If you feel like social networks, such as Instagram, are difficult marketing channels for ecommerce, you’re not alone.
According to our research, social traffic has the worst Conversion Rate for online stores.
In addition, organic social traffic is dwindling fast. According to Instagram itself, people miss 70% of what happens in their feeds.
How, then, can online stores leverage Instagram for profitable growth?
The answer is to use Instagram Ads to distribute your content and Retargeting to close sales.
This is a much more secure approach than trying to create viral posts or paying influencers to share your products.
If you’re already using Instagram for your store you can create a free acquisition report with your Instagram metrics here.
In this article, we’ll show how this strategy can bring followers, likes, comments, and online sales growth. All you have to do is follow these seven easy steps:
1. Distribute Engaging Content First
You are on Instagram to sell, but Instagram users are looking for fun or interesting content. So how do you reconcile these two opposing interests?
The solution is to generate value to visitors that aren’t in a “shopping mood” by using ads to promote engaging content that fits with your store.
Real engagement ad from Compass’ Instagram campaigns
This may seem like an extra step, but it’s an effective way to filter your audience and show your products to those who will most likely be interested in them.
Here are more examples of this strategy:
You might find engaging Instagram content to promote in your feed by running a free report from Simply Measured: https://simplymeasured.com/freebies/instagram-analytics.
Or, if you have a business account, Instagram provides insights for each post:
You can also create a brand new piece of content for your customers. It could be in the form of:
2. Watch Your Click-Through Rate
The quality of an advert can be measured by its Click-Through Rate (CTR).
CTR is the percentage of people that click on an advert they just saw in their feed. You can monitor the CTR of each advert in your Ads Manager.
Most ecommerce adverts on Instagram generate a CTR of 0.6%. The number is low because most marketers try too hard to sell at their first “encounter” with the customer.
Engagement adverts, like the ones above, normally have a much higher CTR since they provide value upfront.
You’ll know very quickly if your target audience is seeing value in your content if your CTR is above 2%. If not, create a new piece of content and try again.
3. Keep Bounce Rate Low
A bounce happens when a user leaves your website without performing any action. That implies they didn’t like what they saw and left right away.
You should add UTM parameters to your ad links to measure their bounce rates via the Google Analytics’ Campaign report (Acquisition > Campaigns).
In the case of the Compass advert above, the URL with UTM parameters was: http://report.compass.co/ecommerce-analytics-guide/?utm_source=instagram&utm_medium=cpc&utm_campaign=Ecommerce+Analytics+Guide
4. Improve Conversion Rate
Conversion Rate is the percentage of visitors that convert into buyers.
At first, it may seem that taking users from an advert to a content piece, instead of a product page, would be bad for Conversion Rate. But it becomes easier to convert shoppers with a retargeting campaign later on, once they engaged with a piece of content from you.
If your Conversion Rate from Instagram Ads is too low, you need to work on improving your retargeting campaigns.
You can find the Conversion Rate from your Instagram campaigns in Compass’s Acquisition report, if you remembered to use UTM parameters in your links.
5. Keep Customer Acquisition Cost (CAC) Below Customer Lifetime Value (LTV)
Customer Acquisition Cost (CAC) is how much you spend on Instagram Ads to make a sale.
Monitoring CAC for every channel is important, but could be tricky if you’re running multiple advertising campaigns.
Compass calculates this automatically. It also takes LTV (Customer Lifetime Value) in consideration to show if your ads are generating profits.
If the blue bars are below the green line, your CAC is lower than your LTV. It means that your campaigns are profitable.
Free Instagram Profitability Report
6. Maximize Revenue per Visitor
Now that you have an engaging and high-converting Instagram marketing strategy, the next question to ask is: “Are these customers valuable to my business? Are they spending a good amount of money in my store?”
If not, you are probably not targeting the right people. Trying going back to your first ads and experiment with different target audiences.
Instagram / Facebook audience targeting tool for advertising campaigns
Knowing how much money each visitor is spending can be difficult to figure out, but by running a Compass report you’ll find out:
- How much money each visitor generates for your store
- How much money each visitor spends on your store
- The amount of revenue each Marketing channel brings to the company in total
The store above makes $3.30 per Instagram Ad visitor. But only $0.20 per social visitor.
Free Instagram Acquisition Report
7. Calculate Return on Investment
For any business, what matters most is how much money they make per dollar invested.
The online store above, for example, makes $3.57 per dollar invested on Instagram Ads. That’s 3.5 times their investment. There aren’t many financial investments that pay off like this. They should be ramping up their Instagram spending as soon as possible.
That’s it. It’s easy to be strategic and scientific in your Instagram Marketing and run profitable campaigns if you monitor and work to improve the seven metrics above.
Questions? Leave a comment below or get in touch with me at firstname.lastname@example.org.