Instagram marketing: all you need to know(2)

After strengthening our online presence with the optimization of our bio, as we mentioned in the previous post of this series, it is time to provide some keys regarding the different formats and the best way to work them to meet our strategic objectives.

Let's get to work!

For many this is obvious since there are other types of content on Instagram. Even so, we continue to see profiles that limit themselves to posting only images.

If we really want to market on Instagram, it is important that we exploit its multimedia possibilities to the maximum. Do not forget that what we want is to tell stories and there are resources even more effective than photos.

Let's see:

And to all of them we should add ads, we will talk about later.

As you can see, thanks to this mix there is enormous potential. These contents provide a huge amount of variants and complement each other by providing different options.

First of all, the most important thing is that you are very clear about what you want to achieve with your presence on Instagram. Do you need to generate branding and brand awareness? Do you want to sell? Or are you looking for a combination of both?

It is important that you make this reflection, because it is what will set the next steps to take.

But always make sure they are very specific. As far as possible, set your objectives in a quantifiable way; only in this way you will be able to evaluate your performance. Set a period for this evolution and relevant metrics: the famous business KPIs.

A simple example is to mark an evolution in the number of followers in a quarter, or to increase the levels of engagement (comments, likes) and, of course, sales and business opportunities generated.

Even when we talk about publishing organically and not paid, segmentation is critical when designing our content strategy.

Ask yourself questions like: What does my audience care about? Where are they geographically? What do they care about? How do they talk? What do they expect from me on this social network? Who else do they follow? These are just a few questions, but the more you ask yourself, the better you will focus your communication.

A great idea is to create several user archetypes. Follow a tactic, like the one used to define a buyer persona. Creating a complete personality and motivations helps a lot to create an effective discourse and type of content by anticipating their reactions.

Forget for a moment whether their product is worse than yours or they have customer service that leaves a lot to be desired. What counts is that it is targeting its Instagram marketing strategy to the same audience as you and it is working for it.

Carefully analyze both what it publishes (photos, videos, stories...) and when it does it. A brand that plays its cards right with respect to seasonality, for example, is able to impact customers at the most sensitive times for consumption.

VERY IMPORTANT: without planning we cannot say that there is any possible strategy. Posting on the fly may work well from time to time, but you will hardly achieve a consistent presence capable of meeting any goal.

Here is an interesting article that will help you follow the steps to create a publishing calendar. It will be useful in your Instagram marketing strategy, as well as in content marketing in general. 

Social networks feed on the relationship between users. In this aspect, the brand is one more, and as such must answer when required or, better yet, be proactive by actively listening.

You will be surprised how your followers' experience on Instagram (and organic visibility) improves from the moment they feel listened. The conversation derives in the solution of problems, doubts and, of course, assists the sale both indirectly and directly.