Over 400 million people are on Instagram these days. This creative, visually led social network is rapidly becoming a place where people engage with brands and share content. Yet, many B2B companies dismiss Instagram as not being right for their brand. Instagram doesn’t immediately come to mind when you think of B2B marketing, but there are huge opportunities to promote your brand values.
Storytelling has become a great way to give B2B brands a personality. Storytelling is about connecting with your audience and moving away from the self-centred, sales-orientated advertising that just doesn’t work for B2B brands anymore. The key to leveraging Instagram as a marketing tool for B2B brands is to not think of it as a marketing tool at all. Instead, you want to think about Instagram as a way of telling your story as part of a larger online marketing strategy. Here are three ways that Instagram can help you tell your brand’s story:
- Establish long-term connections
B2B brands need to embrace the fact that marketing on Instagram is less about selling the benefits of your products and services, and more about establishing deeper connections with people including industry thought-leaders, employers, and prospective clients. Instagram is about building and maintaining awareness of your brand. Think of Instagram as a way to grab the attention of industry influencers and potential clients at a time when they’re not really in work mode, as they’re not going to be interested in being sold to. This is your chance to seamlessly integrate your brand values into their Instagram feed.
- Humanize your brand
Another way you can give people an insight into your company culture is to use Instagram to offer a behind-the-scenes look, as people love seeing what goes on in other offices. It can be as simple as snapping a quick photo at your company’s event, or taking a photo of one of your employees to publicly wish them happy birthday. B2C brand’s social media channels thrive on being relatable and yours should be too.
- Contribute to the conversation and be part of the community
As well as interacting with clients’ photos and comments, responding to big news stories, industry developments and trending hashtags can be a great way to engage your followers and show the world that you have your fingers on the pulse. Give your brand a personality through comments and thoughtful posts in the public space.
Take the time to understand the benefits of using Instagram to communicate your brand’s values to potential clients and industry influencers, if you’re looking for new ways to engage with your B2B community.
This visually led social channel might have its roots in B2C marketing but, with over 400 million subscribers, you might want to take a look to see if this platform is right for your B2B business.