Why growing your Instagram isn’t a marketing plan

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by

Sarah
in

Why growing your Instagram isn’t a marketing plan

By putting your customers first, social media becomes a tool for engagement, loyalty, and real business growth.

“I would love to know how you grow an IG page. My goal is to grow not just the numbers, but the engagement and turn that into bookings. Do you have any ideas?”

“Of course, I can take a look! However, I would also zoom out and ask what your customers’ behaviours are and what your goals are to look at the best use of channels to drive engagement! Ideas here will really depend on your audience…”

This was from a recent conversation I had with a friend who needed some marketing help. 
From here, we broke this down:

  • Who is their current customer profile?
  • What are their biggest drivers?
  • What does their ideal current customer profile look like?
  • What is the gap between the two – existing to > aspirational (new customers)
  • What are the ideal customer behaviours?
  • Finally, what are their goals? What does success look like?

We then put together a plan of what would have a more meaningful impact and via what channels.
Every business is so unique that there is no one-size-fits-all blueprint for each. While some businesses thrive by focusing on Instagram, others use it mainly as a storytelling channel to support other activities.

What we moved the focus to be across:

  1. Understanding key customer segments – and what each group needs to drive focus
  2. Focusing on Trust – Google Reviews was a key area to focus on
  3. Localised SEO focus – focus on location and keywords
  4. Identifying ways to build customer loyalty
  5. Looking at how to build a connection with the local Community
  6. A referral program for customers
  7. Focus on post-purchase flow, for retention and returning customers
  8. Building content that serves the customers’ needs
  9. Understand how to track and analyse results – and what they actually mean
    and then finally, we looked at…
  10. How to build local engagement on Instagram – and how ALL of the above ties into this first

And the results?

A mindset shift, a new clear plan, and a shift to focus on Google Ads  – and yielding much better results from there!
New aligned customer growth ✅
New 5-star Google reviews ✅
More clarity on their business goals ✅

Need more clarity to achieve your goals? We’re here to help! Get in touch.


©️ Sarah Thornton