Ever since inception, Instagram has been on a roll. A simple photo-sharing app for the smartphone generation, it gathered so much momentum that in just five years it has crossed 500 million active users per month, uploading 60 million photos daily. Its advantage as a marketing and advertising tool has only grown since its acquisition by Facebook. However, most marketers under-realize the app’s potential for driving traffic towards them simply because they do not have a proper understanding of what their brand is and also because they don’t have a brand image that is unified. This makes communication with customers difficult and hence customers are not engaged to the extent possible. Here’s what you can do on Instagram to create a strong and consistent brand image
Ascertain That Your Brand Is Accurately Represented In Your Instagram Bio
The Instagram bio serves to introduce your business and your brand. When customers read your bio they should get a proper idea of what to expect from your brand. This will only happen when the brand brief and the bio are consistent with each other.
Choose Your Profile Image with Care
While you can use just about any image in your profile that accurately represents your business, most businesses use their logo because it usually has the best resonance with customers. Never make the mistake of uploading photos that are of the incorrect size as it will look sloppy and erode your brand credibility among your Instagram followers.
Do Not Use Bio Hashtags
There is little point in including a whole bunch of hashtags in the bio because they are not clickable. However, if you want followers to use a particular hashtag to tag their photos, you can list it in the bio. The point is not to use your bio like a tweet full of hashtags.
Promote Only One Hashtag
Just like your website needs to have a landing page, it is very important for you to have a CTA that’s clearly defined. You need to appreciate that requesting followers to hashtag their uploaded photos is a CTA itself. Your followers will be able to follow you best when you offer only one hashtag for them to remember and use. Multiple hashtags only create confusion and followers make the wrong choice.
Encourage Content to Be Made Discoverable
You should consistently and repeatedly ask your followers to use hashtags of your choice when tagging pictures instead of your Instagram handle. When a hashtag is used everyone searching with the hashtag has the opportunity of viewing the photo but when an Instagram handle is used only your followers and you will be able to see the content.
Measure the Instagram Link’s Impact
Links should never be included in the bio section simply because they are not clickable. Instead,you can use the specified URL section to promote the URL. If you need to measure the link’s impact then you should use the Google URL Builder. It will generate a link that can be tracked after you’ve provided all the necessary details. The provided link will be long, so you should use a URL shortening service like Bitly and then ensure branding consistency by customizing it.
Use Multiple URLs
If you promote only one URL, followers will be consistently led to only that URL robbing you of the chance to drive traffic to other important product pages that have the potential for sales conversion. By changing URLs on a regular basis, media houses can drive user attention to new stories; e-commerce sites can promote special offers and so on. Think of the URL as a bridge between customer engagement and return on investment.
It is a constant battle for marketers to bridge the gap between marketing on the social media to actual sales conversions. If you can execute the tips mentioned above, you will be closer to becoming an effective marketer.