Pinterest for B2B Marketing

Pinterest is one of the newer crazes on the social media front. Not only is it a great tool for B2C companies, but we’re noticing that B2B companies are using Pinterest to benefit themselves as well.

Pinterest-B2B

What is it? Pinterest is a website that allows you to “pin” interesting things you find on the internet onto organized “boards” that can be shared with friends. It is essentially a virtual pinboard. Currently, Pinterest is driving more traffic than YouTube, Google Plus, and LinkedIn…combined. This is why the site is a fresh new marketing tool.

Since Pinterest has quickly become the 3rd largest social network, I have compiled a list of Tips/Rules for B2B companies who are new to the site to use as a guide for “pinning”.

Define Your Audience

First and foremost, are your clients or potential clients on Pinterest? Make sure this is worth your time and energy. Defining your audience will help you to ensure that your content targets the correct viewers. It well also help with audience engagement down the road. Engagement can mean many things such as holding a contest, encouraging interaction on your Pinterest page as well as consistently asking for feedback to cater to followers.

Strategize

In order to decide what pins will be the most effective, you must have a strategy. Pinterest is based solely on visual content. Use the most visually interesting aspect of what you are sharing in order to get the most client engagement out of your pins. The more visual the content, the more likely it is to get a larger response.

What To Pin

Infographics—are all the rage right now, so take advantage of that. It can be self-made or simply a relevant infographic you stumbled upon and feel the need to share. Charts and models are also a great example of more visual options to pin. However, things like white papers and blog posts may need a little help by incorporating pictures or color to catch the eye of your followers or potential followers.

Videos—Pinterest has recently added the ability for users to pin videos, which is great for organizations that want to show off their own brand videos or promotional footage.

Humanized Content— pins are a great way to attract interest. By company pins I mean things like photos from work events, photos of the company location (this could literally mean your building, workspace or branch location cities), employee biographies, as well as promotions for upcoming CSR events.

Using Pinterest To Benefit Your Brand

Utilize the Description Box—Always capitalize on the description section. The easiest way to do this is to add the company URL in the description to every pin. That way, when others “repin” your pin, the link will be associated with it. For SEO purposes, load up on as many relevant and popular words as possible to describe your pin.

Engage—Earlier I talked about encouraging audience engagement. This works both ways. To help encourage that communication, you will have to reach out and connect with others. Try connecting with potential clients; it will open up the lines of communication.

Pin It! Badge—Just like the Facebook and Twitter buttons that can be included on websites, you can also add a “Pin It!” badge to your website that will allow pinners to pin content from your website, this will also show that you are actively using Pinterest. That pin will then be connected directly back to your website.

Fresh Content—Fresh content is better than new-to-you content. Instead of just repinning for the sake of repinning, try to come up with your own creative content in order to get more followers.

Not sure where to start? Become familiar with the site; take a look around. And while you’re at it, take a look at these companies that are beginning to utilize Pinterest to enhance their brand:

Intel (http://pinterest.com/intel)

AT&T (http://pinterest.com/attinc)

IBM (http://pinterest.com/ibm)

Southwest Airlines (http://pinterest.com/southwestair)

Tell us how your company plans to use Pinterest for brand enhancement.

by Erin Scheck

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