6 Instagram Marketing Mistakes You Don’t Want Your B2B Company to Make UK

When you set out to arm yourself with an abundance of information on successful B2B marketing tactics for your business, it’s only natural to focus on all the right strategies. However, it’s equally important to spend some time understanding what not to do, particularly when it comes to marketing your B2B entity on Instagram. Many business owners have made their share of mistakes, and it’s always wiser to learn from their experiences rather than repeat them yourself. In this post, we’ll explore six common B2B marketing blunders made on Instagram so you can steer clear of these pitfalls.

1. Underestimating the Power of Your Bio

While the Instagram bio section may not offer vast amounts of space—limited to just 150 characters—this should be seen as an opportunity rather than a constraint. Your Instagram bio functions like an elevator pitch, designed to convey your message quickly and effectively. The character limit compels you to keep your message concise and engaging, which can be more effective in grabbing your target audience’s attention. Make sure to include the essentials: who you are, what you do, and what sets you apart from your competitors. You can also use your Instagram bio to include a link to something pertinent, such as your latest product, service, or a promotional video.

2. Neglecting to Engage Your Followers

The primary aim of having an Instagram account for your B2B entity is to build a following—your target audience—and ultimately convert as many of these followers as possible into paying customers. This won’t happen if you can’t keep your followers engaged and interested in what you have to offer. The key to maintaining engagement is to produce fresh, relevant, and captivating content. Remember, the frequency of your posts is just as important as their quality. There’s no need to overwhelm your followers with multiple posts every day. Posting too frequently can clutter their feeds and come across as spammy. Posting once a day is usually sufficient. Ensure your content is both interesting and valuable. Share eye-catching photos with informative captions and engage with comments on your posts. Don’t forget to use relevant hashtags to extend your reach.

3. Failing to Include Relevant Information in Your Bio

As mentioned, your bio has limited space, so make every word count. Many businesses, whether B2C or B2B, include contact details in their bios, which is a sensible practice. It increases the likelihood of Instagram viewers reaching out to you directly rather than searching for your contact information elsewhere. Additionally, Instagram allows businesses to include a link to their website outside of the bio section. Make sure to include your website link. It might sound basic, but many businesses overlook this crucial detail.

4. Ignoring the Latest Instagram Updates

Social media is constantly evolving, with new features being introduced regularly. For example, Instagram Stories, inspired by Snapchat, allow you to upload short videos that are visible to your followers for 24 hours before disappearing. While this feature might not always be relevant to your B2B company, it’s essential to stay informed about all the latest updates and features. Stay ahead of the curve by setting aside time each week to read up on new developments in the social media landscape, so you can take advantage of new features as soon as they become available.

5. Being Too Corporate

Maintaining a level of professionalism is important, especially when running a business that deals with other professionals. However, this doesn’t mean you need to maintain a completely polished, corporate image at all times. To market more effectively, don’t shy away from showing your human side. Get personal. Remember, the businesses you’re targeting are run by people, not faceless entities. Make your business more relatable by showcasing its human side. For instance, people enjoy getting a behind-the-scenes look or exclusive content. Share Instagram photos that reveal daily operations or your team working on exciting projects. Don’t use your Instagram account solely for advertising. Your followers want to connect with you and understand the human element of your business.

6. Focusing on Sales Rather Than Experience

As previously mentioned, don’t use your Instagram account solely as a sales platform. This approach can be off-putting to followers, who aren’t interested in constant advertising. The goal of having an Instagram account for your B2B company is to create a positive experience for your followers and encourage them to become customers over time. View your Instagram presence as a way to build relationships with potential clients rather than simply driving sales. Remember, if someone is following your account, they’re likely already considering your products or services. Allow them to make their decision without pressure. Instead of focusing solely on sales, concentrate on engaging your followers and providing attractive, valuable content. Share stunning photos relevant to your business and fill your captions with engaging material. Build your following gradually, nurture the relationships you form, and approach Instagram with a long-term mindset rather than expecting immediate results.

Looking for more advice on optimising your B2B company’s Instagram presence? Or have any other marketing queries? Don’t hesitate to get in touch with us today. We’re here to help!

ThinkClever