This episode is all about using Instagram to drive awareness about your brand and driving traffic to your site.
Before we dish on the ultimate ways to drive brand awareness on Instagram, let’s go back in time.
Think back a couple of years ago when you first signed up for Instagram.
What were you posting? What were your friends posting? Were brands even posting?
If you’re anything like me it was a place to share pictures of your brunch and cat.
Which ain’t a bad thing, it’s just not good for business unless you’re trying to make your cat a superstar.
Nowadays Instagram is THE social media platform to be on.
Especially if you're a creative entrepreneur looking to build a business from your passion.
This mighty app can connect you with 100's of potential buyers across the world in a matter of minutes.
All you need to do is know your goal, who you're targeting and create beautiful content.
Why does Instagram matter so much for business?
Instagram is a community of highly engaged users.
It's one of the best platforms for showcasing your work, connecting with your audience and driving brand awareness.
It's not a typical sell, sell, sell approach to social media marketing.
You get to show people the brains behind the craft and truly connect with other people.
You can add your personality into images, highlight happy customers and give people an insight into how their new favourite product is made.
The best part about the ‘gram is the crazy brand awareness you can create without spending heaps of cash.
Brand awareness? Yes!
You know when you see a red can with white writing, without having to look, you know it’s coke. That’s brand awareness.
Brand awareness is where potential buyers become aware of your business and what you’re doing.
Brand awareness is the first step in your customer journey. If no one knows about you, how can they buy from you?
The goal is to create a brand experience so identifiable, people know it’s you without even having to try.
You can do this through your typography, copy, and images.
Every single time you post on Instagram, you have the opportunity to generate buzz.
You can increase brand awareness through your images, captions and the hashtags you use.
If you’re savvy, you can use this super community to propel your business forward and drive traffic to your shop or blog.
Here is the ultimate guide to building brand awareness on Instagram and driving traffic to your site.
Add Your Website Link In Your Bio
The only place you can add links on Instagram is your bio. You've got to use this area wisely.
You want your link to drive users to the product or service you want to push.
It could be a particular item you’re featuring, a blog post or a specific collection you’re promoting.
And you want to make finding your work or product as simple as possible.
I know there are times when you want to direct your audience to multiple places. And we have a solution for that.
We have it set up to direct people to our FREE Facebook community, courses and latest blog posts.
We’re giving you the opportunity to choose your own Maker Academy adventure in a curated and simple way.
Using Link.tree allows you to cater to different people in your sales funnel.
You might promote an item for sale, send them to your about page or highlight your latest blog post.
Include a Call-to-Action In Your Instagram Photos
Sure, it’s kind of annoying that your bio is the only place where you can put a clickable link, but it’s not the only way you can encourage potential customers to visit your website.
You should include call-to-actions in your photos that prompt the viewer into visiting your store, checking out that blog post or entering a competition.
The key to a great call to action is to make it simple and genuine.
You can get folks to tag a pal that might like your image, to check the blog for the latest info, to double tap if they like margarita’s, whatever suits your brand.
The one thing to remember is that every single post should have a call to action.
And a little note, your call-to-action should be an organic one, it shouldn’t come across as a sales pitch.
Use Instagram Videos
Are you all using Instagram stories? Adding video to your posts? Have you gone live? You should be!
Instagram videos are a fun and engaging way of promoting your products, or your business generally.
You can use Instagram stories to show your work in progress, behind the scenes or little snaps of the maker behind the brand.
In addition to being a fun way to add some extra dimension to your brand strategy, Instagram videos are another medium through which you can drive traffic to your online shop or website.
Here’s how to do it:
Take your video or shot and place the URL of your store or website in the text overlay of your 15-second video.
You can choose to incorporate the URL into the speech of the video as well, using it as your call to action to get folks to click where you want them to go.
Try Instagram ads to reach new people
I’m in a love-hate relationship with advertising.
I think there’s definitely a place for it in your strategy, as long as you know what you’re doing and have a really strong call to action in your ad.
Instagram ads, however, are the perfect place for people just like you to advertise to reach new audiences as you begin to grow.
The key to having effective Instagram ads is to have a really strong image and to use an incentive or offer.
Generally speaking, awareness advertising doesn’t work that well on any platform. People need to really resonate to click your ad.
Offering something for free or an exclusive discount gives people a reason to click on your ad. They’re going to get something valuable out of it.
If you get people onto your site and engaging with your product for free or discounted, they’re more likely to become customers down the line.
Reach out to Influencers
An Instagram Influencer is someone who has a large and loyal following on the ‘gram.
Often, they’re bloggers who are quite active on Instagram and have a massive following among people in your niche.
You can use their influence to your advantage to get customers to visit your store by getting the influencers to share your products.
This is no mean feat. And the world of Influencers is varied.
Some influencers require payment for a feature and I strongly do not recommend this course of action. Pay for feature sites usually have an audience of other makers or creatives, not necessarily your buyer audience.
Some influencers are happy to receive a free product in exchange for a review.
Others still don’t accept paid placements. In that case, you can still offer to send them one of your products and hope if they like it, they’ll share.
I think that the third option is the best one. A genuine endorsement from someone with an active audience is better than one you paid for.
The influencer's audience trust that they are not being paid for the endorsement and are more likely to purchase from you if they like what you do.
If you’re wanting to try the influencer strategy, keep in mind who their audience.
Choose people with an audience that matches your buyers and don’t be disheartened if they don’t feature you.
Connect with your community
Instagram is just one channel you’re working on to market your business.
People love connecting with folks that are inspiring and engaging.
Make sure that you show off why your brand is so important and how much you value your clients by interacting with them on the platform.
Be grateful, helpful and genuine. Taking this approach you’ll have your ideal clients wanting to learn more about who you are and what you do by clicking through to that website.
Looking for more Instagram growth tips? Check out our course, Instabuzz!
We have loads more interviews and business tips coming so make sure you subscribe to Made It.
In the meantime, I'd love to know what you like most about this episode?
Let me know in the comments below!