582: How B2B Brands Can Leverage Instagram w/ Jeremiah Sarkett

ABOUT THIS EPISODE

In this episode we talk to Jeremiah Sarkett, Partner Manager at InfusionSoft.

Are you struggling to come up withoriginal content, weaken and weak out start a boncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again: Learn more at sweetfish media, dotcom, youere, listening to the Beato BGrothshiw, a potcast dedicated to Helpi bee to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carberry and I'mJonathan Green. Let's get into the show, welcome back to the bby groth show wewere here today with Jeremia Sarket, Heis, a partner manager and infusionsoft Jermy. How e You doing today, I'm doing great James Thanks for having meI'm excited about this. I'm really stuck to tap with you. Geri we're goingto be talking about Insigra, specifically some usecases and and howB T B companies can win on instragram.

You've been really excited about thatplotform for a while now t before we get into that the e there might be afew people listening that aren't quite familiar with infusion soft. I don'tthink there would be very many but explain to our listeners just Ha. Theyhave some context about your world. What is infusion soft and what are youguys doing over there? Yeah no problem James and yeah we're a little bitbigger. Now, sixteen years in existence as ASASS CRM marketing automation,company were known as all in one solution, specifically for smallbusiness. We may compete at times with, like the bigger teams like sales, forseand Marcquetto or Partot, but we're designed a little bit smaller for thesmaller and mid sized businesses, but that would be maybe our our closestcompetoir would be like a a sales force in a market or pardot connection Yep.So we work with small business. I love it. I love it and so Germi in divinginto the content that we're going to be covering. Today we were talking offlinejust about th, the landscape of social...

...media, and you know we quickly startedtalking about about insigram and all the opportunities there. Kinda give usjust a high level view and of how you're thinking about social andbusiness and how that's colliding and then once we do that, I want to diveinto talking about instrument yeah, no problem. I think what Y, what we'reseeing right now james is a bit of a a shift. Just storytelling right andstorytelling is really what's what's selling consumers want that they wantto see the story. They Wan to be a part of the story. So when you, when you putthat into into social, you can really use social as a vehicle to deliver thatstory to the right. The right audience. I think that's where a lot ofbusinesses are missing, maybe specifically with social is there,maybe targeting or working with the wrong audience. Yeu have the wrongtargetther. What what do you see with you guys this audience being smallbusinesses? thereare being you know some small businesses listening to this?What are some of the mistakes that you're seeing small businesses makingon social and then maybe even share...

...some some examples of some smallbusinesses that are crushing it? I yeah, I think, some mistakes that people aremaking is they're not consistent with their their messaging or their styleright, yeah, and that consistency that lack of consistence it createsconfusion, and when we have a confused brain, the brain's saying no right. SoI I think clarity coming from consistency is a massive message forall businesses, not just small businesses, but really fine tuning whoyour target in your audience is and then getting that message honed forthem. Pacifically got it so consistency in n kind of design, estheticconsistency of of message. Do you think that that lack of consistency is comingbecause they're just kind of cobbling together their social strategy likethey'r, they'regoing off the cup, with it yeah, I think, you're spot on? Ithink the teams that have a social calendar documented calendar of what'shappening with their contents. Socially, are the teams that actually have abetter go at at delivering that...

...material and when we just get out thereand shoot from the HAP, you know exactly what's happening with that. Youknow we may hit a few things, but it's probably not our target Yeah Yep. Thatmakes total sense and then, as far as consistency goes, you know is that amatter of just kind of hiring a designer using an outsource design,firm and kind of giving them som some standard, disign aesthetics like howcan they correct what are some other ways that they can correct? Theconsistency problem, great question yeah I would. I would go back to thetarget again: okay, hey we work with males that, areyou know, financial planners? You know thirty five to fifty five. Where arethey and what are they interested in got Ip right and then we could followup with that right with our content in our ddeliverables that are approachedYeah R, our approach starts matching. So then, maybe we go well. It'sfinancial planners and an teams in the stock market right so stock marketfinancial planners they they're going to want a different. You know, thoughtperhaps yeah versus you know a...

...millennial that might want, like thatneo fog, that you can get on, Istrogram got it and then, as far as I I heard aknote from Gary v the other day, it might have actually been last night andhe was talking about a law firm. That was trying to figure out what theircontent strategy was going to be, what kind of content they were going to putout to attract the right type of Clientelle and they ended up landing oncreating a bunch of content around Gulf and, as I heard you as he shared that Ithought, that's brilliant or if Youw're an attorney and you'relooking for you know, kind of senior level. Folks sure there are going to besome people that golf that aren't going to need what you do, but a lot of themare, and so I just thought from a creativity standpoint. I I really lovethat idea. Are there any small businessis that that you guys aresaying you being so close to the fire there at ifusion soft, any particularcompanies that that stand out for you...

...and strategies that they've deployedthat have been unique or or that have really caught your attention? Well, Ithink the retargeting that coming from this okay and then Y, I mean theability to go n retarget to your audience. I is tremendous. Imean that takes it to a whole different level. When we start talking about likeIstrogram, ATS, okay, I eer even face book ads. Do you see a lot of smallbusinesses doing retargeting? I do okay, some of my top teams are doing that andit works and that's one of the reasons they are at the top of the list, itsbecause they are engaged with their audience and they're, coming back tothem right frequently at Ou right time, yeah- and I mean a lot of that's withthe news feed too. You want to see your stuff right at the right time to yourAUDIEC and you know, y. u you respod, on with the creativity, show what youdo in a creative way, h n locus on solutions that you provide not theproducts that you sell, yeah yeah and I think, focusing on the audience thatyou're serving and so by creating Gulf content. That really has nothing to dowith your your Aernyn Services Arnowork,...

...but you're you're, giving valuablecontent to people that y e you're meeting people where they are, and ifyou know that your audience loves to play Golf, why not create golf content?It seems counter induitive, but it actually makes perfect sense. So I wantto dive into Instrogram Geremi. Where are you alluded to Instrogram ads? Whatare some gross strategies that that you're really bulloshon when it comesto instrograms, particularly for BTB companies? I think that the growthstrategies actually right now aren't within the advertising platform ty'rethey're there later they're there once we're growded with our our FOUNDATIONL.We C. We have consistency in our message and we know what our fond needsto look like. Th X wines, the audience, but I really think the value of aninprogramis within insteram stories mm. Okay, talk to us about that yeah whenyou look at Insagram store when you look at Istogram altogether, it'salmost like you want to look at it as a Mage, mazine, okay, it's a very visualmagazine, Yep and when you could take it that way and open that succer up andgo im. Gont flip the page of this...

...magazine in showcase us and do ourstory telling that's really where it is, and these little many movies. If youwill do a great job of showcasseing, that value that you're bringing to youraudience in your community. I think you know h. The V to B audience would bevery, very smart to actually take instrogram stories and start talkingabout their pop customers right. So do you think I'll throw you a little bitof a curvall here? We didn't talk about this Offlanami, but I'm curious to hearwhat your thoughts are on it. Do you think in a be to be context, do youthink it would be smarter for executives leaders at the companies tobe doing this on their personal profile, or is it smarter to be doing it as thebrand itself? On those brand provises great question, all the experts, sueincluded would say you want to have a business account. Okay, you want toseparate the two to some degree and just listen to to see you and J againon their on their podcast. They rocked it it. It was a bit of e. You gottohave a personal account 'cause. We want to see as a person, but at the end ofthe day, consumers new Leeds that...

...aren't customers. Yet they want to geta bit of that story in a bit of th. The company got it right and then a lot ofC eos are are be a little bit reluctant to share that personal page. You knowto their leads and Y. U you mentioned talking about customers in thosestories. What do you mean there? What I would be doing is, I would actually bebe showcassing. A customer customer KS study example of success, a newcustomer that's signed up and th energy in that wow behind it, because ISN'svery visual and th the creativity that we're allowed to use to tools that thatare available. Even the ask that you could plug in are phenomenal as whenyou get that energy right and then you have that creativity behind it. Thatstory is really pumping got it, and so that coand be maybe innerinterviewing acustomer or just someone from the team borowing about talking. You K, ow'cause, you W A lot of the folks LS ening this or Sass, and they may not bein front of their customer but doing different creative things. Maybetalking about the customer...

...congratulating them in your instrogramstory, do you have any thoughts around growing of following on Instagram? Iknow that's been the thing that has kindof kept me away from really jumpinghead on into instrogrammas. I just feel like man, I'm going to be puttingcontent out there for people that for just not very many people, whathave you seen brands doing to grow there following h? What I've seen isI've seen the winning profile being developed. I mean you've got a hundredand fifty characters that you can use in your biosection or in the companysection right, okay, and that is massive okay. So how are people findingthose BIOS because they're searching for certain keywords or is it? Is itstill very much hash tag? You know emphasis on Hash Tags. How are peoplefinding n the propile? It is still it' it it's a sclew of all of that JamesYeah. I know you're right so when now that isagams launched ther insreentbusiness profiles, that's it's certainlysearchable within that index.Okay, so putting your phone number and there adding a bit of energy to yourbio, gives h access ig that extensive,...

...analytic, Stata, that's just pompingthrough through instogram. and U you mentioned earlier sue and J, but Idon't think I think you you talked about them more indepth before westarted recording yeah who, who er sue and J Su Zimmirman she's one of the leadingexperts in Instrogram, there's somebody that I highly recommend that you guysfollow and then she bear he does his h. The Social Prost podcast it's a greatpod cast and just takin some time with Su. I had met her in Canada and had thepleasure to sit down with her for a day and a half and really see how sheoperates. Now she does great work with the creativity behind insograan. Itreally makes her stories fresh and fun, Um and and certainly a ton of businessvalue in there I mean it's all very, very pointed at instragram teachingright yeah, especially for entrepreneurs. So is she? Is sheteaching kind of? How do you capitalize on different filters D, a CI've seensome brands. Do some really creative things? I'm not seeing very many brands.Do it. The braindsthat are on the forefront of things seem to be doingpretty well is, is she getting real tactical? As far as of how you can usefilters and how you can do different...

...use, different design elements in yourstories, O without question, yeah, she's, really taking them behind thescenes? Love it. I love it wonderful, and so so your thesis is that Branshould be much more focused on the story. Even though the story kind ofgoes away after twenty four hours, similar to to snaphat at myunderstanding it right, you are correct yeah, but it would be something thatyou would have on that content calendar again and it would be in Aran this. Wewere going to focus on our CSE studies and our customers next week, we'regoing to talk a little bit more about holiday marketing and some tips therelike planning it out that way and having that structures cand to be veryimportant, got it and so doing doing stories in conjunction with images thatthen stay on your profile, exactly yeahot a lot and then you cul string italong to you could do a bunch of o of pictures right and then actually savethose to your camera role and then come back and edit. Those up, you know, putsome tax in some some style through those, and then you cand, post thoseall together. You don't have to post...

...right away, is really what I'm gettingofter there. You can get a little bit more structure and organization rhbefore you Pu that outrow vi he pen, Uproun and watch watch. It really goexactly. I love it. I love it Jery. This has been fantastic. If there'ssomebody listening to this, they want to stay connected with you. They wantto learn more about it, fusion, soft, what's the best way for them to go, abydoing that on my website, Jermya Shark, tcom or grabbing me on Iste Grandmar orface book, and that's going to be yeah a at Jeremya Shark for both of thoseand yeah thanks James. This was awesome. Love. Thank you. So much for your timetoday. Der My this has been fantastic S. I appreciate it Mayo'll problm. I lookforward to to talking with you again O D, keep up the great work. I thought: Oure Huffington, post social, MEDA, examinerache worer every week, Wesen that a question really maretwe use theresponses to those questions to feel the content. We write for reallypopular websites so head over to...

...sweetbish, MEDA, dotcom slush questionsand sign up today. Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1609)