Most social media sites start out as being purely user-friendly and slowly shift towards being marketing-friendly, too. Over time, sites like Facebook, Pinterest, and Twitter went from focusing all on the user to adding features like ad platforms and analytics information for businesses.
Instagram has officially joined their ranks.
Instagram first made the steps towards being more business friendly a few months back when Instagram Ads rolled out for businesses. Then they announced that you could switch more easily between profiles. And finally, as of last week, they announced some big additions coming to Instagram for business, including business profiles and a few features to accompany them.
If you go on almost any social media marketing or Facebook Ads blog, you’ll see a long list of posts focused on retargeting—how important it is, methods to retarget successfully, and how to make sales with it.
This is all great, but these posts, unfortunately, are forgetting one thing: retargeting isn’t the only part of Facebook Ads that matters.
Retargeting seems to be the current buzzword in social media marketing; it can help boost sales and keep people around, sure, but in general (and like any buzzword), it’s way overhyped. It can help your business, but without cold traffic, it’s not sustainable.
Look, there’s just no point in denying: Lead generation got hard. Bloody freaking hard. Not that it was ever easy, but you have to admit: The days of people signing up for any email list that caught their eye are long gone.
Today, buyers have too much choice, too many opportunities, and are too freaked out by all the talk about online privacy to hand over their emails to anyone who asks.
But does that mean you can’t generate leads anymore? No, of course not!
However, just putting an eBook out there and hoping for the best probably won’t get you any meaningful results.