Everyone is talking about social media marketing.
And with some explosive statistics, Instagram marketing is a viable approach for businesses of all kinds, to strengthen their social presence, brand authority, customer reach, sales and revenue.
This form of marketing brings a more humane feel to the way you engage with prospects, prospects and even existing customers, and opens up your business to new (and better) opportunities. This advantage alone makes it one of the strengths of digital marketing.
But you still struggle to steal a share of the billion users who currently use the platform despite the countless individuals, companies, and influencers that you've seen loyal customer loyalty on Instagram. The problem is not you however, it is the way you build your audience.
Although there are no standard practices, here is a 6 step formula that will be an asset to your Instagram growth.
Step 1. Define your brand
According to the American Marketing Association, a trademark is "a name, a term, a design, a symbol or any other characteristic that identifies the good or service of a seller as being distinct from those of a merchant". other sellers. "
In other words, your brand is the overall experience you offer your customers. It's your promise to them, the combined elements of your company's character. This marketing practice covers everything from the mission of your business to what your customers already think of your business.
Coca-Cola is a clear example. As the world's sixth-most valuable and seventh most-recognized brand on Instagram, Coca-Cola has built up enough brand value to charge more than any other beverage company.
In addition, obsessive search is the first step in any branding process. Focus on understanding the industry and the competition (big brands and creative companies), current and potential customers and the qualities you want them to associate with your business.
To spend less time defining your brand (because it can be complicated and time consuming), here are some questions to ask:
Where is the industry going?
What do others (especially big players) do in the industry?
What differentiates your offer from that of your competitors?
What does your company promise and how do you keep that promise?
What is the mission or purpose of your business?
What are the attributes of your brand? (For example, relevance, coherence and credibility)
Which voice can reflect your brand correctly?
While there are many branding strategies, build on what your target customers want or need from you. The trick is to explain how customers and competitors will perceive your brand.
Step 2. Know your audience
Any business, regardless of size, must understand the importance of audience analysis (a term commonly used in the writing of technical texts and speeches, but applicable elsewhere).
This analysis consists of observing the relevant elements that define the training and characteristics of an audience. In your case, you must collect information about the consumer of your product / service through extensive market research.
While big companies and industry giants collect nonsensical information, your audience analysis should focus on two types of data:
Demographics: geolocation, age, race, religion, sex, marital status, family size, ethnicity, income, education, etc.
Psychography: personality, social class, values, lifestyle, AIO (activities, interests and opinions), etc.
Demographics describe "who" are your clients while psychographies (with the use of psychological attributes) explain "why" they buy. By combining both types of data, you can create an ideal customer avatar (the best customer for your products and services) and buying personalities (fictitious people representing your best customer) to build trusted relationships with customers.
Tip: Do not go overboard with the amount of information you collect. Learn more about respectful collection of demographics. Also check the difference between the avatars / customer profiles and the personalities of the buyers.
Step 3. Create an effective Instagram marketing strategy
You have spent time understanding your brand and your audience. Now back to Instagram.
It's simple to create an Instagram marketing strategy once you know your Instagram audience, what your Instagram marketing goals are and how Instagram will fit into your overall marketing strategy.
1. To understand your Instagram audience, use demographic and psychographic marketing to refine your search. Instagram is more specific than the general idea described in the previous point. So you want to know the hashtags that your target customers use, when they mainly use the application, and so on.
2. Keeping the goals in the foreground will help save a lot of time, effort and resources. To begin, write what you want to do on Instagram. "Marketing" is a very vague goal. Therefore, focus on specific goals that you want to achieve via Instagram. Do you want to develop brand awareness? Generate more sales? Increase customer engagement? Present products and services?
3. For the last part, you need to determine whether publishing visual content on Instagram is an integral part of your marketing efforts. Does this adhere to the identity and image of your brand? Does your target audience actively use the platform?
With all the information at your fingertips, the next step is to formulate strategies to achieve those goals.
For example, if you want to generate more sales, you should strive to engage potential customers with relevant content and engage in exciting actions. You want to make good use of Stories, Live and IGTV to present your products and services. Your profile picture and biography should also indicate what your business is.
Here are some tips to note:
Reach the right people.
Watch the competition to understand how to beat the competitors. (Look for the best positions in your industry and the engagement rates of 5 to 10 competitors or similar brands.)
Know that you are on Instagram.
Be where your customers are and listen to what they have to say.
Be useful to potential and existing customers.
Integrate the voice of your customers into yours.
Here are the main goals and marketing strategies of social networks for successful teams.
Step 4. Provide valuable content
"Content is king."
These three simple words have helped Bill Gates become one of the most successful entrepreneurs in the history of technology.
The content, in this context, is vast. But on a photo sharing platform like Instagram, photos and videos that provide information or entertainment to your audience are your content. And supplementing the content with engaging legends is just as important.
An important reason that provides valuable content is that they can help attract a wide audience. One trick is to create a plethora of content that does three things:
Check out Buffer's guide for how to write the best content marketing strategy that will help you achieve your Instagram marketing goals. An active practice is to provide content that resonates with the identity of your brand. Depending on your brand and audience, it can include inspirational quotes, historical photos, user-generated content, behind the scenes, video stories, animated videos, testimonials, and more. open questions, fun facts, brand stories, etc.
5. Understand what works on Instagram
Instagram, as a marketing platform, has no rules or established customs, but here are some effective tactics:
Use relevant hashtags wisely and create hashtags creatively
Publish frequently with the help of a planning tool such as Hootsuite or Buffer
Organize contests and gifts
Ask influencers and established IG pages (that engage your target audience) to market your account to a broader audience
Write engaging captions
Use killer call-to-actions
Measure and analyze marketing metrics and KPIs (KPIs) such as brand awareness, customer engagement and retention.
Exchange with other users and avoid robotic interactions
Tip: The display frequency is unique to each Instagram page. Determine when your audience is the most active and the number of publications per day of competitors and similar brands. Keep it active but non-spammy.
Step 6. Engage for Growth
Building a great suite on Instagram is like building a relationship. It's all about engagement.
The Instagram community promotes consistent and engaged businesses in certain decisions. Commit to increasing your audience on Instagram by following the steps above with diligence.
Tip: Stay true to the holy trinity of the Instagram algorithm (interest, opportunity and relationship) to increase your audience on Instagram.
P.S. One size does not fit all. Therefore, all the tactics we have seen in this article must be tailored to your unique business operations – branding, analysis and strategy. Cheers!