3 Secrets to Attract Followers and Sell on Instagram
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- 3 Secrets to Attract Followers and Sell on Instagram
- 1. Look for Followers Rather than Customers
- 2. Turn Followers Into Real Customers by Doing One Thing Only
- 3. Create the Perfect Ad to Sell on Instagram
- Bonus Tips: Strategies for Success When Selling on Instagram
You will agree with us that social networks have become the best showcase to display and promote our products and services.
Especially Instagram and Facebook are today the most active channels to connect with your potential customers. Therefore, selling on Instagram is one of the main objectives of every entrepreneur.
However, it is good to clarify that this is only one of the legs on which supports the digital marketing of your business. You should not neglect the other areas, such as direct mail, search engines, and e-commerce sites.
Instagram is a relatively new social network, and, like all of them, it has been mutating and changing very quickly. At first, it focused mainly on graphic content, then texts became a strong protagonist, and now Instagram for business has become one of the networks with the widest reach (both organic and paid) to reach potential customers.
This has been taken advantage of by many brands, and others not so much. Not all networks are the same: it is necessary to know them well and know how to adapt the messages and audiences to sell in each one successfully.
And here we want to delve into this post: we will offer you three secrets that perhaps you did not know. Three steps that you should not overlook if you intend to sell on Instagram and turn this social network into something much more important than a simple showcase to upload beautiful images of your product or service.
1. Look for Followers Rather than Customers
Never lose sight of the fact that social networks are that: SOCIAL NETWORKS, that is, channels for establishing connections between people or companies.
Imagine that Instagram is a great shopping mall, a gigantic shopping mall where all kinds of people enter, some even without any intention of buying, but rather of walking, getting to know, having a good time, etc.
Which stores do you think will sell the most? Those that have reasonable prices or attractive discounts, yes. But also those that are visually attractive and those where sellers establish a good connection with the person who enters the premises and knows how to resolve their doubts.
It may be that, despite all that, the person leaves the store without buying, but has already established the first contact with the brand. If the communication was positive, it is very probable that when you need that product or service, you will acquire it there. There where you felt well taken care of and received the information you were after.
So: to sell on Instagram you first have to establish that connection, that initial empathy with the one who doesn’t know you, with that person who may not even be aware (yet) that he needs what you have to offer him.
Before you sell, you must ATTRACT. It is the first secret we reveal to you today and the first error into which many brands fall, using social networks for pure and hard-selling, without first creating a relationship with their customer.
Why do we say this is a mistake? Because you go to social networks when you want to buy something. Let’s say it’s not the place they’ll go if they already have a clear intention to buy a product or service.
People “walk” through social networks for other purposes: look at what others are doing, consume stories, interact. Don’t buy it. They may end up buying, but selling will be a consequence of what they did before.
So don’t forget: to get customers, you must first get INSTAGRAM FOLLOWERS, if your medium-term goal is to sell on Instagram or any other social network.
And what can you do to get followers? Well, what we already told you: try to create a relationship with people, not to make a sale. At least not initially.
This close relationship between your brand and your followers is achieved through what in marketing we call BRANDING.
How Does Branding and Storytelling Influence Selling on Instagram?
Branding is the process through which you make your brand known as a concept, where you show its personality, attributes, and values. These will resonate with certain users who share and identify with those values and, therefore, will begin to interact with your brand.
Branding is the other side of the sale, and both actions must be worked in parallel within the social networks, giving more weight to the branding than to the sale. While you develop a close and “disinterested” relationship with your followers, at the same time, you will be preparing them to become your desired customers.
When they have been sufficiently involved with your brand when they have fully identified with your values, then they will be ready to know your products or services, and finally, you can sell on Instagram. If you do the job well, your followers will become customers, almost without realizing it.
At this point, you will be asking yourself: how do I do branding without selling? What can I say that is interesting? Keep reading, and you’ll have the answers.
REMEMBER: people are not looking to buy from Instagram, they are looking to consume stories to identify with, content to interact. So that’s what you have to give them. And you can achieve this perfectly through storytelling.
Storytelling is the art of telling stories that have an impact on the interlocutor. Stories have joined us as a society to human beings. We love telling stories, but above all, we love listening to them, reading them, knowing them.
So, it’s time to tell the story of your brand, how you got to where you are, who is behind it (humanize it), what your purpose is… everything, EVERYTHING you say about it, sum it up.
In Instagram, specifically, you have many places to communicate branding:
- In organic posts: images related to your brand and texts that transmit its personality and values.
- In the stories: where you can show a more informal and uncontracted facet.
- In the Bio: make good use of the little space this social network allows you to communicate who you are, what you do, and for whom.
- In the sections: use them as tabs to organize different types of content (tutorials, videos, podcasts, manufacturing processes, satisfied customers, whatever you can think of). Here you can take advantage of sharing content generated by your followers. It’s advantageous because you humanize your brand and show that there are already real people satisfied with what you offer.
How to Approach the Branding of Your Brand?
First of all, you have to define very well the personality of your brand: how will be your tone of voice, what values you want to convey, what kind of followers you want to capture (who is your potential customer), what story you are going to tell over time.
Once you’re clear about this, storytelling will be a great ally that you’ll have a lot of fun with. After all, it will be you telling your own story — no one better to convey it with emotion and empathy.
Build and use content verticals that are the pillars on which you will build the branding.
Use hashtags that are relevant and related to your sector and your audience. If you disperse, you probably won’t capitalize on quality followers.
Adding your location is very useful, especially if you have a local business.
Upload stories and posts every day. The Instagram algorithm better values an active profile, so you will have a higher organic reach, and your advertising campaigns will also have a better performance.
2. Turn Followers Into Real Customers by Doing One Thing Only
All very helpful so far, I tell stories, show my values and personality, connect with users who identify with my message, but when do I sell?
Logically, you are asking yourself this question. You have read one thousand five hundred words of a post that promised you secrets to sell on Instagram, and yet we do not tell you how to sell horns on Instagram?!
You needed to understand and assimilate the importance of providing valuable content and doing a lot, but LOTS of branding as a fertilizer for the land you are interested in: the time of sale.
If we achieve our objective and you already have it very clear, then, now is the time to unveil the second secret to sell in Instagram: the formula to convert followers into customers and find more customers within this social network.
And this secret is very simple: everything is a matter of SEGMENTAR, which is nothing more than detecting and separating, among all the people who interacted with your brand, those who are most likely to buy your products or services. And how do you know who they are? We’ll explain it to you below.
The time has come to invest in advertising that will only see those people most likely to connect with your brand and buy. And this is where a good segmentation work will give excellent results.
To segment your audience and create personalized audiences on Facebook or Instagram for business (remember that both social networks are managed from the same ad manager), you must have:
- A commercial page on Facebook (it doesn’t work with personal profiles).
- An Instagram profile configured as a company (does not work with personal profiles).
- Both must be linked.
Having this ready, you will be able to enter the Facebook ad manager to create your personalized audiences and then create your paid campaigns. The content of these ads can be the same branding content that you published organically, or you can design different and more specific ads.
The ad manager offers you many segmentation options, among them, it allows you to select all the people who interacted with your Instagram profile in a certain period or those who sent you private messages or commented on a publication of your profile.
If you already have a client list, you can upload it as a file to the ad manager, and ask them to find people with similar characteristics to those clients, within the universe of Facebook and Instagram users.
It is a very valuable tool to build up a segment of unknown people but who will surely have similar interests to your previous customers and will, therefore, be very likely to be interested in your ads.
With this basic audience segmentation, you will have three distinct types of audiences to show them different types of content:
- Similar audience: the one that found the tool from your client file. They are cold audiences because they don’t know you yet. You must show them 100% branding content to start the relationship.
- Personalized Public: the one you built based on the previous interaction they had with your organic content. These are warm audiences: they already know you and are almost ready to buy.
- Personalized Customer Audience: the one you built with your previous customer archive. It’s a hot audience because they’ve already bought you, know you and are willing to buy more from you. In addition to selling to this audience, you can (and should) keep them loyal through branding.
When you understand this process of identifying different audience levels and how to segment them, you will be ready to sell on Instagram effectively and without wasting money on inefficient advertising.
3. Create the Perfect Ad to Sell on Instagram
You already have your segmented audiences, and you know how to make your campaign reach specifically those who are most likely to buy from you.
Now is the time to create and schedule your campaigns so you can start selling!
But what to put in those ads? How to write them so that they catch your customer’s attention?
We’re not going to tell you what to write, because that will depend a lot on what you sell, who you address, your brand voice and much more. But we can give you a guide that defines the aspects to take into account for your sales ad to be eye-catching and successful.
- Problem: Define which is your client’s problem that you can solve. Focus on the main one and define it as clearly as possible.
- Desire: what your customer is looking for, what result they are looking for with the purchase of your product or service.
- Solution: It is your service product.
- Plan: define the “how,” explain the path or steps to follow for your customer to solve their problem with your product.
- Call to action: teach them what they have to do to acquire what you are selling them.
If you take these five aspects into account, you will be able to write an ad that meets all the requirements necessary to attract attention and motivate the purchase.
How to Design the Ad?
In principle, we suggest that you hire a designer to take care of that part, not only because he will know better than you what needs to be done and what gives better results.
Also, because you will not waste time on something that is not your specialty, being able to invest that time in more important aspects of your business.
However, if you don’t have the budget to hire a designer, there are currently many tools that will make this task much more manageable.
One of them is Canva which has templates, photographs, thousands of fonts and formats so that you can quickly and intuitively design your sales ads.
Tricks to Define What to Communicate in Your Ads
This is a handy trick if you are one of those who have a blank mind when writing an Instagram ad or any other social network.
We are referring to something very visible in the profiles, but few have noticed or have not known how to take advantage of it.
It is no secret to anyone that the best way to get to know your business niche is by “spying” on your competitors. Until now, you probably saw their website, consumed their content, and read the comments of followers or customers to know what they need, what they like or what they criticize these brands.
That’s a perfect practice, but not the only one.
With this trick, what you have to do is choose the three or four most significant competitors of your brand and go to their Facebook profiles. On the main page of each profile, you will find a section that says “Information and ads.”
By clicking there, you will be able to see the ads that are active on Facebook and Instagram. It is very useful to get design ideas, content, and ways to approach customers.
And as if that weren’t valuable enough, there’s something else you can find “hidden” in your competitor’s Facebook ads: when an ad appears on your wall, just click on the three dots above and to the right of the ad; then click where it says “Why do I see this?
There you can find out how that advertiser is segmenting audiences (example: “people who are 18 years of age or older who live in Argentina).
Bonus Tips: Strategies for Success When Selling on Instagram
We thought it was a good idea to conclude this post with some tips that answer questions and recurrent comments from the students of our academy and that, possibly, you also have.
There is a belief that Instagram is a social network for a particular audience, and IT IS NOT THAT. Therefore, it is necessary to dispel certain myths that may be making you doubt that selling on Instagram is a good idea:
- Only young people are on Instagram
- To grow on Instagram, you need influencers
- Instagram is only for visual products
- Instagram is complicated to understand for big people
Get those ideas out of your head! Start publishing your ads on Instagram. Then you’ll see that the universe of users is much broader than you think, as well as the type of products and services that advertise successfully on this social network.