How to Master Pinterest for B2B Marketing
As you know, Pinterest is THE THING right now. Used primarily by women (so far), Pinterest is a slam dunk for companies selling consumer goods related to fashion, food, arts, crafts, and anything related to home. Pinterest for B2B is more challenging, but is not to be ignored. Here’s a good article from Hubspot that addresses the challenge and some solutions…
Identify Your Most Visual Content
The biggest challenge for many B2B companies that want to use Pinterest as a marketing channel is a lack of visual content. By nature, many B2B companies are selling a product or service in an industry that most likely isn’t visual. The first step is to think outside the box to find images that align with your company’s image, fit nicely on Pinterest, and are fun to share.
Here are some ideas of content you can post:
1. Visual Content You Already Have: For example, someone at your last company mixer must have grabbed a few photos, right? If so, create a board to showcase your company’s culture, and pin those photos. Only have executive headshots? Create an “executive management” board, and include a bio for each person.
2. Strong Visuals From Your Blog Articles: Pin visuals that best highlight your written content. Don’t have any yet? Start using clear, beautiful images in your blog articles with the point of pinning them to your pinboards moving forward. You should be using images in your blog articles anyway!
3. Infographics: Infographics are all the rage right now, and they are doing very well on Pinterest. Have any company or industry data that you can visualize? It’d be a hit!
4. Data Charts. Similar to the above suggestion, you can also pin simple yet compelling data charts that you can build in Excel. Whether you’re highlighting industry data in a visual way or own original research, just make sure you have a clear headline in the image so people know what they’re looking at!
5. Ebook and Book Covers: Have you created a whitepaper or ebook recently? Take a screenshot of the cover and add it to a board that’s a collection of ebooks for people to read. If the covers of your ebooks aren’t normally very visual, make a point of giving them a better design from now on to make them pin-friendly.
6. Photos of Your Customers. Promoting your happy customers and clients is a great way to get more happy customers. Encourage your customers to send you photos (or take photos of them at your next event). Create a board of their smiling faces – perhaps while using your product or service!
JT