Does Pinterest feel so necessary for your business but also completely overwhelming? As entrepreneurs, we have to pick which social media channels that get our attention and Kathryn Moorhouse believes that Pinterest deserves your attention. In this episode we talk about why she chose to focus on Pinterest and she answers some of my questions about making Pinterest work for you and your niche.
IN THIS EPISODE
3:30 I always ask for one fun fact and you shared with us that you were in a German music video. Can we talk about that?
3:50 When I was 14, when I was a bit younger, I was a drum majorette. I’m not sure if you know what that is but it’s basically kind of like the kids in a marching band. Now we do drum majorettes like a competitive sport. So I was doing that at the time and I was into acting, you know everyone wants to be a singer and actress, so you kind of sign up for all of those agencies and things. Surprisingly they were looking for someone with that kind of skill, so I went to an audition and we did it in Capetown. The band ended up choosing me and it was an absolutely amazing experience. We shot the music video in Capetown because it was cheaper for the German company to do it in South Africa. But they actually, like surprisingly, these are things that you don’t know at the time, but they were actually a #1 German band. They actually reached #1 on the German MTV awards and I actually got flown up to Germany for a talk show to discuss the whole experience and to talk about the show for promotion because they had hit #1 on the charts for quite a few weeks in Europe.
5:39 Don’t say never! At Profit Party we have strict bad words that we’re not allowed to say and never is one of them.
6:26 I wasn’t sure what I wanted to study and at that stage I had so many questions. I loved singing and I loved acting. But I just didn’t think that it was something that I could do at the time so I went into that business, you know, it’s the traditional degree you get when you don’t know what you want to study. So I went into business and I actually ended up absolutely loving it and I was adamant that I was going to be an investment manager. I was going to work at an investment firm because it was one of my favorite things to do. It was so appealing and I had always enjoyed finance but when I hit university and I was studying it, I absolutely enjoyed it. So I thought that was the career path I was headed on.
7:20 The life of an investment managers are not very good because they stress out so much. So I was like okay I really love marketing and i think it is more creative so it filtered into that drama side and creativity. I had spoken to my father, actually, and he said you know what? With the investment knowledge you have, do your personal investments and use that knowledge for yourself personally and then bring out the creative outlet for other people.
8:56 My husband was encouraging me to start my own thing. He said well since you’re au pairing and you absolutely love it, in your spare time why don’t you delve into these areas whether it’s marketing, investments or the creative side that you want to do. Try it out.
9:24 I ended up creating a baby clothing company. I absolutely loved creating the clothing. It was a creative outfit.
9:45 Through that I was actually doing my own marketing and doing my own business which brought in my degrees, it brought in the creative side and obviously the clothing was pretty creative because I was designing my own stuff. And I met Lilah Higgins through that.
10:15: She was like well I’m actually looking for a social media VA and I had never thought of that. I’ve got this baby clothing company and I’m going to stick with this. When she said that I was like you know, why not? Why not try it. I’m still at the beginning stages of this baby clothing company, I’ve got some free time. Said no one ever.
11:13 The work was so exciting and I wanted to do it all the time that I ended up spending less time with the baby clothing and more time with the social media management because it was just what I loved. My husband was laughing at me because I told him before we got married, “If only someone could pay me to pin things. That would be my ideal.” That wasn’t even a thought that could be realized at the time and he was laughing because like you said never say never. You manifested that!
13:00 In December, I went full-time into just Pinterest management and it was absolutely amazing. It changed my life!
13:15 For the do-it-yourselfer in the audience, because not everyone is in a place in their business where they can hire a social media manager. I have social media managers and let me tell you something the amount of time they spend per platform is a lot. It’s kind of like pick your poison sometimes . You have to pick and choose. We’re going to get into questions on how do you know if Pinterest is your platform and if it is what to do and how to optimize it and what does that strategy look like.
13:50 But before we do Kathryn, I just want to honor you for taking the leap and following your intuition. A) You manifested being able to do what you love which is possible. You questioned yourself. Every single person, every woman listening to this podcast right now has questioned themselves the same way. And has said, “Can I make money doing this? Can I charge money for this? Will people pay me for this? Is this to nichey? Oh my god, if I niche down I’m going to use every client that I have and then I’m going to be broke.”
14:31 What was it – was it insanity, was it confidence, was it courage, was it support? What helped you to declutter some of those limiting beliefs and negative self-talk so that you could flip the switch and actually follow your intuition. It was a lot of time to reflect on what I had already done and how far I had come and how I was provided for in this way because a couple of months ago I was questioning all of these different things.
15:14 In the morning I wanted to do this. I loved it. I loved helping people in this way. So that already built up this fire within me to say this was the first thing that you have done that you want to keep doing. And then what I did, which I encourage everybody to do and what I think your Facebook group really is, is to find a community.
16:04 It was getting that encouragement from other people to take that leap and in knowing that they supported me and that more importantly that I could do this. I was valuable in what I offer. I am worthy of it and what I think about I will create. If I keep thinking the negative thoughts and keep thinking I’m not worthy then that’s what I’m going to be putting out there. It completely shifted.
16:41 This is the perfect opportunity to say thank you. I was charging a quarter of what I currently charge, probably even less. In December when I watching the videos I was encouraged to charge more and to figure it out and work through that. Work through the money blocks I was having. I ended up doubling my prices and none of my clients left because everything was worth it. It was all worth it. It was just my mind. It was just what I was telling myself. Your video switched that for me. Figure out your money blocks first and then move them to the side and replace them with the positive and uplifting thoughts.
18:26 That’s the entire premise of the Profit Party Academy – pricing and figuring out how to charge for what you do, how to make good money and how to feel good about it.
19:18 You talk about Pinterest in a way that you can tell that you’re really, really passionate about it. Why Pinterest over everything else? The main reason that I love Pinterest and why I love to get up and use it every single day is because you work so hard on your visual content, on your blog content, on your video content, any type of content that you end up creating. I know I’m currently working on a sales page at the moment and sometimes it feels like you are pulling your hair trying to create this. Because sometimes creating can be quite draining. So whether it’s a launch or a blog post you’ve put your heart and soul into it and to launch it and to put one blog post out on Facebook or Instagram or Stumbleupon and it gets filtered down the feed and nothing. You only get 4 likes or a couple of click-throughs. It just breaks my heart sometimes. What I absolutely love about Pinterest was that I could put up a pin leading to this blog post and I could write a really great caption once and never have to change it never have to come up with a new caption to grab more attention never have to create a new graphic. I just have to put it up on Pinterest, repin it and share it in front of the audience.
20:46 I just had to implement a strategy to get it in front of people and to get Pinterest sharing it in front of other people. Pinterest’s algorithm and smartfeed and everything uses search engine optimization tactics just like Google. It’s a visual search engine which means you don’t have to have a zillion captions and 65,000 hashtags and all of these things that take up so much mental capacity to try to figure out.
21:20 On Pinterest you just put it up once and it’s about the sharing. It’s about the strategy you use to get it across Pinterest.
22:22 You keep saying blog. What about people, ok for me personally, I don’t blog. I do YouTube, I do a lot of video content, I have a podcast, it’s all audio and visual. Does that mean Pinterest is not for me? No, not at all. I just use the term blog post because I’m used to saying it.
22:57 It’s about creating pins and pin descriptions and you can lead them to YouTube. You can even upload videos on Pinterest now. It’s all about getting seen and you can lead people to YouTube.
23:45 I have led people to actual branding services and packages. I’ve led people to blog posts with email opt-ins. I’ve led people to content upgrades, just straight to a hardwall opt-in. You can lead people to products.
24:15 It’s really identifying your industry and making sure your ideal audience is on Pinterest. That is how you would figure out if Pinterest is the platform for you.
24:38 What is the audience on Pinterest looking for? The reason I ask this is because for me, personally, when I’m on Pinterest, it’s late at night. I don’t have my earbuds in. I’m not looking to listen to a podcast. I’m not looking to watch videos. I’m looking for quick ways to absorb content.
25:12 Do people actually watch videos on Pinterest? Do you recommend that? It’s a new thing that Pinterest is trying to optimize at the moment. Pinterest has said that they are trying to introduce video into Pinterest to make the visual search engine even more powerful. However, I feel at the moment because it’s like a rectangular image that it’s a bit of a struggle at the moment because it doesn’t stand out. However, they are adapting, and I’m sure they’re going to figure out a way to start optimizing it and make it even better. I, personally, don’t watch those small videos like that. But you can now create a long image with a play button so people know that it’s going to lead them to YouTube. Also, podcast episodes that are YouTube videos on your blog.
27:01 So you recommend calling [what type of a post it is] out on the graphic yourself. Yes, because they say you should call it out in the description but a lot of people don’t read the description but will read the text on the graphic. There are small ways you can let people know that whether it’s something that says “Free checklist” but if it’s a video, you can just do the little play button and you can do it in your own colors.
27:42 We don’t always act on Pinterest like our ideal client acts on Pinterest and we need to understand that.
28:54 I always suggest that if you’ve only got video content and people are really interested in text content and don’t want to click through, it’s really good to have variety. So it’s good to have a couple of pin graphics that could lead to your video but is an infographic. A very simple infographic that you can create on Canva, they have templates and you just give them the 12 points you mention or you give them 3 of the points you mention in the video and then you say click to watch the video for more and they will know that. Or they will pin it for later. They’ll pin it for later to watch the video because they don’t want to watch the video right now.
30:05 It’s simple things like that, think about what they’re going to be doing, where they’re at and creating the content for them.
30:41 Is it okay to create pins that send them to different platforms or should they all drive traffic to your website. It is good to drive traffic to your website because that is where your analytics are going to come from.
31:28 If your content and your really strong platform is Facebook or your really strong brand presence is on YouTube, send them to the place that is going to give them the value because that is what they’re looking for. And once they watch one YouTube video they might subscribe or they might opt-in. It’s like a sales funnel. You really want to think about your Pinterest sales funnel in the terms that you can send them to your website but it doesn’t matter if you send them there and there’s nothing for them.
32:47 So what are your tips on creating SEO-rich tips? My tip is to keep it really simple. Don’t overcomplicate the struggle for you because it really is not. It is not that difficult. And although it is called search engine optimization, it sounds so scary. What It really is is just making sure that you use the right keywords, which is just words or phrases, that your ideal client is searching for on Pinterest.
35:02 You’re just placing the proper keywords in the appropriate places – on the right boards, in the right pin description so that when someone searches for that phrase, your posts show up.
36:05 So, what if you have an audience or a company or you’re creating content and it’s kinda new or really nichy, how do you find out what people are searching for and how do you appear where they are? So this is one of the really great things about Pinterest. Initially, I would say you need to look at your current audience, whether that’s in your email list or your content, to look at the copy you use. Because your clients are already attracted to you so you’re using the right copy. You already have a bank of words that you’re using on your website that have already attracted that audience. So look at what you’ve already done. But if you’re knew and you’re like “I haven’t done anything yet, I don’t know what they are going to be searching for,” My suggestion is to go into Pinterest and go to the search bar and start very broadly with something that could apply to you.
37:41 So I’ve actually worked with a money mindset person on their Pinterest account before, so this is a good one. I had to go through the same process of what is your ideal client searching for? So I started really broadly with money and then mindset separately. So I went into Pinterest and I typed in money into the search bar. The great thing is that what’s going to happen when you type that in because pinterest is a visual search engine it keeps track of what people are searching for. You may notice if you type something into the search bar and click enter, just underneath the search bar there are these multi-colored blocks with words in them. So you will type in money and it will say debt, budgeting, tips. When you hover over it you will notice that it is saying money debt or get out of debt related to money, so you will start seeing what phrases people are searching for. This is the highest searched term in relation to what people are putting in there. So you are able to see what people are typing in.
43:13 So, for DIYers when they’re first starting out, what do you think is the biggest mistake? What do you think it is that they’re doing wrong? They think of it like a Personal Pinterest account and it becomes a bit of a struggle because when you are pinning for personal use you are pinning things that you find attractive , that you want that you get inspired b and they end up creating a couple of boards that are very varied and they follow an influencer. They try and mimic what that influencer is doing but that influencer isn’t selling what they’re selling. The influencer is maybe a fashion blogger and they are a dentist or a branding designer. So the boards that the fashion designer can put together are very different than the boards you would want to put together as a dentist or a money mindset coach.
44:50 My tips for getting started is to really focus in on creating a select few boards that relate to your business and that your ideal client are searching for.
47:06 You have actually created a course so by the time our listeners are listening to this podcast, they can come stalk you. they can learn everything Pinterest and they can partake in your Pinterest that is actually going to walk you through everything you said. So even if you weren’t taking notes ladies, it’s okay! We’ve got a cheatsheet for you.
- Your Pinterest strategy is a funnel.
- SEO on Pinterest does not have to be scary, it just starts with keyword searching.
- Keep it simple, focus on your ideal clients and creating boards that can house your pins.
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