Lawyer (yep-a-dee-yep, I used to write things people never read) turned Brand and Copy Strategist, and Word-ucator for brands like you, who want to ZIG when others zag.
Here’s a truthbomb.
A great Instagram account means zilch if you are not driving your audience off the platform.
I spoke about this on our Instagram a month or two ago, literally a day before Instagram outage happened. So call me a psychic cause I am about to add this to our service offering.
No, I am kidding. But in all seriousness, Instagram (along with our social media channels like Facebook etc) are all rented space.
What does that mean, you ask? It means the platform is not owned by you and that at anytime, it can be taken down and it can malfunction. So I guess the biggest hint I’m giving you now? Is as a business, your content efforts shouldn’t JUST be on Instagram or other rented platforms like Instagram. Make sure you always have an alternative way (that you own) to communicate with your audience if things do hit the fan.
So what are some ways of driving your Instagram audience offline without being too in your face being like “hey, call me” or like “hey sign up to this”?
Listen up. But I’m about to drop 3 simple ways you can drive your Instagram Followers off Instagram, right now into something you own.
Instagram gives you the opportunity to put just one link on your IG Bio. While what I am about to say may be a little controversial, I hope some of you social media marketers are going to forgive me cause going to say it anyway. Please don’t use a third party provider as your Instagram bio. That link on your Instagram is prime real estate. And you only get one shot. So look into perhaps creating a link page on your website and drive traffic direct to your website. Bonus? You’ll also be able to better track your traffic conversions via Instagram.
Another way to drive your audience offline? Provide and convey consistent value. Don’t just say the what, to further and explain the how and why.
Don’t just tell the world how great your product or service is, go one step further and tell the story of why you are uniquely placed to solve their problem.
When you convey consistent value, not just for a week, or for just a month – but you make it into a ritual, you will not only get eyeballs, and interest into what your brand is about (so that your audience on Instagram will start finding you too on your website, or on other channels, because they want MORE) but you will also begin to become front of mind.
If you’re a marketer and you’ve been sharing golden nuggets and insights on your Instagram. (And btw when I said golden nuggets and insights I’m talking about value that is not easily google-able and content that is not just regurgitated) – then you’ll start to build a following and a readership around this topic.
And when you do finally launch a new product or service, or want to ask your audience to subscribe to your newsletter – the principle of reciprocity will come out to play.
Look. This might seem obvious. But without telling and asking your followers to actually visit your website, sign up to your newsletter, come visit you, or to give you a call – your Instagram could run the risk of being simply seen as either just an inspirational page, or portfolio.
Of course this isn’t about overdoing it with the CTA and doing the hard sell every single caption to ask them to “shop now” or “buy now” – this is about finding the right balance. 2 out of perhaps 5 captions instead of all 5.
For a blog – Instead of saying “this is what our latest blog is, read it now!”
Re-position it so perhaps you give a sneak peek of the big question you answer on your blog eg. The 5 big mistakes people make when it comes to Instagram captions. You can start the caption off by diving into one of the subheadings : “Chasing engagement instead of connection” one of the biggest mistakes we see our audience make when it comes to curating Instagram Content. Why? Because likes don’t pay the bills. And a heap of likes and followers of the wrong audience isn’t going to convert either. Want to know more on the type of content you should create instead? Take a read of our blog where we dive deeper into this and 4 other reasons. Or sign up to our newsletter where we dive into plenty more tips and myths being busted every month.
For a “asking your audience for their thoughts” kind of post. Tell them how much it would mean to you for them to spare a few seconds to let you know what they think about your new product.
For another type of CTA where you’re asking them to buy or visit your online store. Don’t just say “. Buy now, and don’t miss out!”. There are a lot of ways for you inspire them to act and to buy without literally saying those words.
Here are two ways. One. Give them a reason first. Remember in our last episode 6? We’re not selling just as product or a service here. What’s the value here? What are they really buying? Is it a feeling? Is it a lifestyle? Paint that image, and then invite them to be part of it.
Two. Share a testimonial or a love note from a happy existing client and ask, want to be like XYZ too? Take a peek at Product.
So there. 3 ways to start driving your Instagram audience offline, and off the platform now into something that’s yours. Please know that this episode is not about me saying Instagram doesn’t work and that you shouldn’t place energy into it.
It’s about you recognising that at the end of the day, Instagram (just like LinkedIn, just like Facebook) are just mediums and ONE content channel for your brand. You should never ever rely on just Instagram to drive traffic, awareness and conversions to your brand.
Want to get more copy, brand and content tips? Listen in on Brandfetti and follow me here and the team here.
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