Development of a promotion strategy on Instagram: how to do it and can you do it yourself
Strategy is all over the head! After all, it is with her that any work on promoting a business on the Internet should begin in an amicable way, regardless of which site it is about. The strategy is needed for search engine promotion, for advertising and, of course, for social networks.
Why is it important? In short, it saves you time. And also the budget. At first glance, of course, it does not seem so, because it can take quite a long time to create a strategy, and if you order this service from a specialist, you will have to spend well. Where is the savings?
But later, working on the basis of the strategy, you will confidently move forward and understand the need for each step, and not poke around like a blind kitten, trying all the tools in a row and merging the marketing budget into obviously ineffective solutions. In a word, this is the case when the investment at the start pays off in the process. So what are the strategies to be! And today we will talk about what should be a promotion strategy for a commercial profile on Instagram.
Instagram promotion strategy: ready-made template
Here I will immediately dispel a small deception: I will not give a ready-made template, or rather, I simply cannot do it. Strictly speaking, there is no ready-made template, because every business is unique, and therefore the strategy will be special for it.
But there are a number of issues that, as a rule, include any worthwhile strategy, so we will just analyze them in this article. As for the template, or rather, its visual component, you can arrange the strategy as you see fit, as it is convenient for you. Whether a table, a longread in a word file, or a Power Point presentation. Much more important is not how the strategy looks, but what will be inside. And we will help you with filling. 🙂 So, what should be included in the strategy for promoting a commercial profile on Instagram:
Project Description: Strengths and Weaknesses
It is necessary to start by collecting and registering information about the project for which the strategy will be developed. Here we prescribe such obvious things as the name of the company and the essence of its activities (what we sell, how long, how we take orders, etc.).
We also definitely include the USP in the project description (if you have not yet formulated it, here you can fix it with this article), describe in a little more detail the main competitive advantages and existing marketing chips, for example, current promotions, bonuses, and a loyalty program. It will not be superfluous to make a list of existing weaknesses: those characteristics and problems of the project that hinder development and are especially painful against the background of competitors.
As a result, you should have a kind of summary of your business, not too extensive, but not overly compressed, which will make it clear who you are and what you do, what problem of humanity they can solve.
“Why is this necessary if I draw up a strategy myself, which means that I know everything perfectly about my company?” – you ask. Everything is very simple, formulating a capacious description of your project, you accumulate information, mark the most important and key ones, and in the future it will be easier for you to understand how to fill and design your Instagram profile, taking into account all these factors.
Target audience: who is your client
An attentive reader probably noticed that in the previous paragraph I ignored this issue, but understanding the needs of the target audience is half the success of any promotion. So, the analysis of desires, fears, preferences and other features of your customers should be placed in a separate section of the strategy, since this information will be very important for preparing content, setting up advertising, and even for designing a profile. Therefore, this stage should be approached especially responsibly.
We have a ready-made instruction with which you can easily draw portraits of your clients. In the context of the topic of the article, I will additionally share my own vision of the format in which it is better to describe your target audience for the strategy on Instagram. In my opinion, the most successful solution here is the image of specific persons. To make it clearer, let’s see an example. Let’s imagine that we are making a promotion strategy for an online store of educational toys for children. Who will be the target audience for this project? The first and most obvious answer is moms. Indeed, this is the main group of buyers, but, as you understand, everything is not limited to them. How would I formulate the portraits of the target audience in this case:
Mothers of children aged 0 to 7 She is engaged in the upbringing and development of the child, looking for the best toys and materials for classes, is interested in high-quality and safe materials so that the toys are durable. The issue of quality and safety may be more important to her than the issue of price. Thoughtfully examines the uses, the effect, reads reviews, looks at reviews, looks for the best deal and can choose for a long time.