Social media is the talk of the town and for good reason. It is one of the few methods by which brands can build a presence, establish an identity, and consistently connect with their customers and potential customers on an intimate level. Instagram and social media marketing has made this easier than ever before, but have overshadowed a key player in the online marketing world- email marketing. Email is an old platform and promotional emails can be clunky or annoying sometimes, but it is still the most direct way a company can communicate one to one with a consumer, and it is here to stay. An adept social marketer will be able to use Instagram as a funnel to channel leads into an email-powered need-driven sales pipeline that will always lead to purchases being made. Here’s how.
Go for the Most Attractive Opt-In
You must sit down with your entire marketing team and have a discussion about what customers care about. Talk about their problems, their needs, the things they would like to know, and so on. It is a good idea to pick a specific list of problems from here that you believe you can provide some assistance with and then use a “lead magnet” to attract them. Anything can be a lead magnet, from an eBook to a voucher or a worksheet. A well-designed lead magnet (also called an opt-in) will have the visitor sign up for your email newsletters willingly because they feel they are getting something good out of it. The best way to do this is to put promotional posts on Instagram and ensure you have a clickable link in your bio that will take them right to the opt-in. It is simple and efficient.
Build a Specific Landing Page for Instagram Visitors
If you feel like your Instagram isn’t getting enough traffic, you could buy real Instagram likes from a reputed service. The link in your bio could lead to your company website, but it makes more sense to take visitors to a special landing page from which they can access the lead magnet easily. It eliminates confusion and also lets you track how much traffic Instagram drives to your site. Once you have captured their name and email address and they have received the valuable free content that you promised them, you will be able to engage with them via email whenever you want- soft sells, company updates, newsletters- the whole nine yards.
A Solid Call to Action Is the Final Step
Sure, a well-designed landing page and a great lead magnet work, but they might be rendered useless without a tempting call to action in the body of your Instagram posts or bio. The CTA should be short and powerful, so dedicate all your faculties towards crafting the perfect one for the brand. Once done, you will see a considerable rise in the traffic to your website and number of emails obtained.
Content is still the most important aspect of good marketing, and Instagram is the new hot way to promote yourself, but that doesn’t mean you let go of the old, trustworthy, and surprisingly still effective tools like email marketing. You must combine the three into a three-pronged marketing approach to get the best results for your campaigns.