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Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures

Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures


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About the Book

CREATE A PICTURE-PERFECT Instagram MARKETING STRATEGY If you're not using Instagram to your advantage, you have to start now. Instagram is the hottest social media site today: Two years after its launch, the number of itsdaily mobile users surpassed that of Twitter. Then Facebook purchased it for a billion dollars--and it took the world by storm. Instagram Power provides everything you need to grab customers on the world's most popular photo-sharing site. This guide covers it all--from setting up an accountto promoting a brand to integrating the photo-sharing app into an existing marketing strategy. Learn how to: CREATE THE MOST EFFECTIVE IMAGE FOR YOUR NEEDS IDENTIFY PROSPECTIVE CUSTOMERS WITH HASHTAGS DEVELOP A MARKETING PLAN TAILORED FOR THE SITE LAUNCH A NEW PRODUCT CREATE A MINI SOCIAL NETWORK OF CUSTOMERS ON INSTAGRAM TRACK AND MEASURE YOUR EFFORTS

Table of Contents:
Acknowledgments xiii Introduction xv Part 1 The Mobile Migration Chapter 1. The Mobile Native 3 The App Revolution 5 Your Tribe Is Sharing Photos 6 What Can You Do with Instagram? 7 Up Close with Liberty Jane Clothing 9 The Instagram Advantage 11 Chapter 2. Get Clicking on Instagram 13 Signing Up for an Instagram Account 13 A Marketer's View of the Terms of Service 15 Basic App Navigation 16 Added Functionality 26 Chapter 3 Hashtags: Organizing a Chaotic World 27 A Brief History of Hashtags 28 Creating Hashtags 28 Research Trends in Your Niche 29 Find Prospects Using Hashtags 31 Join in the Sharing 31 Cautionary Tales 31 Hashtags Dos and Don'ts 35 Part 2 Marketing on Instagram Chapter 4 An Instagram Marketing Plan 39 Should I Use Instagram? The 5-10-20 Test 40 How Does Instagram Compare with the Top Social Sites? 41 A Basic Marketing Plan for Instagram 46 Chapter 5 The Social Network Hiding Inside Instagram 51 The Power of an Invitation 52 But Why Should I Help Instagram Grow? 53 Perfect People to Follow 54 Liking Images 57 Leaving Comments 58 Social Goals to Consider 59 Antisocial on Instagram 60 Chapter 6 Catalysts for Growth 61 Catalyst #1 (Positive). A New Service for Existing Customers 63 Catalyst #2 (Positive). Social Action 65 Catalyst #3 (Positive). High-Quality Images 66 Catalyst #4 (Negative). Bad Profile Presentation 68 Catalyst #5 (Negative). Poorly Chosen Images 69 Chapter 7 A Copywriter Walks into the App Store 71 Writing Opportunities on Instagram 72 How to Get Words on Your Pictures 74 Common Myths 76 What Would Joe Sugarman Do? 77 The Copywriter's Goal 78 The Copywriter's View of the Basic Tools 79 The Copywriter's Environment 80 Taking Copywriting to the Next Level 80 Part 3 Bonding and Branding on Instagram Chapter 8 Instant Buying Decisions on Instagram 83 12 Common Buying Triggers Found on Instagram 84 Five Levels of Connection to a Message 87 Why You're Not Buying It 89 Weaving It All Together 91 Chapter 9 Instagram for Nonprofits and Service Providers 93 Unique Benefits of Being Mobile 94 Capturing the Nonprofit Mission Visually 94 Four Steps to Marketing a Service on Instagram 99 Up Close with Laura Lawson Art 100 The World Needs Your Service 104 Chapter 10 Branding on Instagram 105 Invisible Brand Elements 105 Visible Brand Elements 108 The First-Impression Test 108 Leveraging Instagram to Strengthen Your Brand 109 Visual Brand Strategies in Instagram 110 Indirect Brand Strategies in Instagram 111 Up Close with Dakota Mechanic Studios 111 A New Positioning Goal 114 Part 4 Selling on Instagram Chapter 11 Display Ads on Instagram 117 It's Cool If It's Cool 119 Display Ad Techniques 119 Prompting Action 123 One Ad, Many Distribution Channels 125 Up Close with Alphabet Bags 126 Chapter 12 Using the Power of Free 129 Free Versus Discounting 130 Strategies for Using Free Items 131 The James Bond Approach 137 Using Instagram to Promote Free Products 138 Up Close with La Petite Magazine 138 Chapter 13 Multistep Campaigns 141 The Origin of the AIDA Model 141 Fred Macey's Breakthrough in Advertising 142 The AIDA Model Goes Serial 142 The AIDA Model Goes Postal 143 The AIDA Model Goes Virtual 143 Jeff Walker's Breakthrough Adaptation 144 The AIDA Model on Instagram 144 Up Close with the Little Janes Product Launch 147 An Integrated Visual Product Launch 150 Part 5 Integrating Instagram intoYour Online Marketing Chapter 14 Integrating Instagram with Your Website 155 The Two-Way Street 155 Getting People from Your Website to Their Phone 156 Two Paths, Two Experiences 157 Ready for a Mobile User Experience? 158 Your Website's Primary Purpose 158 Your Website's Primary Method 159 Your Website's Primary Metric 159 Lessons from Liberty Jane Patterns 159 Think Funnel 161 Traffic Conversion and Analysis 162 Integrating Instagram into Your Site 163 New Methods 165 Chapter 15 Instagram as Part of Your Social Strategy 167 Go Big or Don't Go 169 Why Instagram Might Be Ideal for You 169 Instagram and Facebook 171 Instagram and Pinterest 172 Instagram and Twitter 174 Migrating Followers 175 A Social Snowball 176 Chapter 16 Local Marketing with Instagram 179 The Migration to Local Marketing 179 The Two Tools Available for Local Marketers 180 Six Ways to Engage Locally with Instagram 180 Restaurants and Instagram 184 Up Close with United Generation Youth Ministry 184 Part 6 Tools for Leveraging YourInstagram Experience Chapter 17 Complementary Apps and Websites 191Desktop Viewers 192 iPad Tools 193 From Images to Physical Products 194 Sales Management Platforms 196 Photo Management Utilities 196 Geotag Mapping Utilities 197 Hashtag and Follower Management Utilities 197 Integration Management Utilities 198 Photo Editing Apps 198 Personal Productivity 199 Chapter 18 Analyzing Your Instagram Work 201 A Goal-Oriented Approach 202 Analytics Tools 202 Answering the Basic Questions 208 Reaching Data-Driven Goals 210 Conclusion 215 Index 221

About the Author :
JASON G. MILES is the author of Pinterest Power and cofounder and marketer at Liberty Jane Clothing. He is also the vice president for advancement at NorthwestUniversity, where he is responsible for enrollment marketing, branding, alumni relations, and fund-raising.


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Product Details
  • ISBN-13: 9789351344827
  • Publisher: McGraw Hill Education India
  • Publisher Imprint: India Professional
  • Height: 586 mm
  • Weight: 154 gr
  • ISBN-10: 9351344827
  • Publisher Date: 18 Nov 2013
  • Binding: Paperback
  • Spine Width: 45 mm
  • Width: 391 mm


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