Is Pinterest Pointless for B2B Tech Companies?

When it comes to B2B tech companies that have actually been successful on Pinterest, Constant Contact, a leading provider of online marketing tools for small business, has been something of a leader.

Pinterest isn’t an easy thing to master for B2B tech companies – before, we’ve mentioned that image networks definitely need a strategy before you try them out.

tech worldConstant Contact has managed to do just that, with some great success. After a little over a year, the company has 6,000 followers and Pinterest has become the second biggest driver of traffic to its website, right behind the company’s Facebook Page (which has over 80,000 Likes).

My colleague, Blaise, recently had the opportunity to speak with Corporate Community Manager Danielle Cormier about Constant Contact’s Pinterest Page and whether the platform holds any real value for B2B tech companies. Senior Social Media Marketing Manager Erica Ayotte joined us later on, and had some great answers for Part 2 of the series.

1. At the end of 2012, 42 percent of B2B tech companies hadn’t even tried Pinterest (Forrester). Why do you think that is?

Danielle: Most B2Bs can’t envision how their services could be displayed on a social platform that’s all about images. When your business is centered around non-tangible items, it’s harder to readjust your marketing.

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2. When did you launch Constant Contact’s Pinterest Page? Did you run into any barriers?

Danielle: I launched the Constant Contact Pinterest channel in January 2012.  I knew there was plenty of visual B2B content we could show off, such as infographics, statistics and charts, as well as images of our offices, staff and some business-related cartoons.

I also wanted to use our channel as a content hub and a way to organize the content from our blog.  I aimed to create boards that would serve as a landing page that one of our customers or social fans and followers would visit to browse all of our content about ‘Social Media Best Practices’ or Event Marketing, etc.

Another reason that motivated me to start our Pinterest channel was the SEO value it would provide.

3. How do you keep coming up with new images? What are some of the things people can find on the Page?

Danielle: I have a pretty extensive Google Reader (well, now I use Feedly) and our content team is continuously producing new guides and blog posts, so I use that content to add to our channel.

I tend to create boards that feature content about current ‘hot topics’ in marketing, and I also look at the downloadable guides we produce and turn them into Pinterest boards.  I break down the guide into several images and upload them to one board, like I did with 12 Awesome Facebook Marketing Campaigns.

4. Which kinds of images generate more engagement than others?

Danielle: Motivational quotes and ‘funny’ images hands-down get the most repins! Our most-pinned post was a motivational one. It got 550+ repins that tallied over 20,000 repins in total, as people repinned it from other boards.

5. What kind of results are you looking for from your Pinterest Page? Have you seen any increased traffic or leads from pins?

Danielle: We’re looking to increase traffic back to our website and blog, and position ourselves as a ‘thought-leader’ in the email marketing/small business marketing community. We use it as a place to:

  • Show off our newest email templates
  • Rank higher in the Search Engine Results Page (SERP), helping our new content and blog posts become indexed faster
  • ‘Humanize’ our brand

Erica: We’ve definitely seen an increase in website referrals from Pinterest as our presence on the platform has grown. It’s also one of the top natural search results on our brand term. Because we aren’t retail-focused (B2B software is a longer, more complicated sale than say, retail) we’re not tracking direct sales from Pinterest yet. But it’s definitely great for branding and visibility.

Getting into the Details

With some ideas on how to use Pinterest, B2B tech companies are probably still wondering about the details: how do Pinterest analytics work? What are the most useful social media networks for B2B tech companies?

Check out these answers and more in “Is Pinterest Pointless for B2B Tech Companies? (Part 2).”

*This post originally appeared on March Communications’ blog, PR Nonsense.

Discuss This Article

Comments: 2

  • Hi there – interesting article. I have really struggled with Pinterest. There is a plethora of fluffy, pointless nonsense on it and I find the assault on the senses with all of the images and colours really, really difficult to navigate. On top of that, finding relevant information in amongst all of the dross is daunting (for me at least) – not like the precision or wide-ranging possibilities of using a normal web search, which isn;t just limited in this sense.
    The idea of distributing infographics is interesting and is possibly worth trying, but again, it’s another social site, and with limited time available for keeping on top of this, it’s a question of “does it really have the audience to engage with” that something like twitter does, which isn’t limited in the fact you can post links, pictures, videos whatever … and then there is looking after the development of followers etc. I have to confess to not being a convert. I also can’t see a time when I would easily be converted to using Pinterest, possibly as I have no interest in shopping using it, I’ve never developed any connection with it. I’m not a marketer or PR though, so this is a purely amateur point of view.

  • Great points! I think it’s tough for any business to really visualize how something as image-driven as Pinterest can help with their marketing, especially if you’re in the B2B space.

    Really, just like any social network, using Pinterest effectively comes down to integrating it with a broader social media marketing strategy. For example, Constant Contact talks about how they break down guides into different images, so people can click on each page and re-pin them. The pin links to the guide, too, so that can help drive traffic.

    If you’re just repurposing content you already have, then social media isn’t any more work, and it can reach a broader audience and help connect with customers across a lot of different channels.

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