How to Build a Strong Pinterest Page for B2B

You might be surprised to hear that Pinterest is one of the fastest growing social media sites and is the third largest behind Facebook and Twitter (source).

Finding out how to tackle Pinterest can be a bit of a mystery, especially if you’re a B2B company wanting to grow your following on the platform. But how do you get followers, re-pins and engagement on your Pinterest page?

I talked with David Smooke who is director of SmartRecruiters, an online workspace to find and hire people. David is in charge of content marketing & social media for SmartRecruiters. They also have an awesome Pinterest page. He gave me insight into how to initiate a Pinterest strategy, what works best for B2B and the burning question we all want to know – how do you get more followers!? Please listen to my podcast to hear my interview with David and be sure to follow the Link Humans Pinterest page!

Here are my top tips for creating a great Pinterest page:

Strategy

Like any social media, you must have a Pinterest strategy. Having said that, Pinterest is possibly a less risk channel so don’t be afraid to experiment with different things. It could be a great project for your interns or more junior members of your team. Think about your brand and how you want to be perceived on Pinterest. Follow the right people (i.e people who have an interest in your industry) and work out a strategy of where to find them.

Pinterest Strategy (source)

Pinterest Strategy (source)

Community Boards

A community board is where you can invite many other “Pinners”, with shared interests, to pin content to a particular board that you have. This is a sure fire way to spread your reach and gain followers. It can also spread the workload a bit and quickly increase the content on your page. A board that you invite other “Pinners” to join will show up on their Pinterest pages to, so that way people outside your own network can find you.

Boards can range in content. A great idea is to start community boards of topics that you are your colleagues are interested in outside of the office. For example, SmartRecruiters has a board simply named “Dogs”. They’ve invited over 70 other Pinners to pin on it. This particular board has nearly 3,000 followers – over half of all their followers combined!

Be On Brand

It’s important to have continuity with your brand on Pinterest. This could be as simple as focussing on the colours of your brand. A great tip is whatever boards you have and whatever content you pin to them, make branded visuals to have as the “cover” image for each board. That way when people come to your Pinterest page they can immediately see who you are.

HubSpot, for example, has done this particularly well. Many of the cover images for their boards have orange in them in some way. It is done quite subtly so the page looks on brand without looking too corporate and boring.

What Content?

Like many other social media platforms, Pinterest is a great place to share content that you are interested in but is not necessarily about you or your industry. Pinterest is a great place to share knowledge. Tips, tricks and advice work really well in the B2B arena, especially infographics.

For example, Constant Contact, an online marketing company, have over 32,000 followers and their content gets re-shared a lot. Their boards are centred around education and advice for marketing and social media.

Is Pinterest Really Necessary for B2B?

Pinterest may not directly lead to a new client or business opportunity, but it could help!

Although it can’t really be quantified on Pinterest, there are many different steps that go into decision making for potential clients and having a strong Pinterest page can certainly look good for your company and may sway someone who might be on the fence. You don’t have to think of it in business or monetary terms either, perhaps you could use Pinterest to bone up on a new client or even use it for recruiting new members of your team. It could even be a place for your employees and colleagues to share pictures of life in the office which is morale boosting. What’s important is to think about the long term when considering a Pinterest page, not just a quick fix.

Oracle have a Pinterest board called “Loving Life @ Oracle” which showcases work life and staff, which serves as an incentive for job seekers to join the team.

You never know how Pinterest can help your business. Katie Wagner of Katie Wagner Social Media actually found SmartRecruiters on Pinterest and became a customer of theirs. Read more about it here.

There is no one size fits all solution to a good Pinterest page. The most important thing to do is to experiment with what works best for you and to have fun with it.

Did you find this post interesting? Perhaps you’d like to find out How to Boost Instagram Marketing for B2B Brands.

Isobel Tetchner

Account Executive at Link Humans
Isobel is an Account Executive at Link Humans in London.

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  • Michalis Tiritas

    Great article, with lots of helpful tips and people to follow on Pinterest. Thanks Isobel!

    • Isobel Tetchner

      You’re welcome, I enjoyed writing it! Do you use Pinterest?

      • Michalis Tiritas

        I do indeed! I use it quite a lot and will eventually use it for business http://uk.pinterest.com/mtiritas/.

        • Isobel Tetchner

          Great! We already follow you on Pinterest. Do you fancy pinning on one of our community boards?

          • Michalis Tiritas

            Sure! Love to.