11 minute read
5 Instagram marketing secrets every business owner should know
Updated on October 2, 2020 by Henrik Adams
People love Instagram. Entrepreneurs and business owners love Instagram, too. But how many people really understand how Instagram marketing works?
Before rushing to set up a shiny new Instagram account for your brand, take some time to research key features, tools, and strategies for success, right from the start.
Instagram is one of the most powerful social media platforms for entrepreneurs. With more than a billion monthly active users, which includes more than five million active users every day, Instagram is a lucrative marketing tool for brands all over the world, particularly for startups and e-commerce store owners.
The potential to find and engage with new customers is great, since about 80 percent of Instagram accounts are following a brand on Instagram.
Small and large companies alike can grow their business using new features like:
- Tagging products
- Shopping stories
Convert followers into customers for life by developing a targeted strategy for your business. We’ve compiled 4 can’t-miss tips for e-commerce store owners who are establishing an Instagram account for their business.
Get to know these Instagram marketing tactics to grow your account:
- Understand all of Instagram’s features
- Encourage user-generated content
- Post creative content
- Research the best hashtags for your niche
- Using the Facebook pixel to market your e-commerce brand
Understand all of Instagram’s features
Look for features on Instagram that work best for your business. Most people think that Instagram is only great for publishing and posting photos. The truth is that it offers much more than that. There are many features and tools that can help you market products and services in an efficient way.
There are various features within Instagram to choose from that work best for your brand, including:
- Instagram stories: Promote your business by uploading a video or photo. Don’t forget to use the creative options like superzoom, rewind, boomerang, and others. Stories unfortunately only last for 24 hours, thus, they can be a great way of piquing your target audience’s interest if you have a new product, a limited offer, upcoming event, and create a sense of urgency or exclusivity. Post stories when users are most active to be able to immediately generate engagement.
- IGTV: Instagram TV posts can be up to an hour long. That gives you the ability to share in-depth information about your product, service, or brand.
- Ads manager: Promote existing posts with Ads manager. You can easily turn your organic posts into ads to improve your reach.
- Reels: This newest Instagram features was created to offer a TikTok-esque experience. You can record and edit 15-second videos with plenty of special effects to create exciting, mini videos.
Encourage user-generated content
User-generated content (UGC) creates a feeling of authenticity to branded Instagram posts, further boosting engagement and conversions. Also, it makes the brand look more human.
If UGC isn’t a part of your Instagram strategy, it should be! Almost 80 percent of people state that content that’s user-generated greatly affects their decisions to buy.
Moreover, consumers are more likely to say that user-generated content is more genuine than content that’s brand-created. Your brand could benefit from UGC in plenty of ways.
Here are a few ideas to get you started curating user-generated content:
- Run contests online
- Ask your followers to share reviews with customers as brand ambassadors
- Encourage tagging your profile in posts
- Create a branded hashtag and encourage followers to use it in their posts
- Post user-generated content regularly to remind people that they could be featured too
Post creative content
There’s no easy way to say this, but not all pictures and videos are worth posting. Instead of flooding your grid with boring content, focus on creating fun, interesting, and engaging pictures and videos.
Most likely, your content will get lost in the crowd if it lacks creativity or uniqueness. Fortunately, there are tools within Instagram to help you build funny, eloquent, and snappy content.
Simply put, you must add a bit of soul to your posts. Always keep our brand in mind and make sure that every post or story is a testament to that brand.
The great thing is, being funny, users could often feel like sharing content with their family and friends. This is a simple strategy, yet generates free and genuine publicity for your e-commerce brand across several social media channels.
Keep in mind, the more creative the content is, the more chances for customers to engage with your business on Instagram.
Research the best hashtags for your niche
Before you post anything, do your research to find appropriate hashtags. It’s not possible to promote your brand on Instagram without them.
Hashtags are keywords that your target audience would use to find the information they’re looking for. In every post, you could use up to 30 hashtags.
However, you must make sure that the hashtags you are using are helping to connect you with the right audience. You could begin researching hashtags right in Instagram by finding the hashtags that industry influencers, competitors, and followers use frequently.
There are also plenty of online tools, such as Hashtagify and All Hashtag, that will help you to generate the right hashtags for your posts. Create a list of the most relevant and trending hashtags.
Lastly, don’t forget to create a branded hashtag for your business to help distinguish your business on Instagram. Make sure that the hashtag you use is easy to remember, and will catch people’s attention.
Since trending hashtags change rapidly, make sure to update your list regularly. You do not need to use 30 hashtags for every post if you use them wisely.
Instagram and Facebook Marketing
Instagram likely isn’t the only social media platform that your company will maintain an online presence. Facebook is still an important platform that can offer large returns.
With billions of users, it’s clear to see that both Instagram and Facebook are powerful and have numerous opportunities for any e-commerce business to engage with their consumers. Both platforms have been working hard to create a seamless experience on both apps.
Things like having a placement for Instagram for an ad on Facebook, and letting users share Instagram stories directly to Facebook are only a couple of the many ways that both platforms have created synergy moments for marketers and consumers alike.
Facebook and Instagram are still two distinct platforms; however, they can be used simultaneously to grow your business. The key to succeed in marketing your e-commerce brand is to identify your target audience, take into consideration the type of content you want published and find a happy medium.
But how exactly can you use Instagram and Facebook to reach your target audience and grow your presence in social media?
Using the Facebook Pixel to market your e-commerce brand
A Facebook pixel helps to track conversions. The pixel is a code you put on your website. It gathers data that is used to:
- Keep tabs on ad conversions on Facebook
- Build future ads’ targeted audiences
- Remarket users who have taken various actions on your website already
- Optimize ads
How does the Facebook pixel work?
The Facebook pixel works in the background to gather important and relevant information that could be utilized for creating better ads, and better targeted ads as well. The tracking pixel data of Facebook ascertains that the ads are seen by those who are most likely to engage with your post. This lets you boost your ad conversion rate, and get a better return on investment.
Even if you’re not using Facebook ads, install the FB pixel anyway. It will immediately begin collecting data so you don’t need to start from scratch when you’re ready to run your first ad on Facebook.
Here are several ways that pixel can boost your Facebook marketing results:
- Facebook conversion tracking: The FB pixel will let you know how many users are interacting with your brand’s website after they see your ad, allowing you to track customers across their devices. This allows you to check if customers view your ads on their mobile phones but switch to a desktop before they make a purchase, or vice versa. The information helps to refine your strategy and calculate ROI.
- Facebook retargeting: You can show targeted ads to people who have visited your site already through FB retargeting pixel data, as well as dynamic ads. This allows for a truly granular analysis. For example, you can show people an ad for a product left in the shopping cart, or added to their wishlist.
- Build lookalike audiences: FB uses targeting data to help you make a lookalike audience for those with the same interests, likes, and demographics to those interacting with your site already. This is a great way to expand your prospective customer base.
- Facebook ads optimization for value: As Facebook gathers data on people who purchase from your brand’s website, and their spending amount as well, it helps in optimizing the ad audience based on value. Meaning, that it would show ads automatically to those who are most likely to make high-value buys.
- Facebook ads optimization for conversions: For optimizing your FB ads for particular site conversion events, the FB tracking pixel data could be used. The only conversion you could optimize for without a pixel is link clicks. With a pixel, you can optimize conversions, which align much closer with your business goals, such as sign-ups and purchases.
- Access more Facebook metrics and tools: Unlock data on custom audiences from your site, web conversion campaigns, or dynamic ads with FB pixel. You can also easily keep track of metrics, such as cost per conversion or cost per lead.
Instagram, a visually stunning and rich platform, is probably the best way for you to promote your new e-commerce brand. With Instagram, you can make an emotional connection to your audience more easily, via high-quality pictures, videos, and other creative visuals.
The tips above will help you set up your account for success, keeping your brand voice front and center.