The popularity of social media and the use of electronic
devices is evident just about everywhere you look. From teens and
twentysomethings physically attached to their smart phones, to adults unable to
take a breather from work emails and phone calls, to the elderly who are
becoming increasingly savvy with using all things web and mobile. In addition,
the attention and value that consumers place on researching potential
purchases, and investments via the web and social media is valuable to business
owners. Most recently, businesses have taken the success of marketing their
products and services on social platforms such as, Facebook and Pinterest, to Instagram.
With more than 300 million active users, a total of 38
billion plus photos shared, and an average of 2.5 billion daily likes, Instagram
can be an effective marketing tool, if used correctly. The Instagram blog
boasts that brands like Mercedes-Benz, Chobani, Taco Bell, Benn & Jerry’s
and Levi’s have used the site to increase awareness of a product, or visit a
company website.
Here is an example of how Instagram can work effectively for
a business or brand. An Instagrammed image of the perfect Friday night outfit
leads a viewer to click on the image to find out where the items came from,
that viewer may then go so far as to seek the items out and purchase them.
Instances like this, and the popularity of Instagram, and its images and short
videos, have caused businesses to start using the platform to increase
awareness, and sales.
In an earlier Ask Carol blog, we briefly touched on the
significance of using photo-sharing sites, like Instagram to market your
business. Here we will expand on that idea and offer five tips to include the
platform in your own marketing endeavors.
#1. Social photo sharing sites are not about selling! Sounds
a little counterintuitive, right? I know you are asking, “Why am I using this
platform if I don’t want to eventually increase my sales?” remember, this
platform is about sharing. Mix photos of interesting, fun experiences in the
life of you, your business, and your employees, with your product, and you will
give viewers a fuller picture of your business, and your interests. Look at it
as a visual conversation you are having with visitors to your Instagram page,
it’s a one sided one, but the opinion your pictures can form in the mind of the
viewer can ultimately influence your business.
#2. Show off your goods! Does your business have cool visual
elements that would make for great Instagram pictures? Share them. A
beautifully put together living room could come up in a search for someone
looking for interior décor inspiration, a wonderfully styled outfit could show
up for someone looking for work outfit ideas, all of these things could
potentially pop up in the feed of a customer you do not have yet.
#3. Use those hashtags and tag your location. The perfectly
worded hashtag means everything on Instagram. Often times users search by
hashtags when they aren’t sure what they are specifically looking for. The use
of #woodfloors could easily expose your brilliantly designed interior space or
carpentry work to a potential customer. The use of #tinroof could result in
photos of expertly constructed tin roves or photos of the members of the B-52s…
A good rule of thumb for hashtagging is to search for other popular hashtags
and use those in your photo uploads. Tagging your location is also a good way
to drive consumers to your business. This way, when new customers visit your
place of business and take a photo there, you will be able to see all of the
pictures that were tagged with the same location.
#4. Include links to your websites and other social
platforms. You can add links to your posts on Instagram, however, the only
clickable link for viewers is in the profile of the user. Be sure when setting
up an Instagram profile for your business that you use the website field in the
bio. Use that area for your business site URL. For posts to your profile aimed
at directing viewers to your company website, be sure to hashtag that the link
to your company page is in the profile. Make sure that the page you are
directing viewers to is regularly updated, if not, you could lose followers by
providing stale information.
#5. Share quality photos. Regularly posted pictures of you
in traffic, a sunset, while pretty the first five times it’s posted, could
become old news on the sixth time. Make sure that the content you are posting
is relevant to the interests of your followers. Check out their pages
periodically and see what they are posting to get ideas. One good tip about
taking great Instagram photos is, don't use Instagram to take them. Photos
taken by your device’s camera or even a digital camera photo uploaded to the
Instagram profile traditionally comes out better than using the Instagram app
to snap a pic. In addition, you must always remember that you are working with
a small amount of space. Most viewers use Instagram on a smartphone, so don’t
try to cram too much into that small space.
For more information on building your business using
Instagram, make sure to Ask Carol! At www.CarolMorgan.net
or www.MarketingRELEVANCE.com.