#InstaForLocal @atrumb
Angela TrumbaturiSenior Account Executive
Clients: New Orleans Tourism Marketing Corporation, New Orleans Convention & Visitors Bureau
#InstaForLocal @atrumb
#InstaForLocal @atrumb
State of social media Instagram marketing checklist Goal setting Business profiles
Stories Influencer marketing Advertising
Measurement Competitor analysis
#InstaForLocal @atrumb
SET THE STAGE
TACTICS
ANALYZE
Content is less frequent, more targeted Shift from sometimes supported to always supported Impact on business objectives
Reducing frequency of one-off content (7-12 times a week) to targeted, strategic, promoted content (1-3 times a week)
Utilize storytelling tools for additional content
Layered with social campaigns with start and end dates Measurable against set business objectives
#InstaForLocal @atrumb
Content creator Curator Moderator Advertising Manager Project manager
Integrated marketing plan
Overall objectives
Instagram strategy, goals, tactics
Benchmarks
Tools
Community management
Analytics
Curation
Content & engagement plans
Content calendar
Social advertising plan
Budget
Facebook business & ads manager
Creative
ROLES
#InstaForLocal @atrumb
Raise brand awareness Drive campaign specific promotions Generate leads Drive online sales Increase local sales
SET GOALS
• What do you hope to achieve?
• Align with your broader
marketing strategy
• Focus on networks that best
meet your goals
Instagram should be one Part of comprehensive marketing plan
#InstaForLocal @atrumb
Promote products, offer special deals, incentives/contests/sweepstakes and services
Generate goodwill and word-of-mouth by customers to help drive profitability (in tangible and intangible ways)
Sell goods and services through Instagram (Instagram ads linking out to online purchases)
Cultivate content partnerships with other brands or influencers
#InstaForLocal @atrumb
Rolling out
Organizations of any size can be recognized with a business profile
Insights about followers and posts
Promote posts to drive business objectives
Once you switch to the Instagram Business profile, your customers can see valuable information on your profile
#InstaForLocal @atrumb
Actionable info:• Best performing posts • Which days of the week and times
are best to post• Demographic breakdown of your
followers
Promote any posts you’ve shared:• Include a button like Learn More• Reach new customers in your
target audience
#InstaForLocal @atrumb
These insights may include: Impressions: Total number of times your
post was seen Reach: Number of unique accounts who
saw your post Website Clicks: Number of accounts that
have tapped the website link on your Business Profile
Follower Activity: Average times your followers are on Instagram on a typical day
#InstaForLocal @atrumb
Keep in mind: Impressions and reach
are different
Reach is based on the number of unique people who view your post
#InstaForLocal @atrumb
String of images & videos uploaded to a feed that's separate from the regular Instagram feed
Plays chronologically as you add content to it
Edit content with features like text, finger paint, emojis
Content cannot be liked on commented on, but private messages can be sent directly from slideshow
Everyone has access to Instagram Stories
#InstaForLocal @atrumb
Versus Snapchat:
Seamlessly integrate more behind-the-scenes content & video into your Instagram content strategy & focus on building one audience, rather than splitting your reach between Instagram & Snapchat
Your story is featured on the home feed tab & profile page
New stories in the home feed are organized by who you interact with most, and not by the time the story’s been updated (like Snapchat)
Unlike Snapchat, people don’t have to be following you in order to see your Instagram story (private account); Someone can browse stories without following
#InstaForLocal @atrumb
Swiping down on the Stories camera allows you to post content shot in last 24 hours – pulls from camera roll
Feature a specific part of your story by using the share button to share it directly to your regular feed
Ability to see total views & who has viewed your story
#InstaForLocal @atrumb
1. Tap plus sign in upper left corner of
screen
2. Add photo or video
1. Tap round button
2. Take a video by pressing down for
up to 10 sec
3. Swipe down to chose your photo or
video (Boomerangs, Hyperlapses)
3. Add art
4. Done? Tap checkmark icon to share
1. Will appear at top of your
followers’ feeds
2. Also visible on your profile page by
tapping your profile pic#InstaForLocal @atrumb
3 pen type options to doodle
Add emoji using your keyboard
Swipe right to select a simple color
filter
Pro Tip: Not limited to the colors that
appear at the bottom of the screen.
To open more advanced color options
simply press & hold one of the colors
#InstaForLocal @atrumb
Bad news:• No easy solution• Takes time, resources
Good news:• Payoff• Brand ambassadors• New audiences
Considerations:• Influencers vs. Instagram specific influencers• Establish selection criteria (ex. 10K+) – what’s “influential” for a similar brand
may not be the same for yours; influence is relative
#InstaForLocal @atrumb
Influencer Selection Criteria
• Influence = Audience Reach (# of followers) x Brand Affinity (expertise & credibility) x Strength of Relationship with Followers
• How relevant is the influencer to both the brand and the brand’s audience?
• Do they expand beyond their niche community?
• Do they fit a set of criteria necessary to accomplish the brand’s goals?
• Number of followers, level of engagement
• Loyal following
• Is their community interested in/receptive to the brand’s industry/messaging?
• Actionability: what do they ask their users to do?
• Does it make sense?
#InstaForLocal @atrumb
To find influencers:
Do’s:
• Look to hashtags being used within the community, explore panel
• Identify, follow & interact with the local Instagram accounts that function as
curators & cultural stewards in your area for things to do, places to go, etc.
• Determine the type of content/products/activities each local influencer tends to
share & see where your product /service fits into the scope of their priorities
• Reach out with partnership opportunities when appropriate (after spending time
interacting & evaluating interactions) – cannot stress this enough!
• Explore who top influencers mention & tag in their own posts
Don’ts:
• Be pushy or spammy
• Be a taker–make sure you are also offering support in return, what’s in it for them?
• Be strategic about forging connections#InstaForLocal @atrumb
Engaging with influencers:
Do’s: • Use their hashtags on your relevant content (ex: #eatingnola) so they can
easily find you• Interact with them through double taps, comments & resharing content • Pay attention to their own branding strategies so you can learn from their
successes and failures• Make cultivating relationships part of your routine
Don’ts: • Overlook tapping your own personal network to identify your most supportive
influencers & brand ambassadors
#InstaForLocal @atrumb
Do’s: • Take time to listen to what people are
saying about your brand • Explore partnerships – even ones that may
seem unorthodox• Connect with influencers & cultivate brand
ambassadors
Don’ts: • Overlook potential audiences / consumer
segments• Let fear of failure keep you from trying new
things• Forget to have fun
#InstaForLocal @atrumb
Facebook Ads Manager & Power Editor• Create ad campaigns, individual ads &
boosted posts• Can run on both Facebook & Instagram
at the same time, or individually
Musts• Facebook Page to run ads on
Instagram• Set up an ad account and/or a
Business Manager account
Business Manager lets you manage all the people, ad accounts & Pages that you work with in one place
#InstaForLocal @atrumb
Isn’t necessary to have an Instagram account to be able to advertise there –need to have a Facebook page
Use the name of your company’s Facebook page & it will appear on your Instagram Ad (except it will not be clickable)
If you choose to advertise in this way, be aware that you will not be able to comment on your Ad as a business
Be very selective in running Instagram ads without an account
#InstaForLocal @atrumb
Pros of advertising on Instagram:
• Generate leads for your business
• Great exposure to a targeted audience
• Opportunity to drive traffic to a website/blog/ecommerce site
• Pay-per-click basis
Cons of advertising on Instagram:
• A badly targeted audience could cause your Ad to get lost in a sea of
unconcerned or indifferent users
• A non inviting CTA (call-to-action) could cause users to just keep scrolling
• A low quality image or video will not engage users
#InstaForLocal @atrumb
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
#InstaForLocal @atrumb
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
#InstaForLocal @atrumb
• Campaign promotion
• Account awareness
• Targeting
#InstaForLocal @atrumb
“Clicks to Website” Ad
Double duty:
Growth + Web traffic
#InstaForLocal @atrumb
Solicit a direct response which is specific &quantifiable
Includes an explicit “Call to Action,” and the ability to take that action once on the corresponding landing page (fill out form, email, call, purchase)
Drives users to a landing page where specific action can be taken
Includes the following messaging: “Buy Now,” “Shop Now,” “Learn More” etc.
Some KPIs: Cost Per Order, Revenue Per Media Dollar, Cost Per Lead
#InstaForLocal @atrumb
#InstaForLocal @atrumb
#InstaForLocal @atrumb
#InstaForLocal @atrumb#InstaForLocal @atrumb
#InstaForLocal @atrumb
Experiment with tone/style A/B testing
• Increase impressions, engagement, support other goals
• Number of clicks: refers to the number of clicks your Ad has received from users
• Post likes: refers to the number of likes your Ad has achieved
• Cost per click: refers to the overall cost of each click on your Ad
• Cost per view: refers to the overall cost per impression of your Ad
• Click through rates: refers to the percentage of clicks through to your landing page the Ad
has achieved in relation to the number of impressions
• Cost per lead: refers to the overall cost of gaining a lead via your Ad
• Lead to customer conversion: refers to the number of leads who become your customers
via your Ad
#InstaForLocal @atrumb
#InstaForLocal @atrumb
Top Related