How to use Instagram for marketing?

• 06.11.2023.
• Social media

Today, we use social networks more than ever before. Instagram, for example, has become an integral part of our everyday life and of our work. Have you ever wondered how to use Instagram to promote your business? We will teach you how to master this platform and how to connect with the audience through it, as well as advertise. All you need - a clear vision and a good strategy!

Instagram, like Facebook, has become an integral part of digital marketing. However, it is necessary to understand what you can achieve with the help of this platform. 
 
In a few words - really a lot. 
 
As with Facebook, Instagram is a free platform, and lately, it has become necessary for advertising as well. 
 
Why? Because most of your competition in the yacht charter is not only on Facebook but also uses Instagram. 
 
These two social networks somehow "pull" each other because not only are they owned by Meta Platforms, but the vast majority of people have both. 
 
Instagram currently has over 2.35 billion users, with statistics showing between 500 and 990 million daily active users. Just imagine how much of an opportunity it is to present your yacht charter to those who love the sea, the sun, the waves, sailing and nautics. 
 
Instagram is definitely an excellent way to connect with such people because they are also the ideal audience for your yacht charter. 
 
So, how can you maximize its potential? 
 

Defining marketing goals on Instagram 

Before you even get started, you should avoid those classic marketing mistakes. 
 
Just like with Facebook, on Instagram, you need to clearly define what exactly you want to achieve on this platform. 

• Is your goal to increase brand awareness? Would you like all the aforementioned lovers of the sea, sun and nautical to know about you?  
• Maybe you want to highlight special offers and last-minute promotions in your yacht charter to encourage booking? 
• Or do you have too few followers and would like to attract more? 

If you accurately define your goals - one of the things listed above or all at once - you can direct your Instagram campaign more precisely and more easily create content that will resonate with your audience. 
 
For example, suppose your goal is to increase awareness of your yacht charter. In that case, you can post pictures and videos of experiences on your yachts. Everyone wants to see how other people enjoyed their time on your yacht and how happy they were - and they will want to be, too. 
 
So targeted and meaningful, we could say. 

Designing an Instagram marketing strategy 

Once you know what your exact goals are, it's time to come up with a specific strategy – a phase in which you'll determine how and to whom you convey your message. 
 
First and foremost - decide exactly what type of content you want to share on Instagram. With the help of a tool like Canva, you can create a grid that will be visually appealing and encourage you to stick to the order and layout of your posts. 
 
Let the posts be a combination of a little bit of everything: photos and videos of your sailing yachts, your guests who enjoyed them, announcements about lesser-known destinations or novelties in nautical. 
 
Definitely include behind the scenes. Let everyone see how your yacht charter operates daily, how your team works together, how the sails are folded, and the like. 
 
Plan posts in advance with the help of the post calendar. This way, you will avoid oversights but also ensure the diversification of content. For example, out of three posts per week, one should be a "real-life" experience of one of your guests. The second can be a video with useful tips on nautical, and the third a promotion of one of your vessels from the fleet, of course. 
 
The multimedia you use, a photo or a video, should have a clear purpose and goal. It should attract and keep the attention of your audience and encourage them to further communicate with your yacht charter. 
 

Development of the visual identity of your brand 

Instagram is a visual platform, and here, your visual identity is the foundation. That's just how Instagram works - through pictures. 
 
And all those images, videos, colours, styles – it all communicates to your audience and creates an impression of your brand. 
 
The first thing you should think about is the colours. If your yacht charter company specializes in luxury yachts, you might opt for shades of blue and gold to convey a sense of elegance and luxury. 
 
You may also choose vibrant and vivid colours to convey dynamism and excitement but don't forget to "put your own stamp" on everything - your brand colours. 
 
Never ignore photos on Instagram because they are "everything". 
 
The style of the photos should be consistent. Choose what you think best reflects your yacht charter. Will it be a minimalist style, with clean lines and neutral backgrounds, or warm images full of life, with people enjoying your boats? 
 
And finally, determine with which tone of communication you will approach the audience. Will your posts be formal and professional or relaxed and friendly? 
 
We will emphasize one more thing - authenticity and transparency in your Instagram identity. It won't take much, and your audience will find out if you use images of vessels you don't have in your fleet. 
 

Frequency and time of posting 

Content on Instagram is much more than choosing an image, text and hashtags. 
 
You need to know exactly when to publish and how often. Some studies show how choosing the right time can significantly increase the visibility of your post. So, plan ahead and adapt to your target audience. 
 
For now, these same studies say that, on average, it is best to post on Instagram - on Wednesdays at 11 am. 
 
For other days of the week, the optimal time would be: 

• on Mondays 11am-1pm 
• Tuesday morning earlier, 8am–10am 
• Thursday 11am-1pm 
• Friday 2pm-4pm 
• one of the top times for posts, they say, is Sunday from 6pm to 8pm 

Source: Hootsuite 
 

Posting schedule and use of Instagram Stories 

If anything, Instagram can be a very powerful ally for your brand. 
 
But the key is in planning. You just need a clear posting plan that gives your audience exactly what they want without overwhelming them. 
 
So, it would be optimal to plan posts, for example, on Tuesdays around 9 am, Wednesdays at 11 am and, say, Saturdays around 5 pm... 
 
Statistics say that Instagram users (all 2.35 billion) spend an average of 29.2 minutes on the platform. 63% of users open this social network at least once a day. 
 
As for Instagram Stories, you can look at them as a small window into your own world. You can share what's new in your yacht charter, show what's happening in the base and how your team is doing, or even ask your followers for their opinions via polls. 
 
And best of all? Instagram does not require perfect, professionally made materials. Instagram loves authenticity. And stories can be short, real moments with your audience. 
 
And it is those small, short, authentic moments that make the difference! 

 

Instagram advertising: Using paid ads 

Surely you, as Instagram users, have come across some great product or service while scrolling. 
 
Paid advertisements on this platform are not just something that "pops" into users' Feeds. With the help of advertising, brands reach their audience. 
 
Your yacht charter business with "regular" posts will reach your current followers, but what if you want to attract a larger audience? 
 
You will do this with the help of sponsored posts. 
 
Do you have great photos of one of your boats? Why not share them as a paid ad? 
 
But here again, it is essential to know who you are targeting. Families looking for a peaceful vacation? Younger people eager for new experiences? 
 
Once you know which audience you're targeting, you can adjust your campaign to make it as effective as possible. 
 
And don't forget to optimise! Track results, see what works and what doesn't - and adjust. 
 

How to use influencer marketing? 

Today, most advertising from magazines, TV commercials and the like has switched to influencers on Instagram. 
 
And how exactly does cooperation with Instagram influencers work? 
Croatia has a large number of people who are very famous for what they do on Instagram, be it travel, photography, lifestyle, etc. What connects them is that their followers trust them. They believe in their authenticity. 
 
If you start collaborating with an influencer who, for example, promotes the beauty of our coast with the help of his videos and photos and has about 50,000 followers from the region and beyond - you can arrange a weekend with him on one of your yachts. He will share his experience on Instagram. And there it is, all his followers now know who you are and what is most important here - they will want to experience the same adventure. 
 
It is essential to cooperate with the "real" influencer. Someone who inspires confidence not only in your followers but also in yourself. This does not mean choosing the one with the most followers but the one whose audience matches your brand. 
 
So, if the focus of your yacht charter company is on luxury experiences or family vacations - then you will not find a person who promotes mountain exploration or solo "backpacking" on Instagram as an influencer who will introduce you. 
 
 
Instagram has long gone beyond a platform only for selfies and pictures of food. 
 
Just imagine how big the audience is waiting for you and how many lovers of the sea, sailing and having a good time there are among them. 
 
Before you start addressing them, develop an effective and clear strategy. 
 
Because while you are thinking about whether or not - your competition has been on Instagram for a long time. 
 
Either way, if you feel like Instagram marketing is too much for you, you don't understand it, or you don't know where to start, contact us - we will create a tailor-made strategy for you. 
 

FAQ 

How do you set up Instagram marketing? 

To successfully set up Instagram marketing, you must first define your goals. What exactly do you want to achieve? After that, come up with a clear strategy. It is imperative to develop a solid visual identity that will attract your target audience. Content planning is vital - you want to be consistent and authentic. And don't forget to take advantage of all the tools Instagram offers, like analytics, to track and measure your results. 
 

How effective is Instagram marketing? 

Honestly, the effectiveness of Instagram marketing can vary. It depends on many things, like your goals, the strategy you've come up with, and how engaged your target audience is. If you use Instagram correctly, it can be a fantastic tool to promote your brand and even increase sales. But, like any tool, the key is how you use it. 

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