How Constant Contact Uses Pinterest to Reach a B2B Market | Bedford Realtor

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“You can use any social media channel for B2B,” said Erica Ayotte, social media marketing manager at Constant Contact.
“Anyone who says you can’t is not being creative enough.”
She should know. Her team has grown their Pinterest following to over 18,000 in less than two years.
How does a company that is not retail and not inherently visual use Pinterest to reach a B2B target audience?
The keys are to expand your idea of what your brand is, think visually and have a curating mindset. Here’s how Constant Contact appeals to their small-business market on Pinterest.
constant contact boards
Constant Contact has 92 Pinterest boards with over 4,000 pins.

Organization: Constant Contact
Social Media Handles and Stats:
Highlights:
  • Added 15,000 Pinterest followers from January to September, 2013
  • Pinterest is in the top five traffic referral sources for their website
  • “Quotes for Small Businesses Owners” board ranks second on Google search results for “small business quotes”
  • Pinterest page ranks higher than LinkedIn company page in Google search results for Constant Contact
  • Recipient of 2013 BtoB Magazine Social Media Marketing Award for Pinterest

Expand Your Idea of What Your Brand Is

Ayotte urges B2B companies to take a wider view of what their business is really about when thinking about Pinterest.
Constant Contact is a software company serving mostly small- and medium-sized businesses and nonprofits. Over half of their customers have fewer than five employees, and 70 percent of them have fewer than 10 employees.
In taking in a wider perspective of what they do, Ayotte said that they are really about helping small businesses achieve their goals.
“At the end of the day, it’s not about software,” she said. Taking this expanded view helped her team identify other things their customers would be interested in that could be pinned.
Quotes and tips are very successful for them on Pinterest. The Quotes for Small Business Owners board currently ranks second in Google Search for “small business quotes.”



http://www.socialmediaexaminer.com/constant-contact-case-study/

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