Busting the 5 Myths that Keep B2B Marketers Off Instagram
you’re an integrated B2B marketer, it’s time to quit dragging your feet, get on
Instagram, and start building connections and reaching new prospects. Allow us
to gently smash the most common excuses marketers make for avoiding the
Myth #1: My customers aren’t there.
more than 1 billion people use Instagram each month – that probably includes your customers. And consider this:
in the next two years, Millennials will make up 50% of the U.S. workforce, with
Gen Z not far behind. They are most assuredly on Instagram, so your brand needs
to be there to reach these influential decision-makers. See how Mailchimp targets these groups in a way that means business.
Myth #2: It’s just a bunch of glossy
supports a wide variety of marketing opportunities, including videos, quizzes,
contests, and other media that can raise your profile and create instant
engagement. Users are actively seeking out content from advertisers: one-third
of the most-viewed Stories are from businesses.
inspiration, look at how IBM
full use of Stories, quizzes, and even an interactive Q&A feature.
Myth #3: It won’t help me make sales.
it’s true one post won’t convert anyone – but Instagram is a cost-efficient way
to draw people deeper into your funnel. In one study, 20% of brands that
regularly marketed on Instagram got as much as 50% of their traffic from the
platform. Keep creating engaging content and the sales eventually will happen!
Myth #4: People use Instagram for
entertainment, not education.
is a great place to showcase data and information about your company. The trick
is to make it visually appealing, like using infographics and brightly colored
charts to showcase granular information and data. To see what we mean, check
out HubSpot’s account, and all of the engaging ways they’ve found to highlight factoids.
Myth #5: I’m already using LinkedIn and
Twitter so I don’t need Instagram.
This is like saying, “I’m already advertising on
TV; why do I need brochures?” Each platform serves a unique need for its users and
should have a different place in your marketing. Instagram is part of a mix
that could also include not just other social platforms, but high-impact
collateral, direct mail, and much more.