If you were to spend the rest of the day researching how to sign up your perfect customer from Instagram, I predict you’ll stumble across article upon article telling you to “understand what your customer wants”.
As advice goes, you can’t fault it on correctness. It’s absolutely correct. You do need to understand your customer.
You’ll know this instinctively yourself, even if you’ve never given it much thought. There will be times in your life where you’ve seen an ad, or social media post, or homepage. And it’s had a headline that’s stopped you in your tracks. A headline so good, so deliciously tempting, that it seems to be speaking to you directly.
Now that’s a company who understands what their customer wants.
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What Is Your Ideal Customer Really Looking For?
So, here we have this problem in our business. Because we know we need to figure out what our customer wants, but we don’t know exactly how to arrive at that point.
Testing And A “Smart” Tip To Try
A tip for you. Run some tests. Testing is underused when it comes to online marketing. We have all the data we need but seldom do we use it. And rather than sit in a darkened room for 3 hours until inspiration hits you about what to offer a customer, try out different ideas on social media and see which ideas resonate the most with your audience.
When it comes to testing your audience needs on Instagram, I have a trick up my sleeve. Well, not so much a trick as a free tool that I find incredibly useful for trying out different ideas on my audience, and I highly recommend it for your own Instagram account if you’re struggling to figure out what promotions, products and offers to put in front of your loyal followers.
It’s called Smart Bio, (it’s actually a free tool from Tailwind, which is the tool I use for all my Instagram and Pinterest post scheduling) and it’s essentially a link you can stick on your Instagram profile, that takes people to a page with multiple links plus linkable Instagram posts (yay!). It looks like this:
You can see from the image that it looks very similar to my Instagram feed, and that’s a real plus point, as it gives followers that seamless feel when moving from one link to another, always in keeping with your brand and always showcasing you as a high-quality business. I’ve mentioned before when talking about landing pages how important it is to stick to a consistent look and feel. So when using smart bio, make use of the customisation features and design it according to your brand guidelines.
The beauty of being able to quickly customise and swap different links means you can test out as many different ideas and offers as you like, and the tool will track your results, recording how many clicks you got, and what link was the most popular. It’s a clever little method to testing out plenty of ideas in a short space of time, without the cumbersome task of constantly replacing your link and updating your bio description directly in Instagram (it also means you a properly split testing, by trying out different ideas side-by-side to the same audience).
Swapping Out Products
I think this is also a helpful option for product-based businesses, to help you understand which products you’re selling are getting the best conversions from your Instagram audience. I’d definitely recommend listing 4-6 different products (as images) on your Smart Bio, and running it for at least a month. It’s going to give you a goldmine of data about what products you should be promoting heavily on Instagram to get the best results for your business.
You could also test the same link with different wording, to see which headline performs the best. This is useful if you have a free offer, such as a free webinar for example. Add two links to the same webinar sign up page, but list them with different headlines. It’s an easy and fast way of optimising your offers and discovering what sort of headlines are going to attract the right audience (top tip: if you plan on running ads to a webinar, this is a good way to test your ad headline for free first to see which headline is the likely winner).
Aim To wow
When it comes to adding a link on Instagram, the most important thing to remember is that first impressions count. Don’t spend all your efforts making you Instagram feel look beautiful only to send them to a drab or confusing web page. If you want to win a customer, aim to wow. Then, with a bit of obsessive focus on improving your conversion rates, you’ll soon have a great system ticking over for you that’s going to bring you leads and paying customers from Instagram.