I’m a B2B Company, Should I Be Using Pinterest?
Every time a new media channel emerges, gains popularity and shows data on reaching people and potentially driving revenue, everyone wants a piece of the pie. A B2C company might not have to think twice about joining Pinterest, but what about B2Bs? What if your product is “services” – does it make sense for you to use Pinterest to reach your target market?
Well let me ask you this: Does your company have anything to do with the following?
If the answer is “no,” read on.
The allure of Pinterest from a Web marketing perspective, and one of its main selling points for B2Bs is to drive traffic to your site (and then hopefully convert community members into clients someday – right?).
While we can’t argue the value of social, we also know it’s not always directly related to the bottom line; so it would seem reasonable that Pinterest could be yet another avenue to reach and connect. But, money is on the table.
It’s takes resources to build a social strategy, a community and to keep it up well. Sure, you can “try” something to see how it works, but without a clear goal in mind, without a mapped out path and without knowing who you are talking to and why, those “try and see” efforts will cost you.
There’s a lot of businesses trying a lot of creative things on Pinterest, so there’s certainly potential. But before you dive in, explore the following questions:
- Why are you interested in making Pinterest a part of your social strategy? Have a clear answer before you proceed.
- Is your target market using Pinterest? Check out the demographics before making a decision.
- Are you willing to put the time, money and resources into creating great visuals people will want to share and integrating those into your site and content strategy? If the answer is no, you’ll likely just blend in with the crowd.
Get to Know the Pinterest User Demographics
First things first: You need to know if the millions of people who use Pinterest each day are even remotely close to becoming a client of yours. Well, let’s take a look. According to Google’s DoubleClick Ad Planner data, Pinterest’s demographics are as follows:
- Female dominated by more than 80 percent.
- The majority (39 percent) earns between $25,000 to $49,999 annually.
- Dominant age group is 39 to 44 at 29 percent.
- Sixty-one percent has “some college” education.
- Interests in order of affinity include fashion designers and collections; gifts, fashion and style; crafts, gifts and special event items; fiber and textile arts; blogging resources and services [that one was interesting to me]; interior design; hobbies and leisure; and homemaking and interior décor.
- The sites that Pinterest users also visit in order of affinity are Chef-in-Training.com, SixSistersStuff.com, FoodGawker.com, SkinnyTaste.com, TeachersPayTeachers.com, TipJunkie.com, ApartmentTherapy.com, Blogs.Babble.com, Twitter.com and ThePioneerwWoman.com.
If any of these demographics sound like they could be your target market, then you may have a starting point here for ideas. I’m a big fan of looking for creative ways to engage before throwing the idea out the window altogether.
Do some research on what others in your space are doing (if any) and how they’re doing it. You can also check out Pinerly, launching soon, which is a Pinterest dashboard that promises to make discovering ways to connect and managing efforts on Pinterest much easier. Could be good for research.
If none of these demographics speak to your brand, you have to ask yourself, What are we expecting to get from Pinterest? If the immediate answer is “traffic to our site,” you’re not putting the user’s best interest at heart and you’ll likely fall flat.
If the only other good answer is “brand recognition,” you have to ask if any of these people could become a client someday or might recommend you for services to someone they know – sounds like kind of a stretch, eh? If brand recognition is your saving grace for using Pinterest, your efforts may be better spent in another community that houses people who are more interested in the services and ideas you want to share.
OK, I Want My Company to Try Pinterest. What Next?
One thing is for certain: If you’re going to be joining Pinterest as a B2B, and are hoping that your content is viewed and shared, you better have some really creative ideas with some amazing visuals that people will want to pin and repin.
And since your website will be the main focus of where you want to draw people into, here’s a couple other things to consider with regards to being ready for Pinterest integration:
- Have engaging visuals in the content of your site that people want to pin. Make sure it highlights your expertise while adding something creative and of value to the Pinterest community. Remember, the content surrounding your visuals will need to be relevant, too.
- As always, quality content is key. I’m not just talking about the awesome visual you just made for your site to entice people in; I’m talking about the content on the page and the rest of the site — that’s what’s going to keep them there.
- Make sure your site is set up for conversions once the user lands on the page. This means whatever it is that you want to happen once the user gets to your site. Set goals and make sure you’re tracking them to see if you are getting the results you want from Pinterest traffic.
- Publicize your presence on Pinterest through the badge code it provides. Just like any other social medium you have, promote it as many places as you can online and offline.