to do, it you want to try Tailwind, just go try it, see if you like it, you can try it free. It’s not a limited time. You can, you can have a free trial that will get you 100 Pinterest pins and 30 Instagram images – to get your free trial all you have to do is sign up at, go to sassysuite.com/tailwind to sign up. Once you end your free trial, then you can go to… This is where it gets a little complicated, go to sassysuite.com/tailwindcoupon. That will give you a coupon code, that you can use to save on your annual membership. So you’ve got a year-free trial first, once you’re at the end of your free trial go to sassysuite.com/tailwindcoupon, and you’ll have an option to save a– a little bit of money on your annual plan, or even on a monthly plan, you can get an extra free month, or two.
Brenda: Okay, thank you for describing that, because I knew we had a two-step process and I just didn’t know what the second step of the process was. So thank you for filling in my details for me! So, for anybody listening, thank you for tuning in, as always to Social Marketing with Sassy Suite. If you are not yet in the Socialite Suite on Facebook, it’s our free private training group for a home-based business owner. We talk about social media tips, and community, and questions. It is a great place to get ideas and inspiration. You know it’s just 100,000 of your besties hanging out! The Suite is your home for variety of free resources, weekly training, and tips and tricks to rock your business. As always, you can find Windy and I here on the podcast! We try to publish on every Monday, sometimes we actually do. And how about we see here next time? Melissa, thank you for joining us! Windy, thank you, as always, for hanging with me! And we will see you guys in the Suite!
Melissa: Thank you, guys!
Windy: Bye guys!
Brenda: Bye guys!