the ultimate guide to instagram marketing
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InstagramMarketingMarketingInstagram
The Ultimate Guide to
Ross Simmondswww.rosssimmonds.com
InstagramMarketingMarketingInstagram
Every day, 55 million photos are uploaded, 86.4 million comments are posted, and 691.2 million users like various photos in their feeds on Instagram.
If your strategy includes marketing to Generation Y or Millenials, Instagram is kind of a big deal.
?Are you using it effectively
?Are you using it effectively
The Ultimate Guide toThe Ultimate Guide toInstagram Marketing
112233
Getting Started: Account Setup
Marketing Effectively on Instagram
Taking Your Instagram to the Next Level
Getting Started: Account Setup
Marketing Effectively on Instagram
Taking Your Instagram to the Next Level
11 Taking Your Instagram to the Next Level
The first step in establishing your Instagram presence is creating your brand or organization’s profile through three main tasks:
Adding a Profile Picture
Writing a Bio
Connecting a Website
Profile Picture Connected Website Brand Bio
DOING IT RIGHT:STARBUCKS
ADDING APROFILE PICTURE
The profile picture should be iconic and
representative of your organization, such
as your logo.
Over time, people start to remember your
profile picture when scanning through their
newsfeed and you want them to remember
something that is used in other mediums.
STRATEGY
CONCEPT
WRITINGA BIO
You have under 200 characters to tell the world:
1. Why your Instagram page is worth following
2. What you offer as a service or product
Enhance your bio by encouraging users to
share content relevant to your brand using a
specific hashtag.
STRATEGY
CONCEPT
CONNECTINGA WEBSITE
It’s important that you drive your users down the
path to purchase as much as possible and your
website should be an avenue in which that can
take place.
Ensure that your URL directs users to a mobile
friendly site, as most traffic to Instagram happens
through a mobile device.
STRATEGY
CONCEPT
?22 Marketing Effectively
on Instagram
Once you’ve created a profile, identify what types of posts your target audience will be interested in. There are four main categories of successful and viral posts:
Brand Centric Content
Reactive Storytelling
Behind the Scenes Content
Inspirational & Motivational Quotes
?DOING IT RIGHT:LAYS // LULULEMON
Focusing aroundthe ideas and feelingassociated with the brand
Images and visuals covered with brand’s logo and color pallete
BRAND CENTRICCONTENT
Brands who use Instagram must understand the
importance of brand storytelling.
Whether through photos of products or photos
of the results of their product, businesses using
Instagram effectively showcase what they have
to offer.
STRATEGY
CONCEPT
DOING IT RIGHT:OREO
REACTIVESTORYTELLING
Reactive storytelling leverages a human truth,
timely event or unique insight to generate
immediate feedback from their target audience.
Brands who use reactive storytelling tend to use
references that are either meme based or pop
culture based.
STRATEGY
CONCEPT
REACTIVESTORYTELLING
TOP OF MIND
INTERESTING
STORY
BRAND RELEVANT
MARKETING MESSAGE
REACTIVESTORYTELLING
REACTIVESTORYTELLING
DOING IT RIGHT:TELUS // LEGO
MEME BASED:REACTIVE STORYTELLING
Meme based reactive storytelling is when brands
leverage a popular meme and use it to communi-
cate a brand relevant message.
Generate buzz and ultimately spark conversation
about your brand.
STRATEGY
CONCEPT
DOING IT RIGHT:BRISK
POP CULTURE BASED:REACTIVE STORYTELLING
Pop culture is a driving force for media and consumers attention.
Share content that references pop culture and drive engagement.
STRATEGY
CONCEPT
DOING IT RIGHT:STEAM WHISTLE BREWING // TECHCRUNCH
Showing the making of their product
Showing the inner workings of the organization
BEHIND THE SCENESCONTENT
People are looking for transparency and an inside look at how things are built or done within your organization.
The internet has made secrets a thing of the past. Brands are now looking at how they can be more authentic, as its what consumers are asking for.
STRATEGY
CONCEPT
DOING IT RIGHT:LULULEMON // FORD
INSPIRATIONAL &MOTIVATIONAL QUOTES
Sparking emotions in your customers or target audience is the most effective way to drive shares, likes, comments and any sort of connection to your brand.
The key is to recognize what quotes will reso-nate with your audience and then deliver them in a beautiful way.
STRATEGY
CONCEPT
33 Taking Your Instagram to the Next Level
Now that your brand has developed a relationship with your audience, users will be more inclined to like, comment and share your images. But how can you take it to the next level?
User Generated Content
Use Hashtags
Have Call to Action on Images
DOING IT RIGHT:FRANK & OAK
On Fridays, they often run a contest called #NecktieFridays where they encourage guys from all over the world to upload photos in their neckties for a chance to win a Frank & Oak tie.
USER GENERATEDCONTESTS
When users create content that is associated with a brand, that content combines with other stories to develop an overarching brand story.
Contests are user generated content directly influenced by the brand, but done so in a unique, compelling way.
STRATEGY
CONCEPT
DOING IT RIGHT:STARBUCKS
4 interesting hashtags
63.9 thousand likes in 4 hours.
USE HASHTAGSON INSTAGRAM
Hashtags present a great opportunity to broaden the reach of your images.
Brands need to think about what hashtags are relevant to the different images they share and how they can leverage existing hashtag trends.
STRATEGY
CONCEPT
DOING IT RIGHT:BRISK // THE SCORE
HAVE A CALL TO ACTIONON IMAGES
Instead of making the call to action in the text description that is associated with the image, many brands are including the call to action directly in the visual.
Another approach for driving interaction is giving users a this or that choice and then asking them to “like” for this or “comment” for that.
STRATEGY
CONCEPT
It’s important to identify and analyze your
overarching digital plan and
determine whether or not Instagram
is a good fit for your audience.
From there, it’s time to plan.
These tips and tricks will help you in
the planning stages, but constantly push
yourself to be innovative and
think different.
Aspire to create compelling content and refuse to accept the belief that what others have done in the past must be replicated.
Strive to create your own path and
use Instagram to visually engage
and connect with your audience.
Look out for my e-book,Stand Out: A Content Marketing Guide
INTERESTED IN LEARNING MORE?
With click-through rates on online ads plummeting and the amount of competition increasing, businesses are looking for results. In a world where there is more noise than ever before, it’s important to create content worth reading, creating and sharing.
INTERESTED IN LEARNING MORE? ROSS SIMMONDS
www.rosssimmonds.com
@TheCoolestCool
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