Almost every business today is using Instagram as a marketing tool to promote their brand. With 10x more engagement than any other social networking site, Instagram is a platform you can’t be missing out on. In this article, I’ll be sharing a five-step guide to staying ahead of the game on IG, or simply download this interactive Instagram marketing checklist to jump right into the action.
Instagram for marketing
It’s hard to believe that Instagram was launched just less than a decade ago. Today, more than 2 million businesses are advertising on the platform to drive more traffic and sales from all over the world. Why wouldn’t they when over 60% discover new products on Instagram.
In Australia, for instance, Instagram ranks in the top 3 most actively used social networks with 1 in 3 Australians using the platform. As a brand, it makes total business sense to invest time in engaging and winning prospective buyers on social media. Here are the 5 steps to fast track your Instagram marketing success:
Step 1: Get set up
To get started, set up a business account on Instagram for free. If you happen to already have a personal account with your brand or business name, you then have the option to convert it to a business profile. You can then select a business category that fits your company the best.
Identify your objectives and your target audience. Before deciding on the type of content you are going to post on Instagram, you first need to think about who is going to view it. It’s very important to create content that your target audience will engage with.
Check your insights from other social media networks where you have an existing business account in order to understand your audience deeply enough and determine who your prospective buyer is.
One of the most important features of Instagram, if not the most important, is the bio part in your profile. Make sure your Instagram bio is optimised with a call-to-action that links people to your website and allows them to contact you.
Step 2: Build a strategy
This may sound like a cliché but any effective strategy starts with SMART objectives.
Ensure that your Instagram marketing strategy aligns with your overall business goals, whether that’s to create a community, promote user-generated content, or educate your consumers about your product to eventually encourage purchases.
Make sure you include the part where you create a social media calendar, which is the most effective hack to get you to post regularly. This way you can continuously create opportunities for engagement and build top-of-mind awareness along the way.
When followers interact with your posts, make sure you acknowledge them by responding to their comments and mentions of your brand. Instagram hashtags are also great for creating user engagement. Find relevant hashtags so you can expand your audience.
Step 3: Create compelling content
If you ask me, I like Instagram primarily because it’s visual. So as a marketer, you have to create compelling visual content to get your audience’s attention. This is where a brand’s visual identity will help in maintaining your brand’s look and feel across your Instagram feed.
Of course, IG is not all photos and videos — great captions add a dimension to your content. Don’t be afraid to use emojis to add a human touch.
Instagram Stories are another great way to build brand awareness and drive traffic to your website. More than 400 billion users today use Instagram Stories and around 39% surveyed state that they became more attracted to a brand after seeing it on Stories.
Another great way to create engaging content is to collaborate with Influencers. Download the list of Australia’s must-follow Instagram influencers.
Step 4: Measure, measure, measure
Measuring the results of our efforts should be core to everything that we’re doing as marketers. Instagram’s built-in insights allow you to get a basic overview of your Instagram activities in terms of the impressions and engagement of your posts, visits to your profile, where your audience is mostly from (geographically speaking), and which day of the week is the most engagement coming from.
The challenge is for you to analyse these insights using social media analytics tools like Talkwalker, which helps you contextualise these metrics within your overall social media marketing activities.
Step 5: Optimise and repeat
Don’t be afraid to experiment at the beginning. Particularly when it comes to the visual style and tone. Over time, you would start to have a better understanding of what’s working, which will pave the way to a more robust Instagram marketing strategy.
A competitive analysis will also help in putting you on track in terms of making your brand stand out.
As the years have passed, Instagram has proved to be a great marketing platform for businesses that are hoping to grow brand awareness and audience engagement. From using Instagram ads to relevant hashtags or creating stories to enhance engagement, there are a variety of strategies that can be used to influence your prospective buyer’s decision.
Grab a copy of this ready-to-use interactive Instagram marketing checklist and fast track your Instagram success.
About the Author:
Christine Aguilar leads digital marketing and communications for Asia Pacific at Talkwalker.
Talkwalker is a listening and analytics company that provides companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels. Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. For more information, visit https://www.talkwalker.com.
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