Instagram, the new business channel for companies

Instagram has proved to be, over the years, a fundamental ally for corporate marketing strategies. In fact there are many companies (over 25 million business profiles in the world) that use this tool to make themselves known and reach potential customers. In January 2019, the audience reachable by advertising on Instagram was in fact estimated around 900 million active users every month and 80% of subscribers to the platform are followers of a company or a brand. There are over 200 million users who view content from business profiles at least once every day and about a third of the Stories that get the most views are those posted by companies. Instagram is also one of the most used social networks in Italy, with over 20 million active users (2020 data).

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For a brand or a company, having well-kept and always up-to-date social profiles is essential. Furthermore, social marketing offers many business opportunities that are often not exploited in the absence of a correct content planning strategy and good community management.

For these reasons it is important to structure every single aspect of managing an Instagram corporate profile, in particular it is necessary:

  • Structuring an ad hoc communication strategy for the sector in which the company operates, in relation to the language and specific communication techniques of social media;
  • Create, plan and publish content;
  • Structuring a targeted paid advertising strategy;
  • Manage interactions with fans/followers.

How much costs to manage a corporate Instagram page

The costs for managing a business page vary according to the objectives that you set and the type of campaigns you want to activate. You can go from a minimum expense of a few hundred Euros per month to several thousand, if you want to offer quality content produced by videomakers or involve influencers in marketing activities. The costs relate to different aspects of the page management:

  • Creation of an editorial plan (PED)
  • Creation and publication of graphic contents, videos and stories
  • Activities to increase followers and visibility
  • Selection and activation of influencers
  • Community Management (interactions, comments and inbox management)
  • Creation, monitoring and optimization of adv campaigns
  • Data analytics and reporting
  • Community Management (gestione interazioni, commenti e inbox)
  • Creazione, monitoraggio e ottimizzazione di campagne adv
  • Data analytics e reportistica

ONLY UNTIL 30 SEPTEMBER FREE CHANNEL MANAGEMENT

One month of free channel management in the case of a subscription of at least 6 months

Phases of the project

1. Sector analysis

In this phase, the Social Media Specialists structure an in-depth benchmarking within which they analyze the customer’s Instagram corporate profile (if any), the main trends in the sector, the most relevant competitors, finally identify the macro topics outlining the strategy to be adopted for maximize user engagement.

Timing: 5 working days (to be confirmed based on the specific project)

 

2. Corporate profile creation (optional)

If it does not yet exist, we proceed with the creation of the Instagram corporate profile, inserting the profile image and the main information requested by the channel, all in line with the corporate image of the company.

Timing: 5 working days (to be confirmed based on the specific project)

3. Editorial plan

The main tool used to manage communication on Instagram is the Editorial Plan (PED), created by the Social Media Manager, containing all the post proposals to be published on the customer’s profile. Each proposed content uses sector-specific creative codes and languages ​​with the aim of expanding the fan base and improving the customer’s brand image through emotional communication and careful programming of posts that are coherent, interesting and non-repetitive, and that push users to interact and share content.

For this reason, communication “streams” are created based on macro themes to be proposed periodically, consisting of thematic posts characterized by a common thread and a common and recognizable graphic layout. The number of weekly publications is determined by the plan selected by the customer (1-2-3 or 5 posts/week – excluding production of original content, photos and videos). The PED is submitted to the customer for approval with an agreed procedure.

Timing: 5 working days (to be confirmed based on the specific project)

4. Post publication and interaction management

Once the client approves the PED, all content is scheduled and then published. The daily monitoring of comments, likes and interactions with the published contents (during working hours) is also carried out. The management of social interactions is structured through specific procedures agreed with the customer, as well as structured through an Interaction Management document and F.A.Q. (Crisis Management excluded).

Timing: daily activity

5. Setting up social ADV campaigns

Activation of advertising campaigns to advertise posts and IG stories, so as to reach the largest number of targeted users effectively and convey the key messages of the various communication campaigns. Instagram campaigns are managed through the Facebook Business Manager and can be set with different objectives:

  • Brand awareness: increased knowledge of the company / product
  • Coverage: promotion of a message in the chosen territory with a defined mileage and with any call-to-action (eg. Call extension or contact via Messenger)
  • Traffic: to the customer’s website (installation of a monitoring pixel required to track the actions of the public on the site)
  • Interaction: eg. with a post, with a target profiled by geographic area / interests
  • Lead Generation: collection of contacts on a highly profiled audience (custom audience)
  • Message reception: promotion of information requests from users directly in Messenger
  • Conversions: aimed at obtaining leads, or filling in a form, by users
  • Video views: for videos posted directly on the customer’s fanpage
  • Sale of products in the catalog: promotion of the online sale of products loaded in the catalog, recommended for those who have an e-commerce site
  • Traffic at the point of sale: invitation to physically go to the customer’s point of sale
  • App installations: promote the customer’s app by inviting the user to download it on their smartphone

 

Note: unlike FB, it is not possible to activate fan acquisition campaigns for Instagram.

Timing: 5 working days (to be confirmed based on the specific campaign)

ADV campaign report example

6. Reporting

Semi-annual or quarterly drafting of personalized reports for monitoring the page and pay-per-click campaigns with analysis of the increase and type of fans, trend and quality of interactions, response of the fan base to individual posts, organic and paid, identification of strengths and reporting of any critical issues. The frequency of receipt of the report is linked to the type of subscription selected.

Timing: 5 working days

Social report example

Staff employed

Account Manager: is the reference figure for the customer and is responsible for managing all the operational phases related to the Social Media Marketing activity, acting as an intermediary between the customer/commercial area/ Social Media and Community Manager.

Social Media Manager: is the specialist who deals with the creation of content for the PED and the setting of ADV campaigns. He has direct and daily contacts with the Facebook/Instagram marketing team.

Community Manager: takes care of the daily management of the interactions that are recorded by the customer’s corporate profile, moderating comments and messages received.

Social Creative Graphic Designer: takes care of creating the contents of the PED (post, IG stories) from a graphic point of view, devising the creative concept of the message to be transmitted and respecting the technical specifications of the media.

Copywriter: deals with the drafting of the textual part of the posts, called “copy”, using an engaging writing style suitable for the type of media used.

 

Plus of the service

  • Spada Media Group is Facebook Marketing Partner, with a direct and preferential communication channel with Facebook Inc / Instagram.
  • Generate brand awareness and improve the customer’s brand reputation
  • Build customer loyalty by transforming the brand into a community
  • Create an auxiliary tool for social customer service so that users can also find in the Instagram corporate profile an interface for comparison and an opportunity for dialogue to get information
  • Increase the visibility of the brand thanks to the ADV sponsored towards a specific target
  • Improve the presence of the brand on search engines

 

Why choose Spada Media Group for the professional management of your Instagram profile?

Spada Media Group’s social media managers’ team is specialized in creating content for Instagram and creating targeted editorial plans. We are among the first agencies in Italy to have understood the potential of Instagram for marketing, gaining experience and know-how in the management of Business profiles over the years to ensure maximum visibility for brands and companies.

  • Facebook/Instagram and Linkedin Marketing Partner
  • Consultative approach with a focus on digital marketing
  • Single agency for cross-media campaigns
  • Design of off-site and on-site strategies aimed at specific objectives
  • Constant monitoring of campaign performance
  • Dedicated team of digital communication specialists
  • Training and continuous updating
  • Google Premier Partner Certification
  • Accredited Professional Bing Ads
  • Prestashop Partner Agency
  • Mailup Partner

Case History

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