Have you ever done a flea market or participated in a science project? You know that in order to get someone to you table, you have to stand out, solve a need, and look visually appealing. If you are missing any of those things, nine times out of ten, that person becomes someone else’s customer.
Instagram is the same way. You Instagram page is your real estate. Think of it like this. Instagram is giving you a space and it is up to you to attract visitors. What is great about this space is that you can pretty much decorate it how you want, put up what pictures you want, and invite whoever you want to come over and check you out. The question is how will you attract your customers?
For example, let’s say you want to start a pop up shop selling kombucha (one of my dreams). There are a million other people selling kombucha so in order for me to be successful at this flea market, I am going to have to do a couple things. I need to:
- Be Creative // Entice the customer to buy my product
- Stand out and tell the customer exactly what I do
- Solve a pain point for my customer
The signage for my Kombucha business may look like this
Diamond’s Bouch – The Best Damn Bouch In The Biz…
Handmade and botteled for the freshest taste. Raw and Organic made in LA
Awakening your awareness to the power of a healthy lifestyle
Diamond’s Bouch – The Best Damn Bouch In The Biz…
- I am telling you who I am and the name of my business.
Handmade and bottled for the freshest taste. Raw and Organic.
- I am telling you how I stand out and why you should check out my product
Awakening your awareness to the power of a healthy lifestyle
- I am telling you what problem I solve: If you are looking for a healthy lifestyle, I am going to help you with that.
You need to build your Instagram bio just like you would write your sign. When you are trying to build your Instagram account for business, you need to start out with the most essential information that will attract that user.
REMEMBER: the goal is to turn a person who may just be passing by your page into a follower, then to an email subscriber, and then into a customer.
It is all a process and it takes work, but the system is there. The first step is getting the user to stay on your page…
Once a person comes to your page, it normally takes them 7 seconds in order to make a first impression. Sounds pretty scary right. Relate it to a first date. When you first meet someone, you usually know within the first 15-20 if it is a hit or miss.
With Instagram, you are on an extra fast speed date. Instagram only gives you 150 characters to grab a user’s attention so you have to make every little bit count. Let’s lay out the components you need in order to make your first date a success
This may seem like “duh” moment but your name and username on Instagram are crucial to you being found in search queries and helping users to identify with you.
Step 1: Add a keyword popular in your niche to your username so that your chances of being found when a user is searching for that word will increase
For example: user name “Organic Beauty Blogger”
When I type “blogger” in my search field, the first account that comes up is Organic Bunny
Once I click on Organic Bunny, I see that the name of the account is Organic Bunny and she has Organic Beauty Blogger as her username. This is great because users in her niche are searching for the keyword “blogger and her account comes up since the keyword “blogger” is in her username
If you are having trouble coming up with keywords to add to your username, consider the following questions to help you brainstorm:
- Do you have a specialty?
- Is there something you provide?
- Are you known for something in particular?
- Do you have a specific job title or industry niche?
Include these keywords in your name!
As I know you have noticed, Instagram does not allow for clickable links in photo captions or comments. They do however provide one clickable link in the website space of your bio. Use this link in your bio to redirect users to your website, to build your email list, promote a webinar, blog post or an event. My favorite two options when utilizing the link space is to redirect people to my website or to my email list.
Here, we are at second step of our cycle when turning our users from a casual browser to a paid customer.
Website: If you use your link to bring users to your website, you are giving them a chance to get to you know you and your brand slowly and in-depth. This is the making of a long term relationship. Once a person clicks over to your website, the normal user behavior is that they will go through your posts and if your post are helpful and include actionable steps to solve a problem, they will then sign up for your email list. But it all depends on the quality of your blog post. By providing in-depth blog posts that help the user to solve whatever problem they came to your website for, you create a level of trust were they now believe you are the authority on a particular topic and that they can come to you for a solution.
Email List: If you are using your link to build your email list, you are still building a relationship but the relationship will take a little more work. This is because when a person clicks on your link, and they are automatically prompted to give their information, it can be off putting since the user hasn’t had the opportunity to assess what they will get out of the situation. Giving someone your email is all about knowing what benefit they will receive if they give you the ability to contact them? If you are automatically asking for a person’s email and they haven’t had the time to figure out what benefit you are going to provide to them, they are not going to give you that information.
If you are really adamant in wanting to use your link space for building an email list, then I highly recommend writing in-depth Instagram Posts because you have to give the reader a reason WHY they should provide you with their email.
Blog Post: Many people use their link to promote their latest blog post. This is a great way to utilize this space because when you first write a blog post, you are super excited about it and you want to get as many eyes on it as possible. I recommend putting a link to an individual blog post if you are a topical niche more so than a demographical niche. If a person clicks on your blog post, for example: 20 Instagram Marketing Techniques To Help Grow Your Audience, and this is the only blog post on your website about Instagram marketing, your chances of turning this person into a customer are decreased.
If you are a demographical niche you have a variety of topics that you write about and one of them may be Instagram Marketing but you may also talk about Traveling On A Budget, Best Eats In Chicago ect, you don’t want to mislead first timers to your page with a link to a blog post about 20 Instagram Marketing Techniques To Help Grow Your Audience” if you don’t really talk about Instagram Marketing
Webinar // Events
If you are selling a course, a product, speaking at an event, or holding a webinar switching up the link to build momentum and hype is perfect. I would not recommend only using your link for promotion because then you may come off spammy. The whole point of getting a user to click on your link, is to better establish a relationship with that person. If you are only advertising to that person, they are not going to feel like you really care about them or their problem and they are probably going to end up tuning you out. So it is best to use this link on occasion.
When writing your bio for Instagram you have 150 characters. If you have ever tried marketing on Twitter for your business…you know this is not a lot. Instead of trying to cram everything into those 150 words try focusing on a couple key areas
- What do you do?
- What do you want your user to do?
- How can they get more information?
What do you do?
Taking a look back at the Organic Beauty Blogger. Directly after her username, she states what she does: “On a mission to prove that an organic lifestyle can be glamorous”
Go back to the keywords you brain stormed for you user name. Use those keywords to come up with a one sentence description for your business. REMEMBER: make it memorable. There are millions of accounts on Instagram. You want your users to not only remember yours, but tell other people about it.
What do you want your users to do?
“Check out my latest blog post.” We know from this page that the organic bunny is a blog that will give you organic beauty tips so her blog would be considered a topical niche since she is talking about a specific topic.
IMPORTANT: Tell you readers what to do may sometimes seem a little bossy, but if there ever was a time to be bossy, this it is. Your readers need a call to action (CTA) where you tell them “Check this out, Click here, Subscribe here, Join here”. People need to be told what to do when it comes to taking action so don’t be afraid to boss up.
How can they get more information? Amanda@theorganicbunny.com
Here, she provides her direct email address for you to get in contact with her.
Take a look at Melyssa Griffin’s page where she is promoting her free workshop: “Learn 3 ways to use Pinterest to grow you traffic + email list.” This is a great example of using a link to promote an event! In her description, she tells you exactly what you can expect from joining the workshop and she uses a key power word…FREE. This is huge because who doesn’t want FREE tips…Umm I certainly do.
In his blog post How To Build A Blog Post To Over 1 Million Monthly Unique Visitors Brandon has also compiled a list of power words that I always refer back to. You can check out that list here
Ok, so we are almost done creating a bio for our Instagram page. The last step is to turn your personal account into a business account.
Turning your personal account into a business account is really simple and offers 3 major benefits
- Increases your chances of getting found through search queries
- Access to Analytics
- Instagram Ads
Increases your chances of getting found through search queries
If you have gone through this entire blog post, you know that using keywords words in your username will increase your chances of being found when users are searching for topics. Another great way to increase your chances even more is by turning your account into a business account.
When you switch to a business account, users are able to interact with you directly because you have the ability provide contact information for your business. Once you provide that contact information, users can simply click on the contact button and choose whether they want to email you, call your, or find your location on a map.
Having a geo location will increase visibility because it will tag you for a certain area. If you have a location based business, this is wonderful. For example, Billy’s bakeshop is in Boston. If I am in Boston looking for a bakeshop on Instagram, Billy’s name has a higher chance of coming up as a business account with a geo-locater than it does as a personal account.
But what if you don’t service just one area like Billy’s Bakeshop in Boston? The contact button is still great for you because it makes it easier for a user to contact you directly. As suggested in the article Instagram For Business at socialmediahat.com having that contact button decreases the amount of steps a user has to go through to get in touch with you. For example, going to your website, looking through blog post, finding your contact information, finding your email, and then emailing you. REMEMBER: we are trying to make everything for the user as simple as possible that way we eliminate churn and increase the time spend on your page.
Check out the number of steps it takes a person to contact you in Figure 1 verse Figure 2. With Figure 2, there are too many options given to the user and they may not contact you at all.
Access to analytics
The second benefit of turning your account into a business account on Instagram are the access to analytics. Analytics are the backbone to any business because they tell you what your users likes, dislikes, and what you need to be doing more of.
Instagram analytics give you insights into 4 areas for the duration of a week time span
Impression– This tells you” how many people saw your post instead of how many people just “liked”. I would use this tool to combine with follower information so that I can figure out what my audience likes most. If my daily impressions are 20,000 but I am only getting 50 likes, I need to switch up the game and find out what topics resonate with my audience most.
Follower Activity – This analytic shows you the most popular times of the day your followers are using Instagram. If you have a low amount of impressions, I would recommend looking at this schedule, and setting an alarm in your for each time that is the most popular. That way, you will always be posting when you audience is most engaged.
This tool allows you to see:
Location – Location refers to a follower’s country or city. This information is great in order to understand you demographical information about you audience. If have a business giving people information about events and your analytics show that you have a large audience in Washington DC, you should probably share more information about events happening in Washington DC since your audience is larger there.
Gender and Age: This tool allows you to break down the gender and age of your followers. This is great if you have a demographical blog because you will see which topics resonated with which age groups the best. You are also able to get a breakdown of the male to female ratio. I would want to know my male to female ratio if I was a unisex blogger. That way, I can see if there are any topics which resonate more with one sex than the other and write a blog post specifically on that topic.
Instagram has a community of over 500M…so it is safe to say this platform is killer for promting your product. You can use Instagram ads to increase brand awareness and share your brand identity with your audience.
There are 3 types of ads:
- Use a photo to tell your story with a square or landscape format
- This type of ad adds sounds and motion to a regular photo ad for up to 60 seconds in a landscape or square format
- This type of ad allows people to swipe to view additional photos or videos in a single ad
Depending on what your aim for the ad is, it is up to you to pick which one fits both into your marketing concept and budget.
Steps to turn your account into a business account
Go to your profile and tap the setting button
Tap switch to business profile
On the connect your Facebook page screen, you will see the Facebook Pages you are currently admin on
On the Set up Your Business Profile Page, review your business’s contact information and make any changes.
Step 1 – Add a keyword popular in your niche to your username so that your chances of being found when a user is searching for that word will increase
Step 2 – Use this link in your bio to redirect users to your website, to build your email list, promote a webinar, blog post or an event
Step 3 – Write your bio focusing on: What you do // what you want your users to do // how they can contact you
Step 4 –Turn your personal account into a business account
Related: If you found How to Write an Instagram Bio | PROVEN Step By Step Guide Useful, I highly recommend that you read USING INSTAGRAM FOR MARKETING | 5 PROVEN TIPS FINDING BLOG TOPICS