One of the topics I will be covering is how you can drive sales with Instagram.
Today I watched a Periscope by Gary Vee whose work you may be aware of. His original video blog for Wine Library TV was set up to promote his wine business. Gary himself has 130,000 followers on Instagram; the Wine Library Instagram account has 4,402 followers and 260 posts at the time of writing this article.
He used Periscope to announce the launch of the new Instagram account he has set up called Wine Deals – at the time of writing this article, the account is only 24 hours old, has 12 posts and has 2,010 followers. I am guessing some of those people are following as a result of Gary posting a single call to action on Periscope – he had 1,642 live viewers on the first live stream and there have been 828 replays (he has 44,957 followers of his Periscope account).
Since the original broadcast, he has also used Periscope again and Meerkat live stream platforms to promote the new Instagram.account, and he announced that he would be hosting a live stream on Facebook Live to promote the Wine Deals Instagram account.
At the time of writing this article he had not posted to his own Instagram account, however he had posted to his Facebook Page where has over 363,000 followers.
What was particularly telling in the initial Periscope broadcast however, is that he stated that his objective with the new Instagram account for Wine Deals would be about providing education and offers on Instagram, leveraging his own following to drive them to the account.
He commented that people like to tag others on Instagram which then brings your content to other people attentions and that Instagram is one site that people do pay attention to notifications. He stated that he plans to offer deep discounts and has a goal or making Wine Deals “the singular place to buy wine”.
The new Instagram account is basically an off-shoot of Wine Library and is a focused Instagram account. The discounted products that he will be promoting are all from the Wine Library business.
But you may be wondering how the Wine Deals Instagram account can deliver sales as you can not add live links to Instagram posts? He using a social commerce site that enables selling directly from your Instagram account.
Image source Wine Deals on Instagram
The link that is in the Instagram bio of the Wine Deals account directs people through to a landing page where the featured content is curated. This is hosted on third party and separate platform to the Wine Library website.
What you will note at the top of the page is that people are invited to give their Instagram user name and email addess so that they can be added to the newsletter. In his first Periscope about Wine Deals. Vee commented that he wanted to build a “huge database” for the wine Delas website leveraging his own social connections.
The Wine is using a social ecommerce platform that you can test for free for 14 days and then it retails at 49 usd a month. It is not clear if Wine Deals are paying for the use of this service and there are other enterprise platforms that offer a similar product for social commerce with Instagram.
Each of the featured products from the curated page links directly to the page on the Wine Library website page for the specific product.
I am anticipating that Vee will be using this as a test case to demonstrate to his own clients of Vayner Media how they can sell directly from Instagram.
It should be noted that in his first Periscope, Vee mentioned he was not worried about having the domain WineDeals.com. That domain is currently used for another wine retailer from New York, but they do not however use that same name on Twitter and Facebook. This move by Vee will preclude them from having the name Wine Delas on Instagram, a platform that is popular for food, drink and entertainment posts.
Image source Wine Deals on Instagram
Seven Key Learnings From The Wine Deals Instagram Case Study That You Can Apply To Your Business
Whether you are in the business of wine or have other products that you sell online, here are some learnings you can take from this example of Wine Deals:
1. Have a focus to your Instagram account which will therefore attract your ideal customers
2. Promote your Instagram account through your other social channels
3. Leverage the people in your organisation to share and promote your Instagram account
4. Create a content plan for your Instagram marketing that includes lifestyle content and educational content
5. Have a custom hashtag that people can use in user generated content
6. Consider investing in a service or develop a process where your link in the Instagram bio can direct people to opt into your list and also click through to your ecommerce site to easily make a purchase
7. Even if you do not plan to use Instagram at this time for your business, if you want to ensure you are easy to find across all social media sites, try to use he same name and register your name on the most relevant and emerging platforms for your business.
If you have questions about using Instagram for sales and can not attend my next workshop you can contact me for a confidential conversation and avail of a free consultation about your Instagram marketing.