So why should B2B companies use Pinterest, when it is often dismissed as strictly for the consumer?
Being the darling of the ‘brides to be’, the want to be interior designer and the ‘Foodie’, Pinterest is often the forgotten tool in the B2B social media armoury. But a growing number of businesses are realising its value as a B2B tool. Initially the value came from the fact that Pinterest users went there for their hobbies and passions but these people have got jobs in the real world too and naturally there was a cross over. Since then however it has grown to be a significant tool generating brand awareness and sources of micro traffic to company websites.
Pinterest is a visual bookmarking site, a sort of mix of Delicious and Flickr. Unlike most social media platforms it is designed to be enjoyed at a slower pace, it is for browsing and enjoying content, collecting information, storing it for later use, not posts for immediate consumption that are instantly forgotten when the next funny cat clip comes along. It is this storing it for later use that has become so appealing for the B2B user. Posts have a much longer life-cycle as they can be retrieved and searched by others indefinitely.
The pleasing visual nature of Pinterest helps build company brand but it doesn’t need constant maintaining and updating like Twitter and Facebook. There is no brand page to update and you don’t have to keep up with fan and follower comments.
One of the benefits of Pinterest is the way it connects an image with a stored link, making it easier to come back to the pin’s original source in the future. These links are logged as in-bound and can boost SEO. While traffic from a single post may be minor the cumulative traffic from well stocked boards will add up over time.
Pinterest still has niche value. While more and more B2B companies are finding real value in Pinterest, competition is still relatively small, particularly as you can hone your keywords to specific industries to find likeminded pins, boards and users.
If you don’t think you have enough visual content here are some ideas
Pins are simple to create, either pin an image and include a link to your website in the description or directly post a URL from your website, Pinterest will scan your page for images, just select the most appropriate one. Pinnable content can be product images, infographics, blog posts or even FAQ pages. Use photos taken at exhibitions, social and industry events. Create a ‘who’s who’ with a meet the team board including their profile information and links back to your site. Blog posts make great pins. When creating posts, create images with Pinterest in mind. Ideally clear, beautiful images that best illustrate your written content. Overlay your images with text which tells the reader/pinner what your post is about. This can be dome simply through creating a canva.com account. This image can then be recycled and used to promote your blog post on LinkedIn, Twitter and Facebook. Infographics look great on Pinterest, as do other charts and graphs. Take extracts from reports if you don’t have the resources to create infographics.