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Social media platforms enable online marketing in a highly personalized, uniquely powerful way.

If used properly, it can be a steady source of customers to your site.

In fact, 72% of the US population uses some form of social media, making social platforms the leading online place to find new customers.

Social media statistics

Instagram is a particularly popular social platform and is expected to reach approximately one billion monthly active users.

However, this is not the kind of website that you can simply treat as just another social media site. Just because you know how to use Facebook or understand Twitter hashtags does not mean that you will naturally dominate Instagram. Its iconic focus and unique design require a carefully crafted strategy to take advantage of the legion of potential customers who check their Instagram feeds daily.

With that said, here are some of the best tips and tricks you can use to promote healthy organic brand engagement on your business’s Instagram profile.

More specifically, here’s how to use Instagram influencer marketing to drive sales and leads from your social media channels.

Make sure your audience is on Instagram

The most important step in a successful Instagram campaign actually takes place before you ever post an account or even set up an account. It revolves around the question: are your customers on Instagram in the first place?

A key element to any effective social media marketing is finding where your audience meets. With so many options available (Facebook, Twitter, TikTok, Snapchat, Pinterest, LinkedIn, the list goes on), it’s important that you take the time to identify your audience and then research which platforms your customers use the most.

When it comes to Instagram, youth is the name of the game. The 18-29 year old demographic person tends to use Instagram the most, while those over 65 usually use it the least. In addition, urban populations use Instagram more than rural people and women use it more than men.

While researching your target market, consider whether they will be on Instagram in numbers that are significant enough to justify your attention. If not, you may want to consider redirecting your marketing resources to another platform. If so, read on.

Reflect your values

With a tendency toward youth, Instagram also tends to be a platform where the expression of company-endorsed values ​​is rewarded. Generation Z is particularly focused on the ethical standards of the companies that protect them.

As you prepare your influencer marketing campaign, consider what ethical elements of your company’s operations are worth highlighting. Are you a textile company with high fair trade standards? A coffee shop connected to direct trade in coffee farms? An education company that wants to promote social justice?

Airbnb did a good job reflecting its values ​​when it launched its #WeAccept campaign in direct opposition to the US government closing its refugee borders.

It is also important to use inclusive language in your text. Being aware of and sensitive to things like age, gender, class, race and disabilities is essential if you want to promote a universally positive brand image on social media.

Start reaching out to influencers

What is it that makes influencer marketing so effective as to drive traffic to e-commerce and SaaS platforms today?

The answer is that consumers are becoming more effective at opting out of typical marketing solutions, and advertisers are looking for new ways to reach their audience. At the same time, millennials and other large consumers are becoming increasingly involved with people with whom they can develop relationships.

Brands and online businesses that have social media presence, and companies that use storytelling in their background.

With 80% of marketers considering influencer marketing effective, that means there are plenty of opportunities for the small influencers out there.

The key here is to use an effective marketplace that allows you to find the right influencers and manage relationships with them. After recently joining forces with content creation application developer Lightricks, the Popular Pays platform is a great way to streamline your influencing and content creation strategies:

  • Prospects for relevant influencers and creators who use powerful search parameters to highlight rich profiles
  • Connect and collaborate on scale, use custom creative assets and sponsored placements
  • Track your performance in one place
Popular Pays Platform

One example of how influencer marketing can give your brand more authenticity can be seen in the efforts used by La Croix spring water – a social media-driven brand. The company finds influencers on Instagram and asks them to get involved in their marketing campaign using branded hats.

Instagram influencers are also a great source of social evidence you can use on your product page.

Influencers are all about involvement

Influencers are great for engaging your target audience.

Stitch Fix, for example, linked to an article on Instagram that featured a V&A featuring a fashion blogger and social media influencer talking about dressing for her size.

The influencer in question then kept the conversation going by sharing the photo, linking back to Stitch Fix, and also sharing the blog post link on her own Instagram profile. It has helped boost awareness for the company and cross-promote content across a range of platforms to generate more engagement from a myriad of followers.

Interviews are generally very helpful for influencer outreach because few influencers will reject an opportunity to get an interview. Text Optimizer is a great tool for inspiring ideas for interesting discussions to use in influencer marketing:

Text Optimizer

Since influencers have highly involved audiences, your goal should be to get your message across in the conversation the influencer had with their audience.

Influencers combine quantity and quality

Influencer marketing generally requires a lot of hard work – and for most people it is much easier said than done.

Some marketing experts recommend that you look for ways to spread your budget across a range of influencers, who can reach out to targeted audiences, rather than trying to reach the same level of customers by reaching out through a broader network.

Your smaller reach will lead to more exposure and downloads, and because you pay less money, you can combine quality and quantity.

For example, Hawaii’s Department of Tourism used the targeted influencer technique when it created the Instagram “#LetHawaiiHappen” campaign. By collaborating with a range of Instagram users who were both Hawaiian natives and travel bloggers, they were able to promote and share opportunities that encouraged more interest in visiting Hawaii.


The campaign will eventually drive more than 100,000 jobs in a year, generating a lot of interest in Hawaii’s tourism.

Influencer marketing is also very effectively combined with affiliate marketing because influencers tend to appreciate being paid for their referrals.

Get the most out of Instagram marketing in 2022

If you want to get the most out of one of the biggest social media platforms that exist this year, it’s important that you go about creating an Instagram strategy the right way. These include:

  • Make sure your customers use Instagram.
  • Reflect your brand’s ethics and values ​​in your postings.
  • Inspirational creativity with you and your follower’s content.
  • Work with niche influencers.
  • Note Instagram privacy settings when creating your Instagram strategy.
  • Track brand conversions to encourage independent conversations about your business and find new potential followers.


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