Instagram is growing and shows no sign of slowing down. There are currently over 700 million users, a user base more than double that of just two years ago. As an increasingly popular social medium, and one that yield engagement rates 60 times higher than Facebook and 120 times higher than Twitter, Instagram is attractive for all kinds of advertisers but using Instagram for B2B marketing can be tricky. If you’re a B2B brand, you might be wondering: could Instagram be your next big customer acquisition channel? Maybe, but only if you approach it in the right manner. Instead of jumping on the bandwagon, it makes more sense to take a strategic approach.
1. UNDERSTAND INSTAGRAM’S DEMOGRAPHICS
Irrespective of its staggering growth rate, Instagram is an effective social media platform only if its demographics match that of your customer. Instagram is extremely popular among 18 to 29-year-olds, with 59% using the platform according to Pew Research Center. Instagram reveals that 80% of its user base exists outside the U.S, with half of the last 100 million users coming from Europe and Asia. If this group makes up a small percentage of your total customers, there is still a silver lining. Your audience may be small, but it will be highly engaged. Trackmaven found that Instagram provides 20 times more engagement than LinkedIn, the standard B2B social media platform.
2. DETERMINE YOUR B2B BRAND KEY PERFORMANCE INDICATORS
Establishing a key performance indicator (KPI) verifies your level of success when using Instagram for B2B marketing. A KPI brings objectivity to your efforts and helps ascertain the effectiveness of your endeavours. Examples of KPIs include number of followers, engagement rate, and traffic to your website. Which KPIs you choose will be a function of your marketing objective. B2B marketing efforts are typically focused on generating quality leads and getting sales. It is imperative that your Instagram audience finds their way to your website landing page, since sales within the app are only possible through paid advertising. If this is the goal, there are some characteristics of Instagram of which you should be aware.
3. WORK WITHIN THE LIMITATIONS OF INSTAGRAM
Instagram is a platform made for socializing through the sharing of pictures. It wasn’t made specifically for B2B brand marketers. Except for paid advertising, images that are shared don’t contain links. The only way for an Instagram user to get to your site is via a link in your bio. Consequently, your profile should be treated as more of a mini landing page, with a strong call-to-action. Some posts should encourage your audience to click on that link in your profile, to help drive traffic back to your site. Paid advertising is another option worth considering, as a call-to-action is allowed within the ad.
4. EXTEND YOUR CONTENT MARKETING EFFORTS
Instagram is a unique social media channel with its own customs and conventions. As such, your content marketing efforts must extend to incorporate the individuality of this platform. Images rule when it comes to Instagram, and this Go to the full article.
Source:: Business 2 Community