Pinterest already has more than 300 million active users, but it’s less popular for marketing than platforms like Facebook, Twitter, and Instagram. In fact, Pinterest is one of the most underappreciated digital marketing channels, especially for B2B companies.
This article will outline the basics of Pinterest marketing for businesses and explain how it can help your B2B brand reach more customers. While no individual social media channel is enough on its own, Pinterest is a great platform for virtually any B2B company.
How Can Pinterest Help My Business?
Every marketing channel has a different effect for different businesses, but companies that use Pinterest tend to experience certain results. These are just a few of the most common findings for brands that add Pinterest to their digital marketing toolkits:
- Cross-platform sharing: While some companies use Pinterest alone, the platform also allows members to log in with their Facebook or Twitter credentials. Cross-posts from Pinterest to these channels can be an excellent source for word-of-mouth marketing.
- Links from your site: It’s easy to put a “Pin It” option on every product page, quickly directing business customers from your online store to their Pinterest profiles. From there, other users who are interested in the product can click on the Pinterest pin to access your website.
- Web traffic: Pinterest is incredibly effective for driving organic traffic, and every website visit offers the potential for a purchase. In short, the more users you can bring to your site, the easier it will be to achieve your digital marketing goals.
What Should I Post?
If you’re not familiar with Pinterest, you may not know what B2B audiences are looking for. Fortunately, you can learn from other businesses in order to identify the best Pinterest strategies. Here are some ideas to help you get started:
- Infographics: Infographics are an easy way to communicate large amounts of information in a single post. Try to keep the graphic interesting—it shouldn’t look like a long list of data.
- Whitepapers and books: If your brand has been involved with the publication of any long-form content, post the cover on Pinterest and provide a link to the rest of the document.
- Repurposed content: Companies that already post visual content on other social media platforms can simply transfer them to Pinterest for even more audience engagement.
Pinterest isn’t the most popular digital marketing platform, but it can be an invaluable resource for both B2B and B2C businesses.