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4 Brand-Building Tips on Using Instagram for Your Business
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 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, vacations and food – but how can it be tied to business? And it should be?
With the speed at which Instagram is growing, don’t underestimate its value to strengthen your brand and marketing efforts.
It has grown into an incredibly valuable marketing platform and even though 18-29 year olds are still the users, older age groups are catching up and catching up fast.
Here are some 2018 Instagram stats from Sprout Social:
• 7 out of 10 hashtags on Instagram are branded
• 80% of users follow a business on Instagram
• 65% of the top Instagram posts feature products
If you feel like exploring Instagram as part of your social media marketing strategy, check out these top tips to get you started:
1. Use Hashtags Wisely
You don’t need to pack every hashtag you can think of into one post, but you do need at least a few.
A hashtag is the # sign 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 on a hashtag or types a hashtag into the search box, it brings up all the images that use that hashtag. The user can even subscribe to continue following that hashtag.
The hope is that the user will see your photo, go to your profile and best case scenario, follow you and engage with more of your posts!
However, when the hashtags are very popular, the competition appears in the results is fierce. As with 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 really was pointless if I wanted to get any traction from this post.
You want to make your hashtags relevant to your business and location, but also engaging enough that a user would type them into the Instagram search box.
• Say you have a pizza joint in Vancouver. You post a photo of your pepperoni pizza with the hashtags #VancouversBestPizza #NicolosRestaurant #DeliciousDeepDish
• Or you are a Toronto wedding planner. You post an image 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 Instagram followers. Whether it’s a Black Friday sale, a Thanksgiving-related use of your product or a product shout-out on National Dog Day, they’re 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 with hashtags and wait for the likes to roll in.
To get 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 respond and thank them/answer their question.
Look at their profiles, and if you like what you see, follow them.
Businesses often follow the commenters first, in hopes that they might return the favor.
You can also look for people who might be interested in your product, then comment on the photos and / or follow them, but do not spam them with a request 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 presence.
Danielle Bernstein is a good example of an influencer who has worked with a brand. You may not recognize his name, but the 1.8 million followers of his Instagram account WeWoreWhat do.
Bernstein and FIJI Water worked together to create BodyWoreWhat, a marketing campaign featuring 8-minute workout videos with him and his personal trainer.
That 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 do not despair. From mommy bloggers to local foodies, you can always find someone your target audience follows, likes or admires. Maybe they would like to review your product or take a photo using it – use your imagination!
4. Don’t just shill your products
Instagram is not the place to simply share product shots all the time. Think about people’s experiences using what you have to offer, or how it benefits people.
Even better, show real examples. Solicit user-generated content from your audience is one way to do this. This means that users share their photos using a hashtag you provide.
Online furniture store Wayfair.com does user-generated content very well. They have a user-generated campaign that allows customers to share photos of their Wayfair-filled homes using the hashtag #WayfairAtHome.
Make sure to let people know that their images could be featured on your page and you can increase your Instagram content in a big way – for free!
No matter how you use Instagram for your business, be authentic and true to your brand. That’s what the platform is all about, and it will help you grow your business, get Instagram followers and attract sales or leads.
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