This post was written by Nikita Patel, content marketer here at AdEspresso.com.
Pinterest. The social networking platform that allows users to save or “pin” anything they’re interested in, from helpful documents, to recipes, to how-to guides. Though it took off in 2010, you could still call it the “new kid on the block,” since it has yet to reach the behemoth levels of Facebook — Pinterest has over 10 million users while Facebook has over 900 million active users.
However, unlike Facebook, brand studies have shown that Pinterest has continued to be more effective at driving sales than other forms of social media.
Although Pinterest does not have the same reach as other platforms, 55 percent of Pinterest users have engaged with retailers and brands through Pinterest, as opposed to 48 percent of Facebook users who have engaged with retailers or brands through Facebook.
Further, Pinterest also appears to be a better bridge to brand association: 43 percent of Pinterest users note that they use Pinterest to “associate with retailers or brands with which I identify,” as opposed to 24 percent of Facebook users who agree to the same use with Facebook.
So, as a B2B organization, what are some specific ways to optimize Pinterest in your overall strategy?
Create boards your audience will love
Pinterest boards are essentially categories that group together the best pieces of content. For example, companies like HubSpot have categorized their boards into great sections, such as marketing eBooks, helpful webinars, holiday marketing techniques, as well as amusing boards like “Meme-tastic marketing.”
HubSpot’s boards are carefully pieced together to contain the right information for their audience: Those looking to improve the marketing process.
In addition to creating awesome boards, be sure to link all the content in your boards to your website or a landing page — within reason, of course — so you’re reiterating your messaging, as well as your organization.
Up the visual content
Pinterest is all about the visual. From infographics, to charts, to advice guides, your brand should increase your visual content in order to reach your audience.
General Electric (GE) is a great example of a company that has used Pinterest to show off their products. GE has a board called “Badass Machines” which illustrates different technologies that are produced by the company. Examples include wind machines, aviation engines, and locomotives.
While any company can post pictures of their products, GE does things a little differently: They post visually stunning images which are either filtered through an editing program or taken at an interesting angle. The combination of the two amps up their Pinterest page, while promoting their brand in a cool new way. This is something any B2B organization can do, no matter the product or service.
Put a face to your organization
Sometimes your audience wants to know more about you, your processes, and your accomplishments before they sign on or commit.
While you can show what you’re all about on platforms like Facebook, studies show Pinterest users are more loyal than Facebook fans in terms of showing support. When you have a more supportive fanbase, you should tailor your content in such a way which makes you relatable.
For example, let’s say you wanted to promote your company culture or a new face in your organization. You can use Pinterest to communicate this.
Headshots of the new CEO or the team, pictures of a company event, photos of your office, or even an infographic which shows how you make things happen are all ways you can use Pinterest to illustrate why your organization is one to follow.
Focus on trends
Trends or patterns in industries can show what’s happening in your industry, as well as what you’re doing to make strides based on these trends.
While this may not have been something you would have thought to include, promoting industry trends via Pinterest gives your audience some different perspectives, as well as direction, into their current strategy and what you can do to help.
For instance, IBM has a board called “Big Data and Analytics,” which demonstrates how certain types of data helps them to make better decisions.
Another board, “IBM Social Sentiment Index” illustrates public opinion from a range of social data. Both of these boards show why IBM is ahead of the curve since they’re actively promoting and engaging in the latest trends.
Give it a go and let us know you use Pinterest in the comments!
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