4 Brand-Building Tips on Using Instagram for Your Business

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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 customers.

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, holidays and food – but how can it be linked to business? And should?

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

It has become an incredibly valuable marketing platform and although 18-29 year olds are still prevalent users, older age groups are catching on and catching on quickly.

Some 2018 Instagram statistics from Sprout Social say:

• 7 out of 10 hashtags on Instagram are tagged

• 80% of users follow a business on Instagram

• 65% of top performing Instagram posts feature products

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

1. Use Hashtags Wisely

You don’t need to include every hashtag you can think of in one post, but you do need at least a few.

A hashtag is the sign # followed by descriptive words on your image as 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 types a hashtag into the search box, it brings up all the images that use that hashtag. The user can also subscribe to continue following that hashtag.

The hope is that the user will see your photo, go to your profile and the best case scenario, follow you and engage with more of your posts!

However, when hashtags are very popular, the competition to show up in the results is fierce. Similar to 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 was really useless if I wanted to get traction from that post.

You want to make your hashtags relevant to your business and location, but also engaging enough that a user types them into the Instagram search box.

For instance:

• Say you own a pizzeria in Vancouver. Post a photo of your Pepperoni pizza with the hashtags #VancouversBestPizza #NicolosRestaurant #DeliciousDeepDish

• Or you are a Toronto wedding planner. Post a picture of the bride and groom’s first dance with the hashtags #TorontoWeddingPlanner #LoveWins #WinterWedding

Holidays and special events are an excellent time to promote your business and gain Instagram followers. Whether it’s a Black Friday sale, a Thanksgiving use for your product or a product shout-out on National Dog Day, these are all ideal opportunities to showcase your business brand in a non-salesy way.

2. Thank your audience for showing up

You can’t just post a bunch of photos and hashtags and expect the likes to come back.

To gain Instagram followers, engage with your audience and increase sales or leads, you need to put in the time.

See an example here from video expert Michele Moreno where she responds to each of the comments left on her video post.

So if someone leaves a comment or a question on one of your posts, take the time to respond and thank them/answer their question.

Look at his profile, and if you like what you see, follow him.

Companies often follow the comments first, in the hope that they can return the favor.

You can also search for people who might be interested in your product, then comment on their photos and/or follow them, but don’t spam them with a request to follow them right away.

3. Interact 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 has worked with a brand. You may not recognize his name, but the 1.8 million followers of his WeWoreWhat Instagram account do.

Bernstein and FIJI Water worked together to create BodyWoreWhat, a marketing campaign offering 8-minute workout videos featuring her and her personal trainer.

This 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 don’t despair. From mom bloggers to local foodies, you can always find someone your target audience follows, likes or admires. Maybe they’ll be willing 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 just share product shots all the time. Think about the experience that people will have using what you offer, or the benefits that you give to people.

Even better, show real examples. Requesting user-generated content from your audience is one way to do this. This means that users share their photos with a hashtag that 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 stylish Wayfair-filled homes using the hashtag #WayfairAtHome.

Be sure to let people know that their images could be featured on your page and you can increase your Instagram content big time – 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, gain Instagram followers and attract sales or leads.

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