With the growth of technology and the global emergence of social media, the widespread reliance of people on these social networks is undeniable. Considering social media such as Instagram for enhancing your B2B business public relations (PR) can be highly efficient and cost-efficient.
What Is B2B PR?
B2B Public Relations is the communications of your B2B business that focuses on finding and targeting business audiences which opens the path for sales between your business and theirs. In other words, all the marketing and sales strategies that you adopt to attract your target businesses are your B2B business public relations.
Why Use Instagram for B2B PR?
With about 1 billion monthly active users worldwide, Instagram is a highly entertaining yet addictive social media among almost every age range group. People get drowned in various posts and stories from friends or businesses that they forget about time. Many of us, sometimes even the busiest of us, check Instagram first thing in the morning. We also check it during work, coffee breaks, lunch, after work, and before we sleep.
The picture-based nature of Instagram creates a visual attraction that is typical of Instagram. When there are a lot of users out there and the platform is a user-friendly one, the result is a perfect ground for Instagram marketing for your business. According to statistics, Instagram is an effective network for 30% of B2B companies.
How Instagram Can Work for B2B PR
Now that you are convinced to use Instagram for the business-to-business public relation of your brand, it is time to learn how Instagram can work for B2B PR. Here in this article, you will get to know the tips to use Instagram for B2B PR.
1. Create a Professional Instagram Profile
First of all, you should switch your Instagram account into business if you have not already. A business account gives you a lot of options that you cannot have with a normal account. For instance, you can add your contact information to a business profile or add your landing page links to your stories if you have more than 10K followers.
Take a look at Sephora’s Instagram profile:
2. Add Swipe Up Button to Your Stories
Instagram stories have a high engagement rate mainly for two reasons. Firstly, they disappear after 24 hours so users take their time to see them before they are gone. Secondly, since they appear above users’ feeds, they are easier to notice.
If your account has more than 10K followers, you can add a Swipe Up or See More button to your stories and promote your landing page. For instance, if you have launched a new promotion for Black Friday, you can add its landing page link to your story and ask your followers and B2B business owners to check out your offers.
Here is Fenty Beauty’s use of the Swipe Up button:
Another example is by AirBnB that promotes its magazine:
3. Highlight Your Stories
If you have posted something as a story but you want to keep it longer than 24 hours, you can save it as a highlight. Story highlight remains above your profile under bio and you can keep it for as long as you want. Divide your highlights into different categories and add the related stories to the relevant ones. So, new visitors or your followers can see your stories based on their subjects.
Remember to choose a cover photo for your highlights to give aesthetic beauty to your profile. Think of a theme color, a particular font, etc. Take a look at these profiles and see how they have used highlight covers to beautify their profiles:
4. Humanize Your Brand Image
Show your followers how your company looks like by the use of presenting an authentic and original image of your company. For instance, create interviews with your team members, relate the history of your business, say how the idea of your business came to your mind, create behind-the-scenes videos, etc.
In other words, introduce who you are and what you do. Create trust and present your company so flawlessly and honestly that other businesses would love to work with you.
5. Share Customer Stories
Ok, but not all your customers’ stories! Not only is it useless but also frustrating for your followers. In addition, you should only share something that is worth sharing. Therefore, only focus on those stories that are aligned with your own content. Keep in mind that the stories that you share give a better image of your brand and services. Hence, other businesses get more interested in buying your products and services.
6. Use Employee Advocacy Marketing Strategy
Your business Instagram account is not enough for promoting your B2B PR. Ask your employees to play as your advocates on their own Instagram and other social media. They can curate your content and share the latest news and releases of your business.
According to statistics, 74% of buyers get influenced by the word of mouth. Therefore, it is indicative of the fact that people, in general, would rather hear from a business indirectly than from the business itself. Remember not to force your team members to strictly post the same content or repost the same post. Give them enough elbow room to express their own opinion and make it quite personalized.
7. Introduce Your Products and Services
Due to the image-based nature of Instagram, this platform can perfectly showcase your products and services through pictures. Not only pictures, but also designs, infographics, demo videos, short simple animations, product launch videos, and many more.
To visually influence your audience on Instagram, you should care about your visual content. However, it does not mean that textual content, e.g. captions, is unimportant to Instagram marketing strategies. Rather, both are required to leave an in-depth influence on your followers and audience.
8. Inspire Your Followers
Of course, a business profile should post about its products and services. But this may sound boring from the followers’ point of view. To avoid this, you should sometimes give a break and stop posting about your business itself. Instead, try to post inspiring quotes that send enough positive vibes for your followers to go on to survive a challenging day. You can also find pictures without copyright limitations that match your inspiring thought.
9. Get Your Followers Engaged
Instagram has provided a friendly environment for its users to freely communicate with each other through comments, DMs, and contact sections in the business profiles. Therefore, it is not a rigid media that works in one direction. Rather, it works on the basis of mutual interactions.
Encourage communications using creatively engaging content. Find a way through which your followers like to make a conversation with you. Ask them a question in your posts or stories, create a poll in your stories, go live and answer the business-related questions, etc.
Given the popularity of Instagram among many people of different ages, choosing this platform for your B2B PR is a real grab of opportunity. Using the tips above, you can make Instagram work for your B2B PR. The point is that you should be patient at the beginning because it takes time for your account to get a high engagement rate. If you need more followers, you can try Instagram follower apps. Wish you the best of luck!