There’s no doubt that Pinterest, the rapidly growing website which acts as a virtual pinboard for users, is the hottest new social site since Facebook and Twitter.
So what can B2B marketers learn from a social site most often used for crockpot recipe collecting and wedding planning ideas? Plenty! The following are Pinterest inspired B2B marketing takeaways that just might be worth pinning to your office whiteboard:
- The Power of Happy Customers: The rapid growth of Pinterest can be accredited to happy users who share their excitement and knowledge of the unique site with their friends. In addition, Pinterest users can also invite their friends to sign up by sending a personal invite directly through Pinterest.B2B Marketing Takeaway: Leverage recommendations from happy customers as valuable third party validation to your products and services. Post these recommendations on your website and in brochures so they are easily accessible to prospects. Offer an incentive to your customers for referrals if they are happy with your product or service.
- Exclusivity as a Marketing Tool: To be a Pinterest member, you either have to request an invite and wait a few days for access or have a current Pinterest member invite you to the club. This appears to be a clear marketing tactic, and it works! Offering exclusivity makes joining the club that much more exciting.B2B Marketing Takeaway: Provide exclusive offers to your house list in your email marketing campaigns and newsletters that are for “members-only.” Some ideas include product discounts, insightful white papers and daily deals.
- Free Trials and Sneak Peeks: Even though you have to be a member to post and organize pins on Pinterest, you can still access site content without a membership. This sneak peek is a great way of allowing those interested in Pinterest to check it out before officially signing up.B2B Marketing Takeaway: Promote free trials, demos, samples and other insider-views into your services and products to let interested prospects try them out first before committing.
- Innovation is the Key to Success: The most popular items on Pinterest are often ways to improve existing ideas or products. And the idea behind Pinterest itself is not necessarily new – people have been sharing ideas and photos of things they like on the internet for years. Pinterest’s innovative way of making collecting and sharing ideas easier, quicker and more organized is the key to its success.B2B Marketing Takeaway: Innovation is what sets a company apart from the competition and should be a part of your marketing and promotions. One of my favorite examples is Zappos, the very popular online shoe seller, which stands apart by offering a breakthrough perk in the competitive world of online shopping– free shipping. Zappos heavily markets this unique feature and even offers free shipping overnight to VIP customers – combining innovation with exclusivity!