2017 Strategy Guide: Crushing your IG Game

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1 2017 Strategy Guide: Crushing your IG Game 2017 Strategy Guide: Crushing your IG Game 1

2 Table of Contents 1. BIO SECTION...6 Optimize your Bio for brand growth 2. SIGNATURE STYLE...10 Develop your brand s Signature Style 3. CONTENT CREATION...14 Find out how the best brands generate great Content, consistently 4. CAPTIONS...19 Get your Caption game on point 6. CONTEST...26 Run a Contest to get your audience pumped and attract new followers 7. INFLUENCER MARKETING...34 Team up with a hot shot Influencer to help grow your audience 8. IG STORIES...37 Leverage the newest feature for your brand 5. HASHTAG STRATEGIES...23 Master Hashtags for more engagement 2017 Strategy Guide: Crushing your IG Game 2

3 About Kickstagram Reach and engage your target audience to grow your business. Sign up for Instagram Marketing Tips 2017 Strategy Guide: Crushing your IG Game 3

4 As a monthly user, Kickstagram is the most highly targeted marketing service we ve come across. Their integrated like and hashtag system results in both quality brand building + sales. Original Grain Watch Co. Ryan Beltran, Founder 2017 Strategy Guide: Crushing your IG Game 4

5 Introduction Creating Top Mind Awareness and a Sense of Community around your Brand Provide great products and high quality service to become a favorite to your customers. By increasing your brand exposure, you increase awareness. Marketing and advertising are the most traditional ways to build brand awareness Strategy Guide: Crushing your IG Game 5

6 1 Bio Section OPTIMIZE YOUR BIO FOR BRAND GROWTH 2017 Strategy Guide: Crushing your IG Game 6

7 1. BIO SECTION CREATING A GREAT INSTAGRAM NAME + HEADLINE 1. NAME Who are you? What is your brand? Use your name or your brand s name. The name people see on Instagram needs to be how they identify you. Note: Your username is the only field that Instagram considers in search queries. 2. HEADLINE Imagine greeting someone at your store front. They ask you to tell them about yourself or your brand. Insert that here. Keep it personal! Adding a particular skill, profession, hobby, or interest to your headline helps your users get to know you and understand what you do. 3. BODY Find a creative way to clearly state what you do and what the purpose of your account is. A few things you can include: Mission statement or Company slogan: What are you all about? Showcase your expertise: Photographer? Adventure blogger? Fashion stylist? Social Proof: As featured in GQ Magazine, or As seen on TV Strategy Guide: Crushing your IG Game 7

Website Link and CTA Ending your Headline with a call-to-action (CTA) and link to your website, blog, or digital media allows you to connect with your users.

Some ways you can use this area: Traditionally, link to your website Update it each time you publish a new blog post Promote an event, webinar, hashtag campaign, or podcast Connect to other social

8 Website Link and CTA Ending your Headline with a call-to-action (CTA) and link to your website, blog, or digital media allows you to connect with your users. This is the only space Instagram has for users to include clickable links; take advantage of it. Some ways you can use this area: Traditionally, link to your website Update it each time you publish a new blog post Promote an event, webinar, hashtag campaign, or podcast Connect to other social accounts Do you want them to come back? Are you asking for feedback? Maybe you re having a sale a few days, tell them here just like you d tell them as they walked out the door or after they ve made a purchase. The headline is your first impression. A strong, informative yet fun bio will capture an audience and ensure they continue to scroll down. You have 150 characters to knock their socks off Strategy Guide: Crushing your IG Game 8

(call-to-action) entices your users to click your link Increase your chances to show up on Instagram s search

9 Tips to Write a Compelling Instagram Bio For example, Amy Larkin added DIY Blog in the first name field and added her name to the last name field Add your name or working title to your handle or headline Clear CTA (call-to-action) entices your users to click your link Increase your chances to show up on Instagram s search queries by placing keywords related to your brand in the name section 2017 Strategy Guide: Crushing your IG Game 9

10 2 Signature Style DEVELOP YOUR BRAND S SIGNATURE STYLE 2017 Strategy Guide: Crushing your IG Game 10

11 2. SIGNATURE STYLE There should be at least one consistent element that links all your photos. That might be a filter, or an occasional quote. The goal of a signature style is that when someone comes across your photo in their newsfeed, they automatically know it s you Strategy Guide: Crushing your IG Game 11

2. SIGNATURE STYLE 1. QUALITY Posting high quality photos is crucial as Instagram is THE visual social network. Keep your Instagram page like you would a store front: clean and organized.

12 2. SIGNATURE STYLE 1. QUALITY Posting high quality photos is crucial as Instagram is THE visual social network. Keep your Instagram page like you would a store front: clean and organized. That means no blurry or pixelated photos. These photos will directly reflect how your consumer views your brand (even if that s just a personal brand). High quality photos= High quality brand! 2. SIGNATURE STYLE This can be one of the most challenging parts of creating an Instagram account. Your feed should look fluid and uniform. Here s some tips on accomplishing that: Find a distinct color scheme that works for you, Use a consistent filter, Photo style (colorful, minimalistic, sceneries), Uniform text overlay, Theme (such as all beach theme or all coffee related) Strategy Guide: Crushing your IG Game 12

13 2. SIGNATURE STYLE 3. LIFESTYLE If you are an ecommerce site, a huge trend on Instagram is to incorporate a lifestyle behind your brand. Post a photo of your jeans on a model and get her outside! Let your audience visualize themselves in those jeans! 4. FOCUS Once you decide on a certain theme for your page, DO NOT STRAY. If your page is all about the best Gluten Free Recipes, all your post should be related to recipes and food. That means no random selfies or pictures of your dog. Always, always, always stay on brand! 5. CONSISTENCY Posting once a day is important. Not only is it SO important for you to stay top of mind; but this helps with engagement. Identifying your signature brand will help you hone in on your posts and help generate stock photo Strategy Guide: Crushing your IG Game 13

14 3 Content Creation FIND OUT HOW THE BEST BRAND S GENERATE GREAT CONTENT, CONSISTENTLY 2017 Strategy Guide: Crushing your IG Game 14

15 3. CONTENT CREATION Think of your Instagram as a window to your store front, skipping a few days is like being unexpectedly closed. A stale Instagram might lead to an unfollow Strategy Guide: Crushing your IG Game 15

3. CONTENT CREATION DIY: Take your Own Photos Quality is EVERYTHING when it comes to Instagram content. Here are a few things to keep in mind: TOOLS Make sure you have a quality camera.

16 3. CONTENT CREATION DIY: Take your Own Photos Quality is EVERYTHING when it comes to Instagram content. Here are a few things to keep in mind: TOOLS Make sure you have a quality camera. The camera on your phone can usually do the trick! EDITING Don t solely rely on the Instagram filters. There are tons of great apps out there, like VSCO and A Color Story, that can help make your image really POP. KEEP YOUR BRAND IN MIND When you re going to take these awesome photos, don t forget to take a step back and consider your brand identity. You always want to make sure that your photos reflect your signature style. Make sure your photos are in focus and use light (natural light is great)! A Color Story is great for a bright and light themed page or try VSCO for natural tones Strategy Guide: Crushing your IG Game 16

17 Stock Images Stock images are a quick and easy way to gain access to a large amount of high quality photos. Not all stock photos are created equally: BE PICKY. There s a lot out there. Pick photos that line up with your brand. If you re a jewelry brand, you don t HQ photos of the sunset Strategy Guide: Crushing your IG Game 17

3. CONTENT CREATION HIRE A PHOTOGRAPHER While this option can be costly, depending on how many photos/product shots you get - this can be totally worth it.

Make sure when you hire a photographer you have a goal in mind. If you re paying the photographer for a set amount of time, use it all and don t be afraid to give direction.

18 3. CONTENT CREATION HIRE A PHOTOGRAPHER While this option can be costly, depending on how many photos/product shots you get - this can be totally worth it. Remember depending on your brand, you are going to want a variety of lifestyle shots, different pictures, maybe different models, various settings, and different product. Make sure when you hire a photographer you have a goal in mind. If you re paying the photographer for a set amount of time, use it all and don t be afraid to give direction. Guidance will make it easier for them. Check out your competitors LookBook(s) or websites! USER GENERATED CONTENT (UGC) This goes hand in hand with Reposting. It is an absolute GOLD MINE when your followers or friends repost or take pictures with your product. Typically these are lifestyle shots that work really well. This also shows credibility. If real people are using and enjoying your product - that is GREAT content. Running contests or including call-to-actions are a hands on way to acquire UGC Strategy Guide: Crushing your IG Game 18

19 4 Captions GET YOUR CAPTION GAME ON POINT 2017 Strategy Guide: Crushing your IG Game 19

20 4. CAPTIONS The new Instagram algorithm feed favors posts with high engagement. The more likes and comments your post receives, the more exposure that post will get Strategy Guide: Crushing your IG Game 20

4. CAPTIONS TWO THINGS TO KEEP IN MIND: 1.

Instagram captions with a call-to-action can help gain comments and engage your followers Both these things will

CREATE A QUALITY CAPTION Instagram captions that provide context, add personality, and inspires your followers to

21 4. CAPTIONS TWO THINGS TO KEEP IN MIND: 1. Captions that are captivating (whether fun or informative) gain more likes 2. Instagram captions with a call-to-action can help gain comments and engage your followers Both these things will directly affect your overall Instagram marketing strategy. CREATE A QUALITY CAPTION Instagram captions that provide context, add personality, and inspires your followers to take action are GREAT using captions that describe the product, appeal to their audience, and stick to their brand s voice. The length doesn t matter - they can be short and to the point, or use all 2200 characters to tell a story Strategy Guide: Crushing your IG Game 21

4. CAPTIONS Again, the more optimized a post has the

22 4. CAPTIONS Again, the more optimized a post has the better that post will perform against the new Instagram adds a CTA that asks their audience to vote on a label - great for their brand. Voting is an easy way to involve sticks to their brand by asking why their audience runs; they ve assumed their followers are active and empower them by asking a question Strategy Guide: Crushing your IG Game 22

23 5 Hashtag Strategies MASTER HASHTAGS FOR MORE ENGAGEMENT 2017 Strategy Guide: Crushing your IG Game 23

5. HASHTAG STRATEGIES HOW: Keep in mind, like all things social, have fun with it!

shine! You get 30 hashtags in a post. We recommend using all 30. Cheat sheet those suckers.

Save a note in your phone with the list of hashtags you most commonly use, and adjust accordingly.

Sprinkle a few hashtags in your caption to add dimension, so don t limit yourself to just adding

You ve probably already seen this but adding your list of hashtags under your caption as the first

24 5. HASHTAG STRATEGIES HOW: Keep in mind, like all things social, have fun with it! All of your followers want to see what kind of person is behind these posts, so let your personality shine! You get 30 hashtags in a post. We recommend using all 30. Cheat sheet those suckers. Don t run your thumbs raw by typing all 30 hashtags in each time. Save a note in your phone with the list of hashtags you most commonly use, and adjust accordingly. Copy + Paste is your best friend here! Sprinkle a few hashtags in your caption to add dimension, so don t limit yourself to just adding them at the end. You ve probably already seen this but adding your list of hashtags under your caption as the first comment looks very clean and boosts engagement. Nike = #justdoit Think SPECIFIC instead of uses hashtags that will draw a bigger audience to that post uses hashtags that will group a collection of photos #TOMMYXGIGI 2017 Strategy Guide: Crushing your IG Game 24

Goal Your goal when hashtagging is maxmizing exposure and engagement on Instagram.

Super side note: Look to see what hashtags your audience is already using.

25 Goal Your goal when hashtagging is maxmizing exposure and engagement on Instagram. Using specific hashtags tailored to your industry allows you to find more people interested in your brand! An ideal hashtag has around 30,000-75,000 posts. Those are hashtags that are active, but not overused abused. Super side note: Look to see what hashtags your audience is already using. You can search under the TAGS tab for hashtags that work for your brand, but definitely keep that range in mind when you use hashtags! 2017 Strategy Guide: Crushing your IG Game 25

26 6 Contest RUN A CONTEST TO GET YOUR AUDIENCE PUMPED + ATTRACT NEW FOLLOWERS 2017 Strategy Guide: Crushing your IG Game 26

27 6. CONTEST What is your goal? Do you want to spike up engagement, increase your following, build a relationship with your followers, or all of the above? Setting a goal will help determine the kind of contest you are presenting your audience Strategy Guide: Crushing your IG Game 27

28 6. CONTEST 4 TYPES OF CONTESTS 1. LIKE TO WIN PROS: The easiest contest to run! Followers like the photo to be entered and you pick a winner at random. This type of contest can have a great level of engagement since it takes so little effort from the user s perspective. CONS: As a brand get little insight or value from s Like-to-Win contest is an easy way to get their audience to like a particular photo. Choosing a winner this way is super easy Strategy Guide: Crushing your IG Game 28

6. CONTEST 2. COMMENT TO WIN HOW: Create a compelling Call to Action in your caption. PROS: This contest is great because it s easy to enter and simple to pick a winner.

29 6. CONTEST 2. COMMENT TO WIN HOW: Create a compelling Call to Action in your caption. PROS: This contest is great because it s easy to enter and simple to pick a winner. This will dramatically increase engagement in the comment section (and you know the Instagram algorithm is all about the love in the comment s Comment-to-Win contest urges followers to tag a friend in the comment section to sign up. This is a great way to a high number of comments Strategy Guide: Crushing your IG Game 29

30 6. CONTEST 3. HASHTAG HOW: Ask followers to post a photo that matches your theme, with the hashtag you picked. This gives your followers a chance to get creative and gives you new, free content to use for your brand. PROS: The Hashtag contest is great if you want to get a lot of user generated content (UGC).love in the comment section). CONS: It is a bit harder to get people to post a picture than just simply liking or commenting, but the payoff can be s Hashtag-to-Win contest gets followers to use #NastyGalxCourtneyLove to win a trip to LA. For larger-prized contests, this Contest is best. It requires more effort, and is also a great way to get UGC Strategy Guide: Crushing your IG Game 30

31 6. CONTEST 4. REPOST HOW: Post a photo and have followers repost to win. PROS: Another way to draw traffic to your page, and maximize exposure. CONS: People can be hesitant to post photos to their own personal feed, so take the time to make a great quality image to help entice them to uses a repost contest to enter. This is the hardest way because some people are very particular about what they post. If you can get your audience to repost the exposure can be really good for your brand Strategy Guide: Crushing your IG Game 31

32 Be the Contest Master AUDIENCE What type of contest will they respond to best? How has my previous engagement been? How can I make it fun for them? Don t forget to take into account the people that will actually be participating: your target audience. THEMES Back to school, beach theme, yoga theme, you name it. A fun and creative theme is a great way to spike interest. REQUIREMENTS While you may want to receive a lot of specific information and content from your followers, too many requirements will deter people from entering. Decide what is the most important to you and start there! 2017 Strategy Guide: Crushing your IG Game 32

ORGANIZATION Have a clean start and end date. If you re contest requires some creativity, have some criteria set out to pick a winner. Decide how and when you will be sending out the reward.

33 ORGANIZATION Have a clean start and end date. If you re contest requires some creativity, have some criteria set out to pick a winner. Decide how and when you will be sending out the reward. REWARD Be transparent, tell them what they re winning. Don t feel pressured to have some extravagant reward, think about what is realistic to giveaway. If your feed is all about the minimalistic, outdoor vibe, don t randomly throw in a busy and bright colored photo to announce your contest. CONTENT Keep in mind you never want to stray from your signature style. Your audience follows you for a reason. They like your content style, so stick with what you know Strategy Guide: Crushing your IG Game 33

34 7 Influencer Marketing TEAM UP WITH A HOT SHOT INFLUENCER TO HELP GROW YOUR AUDIENCE 2017 Strategy Guide: Crushing your IG Game 34

Is there someone with a particular look or audience? Example: Lord and Taylor sold out a new dress in a weekend after partnering with 50 fashion influencers. 2.

35 7. INFLUENCER MARKETING Influencer Marketing An Instagram Influencer is someone with a TON of followers and a particular brand, voice, or image. 1. TARGET A FEW INFLUENCERS Narrow it down, try to focus on the influencers that most align with your brand and with what you re trying to accomplish. Is there someone with a particular look or audience? Example: Lord and Taylor sold out a new dress in a weekend after partnering with 50 fashion influencers. 2. ENGAGE WITH THEM ON INSTAGRAM Start liking and commenting on their profiles. Even if they don t respond, your goal is exposure. That way when you do reach out formally, they ll recognize your name Strategy Guide: Crushing your IG Game 35

7. INFLUENCER MARKETING 3. SEND AN INITIAL MESSAGE The most effective way to reach out is via email. I have DM d people in the past and have found it ineffective. Email is a more personal approach.

36 7. INFLUENCER MARKETING 3. SEND AN INITIAL MESSAGE The most effective way to reach out is via . I have DM d people in the past and have found it ineffective. is a more personal approach. These influencers are probably getting 75+ s a day about the same thing. Be totally transparent about your brand s goals, intentions, vision I think honesty will really set you apart in this space. 4. FREE PRODUCT There s also this approach.. People love freebies. Let s be real, Instagram celebs/influencers want preferential treatment. Especially if you ve targeted someone who s really aligned with your brand. If your page is all about the best Gluten Free Recipes, all your post should be related to recipes and food. That means no random selfies or pictures of your dog. Always, always, always stay on brand! 2017 Strategy Guide: Crushing your IG Game 36

37 8 IG Stories LEVERAGE THE NEWEST FEATURE FOR YOUR BRAND 2017 Strategy Guide: Crushing your IG Game 37

38 9. IG STORIES Instagram stories are such a cool glimpse into the everyday lives of the people we follow. There s something so real and connected about feeling like I m catching a peek into someone s [namely a celebrity s] life. The same can be said about your brand. Using Instagram stories is a way to further connect with your audience. It s a space to share content that doesn t make the cut for your high quality feed! 2017 Strategy Guide: Crushing your IG Game 38

How to create Instagram Stories To upload your first Instagram Story, tap the + icon.

Keep creating new clips and pictures to show your audience what exactly you re doing.

Family posts or personal activities may not be as captivating as a shoot on the beach or a

39 How to create Instagram Stories To upload your first Instagram Story, tap the + icon. There you can take photos or 10 second clips and use the editing tools (pen, filter, type, font color, etc.) to spice up your post. Once you post, you can find it filed under your profile picture. Keep creating new clips and pictures to show your audience what exactly you re doing. Maintaining an image is important so keep in mind that posts should stay within your brand. Family posts or personal activities may not be as captivating as a shoot on the beach or a how-to in the office. Also, if your account isn t private ANYONE can see your story. So if you accidentally post a wild night to your story - we re all catching a glimpse! 2017 Strategy Guide: Crushing your IG Game 39

40 Want to learn more? Click here 2017 Strategy Guide: Crushing your IG Game 40

41 2017 Strategy Guide: Crushing your IG Game 41

TOOLKITS ADVENTURE BIZ. Social Media Best Practices IN THIS TOOLKIT WHY THIS MATTERS:

TOOLKITS ADVENTURE BIZ. Social Media Best Practices IN THIS TOOLKIT WHY THIS MATTERS: Social Media Best Practices IN THIS TOOLKIT Lesson Overview Social Media Planning Facebook Tactics Instagram Tactics Your Survival Kit WHY THIS MATTERS: Too many times, adventure brand owners treat social