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If you’re like most business owners I know, when I say “social media,” you think: Facebook. While Facebook has become mainstay and most businesses have a Facebook page, there’s another name you need to know—Instagram. Not only is Instagram arguably the second most popular social network, it’s also highly engaging for millennials and Gen-Z—35 percent of US adults age 30 – 49 (my CEO and C-suite executives included) are on Instagram, and 60 percent of those users visit the site daily.
Here’s where this ties into your business—Instagram is a great platform for window and door companies to market themselves on, for three non-negotiable reasons:
- It’s where your target audience spends its time and does its research
- It’s highly successful for visual industries
- You have incredible targeting capabilities with Instagram ads
Ready to get started on an Instagram strategy? Contact us now!
Three Reasons Why Your Window and Door Company Should Be Marketing on Instagram
Reason 1: Your target audience is on Instagram.
The number one reason you should make Instagram a priority in 2018 is because that’s where your target audience spends their time. Don’t believe me? Picture this: a parking lot full of parents scrolling through social media on their smartphones while they wait for football practice to end. But while they used to be commenting, liking, and sharing on Facebook, they’re now browsing Instagram.
And here’s the thing: homeowners are using Instagram as an idea generator for home improvements. Just last week I was at brunch with a friend of mind who is getting a home remodel done, and I asked how she was finding a remodeler:
“I’ve seen a bunch on Instagram whose work I love.”
That is not an unusual conversation for me to have these days, especially since most homeowners in my peer group are at the point in their careers (and in life) where they have the means to make significant updates to their home.
Which brings us to reason #2: Instagram is highly successful for visual industries
Instagram is the epitome of “a picture’s worth a thousand words.” If someone can see, touch, or experience your product, you can have success on Instagram. Like I mentioned above, Facebook is great, but it’s full of text and political rants no one wants to see, and there isn’t a great way to discover new content from people you don’t follow.
Instagram is the opposite, and one of the great features is its search function. You can search for a specific hashtag or keyword, and Instagram will spit out photos with that same tag. Take a look at what shows up when I search for “#remodeling:”
However, Instagram’s visual nature is a double-edged sword. Your photos will be shown next to companies like Jaguar and Apple, which means you need to have a strategy to create compelling photo content, and it has to stand out. One way to do this is with Instagram’s advertising abilities.
Reason #3: You have incredible targeting abilities with Instagram ads
The only issue I have with the Instagram experience is its feed algorithm. Like Facebook, it prioritizes certain posts and shoves others further down the feed. On average, users miss 70 percent of their Instagram feed—unless you pay for ads.
Here’s the thing about Instagram ads—they’re so visually appealing most users don’t mind them. I’ve even shared and re-watched a few. Imagine advertising on a platform where people actually enjoyed and became inspired from your ad. Wouldn’t you want to be there?
Instagram operates on the same platform as Facebook ads, so you have some pretty incredible targeting options. I mean, you could technically target parents of toddlers in an old house who are interested in remodeling their home, spend money on restoration products, and make over a $100,000 a year. Talk about specific.
How to Market Your Window and Door Company on Instagram Successfully
It’s obvious to see the companies that “get it” on Instagram, and it’s also obvious to spot the companies that don’t. Follow these tips and you’ll be in the first group.
- Post high-quality photos that tell a story. Instagram is a visual platform, and poorly lit, grainy, or obvious stock photos are a no-go. If you want to post photos with the highest impact, they need to have a storytelling element, unless your photo is impressive enough on its own. Take Pella Windows, for example. They do a great job of telling a story by setting the stage for an entire experience. Pella’s feed basically reads: look how beautiful your life would be with new windows. Have a look for yourself:
- Use hashtags, and tag other big brands (like manufacturers) in your photos. When you tag a manufacturer in your posts, you’re also going to show up when someone searches for that specific company. Continuing the Pella Windows example, look at their audience size. If you tagged @PellaWindows in your manufacturer photos, you’d be expanding your reach by 4,534.
- Post consistently, and have a strategy to it. Nothing will kill your Instagram strategy faster than non-consistent posting or posting whatever you want whenever you feel like it. In order to gain momentum in anything you do—especially in social media—consistency is key. Another reason behind this is that over 71 percent of businesses are on Instagram, which means that you’re competing with 71 percent of the other businesses in the US. To stand out and leave a lasting impression, you need to be top-of-mind.
- Pay for it. I mentioned above how low organic reach is, and if you want to guarantee eyes on your images you have to put some money behind Instagram advertising. Nowadays, social media is pay-to-play, but the ads are cheap and the rewards pay off.
Beware of Vanity Metrics with Social Media Marketing
I’ll leave you with one final question: if you had to choose between a standing ovation and a million dollars, which would you choose?
I’d choose the cool million, and I hope you would too. But a big mistake many business owners make when it comes to social media is putting too much value behind that standing ovation.
Getting “likes” and followers is a sign of a healthy social media campaign, but relying too much on those vanity metrics will set you up for a nasty surprise when your income statement comes around. The big picture—the one you need to focus on—is how you can incorporate Instagram into a cohesive digital marketing campaign.
The goal is always to get more leads and sales. While marketing your company on Instagram can increase brand awareness and drive traffic to your site, the chances of you making a direct high-dollar sale from it is slim to none.
That’s why it Instagram needs to be only a piece of a comprehensive digital marketing strategy. When the pieces fit together, they create a powerhouse of leads and consistent traffic to your site. What I recommend is talking with a social media specialist who can give you direction on the best way to use Instagram for your specific company. If you need help, contact us.
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
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