Instagram for Business Marketing

Instagram in 2021 is still among the most popular photo and video sharing social media apps. It allows the audiences to connect with brands, celebrities, thought leaders, friends and family. Although it is a standalone app, it is owned by Facebook which means that some features (like paid advertisements) within Instagram are the result of integration between the 2 platforms. The following discussion points will be tackled in this introductory post.

Account types | Profile | Hashtags | DMs (to close sales) | Stories (to close sales)| @Mention & @Tag | More External Links with under 10k followers | IGTV | General Tips

Common Uses & Benefits

• Tentpole or other promotions for lead generation (business accounts)
• Call to Action CTA buttons help to prompt leads to convert (business account)
• Finetune your target market profile using analytics of your audience (business account)
• Sell directly from Instagram via direct messages (DM)s (business account)
• Influencer marketing. If possible, you can ask your influencers to set up a creator type of account to also help them to use the additional commercial functions of that account type.

Instagram Account Types 

The 3 Instagram account types are 1) business, 2) creator and 3) personal.

	Professional		Personal
	Business	Creator*	Personal
Analytics	Yes	Yes	No
Contact details Commercial buttons	Yes	Yes	No
Gift cards / Stickers	Yes	Yes	No
'Swipe up'  * functions	Yes	Yes	No
API Access *	Yes	No	No
Post Scheduling	Yes	No	No
FB Creator Studio	Yes	No	No
3rd party analytics	Yes	No	No
Private mode	No	No	Yes
Full music library	No	Yes	Yes
Royalty free music library	Yes	?	?

* Business accounts are ideal for companies that are selling products or services, maybe you even have an online store. Unlike any other account type, individuals that have already visited your account at some point can be targeted specifically with advertisements.

* Swipe up functions allow audiences to swipe up the screen to access a link. They are perceived as an account's badge of superior worthiness on the platform because not all accounts can use them.

* Creator accounts are ideal for influencers for your brand, creatives like musicians, etc. They will likely prefer the greater commercial functionality of this account over the personal account. (You will continue to maintain your business account).

* API access refers to the ability to schedule posts, access to the creator studio and ability to use third party analytics.

To know or change your account type

> Click your profile image

>'Edit Profile'

> Scroll down to 'Switch to __ account' (If you have a personal account, you will be given the option to switch to a professional account and vice versa).

Profile

Consider the optimization of your profile as a strategy for converting visitors to leads (lead generation) and to buyers.

Username. Use a name that is easy to be heard and understood, remembered and spelt.

Profile image. For a personal brand, use a head shot of yourself with a background that is the same color as your brand. A strong background color is more likely to stop audiences from scrolling further. Avoid placing key parts of the image on its edges of the frame because edges can get cut off, especially for landscape oriented images. Consequently, use the portrait orientation for images.

Name. A little known fact is that this field is searchable. Consequently, use the typical keywords that your market will look for. Examples include location, product type, possibly niche.  

Bio. Use your brand positioning statement or incorporate your UVP otherwise. A commonly used template is as follows.

• Helping [target market] transform [problem] into [benefit]. the first / only brand to ..... / ranked # 1 /  x,y,z results  <== build trust. Get a free X analysis / free tutorial re ...   <== free resource with high perceived value.
• X professional for [target market] needing [benefit]. Featured in [publication]. [#]  years of experience. DM me for [free resource: free qualification meeting, etc].

Links. Accounts with under a certain number of followers (usually 10,000) are limited to only 1 link. In such cases, rather than simply using that link for your website's homepage, use it strategically for something like your lead magnet, newest blog post, product collection / diablog page of a tentpole promotion, chat bot and so on. 

Hashtags

What are hashtags

A hashtag is a combination of letters, numbers and or emoji preceded by the # symbol like #keyword123. Since Instagram groups together all content with the same hashtag, your potential customers may find you if they either click the hashtag from somewhere else on the platform or type in keywords to find it in the search box. Since Instagram has very limited search capabilities, they are very important for being found by potential customers who are not already in your circle. Hashtags can not be trademark protected or otherwise owned, anyone create and use them. 

Guarantees regarding being found

There are no guarantees that each potential customers will see your entry in their hashtag search results. This is because hashtags are sorted algorithmically. To explain, Instagram simultaneously shows 2 sets of hashtag results named; 1) 'Top' results and 2) 'most recent' results'. 'Top' results are tailored to the individual's personal search history and past behavior on the platform. Conseequently, no two people will get the same 'top' results for the same hashtag search.

TOP RESULTS | MOST RECENT RESULTS

Where to apply feed hashtags

You can apply hashtags as follows.

1. Up to 30 hashtags in each post aka your 'feed' in either of the following (it does not matter. Some people prefer to put the tags in the comments to not appear too spam-like. However, research suggests that this does not matter).

• the caption or 
• your comments section when engaging with the audience.

2 Up to 3 hashtags in each 'story'

3. Up to 30 hashtags in IGTV 

How many to use?

Use as many relevant hashtags as you can. If you use them, there is no harm but you have the opportunity to have your content found.

Selecting hashtags strategically

Aiming to use at least 15 to 20 hashtags. combine hashtags of varying levels of popularity and specificity. 

• apx 23% very popular hashtags (ie those with number of use of up to several hundred thousands xxx,xxx to 1,000,000. Beyond this level of use can attract spam bots). Popular hashtags give immediate activity that will likely last for several minutes before becoming buried among other posts.
• apx 23% moderately popular hashtags (ie with xx,000s to xxx,000 uses). Moderately popular hashtags will remain current for longer, perhaps hours into days.
• apx 23% very niche-specific hashtags that relate to your UVP and search terms your market uses. When Instagram sees that your followers and non followers are liking a post, your niche-specific hashtags can keep your content relevant for even longer as a top post, which can be months. Potential customers can click to your profile or link you have included and begin to engage with your brand from this point. NB Think outside the box also. If your UVP is not something commonly searched for on Instagram (like Accounting classes), you must think about what other complementary product or service keywords your Accounting student clients are likely looking for on Instagram like 'financial calculators'. In other words, they are using keywords from their (not your) perspective.
• apx 12.5% branded hashtags

Hashtag length

For branded: short, easy to remember and spell. For content hashtags: longer, more descriptive words (about giveaway, tentpole name, etc) that make the purpose very clear. 10 to 20 characters are a good range.

Direct Messages (DMs)

DMs are a messaging system by which anyone in your audience can conduct 1-on-1 private discussions with you (the account owner). There are several types of DMs; text-based which are like regular text messages; pictures; videos (of only 15 seconds); video chat; group chat and voice notes.

Instagram Stories

Stories are a different form of content that disappear after 24 hours. They can consist of videos of up to 15 seconds or photos that appear for up to 6 seconds. Furthermore, stories can be used to enhance engagement with the optional interactive features like question stickers,  sliders or polls (for voting, etc).

Common uses

• to generate warmer qualified leads, to encourage engagement with the optional interactive features as the following. You can then use 1-on-1 DMs to engagement more directly with leads and potentially even close sales. Consider how you may capture the attention of your competitors' customers (with your competitive advantage and UVP). 
1. question stickers (for OPEN-ENDED responses)
• Warm lead generation prompt: 
• Did you know? My expertise is in helping people struggling with _[painpoint]_ to achieve _[result based on UVP]_. I do this by _[product description]_ which has thus far helped _[#]_ others achieve _[result]_. If you want to get rid _[painpoint]_, reply to this story. I will help you get started for free. Just comment below, send me a private message and give me details about your _[painpoint]_.
• Leads for new product launch, also for people on the fence: 
• I have something new and exciting in the pipleline. I think you will love it! Send me a DM in the comment box below if you want to be on the early bird waiting list. This will allow you to be the first to know about special offers and any other exciting secrets.
• Are you tired of __pain point__?  (This triggers an emotion of joyful anticipation. Emotions are an essential aspect of decision-making that also enhances conversion). Finally, there is a product to resolve that problem  safely. (emotion of relief) .... [editorial image to help customer visualize themselves using the product with positive emotional outcomes that correspond with subconscious needs for the product].
• Are you concerned that __product x__ won't work for you? This is __customer x__. (S)he came for my help with __pain point__. After using __product x__, s/he now have __benefit x__. If you want to overcome your __pain point__ but something is keeping you back, use the box below to tell me about that obstacle.
• Encourage discussion about sales objections
• Hi, If you are new to my Instagram, I am ___ and I help __[niche]__ with __[desired outcome]__, even despite __[typical objection the audience has]__. How have you struggled the most with __[niche pain point]__?
• Shout outs to collaborators, brand evangelist (doing things that fit your lifestyle branding objectives) or producers of complementary offerings for the sake of visibility and relevance.
• I was fortunate to work with some fantastic ___ and just wanted to give them a small shout-out. Thank you @___ for ___. If you were moved by anyone else whose work helped you, I would love to hear about it.
• Ask me anything, #AMA
• Video requests
2. sliders (for responses on a scale, like a LIKER SCALE)
• 
  
3. polls (for MULTIPLE CHOICE question responses). 
• Lead generation prompt: Should I discuss / share tip X or Y tomorrow? The winning response will determine which of the two prepared options you will provide. Regardless of their response, you can send a direct message (DM) to each lead.
• Prompt: I work in the ___ industry and have seen that most people struggle with ___. Unfortunately, it left unchecked, the problem worsense and looks like ___, However, this does not have to happen to you. I know how to help you overcome this challenge so you can _benefit__. I have included details in my my __lead magnet_. Tell me in the poll below if you need this solution. I'll be happy to forward the link to you.
• Prompts that your influencers (who are qualified customers) can use when promoting your product.
•   I have a secret. Despite outward appearances, I have been struggling with __[pain point]__. I want to share how I have been working through it. __[describe solution]__. Is __[pain point]__ something that you also struggle with? Use the box below to send me a message. Maybe I can help. 
• What is your preference in color for new product variants.
• Promotions like promotion codes, announcements, contents, blog posts, testimonials
• Short audiovisual content like quick 'how to' videos, short bits of advice, etc 
• Product displays like images from different angles
• .... geolocation stickers can be as specific as your street address or broad as proviince or state. This feature can be enabled only if you enter your location in your profile. This feature enhances your chance of being discovered by people near you.
• Your restaurant's story can include an image of your best selling wrap and attach the geolocation sticker along with a location hashtag.
• Lead generation / new market development using paid Facebook advertisements.
• Paid advertisements

@MENTION & @TAGS   

The @ sign can be placed infront of the username of an Instagram user, like @JohnSmith. Depending on where they are placed, they are called differently. When placed within the body of a post, like "This image was painted by @PicassoPainter." they are called @mentions. However, when attached to images, they are called tags.

Common uses

• Shout outs (read more about shout outs otherwise within this article)
• Image tags (not only @mentions). Image tags are used as long term galleries on the profile of the tagged account. (Thisis unlike @mentions that only trigger trending notifications for your audience. Specifically, if audience members have over the limit of 100 outsanding visible notifications, the notification will no longer be visible.)

IGTV

Instragram TV (IGTV) is an app that is separate from Instagram. However, the 2 have been automatically integrated. Unlike Instagram that limits the duration of videos to only 1 minute for feeds, IGTV offers longer-form videos, up to 1 hour (for web uploads or 15 minutes for phone uploads).

MULTIPLE EXTERNAL LINKS WITH UNDER 10K FOLLOWERS

You can add clickable external links in your Instagram profile. However, Instagram has limited this facility to only one link for accounts with under 10,000 followers. Unfortunately, most businesses can not reach this 10,000 mark but would like to offer external links to different landing and other external pages. 

Uses & Benefits of Clickable links

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Here are some workarounds for the limitation on links

• Use IGTV video's 'swipe up' function. if you have not done so already; switch to a business account. From with Profile settings, click the IGTV video icon. Click the + sign to add a video whose duration is atleast 15 seconds but up to 10 minutes. This video should be a Call-to-Action (for a free master class, sign up for something, early pre-order group membership access, lead magnet, etc). Give the video a title that matches your CTA. Place the link at the top of the description. Add emojis at the beginning of the link to draw attention to it.  

GENERAL TIPS

• Create a separate account for each brand and niche. This will ensure  a consistent brand story.
• Post visually appealing images and or videos, even for mundane, negative demand services. Your images do NOT need to always showcase your product. Here are some examples. 
• Use mascots. Think Gieco for the negative demand product; insurance. one financial institution used a mascot, 
• Use lifestyle branding like how Red Bull may show images of extreme sport events or evangelist enjoying extreme soirts rather than a glass of their drink.
• Always include Calls to Action (CTAs) when posting.
• Test and establish the best time for posting to get highest levels of engagement.
• Be fun and interesting! Whenever possible, use gamification. run contests and giveaways. This technique usually increases engagement 

CONTENT RELATED TO INSTAGRAM 101

• Sales funnel 101. Social media is useful for the all important 'engagement' phase of the sales funnel.
• Brand voice and tone
• For hashtag ideas, use IconoSquare.com or Webstagram.com
• Brand story and lifestyle branding
• Emotional branding (with case studies for happiness, sadness, anger and fear)
• Social media 101
• Instagram 101
• Facebook Groups
• WhatsApp Business
• Twitter
• LinkedIn
• Internal links: DMs; stories; top hashtag results; profile;