Is Instagram part of your digital marketing strategy? Here are tips to make the most of Instagram for lead generation. They aren’t all free, but they are worthy of consideration.
Instagram Lead Ads
The most obvious way to get more leads on Instagram is to use lead ads. Instagram lead ads are designed to help businesses collect customer information such as email addresses, phone numbers, and job titles.
To create Instagram lead ads, you’ll need an Instagram business account. That means you also need a Facebook Page.
All Instagram ads are created in Facebook’s Ad Manager. To create an Instagram lead ad, select Lead Generation as your marketing objective. Facebook recommends you select Automatic Placements to ensure cost-per-lead is optimized and kept to a minimum.
There are other ad types to target different goals, so take a look to make sure that the lead gen type is the best fit.
Profile Action Buttons
If you have a business account on Instagram, you can add action buttons to your profiles. Your profile can include a link to your email, phone number, and business address.
In addition to those buttons, Instagram provides better options for lead generation, including Book, Reserve, and Get Tickets action buttons. These buttons bring people to forms by Instagram providers, including Appointy, Eventbrite, OpenTable and Resy.
To add an Action Button:
- From your account page, tap Edit Profile.
- Tap Contact Options.
- Select Add an action button.
- Choose the button and the provider you would like to add.
- Add the URL your business uses with the provider selected.
Optimize Your Bio
Make sure your Instagram bio is complete and accurate. Imagery and wording should be consistent across all of your online locations.
Use the link space in your bio to its fullest potential. Your link should point customers to whatever objective you wish to accomplish.
To optimize Instagram bio links:
- Keep the link short, and try to use your brand name in it.
- Promote the link in your Instagram posts with “Link in bio.”
- Add a call-to-action above the bio link.
Effective Landing Pages
When someone clicks on the link, make sure you send them to an awesome landing page. The page should be scannable and have a content that matches what people are expecting to find. Whatever promise your call-to-action makes, your landing page should deliver.
Visualize Your Goal
Instagram is visual. Make sure your images communicate your goal. Your visuals and your call-to-action should always work together to fulfill the same goal. If you’d like someone to click the link in your Instagram bio, your post and caption should entice them to do so. Your call-to-action should be the final push or nudge in that direction.
On posts, draw attention to your call-to-action with an emoji. In Instagram Stories, use stickers or text to give your audience direction.
Partnering with influencers can be an effective strategy for Instagram lead generation. Choose an influencer with strong brand affinity but only partial follower overlap. This will ensure that your partnership will reach new prospective followers and leads.
People are not always ready to make a purchase the first time they see your product. Check the Insights tab to find the product posts that perform best. Post popular content regularly, so you can build on that interest.