Instagram has been viewed by marketers as solely B2C territory for far too long It s time to dispel this misunderstanding In actuality, Instagram is a B2B treasure trove It can support brand differentiation, audience growth, and client retention In other words, B2B brands must be present.

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The Power Of Instagram ForB2BBusinesses
P U B L IS H E D B Y:
Paras Pandya
P U B L IS H E D O N :
December 29,2022
P U B L IS H E D IN :
Digit al Market ing
Instagramhas been viewed by marketersas solely B2C territory forfar too long. It’s time to dispel this
misunderstanding.
In actuality, Instagram is a B2B treasure trove. It can support brand differentiation, audience growth, and client
retention. In other words, B2B brandsmust be present.
Youshould never lookdown on social media marketing for your brand. If your opinion of Instagram for B2B hasn’t
changed, get ready for a change of view. For all the evidence, tactics, and resources you’ll need to join the
movement,keep reading.
Why Should B2B Companies Use Instagram?
Before changing their strategies, the majority of marketerswant to see the statistics. Fortunately, there is a
wealth of studies to back up the effectiveness of B2B Instagram marketing.Three concrete justifications for
introducing yourbrand to Instagram are as follows:
Where your clients are there.
Social media use among consumersis at an all-time high. Over two-thirds of consumersacross generations (71%)
say they areusing socialmedia more frequently thanever.
Spending so much time on social media isn’t just for interacting with friends and influencers. Social media is used
by people to interact with brands. In fact, Instagram is the second-most popular network for following brands, with
morethan 50% of customers using it.
You’re probably speaking to an active Instagram user, whether you’re working with a single buyer or a team of 10.
From the point of awareness all the way to contract signing, a strongnetwork presence may guarantee your place
at the top of their minds. This is where your target audience can be.
The purchase process is supported by visual content at every level.
According to marketers, the two most valuable content formats for attaining their objectives are video and
photos. The key to effectively communicating your value propositions is to write brief, easily digestible content.
Youmight observe this and conclude that it is biased in favor of B2C brands. since they may use user-generated
materialand productdemonstrations with more freedom. But the opposite is true more than anything.
According to a new Forrester report, short-formvideo is crucial to the B2B purchasingprocess. Brands may even
benefit from it if they want to make a coveted vendor shortlist.Every stage of a B2B buyer’s journey may be
supported by Instagramthanks to its live-streaming,Reels, and video postings.
Instagramadvertising is revolutionising brand awareness.
The goal of creating brand recognitionis the goal of half of all B2B marketingcontent.Marketers mayreach new
audiences with eye-catching contentby usingInstagram advertising.
Campaigns on Instagram provide a recall that is twice as high as what Nielsen considers acceptable for online
advertising. If your Instagram advertising plan is consistent, prospectswill remember your business when it
matters.
Content marketingcan really help and you can use contentto boost yourgame.
4 Instances Of B2B Instagram Marketing That We Adore
Let’s go into the how now that you know why your company has to be on Instagram. Youcan draw inspiration from a
wide range of innovative B2B marketersas you develop your plan. If you’re unsure who to contact, look no further
thanthese fourbusinessesthat havemastered Instagramforbusiness:
. Drift
Platform for conversational marketingFive separate podcasts are produced by Drift that range in topic from
operational effectiveness to the art of business discussions.Each one consistently produces high-qualitycontent
because they each release new episodes several times each month.
Fortunately, they have discovered a way to reuse the contentso that it exists outside of its original medium. Tobe
used as clips for Instagram feed postings,the Drift social team edits podcastrecordings.By doing this, they can
advertise their programmers on a new platform and produce an almost limitless supply of Instagramcontent.
The key message: B2B f irms have a wealth of information at their disposal, including sell sheets, case studies,
white papers, and other marketinginitiatives. Brands may expand their presence on the network without putting
too much pressure on the network’scapacity by learninghow to use that material to support an Instagram
strategy.
. Litmus
Instagram is used by the email marketingtool Litmus to disseminate knowledge. That’s easier said than done when
tacklingcomplex subjects like email deliverability and performance data. However, their team uses Instagram
carouselsto succeed.
. Deflate
The Unbounce crew is the expert when it comes to conversions. The provider of landing page solutions uses
InstagramStories Highlightsto increase traffic conversions on the platform.
Highlightsis a publication from Unbouncethat covers a variety of subjects, such as new product information,
employer brand statements, and content promotions. Highlightsare continually updating their profile to keep it
current because they can be added, removed, and rearranged at any time.
The key point is that Instagram Stories are brimmingwith extra interaction features like polls, links, quizzes, and
more. B2B businesses can extend those engagement plays into the 24-hour markwith Stories Highlights,making
the most of their creativeefforts.
. Chili Piper
Chili Piper offers an inbound sales solutionwith cutting-edge qualification, routing, and bookingsoftware that
assists sales teams in streamliningtheir daily operations. Both their product and their Instagram content speak to
the demands of sales professionals.
The Chili Piper Instagram page features posts about productivity, remote work, and mental health. Even while
these subjects may not be related to sales software,they do directly address the needs of their end users.
The lesson learned: Instagram marketingfor businesses isn’t just about generating quick revenue. Building ties
with potential customers is important. Share material that speaks to the needs and goals of your audience to
convince themto follow your account.
6 Recom m endations For B2B Instagram Marketing
There are still a few things to learn before you can move forward and formulate your strategy. The Instagram B2B
marketing adviceyou should be aware of before scheduling yourfreshcontent is provided below:
. Make your aims and target audiences clear.
Please note that both are plural. Instagram can help you achieve a number of B2B marketingobjectives beyond
brand awareness. As an employer brand tool, you may use the network to connect with potential hires. Alternately,
you may focus on conversions and test out strategiesforincreasing sitevisitors.
Regardless of how you intend to use the network, knowing who and what you should be aiming for can help you
succeed. Once this has been established, you may concentrate on f inding the ideal content mix to support your
objectives.
. Add a link to your bio.
Links on Instagram business profiles are permitted in stories but not in post captions.You’ll need a link f ixto get
around this. Toconstruct websites that resemble Instagram feeds so users can accesslinks that go with particular
postings,many marketersrely on link in bio technologies. This is essential for maximising network traffic
conversions.
Screenshot of Sprout Link, the link-in-bio function
Users of Sprout who want to combine all of their metrics onto one platform can use our Sprout Link service, link in
bio. Once configured, marketers may easily and quickly obtain pageview data for reporting from within the Sprout
platform.
. Refresh your most recent content analysis
The launch of your B2B Instagram marketingplan presents a chance to examine your materialfrom a new
perspective. Examineyour marketing content library and considerhow existing materialscould help you produce
freshInstagram content.Here are some concepts to get your mind thinkingclearly:
Youcan use sell sheets to make informative Instagram Stories that highlightthe benefits of your product.
White papers and blogs can be reused as carouselpoststo increase engagement.
Case studies makeexcellent visual testimonials.
Owned research can help many infographics be produced.
. Describe a paid approach.
Toutilise Instagram to its full potential, you must experiment with paid promotion. A third of B2B buyers notice
ads and are positively impacted by them, according to the 2021 Demand Gen Report. Youmay scale your presence
on the network more quickly by being aware of and specifying the function that paid will play in your Instagram
strategyas early as possible.
. Stay current with current trends
Instagram is a mecca for memes, particularly timely ones. Before the moment has even passed, there can be a lot
of topicalcontent inspired by cultural occasions,and for good cause. These instancesencourage participation.
These situations can offer chances for amusement and lightheartedness, but they can also involve risks. Use a
sentiment analysis tool to determine how people are actually feeling before you join the day’s most popular trend.
. Test and discover
Change is the only constant in social media. Your plan will never be f inished because there will always be new
features,tools,and algorithmmodifications. You need to embrace creativetesting if you want to stay ahead.
Youcan f ind out what your audience wants from your brand by conducting regularA/B tests. Spend some time
experimenting with new creative, copy, and hashtags to determine what has the greatest impact on your
performance. You’ll soon be able to leverage your Instagram analytics to establish yourself as the subsequent
prominent B2B brand on Instagram.
B2B Instagrambusinesses can never fail!
Instagram Is The Platform Where You Need To Be.
Despite the puns, you must use Instagram for B2B marketing. Because of the variety of content forms available
on Instagram,your brand will be more appealing to consumersand will stick aroundlonger.
Youare more than prepared to develop a strategy that supports common marketingobjectives now that you are
aware of the what, why, and how of B2B Instagram marketing.Use this worksheet to help you create a B2B
content plan if you need extra assistance. It will assist you in organizingand producinginteresting content that
movespotential customers through yourmarketingfunnel and into a signed contract.
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