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 with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweetfish MEDIACOM. You're listening to the BETB growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BEDB growth show. We are here today with Jeremiah Sarkuit. He is a partner manager at infusion soft. Jeremiah, how you doing today? I'm doing great, James. Thanks for having me. I'm excited about this. I'm really start to chat with you, Jeremiah. We're going to be talking about Instagram, specifically some use cases and how Bob companies can win on instagram. You've...

...been really excited about that platform for a while now. Before we get into that, there might be a few people listening that aren't quite familiar with infusion soft. I don't think there would be very many but explain to our listeners, just so they have some context about your world, what is infusion soft and what you guys doing over there? Yeah, it'll problem, James. that. Yeah, we're a little bit bigger now. Sixteen years in existence as a SASS CRM marketing automation company, were known as the all in one solution specifically for small business. Love we may compete at times with like the bigger teams like sales force and Marquetto or part, but we're designed a little bit smaller for the smaller and mid sized businesses. But that would be maybe our closest competitor would be like a sales force in a Marquetto or a part dot connection. Yep. So we work with small business. Love it. I love it. And so, Jeremiah, and diving into the content that we're going to be covering today, we were talking offline just about the landscape of social media and, you know, we quickly started talking about about instagram...

...and all the opportunities they're kind of give us just a high level view of and of how you're thinking about social and business and how that's colliding. And then, once we do that, I want to dive into talking about instagram. Yeah, no problem. I think what you're what we're seeing right now, James, is a bit of a shift to storytelling, right, and storytelling is really what's selling. Consumers want that, they want to see the story, they want to be a part of the story. So when you when you put that into social, you can really use social as the vehicle to deliver that story to the right to the right audience. I think that's where a lot of businesses are missing. Maybe specifically with social, is there maybe targeting or working with the wrong audience, the wrong target there. What do you see in a with with you guys as audience? Being small businesses, they're being, you know, some small businesses listening to this. What are some of the mistakes that you're seeing small businesses making on social and then...

...maybe even share some some examples of some small businesses that are crushing it. Yeah, I think some mistakes that people are making is they're not consistent with their their messaging or their style, right. Yeah, and that consistency, that lack of consistency, creates confusion and when we have a confused brain, the brain saying no right. So I think clarity coming from consistency is a massive message for all businesses, not just small businesses, but really fine tuning who your target in your audiences and then getting that message owned for them specifically got it. So consistency and kind of design esthetic consistency of of message. Do you think that that lack of consistency is coming because they're just kind of cobbling together the social strategy like they're, yeah, going off the cuff with it? Yeah, I think your spot on. I think the teams that have a social calendar, documented calendar of what's happening with their content socially, are the teams that actually have a better go at delivering that material. When...

...we just get out there and shoot from the hip, you know exactly what's happening with that. You know we may hit a few things, but it's probably not our target. Yeah, Yep, that makes total sense. And then as far as consistency goes, you know, is at a matter of just kind of hiring a designer, using an outsource design firm, and kind of giving them some standard design esthetics, like how can they correct? What are some other ways that they can correct the consistency problem? Great Question. Yeah, I would go back to the target again and go okay, Hey, we work with males that are, you know, financial planners, you know, thirty five to fifty five. Where are they and what are they interested in? Got It right, and then we could follow up with that right with our content in our deliverables that are approached. Yeah, our approach starts matching. So then maybe we go well, as it's a financial planners and in teams in the stock market. Right. So, stock market financial planners. They they're going to want a different you know fought perhaps, yeah,...

...versus, you know, a millennial that might want like that neo font that you can get on instagram. Got It. And then, as far as I heard a keynote from Gary v the other day, am I actually been last night, and he was talking about a law firm that was trying to figure out what their content strategy was going to be, what kind of content they were going to put out to attract the right type of clientele, and they ended up landing on creating a bunch of content around golf. And as I heard it, you know, as he shared that, I thought that's Bruiet. If if you were, if you're an attorney and you're looking for, you know, kind of senior level folks. Sure they are going to be some people that golf that aren't going to need what you do, but a lot of them are, and so I just thought made from a creativity standpoint. I really love that idea. Are there any small businesses that you guys are seeing, you being so close to the fire there and infusion soft any particular companies that stand out for you and strategies that they've deployed that...

...have been unique or that have really caught your attention? Well, I think the retargeting that's coming from this, okay, and then you, I mean the ability to go and retarget to your audience is tremendous, and I mean that takes it to a whole different level. When we start talking about like instagram ads, okay, bet or even facebook ads. Do you see a lot of small businesses doing retargeting? I do, okay, some of my top teams are doing that and it works and that's one of the reasons they are at the top of the list. Okay, it's because they are engaged with their audience and they're coming back to them right frequently at the right time. Yeah, and I mean a lot of that's with the news feed to you want to see your stuff right at the right time to your audience. Yeah, and you know, you were spot on with the creativity show what you do in a creative way. Focus on solutions that you provide, not the products that you sell. Yeah, yeah, and I think focusing on the audience that you're serving. And so by creating golf content that really has nothing to do with your your Erny services or little work, but you're giving...

...valuable content to people that you're meeting people where they are. And if you know that your audience wants to play golf, why not create golf content? It seems counterintuitive, but it actually makes perfect sense. So I want to dive into Instagram, Jeremiah. Where are you alluded to instagram ads. What are some growth strategies that that you're really bullish on when it comes to instagrams, particularly for BDB companies? I think the growth strategies actually right now aren't within the advertising platform. Okay, they're there later. They're there once we're growded with their our foundational right, once we have consistency in our message and we know what our font needs to look like the X, Y and Z audience. But I really think the value in instagram is within instagram stories. Okay, talk to us about that. Yeah, when you look at instagram store, when you look at instagram all together, it's almost like you want to look at it as a magazine. Okay, it's a very visual magazine, Yep, and what you could take it that way and open that sucker up a go to flip the page of this magazine is showcase us and do...

...our storytelling. That's really where it is, and these little mini movies, if you will, do a great job of showcasing that value that you're bringing to your audience in your community. Got Yeah, I think you know, the bdb audience would be very, very smart to actually take instagram stories and start talking about their top customers. Right. So do you think I'll throw you a little bit of a curveball here? We didn't talk about this offline, Jeremiah, but I'm curious to hear what your thoughts are on it. Do you think, in a BEDB context, do you think it would be smarter for executives, leaders at the companies to be doing this on their personal profile, or is it smarter to be doing it as the brand itself, on those brand profiles? Great Question. All the experts, sue included, would say you want to have a business account, okay. You want to separate the two to some degree, okay, and just listen to this and Jay again on their on their podcast. They rocked it and it was a bit of Hey, you got to have a personal account because we want to see as a person. But at the end of the day, consumers,...

...new leads that aren't customers yet, they want to get a bit of that story in, a bit of the company got it right, and then a lot of CEOS are be a little bit reluctant to share that personal page, you know, to their leads. And you you mentioned talking about customers in those stories. What do you mean? They're what I would be doing is I would actually be be showcasing a customer, customer case study, example of success, a new customer that's signed up and the energy in that now behind it, because instagram is very visual and the creativity that we're allowed to use through the tools that that are available and even the ass that you could plug in are phenomenal. So when you get that energy right and then you have that creativity behind it, that story is really pumping gotta and so that could be maybe inner interviewing that customer or just someone from the team bordling about, talking, you know, because a lot, you know a lot of the folks listening to this or Sass and they may not be in front of their customer but doing different creative things, maybe talking about the customer, congratulating them...

...in your instagram story. Do you have any thoughts around growing a following on instagram? I know that's been the thing that is kind of kept me away from really jumping head on into instagram, as I just feel like, ma'am, I'm going to be putting content out there for people that for just not very many people. And what have you seen brand's doing to grow their following there? What I've seen is I've seen the winning profile being developed. I mean, you've got a hundred of fifty characters that you can use in your bio section or in the company section, right, okay, and that is massive. Okay. So how are people finding those BIOS because they're searching for certain keywords, or is it is it still very much Hashtag, you know, emphasis on Hashtags. How are people finding in the profile? It is still it's a slew of all of that James, I know you're right. So when now that instagrams launched their instagram business profiles, that's it's certainly searchable within that index. Okay, so putting your phone number and there adding a bit of energy to your bio gives access right to that extensive analytics data that's...

...just pumping through through instagram. Gotta and you you mentioned earlier sue and Jay, but I don't think I think you've talked about them more in depth on before we started recording. Yeah, who are sue and Jay? Sue Zimmerman. She's one of the leading experts in Instagram and somebody that I highly recommend that you guys follow. And then Jae Bear. He does his social pros podcast. It's a podcast and just take it some time. With Sue, I had met her in Canada and had the pleasure to sit down with her for day and a half and really see how she operates. She does great work with the creativity behind instagram and really makes her stories fresh and fun and and certainly a ton of business value in there. Man, it's all very, very pointed at instagram teaching, right, yeah, especially for entrepreneurs. So is she? is she teaching kind of how do you capitalize on different filters and because I've seen some brands do some really creative things. I'm not seeing very many brands do it. The brands that are on the forefront of things seem to be doing pretty well. Is She getting real tactical as far...

...as and of how you can use filters and how you can do different use different design elements in your stories? Oh No, without question. Yet she's really taking them behind the scenes. Love it, I love it, wonderful and so so your thesis is that brains should be much more focused on the story, even though the story kind of goes away after twenty four hours, similar to Snapchat, at my understanding it right, you are correct. Yeah, but it would be something that you would have on that content calendar again, and it would be instagram. This week we're going to focus on our case studies in our customers. Next week we're going to talk a little bit more about holiday marketing and some tips. They're like planning it out that way and having that structures can be very important. Got It. And so doing doing stories in conjunction with images that then stay on your profile. Exactly. Yeah, okay, yeah, I love it. And then and then you can string it along to you to do a bunch of pictures right and then actually save those to your camera will and then come back and edit those up, you know, put some text in some some style through those, and then you can post those all together. You don't have to post right away.

Is really what I'm getting after there. You could get a little bit more structure and organization forever before you put that out profile. Yeah, out and watch. You watch a really go exactly. I love it. I love it, Jeremiah, this has been fantastic. If there's somebody listening to this, they want to stay connected with you, they want to learn more about infusion soft. What's the best way for them to go about doing that? My website, Jeremiah Sharkcom, or grabbing me on instagram or or facebook. Love it, and that's going to be yeah, AD at Jeremiah Shark for both of those. And Yeah, thanks, James. This was awesome. Love it. Thank you so much for your time today, Jeremiah. This has been fantastic, so I appreciate it. Man, no problem. I look forward to talking with you again and keep up the great work. Thanks. If you're a BEDB marketer, we want to feature you on sites like the Huffington post social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to feel the content we write for really popular websites. So head...

...over to sweet fish Mediacom slash questions and sign up today. Thank you so much for listening. Until next done.

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