Introduction
With 48.7 million users, Pinterest is often overlooked as a beneficial platform for driving inbound visitors to a B2B website. Pinterest is a graphic sharing platform that allows users to share content through a theme-based collection. Originally just for personal use, Pinterest has become increasingly popular for businesses to acquire new leads. If you are confused whether or not to use Pinterest for your business, ask the same question as Hamlet – except in modern terms: “To Pinterest or Not to Pinterest: That is the B2B question”.
Yes to Pinterest
Increase inbound traffic to your site
Consider every pin as the front page of a magazine. The reader is screening the page of catchy headlines to find the most interesting article to read. Your objective is to spur curiosity and encourage viewers to “read more” through your pins. You are competing in the visual space that is Pinterest. Just like a magazine, when the visitor selects a catchy headline, they can click on that pin to be redirected to your business website. You should convert this traffic into leads through a dedicated landing page.
Boost your search engine ranking
Companies have become more and more reliant on organic search results for client acquisition. Through developing and constantly modifying a keyword strategy, a company can improve their ranking in search results. Pinterest has a very high ranking in Google, which can help your website get found.
No to Pinterest
Not all audiences are on Pinterest
The purpose of Pinterest is to engage with your community. Make sure your industry has a Pinterest presence, otherwise there is very little value gained from creating an account. While Pinterest is an extremely effective platform for generating leads, businesses make up a minority of the Pinterest population, although this population is growing. Most content shared on Pinterest is focused on lifestyle – recipes, fitness, fashion.
Need a huge inventory of resources with visual content
The two barriers to creating a Pinterest account are content and visuals – LOTS of content and visuals. Every pin needs a visual and every visual needs content to link to it. This process takes time to develop and often dissuades companies from considering Pinterest.
Conclusion
As with any other social media platform, you need to develop an objective before you jump into the world of Pinterest. Be aware of who you are targeting and develop content that will appeal to this audience. By appealing to the interests of your audience, you are increasing your chances of being repinned and increasing your visibility on this platform. Keep in mind that you probably won’t see results immediately, but if you are agile and respond to your audience needs, you will see an increase in your inbound efforts.
What’s next?
Are you looking for the next addition to your marketing team? If my awesome skills have impressed you, click here to schedule an interview with me. If you would like to learn more about me, click here.
David Wogan 