#ShopShrewsbury Instagram campaign - Shrewsbury BID

#ShopShrewsbury
Instagram campaign

Objectives of #ShopShrewsbury

• Increase sales and footfall by using Instagram as a marketing tool

• Help businesses attract new customers to your shop

• Encourage locals to choose to shop local in Shrewsbury

Let’s make Shrewsbury the most
Instagrammed town in the UK!

Social media graphics
Form tomorrow, graphics will be available to download from the Shrewsbury BID website.

Generic categories are available to download, but we can create any additional ones at your
request (email emma@shrewsburybid.co.uk)

Shop Shrewsbury stickers

#ShopShrewsbury posters

  shoes       gifts       gin   accessories

Shrewsbury BID member advertising campaign

Targeting
• Local to Shrewsbury
• Those most likely to interact with post category through
  their interests or demographic

Instagram training

Switching your account to business
You should convert your account to a business account for additional features and access to ads.

To switch your profile to a business account:
1. Go to your profile and tap
2. Tap Settings
3. Tap Account.
4. Tap Switch to Business Account.

It is recommend that you connect your Instagram business account to a Facebook Page that is
associated with your business.

Know how often to post
Businesses need to be active in order to attract followers and boost
engagement rates. A consistent once a day (or even twice a day if
you have time) is the best.

Knowing when the best time to post on Instagram is also critical
especially when dealing with Instagram’s algorithmic timeline.

Recommended post times can vary wildly depending on which
expert you listen to. I recommend using your INSIGHTS to see
when your followers are more active on Instagram and then aim to
post at these times consistently.

Don’t preach, tell a story
instead
Don’t be mediocre with your brand messaging –
you must remember that the platform is
supposed to be a ‘visual inspiration platform’.
You should captivate audiences through images
and video, not simply preach marketing missives
at them.

To increase engagement rates, become a
storyteller instead, offering ‘micro-stories’ via
your captions, videos, Instagram Stories and
profile.

Make your Instagram
branding matter
Clarity, creativity and consistency are king for
enterprises aiming to build brand awareness on
Instagram.

Try to present your profile well, create style
patterns that keep your images looking fresh,
and master hashtag use (more on that later).
You should also be interacting regularly with
your followers to build up engagement and
loyalty.

Explore the full range of Instagram video formats
A picture may be worth a thousand words, but a video is worth so much more. Instagram offers a
suite of video options business owners to use.

From Instagram Stories that can mash up videos and stills or to standalone 60-second videos ideal
for long-form features.

Choose the right hashtags
The number of hashtags you deploy is also critical. While Instagram allows for up to 30, a mass of
tags underneath your caption risks looking both untargeted and unprofessional. That’s why 91% of
top brands use seven or fewer hashtags to get many likes.
Mix up hashtags between those that are very popular
(and therefore highly competitive) and those with
fewer posts using them.

Websites like all-hashtag.com can help you find
hashtags related to your topic.

Use Instagram traffic to increase
website traffic
Instagram allows for a single clickable link in your bio. You should also
combine strong calls to action with your URL in a text overlay on any
images or videos.

Make sure that you are directing your web traffic back to Instagram
as well with a clear call to action for your consumers to engage with
you on your social platforms.

Host an Instagram competition
Contests are a powerful engagement tool on Instagram.

How to run an Instagram competition requires planning
from partnering with another business to increase reach and
identifying contest rules and goals – for instance, ‘enter to
win’, ‘like to win’ or ‘follow to win’ – to the creation of the
attention-grabbing contest post.

Focus on user-
generated content
User-generated content on Instagram is the
holy grail for marketers. It’s a chance for
followers to involve themselves more deeply
with a brand while reducing marketing costs
because content is being created and
approved by your audience.

Unlock the potential
of Instagram Stories
Stories enable you to post a mix of
photos and images in a single post that
disappears after 24 hours.

Stories are perfect for in-depth
coverage of your products, one-time
quick fire promotions, or sharing
narratives. For example, showing
people around the store, introducing
members of staff or showcasing a new
display.

Consider using a social media calendar
Plan what you want to post and when using a calendar. Calendars help you get organized to
avoid the dreaded scramble when things come up and help you stay consistent with your
posting.

You could use Excel or pen and paper.

Use Instagram filters and third-party apps
1.   Canva - superimpose text, create multi-image layouts, and pull in a wide
     range of graphics to level up your posts

2.   GoPro Quik - create videos from your pictures or videos with just a few taps

3.   VCSO - in-depth editing suite and a slew of high quality default filters that
     can take your photos to a completely new level

4.   Snapseed - apply your effects with a brush so that you can perfect the
     details of each photo. Snapseed’s Stacks allow you save groups of filters as
     a template

GoPro Quik competition
Win a FREE Social Media MOT from Buy-From (worth £200) by
creating a video in Quik.

Choose the content of your video from photos or videos that are
already on your phone and away you go!

Email it to emma@shrewsburybid.co.uk by 5pm on Monday 22nd,
we’ll share with the Buy-From team and they will pick the winner.