Have you jumped onto the Instagram bandwagon yet? Social marketing holds an essential spot in your branding strategy. More importantly, Instagram continues to gain a stronger foothold in the competitive world of social media.
According to Statista, Instagram grew from 90 million users in January of 2013 to just over 1 billion last June. And, their June 2019 number is forecasted at 111 billion users.
Now, I know some of you are arguing with me that Facebook, Pinterest, and Twitter hold higher value form a saturation standpoint. Recent statistics do support that thinking.
But can you afford to ignore 111 billion users? I doubt it.
Add to that the fact that Instagram is the preferred social media platform of millennials, an important demographic with money to spend. These users love the concept of storytelling through imagery with minimal text to read.
Now that we agree that it’s crucial to join Instagram—and get started using it as a branding tool, let’s take a look at how.
#1 Set it up right!
When you are first getting started, join Instagram as a business account. You’ll receive robust metrics and user insights that individual accounts do not receive.
#2 Engage regularly
When you’re planning out your social marketing calendar, plan regular engagement on Instagram.
Remember your primary demographic is a generation who is very engaged with social media, and they expect the same from you. These users might be on a desktop but are more likely to utilize the Instagram app, and they keep up with their notifications.
Plus, it doesn’t do too much good to have an Instagram account if you don’t log in and use it!
#3 Use Instagram photos to tell your brand’s story
Create images that are “Insta-worthy.” That is, feel free to use filters and effects to make stunning images that make users take a second glance. Photos that are just “okay” are not good enough on Instagram. Put on your creative thinking cap and edit photos that will wow users.
Instagram photos can be of your business or your products occasionally. But, consider including pictures of your employees and create some funny memes as well.
Finally, be sure to add your watermark or logo in the image to further promote your brand.
#4 Complete your biographical information
Once your photo grabs the attention of a user, they will want to learn more about your business. Take a moment to complete the biographical information section.
Actually, adding this is easy to forget because you are so eager to publish content. Don’t skip this, as it’s relevant information that users want to know.
Here are the steps to add the bio:
- Click on the “edit profile” icon.
- Fill in the bio section about halfway down the profile form. Be brief and to the point but not dull!
#5 Be true to your brand
Whatever images you share on Instagram, ensure that they are true to your brand’s values and message. Consistency is, of course, essential across all platforms. But, with Instagram in particular, you should be using minimal words and maximum imagery to convey your message clearly.
So, if you are a cupcake baker, you should be sharing images of your stunning creations, your customers’ smiling faces, and your staff putting the literal icing on the cake. (Yes, you may use that pun on your next meme). If you toss in a photo of your new car, you will confuse users and muddy your branding.
#6 Include CTAs
There’s one primary thing that dissuades some business owners from using their Instagram account regularly—they don’t allow you to add live backlinks.
Therefore, take the time to edit your photos to an infographic style so you can include a CTA and your URL or bit.ly for users who are interested in learning even more about you.
#7 Master the art of the hashtag
To stand out on Instagram, hashtags are a must. Hashtags are to Instagram what keywords are to your blog posts. You know it’s pointless to pen a blog post that nobody wants to read. It’s equally futile to post Instagram photos that nobody cares about.
If you choose hashtags that are too generic, you are usually competing against a massive amount of competition. It’s really no different than selecting too broad of a keyword.
Here’s an example. #newyork pulls up 85,456,121 posts—that’s a lot of competition. So, if you are looking to attract tourists to NYC to your business, you will be lost in the shuffle. If you scroll further down and find that #newyorktrip has only 155,965 posts, you will be in the running for some attention from users.
One final note on hashtags. Be confident that you are 100% certain that you fit into the category and that it lines up with your business goals.
#8 Tweak your engagement with analytics
If your first try at Instagram posts is less than successful, don’t give up. Instagram for business offers analytics that can provide you insightful and relevant feedback.
Are you posting at the correct times to reach influencers? Which Instagram posts are performing and what ones are flops? Are the successful Instagram photos the ones that feature people or products?
Crunch this data, and you will find the trends that are helping you promote your brand and eliminate the practices that are proving to be a waste of time.
#9 Prep your website for traffic
Just because Instagram disallows backlinking, it does not mean that your marketing efforts are wasted. In fact, you have the potential to build a wider audience and reach thousands of users if you are diligent in crafting your posts.
But, before you begin any digital marketing efforts, make sure your website is traffic-ready. Below are three actionable items that ensure your site can convert users:
- Optimize your on-page images (remember these are visual users).
- Mobile device compatible?
- Use EmailMeForm to secure online forms for lead collection, subscriptions, and payments.
The Takeaway
Adding the use of Instagram to your digital marketing efforts assists you in driving your brand messaging to a younger, more technical audience. If you’ve noticed that your users tend to be over 40, and you’ve struggled to capture the younger generation, social marketing on this platform can help you collect new leads from within that new target demographic.
The over one billion registered users—and continued annual growth—prove that Instagram could be a powerful tool for your business.
Deborah Tayloe
Deborah is a blogger and freelancer who often writes for EmailMeForm. When she’s not blogging, you’ll probably find Deborah working on DIY projects around her home in North Carolina.
