Pinterest is a pinboard-style photo-sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. Users can browse other pinboards for images, ‘re-pin’ images to their own pinboards, or ‘like’ photos. While this is a consumer-heavy social media platform, it can also have real impact for B2B companies looking to spread awareness of their product and services. In fact, there are several large-scale B2B companies that are finding great ways to use this platform to promote their brand and services including Xerox, Dell and IBM.

Here are a few Pinterest tactics B2B companies like those above have used to promote their brand, products and services:

1. Using infographics with useful and relevant information about the company or the industry

2. Taking pictures of their product (if you have tangible items) such as medicine, books, white papers, etc.

3. Highlighting their company’s internal relations and work culture, taking pictures of employees at company events, on their birthdays or in the workplace.

An important strategy to remember as a business or company on this platform: in order to maximize these images and photos, it is essential to optimize the “comment” section with relevant keywords. This tactic acts as SEO for your image and will aid in increasing your searchability on the site. Some companies are even branding their websites directly on the image itself. Photo editing programs such as PicMonkey will allow you to create interesting and dynamic images on which you can embed text (i.e. website URLs or product names, etc).

As with any good PR campaign, it is critical to also (and always) include a call-to-action on these images to give people a reason to visit your website or read your blog. Your call to action can be included in the comment section or on the picture itself.

When used strategically and in conjunction with a larger social media campaign, Pinterest can deliver real value to some B2B companies.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with public relations, marketing or crisis communications, contact Scott Public Relations.

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