No matter how many times I scream it from the rooftops, I think it’s hard for most marketers to see Pinterest as a legitimate channel. Especially B2B marketers. Even though they are the fourth most popular social media site in the US, have around 450 million users and made $1B+ in ad revenue last year! Recently Pinterest put out a 2022 trends report, but it was a little light on the tips for B2B brands. So we thought we would fill that gap for them. Let’s get into it with Render Perfect Productions.
Pinterest is Different
The first thing you need to know about Pinterest is that it’s really not like any other social network. Some people don’t even call it a ‘social network’. Because… It’s kind of private. And not always social… However, many marketers post on Pinterest just like they would on Facebook or Twitter. A share here, a share there. But no real strategy is ever established. Then when those tactic doesn’t work, they give up and call it a failed channel. That said, Pinterest is more like Google than anyone wants to admit. The tactics that you used to get your content ranking on the first page of Google can also be used on Pinterest.
B2B Brands
Pinterest isn’t perfect for every brand, but it can be an amazing new channel for a lot of B2B brands. Especially cause you can use a lot of the same tactics and processes that you use for other search-optimized content. There are two main options for discovering content on Pinterest: Explore and Search.
We estimate that most people use the Feed for passive discovery and Search for active discovery. And search is search. It doesn’t matter if you want to rank on a keyword like “marketing plan” on Google or Pinterest.
Plus, well-optimized content is more likely to show up on the Explore page as well. Mostly because Pinterest’s algorithm can tell exactly what content you are sharing. Instead of guessing about a pin that has zero information attached to it. In my experience, the conversion rate from content shared on Pinterest was higher than the same content on Google. You just have to put in the work to find keywords you want to target and work backward from there. The descriptions, titles, and more can be based on templates. And you can set up automated posting on Buffer or build your own with Zapier. Sure, you might have to design some visuals that are optimized for Pinterest, but no new blog posts have to be written.
There are tons of other examples of B2B brands sharing great content on Pinterest, so be sure to check out the platform before writing it off in 2022. If you want to share your content on Pinterest in the next few weeks, follow these steps: Audit your top blog content Highlight the main & secondary keywords Create a few content clusters based on your audit Use Pinterest Ads or Ahrefs for keyword research Create boards based on your content clusters & research Write keyword optimized titles, descriptions & more Create new visual content, if needed Set up automated DAILY sharing for each Pinterest board Run for 1 month and analyze the results Adjust if necessary and continue sharing As you can see, it’s really not that complicated to spin up a Pinterest strategy. Just remember that your content isn’t going to rank overnight, so don’t give too early. Content marketing is a marathon, not a sprint. And Pinterest marketing is a great example of this.
About Render Perfect Productions:
Render Perfect has been built from the ground up to service growing businesses and help them realize their full visual storytelling and digital marketing potential. We’ve created a service offering and skill-set that spans video production, post-production, motion graphic design, 3D animation, web development, and video marketing strategy. Our insight and experience allow us to help clients make better planning decisions and get more out of their video production effort.
604 E Joppa Road