TOP INSTAGRAM MARKETING FOR SMALL BUSINESS TIPS
If you've got a business to run, then Instagram may be one of the best places for you to spend your time, energy and money online but only if you do it right, which is why we'll be breaking down exactly how you can use Instagram for Business to get more leads, customers and sales.
It is no secret that Instagram is insanely popular with over 1 billion monthly users, almost an hour spent on the platform every single day by the average user, and most importantly, over 71% of businesses using Instagram to help market their small business.
This is a network that is worth paying attention to, but like all things, what you get out of it is associated with what you put in, so you need to make sure that you’re using the right strategies, tactics and methodology to get the most out of your marketing spend on Instagram. So, with all that said, let’s dive right in.
#1 Tip For Instagram for small business marketing: Market, Message, Media
The single most important thing we need to share with you is one of the most fundamental marketing concepts of all, and that is ensuring that you have alignment across market, message and media. When it comes to designing an effective marketing strategy, campaign or plan, you always want to start with your ideal target market whether on instagram or not. this is a very important business tip to indentify your ideal customer.
This is the person that loves you, loves what you do, loves everything about you, and is happy to tell all their friends and family about just how great you are. These people are pretty special so obviously, you want more of them for your business, but to get more of them, you first need to identify exactly who they are.
The way to do that is to craft up an ideal customer avatar which is composed of three different elements:
- Demographic details: Things like their age, gender, income, occupation, etc.
- Geographic details: Which city, state, province or country they live in, and then
- Psychographic details: Things like their attitudes, interests, beliefs, affiliations, organizations, and all the mental stuff that goes into how people think, act and feel.
Once you’ve got all this settled, you can then move on to the message. This is essentially figuring out their pains, problems, fears, frustrations and all the things that they’re trying to move away from, their goals, dreams, desires, aspirations and all the things they’re trying to move to. Essentially your business’ goal is to help them cross that gap and move away from all the bad stuff in their life to all the good stuff that they’re trying to get to.
Finally, once you’ve got your market dialled in and you’ve figured out the messaging that you’re going to use, it’s time to look at media and this is making sure that the people you’re trying to reach are active and present on the channels that you want to be using rather than spreading yourself thin being on all sorts of different platforms and channels where your target market aren’t active or present on. before you start instagram marketing, you need to make sure your audience are on instagram
This is why when it comes to Instagram, probably the most important question we can ask you is: Is your market even on Instagram? Now, I know it’s got massive saturation because everyone claims to be on Instagram, but is your market really on Instagram?
Are they using it? Are they active and present there? And, is this going to be the best place for you to reach them? If so, that’s fantastic and we’ll proceed as planned but if not, you may want to take a look at some other networks.
The exact user details of different markets, industries and niches are going to vary, but here are some pretty broad statistics to help give you a general idea of who’s spending their time on Instagram today:
- 71% of Instagram users are under the age of 35. Most of these are comprised of people within the ages 25-34. So, if your market falls into that category, Instagram is the right platform to be.
- 52% of Instagram users are female, 48% are male. There’s an even split when it comes to men versus women on the Instagram platform. Yes, there are slightly more women, but not enough to matter. Everyone uses Instagram, both men and women.
- 1 billion people use Instagram every month. That’s 14% of the world’s population. That’s a quite tasty market for businesses in terms of sheer numbers.
- 200 million users visit at least one business profile daily A lot of Instagram users regularly check out business profiles.
- 130 million Instagram users click on shopping posts every month. People make purchases directly on Instagram. As a business owner, you might want to take advantage of Instagram’s relatively new shoppable posts feature.
It’s great knowing these facts and figures about Instagram’s demographic details, but it’s also important to also take a look at other channels just to make sure that you’re not leaving any gaps in your business. For instance, if your market is over the age of 35, you probably want to take a look at Facebook. If you’re in more of a business-type market or a B2B space, then LinkedIn might just be your space. YouTube is pretty much good for everybody, but the big catch is you obviously need to make videos and if that’s not your thing, then it’s probably not your channel.
So, if you’ve figured out the market, message and media for your business, then it’s time to move on to the next tip.
#2 Tip For Instagram for small business marketing: Social Selling
One of the most fundamental mindset shifts you need to have when approaching Instagram or any social media network is the fact that social media networks and not selling media networks.
Now, this doesn’t mean that you can’t sell on Instagram you can sell a lot on Instagram. What this means is that people typically don’t log in to Instagram with a credit or debit card in hand, ready to make a purchase. Rather, they’re there to engage with friends, look at content, and do all the things that Instagram is designed to do.
This is why understanding user intent, consumer behaviour and the psychology that someone’s in when they’re using the platform is so important if you want your content to connect with your audience.
There are different strategies you can use, but it’s important first to figure out your goal, intention, and what you’re trying to achieve because that would dictate the strategy that you’re going to want to pursue.
For example, let’s say that your goal is simply to build an audience, you’re going to want to create mass appeal content that’s going to reach pretty much everybody and be shareable and likeable.
If your goal is to grow your email list, then you’re going to want to create content that’s going to be valuable, engaging and intriguing, and also that leads people to take that next step in learning a little bit more and possibly download your free guide, PDF, cheat sheet, blueprint or whatever you’re using as a lead magnet to grow your email list.
If your goal is to just make sales, that’s fine, but again you’ve got to be aware of user intent. You can’t just shove your product or service down everybody’s throat and over-push and over-promote because it’s just not going to work on this platform when you approach it like that, so you need to be a little more sly, creative and strategic and make sure that you’re offering a good balance of both value-providing content and promotional content at the same time that’s going to allow people to further the relationship and take the next step to help them solve the problems that your business is positioned to help them solve.
It’s important to understand that there two main ways to market your business on Instagram: organic and paid.
#3 Tip For Instagram for small business marketing: Organic content
Organic content is content that you’re not paying to promote. Anytime you make a post or create a story and you’re not paying, that’s organic content. Now, the important thing to understand with Instagram, especially today, is that it is incredibly saturated and super competitive, so organic content is just simply not working like it used to. It’s kind of not working at all in most cases.
That doesn’t mean it can’t be done, it just means that if you want to succeed with organic content on Instagram, you’re going to need to be one of the best. You’re going to need to make sure that you’re creating really good content and you’re creating lots of it.
You also need to pay attention to the Instagram algorithm and try to understand what kind of content it’s favouring.
You see, it used to favour images, then Instagram introduced videos, and then videos got popular, so now we’ve kind of circled back and we’re back on images doing well again, so you just have to pay attention to what kind of content is working well and create more of that. Also when it comes to organic content, you’ve got two different placements:
- Feeds– which is the main Instagram feed
- Stories – Instagram stories are posts that disappear after 24 hours
I’d recommend maybe a post a day with the feed and then two to four posts a day using stories.
#4 Tip For Instagram Marketing: Create and Curated Highly shareable, saveable and polished content
Another way to look at this is to use your news feed for highly curated and polished content, and use stories anytime you’ve got an idea or you want to show something behind the scenes or something a little more casual. So, feed=real good and stories=real life. This will allow people to get a bit of insight and a glimpse into your world.
The important thing with your content is to make sure that it’s relevant, contextual to the platform, and then it’s something that your customers or your audience want to see. Now, we know that this sounds super obvious but you’d be amazed at how many Instagram accounts are spread way too thin across all sorts of different content and are sharing some content people might like and some other content people won’t.
So again, you need to dial in on that ideal customer avatar that you’re trying to serve and make sure your organic content is ideally suited for them. Lastly, you need to make sure that you’ve crafted up a solid bio.
This is going to be the main area where people get a feeling and an understanding of you and your business and what you’re all about, so you need to make sure that not only is it relevant to your business, but also that it’s intriguing and irresistible to your market so that when they visit your bio they’re intrigued and they follow you and even visit your website.
#5 Tip For Instagram for small business marketing: Paid Content
Paid Content is the preferred choice when it comes to marketing your business on Instagram. This is simply because the organic platform is completely saturated.
The first thing to understand about paid ads on Instagram is that Facebook owns Instagram, so running any kind of Instagram ad is going to be done through the Facebook Ads manager and this is a very good thing because the Facebook Ads manager is one of the most robust, detailed and targeted advertising platforms available today.
It’s also relatively user friendly so even if you’ve never run an ad before you can get it up and running in a few hours by watching a few tutorials and overtime you’ll get more experience and a lot better. Now just like with organic content, when it comes to paid ads you have those two placements available as well; the feed and the stories.
It’s really hard to say which one is going to work best for you and your business, but if we had to push you in one direction we’d say maybe start with stories, but again you want to make sure that the ad that you’re creating, just like with organic posts, looks good, is relevant, and is contextual of the platform.
Also important to note when it comes to running any kind of paid traffic whether we’re talking about Instagram ads, Facebook ads, Google ads or YouTube ads is to be strategic about what you’re doing, why you’re doing it and what you’re looking to get out of it so your advertising dollars are well spent.
#5 Tip For Instagram for small business marketing: Use Micro-influencers
Another great way to use Instagram for your business is to leverage the power of micro-influencers. Now, if you’ve never heard of influencers before, let us give you a really quick breakdown.
An influencer or a social media influencer is somebody that has built up some online audience that is going to be relevant to a certain type of market or industry. Influencer marketing is leveraging these people to promote your business or brand, or to give you a shout-out to highlight your product or service.
Influencer marketing on Instagram has become pretty popular but it’s still nowhere near where it could be, which means there’s still a ton of untapped possibilities for you and your business especially if you’ve got a very specific niche or you’re serving a smaller geographic area because then you won’t need to work with massive influencers that are going to cost tens of thousands, hundreds of thousands, or maybe even millions of dollars, rather you can start working with micro-influencers. they can help you maximize Instagram for your small business
A micro-influencer is just a smaller influencer, so they’ll have a smaller audience but it would be more targeted and relevant to the exact type of person that you might be able to benefit from as a customer or client.
Also, the smaller the influencer, the greater the odds that they’ve never been approached before with some kind of brand deal or partnership, which means they may be a lot more open to a product exchange or a small fee and you’ll be able to test the waters of influencer marketing for a relatively small fee and see what kind of results you can get. Micro-influencer marketing is quickly becoming one of the favourite strategies to recommend to help businesses leverage their business for relatively little money
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