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4 Brand-Building Tips on Using Instagram for Your Business
How to create an effective Instagram marketing strategy
One of the most powerful marketing tools marketers have today is social media. From Facebook posts to Twitter tweets, 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, holidays and food – but how does this relate to business? And should it?
With the speed at which Instagram is growing, don’t underestimate its value to support your brand and marketing efforts.
It has grown into an incredibly valuable marketing platform, and while 18-29 year olds still dominate, older age groups are quickly catching on.
Some 2018 Instagram stats from Sprout Social say:
• 7 out of 10 hashtags on Instagram are branded
• 80% of users follow the company on Instagram
• 65% of the top performing posts on Instagram contain products
If you’re interested in exploring Instagram as part of your social media marketing strategy, check out these introductory tips to get you started:
1. Use hashtags wisely
You don’t need to cram every hashtag you can think of into one post, but you do need at least a few.
A hashtag is a # followed by descriptive words about your image, like in this example I used #marketing and #ctaconf which was the conference I was attending at the time.
When a user clicks/taps a hashtag or enters a hashtag into the search box, all images that use that hashtag will be displayed. A user can even opt in to continue following that hashtag.
We hope that a user will see your photo, go to your profile and best scenario, follow you and engage with your other posts!
However, when hashtags are extremely popular, the competition to appear 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 search results. So my example of using #marketing was really futile if I wanted to get any traction from this post.
You want your hashtags to be relevant to your business and location, but also catchy enough for a user to type into the Instagram search box.
• Say you have pizza in Vancouver. Post a photo of your Pepperoni Pizza with the hashtags #VancouversBestPizza #NicolosRestaurant #DeliciousDeepDish
• Or you are a wedding planner in Toronto. You post a picture of the bride and groom’s first dance with the hashtags #TorontoWeddingPlanner #LoveWins #WinterWedding
Holidays and special events are a great time to promote your business and gain followers on Instagram. Whether it’s a Black Friday sale, a Thanksgiving-related use of your product, or a product announcement on National Dog Day, they’re all perfect opportunities to showcase your 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 your audience, and increase sales or leads, you need to put in the time.
Check out an example here from video expert Michele Moreno where she responds 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 thank them/answer their question.
Check out their profile and if you like what you see, follow them.
Businesses are often the first to follow commenters in the hope that they might reciprocate.
You can also search for people who might be interested in your product, then comment on their photos and/or follow them, but don’t spam them asking them to follow you right away.
3. Communicate with the right influencers
Influencers are Instagram users who can influence your target audience due to their popularity and/or social media following.
Danielle Bernstein is a good example of an influencer who has worked with a brand. You may not know her name, but the 1.8 million followers of her WeWoreWhat Instagram account do.
Together, Bernstein and FIJI Water created BodyWoreWhat, a marketing campaign featuring 8-minute workout videos featuring her and her personal trainer.
This may be an extreme example, and unless you have deep pockets, you probably won’t be able to attract an influencer with nearly two million followers.
But don’t despair. From mom bloggers to local foodies, you can always find someone your target audience follows, likes or admires. They might be willing to review your product or take a photo of it – use your imagination!
4. Don’t Just Shill Your Products
Instagram is not a place where you can share product images all the time. Think about people’s experiences using what you offer or the benefits it brings to people.
It is even better to show real examples. One way to do this is to ask your audience for user-generated content. This means users share their photos using the hashtag you provide.
Online furniture retailer Wayfair.com does user-generated content very well. They have a user-generated campaign that allows customers to share photos of their stylish Wayfair-filled homes using the hashtag #WayfairAtHome.
Make sure to let people know that their pictures can be featured on your page and you can significantly increase your Instagram content – for free!
No matter how you use Instagram for your business, be authentic and true to your brand. This is what the platform is all about and it will help you grow your business, gain Instagram followers and attract sales or leads.
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