How To Create an Instagram Marketing Strategy

If you’re trying to grow a business, you probably already know how important social media is. But let’s be real—just being on social media isn’t enough anymore.

You need to be smart about how you use it. And one of the best platforms to market your product? Instagram.

Why Instagram? Because it’s where your customers are hanging out. As of 2023, Instagram has over 2.35 billion monthly active users.

People aren’t just scrolling aimlessly either—they’re engaging with brands, buying products, and recommending their favourites to friends.

83% of Instagram users say they discover new products and services on the platform. It’s a goldmine if you know how to tap into it.

But where do you start? How do you cut through all the noise and get people interested in what you’re offering?

Don’t worry. I’ll walk you through the entire process—from setting up your profile to creating content that gets attention and, most importantly, brings in sales.

How Do I Create an Instagram Marketing Strategy?

Step 1: Set Up a Killer Profile

First impressions matter, and your Instagram profile is the first thing people see. If it looks unprofessional or confusing, people will bounce right off.

Here’s what you need to focus on:

1. Profile Picture

Use a high-quality logo or a clear image that represents your brand. If you’re a personal brand, a well-lit headshot works great.

2. Username and Handle

Make it simple and easy to remember. If your brand is called “Sophie’s Candles,” something like @sophiescandles is perfect.

3. Bio

You only get 150 characters here, so make them count. Mention who you are, what you do, and what makes you unique. For example:
“Hand-poured soy candles made with love. Eco-friendly & cruelty-free. Free shipping over $50!”

4. Add a Link

Instagram allows only one clickable link, so make it count. You can use tools like Linktree to create a single link that directs people to multiple pages (your store, blog, contact form, etc.).

Step 2: Create Content That Captures Attention

This is where a lot of people struggle. You can have the best product in the world, but if your content is boring or low-quality, it won’t matter.

Types of Content to Post:

1. Photos
   High-quality images of your product in action. Think lifestyle shots, flat lays, or close-ups. Show the product being used in real life to help people imagine owning it.
2. Videos
   Instagram prioritizes video content. You can create short Reels (up to 60 seconds), Stories (15 seconds), or IGTV videos for longer content. Reels, in particular, are great for going viral.
3. User-Generated Content (UGC)
   Encourage your customers to share photos or videos of your product and repost them. It builds social proof and helps potential customers see that real people love your brand.
4. Behind-the-Scenes
   People love seeing the process behind their favourite products. Share how you make your products, introduce your team, or give a sneak peek of upcoming launches.

Step 3: Engage With Your Audience

Instagram isn’t a one-way street. If you’re just posting and not interacting with your followers, you’re missing out on a huge opportunity.

How to Engage:

• Reply to Comments: Even a simple “Thank you!” goes a long way.
• Respond to DMs: Treat your direct messages like customer service. Quick responses can turn curious browsers into paying customers.
• Engage with Other Accounts: Like, comment, and share content from accounts in your niche. It gets your name out there and builds relationships with other creators.

Step 4: Use Hashtags the Right Way

Hashtags are how people who don’t follow you can find your content. But don’t just slap #love or #instagood on your post and call it a day.

How to Choose Hashtags:

1. Mix Popular and Niche Hashtags
   Popular hashtags like #smallbusiness or #handmade get a lot of traffic, but they’re also very competitive. Combine them with niche hashtags that are specific to your product. If you sell vegan skincare, try #veganskincare or #crueltyfreebeauty.
2. Use Up to 30 Hashtags
   Instagram allows up to 30 hashtags per post. Use as many as possible, but make sure they’re relevant.
3. Rotate Hashtags
   Don’t use the same set of hashtags for every post. Instagram’s algorithm prefers variety.

Step 5: Leverage Instagram Ads

Organic reach on Instagram is great, but it can only take you so far. If you want to reach a larger audience quickly, consider running ads.

Types of Instagram Ads:

1. Photo Ads
   Straightforward. Just a single image with a caption and a call-to-action (CTA).
2. Video Ads
   These can be short Reels or longer IGTV ads. Video often performs better because it’s more engaging.
3. Carousel Ads
   A series of images or videos that users can swipe through. Great for showcasing multiple products or features.
4. Story Ads
   These appear between people’s Stories and are perfect for quick, eye-catching promotions.

Step 6: Track Your Results

Marketing is a lot of trial and error. What works for one brand might not work for another, so it’s important to track your results and adjust your strategy.

Key Metrics to Watch:

1. Engagement Rate: Likes, comments, shares, and saves.
2. Reach: How many people saw your post.
3. Website Clicks: How many people clicked the link in your bio or Stories.
4. Sales: The ultimate goal! Keep track of how many sales come from Instagram.

You can use Instagram’s built-in analytics (under “Insights”) to monitor these metrics.

FAQs

Q: How often should I post?

A: Consistency is key. Aim for at least 3-4 posts per week, and don’t forget about Stories—they’re great for daily updates.

Q: Do I need a business account?

A: Yes! A business account gives you access to analytics, advertising, and other features that a personal account doesn’t have.

Q: Can I succeed without spending money on ads?

A: Absolutely, but it will take more time. Consistent posting, engagement, and quality content can still help you grow organically.

Conclusion

Instagram is a powerful tool for marketing your product, but success doesn’t happen overnight. It takes time, effort, and a bit of creativity. The good news? Once you find a strategy that works, the results can be incredible.

What’s your biggest challenge when it comes to marketing your product on Instagram?