Why Instagram Sponsored Posts Are the Best Method for Reaching New Users Looking for Businesses Like Yours!
Instagram lead generation is not simple and requires planning, strategy, creativity, and repetition.
While traditional methods to build your business on Instagram work magic, they donít tend to reach nearly as many users as a solid sponsored post.
When Facebook started, organic reach was simple. With low competition and emerging technologies looking for more and more users, it was actually quite easy to post something to Facebook. If configured properly youíd reach new users not familiar with your business.
Then once it had a large enough user base the organic reach was throttled and eventually it became almost mandatory to pay to boost a post in order to reach new users.
Instagram hasnít quite gone into a pay-to-play model yet, but that doesnít mean there isnít some serious value in paying to push a post to new users (called "Promoting" on Instagram).
Which is right for your business: Pinterest or Instagram? Find out here: Pinterest or Instagram. Which one is best for building your business online?
So what is involved in promoting a post and how can you do it right so it reaches the right people for your business? Hereís 3 strategies to follow:
1. Create a Business Profile
The first step is to convert your profile into a Business Profile.
Simply tap the sun symbol (iOS) or three dots (Android) depending on your device.
Now tap "Switch to Business Profile". Youíll need to make sure your account is set to Public as well.
Enter the required info and tap "Done". Itís that easy!
*note* if you havenít already itís important to be added as an admin to the associated Facebook page
Strategy is the key when making the most of promoting posts. Itís worthwhile having the post youíre going to be promoting ready before you start.
The reason is, you can make choices not just on what you post and who youíll promote it to, but also where theyíll see it.
With Instagram your posts will appear in both the stories and feed sections of a userís account. If youíd like to choose not to have your post appear in stories, then youíll need to use Facebookís ad manager.
Both are viable options, but the manager interface has a lot more options than Instagram natively offers so if you have admin privileges on the associated Facebook account and itís connected already, then itís advisable to make use of the more robust system.
If you want any help with this at all please get in touch and one of our social media experts will be happy to help.
Now think of the end user and how theyíll be seeing your post. If youíve already defined your ideal client, you should be able to see competing brands. Scour the more popular ones and look at what has performed better for them.
This can give you real insight into what will be more effective for your own posts.
Once youíve settled on your creative and you know who itís designed for, itís time to promote it.
3. Post Promotion
Depending on your choice of promoting through Instagram or through Facebook Ads Manager, youíll have a lot of options here.
First post your creative. By the way, if you havenít reviewed our guide to building your business on Instagram yet, you should. This will ensure your post is optimized for performance before you even start paying.
Now go back to your post and look at the bottom right and where it says "Promote" you simply tap.
Once youíve tapped it, youíll see several options for who you want to reach, how long youíll be running your promoted post, and how much you are willing to pay to reach them.
The options may be limited for who you can reach so make note of who youíve tried to reach with the post and next time you can try different parameters to see if theyíll be more effective.
Itís never as straight forward as typing in what you want and tapping Done. Look for associated interests that your ideal client will have or broad categories they fall into.
If youíre promoting through Facebook Ads, youíll need to go to log into your Facebook profile associated with the business and select "Ads Manager".
Youíll need to navigate through to the Ad level for this.
The process through Ads Manager is much more complicated but has a lot more options. Youíll select the creative by clicking "Use Existing Post". Youíll then be able to select the associated Instagram account and choose your post from there.
Your options here for targeting are much better.
This method is an intermediate level exercise so if youíre new to using social media for your business or youíre just not finding the interface intuitive enough, give us a call. This process shouldnít take a long time so if youíre struggling at all have us do the heavy lifting for you.
If youíve managed to find your way through the settings and you have it set up right, youíll just choose budget and duration and youíre all set.
We fully understand the complexities of getting this all done right. Taking a stab at it with a test post and small budget is very advisable if youíre planning on tackling this yourself.
Instagram has over 10 million active monthly users and itís still growing. The interface can change without warning and itís always being refined to provide even better reach for promoted posts, so donít treat this lightly.
Think of it as though you were putting up a traditional ad.
With an ad in a magazine you might get your creative seen by thousands of people and this is the same as with your IG profile. This is the outward representation of your business, so treat this part of it like any aspect of your business: like a professional.