The Impact Unltd Podcast

012. Using Pinterest Marketing To Grow Your Brand w/ Joanne Wetzel

July 24, 2020 Ben Donovan Season 1 Episode 12
The Impact Unltd Podcast
012. Using Pinterest Marketing To Grow Your Brand w/ Joanne Wetzel
Chapters
The Impact Unltd Podcast
012. Using Pinterest Marketing To Grow Your Brand w/ Joanne Wetzel
Jul 24, 2020 Season 1 Episode 12
Ben Donovan

In this episode, we sit down with Pinterest expert Joanne Wetzel.

Joanne helps entrepreneurs grow their brands through the power of Pinterest. 

In our interview, we discuss topics such as:

  • Why Pinterest is the perfect marketing method to grow your business
  • How to get Pinterest marketing right and avoid simple mistakes beginners make
  • How to pivot your business amidst a changing environment

And so much more. 

👉 To learn more about Joanne, head to https://www.digitallyjoanne.com/

👉 If you’d like to explore any further training, then feel free to check out our range of free courses here: https://www.impactunltd.com/training

Show Notes Transcript

In this episode, we sit down with Pinterest expert Joanne Wetzel.

Joanne helps entrepreneurs grow their brands through the power of Pinterest. 

In our interview, we discuss topics such as:

  • Why Pinterest is the perfect marketing method to grow your business
  • How to get Pinterest marketing right and avoid simple mistakes beginners make
  • How to pivot your business amidst a changing environment

And so much more. 

👉 To learn more about Joanne, head to https://www.digitallyjoanne.com/

👉 If you’d like to explore any further training, then feel free to check out our range of free courses here: https://www.impactunltd.com/training

Ben Donovan  0:01 
Hey guys, and welcome to today's show. I've got my friend here with me, Joanne, and she is going to be sharing some awesome value with us today. Welcome to the show today, Joanne.

Joanne Wetzel  0:10 
Hey, thank you so much for having me, Ben. I appreciate it.

Ben Donovan  0:13 
It's good. Really, really excited to have you on. Before we dive into the meat of what we're talking about. I love to ask people a couple of icebreaker questions just to you know, warm everyone up and get to know you a bit. So a couple that I often ask number one, do you have a favorite quote?

Joanne Wetzel  0:30 
I do have a favorite quote. Actually, this kind of shifts day to day based on how I'm feeling you know, but I'd say the overarching one right now is that "You are in complete control of your life". And I don't remember who said that, but it just kind of reminds me that the habits and the routines and daily, you know, things how I react to situations is all in my complete control and how I respond to things.

Ben Donovan  0:53 
Certainly. We can't control outcomes, but we can control how we respond, right?

Joanne Wetzel  0:57 
Definitely.

Ben Donovan  0:58 
So good. All right. And the final one fully into it. For me, this is the most interesting one, if you could time travel, forwards or backwards to any time, where would you go and why?

Joanne Wetzel  1:07 
Yeah, you know, I really struggled with this because I have so many time periods. I would say probably the one that would be most fascinating to me would be the 20s, the 1920s and more for just women's rights and fashion. I mean, let's be real, the fashion and the hair and people got dressed up to go to the grocery store, and you had gloves and bags and hats and all that stuff. So that's probably when I think, I’d go back.

Ben Donovan  1:33 
So good. I love it. That's awesome. Well, tell us a bit about what you do, Joanne. Tell us a bit about your origins, how you got into the business, and what you're up to now.

Joanne Wetzel  1:42 
Yeah, so I would say kind of the starting point is that I've always been a natural connector. And what I mean by that is I am always connecting people and getting out in front of people and building community and I really want to help connect to others as well. So my very first business I worked as a freelance hairstylist and makeup artist and throughout that, I started to build this community here in Raleigh of other women who did makeup and hair. There was no community really beforehand. I felt really lonely as an entrepreneur and I started just to really connect people. And throughout that whole process, I realized that makeup artists, at least the ones that I came into contact with, really weren't good at the technical sides of our business, or the financial sides of our business. And that's something that came really naturally to me, you know, the digital aspects like the, you know, email generator, or email marketing and social media and building your website and all that other stuff because I grew up in that. You know, both of my stepdad and my dad, they both were in I.T., right? So I already had this like a computer I.T. background and so I really wanted to begin to help people with the digital sides of their business and when I was doing freelance makeup and hair, and that really became apparent to me and then of course, you know, connecting people and building community and all that. So all in all, I say that sort of the very short and sweet monologue to kind of how I got started in business and also why I decided to become a Digital Entrepreneur.

Ben Donovan  3:11 
Yeah. So good, it's so amazing to me, you know, the more entrepreneurs I talk to is such a similar path. You know, you start out, you want to make a bit of extra money or have a bit more freedom, you start something, then you kind of pivot because you're like, "Oh, I prefer this and then this". You know, there's a pathway, very rarely, do entrepreneurs start a business, and that's what they do for the rest of their lives. But they find their passion, find their purpose, you know, it's like, you can't direct the car that's not going anywhere. But once you get it moving, you can start to steer it. And I love that it's awesome.

Joanne Wetzel  3:41 
Definitely. And I think that there's something to be said, for understanding your intuition and recognizing when you pivot because I do think a lot of business owners get stuck in, "Oh my gosh, well, I've done this for five years, and I have to like, I've spent all this time doing this thing". But if there's something else that has been a, sort of a theme that has come out of that work that you've done, like, that's your intuition telling you like, that's your gift. That's the thing that you're supposed to be doing. And I think it's okay, if you share with your community, "Hey, I'm going to kind of pivot and I'm going to move into this thing" and they'll still continue to support you. So I always tell people, like, "Don't be afraid to ask", "Don't be afraid to shift and pivot and experiment and see what works". You don't want to be stuck in something that you're not going to love for the rest of your life.

Ben Donovan  4:24 
Yeah, it's interesting. It's obviously something that talked about before we started recording that you're going through in business right now a little bit of a pivot which would definitely be great to get into and you know, understand how that's happening for you. But first and foremost, let's talk about one of your areas of expertise is Pinterest marketing, which to me is a fascinating topic because, you know, I own an e-commerce brand and a lot of our listeners will have physical products brands and that kind of thing. And I know that 99% of them would not have done anything with Pinterest. You know, it's an incredible opportunity. And as I said to you, I know nothing about it. So for me, I'd love to know more. And yes, so you schooled me in the ways of Pinterest marketing?

Joanne Wetzel  5:07 
Yeah. So I think the first thing that I'll say about Pinterest is that people or business owners don't really understand how it works for them and how it can be really valuable for their business is that it's a search engine, right? Versus a social media site, I think Pinterest kind of gets lumped into LinkedIn, Twitter, and it does have social elements, but it's not actually social in the way that you use it, right? If you think about Pinterest, and you go to the platform, you type in, you know, a few keywords in the search bar on the top and what pops up visual search results. So if you are an eCommerce company, or content creator or digital courses, things like that, really whatever it is that you're trying to promote on Pinterest, those pins based on keywords and hashtags are going to pop up in the search results. So the thing that I really love about Pinterest as a business owner is I can really meet pinners where they are on the platform based on what they're searching for. So I can search and say, well pinners need help with Pinterest marketing. So I'm curating content and blog posts and digital products around that. By using keywords, people will go to Pinterest, they'll search for Pinterest marketing help, or how to get started with Pinterest for business or something like that. My pins pop up, they click through, they go to my website, they read my content, they opt into my email list, they buy my digital products, etc. So that's kind of the really short like mechanism of how you can leverage Pinterest for your business. There's a lot more strategy to it than that but that's like the overview.

Ben Donovan  6:30 
Yeah, no, of course, I'm sure it's like a massively in-depth topic like all of these platforms are. But yeah, because it's interesting because from my perspective, my very limited perspective I love, like the interior design I love real estate. And so for me, Pinterest is where I go to get inspiration for all that kind of stuff. So in my head, it's like it's very much a search for things that you like to look at kind of platform but what you're saying there is you know how to learn Pinterest marketing, that's very much an information space as well.

Joanne Wetzel  7:00 
Yes. So you're actually using Pinterest when you talk about home decor home inspiration, you're using it as a pinner, using it as a personal pinner, right? And a content curator, whereas businesses were content creators who were the ones bringing the products the inspiration to pinners on Pinterest, we're helping them to gain inspiration, solve a problem, answer a question, or really just buy a product of something that they've been looking for. And again, creating pins around those things that we're bringing to pinners and I always call them sort of like warmish leads, because if pinners are searching for those things already, and then you've got these beautiful pins surrounding your pins, surrounding your products, your content, what have you, that's just like a no brainer, like, again, you're just meeting them exactly, it's like that perfect happy point of just getting them to your website, getting them interested, get building that know, like, and trust factor, and there's just no other social media site except for maybe YouTube that will allow you to do that.

Ben Donovan  8:01 
Yeah, that's awesome. So give me a bit of context, then let's use our businesses example. We try and create one sort of long-form content piece per week like a blog, which then becomes like a YouTube video. And then we try and use that for social media as well. How does Pinterest fit into that kind of flow?

Joanne Wetzel  8:19 
Right. So that's actually a really great example because I create a lot of blog posts and a lot of YouTube videos. And so essentially,  what we do then is say, "Okay, I need to create pins with the title of the blog post on that pin and pin it to Pinterest", right? So give me an example of a blog post that you created recently. Just something in regard to your specific business.

Ben Donovan  8:43 
Why online business is about to grow even more.

Joanne Wetzel  8:47 
Okay, yeah. So for about right, yeah, but then you could essentially search for those keywords on Pinterest and kind of understand how people are searching for that specific topic and really hone in that blog post title, put that on the pin, and then link back to that content. So that blog post or that YouTube video, whatever that looks like for you, and that's going to give you that tons of referral traffic because people are searching for that specific idea or topic or theme on Pinterest. Does that help?

Ben Donovan  9:18 
Yeah, no, absolutely. Yeah. And then you would use different images or just like a test?

Joanne Wetzel  9:23 
Yeah and you definitely want to use images, obviously, because Pinterest is a visual search engine. But text overlay is really important, something that's really easy to read and crystal clear. And that's simply so that pinners, who are a lot of pinners, I think 70 to 80% of pinners use Pinterest on mobile connect actually read from the mobile app, right? So if they're, you know, sitting, I don't know, waiting for their car to be done at the mechanic or something and they're searching for something to read during that time, they can actually look for it on the phone and click through. So that's really how you're able to gain more visibility on a piece of content like that. You're able to actually get more views on your YouTube videos as well. I drive a lot of traffic to my YouTube channel as well, and then just really get people who want to know more about your products and services versus just posting on Instagram and hoping that someone sees that post, right? Like, we all been there where we're like, I hope someone will click through to my Linkedin bio. But really, Pinterest is designed to move pinners from the platform, off of the platform to websites, blogs, YouTube, what have you.

Ben Donovan  10:23 
Yeah, which is, like you've referenced there is other platforms either try and restrict that or punish you for trying to do that. So, yes, interesting. That's really good. And then, in terms of that content you create and the pins that you create, do you have any idea of the stats for your business, let's say in terms of traffic you send, it drives a lot of traffic to YouTube. Give us some idea on those numbers, or when you say a lot, what does that look like?

Joanne Wetzel  10:50 
Well, let me take you back for a second and say that Pinterest have a long-term marketing strategy. It's a slow burn. Because it's a search engine, you really have to optimize the SEO. We've all heard about SEO with their websites and all of that. So first, you have to really start with building your business on Pinterest through the keywords and the phrases that you use. And for me, I actually started using Pinterest more as a very serious strategy back in August of last year. And that's really when I started to build this business that I have currently. And it's kind of slow going at first you know, you're like, I don't know, I'm getting a few hits here and there. I'm getting some people clicking through my offers. But now because I have really honed in on my keywords, my phrases, my business in itself, and also the SEO and my profile on Pinterest has really had time to crawl, like, Pinterest has crawled all that data about who I am and what I do. Now I'm getting several hundred hits a month from Pinterest. And I think the last I checked I think within the past eight or nine months I've had to my website from Pinterest an additional 13,000 page views so which is for me, as a new business less than a year old, is so significant because when I worked as a makeup artist, I was like hoping someone would join my email list every month like I was pushing all these offers and things and lead magnets. And it just was so slow. I was at every networking event, I was doing a post on every Facebook group. And now I feel like I don't have to work quite so hard. My email list is growing consistently; people are buying into my courses, I'm getting views on my blog posts, my content. I'm getting people to email me about strategy calls and management. So it's just very exciting that you can build multiple sides of your business at one time, and you can really leverage it. And that strategy is going to work harder for you longer than a typical social media platform.

Ben Donovan  12:38 
Yeah, no, that's awesome. I love that. And that's part of why I love YouTube as well as there's such longevity in it because it's evergreen content. It's not a case with our Instagram, they either see or it's gone forever, you know.

Joanne Wetzel  12:49 
Right, right. Yeah,

Ben Donovan  12:51 
really good. So talk to us a bit about this. You mentioned about a little bit of a pivot that you're undergoing, you know, time of recording is in the midst of this Coronavirus pandemic. So, the world's a little bit crazy right now. And you are undergoing a bit of a pivot with that talk to us a little bit about how the online world is really developing for you.

Joanne Wetzel  13:10 
Yes, so I taught free training. So I have a three-time Course Builder and launcher and creator. I taught free training a few weeks ago about how to build your first online course. And I had such a crazy, incredible response to people who, especially businesses who are in person who need to find virtual ways to sell their products or sell their expertise right now. And so that really got me thinking about Well before people can even get to me for Pinterest marketing, they need to have content, digital products, digital services to be able to sell. And not only that but a lot of businesses right now, because they only have one income stream, they're completely crippled. So it's like, "Okay, how can we diversify our income, build passive income through digital products and services?" That's really where people need help right now. And it's something that I am so passionate about, and I already do in my own business, so it was a natural transition. Even though I'll still be offering Pinterest services, that will just be a smaller part of my business. And now I'm really hoping to be more of like an accountability coach and launch partner to help walk you through the things that you want to launch in your business.

Ben Donovan  14:15 
Yes, that's awesome. And how are you finding that change? Is it something you're enjoying and relishing? Or is it a bit daunting how you find that?

Joanne Wetzel  14:23 
I mean, of course, it's always daunting when you're pivoting because you got to change all your links and your name and your logos. I mean, all the work that you've done, you're like, "Okay, cool. So now I have to redo all of this essentially". But the response has been incredible. I am officially announcing to my community in a few days, the people that I've talked to already. I mean, the response I've gotten already, I think from my audience, as well as fellow business owners has been way more impactful than Pinterest marketing because Pinterest is still such a new platform for business owners. But the digital products and services really can apply to any business as long as they want to build a digital side of their business.

Ben Donovan  15:01 
Yeah, it's something we're really exploring as we've seen some great success with online programs and you know, making an impact and really helping our businesses grow is something that we're looking at. Well, how can we roll this out to other areas of business, we have physical product businesses as well. So can they have an element of digital products? Because obviously, the beauty of a digital product is it's just got infinite scale, there's no product cost once you've created it. So yeah, talk to us a bit about that pivot that you have obviously identified that people can make. How easy do you think it is going to be for brick and mortar retail stores or brick and mortar businesses, whatever, if as retail or otherwise, how easy or difficult is that challenge or that transition going to be and what can people do to overcome those challenges?

Joanne Wetzel  15:48 
You mean in terms of creating digital products and services?

Ben Donovan  15:51 
Yeah, moving some of their services online, you know, generating income that way.

Joanne Wetzel  15:57 
Well, if you're doing virtual consulting or coaching or something like that. That's so easy, right? You have the expertise and the knowledge is already in your head. And I actually have a friend of mine who owns a beauty boutique. And they do like skin consultations and one on one services. But right now she's doing virtual skin consultations. So they're doing Zoom, essentially Zoom calls and trainings and things like that. So that's been an easy pivot for them. But I also want to share with people who maybe the technical aspects of launching a digital course like all that just seem really scary. And it's truly not, especially if, and I'll share this if you are, you know, an expert in some area, you're even a hobbyist in something, but you really need to create some quick cash, right? You can create a very high-quality mini-course, like just a shorter online course - it's a lower price point anywhere from, I don't know 30 to $80, something like that, and launch it in just a few weeks. If you know what your transformation is, you know what the big takeaway is for your students and you can create a dozen or less lessons that you can get online today. It doesn't matter necessarily, it doesn't have to be this, like high production, quality, as long as the content is really valuable, and people can see and understand what it is that you're teaching. So I think when we remove some of the fear surrounding, like building it out and just give people the tools and kind of the knowledge of how to do it, it's I mean, they can scale it, right? It's something very simple and very easy to do.

Ben Donovan  17:23 
Yeah, no, absolutely. It's like you say, it's never been easier. Hey, you know, I think people put a lot of barriers in the way and they think it has to be professional, we've just actually been putting up some free training about creating an online program. And I was sharing some of the myths that there are around about content, that it needs to be professional, that it needs to be long, that it needs to be exhaustive. You know, it needs to be what it needs to do is get people results, right. And sometimes that's just a slide and a talk, you know, voiceover behind it. That's what's needed to get the job done.

Joanne Wetzel  17:57 
Well, that's a simple takeaway, and I'll tell you that. One of my favorite quotes also, since you asked me about quotes earlier is "Done is better than perfect". It's never going to be perfect. You're going to make mistakes like this digital business, there's always going to be errors and links that you forgot to, you know, link to something or whatever that looks like. I had a friend who just launched her very first program and she did it in two weeks. It was a big vanished business clutter and she was like, I'm just going for a grand and she ended up hiring like a virtual assistant to kind of help her with some of the legwork. But she launched this thing in two weeks. She knew exactly what she wanted to teach. She pre-sold the course, I think she ended up selling a couple of thousand dollars worth before she actually launched it. And then over course launch, she was still building out the course, she made 10 grand. So in two weeks she presale launched made 10 grand and was up just working and just putting it out there. So it's definitely possible. She even said like I put up the simplest landing page, the simplest checkout. She was like, it was not on brand at all. It was just up there a little bit of text. Here's the framework, this is what you're going to get and she launched it so I don't want people to get stuck in "Well it has to look like you know a "Jenna Kutcher". You know, this beautiful landing page with like a professional photoshoot and all these graphics. It can actually be something very simple as long as the transformation is there and the biggest takeaway what they're going to get from you know investing in your course, your training, your workshop, what have you.

Ben Donovan  19:21 
Yeah, so true. It's an awesome and inspiring story as well, you know, to see someone taking action and doing that. You know, like I said, it's never been an easier time to get started and I love that quote. It, you know, what you said as well about “Done is better than perfect.”. So true. I've got my actual screen on my computer as the quote "Progress over Perfection". It's like my motto for this year because I'm like a recovering perfectionist. I always want things to be as good as they can be. But you know, perfection doesn't exist and it stops you from getting stuff done and making an impact. It's like the plague of an entrepreneur. So yeah, I could not resonate with that anymore. That's awesome. That's so good. This has been super, super helpful. And it What would you say would be like for business or for anybody that's interested in making this kind of pivot like you have? What would be like the one big takeaway that you would leave someone with to help them make that transition?

Joanne Wetzel  20:19 
I would say, let go of fear. I mean, there's certainly you're gonna have some anxiousness and uncertainty. But we all have fear of judgment, fear of failure, and fear of success, whatever that looks like. But the thing that I've learned about fear is if you.. The thing about, okay let me take you back for a second. The thing about fear is that generally when we're fearful or anxious about something, it's because there's a gap in our knowledge. So if you just take a baby step and you move forward towards that goal, whatever it is that you're trying to build, or pivot into, and just learn all you can that's going to help you remove a lot of that fear and anxiety and that was something that for a long time, I was stoked, incapacitated by, because I was like, I don't know how to do this and I don't know how to do this. If I would have just opened a book or listened to a podcast or watched YouTube, I could have just learned all those things and not spent all this time and like this like self-doubt and nervousness and anxiousness. So definitely when you're pivoting, it's going to be your uncharted territory, right? You're so uncomfortable, and it's new and but just learn, keep learning, keep growing, keep changing, and it's going to be imperfect. But the idea is to move the needle forward. So that would probably be my biggest piece of advice.

Ben Donovan  21:26 
No, that's awesome. I think that is so important as well, it's so common for people to have those "What ifs". So what if this happens or that happens or the worries and I think you're right. I had to make that same step. I resisted it for a long time because I'm like, "Well, what if it doesn't work?" Or you know, there's other people doing all those silly things that we think but the world has so many people in it, there's so much room for you and your expertise to come out and make an impact in people's lives, right? And that's the exciting thing about this business is you can make an impact in people's lives. So true is saying for sure.

Joanne Wetzel  22:00 
Absolutely, yeah.

Ben Donovan  22:02 
That's awesome. If people want to sort of find out more about what you're doing Joanne, what's the new website or where can people find you?

Joanne Wetzel  22:09 
Yes. So my newest brand is digitallyjoanne.com. And then I'm also on YouTube @digitallyjoanne. And then, of course, Pinterest, because it's one of my favorite platforms for people to find me on and also digitallyjoanne. And then if people really want to come and engage with me, learn how to build, products, courses, create a passive income, I do have a Facebook group called Digitally Joanne communities so they can come, they can engage with me, they can gain insight and just really join a community of other entrepreneurs and business owners who want to be world changers and create long term sustainability in their businesses.

Ben Donovan  22:43 
Yeah, brilliant. Awesome. I will get all those links in the show notes so people can find you real easy. I'm sure there'll be a bunch of people who connect with you because this has been super, super valuable. Joanne, thanks so much for coming on. Listen, I really, really appreciate your time.

Joanne Wetzel  22:56  
Thank you so much, and I sincerely appreciate it.