Pinterest is often viewed as a B2C (business to consumer) format. It’s true that the platform allows for many options in that arena, but it is in no way restricted to it. Pinterest can be just as effective for B2B (business to business) companies, and I want to lay out a few tips illustrating why and how you should be using it!
Go to Your Clients
There’s no doubt that Pinterest is an excellent B2C tool, and one of the most compelling things about it is that often consumers search out the businesses! They see a compelling photo? They pin it. They find a tasty-looking recipe? They pin it. They find a gorgeous hand-knit cardigan? They pin it!
Because of that, businesses who market to consumers are flocking to Pinterest. And if those companies are establishing a presence on Pinterest, shouldn’t you, as a marketer to those companies, also be establishing a presence? Marketing 101, go to where your clients live!
Direct Traffic to Your Content
Remember all the quality content that we’ve been talking about these last few months? Pinterest is an excellent tool you can use to direct customers to that content! Did you use the perfect image in your last marketing campaign? Pin it. Did you write an excellent blog post? Pin it.
These images will link back to your content, and the viral power of social media will do the rest. If a company who follows you pins it, anyone who follows their boards will see it as well! If consumers see it and express a desire for it through pins, more companies will decide it’s a good idea to buy from you!
Did you take photos of the last project you sent to your customer? Pin them! Let prospective clients see what you can offer. Did you just create a gorgeous hand-made piece? Pin it! Be proud of your work! If you’re not, who else will be? As a wholesaler or other B2B, just like your B2C counterparts, you have to showcase your products and your services!
Put Your Uniqueness on Display
Pinterest is a great way to express the personality of your brand. It’s social media, and that means it’s okay to be social. Not all of your pins have to be strictly about your business. In fact, it’s better if some of them are not. Create boards that explore your industry, express the interests of yourself and those who buy from you and generate followers.
The name of the game in social media is being interesting, and you already are! You just have to allow yourself to let it out! You’re doing what you do because you love it, let that shine through and followers will flock to you!
Marketing is all about trying new things. Pinterest is easy, it’s simple to use and, more importantly, it’s effective. If you aren’t already engaging with your clients through social media, start! If you’re already out there but things aren’t going well, mix it up. Back off the hard marketing and soften it up with some more social boards and pins. Businesses can buy their stock from a multitude of sources. Social media is about showcasing why they should choose to buy from you!
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