Instagram might seem like just a platform geared toward B2C brands to many instagram users. It’s a place to go to post photos and videos of vacations, pets, family, and daily life using the instagram app. While that can be true, in reality, Instagram is far more than that; it is a social media platform that B2B marketers need to be. Why is that? It’s where customers are every day.
Creating an instagram business account provides companies a way to reach consumers like never before, helping you create a robust and engaging online presence on this powerful platform.
With the use of visual aids and advertisements, instagram for b2b marketing gives your brand an effective way to increase visibility and relatability among the platform’s billions of instagram users. Business profiles also have access to marketing tools that personal profiles do not. Promoting an instagram post and checking business insights can give B2B marketers a leg up on the competition, not to mention, Instagram also gives a window to what competitors are up to.
So what is the best way to use Instagram to grow and promote your business? Let’s navigate beyond the ordinary! Discover the untold, niche-specific b2b Instagram marketing strategies and innovative approaches that set your b2b business apart. Unearth the secrets to reaching new audiences while deeply engaging with your target audience. Let’s traverse the path less traveled in the instagram for b2b marketing world together!
Why B2B Brands Can't Ignore Instagram
If B2B companies want to engage with more consumers than ever before, Instagram for B2B marketing is the perfect place to do just that.
According to SproutSocial, “More than two-thirds of Instagram users across generations (71%) find themselves using social media more than ever before.” With such a large user base, Instagram’s potential as a marketing channel for B2B businesses cannot be ignored.
Over 2 million enterprises use Instagram for b2b to grow and promote through b2b Instagram marketing, showcasing how Instagram makes it easier for businesses to expand their reach.
Still not convinced? To grasp the immense potential of Instagram for B2B marketing is easier said than done.
To shed light on this, let’s look at some compelling numbers that underscore just how effective an Instagram marketing strategy is in bolstering your marketing efforts…
Instagram is the 8th-Most Visited Website in the World:
Instagram is one of the world’s top 10 most-visited websites globally, making it a prime location for B2B companies to establish a presence and share unique informational content and valuable marketing tips…
Instagram is the 4th-Most Used Social Platform:
Instagram has an impressive 1.386 billion Instagram users using it daily, offering B2B businesses a vast audience of potential B2B buyers to engage with.
Instagram has More Than 2 Billion Active Monthly Users:
More than 2 billion Instagram users now use the Instagram app monthly, providing a substantial potential market for B2B businesses on Instagram.
Instagram’s Audience is 52.2% Male:
The audience is 52.2% male and 47.8% female, allowing b2b Instagram marketers to tailor their unique content to a diverse audience within the Instagram app.
47% of American Adults Use Instagram:
Nearly half of Americans aged 18+ use Instagram, making it a significant platform for B2B brands targeting American businesses and sharing Instagram advertising.
Users Spend an Average of 11.7 Hours/Month on Instagram:
It ranks fifth among social media platforms for time spent, offering b2b businesses ample opportunity to capture the attention of potential clients and share their high-quality content library.
Instagram is the #1 Social Media Platform for People to Connect with Brands:
Instagram users surveyed said Instagram is the #1 place to keep up with their favorite brands, highlighting its importance for b2b business brand visibility and the opportunity to share email deliverability and performance insights.
35% of Instagram Users Will Make a Purchase on the Platform in 2023:
Instagram is a significant platform for social commerce, including B2B transactions, where businesses can use the extra space to provide detailed information.
Instagram Accounts for 7.51% of Web Traffic Referrals from Social Media:
Instagram’s share of web traffic grew 88.2% last year, enhancing its role as a driver of traffic to B2B websites and a platform where businesses want to see data regarding traffic and engagement.
Instagram’s Ad Revenue is Predicted to be $50.58 Billion in 2023:
Instagram’s ad revenue continues to increase, predicted to grow 12.1% this year, offering B2B brands a robust platform for Instagram advertising where ad campaigns generate significant revenue.
Instagram’s Potential Advertising Reach is 1.16 Billion Users:
Instagram’s potential advertising reach is 1.16 billion users, providing B2B brands with a wide-reaching advertising platform and access to social media tools for enhanced marketing strategies.
When it comes to B2B social media marketing, businesses cannot afford to leave Instagram as an untapped market to spread brand awareness, sell a product or service, and engage with potential customers. It is a B2B marketing platform that cannot and should not be ignored. So how can an Instagram business profile benefit your business?
Top Benefits & Features and How to Use Them for B2B Marketing
Instagram might seem like just a platform geared toward B2C brands to many people, a place where Instagram posts often showcase personal moments in a post or an Instagram story like vacations, pets, family, and daily life.
But in reality, it’s also a space where businesses can share blog posts, visual content, and provide a much-needed human element. Instagram is far more than that; it is a social media platform that B2B marketers need to be. Why is that? It’s where customers are, and it offers a free account for businesses, giving them a personal glimpse beyond stock photography and emphasizing content quality.
Creating a business Instagram account provides companies a way to reach consumers like never before, helping you create a robust and engaging online presence. With the use of visual aids and advertisements, Instagram gives your brand an effective way to increase visibility and relatability among the platform’s billions of users. Business profiles also have access to marketing tools that personal profiles do not, allowing them to share helpful tips and reflect their company culture. Promoting an Instagram post and checking business insights can give B2B marketers a leg up on the competition, not to mention, Instagram also gives a window to what competitors are up to.
So, how can businesses make the most of this platform? By crafting authentic content that resonates with prospective clients, aiming to gain more followers, and establishing their brand as a thought leader. Let’s navigate beyond the ordinary! Discover the untold, niche-specific strategies and innovative approaches that set your business apart. Unearth the secrets to reaching untapped audiences while deeply engaging with your core demographic. Let’s traverse the path less traveled in the Instagram B2B marketing world together!
Link in Bio
If you want to draw customers in, the Instagram bio is the place to do it. It is the first thing people see and is a perfect spot to drop links to your company’s site. If it is relatable, fun, and compelling, it is the simplest way to get followers and clicks. Encourage consumers to follow your account for the latest updates and offerings.
To optimize the Link in Bio feature, use a URL shortener to track the click-through rates and update the link regularly to point to your latest content or offers.
Over 500 million people per day create an Instagram story, making it a crucial feature for B2B businesses. To make the most out of Instagram Stories, highlight specific photos or videos for a day without overcrowding the main feed. Use this feature to showcase behind-the-scenes content, customer testimonials, or product demonstrations. Incorporate interactive elements like polls or questions in your Stories to engage your audience and gather valuable insights.
Investing in Instagram Ads can significantly boost your business visibility. Create attractive and compelling ads with clear calls-to-action. Utilize Instagram’s detailed targeting options to reach your specific B2B audience. Monitor your ad performance regularly and make necessary adjustments to optimize the return on investment.
Reels allow businesses to use Instagram to share engaging and concise stories where short-form video plays a significant role, in addition, Instagram reels also have double the average impression rate as other Instagram content types. For B2B marketing, use Instagram Reels to share industry insights, thought leadership content, or explainers about your products or services. Ensure your Reels are visually appealing and convey the message clearly and concisely.
Do you have products to sell? Instagram can help you do it. Instagram Shopping and Product Tags can facilitate seamless purchases.”Product Tags let you highlight items from your catalog directly in your images and videos – including in Feed, Reels, Stories and product mentions in your profile bio or feed copy – so people can easily tap on a tag and learn more,” Instagram boasts.
For B2B, use this feature to showcase your products in action. Provide all the necessary information and make the purchasing process as straightforward as possible. Other useful features include product launch countdowns where people can view item details and collection pages grouping together products by themes or trends.
Analytics and Metrics
Leverage Instagram Analytics to track your growth, reach, profile visits, and engagements. Prioritize focusing on key metrics that align with your B2B marketing goals. Utilize these insights to continually refine and enhance your Instagram marketing strategies, ensuring they are effectively resonating with your target audience and contributing to your business growth. Analyze the data to understand what’s working and what’s not, and refine your strategies accordingly. Business accounts have a built-in Instagram Analytics tool (also known as Insights) to assess growth in terms of followers, reach, profile visits, or engagements. This feature provides detailed insights into time spent on social platforms and the following on other social networks.
You can check on content reach by looking through engagement numbers and impressions (likes, shares, replies) or see audience numbers based on their gender or location. Growth and reach can both be tracked by looking through average engagement rate, website clicks, follower numbers, results/reach of hashtags used in posts, views, and more.
As for metrics, you can also check your page’s most popular posts, clicks, traffic, profile visits, retention rate, and the best times to post based on audience reactions.
Advanced Instagram B2B Marketing Strategies
Now that you have a grasp on the basic features of Instagram for B2B marketing, let’s explore deeper into advanced strategies to further enhance your marketing efforts:
Understanding the Instagram Algorithm
Benefit: Grasping the Instagram algorithm is paramount for ensuring your content reaches the broadest audience. The algorithm determines the order and visibility of posts, so mastering it can lead to enhanced engagement and visibility for your content.
Learn How the Algorithm Works:
- The Instagram algorithm ranks content based on factors like timeliness, engagement, and the relationship between the user and the poster.
- Read this comprehensive guide on the Instagram Algorithm to understand the ranking signals and recent changes.
Analyze Your Content:
- Use Instagram Insights to analyze which types of content resonate most with your audience and adjust your strategy accordingly.
- Tools like Iconosquare can provide additional analytics to help optimize your content strategy.
Leveraging Instagram Shopping for B2B
Benefit: Instagram Shopping is a powerful tool for showcasing your products directly within the Instagram platform, making it easier for potential customers to find and purchase your products.
Set Up Instagram Shopping:
- Ensure your Instagram account is set to a business profile and is connected to a Facebook catalog.
- Follow this step-by-step guide to set up Instagram Shopping.
Utilize Google Sheets for Inventory Management:
- Use Google Sheets to keep track of your inventory and seamlessly update product information on Instagram.
- Check out this Google Sheets template for inventory management.
Mastering Instagram Ads
Benefit: Effective Instagram ads can significantly boost your brand’s visibility and engagement, leading to increased sales and growth.
Understand Instagram Ad Types and Formats:
- Familiarize yourself with the different ad types and formats available on Instagram to choose the most suitable for your marketing goals.
- Here’s a guide to Instagram ad formats.
Use A/B Testing for Your Ads:
- Conduct A/B testing to determine the most effective ad content, format, and targeting for your audience.
- Utilize tools like AdEspresso for comprehensive A/B testing and ad performance analysis.
By integrating these advanced strategies and tools into your Instagram B2B marketing approach, you can effectively enhance your brand’s presence, engagement, and growth on the platform. Tailor these strategies to your specific industry and audience for optimal results.
These advanced strategies will help you to not only maintain but also amplify your presence on Instagram, ensuring your business stands out in the crowded landscape. Continually analyze and refine your approach to keep up with the evolving Instagram landscape and ensure sustained growth and visibility for your brand.
Crafting a Winning B2B Content Strategy on Instagram
So what are the best Instagram content types for your business to post? Which B2B businesses have had success using Instagram as part of their marketing strategies? Check out some B2B Instagram marketing examples.
MailChimp: This brand embraces its quirky and creative side with its Instagram Business account. Its content pulls people in with its unique and exciting look but then offers substance and important brand information.
Hubspot: The way this company engages its audience is by posing common questions and giving educational and informative answers. It focuses on explaining company values to build trust with its customers.
IBM: This global company focuses on brand story telling content that shows off events using the brand’s technology. It also uses historical examples to teach the audience about the company itself.
Litmus: This email marketing platform packs information into its posts using Instagram carousels, one post with multiple 1:1 squares. By sharing tips, tricks, and advice, these carousels drive a higher engagement rate and highlight the brand personality.
Unbounce: The landing page of this business focuses on Instagram Stories, specifically Highlights. Highlights can be rearranged and removed as needed, so they offer timely engagement on posts. The best way to utilize this marketing strategy is to create posts that include promotional information, new product drops, polls, quizzes, and more. Highlights can also stick around past the Stories’ normal 24-hour limit.
So What Path Should Your Business Follow?
All of these examples show different ways B2B brands can develop an Instagram strategy, but which is right for your business? Testing and learning through metrics and analytics is the best way to find out what works. Also, establishing your company’s voice gives a foundation to your Business account.
Some brands use Instagram Ads and Highlights to get new products out there, while others focus on polls and quizzes to drive engagement. Posting creative Reels and Stories can reach new audiences while highlighting employee and customer stories can draw people in. It all depends on how you want your brand to come across. Here is a real-life example of how to find your voice as a B2B business, and how to navigate the corporate culture to make your mark.
Instagram’s tools allow you to see how every aspect of your Business account is performing, but what does “success” look like for your company?
Strategize your objectives for Instagram, and then define the Key Performance Indicators (KPIs) you will utilize to evaluate those objectives. Whether it’s sales, clicks, reach, follower count, or something else, establish your company’s focus and use all the tools Instagram has to offer to reach your specific goals.
Engagement: More Than Just Likes and Comments
The best way to measure the success of your B2B brand on Instagram is through engagement. Follows, comments, and likes are important, but forming real relationships with your audience is what drives engagement the most. Here are some ways to do so:
Consistency and Quality: Planning out content and staying consistent in posting will push engagement. Stay on your audience’s mind without overdoing it.
Engage Actively with Your Audience: Respond promptly to comments and messages. Show your followers that you value their input and feedback. This active engagement helps in building a loyal community around your brand.
Keep it Unique and Authentic: Standing out on a platform as large as Instagram may sound tough, but it is what will keep your brand in customers’ minds.
Utilize User-Generated Content: Encourage your followers to share their experiences with your products or services. Reposting their content (with permission) not only provides you with additional content but also builds trust and credibility.
Not All Hashtags Are Created Equal: Hashtags are an important part of posting content because they will lead people to your page. Be sure to use hashtags that are trendy and timely to get Instagram followers and potential buyers to see your products and other content within their Instagram feeds.
Host Instagram Live Sessions: Go live on Instagram to answer queries, showcase products, or share insights about your industry. This real-time interaction significantly enhances engagement and allows you to connect directly with your audience.
Make it Fun: Instead of constant posts full of information and links, try out some interactive features like polls and quizzes for your audience. While these can be a fun way for your audience to get involved with your brand, polls, and quizzes can also give your brand invaluable information.
Companies can ask followers which design they prefer for a product, which product they would like to see made, or honest reviews about products. Quizzes offer similar benefits and can let you know where your company needs to improve. Quiz results can let you know if a product is failing or flourishing, if your company is reaching who it needs to, and more. Want to know what people are thinking? Just ask your followers!
Collaborate with Other Brands: Engage in partnerships with other brands for giveaways or joint campaigns. This strategy not only boosts your visibility but also enhances engagement by offering added value to your followers.
Collaborative Ventures: Partnerships and Influencer Marketing
Another effective way to leverage Instagram and grow your B2B business is to collaborate with influencers on the platform. Finding a page to partner with can greatly expand your brand’s reach, while also adding credibility and authenticity. Collaboration posts appear on the pages of both accounts, which generates more impressions.
Here are a few great ways to collaborate on posts, along with some real-world examples:
Partner with an Influencer in Your Industry: A great example of this is when cosmetics companies partner with beauty influencers. Glow Recipe Skincare partnered with Brandon Scott (@itsbybrandon) to promote their Dew Drops product. A Product Tag was included on Scott’s post, making purchase information just a click away for anyone who saw it.
Collaborate on a Giveaway: Nothing gets people more excited than winning something for free! Having users enter a giveaway by following both your company’s page and the influencer’s (or other brand’s), and maybe also commenting on the posts, is a simple way to boost engagement and get people looking to your brand often for future opportunities to win.
Use Humor: If there is an influencer out there that you want to collaborate with, give them some creative freedom! That’s what Lululemon did with Daniel Labelle, resulting in a funny video highlighting the clothes. It gives the influencer’s followers what they want (in this case, comedic content), while also showing your brand’s relatability.
Team Up With a Cause You Support: If your company has a cause that it can get behind, the results can be meaningful. For example, Under Armour and NBA star Stephen Curry teamed up to support charities that help athletes and underserved communities. Another example is when brands reach out the LGBTQ+ influencers during Pride month (June) to push products that donate proceeds to help benefit members of the community.
Instagram is an all-in-one social media management platform that is also a leader in the space of B2B marketing content. Marketing efforts on Instagram are a no-brainer considering the number of potential customers active on Instagram every day. With numerous types of content to create, from Reels and Videos to Ads and Collaborations, Instagram is a great place for your company to find its voice and a specific audience that wants to hear it.
Besides the access to a wide audience, Instagram Business accounts offer valuable metrics and analytical tools to measure your brand’s success on the platform. Look at engagements, growth, retention rate, traffic and more to come up with the correct visual marketing strategy for your business page. Stay up-to-date on trendy hashtags and look out for new features like Reels to make sure your company is fresh on everyone’s minds. You can also work with other brands and influencers to spread your reach even further.
Instagram may seem like a paradise for people to post everyday moments on personal accounts, but with its business tools and features, it is also a perfect place to expand your B2B marketing.