Running your business on Instagram 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Digital sales strategy of shutting down your business website to run it on Instagram

Quick read:

• Having a website is an important part of your digital sales strategy, and every business should have one.

• Double down on what's driving the most sales, that may mean removing social platforms.

• Do research, work on what's adding value to your business and repurpose content across mutiple platforms.

The digital sales strategy of no business website only social media:

I recently came across an influencer that I have been following for a few years, she started her business by launching a blog sharing lifestyle, fashion and home decor content from NYC. She's been in the space for 12 years now, and after all this time she decided running her website along side her social media platforms was a lot of work for little return. So it was time to shut down the website and solely focus efforts on Instagram and LiketoKnow.It. For those that aren't aware, LiketoKnow.It is a platform that allows influencers to share commissionable links, as people shop through the link a commission is made. This has evolved over the years, and allows to sell through Instagram. 

At the launch of the business this influencer had a website and most social media platforms such as Twitter, Pinterest, Instagram and Facebook. Since the launch, analysis has shown certain platforms are bringing in more sales than others. Facebook, Pinterest and Twitter are not as profitable as Instagram. This influencer has over 500K followers on Instagram and 10,300 on Twitter, it makes sense to focus on what's driving the most sales. 

Since the closure of her website, the URL for the blog directs to her Instagram account and the URL spot on Instagram directs to LiketoKnow.It. Although her website was bringing in some sales, the amount of work required to bring in a fraction of what her other 2 accounts were bringing in with sales brought her to this decision. 

How it impacts your business: 

There are a few considerations to think about from a sales strategy perspective. Was this the best approach to close the website, which your audience can turn to if they can't find you on other platforms? Consider the fact that Instagram is gated, and has algorithms that are constantly changing based on the need to stay competitive. What if there's a change, and suddenly 10% of your audience can see your content and the rest can't? It's not something you can control, so how do you continue to bring in the same amount of sales? 

These are all considerations that need to be made when deciding to solely run your business on social media platforms. You also don't own the followers or have their contact information. Consider one day getting hacked? The hacker wants you to pay to get access back to your Instagram account and all your followers. This happens often enough it's a business risk to consider. The benefit of having a website for your business, it allows you direct access to your audience and control over what they see and don't. 

All other social media platforms that weren't used before have been setup to redirect to Instagram as the main platform. LiketoKnow.it is still available, but it's redirecting from Instagram to earn the commissions. Instagram is the main platform and is being used essentially as a website. 

There are many benefits and reasons to have a website, even if it's not driving the same sales as other platforms. 

Consider the following: 

1. Your website is your home base. You're able to house all your information, content, products and offers. Customers can easily access everything in one place.

2. It allows you direct access to your customers, and you have their contact information. By creating a subscriber list. If you lose your website, you can easily get in contact with your audience and let them know your new home base.

3. Your website is yours to own and keep. You're not gated by anything. You can easily drive your audience to your site to buy your products, and see your offers.

4. A website provides legitimacy to your business, it's one of the first things a potential customer will search for. Your website. If you don't have one, would you consider this a bit fishy? Consider the red flags it can cause.

5. It allows for your business to more efficiently provide customer service. Again everything is housed on your site, and your audience can find everything they need. Avoiding the need to call in, or email customer service with questions.

How to apply this:

What you should takeaway and apply to your digital sales strategy:

1. Have a website

2. Double down on what's bringing in sales

3. Don't limit yourself to one platform

Have a website

A website, even a basic one should be setup and this can easily be done with a landing page, basic about information, products and offers, links to your other platforms and contact information. 

This allows for efficiency for your team, so they're not spending more time answering customer service questions. Work on value add initiatives by automating some of the work through your website. 

You're able to drive organic traffic of your target audience who would buy your products more easily, create leads for future sales and easily connect with your audience at any time. 

Double down on what's bringing in sales

Focus on what is working, if it's bringing in more sales then you're doing something right. Double down on that, and continue to drive the sales. What this influencer did in focusing on the platforms that bring in sales makes sense. Why waste time on what's not working when you have the data showing you Instagram is bring in the most sales. 

Redirect or remove what's not working because you're wasting time on the analysis, building and execution. A lot of work for very little return. Using her other platforms to redirect to Instagram is a smart move. In case audiences might come looking for her on other platforms she's driving them to the main one. 

Don't limit yourself to one platform

It's important to note that your target audience is not sitting on one platform. Most maybe, but there will be individuals within your audience that aren't on the one platform you choose to be on. With Instagram it's likely as an influencer majority will be on there, but consider diversification. 

You don't want to limit yourself because you're only one platform. Be where your audience is, aim for least 2 platforms. The average person has between 6-7 social media accounts. Do the research to identify what platforms your target audience uses, and be there.

The average person switches between their social media accounts, so important information may get missed if you're sharing it only one platform.

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