Deciding whether to join a social media channel comes down to one thing for industrial manufacturers: value. How much value does it create for my business, and most importantly, my business’s audience? While this is easier to define for channels like LinkedIn (the professional network) and Facebook (far and away the most popular network), it’s more difficult to rationalize the business value of a channel like Instagram.
Digging a little deeper, however, the importance of these networks quickly becomes apparent. According to a 2016 Pew Research survey, 32% of online adults use Instagram compared to 29% that are active on LinkedIn. Going even further, 51% of Instagram users utilize the platform daily, as opposed to just 18% on LinkedIn. Plain and simple, there are more opportunities to get content in front of your audience on Instagram than on the “largest professional network.”
Whether your goal is simply to increase brand awareness, create value for prospects, or both, we’ll take a look at what works on Instagram, how to develop a clear strategy, and best practices for helping your industrial manufacturing company get started on the network.
Before outlining a strategy or creating a company profile, be sure to get a lay of the land. Start by searching for competitor accounts and accounts of leaders in your industry sector. For example, if you’re a sheet metal fabrication company, you might find that there is little Instagram competition in the sector, or just the opposite. The key is in finding what the leading companies are doing well and brainstorming ways to establish make your own brand stand out from the crowd.
You’ll notice a variety of visual content including videos showing manufacturing processes, videos or photos highlighting company culture, posts using 11+ hashtags, and utilizing Instagram Stories are some of the most proven ways to increase reach and set yourself apart from the competition.
Once you’ve gotten a feel for what works and what doesn’t on the network, the next step is to define your Instagram’s “purpose” in relation to business objectives. Here are a few ideas:
These are some of the more practical ways industrial manufacturers can leverage Instagram, but be sure to evaluate current business needs to help you create an Instagram that generates value.
You’re almost there! Now it’s time to set up your profile and utilize best practices for posting high-quality, engaging visual content. Follow these steps during Instagram Business profile setup:
Your initial content on Instagram might focus on employee spotlights for recruiting purposes, but be sure to revisit your strategy monthly so users aren't seeing the same content over and over. Refining your Instagram strategy will keep users engaged and, combined with the best practices we've mentioned, your industrial manufacturing company will begin to see the value of today's fastest growing social network!
Topics: Social Media