Many are wondering how to promote their own business using Instagram. Why are some bloggers thriving while others fail to gain even the smallest following? What is the secret of their popularity and what tools should you use to promote your own account? The most pressing questions are answered by the organizer of the Synergy Digital Forum (held on March 25-26 in Moscow), the author of the book “The Holy Trinity of Traffic. Battle for conversion”Dmitry Yurkov.
Personal or business?
When generating content for Instagram, we often ask ourselves what kind of content it should be. If this is a business account, is it appropriate to share your personal life with it? Or does it make sense to only post business publications?
The answer is very simple - it is better to work in a two-tier system, developing front-end and back-end accounts.
For example, if you are pursuing a career in consulting, you should not spam posts with commercial proposals in your personal feed. But you can use your personal account as your primary platform for attracting customers. The so-called front-end is needed in order to warm up the audience through regular posts about their own life, travel, family, children, and everything that is interesting to subscribers. At the same time, about once a week, you post a post about your consulting activities, redirecting subscribers to the business page. This second working account will be your back-end for promoting your business. In your back, you can post promotional publications, interact with people exclusively on business issues, and use calls to action to achieve commercial goals. This promotion model is the most optimal for business, and today it is used by all representatives of celebrities both in Russia and in the West.
The most important thing
Registration of an account. You should not overload your page with various regalia, provide a full track record and describe in detail who you are. The most important thing to do is create a clear call to action. A subscriber who lands on your page must understand very clearly what he needs to do: get acquainted with the product, follow the link, contact a consultant, etc.
Superfluous information lengthens the customer's path to purchase, therefore - only a clear, structured message with a clear call to action.
Number of publications. This indicator will depend on what kind of business you have. If you are promoting a showroom with dresses and are capable of producing a lot of interesting content, then you can safely post three publications a day. At the same time, it is important to monitor the reaction of people - whether you get new subscribers or, on the contrary, their number is falling. So you need to analyze each publication, identifying the type of content that attracts the audience more.
Interaction with subscribers. You have to engage people in interactive, call for communication and ask their opinions. We need to make sure that the account is live and under each post there should be as many reviews as possible. This is really important, since pages with a large number of subscribers, but without likes and comments, cause distrust from users.
The number of subscribers is not always important
If you run a business account, then you don't always need to focus on the number of subscribers. There are three business models: B2B, B2C and B2G. So, for example, for a business-to-government model, which involves the interaction of business with the state, you may have only one hundred subscribers. But due to the fact that these will be very significant and influential people, their weight will overlap one hundred thousand ordinary subscribers in terms of their quality indicators. The same can be said about the B2C segment.
Imagine you have a golf account. How important is it to have a huge number of people who will never want to take golf lessons from you or purchase related products? Golf is a rather elite sport and it is much more important for business development to gather exactly the target audience.
Let only five thousand people subscribe to your professional account, but they will be people of a certain level, with good income and interested in the content that you create. The picture will be quite different if you promote courses aimed at child psychology and tell you how to raise children. Here, your target audience is practically the entire Russian-speaking segment. Accordingly, for such a business, the number of subscribers will become one of the indicators of success.
A very successful format of cooperation is collaboration. By creating partnerships with other account holders, you grow as you exchange subscriber bases and attract new audiences. You can partner with those with whom you have a cross-audience, but there is no direct competition. By agreeing to such associations, you can conduct joint live broadcasts in the form of webinars and provide certain discounts and promotional codes from each other.
In the fight for subscribers, it is important to be competitive and understand all the promotion tools. The line between personal and business on social media is almost erased today. And, in the end, not only your personal image, but also the success of your business will depend on how you run your personal Instagram page.
Photo: Getty Images
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