Pinterest may have started as an online platform primarily for fashionistas, do-it-yourself crafters, and wedding planners. Pinterest Marketing can be a serious lead generator for your business.
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.
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 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.
Pinterest Marketing offers unique benefits that differ from other social networks and creates the perfect landscape for connecting brands with new customers.
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.
Using Pinterest for marketing has some cool advantages such as the fact that a pin lives on for months.
The average life of a Pinterest 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.
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.
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.
Pinning images that point back to your webpages and online properties is the most effective way to use Pinterest for marketing purposes. 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.
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.
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.
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.
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.
An effective Pinterest marketing 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 marketing 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:
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 marketing 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 marketing strategy into action?