Instagram is for B2B Marketing Too

Imagery is at the core of great storytelling. The right image can encourage customers to soak up a business' marketing message without a hard sales pitch, which can turn consumers away. Instagram is a widely popular social media platform, making it an appealing option for businesses seeking to market their products or services to a wider audience. The massive social network, boasting 500 million monthly active users, gives businesses an opportunity to use images to get their brand seen by more people and to grow a following of loyal customers. However, there are several key strategies businesses should implement when using Instagram to appeal to customers.

  1. Set up an optimized business account – When creating an Instagram profile for your business, make sure that it conveys key details about your business and what it represents and offers. It should convey who and what the business is about, and why consumers should care about your company and the products or services it offers. Your account profile should also include the mission and values of your business – these explain why people should believe in your company/products and what your commitment is to your customers.

  2. Stay on-brand with a consistent name and photo – Be particularly mindful about the bio image you use for your Instagram account. Most of the truly successful brands on Instagram use their company logo as their main image. Be sure that the images you use are formatted to the correct size for use on Instagram. This ensures that your entire image/logo is displayed properly and not cut off or unclear for your followers. You will also want to ensure that your company name and any tagline are used consistently. Don't vary your language when using your company name or its key phrases/messages.

  3. Promote products or services with creative, high-quality photographs – Always remember that the images you choose to post on Instagram help create a brand experience for your followers. Each image you share is meant to grow and solidify your company's branding. Make sure you keep the image consistent with and relative to the brand you've created.

  4. Respond promptly to notifications and comments from followers – At its core, Instagram is a means for business to connect with both potential and existing customers. When a customer engages with your brand, they are not looking for a one-sided experience. Quick responses to comments, whether they are positive or negative, ensure your followers that their experiences and opinions about your company matter.

  5. Post on a consistent schedule – Fresh, new content is key to developing a successful Instagram page, but it can be challenging to come up with new images and content on the fly. One way that successful Instagram businesses manage their profiles is to dedicate a set amount of time each week to constructing their posts and curating their images. You can then set up a schedule for when you'd like each post to go live and keep your followers engaged with new material from your brand.

  6. Measure performance with analytics - The Instagram business analytics tools, called Insights, are a way for you to get a look at how your Instagram content is working for you. With Insights, you can see analytics for impressions, reach, and also have access to your follower information. These will help you to know which of your posts and images have the most impact so that you can continue to provide relative and exciting content to your followers.

There are several B2B companies that excel at building their brand following on Instagram. Some of the best examples are Adobe, MailChimp, HubSpot, and FedEx. In each of these cases, a visual representation is created for these companies. While you may not think of MailChimp or FedEx being particularly interesting to follow, their Instagram pages offer insight not only into their products and services, but into their company cultures and user experiences. With the variety of images available, and with a little creative thought, there is no reason for B2B Instagram profiles to be boring or stuffy.

Do you have any tips or tricks to using Instagram for your business? Have you found any difficulties or challenges with using Instagram? Let us know your thoughts and questions here.

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Pacer Consulting

Columbia, MD


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