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Index
Cover
Instagram POWER
Copyright Page
Contents
Acknowledgments
Introduction
Part 1 THE MOBILE MIGRATION
Chapter 1. The Mobile Native
The App Revolution
Your Tribe Is Sharing Photos
What Can You Do with Instagram?
Up Close with Liberty Jane Clothing
The Instagram Advantage
Chapter 2. Get Clicking on Instagram
Signing Up for an Instagram Account
A Marketer’s View of the Terms of Service
Basic App Navigation
Added Functionality
Chapter 3 Hashtags: Organizing a Chaotic World
A Brief History of Hashtags
Creating Hashtags
Research Trends in Your Niche
Find Prospects Using Hashtags
Join in the Sharing
Cautionary Tales
Hashtags Dos and Don’ts
Part 2 MARKETING ON INSTAGRAM
Chapter 4 An Instagram Marketing Plan
Should I Use Instagram? The 5-10-20 Test
How Does Instagram Compare with the Top Social Sites?
A Basic Marketing Plan for Instagram
Chapter 5 The Social Network Hiding Inside Instagram
The Power of an Invitation
But Why Should I Help Instagram Grow?
Perfect People to Follow
Liking Images
Leaving Comments
Social Goals to Consider
Antisocial on Instagram
Chapter 6 Catalysts for Growth
Catalyst #1 (Positive). A New Service for Existing Customers
Catalyst #2 (Positive). Social Action
Catalyst #3 (Positive). High-Quality Images
Catalyst #4 (Negative). Bad Profile Presentation
Catalyst #5 (Negative). Poorly Chosen Images
Chapter 7 A Copywriter Walks into the App Store
Writing Opportunities on Instagram
How to Get Words on Your Pictures
Common Myths
What Would Joe Sugarman Do?
The Copywriter’s Goal
The Copywriter’s View of the Basic Tools
The Copywriter’s Environment
Taking Copywriting to the Next Level
Part 3 BONDING AND BRANDING ON INSTAGRAM
Chapter 8 Instant Buying Decisions on Instagram
12 Common Buying Triggers Found on Instagram
Five Levels of Connection to a Message
Why You’re Not Buying It
Weaving It All Together
Chapter 9 Instagram for Nonprofits and Service Providers
Unique Benefits of Being Mobile
Capturing the Nonprofit Mission Visually
Four Steps to Marketing a Service on Instagram
Up Close with Laura Lawson Art
The World Needs Your Service
Chapter 10 Branding on Instagram
Invisible Brand Elements
Visible Brand Elements
The First-Impression Test
Leveraging Instagram to Strengthen Your Brand
Visual Brand Strategies in Instagram
Indirect Brand Strategies in Instagram
Up Close with Dakota Mechanic Studios
A New Positioning Goal
Part 4 SELLING ON INSTAGRAM
Chapter 11 Display Ads on Instagram
It’s Cool If It’s Cool
Display Ad Techniques
Prompting Action
One Ad, Many Distribution Channels
Up Close with Alphabet Bags
Chapter 12 Using the Power of Free
Free Versus Discounting
Strategies for Using Free Items
The James Bond Approach
Using Instagram to Promote Free Products
Up Close with La Petite Magazine
Chapter 13 Multistep Campaigns
The Origin of the AIDA Model
Fred Macey’s Breakthrough in Advertising
The AIDA Model Goes Serial
The AIDA Model Goes Postal
The AIDA Model Goes Virtual
Jeff Walker’s Breakthrough Adaptation
The AIDA Model on Instagram
Up Close with the Little Janes Product Launch
An Integrated Visual Product Launch
Part 5 INTEGRATING INSTAGRAM INTO YOUR ONLINE MARKETING
Chapter 14 Integrating Instagram with Your Website
The Two-Way Street
Getting People from Your Website to Their Phone
Two Paths, Two Experiences
Ready for a Mobile User Experience?
Your Website’s Primary Purpose
Your Website’s Primary Method
Your Website’s Primary Metric
Lessons from Liberty Jane Patterns
Think Funnel
Traffic Conversion and Analysis
Integrating Instagram into Your Site
New Methods
Chapter 15 Instagram as Part of Your Social Strategy
Go Big or Don’t Go
Why Instagram Might Be Ideal for You
Instagram and Facebook
Instagram and Pinterest
Instagram and Twitter
Migrating Followers
A Social Snowball
Chapter 16 Local Marketing with Instagram
The Migration to Local Marketing
The Two Tools Available for Local Marketers
Six Ways to Engage Locally with Instagram
Restaurants and Instagram
Up Close with United Generation Youth Ministry
Part 6 TOOLS FOR LEVERAGING YOUR INSTAGRAM EXPERIENCE
Chapter 17 Complementary Apps and Websites
Desktop Viewers
iPad Tools
From Images to Physical Products
Sales Management Platforms
Photo Management Utilities
Geotag Mapping Utilities
Hashtag and Follower Management Utilities
Integration Management Utilities
Photo Editing Apps
Personal Productivity
Chapter 18 Analyzing Your Instagram Work
A Goal-Oriented Approach
Analytics Tools
Answering the Basic Questions
Reaching Data-Driven Goals
Conclusion
Index
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