Using Pinterest for B2B Marketing

Using Pinterest for B2B Marketing

Using Pinterest for B2B Marketing
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Pinterest may have started as an online platform primarily for fashionistas, do-it-yourself crafters, and wedding planners.

But over the past couple of years, this visually driven platform has broken into new territory, grown and diversified its user base, and become a valuable resource to marketers on a much larger scale.

Pinterest isn’t just for creative women — it’s now a discovery tool that can benefit B2B marketers looking to connect with a massive audience.

Pinterest Isn’t Just For The Ladies Anymore

From the start, Pinterest has been a platform with a primarily female audience. Just over 70% of the site’s visitors in the US are women.

But men are beginning to stake their claim. In 2014, Pinterest’s male user base grew by 73%. More men were drawn to the site as Pinterest expanded categories to include topics like tattoos, camping, luxury cars, gadgets, technology and even pinball machines. They also improved their personalization and filter options making it possible to find content more relevant to a user’s interests.

Pinterest is no longer just for the ladies. The demographic of their 72.5 million users is expanding and creating opportunities for marketers who want to connect with a new audience.

pinterest-pinball

Pinballs galore on Pinterest!

Why Pinterest?

Pinterest primarily acts as a discovery tool. Users log in and go on the hunt for new products, ideas, and inspiration. When a user finds something that they like, they repin it, and broadcast their findings out to their network.

This offers unique benefits that differ from other social networks and creates the perfect landscape for connecting brands with new customers.

Pins have a long life

Most social media posts have an insanely short shelf life. If your audience doesn’t see your post shortly after you post, it is likely they will miss it completely.

But a pin lives on for months. The average life of a pin is 3.5 months. Compared to Facebook and Twitter, this is 1,680 times longer. Unlike other social posts, pins have the ability to send traffic to a website for months.

Popular pins may perform well in search

Google continues to lean toward providing more of what users are looking for on the search results page.

Keeping up with that trend, in June, Google announced that they are now including pins in an image carousel at the top of search results pages. Now, pins have the ability to display content high in the search rankings.

The Internet is becoming more visual

Social platforms focused on images, such as Instagram and Snapchat are growing. As interest trends point more to visually driven content, Pinterest is a prime position to grow and extend its user base.

hubspot-pinterest

HubSpot is an example of a B2B company doing great on Pinterest.

How to Create Unique Pins That Point to Your Web Properties

Pinning images that point back to your webpages and online properties is the most effective way to use Pinterest. But you can’t set up an account and randomly pin all of the images from your blog and website. You need to have a strategy for creating pins that are most likely to connect with users.

Take some advice from Pinterest who studied more than 100,000 pins and identified the characteristics of their most popular pins. They found that the most popular pins are helpful, beautiful, and actionable.

Only pin evergreen content

Pins have a long shelf life, so don’t pin content that will become outdated. Only pin evergreen content that will have lasting value for those who find it. Also, don’t use phrases that imply that something is new or coming soon.

Chose your images wisely

  • Use portrait images. Long images display better in Pinterest’s format, especially on mobile screens. Try keeping your images at a 2:3 ratio.
  • Add text and use beautiful fonts. Adding a text overlay helps your pin stand out and gives you an opportunity to share more information.
  • Add a small logo. If you want to add a logo to your pin, keep it tasteful. Add a small logo in the corner, not a large logo that takes up most of the space on the pin.
  • And of course, use eye-catching, beautiful imagery that matches your target audience’s tastes.

Create “pinning” opportunities

Don’t rely on the images that are already on your site. Create images and content ideas with Pinterest in mind. Those graphics may include infographics (which are popular in the B2B market), pull quotes from your content, and motivational phrases that relate to your audience or industry.

Combine business and play

Add some variety to your pins. Don’t only pin content that relates to your products and services. Share pins of images that reflect your brand’s personality and values. Don’t be stuffy. Share fun images that relate to the style of your brand, not just its products.

Include detailed, thoughtful descriptions

Pinterest is a visual platform, but that doesn’t mean that descriptions and words don’t matter. Captions tell both search engines and users what your content is about.

  • Always include a 1-2 sentence description.
  • Use keywords that will help users find your content in search.
  • Include a call-to-action and present the benefit the user will receive by going to the webpage of the pin.
  • Add rich data when appropriate. Use Pinterest markup features to add bonus info such as price and availability.
hubspot-pinterest-board

HubSpot’s popular board dedicated to Pinterest itself.

How to Repin, Pin New Content & Create Boards

An effective Pinterest strategy includes pinning images that point back to your web properties, as well as re-pinning and pinning images that point to content created by someone else.

You don’t want your entire Pinterest strategy to revolve around the content you create. Repinning content from other users and pinning images from other websites will increase user engagement, add variety to your content, and help you develop more engaging boards.

Pinterest Boards display and categorize the images that you pin. Create and organize boards so that they follow a particular theme. You may want to create unique boards for categories:

  • infographics
  • blog posts
  • videos
  • products and/or services
  • portfolios of your work
  • case studies and white papers
  • behind the scenes (photos of employees or office events)
  • webinars
  • slideshares
  • industry related topics
  • non-competitor products that your customers also use
  • inspirational messages

Similar to pins, boards have descriptions. When you create a board, write a detailed description that tells users what they can expect to find on the board and encourage them to follow it.

With a Pinterest strategy that uses unique branded pins, repinned images from others, and interesting boards that fit the needs and wants of potential customers, B2B marketers can benefit from this platform that is at 70 million users and counting.

So now you can see how Pinterest can help you with your B2B Marketing. How do you plan on bringing a Pinterest strategy into your marketing plan?

Kevin is the Founder and CEO of TribeBoost.
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