Instagram…great for B2B?
You can bet your nips it is…
Although Instagram is predominantly known as a platform dominated by fashion influencers and lifestyle bloggers, yesterdays Tiktok reels and meme comms… B2B companies can leverage its visual and engaging nature to succeed.
Platforms like Instagram have proven effective in reaching and engaging with audiences across various industries. But, when it comes to B2B companies, many still hesitate to invest time and resources into this visual-centric platform. But why? Not only is it a myth that Instagram isn’t suitable for B2B businesses, but it's also an untapped potential for lead generation and brand awareness.
The growing presence of B2B businesses on Instagram
While many B2C companies have long utilised Instagram to market their products to a broader audience effectively, the use of the platform by B2B businesses is a more recent trend. Yet, seeing the growing presence of B2B businesses on Instagram is unsurprising. 30% of B2B marketers convert Instagram leads into customers and with over one billion active users, Instagram provides an excellent avenue for these businesses to showcase their services, build their brand, and connect with potential clients.
Instagram has gained immense popularity among B2B marketers due to its ability to increase brand awareness and enhance customer engagement. By leveraging visual content to tell compelling brand stories, businesses can capture the attention of their target audience and build lasting relationships with them. Pair that with Instagram's targeting capabilities and businesses can reach their ideal prospects and nurture them into loyal customers.
Creating visually appealing content is key when engaging B2B audiences on Instagram.
Your audience wants to see your products or services in action, so showcase them in creative and eye-catching ways. Whether it's through photos or videos (ideally the latter), make sure your content reflects the quality of your brand and the value you bring to your customers. Instagram has seen a 40% year-over-year increase in B2B accounts using Stories By sharing on IGTV, businesses can showcase their brand's personality while providing value to the audience. HubSpot UK used Instagram Stories to host a virtual conference for marketing professionals, attracting over 10,000 viewers and generating significant leads.
Don’t forget to showcase testimonials and success stories to build trust and credibility for your B2B business
Potential clients are more likely to trust your brand when they see real-life success stories from other companies similar to theirs. By featuring these stories, your brand will appear more authoritative and confident in what it has to offer.
Influencers are for more than selling make up and energy drinks
Collaborating with influential people or businesses in your industry can help you grow your following, enhance your brand's reputation, and boost sales. You can expand your reach and increase exposure to your product or service by aligning yourself with people with substantial followings. Even partnering with other businesses can create a mutually beneficial relationship where you can share resources, knowledge, and audiences. Find partners who share your brand's values and mission.
B2B brands can succeed on Instagram with a multi-pronged approach.
Showcase your value visually: use stunning photos, videos, and stories to captivate your audience. Humanise your brand: feature employees, partner with relevant influencers, and share customer success stories. Engage the community: respond promptly, run contests, host Q&As, and encourage discussions. Optimise for success: use targeted hashtags and ads, track results, and adapt your strategy for continuous growth. Remember, authenticity, value, and consistency are key. Be present, be helpful, and watch your B2B presence flourish on Instagram.