Why B2B Companies Need Instagram Marketing

June 5, 2019

By Hugh Beaulac

As an interactive photo sharing tool, Instagram marketing has been a great way for B2C brands to hook customers, give them an idea if the product can meet their needs, and provide them with emotional satisfaction.

For B2B companies, having an Instagram presence hasn't been the most obvious marketing strategy until recently. With over one billion active users, your B2B target audience is definitely on Instagram, so it is no wonder that big B2B brands like MailChimp, Intel, and HP use Instagram to drive business results.

Looking for a new way to reach its B2B audience, a mobile app analytics company Appsee ran video ads in Instagram Stories that led to a 3.4 times higher click-through rate and a 25 percent lower cost per qualified lead. The bottom line? The campaign helped to increase brand awareness, website traffic, and leads.

If you're still doubting whether you should care about Instagram marketing, there are five proven reasons for you.

 

Grow Brand Awareness

No matter what your business niche is, your clients must have many alternative options these days. The more people know about your brand, the better for your business growth. Thus, brand awareness matters. Even if your final customer is a business, there's still a human at the end of every deal. Using Instagram can be a part of any strategic marketing plan as you use this platform to interact with real people who stand behind businesses. As a result, you acquire potential customers without selling directly.

 

Embrace Authenticity

Whether you're a B2C or B2B company, revealing the human side of your organization is a must. According to Forbes, customers crave for authenticity more than ever, and it also helps them make decisions. While most companies want to promote their products on social media, just a few of them know that putting customers first is more important to drive results. Once your customers trust you, they are more likely to consider your product as an option when it comes to making the purchase decision.

If you want to enhance your brand impact, stay creative to become more authentic on Instagram: Publish real-time content, take users behind the scenes, introduce your team, etc. As a B2B company, showing off your product on Instagram won't work. Thus, it's better to focus on nurturing genuine relationships with potential customers, and brand authenticity is a key to it.

 

Create Partnerships

The concept of a business partnership isn't new. Based on a report by CMO Council and BPI Network, 57 percent use partnership to acquire customers. When it comes to Instagram marketing, B2B companies can get results when collaborating with other businesses.

Simply put, establishing relationships with other brands can be beneficial. Moreover, it doesn't require much time or money to take care of potential partners, and therefore create partnerships on Instagram. For example, you can just help another business cut through the noise and promote its products within your community — tag it on your post or feature it on Instagram Stories. Since most people return the favor, they will be more likely to contact you to thank you.

 

Give Social Selling a Try

Over the last few years, the idea of social selling has gained popularity. With over 2.77 billion social media users, it's easier for modern customers to discover new products and buy them on platforms. Before buying any product, even B2B markets people check companies out online. When it comes to selling B2B products, social selling still matters: As human beings, people always use their social experiences as a key part of the decision-making process. If you have delivered your brand message to a market person, your product can become an option. What is more, Instagram marketing allows B2B companies to increase customer retention. For any business, this means more sales.

 

Collect Customer Feedback

Instagram knows about its marketing potential, so the platform rolls out business-specific features that help both B2C and B2B companies make the most out of Instagram marketing. When you sell to a business, it can be hard to understand what your clients think about the product. But when you promote your B2B product to real people, it's easier to do market research and understand clients' preferences, needs, and wants. For example, you can collect feedback and understand more about their products with Instagram Stories polls or question stickers.

Instagram can add real value to any business as your potential customer is waiting for you on the platform. In short, Instagram marketing is an excellent way to spread a word about your B2B company, stand out from the crowd, reach potential clients, get more people to your website, and even improve your product when done right. All in all, Instagram marketing is an investment that pays off over the long haul.

Hugh Beaulac (@HughBeaulac) is an SMM manager and content strategist at MC2.


The views and opinions expressed in Marketing Maestros are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.


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