We’re destined to live in a digital age, and it seems that Covid-19 has propelled us towards this even further. Businesses that once sat on the local high street are having to find new ways to sell their products and services, predominantly via a website.
Your website should be at the centre of all your marketing, and all your marketing efforts should lead back to it. Instagram is no different.
Whether you want more leads or more people to buy your product(s), here are my tips on how to direct your Instagram traffic towards your website.
Create an engaging bio
One of the first things anyone sees when they visit your Instagram profile is your bio. This is a section at the top of your profile that tells your audience about you and your business in just a few words. This is a great place to define your USP(s), i.e. what makes your business different. Where necessary, use emojis to show your business's personality.
There’s a separate section in your bio that’s specifically for your website URL. You should encourage your customers to visit your website, as this is where they’ll find more information about your products or services. If your bio interests your audience, they’ll be more likely to click through to your website and have a good look around.
Including your website link on your Instagram bio also helps with your SEO (Search Engine Optimisation), as Google et al will see it as a backlink.
Tell a story
People typically buy products and services because they solve a problem they may have, or because they make their lives easier. Whichever problem of theirs your product/service solves, it’s important to tell that story and really sell it.
Nobody buys a new car simply because it looks nice; they purchase it to fulfil a need – the need to comfortably commute to work every day, rather than journeying on an overcrowded train. A car offers a sense of freedom; you can go where you like when you like. A car is not just a tonne of metal, each purchase tells a story.
Use this story to educate your audience on what your product or service is and how it can benefit them. This can be shown via your main Instagram feed; link individual photos to tell a bigger story or include Instagram highlights to denote your product’s specific features and benefits.
Link, Link, Link
You should link back to your website on every Instagram post that features your product or service. You can’t embed a website link on your actual posts, but you can direct people to ‘check out the link in our bio’.
This is why an engaging profile and bio is so important. You need to send people from your post to your profile then across to your website.
Theme your profile
If you intend to direct people to your profile, you should ensure that it’s engaging and it looks ‘clean’. Use your brand colours to create an organised theme that’s appealing to the eye. People are more likely to spend time on your profile if they like what they see.
It’s all about professionalism. If you have a cluttered feed with no cohesion, it’s less likely that your audience, i.e. potential clients, will spend time on your feed, let alone click through to your website.
Once regular traffic begins to flow from your Instagram profile to your site, you should ensure that the latter looks as clean and professional as your social media feed. Your marketing efforts need to work together and fit the brand image you’re trying to create.
At Novus Marketing Solutions, we focus on helping your business grow. We work with you to create a visually stunning website and engaging social media content. If you’d like to know how we can help you stand out from the crowd, contact us on 07983 575934, or contact us here
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