Just posting on Instagram isn't enough for your business anymore, especially if the goal is to use these platforms to increase the visibility and profitability of your company.
Many companies, even well-established ones, haven't fully embraced the potential of Instagram as a marketing tool. It's still being largely used as a creative outlet, rather than a strategic platform.
But with over 2 billion monthly active users and an estimated 75.3% of businesses on Instagram, it's time to shift your perspective and make the most out of this powerful platform.
The Buyer's Journey
Awareness -> Consideration -> Conversion
Using the buyer's journey as a framework, your Instagram content should aim to move your audience from awareness of your brand, to consideration of your products or services, and finally, to conversion or purchase. It's important to remember that this journey is not linear and can vary depending on the individual.
For example, some may become aware of your brand through a sponsored post or influencer collaboration, while others may stumble upon your page organically. Some may take longer in the consideration stage, researching your brand and reading reviews before making a purchase decision.
While others may be ready to convert after seeing your product or service once on their feed. Keeping this in mind, your content should cater to all stages of the buyer's journey and aim to provide value and build trust with your audience.
Awareness
This is the first stage of the buyer's journey, where your audience is becoming aware of your brand's existence. They may have never heard of you before or have just started following you on Instagram. They may have come across your account through a friend's recommendation or by simply browsing their Explore page.
This stage is all about creating that initial connection and making a good first impression.
Imagine your Instagram business profile as a resort, with your feed being the lobby that welcomes and invites people to explore. Your bio should be like a concierge, providing a brief overview of what you offer and directing visitors to your website or other relevant pages.
Your highlights should act as a tour guide, showcasing your best features and services. And your posts and stories should be like the activities and experiences that guests can expect when they stay at your resort.
Here's a few tips to make the most out of the awareness stage:
Post consistently and frequently, this will increase your chances of appearing on people's feeds
Use relevant hashtags to reach a wider audience
Collaborate with influencers or other businesses in your niche to tap into their existing following
Engage with your audience through comments and direct messages, this will make you more approachable and relatable
Run Facebook or Instagram ads to boost your reach and gain more visibility
Consideration
At this stage, your audience is familiar with your brand and is considering whether or not to purchase from you. They may be comparing prices, reading reviews, or looking at similar products/services. Additionally, they may have questions or concerns that need to be addressed before making a decision.
This stage is all about building trust and providing valuable information to your audience. Here's how you can do that:
Share customer reviews and testimonials on your social media platforms and website
Post behind-the-scenes content to give your audience a glimpse into your brand's personality and values
Offer special promotions or discounts for first-time customers
Create informative and educational content about your products/services, highlighting their unique benefits
Utilize Facebook or Instagram Live to host Q&A sessions and address any questions or concerns that your audience may have
Decision
The decision stage is where your audience has made up their mind and is ready to make a purchase. Your job here is to make the buying process as smooth and convenient as possible for them.
Now, it's time to focus on conversion and making that sale. Here are some strategies to help you do just that:
Make sure your website is user-friendly and easy to navigate, with clear calls-to-action
Offer multiple payment options to cater to different preferences
Use retargeting ads to remind potential customers about your products/services and encourage them to make a purchase
Provide excellent customer service by promptly addressing any concerns or issues that may arise
Offer upsells or cross-sells during the checkout process, showcasing complementary products/services
Recap
Creating content for Instagram (and Facebook) that generates leads and converts your audience into customers doesn't have to be complicated. The customer buyer journey is something that we all go through, and by understanding it, you can tailor your content to meet the needs of your audience at each stage.
Awareness -> Consideration -> Decision
In the awareness stage, focus on building your brand and establishing yourself as an expert in your industry. In the consideration stage, provide valuable and informative content to help your audience make a decision. And in the decision stage, make it easy for them to purchase from you by providing a seamless buying experience.
By keeping these strategies and the customer buyer journey in mind, you can create content that's not only engaging but also effective (and strategic) in driving conversions.
Remember, you want your audience to feel like they're making the decision to purchase from you and not being sold to. This approach not only builds trust and credibility with your audience but also sets you apart from other brands who may use more traditional, sales-heavy tactics.
It's a sustainable and long-term approach, one that prioritizes the customer experience above all else.
If you need help creating and maintaining consistency on social media and other platforms, book a strategic consultation to see how we can help you elevate your brand presence.