Should you be using Pinterest in your business to business marketing?
August 28, 2016
Launched in 2010, Pinterest is a social networking site that allows users to visually share and discover new interests by posting, or ‘pinning’ images known as ‘pins’ on their board for other users to see.
It is an online ‘pinboard’; a catalogue of innovative ideas where users may buy products or merely seek inspiration for projects; by using the platform as a search engine for enthusing images.
"visually share and discover new interests by posting, or ‘pinning’ images known as ‘pins’ on your board for other users to see"
The network typically lends itself towards B2C (business to consumer) marketing, since it relies heavily on the visual aid and so businesses may ‘pin’ product images. Since this is more difficult for B2B marketers, such businesses may not have previously looked to Pinterest.
Nevertheless, the network is growing at an increasingly fast rate, especially in America and as a result, there are many ways in which companies may use the site for B2B marketing.
From increasing publicity, brand recognition and the advertising of products, Pinterest can assist your business in increasing its sales.
It is now one of the four main places where users go to find things on the internet, especially in relation to the act of buying - 93% of active ‘pinners’ said they use Pinterest to plan for purchases. Moreover, Pinterest boards have appeared at the top of Google searches and 87% of ‘pinners’ said they’ve purchased something because of Pinterest.
"there are many ways for companies to use Pinterest in business to business marketing"
Still, purchases do not necessarily have to be made on the site itself. Even if not used for the actual making of sales, the network is a sure way to build relationships with other businesses, getting your brand firmly fixed in their minds.
A key way Pinterest can be used to make your brand known is is through the use of infographics, a popular tool utilised by many ‘pinners’. These are a new informative and visually stimulating marketing aid and will increase brand publicity, by swiftly broadcasting vast company information to other businesses in just one quick post, or ‘pin’! They are visually appealing, as well as thought provoking and thus a creative way of reaching out to other businesses in the B2B sector.
Businesses may also use hashtags when posting to increase visibility.
Building reach via a follower base is another useful way of increasing brand recognition. Pinterest has two ‘follower options’, which can be employed by ‘pinners’ when they find content of interest; following a board or a user account.
If you want Pinterest to maximise your publicity, then encouraging users to follow your user account is the best way and can be done by promoting your account along other social media platforms, such as Twitter.
So, despite Pinterest’s traditional association with B2C marketers, the platform can be used by B2B marketers as a great way of getting their brand known, increasing publicity and building relationships with other businesses.