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Leonardo da Vinci's creative process
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The importance of curiosity and observation
Success on social media
You may have grown a reasonably big Instagram following for your business. You've engaged your followers and were diligent about community management, but you haven't been able to figure out how to turn your followers into paying customers.
A recent survey done by Facebook showed that 81% of respondents reported using the app to research products and services. Another survey showed that 50% of Instagram users have visited a website to buy a product or service because they saw it in Stories.
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Update your content strategy
Convey what you're selling. When a brand builds a following, they often focus on lifestyle content that creates lots of comments and likes, but a follower may find it difficult to understand how that equates to what you're selling.
Be sure to also add content that shows what you offer, such as product shots or promotional posts about special offers. A good rule of thumb is 80% engaging content and 20% self-serving promotional posts.
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Optimise your Instagram app for sales
- Spotlight some of the things customers are saying about you in your posts. Ensure to tag whoever said it so users can see that the recommendations come from a real person.
- Recruit ambassadors to recommend your brand.
- In your bio, state the benefits your product or service offers. "We make gear that helps you stay out longer, travel farther and live longer."
- Use photo captions in your benefits statement. For example, "Enjoy more thrill with no spills."
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Create a path for users to learn more about your products/services
- Put a link in your bio. The link is your best opportunity to send followers to a destination where they can become customers.
- Use your bio to state the customer benefit. Add social proof and location.
- You can also use the space for additional calls to action and branded hashtags.
- You can tag any extra IG accounts you want to showcase.
I
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How to optimise the #LinkInBio
- Linktree creates a simple webpage that contains as many links as you need.
- Likeshop recreates your Instagram grid, but every image is clickable.
- Be sure to tag yourself next to any CTA. Then your followers can get where they want to go with minimal effort.
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Instagram Stories
Five hundred million Instagram users watch Stories daily.
- Stories disappear after 24 hours, but they stay when you save them in your Stories Highlights. You can create highlight groups that match specific product lines or campaigns, each with a custom image that stays below the bio on the profile page - almost like a mini catalogue on the app.
- Tell your followers to DM you for more information or to "share this post."
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