Pinterest List Building Strategy
In today's blog I'm going to walk you through my exact strategy for using Pinterest to grow my email list that you can implement then in your own biz.
To make it quick and painless I've even created a step by step checklist that you can grab below.
Creating Your Blog Post
So the first and most important part of this strategy of course is the blog post and you don't even have to write a blog like this.
You could also post your podcast or most recent YouTube and just include the show notes or summary below the podcast or YouTube training.
Whatever you are creating though the key is to make sure it's something your audience wants and needs. There's no point in creating content just to create content. By creating someone that they need and want to solve a problem or struggle they are experiencing it will make your list building strategy that much easier.
You also want to make sure you are using the language your customer uses in your blog post.
What do I mean by that? The terminology they would use.
So a doctor speaking to non doctors wouldn't say..."He experienced a myocardial infarcation" because most people would be like...
He would use terms instead like "He experienced a heart attack".
So this is super important to do so your audience understands you. If they don't know what the heck you're talking about they're going to assume you're not talking to them and click away.
Possibly never to return....
Social Sharing Links
Make sure when you're done creating your blog post to include social sharing links and encourage people to share your post.
A good thing to remember is to always encourage your audience to share your post at some point in your blog post. Don't just assume they will.
Creating Your Read Magnet
Once your sharing methods have done the "getting to" to your blog post. You will still need that "extra something-something" to get someone to opt-in to your list. Now if you're the awesome email marketer that I know you are, you probably already have "lead magnets" set up on your website.
But the great thing about creating a "read magnet" that goes with your blog post is because you know they're interested in this topic if they're reading that post they are more likely to opt-in for a freebie directly related to it.
The key with the read magnets isn't to give them more info, but to help them implement the info that was just given to them in your post. So if you talked about crafts they could do with their kids this summer, a cheat sheet with the steps and pictures for the crafts would compliment that post. So see, you're not giving them more info, just giving them a way to implement it without constantly having to come back to that blog post.
Setting-Up Your Opt-In Process for your "Read Magnet"
So now that you have your blog post and read magnet created, you want to go into your email marketing provider and start setting up the tech. First thing you want to do is set-up a form for your read magnet. Next, if your program allows you to, set-up a tag that will be added to anyone that opts-in for this read-magnet so that when you go to do a promotion for a paid product or service you know they are interested in that topic.
You also want to decide which list this form is going to link back to. Your list is kinda like your big bucket that houses people interested in a topic and your tags let you know what part of that topic they were interested in.
So for example, if I created a list for online marketing (big bucket) and then had tags for email marketing, Facebook and Pinterest. I would know that the people on that list are interested in those things to do with email marketing.
You also want to make sure you're setting up your form so that it goes to an "active" thank you page instead of just the default "Thanks! Now confirm your subscription." An active thank you page directs your subscriber to the next steps they can take with your business.
Things such as...
- Letting them know to confirm their email
- Links to follow you on social media or join for Facebook group
- A Brand video that tells them more about your business
- A video that tells them about the next steps of what they can expect after opting-in
- A trip-wire for a $5-$25 item
You don't have to put all of the items above and you could even put different ones. A good rule is to always include the confirm your email message and how they can receive your emails and then include one other way they can interact with your business.
Creating Graphics for Your Blog Post
For each blog post you're going to want to add a graphic sized for Pinterest as well as create a second graphic to promote the read magnet. You can see the one at the bottom of this blog post for an example.
By sizing your main graphic for Pinterest it'll save you the time of having to then create another graphic.
You can use a FREE online program like canva.com and create a few templates that match your brand ahead of time and then you can just change out the wording and possibly a picture if you have one for each blog post. The templates will save you a lot of time and also help you create a system for creating blog posts.
Storing Your Read Magnet for Download
You'll want to store your "read magnet" somewhere online for your subscriber to be able to download it. You'll be linking to it in your first welcome email and even possibly on your thank you page.
I like to use Dropbox (www.dropbox.com) and create a link for each read magnet. With that special link they can only access that specific file.
A good thing to do with the Dropbox link is to change the "www" at the beginning to a "dl" and the number "0" at the end of the link to a number "1". This will make the file download automatically when clicked on instead of taking them over to Dropbox and then they having to download it from there.
You could also store your files on something like Amazon S3 or even your own website.
Whatever you are using think of how much traffic is going to be coming to that page and the potential amount of downloads as some services charge a fee depending on how many downloads are happening.
Creating Your Welcome Sequence For Your "Read Magnet"
You want to make sure every new subscriber opting in for your list is going to go through a welcome email sequence. In the first email you would include the "read magnet", set the expectations of how often you're going to be emailing them, when they can expect to get your emails, what you'll be emailing them and how to make sure they get your emails so they don't end up in spam.
The following emails in that sequence then build a relationship with your new subscriber and provide a ton of value to help them with the problem they're experiencing.
Setting Up Your Opt-In Box on Your Blog Post
Once you have everything set up correctly in your email program, and your blog post is complete with graphics you want to give your audience a way to opt-in to get that awesome read magnet you've created.
You can use a program like Leadpages to create an opt-in box to do this. You could use a Wordpress plugin if you have Wordpress. You could also just put an inline form below the graphic by using the html they give you when you set up the form. An inline form is two boxes (name and email) that's always visible without having to click the extra button like you do with an opt-in box to make it pop up.
Optimizing Your Blog Post for SEO
When creating a blog post you always want to be optimizing it for SEO (search engine optimization).
Make sure you have a headline that not only captures attention, but uses words that your audience would be searching.
You blog post should do the same. Going back to the top of the post where I was discussing using the terms your audience would, make sure those terms are through out your post and terms your audience would be searching for.
You graphics should also have descriptions using keywords instead of just the file name.
Enabling Rich Pins
Now that you have everything set-up it's time to drive some traffic to this baby!
If you haven't yet, you should enable Rich pins for your website. You will only have to do this once, so if you've already done this for your website, you can skip to the next section.
Rich pins are Pinterest pins that have your website name and icon displayed underneath the pin image, easily directing users to the pin’s source (meaning you!).
If you’re on WordPress, setting up rich pins is incredibly easy and very beneficial for growing your list and following.
In order to set up rich pins, Pinterest requires you to add certain meta tags to your site.
For info on how to set this up for your specific website provider click here.
Once you've done that go to Pinterest’s Rich Pin Validator, and plug in a link to any blog post on your site (it CANNOT be the link to your homepage). It doesn’t matter which blog post and you only need to do one. Click “validate.”
It might takes a couple days for Pinterest to get back to you to let you know you have been approved.
Creating a Pinterest Pin
If you rich pins enabled it will automatically pull over some data for you. You will then want to tweak the description, again making sure you're using those keywords (not hashtags). What would people be typing in if they were searching for what your blog is related to?
Once it's pinned. Double check that it's linked up to your blost post correctly and you're done.
If you want to (this is optional), if you have a Pinterest business account you can use Pinterest Ads to drive even more traffic to it.
Sending An Email Out To Your List
The last step in this is to then send an email out to your list and encourage your list to share your new blog post with their friends on social media or their audience.
Depending on who you're using for your website, you can set-up how your blog post will look like, and what data will be pulled in when it's shared. Check with your website provide on how to do this.
This is what the whole process looks like visually.
If you got a ton of value from this post please do me a quick favour and share this post with your friends or following so they can benefit from it to.
Don't forget to Download your Pinterest List Building Strategy Checklist Below