And support helps keep customers happy. The other reason might be that many companies use the term product marketing to describe other functions like product management for instance. In others, they focus only on sales enablement or they are responsible for driving demand and adoption. And then at some companies, a product marketer is responsible for all of those things. At its core, product marketers need a deep understanding of the customer and the market, to ensure that:.
Pre-launch, a product marketers job is to play a key role in defining the target market and understanding the potential customer. This typically comes in the form of a positioning document or a list of key messages. Product marketers try to answer these three questions with their positioning: Who is this product for? What does this product do? Stage 3.
Product marketers own the creation of a launch plan, which typically involves various teams from across an organization, including traditional marketing, sales, support and more. At the end of the day, most product marketers are measured on demand whether it be new signups, cross-sells or feature adoption so creating an effective launch plan is critical to a successful launch. Stage 5. Creating Launch Content. Launch content is the glue to any launch plan. Product marketers will work with almost every team inside of an organization on launch content, including everything from demo decks to product screenshots, sales materials, blog content, landing pages and website updates.
Internal communication can be just as important as external communication for a product launch. This usually means everything from making sure the website is ready to go live to making sure that the support team is ready to field calls. The launch is the defining moment for a product marketer. This is when the rubber meets the road and customers start coming in — but the best product marketers are ready to adjust everything for a launch on the fly. A product marketing strategy is the foundation that outlines the entire product lifecycle, from customer development to launch.
Although having an initial strategy is important, a good product manager is always willing to adjust the strategy to align it with customer feedback. Now that you know all that, there still might be one question:. What makes product marketing different from traditional marketing? Traditional marketing focuses on acquiring and converting customers. Traditional marketers focus on strangers: prospects and leads. They also promote a company, its brand and ensure the consistency of the marketing message.
The reason is that, like Instagram videos, carousel posts are more versatile than single photos posts. Carousel posts can be shared in landscape, portrait, or square formats -- but you have to stick to just one photo format. They can include between two and 10 photos or videos. Since carousel posts were released last year, businesses of all sizes have picked up on the carousel trend and discovered new and creative ways to incorporate them into their Instagram marketing strategy. A great strategy for this is to incorporate both photos and videos into your carousel post.
For example, you can lead off with a promotional video that shows your product in action, and then follow up with photos of your product for more context. Regular Instagram users do this all time, but using Instagram carousel posts to show off photos from your events is also a great strategy for businesses! Really, though. The ability to share multiple photos and videos that capture the energy and atmosphere of your events, without having to spam all of your followers with multiple posts, is a huge advantage.
This concept for Instagram carousel posts is a little more obvious, but there are just so many applications for before-and-after sequences! For example, you can share a before-and-after sequence of how your products work in real life. To create before-and-after sequence using Instagram carousel, all you have to do is select your photos and videos in the correct order, write an engaging Instagram caption, and then post to Instagram. You can even share multiple before-and-after sequences in a single carousel post! Here are a few examples of successful video posts:.
So using Instagram video to show your products in action could be a huge way to increase the ROI of your Instagram marketing! Sharing Instagram videos that convey your brand message or introduce your company culture are a great way to build trust with your followers and customers. Whatever your focus, using Instagram video posts to share short, snackable content is a great strategy.
The point is that if you have a cool topic that you think you audience would enjoy learning about, using Instagram videos to do it is a great strategy. Ready to start scheduling videos to Instagram? With Later, you can schedule Instagram video posts, optimize the success of your videos with analytics, and more! In a world where attention is getting more and more scarce, getting your followers to engage with your videos especially longer ones can be pretty difficult. But one way to improve your chances is to pick a stellar cover photo. Just like you spend time finding photos that look great in your feed, you need to invest a good amount of time finding a great cover photo for your video.
Otherwise, all that hard work you put into actually creating your video will go to waste! When picking a cover photo, try to find one that captures the overall message of your video and has the best chance of stopping viewers from scrolling past your content. In order to hear sound, viewers have to tap on the video.
Because of this, your videos should be as beautiful as the photographs your followers are used to seeing on your feed. Try experimenting with different video lengths to find one that works best for your audience. If you notice better metrics on your videos that are under 30 seconds, focus on creating shorter video content. If your longer videos outperform your shorter ones, stick to those.
Since they first arrived on the scene in , Instagram Stories have become an essential part of your Instagram marketing strategy. Well, it partly has to do with the growing popularity of ephemeral video. It really comes down to your content and what your followers expect from you!
Take wework for example. And it works for them! Plus, if you consistently post a ton of stories , your followers are going to expect you to continue doing so. Instagram Stories is a pretty relaxed place in general, and the quality standards are a lot lower than they are for regular posts. You can get as creative as you like! And the same is true for promotional content on Instagram Stories. So by creating great Instagram Stories content that your followers love, you have a better chance of getting your future stories seen by more people! When it comes to using Instagram Stories for business and Instagram marketing, there are a few features you can make use of to get the most bang for your buck:.
When Instagram first introduced stickers to Instagram Stories in , they were much more fun than useful. Since that time, Instagram has added a ton of new functionalities to stickers , including the ability to see location-based stories on the Explore page, and, most recently, the ability to search for stories by location and hashtag. These feature have made a huge difference for businesses.
Whereas at first you could only share Instagram Stories with your own followers, these new features make it possible for anyone to see your Instagram Stories!
The same is true for hashtag stickers. When a user tags a hashtag in their Instagram Stories, it will appear on the corresponding hashtag page. It goes without saying that the ability to send your followers to specific landing pages from your stories is extremely useful for Instagram marketing. Only a handful of celebrities, influencers, and businesses have been given access to the feature so far, but a larger-scale rollout is expected in the next few months.
You can learn more about the feature and disclosure in general here. Have you ever wanted to survey your Instagram audience about their interests, likes, dislikes, and more? Well, now you can! Instagram recently launched new interactive poll stickers on Instagram Stories which lets you ask questions and see results from your followers as they vote. Whether you want to collect feedback on your products, crowdsource ideas, or simply entertain your followers, poll stickers offer an entirely new way to engage with your Instagram audience!
Not sure how to use Instagram Stories polls for your business? Whether you want to collect feedback on your products or crowdsource ideas, questions stickers offer an entirely new way to engage with your Instagram audience! Now when you share a story about an upcoming something like an in-store sale, product launch, or event , you can add a sticker that counts down to a date and time that you set. Your followers can then subscribe to your countdown event, which will send them a reminder when the time is up and your countdown is complete!
Now you can add fun, expressive GIF stickers to any photo or video in your story! Using this feature in a consistent way can add a ton of personality to your Instagram Stories and help you build a loyal following. Prior to a recent update, Instagram Live videos could not be replayed or shared after the broadcast. In fact, this new feature could make Instagram Live as big as Facebook Live!
30 Doses of Marketing Success: A month's worth of tips from a Marketing Doctor by Jim Karrh Ph.D. () on axejibykyp.gq *FREE* shipping on. If everyone knows that a business needs customers to survive, and if everyone knows that marketing is the key function for finding, keeping and serving.
Once your Instagram Live video ends, you can share a replay of it. But like other photos and videos you share to Instagram Stories, live video replays will disappear after 24 hours. As we discussed in the previous chapter , Instagram Stories Highlights are an extremely valuable addition to an Instagram business profile because they allow brands to easily curate and showcase the content they want users to see first.
Unlike regular Instagram Stories that vanish after 24 hours, Instagram Stories Highlights are curated clips that can be grouped by theme or topic and live permanently on your profile until you delete them. They appear directly under your bio and above your Instagram feed and will play as a stand-alone story when someone taps on them.
With more and more users shifting their attention to Instagram Stories, users have been using stories to cross-promote their posts and IGTV videos. Now, instead of including a screenshot of their feed to stories, users can easily share the post with the new re-share feature. Using Instagram Stories for business is now an essential part of any Instagram marketing strategy, and can help you drive engagement, interact with customers, and show your products in action.
That being said, it can be hard to find ideas for Instagram Stories and decide on what to post. Need some inspiration? Here are four ways that businesses are using Instagram Stories for business:. All you have to do is fill up your story with photos of a single product at every angle, on different people, or in different environments, and then hit your followers with a promo code or call-to-action at the end.
If you have the ability to add links to your Instagram Stories, this is a great place to do it. An easy way to switch it up on your Instagram Stories is to do an Instagram Stories takeover or invite someone to guest host your story. Having regular guest segments is an awesome way to bring both variety and consistency to using Instagram Stories for business. It will help vary your content and keep your customers coming back for more. Posting regularly on Instagram Stories is key to building an audience and increasing your views, and you can plan your stories just like you would plan other social posts in your content calendar.
Planning both your regular Instagram feed content along with your Instagram Stories will help you keep things cohesive and clear. A great way to get started is to create a quick storyboard of your Instagram story to make sure it flows. By outlining a beginning, middle, and end to your story, you can make sure to cover all the important points, while still making sure everything flows naturally. This helps you drive more traffic and sales by taking the time to write compelling captions and CTAs from your desktop.
Next, schedule your Instagram Stories by selecting the time and date from the drop down menu beside the Save Story button. And once you open the notification, your stories will be downloaded to your phone and caption or links copied to your clipboard, making it easy to post Instagram Stories in seconds. Scheduling Instagram Stories is one of the best things you can do to grow your business on Instagram in ! But the fact is that Instagram Live has huge value for businesses. When used correctly, the feature can be an incredible channel for driving new followers and engagement, as well as your larger business goals.
As we mentioned in the previous chapter , thanks to a recent update, Instagram Live videos can now be shared post-broadcast on your Instagram Stories. Your live broadcast will then live on your Instagram Stories for 24 hours, unless you decide to add it to your highlights. Instagram recently added another feature to Instagram Live that allows users to add guests to their live streams. When a person gets added, he or she joins you in a separate window below yours on the screen. Not only can co-hosting an Instagram Live boost the engagement on your broadcast by reaching a larger pool of users , but it also opens the door to Instagram marketing campaigns where two businesses or influencers partner to promote a product.
Like Instagram Stories, Instagram Live is a relaxed place and you can get as creative as you like!
A recent trend on Instagram Live is for businesses to use the channel to tease or launch new products. And why not? To make use of this strategy in your live broadcast, take your hottest product and deliberately release very few details about it. The mystery will drive your followers into a frenzy! After the teaser, ask viewers to sign up for more information on your website. This approach gives your live video an element of exclusivity, which can encourage people to act immediately, increasing the number of leads you get.
Each of these formats are valuable and bound to get you a ton of viewers. But if you really want your business to benefit from Instagram Live, use it as a way to collect emails. One of the best ways to do this is to ask your followers to submit questions beforehand. You can do this by sending your followers to a landing page with an email form share the landing page URL in the lead-up to your broadcast , or by providing an email address where viewers can send their questions.
Use this to your advantage by creating a sense of urgency to watch your broadcast! If you have a giveaway, discount, promotion, or other campaign that you want to offer to a select few, announce it beforehand! Once your channel is live, you can upload your first video to IGTV. Start by opening your channel by clicking on your avatar from the main page. In terms of specs, Instagram recommends that vertical IGTV videos should have a maximum aspect ratio of and a minimum of , while horizontal videos should have a maximum aspect ratio of and a minimum of Write your title and add a description.
You can also add in links! Finally, add a cover photo! You can upload your own custom cover, or choose a thumbnail from your video. The cover photo is what will show up on your channel page and in the IGTV categories, so make it catchy! As in, how can you create value for your audience and how are you create value for your brand? What voice, tone, and style of content do you share on your stories? Your IGTV video content should follow a similar arc.
Here are some tips to get more from the channel:. And probably the hardest thing to get right when shooting vertical video for IGTV is the aspect ratio. The reason it can be hard to get right is because unless your video is shot on a smartphone which will usually record in if shot vertically , you may need to edit or crop your video in post-production to get the right aspect ratio for IGTV. Plus, IGTV now supports horizontal videos, so you can always stick with that format if you prefer.
Want to learn how to do it? Check out our guide on how to shoot and edit vertical videos for IGTV! Beyond Views, Likes, and Comments, you can also see your audience retention rate, which is how many people watched your video all the way to the end. You can even see a drop-off graph which shows you at what point people are swiping away from your video. Metrics like these are invaluable when deciding what changes if any to make to your IGTV strategy. For example, if viewers are dropping off at the minute mark, you can take that as a sign that creating videos that are longer than 20 minutes might not be the best strategy.
In this chapter, we cover everything from how to find the right influencers for your business, to properly disclosing sponsored posts and determining if your influencer marketing strategies are actually working for you:. When it comes to influencer marketing, Instagram is one of the best platforms for brands to partner with influencers on to reach new audiences quickly. A big reason why Instagram influencer marketing is so effective is because it removes the barriers of traditional advertising and introduces your brand to a new audience through a more trustworthy source, your influencer partner.
When an influencer recommends a product or service on their channels, it can come across as an authentic recommendation from a friend. But how do you come up with a fair price when there are so many factors to consider?
Influencer marketing may have grown in popularity thanks to Instagram, but you may not need thousands of dollars to cash in on this trend. So, what exactly is a micro-influencer? Generally speaking, a micro-influencer is someone who has significant, but not massive, social media following. This could range from anywhere between 1, and , followers. A great example is lauratully. This is likely due to their industry niche and engaged following.
As with all things Instagram marketing, businesses can gain a lot by targeting niche audiences. Well, one of the biggest benefits of working with micro-influencers is that they tend to retain higher levels of engagement than top-tier influencers. According to recent studies , there seems to be a negative correlation between engagement rate and audience size. So while accounts of all sizes are getting fewer likes, comments, and followers in general than they did in the past thanks to the Instagram algorithm , bigger accounts seem to be taking a bigger hit.
Indeed, when a micro-influencer features a product on their channels, it can come across more like a trusted recommendation from a friend, rather than a celebrity endorsement. Finding the right influencers for your Instagram marketing campaign can be a big challenge, but creating clear goals helps. For example, if your goal is to rack up a lot of engagement, it might make sense to partner with micro-influencers with smaller audiences but higher engagement rates. Not sure where to start? Here are four things to keep in mind when deciding whether or not to partner with an Instagram influencer:.
When an influencer has a high engagement rate, it means their followers are paying attention and taking action on their content. Influencers with fewer followers often retain higher engagement rates on their posts, while influencers with large audiences tend to see decreased engagement rates and less direct communication with their followers. Something else to keep in mind when deciding which influencers to partner with is how much they charge. Some influencers only accept flat rates, while others charge based on the number of sales or leads they create for the business. Growing your Instagram follower count involves a few things.
First of all, you need to create high-quality content that resonates with audience. You also need to optimize your content so that it reaches as many users as possible. When used correctly, Instagram hashtags can help you grow your reach, get more engagement, and attract more followers. But in order to be successful with hashtags, you need to be strategic about what hashtags you use and when you use them. Well, the best way is to look and see what Instagram hashtags your audience, competitors, and industry leaders are already using.
The narrower the scope of the hashtag, the more engaged the users tend to be. For example, a Toronto-based coffee shop would want to use hashtags like specialtycoffee describes their business , coffeeshopvibes describes the purpose of your account , and TOcoffee or coffeelovers describes your target market. Then, you can add location specific hashtags, like spadina, chinatownTO, or even toronto. You can also use Instagram hashtags that have a strong community around them, so instead of using coffee you could use dailycortado, which has less posts but a more engaged audience.
Hashtag Suggestions works by automatically finding relevant hashtags for your posts based on other hashtags that you use. You can then pick and choose which of these hashtags to add you to your post. TIP: If you have an Instagram business account, you can check your Instagram Insights to see how many views are coming from hashtags. If you find the number is low, try adding some different tags to see if you can increase it.
And as organic reach continues to drop for regular Instagram posts, we expect stories to become even more key for business to engage with their followers and stay top of mind. And if they like what they see, they might even give you a follow! This is another great reason to try to have an active Instagram story up at all times. But besides appearing in the Explore page, your stories can also appear in the Search pages for different locations and hashtags.
As we wrote in an earlier chapter, most Instagram geo-locations and hashtags have their own stories attached to them. While this is an under-utilized Instagram feature, we expect it to become more popular in the coming year as Instagram users get more comfortable with watching and creating stories.
You can either just type in the hashtag, or you can use the hashtag sticker to add the hashtag of your choice. To add a location to your Instagram story, just click on the location sticker and add the location of your story. Instagram Stories for locations work for both cities and individual businesses, landmarks, etc. Start with a small daily budget, and run your ad for days to start.
Instagram ads are a science, so be ready to tweak your boosted posts and audiences until you get the results you want! Instagram analytics are key to understanding your demographic, optimizing your content, and evaluating your overall Instagram marketing performance -- but all of the different metrics and terms can be overwhelming. Diving into your Instagram analytics is more than just finding out which photo, video, or story performed best.
Do photos with a light or dark background perform better? Does your audience prefer cityscape photos or photos taken in nature? From here, you can then compare all product shots against, say, lifestyle content to determine which your audience prefers. If you find that your audience is more interested in product content, you may decide to invest more heavily in product photoshoots and scale back on the lifestyle photoshoots. Instagram offers basic demographic information about your audience, including their gender and age range as well as a breakdown of age range by gender.
While a large portion of your audience might be located in English-speaking countries, if you also have a sizeable audience in non-English locations, you might consider adjusting your content strategy to be less copy heavy for broader understanding. Beyond audience demographics, Instagram also offers information around the average times and days that your followers are active on Instagram.
This data is especially handy when determining what time of day to post and which days see the highest engagement. You can sort this data by content type photos, videos, carousel posts, and shopping posts , as well as by days, months, and years. Impressions are the total number of times your post has been seen.