Beginner’s Guide to Instagram Marketing
Instagram has grown tremendously since its launch and remains one of the biggest social platforms for reaching customers, right alongside Facebook.
Instagram can help a business reach and engage potential customers when its audience uses the platform.
However, it can seem unclear when looking to market your business on Instagram for the first time. Where do you even start? Luckily you’ve found the right post to guide you through the ups and downs of Instagram marketing. Let’s dive in!
What is Instagram Marketing?
We will go through the following steps to break down how Instagram marketing works:
- How to build your Instagram Business Profile
- How to gather and grow a following
- Using Instagram insights to track performance
I don’t know about you, but I’m excited to begin!
Let’s go!
Defining Instagram Marketing
Think of Instagram marketing as a type of social media marketing where you will use the Instagram platform to find leads and customers for your business.
You can use Instagram marketing to promote your business in two main ways:
- Using paid methods such as influencer marketing and advertising (boosting posts).
- Or organically through unpaid methods, e.g., blog posts, commenting, hashtags and Instagram stories.
The goal of being on Instagram for you will often be selling services and products, creating good relationships with future customers, and gaining a following.
Later on, we will find out exactly how you can do this.
But first, let’s talk algorithms.
The Instagram algorithm.
If you have had an interest in digital marketing, you may have likely come across the term algorithm. Note that you don’t have to have an in-depth understanding of how it works.
However, if you want to be one step ahead in your Instagram marketing, it is good to have a basic understanding of how it works.
The goal of the Instagram algorithm is to provide relevant, helpful content to users. As a result, it is an excellent ally to have on your side regarding marketing.
The algorithm will suggest content to users based on their previous actions. With this in mind, your aim should be to provide users with quality content that is useful and actionable.
Never create content for the sake of it, and always make sure it adds value to users. Some content you may want to consider include:
1. Organic Content
Organic content refers to videos, blog posts, and stories that are unpaid. Creating such content keeps the audience engaged, entertained, and interested.
2. Instagram ads
Instagram ads can help promote an offer to a relevant audience. Results depend on the offer, creative, targeting and budget, so measure qualified enquiries or purchases rather than assuming immediate sales.
Instagram advertising can use images, video, carousels and Stories placements. Choose the format and call to action that match the campaign goal and check current placement options before launching.
For product tags and shopping features, availability and the checkout destination can vary by market, account and setup. Check Meta’s current requirements for your business.
Influencer marketing.
The third primary way to advertise your business on Instagram is via influencer marketing. It is trendy. Influencers have already gathered a following based on their content and niche. They exist in every place, from tech to finance to fashion. Influencers can help give your brand a massive boost in recognition. Note that you must find the right influencers. Now that you are aware of the different ways to market your business on Instagram, let’s get to the meat of it,shall we?
Start with an Instagram account using a recognizable business name. Follow Instagram’s current in-app steps to switch to a professional business account, then review your category, contact options and profile information. The menus and available features can change.
Connect related business accounts when it supports the tools you plan to use, and make sure contact details shown on the profile are intended to be public.
How to Create a Top-Notch Business Profile
To begin, be consistent. It entails thinking about the colors, fonts, and images you use on your website. It improves your company’s visibility.
You need to focus on two main elements of your Instagram business profile. These are your photo and the bio.
Using your brand or company logo for the shot is always a fantastic idea. Users will recognize the brand far more efficiently due to this.
Now to the bio. Firstly, always make the bio about your customers and for the business. Instead of stating what the company offers, say what the customers stand to gain.
You can promote it in your bio if you have anything to give. Remember to focus on the benefits that clients will receive. You could, for example, promote an online course on how to establish an online business.
You can also use your bio to encourage users to interact with your company and brand. You may, for example, offer them to share their ideas in exchange for a chance to be featured on your website.
The bio also adds a link allowing customers to explore your brand. It can be a link to a company website or content or a sale.
Finally, including emojis in your bio is a fantastic idea and a great and quick way to get the point across.
Note that you have just 150 characters to play with, so make use of them wisely!
Instagram features for Business that you should use.
Choose features that help answer customer questions and fit your team’s capacity.
1. Instagram Hashtags
Use relevant hashtags where they help describe a post, but prioritize useful content and clear captions. Hashtags alone do not guarantee discovery.
2. Instagram stories
Stories can share timely updates, behind-the-scenes moments and answers to common questions. They normally disappear after 24 hours unless saved as a highlight. Check current format and length options in the app.
3. Instagram Live
Live video can support a demonstration or question-and-answer session. Tell your audience when you plan to go live and review the response afterwards; placement and notifications are not guaranteed.
How to create a successful marketing strategy on Instagram.
Set a clear goal, choose content your audience finds useful and review results over a consistent period.
For example, a local landscaper could answer a common seasonal question, share a genuine project photo and link to a matching service page. Compare qualified quote requests with the time and advertising spend involved.
1. Identifying your goals
Your business goals will determine the type of marketing strategy you choose. To determine your goals, the old business acronym SMART comes in handy.
Specific – you should figure out precisely what you want to do and how to accomplish it. Numbers and figures are available.
Measurable – The goals themselves must be measurable. You should be able to track them as you progress.
Attainable – it is good to be realistic. You will likely not get to a million followers in a month.
Relevant – the goals should be in line with your industry and business
Time-bound – create a schedule and timeframe in which you intend to achieve your goals.
Now that you have set your goals, it is time to create your Instagram content strategy.
2. How to create your Instagram content Strategy
We noted earlier the various posting options that you can use with Instagram. The one you choose will depend mostly on your audience.
You need, therefore, to understand who your audience is, what motivates them, how do they like being entertained and how they relate with different brands.
Note that you will likely not instantly have all the answers to the above questions. You will have them as you continue to understand your audience better.
The more you understand the audience, the better you will create successful Instagram marketing strategies.
A few points to keep in mind when creating an Instagram marketing content strategy include:
Ensure the content is in line with your business brand. For instance, if you sell men’s watches, ensure the images and content give off a sophisticated and elegant vibe. If your products and business is based on kid’s clothing, play with different fun colors. Sound about right?
– Snoop on your competitors
It is always a good idea to find out what other online businesses in your niche are doing. It can help provide you with valuable insight, ideas, and little-known tricks to get you ahead of the game.
– Create a content calendar
An Instagram content calendar can help you remain on track with your Instagram content strategy. You will be able to keep your content coherent and cohesive. With a content calendar, you can write down all the posts you need to upload within the next month.
– Make use of Instagram insights
There is no leaving this one out. It would be hard to develop a successful content strategy without Instagram insights. It offers you metrics on how customers are engaging with the brand. You can also access demographic information on your followers. It helps you identify a target audience to which you can then market.
How to grow your following on Instagram.
Growing an audience takes useful content, consistent interaction and a clear reason to follow your business. Try the approaches below and compare the enquiries or engagement they generate.
1. Host a giveaway
A giveaway with a complementary local business can introduce both brands to a relevant audience. Explain who can enter, the deadline, how winners are selected, the number and approximate value of prizes, and any information that materially affects the chances of winning. Make the rules easy to find and fulfil prizes promptly.
Before launching, check Instagram’s promotion rules and the laws that apply where the contest runs. The Competition Bureau’s promotional contest guidance is a useful starting point for Canadian businesses.
2. Give shoutouts
Build mutually useful partnerships with businesses that serve a similar audience. Agree on what each will share and disclose any material relationship where required.
3. Repost other business content
Ask permission before reusing someone else’s content and credit the creator as agreed. Reposting or tagging may introduce your business to new people, but it does not guarantee followers.
4. Create great captions
Most Instagram users will scroll through the feeds when looking for entertainment or just as part of their daily routine.
You can capture such users and turn them into followers by creating tremendous and moving Instagram captions.
The caption should convey the feeling behind your image or your video.
If the image or video is a product you are selling, explain why people care about the product. The caption should spark interest and explain why people engage with the product.
5. Reach out to an influencer
Here the goal is to reach out to a famous influencer in your niche or industry. The benefit of this method is that it exposes your brand to the influencer’s following.
A great way to find the right influencers for your business is to join influencer marketing platforms. These platforms make it much easier to find and vet influencers. Subsequently, this makes it much easier to develop relationships with the influencers.
The Best Instagram apps for marketing.
You can start with Instagram’s built-in publishing and insights tools. Optional apps can help if you need shared approvals, a content calendar or additional editing features; choose them for a specific workflow rather than adding subscriptions you will not use.
Photo and video editing: Tools such as VSCO offer editing options. Test whether the available features suit your team, device and budget before subscribing.
Scheduling and reporting: Later and Hootsuite are examples of tools that can help teams plan posts and review performance. Publishing options, pricing and analytics vary by plan and can change. Our social media scheduling comparison offers a checklist for evaluating them.
Before choosing an app, check supported Instagram account types, permissions, approval workflow, export options and total cost. Test a small workflow with your team before committing.
How to make money with Instagram marketing.
Instagram can support sales by helping customers discover your products or services and take a clear next step. Creators may also explore relevant partnerships or affiliate programs; terms and eligibility vary.
Track qualified enquiries or purchases alongside reach and engagement. If you need help, please contact us.