5 Ways to Use Instagram in eCommerce Conversion Funnel

Advertising and selling products on social media are the fastest way to increase your clientele and boost your business. Instagram is one such social media platform that is especially known as a site where you can share aesthetic pictures and videos of your products to attract a wide audience. 

The primary objective of any eCommerce business is to convert the audience into actual sales. The most popular way to visualise this objective and the strategies used to achieve it is a conversion funnel. 

Essentially, a conversion funnel is a diagram or chart of the flow of your audience becoming customers. The way in which it is done is by adding steps in between that tell you how to encourage more people to buy your products.

It also acts as a guide to make your audience engage with your brand in a way that gradually increases interest. What this means is that once you have targeted a certain audience, you could, for example, create ad campaigns to draw their attention further. 

By adding a call-to-action link on these ads, more people will be encouraged to visit your website. Eventually, this leads to an increase in clientele. To attract more Instagram followers and future buyers, you must follow your conversion funnel strategy. 

In this article, we will discuss 5 ways in which you can use Instagram in eCommerce conversion funnels.

1. Audience Analysis

The main focus of any brand is to entice its customers into buying its products. With an Instagram account, you can not only build an audience very quickly, but you can also analyse that audience.

To gain engagement on Instagram, you need to be able to target the right audience for your products. Using the Instagram Insights tool, you can analyse the demographics of your audience and create content that attracts their attention.

By analysing your audience, you can also figure out which audience is on what part of the conversion funnel. Then you can apply your strategies accordingly. For example, if one group has just followed you and another group has already engaged with your posts to some extent, your next step will be different for both.

You need to apply strategies to encourage the first group to engage with your content, and for the second group, you need to encourage them to purchase your products. The strategies used for either group must be different so as to get the desired result.

2. Creating Different Content for Different Audiences

Dividing your audience based on which step of the way they are can help you to maximise the engagement you receive. By customising content based on what the viewers are most likely to interact with, you can increase the chances of likes, shares, and comments on your post.

Say you have just gotten a new follower. If you target ad campaigns towards them, they may get uninterested and eventually unfollow you. It is important that you gradually build their interest in your brand and products. 

On the other hand, your customers will be more interested in looking at your latest products, and it would do you well to advertise products to them. Since they have already bought your products previously, they are aware of the process and trust your brand.

So promoting products with customers does you more good than directly advertising the same products to new followers. You need to work your way up to potential customers. You can start with sharing information, and gradually move to convert followers to customers, and then to regular customers.

This is why it is important that you customise your content based on the target audience.

3. Educate your Viewers

Delving into topics related to your industry and sharing information on Instagram pertaining to such topics not only shows that you are up-to-date with the latest trends but also increases your audience’s trust in you.

This is a part of the first few levels of engaging an audience and is later followed by directly relating trends to your products. For example, if you have a fashion brand, you may share information on the latest outfits to attract users to your page.

If they find your content interesting and helpful, they will follow you, see your products, and then make a purchase.

4. Targeted Ads

To convert followers who have engaged in your posts into customers, you need to create ad campaigns. Advertising an ongoing sale on products that they have shown interest in can increase the chances of them purchasing the products.

Instagram has a feature that allows you to promote your products in the form of paid ads. You can select your audience demographic, the daily budget of your campaign, and also the days during which you would like them to run. 

This increases the likelihood that your followers will see the ads and make a purchase.

5. Keep Customers Engaged and Interested

Apart from converting usual Instagram users to followers and customers, it is also important to make sure that you have regular customers. This means that you will have to keep your current customers interested in your products so that they come back for more.

To be able to achieve this, you must be consistent on your account and keep providing incentives for customers to return. If anyone has feedback for you, make sure you listen to them and work on the criticisms they may give.

It is never a bad idea to encourage your customers to advertise the products they bought from you on their own Instagram accounts. By tagging your page on their post or story, your brand will be introduced to a new audience and you can start the cycle all over again.

Interacting with your followers and customers directly provides your brand with a persona that makes it easier for people to trust. This is how you can convert followers into regular customers from Instagram using conversion funnel strategies. Apply these tips and get maximum engagement!

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