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The Ultimate Guide to

Instagram

Marketing
Ross Simmonds
www.rosssimmonds.com
Every day, 55 million
photos are uploaded,
86.4 million comments are
posted, and 691.2 million
users like various photos in
their feeds on Instagram.
If your strategy includes
marketing to Generation Y
or Millenials, Instagram is
kind of a big deal.
?

Are you using it effectively
The Ultimate Guide to

Instagram Marketing

1
2
3

Getting Started:
Account Setup

Marketing Effectively
on Instagram
Taking Your Instagram
to the Next Level
1

Taking Your Instagram
to the Next Level

The first step in establishing your Instagram presence is creating
your brand or organization’s profile through three main tasks:

Adding a Profile Picture
Writing a Bio
Connecting a Website
DOING IT RIGHT:
STARBUCKS

Profile Picture

Connected Website

Brand Bio
ADDING A
PROFILE PICTURE
CONCEPT

STRATEGY

The profile picture should be iconic and
representative of your organization, such
as your logo.

Over time, people start to remember your
profile picture when scanning through their
newsfeed and you want them to remember
something that is used in other mediums.
WRITING
A BIO
CONCEPT

STRATEGY

You have under 200 characters to tell the world:
1. Why your Instagram page is worth following
2. What you offer as a service or product

Enhance your bio by encouraging users to
share content relevant to your brand using a
specific hashtag.
CONNECTING
A WEBSITE
CONCEPT

It’s important that you drive your users down the
path to purchase as much as possible and your
website should be an avenue in which that can
take place.

STRATEGY

Ensure that your URL directs users to a mobile
friendly site, as most traffic to Instagram happens
through a mobile device.
2

Marketing Effectively
on Instagram

Once you’ve created a profile, identify what types of posts your
target audience will be interested in. There are four main categories
of successful and viral posts:

Brand Centric Content
Reactive Storytelling
Behind the Scenes Content
Inspirational & Motivational Quotes
DOING IT RIGHT:
LAYS // LULULEMON
Images and visuals covered
with brand’s logo and color
pallete

Focusing around
the ideas and feeling
associated with the brand
BRAND CENTRIC
CONTENT
CONCEPT

Brands who use Instagram must understand the
importance of brand storytelling.

STRATEGY

Whether through photos of products or photos
of the results of their product, businesses using
Instagram effectively showcase what they have
to offer.
DOING IT RIGHT:
OREO
REACTIVE
STORYTELLING
CONCEPT

STRATEGY

Reactive storytelling leverages a human truth,
timely event or unique insight to generate
immediate feedback from their target audience.

Brands who use reactive storytelling tend to use
references that are either meme based or pop
culture based.
REACTIVE
STORYTELLING
TOP OF MIND
INTERESTING
STORY

BRAND RELEVANT

MARKETING
MESSAGE

REACTIVE
STORYTELLING
DOING IT RIGHT:
TELUS // LEGO
MEME BASED:
REACTIVE STORYTELLING
CONCEPT

Meme based reactive storytelling is when brands
leverage a popular meme and use it to communicate a brand relevant message.

STRATEGY

Generate buzz and ultimately spark conversation
about your brand.
DOING IT RIGHT:
BRISK
POP CULTURE BASED:
REACTIVE STORYTELLING
CONCEPT

Pop culture is a driving force for media and
consumers attention.

STRATEGY

Share content that references pop culture
and drive engagement.
DOING IT RIGHT:

STEAM WHISTLE BREWING // TECHCRUNCH

Showing the making
of their product

Showing the inner workings
of the organization
BEHIND THE SCENES
CONTENT
CONCEPT

STRATEGY

People are looking for transparency and an
inside look at how things are built or done
within your organization.

The internet has made secrets a thing of the
past. Brands are now looking at how they can
be more authentic, as its what consumers are
asking for.
DOING IT RIGHT:
LULULEMON // FORD
INSPIRATIONAL &
MOTIVATIONAL QUOTES
CONCEPT

STRATEGY

Sparking emotions in your customers or
target audience is the most effective way to
drive shares, likes, comments and any sort of
connection to your brand.

The key is to recognize what quotes will resonate with your audience and then deliver
them in a beautiful way.
3

Taking Your Instagram
to the Next Level

Now that your brand has developed a relationship with your audience,
users will be more inclined to like, comment and share your images.
But how can you take it to the next level?

User Generated Content
Use Hashtags
Have Call to Action on Images
DOING IT RIGHT:
FRANK & OAK
On Fridays, they often
run a contest called 
#NecktieFridays  where
they encourage guys
from all over the world to
upload photos in their
neckties for a chance to
win a Frank & Oak tie.
USER GENERATED
CONTESTS
CONCEPT

When users create content that is associated
with a brand, that content combines with
other stories to develop an overarching brand
story.

STRATEGY

Contests are user generated content directly
influenced by the brand, but done so in a
unique, compelling way.
DOING IT RIGHT:
STARBUCKS

4 interesting hashtags
63.9 thousand likes
in 4 hours.
USE HASHTAGS
ON INSTAGRAM
CONCEPT

STRATEGY

Hashtags present a great opportunity to
broaden the reach of your images.

Brands need to think about what hashtags are
relevant to the different images they share
and how they can leverage existing hashtag
trends.
DOING IT RIGHT:
BRISK // THE SCORE
HAVE A CALL TO ACTION
ON IMAGES
CONCEPT

Instead of making the call to action in the text
description that is associated with the image,
many brands are including the call to action
directly in the visual.

STRATEGY

Another approach for driving interaction is
giving users a this or that choice and then
asking them to “like” for this or “comment” for
that.
It’s important to identify and analyze your
overarching digital plan and
determine whether or not Instagram
is a good fit for your audience.
From there, it’s time to plan.
These tips and tricks will help you in
the planning stages, but constantly push
yourself to be innovative and
think different.
Aspire to create compelling
content and refuse to accept
the belief that what others
have done in the past must
be replicated.
Strive to create

your own path and

use Instagram to visually engage
and connect with your audience.
INTERESTED IN LEARNING MORE?
Look out for my e-book,
Stand Out: A Content Marketing Guide
With click-through rates on online ads
plummeting and the amount of
competition increasing, businesses are
looking for results. In a world where there
is more noise than ever before, it’s
important to create content worth
reading, creating and sharing.
ROSS SIMMONDS

www.rosssimmonds.com

@TheCoolestCool

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The Ultimate Guide to Instagram Marketing

  • 1. The Ultimate Guide to Instagram Marketing Ross Simmonds www.rosssimmonds.com
  • 2. Every day, 55 million photos are uploaded, 86.4 million comments are posted, and 691.2 million users like various photos in their feeds on Instagram.
  • 3. If your strategy includes marketing to Generation Y or Millenials, Instagram is kind of a big deal.
  • 4. ? Are you using it effectively
  • 5. The Ultimate Guide to Instagram Marketing 1 2 3 Getting Started: Account Setup Marketing Effectively on Instagram Taking Your Instagram to the Next Level
  • 6. 1 Taking Your Instagram to the Next Level The first step in establishing your Instagram presence is creating your brand or organization’s profile through three main tasks: Adding a Profile Picture Writing a Bio Connecting a Website
  • 7. DOING IT RIGHT: STARBUCKS Profile Picture Connected Website Brand Bio
  • 8. ADDING A PROFILE PICTURE CONCEPT STRATEGY The profile picture should be iconic and representative of your organization, such as your logo. Over time, people start to remember your profile picture when scanning through their newsfeed and you want them to remember something that is used in other mediums.
  • 9. WRITING A BIO CONCEPT STRATEGY You have under 200 characters to tell the world: 1. Why your Instagram page is worth following 2. What you offer as a service or product Enhance your bio by encouraging users to share content relevant to your brand using a specific hashtag.
  • 10. CONNECTING A WEBSITE CONCEPT It’s important that you drive your users down the path to purchase as much as possible and your website should be an avenue in which that can take place. STRATEGY Ensure that your URL directs users to a mobile friendly site, as most traffic to Instagram happens through a mobile device.
  • 11. 2 Marketing Effectively on Instagram Once you’ve created a profile, identify what types of posts your target audience will be interested in. There are four main categories of successful and viral posts: Brand Centric Content Reactive Storytelling Behind the Scenes Content Inspirational & Motivational Quotes
  • 12. DOING IT RIGHT: LAYS // LULULEMON Images and visuals covered with brand’s logo and color pallete Focusing around the ideas and feeling associated with the brand
  • 13. BRAND CENTRIC CONTENT CONCEPT Brands who use Instagram must understand the importance of brand storytelling. STRATEGY Whether through photos of products or photos of the results of their product, businesses using Instagram effectively showcase what they have to offer.
  • 15. REACTIVE STORYTELLING CONCEPT STRATEGY Reactive storytelling leverages a human truth, timely event or unique insight to generate immediate feedback from their target audience. Brands who use reactive storytelling tend to use references that are either meme based or pop culture based.
  • 16. REACTIVE STORYTELLING TOP OF MIND INTERESTING STORY BRAND RELEVANT MARKETING MESSAGE REACTIVE STORYTELLING
  • 18. MEME BASED: REACTIVE STORYTELLING CONCEPT Meme based reactive storytelling is when brands leverage a popular meme and use it to communicate a brand relevant message. STRATEGY Generate buzz and ultimately spark conversation about your brand.
  • 20. POP CULTURE BASED: REACTIVE STORYTELLING CONCEPT Pop culture is a driving force for media and consumers attention. STRATEGY Share content that references pop culture and drive engagement.
  • 21. DOING IT RIGHT: STEAM WHISTLE BREWING // TECHCRUNCH Showing the making of their product Showing the inner workings of the organization
  • 22. BEHIND THE SCENES CONTENT CONCEPT STRATEGY People are looking for transparency and an inside look at how things are built or done within your organization. The internet has made secrets a thing of the past. Brands are now looking at how they can be more authentic, as its what consumers are asking for.
  • 24. INSPIRATIONAL & MOTIVATIONAL QUOTES CONCEPT STRATEGY Sparking emotions in your customers or target audience is the most effective way to drive shares, likes, comments and any sort of connection to your brand. The key is to recognize what quotes will resonate with your audience and then deliver them in a beautiful way.
  • 25. 3 Taking Your Instagram to the Next Level Now that your brand has developed a relationship with your audience, users will be more inclined to like, comment and share your images. But how can you take it to the next level? User Generated Content Use Hashtags Have Call to Action on Images
  • 26. DOING IT RIGHT: FRANK & OAK On Fridays, they often run a contest called  #NecktieFridays  where they encourage guys from all over the world to upload photos in their neckties for a chance to win a Frank & Oak tie.
  • 27. USER GENERATED CONTESTS CONCEPT When users create content that is associated with a brand, that content combines with other stories to develop an overarching brand story. STRATEGY Contests are user generated content directly influenced by the brand, but done so in a unique, compelling way.
  • 28. DOING IT RIGHT: STARBUCKS 4 interesting hashtags 63.9 thousand likes in 4 hours.
  • 29. USE HASHTAGS ON INSTAGRAM CONCEPT STRATEGY Hashtags present a great opportunity to broaden the reach of your images. Brands need to think about what hashtags are relevant to the different images they share and how they can leverage existing hashtag trends.
  • 30. DOING IT RIGHT: BRISK // THE SCORE
  • 31. HAVE A CALL TO ACTION ON IMAGES CONCEPT Instead of making the call to action in the text description that is associated with the image, many brands are including the call to action directly in the visual. STRATEGY Another approach for driving interaction is giving users a this or that choice and then asking them to “like” for this or “comment” for that.
  • 32. It’s important to identify and analyze your overarching digital plan and determine whether or not Instagram is a good fit for your audience. From there, it’s time to plan.
  • 33. These tips and tricks will help you in the planning stages, but constantly push yourself to be innovative and think different.
  • 34. Aspire to create compelling content and refuse to accept the belief that what others have done in the past must be replicated.
  • 35. Strive to create your own path and use Instagram to visually engage and connect with your audience.
  • 36. INTERESTED IN LEARNING MORE? Look out for my e-book, Stand Out: A Content Marketing Guide With click-through rates on online ads plummeting and the amount of competition increasing, businesses are looking for results. In a world where there is more noise than ever before, it’s important to create content worth reading, creating and sharing.