With a 15 times higher engagement rate than Facebook, Instagram is quickly becoming a favourite for many advertisers.
Any business can open an Instagram account. It's free. That coffee shop by the corner is on Instagram, so are those kids washing cars around the neighbourhood.
But how many businesses can convince their followers to take that long journey from their Instagram page to their business website? A handful.
The Long Distance Between Instagram And Your Website
After a few months on Instagram, many businesses wake up to the reality that posting a few products on the Gram is just the bare minimum.
Generating leads to your website is the only difference between good Instagram marketing and great Instagram marketing.
With the proper steps, you can lead many of your Instagram folks down the road to your website. Once they are on your website, you are only a few clicks away from conversion and making yourself a life-time customer.
Using Instagram To Generate Leads Like A Pro
28% of brands advertise on Instagram. If you are part of that other 72%, this is a bandwagon you should probably consider joining.
Done right, Instagram can be one of your most rewarding digital marketing channels. It can lead many to your website and be a goldmine for lead generation, brand awareness and customer engagement.
Using the power of visual appeal as a foundation, it can be that missing link between your business and younger generations
Millennials, who will account for 75% of the workforce in Australia and elsewhere by 2025, prefer photos to long reads or TV ads
Now That Your Business Is On Instagram, What Next
Getting on Instagram Is half the journey; efficient marketing is getting there. There is a long way between owning an Instagram page and generating your first lead, and these tips are probably half that distance.
How to Use Instagram to Drive Website Traffic for your business
1. Pictures Show Words Tell
Always remember that a simple picture is worth a thousand words and a few dollars. With that in mind, make sure using visuals plays a more significant part in your campaign.
We understand there is an urge to write a block text telling about how great your product, how much value it provides and why people should come to your website. Resist it.
In plain sight, pictures seem to say less, but in the grand scheme of things, they tell more than any block of text ever will. A good picture can send many leads down to your website before a block of text gets its shoes on.
2. You Only Get One Link: Use It Well
Once your business is on Instagram, there should obviously exist a connection between IG and your website. It's called the Link in Bio.
Well, for starters, Instagram only allows you to have one clickable link, and it stays in your Bio. The link in Bio is like the heartbeat of your Instagram campaign; without one, your strategy falls apart.
Surprisingly, many small businesses on Instagram lose potential leads because of a terrible Link in Bio, or the lack of it. Always have a visible link in your Bio.
3. Keep Your Photos Close, But Your Videos Even Closer
In retrospect, if you ever become successful and generate significant leads to your website, videos would probably have played a role.
Unknown to many, videos are stories that tell themselves. That's why they generate three times as much engagement as photos.
Always punctuate your Instagram with a bunch of helpful videos. Videos will not only keep your customers engaged but also set you in the path of 84% of customers who videos convinced to make a purchase.
4. More Stories? Yes Please
Unlike photos and videos that remain on your page and crowd it forever, Instagram stories disappear after 24 hours. They are like the one night stand of marketing.
Instagram stories played a significant role in putting the crown on Instagram as the king of visual marketing. From its in 2016 launch, Stories has clawed its way to the top as one of Instagram's largest engagement platforms, managing to stand the test of time.
Everything from memes, videos and temporary launches have a home in your story section. You can use it to create anticipation, engagement and even touch on culture.
You can also use it to raise awareness about your business, like telling your customers that you operate on an online delivery model.
5. Quality Visuals Beat Quantity Visuals
When it comes to visual advertisements on Instagram, always remember two words, authentic and high quality. Society has a natural inclination to choose the path of least resistance, and it sometimes spills to marketing.
That's why when posting on Instagram, a food company may get the temptation to pull a picture of pizza out of Pinterest or elsewhere and share it on their page. Big mistake.
Your target clients can smell a fake post from a mile away, and that alone can tarnish your reputation and make customers avoid your website like the plague. Always use authentic videos that are real for your marketing campaign.
Moreover, beware of low-quality visuals. A blurred photo or an image with red-eye can do more damage to your brand name and reputation than a faulty product or recall ever will.
6. Highlights Are Everything
Some Instagram stories are worth more than others, and in some instances, you may find yourself weeping as some stories disappear after 24 hours.
Take, for example, a Story that you created from screenshots of frequently asked questions. Better yet, take another that you developed from screenshots of customer reviews.
Surely, these stories deserve more than 24 hours on your page and have the potential to lead many people to your website. This is where highlights come in.
Highlights enable you to give more life to those stories you hold dear. In your highlights, you can have stories about your frequently asked questions, customer reviews, product range and events. The possibilities are endless.
7. Create Photos That Convert
There are photos and photos that convert. What good is it if your photo post is just as blank as a post some teenager posted?
To get traction and generate leads from your Instagram to your website, a simple photo is not enough. Yours has to go the extra mile.
One of the easiest ways to create a picture that converts is to add a call to action. Instead of having that post of a pizza on its own, you could add text or metadata about the discounts you offer every Tuesday and Thursday.
You could even go as far as adding text into the photo telling your prospects to check the link in Bio, which will eventually lead them to your website. The secret is to do everything in moderation. Less text is more.
8. Hashtags, Hashtags and More Hashtags
Hashtags are one of the most excellent tools for marketing and engagement in a marketer's box. What makes hashtags so special is that they can connect you with a prospect who doesn't know your account name or business whatsoever.
It is always a good practice to add a few permanent hashtags to your Bio that touch on the core principles and functions of your business. You can then randomly layer the rest of your hashtags on your various posts, photos, videos and stories.
A bar, for example, can have # Happy Hour. On the other hand, a gift shop can have a # Easter Discount to help generate leads. This simple strategy can lead interested clients around their area to their websites.
9. Create A Catchy Attractive Bio
Well, a piece about Instagram marketing can never be complete without emphasising the importance of a catchy bio.
Once a lead generates interest in your product or page, the first thing they will read is your Bio. This happens long before they even follow your page or click on your website link.
In a span of 150 characters, your Bio should be long enough to capture everything you do while being brief enough not to become dull or vague.
Before writing your Bio, have the purpose of your Instagram campaign in mind. Are you on Instagram to generate leads, show presence, or market new products?
Once you have your purpose in mind, write a bio that speaks and addresses that purpose.
10. Track Your Links
With tools like Bit.ly, Google Analytics and Instagram Insights, tracking the performance of your links and posts has never been easier.
Tracking your links gives you insight into the type of engagement that your customers prefer. With these analytics, you can then learn to use posts that your customers like and avoid those that seem not to gain traction.
11. Finish Strong With A Good Mobile Website
What happens once a potential lead goes down the funnel and eventually clicks on your link in Bio? Well, this could be the start of a new partnership with a client or a bitter end to a relationship that took time to create.
It all depends on your mobile website.
How you finish a race is just as important as how you start it, and a working website plays a huge role.
Most of your leads on Instagram will be using their mobile phones, not computer. Once you convert them into potential clients, they need to find a functional mobile website. Failure to which you laboured in vain. This is where Pixel Fish comes in.
Finish As Strong As You Started With Pixel Fish
Pixel Fish has spent a significant part of this last decade helping businesses have functioning websites at the other end of lead generation.
With highly trained teams and on the backdrop of years of experience, we have helped businesses use websites to grow into their next phase. For more information, contact us today, and we will be more than willing to help.