Instagram has always been a place for brands to shine–interacting with customers and creating a feed akin to an art show. But what about B2B businesses looking to enter the game?
How should a B2B business use Instagram?
We asked eight B2B leaders, “What Instagram tip would you have to offer other B2B businesses?”
Here’s what they had to say:
It’s All About Insights
For us, Instagram is a place to share insights and wisdom. Our work is about people and we want to put people first through the content we share. As a result, much of our content is motivational and inspirational. Connect your business, whatever you offer, to something personal and that will offer something valuable to your audience.
Share Your Brand Personality
We use Instagram as a way to share our brand’s personality beyond our site while still promoting our business. Instagram allows us to connect to our audience in a way that’s more personable. We share our sales and products, of course, but we also engage with our followers by asking questions and including them in the content. Create a brand personality and use that to guide your content.
We have a podcast (CEOpodcasts.com) so we use it very much as a way to connect with podcast guests and generate content. The reality is that most businesses are looking for visibility so we try to provide that opportunity with our platform. By doing that, it opens up the opportunity to develop, nurture, and cultivate relationships. Simply by sending a direct message to a potential podcast guest can open up a tremendous amount of opportunities.
Promote Brand Identity and Culture
We use Instagram for culture posts. Our audience doesn’t consume content or convert on Instagram so we’ve switched from trying to promote on there to showcasing a more human side of us and highlighting our great brand!
Janelle Amos, Revenue Marketing Manager
We use Instagram to promote our mission, programs, and fundraisers. The best practice we strive for is consistency. What I have learned about social media engagement is it is all about consistency. It is also important that you create polished and eye-catching content for social media since it is driven by picture content.
Start Your Narrative
You are not the hero of the story. This comes from Storybrand by Donald Miller and it is more applicable than ever. To be effective on Instagram, start your narrative where the user is and not what you want them to see. Provide value by helping them navigate the problem they are currently having.
It’s OK if it Isn’t Right For You
First, determine what business objective(s) you want to achieve from Instagram (and social media as a whole). Instagram isn’t for everyone, and if your efforts on the platform aren’t organic or authentic, it could actually damage your brand reputation with your followers. If you do create a presence on Instagram, commit to conceptualizing the type of visual content that will tell your brand’s story in a compelling way.
Rennie Leon, Director of Marketing and Communications
Feature Behind the Scenes
Instagram is our favorite tool for letting our brilliant team shine. Since we’re a digital marketing company for small businesses, it’s important for us to have a medium where our clients can learn more about the awesome people they’re working with. Through our efforts, we aim to show that we connect small businesses with customers and have a great time doing it. Since Instagram is a casual social media platform, I recommend using this channel to feature the people working behind the scenes. Show people what your business is all about, but don’t forget to highlight those who make things happen!