Home / Internet Marketing News / 8 Reasons Your Instagram Followers Aren’t Buying

8 Reasons Your Instagram Followers Aren’t Buying

Are you investing time, money and resources into Instagram, and only getting a handful of Likes and followers in return? While comments, Likes and new followers are great, they don’t always equate to new customers.

Although Instagram is mostly known as a great tool for branding and engagement, it can also be a direct source of new customers. The challenge is figuring out how to turn casual followers into leads and buyers.

If you’ve been struggling to convert on Instagram, here are eight reasons your followers aren’t buying.

instagram management gif

1. You’re Hard Selling

Nothing turns people off more than the pushy salesperson, especially on social media. Since its inception, Instagram has placed a strict focus on content, creativity and capturing memorable moments. Posts about your latest specials and deals don’t always fit into that vision.

If you’re constantly selling on your Instagram page and not offering anything of value, there’s a good chance your followers notice and are completely turned off. Our Q3 2016 Index found that posting too many promotional messages is the No. 1 reason people unfollow brands on social media.

actions that make people unfollow a brand on social media

You can turn things around by sharing less self-serving content. Think about photo and video ideas that your audience would find useful or entertaining. You can even mix in your products and services to get the best of both worlds. For instance, the BulletJournal Instagram account regrams pictures of how customers use their product instead of solely generic images. This is a great way to demonstrate the value of your product without being overly promotional.

2. You’re Not Promoting Enough

We just told you not to hard-sell, now we’re saying you’re not promoting enough. What’s the deal?

While posting too much promotional content can definitely be a turn off, some marketers fall on the other end of the spectrum and never post any type of marketing message. Ideally, you want to fall somewhere in the middle so that you’re giving value but also have the opportunity to get something in return when you need to.

In his popular book Jab, Jab, Jab, Right Hook, entrepreneur Gary Vaynerchuk recommends the process of give, give, give and then ask. What that means is you constantly give to your audience with no expectation of anything in return. Then when you actually do have something special to promote, you can ask without the fear of being spammy.

There’s no problem with being promotional or asking for something from your followers. The problem is when you start asking more frequently than you give value.

BestSelfCo, a company that sells products to motivate and improve productivity, is an excellent example of a company that has found a good balance. They share a healthy mix of promotional and non-promotional posts so that it’s not overbearing. Here’s a look at six posts in a row, only two of which feature their products.

BestSelfCo Instagram Posts

As you can see, when you regularly share non-promotional posts, featuring your products every now and then isn’t disruptive at all. In fact, it helps your promotional posts stand out.

3. You’re Not Pushing Traffic to the Right Places

Let’s say you’ve found the right mix of promotional and non-promotional content and you’re able to get Instagram users to leave the app and go to your website, signup page or elsewhere. The next challenge is getting them to convert. If your Instagram traffic isn’t converting, there could be a chance that you’re not sending them to the right place.

Instagram gives you one clickable link in your bio and that’s it. You can’t add links to your captions, in replies or anywhere else. Most brands default to just using their website’s home page here, but that’s not always the best option. And here’s why.

A link to your home page might be great for people who have no idea what your company does and just want to check out your website. But that’s extremely broad and general. It doesn’t account for what people on Instagram want to see from your brand and it doesn’t give them any clue for what to do once they click through.

Instead, get strategic with where you’re sending your Instagram traffic.

For instance, you can use the link to promote your latest blog post, YouTube video or other content. Post a photo or video on you Instagram and direct people to click the link in your bio to read the full story.

Here’s an example from Mashable. They made a post featuring an eye catching image that referenced an old blog post.

Notice they direct people to go to the link in their bio for more information.

Mashable Instagram Bio Promoting Blog Post

You could also send traffic to a landing page specifically made for people visiting from Instagram. Think about what your audience on Instagram wants to see and craft your copy and lead magnet around that. A lead magnet is simply something you’re giving away for free in exchange for the person’s email address or other information.

Foundr Magazine links to a lead magnet for an email swipe file in their bio.

Foundr Magazine Lead Magnet in Instagram Bio

When people click on the link, they’re taken to a landing page where they have to enter in their contact information and become leads Foundr can pursue.

email swipe file landing page

Whether you’re sending traffic to your home page or a special landing page, it’s a good idea to add some context in your bio to guide people along. It can be as simple as a few words to explain what people should do on your site, or a brief description of what you’re linking to like Foundr did.

4. Your Site Isn’t Optimized for Mobile Devices

To go along with the previous tip, you need to make sure your website is fully optimized for mobile devices. This is particularly important for ecommerce or software companies that are trying to get people to make a purchase or signup for a trial. Your signup and checkout process needs to work just as well on a mobile device as it does on desktop since most Instagram users access the app through their phone or tablet.

You can start by plugging your website into Google’s mobile friendly tester. Passing this test in the minimum you can do. It simply shows whether or not your website is “easy to use” on a mobile device. It doesn’t necessarily mean everything functions as it should.

google mobile friendly test sprout social

To go a step further, you should add your site in Google Search Console (GSC). This is Google’s dashboard that helps website owners get a better understanding of how their site is performing in the search engine as well as any issues that could affect your rankings.

GSC has a built in mobile usability tester that gives you a more in depth look into issues your website has on mobile devices.

Google Search Console Mobile Usability

The last line of defense is to actually go through your site on a mobile device as if you were someone visiting from Instagram. Test out any add to cart buttons, the signup process and anything else that could potentially cause problems for your audience.

5. You’re Not Tracking What’s Working

Remember what we said about posting the right type of content for your audience? If you’re not tracking, you’ll have no idea what that content looks like.

While you could use Instagram’s built in analytics, most businesses require something more in depth. Sprout’s Instagram analytics features give you in depth stats on your best performing content right down to which hashtags give you the most engagement.

analytics-report-instagram

Staying on top of your stats will help you make smarter decisions on what’s working and what could be improved on. There’s no need to guess or make assumptions. Use data to find out what type of content your audience wants to see from you.

6. You’re Not Being Strategic

In a survey from Trust Radius, 48% of businesses reported that developing a social media strategy was their biggest challenge on social. While you might be able to get away with just winging it for a bit, eventually not having a defined or thought out Instagram marketing strategy is going to hurt your ability to sell.

what are the three most challenging aspects of your social program

One of the main benefits of having a strategy in place is it allows you to build out a sales funnel for Instagram. Sending people to your home page and just hoping for the best leaves room for missed opportunities. While you’ll get the occasional visitor that converts on their first time, most people require a little more convincing before they trust you enough to become a customer.

With a sales funnel in place, you have the opportunity to nurture leads and warm them up for the sale. Check out our guide on how to create an Instagram marketing strategy to get started.

7. You’re Treating Instagram Like Every Other Platform

Instagram isn’t the same as Facebook, Twitter or any other network so you have to account for that in the way you approach it. For one, there’s the whole no clickable links issue we mentioned earlier. That alone makes it significantly different from what most marketers are used to.

Instead of strictly looking at Instagram as a way to directly result in sales, think of it from a branding perspective. It’s a way to stay in front of your audience and be discovered by new ones. But ultimately your goal should be to get that audience off of Instagram and onto your email list or another platform where they can be converted into a customer or lead.

8. You’re Not Evolving With the Platform

Instagram has made it clear that they’re not afraid to release new features. In 2016 the company released a wide range of updates from comment moderation to saved drafts and Instagram Stories. While these features are primarily to make the app more enjoyable for users, they also present new opportunities for brands as well.

If you’re still using Instagram the same way you were in 2015, it’s time to update take advantage of all the new features available. We’ve already seen brands like Tastemade jump on board Instagram Stories when many marketers were hesitant because they weren’t sure if it’d be able to go head to head with Snapchat.

tastemade instagram story

Just like with any other social network, as they release new features and make changes, you should test it out and think of ways to use it to your advantage.

Ready to Get More Buyers on Instagram?

If you’ve been struggling to turn Instagram followers into buyers, hopefully the tips above will give you the boost you need. Focus on providing value, balancing promotional and non-promotional content and developing an Instagram marketing strategy. Over time you’ll start to reap the rewards of your efforts and go beyond getting Likes and followers to gaining leads and customers on Instagram.

This post 8 Reasons Your Instagram Followers Aren’t Buying originally appeared on Sprout Social.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

2020 March 27 MarketingCharts Chart

2020 March 27 MarketingCharts Chart

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging
LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land

Social Media Consumption Grows Amid Coronavirus
Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList

CX in B2B Marketing: Top-of-Mind Strategy in 2020
54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs

Coronavirus: Emarketer lowers global ad spend projections for 2020
Worldwide ad spending will decrease due to the COVID-19 pandemic, with a previously expected $712 billion total being revised to $691 billion for 2020, a 3 percent decrease, according to newly-released forecast data, with many expecting even sharper forthcoming ad spend decreases. Marketing Land

B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]
LinkedIn (client) is tops among senior B2B marketers for nurturing leads, with some 84 percent saying the Microsoft-owned platform is the most effective social media channel, followed by Facebook at 43 percent and YouTube at 25 percent, according to recently-released survey data of interest to B2B marketers. MarketingProfs

Facebook Warns of Ad Approval Delays Amid Staff Changes Due to COVID-19 Impacts
Facebook was among the first social media platform to announce that the COVID-19 pandemic would affect how it reviews and approves certain content including ads, with a full slate of Facebook monetized content options being impacted. Social Media Today

2020 March 27 Statistics Image

Sales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study
While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. MediaPost

Instagram's Testing the Capability to Add Hashtags and Location to Stories Highlights
Marketers may soon be able to add location information and up to four hashtags to the Highlights option of Instagram Stories, which stay active beyond the usual 24-hour active period, according to recent test observations — changes that could eventually bring an array of new targeting options to digital marketers' toolkits. Social Media Today

Amazon could win big in the post-coronavirus retail economy
Marketers may swivel more ad dollars to Amazon, which has seen sizable demand increases in response to the COVID-19 pandemic. The firm announced that it was hiring more than 100,000 new workers, and a jump in ad revenue also appeared likely as some marketers have shifted more spend to the e-commerce giant. Marketing Land

Data Hub: Coronavirus and Marketing
28 percent of industrial marketers plan to shift marketing budgets from trade shows cancelled due to COVID-19 to digital advertising instead, while 14 percent will allot that spending to content marketing — one of several statistics of interest to digital marketers contained in newly-released report data from MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 March 27 Marketoonist Comic

A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — Marketoonist

Diabolical Mailing List Admin Twirling Mustache and Cackling at Dead “Unsubscribe” Link — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP, Dell Technologies — 3 Tips For B2B Marketers When Your Big Trade Show Is Cancelled Due To Coronavirus — Forbes
  • SAP — Event industry and COVID-19: An insider’s point of view — The Future of Commerce
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php