Selling on Instagram Without the 'Icky' Feel
Does selling on Instagram make you feel icky?
Whilst no one wants to follow an Instagram account that is just SELL SELL SELL all the time.... we are heading into peak Christmas shopping period so now is the time to lean into that discomfort and start SELLING!
I know we talk a lot about the 80:20 rule on value to sales posts, and content pillars and not being too spammy on Instagram but NOW is the time to SELL.
You have a product or service that is going to make someone's life easier this Christmas, or may just be the perfect gift for someone.
That person who needs this product deserves to know about it so let them know you sell it.
If it makes you feel icky, turn it on its head and think about how you are actually solving someone’s problem. (on this note, I am looking for a present for an 86 year old Aunt so if anyone can solve that problem for me….)
So let’s have a look at how you can use Instagram to sell your products.
Christmas Swim by Slim Aarons 1954 via Pinterest
Instagram Grid & Reels:
Feature your beautiful products on your grid. Think about how you could set up a mini Christmas shoot and throw in some Christmas props like wrapping paper, fairy lights or even a Christmas tree.
Use Reels to create short, attention-grabbing videos that highlight the key features and benefits of your products. Show me how your product works and how it is going to solve my problem. Spell it out for me! And don’t forget to find that perfect Christmtas audio!
Let the results do the talking - use testimonials and User Generated Content - this content is GOLD!
So why is UGC so powerful?
It is the most trusted type of content you can get so it helps to build trust and authenticity for your brand
It feels genuine because it is made by the fans of your business. It's not overly salesy. It is just a person sharing genuine thoughts about your brand.
It is one of the most shared types of content on social media so it increases your brand awareness and credibility.
It can't be replicated by your competitors.
AND if we haven't convinced you already, 53% of shoppers say UGC makes them more confident in their buying decisions than professional photography.*
Remember UGC is a win-win situation. You get great content and your customers feel super special when their content is included.
Jayne Mansfield placing the angel topper on her Chrismtas tree in 1960. Silver Screen Collection / Getty images via Pinterest
Instagram Stories
Instagram Stories are going to be your new best friend because Stories are great for nurturing your existing audience. They help to build trust, create genuine connections and are an excellent sales funnel for your existing followers. Your stories are watched by your warm audience that are already bought into you and your product or service so this is a great place to start selling your Christmas products without feeling too spammy.
Jump on Stories and demonstrate how your product works in real-time. This can provide a visual and interactive experience for your audience, making it easier for them to understand its benefits.
Don’t be shy, show your followers behind-the-scenes of your business. Show the process of creating your products or the daily operations of your service. This builds transparency and trust with your followers.
Stories offer lots of interactive tools like polls and questions - use these now to help you tailor your Christmas offering. I saw someone we follow the other day using Stories to do a poll on whether they should offer gift bundles - they asked whether their followers liked to buy gift bundles or to buy the products individually to create their own gifts. Gold star to this business!
The Close Friends list for Instagram Stories allows you to handpick a group of followers to share private Instagram Stories posts with. Perhaps you might have a core group of loyal customers that you want to offer something a little special to this Christmas. Well the Close Friends options on Stories will allow you to share special Christmas offers just to that select group.
Highlight Buttons
Think about how you can use your Highlight Buttons this Christmas strategically. Could you have a button for each of your best selling items? Plan the stories that would go in these buttons. A story about the product, maybe a video of the product in use, another story of you talking to camera explaining who this is the perfect present for, add some testimonials or UGC that relate the the product and of course don't forget to use the link button so that your follower can go straight to the product on the website.
Christmas Baubles via Pinterest
Instagram LIVES:
Ever thought about hosting an Instagram LIVE session to answer questions from your followers about your products or services? This allows for direct interaction and can address any concerns or doubts they may have. Try asking for questions in your stories in the lead up to the LIVE or have some FAQs to hand so that you can get talking as soon as you go LIVE.
You could also launch your new Christmas products or services through a live video event. This will create excitement and a sense of exclusivity for your audience.
And don’t be put off if you go LIVE and there is only a handful of people watching. Save your LIVE to the grid and people will watch it at a time that is more convenient for them. And don’t forget to bring your ENERGY to your LIVE!
Finally, if selling really isn’t your jam, try the PS Strategy. After a value-added post, promote your product with a PS message.
PS Are you looking for ….? If so, check out …!
And remember, if selling makes you feel really icky, just focus on your target audience and how you can solve a problem for them.
Now chop! chop! Get selling!
*2022 Shoppers Experience Index