Building a Thriving Instagram Community for a B2B Manufacturing Software Company
Strategize, launch and maintain an Instagram account to increase audience awareness and create a community on social media
Client
Industries
Manufacturing, CAD/CAM and MES Software, and Mold and Die Solutions
Key Services
Cross-platform Industry and Competitor Analysis
Instagram Strategy and Execution
Target Audience Evaluation
Paid Instagram Ad Campaigns
Monthly and Quarterly Reporting and Insights
The Challenge: Embracing Instagram as a B2B Marketing Channel
Tebis, a long-term WayPoint client with a focus on CAD/CAM and MES solutions for the manufacturing industry, sought to expand its social media presence on Instagram. As a platform known for short-form videos, behind-the-scenes content and visual storytelling, Instagram offers unique opportunities and challenges for B2B brands. Recognizing Tebis’ potential to stand out, our crew designed a strategy to leverage the power of Instagram and effectively engage Tebis' target audience of manufacturing professionals and machinery enthusiasts.
Our Approach to Instagram Strategy for B2B Success
Our custom strategy aimed to make Tebis visible in a new digital space for them, focusing on content that resonates with Instagram’s niche, visually driven audience. Here’s how we achieved that:
In-depth Industry and Competitor Analysis: We evaluated industry trends and competitor activity to pinpoint opportunities where Tebis could differentiate themselves.
Content Planning and Calendar Design: We developed a monthly content calendar that reflected Tebis’ brand values and product strengths, directly appealing to manufacturing professionals interested in CAD/CAM and MES technology, mold and die manufacturing, and 5-axis machining.
Instagram Coaching and Asset Creation: To help Tebis create visually impactful content, we provided training on materials needed for reels and other short-form video types, focusing on high-action visuals and machinery close-ups to resonate with the audience.
Strategic Partnerships and Community Building: We connected with key partners and influencers in the CAD/CAM, MES and manufacturing sectors, extending Tebis’ reach within a like-minded community.
Paid Instagram Campaigns: Targeted ad campaigns helped Tebis rapidly increase visibility and attract a relevant follower base, laying a strong foundation for organic growth.
Performance Monitoring and Optimization: We continuously monitored engagement metrics, adjusting the strategy based on video views, impressions and follower interactions to ensure ongoing success.
Results: Measurable Growth in Engagement and Awareness
Our data-driven approach paid off with impressive results, helping Tebis gain traction on Instagram and connect with a vibrant community. Here are the highlights:
2,103% Increase in Impressions: Expanded reach, boosting Tebis’ visibility across Instagram’s platform and attracting industry professionals.
216% Increase in Engagement: Strategic content choices, particularly action-focused reels, resulted in significantly higher engagement with the target audience.
173% Increase in Video Views: Reels and short-form videos proved essential, drawing more views and interaction.
Specific Achievements Include:
Follower Growth: Over the first six months, Tebis saw an organic follower increase of 245, reflecting strong audience interest and brand awareness.
High-Performing Reel: An early reel showcasing the manufacturing of an aerospace part generated 5,152 impressions, 6,465 plays, 144 likes, 5 comments, 19 shares and 23 saves, confirming the audience's preference for high-energy, technical content.
These results not only validate our targeted approach but also lay the groundwork for sustained growth and community-building on Instagram.
Key Takeaways and Next Steps
The success of Tebis' Instagram strategy highlights the potential of social media for B2B companies in the manufacturing industry. By leveraging targeted video content and continuously optimizing based on performance metrics, we created a robust foundation for Tebis to maintain and grow its digital community.
Ready to boost your own social media presence? Contact the crew at WayPoint to learn how we can tailor a winning social media strategy for your brand.
