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Why your business should be embracing Pinterest

16th Mar 2015
Head of Marketing Maximizer Software
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Why your company should embrace Pinterest for B2B sales

I know what you’re thinking: ‘Pinterest isn’t a good fit for my business – isn’t Pinterest just for recipes, DIY crafts and funny animal pictures?’ Actually, that’s not the whole picture. Having emerged as the social media darling of 2012-2014, it’s time to invest some of your 2015 marketing resources into Pinterest. Often considered a marketing tool for fashion and B2C companies, Pinterest’s rapid growth and popularity can also serve as a resource for your company.

The facts and figures

  • Pinterest has over 70 million users
  • Pinterest sent more referral traffic than Google+, LinkedIn and YouTube combined, making it the fourth largest traffic driver worldwide
  • Boasting the largest increase in unique visitors and time spent on-site over any other social network in 2014
  • On average a pin drives two site visits and 6 page views
  • Pinterest generates 400% more revenue per click than Twitter and 27% more than Facebook
  • On average, the half-life of a single Pinterest pin is three and a half months – more than 1,600 times longer than a Facebook post?
  • On average a Pinterest pin generates more than 10 repins. Pins are 100x more viral than tweets, which on average only get retweeted 1.4%.

Pinterest benefits for Inbound Marketing  Pinterest is great for inbound marketing

What is unique about Pinterest compared to most social media websites is that it reduces the number of steps from discovery to conversion. This means that visitors from Pinterest covert into leads or sales faster than other forms of social media sources.

The backbone of inbound marketing is content marketing. Pinterest is all about content, Sharing content and links back to us is the inbound Marketers dream. B2B businesses can drive traffic to their content if they are willing to get creative.

Pinterest helps to position your business as an expert in your industry

You can pin videos, excerpts from white papers, brochure images, ebook sections, look-books, ad campaigns, events, statistics, examples of your work, templates, webinar images, infographics, testimonials, PR coverage… all positioning your company as knowledgeable in your area of expertise. Not only that but everything you pin can click through to your website so people can find out more about the blog post/e-book/webinar etc and actively engage with your brand.

Becoming an expert in your industry helps to increase your brand authority and brand authority is perhaps the most important element of marketing today for a business, it can attract new business, create more opportunities, and drastically shorten sales cycles.

If you are still unconvinced, why should you pin?

  • Content consumers are very attracted to visual information. According to Social Media Chimps, approximately 83% of learning occurs visually and people remember only 20% of what they read
  • It forces your business to think creatively about new types of content and visuals to attract and educate audiences
  • Appeal to multiple vertical Markets
  • Pinterest can help with SEO and build your SEO value, if you emphasise keywords and link to your web pages.

For more information this Hubspot ebook, "How to Use Pinterest for Business" outlines four key benefits to B2B marketers of using Pinterest and if you want to see some great examples of Businesses using Pinterst then head to  GE, Hubspot and Paypal Business Pinterest accounts.

If there is any lesson your business can learn from these statistics, it is this: If you are not already using Pinterest to your advantage, you should start now.

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