The presence of companies on social media is absolutely needed. The Instagram account becomes the face of the company in the online: according to its content and visuals, users will decide whether they want to become customers or not.
The Instagram page should be filled with content that has an integral style because the manufacturer communicates with the end client through the posts and in this way the presentation of new products takes place.
About the Client
The company was present in the Ukrainian market for over 7 years before contacting us. The company didn't have an Instagram page.
Our task was to create and fill an account, as well as:
- in creating a positive image of the company on the network;
- building brand loyalty;
- creating and filling pages with content;
- increasing in metrics of the promotion strategy;
- receiving the first requests to Direct (info on mirrors, delivery terms, etc.).
The Сlient's business focuses on makeup artists, beauty salon owners, stylists - mirrors play a key role in their work, helping to create a cozy and lighted workplace.
Workflow
In the first months of work, the tasks were to create a positive image of the company in the network, to form the loyalty of new customers, to make visitors want to subscribe to the page and place an order:
- immediately (in case they were beauty salons or salon masters);
- after some time (if people ordered a product for themselves, they need time to make a decision).
We gradually filled our account with high-quality content, alternating top positions and photos of people, or photo reviews of customers with our mirrors. Having a content plan plays a decisive role in building a strategy. Thus, a publication schedule is drawn up and the content of posts is determined. The Сlient's business focuses on makeup artists, beauty salon owners, stylists - mirrors play a key role in their work, helping to create a cozy and lighted workplace.
Next, you need to increase the quantitative metrics of the page, the coverage of posts and stories, and increase the number of subscribers. This requires setting up targeted advertising to work with the target audience that is most interested in the company's products.
Targeted advertising or working with influencers?
In our strategy, we gave a key role to targeted advertising. However, the Client refused to allocate a budget for advertising, but offered to work on barter with influencers.
Working with influencers helped to attract their audience to the products that we were promoting. The chance of conversion increases many times over if the influencer's followers see advertised products in his videos, since the influencers' followers share their views and choices.
We selected bloggers whose followers were our target audience, and who were ready to cooperate on barter (with an audience of 10 to 20 thousand subscribers). As a result, we collaborated with 8 bloggers.
Thus, we closed several issues at once:
- attracting a new audience from a blogger;
- increased loyalty, as the blogger recorded a video feedback about our mirror;
- new content for our page.
Instagram account content
Users are waiting for useful informative content from which they can learn something new for themselves. It is necessary to nudge customers to buy and look for reasons for publishing.
A beautiful and interesting profile can become not only a sales tool, but also a long-term source of income.
In the posts, we studied various options for presenting information, and over time we moved away from long texts (longreads are not always interesting to read) to a clearer and more accurate description of the products:
- used newsworthy event (the beginning of the school year, winter holidays, etc.);
- describe the value and guarantees (useful information that buyers want to know);
- collected thematic hashtags (help users to find the client's profile in the search).
Fig. 1 - Newsfeed + description of benefits for clients
We have developed a strategy for promoting an account for 3 months and prescribed a clear content plan of work for each month. The account has already had its first clients in the first month without promoting posts and targeted advertising. This was facilitated by reviews in Google, which the company had accumulated over many years of work, as well as the fact that some positions were more competitive in the market for their price.
Another factor of success is the availability of cash on delivery for goods that are now in stock. In fact, the user placed an order and received his product in a couple of days. This factor is important for niche clients, as they are hairdressers, makeup artists, studio and beauty salon owners. Most often, they needed mirrors as soon as possible.
During the year of maintaining the profile, many bloggers and users made an order with us. At the same time, they marked us in posts or stories.
Fig. 2 - Example of working with bloggers
All reviews from instant messengers and Direct were published daily in stories to increase the loyalty of potential buyers.
The effectiveness of SMM advertising on barter
The following factors helped us achieve the result:
- the presence of constant and new active followers;
- regular posting of posts and stories;
- conducting advertising campaigns with bloggers.
Already in the first months of work, we received orders both to salons and from customers who wanted to order a mirror for the home.
Fig. 3 – Client’s Instagram profile
Fig. 4 - Feedbacks
The account has increased from 0 to the first 1000 followers for a year of maintaining an account without a target but with involving bloggers (a total of 8 people)
In total, we provided 8 mirrors for barter to 8 bloggers. The average cost of 1 mirror is 1500 UAH. i.e. the average cost of attracting a target subscriber is 12 UAH.
The account is active. It is constantly developing and growing. He receives questions about the product and orders for its owner every day.
Conclusion
SMM promotion has many tools for working with the target audience. In this project, you can see how you can attract customers and followers through cooperation with opinion leaders without investment funds in targeted advertising.
The posts of influencers, in which you can see the Client's mirrors, have helped to attract the most interested audience in 19 months of work. An audience that won't unfollow, because it shows a real interest in the Client's products.
We filled the posts with relevant content and customer reviews to speed up the decision-making of the visitors to the Instagram page. This helped to increase audience loyalty and increase the number of orders.
