It used to be that each social media platform stayed in its own lane: you had Facebook for friends, LinkedIn for business and Instagram if you were really into images. That made it relatively easy to see where you should invest in B2B marketing.
Today, that’s all evolved. B2B marketing isn’t just for LinkedIn; it’s also thriving on Instagram. And it’s not just for visually-focused brands. Instagram is an ideal place for you to engage with potential customers and increase engagement.
You have hesitations, so let’s discuss a few of them and see if we can clear up any misconceptions.
My Target Audience Isn’t on Instagram: Are you sure about that? Instagram is not only a hangout for teens and young adults. Its audience has aged, with Clutch.co reporting that 30% of users are at least 35 years old.
Even better, 58% of Instagram users report earning $100,000 or more. This aligns with the income range of the decision-makers you’re trying to reach, because this level of income indicates budget authority.
My ROI Demands Don’t Support Instagram Investment: Your peers disagree. Instagram ranks second, just behind LinkedIn, in ROI confidence at 76%. That means your fellow marketers consider it an ROI anchor in their strategies.
There Isn’t a Clear Path for Growth on Instagram: B2B marketing success on Instagram may be more structured than you think. One way to approach it is a strategy based on ERC: Educate, Relate and Communicate.
- Educate using carousels. This format is a perfect solution for explaining complex topics across several images. You might use it to summarize a case study or answer some FAQs.
- Relate via Stories, which can dramatically increase familiarity with your brand, with 62% of users saying they became interested in a company after seeing it post in Stories.
- Communicate promptly with any engagement with your brand. Sprinklr reports that 78% of buyers purchase from the first company to respond to an inquiry.
Don’t forget about Reels. Out of all the time viewers spent on Instagram, 35% was spent solely on Reels. That makes it an ideal format for brand awareness. Try it for myth-busting posts or a quick educational hit.
What if you just don’t love to work with social media, figuring out how to strategically use it for B2B marketing? That’s where the team at SJC Marketing can help. We have a lot of experience managing social media strategies for companies like yours. Let’s talk and see where we can help you increase engagement and drive more traffic to your site!