Let’s get down to business

Welcome to the world where everything means business. Well not everything, but you know what I mean!

Instagram has changed the dynamic of their company by adding a “business” component. This allows consumers to use their platform to promote their brand online. How cool is that?

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Let’s start by looking at how Instagram’s business component has innovated digital marketing. This app has become an amazing way to boost brand awareness and an effective way for building a brand’s image.

In this generation, we are constantly needing to be relevant and up-to-date. Instagram is the perfect platform place to do this because you can use it to check out the latest trends, check out what your friends are doing, stalk your SO, and even stalk that one girl you have a problem with even though you’ve never met her.

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According to Forrester, Instagram has a rate of 4.21 % follower engagement. This means that Instagram is generating more engagement per follower than Facebook by 58 times. It is also generating more than Twitter by 120 times.

So as a digital marketer, what does this mean for us?

It has opened a gateway for ordinary people to advertise themselves as a brand. Big brands and companies are sponsoring ordinary people with lots of followers on Facebook and/or Instagram to advertise their products/services.

Now, I know this is nothing new. We’ve all seen “instafamous” people and YouTubers advertising products or services online. My point is that these social media platforms have adapted. They have given us all an opportunity to advertise online in the most simplest way.

For example, if you go onto your Instagram account (if you have one) and click onto “Settings”, scroll down to the “Account” section, and you’ll see an option called “Switch to Business Profile”. This allows anyone to switch their Instagram profile, from an ordinary account, to a business account. Take a look at what it looks like below.

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So, how do ordinary people use Instagram Business?

Well, it’s really quite simple. But like all things it takes time, A/B testing, playing around with, or even just researching strategies to use. But here are some key things that I think you should take a look at if you’re thinking of branding yourself on Instagram.

  1. What’s your strategy? What makes you unique? Or not unique?
  • What I’m referring to here is, what’s the purpose of you using Instagram business. It’s important to have a clear understanding of your goals, motives and mission statement before doing anything else. The most important thing with Instagram is consistency. Without consistency, you risk looking sloppy, unprofessional and even unorganised. So, clearly layout how often you’ll post, what time of day, and choose a theme for your account.
  1. Who are you?
  • You need to discover who you are in every way. Go out and learn something new. Go out and try something new. Do something that makes you feel special and original and then post a bunch of photos about it on your account.

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  • I’m just kidding! You can do these things if you wanted to but really, what you need is to build a brand identity. If your brand identity is to be you, then be you! If it’s to be a fitspo model, then start working out. If it’s to become the next big foodie, then start taking photos of all your meals. Whatever it may be, be sure it’s what you want to do and stick to it. It’d be confusing to your followers if you had a bunch of different things going on.
  1. The Engagement Party
  • You’ve got to engage with your audience! Reply to comments you receive, like photos back, or even follow people back! It’s important to take on all opportunities and really make the most out of your experience on social media. Stay relevant by keeping yourself updated with who you follow (and maybe even your competitors).

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  1. Don’t be afraid to make mistakes 
  • Making mistakes is part of the whole process. If you don’t like a photo you’ve uploaded, delete it and re-upload a new one. If you’ve spelt something wrong in your caption, re-upload the photo with the right caption but be sure to sign “edit” otherwise you might get called out.

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These are some of my own tips just from using Instagram myself. Hootsuite has some excellent tips and guides for beginners using Instagram Business. Check them out and get down to business!

Until next time, click this post to leave a comment and give this post a like!

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“Evolving consumer behaviour and attitude isn’t just a function of age or even a life stage.”

Today’s blog post title quotes an article I read recently on Marketingmag called Are your customers Millennials or just highly evolved?

To summarise (for those who can’t be bothered reading), Anjali Lai an analyst for Forrester wrote an article about how technology and growth in digitisation will change Australian marketing. Forrester uses a spectrum called “Empowered Customer Segmentation” to measure the shifts in consumer behaviour and attitudes responding to innovation and categorising them into segments.

Here’s the image provided in the article. It demonstrates how to apply Forrester’s Empowered Customer Segmentation in Asia Pacific.

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These are the five different segments consumers fall under, depending on their response to innovation and change.

  • Progressive Pioneer: demand product and service innovation
  • Savvy Seekers: first to learn about innovation & engage with new changes
  • Convenience Conformers: anything that is convenient only after they are widely available
  • Settled Survivor: motivated by adaptation, not trends
  • Reserved Resisters: least enthusiastic about product or service

From these segments and the percentages above, you can see that Australian companies have an opportunity to engage customers through digital. There is a wide-open opportunity to increase the number of Progressive Pioneers and decrease the number of Reserved Resisters.

So, what does this mean for you? Why even care about this segmentation? What does it imply to a future marketer? What does this imply to a consumer?

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Well, that’s simple. The title explains it all.

Consumers are ever-changing with their wants, needs, and demands that it doesn’t make sense to group people based on their function of age or life stage.

Forrester’s Empowered Customer Segmentation has opened a gateway to a different perspective of understanding a consumer and looking for a new way to reach them digitally.

For a future marketer, as empowered customer expectations grow, there will be a need for a better understanding of customer motivation, growth in empowerment, trends, smartphone usage etc. With this growing need of learning more about consumers,

(1) You can definitely find a job. There is so much work to be done in terms of developing and maintaining digital marketing, that there is no way you’ll be unemployed when you graduate (given you actually try and put in the work).

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(2) There is so much more to learn. Look at all the opportunities we have, as future marketers, to embrace and take advantage of. Now is the time to act.

For a consumer, as the world is becoming digital you have the power to make things the way you want it to be. Businesses and marketers are always analysing your every online move. So, move swiftly and carefully as it can determine how you use the internet.

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Even with all of this knowledge there is one important factor that cannot be overlooked. It is prominent that marketers, business leaders, and organisations understand that it’s about finding the right digital experience, not about the product or service.

Yes, the quality and value of a product and service is important. However, it means nothing if it doesn’t provide the consumer with the experience they want from the product or service.

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This article has given me so much to think about in terms of where digital marketing can take us. But I leave you with some questions to think about:

  • What type of segment do you fall under?
  • How has going digital changed your life?
  • What do you want to be improved?

Until next time, click this post to leave a comment and give this post a like