Beyond the Launch: Evergreen Marketing with Pinterest

Book launches are festive celebrations of a book’s journey into the hands of its readers. Oftentimes authors dedicate launches to express gratitude to those who have supported them along their publishing journey. The best book launches involve considerable planning and coordination. Venues are secured. Bookmarks and giveaways are purchased. Cakes are frosted, PowerPoint presentations are perfected. The experience can be exhilarating, invigorating, demanding, and – sadly – short lived. Keeping the momentum moving requires diligence, planning, and strategy. 

 Pinterest can help. Here’s how.

 At Pin Lit, we rely heavily on the Trends Tool, which tracks trending content on Pinterest. This tool guides our strategy to align client content with broad-based, current interests. The Trends Tool informs the general messaging gleaned from resources like educator guides, coloring sheets, and promotional materials, create book lists on related topics, and analyze themes in their book's storyline.

Another critical function of the Pinterest interface is the Search Bar, found in the upper right corner of a Pinterest platform. While the Search Bar functions much like a Google search, the information it generates is much more specific than that of the Trends Tool. With it, we can discover the exact terms a client’s potential audience is searching for. This broad and narrow approach to discovering marketing opportunities to enhance a book’s visibility way beyond its launch date.

 Meet Claire Noland, whose charming picture book RAVEN’S GIFT: A FEATHERED FLIGHT OF FAITH launched in early October. The story is inspired by a legend demonstrating determination, perseverance, hope, and faith. In it, a group of biblical birds come together to honor the birth of Jesus. Typically, Christmas stories have a short shelf life. However, RAVEN’S GIFT is more than your average Christmas story, one that can live beyond its launch window. The Pinterest Trends Tool and Search Bar will guide us along the way.

 First of all, let’s see what the Trends Tool tells us about the sales window for Christmas stories. Notice, on the right side of the graph above, that Pinterest users have begun searching the terms “a Christmas Story” and “Christmas Story” in October, about the same time that RAVEN’S GIFT was launched. Moving to the left, we can see that these terms peak on December 27th, and then crash hard after that. Bah! Hum bug! Not to worry, though. The good news is that, due to the evergreen nature of Pinterest marketing, RAVEN’S GIFT will begin ranking in search again by next October. That’s nice, but we want RAVEN’S GIFT to get attention beyond December 27, 2023. Right? Back to the Trends Tool we go.

 In analyzing another layer of the RAVEN’S GIFT, we discover that Claire explores the important roles that birds hold in the Bible. Not only do birds have a lot of symbolic and metaphorical importance to the story, but this feathery subplot is also just what we need to make RAVEN’S GIFT’S marketing message fly all year long. Returning to the Trends Tool, we notice above that the term “birds” pulls up a trend line that remains between 60 and 100 over the span of the entire year. Yes! The keyword “birds” is a hot topic, one that we can incorporate in all of our campaigns. 

 Then, to take this further, let’s go to the Search Bar to get even more specific information about RAVEN’S GIFT messaging. Remember Claire's birds are part of a biblical theme. Notice above that the term “bible birds” in the Search Bar unveils a juicy list of topic ideas and keywords, providing us with great guidance in establishing an evergreen presence on Pinterest throughout the year. We now have the information we need to breathe life into RAVEN’S GIFT long after the holiday season has passed. You might say that Pinterest is the gift that keeps on giving!

Keywords gleaned by accessing the Search Bar are terms actual Pinterest users have searched for. This means that Claire has an audience looking for information, inspiration, education, and ideas to create projects centered around birds in the bible. Claire, being the creative marketer that she is, can create book lists, clever downloads, and nifty blog posts about the bible birds she’s showcased in RAVEN’S GIFT. And you’d better believe that we at Pin Lit will do all that we can to elevate her message with graphics, context, and gusto!

 This type of strategic analysis can be repeated with about any topic under the sun. By allowing the Trends Tool and the Search Bar to guide our exploration of a book’s themes, characters, plots, and subplots, we can collaborate with clients to discover keyword strategies to highlight their books, programs, and services for as long as they’d like. 

How about you? What themes and topics would you like to explore? We encourage you to pull up the Trends Tool and the Search Bar and see what delights await.

To learn more about ways that we at Pin Lit Marketing might help you develop an evergreen presence on Pinterest, schedule a Fit Call with Deb today. 

Short Tail vs. Long Tail Keywords: Nailing the Specifics of Content Marketing

If I had to select a single feature that sets Pinterest apart in the realm of social media marketing, it would undoubtedly be its knack for targeting specific niches with enduring content. For we book sellers and creators, a niche refers to a distinct group of customers (readers) characterized by specific needs, preferences, or interests. These niches are precise and clearly defined. While it may require some effort to craft a strategy that appeals to our desired audience, the time invested in doing so is unquestionably worthwhile. Without a doubt, it truly is. 

Beyond crafting eye-catching graphics, the essential elements required for niching-nailing are relevant, applicable, and relatable keywords - terms that users type into the search bar in hopes of finding that one special niche-like thing they are looking for. 

Keywords come in a variety of forms. The best known are short tail keywords and long tail keywords. Short tail keywords are general and broad, making them competitive on the digital marketing scene. Long tails are short, yet concise. They are specific, descriptive, niche-centric phrases that cast a wider net in efforts to attract one’s intended audience. Savvy Pinterest marketers create lists of both short tail and long tail keywords to feature everywhere possible – on pin graphic, titles, descriptions, on in board descriptions (I’ve also heard that they make for some swell looking tattoos, too.). 

You ask, “Where can we find these treasures known as short tail and long tail keywords?” They are hiding in plain sight! Analyze your books, programs, and services from every angle. Identify the genres, categories, themes, premises, educational value, social impact, age-level, academic standards coding … of whatever you can think. Therein lies niche-finding gold, pal. For sure. 

For example, let’s have a look at the keyword coding potential for AT THE EDGE OF ICE, written by Carolyn Armstrong, the first installment in the Eco Warriors series for middle school readers. (Here is looking at you, Carolyn. Wink. Wink.). 

Not only is AT THE EDGE OF ICE a delightful middle grade novel about rivaling twin sisters and their quest to save the threatened Arctic ecosystem, but the author is also offering loads of educator resources that would make any classroom teacher or homeschooling parent jump for joy! With a little bit of research, Carolyn can discover a nice extensive list of short tail and long tail keywords to use that will serve to narrow her niche. This type of creative keywording allows Pinterest users in search of the topics she addresses in AT THE EDGE OF ICE to find just what they are looking for. Here is how to do it. 

To start off, Carolyn must first pinpoint her genre, classification, and target age range. Incorporating phrases like eco-fiction, middle grade, ages 10 to 14, grade 6, grade 7, and grade 8 into her long-tail keywords will accomplish this task effectively. Following that, to further refine her focus, she could consider including some of the following elements in all aspects of her efforts in creating pins: 

• MG books about climate change

• MG books about global warming

• MG books about polar bears

• Next Gen Science: K-ESS3-3 Earth and Human Activity

• Ecology for Middle Schoolers

• Arctic habitat project for kids

• Animal food chain pyramid

• Sibling jealousy parenting tips

• Parenting sibling jealousy

• Middle grade geography lessons

• Longitude & latitude lessons

• Engaging map skills activities

You get the picture, right? By highlighting aspects of information about the book's foundation, themes, and storyline, Carolyn can leverage the timeless effectiveness of Pinterest marketing to reach a broad online audience, aiming to pique the curiosity of her target demographic on the platform. Who is to say she will not also contribute to the preservation of some precious marine life along the way, as well! 

How about you? Do you need help nailing your niche(s)? Sign up for a Fit Call today. Let’s see what the power of Pinterest can do for you. 

Planning A Pre-Launch Campaign on Pinterest

Have you ever heard of a woman named Else Bostelmann? I hadn’t, not until one of our long-time clients Jeanne Walker Harvey let us know that she’s launching a biography about this fascinating woman next summer. Yippee, skippy! It’s time to sharpen our Pinterest pre-launch tools. Want a little peek into how it’s done?

First of all, Jeanne is an accomplished, multi-published, award-winning author, a book review blogger, and a committed Pinterest marketer. We’ve been working together for over two years now and it’s been an absolute delight to do so. We know each other well. Jeanne pens remarkable nonfiction picture book biographies, three of which we’ve partnered in pre-launch campaigns. The time to implement the tactics and strategies required to connect her upcoming book with her people starts NOW!

Else Bostelmann? Now that’s another story. We don’t know her. But there are readers living on Pinterest who do and will, eventually, want to buy ELSE B. IN THE SEA: THE WOMAN WHO PAINTED THE WONDERS OF THE DEEP. Much like Dorothy’s Yellow Brick Road, our job is to establish a path leading them to Jeanne’s version of the Emerald City – her website. Instead of using gleaming bricks of canary yellow, we’ll be using SEO, keywords, groovy graphics, and a whole lot of savvy to get the job done. Oh, yeah!

We use a two-pronged approach for book launches or any campaign, starting with building solid Pinterest boards. We focus on specific details of Jeanne's new book and as well as the broader themes explored in all her work. This helps Pinterest sort and show off her content. Bit by bit, we're paving a glittering road to Jeanne's homepage for educators, librarians, history buffs, and even fish-lovers to follow. No ruby slippers required.

You might be thinking, “That’s very nice for Jeanne, but I don’t have a mature platform like she does.” Not to worry, my pretty. Whether you’re a good witch or a bad witch, there are ways to meet your marketing needs on Pinterest. Schedule a Fit Call today. Together we can figure out a plan that is just right for you.

Using Pinterest as Market Research: ANYONE Can Do It!

I have strong feelings about a whole lot of things. For example, I believe that all kids need to learn how to play a musical instrument (Even badly). Also, in my view, no one should earn a college diploma until they have worked in the public sector as wait staff (This would convince diners to become better tippers!). Lastly, I am certain that all authors and illustrators – pre-published to the experts – should be dabbling in Pinterest to enhance literary perspectives as well as to become acquainted with their audiences. This process is free. No pin creation required. You in?

By now we all know that Pinterest is a crazy powerful visual discovery engine. In this newsletter, we usually focus on optimizing our Pins in efforts to wow our intended audience. This time let’s examine the power of the Board as a sleuth-like tool to probe around the platform. The good news is that everyone can do so without having to make a single Pin!

We often describe Boards as little pouches where we tuck away related Pins. See them as handpicked showcases of images, ideas, and inspirations, all grouped under a distinct theme. The catchiest Board Titles stem from straightforward phrases Pinterest users pop into the Search bar. Whether you cast a wide net or zoom in closely in your market research, your title's scope can vary accordingly.

For example, say you are a pre-published author writing a young adult historical fiction fantasy novel set in Detroit. Talk about distinct themes to explore! Some Board Title examples might be…

• Detroit Historical Fiction

• Young Adult Fantasy

• YA Historical Fantasy Novels

• Detroit-based YA Fantasy

• Detroit Magic and Myth

• YA Fantasy Characters

• Detroit Historical Fantasy Reads

Although these titles may seem repetitive, there is a logic behind the madness. Such repetition helps establish your specific niche on the platform, signaling the algorithms about your identity, content, and the target audience you aim to engage. After setting up a Board on Pinterest, the system will recommend related Pins that its algorithms deem appropriate for your board. Check them out. Some of the pins will align perfectly, while others might miss the mark. That is okay. This procedure provides insights for when your moment to shine arrives.

This type of market research not only demonstrates who is marketing similar content on the platform, but what they are displaying. And, as a bonus, you are establishing your own digital footprint in your niche. All of this without making a single pin!

In short, there is a place for all book creators and sellers on Pinterest. With a little bit of planning and a whole lot of fun, anyone can use the platform for their benefit.

Are you interested in knowing how this process might benefit your marketing platform? Why not reach out and schedule a call today? Together we can see how Pinterest can benefit you!

Passengers (And Authors), Prepare For Landing

I have travel plans. 

On Friday, John and I are returning to the Lone Star State and I’m plenty excited about the trip. We’re flying into Austin-Bergstrom International Airport. Despite recent renovations, I am very familiar with the airport layout. I’ve flown in and out of that place countless times. I know my way around the joint. I feel secure there.

In June, I’m taking a trip to Salt Lake City. This will be the first time I've landed at the Salt Lake City International Airport. You can bet, once the plane has landed and I make my way down the jet bridge, I’ll be thinking, “Where should I go?” I anticipate that there will be plenty of well-placed, easy to-understand signs available to help me find my way.  Well-crafted website landing pages need to serve your audience in a similar fashion.

Think about your audience’s travel experience prior to discovering your website. Who knows where their flight may have originated from – a conference, a social media post, a Zoom webinar? Whatever it may be, something interesting compelled them to scour the internet to find your website. If you and your website are familiar, they might be tolerant of some confusion while searching for the information they need. If they don’t know you and cannot easily find the information they desire, they’ll bounce. Bummer, man.

This week we’re crafting the pins for the Second Annual Pinterest Pals Summer Reading Book Club. I cannot wait for you to see these gorgeous treasures. Collage pins. Video pins. Idea pins. Genre-specific collections. Book-jacket standalones. We have also prepared a campaign web page to assure a smooth-landing after they have clicked-through to our website. For them, much like for me in Salt Lake City, orientation will be required. They need to easily understand where to go to get what they need.

The purpose for the Summer Reading Book Club is to showcase (and sell) selected books written by our 2022 clients, and to highlight their Pinterest platforms. This messaging will be creatively communicated through graphics and pin descriptions. By clearly doing so, our click-through audience (All thousands of them!) will know the purpose of their landing and what to do next. As you can see, we’ve made it very easy for them to either view the authors’ Pinterest platforms and/or purchase their books.

ETA for the Summer Reading Book Club takeoff is Monday, April 18. Buckle up and join us as we fly the friendly skies of Pinterest.

Visibility Hang Time From A Goalie’s Perspective

Believe it not, I was once a fierce and widely feared (Feared? That be stretching it, a little bit.) goalie for a women’s league team called The Sugar Cubes. Most of our games were played in the East Dallas area. Our greatest rival was a team called The Charlie’s Angels and, oh…did they ever play dirty. I still recall defeating their best player in a shootout. How can I ever forget? My messed-up left knee reminds me of that triumphal moment every day.

My favorite part of the game was punting. I had a knack for keeping that ball in the air.  I knew I had done well when Sissy, our most ferocious fullback, would cut me a side glance and say, “Nice hang time.” Oh, yeah.

You’re wondering what this trip down Memory Lane has to do with Pinterest, right? Everything.

I learned something the other day that shocked me. I came across a video featuring my friend and mentor Amber Peterson discussing the benefits of adding Pinterest to one’s marketing strategies. During her presentation, which was filmed in 2020, she compared the visibility longevity of Pinterest pins with social media platforms. Using stats from 2019, she reported:

• Facebook posts have a visibility hangtime of 5 hours.

• Twitter tweets are seen for 24 minutes.

• Instagram posts have a 48-hour viewing window.

• Pins are evergreen. They remain searchable as long as the content is viable and one’s platform is live.

Isn’t that amazing? And those numbers are old! Those viewing windows are probably even shorter today. Amber also stated that, next to Google and YouTube, Pinterest is the third largest search engine in the world. And, that Pinterest boards show up in Google searches! Facts such as these fuel my passion for pinning. We need to get our books, programs, and on this powerful platform – Now! (Three exclamation points in seven lines. You get my drift?)

Thanks for reading about my hang-time glory days on the soccer field. Score!!!!

Content…shmontent. What’s the big deal anyway?

Creating content is a breeze once you nail your message. The discovery process is easier than you think. Here’s how. 

I had the best time with SCBWI-Houston last week. My heart did a little jump when I saw familiar faces on the Zoom screen, folks I hadn’t laid eyes on for years. Together we explored how to establish a publicity plan for the reluctant marketer. Instead of focusing on pin clicks and pixels, we followed a simple three-step process to establish content messaging founded on originality, authenticity, and credibility. Here’s how we did it. 

• Step One - Data Dump: Set a time for 15 to 20 minutes to simply list everything of interest on a sheet of paper. What are your strengths? Interests? What do you want to know more about? These topics don’t necessarily have to be writing or illustration related. Focus on you here. Let it rip.

• Step Two - Pillars: Consider the topics you listed. Choose three that share some sort of commonality. These three topics are known as pillars in the digital marketing world, useful structures to support your content marketing platform. Using page 2 of the worksheet, write your pillars in the upper portions of the grid. Set a timer for 15 to 20 minutes, then dig into the topics. List details that clarify your expertise in the topic. Think of ways that your know-how might become helpful to others. 

• Step Three - Crafting Content: Review the topics listed beneath your pillars. Examine your topics on a macro level - baby steps - then build out from there. Imagine that someone is asking for your advice. Instead of confusing them by overloading them with facts, share useful gem by useful gem. Then, after you’ve addressed your reader’s requests, make the connection with how the topic serves to inspire your craft. Create catchy titles for those that you feel will be most interesting to your audience. (You’ll find some title suggestions on page three.)

The ultimate goal of this process is to establish a genuinely authentic relationship with your intended audience through your consistently posted content. (Remember the So What Factor?). Pinterest has an uncanny way of assessing the effectiveness of our messaging. We’ve discovered that pins highlighting the benefits the user will glean from the linked content rank higher than those that showcase the book creators. This happens time and time again. It’s phenomenal.