Establishing a marketing plan for Instagram is something heard seldom about, but almost always done by the pros. As the most prominent platform out there to market yourself, it requires a certain type of daily approach that’s not only relentless…but also holds a certain type of personality to be consistently genuine and having fun with what you’re doing. Unfortunately, most brands tend to just wing it, leaving them vulnerable to their content becoming stale in a dry spell where they’re not really growing or progressing.
Instead, it’s much wiser to write out an Instagram marketing plan that’s not only comprehensive but helps you grow from the get-go by providing a scalable model for engagement. While that might sound complex, the principles are rooted in the foundation of the platform just as much as you’d expect. All you have to do is study the practicals. However, that’s why we’ve mapped out the basics in this simple guide. Check it out below:
Strengthening Your Biggest Point of Weakness From The Start
Coming out of the gate, getting from 0 to 100 or even 1,000 followers is going to be a struggle. While you could go on a following spree, that’s not always going to be the wisest decision, leaving you in a place where you could end up constantly getting ignored for not getting off the ground in the first place.
Instead, it’s better to blend between an engagement software that puts your content in front of people and helps you buy likes Instagram, as well as get you more followers quickly. Doing so will save you a lot of headaches later on.
Knowing Where You Stand In The Industry
No matter how successful you feel like your brand has been, everyone’s got a starting point. This comes with the image you feel like you’ve developed for yourself so far, including if you think that outside of Instagram, your brand has a reputation it’s not quite reached its full potential on the platform yet. And while that might be the case, the first step you need to conduct is analyzing where you stand against your industry.
As your industry is most likely on Instagram, that doesn’t necessarily it’s in the same bracket as some others such as fashion or food. For example, if I’m in a relatively new industry like CBD and my followers were only around 40k, but the most popular brand had 2 million, that’s still relatively to scale a smaller sample size of who’s on Instagram compared to the hundreds of millions that follow some accounts.
As your industry is who you’re going to have to win over first, knowing where you stand amongst them is always a good first step, however, if you find yourself in a genre that’s a little more niche, then don’t hesitate to develop a strategy that’s a little more avant-garde. Ultimately, the goal is to look at Instagram as a network you’re a part of and, casting as many webs as you can across the platform to build from where you are.
Establishing What Tools You’re Good With
One of the beautiful things about Instagram is how many different mediums of delivery you can host. Whether your strength is photography, writing, or design, there’s always a way to showcase and shine on the platform.
The goal, however, isn’t just about making groundbreaking work or even putting out a heavy volume, but rather giving your audience the quality content they need at a pace that’s competitive with your industry. And to be great at that requires not only knowing what you’re good at but figuring out how to produce it enough that it’s consistently making you better.
When looking at the type of content you could be making, take a mix of what tools you’re going to need, beginning with your top strength. So, if you’re a great photographer, a decent copywriter, and an okay designer, then the two biggest focuses you’d have are photography and writing first and foremost.
Playing into that will help you learn what other tools you can bring on to assist where you lack; so in our example of skill hierarchy above, using a service like Canva to help with assist with the design aspect. Looking at how to round out your strengths and weaknesses ahead of time in your plan will only help serve you better in the long run, giving you a path to producing a content calendar quickly and effectively.
In designing a content calendar, try to look at where you’re doing well and how long you estimate those activities will take you. Try to give yourself some breathing room for in case anything goes wrong, such as a photographer canceling or a model falling through. Ultimately, planning helps you look at your Instagram from a bird’s eye view as well, focusing on what could be improved for the long-haul. Not only will this help in planning out promotional runs, but run analytics on what you can steadily improve upon.
Having A System For Testing And Iterating
Not enough people put in a system that enables them to have the opportunity to fail. Quite frankly, it’s okay to not get the traction you’re aiming towards on Instagram at first, but what should always be there from the beginning is a system to learn why you’re performing the way that you are. While it might sound obvious reading, the real structure of your system comes from knowing which metrics are the most important to your business, as well as how to build off of them.
Starting out, make a list of all the pieces you’re going to need for your Instagram account to thrive, including mapping out a pipeline to an end goal.
Whether that’s people signing up for your service or buying something from your Instagram story, knowing a direct route you can set up your account to make that happen is vital; for example, if I’m selling items in my posts and sharing them in my Story, then using a service like Later’s LinkInBio would help give me that grid format to directly buy from my page. Streamlining our services like this gives us the opportunity to see not only what type of products are or aren’t selling, but also how I can improve the nuisances that go into my business as well.