How to Use Instagram for B2B Marketing in 2021

Insight from the social media pros at our digital marketing agency in Denver

In the wake of a global pandemic, digital marketing was propelled into the forefront of marketer’s minds (and budgets). Nearly two years later it remains a cornerstone of modern marketing, specifically social media which has become one of the premier channels for reaching new audiences, building consumer loyalty, and differentiating your brand in the market.

As we like to say at COHN, the question isn’t whether to do social media. It’s how to!

LinkedIn has reigned as the top social media platform for B2B marketing since its inception. However, our changing consumer behavior has prompted a shift toward more engaging, unfiltered content. That’s where Instagram for Business comes into play.

Many B2B companies may still perceive Instagram as a place for avocado toast and vacation throwbacks. However, with over 500 million daily Instagram account users, the reality is that your audience is ready to connect with Instagram business accounts. Instagram can be a powerful way to build trust and brand awareness in B2B businesses with visual content.

If you’re a B2B marketer looking to grow your business with Instagram marketing, keep reading for our top tips to connect with your audience. We’ll cover the type of content that can be posted on Instagram to get your message out there effectively.

  • Humanize Your Brand by Showcasing Company Culture: Whether you are looking to attract top candidates for hiring or close a deal with a new partner, posting photos and videos that celebrate your team, introduce new employees, or communicate your mission will humanize your brand.
  • Ask a Question to Gain Audience Insights: A key component of marketing is data gathering. Instagram has introduced a variety of tools and resources for collecting feedback in a fun, engaging way. Options such as polls, questions, reactions and simple graphics allow your business to gain valuable insights into potential customers that may even spark new ideas for future content marketing.
  • Boost Thought Leadership through Rich Content: Communicating your company’s value doesn’t have to be obvious. In fact, it’s much more authentic and engaging to focus on posting content that educates and entertains your audience. Try inspirational quotes or information that is relative to your industry that gives viewers a valuable experience without feeling salesy.

The most successful B2B marketing on Instagram relies on a strong content strategy, and a passionate agency partner to get you started. Ready to kickstart your social media marketing for 2021? Connect with COHN and we’ll bring our integrated team of experts together to solve your biggest challenges.



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