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Most companies don’t have this strategic advantage. They’re coming in completely blind. It is very dangerous to come in with too much money with a tremendous amount of impatience. You have to be patient. You have to attack this on a piecemeal basis.
I’m a very big Instagram marketer as well as a user. I love using Instagram. In fact, I’m one of those stereotypical Instagram users who check their IG updates every couple of hours.
From my perspective as a consumer, I can see why a lot of Instagram marketing campaigns fail. Many of these marketers would buy a good-looking ad on Instagram.
However, when you click on the link associated with that picture, it takes you to a page you know nothing about. A lot of these campaigns take you to a sales page.
This is a serious problem because people are thinking at the back of their heads, “What is this company about? How will I benefit from this company? How does this company and its products and services address my situation?”
There are lots of unanswered questions. People who clicked-through may not have been fully convinced yet, but unfortunately, they are dumped on a sales page.
They don’t know what to do. When consumers get confused, they can be relied on to click the back button or not do anything. In other words, they’re not going to buy. They’re not going to convert.
This is why promoting direct conversion links usually leads to failure. You have to qualify your prospect. You have to answer their questions. You have to build trust in their eyes.
This requires content. You can’t just dump them into a sales page or an email recruitment page. It doesn’t work that way.
A lot of accounts on Instagram get paid a lot of money. These are regular people like you and me who created Instagram accounts. Advertisers cannot give them enough money. Why?
They’ve developed very loyal fans. These accounts may post pictures of luxury watches. Who do you think would want to buy advertising space or ad mentions in their posts? That’s right. Luxury time-piece brands.
Regardless of the niche, there are sure to be influencers who command top dollar. Now, this may sound awesome and everything, but the problem is there are lots of unscrupulous business people out there making up fake influencer accounts.
These are accounts that are just intended to get advertising revenue. To make matters worse, they also have fake followers.
Let me tell you. If you were to spend $20 on a shoutout to these accounts, you might as well just take that $20 bill and burn it. You’ll get the exact same result.
You’ll get a whole lot of nothing.
Last time I checked, software bots on Instagram, Facebook, or other social media platforms do not have credit cards. This is why a lot of advertisers, such as yourself, have been turned off by influencers.
In fact, they’ve swung to the other extreme. They are so turned off that they would not pay for a shout out from an influencer. This really is too bad.
People who think this way are throwing the baby out with the bath water. Sure, there are lots of unscrupulous influencers out there. A lot of them are simply out to make money.
However, there are also perfectly legitimate ones. These are the ones who can actually drive traffic that converts. Your job is to pay attention to certain signals that indicate and influencer is the real deal.
It really is quite ironic. The lot of marketers go on social media and instantly turn these platforms into one-way conversations.
I’m telling you, you’re not being social when you are interacting with somebody in a way where you’re the only one doing the talking. That’s not much of a social experience.
Unfortunately, that’s exactly how too many people define “social media marketing”. They’re being antisocial. It is no surprise that people who market this way on Instagram, fail again and again. How can they not?
They’re being antisocial. They don’t engage in outreach. They don’t comment on their fans’ comments on their content. In many cases, they don’t even acknowledge their fans.
It’s as if they’re just dumping content on Instagram and moving on. Well, let me tell you. With everything else being equal, as a consumer of Instagram’s services, I would rather follow somebody who makes me feel like I matter.
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- Year Released/Circulated: 2020
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