B2B companies all know they need to be on Twitter, Facebook, and LinkedIn. But Pinterest? Since it’s so consumer-oriented, the image pinning site isn’t as attractive to B2B companies. But even if it doesn’t seem like it caters to your target audience, Pinterest is worth paying attention to. Because you never know who a Pinner is connected to—it could be your next big buyer. To help you drive Pinterest traffic to your blog, we’ve looked at some of the most successful B2B companies on Pinterest and identified what they do really well to make their profiles work. Try some of these tips when you’re designing your boards.
1.) Salesforce: Pin Videos
Since customer relationship management is this company’s main focus, it makes sense that Salesforce celebrates its own customers on Pinterest. The business has a board that tells its clients’ success stories through videos linked from the Salesforce Youtube channel. This is a great example of spreading content across different social media accounts. Because both Youtube and Pinterest are so visually driven, linking one to the other is an excellent idea.
The Lesson: Take your Pinterest board to the next level. Don’t just use images, but include video, too. Video is a great way to engage potential customers, and a video may be just the thing you need to pique a Pinner’s interest in your blog. This can especially be true if the video is embedded in one of your posts, since the Pinner may want more context and be curious about what you have to say.
2.) HubSpot: Mix It Up
HubSpot’s Pinterest board shows the company’s many faces. There’s the serious marketer face, with boards showcasing the company’s many eBooks and marketing infographics. There’s also the fun, HubSpot-is-awesome face, with boards of behind the scenes looks at the company. The “Marketing Memes” board is a good place for a chuckle, and “Fun Orange Things” is the company’s quirky love letter to its logo color. Besides being educational, HubSpot’s Pinterest board is also a lot of fun.
The Lesson: Mix in business with pleasure. Show people what your company is about, not only by offering helpful resources, but also showing them the people behind the product. While top quality will draw people in, the human side of your company will cement you as a company to follow, and you’ll get people clicking over to your blog in curiosity.
3.) General Electric: Identify the Human Element
How did a company like General Electric gather more than 11,000 followers? It has boards that celebrate the company’s many divisions. The result is a mix of images that can appeal to several crowds. The Cancer Pintherapy board for GE Healthcare contains inspirational images and quotes about cancer and general wellness. The Eco Efficient board has resources and pictures about being friendly to the environment. The #WhatWorks shows submissions for the company’s photo contest, which had people take pictures of the institutions, people, and ideas that are driving America’s progress.
The Lesson: Think your product is too boring to succeed on Pinterest? Think again. Just because you’re a B2B company, that doesn’t mean your Pinterest has to be dull and impersonal. Think about how your business affects the lives of everyday people. General Electric is a perfect example that shows you can add an interesting, relatable angle to a B2B business.
4.) Constant Contact: Offer Targeted Resource Boards
Helping companies maintain and grow their relationships is Constant Contact’s mission, and it takes this goal to its Pinterest profile by offering specific, topic-based boards to educate its followers. One board offers small business tips and best practices. Another advises on how to use Pinterest (how meta), while a third offers a collection of tips on copywriting.
The Lesson: Pinterest can be the visual form of blog tagging. Whatever tag you use for an article, try creating a corresponding board and pinning the blog image there. If your blog has a lot of tags and doing this would make your Pinterest profile unwieldy, try organizing each blog article by topic, instead.
5.) HootSuite: Feature Other Companies
If HubSpot shows some love for its company brand with its board dedicated to orange things, HootSuite takes that sort of love to a whole different level. Its Pinterest profile is riddled with owl-related boards, in honor of the company’s mascot, Owly. But HootSuite also has a board that features all of the company’s partners, as well as the companies whose apps can be integrated with the social media scheduling tool.
The Lesson: The Owly’s Companion board can be a good model for cementing your relationships with other companies that guest post on your blog. Create a Pinterest board showcasing the company with a link to the guest blog, and be sure to include the company name and/or the company’s Pinner name to the description so that your image will show up in search results.
Image credit: freedigitalphotos.net/carlos porto