This webinar discusses Instagram marketing strategies for small businesses. It covers setting up advertising on Instagram, including the different ad formats and how to target audiences. The webinar also explains how to connect a business's Instagram account to its Facebook Business Manager account in order to set up a product catalog and enable shoppable posts on Instagram. Key steps include creating a Facebook Business page, business manager account, and product catalog before tagging products in Instagram posts and stories.

1. Instagram Marketing Strategies for Small
Businesses Part-3
Webinar
2nd JANUARY 2019, 10 AM CST
Hashtag #Instagrammarketing

2. About Us
Founded in
2015
• Data Driven Approach
• Comprehensive Customer View
• Accountable Customer
Engagement Model

3. A2A Customer Engagement Model
Awareness Engagement Acquisition Loyalty Advocacy
Discover &
Reach TG
Connect &
Converse
Enable
purchase
decision
Personalize &
delight
customers
Enable
customers to get
you business

4. 1. Why do you need Instagram marketing?
2. Setting up your Instagram account
3. Making good use of your Bio
4. Finding your Target Audience
5. Creating a strategy for Instagram
a. Content strategy
b. Nature of posts, style guide and hashtag use
c. Knowing your competition
d. Listening and Adapting
In Part- 1, we covered:

5. In Part 2, we covered
1. Instagram stories
2. Cross-promotion of content
3. Regramming
4. UGC and contests
5. Comarketing (shoutouts and takeover)
6. Instagram direct
7. Influencer Marketing

6. Agenda
Advertising on Instagram

7. Over 1/3rd of the
Instagram users have
used the app to
purchase online.
“ “

8. Why should you advertise on Instagram?
❖ Instagram’s Ad Platform Has Access To The Most Advanced Social Media Advertising
Targeting Options Available
❖ You can create custom audiences based around Instagram post engagement, customer
email lists, Instagram video views and more.
❖ You can see everything from link clicks, to leads to conversions, and you can see the cost
per result on any campaign you run.
❖ You can break down the results you receive to see who or where they came from (i.e.
which gender, which age range, which region, which device etc.)

9. 75% of the Instagram Users
have taken an action like
visiting a website after
looking at an Instagram
advertising Post.
“ “

10. Types of Ads
Instagram has six ad formats to choose from. Two of those are for Instagram
stories, which appear at the top of the feed in a manner similar to Snapchat. The
other four are formats designed for the Instagram feed.

11. Photo Ads
Allow businesses to showcase their products through compelling images.
•
!
Supported
Call-to-Action Buttons
•Apply Now
•Book Now
•Call Now
•Contact Us
•Get Directions
•Learn More
•Get Showtimes
•Download
Supported Objectives
● Reach
● Traffic
● Conversions
● App Installs
● Lead Generation
● Brand Awareness
● Post Engagement
● Product Catalog
Sales/ Store Visits
Tech
Requirements
Image Ratio: 4:5 to
16:9
Text length: 2,200
maximum (recommended
below 90 for optimal
delivery)
Hashtag Number: 30

12. Photo Ads

13. Video Ads
You have 60 seconds of video time for showcasing your products through video ads.
!
Supported
Call-to-Action Buttons
● Apply Now
● Book Now
● Call Now
● Contact Us
● Download
Supported Objectives
● Reach
● Traffic
● Conversions
● Lead Generation
● Brand Awareness
● Post Engagement
● Store Visits
Tech
Requirements
Image Ratio: 4:5 to
16:9
Max. File size: 4GB
Text length: 125
characters
Hashtag Number: 30

14. Keep your videos shorter and make an impact within the first few seconds

15. Carousel Ads
Allows you to show a series of scrollable images
•
!
Supported
Call-to-Action Buttons
● Apply Now
● Book Now
● Contact Us
● Call Now
● Download
Supported Objectives
● Reach
● Traffic
● Conversions
● Brand Awareness
● Lead Generation
● Product Catalog Sales
Tech
Requirements
Image Ratio: 4:5 to
16:9
Max. File size: 30 MB
Text length: 2,200
maximum
Hashtag Number: 30

16. You can share up to 10 photos or videos as a single carousel post.

17. Stories Ads
Advertisers can take advantage of all the features of Instagram Stories such as
adding face filters, video effects, and text to create fun and creative stories.
● You can have single image stories or video stories.
● Call to action takes form of a swipe-up feature to take audiences directly to
your website from your Stories ad.
Technical Requirements
Image stories:
Image Ratio: 9:16 recommended
Minimum Image Width: 600 pixels
Video Stories
Maximum file size: 4GB
Video Ratio: 9:16 maximum
Video Duration: 15 seconds maximum
Video Captions: not available

18. Stories Ads
•!
Supported
Call-to-Action Buttons
● Apply Now
● Book Now
● Contact Us
● Download
Supported
Objectives
● Reach
● Traffic
● Conversions
● App Installs
● Lead Generation

19. Stories Ads

20. Canvas Ads
Full Screen Ads - Completely Immersive - For Easy viewing on Mobile Platform
•
!
Supported
Call-to-Action Buttons
● Apply Now
● Book Now
● Contact Us
Supported Objectives
● Reach
● Brand Awareness
● Traffic
● Conversions
● Lead Generation
● Post Engagement
● Video Views
● Store Visits
Tech
requirements
● Minimum Image
Width: 400 pixels
● Minimum Image
Height: 150 pixels

21. How to Advertise on Instagram?

22. How to Advertise on Instagram?
Method 1:
Facebook Business page → Click Settings → Instagram ad accounts → Enter the details → Confirm
Now, the next time you create an ad on ads manager, your instagram account will be automatically available.
!

23. How to Advertise on Instagram?
Method 2:
If you have been using Facebook’s
Ads manager, begin by creating an
ad. When you get to the Ad level, you
will be prompted to add your
businesses Instagram account.
Click on Ad an account → enter
details for your Instagram
account →confirm→ continue
creating the ad just as you
would for facebook.

24. Facebook Business Manager
Step- 1 Create a Facebook Business page
Step 2 :Set Up Facebook Business Manager
1. Go to business.facebook.com and create an account on Facebook Business manager
2. Add your Facebook Business pages to your Business manager account/ or Create Business pages
3. Add You Faceb0ok Ad accounts if you already have ad accounts/create ad accounts
4. Add people and assign members
Step- 3 To add your Instagram account
To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and
click Save Changes.
Click Business Settings
Instagram Accounts
click on 'Add
Enter your username
and password
Click Confirm

25. Click Business Settings
Instagram Accounts
click on 'Add

26. Adding your Instagram account to Facebook
Business Manager

27. Setting up your Ad
➢ Brand awareness is targeted to users who
are more likely to recall your ad or brand.
➢ Reach allows you to reach a larger audience
➢ Traffic (for clicks to your website or to the app
store for your app)
➢ App installs
➢ Engagement ( engagement in ad posts)
➢ Video views
➢ Conversions (for conversions on your
website or app)
Campaign Objectives

28. Campaign Objectives

29. How To Find The Right Influencer ?Name your campaign
Once you’ve selected your objective, you’ll be
prompted to name your campaign. The
default name will just be the objective you’ve
selected but you would want to give it a
detailed name to help you keep track of your
campaigns.

30. Identify your Audience
● Locations
● Age
● Gender
● Languages
● Detailed targeting: Include or exclude
people from an audience based on
demographics, interests and/or behaviours.
● Connections: Include or exclude people
from your audience based on connections
to your Pages, apps or events.
!

31. Target Audience

32. Custom Audience and Lookalike Audience
Custom Audience are created either from your
own resources such as customer files, or from
information generated on Facebook's products like
Facebook pixel, the Facebook SDK and
engagement on Facebook.
A Lookalike Audience is a target audience that
you derive from a "source” for instance your
custom audience. Using this option helps you to
find other people on Facebook who are similar to
the chosen source.
!

33. Target Audience

34. Identify your Audience
The Audience size gauge chart in the right-hand
column lets you know if you target audience is
too wide or too narrow. You must keep a eye on
this meter as it determines the effectiveness of
your ads.
Once you have defined your audience, click on
Save Audience to secure this audience profile for
future ads.

35. Ad Placement
In the Placements section, you can decide
where your ads will appear on Facebook and
Instagram.
Automatic Placements: your ads will be
shown to your audience wherever they’re
likely to perform best.
However, if you want to limit your ads to
Instagram Stories, Instagram Feed, you may
select the appropriate settings in this section.

36. Choose your Budget and Schedule
You can decide how much you want to spend on your
promotion, and how long would you like to run your ad.
● Daily Budget sets an upper limit to your daily spend
● Lifetime Budget sets the maximum amount you are
willing to spend over the lifetime of your ad.You can
choose to run ads continuously, or only at certain
times of day.
● You can also select Average cost-per-click (CPC)
which varies depending on your audience
demographics and when you choose to run your ads.

37. Create your Ad
The Ads Manager prompts you about image size requirements as you select your
images or videos.
!

38. Key Steps
● Add a headline and description.
● Remain within the designated character limit.
● Choose a call-to-action button, and the
destination URL to lead people to your website
or landing page.
● Click on advanced settings to track conversions
through a Facebook pixel on your website, or an
app event.
● Check the preview before you publish the ad.

39. Advertising within the App
Boosting your Post
You can do this by clicking the Promote button beneath
the post you’d like to boost.
● You will be prompted to log in to your Facebook account
for authentication.
● Select a goal and choose a call-to-action button
● Choose a default audience or create a target audience on
basis of interests, location, and demographics.
● Choose your budget and ad duration.
You can monitor the results of these in-app promotions
in your Facebook Ads Manager.

40. Shoppable Tags
In June 2018, the platform introduced
shoppable Instagram Stories to a few select
brands.
You can only sell physical items that comply
with Facebook’s merchant agreement and
commerce policy.
Only business accounts can sell products
through Instagram.
Shorten the
buyer’s journey
convert your
handle into
an online
shop.
Sales and Leads
Are Trackable
Through
Instagram Ads So
You Can See Clear
ROI

41. Prepping your Account for Shoppable Tags

42. Setting up a Product Catalog On Facebook
Step 1
Make sure you’re using the right template on your Facebook Page.
Click Settings → Edit Page → Template → Shopping Template →
Apply Template.
Once you’ve applied the Shopping template, a “Shop” tab will
automatically appear on your main Page.
Step 2
Before you start adding products, you’ll need to set up a payment
process.
● Indicate where your customers should check out
● Indicate which currency they should pay in
Step 3
● You can start adding products to it .
● You can edit or remove any product at any time..
Available in U.S. only

43. Setting up a Shop Section

44. Setting up a Product Catalog On Facebook

45. Adding a Product to your Shop
Whenever you need to add a product
● Click “Add Product” in the Shop.
● Add images (or even a video if you want),
● Describe the product,
● Put a price,
● Insert a link to a page where people can checkout.
● if you’re running a sale: simply click the little slider here and
put the new price. (You can come back and edit the product
once the sale is over)
When you add the new product to the shop, it should automatically
appear on your Facebook Business Manager as well. Business
Manager → Assets → Catalog. (The items don’t appear in your shop
immediately, as they need to undergo an approval process first.)

46. How to Set up Shoppable Instagram posts using Business Manager?
D
You can add products
manually, use a data feed,
use a merchant platform, or
use the Facebook pixel.
20XX
Choose the type of catalog
you want options are e-
commerce, travel, real
estate, and auto and click
“Next.
C
B
Head to Catalog
Manager and click
“Create Catalog.
A
Create A Business
Manager Account
20XX
Connect your Shop to
your Business’
Instagram Account and
wait for approval
E

47. Creating an Account on Business Manager
To create a catalog on the Facebook Business manager, you need to have a Business manager account that
is linked to your Facebook business page and Instagram Business account. Follow the ssteps in the section
above to set up your business manager account.
In your Business Manager and navigate to Business manager settings follow these steps:
● Go to Catalog Manager
● Click Create Catalog
● Select the catalogue type and click Next. You can create catalogues for: E-commerce, Travel
(including hotels, flights and destinations), Property and Automotive.
● Select the ad account for the catalogue and enter a name for your catalogue.
● Click Create.
Note: If you need to support multiple languages, create a separate catalogue for each language

48. Creating a Product Catalog

49. Manually Adding Items
● Less than 50 items
● click “Add Products-> ADD MANUALLY
● For each item, you’ll need to input a name (upto 26 characters)
● Add a price. (default currency is US dollars, you can change it)
● If you want to run dynamic ads, you’ll also need to add a Content ID.
● Save each product by clicking “Add Product”

50. Adding with a Data Feed
● Use a supported file format(CSV, TSV, and XML) to create a data
feed file with all the necessary information. After you save the file. ,
head to Catalog Manager, choose the catalog you want, and click
“Data Sources.” Choose “Add Data Source,” then “Use Data Feeds,”
and click “Next.”
● You’ll also need to decide if you want to upload once or set a
schedule.
● Finish by giving your data feed a name and choosing a default
currency.
● Adding items using a data feed gives you the chance to promote
your inventory through retargeting, such as with dynamic ads.
If you already have
inventory on a merchant
platform, it will be faster
to upload your inventory
from there. This is
possible with Shopify,
BigCommerce, Magento,
Google, and
WooCommerce.

51. Adding with a Data Feed

52. Connecting your Shop to your Business’ Instagram Account
The next step is to connect your product catalog to your Instagram account. Head
back to the Shopping section in your Instagram settings and tap on Products. Here,
you’ll be able to select a product catalog to connect to your business profile. Once
you’re finished, tap Done.
After you have completed setting up your product catalog in Facebook business
manager, it may take Instagram a few hours to a few days to review your account
before activating shoppable posts feature. You will receive a notification letting you
know you’re ready to start selling on Instagram.
You must create at least nine shoppable posts to activate the “Shop” tab on your
Instagram profile! This will group all your shoppable posts under one tab.

53. How to Add Shoppable Tags to Instagram Posts?
● Go on to posting an image
● Write your Instagram caption,
● Add geolocation
● Click Tag Products- you’ll be forwarded to a photo, in which
you can tap on a specific product and tag it from a catalog
selection you’ve preset before.
● Begin typing in the item name that you’d like to tag, select
the option you want.
● A price tag appear exactly where you tapped on the photo.
● You can reposition it by dragging it around the photo.
● Preview the post by clicking “Preview Tagged Products”
.
● If everything looks great, Hit Publish.

54. How to Add Tags to Stories
Businesses that are approved and setup to use Instagram
shopping can add one product sticker (with customizable
text color) to any story. When a customer taps on the
product sticker, they’ll be taken to the same product details
page they would see if they tapped on a shopping post in
their stories.
Step 1: Add your Story (video or picture).
Step 2: Tap the sticker icon in the upper-left corner and
select the product option.
Step 3: Add your item (only one per Story). As with a post,
you can find any item in your product catalog by typing its
name. You can also change the color of the sticker at this
step.

55. Quick Tips
● You don’t need to create new posts to make them shoppable. You can go back
and click “Edit” your older posts and tag the product
● You can tag up to five items per image, or up to 20 if you are sharing a
carousel post.
● Tagged products in your posts and Stories will be identified with a shopping
bag icon. Users can tap the icon to view the full product details.
● You can’t tag other accounts AND your own products at the same time, in the
same post.
● You can’t promote or boost shoppable Instagram posts.
.

56. Analyze and Optimize
You can view the performance of your
Instagram ads in Facebook Ads Manager to
see which of your ads are performing best
and which ones are flopping—and why.
Tracking performance and making the
necessary adjustments is the most important
part of any ads strategy.
!

57. Connect With US
• Try our 4Q Platform
• Contact us for a demo
marketing@mkonnekt.com
Connect with us in case of any queries.
Ph: 619-566-6358 (619 -KONNEKT)
Email: marketing@mkonnekt.com
www.mkonnekt.com
Thanks For Your
Time