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Strategizing Your Instagram Marketing – DigitalMarketer

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Strategizing Your Instagram Marketing - DigitalMarketer

The social network landscape is constantly changing, and Instagram is currently the fastest growing social network. There are 1 billion active users on Instagram, so it’s no surprise that marketers should take part in this growing phenomenon.

While Facebook, Twitter, and LinkedIn are still great ways to connect with customers and build relationships, Instagram is quickly becoming one of the most important social media channels for businesses.

Instagram is especially great for small businesses that want to increase their customer base without spending much money on advertising. It’s also an excellent platform for B2-B companies looking to reach potential customers in their industry.

With that in mind, we will go through eleven quick tips today that will help you improve your Instagram marketing. You will learn to write great captions, engage with your followers, and utilize other Instagram tools to grow your business.

Create An Instagram Business Account:

You probably already have a personal account, but you need to create a separate business account if you want to promote and sell products on the platform.

A business account gives you access to tools that make it easier to manage your profile, including analytics and insights that can help you grow your audience.

Additionally, you can use it to share photos with your customers and fans and engage with them more personally.

You can get one by following these steps:

  • Go to www.instagram.com/business/. Click on “Create an Account” in the top right corner of the page. 
  • Fill out all the required information on this page (e-mail address, username, and password).
  •  Select whether your business will be verified or unverified (verified accounts are recommended).
  • Choose whether you want to link your Facebook page with your new Instagram account (do this if you have one). 

Once all of these steps have been completed successfully, you’ll be able to log into your new business account.

Identify Your Ideal Audience:

The first step to any successful marketing campaign is knowing who you’re selling to. While Instagram’s user base is more prominent than ever before, it’s still a very niche platform. Determine who is most likely to buy from you and what they are looking for.

This can be done by looking at the demographics of your target customer base and identifying their interests and behaviors.

The above analytics shows everything age, gender, and most active times so businesses can engage with their audience more effectively.

And once you have identified your target audience, it’s time to tailor your content accordingly. This means creating content that appeals specifically to those users rather than posting the same thing across multiple platforms or accounts.

Tell A Compelling Story:

Storytelling is one of the most effective ways of connecting with people and building an emotional connection with them. It can be used in advertising campaigns, product descriptions, and even social media content.

The best brands on Instagram have a compelling story that speaks directly to their audience and makes them want to engage with the brand.

The key thing is knowing what kind of story will resonate with your target audience. Here is an example of @coastalcollectivemarketing agency:

Coastalcollectivemarketing is a digital marketing agency. This brand sells various services to its clients. To make their audience engage with their brand on a personal level, they are sharing a back story on this post.

The story should be easy to understand and delivered in an interesting way that appeals to different kinds of people, including those who aren’t familiar with your industry or products yet.

Write A Bio:

Writing an Instagram bio can feel like a daunting task when you think about how many people will read it, but your bio is essential to creating a successful profile on Instagram.

Not only your Instagram bio is the place to make a great first impression, but it is also a place to appeal directly to your target audience and showcase your brand voice.

When you have a clear idea of why you’re using Instagram, it becomes easier to write a bio that communicates who you are, what you do, and why people should follow you.

You have 150 characters in your bio. To make it outstanding, try adding the following:

  1. Include a call-to-action (CTA) if possible
  2. Write short copy that’s easy for followers to read
  3. Be authentic and transparent with your brand voice
  4. Include relevant keywords to your industry
  5. Use hashtags

Here is an example of a Content Marketing Institute Instagram bio:

As you see, the Content Marketing Institute community made it clear in just a few words who they are, what they do, and what benefit you will get from paying a visit to the site.

Write Great Captions:

One of the best ways to get more comments on Instagram is to write a good caption. Captions can be up to 2,200 characters long and include emojis and 30 hashtags. That’s a lot of space to work with!

However, writing a good Instagram caption can be challenging and tricky. After all, your followers are bombarded with posts from friends and family every day, so how can you make them stop and pay attention to what you have to say?

Here is a trick you can use to write an outstanding caption:

The first thing to consider when writing a caption is your audience. Who is going to read this caption? The caption should be catered towards them and what they will find interesting.

Here is a great example of @Whole30recipes:

Take a look at the caption. It explains almost everything about the image you need to know. For example, it shares the ingredients and uses a convincing tone that makes you want to try this recipe out.

This is the amount of information that you should include in your caption section to engage your existing and new audiences.

Use Eye-Catching Images:

Some of the best Instagram accounts are those that use eye-catching images. This is especially true for accounts that post regularly and have a large following. Posts with images stand out from the crowd and attract more attention than those without them.

It’s because, before anything else, the audience will be looking at the image. And in that first split second, they decide whether they want to continue reading (scrolling) or move on.

To stop people from scrolling and get them to read your text and take action on it, you will need some attention-grabbing images that describe the business you are running.

Let’s take a look at an example:

Here is an excellent example of all that I mentioned above. Travel & Food blog uses outstanding images describing the purpose of their Instagram blog. You don’t need to read any captions to understand that.

Use Related Hashtags:

Another easy way to increase Instagram’s audience is by using related hashtags.

Hashtags are used on Instagram to search for content and are critical to growing your account. In fact, posts with hashtags receive 12.6% more engagement than those without them.

Hashtags are words or phrases that describe a post. And since Instagram is a visually-driven platform, it makes sense that visual content like photos and videos would be categorized by hashtags.

By using relevant hashtags on your posts, you can reach new people who don’t follow you on Instagram yet but are interested in seeing content like yours.

The example of @dunkindonutsperu makes it easier to comprehend:

Here are some effective ways to use hashtags for your business:

Related hashtags: Use hashtags that relate directly to your niche and expertise.

Specific hashtags: Be as clear as possible when using hashtags, especially if you’re in a crowded niche.

Branching out with geographical and lifestyle-based hashtags: Using these can help you reach new audiences by making your brand more relatable to people who aren’t already familiar with what you do.

Try looking at top Instagram blogs in your niche and see what kind of hashtags they use more often.

Geotag In Posts:

One of the things Instagram does, which is so great for travelers and photographers, is to allow you to Geotag your Instagram posts. Using geotags on Instagram is a great way to gain followers.

Because people are interested in what’s going on around them, they may search for posts in their area, and if you’re posting them, they will be able to see your content. This helps increase engagement with your content.

If you are on Instagram to help users find your business or brand, geotagging is also a great way!

Here is a great example by @GloriaJeans to look at:

Gloria Jeans is an international coffee shop. Here in this post, you see they are using location tags to help visitors know where they can benefit from this fantastic offer!

How to geotag your Instagram post?

Step 1: On Instagram, click on the filter icon below the caption field. When you do, you will notice an option to add your location. Tap “Add Location” and type in the name of the area you want to geotag with.

Step 2: When choosing a location, make sure it is associated with your content. For example, if you post a photo of the Golden Gate Bridge, then tag that specific landmark or place.

Step 3: Once you save your image and post it, your Instagram followers can now see exactly where you are when they view your photos in their feeds.

Keep Your Audience Engaged:

Followers are important, but engagement is even more valuable. If you want people to take action on your posts, whether buying something or commenting on your content, you need to make sure they’re paying attention and are engaged with what you’re posting.

The best way to do this is by creating relevant and timely content. For example, if your brand is launching a new product, share the news immediately so that your followers will be notified. 

@MINISO is doing a great job over here:

Get creative with your posts, and keep them fresh so that followers continue seeing value in what you have to say.

Another excellent way for brands to engage with their followers is through contests and giveaways.

Use Instagram Stories:

Instagram Stories are a way to share moments from your day in a slideshow format that disappears after 24 hours. They’re great for sharing short, quick moments of your life, such as what you’re doing or where you are.

You can use the Instagram story feature to enhance and add value to the content you wrote on Instagram. So, if you have recently published a post, it’s a good idea to share some key takeaways or behind-the-scenes footage of the piece being created as part of your Instagram story.

Here are three ways to create stories for your Instagram blog:

  1. Share The Main Points Of Your Post
  2. Create A Q&A Session
  3. Test Content Ideas

Build Relationships With Other Users:

Building an Instagram following takes time and dedication, but just like any other social network, it can be a great place to connect with people in your niche and build relationships with other users.

Here are some ways you can use to connect with users:

Follow people in your industry: 

This is a good way to build relationships on Instagram. Go ahead and follow people who are doing the same thing as you. If they don’t follow you back, that’s okay; it’s nothing personal!

Once they receive your follow request, they’ll likely visit your page and see what your account is all about. If they like what they see, they’ll probably follow you back.

Comment on others’ posts:

Commenting on others’ posts is an easy way to get noticed and show them that you care about their content. 

Make sure your comment isn’t generic and will stand out amongst the rest. For example, “Love this” or “Awesome photo” won’t help much.

Like other people’s photos:

Liking photos might seem like a simple task, but it can make a big difference in building relationships on Instagram. By leaving likes, you give them a reason to notice you and visit your account.

Conclusion

If I have not disclosed the fact already, there are many avenues above that you can take advantage of to market your business on Instagram. 

Hopefully, you got some insights from the tips above to help you further your Instagram marketing tactics.




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SEO Recap: ChatGPT – Moz

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SEO Recap: ChatGPT - Moz

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

We’re back with another SEO recap with Tom Capper! As you’ve probably noticed, ChatGPT has taken the search world by storm. But does GPT-3 mean the end of SEO as we know it, or are there ways to incorporate the AI model into our daily work?

Tom tries to tackle this question by demonstrating how he plans to use ChatGPT, along with other natural language processing systems, in his own work.

Be sure to check out the commentary on ChatGPT from our other Moz subject matter experts, Dr. Pete Meyers and Miriam Ellis:

Video Transcription

Hello, I’m Tom Capper from Moz, and today I want to talk about how I’m going to use ChatGPT and NLP, natural language processing apps in general in my day-to-day SEO tasks. This has been a big topic recently. I’ve seen a lot of people tweeting about this. Some people saying SEO is dead. This is the beginning of the end. As always, I think that’s maybe a bit too dramatic, but there are some big ways that this can be useful and that this will affect SEOs in their industry I think.

The first question I want to ask is, “Can we use this instead of Google? Are people going to start using NLP-powered assistants instead of search engines in a big way?”

So just being meta here, I asked ChatGPT to write a song about Google’s search results being ruined by an influx of AI content. This is obviously something that Google themselves is really concerned about, right? They talked about it with the helpful content update. Now I think the fact that we can be concerned about AI content ruining search results suggests there might be some problem with an AI-powered search engine, right?

No, AI powered is maybe the wrong term because, obviously, Google themselves are at some degree AI powered, but I mean pure, AI-written results. So for example, I stole this from a tweet and I’ve credited the account below, but if you ask it, “What is the fastest marine mammal,” the fastest marine mammal is the peregrine falcon. That is not a mammal.

Then it mentions the sailfish, which is not a mammal, and marlin, which is not a mammal. This is a particularly bad result. Whereas if I google this, great, that is an example of a fast mammal. We’re at least on the right track. Similarly, if I’m looking for a specific article on a specific web page, I’ve searched Atlantic article about the declining quality of search results, and even though clearly, if you look at the other information that it surfaces, clearly this has consumed some kind of selection of web pages, it’s refusing to acknowledge that here.

Whereas obviously, if I google that, very easy. I can find what I’m looking for straightaway. So yeah, maybe I’m not going to just replace Google with ChatGPT just yet. What about writing copy though? What about I’m fed up of having to manually write blog posts about content that I want to rank for or that I think my audience want to hear about?

So I’m just going to outsource it to a robot. Well, here’s an example. “Write a blog post about the future of NLP in SEO.” Now, at first glance, this looks okay. But actually, when you look a little bit closer, it’s a bluff. It’s vapid. It doesn’t really use any concrete examples.

It doesn’t really read the room. It doesn’t talk about sort of how our industry might be affected more broadly. It just uses some quick tactical examples. It’s not the worst article you could find. I’m sure if you pulled a teenager off the street who knew nothing about this and asked them to write about it, they would probably produce something worse than this.

But on the other hand, if you saw an article on the Moz blog or on another industry credible source, you’d expect something better than this. So yeah, I don’t think that we’re going to be using ChatGPT as our copywriter right away, but there may be some nuance, which I’ll get to in just a bit. What about writing descriptions though?

I thought this was pretty good. “Write a meta description for my Moz blog post about SEO predictions in 2023.” Now I could do a lot better with the query here. I could tell it what my post is going to be about for starters so that it could write a more specific description. But this is already quite good. It’s the right length for a meta description. It covers the bases.

It’s inviting people to click. It makes it sound exciting. This is pretty good. Now you’d obviously want a human to review these for the factual issues we talked about before. But I think a human plus the AI is going to be more effective here than just the human or at least more time efficient. So that’s a potential use case.

What about ideating copy? So I said that the pure ChatGPT written blog post wasn’t great. But one thing I could do is get it to give me a list of subtopics or subheadings that I might want to include in my own post. So here, although it is not the best blog post in the world, it has covered some topics that I might not have thought about.

So I might want to include those in my own post. So instead of asking it “write a blog post about the future of NLP in SEO,” I could say, “Write a bullet point list of ways NLP might affect SEO.” Then I could steal some of those, if I hadn’t thought of them myself, as potential topics that my own ideation had missed. Similarly you could use that as a copywriter’s brief or something like that, again in addition to human participation.

My favorite use case so far though is coding. So personally, I’m not a developer by trade, but often, like many SEOs, I have to interact with SQL, with JavaScript, with Excel, and these kinds of things. That often results in a lot of googling from first principles for someone less experienced in those areas.

Even experienced coders often find themselves falling back to Stack Overflow and this kind of thing. So here’s an example. “Write an SQL query that extracts all the rows from table2 where column A also exists as a row in table1.” So that’s quite complex. I’ve not really made an effort to make that query very easy to understand, but the result is actually pretty good.

It’s a working piece of SQL with an explanation below. This is much quicker than me figuring this out from first principles, and I can take that myself and work it into something good. So again, this is AI plus human rather than just AI or just human being the most effective. I could get a lot of value out of this, and I definitely will. I think in the future, rather than starting by going to Stack Overflow or googling something where I hope to see a Stack Overflow result, I think I would start just by asking here and then work from there.

That’s all. So that’s how I think I’m going to be using ChatGPT in my day-to-day SEO tasks. I’d love to hear what you’ve got planned. Let me know. Thanks.

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What Is a White Paper? [FAQs]

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What Is a White Paper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

(more…)

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HubSpot to cut around 7% of workforce by end of Q1

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HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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