How To Use Instagram To Attract B2B Customers

Although dominated by B2C brands, Instagram has many business-oriented brands that are successfully engaging with prospects.

I often come across B2B organizations that have a limited or non-existent Instagram presence. These organizations often focus on engaging with prospective business customers via LinkedIn, Facebook, and Twitter.

However, with over 300 million users, Instagram can be an effective tool to build relationships with B2B customers.

How to use Instagram to attract B2B customers


Establish Your Brand’s Story

Since Instagram is a visual social network, use the platform to tell a story. Simply posting product photos is actually counter-productive. An Instagram user will easily spot blaring advertisements and speed past your image while scrolling through their photo feed. Use Instagram to connect users to your brand story

It’s easy to connect consumers with your product but extremely difficult to convey your brand’s story.

American Express does a nice job of establishing its brand story by having Instagram users experience life through the lens of an American Express card holder.

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Use Hashtags

Hashtags are a great way to increase awareness of your company. By using hashtags, you can establish a marketing trend that prospective B2B buyers can follow.

Intel does a great job at teasing its followers to increase hashtag engagement…

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Use hashtags consistently to trend for your marketing efforts but avoid going overboard with the number of hashtags you include in your post.

Unlike personal accounts that can include excessive (and very creative) hashtags, it’s best to limit the hashtag usage to avoid being perceived as being spammy.


Provide Demos & Tutorials

This is a great way to provide service to existing customers as well as showcase the features of your product or service. Once an Instagram follower sees how easy it is to use your product, you’re one step closer to making them a customer.

Check out this tutorial by Sprout Social. They are showing users how to filter tweets by language:

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Share Company News

Sharing good news about your brand is a great way to establish a positive brand perception.

Since Instagram is a visual social network, be sure to develop a nice graphic to tout your brand.

Here’s an example from Salesforce:

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Promote Thought Leadership

You can use Instagram to attract b2b customers by posting thought provoking quotes from your organization’s leadership.

Naturally, prospective customers want to do business with a brand that is a market leader. These Instagram quotes will help establish your vision for customers to follow.

Here’s an example:

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Promote Your Events

Event marketing is a great way to introduce customers to your brand. All the various elements will come together to provide them with an experience that will hopefully make a lasting impression.

You can use Instagram to attract b2b customers by showcasing your event on the social network.

It also is a great way to build interest in the event before, during and after execution.

Or in the case of VMWare, just connecting your brand with a particular event can increase awareness from event attendees and advocates.

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Show Employee Engagement

As the old adage goes: people do business with people they know and like.

Showcasing your employee engagement will foster relationships with potential customers. In essence, what an organization allows and encourages their employees to do, tells you a great deal about them.

Perfect example, Hootsuite:

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Final Thought

How to use Instagram to attract b2b customers starts with improving brand awareness, consumer relationships, your recruiting processes, and brand affinity.

An organization that wants to attract B2B customers should use Instagram to tell its brand story in a creative way.

Developing campaigns that establish thought leadership, touts the organization, showcases employee engagements, promotes company events, and provides demonstrations and tutorials on Instagram will certainly attract B2B customers.

Sources

http://list.totems.co/tag/b2b-companies/60bdb4a836052b3093d1a3994b267448119509ed
http://socialmediab2b.com/2014/12/b2b-instagram-profiles-10-best/
http://maximizesocialbusiness.com/how-b2b-businesses-can-use-instagram-14407/


  • Ms.Elise

    Excellent information, Thank You!

  • Ms.Elise

    Excellent information, Thank You!

  • Lois Wyant

    Question, I’m not an instagram user – but is there a way to schedule posts on instagram?

    • Hi Lois. There are a few tools that offer this functionality. I will be launching a tool kit which highlights these tools. Stay tuned!

  • Lois Wyant

    Question, I’m not an instagram user – but is there a way to schedule posts on instagram?

    • Hi Lois. There are a few tools that offer this functionality. I will be launching a tool kit which highlights these tools. Stay tuned!

  • Ms.Elise

    You are so welcome. Thanks again for all the free info!!

  • Ms.Elise

    You are so welcome. Thanks again for all the free info!!

  • Angela K. Denton

    Great article on how EVERY type of business can truly utilize Instagram! Thanks – Well Done!

    • Thanks for reading and commenting Angela! I look forward to future engagements.

  • Angela K. Denton

    Great article on how EVERY type of business can truly utilize Instagram! Thanks – Well Done!

    • Thanks for reading and commenting Angela! I look forward to future engagements.

  • Andreia Garcia

    Internet can be a very healthy and active tool to someones life/job and I agree: you should look at it as more than a place where you post pictures. Young/older people must look at the dynamic and endless possibilities that social Media provides.
    Great job!

    • Thanks for reading and commenting Andreia! Keep it up.

  • Andreia Garcia

    Internet can be a very healthy and active tool to someones life/job and I agree: you should look at it as more than a place where you post pictures. Young/older people must look at the dynamic and endless possibilities that social Media provides.
    Great job!

    • Thanks for reading and commenting Andreia! Keep it up.

  • Hello Juntae,
    Great article, another time.
    A lot of success (more than…300 RT on @Socialfave). Also shared on our other Twitter accounts: @TOOLS_BOX_FR @P_TREBAUL @TOOLS_BOX @TOOLS_BOX_EUR @TOOLS_BOX_UK @TOOLS_BOX_GER @TOOLS_BOX_ITA @TOOLS_BOX_ESP @TOOLS_BOX_DEV @TOOLS_BOX_IND @TOOLS_BOX_BRA
    Philippe TREBAUL
    TOOLSBOX’s CEO
    For Favor Twitter tool, more developed than Hootsuite, Buffer.. (Official twitter for: @Socialfave).
    https://www.linkedin.com/in/philippetrebaul (trebaul.philippe@gmail.com for connecting without IN MAILS).

  • Hello Juntae,
    Great article, another time.
    A lot of success (more than…300 RT on @Socialfave). Also shared on our other Twitter accounts: @TOOLS_BOX_FR @P_TREBAUL @TOOLS_BOX @TOOLS_BOX_EUR @TOOLS_BOX_UK @TOOLS_BOX_GER @TOOLS_BOX_ITA @TOOLS_BOX_ESP @TOOLS_BOX_DEV @TOOLS_BOX_IND @TOOLS_BOX_BRA
    Philippe TREBAUL
    TOOLSBOX’s CEO
    For Favor Twitter tool, more developed than Hootsuite, Buffer.. (Official twitter for: @Socialfave).
    https://www.linkedin.com/in/philippetrebaul (trebaul.philippe@gmail.com for connecting without IN MAILS).

  • Great info! I’d like to see if some smaller businesses have had success, though. Sometimes a small business wants to see what success looks like at “their size”. 🙂

    • Hi Cassie. These apply to small businesses as well. Simply scale down the tactics. I hope that helps.

      • Hi Juntae. Sorry, I think what I meant to say was some smaller business examples would be nice to see. These brands are already “big” and already have followings via their website, other social media sites, etc. So they have a sort of “leg up” on the smaller guys, as far as building a following are concerned. Also their name is well-known, so that helps.

        • Gotcha. I did consider that when developing this post. I will try to dig deeper next time. Thanks for engaging 🙂

  • Great info! I’d like to see if some smaller businesses have had success, though. Sometimes a small business wants to see what success looks like at “their size”. 🙂

    • Hi Cassie. These apply to small businesses as well. Simply scale down the tactics. I hope that helps.

      • Hi Juntae. Sorry, I think what I meant to say was some smaller business examples would be nice to see. These brands are already “big” and already have followings via their website, other social media sites, etc. So they have a sort of “leg up” on the smaller guys, as far as building a following are concerned. Also their name is well-known, so that helps.

        • Gotcha. I did consider that when developing this post. I will try to dig deeper next time. Thanks for engaging 🙂

  • Thanks for the article. I’ve been thinking about how we can use Instragram for B2B better (I’m an instragram newbie). Since I deal with software and IT businesses, I really like the idea of mini-demos/tours on Instagram. The nice thing is the 12 seconds (better than the 6 from Vine). Thanks Juntae.

  • Thanks for the article. I’ve been thinking about how we can use Instragram for B2B better (I’m an instragram newbie). Since I deal with software and IT businesses, I really like the idea of mini-demos/tours on Instagram. The nice thing is the 12 seconds (better than the 6 from Vine). Thanks Juntae.

  • Myree

    Thanks for sharing these great tips! Instagram is often bypassed for the familiarity of other platforms. I agree that Instagram can be extremely useful. I feel that some are hesitant to use because they aren’t sure how to use it properly. Using tutorials and promoting events are great ways to use Instagram to attract B2B customers. I really enjoyed this post!

  • Myree

    Thanks for sharing these great tips! Instagram is often bypassed for the familiarity of other platforms. I agree that Instagram can be extremely useful. I feel that some are hesitant to use because they aren’t sure how to use it properly. Using tutorials and promoting events are great ways to use Instagram to attract B2B customers. I really enjoyed this post!

  • Mika

    I love the idea of using Instagram as a platform just for storytelling, and agree it should be used for it. However my concerns is the resources it takes to appear across several channels for the sake of visibility, sometimes I think its better to focus on a certain channel(s) and hone that engagement there, and do it well, rather than stretch yourself across several, and do a rubbish job of it 😉

  • Mika

    I love the idea of using Instagram as a platform just for storytelling, and agree it should be used for it. However my concerns is the resources it takes to appear across several channels for the sake of visibility, sometimes I think its better to focus on a certain channel(s) and hone that engagement there, and do it well, rather than stretch yourself across several, and do a rubbish job of it 😉

  • For me, looking at Instagram as a platform to attract B2B buyers is a total new perspective. Reading the title confused me a bit, but the tutorial made it pretty easy to understand. Enjoyed reading your post. Thanks for sharing.

  • For me, looking at Instagram as a platform to attract B2B buyers is a total new perspective. Reading the title confused me a bit, but the tutorial made it pretty easy to understand. Enjoyed reading your post. Thanks for sharing.

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  • Ademola Abimbola

    Nice post once again, Juntae. The thing I find interesting about Instagram is that it does not allow links. So you have to tell your brand story on the Instagram platform itself. It’s not as easy for B2B as it is for B2C brands.

    • You’re right, Ademola. You must have a strategy to leverage and work around the benefits and limitations of a platform. Instagram is a great example. Thanks for reading and commenting. – Juntae