Everybody knows that Instagram marketing is widely used to promote products and services to consumers. But what about B2B Instagram marketing?
If you think it’s impossible, think twice.
Instagram is one of the best places to market your B2B company besides LinkedIn.
The only question is, how to market it effectively?
Well, that’s exactly what I’m going to show you in this article. So, let’s dive in…
What Is B2B Instagram Marketing?
B2B Instagram marketing means marketing your business that instead of selling to general consumers sells to companies.
The B2B Instagram marketing takes a whole different approach than just selling to normal people as it is way more about authority, trust, and money returns.
Your content, sales process, engagement strategy, and other things will have to reflect that.
So, how do B2B Instagram marketing step by step?
Find Out Your Ideal Client
This is an absolute necessity.
Obviously, as with B2C, not every business is going to be your dream customer. For example, if you supply manufacturers with material, retail stores are obviously not going to be the right businesses to sell to.
But knowing who they are is not enough. You have to create a dream client avatar, by asking these questions:
- What are their goals?
- What do they like?
- What do they hate?
- What makes them angry?
- What do they dream about?
- What are their desires?
- What are they afraid of?
- What are they struggling with?
- What are their top three daily frustrations?
- What are their built-in biases? (Engineers = exceptionally analytical)
Once you know the answer, it is time to make your entire B2B Instagram marketing about them. So, now you have to create a strategy.
Prepare A B2B Instagram Marketing Strategy
Now when you know who you are going to focus your Instagram marketing on, you need to create a B2B Instagram marketing strategy.
Every successful B2B Instagram marketing strategy consists of 3 main steps:
- Nurturing (Building relationships and trust)
When your content, engagement, and everything else is going to reflect these steps, you are going to get a ton of new customers. So, let’s check it out.
This means creating content that is about trending topics in your industry, it means engaging with people that don’t know you, and other things.
In other words, you want to list all of the ways you are going to get in front of new dream customers that never heard of you before. For example:
- Guest Posting
- Hashtag Strategy
- Creating Reels And Single-Image Posts
- Collaborating With Others In Your Industry
- Explore Page
- Live Collaborations
This is the part of your B2B Instagram marketing strategy where you are going to focus on building trust with your dream customers and strong relationships.
This is usually done by sharing behind-the-scenes content, consistently engaging with them, telling brand stories, showing social proof, GIVING AWAY A TON OF VALUE, and more.
Don’t skip this step as it is absolutely crucial for your success.
This is the promotion part. You have to figure out how you are going to make people go from your Instagram to your sales process.
If you use sales funnels, this might be visiting a certain webpage. If it is calling you, it might be tapping the ‘call’ button in your bio.
The way you are going to do that is by creating promotional posts and promotional campaigns. But I have to warn you, overpromoting is going to kill your sales.
So, if you want to succeed, follow this rule. 80% of content = value. 20% of content = promotion.
Also, try to avoid cold DMs and any other things that risk you being banned. (And that kills your brand’s reputation.)
Optimize Your Profile
This is another super important part of being successful with B2B Instagram marketing. Your profile is going to be your first impression. And as you already know, you have only one chance to make it.
If it sucks, people are going to leave your profile without following you, and your chances of getting new customers or clients are going to zero.
If it is great, you are going to grow, and you will win.
Here is a cheat sheet that will help you optimize your profile for B2B effectively:
- Profile Pic – It has to be professional. If you are a company, it must be your logo.
- Username – It should be your brand name.
- Name – That should be your brand name + keyword like “social media marketing” to be searchable in the search bar and attract more people
- Bio – It should contain 4 things – who you are, authority statement, promise, and a call to action. NEVER add hashtags to your bio.
- Bio Link – Always link to the first page of your sales funnel.
- Highlights – Include an “about” highlight, and highlight your offers
- Feed – Try to keep your layout in your brand colors (but it’s not that important.)
And if you want to take your business on Instagram to a level where you get more customers than you can handle…