Valued at $5 billion, Pinterest’s popularity is undeniable. The visual social platform has exploded – and marketers have taken notice. According to Business Insider, “Pinterest drives 7.10% of Web traffic that sites receive, second only to Facebook (21.25%), and leagues ahead of other social sites like Twitter, Reddit, StumbleUpon and LinkedIn.”
Pinterest offers an accessible and affordable means of positioning product and services directly in front of the customer. Coupled with the site’s “shareability” promotion, companies are able to use Pinterest to create buzz, drive referral traffic, and even generate leads.
How can B2B marketers get in on the pinning craze?
1. Start with the basics. Set up your Pinterest account properly. Create a business account and verify your domain. This will let Pinners know your website is yours. Also, verified accounts can use analytics so you can see exactly how people are pinning your stuff.
2. Create your profile. Pick a profile image that people will recognize. I suggest using your logo, sized at 160 x 165 pixels. And, don’t forget to write a brief profile description, saying who you are, what you do, what services and/or products you offer, etc.
3. Have a plan. Create a range of boards that not only showcase your products/services, but also what your company is about on a personal level. I encourage you to set up a board highlighting employees, customer testimonials, as well as photos from company outings and work-related activities. Pinterest is a great place to show your company’s culture.
4. Prepare your site for pinning. Make it easy for people to pin from your website with a Pin It button. You can also add a Follow Me button to your homepage, newsletters, and email marketing.
5. Be consistent. Your pins can get lost in your followers’ newsfeeds, so pin at least once per day. When pinning, don’t forget to include links in your descriptions and use Rich Pins whenever possible.
6. Get social. Seek out, follow, like, comment, and repin those in your industry, as well as current customers, and prospects. The more engaging you are, the more your content will flourish.
7. Lastly, BE CREATIVE! Many business-to-business companies steer away from social platforms because they don’t think their content will translate – they’re wrong. You can utilize infographics, blog posts, high-resolution application photos, and product demonstration videos. As long as you are innovative in your efforts, your B2B company’s content will do more than work on Pinterest – it will thrive.