Should You Use Pinterest in Your B2B Social Media Strategy?
(Editor’s Note: Like this post? You might also be interested in our free eBook, The Value of Influencer Marketing.)
Pinterest is quickly becoming one of the up-and-coming social networking sites.
I first heard about Pinterest and created an account in the summer, when not many of my friends knew what I was talking about. Now I feel like I see a new blog or article about Pinterest every week. For Pinterest virgins, it is essentially a visual bookmarking site or virtual pinboard which allows users to “pin” and share images of things they like. As you may have already guessed, it is very popular with my demographic (20something females), but Duct Tape Marketing’s John Jantsch argues that that shouldn’t stop marketers from taking note. And I agree.
Traffic has been growing very quickly:
In a recent blog, Jantsch shared his thoughts on why marketers should pay attention to Pinterest. Here are his points (and some others) that stood out most to me for B2B marketers in particular.
B2B marketers should use Pinterest for its…
- SEO Value – Since the rising popularity of Pinterest, SEO junkies have taken note of the potential. Several sources (Duct Tape Marketing, Search Engine Land, Search Engine Journal) have cited Pinterest as being a great value add in terms of SEO. SearchEngineLand recently shared some additional tips on boosting local SEO traffic with Pinterest.
- Content distribution – Using Pinterest to distribute your visual content seems like a no-brainer to me. If you want to get a quick peek into the potential, just search for “Infographics” within Pinterest. In addition to sharing your next content asset on Twitter, LinkedIn, Facebook, and Google+, think about adding it to Pinterest.
- Inbound links – Now you may be thinking, what is the difference between Pinterest and Flickr? Flickr links are “NOFOLLOW”, Pinterest’s are not. When creating a pin the original link is automatically stored within the platform. This can be an incredible value to B2B marketers trying to not only boost search engine ranking but boost engagement as well.
- Engagement – We all hear that our audience is bombarded with thousands of ads and pieces of communication each day. Pinterest may help break through the clutter by simplifying your touchpoints down to beautiful, basic visuals that your company can share with its audience and in turn engage with influencers. Remember, don’t spam your Pinterest account with only your content!
Since Pinterest isn’t optimized for business yet, there are a few improvements that could be made. After testing out an account for OpenView Partners, here are my thoughts:
- There needs to be a better/easier way to find people to follow. As far as I can tell, users can invite new users or find friends on Facebook. Since my Facebook account is linked to my personal Pinterest (AmandaMaks) I am stuck on how to get the word out about OpenView. Perhaps being able to connect to Twitter, businesses would be able to find larger groups of their target audience more quickly.
- There needs to be better search capabilities or directories. Since I couldn’t do a mass import of my Facebook friends, I tried searching a bit on the platform. From my test, the search function is focused on actual “pins” rather than users. I think it would be cool if users were able to search for other users based on keywords.
- What about the profiles? Since Pinterest is mostly personal right now, you are asked for your first and last name when signing up. This isn’t super friendly to businesses!