Think of Pinterest as a virtual pinboard; it allows you to ‘pin’ images, videos and quotes to a selection of pinboards. These can then be ‘repinned’ and commented on by other users, known as ‘pinners’.
It’s proven to be a hit with B2C companies; driving users to websites and increasing sales.
In February 2012, it was reported that Pinterest generated more referral traffic than Twitter.
The most popular categories on Pinterest are creative or lifestyle orientated such as fashion, home décor and art.
The majority of those products are sold by B2C companies, who have realised this and have been able to make Pinterest work well for them.
What if you don’t sell ‘popular’ products or services though? What if you’re B2B? How can you use Pinterest to drive traffic back to your website and increase your brand awareness?
Before you start:
Before you start, there are a few important things you need to know and do;
- Pinterest is currently ‘invite only’. If you know anyone with an account, get them to send you an invite, failing that request one and you should receive an invite in a couple of days.
- Link the account to your business Twitter page, since you can’t link your Pinterest account to a Facebook Page at the moment.
- Make sure the company profile is complete. This means creating a bio, using the company logo, providing a link back to your website and linking up any other social networks you’re using.
- Download the ‘Pin it’ button to your browsers toolbar. This will make ‘pinning’ images from your blog or website easier.
- Read up on Pinterest’s Copyright & Trademark rules. Earlier in the year there was a lot of controversy surrounding their copyright rules, so make sure you understand them to avoid landing yourself in hot water.
Your products or services.
Where you can, take a photo of your product or service in use. If you can’t do that, take a photo of the result of your product or service.
For example, we upload images of websites, business cards, leaflets and catalogues that we have created for our clients.
General Electric is a fantastic example of a B2B company who are using Pinterest well.
Some of the things General Electric do includes, generation of electricity, produce lighting and create machinery, which probably doesn’t sound like it would produce an interesting set of pinboards.
Despite that, General Electric have created a really interesting set of pinboards to follow;
- Images from their past.
- Quotes from geniuses, such as Einstein and Edison.
- ‘Badass machinery’.
- What happens on the factory floor.
- Places their lighting is used.
General Electric show that you don’t need to sell creative products in order to have interesting pin boards; you just need to be creative.
It’s unlikely that General Electric would receive sales through Pinterest, however it creates brand awareness.
If you already have a business blog you should be using images in your blog posts; so you could simply repin your blog post images and include a link back to your blog post.
If you don’t already have a business blog, you should.
Let people see behind the scenes.
Show what happens in your office; show your staff hard at work, upload a couple of photos from an event you all went to or what happens when your pets come into work.
This gives users a real insight into your business that you don’t show on your website and it shows that you have a human side.
Infographics and other peoples work.
Statistics aren’t boring (we don’t think so anyway) and they certainly aren’t when you use them to create an eye-catching infographic.
If you can’t create your own infographics, ‘repin’ other peoples infographics that are relevant to your business.
Pinterest is just as much about sharing other people’s work as it is your own. This doesn’t mean you have to promote other people’s products; however you could share blog posts, news stories, infographics or images which relate to your industry.
Important points to remember:
Add a description to all of your images and use keywords and hashtags to make searching for them easier.
Try to link each image you upload back to your website where you can. Images from blog posts can be linked to the blog post and images of your services or products can be linked back to your services or products page on your website.
So many questions pop up when it comes to social media, but don’t get stuck, just head over to our social blogs for all the answers you need.
Remember you can find us on facebook, twitter, pinterest and google+ for all our latest social media updates. Or if you feel you may need a little advice with your own social media, whether that’s getting started, or refreshing your knowledge, give us a call on 01543 495752 for a no obligation chat.