The 3 strategic steps of marketing on Instagram
It’s sometimes common to feel like you’re lost when it comes to building audience for your Instagram account, especially if you’ve neglected the basics of social networking or haven’t followed. of Instagram training beforehand.
Whether your goal is to gain followers , sell more or build a beautiful profile , it’s time to build a solid foundation of your strategy in order to develop your visibility on Instagram in a relevant way.
In this article, I will go over the basics of designing an Instagram marketing strategy, namely:
- the definition of the right target audience
- designing a strong brand image for your business
- creating content that engages your subscribers
1) Determine your target audience and identify a brand persona
If you don’t know who you want to reach on Instagram, you won’t be able to know what to post, when to post or how post it.
Having a clear idea of your “dream” subscriber is the first step in establishing your future communication strategy.
Once you determine this audience, it will be much easier to develop your branding image, and your Instagram content will begin to take shape.
This is about having a clear representation of the people you are going to target: you will need to determine the right age groups, location, interests, income, marital status and why they might be interested in your brand .
Because Instagram users react to content differently, the more you know about your target audience, the more you will be able to predict what kind of content will work with them, and in what format (s). .
Beyond the choices you make based on the price positioning of your products / services, it may be interesting to take a look at your Instagram account statistics. After converting it to a professional profile , you can quickly find out who is subscribed to your account:
- majority age groups
- dominant sex
- the cities mainly represented
Here are some resources you may find useful on this subject:
2) Create a strong and unique aesthetic for your brand on Instagram
Spending time and consideration in your brand’s tone & personality is one of the most important steps in your marketing strategy, especially if your brand is brand new.
You will want to make sure that you have a clear plan of how your brand will interact with your customers & followers. If you’re looking to update your brand’s tone, here are a few things to consider:
- the image you want to give to your audience : depending on the people you are targeting, you will have to determine the way in which you will express yourself: formal, direct, joyful, positive or rebel.
- the structure of your Instagram biography : you can immediately set the tone of your account according to the content of your biography. Focus on your target audience and think about what might make them want to subscribe to your account.
- your photos & videos publications : make sure that your visuals, Stories publications, and IGTV videos are consistent in terms of graphic charter .
For more information on this point, I invite you to consult the following resources:
3) Create content and captions that encourage your subscribers to respond
It’s easy enough to forget that captions on Instagram posts are often just as important as the images / videos you post in your news feed. While the visuals reflect your tone, style and branding, you want to encourage subscriber interactions.
The Instagram algorithm tends to favor posts with high engagement. When a piece of content receives a lot of likes, comments and shares, it sends a signal to the social network that your post is of high quality. As a result, the algorithm will boost its natural display, which could lead it to be visible from the “Explore” section .
Writing great post captions with calls to action combined with inspiring visuals is undoubtedly one of the best ways to get your followers to comment on your content. For example, you could ask your audience to click on a link in your bio to sign up for a newsletter, prompt to answer a question, use your branded hashtag, or anything else that would encourage a subscriber to take an action.
Finally, program your content in advance, especially to allow you to write captions for your posts at ease, is essential when possible.
In order to dig deeper into this third and last point, I invite you to consult my previous articles:
To go further:
Trainer & social-media consultant, I am the author of the “Community Manager Toolbox” at Editions Dunod. I have trained several thousand employees in the professional use of social networks since 2011.
Join me on Twitter and Instagram .