How to Use Instagram for B2B Marketing

How to use Instagram for B2B Marketing… We have B2B clients frequently asking how/why/if their brands should be on Instagram.

If your customers are spending time there, and it’s a channel to keep your brand name in front of them, you need to be on it.

In the world of B2B marketing, Instagram might not be the first platform that comes to mind. It’s easy to dismiss it as a playground for trendy influencers, foodies, and fashion brands. However, underestimating the power of Instagram for B2B businesses is a mistake. With its ever-growing user base and a plethora of creative features, Instagram has evolved into a valuable marketing tool for businesses of all kinds. In this blog, we’ll explore why B2B businesses should be on Instagram and how they can showcase different content on this visual platform.

Instagram’s Massive B2B Potential: Be Where Your Customers Are

Instagram has over 1 billion active users worldwide. This makes it a potential goldmine for reaching a broad and diverse audience. Existing and potential B2B clients are likely spending time on Instagram during some part of their day or week, so meet them where they are at.

Instagram users spend an average of 12 hours per month on the platform. Regardless of your business type, your brand needs to be where customers are spending their time. By showing up in their feed, you are gaining brand awareness and keeping top of mind.  

Hashtags can be a great way to expand your presence. By using topics in your hashtags that relate to your products or services, it increases exposure and discovery.

Humanizing Your Brand: Show Off Your Culture

Share of picture of your work group at lunch

Instagram allows B2B businesses to humanize their brand and tell their story in a more personal and engaging way. Share behind-the-scenes glimpses of your company culture, showcase your team, and provide a transparent look into your processes. Humanizing your brand builds trust and credibility in the eyes of your audience.

  • Share a picture of your team out to lunch. This shows that people who work together actually like each other!
  • Post a picture of a staff meeting where everyone is together.
  • Is there a particular cause that your company supports? Show your staff in action. Maybe it’s attending a fundraising dinner, or hosting a canned food drive.
  • Do an employee spotlight. People like to know who they are doing business with, and this lets them put a name and a face together. It also builds positive employee relationships. (Note: While we do strongly encourage tagging someone personally on LinkedIn, we do not encourage this on more personal platforms like Instagram, TikTok, or Facebook. We advise only tagging company names.)
  • Did you office decorate for the holidays? Show off your holiday spirit.

Showcasing Your Expertise

Demonstrating your expertise in your industry is crucial for B2B companies. Instagram offers the perfect platform to share thought leadership content, industry insights, and informative posts. Use captions and stories to share valuable tips, statistics, and case studies that showcase your knowledge. A graphic showing an impressive statistic about your product or service can really grab someone’s attention.

Ideas for Posts:

  • Make a graphic about your customer retention rate
  • Feature your products differentiators
  • Share pictures of where your employees are a guest speaker or presenting.

Get More Mileage from Conferences and Events

Using Instagram as a powerful tool for B2B conference promotion involves a multi-phase approach: before, during, and after the event. Leading up to the conference, organizations can post to create anticipation by sharing teasers, event announcements, and countdowns. These posts not only generate excitement within their follower base but also enable them to connect with potential attendees, speakers, or booth visitors who may be interested in their offerings.

Post before, during, and after the conference on Instagram.

During the conference itself, Instagram offers a dynamic platform for real-time engagement. By sharing snippets of presentations, behind-the-scenes glimpses, and impactful moments, companies can extend their reach beyond the physical event space. Utilizing features like live updates and interactive stories, businesses can foster immediate engagement, encouraging discussions, inquiries, and meaningful connections.

Post-conference, Instagram can be instrumental in recapping the event’s highlights and sustaining the momentum generated. Companies can share key takeaways, distill lessons learned, and express gratitude to attendees and partners. This phase also provides an opportunity to nurture relationships, convert leads, and highlight any post-conference developments, partnerships, or success stories that have emerged. A well-strategized Instagram presence throughout the conference cycle can lead to heightened brand visibility, expanded networking opportunities, and substantial growth in the B2B sector.

Before, during and after the event, be sure to include event hashtags. Booth visitors may have come to your booth and had a great conversation, but they also met countless other people while there. Help them remember what you talked about and the value that your company offered. Hashtags will help people associate your company with being at that event.

Build Partnerships

Instagram is a networking hub where B2B companies can build partnerships, collaborate with complementary businesses, and strengthen industry relationships. Engaging with influencers and industry leaders can open doors to new opportunities and broaden your reach.

Tagging businesses increase your reach and theirs, and is always appreciated. It also shows others that you have trust in that other company, and vice versa. Did a vendor do a great job? Post about their work. It shows that your posts are not always just about you, and that you will give credit where credit is due.

Encourage your customers and clients to share their experiences with your B2B products or services on Instagram. Repost user-generated content with proper credit to build trust and authenticity. UGC serves as social proof and can significantly influence potential customers.

Instagram: A New Recruiting Tool

B2B businesses can leverage Instagram not only to showcase their products and services but also to offer a window into their company culture. By sharing glimpses of the workplace, employee spotlights, and team activities, they can provide a more human and relatable dimension to their brand. This approach helps potential clients and partners connect with the company on a personal level, fostering trust and a sense of authenticity.

Instagram can serve as a powerful recruiting tool for B2B businesses. Through the platform, companies can display their workplace culture, values, and the unique opportunities they offer to potential hires. As potential recruits engage with this content, they gain a better understanding of what it’s like to be a part of the organization, making them more likely to consider it as their next career destination. In this way, Instagram becomes a valuable platform not only for business-to-business interactions but also for attracting and retaining top talent.

Homework for Your B2B To Do Today:

Best ways to use Instagram for your B2B business?

  • Share photos of your team interacting. It becomes an excellent recruiting tool to show off your company culture.
  • Take photos of your team at events and trade shows. This lets existing and potential customers know who you are and that you are at these industry events. People like to know the people that they are doing business with. Instagram is perfect for this.
  • Post photos of your team at training to show prospective employees that you invest in professional development.
  • Follow us for more Social Media Tips to Grow Your Business

In conclusion, Instagram is not just for lifestyle brands and influencers. B2B businesses can use the platform’s massive reach and creative features to connect with their target audience, showcase their expertise, and humanize their brand. By diversifying your content and utilizing Instagram’s various features, you can unlock its untapped potential and stay ahead in the competitive B2B landscape.

Lake House Digital is proud to handle our clients’ social media strategy and management across social media platforms, including Instagram. Reach out today to us to get started:

About Lake House Digital

Lake House Digital, based in Cary, NC near the Research Triangle Park (RTP), was established in 2021. With over 50 years of combined experience, we provide measurable, actionable results in digital marketing efforts for our clients. In the industry, we are set apart: our employees hold industry certifications across topics and platforms. Lake House Digital has worked with B2B and B2C clients in life sciences, technology, manufacturing, healthcare, commercial real estate, hospitality, higher education, and nonprofits. We bring experience with a growth mindset to achieve the very best results: measurable, actionable results and growth for every client.