Instagram is considered a popular marketing tool that many international brands have used to find influencers on social media and build a strong relationship with them, with the aim to use their voice to make sales and build brand awareness.
Despite this, most companies do not use their Instagram profile to create a free marketing channel for a sales path that is much effective and influencing.
How can your Instagram channel contribute in building a more active sales path?
Instagram works by the sales funnel principle, which visually represent how the clients are buying.
And the sales funnel can be divided into three main stages:
- Top of the funnel:
- Middle of the funnel:
Here, the customer feels interested or curious to learn more about you and your products.
The middle of the funnel can be considered the bridge between the first step and the initial participation, so it is an essential and important part of your marketing strategy, as the customer decides in this place specifically to leave or stay and give the opportunity to your products.
It’s a good idea to use Instagram to organize and display social evidence that tends to help make the decision to buy or not.
Many brands rely on the Instagram-sponsored retail method in search of real people who displayed their products in creative, innovative and attractive ways.
You can get a strong middle in the sales funnel by displaying real content for your product, engaging your loyal customers, and helping build the community.
It is important not to forget to request the permissions of Instagram users before reusing their content on the site or in your own feed.
- The bottom of the funnel:
At this part, your customer add your product to the shopping cart and proceed to checkout.
You can use Instagram shopping cart in the following way:
When you see the option to add to cart on any product page in Instagram store, you can click on “add to cart” in order to add many items from the same seller to your cart and complete the purchase process in one go.
You must use Instagram retargeting at the bottom of the funnel as we quite notice the appearance of brands ads or websites we have interacted with earlier on Facebook and Instagram, and this is what can be considered retargeting.
Facebook enables companies to target people with Facebook and Instagram ads who visited your site and performed some kind of actions on it.
In a simpler way, you can re-target customers who left your cart without completing the purchase, this way Instagram can boost the performance of your sales funnel and trigger more actions at the bottom of it.
You can consider Instagram a powerful marketing tool if you use the platform with all its capabilities, and this does not necessarily mean that Instagram is your only tool for building a good sales funnel, but it will be a distinctive addition to the current marketing tools set.