Unsure if your business can benefit from Snapchat or Instagram?
Wondering how other business-to-business (B2B) companies make use of these platforms?
There’s no reason to limit B2B social media marketing to LinkedIn and Twitter. In this article, you’ll discover four ways you can use Snapchat and Instagram for business.
#1. Attract New Talent
The workforce is getting younger, with Millennials now the largest generation composing the U.S. labor force. Snapchat, the video- and photo-sharing app that recently surpassed Twitter in daily users, is hugely popular with teens and 20-somethings, and is growing in popularity with the over-30 crowd.
If you’re looking to attract that demographic, consider incorporating Snapchat into your marketing strategy.
While business-to-consumer (B2C) brands have been using the app for some time, many B2B brands have been more wary. However, some companies like HubSpot are embracing Snapchat, especially as a way to share their company’s culture and values.
To get your REIA started on Snapchat, have a plan in place to publish content on a regular basis.
Share a variety of content including photos, videos, and drawings to feature members from your REIA, and follow those snaps with trackable links like the one below, which leads to a blog post about sales careers.
You’ll also need to have a plan for measurement to define what success should look like. Snapchat’s Analytics features are very limited but you can still keep an eye on views and retention, such as how many people watch your entire Snapchat story.
#2. Create Visibility at Events
Geofilters, in Snapchat’s words, “are special overlays that communicate the ‘where and when’ of a Snap in a fun way.” They can be created by local artists to highlight a city or landmark or purchased by a brand to promote an event.
Whether you’re a host or an attendee, the benefits of using branded Snapchat geofilters at events are two-fold. First, you encourage attendee engagement by offering a unique way for members and guests to show their followers where they are and what they’re doing in real time. Second, you boost awareness of your brand by being included in others’ curated Snapchat stories.
DocuSign uses Snapchat to promote their presence at events. The company’s first snap, shared during the Dreamforce conference, was picked up by Snapchat’s San Francisco curation team, and received an impressive 20,000 views overnight.
Because Snapchat is still a new network, many users won’t know that your business is active there even if they use the app, so an important best practice is to cross-promote your Snapchat geofilter on your other networks.
#3. Boost Brand Awareness
It’s true that Instagram has its limitations. For example, you can only share one clickable link in your profile. But while Instagram may not drive a significant amount of traffic to your site or promote your blog posts, the channel has huge potential to humanize your company by creating a visual story around a recognizable touchpoint for your brand.
You can use colorful photos of your president or logo to observe holidays, mark milestones, or even share new feature releases, like MailChimp does in the image below.
#4. Showcase Member Success Stories
What if you don’t have a physical product or a photogenic office? Maybe you lack the time or skills to take your own photos. Not to worry. You can create a beautiful, cohesive Instagram feed entirely from curated content.
With this tactic, you can build customer goodwill, promote your product, and engage the Instagram community, all without having to pay a photographer or social media manager to create photos.
Make sure each image you share is both visually appealing on its own (a must for Instagram) and an opportunity for you to highlight the use cases for your product.
Squarespace will primarily showcase images from members and include a call to action to click the link in their bio to see more.
The link in their bio then leads to a dedicated Instagram landing page with links from there to each customer site shared.
Source: Social Media Examiner
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