10 ways B2Bs can win with Pinterest

Pinterest for many B2B businesses is somewhat of an unknown. In essence, it’s a visual platform for sharing ideas, tips, inspirational items and it can hold amazing opportunities for many B2B businesses. Typically the way it works is that users pin things for later when they are looking to buy, make or learn more about something. According to Pinterest, 93% of their users shopped online within the past six months (src: business.pinterest.com) and there are some key differences in how genders use the platform too – women using it more as a wishlist, with men using the platform more as a shopping list, saving links to items that they intend to buy later. If you can get present on Pinterest you will be able to increase views, engagement and sales. Pinterest has 150 million active monthly users (src: fortune.com), with around 60% of those users being female. When you know how to use Pinterest properly you can rocket your effectiveness and engagement on the platform. So, now we know the basics, let’s jump into the tips.

1) Repurpose existing content

If you’ve got a fantastic archive of content on your website, or within your marketing library, you’d be missing a trick if you weren’t repurposing it into visual content. Whether it’s how-to’s, case studies, infographics, industry news or similar, these pieces of content are ripe for conversion for B2B businesses on Pinterest. If you’re new to content marketing, then here’s how to create a content marketing strategy if you’re a beginner.

repurpose-pinterest

Wikihow’s Pinterest account is full of images made from repurposed content on their website

Entrepreneur and social media marketing mogul, Gary Vaynerchuck, firmly believes in repurposing content – “There is an enormous amount of content that can be mined from the big pieces of content that sit at the top. It’s the hacking of the mothership-content into micro-content.”  (src: garyvaynerchuk.com). We can go one step further too. When you have great quality content sitting on your website, not being utilised, look at repurposing it, making it into bite sized pieces that can easily be consumed on social media and then share it on channels like Pinterest. After all, your audience aren’t going to consume every piece of content you produce and working this way saves time and helps you to develop a larger, higher quality content creation strategy.

2) Share existing visual content

Great looking images are gold in the social media age. Got a library of superb pictures? Start putting ’em on Pinterest. You might consider adding text to those images too. For example, if you’ve got an image from an article, you might add the title on top of the picture. The benefit of doing so is that you’re more likely to get click-throughs due to the fact that users can immediately see what the piece of content is about.

etsy-sharing-existing-images

Etsy share images of products available from sellers on their website

The one rule you need to bear in mind is that the imagery you use needs to be high quality – there’s nothing worse than sticking an unprofessional photo on your board and hoping to get click-throughs, it’ll make your content look amateurish and outdated. Therefore, it is a good idea to look at investing some time in learning how to take better photos, or outsourcing it to another member of your team who’s already proficient in setting up a good photo. This article ‘How to take great photos for you product pins’ by Pinterest, is a great place to learn how to take a good photo for the platform.

3) Highlight customers, case studies and projects

Showing off your current customers is a great way of boosting credence and social proof. Drawing attention to how your product or service helps your customer achieve a specific result is not only a great way of highlighting your value but also giving your customers credit and showing your company values its clients. How can you share client-related content on Pinterest? Share a picture of your product in situ or a before and after photo, or an image of your client with a quote, preferably a quantifiable one. It would also be a good idea to link out to the case study on your website, or the specific product or service page.

case-studies

Case Studies board by Victoria + Albert Baths 

4) Call-out industry heavyweights

Shouting out to influencers in your industry is a great way of building relationships, growing your audience and setting up the possibility of collaborations in the future. Feature insights, or quotes from influencers, along with an image of them. When you come to post, you can tag that user / company in your pin, so they’ll get a notification and hopefully share to their followers.

5) Get personal, tell your story

Nobody likes dealing with faceless companies, we like dealing with people. Sharing your company’s culture, and the behind-the-scenes goings-on, can help your audience to get to know and connect with you and your team. Being transparent about how you do business and enabling your potential customers to see how you work, before committing, is really great, it builds confidence. Present your co-workers, show the office, post about your successes and important moments from your company’s life. Doing so builds brand awareness.

adobe-life

6) Share things that would interest your customers

Let’s get hypothetical for a moment here. Let’s say you’re a landscape design firm. You could help inspire your customers by sharing breathtaking gardens, beautiful plants or furniture. Adobe do this perfectly on Pinterest, they have a whole board dedicated to type. The bulk of their audience is creatives so it’s a perfect fit.

whats-your-type

7) Rich Pins

“Rich Pins are pins that include extra information right on the Pin itself. There are 6 types of Rich Pins: app, movie, recipe, article, product, and place.” Rich pins rank better within Pinterest, not only that, but they are great at giving the user more information to go on. Especially great for recipes for example, where the full list of ingredients is pulled into the pin itself. The user can see right inside of Pinterest whether they are interested and can click through to find the method if they are. In order to use them you have to include extra information in your website’s metadata, therefore it might be a good idea to ask your web designers to help you add these snippets of code to your website. You can find out more about using rich pins for your business here: Pinterest Rich Pins

rich-article-pin An example of an article rich pin

8) Make it mobile friendly

75% of Pinterest users are on mobile, therefore your pins (and website) should be mobile friendly. Things like, making the type a point or two larger, and avoiding cluttered imagery can help make your account more easily digestible on mobile and tablet devices. Another thing to consider is making your website responsive if it isn’t already – users will expect your website to be responsive.

9) Links

This is often overlooked and is quite simple, but I’ve included it here as it really is frustrating for someone on Pinterest when they click through to a website hoping to find a product or service and end up on a completely irrelevant page. You want to make sure all of your pins link through to related pages, in the case of products, the specific product page etc. You want to make it as easy as possible for the user to find what they are looking for, especially if it’s making a purchase.

10) Pinterest Analytics

Don’t forget you can see all the stats on your pins in Pinterest’s own Analytics dashboard. You can see how many views and impressions your profile has had, your top performing posts, most re-pinned pins and more. Even more interesting, you can find out what else your audience are into, which can help you to decide, and serve up, more useful content. In order to unlock the full dashboard, you have to input a line of code into your website’s code. Again, if you’re not technical this is an easy job for your web developer. To find your analytics for your account, make sure you’re logged in and go to analytics.pinterest.com

Conclusion

Some industries are more suited to Pinterest than others, and it can be a great opportunity for many of B2B businesses but not all. For example; consumer goods, supermarket and grocery and event planning are best suited to the platform. Think arts and crafts, travel, food and drink, health and self-help, fashion and music – those are the industries that excel on Pinterest. What if your business doesn’t fall into one of those categories? Don’t discount the platform altogether… there are many other industries getting creative and making the platform work for them. It’s all about studying what’s already working (search your niche on Pinterest and see what you find) and getting creative. Get a flavour of Pinterest’s top performing pins on their everything page. You can also find 60+ in-depth case studies here, it really is a great place to study how other companies and industries have made the platform work for them. If you decide Pinterest isn’t for you, in the traditional sense you might consider advertising on the platform instead. You can show high-quality images (ads) to visitors who are interested in what you have to offer. If you checked out the everything page above, you might have noticed a few nicely placed targeted adverts. Like to learn more about Pinterest’s posts and best practices? Check out these fantastic PDF guides:

So there you have it, 10 tips to help B2Bs win with Pinterest. Every social media platform has it special nuances, points that (for optimum performance) should be followed. If you’re interested in growing your social media accounts but don’t have the time to manage and post individually tailored content to each one, get in touch to find out more about our Social Media Management Package.

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