As a past winner of BtoB Social Media Awards for Facebook and Twitter, Constant Contact has a track record of social media mastery. Pinterest presented a new challenge: The email marketing business is not inherently visual, so the company had to get creative.
It turns out there are visual elements to almost any business. The Constant Contact Pinterest account features art and photos from the company's blog with superimposed text linking to the post. Other users' content is repinned to such boards as Engagement Marketing, Holiday Marketing Tips and Small-Business SEO. Every special occasion gets its own pin board, and the company shows off its customers' work in boards devoted to email newsletters and infographics.
A Humor pin board hosts cartoons, drawings and small-business-related photos. There's even a behind-the-scenes Life at Constant Contact board. The company is now closing in on 5,000 Pinterest followers. More important, Pinterest is second only to Facebook as a traffic driver.