How to Use Instagram for B2B Marketing


Published: March 22, 2021 Author: Jason Holicky - Hometown Design Studio Inc.
How to Use Instagram for B2B Marketing

Instagram is one of the best visual marketing channels for your company and a great way to grow your B2B business by helping more customers find and connect with your brand. With more than 1 billion monthly active users, there’s plenty of room for B2B companies to meet their marketing goals on this social media platform. The right strategy starts with how to use Instagram for B2B Marketing.

How to Set Up a Business Profile on Instagram

Setting up an Instagram Business Account is a quick and easy way to let more people know about your company along with your products and services. The first step is to download the app from the iOS App Store or the Play Store on Android. Once installed, open the app and tap “sign up” to enter your email address, or you can choose to login with your Facebook account.

Next, you’ll want to change your account to Business. You’ll find this under Settings in the app; scroll down to “Switch to Business Account.” Once this step is complete, add all your details, such as your company hours, address, and phone number. Your business profile is now ready for you to post content, visit other profiles, and follow accounts.

How to Create a Business Instagram Account

What is the Best Strategy for Instagram Marketing?

All of the one billion users on Instagram work somewhere, and many of them are decision-makers for the companies you wish to do business with. Plus, 81 percent of people use Instagram to research products and services. Your Instagram content will help key decision-makers get to know your company, learn about your goals, meet some of your employees, and find out what your company’s culture is like. It’s perfect for introductions, building interest, generating leads, boosting brand awareness, and establishing trust.

Define Your Target Audience: the B2B Buyer

Define Your Target Audience

Understanding your audience is critical for every marketing aspect and is essential before you begin creating content for your Instagram feed. One good place to start is to see who is following and engaging with your brand on your other social channels. What are a few things they all have in common? What other businesses are they following? What kind of content are they sharing with their followers?

Use the S.M.A.R.T. Framework to Set Objectives

No strategy is complete without goals, and SMART goals are the best way to get tangible results. SMART goals are specific, measurable, attainable, relevant, and timely. In other words, you don’t want to set a goal to “get more followers” or “drive more traffic to my website.”

Instead, an example of a specific goal would be to aim for 50 followers in your first three months. The difference is not only in specifics, but it’s also a measurable goal, so you’ll know when you’re there, attainable and realistic, and has an end date to keep it timely. Keep in mind that 50 followers may not be attainable for your industry, or it may be well below what you can expect. Be sure to do your homework and make sure your goals are attainable.

Schedule Content & Post Consistently

As with all social media channels, you can only get what you give. Your followers want to see plenty of content and find it on a relatively predictable basis. Because Instagram posts are primarily visual and users aren’t expecting a deep dive from posts, you can post a bit more frequently as long as you have fresh content.

Start with at least once per week, but once you gain momentum, your audience may welcome more frequent updates. The average business account posts on Instagram once per day. Of course, staying on top of regular posting can be a little tricky. It can be helpful to plan, create, and schedule your content ahead of time. That way, you can be sure your feeds are always full while also creating cohesive messaging.

If you’re looking for a great scheduling tool, we recommend Promo Republic as it also comes with lots of helpful tools for designing and enhancing your content.

Create Quality Content

The only consideration that’s more important than post frequency is quality. It’s always better to have fewer, high-quality updates than it is to rush content to your feed just to get it there. The type of content you create should not only be interesting to your audience, but also aligned with your brand’s goals and visual image.

Create Quality Content on Instagram for B2B Marketing

For businesses, giving insight into your operations can provide endless opportunities for interesting, engaging visual content that will also help build trust and drive sales. From a behind-the-scenes look into your processes and employee spotlights to customer testimonials and candid shots from events, there’s plenty for you to show off. Plus, you can keep everyone up-to-date with announcements, event information, product or service launches, new hires, and more.

Keep in mind that you can create posts that will show up in other users’ feeds as well as add to your story. The Instagram story feature is a separate space to post photos and videos that will disappear in 24 hours and allow you to tell a longer story with more pictures or a longer video. The benefit is that viewers are primed for a longer view time when checking stories, and long videos or multi-photo posts can sometimes be overwhelming in your feed.

Increase Engagement

Hashtags are an essential way to get your content and Instagram account found by new people, and Instagram users are not turned off by posts with lots of hashtags. It’s important to only use hashtags that are relevant to the content you’re posting as you don’t want to annoy people. A good way to discover hashtags is to search for words that are relevant to your business and look at the hashtags on the posts that come up.

Once people have found your content and start interacting with it, it’s critical that you stay engaged as well. Remember that every like, follow, and comment you receive is a dedicated effort from a current or potential customer. Always respond to every comment, even if it’s just to say “thank you,” or something equally simple, and take time to look through the posts and stories from your followers from time to time and give them a little love in return.

Successful Instagram

Creating a successful B2B Instagram strategy doesn’t have to be complicated. Like all other social media platforms, it starts by understanding who you are trying to reach, creating and posting content consistently, and engaging in conversations with your audience.

For many business owners, there aren’t enough hours in the day to stay on top of all these tasks, but that’s where we come in! Our social media marketing strategies have delivered proven results for our clients, and we’re ready to do the same for you.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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