These days, it’s not just about maximizing your business presence on Facebook, LinkedIn, and YouTube; Instagram also deserves your attention, and for those in the B2B world, you may be wondering how best to make use of this social media platform to reach other businesses as opposed to consumers.
Does B2B Marketing Work on Instagram?
You’d be forgiven for thinking that Instagram is only a photo haven for millennials and the younger generation. Although these are its primary audience, Instagram also has potential for the B2B market if you know how to leverage it.
The secret to attracting interest in your products or services through B2B marketing on Instagram is to leverage the popular Instagram Stories feature. Instagram Stories piggybacked on the immense popularity of Snapchat to launch stories to an incredible reception.
But unlike photos, which stay on Instagram forever, Instagram Stories only last 24 hours. And although you might think this isn’t long enough to make an impression on your target audience, you’d be surprised at the creativity and interest this “setback” can actually open up once you think about it.
Taking Advantage of Stories
Think about the things that you could do in the span of 24 hours. Imagine that someone came to you and said, “You’ve got 24 hours to make your product or service absolutely irresistible to your target market. You can use images and videos.”
Brainstorm ideas that you think would attract your target audience, including things that will help build rapport, position your product as the best option and generally add personality and relatability to your brand. Although these tactics are most often used in the B2C world, there’s no reason that B2B has to be too stuffy and corporate. Inject a bit of fun, humor or creativity into your story and watch how your audience responds.
Stay Tuned for the Next Episode
One of the best ways to take advantage of the limited time “shelf life” of Instagram stories is through serialized content. Similar to how TV shows end with a cliffhanger encouraging you to “tune in next week”, you can leverage this idea to create your own Instagram Story that actually tells a story. For example:
- Are you doing something unique in your business, challenging or changing the status quo?
- Are you giving back to the community or making investments in local matters of importance?
- Are you using technology in a way that goes beyond the business itself to help others?
- What are the fun facts that people need to know about your business?
Stories like that get people talking, and more importantly, interacting with your brand.
Become a C-Suite Influencer
People who are interested in Instagram Stories are also interested in the people behind the brand. This is a great opportunity to introduce people to key decision-makers in your organization.
For starters, introduce your business’ founder or CEO:
- Who is your CEO and why should people care?
- What is your CEO’s vision for the company and why should people care about that?
- How can people become a part of that vision?
- How do they plan to use their product or service to help others in some way?
- What is the future of your industry like?
Give your CEO a presence and demonstrate first-hand through Instagram Stories how you’re making the change you want to see in the world.
By doing this, there is a highly likely chance that another business will discover that they resonate with your organization’s goal and that increases the chance of them doing business with you. Though this is through the digital space, this serves as an attempt to get closer to your target audience by providing that human aspect of your business.
Go Behind the Scenes
Depending on your industry, Instagram Stories is a great way to go behind the scenes of the product, service and the people behind it. Who are the people that make up your company? What are their unique talents? What do they love about their work?
Maybe Jim in Customer Accounts is a phenomenal mountain climber. Maybe Kristina in IT has an incredible voice and performs with the local theatre. Let your Instagram followers get to know the people behind the brand and in doing so, let themselves become closer to the brand as a whole.
Don’t Forget That Link!
One of the best benefits of Instagram Stories is also one of the most under-utilized. They let you add a link to every story “frame”, so don’t forget to take advantage of that to drive users toward your landing page or otherwise encourage them to take the action you want them to take.
Need Help with B2B Marketing on Instagram?
As you can see, Instagram Stories is like its own little self-contained ecosystem. Knowing how to navigate it and do it right the first time is incredibly important. Fortunately, Workdom is here to help. We know how to weave amazing Instagram Stories for B2B marketing that set your brand, product and service apart, while encouraging other businesses to pay attention and engage with you.
Reach out to our senior advertising executives today to learn how to leverage Instagram Stories for your B2B marketing strategy to grow your brand using the incredible popularity of this powerful marketing channel.