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There’s no way to deny the popularity of Instagram. Purchased by Facebook back in 2012, this increasingly pervasive mobile social network and photo sharing app now boasts over 700 million monthly users and 400+ million daily users. Interestingly, IG has also been dubbed by Forrester as the best social media platform for engagement, beating out traditional B2B social media mainstays LinkedIn and Twitter.
A quick and easy social outlet for creatives, Instagram is about visually connecting with your customers and prospects through photos or short 15-second videos. Alright, alright, I can hear the skeptics… sure, a visual platform works well for B2C companies like retailers, travel companies and restaurants. But what does my (fill in the blank _________) manufacturing, accounting, technology business have to share or show?
Well, the answer is: plenty.
First, remember that even though you’re representing a B2B company, people do business with people, not businesses. Instagram can help you reach your people by humanizing your company and providing a relatable route to connecting with your customers. In fact, Instagram reports that over half of its users follow at least one business. And in March 2017 alone, over 120 million Instagrammers visited a website, got directions, called, emailed, or direct messaged a company to learn more about the business based on an Instagram ad.
That being said, there are some simple ways you can use Instagram to enhance your company’s digital presence. Not sure where to get started? Let’s look at three ways B2Bs can incorporate Instagram into their social media strategy:
As a B2B business leader, your success is dependent not only on your strong relationships with your customers, prospects, partners and community but also on the environment you cultivate for your employees. Finding a creative way to highlight the personal side of your brand will allow you to connect with your followers on a human level. Here are a few ways you can do this:
Attending a tradeshow or hosting an event? Instagram users love an insider’s look at experiences in which your business takes part, making the platform a powerful tool to promote your event and boost visibility during the event. You can use IG to:
Here’s an example of how Oracle used Instagram to their advantage during the CIAB 2017 conference. Click the image below to open up the video post.
Need to cut through the clutter as you recruit for top talent? Paired with other social media channels like LinkedIn and Facebook, Instagram has claimed a spot as a powerful recruitment tool that can help you brand your organization and emphasize all the great parts of your company culture. Here are a few ways you can incorporate Instagram as part of your overall recruitment strategy:
Need more inspiration? Here are a few examples of some of my favorite B2B companies rocking Instagram by building brand awareness, promoting events and recruiting. Feel free to check them out!
Have questions about which social media channels are right for your business? Want some advice on how to get started with Instagram? Leave a comment below, or reach out to our team!
Tracy Horton has been an integral part of our agency since 2015. She’s a strategy, sales, technology and SaaS ninja, and loves to write about sales and marketing integration (as ninjas do). While she’s fighting off the evil forces of low SEO rankings and poor marketing strategy, she somehow finds the time to write blogs – and loves hearing from readers. So, if you want to know more, let her know!
Tags: Social Media Marketing