Business to Business Marketing on Pinterest

Pinterest has always had a bit of a reputation for being the land of home décor and DIY, so we don’t blame you if it’s not your first option for B2B marketing.  Still, you might want to think twice before completely discarding it from your social media strategy.

Pinterest’s user base has been growing massively since it launched in 2010.  In fact, the platform reached an impressive 416 million monthly active users in 2020’s second quarter.  On top of that, it can be way more effective at driving referral traffic to websites than Facebook and other social media sites.

With that said, let’s take a look at how you can use Pinterest for your B2B marketing strategy.


Visuals are VERY important

This is the trickiest part of B2B marketing on Pinterest since, by their very nature, B2B companies might be very visual enterprises.  However, not all is lost!  There are still a few things you can do to market your business on Pinterest.

For instance, using visuals that you already have on-hand is a great way of getting your Pinterest started.  Stuff like company pictures of staff, even if they’re just executive headshots, can be very good at showcasing your company and the amazing people that work for it!

Another thing you can do is create infographics.  If you have any company information or industry data that you can make visual – do it!   Infographics are trendier than you might imagine.  Plus, pinners love them.  It’s sure to be a hit!

Along the same lines, data charts can also be very helpful to present your company in a visual way.  Whether it is some new and original research or quarterly highlights, display it on a data chart and it can be very successful!  Just make sure you have a clear title, so people know what it’s about.

Finally, if you have any blog posts with strong images on them, pinning them onto your Pinterest is definitely something you should consider.  Pin a picture with your best-written content linked to it and watch new readers pour onto your website!


Optimize your pins

Even though Pinterest is an incredibly visual platform, images mean nothing if you don’t give Pinners somewhere to go.  So, here are our suggestions on how to optimize your pins to achieve the best results.

Firstly, Pinterest works like a search engine.  So, make sure you include keywords and searchable terms in your title and description.  This way Pinners will easily find your content.

Secondly, make sure you link your pins either with specific links to blog articles or with a link to a landing page.  Additionally, if the page you’re redirecting pinners to has similar imagery as your pin, it can have a 13% lift in generating leads or sales.  So, remember, pin continuity is key!

And, finally, remember to add CTAs (calls-to-action) to your landing page.  Even if it’s an article, add a CTA at the bottom to make sure you convert website traffic into real leads and sales.

So, there you have it.  These are just a few tips to get you started on Pinterest B2B marketing.  Hopefully, this will help you drive your marketing strategy forward and get you the results you deserve!


This blog was written by Olivia Gomez.

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