Does Instagram Have a Space for B2B Businesses?
For years, B2B businesses have stayed away from Instagram because of the idea that it only works for B2C businesses. While Instagram is a great place for B2C, is it possible that B2B businesses have been missing out? Yes! The bottom line is this: Instagram isn’t going anywhere, and it offers a wealth of tools for B2B accounts, too.
Some B2B businesses have already harnessed Instagram as a marketing tool. For example, Mailchimp, a self-described all-in-one marketing platform, uses posts like the one below to access a more human side of their business. By highlighting individuals and their personal stories, they remind their followers (and clients) that there are real people behind their business. And this is just one of the many ways Instagram can be used as a B2B marketing tool.
Instagram’s Business Feature
In the last few years, as influencers and lifestyle accounts have emerged, Instagram has introduced its “business” feature. Essentially, this allows businesses on Instagram to change their accounts from personal to professional. What’s the point of doing this? Glad you asked!
Instagram allows its business accounts to easily track insights. With this tool, you can see how many people visit your page, how they found you, and any actions they take from your page.
This means that you can have real-time, easy-to-access data for your company – simply by using a free Instagram account!
Instagram also recently added a shop feature, allowing users to create an online store. This lets your followers purchase products directly from your Instagram page – removing extra, in-between steps. You can also link your website on your Instagram page, and track how many clicks it gets daily.
Make it Personal
Like mentioned before with Mailchimp, Instagram lets you add a human element to your B2B marketing. It’s easier to connect with your audience on Instagram than maybe any other social platform. They’ll have access to direct messages and comments, making it simple to connect with you.
You can also tell your business’s story through Instagram in a way that you wouldn’t through a platform like LinkedIn. You can create content, whether it’s videos or personal stories (like Mailchimp), that immediately connect with your audience. It’s never a bad idea to add a human element to your business, and Instagram allows you to do this.
Finetune Your Brand
Instagram allows you to craft your business’s brand in a way that LinkedIn and even a website don’t. The reality is that, in 2020, your brand matters. On Instagram, you’ll have the ability to create content, hashtags, and engagement specific to your brand. A cohesive, well thought out brand communicates to your audience that you know what you’re doing. If you show that you can do this with your business, they’ll be more likely to trust you with theirs.
By creating content that flows well together and speaks to who your company is, you’re investing in your overall brand. You can also use and create hashtags to help your business gain more exposure. This exposure is crucial because, unless it’s wildly specific, your target audience will be on Instagram. Why not create another channel for them to find you?
Ultimately, Instagram is here to stay, and it’s not just for B2C. The odds are high that your clients will look for your business on Instagram. If they’re millennials, your Instagram could be the deciding factor in them deciding to do business with you. Not only is there a space on Instagram for B2B businesses, but it’s essential that B2B businesses get on Instagram. Your brand matters, and there’s no escaping the fact that, in 2020, Instagram plays a key role in your brand. Ready to make the jump and get your B2B business on Instagram?
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DemandZEN specializes in Account-Based Demand Generation and solving the challenges around finding, engaging and converting target accounts into real opportunities for B2B Technology and Services companies.