#072: How to Make Promoted Pins Work for You With Monica Froese

Jun 12, 2019

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Today, I have my friend, Monica Froese from Redefining Mom on the show. She will be sharing all things promoted pins and how to make promoted pins work for you.

We talk about not only why it might make sense to pay for Pinterest Promoted Pins, but we break it down and share how Monica promotes her course using Pinterest and Facebook advertising.

Why Advertise On Pinterest?

Monica believes that advertising serves very different purposes from one social media platform to another.

The first thing to keep in mind when you’re thinking about Pinterest ads, aka Promoted Pins, is whether or not your demographic is even on Pinterest.

Pinterest is mostly women, mostly in the US, and mostly millennials. If your target audience is older men, you’re probably not going to find them on Pinterest.

It’s important to understand the difference between Pinterest and social media sites such as Facebook or Instagram.

When you open Facebook, you do not hope to be served an ad about wedding planning.

But if you are actively wedding planning, you will most likely be served an ad about that, simply because their targeting and retargeting strategies are the best out there.

With Pinterest, you come with a problem, and you’re proactively searching for the solution.

When you open your Pinterest app, you come in with a buyer’s mindset.

You have a problem, you want a solution, and you’re ready to pay for it.

Will Promoted Pins Increase Sales?

It’s important to note that an ad on any platform won’t solve a broken system or a broken funnel.

If your product isn’t selling organically, ads are not going to fix that problem.

It’s important to make sure your product sells from the platform that you’re going to be promoting on.

If you can’t get any sales from Pinterest organically, you should not dive into Pinterest ads.

You need to prove your product organically and build a relationship with your audience before you just jump into Pinterest ads.

If you have proven your product, then you can even sell it to a cold audience on Pinterest.

How to Market to a Cold Audience

A cold audience is one that has no familiarity with you or what you sell. They have not interacted with you in any way.

A warm audience is someone who has seen you or your product somewhere online. They have had an interaction with you.

Most marketers are going to tell you to only target a warm audience; that a warm audience is going to convert better into monetary returns.

On Pinterest, people are looking for a solution to their problem, so if they see a solution to their problem, whether they know that person or not, they are more willing to buy the service.

They are not looking for someone they know, they are looking for answers.

Warming Up An Audience to Get Them to Buy

The caveat to selling to cold audiences on Pinterest is that the higher priced your product, the less likely a cold audience will buy it.

The solution to this problem is to warm up your audience. Help them get to know you.

There are several ways to do this, but Monica shared her favorite strategy with us.

Strategy to Sell to a Warm Audience

Run an ad on Pinterest
People click on your ad and go to a landing page on your site
You offer a freebie on the landing page
You now have their email address
Send an email with one of your products at a reduced price
Add that person to your automated email list
Nurture that relationship and turn them into a warm audience

Pinterest is e-commerce focused and mostly on lower-priced products. So, Monica focuses on funneling those types of products to her audience.

And then, when she wants to nurture for a higher-priced product, she focuses on building her email list from Pinterest.

How to Get Email Subscribers From Pinterest

Keep in mind that Pinterest is content driven. Most bloggers drive their ads to a blog post where they ask people to sign up for their email list.

Monica turned that strategy on its head by driving people to a landing page through her ads.

And then she uses "tripwires" once they’ve signed up for her email list to get them to make a purchase.

Tripwires are an easy way to get people to buy from you immediately by reducing the price of the product for a limited amount of time.

Pinterest Ads for Pageviews - Does it Make Sense?

The question isn’t whether you should want to drive page views, it’s why do you want to drive page views?

You have to understand your strategy before you promote it.

It’s not about increasing your page views; it’s about what you are doing with those page views?

If you’re being paid by a brand to promote them, it’s worth it to spend some money promoting your pins, so you get more page views.

Look at how much money you’re generating, and make sure it makes sense to be putting money behind promoting pins.

If you have a funnel that you know works, page views can be very helpful if your strategy is to get those people into your funnel.

Dig into your analytics, to know whether what you’re doing is working or not.

Monica’s Courses

Monica’s Pinterest Ads course, Pin Practical Promotions, is open for enrollment through June 10, 2019.

If the course isn’t open for enrollment when you check it out, Monica offers a free course called Pin Practical Ads which is a great way to get started on your journey with Pinterest Ads.

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Timestamp

Intro
5:23 Why Advertise On Pinterest?
10:20 Will Promoted Pins Increase Sales?
10:25 Marketing to a Cold Audience
18:17 Warming Up An Audience
27:15 Email Subscribers From Pinterest
35:16 Pinterest Ads for Page Views
40:58 Monica’s Courses

Read the podcast transcript HERE:

TOP 4 TAKEAWAYS FROM THIS EPISODE

Pinterest users are ready to pay for a solution to their problem.
You must prove your product is viable organically before promoting on Pinterest.
If you are selling higher priced products, try getting people to sign up for your email list so you can warm them up to a purchase. Most users won’t buy a higher priced product straight from your Pinterest ad.
Before paying for ads to drive page views, know why you want more page views.

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