If you are the owner of an Instagram store, then this material, in just 5 minutes, will help you find
new growth points for your business
WHAT PROBLEMS
DID WE IDENTIFY DURING
THE ANALYSIS?
At the first stage, I conducted a deep analysis of the page, the advertising company and the business as a whole, where I identified a list of problems that could negatively affect sales.
Next, I analyzed potential competitors to visually see what they use in their content, how they interact with potential customers, and also how they try to distinguish their store in the market.
After analysis, I found that competitors are no different from each other, using similar photo content, texts and promotional offers.
WHAT WAS DONE?
After collecting all the necessary information and analyzing competitors, we moved on to the second stage - developing a new marketing strategy.
Her tasks included:
- Eliminate all existing problems that we have identified.
- Find solutions that would help make the business profitable
1) The first decision was to move the store to a new page so as not to fight with the Instagram algorithms due to the large number of inactive followers.
2) In the new strategy, we worked out the entire structure of the store, which allowed customers to quickly find the information they need, both on delivery, and on the entire assortment and difference of goods.
After the tests, it was decided to add engaging captions to the photo.
This decision increased the engagement
in the account by 35%.
Initially, we used ordinary product photos, like other stores. But the same type of photos created banner blindness among users, merging all the posts into one mess.
As a result, we decided to use captions on the photo, adding small articles about the product under each post.
This involved users in reading the material and through the text we led the potential customer to purchase the product.
The main resistance before buying remained the issue of delivery.
Customers were afraid that the final cost of goods would be very high and doubted whether to place an order.
To remove this problem, we decided to include the cost of delivery from Greece to Ukraine in the price of the goods in the price list. This step was one of the most powerful marketing decisions that instantly made our store stand out from the competition in the market.
We still had the problem of distrust of customers to the Instagram store
in another country.
Customers were afraid to send the full price for the goods, thinking that we might be scammers
When the content strategy was built, we moved on to the problem of losses when launching ads. To do this, we analyzed the entire product line, removed all unprofitable positions and built a new sales funnel.
After analyzing the product line, we decided to remove all gift boxes from sale, replacing them with basic household goods (coffee, spices, nuts, etc.).
Agree, few people will buy olive oil and a gift box together. At the same time, many customers can buy along with olive oil, Greek coffee or local spices.
Therefore, the decision was made to focus on increasing the average check through the sale of other products, rather than focusing on selling more olive oil.
This decision allowed us to increase the average sales receipt by 356%,
from 16 euros to 57 euros.
WE FOCUSED ON LTV,
NOT ONE-TIME SALES
Advertising strategy
To attract new customers, we used targeted advertising and advertising from bloggers. For the target audience, we chose three categories of people:
1. Women who love to cook as the main group of our customers.
2. People with an interest in healthy eating (athletes and vegans)
3. People with a basic interest in buying olive oil
For each of these groups, we identified desires, fears before buying, and the main stop factors.
After that, we made separate advertising offers for each of these groups, based on their needs.
COOPERATION
WITH FOOD BLOGGERS
Our strategy was to use the audience's trust in the blogger to get the same trust in our store through a recommendation.
Thus, we received already interested customers who were ready to buy a large list of goods in the first order.
As a result of the work:
- We found and eliminated all the problems that prevented the development of the store on Instagram.
- Created a new content strategy, thanks to which coverage tripled
- Worked out a unit of the business economy, which brought the store from losses to a stable profit, increasing the average check by 356%.
- We built a sales funnel that brought a large base of regular customers.
