INSTAGRAM MARKETING FOR YOUR BRAND: THE ULTIMATE GUIDE
- Vince Brinkhoff
- May 24, 2024
- 4 min read
Instagram is a powerful platform for businesses to build long-lasting relationships with consumers, but how do you get the most out of it? Whether you're just getting started or want to improve your existing strategy, optimizing your Instagram profile and developing a solid content strategy can help you take your brand to new heights. In this blog post I share practical steps and insights to revolutionize your Instagram marketing. So grab a cup of coffee, sit back and let's get started!
Table of contents
Profile Optimization
A step-by-step plan to get your profile on track. After all, this sets the tone for the rest of your Instagram page!
1. Clean Username
Make sure your username is simple and recognizable, preferably your company name. This makes it easier for followers to find you. Increase consistency across multiple platforms by keeping the same username!
Want to save time? Check the availability of a username for all social media platforms at once via Brandsnag!
2. Optimize your Name field
Include relevant keywords within your niche/industry in your name field in your bio instead of re-listing your username here. This increases your findability within the search results on Instagram, which results in a greater reach!
3. Use Emojis in your Biography
Emojis attract attention and make your biography more attractive to actually read. Use them strategically to strengthen your message without going overboard.
4. Create a Compelling Hook
Your bio is the first thing visitors see. Provide a catchy hook that arouses curiosity and leaves a good impression. For example, mention your unique selling points, how/who you can help with your business and impressive achievements.
5.Call to Action
End your bio with a clear call to action. For example, refer to your website or another specific action you want visitors to take.
6. Use Links in your Profile
Business accounts can include links in their profile. This saves space in your bio and makes it easy for followers to navigate to your website. It is not possible to use URLs in your posts on Instagram.
Expert tip: You can include multiple links in your profile, but I recommend using an aggregated link that, once you click it, will display a submenu of your other online pages. This way your profile remains clear. Linktree is recommended for this. Click here to read more.
7. Instagram Highlights
Use Highlights to share important information such as testimonials, your company's mission, and tips. Think of Highlights as a landing page where visitors can discover more about your business. You want to portray yourself as an authoritarian figure and gain trust.
8. Optional: Instagram Business Verified
By signing up for Instagram Business Verified you get a blue check mark and access to additional benefits. Click here to read more.
Content Strategy
People don't open Instagram to see corny commercials from companies. That's why it's crucial to create content that provides actual value, whether that's entertainment, inspiration or education. Direct marketing should of course also be part of your strategy, but implement this in a subtle way.
Example: A skincare brand shares tips for combating acne in an educational Instagram reel, and at the end of the video briefly explains how their products can help. Subtle, but effective!
In addition, it is important that the "look and feel" of your content matches the overall branding of your company. Think of Instagram as an extension of your website or any other point of sale. The description under a post can certainly be more informal than the texts on your website (depending on your target audience), but make sure that both texts essentially continue to appeal to the same target audience, even if it's in various ways.
The frequency of posting also makes a difference. It is often thought: "more is more", but this is a misconception. Posting excessive content every day can be perceived as spam by your followers (with the exception of Instagram Stories). Therefore, choose a few fixed days and times a week to post, with an emphasis on quality over quantity! The times and days that work best depend on your target audience and their daily routines.
In the beginning, it is useful to test different content formats (photos, reels and carousels) in equal amounts. Over time you can conclude from the statistics which format performs best. Then adjust the proportions accordingly, but keep enough variety in your content mix to keep your audience engaged.
Expert tip: Use a content calendar to post consistently and plan your posts ahead.
Analyze
Identifying your target audience and your ideal consumer is a good starting point, but then the real work begins: analyzing results and optimizing your strategy. Don't be afraid to make mistakes; it's a matter of trial and error!
Example: Sports coach Evert noticed that his analytically focused content, such as nutrition statistics and training methods, no longer resonated with his followers as before. A social media audit revealed that his target group now had a greater need for emotional and inspiring stories. When he implemented more emotionally focused content, results increased significantly. Often a combination of analytical and emotional content produces the best results.
Instagram offers access to standard metrics such as reach and engagement (likes, comments, shares, saved messages) in the app itself. In addition, Instagram Insights provides more information about your followers: age, gender, location and times of the week when they are active.
For the analysts who want to take this a step further, there are external tools that provide more detailed information about the performance of your Instagram. This is especially useful if, in addition to Instagram, you are also active with your company on other social media channels. These tools help you see the bigger picture and develop an omnichannel strategy.
Tool: Buffer is an all-in-one social media marketing tool. Via Buffer you can store content clearly, plan and post it, analyze it and even engage with your followers. Click here for more information.
Conclusion
By developing a well-thought-out content strategy and continuously analyzing your results, you can take your Instagram marketing to the next level. That said, this can come with challenges and it can be overwhelming. In the field, unfortunately, there is no "one size fits all" approach. As a freelance social media marketing expert, I am happy to help you put these strategies into practice and achieve your goals. Contact me today to work together on your Instagram success!
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