When it comes to social media marketing, if your business doesn’t have an active online presence, you are leaving money on the table.
It’s as simple as that.
Social media is now the number-one way to communicate with your customers. Millions of businesses across the globe are funneling time, energy, and resources into cracking the code of customer engagement online.
In 2022, the social media app dominating the online universe is Instagram. Launched in 2010, Instagram now boasts more than 1.3 billion active users. This makes it the number two most-used social media app on the planet.
From photo posts to interactive video stories, there’s something for everyone on this platform. So why are so many business owners overlooking the importance of an Instagram presence in 2022?
Is an Instagram Account Right for Your Business?
The short answer is, most likely.
The more detailed answer is, it depends on what kind of product or service you are selling — but also, most likely, yes.
According to a recent study, 71% of people have made a purchasing decision based on something they saw on Instagram. That means almost 3 out of 4 people are influenced by products they on this app.
Still not convinced?
Many believe that their business has to be aesthetically pleasing to have a social media presence. The truth is, companies like American Express and Dictionary.com are among the most followed accounts on Instagram. This is for reasons that have little to do with the visual nature of their products. Even industries like Waste Management rank in the top 200 most followed services category on the site!
If you’re second-guessing an Instagram account, this is your sign to take the leap.
But as with all forms of marketing, a strategy is key to lasting success. Let’s take a look at a few ways to launch your online presence in a way that’s sustainable, compelling, and leads to customer conversion.
Turning your Instagram Followers Into Customers
In 2021, 71% of people ages 18-29 have Instagram, along with 48% of people ages 30-49.
In short, your audience is showing up every day to an online app, ready for your content. So, how will you engage your audience?
1. Establish your voice
Some of the most successful business accounts on Instagram are ones who lean into a unique brand voice. On an app with over 1.3 billion active users, it’s way too easy to get lost in the noise — especially with Instragm’s algorithm favoring non-promotional content to organic content.
The brands who zero in on their messaging, develop an original voice, and use established words and imagery are the ones with the most devoted followings. Take a look at accounts like Chipotle, Sharpie, and Duolingo. Each business has a tone, message, and even imagery that ties their company’s mission together in a way that’s easily recognizable and fun to watch.
Even if customers aren’t purchasing their products right away, they are following these accounts because of the value of content being presented. Think about the long game of winning over your customers: maybe they don’t immediately make a purchase, but by getting onto the feed, you are regularly planting seeds in their subconscious about the value of your products.
2. Engage with your audience
Engaging with your audience starts with understanding your target demographic, creating content aimed at that audience, and then following up with replies, direct messages, likes, and reshares.
Instagram is most popular among Gen Z, with users spending an average of 58 minutes a day in 2021. Following behind that are users aged 30-49, who log on for an average of 30 minutes each day.
As you begin to build momentum with your online audience, carve out time during each day to respond to messages, comments, and post shares.
Social media users love being featured by your account, and gaining your audience’s attention can be as simple as adding a user’s re-share to your Instagram account’s Story feature or responding to a positive comment.
3. Tell your story
The most compelling marketing tactic any Instagram user can tap into is the ability to tell a good story.
With Instagram being a purely visual medium, the opportunities to create and curate stories are virtually endless — starting with a simple photo post to more long-form content like Instagram reels (up to sixty seconds).
Fun fact: 500 million people post to Instagram Stories daily (one third of all users). Additionally, 1 million people watch Live feeds every day.
Getting your product or service in front of millions starts by simply posting on a consistent basis. Tell your story in as many different ways possible. Play around with engagement levels until you find your niche.
In the retail industry? Share an OOTD (outfit of the day) every weekday so your followers know to expect your outfit posts on a consistent basis. In the food industry? Feature recipes and dishes weekly. Along with drink or wine pairings customers can bundle online or in-store.
Play around with your content and find your own unique angle. Keep in mind that consistency is key.
Once you’ve established your voice, engaged daily, and invited users into a story, it’s only a matter of time before they begin trusting you with their hard-earned dollars.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.