04 Jun Why is Instagram the best marketing channel for most small businesses?
Instagram is undeniably one of the most powerful social channels around, and any marketer not using it is missing out on something huge. Whether you are managing the social media of a small business, a big corporation, or you are using it to promote your personal brand, incorporating Instagram into your digital marketing strategy is a must!
Below are the main reasons why:
Instagram’s Stories feature allows users to post photos and videos that are viewable for 24 hours and sharing visual content is the best way to let your audience know what you are about and establish a relationship with potential future customers and ambassadors. A customer-centric rather than product-centric approach has long been the standard approach in marketing. 200 million people are using Instagram Stories daily, compared to 160 million users of Snapchat many of whom are the same people. You will get more bang for your buck by just focusing on the platform with more viewers.
Finding A Target Audience
You can reach a far more people through Instagram marketing as it provides a broader audience and more tools to contact that audience, making it generally a better choice. Having over 700 million monthly active users on the platform, Instagram offers businesses a tremendous potential audience. And when posting on Instagram, hashtags are the best way of getting your content out there in front of the right people. Just make sure to use relevant hashtags that your target audience is searching for. You can also create targeted ads to reach even more potential customers if you are willing to invest a little time and some budget.
Instagram Captures Spenders
Besides helping brands to find an audience and get their attention Instagram also does a stronger job of capturing the types of audiences that will provide high-quality leads. It is better at getting the attention of potential customers with money to spend. This nuance is more important than it might seem at first. At this point, millennials are in their twenties and thirties which means they have significantly more spending power than the teens in Generation Z. And it means that resource-wise, it makes more sense to target the customer base with the money to purchase your product.
Instagram Fosters Deep Engagement
Instagram has the highest average engagement rate of all the main social channels and higher brand engagement rate. And it shows that the audience on Instagram is more open to branded content than they are on other platforms. A good starting point to generate engagement is to follow users who are talking about your products or your brand and comment on their pictures and videos. Remember, engaging your fans is not only about publishing photos and videos of your products – you need to connect with them! Moreover, it can be tempting to use bots to comment and like on other posts so that you increase your follows and likes, but there are plenty of reasons for not automating engagement! Real engagement is the most valuable metric to focus on, as real engagement translates into actual sales and loyal customers!
Instagram’s permanence enables users to look through your post history and get a fuller idea of who you are as a company.
Furthermore, even when Instagram is not permanent, it still forges deep connections between users and businesses. One in five Instagram Stories gets a direct message from its viewers, and 70% of Instagrammers follow a company. As a result, one-third of the most viewed stories are from businesses, meaning that Instagram users are actually seeking out contact with brands.
Learn What People Like
You may not realise it, but the members of your audience could already be talking about your business and sharing photos on Instagram.
It is particularly true if your business has a location where customers visit on a regular basis. Restaurants are a great example of this. People love sharing photos of their favourite dishes. With Instagram, they can share a picture and let their followers know where they are enjoying their meal by tagging your location.
But restaurants are not alone — people love sharing a mixture of images from lots of different locations. And when they tag your location, their friends will see it, giving customers the chance to promote your business. The best way to see if users have shared photos at your location is to take a picture at your business place and to tag your location. After you share the picture, you will see a link above it which you can click to see all of the pictures that have been shared at your location. This is a great way to see what people like about your business, and what they’re sharing about you.
Fuel Your Other Marketing Channels
One of the exceptional things about the content you create on Instagram is that it can be easily shared across all of your different marketing channels.
Within your Instagram Settings, you can enable social sharing to Facebook and Twitter, so that your photos will share automatically when you post them to Instagram. Even if you do not want to share your pictures on different networks right away, you can save them to your phone’s Camera Roll and easily access them when you are ready to post. The content that you post on Instagram can also be used in your email marketing campaigns. If you are a Constant Contact customer, you can integrate Instagram into your photo library with our MyLibrary Plus tool, and easily access your photos when you are ready to send your campaign.
Creating professional-looking images to promote your services and highlight your products has never been more comfortable or more affordable. As a result, visual platforms like Instagram are doing more than just generating engagement, and they are also driving sales. One report from e-commerce platform Shopify found that the average price tag for sale referred from Instagram is $65, while it is $46 for Twitter and $55 for Facebook.
Be careful not to fill your feed with product photos with the same caption asking people to “shop online” or “buy now”. Instead, search for creative ways to display your products and let the images speak for themselves.