Pinterest is no longer just for searching food-prep tips, exercise routines, and how to create a DIY Barn Door. Pinterest is an up-and-coming platform in the social media world, and the reasons lie within the brain.
Visuals are easier for the brain to store versus text because of the hippocampus, which controls long-term memory. Pinterest has not been fully adopted by many B2B companies, which means that there are still opportunities for the early majority to adopt Pinterest. For the savvy B2B marketer, now is the time to adopt, and there are many reasons why.
Specifically, if your target market primarily comprises of women or millennials, Pinterest is the platform your company needs to generate ROI. If you’re still not satisfied, it may peak your interest to hear that most purchases conducted via Pinterest are more than two times the price of that of its other social media counterparts.
Before you get started…
Don’t Make A General Account– Although it can be tempting, create a Pinterest Business account, instead of an account for regular Pinterest users or “Pinners”. This will allow your company to easily integrate on other platforms, with the added bonus of being able to see analytics. However, there are a few cons to using Pinterest Analytics, such as the inability to compare one campaign or different month’s analytics to one another because the analytics “expire” after a month (approximately 30 days) have passed. Also, make sure that your Pinterest page includes the hallmarked “Pin It” button to ensure that your pins can be easily repinned or shared by other Pinners who desire to spread your content throughout the digital world. If you’d like more features, using a marketing automation solution like Sugar Market, previously Salesfusion, in conjunction with Oktopost can help you track ROI and compare different posts or campaigns that were years back, and includes website visitor tracking. If you are unsure on how to proceed on your social media venture across all platforms, refer to this video. That being said, after your company’s Pinterest account is set up, make sure your post are up to par. Ready to convert? Here are five tips for those who desire to increase their social media awareness by integrating Pinterest as a platform.
Sinking a Hole-in-One – 5 Tips for B2B Marketing on Pinterest
- Do You See What I See? – Before creating your company’s Pinterest boards, it is important to see what your target market likes and dislikes. This means looking to competitors and industry leaders to see which pins and boards receive the most attention, which can be tracked through looking at repins and likes. Additionally, while you want your company to stand out, make sure you are paying attention to trends in content in order to increase drive to your Pinterest board, and ultimately your website. Pinterest can help companies gain retention from customers and drive leads to your social media and company’s services. However, it is important to include A/B testing as a part of your Pinterest marketing strategy to ensure targeted content. If posts don’t receive the engagement your company desires, you can always test new types of posts later and compare the results. Let the unique and innovate structure of your company be the differentiator, not the ROI gap between you and that of your competitor’s.
- Storytelling Time – Pinterest is one of the best platforms to tell your company’s story, and can only be compared to that of Instagram. Unlike Instagram, you can tell your company’s story through long-form text, links, and graphics (and it’s acceptable). This may seem like a hurdle for some companies that do not currently have engaging graphics. However, these companies should not fret because there are plenty of websites, free or paid, like Shutterstock or Pixabay, that can provided non-copyrighted pictures. Use your board to show your customers, leads, and Pinners why your employees decided to work for your company. This can be demonstrated through sayings, employee and/or customer highlight pictures or graphics. These photos can be easily attained and show your company’s spirit. Show images of your company’s aspirations and core values through emphasizing energy and creativity within each post. Additionally, pictures for Pinterest can come in all forms, such as pictures from events. Pictures from events can include pictures to promote the event along with action photos from the event, and a board can be designated to that specific event. This allows Pinners to have easy access to the content and other B2B companies can engage by posting through your board, or you can repurpose the content later. Don’t want to seem like you’re tutting your own horn? Working with influencers can allow you to create new, trustworthy content amongst your target market, and help build your demographic because the content will also be on the influencer’s page, not just your company’s. Having people from other companies write can also show thought leadership from your company and a desire to be a part of the community.
- A Picture Says A Thousand Words – It’s ok for companies to let the picture tell the story on Pinterest. Pinterest can be a marketer’s dream when it comes to content marketing. Whether you are using third-party information or your company’s, allowing for an infographic or photo to tell the story is your first line of defense on Pinterest. Infographics are king, and if you already have them on your company’s website, use them on Pinterest. If not, you can create infographics, which are a great way to encompass the information in the link, giving Pinners a good overview of what they can expect to read. Pinterest clearly displays infographics, but in order to posts any photos effectively, look over this cheat sheet to understand how to size any of your social media images to perfection. Infographics not only make your life easier in the long run, but also make your audience’s life easier. Infographics can be created for a variety of content, from ebooks to webinars, and can help your company stay above the curve.The age old adage “you can’t tell book by it’s cover” is not true in the case of Pinterest, so use every graphic you have on the social media battlefield.
- Balance is Everything – Each social media platform has its ideals on what is the best amount to post per day, content, and promotional mix. Do not make your Pinterest Board a carbon copy of your company’s website or platform that exclusively promotes your B2B products. This will turn away potential Pinners (and customers) to your social media, changing their idea of your company’s brand image. Instead, try to use a mixture of different pins to get Pinners engaged on your Pinterest page. Pins can be of multiple topics and varieties, so do not limit yourself. There are even Pinterest boards on some B2B pages dedicated to contests. Make sure that Pinners who read your content feel more knowledgeable and aware of your industry, not just your company.
- SEO Bringing You Down? – Pinterest can help you with that. As you continue to expand your company’s social media horizons, adding Pinterest to your social media strategy will help you create more content to help boost the company’s SEO while your target market searches for your company. Additionally, Pinterest is a Keyword Queen, which can also help boost SEO. However, beware, no keyword stuffing or your company may be put in Google Jail.
Mark Your Calendar
Pinterest will not be in the Early Majority stage of adoption forever. Depending on your industry, it could still be in the Early Adopter stage. Regardless, time is of the essence, and to set yourself apart from your competitor’s, integrating an SEO rich platform like Pinterest is important. No one likes being on the other side of history, specifically when ROI resides there.