Yes, it can! How do I know? It works for mine! Yeah, yeah, you say, but might that not be because you concentrate on it and because you make nice-looking pinnable images (why, thank you!). And of COURSE that has something to do with it. Even the most B2C-est of all B2C businesses needs to put thought, energy, and money into making Pinterest work for them.
While recipes, fashion, and all things wedding might rule the Pinterest universe, there are 150 million monthly active users performing 2 billion monthly searches of pins leading to content that is almost entirely (75%) published by businesses. Wouldn’t you like even a small bite of that pie?
What it really comes down to is that many humans use Pinterest. Many humans are in a position to make business buying decisions. For that reason, it’s worth giving a little time to brainstorming some possible angles for your business on Pinterest.
Why B2B Hasn’t Embraced Pinterest
Marketers in general (which includes those working for B2B companies) have failed to embrace Pinterest as a means of connecting with potential customers. Why? Well, Pinterest is not really a social media platform, so applying the strategies and tactics you use on social is not going to work here. Additionally, you don’t get the same instant gratification from Pinterest that you might from Twitter or Instagram. It takes a while to see results. But when you do, they just keep increasing.
Getting Inside the Pinner’s Mind
People use Pinterest to plan purchases, projects, or save resources they want to use to improve their lives, homes, or businesses. Think of it as a beautiful digital pin board, or an updated, pretty alternative to internet browser bookmarks.
That said, does your content fit into any of those categories? Could it be tweaked to do so?
B2B Companies Pinning Well
True, a pinner may not be looking for office supplies on Pinterest, but they may be open to ideas for organizing their office, or DIY ideas for a stylish desk setup. Oftentimes you just need to create and curate content that is just one step removed from your product or service as a way to draw them in to your profile and website.
Check out what Office Depot is doing. Their Business Resources board features articles from their blog which appeal to the many entrepreneurs out there. They could get better results with different images, but not bad for a dry B2B!
Or, what if you sell online accounting software to small businesses? Follow the lead of Freshbooks! They haven’t put a whole lot of work into the account, but they’ve made a good start. Also, people are pinning their content – more proof that their audience is not only using Pinterest, but they’re using Pinterest to save Freshbook’s content.
How about software as a service (SAAS)? Adobe pins gorgeous images (many of which are created with Adobe software) which inspire designers to use their programs. They include plenty of work from their sister company, Behance, as well – supporting that site in the process.
I would love to see them pinning more tutorials (written and in video form) for how to use their products, add-ons to increase the power of the programs, and a better use of their own blog images, but all in all, good job.
Firerock sells high-end building materials to builders, designers, and other professionals – not to the homeowner. Their blog makes good use of professional photography and their Pinterest account is truly swoon-worthy.
It is hard to imagine contractors pouring over Pinterest in search of the perfect fixture. BUT, designers do. And homeowners do. All the homeowner has to do is tell the contractor what they want because they “saw it on Pinterest” and Firerock has an indirect sale from Pinterest when the contractor orders from them.
Get Creative
Appeal to the wider area of interest of your audience on Pinterest. Just look at your Analytics and check out the “Interests” for those who follow you and for all who see your pins. They’ll almost certainly include “quotes.” Don’t see the relevance to your business? Search for your “{your niche} quotes” and you might!
Strive to support every dream your audience has related to your product or service. If you’re in the business of supplying restaurant equipment, you can support your stressed-out restaurant owners and purchasing agents with inspirational quotes, tips for improved productivity and unplugging, tips on running a successful restaurant, how to bring more diners in with marketing, etc. etc. etc.
Try Promoted Pins
It’s amazing how many Promoted Pins I see for financial services – a niche I would think could be a challenge (but not impossible) on Pinterest. I would love to know if this is because they were doing well organically and decided to give it a boost (always the best reason to promote content on a platform), they weren’t doing well, or they’re experimenting.
Check out one such advertiser, Lending Tree. They could get better results organically if they thought more broadly about the needs and desires of their customers. Even a quick look at their Pinterest Analytics’ “Interests” section would help them branch out. And don’t get me started on their blog images (tiny little things). Still, the proliferation of these Promoted Pins makes me think there must be something there.
Pinterest is NOT for every business. Some are just not a good fit no matter how you work it. Some will not invest in good images. Some will not maintain a compelling blog. But, for many B2B companies, Pinterest may be the answer to generating new business for a very long time to come.
Your turn! Have you seen B2B or other non-traditionally Pinterest-y businesses doing a great job? I’d love to hear about them!
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