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4 Brand-Building Tips on Using Instagram for Your Business

How to Create an Effective Instagram Social Media Marketing Strategy

One of the most powerful marketing tools for marketers 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 Instagram marketing.

Many of us use Instagram as a personal account to post pictures of our family, friends, vacations, and food—but how can it be related to business? And should you?

With the rate at which Instagram is growing, don’t underestimate its value in powering your brand and marketing efforts.

It has grown into an incredibly valuable marketing platform, and while 18-29 year olds are still the most common users, older age groups have caught on and caught on quickly.

Here are some 2018 Instagram stats from Sprout Social:

• Seven out of ten Instagram hashtags are branded

• 80% of users follow the company on Instagram

• 65% of the most effective Instagram posts contain products

If you’re drawn to exploring Instagram as part of your social media marketing strategy, check out these guidelines to get you started:

1. Use hashtags wisely

You don’t need to cram every single hashtag you come up with into one post, but you do need at least a few.

A hashtag is a # followed by words that describe 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 in the search box, it brings up all the images using that hashtag. A user can even subscribe to continue following that hashtag.

We hope that the user will see your photo, go to your profile and in the best case, follow you and engage with several of your posts!

However, when hashtags are very popular, the competition to appear 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. Thus, my example of using #marketing was really pointless if I wanted to get traction from that post.

You want to make your hashtags relevant to your business and location, but also interesting enough for a user to type them into the Instagram search field.

For example:

• Let’s say you have a pizza restaurant in Vancouver. You post a picture of your Pepperoni Pizza with the hashtags #VancouversBestPizza #NicolosRestaurant #DeliciousDeepDish

• Or you are a Toronto wedding planner. You post a photo 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, Thanksgiving-related use of your product, or a product shout-out on National Dog Day, they’re all ideal opportunities to showcase your company’s brand in a non-selling way.

2. Thank your audience for showing up

You don’t just post a bunch of photos and hashtags and expect likes.

In order to gain Instagram followers, connect with your audience, and grow sales or leads, you need to spend time.

Here’s an example of video expert Michele Moreno responding to every comment 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.

Check out their profile and if you like what you see, follow them.

Companies often follow commenters first in the hope that they might return the favor.

You can also find people who might be interested in your product, comment on their pictures and/or follow them, but don’t spam them by asking them to follow you right away.

3. Engage with the right influencers

Influencers are Instagram users who can influence your target audience through their popularity and/or social media following.

Danielle Bernstein is a good example of an influencer who worked with a brand. You might not recognize his name, but the 1.8 million followers of his Instagram account WeWoreWhat will.

Bernstein and FIJI Water teamed up to create the BodyWoreWhat marketing campaign, which offers 8-minute workout videos with her and her personal trainer.

That might be an extreme example, and if you don’t have deep pockets, you probably won’t be able to attract an influencer with close to two million followers.

But don’t worry. From mom bloggers to local restaurants, you’ll always find someone your target audience follows, likes, or admires. Maybe they are willing to review your product or take a photo with it – use your imagination!

4. Don’t just discount your products

Instagram is not the place to just share product photos all the time. Think about people’s experiences using the products you offer or the benefits it offers.

Better yet, show real examples. One way to do this is to solicit user-generated content from your audience. This means users will 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 with the hashtag #WayfairAtHome.

Remember to let people know that their photos might appear on your page and you can give your Instagram content a huge boost – 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 helps you grow your business, get Instagram followers and attract sales or leads.

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