Why to Use Pinterest for Business


Pretty Pinterest
Photo by mkhmarketing

Unless you’ve been living under a rock the past few years, you have probably heard of Pinterest.

Did you know Pinterest was originally launched as a closed beta in March 2010?

Although it originally became a hot social platform as a place for its users to have fun and use their imaginations, the platform has since evolved into a website that presents with even greater options for both individual and business accounts.

Examples of recent enhancements include larger pins which are easier to view and share, amplified search capabilities and increased following opportunities. This
pinboard-style photo-sharing platform, originally dominated by female users, has turned into a marketing haven — and Pinterest for business is huge.

Some organizations realized the creative possibilities and embraced Pinterest during its early days. Many of those, particularly within the B2B realm, initially received negative input.

Fast-forward a few years and it’s easy to see how B2Bs have successfully found their footing in the Pinterest world. The platform currently provides many benefits to businesses of all sizes.

One primary benefit B2B organizations find useful is the potential to captivate their audiences with creative images along with their content, thereby helping draw people to them and their websites.

Using Pinterest to help create conversations

As they say, “a picture is worth a thousand words.”

What marketer or business owner doesn’t like the sound of that?

With Pinterest, a business has the ability to create volumes upon volumes of stories with images.

For example, a business may choose to create a board by using its own pictures or photos of its employees, products, customers, etc. Doing this lets a business tell its story and begin conversations. Even better, potential and current clients “see” the people behind the brand and have an easier time relating to them.

Using Pinterest to help create reputations

A business can easily create boards which cover topics of interest within its industry.

As the organization continuously curates and adds relevant pins to its boards, it attracts like-minded audiences. The effect tends to become cumulative; as people start viewing and enjoying a business’ images, they become more likely comment on them and/or share them. As they share the images with their own audiences, the cycle continues – and the business’ name and reputation is spread as well.

Using Pinterest to promote trust and credibility

Images have the power to drive emotions; people who post or share images online do so when the images mean something to them.

Using Pinterest as a business lets the organization tap into peoples’ emotions by using images. However, brands need to be judicious and only share images which promote or mesh with their own ideas and concepts.

Like other forms of advertising, brands should be themselves and be genuine. People want to do business with brands they trust and believe in.

As you can see, Pinterest holds a lot of potential for businesses.

What are your thoughts? Does your business use Pinterest? If so, do you use it meaningfully or as just another place to “sell”? 

Jennifer G. Hanford is the owner and managing director of j+ Media Solutions, which offers social and data services to small B2B companies. You can tweet her at @jennghanford.