So you keep posting on Instagram but aren’t getting any sales?
I’m going to say something controversial: 𝑺𝒐𝒄𝒊𝒂𝒍 𝒎𝒆𝒅𝒊𝒂 𝒊𝒔 𝒂𝒃𝒐𝒖𝒕 𝒕𝒉𝒆 𝒉𝒂𝒓𝒅𝒆𝒔𝒕 𝒘𝒂𝒚 𝒕𝒐 𝒈𝒆𝒕 𝒔𝒂𝒍𝒆𝒔. I have had so many clients come to me, upset that they post on Insta regularly but aren’t getting sales on their website. It looks so easy on the outside, doesn’t it? We were all led to believe that social media is this holy grail of marketing, levelling the playing field between the big brands and the independents, giving everyone an audience without having to pay for ads. Except that’s not true. At least not in 2021. That’s why retailers have to get smarter. Here’s what I tell my clients:
1. Check if the fault is with your website or the channel. Your Analytics should be able to tell you if you’re getting traffic from IG but it’s not converting – or if the problem is purely with your Insta and the traffic is just not there.
2. If IG isn’t bringing you any site visitors and your account isn’t growing like you would like it to, it’s time to look at your content: are your product shots well lit and high-res? Do you have a consistent look to your content? Are you posting content which provides value to your followers or just a product still after product still?
3. Are you a good community member? Nearly every brand I worked with assumed that social media is a ‘build it and they will come’ kind of a situation. Sadly, it doesn’t work like that. You have to be very active on Insta to make it work for you. I like to use an app called @dollar.eighty to build engagement and following and I promise you it works.
4. Lastly, don’t forget about all the other ways to get traffic and sales out there, other than social media. If you can cut out a bit of a budget, Google Ads and Pinterest are a really good option. Facebook and Insta ads are a bit harder to get a good return from so proceed with caution. But you also have organic search traffic, content marketing and PR to choose from, and none of these cost a penny!
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