With over 1 billion active monthly users worldwide the untapped potential of Instagram for Business to Business (B2B) businesses is huge.
Instagram is an effective network for 30% of B2B companies who use it to engage with their audience, build brand awareness, and attract new customers. According to statistics, Instagram produces 20 times more engagement than LinkedIn for B2B brands. And if you are concerned about the “younger” mindset you think Instagram focuses on, don’t be; millennials are the largest generation in our workforce. They make up a large portion of today’s B2B buyers, and over half of them are active on Instagram.
“One thing is certainly true for all of them regardless of what industry your business is in — quality is more important than quantity.”
Growing Your B2B Business on Instagram
- Create a business profile
First, make sure your Instagram account is a business profile; this will provide you with additional benefits such as analytics about your profile and how your posts are performing, the ability to add a contact button, and the ability to add links to your Instagram Stories. - Publish nine posts at the start
Create nine posts and then publish them all at the same time. Instagram displays posts in grid format, ensuring you have a solid grouping of published posts on your page when you start promoting will make your new Instagram business profile look cohesive and give it greater appeal. - Utilise the ‘Stories’ feature
Instagram Stories allows you to post pictures and videos with a hyperlink (to your website) to an album you create, and then feature those albums at the top of your profile. Instagram Stories only appear for 24 hours but are highly effective at creating a sense of urgency for potential leads and customers. Businesses all overuse them to improve engagement and visibility. Frequently Asked Questions, case studies, and customer testimonials are just a few examples of how to use Instagram Stories to grow your B2B business on Instagram. - Use targeted hashtags
Using hashtags is a vital component of any social media platform. Choosing the correct hashtags can make or break whether your company is successful on a social network or not, so be sure to use hashtags that are specific, targeted, and relevant to the audience you’re trying to reach. You can come up with your own branded hashtags or use existing ones that are already trending. You can use them in both your posts and your profile. - Focus on quality, not quantity
There is no perfect number when it comes to how often to post on any social media channel. Still, one thing is certainly true for all of them regardless of what industry your business is in — quality is more important than quantity. Three high-quality posts a week is better than five poor ones. You want to ensure the content you post appeals and engages your target audience. - Showcase your products
Posting great product pictures or videos is essential for success on Instagram. You want your visuals to be as appealing as possible to your customers. They not only want to see what your products look like, but also how they work. Remember to show your products from different angles, use lots of natural light whenever possible, and make sure the composition is balanced (a product doesn’t always look best when placed in the centre of the screen). - Showcase your customers
Your business succeeds when your customers succeed, share their stories about how your products helped them grow their business. Choose impactful, inspiring customer success stories that accurately portray the value your products brought to them. - Use Instagram ads
Apart from the great organic traffic Instagram can provide your business; its advertising platform can also get your content exposed to a larger audience. Instagram Ads allows you to advertise your posts and your Instagram Stories and include a call-to-action to drive people to your website. - Post when your audience is active
Instagram tracks how quickly your followers like and comment on your posts. Posts that receive fast engagement are more likely to be featured on the top of your followers’ feeds, so having a high engagement rate is important. A good way to achieve this is to make sure you are posting at the right time. To find out when your audience is active on the platform, connect your Instagram business account to this best time to post tool. - Jump on the #tbt (#ThrowBackThursday) bandwagon
One of the most popular hashtags on Instagram is #tbt (or #ThrowBackThursday). There are currently over 500 million posts using it. Your business can join in the nostalgia by posting photos highlighting your company’s history.
“Once the wheels are in motion and you have enough followers, your efforts will translate into sales quickly.”
Instagram is for B2B too
Instagram for business isn’t quite the same as other social media platforms — you have to be a little more patient, creative and expressive to ensure your audience feels a connection with your brand, but once the wheels are in motion and you have enough followers, your efforts will translate into sales quickly. So, if you work in the B2B industry, it’s time to give Instagram a second look as you set out your next marketing plan.
