How to use Pinterest as a Wedding Professional

How to use Pinterest for Wedding Professionals - guest podcast series

As a wedding photographer, vendor or other professional, you may have used Pinterest for client work. I see you using it for your mood boards, photography pose inspirations and planning your client’s photoshoots. But did you know Pinterest is also the perfect platform to market your wedding services?

I chat with Carissa Woo, wedding photographer, coach, and host of the Get a Heck Yes! podcast about how I niched into Pinterest as a social media marketer, and share my top three marketing tips for using Pinterest for your wedding business.

In this guest podcast, we discuss:
1. How repurposing content to other platforms (e.g. Instagram to Pinterest) can boost your reach


2. Repurposing longform content (e.g. a blog) to shortform content (e.g. IG carousel) means you don’t have to think of new content ideas but build more brand awareness


3. Repurposing lets you reinforce your message – they say someone needs to see/hear a message at least 7 times before they buy

If you’re inspired to start using Pinterest after listening to this podcast, check out my Spark your Pinterest Success workshop. It’s a 3-part workshop series designed to kickstart your repurposing journey on Pinterest.

Podcast Transcript

Carissa Woo
Happy Woo Wednesdays, everyone. So if you haven’t heard I’m doing Heck Yes Sales breakthroughs for all wedding professionals. You pay $50 only with promo code – Heck yes. You fill out a questionnaire and I send you back like a 45 minute video. It’s a business audit. It’s like taking your business to the doctor’s.

Carissa Woo
I give you tips and tricks on what to fix on your website, your Instagram, how to make more pop and how to get more leads. How to get more bookings, what to fix, what’s working, what’s not working. Just it’s really good to get more eyeballs on your business because yeah, sometimes people haven’t refreshed their website for like a decade. So yeah, I’m doing that right now, hop on it. The link is going to be in the bio.

Carissa Woo
So today I have Isabel Chen from Fairyfox Digital, and she is a literal Pinterest Queen. I met her through Ed Oyama, Episode 101. We talked about ChatGPT. But today we are going to talk about how to repurpose pretty much all your social media and it’s going to save you hours in marketing. But it didn’t just get my wheels spinning on Pinterest, but I just started thinking a lot about repurposing so after this call, I started uploading my podcasts on YouTube as long form content. Maybe I could get paid from sponsors. I started uploading on shorts.

Carissa Woo
I made a blog finally, which, you know, it’s been 125 episodes. I haven’t made a blog, and I’m starting to pin them for people to find me. So also to find me if you guys can leave me a review. That’s going to be so helpful for getting new talent here, getting good conversations. And yeah, I’m just so passionate about this podcast. But without further ado, Isabel Chen. Enjoy this episode.

Carissa Woo
Welcome to Get a Heck Yes with Carissa Woo, I’m your host, Carissa and I’ve been a Los Angeles wedding photographer for over a decade. I’ve travelled the world, built my team and seen it all. I now coach wedding photographers hit 10k a month and build a thriving business. In this podcast, we’re going to deep dive into how top wedding creatives get that Heck yes from their dream clients. We’re not holding back on the struggles of the business and how to push through the noise. Some healthy hustle, mindset shifts, uplevelling your money story, time hacks, because I’m a mom of two, a little bit of woowoo. And most importantly, self love and confidence are just a few of the many things we will talk about. I want to give you a genuine thank you for following along my journey. I hope to inspire you every Woo Wednesday so that you say heck yes to listening to this podcast. See you guys soon.

Carissa Woo
Hey, everyone, welcome back to Get a Heck Yes with me, your girl Carissa. Woo, I have a special guest from Australia. Her name is Isabel Chen. She’s from Fairyfox Digital. And yeah, she is amazing. I’ll do you a little bio in a little bit. She’s a scientist turned digital marketer who specialises in Pinterest marketing and content creation. And after four years as a social media manager, she is passionate about showing online business owners how to save time when it comes to their marketing. What’s up, Isabel?

Isabel
Hey, it’s good to be here.

Carissa Woo
Yay, and what time is it in Ozzy?

Isabel
6:30am in my state

Carissa Woo
Oh, am. Oh my god. Okay. And it is noon in LA time. So this is amazing to make friends across the world. But Isabel, like, tell everyone a little bit about you, where you’re from and what you were like as a kid. Take it away.

Isabel
Okay, so I was born in Singapore. But the thing is, I don’t remember growing up there because we lived in Malaysia for a little while. And then when I was nine, we moved back to Singapore. And being, I feel like if your viewers are Asian, most of them will relate to this.

Isabel
So being Asian, we’re pushed to study Math, Science, be a doctor, those sort of stuff. Yeah. So I entered science and I was studying science but not because my parents pushed me into it. I actually enjoyed science. So what I wanted to be as a kid was a veterinarian. I wanted to work with animals. And I actually studied veterinary technology, that’s like a vet. So like a vet nurse in a polytechnic. So that’s a place where you go… I think it’s kind of the equivalent of vocational college overseas, to get a diploma.

Isabel
The unfortunate thing was after I graduated with a diploma, I worked in a vet clinic, and I was allergic to something. So that plan got ditched!

Isabel
Then I came to Australia after that, but I sort of swapped to a different science role, which was biotechnology.

Carissa Woo
Uh huh.

Isabel
And worked as a scientist in agriculture for about three years, was really enjoying it. In South Australia, we have this thing called fruit flies. So this state in particular, South Australia doesn’t have any fruit flies yet. So I was working in a lab, where we, we were researching technologies to prevent fruit flies from like, sort of growing in number here, if they do invade the state, which was really fun. But the only thing was, because it was agricultural science, so they didn’t get much funding. So we were always on short term contracts. And that was what made me want to switch careers into something else. That was totally different.

Carissa Woo
Totally.

Isabel
I picked marketing, marketing, because as a child, I love drawing, but I was, I guess I didn’t have the chance to express the creative side of myself. I wanted to get back to that. Just because I had been studying science for so many years.

Carissa Woo
Yeah.

Isabel
Yeah. So then now I’m here. Now, I’m here, I’m a social media marketer, and I run my own business.

Carissa Woo
Nice. How long have you been doing it?

Isabel
For my own business? I really only started full time last year in June.

Carissa Woo
Okay.

Isabel
So I had to working in a nonprofit before for about three years. Yeah. And then I burnt out.

Isabel
And I decided to leave because I saw that I love the work. When I was working in nonprofit, people were referring freelance work to me, and I love the work. But it was just, I was at max capacity in the nonprofit because they, you know, they run on funds as well. So they were like, short on budget to hire marketing people.

Carissa Woo
Yeah, what was the nonprofit?

Isabel
I won’t name them but they were a disability advocacy agency. And I did like working with the people that. I learnt a lot of skills, but just because I was a marketing team of one.

Carissa Woo
Yeah.

Isabel
So I wore many hats! So now I am still a marketing team of one in my own business, but at least I have more time to focus on tasks that I enjoy, which will be Pinterest marketing, and mainly content creation. I love creating videos, short little videos and more polished kind of videos.

Carissa Woo
Nice, nice. So you help all creatives? Do you have like a certain niche that you like helping? Or do you have a well, niche clients.

Isabel
I would say, that isn’t a kind of niche client. It’s more like a platform niche. So I do help with Pinterest marketing and Instagram strategy. I used to offer Instagram like Instagram management. But then now I just decided to go all into Pinterest marketing, because it’s the platform I really love.

Isabel
And it really is the best platform for someone who’s running a creative business, just because you’ve already got those great visuals, so it translates very well into Pinterest and performs well as well.

Carissa Woo
Yeah, that’s why I chose you to come on this podcast because I’m not doing it and I saw it. I do so much content, but I’m not repurposing it. So we’re gonna get all into that in a little bit. But let’s talk about you, like growing up in like Singapore or Malaysia. Like I know you said you like drawing and you know, your parents told you to do like all the Asian stuff.

Carissa Woo
But what were you like growing up? And what do you do for fun? And like, how did it lead you to like this creative path, I guess you told us already, but a little bit more into your backstory.

Isabel
So I’m trying to think back because it’s been a while. And then my memories all clouded over, and I don’t know, like which memories based in which country?

Isabel
Yeah, so I guess as a kid, I really love drawing. And I would…oh, I just remembered. So I started drawing because I was playing this online game called Neopets. I don’t know if you’ve played that, so neopets.com. So it’s like a website where you can rear a virtual pet. And then you sort of have to take care of them and feed them and you travel and explore, kind of like Pokemon before Pokemon came out?

Carissa Woo
Yeah, kinda like Tamagotchi.

Isabel
Yeah, yeah.

Isabel
So then I got really into it, because I started creating stories of my pets. And then that’s when I started sketching. And there was a really good community on there as well, where people sort of, you would just tell stories, there was a community of people where you could tell stories. You could go to the forum and could join these communities, and tell stories about your pets and I just like sketching my pets on adventures.

Carissa Woo
Yeah, how old were you at the time?

Isabel
So I moved to Singapore when I was nine and I think that’s when Wi Fi, nine or ten… WiFi finally came in. Before there was like limited data. Oh, yeah, yeah must have been nine or ten. Or maybe eleven.

Carissa Woo
Nice! Does Neopets still exist?

Isabel
Yes, it does. But I don’t know what happened to my Neopets because I haven’t logged in a while, because you have to feed them regularly, so they might be dying.

Carissa Woo
Probably so.

Isabel
I have real pets now.

Carissa Woo
I’m so interested in people, like growing up and like what shaped them? So it’s funny how this kind of app shaped you into what you are today.

Isabel
Yeah.

Carissa Woo
Tell us a little bit about, I know, because you did the nonprofit and you probably did all the marketing for them. You wear many hats. But what kind of drew you to Pinterest? And I don’t know, just tell us a little bit about it. Because I know people always do talk about it. But sometimes people forget about it, too, because it’s just there. So I just wanted to bring it back to surface and just kind of wake people up on getting on it. And including myself.

Isabel
Okay.

Isabel
So it’s very, it’s very easy. I’ll explain a bit about Pinterest. But first, let’s bring it back to the nonprofit. As the marketing team of one, you could imagine we were trying to push out content. So this nonprofit’s a bit unique, they don’t rely on donations. I wasn’t involved in any fundraising. But what they did was they did a lot of storytelling. So they have a lot of videos telling stories of the people they work with.

Isabel
So one example I can give was, there was this guy who’s blind, and blind people, the way they navigate the Internet is they use a device called a screen reader, which reads out the text on screen. So his story was because there was a website that didn’t have voice over in a video, he kept getting stuck on it and couldn’t figure out what was wrong. Because his screenreader wasn’t reading out the video. It just told him, there’s an image there, there’s an image there. So that’s all he knows that, and he can’t see the screen.

Isabel
And I guess, like with these stories, what they really wanted to do was to get more views on these stories, so that people are aware that there are people out there with disability who can’t access, I guess just the internet, just because it’s made in a way where it’s for sighted people. But maybe, because you’ve never experienced this yourself, you’re not aware of it.

Isabel
And because they wanted to get more views, they were always churning, trying to churn out more content. But there was really just me and there was this other lady I worked with who was the main videographer. So she was the one doing the polished kinda videos. I would do short skits on a mobile phone, like Reels. And then I would film a little bit on on a mobile phone as well.

Isabel
And it was just so tiring, because can you imagine a team of two trying to like produce four videos a month. We were involved from the beginning as well. So we were the ones who like, plan what to ask in the interview. And then we had to go down to shoot it. And then after we shot it, we had to edit it. It was still us. And then by the time we finished editing it, we were both so exhausted that we would swap videos so we could proofread each other’s captions, just in case we missed something.

Carissa Woo
Love it.

Isabel
If anyone’s a video editor give a shoutout here, because I know what you’re going through.

Carissa Woo
Yeah, it could take forever, hours in a day.

Isabel
Yeah, it used to take us weeks just to finish a video.

Carissa Woo
Yeah, I love that. I mean, I feel like just bootstrapping it, you learned so much. And then what led you to Pinterest?

Isabel
Okay, so really good. So because we had all these videos, we would only share them on social media once and then never again. And I just felt like it was a waste to put so much time and effort into producing this content, but not reusing it. So I was just scrolling through Facebook one day, like the company Facebook just replying to comments. And then I saw this ad for a Pinterest challenge.

Isabel
So yeah, I was like you back then. So I knew a bit about Pinterest. But I didn’t really know how to use it or how it worked. I think the challenge said something along the lines of get more views, which was what the company wanted, with in less work, and made me really curious.

Isabel
So I just signed up, it was a free challenge. And it’s run by this Pinterest agency in the UK, Social Giraffe, which I then eventually train with to become a Pinterest manager. And what we did the challenge was, we were just learning that Pinterest is kind of like a form of Google. So it’s not social media at all. It works like a search engine and people are actually going on it to find stuff, like to be inspired or to find a solution for something or to find some sort of how to tutorial.

Carissa Woo
Yeah, yeah, yeah. And I bought, when I bought my house I got everything through Pinterest, so..

Isabel
Oh okay. That’s really interesting, because I in Australia, I guess not many people use it for shopping. They use it for pinning vision boards, but they don’t really realise you can use for shopping. But I find a lot of people in the US, they said Pinterest, it’s really great to shop through it. That’s interesting.

Carissa Woo
Yeah. Yeah.

Carissa Woo
Because it feels like I don’t know, it feels more trustworthy than like sometimes Google and you get those janky ads? Yeah.

Carissa Woo
Yeah, kinda right. But the Pinterest ads seem a little bit more, I don’t know. Sophisticated.

Isabel
Yeah.

Carissa Woo
More beautiful.

Isabel
Yeah. And that’s because Pinterest actually has a policy that said content has to be high quality to be published on it.

Carissa Woo
Oh, really?

Isabel
They don’t actually allow like low quality content. If your website, they don’t allow people to set up shops on Pinterest if your website doesn’t meet a certain standard, like if your images are pixelated, they actually send you a warning and they give you a chance to fix it. And I guess, I was really drawn to Pinterest because in that challenge, I learnt how I could take the same piece of content and post it to Pinterest. But all I had to do was tweak the title. So it’ll be like a heading that what the pin is about. And then I could tweak the description of it. And I could put a new image and link it to the same page. And Pinterest will count that as a new piece of content.

Carissa Woo
Oh…

Isabel
I found that as long as you post to Pinterest, it actually builds up. It’s kind of like a snowball effect. So with Pinterest, if you keep on it regularly, like you’ve pinned stuff regularly, the views actually build up and the website visits build up eventually. It’s not like social media where you know, sometimes it goes up. And then it goes down and it then it goes up and it goes down. Yeah, it’s more predictable. And that’s why I really liked Pinterest and I became a convert after I joined the management course and learned everything about Pinterest., and saw my own results.

Carissa Woo
Wow, that’s amazing. Oh my god. Okay, I guess we could just not hop into yet quite yet. But yeah, you’re a small business owner and you have amazing Instagram. So everyone check her out. FairyfoxDigital.com

Carissa Woo
All the colours are beautifully matchy matchy. And I I binge listen to all your videos yesterday.

Isabel
Oh, cool.

Carissa Woo
Values and mindset and where you’re from, and I got a lot of cool advice. So go check her out. So just coming from corporate to, you know, being a solopreneur, what was like the challenges and how did you overcome it? Or maybe you can answer like, how did you get your first clients?

Carissa Woo
Pardon this short interruption, but guess what, I have a new programme. It’s for all wedding professionals. It’s called the Triple Threat. We redo your brand messaging, the homepage of your website. Part two is we do all your marketing, we create a beautiful brochure so you could start getting on preferred venue vendor lists, and we do all your sales.

Carissa Woo
So we actually make you a sales presentation leading your client to the heck yes. So you get paid. I have a free 20 minute demo training. It’s only 20 minutes. Go to my Instagram at Carissa Woo and DM me the word demo, I will send it right over, it’s how to get 10 to 15 quality leads in your inbox per month. Enjoy guys.

Carissa Woo is a LA based wedding photographer who’s actually turned business coach, she helped me grow and change and I’m so proud to call you coach.

Carissa Woo
Tell us how you’re feeling like I want to just know a little bit more about your thoughts.

Carissa’s client 1
Yes, it’s beautiful and you’re you’re awesome. It’s beautiful. I’m speechless.

Carissa’s client 2

I just like the fact, that it feels like myself like I can…I feel myself when I see this.

Carissa’s client 3

Oh man. Well, you got me pumped and excited for this. Carissa, thank you.

Isabel
My first client, a very interesting story. So when I was working in the nonprofit, my colleague actually referred my first client to me, I don’t think he realised that was going to turn into a client. So it was someone who had another, someone for another nonprofit – disability support.

Isabel
And they had reached out to him saying they needed some help with social media because they weren’t getting any enquiries from social media. And they suspected it was the way they were doing it because they got I think they got someone at the front desk to manage their Facebook for them.

Isabel
And after that person started managing it, enquiries just dropped.

Carissa Woo
Interesting.

Isabel
So I reached out to her thinking that she wanted advice, but she said, I just need someone to help us run our Facebook page.

Isabel
And then that turned into my first client

Carissa Woo
Oh, that’s awesome. I love it. And then how did you continue to get more clients and what was like the struggle and how did you overcome it?

Isabel
Oh my gosh, it’s really weird. All my clients come to me very strange ways. It’s mostly word of mouth. So…

Carissa Woo
Okay

Isabel
The second one were handstand coaches from the UK.

Carissa Woo
Oh, interesting.

Isabel
And that was because I got into…this is an interesting story. So I got into an internship with Rachel Pedersen. And if you haven’t heard of her, she is known as the Queen of Social Media. So she has this course called social media, SMU – Social Media United – I believe. And she was giving that out for free.

Isabel
And then she had this free challenge. I love all my free challenges, where she was teaching people about repurposing, but the catch was her free challenge had a limited number of spaces. So you had to fill in this application form explaining why you wanted to be in the challenge, and you had to follow instructions to a tee.

Isabel
Out of nine, about 9000 people who applied over the world, I got in. I learned with her virtually how to repurpose content. So how to repurpose, she would give us YouTube videos. And then she was like explaining, Okay, this is how you cut it. And what you have to put in to make it catchy for social media. So we were all given like YouTube videos and you had to cut it, you have to do,..

Isabel
And then she would say, okay, you have to put a hook at the beginning. Because a hook is what draws people in to start watching that video. And then you keep what’s like the meat of it, you keep it and then and then what you have to put an end, which is your call to action, what you want people to do after they watch that video.

Isabel
So I learnt a lot from her. And then as soon as I finished that training with her, I went back to this nonprofit and I said, we can repurpose videos, because this is amazing. And you can make so much more content, just by cutting up all our long videos into short videos and pop them onto social media. And we can get more views.

Carissa Woo
Yeah, I mean, you literally asked me to have this video after so you could cut it.

Isabel
Oh, yes. Yeah.

Carissa Woo
Awesome. Okay, I guess let’s get into it. Let’s get into hot topic. I mean, we’ve been talking about it, but I’ll just say it for myself. But it’s how content repurposing can save you hours in your marketing. And I’m extremely, extremely interested because I make a lot of content, but I don’t repurpose it. So I think I’m just yeah, it’s just, I could just be getting way more eyeballs on my coaching business and photography business. So let’s get into it. Your three tips for us? Go for it, girl.

Isabel
Yes. Okay. So the first thing I was talking about was repurposing content and putting it on other platforms. So for example, Carissa, I don’t really know what sort of content but I’m assuming a lot of videos. So for example, but you could take your YouTube video, cut it into shorts, okay, probably from one YouTube video, you might be able to get three to five shorts, depending on what

Carissa Woo
Okay.

Isabel
How much valuable tips are in it. And then what I would do is take the video, if you posted an Instagram, post it to Pinterest, you’ve got to do some keyword research there to make sure that it can be found by people who are searching for the certain things that you talk in the video. And then that will let you get more reach on a different platform.

Isabel
Because as I mentioned, Pinterest is a search engine. So it’s more of where people will discover you. So you’re getting new users into your world. Whereas compared to Instagram, Instagram is people who are following you who will see your videos or a few non followers.

Carissa Woo
Yeah, yeah. Okay, so just I’m just kind of recapping. So for me, we’re wedding pros that say that you make, I guess for podcasts. For me, it’s easy, because I could post this to YouTube, cut it into shorts, post it to (Youtube) Shorts and then post about it on Instagram and then Pin it. So I don’t have to do anything else to the Instagram post. But literally Pin it and then caption it with a cool title. Is that correct?

Isabel
Yes.

Carissa Woo
Okay

Isabel
The cool, the cool title for Pinterest has to be very straightforward, because it will be it has to be searchable. So it’d be what people were literally type in Google, maybe you’re talking about wedding tips on how to pose for your wedding photos. So literally, that’s what the title of the pin has to be.

Isabel
For Instagram, you can be a bit more creative like, 10 simple ways to pose for wedding photos that you haven’t thought of. So that’s a catchy hook.

Isabel
But for Pinterest, you won’t be very direct. So you would remove the bit where you said ,”that you didn’t thought of” You would just say 10 simple wedding photo poses.

Carissa Woo
Okay, so this is giving me ideas. So I guess this is giving me an aha moment for wedding professionals. So you know, we all know this to educate, but I think some people like don’t really care, they just want to post pretty pictures. But this is giving you an incentive to do like how tos, or give educational posts or tips and tricks because this is what is clickbait. This is what can be repurposed.

Carissa Woo
Maybe a story about the couple is not really clickbait. So I think this is a good like, push or a fire under your butt to hop on getting like being really educational on Instagram and then repurposing it.

Isabel
Yep.

Carissa Woo
Yay, go go for it, you could finish it up with number one or go to number two.

Isabel
I’ll move on to number two, because what you said leads right into number two.

Isabel
So for number two, I’m gonna talk about blogs. So if you have a blog on your website, you could also repurpose that content to short form content. So for example, if it’s a blog it’s usually written, right? You could turn it into an Instagram carousel. So you use similar words in it. And then you don’t have to think of new content ideas, but you’re building more brand awareness by sharing it again.

Carissa Woo
Oh, sweet!

Isabel
And then with those carousels, you could even repurpose it back to Pinterest as well. And Pinterest loves driving website visits out of the platform. So you can link a Pinterest pin to your blog. And then at the end of the blog, you have your call to action that says, book a shoot with me.

Carissa Woo
Yeah, yeah, blogging is not dead guys. My blog was my baby. And people keep saying you keep saying that in all your book. And you know, you always say your blog was your baby, but then you don’t teach that anymore. I think I think I really need to get back on the blogging bandwagon. I know it takes time. But it’s like it lives there forever. And I think it really builds trust, because once they’re on your blog, they’re gonna look at other blog posts and be like, Oh, like this girl’s legit. They’re gonna go deeper into who you are, your brand, like what you do for your clients. So it’s much more stickier than just Instagram because we’re just like, scroll, scroll, scroll, scroll, like, you don’t really connect with you as much. So I love that. So blogging, you can make it into a carousel, and then you can pin it. And that pin goes back to your website. So it’s a full like circle of life.

Isabel
Yeah. And what would you say about blog being much longer lasting than Instagram content? That’s so true as well, because when they search on Google, they can still find like three to five, I don’t know, three or hundreds, hundreds of years after you published a blog. As long as they’re searching for that particular topic you’re talking about in the blog.

Carissa Woo
Yes, yes. Blogs live on forever. I think I did a blog post…one of my favourite blog posts was like how to make your wedding stand out, but I chose all my favourite bouquets, my favourite personalised details, and it just shows like people that don’t know me, like, oh, this girl has experience and she’s trying to help us. And also, these are the type of couples that she gets, the trendy couples. So yeah. Cool, cool. Okay, and we’re going really fast. But tip number three.

Isabel
So tip number three is, remember that someone, so we, as we say, marketing, someone needs to see or hear a message, at least seven times before they buy.

Isabel
So when you repurpose stuff, they keep seeing the same message everywhere, and then eventually it’ll click in their heads, and they will book a shoot with you or they will buy one of your products, oh products is a bit easier, you don’t need that much convincing.

Isabel
But I think for service businesses, it takes a lot touchpoints for people to actually like discover you and then connect with you and realise you know your shit, and then eventually buy from you.

Carissa Woo
Totally! So I guess the mindset for the seven touch points. Are you saying that just seeing your content over and over which like Instagram, Pinterest, TikTok, YouTube Short, it’s like just seeing your face so many times, that’s how they’re going to eventually spend money on you.

Isabel
Yeah, so that’s kind of true, because when you see and Rachel Pederson covers this well, she said video content is the best way for service providers to grow. Because when you provide a service, you are actually the product.

Isabel
So people are buying from you. You don’t. And that’s why I hate the current faceless Reel trend. Because it doesn’t show, they all look the same. I can’t tell the difference. Even if it’s a different person, it still looks the same. When you provide a service it’s so important to show your face because you are the reason why people buy from your business, like people want to be near you, people want to work with you.

Carissa Woo
Yeah.

Isabel
Yeah.

Isabel
And yeah, with video. With video, there’s this effect where Rachel Pedersen calls it, she said it’s called a parasocial effect. It feels like you know them because you’ve watched so many of their videos.

Isabel
So when they eventually buy from you, it’s so easy to, I guess it’s so easy to talk to them and show them how you can help them because they’ve already watched or binge watched all your content and then they know what you offer and they know how you can help them but maybe they’re not really clear on which offer is right for them. So you just gotta like recommend stuff to them.

Carissa Woo
Wow. I love that. Okay, so say people are listening right now, they’re all wedding professionals. And they loved listening to this episode, but they’re kind of like, where do I start now? Or today or this week? What would you tell them to do just to kind of, cuz I know even like, like getting on Pinterest can be intimidating or Tailwind to pin for you or even YouTube short. So where would they start?

Carissa Woo
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Isabel
I would recommend they hop on the call with me, because each marketing situation is really unique, because it really depends on how they’re getting most of their sales right now. Because if they’re getting them mostly online, then I would talk about online methods and what would work for them. But if they get them mostly through referrals, then probably that’s what you are focused on.

Isabel
So because I have a background as scientist, I’m very data driven. So I look at the data and see if this is where you’re making most of your sales, then that is obviously what we should focus on.

Isabel
And then we can think of other ways to grow awareness. So if you’re getting most of your sales through in person referrals, that’s why I recommend you focus on for sales, but then for Instagram and for Facebook, you can focus more on awareness kinda content so that you reach new people, new customers. Yeah, and then it’s less draining that way.

Isabel
Yes, it’s less draining because you’re not really relying on Instagram just to bring in sales, you’ve got like different options available to you. And you know it works because it’s really bringing you a few sales. So you just got to like put more effort into it.

Carissa Woo
Yeah, and we’ll talk a little bit about that in a little bit about hopping on the call with you, because it’s very generous of you to offer this to our listeners, our Heck Yes listeners. But I guess before that, what is your best Heck Yes sales technique for yourself?

Isabel
Shut up and listen to people.

Isabel
There are so many people who do not listen to their customers. So listen to them, listen to them, when they’re on a call with you or listen to them when they vote in your polls in Instagram. Like what what are their biggest struggles? What are their goals? What do they want to achieve working with you, and then think about how your offer can help them, so it comes from a place of helping and I know a lot of people they say I don’t like selling because selling feels salesy to me.

Isabel
And that’s because you’ve probably experienced, you know, the sleazy car salesman that is trying to get you to swap to a more expensive car rather than the car you want. But it doesn’t have to be sleazy.

Isabel
So when you sell from a place of wanting to help people, you are actually doing your customers a service because they are struggling with that particular thing. And when you listen to them, you know exactly which of your services would be right for them and what they’re struggling with and how it can help them because even if you can’t help them, and you’ve listened to what they’re struggling with, you might know someone else who is able to help them. I’ve also referred a few people who came to me because just just cause because I don’t offer that service and we might not be the right fit. So I just refer them on to someone else and they are grateful

Carissa Woo
I love that. Yeah, that’s a really really good one. What is your best content creation hack or timesaver?

Isabel
Repurposing! The whole topic has been about repurposing.

Carissa Woo
Before that like actually creating the content, what’s your thought process?

Isabel
My thought process is it’s always about them, and not me. Okay, so think about what your dream customers, what is their struggles. So for wedding photographers, there will be… maybe they don’t know how to set up but they don’t know how to pose on their wedding day, or they don’t know what sort of flowers to get.

Isabel
Or maybe they’re looking for a particular style wedding like a gothic wedding. And then they don’t really know who to reach out for flowers and for the right venue and all that. So think, think about what they’re struggling with, and try to create content that helps them solve that struggle.

Carissa Woo
Wow, yeah, that’s a good one.

Isabel
Yeah. So it’s always about them. It’s never about you, unless you’re telling them a story about yourself. Then it’s about you.

Carissa Woo
Yeah, I um, do you know, I think her name is Mommy Diaries. I haven’t bought, but followed her for a long time. But she’s pretty famous. Mommy blogger, on Instagram and my sister went to high school with her. But she asked her like, how does she get big? And she said, Yeah, Pinterest.

Isabel
Oh, sounds kind of familiar. I might have heard of her.

Carissa Woo
I think Mommy Diaries, Korean girl. But I think how do you are there any like apps that you could help you to stay consistent? I mentioned the app like Tailwind, which kind of just pin all your blog posts at one time and it schedules it for you. Any other apps that you recommend?

Isabel
Pinterest itself has a scheduler as well, but I believe you can only do it two weeks out, you can only schedule two weeks ahead. Okay. And then there’s a lot of apps, but Tailwind is actually the recommended one for Pinterest, just because they are partnered with Pinterest.

Isabel
The other one I use for social media is Metricool. Okay. And I like that one as well, because it makes, it’s very visual. So I like it because the visuals are nice, and it’s pretty, and there’s colours, and rainbow ish. But I use that mainly for Facebook and Instagram. Just because I hate Meta Scheduler, because it glitches too much.

Isabel
So with Metricool, I find it keeps me very consistent. Because I can see in colours visually, what’s actually the best time to post, it shows me a more intense sorta pink when my followers are online. And then it’s kind of paler when they’re not online. So obviously, I post when they’re online so that I have the highest chance of my content being seen.

Isabel
And Metricool, It also can do non social media platforms. So it can do Google My Business, which Ed Oyama might have talked about for… it’s really good for boosting visibility for local businesses. So Metricool can share your posts for Google My Business as well. And it can also track how many visits you get to your website. So you can see if most of those visits are coming from Pinterest. And you know, that’s working.

Carissa Woo
That’s so cool. Oh, yeah, we that’s what I thought we met through Ed Oyama from Super Simple Marketing who was on this podcast as well, talking about ChatGPT and content creation, he’s amazing. Okay, so I guess any last words about Pinterest before we get into rapid fire question?

Isabel
Not really, I guess I’ve mostly talked about Pinterest with this whole interview. I don’t really have any other words. Just be consistent and think of how you can help your customers.

Carissa Woo
There you go. That’s a good mic drop moment. Okay, rapid fire questions. You talked a lot about like values on like, your Instagram, what are your like, top values and kind of describe, how they shape your presence?

Isabel
I guess when you go to my Instagram, you can see I’m really big on community. I have a lot of people I collab with. Ed in particular, we collab a lot. So that’s my first value – community, because I believe, as a small business owner, as an online business owner, it’s very difficult to grow online by yourself, especially when you’re first starting out. So you always need the community there to support you.

Isabel
And even on days when I don’t feel like showing up, I know there’s someone out there cheering for me. So it makes me want to show up.

Carissa Woo
Awww

Isabel
Yeah. And also I like talking to people. I like talking to people.

Carissa Woo
Yeah, I could tell you’re super bubbly.

Isabel
Yeah. At six in the morning.

Carissa Woo
I know. Half asleep, you’re impressive for doing that. I was gonna say, um, maybe another time hack that you have, besides all this repurposing? Because I’m sure your time packed with scientist wizz.

Isabel
Oh, and don’t try to multitask, focus on one task at a time. I used to be the person that multitasks all the time. But I found it just kept me really distracted. So I would jump from one task to another and then when I went back, I would forget what I was working on. Yeah, so kind of focus on one task at a time.

Isabel
I know this doesn’t work for all people, but I actually use a Pomodoro timer.

Carissa Woo
Oh, yeah

Isabel
So then got like 20 minutes of work. And then 10 minutes break.

Carissa Woo
Yeah, I try that too.

Isabel
Yeah, and some of them didn’t work for me. But I found this YouTube channel that has Pomodoro timers that works for me, and it’s called Pomodoro Cats. So it just has rain sounds, so I find with the other Pomodoro timers, the ticking just distracts me. But with this one, it just has a rain sound and then when it’s time for your break, it stops. And there’s no sound.

Carissa Woo
Oh, I love that.

Isabel
And it has cats, it has cute little, I love cats. It has cute little pixel cats walking around the screen. Pomodoro Cats, that’s the YouTube channel.

Carissa Woo
I’ll Google that right when I get off.

Isabel
It also has Studio Ghibli music, as well one of the timers.

Carissa Woo
Oh, I love it! Oh my god, I love Studio Ghibli music. Okay, well, do you like to do for fun, Isabel?

Isabel
I do this thing called aerial silks. So it’s like a circus thing. So it’s two fabrics in the air, and then we do tricks on it. So I’ve been doing it for about four, no, three, three or four years now.

Carissa Woo
Wow, you must have a really strong core and arms.

Isabel
That’s what everyone says. That’s what everyone says but I feel weak. Because you keep advancing in difficulty and then you feel weak each time.

Carissa Woo
Oh that’s so cool. Yeah, I never tried it. I don’t think. But they have it at my daughter’s dance.

Isabel
Oh.

Carissa Woo
Dance class.

Isabel
You should try it, it’ is’s really fun once you do it, because it doesn’t feel like you’re doing exercise.

Carissa Woo
But they’re really like crazy.

Isabel
Yeah.

Carissa Woo
Oh, I love it. Okay, I guess last, more deeper question for everyone, say someone’s listening. And they just want more leads. They just want to make it, they want to be the next like big vendor.

Carissa Woo
And they’re just feeling kind of down because it’s just not happening. What would you tell them to get them out of their head today and just make it happen?

Isabel
I would say everything takes time. It takes time to get where you are. And don’t compare yourself to someone. Like if you’re just starting out, it’s your day one. And don’t compare yourself to someone who’s on their day 356 or something?

Carissa Woo
Yeah

Isabel
I feel that on social media, it’s so easy into the comparison trap, but you don’t know what they’ve struggled with to get there. And maybe they’ve already been at it for three years. Whereas you’re just starting out and you’re comparing yourself to them.

Carissa Woo
Yeah, I love that. I really love that. Cool. Okay, so tell everyone where to find you and your very generous, generous freebie.

Isabel
Yeah, so head over to Instagram. That’s where I’m most active, even though I teach Pinterest. So it’s Fairyfox Digital on Instagram. And I am also Fairyfox Digital on Pinterest, if you want to go to my Pinterest account.

Isabel
And I have a complimentary 30 minute map out your marketing call that I’m offering right now there’s actually seven available this week. Oh, maybe not maybe next, maybe next week, because I’m actually going on holiday at the end of this week. So I don’t know if they’re still available, I might not have enough time slots available.

Isabel
So if you’re feeling really lost in your marketing right now and you don’t know what to focus on, or you just need clarity, you need to work out if Pinterest is right for you. If you’ve got so many marketing questions, just book in a free 30-minute map your marketing call with me and you’ll walk away with more ideas than you could imagine.

Isabel
That’s what the previous people have said, the previous people who have attended my call. They had so many ideas afterwards.

Carissa Woo
I’m gonna book my call today.

Isabel
It’s on my Instagram bio. I believe the link is there, in most of my content as well. Yeah.

Carissa Woo
Yeah, I’ll link it up for everyone on my show notes on your Instagram, and Pinterest as well because I’m excited to look at it. But Isabel Chen, this was great to talk to you. You gave so many like great gold nuggets today. And I’m getting excited about Pinterest again. Thank you so much.

Carissa Woo
Thanks for joining me this week on Get a Heck Yes with Carissa Woo. Make sure to follow subscribe, leave a review or tell a friend about the show. Take a screenshot and post to IG tag me. Also, don’t forget to download my free guide on how to become a lead generating machine. See you next time wedding pros

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