Instagram continues to grow at a fast pace. In a year’s time Instagram has gained over 100 million viewers. Yeah, you read that right – 100 million new followers. I’ve written about Instagram, hosted webinars and participated in social media panels discussing how important Instagram can be in a business’s social media strategy. Over 400 million users is quite the big deal! Still, only about 9% of small businesses use Instagram. So instead of explaining, yet again, how easy it is to use, how to gain followers and how fun the app really is, I’m going to tell you exactly what you want to know: How to get qualified leads and sales from Instagram.
If you are useful, followers will come.
Providing a consistent strategy that is pertinent to the audience you are targeting is paramount to anything else I’m going to tell you. Even before you find leads, you need a following. Gaining a following takes posting content that is appealing, helpful or entertaining on a regular basis. You need to use hashatgs strategically. Above all else, remember to avoid all hard sale tactics. This is not the platform for it and it will decrease your chance of gaining followers greatly.
Along with a consistent, engaging posting strategy remember to stay in tune with your brand’s message and feel. Have a recognizable profile picture that your fans could pick out easily. Create an engaging bio section that is pithy but encompasses your brand.
For the most part your followers will view only your photos in their feed, but this doesn’t mean that you can’t lure them back to your profile page. When you are posting a photo that is sales related, remember to mention “check the link in our bio” and tell them why they will be visiting that link. Many businesses use their bio link to get sign-ups, sell a physical product, promoting a contest or even exclusive content just for their Instagram followers. Exclusive content is generally delivered through a landing page and not on their actual website.
Use trackable links whenever possible. Bit.ly is a site I use regularly for my clients and my own business. Once you create an account, you can create different links for each platform and/or campaign and are able to track each one in one place.
Make followers feel special
As I mentioned previously, offering exclusive content is a great way to get leads. The bio link you have on your profile can take a user to a landing page where they can download a free guide, eBook or any kind of free content. For most people “free” is irresistible. Many are willing to share their email address with those who give them value in return. Giving away free content is a great way to get your audience into your funnel, and once they are on your email list you can upsell with bigger ticket items in the future.
InstaFame through association
Establishing a relationship with an Instagram influencer is a strategy that has gained popularity in the last two years. Before you ink a deal with an influencer, do a little research. Search popular, but relevant to your business, hashtags and search for the top liked photos. Chances are these photos are from popular users. If you think they would be a good fit, reach out to them. Of course this isn’t always the cheapest route, in fact it may cost you thousands of dollars. But if you have money to spend and you’re looking to reach thousands, or even a million new followers this is a great way to do it.
Influencers can be a part of your Instagram plan one of two ways: one when they post your sponsored content on their profile, or when you feature them on your page.
Sometimes just by virtue of your content strategy alone you can attract brand ambassadors. Always check relevant hashtags for your product and people using it. According to Go-Gulf, 78% of consumers make decisions based on what they see on social media so remember to frequently highlight your followers’ positive experiences with your brand. Request to repost their photos to show your other fans what they can expect from your business.
The bottom line
Although I gave many actionable steps towards gaining sales and leads, Instagram is more than just about driving revenue. Brand loyalty, brand perception and lifetime user value are all things your business can’t live without. How you are perceived and the community you foster is of equal importance to the products you sell. Instagram, like any other social platform, is a tool to promote and maintain your brand’s identity. With the right strategy not only will you look good but you’ll make money doing it.