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B2B Monday Myth: B2B and Instagram Don’t Mix Well

by MGB2B

The Myth: B2B and Instagram Don’t Mix Well 

The Truth: There are Lots of Creative Ways B2B Brands Can Engage with Instagram Users

Many B2B companies feel it is unnecessary to use Instagram. If you are one of the many, you are likely missing out on a significant chunk of engaged users. The platform has over 500 million users. And when it comes to B2B marketing, Instagram has some of the most engaged users in the world of social media. This is a quality over quantity story.

Here Are 5 Instagram Tips for B2B Brands:

1. Don’t Make It about Your Products. It’s a mistake to use Instagram as your product portfolio. Get creative and tell a story about your brand. Build a relationship. Perhaps you tell stories about craftsmen at your company to highlight their attention to detail. There are so many possibilities.
2. Talk About Your History or Your Philosophy. Customers and clients connect with your brand more deeply when they see that you are authentic. Or amusing. Or smart. Instagram is where your brand voice can come to life.
3. Include People in Your Photos. Whether it’s a buyer or a CEO looking at your Instagram feed, the one thing you can count on is that it’s a person. People do business with people, not with the business itself. So be sure to feature the people that make your organization great wherever you can. For instance, show a photo of your CEO with a quote from him or her. Show hands operating machinery. Post a photo of your Administrative Assistant on Administrative Professionals’ Day. Again, this is an opportunity to show that your brand has a good culture behind it, IN ADDITION to good products or services.
4. Use Hashtags. This is important. Hashtags provide prospects a way to find your brand on Instagram. You can jump on the bandwagon with popular business hashtags, or even hashtags for the masses like #MotivationMonday as long as what you post is relevant to your audience. You can use them to promote events you’re hosting or simply to categorize your posts (e.g. #manufacturing, #construction, etc.). Do a little research to find out what is popular in your industry.
5. Put Links in Your Bio. When you want to promote something in particular, you can put a link in your company bio and drive people to it in the comments section of the photo you’re posting. You can use this approach to promote events, new partnerships, and even new products, on occasion.

B2B and Instagram can be best friends when the platform is used to project company values and brand character. Emotion, values and brand character play a bigger part than you might think in the B2B decision-making process. And Instagram is a great place too influence that process.