Instagram has grown rapidly since it launched in 2010. Maybe it’s the filters that make our imperfect lives look completely perfect, maybe it’s the way it makes us feel like a photography pro despite our smartphone cameras, or maybe it’s the way we are able to connect with bloggers, celebrities, and businesses like never before.
No matter what the reason, marketers have not missed the fact that wherever the public is focusing its collective attention, there is an opportunity to sell. In fact, according to Curalate, a social media analytics platform, social media users are likely to interact with brands on Instagram 58 times more than they do on Facebook, and 120 times more than on Twitter!
But why is this, and how can YOU take advantage of it as a salesperson in a b2b environment?
(What about LinkedIn or Twitter?)
Before we jump into it, I want to point out how important it is for your business to invest in social media and other complimentary digital marketing tactics as well. It's great that you're taking the steps necessary to elevate your personal sales game, but imagine if you weren't out there being social completely on your own. Imagine if your company was making it easy for you by providing great content on their own channels...
But let's take it a step further. After all, from a marketing perspective, social media only gets us a few steps closer to our goals of generating GREAT leads for the sales team.
With other elements in play, like blogging, content offers, SEO, etc, you're doing more with social media than just getting likes and followers - you're leveraging valuable assets found ONLY on your company's website - to help people find their way through the buyer's journey (more on the buyer's journey HERE), and to turn them into true fans of the brand you represent.
What's unique about Instagram is that it is completely visual in nature. Little emphasis is placed on content or even links because the major focus is on a photo or video. In fact, Instagram has changed the game for visuals across every other social media platform making images more important than ever to grab your audience’s attention.
SAY NO TO STOCK: For an image to be successful on Instagram is has to be authentic; this is not the space for stock photos. Grab your smartphone and snap some photos when you're out in the field or even around the office. Use images to highlight key attributes of your product, service, or company culture.
Pro tip: Minimalism is BIG in Instagram so don’t overdo it. Leave words and logos out if possible and let your image speak for you.
Many businesses have found success on Instagram by collaborating with influencers to help broaden the reach of their message. An influencer is a person in your field who creates their own meaningful content and has a large following. They could be celebrities, bloggers, or other prominent figures who are relevant to your field. Partnering with influencers can not only spread your message farther but also help build credibility to your name in the eyes of your target audience.
Mind you, ALL social media is going to work better when your company is also out there providing talking points and shareable content. Read more about why your company should get behind your social media strategy.
Pro Tip: If you’re considering partnering with an influencer, choose one who you feel exemplifies key attributes of your buyer personas as they will easily connect with your target audience.
Instagram is a great space to connect and interact with your target audience directly allowing them to feel engaged with you. Customers like to feel a human element to businesses that they support.
You can use this platform to show off your achievements, philanthropic efforts, or just what makes you passionate about what you do. When your audience can see your business' personality and feel as if they can be in touch with the company directly the are more likely to lend their support and remain loyal.
Instagram can be an amazing tool to engage with your audience and give them a sneak peek into the personality behind your brand. But as I mentioned before, your company really ought to be investing in social media as well - so you and your sales teams aren't operating in silos.
Want to see how to grow your business on Instagram with a growth expert?