Pinterest: B2B Boards That Will Dazzle Your Clients

Anna Rydne Communications specialist, Communicate [your] Skills

Posted on April 17th 2013

Pinterest: B2B Boards That Will Dazzle Your Clients

Consumer brands have been on Pinterest for a while, since it's the best suited platform for visible content. With 48.7 million users (April 2013) and explosive growth, there's big potential even for b2b companies to establish themselves on the platform.

I'm going to guide you through 5 essential rules for creating a Pinterest account for your b2b that will attract and engage your b2b clients.

First, some Pinterest stats:

  • 26% of online b2b marketers used Pinterest to distribute content during 2012.
  • Pinterest referrals spend 70% more money than visitors referred from non-social channels.
  • Visitors from Pinterest are 10% more likely to make a purchase over other major social media sites.
  • Pinterest users spend 10% more money on average than Facebook and Twitter users.
  • Pinterest appears to be the stronger vehicle for brand association: 43% of Pinterest members agree that they use Pinterest to “associate with retailers or brands with which I identify,” compared to just 24% of Facebook users who agree to the same use with Facebook.

Rule #1: Dedicate time!


In the early days of social media, social media accounts were handled somehow "on the side" of traditional marketing activities. Very little time and resources were dedicated to online interactions, and social media were treated as another advertising space were one could place their ad and leave.

As social media evolves, the audience has become more demanding. As the world is spinning faster every day, people begin to treat Twitter as the new helpline: when they tweet a business, they demand instant response.

It means that resources needed for social media can't be neglected anymore. My prediction is that in the future for a marketing department of 10, about 9 people will be dedicated to social media marketing, and traditional marketing tasks will been down-sized to possible 1 full-time position.

Action point: Handling social media is not about sending out one or two random posts per day. It requires strategic planning as well as creativity and the ability to handle interactions promptly. Dedicate a proper amount of time for those taking care of your Pinterest, Twitter or whatever platform you choose to be on!

Rule #2: Use bold images!

B2B strategy

No matter what, Pinterest is for visual pinning. Make an effort to find eye-catching, emotional images, since those are the ones who are shared the most.

Don't think stock photos. People don't pin what they've seen a thousand times before. They pin surprising, original content.

If you're not a skilled photographer yourself, or haven't got the time - try a creative commons service, like Just remember to give credit to the source!

Rule #3: Create intriguing boards!

Pinterest content

Don't pin all your content in one board!

Create different types of boards that gives your visitors a explicit overview of what's in there.

Give the boards clear, yet intriguing titles and choose the nicest image in there for the board cover.

Examples of different types of Pinterest boards

  • Create a board for customer testimonials. Pin images with quotes from happy customers. Use or to make pinable images of text.
  • Tell the company story in a board. Pin images that feature your people and premises as well as images of the product/service.
  • Create separate boards for webinars, whitepapers, articles and news.
  • Create boards for the niche you operate within and pin related news and info.

Rule #4: Interact & Engage!

visual content

With your Pinterest boards in place, start to engage with potential and existing clients.

On Pinterest you may:

  • Repin clients content.
  • Comment on clients or potential clients pins (in a non-spammy way - no selling!)
  • Invite certain people to pin on certain boards on your Pinterest account.

Rule #5: Share on social media!

marketing Pinterest 

Share your pins on social media like Twitter, Google+ and Facebook.

There's a much higher click-through rate from Pinterest than from any other social media at the moment, so it's definitely worth a try to direct your clients to your website via your Pinterest account.

Bonus: Two Hot Pinterest Infographics

best practices PinterestSource: wishpond

content marketing PinterestSource: sandbox

Do you engage with brands or b2b on Pinterest? Please tell in the comment box below.

Photo credit: BramstonePhotography via photopin cc Pink Sherbet Photography via photopin cc Flооd via photopin cc Kris Krug via photopin cc Jonah G.S. via photopin cc net_efekt via photopin cc

Anna Rydne

Communications specialist, Communicate [your] Skills

Anna Rydne is a communications specialist, a writer and and a blogger. What distinguishes her from others in her field of expertise is that she treats communication as entertainment. It's simple to explain why: if it isn't funny or relevant enough, people switch channel.

Based in Stockholm, Sweden, she writes the blog Communicate [your] Skills where she covers topics on how to improve your communication skills in all areas related to yourself, your community and your professional life. She's determined to uncover the secrets of how successful people and companies communicate.

Anna has a special interest in social media and personal branding and she believes the road to success is trying. She tweets about all things comms, social media and marketing @CoSkills. She holds a bachelor's degree in psychology.

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Posted on April 18th 2013 at 4:22AM

Great article.

I hadn't realised Pinterest had such a massive user base and was one of the more time-consuming media outlets out there. Also, thanks for the advice regarding what exactly we should be doing on Pinterest as this is very new to me. Much appreciated.



Posted on April 24th 2013 at 5:05PM

Thank you Simon for your kind words. I'm happy you found the article useful!

Posted on April 18th 2013 at 1:46PM

Very nice article.  I wasn't familiar with Pinwords or Quozio.  I tried them both out and they are great.  I'll be tweeting the article out.

I have been pinning B2B and B2C whitepapers, articles, blog postings, infographics and more to my Pinterest boards for over a year.  I have found that sharing digital assets through visualization a great way to build a story and position a level of expertise.  You can find my boards at:


Posted on April 24th 2013 at 5:09PM

Hi Paul!

First of all, your Pinterest boards looks absolutely great: nicely arranged, clearly named and visually tempting. You've really done an excellent job there!

I'm happy you found Pinwords and Quozio useful. They are great when pinning abstract content.

Thank you for commenting and for your sharing support!

Posted on April 23rd 2013 at 3:43PM

Great article.  I blog about Pinterest and other social media and online marketing topics as well.  Will be referencing your blog in my blog...Thanks!  

Posted on April 24th 2013 at 5:10PM

Thank you Dale, I'm honored!