By now, we should all be familiar with Pinterest, the social site where you pin anything and everything you like. You might have already been sucked into looking at pictures of cute animals, colorful arts and crafts, and antique furniture. If you haven’t—be warned—it’s addictive. And while you might have a Pinterest account of your own, so does your company, right? No? Well, then it might be time you rethink that decision. Pinterest is the 3rd largest social network today—an impressive feat considering the site was started only a few years ago. It drives an enormous amount of traffic, and is the fastest growing social network in history!
But when it comes to Pinterest and B2B marketing, it just doesn’t seem likean effortless match. That is true in a way. Companies with actual products have a much easier go of it, but there are still plenty of things you can do. You might also want to keep in mind that there was a time when your company didn’t even have a Facebook page, and before that, a website. Social media has come a long way since then. Chances are that you have a presence on Facebook these days, and may also be tweeting, blogging, and embracing all the things social has to offer to the fullest. Getting a head start on the relatively new Pinterest might be a worthwhile pursuit as it will evolve and undergo changes in the years to come.
Just like other social networks have their niches, so does Pinterest. Pinterest is all about the visuals. This is one of the most important points you should keep in mind as you create boards and pins. Share any great graphics, banners, or visuals your company has already created. This is why companies with great visual products tend to do well, but if you are a B2B organization, you can still take advantage by creating visual representations of your offering.
Unfortunately, your company doesn’t deal in adorable puppies or beautiful jewelry. But don’t worry, you can do one better. You can share relevant information and have great visuals with the help of infographics. Infographics are basically visualized data and your company may even already have them. This is a great way to share information that your target audience would be interested in.
You are sure to have plenty of white papers, reports, or other pieces of writing. Share it on Pinterest! You can easily liven up any writing with visuals or creative covers. The goal is to get people interested.
Another important point to consider of this social network is, of course, the social aspect of it. We all love to see pictures of people. Images of employees or your office can be a strong driving point for your business. Getting an inside look into what goes on at your company can certainly sway a potential customer. You can’t go wrong with pictures of happy workers, fun social events at work, or even out-of-work gatherings for good causes such as charities or fundraisers. In the end, people buy from people, not from organizations. So putting a personality to your corporation is going to help you connect at a higher level with your potential customers.
Did you know that you can upload videos on Pinterest? You can! Share videos of events or presentations. If you have a webinar you want to share publically, pin that as well. It doesn’t all have to be pictures.
There are many ideas and considerations to keep in mind when it comes to B2B and Pinterest. Many best practices from other social platforms still hold true, such as linking back to your site, keeping SEO in mind as you add descriptions, and creating engaging content. Use Pinterest not only as a platform to promote your business, but as a place to share fun content, add interests that extend beyond the company, and as a channel to communicate with both employees and potential customers. By keeping the customer in mind, you’ll figure out exactly what works best for you and your company.
Quaero has taken the first step and recently jumped onto the Pinterest bandwagon. So should you!