Pinterest once started out mostly as an app that acted as a novelty. Sharing photos of desks made from reclaimed wood and the best chicken pot pie recipes you will find online were the norm (still kinda are). However, Pinterest has evolved over the years into some thing much different. An evolution that spawned an industry of B2B marketers to take a second look at the social platform in order to spread the good word on their own businesses.
We asked 7 industry marketing experts to weigh in and discuss their thoughts on B2B marketing on Pinterest.
This is what they had to say.
As with any B2B initiative, clarity is king. The faster and more simple the point can be communicated, the better off you’ll be. In a world convoluted by buzzwords and complex product descriptions, images can often accomplish a fair amount in a much quicker format. Many businesses fall into the trap of listing product descriptions and attributes, to which prospects are left to deduce the eventual value on their own. By providing a visual of the solution itself, people can quickly see what a company has to offer. It’s very important that these images also connect people to relevant further information. For instance, when featuring a series of products, don’t simply link each photo to the homepage of your company. This product has captured somebody’s attention so take them to the product page on a website so that they could potentially purchase immediately or find more information about the product. The faster you can communicate and connect people to items they need, the better.
Not all brands are meant for Pinterest. Just as with other social media channels, your audience may just not respond well. Brands and companies should not be on ALL social media platforms. If Pinterest may be a good platform for your brand, take the time to do it right and measure your success.
*Don’t only pin your own content*. This is huge. DO NOT ONLY PIN YOUR OWN CONTENT. Pinterest users do not want blatant advertisements all over their Pinterest feed. So, rather than only pinning your content, pin articles related to your sector, interesting images, funny memes and mix in your products and articles.”
*Repin, repin, repin!* You know how great it feels to be repinned, so make sure to pass the feeling forward! You get to pass on the warm fuzzies and, also, guarantee that the content you send out to your followers is not overly self promotional.
A Pinterest marketing tip for anyone interested in growing their online presence, you must have a high social influence. In business, communal influence is essential, and it’s a prevalent business function to all entrepreneurs seeking national exposure, recognition. It’s imperative to utilize all social mediums to advertise, and market your business and industry expertise. The social media marketing strategy needs to be broad and quantify a social influence on Pinterest. To have a successful following on Pinterest, the marketing tip is to remain consistent in the conscious message of the brand. The marketing idea has to be creative, and demonstrate a social presence by building an influential impression. You can implement short video clips, insert your blog, and add news clippings. In essence, submit daily Pinterest postings, which provide relevant content in distributing and sharing information about the brand. The marketing needs to be unique in being informative, engaging and increasing brand awareness, which will result in local and national recognition.
Mix things up: Followers will get bored with you very quickly if you post the same stuff. As I stated before, we only thought of Pinterest as being a showcase for products and manufacturers. It quickly evolved to so much more. It is exciting to visit a customer and see that they are using one of the display ideas that we created in one of boards.
Pinterest is a great tool for B2B’s if they have the capacity for it. The key is thinking beyond your brand specifically and consider what is related to your brand but of broader interest to your market. GE is a great example of this. Their Pinterest description is #Pinning things that inspire us to build, power, move and cure the world. Their boards range from the informative, inspiring and humorous. These pins will show up in followers news feeds and make people think of GE.
Finally, you can optimize your Pinterest pins so that they show up in search results not only within Pinterest but also broader search engines. This furthers your brand reach and adds additional benefit to your social media activity.
Be Visual. You can’t have a Pinterest board without turning your ideas into graphics. Your custom content is necessary to gain momentum on this social media platform. Just sharing other content won’t put $ in your bank account.
Most businesses these days understand the power of social media marketing. However, a recent study found that only 1% of businesses use Pinterest, the visual content-sharing site that is quickly growing in popularity. For a business looking for new avenues to take its B2B online marketing to, marketing on Pinterest is a largely untapped resource waiting to be utilized.
While it may not have the legacy of older sites like Facebook, Pinterest has a vast, quickly-growing audience that is hungry for content. Because Pinterest is largely built around sharing visual content, it provides the perfect forum for posting pictures, videos, and infographics that can then be widely disseminated. The site is also a great place for reposting articles, blogs, white papers, reports, press releases, and other online content you’re already producing for your B2B online marketing. Using this material for Pinterest marketing will net it an even bigger audience than before.
Pinterest revolves around the use of “pins”, which allow users to post content they like on their own personal “boards.” Not only can these boards have keywords attached to them, but so can the individual pins. When you “pin” your content, you can add keywords relevant to your business and the individual posts. Because Pinterest works much like a search engine, (in that users search the site by keyword to find posts), this allows businesses to make the material they post on the site easily searchable under the terms they want.
Much like how Pinterest makes finding content simple by allowing keyword optimization, the site also makes it easy to convert your Pinterest audience into referral traffic. Each “pin” on your board can also have a URL directly attached to it, making the main site easily reachable. Pinterest also has what are known as “rich pins”. These are different posting options for different type of content. For example, an article pin allows you to include a headline, author bio, and summary for every article that uses that type of pin.
One of the benefits of having your content become popular on Pinterest is because the site’s popular “boards” often appear very high on search engines. Unlike Facebook, Twitter, and other social media sites that content stays contained just to the sites themselves, Pinterest marketing material has a good chance of being found by online searchers who have never visited the site before. B2B online marketing performed on Pinterest has a much wider reach than many other online marketing methods when there is some strategy applied.
Taking the time to do Pinterest marketing will also give you a large amount of content that can then easily be posted to other social media sites. Pinterest is designed to make its content highly sharable. When a user pins something to one of its boards, they are automatically given the option of posting it to Facebook and Twitter as well. By using Pinterest, you can create a central online hub of B2B online marketing material that can then easily be spread across all your accounts, making social media marketing that is much less time consuming and easier to coordinate.
Expect to see Pinterest become a more and more popular marketing tool in the near future, as more businesses realize the potential for Pinterest marketing to expand and revitalize their B2B online marketing efforts. The businesses already taking advantage of the site are the first to reach a potential goldmine of resources to help them get their content in front of their target customers.
Pinterest is one of the most popular photo-sharing websites at the moment, with millions of users from all parts of the globe. Every day, countless visitors log in to share theme-based image collections with friends and family. Perhaps the ability to create breathtaking collections based on events, hobbies and interests is what draws many users to the service. You can take advantage of this platform to promote your brand. Social media has never disappointed when it comes to internet marketing, especially where the following is huge. But how exactly can this work out?
It is always an added advantage to have a page with some of the most used social networks such as Facebook and Twitter. However, the reality is that such avenues are slowly getting flooded by marketers. It is high time you stopped being mainstream and started meeting prospective clients where your competitors least expect. The ability to share photos more effectively will give you the perfect opportunity to sell your brand in ways mere words can’t. There are many ways to go about this but this guide will walk you through 4 smart ways to use Pinterest as a marketing tool that will never disappoint.
Social media marketing is all about making your good side shine brightest. If you are keen on using Pinterest to market your business, you need to start looking for the best visuals around your business premises. Whether it’s your products, service delivery, location or interests that bring out the best of your brand, this is the story you need to sell online. If you run a travel company for instance make sure you upload photos from your best destinations.
In as much as Pinterest is quite a new service, there will definitely be competition from other enterprises. Irrespective of how established your business is, you only have photos to tell the story here. Make sure each and every photo uploaded is of the highest quality, taken by a professional photographer.
In Pinterest, users are always competing to assemble the best pin-boards based on their interests. You need to leverage this unique feature to make your brand sell. One of the most effective ways to use Pinterest as a marketing tool is to introduce competitions among users. This will always create excitement among your followers and keep them interested. Consequently, your business will get some positive publicity and remain relevant.
However, you need to come up with a very creative team to oversee the competitions. You will end up looking very cheap if you keep reinventing the wheel by copying what other businesses are doing. Come up with unique photo uploading competitions that will set you apart from the rest of the crowd. You also need to introduce unprecedented rewards and not the redundant gift hampers.
The best part about social media marketing is that you have the freedom to use as many networks as possible. However, trying to be everywhere is not a good idea as you will appear to be desperate. You need to take advantage of other more powerful social tools to enhance your publicity on Pinterest. This could simple involve sharing information about promotions to the thousands of friends your business has in Facebook.
Many businesses also make sure their Twitter followers are ever informed of any developments on Pinterest. For such approaches to be effective, you need to concentrate your efforts on followers who are likely to re-pin your pictures. If there are any followers who display keen interest, take advantage of the command they have on social networks.
The sole purpose of pinning up photos and running attractive promotions is to ensure you make sales. This is why obvious purchase links must have a place among the 4 smart ways to use Pinterest as a marketing tool. Make sure that your Pinterest account offers direct links from which followers can purchase the advertised products or services.
If the process from picture to purchase is not smooth, many users will be pissed off. Majority will simply postpone placing an order to a time that may never come. As much as Pinterest is all about spreading your message through photos, it adds nothing if it doesn’t prompt followers to place orders.
Rahul Makhija has been in the internet marketing industry for more than 6 years. For more information you can visit web development. He is an expert on SEO & PPC tactics and in his free times likes to read and understand about human behavior.