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How to Succeed on Instagram: An Informal Case Study
If you’re like many business owners or managers, navigating Social Media for business can be a mystery. It’s difficult to know where to start or which platform to leverage. Many are looking for ways on how to succeed on Instagram and I found one car dealership who’s not only figured it out but who’s had great results.
While Facebook is usually the best platform to start your Social Media marketing (because it’s the biggest and Facebook ads can’t be beat for generating traffic, leads and sales), there will soon come a time that you’ll want to venture out into the other channels. Instagram is ideal for many businesses and it can be very confusing, especially if you aren’t a regular user. The results (re: ROI) you get are a direct consequence of a winning (or losing) content strategy.
I have a client who’s been able to quickly get the results they wanted and I’d like to share some of the simple yet profound actions they took to get there. Like so many other endeavors, it’s not so hard once you know what you’re doing.
RC Lacy Ford Lincoln Subaru is located in the small town of Catskill, NY. They’ve been in business since 1914 (yes, 100 years) and the 3rd generation of the Lacy family now owns/manages it. They’re unique in that they understood quickly how valuable social and online marketing can be and they’ve just recently started utilizing Instagram to show another side of their business’ personality.
Lacy’s staff includes an Internet Sales Director, a Business Development Center with four team members who develop leads and a Marketing Manager who handles all Social Media content and community management. Lacy’s has a solid content strategy: they tell the story of their dealership, what it’s like to buy there (why people buy from them) and they provide valuable information to help customers solve problems.
Instagram is an image-driven platform and as such, the content you share must tell a story through the image. If you’re thinking about leveraging it and want to know how to succeed on Instagram or want to improve on what you’re doing, check out Lacy’s profile. How can you tell your story with images?
Lacy’s Instagram Content: Telling Their Story
Lacy’s heritage (for Throwback Thursday). It gives the viewer an idea of just how long they’ve been selling and servicing cars:
Lacy’s Showroom 1968
This vintage ad for another #TBT Throwback Thursday. It shows their employee-centric approach to customer service and their consistent message of “Service Comes First” beginning all those years ago:
Lacy’s Ad c. 1970’s: “And a Service Dept. that Can’t Be Beat!”
Lacy’s place in the community. Dealership personnel are on the volunteer Fire Dept. and they regularly host events:
Catskill NY Fire Dept Truck in Parade
Lacy’s “You’re Always Welcome” customer experience. This customer’s pet named “Angie” visits regularly!
Angie dropped by today to say hi!
Lacy’s facility expansion. Growth is a great indicator of successful business practices. They also like to keep everyone up-to-date:
The New Subaru Building with Dan Lacy
This is a nice example of their simple yet profound strategy. What looks like a random shot of Lacy’s salesperson enjoying his coffee and some sunshine, turned into a lead for Lacy’s. A customer saw this picture on Instagram. She’d been looking for a Subaru Impreza and came down to make a deal:
Leads happen in the most amazing ways!
It’s not easy knowing how to succeed on Instagram for business. Start with a solid content strategy with an end goal of developing relationships that turn into leads. Think about ways your business can show another side of its personality. Customers are out there looking for reasons to buy from you. Make it easy by standing out on Instagram.
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