/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Table Normal”;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:””;
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin-top:0in;
mso-para-margin-right:0in;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:”Calibri”,”sans-serif”;
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}

Tell A Story In Pictures
By Kim Zimmermann, Managing Editor

At the recent B2B Content2Conversion Conference, there was the expected talk about social media, but one thing that stood out was Lee Odden’s presentation, which noted that 25% of B2B marketers were on Pinterest, compared to a year ago when the social media site wasn’t even on their radar.

That got me thinking about how B2B marketers are mirroring the best practices of B2C marketers. Surely, a lot of the top retailers have a strong presence on Pinterest, I thought, although I haven’t been an active user of that social media channel. If B2B companies — which let’s admit sell some boring things that aren’t exactly photogenic — are on Pinterest, certainly I could find some home improvement ideas there. Or so I thought.

But I  discovered, as I dived in to Pinterest in search of some inspiration for my mom (who recently moved), not all retailers are doing a good job on Pinterest. Fashion retailers are well represented, but some other retail categories could do a better job of telling their stories visually.

To start, I went to some of the pages of the DIY retailers and found a wealth of product shots— lighting, bathroom  vanities, etc. — but not much in terms of perspective on how those would look in a home.  One of the major DIY retailers didn’t even have a Pinterest link on its site, indicating that the executives responsible really didn’t give the social media channel much thought.

I was hoping that some of the furniture retailers would be a little more helpful, but most of the pictures were unappealing and again not giving me much perspective in terms of how the product would look outside of a showroom. So, we headed to the store.

While some of the best ideas and images can come from customers — and retailers should be encouraging customers to contribute — they also need to take more control and provide some of their own images that spark creativity and imagination that go beyond boring product shots. And that applies not only to Pinterest, but social media in general.

 Maybe it is me, but I didn’t find it this time around.

 
Follow Kim on Twitter: @KimZim2764