Pinterest is a great tool for consumer-driven companies to promote themselves. With so many unique features that have the potential to make a simple image go viral, Pinterest has helped businesses get in the face of new customers and has ultimately helped drive attention and buzz to their product or service. But, the question remains: can business-to-business (B2B) organizations use Pinterest to their benefit as well? The answer is yes. Brands that sell a product or service to other companies can see huge benefits by developing a Pinterest marketing strategy. Here are some valuable tips for B2B brands on Pinterest.
1. Pin Your Services
This is perhaps one of the more obvious yet essential tips. Create a Pinterest board that highlights your services or products so that potential clients or partners can see what your business is all about. Ensure that the image pinned links directly to a page that provides more details about your service or product. You might also consider placing a link to your service or product in the description of the pin so that if customers are interested, they can easily access more information. If executed well, this pinning strategy will also help you generate leads.
2. Re-Purpose Your Webinars
If you host webinars, consider turning your webinars into videos. Create a Webinar board and pin your webinar videos to that board. If you host webinars on various topics, create a separate pin board for each topic. This helps Pinterest users quickly find exactly the information they are looking for.
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3. Create Videos that Market Your White Papers
If you publish white papers, consider creating a short video that describes your white paper. Pin that video to a special White Papers board on Pinterest. And again, if you publish white papers on various topics, create a separate pin board for each topic.
4. Make Infographics
Infographics are a great way to engage followers and potential customers, as they offer valuable information in a visually appealing way. An attractive and eye-catching infrographic can prolong how much time a user spends on your Pinterest page, leading them to follow your board or your page as a whole. Also, a well-designed infographic has the potential to be re-pinned and liked, which can further increase your amount of followers and the attention your brand receives.
5. Include Landing Pages
We briefly noted your pin’s description box, but it’s such an important part of lead generation that it deserves its own bullet. An effective way for a website to turn traffic into leads is to include landing pages in the description of your pins. For example, if you recently held a webinar or presentation, pin a screenshot of the deck cover and include a downloadable link in the pin’s description. This will help increase your efforts of generating leads and ultimately drive the customer’s interest.
6. Pin Other People’s Content (OPC)
Pinterest, like other social media websites, can and should be used to engage and build relationships with other professionals in your industry rather than simply selling your service or product. Pin, like, and comment on other people’s pins and you’re sure to drive attention to your page. On a similar note, don’t spam other people’s pins with links to your website. If you’re not genuine in your comments, users will catch on and be turned off.
7. Show You’re Human
That last event your company held? Someone was bound to snag some photos of the night. Create a Pinterest board showcasing the event. Users love to be reminded that there are actual people behind a company. You can also create a board for your company’s team and include fun work photos and team bios.
Remember to think outside the box and have strong visuals when it comes to promoting your brand on Pinterest. Stay true to your brand’s image, but give yourself the freedom to be creative.