Saturday, 21 July 2012

Is Instagram useful for B2B marketing?

Recently, Marketo has published this infographic about how to use Instagram in a B2B marketing campaign:

A few month ago, I was really sceptical about the interest that this platform could represent for B2B marketing, because I was only see from the "lead generation" generation point of niew, which is the one of the main reason why a B2B company would consider by going social (for more information, just check my previous article on this subject).
However, after having read this infographic, I now recognize that Instagram is powerful to connect people and brands emotionally. When the main advantage for a B2B company using a social network like Facebook is according to me, to be closer to people, Instagram is a powerful tool to convey brand values and philosophy in a different manner. 
However, B2B companies are not as big as Oracle, Cisco, SAP and so on. I recognize that for huge and global firms admired by tons of people, Instagram is a good gadget for them to show another face. For classic B2B companies, which are often niche specialists with a limited number of customers and are unknown by the majority of the people, Instagram is just uninteresting. And I think it is the same conclusion for Pinterest. There are some articles published on the web that try to demonstrate the benefits for a B2B company to be on this media, but I don't see the point. 

According to me, going to such platforms without having enough information about what the real ROI they could have is yielding to the novelty.

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  1. Hi, I love to share my pics with Instagram and Its cool and Interesting job for me in personal. I got to know that Its been used for Business marketing from your post.

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  3. There are TONs of new ways to get involved in the social media, I am not familiar with instagram but I understand it is popular! If you can use it to engage your audience then there is no reason not to use it as part of your strategy.

  4. These are good advices, but I'm affraid you've missed one very important aspect - following management. But that is the key to succes - to engage lots of people into your account's life. The most reliable way to do so is to contact as many users with similar interest as possible. Those interests can be places you visit, filters you use, objects you picture. And, of course, you have to follow them, hoping they will follow you back. But even if you've done everything right, commented and liked their photos, more than a half of them won't. That's absolutely normal, that's how it works, nothing to be worried about. But now you need to get rid of those who is not interested in you, and there's one easy way to acomplish the task - to use an automated unsubscription service. I've been using this method for years since the early twitter era, but in instagram there was nothing for mass unfollowing. But the game has changed since this awesomeness appeared - It is capable of unfollowing up to 5000 users per day, and you're granted 1000 free unsubscriptions once you have registered. A hookah bar i've been promoting using this technique got almost hundred new real customers in a month - they almost doubled the amount of visitors who, in their turn, provided a good web presence for the bar. I know, it's not exactly b2b business, but the model is mostly the same for any type of account.

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  7. That's absolutely normal, that's how it works, nothing to be worried about.

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