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Sales & Marketing

How Ecommerce Brands use Instagram to Increase Sales

Erica Johnson



Instagram matters to marketers and businesses! Whether you are a growing ecommerce business or a giant, there is no way you would not share a single post related to your brand or offerings on Instagram.

Well, that is a very basic way to promote your ecommerce business online. Undoubtedly, you can do it a lot better and get desired results out of your marketing efforts on Instagram!

There are more than one billion monthly active users on Instagram, who spend about 30 minutes every day on an average browsing through their feed and researching about products they need.

Over 50% of Instagram users follow at least one brand account. And about 130 million people tap on shopping related posts on Instagram every month.

These insights give enough motivation to ecommerce marketers to showcase their brands on Instagram (via timeline updates and ads), and convince their audience to shop.

Not sure how to get started? This blog talks about some of the fast growing ecommerce businesses that are making an influential use of Instagram to boost their sales. Take inspiration from these examples to build your own content and marketing strategy and make the most of this platform:

Coconut Bowls –

Coconut Bowls is a brand that promotes “Healthy Eating & Sustainable Living” through its “Made by Nature, Crafted By Hand” products.

The owner of the brand wanted to make his products reach potential customers without investing in paid ads. Instagram was the sole marketing channel for Coconut Bowl during the first few months. He instead focused on identifying and sending products to people of high influence within his niche or target market.

Coconut Bowl worked with influencers, and encouraged them to educate their audience about their brand and products. This way, the brand was able to drive 3000 unique visitors to their website, and Instagram was the highest converting marketing channel and traffic source.

You can interweave a similar ecommerce marketing strategy for your unique products without indulging in paid ads and pay-per-click marketing.

XRS Beauty Hair –

XRS Beauty Hair is an ecommerce store that offers a wide range of wigs to their unique audience. Their wigs are made from 100% virgin human hair, and that’s what sets them apart.

They do use paid ads on their Instagram to connect with fashion influencers and those whose interests include fashion, hair & makeup, and wigs. They use advanced, location-based filters to find and target their unique audiences.

They work with influencers to encourage the target audience that these wigs look completely natural and are easy to use with no preps required. This is something that convinces the users most – they want a product that enhances and eases their lifestyle.

With their Instagram influencer marketing, they were able to generate 3500 unique visits on their website between July and September 2021 with a conversion rate of 7%.

What you can take from here is, you need to highlight the best feature of your brand, and this will kick start your journey to towards the ultimate ecommerce success.

TruWood –

TruWood offers truly handmade products at affordability. Not just that, they plant 10 trees for every order they receive. Their handcrafted products and commitment to make the earth a better, pollution-free place to live gave them a huge recognition!

Apparently, a large number of people buy from you – not because you sell it, but because why you sell it!

TruWood delivers this very message on their website, Instagram and other marketing channels. They don’t work with influencers much, but they make an impelling use of Instagram’s organic and paid features to promote their products and mission and vision.

Their Instagram posts are highly engaged, and generate traction for their website. As per an estimate, TruWood generated $1M in sales from their Instagram in just 12 month.

Their 35% of sales and traffic on their website comes from Instagram – that’s the power of Instagram, if used effectively and strategically.

So, you can involve storytelling in your Instagram updates and ads to gain the momentum.  You can use your story, as well as the stories of people whose live your product transform. Your audience will start identifying and appreciating you soon!

iCustomLabel –

iCustomLabel is an ecommerce store that sells customized stickers, labels, and different types of graphics for individuals and businesses.

They offer something that people want occasionally and repeatedly, but that is rarely available in the market. Because of this approach, they are able to maintain a solid and returning customer base.

They use Instagram and Instagram ads to promote their offers. But, they do it based on their strategy to re-target their audience. For example, if a set of audience purchases customized stickers and labels for Halloween, they would retarget the same audience around same time next year.

Likewise, if a business hosts festive events and often buys stickers and other visual graphics from them, they pitch them when an occasion is around. While this is more a part of their email marketing strategy, they include the same offers on their Instagram too.

With their targeted Instagram ads, iCustomLabel converts about 37% of their audience.

Bottom Line –

To get started with Instagram for increased traffic and sales, you will first need to understand how Instagram works and how different it is from other social networks. And you will need to do this especially if you are new to ecommerce marketing and Instagram.

Instagram is a beautiful place to market your brands. So, make sure that the graphics you post have a high-end visual appeal.

There is no denying that the platform helps you generate visibility and engagement with captions and hashtags as well. Therefore, you will also need to learn how to create captions and use hashtags on Instagram.

But most importantly, you will need to create a compelling bio that grabs attention at the very first sight when as a user comes to your profile. You should present all essential information on your bio.

And how can we forget Calls to Action. Each post and ad you share on Instagram should have an actionable CTA that encourages users to take an action such as to visit your website/link to buy or for more info! You can create CTA to take users to another post as well.

Published November 11th, 2021

Sales & Marketing

‘Bullish’ marketing industry plans to boost spending power in 2024

Courtney Shields



‘Bullish’ marketing industry plans to boost spending power in 2024

UK marketing leaders are gearing up for a ‘bullish’ 2024, with more than 70% planning to boost digital budgets this year, new data shows.  

Following four years of economic flatlining and commercial pressures for many of the UK’s top marketers, 2024 is expected to see a resurgence in industry optimism, with increased investment being directed in key growth areas including AI, websites, SEO, broadcast and podcasts, as well as email and content marketing.  

The data from more than 500 UK marketing leaders, commissioned by search-driven content agency No Brainer, is available to in-house and agency marketers now. The first report is called the 2024 eCommerce Trends Report

In addition to No Brainer’s findings, a recent Statista report indicates the eCommerce market is set to reach a projected £100b ($124b) in the UK for the first time in 2024, and eComm marketers are poised to make 2024 the year they seize a greater share of consumer spending.  

The report by No Brainer also reveals significant spending growth in key areas of marketing, with many marketing decision markers saying they intend to invest over 60% more than they did in 2023 in the following areas: 

  1. AI: 64% to increase spend by as much as 60% 
  2. Website: 64% to increase spend by as much as 60% 
  3. SEO: 62% to increase spend by as much as 60% 
  4. TV, Radio & Podcasts: 59% to increase spend by as much as 60% 
  5. Email Marketing: 58% to increase spend by as much as 60% 
  6. Content Marketing: 57% to increase spend by as much as 60% 
  7. Digital PR: 57% to increase spend by as much as 60% 
  8. Influencer Marketing: 56% to increase spend by as much as 60% 
  9. Organic social: 56% to increase spend by as much as 60% 
  10. Paid search: 55% to increase spend by as much as 60% 

Some of the highest budget increases came from marketers working in sectors including Education with 69% increasing by up to 60%, Finance with 64% increasing by up to 60%, and Retail with 56% increasing by over 40%. Only 14% of marketing decision makers said they’ll be dialling back on budgets in 2024. 

Gary Jenkins, Director at No Brainer, said: “Four years of rising costs, inflationary pressures, and squeezed budgets has made life tough for UK marketing leaders tasked with delivering growth, but we’re expecting to see that turn around in 2024 with many taking a more bullish approach in terms of spending power. 

“This is great to see, and not just because we play in this space, but because if businesses of all sizes are serious about recovery and growth, then investing strategically in the right areas of marketing is crucial. Sadly, in challenging times, these are the things that can often be the first cut.  

“When every penny matters, like it has in recent years, then there’s a laser focus on marketing leaders proving the value of every pound they spend, and quite rightly. It’s got everyone challenging the ROI of their spending across every marketing sector, and the same rule should apply with these increased budgets.  

“It’s about putting them to best use. A solid, strategically planned marketing strategy can unlock new audiences, drive more revenue from existing ones, and drive more brand loyalty and advocacy, so it’s still a case of spending smart, even if spending more.” 

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

Tags: budget, Content Marketing, seo, spending, websites

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Sales & Marketing

Why social listening platforms can’t listen – and how SocialVoice is looking to step in

Courtney Shields



Why social listening platforms can't listen - and how SocialVoice is looking to step in

The market opportunity for brands who get influencer marketing right is huge.

According to Goldman Sachs, the creator economy is worth around $250 billion (£205.4bn) today. By 2027, it could hit $480bn (£394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to use nano- and micro-influencers in their campaigns. The State of Influencer Marketing 2023 Report puts this at 39% and 30% respectively. With the rise of trends such as FinTok and others front and centre, no longer is there a subject which cannot be touched by an influencer; someone passionate, authentic and knowledgeable enough to earn consumer trust.

Getting the right influencers, in terms of what they say, how they say it and how many people they say it to, is therefore vital. Indeed, an entire martech sector has mushroomed in the form of social listening. Yet Nicholas Greig, chief revenue officer at SocialVoice, has a problem with the term.

“Social listening platforms can’t listen,” explains Greig. “All they can do is scan the metadata.”

While social listening tools can look at hashtags and comments, crunch engagement rates, and look at the sentiment of the written word, SocialVoice believes there is no tool currently on the market which can get ‘inside’ a video and analyse the voice. Until now.

The aim of SocialVoice is to enable analysis of an influencer’s past activity, through every frame of every video on every platform. Tone of voice can be analysed, beyond the written word, to assuage fears around brand safety as well as brand fit. This can go from the usual sentiment analysis to understanding personal versus corporate tone, to extrovert versus introvert, to liberal versus conservative. “Because we’re moving to nano- and micro-influencers, we’re not bringing them in for shoots anymore, so we’re relying on the quality of their recording,” explains Greig.

From a technology standpoint, it will not be a surprise that AI is at the heart of the solution, with three primary facets; deep analysis using machine learning tools, statistical approaches to identify pattern correlation across time-based events, and processing at speed. Almost two thirds of those polled in the State of Influencer Marketing report (63%) plan to use AI in executing their influencer campaigns, with two thirds of those brands using it for influencer identification.

What this looks like in terms of product is the Influencer Integrity Report, the first go-to-market effort from SocialVoice. The analysis of time-based events and processing at speed is combined so brand managers can input the influencer link and then get a report soon afterwards backed up by industry standards – toxic and profane content is based on GARM (Global Alliance for Responsible Media) metrics – and headlined by an overall trust score (left).

In the example MarketingTech saw, regarding a well-known influencer in the skincare industry, a specific brand appeared 273 times based on hashtag and written word analysis. For video scripts, the brand appeared 3648 times (right). Tone of voice noted variance between neutral and joyful.

Greig believes this will solve a fundamental industry problem. “We realised that there were some very big problems in the world of influencer marketing that, despite its growth, were affecting uptake from industry sectors such as banking, or from industry sectors where compliance and conservatism was more prevalent,” says Greig.

“These problems come around the fact that not a single influencer discovery platform in the world can be trusted to do proper vetting, or background checking, of the influencer,” adds Greig. “Checking influencers takes hours, and they can’t go back and check everything that an influencer has ever said – so they cut corners, they look at a random sample of videos, and then they go into a campaign [with a] lack of trust in whether the influencer has any hidden surprises in their background.”

While it remains early days, Greig notes that the trust score is the key element for customers on board thus far. The company has trademarked the term ‘trust my voice’ in anticipation not just of this, but for future cases beyond the brand and agency side. “One of the ways where we see this going forward is that influencers themselves on their profile will have a ‘trust my voice’ link,” offers Greig. “They’ll have that from a software as a service perspective.”

SocialVoice is exhibiting at the upcoming DMWF Europe event, on 21-22 November in Amsterdam, with something a little more enticing than usual. Those who visit the stand will have the ability to have one free check of an influencer of their choice – so the company has a strong bet on their value proposition.

“I think it will shock people as to just how limited the information is they have to make right decisions, and just how open they are to problems,” says Greig.

“We are still very much in a concept [phase],” he adds. “It’s going to be very difficult for anyone to compete against us. It’s not just the AI ability, it’s the scale of what it is that we’re doing; it’s the ability to do it at speed and do thousands of influencers at the same time.”

Insert picture credit: SocialVoice

Photo by Daniel Gaffey on Unsplash

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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Sales & Marketing

Clevertouch creates European consultancy and empowers marketers with AI marketing automation

Courtney Shields



Clevertouch Marketing, a marketing technology consulting and service provider, has formed a new strategic team to drive customer conversion from martech across its European client base.

This, in conjunction with new AI product development in its proprietary Momentum software, will bring productivity in martech to the forefront, at a time when marketers need it most acutely.

As Clevertouch Marketing changes its overall name to Clevertouch Consulting, the company has created a senior team focused on client revenue generation, customer insights and conversion metrics. The team is also investing in the development of new powerful AI marketing tools.

The development of ContentAI, a feature within Clevertouch Consulting’s Momentum software, ensures artificial intelligence is driving maximum productivity within Clevertouch customer marketing teams. It allows the rewrite of email and landing page content, greatly improving the capabilities of marketers and reducing the time it takes to launch assets. ContentAI is backed by a unique persona toolset that allows marketers to ensure generated content fits the tone and personality of the teams and the business. Momentum is used by leading brands such as Fujitsu, Atos and British Land.

To support this, Clevertouch Consulting has strengthened its leadership with a mix of promotions and hires. Elaine Webley has been appointed as COO and CMO to lead operations and marketing strategy, having previously served as Managing Director and Client Services Director. Stuart West, previously Vice President International of BrightTALK, will hold the Chief Revenue Officer position and lead the team across its services and SaaS products. Jamie Burrell, responsible for the company’s consulting services, will take the position of Chief Strategy Officer, and CEO and founder, Adam Sharp, will provide ongoing leadership and market insights. Lucy Larner also joins Clevertouch as Chief Financial Officer after fifteen years in various SMB finance roles.

Adam Sharp, CEO at Clevertouch Consulting, said: “Economic times are tough, and as marketers we all have to sharpen our focus on revenue delivery, customer conversion and productivity within our day-to-day activities. We are committed to investing in the most advanced marketing products and services, driving the efficiencies created by AI, but also backed by a super strategic team to give clients the best possible business outcomes.

“Our name change reflects the changing nature of the business and the desire for clients to bring the martech capability in house, with the support of Clevertouch Consulting to optimise their investment.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

  • Duncan MacRae

    Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

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Tags: AI, Clevertouch, consultancy, Europe

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