Do you need to have Instagram if you're a B2B brand? - Yes!

Do you need to have Instagram if you’re a B2B brand? – Yes!

By: Paz Terluk, CEO, MarketLogic and Country Manager Mexico

When B2B marketers craft a strategy to position a solution, they often dismiss non-traditional channels like Instagram or TikTok, assuming these platforms cater to “too young” or irrelevant audiences for their industry.

It’s understandable to think this way. According to Statista, nearly 70% of Instagram users are between 18 and 34 years old, while Business Insider reports that decision-makers are typically between 40 and 51 years old. This data might suggest excluding Instagram from a B2B marketing strategy.

However, a deeper analysis reveals a different perspective. While decision-makers themselves may be a minority on instagram, their teams and collaborators are active on the platform. B2B relationships often funcion like a domino effect, a team member might discover a solution on Instagram and recommend it to their decision-makers. Therefore Instagram has the power to influence these internal recommendations.

Furthermore, Instagram offers significant advantages to B2B companies willing to strategically explore its formats and audiences. Given that many B2B sales cycles are lengthy and involve multiple stakeholders, Instagram can play a crucial role in nurturing and guiding potential clients. Its visual and engaging content can effectively complement and enhance other, less dynamic, marketing tactics.

Tips for your B2B Instagram Page

It’s true, it’s better not to have a profile than to have one and have it abandoned. However; if you decide to join this or any other social network, you must commit to regular activity. Instagram allows you to offer documents, photographs, diagrams, and technical videos to your prospects, all for free, and with proper follow-up, these tactics become exceptional for driving engagement and advancing lead conversion. Here are some points you need to consider for a successful strategy:

1. Optimize your profile:
To truly conquer Instagram and turn your profile into a magnet for followers, it's essential to optimize it to the fullest. Start with a bio that hooks at first glance: highlight your brand's image and essence, your unique value proposition, and what makes you different. Don't forget to include a direct link to your website or landing page.
2. Set realistic expectations:
Being realistic helps allow you to plan your actions effectively and focus on the business objectives that truly matter, whether it's increasing brand awareness, capturing potential customers, or promoting a new product. With a consistent content strategy aligned with your goals, you'll ensure that each post and campaign contributes significantly to the growth of your brand.
3. Generate authentic content:
Creating unique and authentic content is essential to stand out and capture your audience’s attention. It’s crucial to share news, tips, and industry-specific trends that truly resonate with your target audience, and results in generating greater engagement and loyalty. Don’t forget! Take advantage of the variety of formats!
4. Let quality set your standard:
Remember that quality should always be your priority, so replicating posts from other networks is a no-go. You can post less frequently but offer high-value, exclusive content for this platform that resonates with your audience. This approach will allow you to make a deeper impact and foster long-term engagement. You'll captivate your audience and build a strong community around your brand.
5. Use paid ads:
Capture the attention of your target audience and create valuable opportunities through strategic ads. Guide your followers through the sales funnel, from discovery to conversion. Utilize advanced segmentation based on location, demographics, and interests to develop personalized ads that reach your ideal audience.

Keep in mind that while social media can be crucial for B2C brand activation, where speed and impact are key, B2B brands operate in a higher-value and higher-margin context, focusing more on maintaining and expanding a long-term customer base.

However, regardless of the model, a solid and satisfying customer experience plays a fundamental role in reaching and influencing the buyer, driving success and loyalty in both types of businesses.

A targeted and well-focused Instagram strategy can increase brand presence, open you up to larger audiences, and establish you as an authority within your sector.

Paz Terluk

CEO & Country Manager, México

At MarketLogic we are experts in B2B. We know each of the secrets of the train and we have a human and technological organization designed exclusively for the significance of the brands that sell with us. We are the B2B leaders.

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Do you need to have Instagram if you’re a B2B brand? – Yes!