How to Create a Powerful Instagram Social Media Marketing Strategy
One of the most powerful marketing tools marketers have today is social media. From Facebook posts to tweets on Twitter, sharing your products or services on social media platforms is a great way to increase brand awareness, engagement, sales and leads.
However, many people are left scratching their heads when it comes to marketing with Instagram.
Many of us use Instagram as a personal account to post photos of our family, friends, vacations and food – but how can it tie into business? And should it?
With the speed of which Instagram is growing, don’t underestimate its value to boost your brand and marketing efforts.
It has grown into an incredibly valuable marketing platform and even though the 18-29 year old’s are still prevalent users, the higher age groups are catching on and catching up fast.
Some 2018 Instagram stats from Sprout Social are telling:
• 7 out of 10 hashtags on Instagram are branded
• 80% of users follow a business on Instagram
• 65% of top-performing Instagram posts feature products
If you feel the tug to explore Instagram as part of your social media marketing strategy, check out these initial pointers to help you get started:
1. Use Hashtags Wisely
You don’t need to cram every hashtag you can think of in one post, but you do need at least a few.
A hashtag is the # sign followed by descriptive words about your image as in this example, I used #marketing and #ctaconf, which was the conference I was attending at the time.
When a user clicks/taps on a hashtag or types a hashtag into the search box, it brings up all images that use that hashtag. The user can even subscribe to continue to follow that hashtag.
The hope is the user will see your photo, head to your profile and best-case scenario, follow you and get engaged with more of your posts!
However, when hashtags are extremely popular, the competition to show up in the results is fierce. Similar to SEO keywords, the more popular a term is, the harder it is to stay at the top of the search results. Thus, my example of using #marketing really was futile if I wanted to get any traction from that post.
You want to make your hashtags Audience Gain Instagram Marketing relevant to your business and location, but also engaging enough that a user would type them into Instagram’s search box.
• Say you have a pizza joint in Vancouver. You post a pic of your Pepperoni pizza with the hashtags #VancouversBestPizza #NicolosRestaurant #DeliciousDeepDish
• Or you’re a Toronto wedding planner. You post an image of a bride and groom’s first dance with the hashtags #TorontoWeddingPlanner #LoveWins #WinterWedding
Holidays and special events are an excellent time to promote your business and gain Instagram followers. Whether it’s a sale on Black Friday, a Thanksgiving-related use for your product or a product shout-out on National Dog Day, they are all ideal opportunities to showcase your business brand in a non-salesy way.
2. Thank Your Audience for Showing Up
You don’t just post a bunch of photos and hashtags and wait for the likes to roll in.
To gain Instagram followers, engage with your audience and grow sales or leads, you need to put in the time.
See an example here from video expert Michele Moreno where she responds back to each of the comments left on her video post.
So if someone leaves a comment or question on one of your posts, take the time to reply and thank them/answer their question.
Take a look at their profile, and if you like what you see, follow them.
Businesses often follow commenters first, in the hopes that they might return the favour.
You can also look for people who might be interested in your product, then comment on their photos and/or follow them, but don’t spam them with an ask to follow you right away.
3. Interact with the Right Influencers
Influencers are Instagram users who can influence your target audience because of their popularity and/or social media following.
Danielle Bernstein is a good example of an influencer who worked with a brand. You may not recognize her name, but the 1.8 million followers of her Instagram account WeWoreWhat do.
Bernstein and FIJI Water worked together to create BodyWoreWhat, a marketing campaign offering 8-minute workout videos with her and her personal trainer.