Instagram is having a moment. Just like every other insanely popular social media site that came before it (Facebook, Twitter, Myspace, etc.), right now is the time for anyone and everyone to jump on the Instagram bandwagon. You likely use Instagram in your personal life, but you might be wondering if creating a business account is a good idea. So let’s ask the question: if you own a B2B company, is there any benefit in using Instagram?
The answer is yes! There are several advantages to using Instagram for your business, one of the most important being the sense of community found in this space. Instagram followers get to know your brand and their fellow consumers on a level unlike anything that has existed before. Through consistent updates, they begin to feel as if they know the ins and outs of what makes your business tick. Business to business, this can be beneficial for both sides. If you follow target buyers, you will begin to learn more about who they are and what they stand for. This is great insight into what type of content they would like to see when you are posting on your own account.
Using Instagram to give viewers an inside look into your business is a great way to let them feel as if they know more about your company than they would otherwise. It can create a sense of loyalty and a feeling of friendship between the two businesses. In almost every instance, you are most loyal to those you have a close relationship with. A major benefit of Instagram, as well as all other social media sites, is that you begin to develop a relationship with your consumers beyond anything we’ve experienced in the past.
Just like with any social media site, your customers are going to be using the platform to discuss your business whether you’re participating or not. One chief benefit of Instagram is that it allows you to be a part of the conversation, and hopefully, take a bit of control. You can search by your business name to see what is being said about you, and chime in when needed. You can search by keywords that are important to your business, and as long as users have hash-tagged the word, it will pull in to your search results. This can be a great way to conduct some easy research about your buyers and what their needs and wants are.
If you are hosting an event or promoting a product release, create a specific hashtag for Instagram users and encourage them to use it. This way all of the posts about the event will be pulled together in an easy way. People will likely be posting about it anyway, so might as well put their posts to use! You can then re-post your favorites on your company’s profile. It’s a simple way to track what’s being said and promote your company through the words and images of others.
Just because your consumers aren’t individuals doesn’t mean you can’t take advantage of all that the Instagram app has to offer. More and more businesses are using Instagram every single day, and you definitely don’t want your company to be left behind!