Pinterest is fast becoming the next big social media phenomenon. Within a matter of a few months, site traffic has increased five-fold while its user base has grown around 150% since the start of 2012, giving new opportunities in social media marketing. Companies are now using Pinterest to boost marketing activities such as growing their B2C or B2B database.
But unlike B2C brands which have the luxury of being able to pin eye-catching images of their products, B2B marketers such as those from IT companies looking to expand their lists of IT managers may find it quite challenging to represent their products or services in attractive pictures. But with a bit of creative thinking, B2B marketing specialists can effectively use Pinterest as part of their social media marketing strategy. Here are five tips to help you achieve this:
1. Use visually-appealing images.
IT-related products and services can be very difficult to capture in a nice image, but there are tons of other visually-appealing alternatives that indirectly refer to your company or brand. You can pin pictures showing your company culture or a bunch of happy customers. You can also use visualizations from blogs, articles, or pages that focus on building your B2B database. You can also use book covers, slides, and software screenshots.
2. Pin infographics or data charts.
Infographics are among the most popular images on Pinterest today. Try to create visual representations of industry or company data and make some trend analysis or something like that. If you’re aiming to grow your IT subscriber list, you can ask a reputable B2B database provider for relevant data or statistics that you can turn into charts.
3. Apply targeted keywords.
Keyword optimization also matters on Pinterest in order for your images to be easily located. Use relevant and popular keywords as descriptions for your pins. You may also opt to use more descriptive adjectives and other words to enhance the descriptive quality of your captions for your followers or viewers. Find keywords that target people such as those in your IT managers database so that similar prospects can quickly find your pins.
4. Follow relevant boards.
For B2B purposes, it’s better to follow specific boards rather than persons. Because boards categorize pins according to set criteria, they help you reduce online noise generated by other pins which may not be of interest to you. For example, you may only want to follow person A’s IT statistics infographics board and not person A’s random pins.
5. Build links with pins.
If your goal goes beyond improving brand recognition, then you’ll want to consider directly increasing site traffic and conversion rates through your pins. Similar to conventional link-building, you have to add links that lead back to where the image resides on your site or blog such as a call-to-action page for visitors to register to your IT managers database.
Most experts agree that Pinterest is one of the biggest movers in the social media world today and is seen by many as the most popular online destination for 2012. Although, at first glance, it’s hard to see how B2B marketers targeting IT professionals and looking to expand their IT business lists can thrive on Pinterest, we’ve seen that using a little creativity can take us a long way in B2B marketing.