How To Use Instagram For B2B Lead Generation


Kevin Urrutia




January 23, 2022

Does Instagram make the best sense with B2B marketing? The answer may surprise you. Instagram is definitely one of the best traffic and lead generation taps for your B2B business.

Let’s see how.

A. Use Instagram Lead Generation Ads

To start using Instagram lead generation ads have these two things handy. The first? A Facebook page and second an Instagram business profile. Connect these together and voila⁠— the next time you go to your Facebook ads manager you’ll see an option that lets you build out your ad for Instagram.

Here’s the step by step process:

  1. Define your audience.
  2. Select your placement (the recommended placement format is automatic placements)
  3. Set your bid type (here you can either optimize for leads or for link clicks)
  4. Choose the ad format and finally create your lead form

Once you set these up, ads require some testing and tweaking to consistently generate leads.

B. Share User-Generated Content

User generated content is free content that followers of your brand create for you. It’s a huge symbol of social proof. People trust what other people say about a brand, even if these other people are total strangers. That gives UGC big potential to generate trust and drive sales.

Unfortunately, the traditional mix of UGC content is photos or videos of products. This typically results in a great engagement for B2C companies. It’s easy⁠— they have products to sell resulting in a steady chime of content from regular users posting these photos in contextual settings. For instance, let’s look at the hotel marketing industry. Hotel brands have so many features to show off inside and outside of the hotel, from the amenities to the room to the local landmarks and culture. And they make full use of this visual richness on their social media feed.

On the flipside, email content, blog posts⁠—typically long-form content form the staple of B2B marketing which is in stark contrast to the byte sized bits with B2C.

This doesn’t feel like a natural fit.

Social media is a fast way to connect with customers, share quick tips, motivational thoughts and things of that nature. These are easy to consume. And that should be the focus of your strategy to drive leads with social media. This applies to B2B marketing as well.

So how do you bridge the gap for B2B?

Ask people what they’d like to hear about? Ask them about their frustrations, problems and questions. Use that to inform User Generated Content by answering all the questions that your readers are asking. You could create small video clips like Mint does. In their 2 minute clips, Mint shares financial advice. This helped them grow their presence on YouTube and Facebook.

Here’s an example:

Such tips can be on a number of topics– say if you’re a CRM, why a particular CRM is better than the other. Or advice regarding CRM selection. Share highlights and important takeaways.

That’s one way. Another is to share client success stories.

Here’s another example:

This is Shopify’s Instagram page. The page is full of short video clips of real users sharing experiences about how Shopify helped them launch their own business.

This manner of UGC is trustworthy and genuine.

The testimonial videos bear testament to the fact that Shopify works.

C. Give A Peek At The Company Culture

The internal culture of your business can be a huge factor when it comes to creating a positive brand image.

If you already have that, you’re in luck. A great company culture can be quite instrumental to making your brand successful. Positive work environments boost employee productivity. They directly influence the bottomline.

That’s not all. The brand’s story can be used as a marketing tool.

Here’s how.

Today’s customers are buying into product identities. So if a company tells the story of its wonderful internal culture that’s a sure sign to be happy and proud about doing business with them. Especially for millennials who love a good story. The company instantly becomes relatable to them. Such stories boost customer experience. The brand becomes trustworthy.  As you highlight a brand’s business culture, you get a pedestal to perch your brand on.

So how to highlight this brand culture?

Create content that revolves around employee experiences. Share what’s happening behind-the-scenes.

With your employees getting a platform where they can be themselves and contribute content on the blog or through the company’s social media pages, you’re giving them an opportunity to stand out from the crowd.

With this you display the company’s personality, diversity and culture. This is where you showcase the community inside your company. This builds up reviews for your brand too.

D. Establish A Visual Identity

Colors, visuals and videos rule social media. You can’t build a great brand leveraging social media without indulging in colors.

Visual branding is incredibly important for building recognition with your audience.

Think of any company you regularly buy groceries with. Is it Walmart? I see you picturing a greyish logo. You see the distinct font. The simplicity of its styling. This visual representation that makes your brand instantly recognizable is what you can build on Instagram for yourselves.

You can be creative with visual branding. Experiment with different strategies. This lets you build out your visual styling on Instagram in a way that people easily recognize with and can forge a connection with.

Irrespective of content types you post you can create a uniform identity baked in the visual branding you want people to associate your brand with. And it’s not just about the logo alone. It’s about the visual palette too. Dropbox for instance has a vivid array of images and videos that follow a colorful palette all over its social media pages.

Using a consistent brand voice or sticking to a consistent color scheme and aesthetic feel can help to create a consistent appearance that establishes brand recognition.

You can communicate your brand identity by being funny and silly all with a distinct touch of professionalism.

The artwork and layouts highlight what the platform is for.

E. Use Instagram Stories Partnering With An influencer

Partnering with an influencer for Instagram stories is a fantastic way to generate enough traction to fan the word about your brand. One of the best ways to do this is with influencer takeovers. An influencer “take over” is when an influencer takes over the control of your Instagram account. He/she then posts content according to his preferences in the spirit of the overarching theme of your site. As long as the content is relevant to the general spirit of the brand you should be fine.

The influencer can post anything they want as long as its related to the brand.

With an influencer on board there’s a good chance that his loyal followers will be excited and interested in your brand. You get quality leads.

Concluding thoughts

Finally track and Measure Your Instagram campaigns

Instagram marketing to drive leads isn’t easy. But once you get started, the steady stream of leads makes it worthwhile. Calculate your ROI so that you ensure you’re getting a proper return for all the effort you’re putting in

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