What I've discovered recently isn't about WHAT I'm marketing (or selling), it's WHO I've been trying to market and sell to...
And if you're like me, it feels:
like a waste of time
like you’re not legitimate because you don't have 10,000 followers
You’re not making as many sales as you think you should.
So, the burning question is, how do you change it?
Have you ever heard of “niche marketing?”
I have a confession. I'm addicted to "Likes."
When I first joined Instagram back in...oh hell I can’t even remember when, but I know it was before 2012. I joined because I am a photographer and sharing is fun! Why is sharing fun? Because when people “ooh” and “ahh” (aka “like”) what I make (aka post), it made me feel good.
But there’s also too much of a good thing. Instagram has evolved over the years and getting followers and likes can become an obsession. Mostly this is harmless, but sometimes it isn’t.
It could be that you feel a twinge of failure when a post isn’t acknowledged the way you think it should be. So you try different things, and you (ahem...me) will spend hours reading blogs about how to get more attention on instagram.
The question that you (ahem...me) should REALLY be asking is WHY?
I’ve been experimenting with ways to increase my Instagram post reach without paying for ads. This is called “organic” reach and can be a challenge to conquer!
Organic reach defined: Organic reach is how many people see your post. What affects this, is how many followers you have, how often you post, what hashtags you use and how well your post performs from your followers.
Not all of these factors have equal weight, but the “weight” of these factors (often referred to as “algorithms”) used by Instagram and Facebook are TOP SECRET. However, there are a lot of companies out there that spend a lot of time investigating how posts perform. They then publish the findings for the rest of us average peeps to learn from.
For 2019, the best way to get the most organic reach is to post regularly, at least daily and in most cases more than that. Use video and stories and of course, the best hashtags.
I haven’t been doing much video lately, and I have been playing around with stories a bit.
But the one thing I discovered that worked the best for organic reach by 60% was this:
I’m a marketing coach who helps artists get the word out about their art.
When my phone rings, it’s an artist asking me to help her set up Facebook and Instagram for selling her artwork.
But before I set up an appointment, I always ask this one question:
“What’s your goal for selling on Facebook?”
What I hear back is:
“More exposure so my art will sell”
“More likes because that will lead to more sales”
“More followers on Instagram because so-and-so has 10,000 followers!”
The next question I ask is:
“Do you think if you post a photo of your art, people will just buy it?”
I can tell you, I know that is the hope, but the reality is:
People will not just buy your art when they see you post about it on FB or Instagram..
Why? Because unless you're talking with someone instead of to someone, what think is "what's in it for me?"