Lots of B2B marketers have the notion that Instagram is too glittery to be a B2B platform — it’s a place where you can sell dog food, not financial software. Well, it’s absolutely NOT TRUE.
In fact, Instagram is a B2B gold mine. You can build your brand from scratch, distinguish it from your competitors, make your sale and grow your audience — all in this one social media platform.
If you’re still skeptical about using Instagram for your B2B brand, keep reading so that you can put your prejudices to rest.
Why Should B2B Marketers Use Instagram?
Before we jump on to how to use Instagram for B2B marketing, let’s unearth the “why.”
Millennial Preference
Most of today’s B2B marketers and decision-makers are millennials and Gen Z’s, and as of 2022, the majority of Instagram’s audience (31.5%) fall into the same age groups. So, the buyers you are in search of for your B2B products and services are on Instagram. That gives you the opportunity to have higher engagement levels than other platforms, drive more traffic to your site and thus create a solid network.
Visual Content Is Much More Appealing
As a marketer, you’re well aware that images and videos make a much stronger impression on the audience than other mediums. Short, eye-catching, and relatable content is the secret sauce to presenting your value propositions that your audience resonates with. And, what’s better than Instagram Reels, live-streaming to do so?
One might argue that this holds only for B2C brands as they have more freedom and flexibility to design product demonstrations. But that’s nothing more than a myth. A survey reveals that 71% of B2B marketers employ video in their strategies, and 73% of them admit a positive impact on ROI.
Unconventional Yet Powerful Game Changer
As long as we’re doing away with myths, let’s bust another one — B2B marketing always needs to be formal and professional. What’s actually important is to showcase your brand as authentic, transparent, and lively. And Instagram is the perfect place to connect with your audience as a human, not as a business. You can open the door to your company using Stories, Reels, and IGTV videos and keep your audience hooked.
Cracking B2B Marketing on Instagram
Let’s get one thing straight — there’s no hard and fast rule to using Instagram for B2B marketing; you can always put your own spin on everything you do on Instagram. Still, there are some general, proven tactics that can help you get a head start.
Being Consistent Is Key on Instagram
Once you’re done setting up your Business Profile on Instagram, you need to come up with a content strategy. You need to be consistent with your content to make sure your followers stay engaged and look forward to your posts. Just remember not to overwhelm them. Also, try sticking to a posting schedule, so your audience gets used to a pattern.
Use the Right Hashtags
You can think of Instagram hashtags as SEO keywords for a website. Using the right hashtag could get you success on Instagram. But for that, you first need to dig into your target audience and know what they’re following and also what not; only then would you get hold of the right hashtags and pop up at the right places.
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Originally published:B2B AND INSTAGRAM: A BAD MATCH Time to Bust This Myth
