Instagram phone

Instagram IS for B2Bs

27.07.20

By Nutcracker

There are over 25 million businesses on Instagram – is yours one of them? Whether you’re a B2B or B2C brand, there is a place for you on the photo-sharing platform…

While Instagram for business can feel like a daunting prospect, it is undeniably a powerful tool for spreading brand awareness and targeting existing and potential customers. Plus, with 90% of Instagram users following at least one business on the platform, it’s important to carve your place, market your brand and leverage its power for all your business needs.

All for the gram

Although both target very different customers, B2C and B2B companies across the UK are already reaping the rewards from Instagram. The biggest benefits? Firstly, building trust with your audience – by sharing day-to-day glimpses of life at your company, adding a personal touch to your public image and promoting transparency, you are creating authentic and honest relationships with your customers. And secondly, increasing traffic to your site – and with many business owners claiming that Instagram is responsible for as much as 50% of their site traffic each month, it’s certainly a platform to consider…

But you have to turn heads on Instagram with something different. It’s no use sharing stock photography and staged promotional pictures. Your prospects and leads want authentic content. They want to see the humans behind the brand. Showcase who your company is, what you believe in and why – use the platform to develop an identity and share what makes your business unique.

Your business, squared

Instagram has a higher engagement rate than Facebook and Twitter, and B2B companies experience their largest engagement ratios on the platform. But to make it work for your business, you need to deliver high-quality, thoughtful content. After all, it is a visual storytelling platform. However, before you can begin, you need to think about your desired result. Are you trying to build brand awareness? Drive leads? Recruit potential applicants? Encourage phone calls? Understanding the end goal will help you plan out your strategy and tailor your posts to fit.

Then think about your approach. Do you want to humanise your brand? Become a thought leader? Feature your product in use? Once you have this locked down, you can focus on creating highly visual content that aligns with your goals and your audience’s interests in a compelling, memorable and engaging way. Will you share images of your team? Your office? Weekly successes? What’s happening in the business? New staff positions? Impressive statistics?

And remember, Instagram is a community so it’s more than just posting your images. It’s about engaging with relevant users and helping your followers feel valued. Comment, follow, like, repost and participate in comment threads – make your feed all about your customers, be honest, create a community and the leads will come.

If you want to take the leap into a B2B Instagram profile, or you’ve come unstuck with your strategy, email jenny.knighting@nutcrackeragency.com and we can create a bespoke feed with your commercial goals at the centre. Whether you’re looking to show off your corporate culture or showcase your latest innovation, the platform can elevate your brand story and help you create genuine and strong connections with customers, employees and followers just as well as any B2C brand.