How to develop your drive-to-store via Instagram?

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Let's start with a definition. Drive-to-store refers to marketing techniques and campaigns deployed on mobile phones that aim to attract customers to physical points of sale. Drive-to-store campaigns target prospects on the move who are consulting their smartphones.

One of the distribution channels for deploying a drive-to-store strategy is the social network Instagram . Indeed, Instagram represents 26.55 million users in France alone 1 . In full development, its engagement rate is 60 times higher than that of Facebook 2 and 62% of its users say that they became interested in a brand or product after seeing it in a story 3 . Instagram therefore constitutes a market with strong sales potential.

But then how do you develop your drive-to-store strategy via Instagram? Answers below!

1. Drive in-store traffic with local Instagram pages
2. Develop your drive-to-store using Instagram geolocalized advertising
3. Invest in influencer marketing to support your drive-to-store strategy
Conclusion


Instagram logo – local Instagram pages

1. Drive in-store traffic with local Instagram pages
To develop your Instagram drive-to-store strategy, you buy cameroon cell phone number list must start by creating local pages.

As with Facebook Places pages and Google My Business listings, we recommend creating a local Instagram page for each of your points of sale. This gives you additional communication channels to your national page, while creating proximity with your followers.

Highlighting local events, store teams, on-site videos and stories, contests, etc. Your content is adapted to the local context, it is sometimes more informal than a brand speech, which creates a stronger engagement from mobile users. As proof, local accounts generate 2 to 4 times more engagement than brand accounts 4 .


local Instagram page Atol Les Opticiens Saumur – drive to store

Local Instagram page of the
Atol Les Opticiens store in Saumur



A local Instagram page is also the grouping of essential information for going to the store. Practical when you travel nearby! The address (obviously), opening hours, telephone number, etc. In the example above, the local page Atol Les Opticiens Saumur has also inserted a link to make an appointment directly at the establishment. Perfect for promoting drive -to-store !

Finally, we recommend using geolocalized SEO keywords to write your local Instagram page as well as hashtags. Local searches on social media search engines are booming, especially among the younger generation.


Instagram logo phone – Instagram geolocated ads

2. Develop your drive-to-store using Instagram geolocalized advertising
The second lever to develop your Instagram drive-to-store is to invest in geolocalized advertising. Instagram Ads offers very powerful tools allowing precise targeting within your catchment areas.

With geofencing , you can select the areas where your drive-to-store campaigns will be displayed within a city, region, or even a perimeter around your retail locations. These advanced targeting features capture prospects on the move. Consumers can see your ad on their mobile because they are entering, or are in, a geographic area that you have determined.

In the example below, you can see Crocs' Instagram drive-to-store campaign . The brand has personalized its content locally with the address of its points of sale. The Internet user only sees the ad corresponding to the store closest to him. Know that generally speaking, adding a location to your publications increases its engagement potential by 79% 5 .


drive to store campaign - Crocs

Crocs Drive-to-Store Instagram Campaign


To develop your Instagram drive-to-store campaigns, you also need to adapt to the formats offered by Instagram and popular with mobile users. Photos, videos, stories, real, we advise you to opt for a multi-content strategy. Did you know that 67% of users watch all of the stories published by brands 6 ? When we talked to you about a high-performance engagement rate!

At a time of ad breaks and increasing paper costs, we also advise you to digitize your leaflets and adapt them to the Instagram format. To date, 42% of French people consult a dematerialized catalog at least once a week 7 . Insert your dematerialized brochures into the Instagram navigation path of your prospects. Increase your drive-to-store at a sure cost!

Locally adapting and geolocating all of your Instagram drive-to-store campaigns, as well as developing them in different formats, represents a considerable amount of time for a brand. To automate across your network, you can rely on a local marketing platform . You can create ready-to-use templates there, easily adaptable to the local context, as in the example below. Don't forget that local personalization creates proximity with your consumer and therefore generates in-store traffic .



Digitaleo local marketing platform – ads with local customization

Example of local customization for an advertisement
from the Digitaleo platform



Instagram account phone – drive to store influencers


3. Invest in influencer marketing to support your drive-to-store strategy
To support your Instagram drive-to-store , we advise you to invest in partnerships with influencers. Indeed, Instagram is THE media for influencer marketing . You have probably noticed that the term Instagrammer has become common language.

On Instagram, followers use and abuse content generated by influencers and are attentive to their recommendations! To capture the attention of consumers, and then direct them to the point of sale , you have to provide them with fun, attractive and above all amusing content. We can cite that 45% of Instagram accounts interact with a Real at least once a week 8 . Attractive content therefore generates a high engagement rate .

Using influencers allows you to capitalize on their likeability and attractive content. Mobile users trust them and listen to their advice on brands or products.

In the example below, the brand My Jolie Candle called on an influencer to promote its products. @Charlieandcutie therefore recommended the brand to her followers in a post with a promotional code. Valid online and in store. The name of the promotional code includes the Instagrammer's username. Thanks to this, mobile users have the impression that it is a gift offered by this person whose values ​​they like, and not a simple reduction from a brand.

Partnerships with suitable influencers therefore increase the drive-to-store of your point of sale!



post Instagram influencer My Jolie Candle – drive to store

Instagram post from an influencer
for a My Jolie Candle promo code


Conclusion
To develop your drive-to-store via Instagram , you must start by generating and maintaining local Instagram pages . You must then create geolocalized advertising campaigns with various formats: videos, real, stories, dematerialized flyers, etc. Finally, we advise you to establish partnerships with influencers adapted to your brand image.

It is the synergy of all these elements that will capture consumers on the move and generate in-store traffic .

Instagram drive-to-store campaigns require time, mastery of many formats and understanding of the codes and functionalities to reach the defined target.

To grow in performance, you can use a local marketing platform. It will facilitate the management of all Instagram drive-to-store campaigns and will allow you to adapt them to the local level thanks to ready-to-use templates. This way, you improve your drive-to-store and your competitiveness.



15 campaigns to bring your customers back to the store



References:

https://www.leptidigital.fr/reseaux-soc ... gram-7475/
https://blog.simplebo.fr/pourquoi-creer ... fessionnel
https://www.hubspot.fr/statistiques-marketing
https://www.rocket-services.com/blog/20 ... x-sociaux/
https://www.kampn.com/blog/instagram-ad ... instagram/
https://www.kampn.com/blog/instagram-ad ... instagram/
https://about.fb.com/fr/news/2021/10/av ... -facebook- anticipates-the-digital-promotions-revolution/