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Common Questions and Answers
Many owners of B2B companies might think that social media marketing is a waste of time for their business.
This idea stems from the fact that the customer of a B2B company is another business, and therefore, they don’t need to reach out to them on social media.
This thought has now been completely rejected by experts, and they strongly recommend B2B owners invest in social media marketing.
The important thing is the type of social platform you want to use. Instagram has now proved to be useful for all businesses of all types and sizes. So as a B2B brand, you can also go for an Instagram account and build your online brand identity on it.
Of course, this is not as easy as we’re talking about it. Here are some simple tips to help you in this regard.
Having an Instagram business account is the first and perhaps the most important step in growing every business, no matter it’s a B2C or a B2B company.
As you know, there are two types of accounts on Instagram: personal and professional. The latter is also available in two different categories: creator (like bloggers) and business account.
Having an Instagram business page for your organization comes with a slew of advantages. The most obvious one is that followers may contact you straight from your Instagram page by clicking on your ‘contact’ button.
You may also use Instagram’s analytics tools to gain information about your posts’ impressions and reach.
A set of SMART goals in mind before beginning posting on Instagram is another important matter in B2B Instagram marketing.
Being specific, measurable, attainable, relevant, and time-bound are essential when defining your goals.
This way, you won’t get into trouble when posting because you know what exactly you want. Also, when you want your objectives, you can easily assess your performance by comparing your current situation with what you want to achieve.
If you want your Instagram account to be effective at increasing your website’s traffic, this is crucial to know your audience and who you’re trying to attract to your website.
If your posts appeal to your target audience, your Instagram account can be a great tool for converting Instagram users to potential clients.
The important thing is that you have to reach out to them on a human basis, not simply a professional one.
Try to showcase other items that people might be interested in, rather than just what your company sells. Your fans want to know that you’re a real person behind the brand.
You have to stand out as a niche thought leader on Instagram. This is what a B2B marketer particularly needs more than a B2C marketer on Instagram.
Remember that many of your audiences are experts and other business owners, so you have to make them believe you’ve something new to share.
Try to avoid copying other content because it will dent your reputation. You have to turn attention to something different—not ordinary posts that can be posted by everyone.
You need to create all the multi-media items by yourself and avoid using stock photos. This can impact the thought of your users about your brand culture. So you have to be as much creative as possible to appear different from mediocre accounts on Instagram.
As you know, generating a considerable number of posts for Instagram is a time-consuming task. So you’d better embrace user-generated content instead of generating all the posts by yourself.
Remember that your in-house staff may not be able to continue generating stunning graphics all year, don’t be scared to enlist the support of your users to help you create Instagram content.
You can also motivate them by offering some incentives. This way, you can reduce the costs of generating content and keep a constant presence.
Hashtags are central to social media platforms’ algorithms, and Instagram is no different.
If you want your posts to appear on the explore page of Instagram and get the most exposure possible, you have to use hashtags wisely.
You have to do your hashtag research to find the most viral hashtags in your niche. Then, you need to create some branded hashtags to be used along with niche hashtags.
Try to avoid using too general hashtags like #business. You can also use some tools to create Instagram hashtags.
When building your marketing plan on Instagram, engagement is an essential part. If you don’t talk to your audience, no amount of advertising or influencers can persuade them to remain with you and buy your items.
The higher engagement rates you have, the more trust you can gain. Make an effort to be engaged and transparent as much as you can.
You have to make it possible for potential consumers to interact with your content and your company as a whole.
You can also think of using sentiment analysis tools to track positive and negative opinions and mentions of your brand on social media. This can help you manage your online reputation.
When it comes to marketing your product/service, you need to measure your ROI and track your growth.
Instagram Insights shows you the stats of your performance using which you can understand your weaknesses and strengths.
You have to recognize your best-performing content to be able to optimize your future strategies accordingly. This way, you’ll learn what kind of content appeals to your followers.
You can also ask your followers to give their feedback and change your strategies where it’s needed.
It’s well-established that Instagram can be of great use to lead generation strategies of B2B companies. Of course, you need to do it in the right way to reduce the cost and time you spend on it.
About the author
Tom is an online marketing expert with more than 6 years of experience in this digital industry.
He is collaborating with some well-known brands in order to generate traffic, create sales funnels, and increase online sales.
He has also written a considerable number of articles about social media marketing, brand marketing, blogging, search visibility, etc.