From traditional newspaper or billboard ads to Instagram reels and short video ads, marketing has significantly evolved in the last two decades. Every day, a new Instagram trend takes the internet by storm. With over two (2) billion active monthly users, Instagram has definitely become the talk of town and almost every marketer's favorite tool.
When leveraged correctly, Instagram is a readily available platform to help brands build a loyal audience base and gain customers. Ads on Instagram Stories can reach more than 500 million people. As a result, 53.7% of U.S. marketers plan to use Instagram Reels for influencer marketing this year.
However, like every other marketing channel, Instagram must be leveraged correctly to reap full benefits. Crafting engaging and consistent content is one way to ensure that you get the most out of your Instagram and other marketing channels like email or Instagram growth services.
But how do you do that? On Instagram, you can create and share content in multiple ways. For example, you can connect with relevant influencers to promote your brand or your channel. Due to the sheer volume of content and mediums, it is important to follow a consistent messaging strategy when promoting your brand via Instagram and email.
Let’s look at ways to craft consistent messaging across your email, Instagram guides, and influencer collaborations.
How do you craft consistent messages across email, Instagram guides, and influencer collaborations?
1. Understand your brand voice
Several brands in the market today can be identified based on the kind of content they roll out. This can be humorous Instagram reels or app notifications. When we say recognition, we mean not only the brand’s logo but its overall messaging, style, and tone. This consistent messaging across multiple mediums is known as a brand’s voice.
When starting with marketing, one of the first things to figure out is the brand voice.
It should be consistent across all your channels, whether email marketing or social media channels like Instagram or Facebook.
A consistent brand voice makes your brand recognizable. This has become even more critical in the current age of artificial intelligence (AI)- generated content. Even if you use AI content, you’ll need to ensure that the messaging is consistent and follows the same style and tone.
2. Analyze your target audience
Customers are the most important when it comes to any purchase decision. They are ultimately the ones who will be using the service.
Target audience analysis is even more relevant in social media marketing - primarily because your message is seen across various platforms with different audiences. If you do not create highly targeted content, it can get lost in the content pool available on these platforms.
You first need to decide who your target audience is to do that.
You can define your target audience based on their age, income, gender, location, interests, and various other factors. You can start by creating buyer personas or analyzing your competitors to know your target audience. A clear understanding of the target audience will help you keep the messaging consistent.
3. Maintain visual consistency
The images or visuals you use in your marketing campaigns are important for building a consistent brand voice.
Whether sending an email or posting a reel on social media, use consistent brand colors, typography, and color palette.
Your logo, too, should be consistent across all platforms. Your prospects or customers should be able to immediately differentiate your brand by looking at your promotions.
Visual consistency becomes even more important when doing social media marketing or email marketing. For example, if you are sending a cold email, you should be mindful of the visual elements- background colors, theme, and logo - and ensure they are consistent across all your emails. The same goes for your Instagram or Facebook ads. Brands like HubSpot, Spotify, Netflix, Dropbox, etc., are great examples of the power of visual consistency and brand recognition.
4. Create a content strategy
A clearly defined content strategy is essential for consistent messaging across emails and Instagram.
We are not just talking about being consistent when emailing, blogging, posting reels, etc.; it also includes being consistent when replying to emails, commenting on user feedback, and reviewing customer reviews.
Consistent brands are worth 20% more than those with inconsistent messaging.
5. Create a content calendar
When starting with content marketing - you typically post according to trending topics. However, this will only help you in the short run.
For example, if we talk about Instagram posting, you cannot post at your convenience. You must identify the best engagement times and days and create a content calendar aligned with this schedule.
Scheduling posts will save your team a lot of effort and time, allowing them to spend it on more creatively demanding tasks.
6. Set collaboration guidelines
Instagram marketing is highly versatile. Instagram offers plenty of ways to create and share content, from advertising options to carousels, stories, Instagram guides, and more. One such popular way to promote your brand on Instagram is via Influencer collaboration.
Influencer collaboration is great for attracting more followers and engagement. But it is tricky, too, if you want your messaging to be consistent.
To ensure that your brand style remains consistent, you should write down guidelines for influencers. These guidelines may include things like the type, frequency, and quality of the content they will generate. You can also define what keywords or hashtags they will consist of and the deadlines.
7. Leverage Instagram marketing agencies
Instagram is a versatile platform with many opportunities for building a brand. Consider leveraging Instagram marketing agencies to make the most of it.
These marketing agencies will help you create consistent content and schedule them. Some even use automation to speed up the process.
Instagram marketing agencies can help optimize your content strategy to resonate with your target audience. They can create visually appealing and compelling content that aligns with your brand identity and speaks to your followers' interests and preferences. By consistently delivering high-quality content, they can attract and retain authentic Instagram followers genuinely interested in your brand.
These agencies use data-driven insights and analytics to track your Instagram account's performance and identify improvement areas. They can optimize their strategies to attract more authentic followers and drive meaningful results for your brand by monitoring key metrics such as engagement rates, follower growth, and content performance.
8. Integrate campaigns
One way to reap the benefits of email marketing and Instagram is to integrate them.
You can cross-promote your offers and services using your emails and Instagram. In your email newsletters, encourage subscribers to follow your Instagram profile for exclusive content, behind-the-scenes peeks, or special promotions. Provide direct links to your Instagram posts or Stories to drive engagement.
Leverage your Instagram presence to promote email sign-ups. Include a compelling call-to-action in your Instagram bio or captions, inviting followers to join your email list for exclusive offers, updates, or valuable content.
If you're employing a cold emailing tool or email marketing software, leverage the templates and collateral they offer for email and Instagram. This streamlines your content creation process and ensures a unified look and feel across different communication channels.
9. Align your messaging based on seasonal trends
During seasonal trends - for example, a festive season sale, ensure that you run similar campaigns across your email and social media platforms.
Leverage each platform's strengths to create platform-specific content that resonates with your audience. For instance, Instagram may be more conducive to visually striking imagery or short video clips showcasing your seasonal offerings. At the same time, email newsletters can include longer-form content, product showcases, or customer testimonials.
To reinforce brand identity and recognition, maintain consistent branding elements across all communications channels, such as color schemes, logos, and brand voice.
10. Experiment with storytelling
When crafting consistent brand messaging across email and Instagram, storytelling becomes a powerful tool to connect with your audience on a deeper level. Experimenting with storytelling techniques can help you convey your brand's message compellingly and memorably across both platforms.
Consider integrating storytelling elements that resonate with your subscribers in your email campaigns. Share anecdotes, customer success stories, or behind-the-scenes insights highlighting your brand's values and personality.
Similarly, on Instagram, leverage the platform's visual nature to tell stories through images, videos, and captions. Craft engaging visual narratives that showcase your brand's products, services, or ethos in an authentic and relatable manner.
Bottom-line
Keeping your brand's message consistent is essential as you progress in the digital world. This is even more important if you use multiple mediums to promote your brand. The challenge is to share consistent messages across every channel - email, guides, or even influencer collaborations.
The above-mentioned best practices will help you do just that.
Additionally, consider teaming up with Instagram marketing agencies to grow your followers authentically. Working with agency partners and using simple, practical content tools ensures your messaging is the same across email and Instagram.
This makes your brand stronger and builds trust with your followers. By working together like this, you can adapt to changes and create experiences that people remember.
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