Pinterest has largely been a success with many B2Cs, obviously even more so for those that have eCommerce experiences (versus just brick and mortar). That being said, it can add value to any business type - if approached correctly - including B2Bs. Don't forget that this is a platform that has over 70+ million total users and 40+ million active users (as of September 2014). Key takeaways? Realize the opportunity, but know your audience. In my experience with social media, which spans the pre-Pinterest era - wow, I just made myself sound really old - Pinterest has proven to be a very unique platform in-terms of the audience you'll find and engage. For instance, 80% of Pinterest users are female and 92% of Pinterest pins are done by women. Does your product/service resonate with women? If not, move on, this isn't the right platform for you. On the other hand, if females are your target audience then this platform just become your new gold mine! Here are 10 techniques I've identified to enable your success on the platform.
1. Verification - This is critical, make sure you convert your account to a business account to gain access to tools and resources that help brands inspire others. Verify your website to signal to Pinners that you are a trustworthy source - e.g. https://www.pinterest.com/business/convert/
2. Organize with Thematic Boards - Pinners are often seeking inspiration for a particular task or pursuit. If your brand has multiple, varied product offerings, organize your boards in a logical way to deliver a relevant, valuable experience to Pinners. For instance, a sporting goods retailer may organize boards by individual sports while a home improvement retailer may have a board for each room in the home. Take me for example, I'm passionate about different digital marketing channels and therefore I have a board for "social media", "seo", "mobile", and yes, I even have one for "Zombie Apocolype Kit" - doesn't hurt to be safe. Check it out: http://www.pinterest.com/digecomm/zombie-apocalypse-kit/
3. Use High Resolution, High Quality Images -This platform (similar to Instagram and Tumblr) is all about creating and sharing rich visuals; poor quality images or uninteresting subject matter won’t cut it. Pin images that are inspiring, diverse, and that draw the eye. If you are an ecommerce retailer, don’t simply Pin your full product offering, switch it up!
4. Context with Pin descriptions - Using relevant keywords in Pin descriptions is critical to content discovery via search as is the “Interests” tool which surfaces content based on Pinners niche interests. Detailed descriptions also help Pinners understand why they might want to add a Pin to one of their own boards when they find it. Learn more about hashtags on Pinterest and how they differ from Twitter here: http://www.ohsopinteresting.com/using-hashtags-with-pinterests-new-look/
5. Make Content More Useful with Rich Pins - Adding extra details to Pins can make your content more useful and actionable for Pinners. Use Recipe Pins to include ingredients, instructions, and serving suggestions. Product Pins share information like pricing and availability, and even notify Pinners when prices drop.
6. Use Rich media - Gifs and Videos play directly within Pinterest allowing you to provide Pinners with even more rich, engaging experiences without interrupting their Pinning experience. Share tutorial videos, 360° product views, or interviews featuring your employees or customers.
7. Incorporate Infographics and Text-based Pins - While real world photography is high-value currency on Pinterest, there are other ways to inform and inspire Pinners. B2B and B2C companies can convey information in a quick, interesting way with infographics and overlaying text on an image can create powerful message pullthrough.
8. Spread the Pinning Wealth - Like any other social channel, the conversation on Pinterest shouldn’t be entirely about you and your brand. Pin content that will resonate with and inspire your target customer, not strictly the products or services you want them to buy. Ideally, all of that diverse inspiring content will prime Pinners for purchase.
9. Engage with Tastemakers - In nearly every interest category (Fashion, DIY, Cooking, Auto, etc.), there are a number of influential and prolific Pinners. Identify the power Pinners relevant to your own business and follow and engage to start building a relationship. This increases the likelihood that they will "repin" you on their own accord and also opens up the pathway to make a bigger ask such as curating a board on behalf of your brand.
10. Fan Incentives - Search for users that frequently share your content and let them know that you see them. This could be through simple social actions, such as commenting on, Liking, or Repinning their Pins. Wow these users by sending them one of the products they Pinned or a discount code to purchase the product online.
Like what you've read? Don't like what you've read? Did I miss any other Pinterest opportunities? Leave a comment and let's keep the conversation going.
Sources:
(1) http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
(2) http://www.ohsopinteresting.com/using-hashtags-with-pinterests-new-look/
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