How can you use Instagram to grow your business?
Instagram is a powerful and popular social media platform that is used to increase brand reach and find new opportunities to network and scale your business. Over 1 billion people actively use Instagram each month. Additionally, 68% of people become more interested in a brand or product after viewing an Instagram story. It’s a great idea to market your B2B brand on Instagram
Instagram was purchased by Facebook in 2012 for approximately $1 Billion and continues to grow in popularity. Instagram is an ideal platform for B2B marketing. Many companies use Instagram to connect with potential clients and customers. As with many social apps, Instagram was quickly seized by marketers to promote various brands, with B2C marketing, in particular, benefiting from the constant stream of images flowing past its users.
A Bookly blog has pulled together what they consider to be the top 15 B2B Instagram accounts. The piece showcases how companies such as HP, Intel, and Adobe run wildly successful accounts that support strong brand recognition and offer a creative platform to try new campaigns.
One point in particular stands out in this other article by Distilled on why B2B companies can benefit from Instagram. The author insists that Instagram can help to humanize your brand, which is an especially powerful achievement for any B2B company.
- As an increasing number of publications have profiles, Instagram can be another outlet with which you get news and see what’s trending in industry conversations. Data Center Frontier, Building Operating Management, and TechCrunch are good examples of outlets in industries relevant to our clients which post complimentary images to stories they’re writing about. They can also serve as a helpful starting-point for additional conversation and engagement with your brand’s ideas and the perspectives of others.
- Instagram is one of our favorite social platforms to use when traveling or attending tradeshows due to the many opportunities for fun photos! Audiences often love to see a change of pace with unique posts of industry events. Besides being entertaining, the photos can also be a good indicator for viewers if an event is worth attending in the future.
Instagram has developed the feature to Set Up Your Business Profile. Setting up a Business Profile also gives you access to analytics that may help you figure out whether using an Instagram account is right for your company.
B2B Instagram Marketing Strategies
- Create a Business Account on Instagram: Followers can click on your contact button and get in touch with you immediately through your account page. Additionally, you can access Instagram’s analytics tool to get statistics about the impressions and reach of your post.
- Use hashtags : Avoid using generic hashtags. Instead, search for unique hashtags that represent your company’s brand image and story.
- Know your audience : “Speak to them on a personal level—not just a business level. Showcase other things that they would be interested in—not just what your business is selling. Your followers want to know that there is a human behind the brand,” says Mikaella King of Blinds Direct.
- Set platform-specific goals and strategies: “One tip I have for B2B marketers who are looking to get started with Instagram marketing is to have a clear set of goals in mind before you begin,” says Taylor Kincaid of Social Media Optimism. “Instagram is a versatile tool, but posting without purpose or thought won’t lead to your desired results. Are you trying to build awareness? Drive leads? Get a phone call? Understanding the end goal will help you plan out your strategy and tailor your posts to fit that strategy,” she says.
- Post unique and authentic content : It is important to stand out on Instagram and attract an authentic audience. It will set you apart from other companies in your industry. This includes posting real-time content, sharing your company’s story, and avoiding stock photography.
- Engage with followers: “Try to be active and transparent. Make your potential customers interact with your content and business as a whole. Create and maintain a loyal community with your content and customer service on Instagram,” says Klara Alexeeva of InterPromo UG. It’s also important to follow other brands and companies that reflect your values. Follow influencers in your industry and search for industry-related hashtags.
- Share videos : Videos are more interactive and engaging, especially if you are selling a product.
- Post on Instagram Reels and Instagram Story : Instagram Reels and Stories allows you to post fun and casual content in an interesting way. Record and edit 15 second clips and add music to make a dynamic and entertaining video for your target audience. Instagram stories add to your company’s visibility and generate exposure.
Find out what kind of content your audience enjoys and engages with the most. Use Instagram’s “Impressions” feature to track and measure the total number of times your audience saw your post or story. Measure the number of new followers your brand receives and the amount of reach your posts get.
Instagram for B2B is evolving. Like any tool for broadcasting your message or promoting audience engagement, Instagram could provide you with new opportunities for growing your brand and introducing a side of your company you’d like to highlight.
