Table of Contents
Acknowledgments xiii
Introduction xv
Part 1 The Mobile Migration
Chapter 1 The Mobile Native 3
The App Revolution 5
Your Tribe Is Sharing Photos 6
What Can You Do with Instagram? 7
Up Close with Liberty Jane Clothing 9
The Instagram Advantage 11
Chapter 2 Get Clicking on Instagram 13
Signing Up for an Instagram Account 13
A Marketer's View of the Terms of Service 15
Basic App Navigation 16
Added Functionality 26
Chapter 3 Hashtags: Organizing a Chaotic World 27
A Brief History of Hashtags 28
Creating Hashtags 28
Research Trends in Your Niche 29
Find Prospects Using Hashtags 31
Join in the Sharing 31
Cautionary Tales 31
Hashtags Dos and Don'ts 35
Part 2 Marketing on Instagram
Chapter 4 An Instagram Marketing Plan 39
Should I Use Instagram? The 5-10-20 Test 40
How Does Instagram Compare with the Top Social Sites? 41
A Basic Marketing Plan for Instagram 46
Chapter 5 The Social Network Hiding Inside Instagram 51
The Power of an Invitation 52
But Why Should I Help Instagram Grow? 53
Perfect People to Follow 54
Liking Images 57
Leaving Comments 58
Social Goals to Consider 59
Antisocial on Instagram 60
Chapter 6 Catalysts for Growth 61
Catalyst #1 (Positive). A New Service for Existing Customers 63
Catalyst #2 (Positive). Social Action 65
Catalyst #3 (Positive). High-Quality Images 66
Catalyst #4 (Negative). Bad Profile Presentation 68
Catalyst #5 (Negative). Poorly Chosen Images 69
Chapter 7 A Copywriter Walks into the App Store 71
Writing Opportunities on Instagram 72
How to Get Words on Your Pictures 74
Common Myths 76
What Would Joe Sugarman Do? 77
The Copywriter's Goal 78
The Copywriter's View of the Basic Tools 79
The Copywriter's Environment 80
Taking Copywriting to the Next Level 80
Part 3 Bonding and Branding on Instagram
Chapter 8 Instant Buying Decisions on Instagram 83
12 Common Buying Triggers Found on Instagram 84
Five Levels of Connection to a Message 87
Why You're Not Buying It 89
Weaving It All Together 91
Chapter 9 Instagram for Nonprofits and Service Providers 93
Unique Benefits of Being Mobile 94
Capturing the Nonprofit Mission Visually 94
Four Steps to Marketing a Service on Instagram 99
Up Close with Laura Lawson Art 100
The World Needs Your Service 104
Chapter 10 Branding on Instagram 105
Invisible Brand Elements 105
Visible Brand Elements 108
The First-Impression Test 108
Leveraging Instagram to Strengthen Your Brand 109
Visual Brand Strategies in Instagram 110
Indirect Brand Strategies in Instagram 111
Up Close with Dakota Mechanic Studios 111
A New Positioning Goal 114
Part 4 Selling on Instagram
Chapter 11 Display Ads on Instagram 117
It's Cool If It's Cool 119
Display Ad Techniques 119
Prompting Action 123
One Ad, Many Distribution Channels 125
Up Close with Alphabet Bags 126
Chapter 12 Using the Power of Free 129
Free Versus Discounting 130
Strategies for Using Free Items 131
The James Bond Approach 137
Using Instagram to Promote Free Products 138
Up Close with La Petite Magazine 138
Chapter 13 Multistep Campaigns 141
The Origin of the AIDA Model 141
Fred Macey's Breakthrough in Advertising 142
The AIDA Model Goes Serial 142
The AIDA Model Goes Postal 143
The AIDA Model Goes Virtual 143
Jeff Walker's Breakthrough Adaptation 144
The AIDA Model on Instagram 144
Up Close with the Little Janes Product Launch 147
An Integrated Visual Product Launch 150
Part 5 Integrating Instagram into Your Online Marketing
Chapter 14 Integrating Instagram with Your Website 155
The Two-Way Street 155
Getting People from Your Website to Their Phone 156
Two Paths, Two Experiences 157
Ready for a Mobile User Experience? 158
Your Website's Primary Purpose 158
Your Website's Primary Method 159
Your Website's Primary Metric 159
Lessons from Liberty Jane Patterns 159
Think Funnel 161
Traffic Conversion and Analysis 162
Integrating Instagram into Your Site 163
New Methods 165
Chapter 15 Instagram as Part of Your Social Strategy 167
Go Big or Don't Go 169
Why Instagram Might Be Ideal for You 169
Instagram and Facebook 171
Instagram and Pinterest 172
Instagram and Twitter 174
Migrating Followers 175
A Social Snowball 176
Chapter 16 Local Marketing with Instagram 179
The Migration to Local Marketing 179
The Two Tools Available for Local Marketers 180
Six Ways to Engage Locally with Instagram 180
Restaurants and Instagram 184
Up Close with United Generation Youth Ministry 184
Part 6 Tools for Leveraging Your Instagram Experience
Chapter 17 Complementary Apps and Websites 191
Desktop Viewers 192
iPad Tools 193
From Images to Physical Products 194
Sales Management Platforms 196
Photo Management Utilities 196
Geotag Mapping Utilities 197
Hashtag and Follower Management Utilities 197
Integration Management Utilities 198
Photo Editing Apps 198
Personal Productivity 199
Chapter 18 Analyzing Your Instagram Work 201
A Goal-Oriented Approach 202
Analytics Tools 202
Answering the Basic Questions 208
Reaching Data-Driven Goals 210
Conclusion 215
Index 221
