social media how toHave you used Pinterest to promote your business-to-business (B2B) company?

Many consumer-facing businesses have had a lot of success promoting themselves with Pinterest.

A recent study by SteelHouse shows that “Pinterest Users Are Nearly Twice as Likely to Purchase Than Facebook Users.”

However, many B2B businesses are still wondering how to promote themselves with Pinterest.

Check out how these B2B businesses are using Pinterest. Try to replicate their techniques for your business.

Here are 7 tips for successfully using Pinterest for your B2B business.

#1: Use Infographics

Posting attractive infographics on your blog can be a great way to promote your B2B business on Pinterest. A well-designed infographic with helpful information can get you lots of pins and repins.

dan zarrella infographic

Dan Zarrella's study shows that taller images like infographics are more repinnable.

A recent infographic titled “How to Get More Pins and Repins on Pinterest” by Dan Zarrella shows that taller images are more repinnable and infographics are usually quite tall. So focus on creating tall, detailed infographics.

One example of a B2B company having success with infographics is KISSmetrics. They regularly create and post attractive infographics with useful information other businesses can implement. The infographics they post get pinned and repinned many times on Pinterest.

If you visit KISSmetrics’ blog, you’ll be able to see all of the wonderful infographics that are being shared.

A great example on which you could model your infographic is “How Do Colors Affect Purchases?” There are many facts and figures included in this well-designed infographic—it features good use of colors and it’s also quite tall. Create similar shareable infographics for your blog too.

kissmetrics infographics

Kissmetrics regularly publishes infographics on their blog, which are repeatedly pinned and repinned on Pinterest.

#2: Use Ebooks, Guides and White Papers

Using ebooks, guides, white papers and other helpful documents can be a great way to promote your business on Pinterest.

Many people want to download your gated documents, especially if you have a popular blog with quality content.

To make them more shareable on Pinterest, you can add attractive cover images to your ebooks, guides and white papers.

Post an image of the cover on your document’s landing page. Also make sure you gate the content so people can access it only after they sign up. This will help you collect email addresses and names for your marketing efforts.

If your document is helpful and has an attractive image, your readers will want to pin and share it with their followers.

An example of a business using documents on Pinterest to the fullest is HubSpot. They have educational content such as ebooks, guides and white papers on subjects like Facebook, Twitter, Pinterest, Google+, SEO, Analytics, you name it. You can find them on this page.

hubspot pinterest guide cover

Documents published by HubSpot have beautiful cover images like the one above, which are highly pinnable and repinnable.

All of these documents are gated and all have a good cover image on the landing page, which makes them pinnable and repinnable.

hubspot guides pinned

Documents that are regularly pinned from HubSpot.

If you visit HubSpot, you’ll see all of the documents that are being pinned from their website.

hubspot social share buttons

Social share buttons on the landing pages of HubSpot's documents make it easy to share them and add social proof.

Another important point to note is that HubSpot has a Pin It button on their landing pages too. This not only makes it easy for people to share the landing page, but it also adds social proof and credibility.

For example, if you visit the landing page of the guide “How to Use Pinterest for Business” and you see that it has been pinned more than 2,000 times, you really want to download it because all of those shares indicate that lots of people have found it helpful.

#3: Engage Your Fans

Ever since General Motors took their ads off Facebook, there’s been a lot of discussion on how social media should be used. Businesses need to understand that social media shouldn’t be used for direct marketing, but to engage followers and build relationships with them.

This is exactly how you should use Pinterest too. The primary focus needs to be to engage fans and make them feel special and to get them to share your pins, comment on them and like them. Selling your products directly should only be your secondary focus.

Do something like you do on Facebook, which could be to ask people to like your pin or to ask people questions in the description, which will encourage them to comment on it.

And when they comment on it, you can reply to their comments and build relationships with them. If you keep engaging your fans, you will eventually convert them into customers.

constant contact fanbuary

Constant Contact's board called "Fanbruary" helps them engage better with their fans, as it's dedicated to them.

An example of a company engaging their fans on Pinterest is Constant Contact. If you visit their Pinterest brand page, you’ll see a board called Fanbruary.

Here you’ll find pictures of Constant Contact customers and fans appreciating their service. This shows their followers that Constant Contact cares about them and it also works as a testimonial for Constant Contact’s services.

constant contact ask an expert

Constant Contact pins videos on their board "Ask an Expert," which provides advice to their audience.

They also have a board called “Ask an Expert” where they pin videos of experts giving advice. These videos provide useful tips to fans and followers, thereby engaging them.

#4: Display Your Products

Along with all of these engaging pins, you can also display your products so that potential customers can notice them, and if they’re interested, you could generate leads.

There are many ways to do this. You can display pins of your products, which might lead to a landing page; you could just display them creatively to promote engagement; or you could display how your product works.

An example of this is General Electric, which has a board called “Badass Machines” where they display the “biggest and baddest technology produced by GE.”

This board has some fantastic technologies built by GE. If you visit the board, you’ll see pictures of compressors, an LED light bulb, an aviation testing facility, etc. All of these pins show visitors what a big company GE is and all the wonderful products they create.

general electric badass machines

General Electric pins images of their products onto their board "Badass Machines."

Another great example is how HubSpot highlights their product. On their Pinterest brand page they have a board called “Peek at HubSpot Software,” which contains pins of screenshots of the amazing things their software does.

The link provided on the pin leads interested viewers to a demo page where they can register for a customized demo of how HubSpot’s software can help their company.

hubspot peek at software

HubSpot pins screenshots of their software onto their board "Peek at HubSpot Software."

#5: Display Your Work Culture

One of the best ways to engage your company’s fans and followers is to show people that there’s life behind your company’s website and your social media profile. You want to show people what happens behind the walls of your company.

This shows users that there are real people just like them working in the office and this encourages them to interact with your employees. It humanizes your company and your social media campaign.

You can apply this strategy to Pinterest by pinning images onto a board dedicated to work culture. You could also add your employees as contributors to this board so they can directly add their own images. This way, they will directly communicate with your followers.

An example of a company using this well is Marketo. Marketo has a board on their Pinterest brand page titled “Office Fun!” where they pin pictures of Marketo’s employees working and taking part in events and competitions.

These pictures show followers that Marketo has employees who are very social just like them.

marketo office fun

Marketo has a board called "Office Fun!", which is dedicated to the company's work culture.

#6: Pin Brand-Related Images

One of the best ways to promote your brand is to use relevant images. A recent study on Facebook shows that posting relevant images on your profile brings more shares. The same principle applies to Pinterest too.

If you are a B2B company that provides marketing services, pin pictures related to marketing; if you’re a B2B company that sells office supplies, pin images of interesting things used in offices, and so on. This way, you’ll build a brand on Pinterest and people interested in that will follow you.

intel geek chic

Intel pins pictures of technology onto their board "Geek Chic."

An example is Intel, which has a board called “Geek Chic” where they pin pictures of technology. If you visit the board, you’ll see pictures of food equipment, USB devices, MP3 jewelry and all sorts of technologies. This works for Intel and helps promote their brand as a company that works in the field of computers and technology.

#7: Show That You Serve the Community

People like it when you take the extra step to serve them and everyone else better. It shows that you really care about them. This could be serving the community, making the world a better place, etc.

If you are a company that does this extra work, it’s a good business idea to display it to let your fans know about all of the good deeds you do. If it’s a cause they care about, they will support you and your company.

A company that’s doing this really well on Pinterest is FedEx. On their brand page they have a board called “FedEx Community Involvement” where they pin pictures of their crew members cleaning the environment, making donations, rescuing animals and many other things they do to serve their community. Visit their board to check it out.

All of these images show that FedEx cares and convince people to do business with them.

fedex community involvement

FedEx pins images of how they serve the community, which helps build a better brand image.

Another fantastic board they have is “FedEx EarthSmart” where they pin images and videos of steps they are taking to minimize their environmental impact. As FedEx delivers items, they use a lot of fuel, packaging material, etc. By showing they’re taking extra steps not to hurt the environment this shows that they care. This goes a long way in persuading people to work with them.

fedex earthsmart

FedEx shows people how they make an effort to lessen the harm they cause to the environment by pinning images and videos of the steps they take.

These are just a few examples of how B2B businesses can successfully use Pinterest. If you take a good look at your products and services, you should be able to come up with creative ways to promote your B2B business with Pinterest too.

What do you think? Have you used Pinterest to promote your B2B business? Have you got any tips you would like to share with us? I would love to hear your thoughts. Please leave your comments in the box below.

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  • John

    My experience with pinterest:

    I’ve used pinterest to improve my site’s ranking and the outcome was great, it has improved from page 5 to 3rd spot of 1st page within 3 weeks.

    I found that the seller named “pinterest”, which ranked first when you search “pinterest” at Fiverr, has produced the best results on my websites. The seller pins my site with 75 different people, not sure how he did this, but it has improve my SERP’s ranking. I’ve tried 5 other sellers who offer pinterest gigs on Fiverr but they can’t improve my site’s ranking. Some of them even caused dropping on my site’s ranking. I don’t know why.

    After using pinterest for SEO for quite some time, I’ve discovered some of its benefits:
    – Each pin is considered as 3 inbound links.
    – Links and images from pinterest are dofollow.
    – Google loves social media signal.
    – Remember to ping the links of the pins to get indexed by Google!

  • Gabor

    Huh, and you are the pinterest guy on fiverr? ;D

  • Mitt Ray

    Hi @1f9d9a9efc2f523b2f09629444632b5c:disqus ! Thank you for sharing your tips with us. I am glad you’re finding success with Pinterest. -Mitt

  • Karen RogersRobinson

    Great tips! I’ve been coaching my B2B clients that this is how they should use Pinterest for months now…with no luck but maybe after I refer then to this article I will get some buy in.

  • Mitt Ray

    Hi @twitter-23906868:disqus ! Thank you for your comment. – Mitt

  • Lynn Brown

    These are great tips Mitt!  Pinterest is an amazing social site that is only going to get bigger.  I just hope it doesn’t fall into the ‘advertising hole’ that Facebook has seemed to turn to.  I enjoy all the interaction on Pinterest and the images are what everyone is attracted to.   But now, your tips provide business owners and marketers to provide a way to share their products and business.

  • Ande Lyons

    Terrific post Mitt! I got some great ideas for sharing the love via BBD’s Pinterest Boards – thank you!! I especially loved seeing all that Constant Contact is doing to show fan appreciation.  Cheers! Ande

  • Diane Bianchi

     This is a great article, Mitt!  I’m always looking for ways to use Pinterest for business, and these ideas are very creative! Thanks!

  • Christian Plewacki

    This is, hands down, the best advice I have found about Pinterest marketing for B2Bs. Fantastic!

  • Rachel Thompson

    great tips, helpful advice for #Pinterest newbies & vets (is there such a thing?) alike. 

  • Jason Miller

    Hi Mitt,

    Fantastic post and thanks for including Marketo’s Pinterest Board. We have had tremendous success with our visual content marketing initiatives utilizing Pinterest to drive traffic back to Marketo and the Modern B2B Marketing blog. Looks like we are in good company as well! 

    Best,Jason Miller – Marketo

  • Buddy Hodges

    The more I learn about Pinterest, the more I like it, although at first I thought I wouldn’t. At first glance one would not expect it to work for businesses. I am glad I kept an open mind and gave it a try. Still learning…

  • Shelley Roth

    This is an EXCELLENT post..thanks for sharing!

  • Francine

    Now I get it! Thanks Mitt, I knew Pinterest was useful and I knew there had to be very effective ways for B2B to use it. You’ve made it so clear. Francine.

  • funny t-shirts

    Thank you for the great tips! You have made pinterest so easy!

  • Scott Linklater

    Sensational post Mitt! There was no fluff in that….it was all business and quality of the highest level.

    Blog contributions, You’re doing it RIGHT! 😉

    Thanks for the tips! Sending to my networks NOW!!! 



  • Davina K. Brewer

    Goes to show that if I don’t start using Pinterest personally, I’ll have to professionally to help clients. Nice examples of biz use, esp. for B2B. Though of course the catch — is the B2B audience you need is on Pinterest, will it drive smarter, targeted traffic? That will vary per business, as always. FWIW.

  • Mitt Ray

    Thank you @learnit2earnit:disqus ! Like you mentioned hopefully it won’t end up like facebook and will continue to grow and become a bigger network. One way it differs from facebook is that the only way you can communicate with someone is by commenting on their pins and this makes it easier for you to focus and enjoy what you like to do which is looking at wonderful images and pinning them. – Mitt

  • Mitt Ray

    Thank you @twitter-142019571:disqus ! I am glad you enjoyed reading the post. – Mitt

  • Mitt Ray

    You’re welcome @twitter-67631833:disqus ! Thank you for your comment. – Mitt

  • Mitt Ray

    Hi @twitter-531566527:disqus ! Thank you so much for your comment. I enjoyed reading it. – Mitt

  • Mitt Ray

    Thank you for your comment @RachelintheOC:disqus !

  • Mitt Ray

    Thank you @twitter-38329264:disqus ! You’re welcome. I am glad you’re having great success with it. I like the stuff you do at Marketo. I will keep an eye on your Pinterest brand page. :) – Mitt

  • Mitt Ray

    Thank you @google-4fc3a04832255a189a0e19a590076087:disqus ! – Mitt

  • Mitt Ray

    You’re welcome @4ce87327fe674e28aec5722199e03ee7:disqus ! Thank you for your comment. – Mitt

  • Mitt Ray

    You’re welcome @f9443f39dfc7153a1e2fd9e073a8e0d2:disqus !

  • Mitt Ray

    Thank you so much for your kind comments @facebook-1089785493:disqus !  Another thank you for sharing the post. – Mitt

  • Mitt Ray

    Hi @davinabrewer:disqus ! Thank you for your comment. – Mitt

  • Antonio Calero

    I like especially the part where you say “Business need to understand that social media shouldn’t be used for direct marketing, but to ENGAGE followers…..” , as this is something I’ve been trying to explain to everyone lately. Unfortunately many businesses still don’t see the usefulness of a tool if they cannot make a direct profit out of it, hence why they are reluctant to use Pinterest (in many cases they perceive it only as an image bank)

    Your post has showed me new ways to explain this potential to people, thank you!

  • Daniel Menthe

    One Word: Thanx.

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  • Mitt Ray

    You’re welcome @AntonioCalero:disqus ! Hopefully businesses will begin to understand this. Thank you for your comment. – Mitt

  • Jayson Vono

    This article is a prime example of content creation that is chock-full of value, great visuals, and honesty.  Mitt is also showing some real responsiveness.  Take note people, this is how it’s done! 

  • Mitt Ray

    Hi @facebook-100004042622179:disqus ! Thank you for all the compliments. – Mitt

  • Evoque Media

    Absolutely brilliant article. Thanks for the great content. 

  • Lorraine

    Great article because it wasn’t just more ploys to hide a purely sales focused agenda. Thank you for giving me ideas to connect for connection’s sake. Thanks to C. Hope Clark for posting this for me to find on Facebook.

  • Joel

    Havent really grasped using Pinterest yet but people pin some fantastic info graphics. – particularly like #1 and #2. Some businesses really suit Pinterest such as design agencies etc… Need to start using Pinterest more and this has spurred me on!

  • Rogerandout Uk

     Links from Pintrest are nofollow

  • David Rosen

    These are also great for corporate communications. Thanks for the inspiring post!

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  • Magnus Attefall

    Very good article – featured in my weekly, Swedish, news about IT and Web: 

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    Social Media for B2B: It all boils down to “Knowledge Share” in the “Most Receptive” way. Infographics are one of the best content

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  • Mara Bochart Designs

    How do I make my pins more searchable? Do I ad keywords or tag words? So I use the #?