Every social network has something unique to it. Facebook is unique for its “Like” button, Twitter’s uniqueness is 140-character long blogs and LinkedIn is unique for being the first professional criss-cross. Pinterest is an online pinboard; a visual catalog where images can be virtually pinned. The channel is the product of a creative idea, but inside its creative shell there’s a sloshy kernel that brands can devour. By the way do not hesitate to check our Free eBook The Art of Growing Your Presence on Pinterest
Pinterest serves business interests. It’s a hub for infographics. Brands can create account, set up pinboards and pin infographics. Apart from infographics, they can also put product images. Pinterest has proven to be a productive network for brands as it validates the aphorism that a picture is worth a thousand words.
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Using Pinterest, brands can also form a warm and jovial relationship with their audiences, the kind of relationship that e-commerce and social commerce brands aim to form. Visual communication has found to be more effective than non-visual communication. Project management life-cycles can be shared on Pinterest. So can be webinar marketing (a latest fad) visuals.
Is Pinterest equally useful for both B2B and B2C? Not really.
Pinterest is skewed towards the B2C side. It is more useful for B2C brands than their B2B counterparts?
Why this bias? To answer this, we need to consider marketing insights obtained from how users all around the word use Pinterest.
Almost 80% of Pinterest users are female. The majority of users access Pinterest from handheld devices like Smartphones and Tablets, millennials make up the biggest chunk of the user-base, moms login to Pinterest and more than 80% purchase products that they pin.
See below a graphic representation of these pivotal insights:
Once we analyze these insights, we can observe some clear patterns -
Such patterns are found in B2C communities. Hence yes, Pinterest is tilted to the B2C direction. Nevertheless, Pinterest is not sacrosanct for B2B marketers.
Some believe marketing around Pinterest is a sheer waste money and time for B2B brands. They highlight the fact that Pinterest doesn’t have an audience for B2B brands. More so, Pinterest lets users buy pins straight from inside the network but that’s not how B2B transactions take place.
While these are largely true, completely ignoring a network doesn’t make sense, especially when Pinterest does offer some opportunities for B2Bs. Brands can seize those opportunities if they segregate the visual aspects of their campaigns from other aspects. Two such aspects (Infographics and webinars) have already been acknowledged. Other aspects include pictures of happy customers and employees, slides, PPT presentations, case studies and marketing collaterals.
Let’s find out how Pinterest can facilitate each of these B2B aspects:
Pinterest is not a leverage for B2Bs per se, but the channel can aid them in highlighting some of the aspects related to branding. All these aspects have enough scope for visual elements.
For B2C brands, Pinterest is a goldmine. It’s their loss if they are not excavating it. Let’s refer again to the insights mentioned above and see what they indicate:
Hence, all the insights that were previously cited clear the way for B2C brands. Of course, there are many variations within the fold of B2C and Pinterest is not equally useful for all these. For example, telcos and consumer product brands have a better prospect on Pinterest than other B2C brands.
As we’ve discussed in this article, Pinterest can be worthwhile for both B2B and B2C brands, depending on the level of sophistication of Pinterest marketing stratagem. If a brand considers Pinterest insights that are critical to strategy making and resort to strategic use of the network, then success will be the outcome.
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