FIVE THINGS

Write five things that someone from each of the below categories might say or think.

A single woman in her early twenties renting an apartment in Melbourne and making more than $100,000 a year as a stylist.• • • • • _______________________________

A married father of four in Ballarat that is a stay-at-home parent and has a total family income of less than $60,000 per year.• • • • • _______________________________

A couple in their thirties with no children, living in Sydney, both working full time and enjoy collecting teaspoons.• • • • • _______________________________

YOUR TARGET AUDIENCE/CUSTOMER

A geographic target market can be consumers in a city, state, or country. A demographic or socioeconomic target market would focus on a specific gender, age group, income level, or education level. A psychographic target market would be a market that has similar attitudes, values, or lifestyle.

Why should they follow you?

What do they want?

What are their interests?

How can you help?

Where do they feel welcome?

What’s three things they might do in their typical day?• • •

Where do they get their news and information from?

INFLUENTIAL ACCOUNTS FOR YOUR TARGET AUDIENCE

Take your time exploring Instagram pages that are related to your business and whose followers align with your target audience. You can simply go to the Explore tab and search by keyword to find potential candidates.

Once you’ve found an interesting account, look at the suggested accounts that appear next to the account’s Follow button.

Your chosen influential accounts:• • • • •

What do you want from this accounts?i.e. shout-out? Competition? Promo? Ongoing partnership?Note: Not one person has ever contacted @Melbournetodo with an interesting competition concept. They usually just want to do a ‘give-away’.

Can you give them anything in return?

What message would you write to your influencer? Be short and sharp.

By harnessing influencers, we have grown Instagram accounts by over 300% in one month. Typically, with content alone, accounts will grow at 15-30% per month.

SEARCHING ON INSTAGRAM

You can test it right now, type something into Instagram, for example, ‘Melbourne cocktail bar’ and you’ll see a range of results appear. The factors that contribute to this are as follows:

The handle of your account, eg., @MelbournetodoThe name of your account, eg., Food/events/drinks/restaurants

Any combination of the above terms will make your account more likely to be displayed to people searching for those terms.

For example, account @MelbourneToDo will appear under the following search terms:

Melbourne foodMelbourne drinksMelbourne eventsMelbourne restaurants

What search terms on Instagram would you like to be visible on?

i.e. ‘Solar Panels’, ‘Melbourne Restaurant’, ‘Performance Art’, ‘Gutter Restorations’, ‘PR Melbourne’, ‘Hotel Melbourne’

• • • • • •

Considering the above, you can now configure your account for maximum visibility.

GEOTAGGING FOR YOUR BUSINESS

Geo tags are a location-based reference to an Instagram image. If an image has been assigned a geo-tag you’ll see it at the top left of the image. By tagging your image with a location, you’re effectively adding your image into another pool of data, which increases the organic reach of your image.

There is no excuse not to geo tag your image, even if it’s as broad as the country you are posting it from. It’s recommended to use a range of different geo tags to allow your images to be found by more groups of people.

For example, if you’re running a restaurant in Fremantle in Perth, you could alternate between these three geo-tags:

Frankie’s (Restaurant name) Fremantle (Suburb name)Perth (City Name)

What geo-tags on Instagram would you like to be visible on?

• • •

NAME - 30 CHARACTERSUSERNAME - DON’T CHANGEWEBSITE/LINK

BIO - 150 CHARACTERS

NOT VISIBLE TO THE PUBLIC

NAME

BIO

LINK

30 CHARACTERS

150 CHARACTERS

CURRENTLY PROMOTING

WRITING THE PERFECT BIO

Can you also convince users to click on your webiste?

NAME

BIO

LINK

YOUR CONTENT

Now that we know a little more about your audience let’s write down some content categories that they might be interested in:

• • • • • • •

CAPTURING USER GENERATED CONTENT

How can you engage your audience to create content for you?i.e. photo competition, free tickets, giveaway, brand love, gentle reminders, bio, specific hashtag.

• • •

CURATING CONTENT

Have a look around Instagram on your phone and find 5 images that you could ‘borrow’.

When we republish this images, it’s very important to credit the original accounts that they came from. Just jot down the profile names and a few works that will trigger your memory later on.

• • • • •

INSTAGRAM OFFERS

What is it that will excite your database? A sale? Discount? Special access? What additional value can you create for them?

How will we measure this?

HASHTAGS

Hashtags are a useful way help categorise information to help others discover your content. For example, if I upload a photo of myself and a pug then I may add the hashtags #pug #cute #happy #dog. Anyone who’s browsing the hashtag pug, cute or happy wouldn’t be surprised to see my image. However, as hashtags do bring a lot of additional visibility to your account (you’re allowed up to 30) therefore, you may be tempted to also add #fitness #australia #insta

The problem with this is now that it’s not relevant to your image and appears to be spam. Uploading your content to hashtags that aren’t relevant won’t improve your engagement. It’s like me applying for hundreds of jobs as a surgeon, I can keep on going but it’s not going to work out.

Now that we know a little more about your audience let’s write down some hashtags that they might be interested in. You can use a mix of high traffic generic hashtags and some smaller and more specific location based hashtags, i.e #melbournedogs

### ## # #####

You can use your smart-phone to check the traffic numbers to these hashtags. Hashtags that generate far too much traffic can be hard to gain traction and hashtags with very low traffic deliver poor results. Make sure that your content is relevant to these hashtags.

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IMAGE DIMENSIONS