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How To Increase Sales With The Instagram Close Friends Feature
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“The only way to win at content marketing is for the reader to say ‘this was specifically written for me’”
-I don’t know who said this
“Target Market/Audience” is a phrase that gets thrown around way too much these days, it’s a catchy phrase with a good meaning don’t get me wrong but erhh it has affected the way most people think about and approach marketing.
Majority of new business owners and marketers believe in the target market philosophy and this has led to an increase in business people and marketers who see everyone as the same because they are part of their “target market”
Guess what? This is wrong because not everyone is your customer and not everyone in your target market will buy from you if you keep approaching the problem from this angle.
Now what do I mean? I simply mean segmentation is key in converting your target market to buyers as we must make our marketing more people/behavior based and not niche based.
What is segmentation? Segmentation is used to filter and create subgroups of your target market/audience as different people in your audience are at different points in their journey therefore segmentation helps you deliver content that takes a certain group to the next stage.
In This Article We Will Discover:
📚 The Three Types Of People In Your Audience
📚 Steps To Profitable Segmentation
📚 Selling With The Close Friends List On Instagram
The Three Types Of People In Your Audience
You can decide to define the types of people in your audience in so many ways but I have come to a personal conclusion that there are three main types based on where they are in their journey and how they engage with content (feel free to add to this or correct me if you see things differently), the three main types are:
💰Believers
💰 Almost Buyers (help come up with a better name for this group please, I ran out of ideas)
💰 Buyers
Understanding The Believers
The believers are the people who have identified the problem, but they are not really ready to solve this problem so these people are not actively looking for a solution, these are the people who will comment and like your posts but won’t take any other action to qualify themselves as Almost-Buyers.
The Almost Buyers
These people don’t really engage with your posts anymore, they did that in the believer stage, and they now think your product or service can help them solve the problem they face, these people ask a lot of questions and will qualify themselves as people who need help from you multiple times.
The Buyers
In 2016 (or so) I heard Anik Singal say “a buyer is a buyer is a buyer” (kinda not really sure who said it but I think it’s Anik) and this can be likened to the Ben Franklin Effect which states that someone who has once done you a favor is more likely to do you another.
People keep thinking more new customers = growth but it seems a few people who buy consistently = growth (plus the cost of acquisition is almost zero), these are the people who require the most attention but get none from business owners who focus on the “Almost-Buyers”.
Quick Question: Customers or Almost-Buyers, which group should get the most attention?
The ✌ Steps To Profitable Segmentation
1⃣ Qualify 2⃣ Segment
Qualification is the first process in separating the Almost-Buyers from the Believers, you don’t need to qualify customers as they are in a different category already.
Understanding The Instagram Close Friends Feature As A Segmentation Tool 📳
The “Close Friends” feature has been on the platform for over two years but it’s something 90% of business owners have paid no attention to and the 9% who have paid attention just use it for sending personal stuff to friends and family, so only 1% of marketers and business owners are taking advantage of this sweeeeeet feature. (Note: all figures may be slightly exaggerated for context as there are no real statistics to back this statement)
This feature allows you to add specific people to a close friends list and gives you the chance to publish stories that will only be shown to this “Close-Friends List”, stories published to your close friends list will not be displayed to other followers.
Another pro is that stories published to this group appear as a green coloured ring around your profile picture instead of the normal multicoloured ring, this means your stories will stand out to your list thereby increasing story views (maybe).
How To Use The Close Friends List Profitably
📝 Set Goals
What do you want to achieve with this list? Do you want it to be for sales messages like offers for buyers? Creating this type of list will help you increase sales.
Or do you want to use it to convince the almost-buyers and get them to buy by answering their questions through FAQs and content that helps them make the decision?
Or do you want to turn believers to almost buyers?
Set a goal and decide who goes in this list.
📝 Qualify
Story polls and quizzes are a great way to qualify the different people in your audience, asking a question like:
“Do you want to get rid of [problem] this month”
And adding a poll with yes or no can help you segment believers (story viewers) from almost buyers (people who engage with the poll), the story assessment strategy (see in my profile if you missed it) is also a good qualification process (more effort is required though).
You can also use polls to qualify people who are more interested in some services you offer.
📝 Deliver
This is the last and most important stage as this strategy won’t work if you are showing believer level content to your list of Almost-Buyers.
Top Tip: Using your close friends list for only buyers and sending sales messages like discounts is one sure way to increase sales and maintain your relationship with already existing customers, remember a buyer is a buyer is a buyer (you know what I mean winks)
🧠 Summary
So today we discussed why you should segment your audience into groups, the three common types of people in your audience (Believers, Almost-Buyers, Customers), the two steps to profitable segmentation (qualify and then segment), and how to use the Instagram Close Friends feature as a segmentation and sales tool.
Any questions or tips to make this strategy even better? Feel free to share ideas and make corrections where possible.
wink
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October 25, 2020 at 10:49PM