Building a Steady Stream of Potential Customers through SEO and Pinterest with Kara Duncan [Marketing with Intention Series]
Marketing takes up a lot of your time and for businesses that are planning to be around for a while, finding sustainable strategies that generate passive traffic and run on longevity is key for long-term success. For many of us, search engine optimization and Pinterest seem to feel like a lot of work, yet the long-term impacts of the efforts on those two platforms is unmatched. In today's episode, Kara Duncan joins us to share the value of blogging and pinning your content to Pinterest, along with a few tips to getting the most out of your content as a business!
Today’s episode is brought to you by DIY Template Shop! Grab the exact email, form, and workflow templates that I include inside the CRM Blueprint Course. Steal my templates and customize them to match your brand and process. Use the code PODCAST for 10% off.
Mentioned in this Episode
Connect with Kara
Website: thekarareport.com
Instagram: instagram.com/thekarareport
Podcast: thekarareport.com/podcast
Transcript
Hello, hello, and welcome back to the Business First Creatives Podcast.
2
:You are listening to episode number two
in the Marketing with Intention series.
3
:And it's because so many of
us Think that Instagram is
4
:specifically what marketing is.
5
:And so you guys will figure out
in this series, there is no one
6
:talking about Instagram, like no
one, especially today's guest.
7
:So today I have Cara
Duncan of The Cara Report.
8
:She is an awesome copywriter.
9
:She also has her own podcast.
10
:So if you're looking for a little
inspiration with your marketing,
11
:it's a good podcast to listen to.
12
:But in addition to all that,
Kara is my blog writer.
13
:And so I know that she has a lot of
good things to say, mostly because
14
:I pay her to do these things for me.
15
:Kara, hello, and welcome to the podcast.
16
:Yes,
17
:Kara: I'm so excited to be here because
I love listening to your podcast, so
18
:it's so fun to be on the other side.
19
:Colie: yes, yes.
20
:All right.
21
:So last week we chatted with
Taylor and she told us all about
22
:strategic marketing in your business,
how not to market by accident.
23
:And so, because you know for a fact that I
am putting so much of my marketing energy
24
:currently into blogging, I was like, Oh
my gosh, Kara has to come on and talk
25
:about all things blogging and Pinterest.
26
:Yes, guys, she is a two for one.
27
:We are going to talk
about both of these today.
28
:The care first to start me out,
like what gave you the push to
29
:blog and pin for your own business?
30
:And then what made you do it for others?
31
:Cause I mean, you do it so well, but I
mean, everybody's got an origin story.
32
:What's yours.
33
:Kara: Yeah.
34
:Oh, it's such a, like a fun typical,
like not a straight line journey.
35
:Actually, I started my like OG moment
was like, I started a blog when I
36
:was planning my destination wedding.
37
:'cause I was like, oh, there's
no information on planning
38
:destination weddings at the time.
39
:So then that blog turned into
a destination wedding planning
40
:business for other people.
41
:And then during.
42
:Like COVID, I obviously business for
destination weddings was a little slow.
43
:And so I was like, okay, what can I do?
44
:You know, like looking at it and I'm
like, you know, what works really well
45
:for me that I always get asked about is
like how I get clients for my destination
46
:wedding business, which was almost
exclusively blogging and Pinterest,
47
:which honestly was a wake up call.
48
:Because if you asked me where I was
spending the most time, it was Instagram.
49
:And I was like, Oh, there's
really something here with
50
:this blogging and Pinterest.
51
:So basically, yeah, since 2020,
I've been doing it for other
52
:people and it has just been so fun.
53
:Yeah.
54
:Working with other business
owners is the best.
55
:Colie: Oh my gosh.
56
:So that's so interesting
because I didn't really know.
57
:So you were doing like more
B to C and now you do B to B.
58
:Oh my gosh.
59
:We could go off on like
a whole tangent on that.
60
:Okay, so how long have you been offering
blogging and Pinterest marketing B2B?
61
:Kara: Four years.
62
:Yeah.
63
:Just over four years.
64
:Colie: As your client,
I know what happens.
65
:I hire you, you end up making
a fabulous blogging plan
66
:where you have sent it to me.
67
:But I'm really interested, like,
how is it that you go about
68
:choosing topics for your clients?
69
:Because I will admit, it isn't that you
haven't picked any topics yet where I was
70
:like, uh, hell no, that is not for me.
71
:As you know, there were a few
that you sent me and I'm like,
72
:no, I've already got a blog post.
73
:It's really similar to that.
74
:Or I've got this podcast episode
that I've already recorded.
75
:And so that doesn't need to be like
an original research blog post, but
76
:in general, like, how is it that you
come up with ideas for your clients?
77
:Kara: Yeah, so I always think one
of the things people struggle with
78
:with the marketing is you kind
of have two types of marketers,
79
:even if they're business owners.
80
:It's like you have the creative type
and then you have the data type, right?
81
:I'm more the data type.
82
:I feel like I struggle to have
a creative idea in my body.
83
:So that's also another reason
why I love blogging and Pinterest
84
:is like, it is 100 percent me.
85
:keywords.
86
:Like I'm looking at like what is going
to rank on Google, what is, you know,
87
:related to content that you already have.
88
:And I'll just like go down those
rabbit holes, find like keywords
89
:that I think will be best, and
then kind of create a topic around
90
:that really solid starting point.
91
:So, and you, Colie, are like
a good example because you
92
:have a ton of content already.
93
:Right.
94
:So I feel like for anyone like
listening, that is just kind
95
:of like dabbling their toes.
96
:It's really easy to find
the first 30 keywords.
97
:Like it really is.
98
:And then as you go, it's
not that it gets harder.
99
:It's just sometimes you then have
to get a little more creative or how
100
:do you combine topics or collaborate
with people or stuff like that.
101
:But really like if you're just looking
at keyword, um, And you could use
102
:something free like Uber Suggest or
something paid like SEMrush or Ahrefs.
103
:And yeah, just start with keywords
and just go rabbit holing from there.
104
:Colie: Okay, I feel like we
have to bring up Instagram.
105
:Not that you and I want to focus on
Instagram marketing, but I do feel
106
:like there is a significant portion of
creatives in particular that are like,
107
:no, like Instagram is where it's at.
108
:Like I love conversing with my people
and maybe we'll talk about threats.
109
:But I wanna focus on Instagram right now.
110
:What would you say to someone
that's like, okay, but I'm, you
111
:know, I'm marketing on Instagram.
112
:Why do I need to blog?
113
:Like, I feel like we need to have a
conversation about the benefits of
114
:blogging so that more people will be
like, oh, that's why I should blog.
115
:Kara: Yeah, for sure.
116
:So, so many reasons.
117
:And yeah, it's kind of like, I kind
of like think about blogging as like
118
:investing in the stock market where
like everyone kind of knows they should
119
:do it, but not everyone is making it
a priority for many reasons, right?
120
:So, The reason I think people are so
attracted to Instagram is it is like
121
:such a quick win kind of platform.
122
:Even if you're not getting like the
ROI you used to from your Instagram
123
:marketing, you're still getting
the likes and the conversations.
124
:And it really makes you feel good.
125
:And like you're moving the
needle in your business, right?
126
:Versus blogging, where let's be honest,
you're like sitting in a room by yourself.
127
:You're hitting publish.
128
:You don't even know if anyone's
going to read it in the near future.
129
:So The reason that blogging is
so important is one is so much
130
:longer lasting than Instagram.
131
:So like I have blog posts from like
two, three, four years ago, they're
132
:still on page one, still ranking very
well, still bringing in new clients.
133
:So that's like, if you're going to
focus on creating content, Why not
134
:invest in something that is going
to have that longevity versus like
135
:some people have like 1000 Instagram
posts that they posted over 5 years.
136
:And it's kind of like, I don't
want to say useless now because
137
:you can always repurpose it, but
like, it's done a majority of what
138
:it's ever going to do for you.
139
:And so that's the 1st reason is
just the longevity is so much.
140
:Stronger on blogs.
141
:And then the other reason
is that it really compounds.
142
:So like, like I was saying with a thousand
Instagram posts, let's say you have that.
143
:It's really hard to like, I don't know,
make lemonade, lemonade out of that.
144
:But like with blogs, every single time
you blog, you have a new chance to
145
:rank for your keyword and not just one.
146
:One keyword, but sometimes
multiple keywords.
147
:So like if you blog once a week
for the next year, you have 52
148
:blog posts at the end of the year.
149
:So even if then 2025 is crazy and
you slow down, like you still have 52
150
:that are potentially working for you.
151
:Colie: Yeah.
152
:I mean, with SEO, your blog
posts continue to work for you.
153
:next year, the year after and so forth.
154
:But you actually said something
that was really interesting that
155
:I've never really thought about.
156
:So in terms of Instagram,
it is very visible.
157
:Like you, you in one way
are building a community.
158
:You're often having a conversation
with the people who are actually
159
:interacting with your content.
160
:Like they're posting, they're
liking, you can like them.
161
:If it's someone that's never
posted on anything before, I
162
:don't know about anybody else.
163
:But the first thing that I
do is click on your name.
164
:And go look and see what else you've done.
165
:I mean, Sarah, my virtual assistant.
166
:If she is listening to me,
I actually said way back.
167
:And I think episode 25,
that's why I hired her.
168
:She randomly like
followed me on Instagram.
169
:And I think she posted on like
one of my posts and I was like,
170
:Oh, she's a virtual assistant.
171
:So I clicked on her name.
172
:And then I went to her Instagram
and I was like, Oh, and then I think
173
:I went to her, like I clicked on
her website from the link in bio.
174
:And then when I got there, one of
my photography friends was like
175
:one of her first, um, testimonials.
176
:And I was like, Oh, I'm immediately in my
177
:Kara: she's the one.
178
:Yeah.
179
:Colie: Yes.
180
:What does Sarah do for you?
181
:Can you, can you give me the download?
182
:I mean, but so that is a very
like specific rabbit hole that I
183
:went down, but I am also one of
those people that takes action.
184
:I mean, I saw something on Instagram.
185
:I went to the website.
186
:Hello, everyone needs a website.
187
:I didn't read any blog posts
that she had, but maybe I would
188
:have if I hadn't seen Carolyn.
189
:So, you know, front and
center on her homepage.
190
:But if you think about blogging, I feel
like blogging has so much more data that
191
:you can actually track versus Instagram.
192
:So on your blog post, I mean,
you could have different links.
193
:that take them to the contact page.
194
:You know, you're using your, your
links to your UTMs that come after.
195
:And then you would actually know
like, Oh, this person specifically
196
:came from this blog post.
197
:Like, I think it's much easier
to specifically attach an ROI.
198
:to a blog post.
199
:If you're doing the right things versus
Instagram, where you don't really
200
:know which one of your posts it was
that like caught their eye and they
201
:came to your website or they DM you.
202
:Now, the only way that you could
actually do that would be like
203
:with many chat automations.
204
:Cause hello, if they DM you a
word and it's a word that you've
205
:only used on like one post.
206
:Hello.
207
:That's where they found you.
208
:But I just, I've never really thought
about the instant gratification that you
209
:get from Instagram versus a blog post.
210
:But then that blog post, it
works so much harder for you.
211
:And I think some people are like,
Oh, but you know, I'm doing all this
212
:blogging and I'm not getting anything.
213
:Yeah.
214
:You got to wait at least.
215
:Well, actually you are the expert,
so I'm not going to give my opinion.
216
:Hey Cara, how long does it normally
take for someone to see a return on
217
:investment for a single blog post?
218
:So if I wrote one today, like you
gave me one last night and I have not
219
:published it yet, but if I published it
today, Like how long does it start to,
220
:how long is it going to take until that
blog post starts to get some traction?
221
:And also, what are the things
that we should look out for that
222
:may help it get traction earlier?
223
:Kara: Yeah, definitely.
224
:So it's, it's one of those
things that's hard to say.
225
:So on average, it takes 90
days for a blog post to get
226
:Colie: I was going to say three months.
227
:Kara: Oh, did you?
228
:Yes.
229
:However, if Google trusts your
website, like if you're being
230
:consistent and putting out like
weekly blog posts and stuff, Google
231
:scans your website a lot sooner.
232
:It gets ranked a lot faster versus
if you have like this one singular
233
:amazing blog post, Google might find
it at 90 days, but it's not shooting
234
:you straight to the top because it
doesn't like trust your website.
235
:the blog post or the source yet.
236
:So it is kind of one of those things,
but yeah, on average, when somebody
237
:is like looking to make blogging a
strategy, I always tell them like
238
:six to 12 months of consistency,
which I know feels like forever,
239
:Colie: So long.
240
:Kara: so fast though.
241
:Like it really does.
242
:I feel like, cause you've been
in business a long time, right?
243
:It's like a year feels like nothing now.
244
:When I started my business,
it felt like forever.
245
:Colie: Yeah.
246
:Well, I will say I have a lot more SEO
juice on my photography website, even
247
:though I have not updated anything on
that website in at least four years,
248
:like, like pre pandemic, like nothing,
no switching of the images, no switching
249
:of no writing new blog posts, nothing.
250
:And the funny thing was,
you know, we work together.
251
:I go, I'm looking at the analytics now
to see how my blog posts are doing.
252
:And when I look at referrals, My
photography website is still referring
253
:the most people to my new systems website.
254
:And I think that's absolutely bananas.
255
:But I also think that it's just a true
testament to how well all of that work
256
:that I put into that photography website
is still doing to bring me leads.
257
:Because of course, the one thing that
I did, okay, I guess that's a lie.
258
:I have updated in four years, but
only one particular page and that's
259
:the Dubsado page that Dubsado
page on my photography website.
260
:I changed it.
261
:So that instead of people booking Dubsado
services off of that, it's basically foot.
262
:Well, 1 page is forwarding
you to my new website.
263
:Another 1.
264
:It's just every time they click a link.
265
:It takes you from the photography
website to the version.
266
:That's on my systems website.
267
:But, I mean, it's.
268
:That is still like a good chunk
of my traffic every single month,
269
:which I just think is bananas.
270
:But if someone doesn't want to wait six
to 12 months, Cara, and they don't want to
271
:just pray to the Google gods to crawl my
website and find me, what are some things
272
:that we can do to kind of help that along?
273
:Kara: Yeah, for sure.
274
:So always, so getting more backlinks,
which that's like more of a, I don't
275
:know, it can be hard to get backlinks.
276
:When you're looking at like other
websites quoting you, but you can always
277
:create black backlinks on Pinterest.
278
:Even if you're not using Pinterest as
like a Pinterest marketing strategy,
279
:having links to your website from
Pinterest will automatically boost
280
:your kind of authority of your website.
281
:And then also just like heading
to Google search console and
282
:submitting your blog post.
283
:is a key.
284
:Yeah, exactly.
285
:Cause then you're like telling
Google like, hello, I have a
286
:new blog post, come find it.
287
:And it's also a good way.
288
:Then you can kind of check back like a
week or so later and sometimes like you'll
289
:get data there where Google will be like,
I found this, but I didn't index it.
290
:That's typically a sign that you need to
make some updates and like add more value.
291
:Quote unquote.
292
:Because it's like,
okay, Google found this.
293
:Google's not interested.
294
:Not so harsh, but like,
you know what I mean?
295
:Like, you know, like this is
okay, but it's not necessarily
296
:what we want or whatever.
297
:And you can add value in so many ways.
298
:Like it doesn't necessarily
mean more and more text.
299
:It can be like Adding more resources,
like if you're writing a blog post about
300
:Dubsado and you're like linking at the end
of your blog post to more Dubsado posts,
301
:or it can be something like updating your
images, or it can be something like just
302
:submitting it again and trying again.
303
:If you're like, no, this,
this is my best work.
304
:Try again.
305
:Um, but it's just so helpful to know,
like, or if Google hasn't discovered
306
:yet, like, is there some sort of tech
problem that needs to be addressed?
307
:Colie: I mean, that's so interesting.
308
:Cause number one, I've never
had something that was rejected.
309
:And so I'm going to be
looking for that now.
310
:I will say one of the things that
I discovered that was like a whole
311
:section of my pages, and it's not
really related to blogs, but a whole
312
:section of my pages, most of my shop
pages were not indexed and it was I
313
:had asked Google not to index them.
314
:Like I was using a template and
it must've been that like, I
315
:was using my Black Friday one.
316
:Which I didn't want it to index.
317
:And then I duplicated it and
made it something else and didn't
318
:realize that I had that checked.
319
:So, Hey, everybody, if you're a show it
user and you ever check that box that
320
:says, ask Google not to index, make sure
that every time you duplicate or you write
321
:something new, that you have taken that
off because learn from my mistakes guys.
322
:But.
323
:One of the blog posts that you wrote
for me last month, I believe it was
324
:when, cause usually for you, like
I'm in there, I'm reviewing it.
325
:If I make a change, I do.
326
:But then when I hit publish,
I'm immediately going to
327
:console and just putting it in.
328
:And then every once in a while, when I'm
doing that, I'm like, Oh, I should check
329
:to see if my last few podcast episode
show notes were automatically indexed.
330
:And a majority of the time they are like,
so, and that, that's, that's, The last
331
:one that I checked, it had only been
like two days and it was already indexed.
332
:So I was like, yes, Google
is indexing my shit fast.
333
:This is awesome.
334
:Kara: Google knows that you're
updating your content regularly,
335
:which is such a good sign.
336
:Colie: Yay me.
337
:Okay.
338
:I didn't realize that, but it's awesome.
339
:I mean, cause right now I am
technically blogging about twice a week.
340
:It's the podcast show notes and then
either something that you've done or
341
:something that I've let me, let me Doing
quotes whipped up because I mean that
342
:air table blog post that I did recently.
343
:It wasn't really me whipping it up,
but I'm very proud of that blog post.
344
:It's
345
:Kara: Oh, it's so good.
346
:Colie: So you mentioned Pinterest.
347
:So now I feel like we
should kind of switch gears.
348
:We've talked about blogging.
349
:We've talked about the benefits going
on to Pinterest because Pinterest
350
:is something that I 100 percent
know that I need to do now that I am
351
:really trying to do my system stuff.
352
:But I think one of the things
that stopped me in the past.
353
:As a photographer, I will say this,
you have to make sure that someone's
354
:local to you, or it doesn't matter
how many hits you're getting unless
355
:you're a traveling photographer.
356
:And I was a traveling photographer.
357
:So that part didn't bother me, but my
most viral pins are fresh, 40 eights.
358
:And so I don't, I almost don't
care how much you pay me.
359
:I am not going to fly to you at the drop
of a hat when you've had a baby to get
360
:into the hospital before you check out.
361
:Like that's just not a thing.
362
:So I was just like, as a photographer,
like pinning just never really made sense
363
:to me because I was getting all sorts
of Pinterest traffic from those pins,
364
:but everyone was immediately bouncing.
365
:because I'm not located
anywhere near them.
366
:So that's like my little, my
little tale of why Colie doesn't
367
:really do a lot in Pinterest.
368
:But Kara, I'm going to kind of ask you the
same question I asked you for blogging.
369
:Like, why should we care
about Pinterest marketing?
370
:And what does it give us that perhaps,
Instagram, I know I said that word again,
371
:Instagram or blogging doesn't give us.
372
:Kara: Yeah.
373
:So Pinterest is kind of like,
it's such a unique platform in
374
:that it is very top of funnel.
375
:So like before you start Pinterest,
you need to make sure your website
376
:is set up to convert in some way.
377
:So like you said, if you're
converting Fresh 48 sessions.
378
:It's a little tricky, but I always
find like this is like where we always
379
:have to like check our vanity, right?
380
:Because so many times people are
like, I want to grow my Pinterest.
381
:I want 100, 000, a million
monthly impressions, whatever.
382
:And especially like with local
businesses, it's so hard.
383
:Like you just have to get
comfortable seeing smaller numbers.
384
:And being like, but those are
the people that I want, and
385
:that can be so challenging.
386
:And then the other thing to remember
is that pins show up on Google.
387
:One, your boards will show up on Google
if people are searching for stuff.
388
:And two, they'll show up literally
in the image tab on Google.
389
:So sometimes people If you have a
solid Pinterest strategy, sometimes
390
:people are finding you on Pinterest,
but they're not attributing Pinterest
391
:to like the source of how they found
you, so it can be tricky to track.
392
:Like you kind of mentioned earlier, UTM
codes can help with that if you're like
393
:trying to track where people are finding
394
:Colie: you can put UTMs on Pinterest.
395
:I did not know that.
396
:Kara: yeah, you sure can.
397
:So that's a good idea.
398
:And then just keeping in mind.
399
:One, you have to have fresh content,
whether that's like blog posts or
400
:podcast show notes, or like new products
being added to your shop or something.
401
:Pinterest doesn't want you to
just like keep pinning to the
402
:same link over and over again.
403
:And Pinterest traffic
doesn't like that either.
404
:They want to like binge your content and
like have something there to consume.
405
:And then you as a business owner
need to realize that they are
406
:brand new cold traffic and you need
to like get their email address.
407
:Or if you're not great at email
marketing, I always like to include
408
:like a come find me on Instagram.
409
:Like if you're great at nurturing
people on Instagram, even though, you
410
:know, we talked about how Instagram
is like for growth, but Instagram
411
:is a great nurture technique.
412
:Like if you are an extrovert, especially,
and you love having your conversations
413
:on Instagram, having something to
like help you drive cold, fresh eyes
414
:onto a platform that you like, that's
already working for you is a great idea.
415
:It's also like.
416
:easier to outsource because
it's not your personality.
417
:Outsourcing Instagram is hard.
418
:Colie: Mm hmm.
419
:I agree.
420
:I mean, I find it difficult.
421
:Like, I've never really considered
myself to be a picky designer, right?
422
:But when someone does something,
I'm like, instantly, I'm like,
423
:no, I wouldn't have done that.
424
:And it's not even like, It's
not even like I can explain it.
425
:Does that make sense?
426
:Cause like every time it's like this
one tiny thing that's different and
427
:I'm like, I can't, I don't know.
428
:So yes, I'm
429
:Kara: And if it feels like
wrong, it can't be on Instagram.
430
:Like people have like a little
bit more like on Pinterest.
431
:Like I didn't love every
graphic, but like who cares?
432
:Cause nobody's binging somebody's
like Pinterest feed, right?
433
:It's like, okay, we
tried different designs.
434
:Maybe like some, maybe
you don't, but like.
435
:The point is to get people to
the website where it can be a
436
:perfectly branded experience, et
cetera, versus like Instagram.
437
:You're like, Oh no, that one piece
of content will bother me forever.
438
:Cause like, I wouldn't have said it
like that or designed it like that.
439
:Colie: I mean, girl,
there is something to say.
440
:I think I've realized
something about myself.
441
:I like content that I
can update my podcast.
442
:If I've recorded an episode and
I, there's a little bit in there.
443
:Like, for example, one thing that has
been really difficult is in so many
444
:episodes, I'm talking about how my CRM
blueprint course is just for Dubsado
445
:users or just for photographers.
446
:And so I'm like, if this is a podcast
episode that I'm actively sending people
447
:to, because the rest of it was great,
I might want to go back into script.
448
:edit the part out where I say
it's just for photographers
449
:and then update the podcast.
450
:And then anybody going forward that
gets the new podcast episode, like the
451
:link is the same, the description could
be the same, or I could change it.
452
:But like I have updated that episode to
where no one going forward will mistake
453
:it for only being for photographers.
454
:Same thing with blogging.
455
:And I've told you this, and I don't
know if anybody else agrees with
456
:me, but half the time I tell Karen,
no, I don't, I don't even care.
457
:We hit publish.
458
:And if there's something that I want
to change later, I will change it and
459
:then I will just resubmit it to console,
to Google, because there are things
460
:that I am going to want to change.
461
:For example, you know, our
HoneyBook versus Dubsado blog post
462
:that was so amazing that you wrote.
463
:I already had to update it because in
there we said that Dubsado's mobile app
464
:was in beta and it released last week.
465
:So I already had to go and update
it to say, no, this is no, I mean,
466
:it's still not as feature rich as
HoneyBooks, but it is now not in beta.
467
:Anybody can get it from the app store.
468
:I mean, that was already, and it took
me like five seconds to update it.
469
:And then I resubmitted it to Google
console, even though I really don't
470
:think that I had to, because I didn't
change all of it, but I didn't want
471
:like that one bit about the app
being in beta to be the thing that
472
:like Google latched onto because.
473
:You know, remember we don't get to control
what Google latches onto in a blog post.
474
:Like it gets to decide what it thinks
is most important, but I just love
475
:content that I can go back and update.
476
:And on Instagram, you
can update a caption.
477
:You can't swap out images on YouTube.
478
:You can't swap out the
video like you can on Vimeo.
479
:If anybody's listening, I
would really like to be able to
480
:swap, swap out YouTube videos.
481
:Like that would be on my Christmas list,
482
:Kara: Yeah, the fact that you can do
it on podcast episodes is like great.
483
:Colie: It's so fantastic.
484
:I mean, just think about it.
485
:If it's an episode where you now have
a new perspective and it was like a
486
:short, because I used to do short 10
minute episodes and I wanted to just
487
:re, you know, re record so that it
was updated for my current feelings.
488
:If something has really changed, I
love just being able to swap that
489
:audio file and go on about my business.
490
:Kara: Yeah, and I also think to hop
on what you were saying with updating
491
:stuff for anyone like listening that's
like struggling with Perfectionism or
492
:anything like that It's so nice to be
able to like put blog posts out into the
493
:world and like you said update them later
But also just not spend eight hours on
494
:every single one See which ones rank and
start performing and then update those
495
:ones and like put your effort there Like
actually to your point about Pinterest.
496
:I had a real go Go viral about
like five wedding packages under
497
:5, 000 for my wedding business.
498
:And it's like, it was bringing
me a bunch of American traffic.
499
:I'm in Canada.
500
:I can only work with Canadians
and that I don't do it anymore.
501
:Obviously I have a team that handles
it, but it was like, I have this blog
502
:post that's getting a ton of traffic.
503
:So I like whipped up a little ebook for
like 17 started selling it and like, I'm
504
:not getting rich on it or anything, but
it's like a few hundred bucks a month.
505
:Like it was well worth my time to
like Do it once three years ago.
506
:Do you know what I mean?
507
:Be like, this blog post is doing well.
508
:It's doing well on Google and Pinterest.
509
:I'm going to like focus on just updating
that one to see like how I can kind
510
:of get whatever I can out of it.
511
:Versus like if I tried to make every
single blog post perfectly, I don't
512
:know, like not that you want to put out
garbage, but I just mean like put it
513
:out and then as things do well, look
at how you can make them even better.
514
:Colie: Yes.
515
:Okay.
516
:I'm going to ask you a few really
specific Pinterest questions.
517
:These are like questions that I've
had in my brain, and I just know if I
518
:have the question someone else does.
519
:Kara: Yeah.
520
:Colie: I feel like Pinterest, like a
couple of years ago, just exploded.
521
:They tried to be more like Instagram
or YouTube and the YouTube shorts.
522
:Like now you can do the videos,
you can do the idea pins,
523
:and you can do regular pins.
524
:If someone is coming into Pinterest
for like the first time, they're a baby
525
:person, you know, well, not a baby person.
526
:If someone is coming to Pinterest
for the first time and they are brand
527
:new to Pinterest marketing, what
kind of pin should they focus on?
528
:Or is it really the best strategy to
kind of diversify and get different
529
:kinds like you would on Instagram?
530
:Kara: Yeah.
531
:So Pinterest has made a bunch of changes.
532
:They have a new CEO.
533
:That's kind of like, I feel like
simplifying it because it was getting
534
:to like trying to compete with the other
platforms and it really is its own thing.
535
:So they got rid of idea
pins or story pins.
536
:And now it's really just like
standard pins or video pins.
537
:And here's what I would
say about that video pins.
538
:Similarly to Reels, they might get seen
more, but they rarely get clicked on.
539
:So like, I might post like
one or two video pins a week.
540
:Usually it'll be a repurposed Reel
of like, face to cam, usually.
541
:Because anything with music, the
music's gonna get taken down, so
542
:like, voiceovers don't really work.
543
:Be real, like, eh.
544
:Like, if you think about Pinterest users
buyer behavior, They're, they're not
545
:really looking for that kind of content.
546
:So like definitely 95 percent of my
effort is going toward static pins.
547
:Colie: Okay.
548
:Kara: Yeah.
549
:Which are easy.
550
:They're the best.
551
:Really?
552
:Colie: Now I'm going to follow
up with the second question.
553
:The thing about static pins
that I can never decide.
554
:So you write this amazing blog post
and I don't know if you noticed, but
555
:I created, well, my designer created,
I told her what to do and she did it.
556
:Great.
557
:Delegation it basically had two
columns and it was comparing
558
:and contrasting the different
things for HoneyBook and Dubsado.
559
:Now I went directly to the blog
post and added that to the end.
560
:And then I pinned it directly
from the blog post onto Pinterest
561
:versus going to Pinterest and
like making a pin from scratch.
562
:Kara, does it matter which one you do?
563
:Kara: No, no, it doesn't matter.
564
:Yeah.
565
:Sometimes like people argue either way,
but to me, it's kind of like when people
566
:think Instagram prefers one thing or
the other, like we're just guessing.
567
:And really like I've
had success with both.
568
:Colie: Okay.
569
:So it is totally okay to like use
the schedulers and make the pin.
570
:And as long as you're putting in
the appropriate URL to direct that
571
:traffic back to the blog post that the
content is related to, it's the same
572
:as if you go to the blog post, you
hit pin and you send it to Pinterest.
573
:Kara: Yeah, yeah, you bet.
574
:Easy.
575
:Colie: Okay.
576
:When it comes to marketing, I feel
like we've already, we kind of said it,
577
:but I'm going to say it very bluntly.
578
:If you have the bandwidth, I'm
pretty sure your recommendation
579
:is one blog post a week.
580
:Is that right?
581
:Kara: Yeah, yeah,
582
:Colie: Okay, let's talk about Pinterest.
583
:It seems like that takes
way more effort, Cara.
584
:How many pins do you recommend
that people do each week?
585
:And then how many pins should
people do from one piece of
586
:content, like a blog post?
587
:Kara: Yeah, okay, let
me do some math here.
588
:I'm like, I usually say like, anywhere,
depending on how much content you have,
589
:it can be like 5 to 20 pins a day.
590
:Colie: Oh!
591
:Kara: just don't want to Yeah, I know,
I'm like, how much is that a week?
592
:But it can be like, When I think of
a pin, it can be like one image to
593
:like three to four different boards.
594
:So it's not necessarily like you
need to create 20 new graphics a day.
595
:You can kind of repurpose them.
596
:that is usually what I would
recommend just because Pinterest
597
:is always like blogging.
598
:It's already slow.
599
:Like I say, six to 12
months of consistency.
600
:So if you're doing like one to two
pins a week, it's just going to be
601
:very, very slow to see results for you.
602
:and yeah, I just don't want that for you.
603
:That's basically it.
604
:So I will try to on average do
five and usually about five.
605
:Colie: okay.
606
:So if you're telling me to pin
five different pieces of content
607
:from one specific, um, blog post,
do I blog all five of those in one
608
:week or should I spread it out?
609
:Like, what's your, what's your, what's
your idea on like a publishing calendar
610
:cadence, if you will, from one blog post?
611
:Kara: Sure.
612
:So like without making it too
complicated, I would say you want to
613
:pin like, let's say have five and I'm
just going to pin like one Monday,
614
:one Tuesday, one Wednesday, et cetera.
615
:And then the next week I would pin
the same pins to different boards.
616
:If that makes sense, and do that for
like three or four weeks, depending
617
:how many relevant boards you have.
618
:You don't necessarily want it.
619
:It's like one of those things where you
don't want it to seem too formulaic,
620
:but also we need systems for everything.
621
:So,
622
:Colie: that's super interesting.
623
:I have always just re pinned the
same pin to a different board.
624
:Clearly, that sounds like that is
not what I'm supposed to be doing.
625
:When you say, when you say pinning it to
an, I'm, I'm assuming you mean re upload
626
:it as a different upload, or is it just
that I'm taking it from one board and
627
:basically adding it to another board?
628
:Kara: So in Tailwind, and I think
Tailwind is the only one that you can
629
:do this, you would just pin to like
multiple boards at once, and then you
630
:can like, it in essence turns that
into let's say four different pins.
631
:On other schedulers, I think
you have to upload it manually.
632
:Colie: Okay, well, I use metrical,
so I can't automatically send it to
633
:different board to different boards.
634
:Yeah, I was trying to make sure I was
using the correct terminology, but what
635
:I could do is after I pinned it one time.
636
:I could then duplicate it and
make it the exact same thing.
637
:And then I would just
choose a different board.
638
:And then for the next week, I
would choose a different board.
639
:So I can do that manually.
640
:I mean, guys, if we're talking about
how long after you create the one pen, I
641
:think it would take me less than a week.
642
:It would take less than two minutes
to get it duplicated and repinned and
643
:scheduled to different boards, in
future weeks, it would take less than two
644
:minutes to like duplicate it five times.
645
:We're not talking about a lot
of time and energy, but I have
646
:been mostly doing video pins.
647
:So now that Kara has given us her
wisdom, you guys are probably going
648
:to see a lot more static pins from me.
649
:Um, in the future,
650
:Kara: Yeah.
651
:Yeah.
652
:I mean, video pins are good
for sometimes getting reach.
653
:It's just most people are not listening
to Pinterest like with volume.
654
:Right.
655
:So
656
:Colie: we'll have captions.
657
:Does that help?
658
:Kara: Do you ever like sit
and watch a video with just
659
:captions with your sound off?
660
:Colie: Oh, I, sometimes I do if I'm
somewhere that it's inappropriate
661
:for me to be watching a video.
662
:I can't really think of any, I mean,
like, if I was at my kid's school waiting
663
:for her, orchestra performance to start.
664
:You're damn right I'm looking
at it with some captions.
665
:Or, I mean, I, I think the listening
audience will enjoy this one.
666
:My husband, like, if I get up in the
middle of the night and I can't go
667
:back to sleep, I am too lazy to get
out of bed, so I will pick up my phone.
668
:I will turn the brightness all the
way down to the lowest setting and
669
:I will just have it muted and I will
be like scrolling through my reels.
670
:And yes, I am just reading
the captions at that point.
671
:But I've never done that on Pinterest.
672
:I just want to say good point.
673
:Good point.
674
:Kara: Yeah.
675
:That's funny.
676
:Colie: right.
677
:So I think we've talked about like the
intersection of blogging and Pinterest,
678
:but if someone was going to jump into
both those markets at the same time,
679
:like what kind of time commitment are we
talking about someone setting aside in
680
:order to start going on both platforms?
681
:And maybe we're not talking
about like full force.
682
:Like, what if I just want to dip
like one toe into the water and
683
:see what it's like on both sides?
684
:Kara: I would say like two hours, two
to three hours a week, realistically.
685
:Colie: And, I mean, how much
energy, how much time and energy
686
:do you spend on Instagram, Cara?
687
:Kara: Oh god, very little.
688
:I feel like I go through phases like other
people, but like, Instagram is not a huge,
689
:you marketing channel for me, honestly.
690
:So it's like, if I'm on there more,
it's just like, cause I have extra time
691
:and I'm, yeah, having like fun with it.
692
:But yeah,
693
:Colie: So it's not the
marketing channel for you.
694
:That's all right.
695
:Do you have any closing tips?
696
:Just, I mean, cause your, your brain is
just so awesome and amazing for marketing.
697
:So do you have any tips for anyone
about marketing with intention
698
:versus throwing spaghetti on
the wall and seeing what stick?
699
:Like how can we all be more
intentional with our marketing?
700
:Kara: Yeah, I feel like kind of the
whole topic of this episode was just
701
:like putting maybe not all your energy
into things that don't pay off right
702
:away, but like some of it, right?
703
:And like it will pay off and just like
being mindful, I guess, of like your
704
:time spent on other platforms before
you're like, I don't have time for
705
:another platform because chances are
we all have time that we could scale
706
:back on other things that are like, you
know, the feel good feel good platforms.
707
:I'm like, I just want to like.
708
:I beg every single person to
take blogging seriously because
709
:it makes such a difference.
710
:And like I said, if you can
stick to it for like six, 12
711
:months, I know it's a long time.
712
:Uh, but once you see the momentum,
you're like, I'm never stopping this.
713
:And if I do stop this,
I'll still see the results.
714
:So it's like a really, a true win win.
715
:And I would also say if you're like,
I can't give up those like quick
716
:win platforms right now because I do
need clients, you know, immediately,
717
:and I'm not in a position to
necessarily invest in the longterm.
718
:Starting with like just blogging and
using that as like a cornerstone piece
719
:and then using the content that you
create on your blog post to create reels
720
:and to pull carousels from is such a
good way to like, reuse that energy,
721
:Colie: I wish people could see my
face when you said that because I
722
:was literally, guys, going to come up
behind her and say, and listen, every
723
:single minute that you spend creating
content for your blog, you are saying
724
:probably some pretty important shit
that you could then take and reuse.
725
:Repurpose, Recycle, whichever
word it is that's the word of the
726
:day, you could totally take that
and use it for Instagram Reels.
727
:And we haven't talked about email
marketing, but I do have a conversation
728
:later in the series where I am
really going hard on email marketing.
729
:And so.
730
:Just remember, whatever content you
are creating for a channel, there is a
731
:way for you to either repurpose it or
use that idea to create more content
732
:about that topic for another channel.
733
:So nothing that you do
is going to be in vain.
734
:I mean, I was already thinking to myself,
Hey, any new static pins that I make,
735
:because Kara told me to, I'm going to be
able to just reuse those on Instagram.
736
:I mean, you know, Especially in my
stories, guys, you can reuse all of this.
737
:So I just personally, the purpose of me
creating this series was to get you to
738
:be more strategic and more intentional
on where you are spending your time
739
:in order to market your business and
your services, Cara, Thank you so much
740
:for joining me for this conversation.
741
:It was amazing.
742
:And, you know, I will just,
I love to chat with you.
743
:I love our little boxer chats.
744
:And so this was just a good
opportunity to get you on my screen.
745
:So I could be like,
746
:Kara: Yeah, no, thank you
so much for having me.
747
:I can't wait to tune
into the whole series.
748
:I think it's going to be so good.
749
:Colie: it's going to be so good.
750
:All right, everybody.
751
:And as Cara said, this
is only episode two.
752
:In what is many more to come.
753
:So please make sure that if you have
not subscribed to this podcast, that
754
:you do so now so that all of the
future episodes in the marketing with
755
:intention series are downloaded directly
on your podcast device of choice.
756
:All right.
757
:That's it for this episode.
758
:See you next time.
