- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
CREATE A PICTURE-PERFECT Instagram MARKETING STRATEGYIf 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 NEEDSIDENTIFY PROSPECTIVE CUSTOMERS WITH HASHTAGSDEVELOP A MARKETING PLAN TAILORED FOR THE SITELAUNCH A NEW MEASURE YOUR EFFORTS
Contents
Acknowledgments xiiiIntroduction xvPart 1 The Mobile MigrationChapter 1. The Mobile Native 3The App Revolution 5Your Tribe Is Sharing Photos 6What Can You Do with Instagram? 7Up Close with Liberty Jane Clothing 9The Instagram Advantage 11Chapter 2. Get Clicking on Instagram 13Signing Up for an Instagram Account 13A Marketer's View of the Terms of Service 15Basic App Navigation 16Added Functionality 26Chapter 3 Hashtags: Organizing a Chaotic World 27A Brief History of Hashtags 28Creating Hashtags 28Research Trends in Your Niche 29Find Prospects Using Hashtags 31Join in the Sharing 31Cautionary Tales 31Hashtags Dos and Don'ts 35Part 2 Marketing on InstagramChapter 4 An Instagram Marketing Plan 39Should I Use Instagram? The 5-10-20 Test 40How Does Instagram Compare with the Top Social Sites? 41A Basic Marketing Plan for Instagram 46Chapter 5 The Social Network Hiding Inside Instagram 51The Power of an Invitation 52But Why Should I Help Instagram Grow? 53Perfect People to Follow 54Liking Images 57Leaving Comments 58Social Goals to Consider 59Antisocial on Instagram 60Chapter 6 Catalysts for Growth 61Catalyst #1 (Positive). A New Service for Existing Customers 63Catalyst #2 (Positive). Social Action 65Catalyst #3 (Positive). High-Quality Images 66Catalyst #4 (Negative). Bad Profile Presentation 68Catalyst #5 (Negative). Poorly Chosen Images 69Chapter 7 A Copywriter Walks into the App Store 71Writing Opportunities on Instagram 72How to Get Words on Your Pictures 74Common Myths 76What Would Joe Sugarman Do? 77The Copywriter's Goal 78The Copywriter's View of the Basic Tools 79The Copywriter's Environment 80Taking Copywriting to the Next Level 80Part 3 Bonding and Branding on InstagramChapter 8 Instant Buying Decisions on Instagram 8312 Common Buying Triggers Found on Instagram 84Five Levels of Connection to a Message 87Why You're Not Buying It 89Weaving It All Together 91Chapter 9 Instagram for Nonprofits and Service Providers 93Unique Benefits of Being Mobile 94Capturing the Nonprofit Mission Visually 94Four Steps to Marketing a Service on Instagram 99Up Close with Laura Lawson Art 100The World Needs Your Service 104Chapter 10 Branding on Instagram 105Invisible Brand Elements 105Visible Brand Elements 108The First-Impression Test 108Leveraging Instagram to Strengthen Your Brand 109Visual Brand Strategies in Instagram 110Indirect Brand Strategies in Instagram 111Up Close with Dakota Mechanic Studios 111A New Positioning Goal 114Part 4 Selling on InstagramChapter 11 Display Ads on Instagram 117It's Cool If It's Cool 119Display Ad Techniques 119Prompting Action 123One Ad, Many Distribution Channels 125Up Close with Alphabet Bags 126Chapter 12 Using the Power of Free 129Free Versus Discounting 130Strategies for Using Free Items 131The James Bond Approach 137Using Instagram to Promote Free Products 138Up Close with La Petite Magazine 138Chapter 13 Multistep Campaigns 141The Origin of the AIDA Model 141Fred Macey's Breakthrough in Advertising 142The AIDA Model Goes Serial 142The AIDA Model Goes Postal 143The AIDA Model Goes Virtual 143Jeff Walker's Breakthrough Adaptation 144The AIDA Model on Instagram 144Up Close with the Little Janes Product Launch 147An Integrated Visual Product Launch 150Part 5 Integrating Instagram intoYour Online MarketingChapter 14 Integrating Instagram with Your Website 155The Two-Way Street 155Getting People from Your Website to Their Phone 156Two Paths, Two Experiences 157Ready for a Mobile User Experience? 158Your Website's Primary Purpose 158Your Website's Primary Method 159Your Website's Primary Metric 159Lessons from Liberty Jane Patterns 159Think Funnel 161Traffic Conversion and Analysis 162Integrating Instagram into Your Site 163New Methods 165Chapter 15 Instagram as Part of Your Social Strategy 167Go Big or Don't Go 169Why Instagram Might Be Ideal for You 169Instagram and Facebook 171Instagram and Pinterest 172Instagram and Twitter 174Migrating Followers 175A Social Snowball 176Chapter 16 Local Marketing with Instagram 179The Migration to Local Marketing 179The Two Tools Available for Local Marketers 180Six Ways to Engage Locally with Instagram 180Restaurants and Instagram 184Up Close with United Generation Youth Ministry 184Part 6 Tools for Leveraging YourInstagram ExperienceChapter 17 Complementary Apps and Websites 191Desktop Viewers 192iPad Tools 193From Images to Physical Products 194Sales Management Platforms 196Photo Management Utilities 196Geotag Mapping Utilities 197Hashtag and Follower Management Utilities 197Integration Management Utilities 198Photo Editing Apps 198Personal Productivity 199Chapter 18 Analyzing Your Instagram Work 201A Goal-Oriented Approach 202Analytics Tools 202Answering the Basic Questions 208Reaching Data-Driven Goals 210Conclusion 215Index 221NER(01): WOW
