5 B2B Instagram Marketing Campaigns That Are Nailing It – And How You Can Too
by Emily Swet
Instagram usually isn’t a first priority for B2B marketing and sales teams – and it’s easy to see why. In a platform teeming with rich visual content, it seems a playing field best suited for B2C brands. Set that skepticism aside, because as we like to remind you, there’s still a human behind your leads, and B2B Instagram marketing campaigns can be incredibly compelling.
To get the ball rolling, think about how you view your B2B brand itself. When you start to view your brand (as well as your buyer personas) as a unique group of people with individual stories, backgrounds, and interests, you can craft a visual message that resonates. And that opens the door for a whole lot of visual opportunity and engagement.
Check Out These B2B Instagram Marketing Campaigns for Inspiration:
1. Maersk Line – Shipping Containers. Angle: Aspiration
Who would have thought a shipping container company could get 64k+ followers? Maersk uses striking travel photos and ship imagery to resonate a narrative of world interconnectedness and communication – that they “move more than cargo.”
2. MailChimp – Email Marketing Service. Angle: Artsy, Irreverent, Anything But Boring.
This small business email marketing service could be a snooze fest. But a well-timed podcast advertisement tapped them into where they wanted to be, and an Instagram sensation was born. As one of their comments reads: “Your campaigns are [thumbs up]. I would use Mailchimp just because it’s fun and artsy.” And that says it all.
3. Fedex – Global Shipping. Angle: Affinity
Fedex is already a household name, so the focus here is instead on sustaining brand affinity. Sending cargo never seemed so lofty or fun – and we see how Fedex is always there, rain or shine, in all corners of this beautiful planet.
4. Adobe – Software. Angle: Product Showcase
This one is a no-brainer. With a product that lends itself to visual design, Adobe can really stretch its content legs – and it does. They emphasize their product capability with a striking display of visuals that inspire designers of all levels to give their products a go.
5. HP – Technology. Angle: Cutting Edge
HP is another brand that doesn’t need to put much effort into brand recognition. Instead, their approach is a cutting edge image. From virtual reality at Coachella, to gorgeously curated product shots, to technology that’s as fashionable as the models holding them, it’s clear HP lives on the edge of what’s hot now – and what’s next.
The time is ripe for your B2B brand to get on board with Instagram, but we advise you to move fast – early adopters have a much easier go at grabbing attention because the space isn’t crowded… yet. Need help developing an Instagram strategy? Drop us a line – we can help you with that.
Continue ReadingA Rose by Any Other Name? 4 Signs It’s Time To Rename Your Manufacturing Company
by Emily Swet
Is your B2B company suffering a failure to thrive? Don’t underestimate the power of your name. And when it comes to rebranding, don’t underestimate how detrimental a bad name can be, either. B2B companies are quick to list reasons why their businesses are stalling – limited marketing budgets, saturated markets, changing demands – but rarely do they associate a bad name with a stalled out company. It’s just a name, right? The thing is, even though you are selling to another business, you’re still marketing to another human being. And words have meaning. (You know, the whole pen mightier than the sword thing? Yeah, that.) So how do you know if it’s time to rename your manufacturing company? Here’s a cheat sheet.
4 Signs That It’s Time to Rename Your Manufacturing Company
- Your name is too plain. Basic names only work when you 1) are the first company in the field, and 2) have years to establish yourself, like General Electric. But imagine if a company like Amazon had been named GeneralOnlineRetailer.com. They would have been hard-pressed to stand out in the online boom of the 1990’s. (Amazon has an interesting naming story, by the by.) Take note of your competition and your standing before you choose a name like “Universal Plumbing Standards Corp.”
- Your name is meaningless to anyone but you. Initech, anyone? We understand that there are some names that have inside meaning or a rich personal history for your B2B company. But what does that mean to an outsider? It’s this logic that lead Quantum Computer Services to change their name to America Online, which directly translates their product and elicits an emotional response. Unless your name resonates your brand positively on an emotional or literal level, it’s just white noise.
- Your name is hilarious… and not in a good way. We’ll just glance at Analtech, who despite a near 50 year legacy, is rebranding to iChromatography – which not only explains what they do, but keeps those pesky web filters from blocking them in search.
- Your name is scandalous. It’s no surprise when a company like ValuJet has to rename and rebrand to AirTran after their crash in 1996. But if your business, innocently (and coincidentally) enough, happens to be called Lewinsky Auto Supply, it might suffer simply from association.
The right name for your brand will both value your heritage and leverage your position. Think it might be time for you to rename your manufacturing company? Drop us a line.
Continue ReadingLive Video for B2B: Why It’s Time to Get on Board
by Emily Swet
It’s official. Now that YouTube has finally joined it’s compadres and has begun offering live video, it’s time to start thinking about how your B2B brand can leverage it. If you haven’t started using the live video features already available from Instagram, Snapchat, Facebook Live or Periscope, it’s not too late to start. But why should you incorporate live video for B2B into your marketing strategy? And more importantly, what kind of content do you need?
Think Big Fish, Small Pond.
When it comes to live video, B2C brands have robustly adopted this tool as part of their strategy. B2B brands, however, have been historically slow on the uptake. Translation? Your brand has an opportunity to stand out against your competitors – the sooner, the better. If adding yet another social media tactic to your brand strategy seems overwhelming, there’s something you should keep in mind. This lull won’t last forever. The first B2B brands to begin using live video will reap the biggest gains on reach, engagement, and return. Fortunately, adding live video is nowhere near as daunting as it sounds.
With live video, your followers can comment and ask questions in real time. And live testimonials both build trust and increase your conversions. Watching live video with other consumers creates a sense of community amongst your audience that they associate with your brand. The in-the-moment nature of live video encourages feedback in real time, and can be compellingly shareable. And because live video is off-the-cuff, your B2B stands to gain a level of familiarity with your audience that’s hard to attain through more traditional marketing tactics.
Lights, Smartphone, Action.
The good news is live video is easy for any marketing department to produce: all you need is a decent smartphone, and you’re ready to roll. And there’s no shortage of ideas for live video for your B2B brand. Still need some inspiration? Here are a few to get the ball rolling:
- Ask The Expert: host an interactive live interview with one of your company’s experts and open the floor for a live Q&A.
- Up Your Customer Service: livestream a video dedicated solely to customer assistance and quality assurance.
- The Big Reveal: build some buzz for a new product or service with a live video revealing your new offering.
- Testify: interview a satisfied customer and get a live testimonial.
- Take Your Clients With You: live stream from major industry events and conferences.
- Go Behind the Scenes: show your customers your company, introduce them to your employees, and give your B2B some life.
Live video may seem daunting at first, but with a little practice, it will become as easy as any other tool in your social arsenal. And with live video taking increasing ownership of internet traffic, the time to start using it is now.
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