Small businesses rely on social media platforms to deliver interested prospects. But what works on one platform doesn’t necessarily transfer to others. Instagram tends to deliver less traffic than other platforms, but the traffic is more engaged. That’s because a user must complete a few steps before arriving at your site — so by the time they’ve arrived, they are already interested and invested.
If you’re looking for ways to use Instagram to deliver leads, you’ll want to create a specific strategy to maximize results. Here are four tips to help turn your Instagram efforts into leads.
Tip 1: Optimize Your Bio
Write a bio that communicates who you are, what you do, and why the reader should care. That’s a lot to ask of 150 characters, so be thoughtful about every space. You can use emojis to draw attention if it matches your brand personality. You’ll also want to ensure your bio contains a call to action, such as a link to your site. This is the most important link on your profile, so be strategic about where you’re sending them. Many organizations find success directing that traffic to a designated landing page.
Tip 2: Create Compelling Content
Instagram is a visual platform. Your goal is to create powerful images and videos that stand out in the feed and stop people from scrolling. You can also create multiple-image posts, even combining images and videos. These carousel-style posts allow users to “swipe” to interact.
Don’t underestimate the importance of what’s below those images, either — the captions. Since it will be truncated, you need to make the most of what the users will see and entice them to click “read more” to get to your call to action.
Tip 3: Try New Features
Once you have your bio optimized and an engaging content strategy created, don’t be afraid to test other features, such as:
- Instagram Stories: This lets you share images and video content in a slideshow format that’s only available for 24 hours.
- Instagram Live: This feature lets you live stream video to followers and can be a fun way to do a product demo or alert your followers to a limited time offer.
- Instagram Ads: If you’re ready to try a paid option, you can post sponsored content to reach a larger and targeted audience. There are lots of options for ad types, from videos to carousel ads – and they offer different call-to-action buttons to help you stand out.
Tip 4: Track and Iterate
Like all digital efforts, tracking is key to success. Be sure to keep a watchful eye on metrics to learn what performs well and drives conversion. If you have a business profile, Instagram offers Insights, which allows you to filter content by type and sort based on engagement, likes, follows, clicks, and more.
Focused Effort Pays Off
It takes a focused effort to create and deliver engaging content that converts on Instagram, but it’s worth it! If you want help making Instagram a reliable source of new leads for your business, contact us.