{"id":21226,"date":"2019-06-25T14:53:51","date_gmt":"2019-06-25T13:53:51","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=21226"},"modified":"2019-09-16T11:09:39","modified_gmt":"2019-09-16T10:09:39","slug":"pourquoi-integrer-instagram-dans-sa-strategie-btob","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/articles-invites\/pourquoi-integrer-instagram-dans-sa-strategie-btob-2019-06-25","title":{"rendered":"Pourquoi int\u00e9grer Instagram dans sa strat\u00e9gie BtoB ?"},"content":{"rendered":"<p><span style=\"font-size: 14px;\">Avec <strong>16 millions d\u2019utilisateurs<\/strong> en France en 2019, et un taux d\u2019engagement 5 fois sup\u00e9rieur \u00e0 Facebook, <strong>Instagram est l\u2019un des r\u00e9seaux sociaux les plus influents du moment<\/strong>. Comme il est jug\u00e9 plus sp\u00e9cifique au BtoC ou aux particuliers, il semble difficile d\u2019acc\u00e8s pour une entreprise BtoB. Et si tout cela \u00e9tait faux ? Mais attention pour franchir le pas, une condition\u00a0:\u00a0<strong>apporter de la valeur ajout\u00e9e<\/strong>\u00a0!<\/span><\/p>\n<h2>Moderniser son image<\/h2>\n<p>Recourir \u00e0 Instagram est une opportunit\u00e9 attractive pour pr\u00e9senter son entreprise, ses produits, son secteur&#8230; Les vid\u00e9os et les photos permettent de proposer du contenu de mani\u00e8re originale et dynamique.<\/p>\n<p>Si vous souhaitez publier sur ce r\u00e9seau social en BtoB, il est important de suivre 3 principes :<\/p>\n<ul>\n<li>ne pas parler que de soi<\/li>\n<li>s\u00e9lectionner les th\u00e8mes qui seront visibles de mani\u00e8re r\u00e9currentes sur le compte entreprise\u00a0: produit, marque employeur, secteur d\u2019activit\u00e9&#8230;<\/li>\n<li>cr\u00e9er une unit\u00e9 graphique reconnaissable entre toute, qui sera utilis\u00e9e pour chaque post. Il existe de nombreux filtres en native sur Instagram, mais pour se d\u00e9marquer de nombreux outils existent comme\u00a0<a title=\"application Canva\" href=\"https:\/\/www.canva.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Canva<\/a>, Flipagram\u2026<\/li>\n<\/ul>\n<p><a title=\"Compte Instagram de Citrix\" href=\"https:\/\/www.instagram.com\/citrix\/?hl=fr\" target=\"_blank\" rel=\"noopener noreferrer\">Citrix<\/a>, une entreprise num\u00e9rique, a d\u00e9cid\u00e9 de communiquer selon des codes assez sp\u00e9cifiques en faisant appel \u00e0 l\u2019univers Legos. Elle surfe \u00e9galement sur l\u2019actualit\u00e9 (newsjacking) pour mettre des posts engageants et donner un aper\u00e7u \u00e0 sa communaut\u00e9 de ses valeurs et ses engagements.<\/p>\n<h2>Cibler une audience diff\u00e9rente<\/h2>\n<p>90% des utilisateurs Instagram ont moins de 35 ans. Instagram permet de toucher une cible plus jeune et moins pr\u00e9sente sur les canaux de communication traditionnels : les formats vid\u00e9os et photos r\u00e9pondent aux nouveaux modes de communication de cette cible. Ils veulent de la proximit\u00e9 avec la marque, se sentir proche des valeurs de l&rsquo;entreprise.<\/p>\n<p>Depuis le rachat par Facebook en 2012, les publicit\u00e9s Instagram sont programmables via Facebook Ads. Pour se faire, il suffit de coupler ses 2 comptes. Cela permet alors un ciblage de l\u2019audience selon des centres d\u2019int\u00e9r\u00eat tr\u00e8s pr\u00e9cis. Comme il est possible d\u2019y int\u00e9grer des liens, cela peut repr\u00e9senter un levier d\u2019acquisition de trafic sur son propre site internet.<\/p>\n<h2>Humaniser son entreprise aux yeux des clients, des prospects mais des futurs collaborateurs<\/h2>\n<p>Instagram offre la possibilit\u00e9 aux entreprises BtoB de mettre en avant leurs collaborateurs. Elles peuvent d\u00e9velopper leur marque employeur comme sur LinkedIn. Pour attirer les internautes, il est important de faire du contenu de qualit\u00e9 et utiliser du storytelling. Une m\u00e9thode de communication qui met en sc\u00e8ne le contenu et qui va permettre de faire comprendre l\u2019ADN et les valeurs de l\u2019entreprise. Ce param\u00e8tre peut influer positivement lors de campagne de recrutement en humanisant fortement l&rsquo;entreprise.<\/p>\n<p><a title=\"Compte Instagram General Electric\" href=\"https:\/\/www.instagram.com\/generalelectric\/?hl=fr\" target=\"_blank\" rel=\"noopener noreferrer\">General Electric<\/a>\u00a0a r\u00e9ussi ce pari sur son compte Instagram.<\/p>\n<h2>Cr\u00e9er de l\u2019interaction avec ses utilisateurs<\/h2>\n<p>Instagram favorise la spontan\u00e9it\u00e9 et la vari\u00e9t\u00e9 de contenu. Cela permet une meilleure interaction avec ses utilisateurs.\u00a0L\u2019utilisation de hashtags # sur Instagram permet de mettre en avant des mots cl\u00e9s propres \u00e0 sa marque. Une mani\u00e8re plus simple de retrouver une entreprise et son contenu et de faire interagir les utilisateurs sur un th\u00e8me particulier. Il est d\u2019ailleurs recommand\u00e9 de d\u00e9poser son hashtag aupr\u00e8s de l\u2019INPI si celui-ci est compl\u00e8tement associ\u00e9 \u00e0 sa marque.\u00a0Pour choisir des hashtags pertinents, il est possible d\u2019utiliser un outil comme\u00a0<a title=\"hashtagify\" href=\"https:\/\/hashtagify.me\/hashtag\/tbt\" target=\"_blank\" rel=\"noopener noreferrer\">hashtagify<\/a>.<\/p>\n<p>Instagram permet \u00e9galement de cr\u00e9er des jeux, concours : un moyen simple et accessible pour cr\u00e9er de l\u2019interaction avec sa communaut\u00e9. Et si vous avez \u00e9t\u00e9 tagu\u00e9, il existe\u00a0l\u2019application\u00a0<a title=\"application Repost\" href=\"https:\/\/itunes.apple.com\/fr\/app\/repost-for-instagram\/id570315854?mt=8&amp;ign-mpt=uo%3D4\" target=\"_blank\" rel=\"noopener noreferrer\">Repost<\/a>\u00a0qui permet automatiquement de reposter n\u2019importe quelle image sur laquelle vous \u00eates mentionn\u00e9.<\/p>\n<h2>Les lives\u00a0: un outil qui met sur un pied d\u2019\u00e9galit\u00e9\u00a0!<\/h2>\n<p>Instagram est le seul r\u00e9seau social qui met tout me monde sur un pied d\u2019\u00e9galit\u00e9. Pour la cr\u00e9ation des Lives, il est impossible de les faire avec un autre support qu\u2019un mobile. Int\u00e9ressant, car les budgets de communication sont souvent plus serr\u00e9s en BtoB qu\u2019en BtoC. Cela permet notamment aux PME d\u2019envisager plus sereinement les vid\u00e9os, et pour un budget moindre, de d\u00e9livrer du contenu \u00e0 ses internautes.<\/p>\n<h2>Et surtout toujours mesurer ses r\u00e9sultats<\/h2>\n<p>Instagram poss\u00e8de de nombreux \u00e9l\u00e9ments de metrics qui permettent de mieux interpr\u00e9ter et analyser le comportement de sa communaut\u00e9. Pour cela, il faut un compte Business. Si certaines entreprises ont tendance \u00e0 se focaliser uniquement sur les clics, les nouveaux abonn\u00e9s et les \u00ab\u00a0like\u00a0\u00bb, il est pr\u00e9f\u00e9rable de mesurer \u00e9galement l\u2019interaction des posts gr\u00e2ce aux commentaires et aux mentions pour d\u00e9terminer le taux d\u2019engagement.<\/p>\n<p>Alors maintenant \u00e0 vous de poster !<\/p>\n<h2>\u00c0 propos : Christelle Mompelat<\/h2>\n<p>Avec 10 ans d&rsquo;exp\u00e9rience en BtoB, Christelle a accompagn\u00e9 les entreprises pour lesquelles elle travaillait dans l&rsquo;investissement des r\u00e9seaux sociaux.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec 16 millions d\u2019utilisateurs en France en 2019, et un taux d\u2019engagement 5 fois sup\u00e9rieur \u00e0 Facebook, Instagram est l\u2019un des r\u00e9seaux sociaux les plus influents du moment. Comme il est jug\u00e9 plus sp\u00e9cifique au&#8230;<\/p>\n","protected":false},"author":10,"featured_media":21229,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[853],"tags":[701,26,1529],"class_list":["post-21226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-invites","tag-business-instagram","tag-reseaux-sociaux-2","tag-strategie-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pourquoi int\u00e9grer Instagram dans sa strat\u00e9gie BtoB ? - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Avec 16 millions d\u2019utilisateurs en France en 2019, et un taux d\u2019engagement 5 fois sup\u00e9rieur \u00e0 Facebook, Instagram est l\u2019un des r\u00e9seaux sociaux les plus\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/academy.visiplus.com\/blog\/articles-invites\/pourquoi-integrer-instagram-dans-sa-strategie-btob-2019-06-25\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pourquoi int\u00e9grer Instagram dans sa strat\u00e9gie BtoB ? 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