It’s time for B2B marketers to erase any skepticism they may have about Pinterest and consider adding the virtual bulletin board to their social media marketing mix. Several months ago I wrote about Pinterest’s exponential growth as a social media platform and the fact that marketers were just beginning to dabble with it as a marketing tool. Since then, Pinterest has proven to be successful for B2C marketers. In fact, a study showed that Pinterest users are far more likely to purchase items they see on the site compared to the purchasing behavior of Facebook users.
Despite the positive results B2C companies are experiencing, many B2B marketers have yet to embrace Pinterest as a viable social marketing tool. The key is to get the creative juices flowing and find novel, innovative visuals that capture your business and industry expertise.
Getting Started: Establish Visual Content and Build a Following
What sets Pinterest apart from other social media platforms out there is the focus on purely visual content. While Pinterest is a no-brainer for consumer-facing companies selling jewelry, clothing and other visual, tangible items, it’s proven to be a challenge for B2B markterers that are wondering how to visually promote their non-visually driven businesses on Pinterest.
But by thinking outside the box, Pinterest provides an opportunity for B2B marketers to leverage the social site’s popularity and use it to generate referral traffic and potential leads. Here are a few ideas of visual content to pin:
- Infographics of company or industry data that might interest customers. These are highly likely to get repinned many times.
- E-books and white papers your company has published. To make them more shareable on Pinterest, add attractive cover images and pin them to your board.
- Company products displayed either by adding pins that lead you to a landing page, showing products creatively to promote engagement or illustrating how your product works. One great example is General Electric’s “Badass Machines” board, where they share some of the technologies built by GE.
- Work culture illustrated through photos taken at social functions and in the office. This gives people a glimpse into what happens behind the walls of your company, adding a human element that facilitates more interaction with your pins.
- Brand-related images that tie to your company’s area of expertise. For example, if you sell office supplies to other businesses, pin images of interesting tools used in an office.
Once visual content has been identified, building a solid follower base to grow your company’s reach is the next step. On Pinterest, a person can follow either an individual board of a Pinterest user or all of the boards the user has. In order to increase Pinterest followers at both levels, companies should commit to creating the best boards on a specific topic, promote other people’s content, like and comment on other pins and promote their Pinterest account through other channels such as Facebook and Twitter.
Check out SCG’s Pinterest boards for ideas on visuals your company could pin.
PHOTO CREDIT: ShardsOfBlue/Roxanne Ready @ Flickr