As a coach or online expert with a podcast, maybe you’ve been toying with the idea…”Should I use Pinterest for my podcast?”
If this question’s been nudging you, it’s likely because you know your words have the power to convert your listeners to clients and buyers… But getting more of those ideal client types to tune in? That’s another story.
✔️ Yes, you’re posting audiograms to your social media every time a new episode goes live.
✔️ Sending out emails to your list.
✔️ Optimizing your show notes for Google…
But it feels like there’s a piece to the puzzle that’s missing. One that could lead to seeing way more listeners tuning into your podcast every single week.
Could that missing piece be promoting your podcast on Pinterest?
You might have heard that using Pinterest for your podcast can be a great way to bring more listeners into your world, but maybe you’re not sure if it’s right for your podcast, specifically.
Well today I’m here to tell you that it probably is.
Pinterest is an excellent tool to expand your audience, grow your number of listeners and subscribers, and drive traffic to your monetized show notes and episodes.
In this blog post, I’m going to share 4 of the top reasons that Pinterest is probably a *really* good idea for your podcast. So if you want to learn… (You can click on any of these to skip to that section!)
- How Pinterest can help you get discovered when people are already searching for what your podcast is about
- The number one (really inaccurate!) myth that keeps entrepreneurs from tapping into the power of the platform
- Why ranking on Pinterest is easier than ranking on Google
- How it’s possible for your episodes to get found on Pinterest for months (and even years!) after you first pin them
…then you’re going to want to stick around.
Now let’s dive into the first reason you should use Pinterest for your podcast…
1. You can get discovered when people are *already* searching on Pinterest for what your podcast is about.
You may have heard before that Pinterest is a search engine, rather than a social media platform. (So it’s *much different* than Instagram or Facebook).
But what does this actually mean, and how does that translate to it being a great place for you to promote your podcast?
Well, there are a lot of things that roll out from the “search engine thing” 😉 but essentially…
👋🏻 A social media platform shows your posts to your followers, meaning that you need to grow a following in order for your content to be seen.
❓A search engine, on the other hand, is a place where people can come when they have a question, search for the solution to that question, and then find it.
For example, let’s say Sally is struggling with getting good quality sleep at night. So, she goes to Pinterest (a search engine!) to look for ideas and solutions.
- She heads to the search bar and types in something like “better sleep.”
- She’s greeted with a feed of pins that offer ideas about getting better sleep.
- She sees your Pin – which links to a podcast episode all about tips for better sleep – and she clicks on it! 🎉
- Your show notes highlight everything she’ll learn in the podcast episode.
- She clicks to tune into your podcast, listens to the whole thing, and learns about a lead magnet or product of yours – that she immediately signs up for.
How’s that for an effective funnel? (Or customer journey, if you prefer that term!)
So… Because Pinterest is a search engine, it helps our podcasts get discovered by people who are already interested in and searching for our topics.
This means that we show up at the perfect time for women like Sally – when they need our help and are actively searching for it. And when we show up at the perfect time, they are far more likely to tune into the episode, subscribe to your email list, and even purchase your products or sign up for coaching.
In addition to showing up in searches, Pinterest also has the added feature of the Smartfeed. Like a newsfeed on a social media platform, the Smartfeed shows users content from the people that they follow. But, it ALSO shows custom content based on what they’ve been searching for and have demonstrated interest in in the past.
This means that you can show up in the feeds of Pinterest users who don’t follow you, but who are specifically interested in your content. (<——- Read that again!)
This means you have the opportunity to get even more eyes and ears on your podcast. And they are the eyes and ears of the kind of people who will want to listen.
I have three more super-important things to share with you… but if you’re already convinced and want to get started – like yesterday! – you can snag your copy of my Free Pinterest Quickstart Checklist. (Enter your info and I’ll send it – but then keep reading!)
Now let’s talk a little bit about the kind of content that does well on Pinterest…
2. Should you use Pinterest for your podcast – even if you don’t talk about recipes and home decor?
As a coach, you may be wondering if your content is actually in demand on Pinterest.
After all, isn’t Pinterest all about decor, recipes, weddings and the like?
Whoa…! Hold up. I want to catch you right there. ✋🏽🛑
While Pinterest may have gained a reputation over the years as being a place for finding chicken recipes, DIY mason jar crafts, and vision boarding… it isn’t only about that anymore.
So don’t let that misconception keep you from tapping into its promoting power.
Over time, Pinterest has become a hub of information and inspiration around all kinds of topics – including…
- Wellness, health, and self-development
- Relationships & love: dating, marriage, parenting, etc
- Personal branding and styling
- Work from home, business, and entrepreneurship
And all of this means that, as a coach or expert with this kind of content, women are actively searching for the things YOU help with and teach about.
For example, in 2021…
- Searches on Pinterest for “before sleep workout” are up 300% – year over year.
- Searches for “visualize your highest self” are up 55%.
- Searches on Pinterest for “mindfulness activities for children” are up a whopping 300% year-over-year.
- Searches for “glowing skin how to get naturally” are up 400%.
Want to see more of what’s trending in niches like health and wellness, entrepreneurship, relationships, and more? Check out this blog post about the Pinterest Trends report for 2021.
These trends in searches on Pinterest tell us exactly what a lot of us in the Pinterest marketing space have known for a while now… Pinterest is no longer about recipes and home decor anymore.
If you’re a coach or expert who helps with business, health and wellness, relationships, parenting, or any of the trending topics on Pinterest, your audience is on Pinterest. Meaning that it has the potential to bring in a ton of new listeners to your audience and clients to your business.
(Oh, and one more thing to keep in mind: even if you don’t see your specific “thing” in this report, that doesn’t mean it’s not trending. This report simply is an indicator that a lot of searches in these areas are blowing up in 2021. So if you’re in one of these areas… you need to be using Pinterest for your podcast!)
3. Getting your podcast to rank on Pinterest is easier than on Google.
Okay, so we’ve talked about how Pinterest is a search engine much like Google. But if that’s the case, then why shouldn’t you just focus your efforts on ranking on Google?
To put it simply: Pinterest is a LOT easier to rank on than Google.
In slightly longer terms: Pinterest is a potent search engine with 459 million monthly active users searching for what you have to offer.
But despite the serious growth that Pinterest has seen in its user base, the competition for marketers on the platform is still much lower than it is on Google – especially for podcasters.
Most people still aren’t using Pinterest to market their podcast, and many of those who are aren’t actually using Pinterest in the way that it’s meant to be used (as a search engine).
(Instead, they’re treating it the same as the rest of their social media platforms: posting a new image with a caption and calling it a day. When they do this, there’s practically no chance that their posts will rank in search-because they’re not trying to. 😉
All of this to say that as someone who’s in on the secret that Pinterest is a search engine, you’ll have a much easier time ranking in the searches of people who are actively looking for your content-because you’re actively trying to show up in those searches.)
When you create a Pinterest strategy around optimizing your profile and Pins to show up in Pinterest searches, you have a really good chance of ranking highly… and thus receiving those clicks and listens that you need to grow your audience!
Oh! Aaaaaannnndddd…. Your Pins ranking within search results also means that your pins won’t get lost in a fast-moving newsfeed – but more on that in a second…
(Pssssst…. You can 📌 pin this article for reference to your “Pinterest marketing” or “Podcast marketing board:)
4. Use Pinterest for your podcast’s long-term discoverability – because Pinterest pins don’t get lost in a fast moving news feed!
By far one of the most frustrating things about social media platforms like Instagram and Facebook is just how little time it can take for a post to become irrelevant.
You can spend hours crafting the perfect Instagram post and it can already be lost a few hours later (stupid algorithm!!).
The beautiful thing about Pinterest is that it doesn’t do this – and there are two reasons why:
- Because Pinterest is a search engine. If your Pins rank for keywords that people are searching for, they can show up in those search results months and even years. Whenever someone searches for that topic, your pins can be presented to them.
- The Pinterest Smartfeed (which we talked about above) isn’t time-based – in the least! Instead, Pinterest pulls up content based on what the user has been searching for recently (and other factors). Again, this means that your Pins can be surfaced months and years after they’ve been posted.
The combination of showing up in search results and showing up on users’ Smartfeeds months and years after you’ve posted a pin means that you’ll see 1000x more ROI* on the effort that you spend creating Pins than you will on social media.
(*Actual, scientific number. 🤣 Just kidding, but sort of not kidding too.)
Convinced you should be using Pinterest for your podcast? And ready to start?
Well, just in case I haven’t made my case fully… let’s recap:
Pinterest is a powerful tool for promoting your podcast for several reasons:
- You can get discovered by people who are actively searching for you.
- It’s not just for recipes and home decor anymore.
- It’s easier to rank on Pinterest than on Google.
- Your pins don’t get lost in a fast-moving newsfeed like on Instagram or Facebook.
If you’re ready to start using Pinterest for your podcast, I have three resources for you to get started – two more value-packed blog posts and a FREE CHECKLIST! ( ←– Yes! You can get started with Pinterest marketing for free!)
Here are your links…
1) My blog post: 5 Steps for Promoting Your Coaching Podcast on Pinterest
To achieve the kind of results for your podcast we’ve been talking about in this blog post, you’ll need a plan – and an optimized Pinterest profile. (‘Cause you can’t just create a PRETTY Pinterest profile and expect it to perform for you. Your account is going to need to have a purpose!)
In this blog post, I share the 5 steps you need to take to get Pinterest set up the right way so that you can rank in search and get more podcast listeners.
Once you’ve got your account set up right, you’re going to want to make sure that your podcast show-notes are Pinterest-Friendly. In this post, I share the 7 things you need to do to make sure that your show notes are…
✔️ Compelling to Pinterest pinners who land on them – so they’ll stay and read them.
✔️ Optimized to get those “micro-conversions”… to get visitors to take the next steps with you, and begin (or continue) the relationship with your show and your business.
3) The Free QUICKSTART Pinterest Profile Set Up Checklist ✔️✔️✔️
Lastly, before you go read up on using Pinterest for your podcast… be sure to grab the free Pinterest profile set up checklist!