Case: Promoting a company specializing in apartment renovations on Instagram
Introduction to the Project A Moscow-based entrepreneur approached us, looking for new customer acquisition channels. We had already been working with him on VKontakte for an extended period. It was time to expand.
The main products are "Turnkey Apartment Renovation" and "Turnkey Bathroom Renovation." The minimum order cost is 100,000 and 40,000 rubles, respectively.
Goal 1: Create an account, generate current and deferred demand.
Goal 2: Increase the company's visibility by building an active subscriber base of potential clients.
IMPORTANT: There is no existing account, and Instagram promotion has not been done previously.
ANALYSIS
Everything Our Audience Loves Thanks to the analysis, we identified the most effective types of posts, advertising creatives. The data helped us understand the optimal text length and hashtags. We learned about the audience's characteristics and their typical behavioral patterns. This formed the basis of our strategy.
The result - minimal changes: everything worked right away without unnecessary testing!
STRATEGY, PROCESS
This industry presents several factors that need to be considered when targeting the audience:
- High price sensitivity.
- High sensitivity to word-of-mouth/reviews/opinions of others.
- Low awareness of differences in service quality.
- Distrust of the market and companies.
- A long decision-making cycle.
- Create a high-quality page that people will find interesting to follow.
- Create and publish unique professional content and Stories.
- Advertise for subscriptions to generate deferred demand.
- Advertise in Direct messages to acquire current clients (redirect all traffic to the Instagram page).
- Work with the subscriber base through Stories to nurture, update needs, and convert into transactions.
We started with the design. A simple and clear design was created, maintaining a consistent style throughout.
In the header, there's a brief description and Unique Selling Proposition (USP), along with a link to Taplink (which provides various ways to contact the company).
Current Stories address basic questions and build trust in the page.
A unified post grid was developed to ensure that posts always look harmonious. This helps differentiate posts by theme.
Content and Stories
We publish 3 posts per week and 5 Stories. This is sufficient for quality audience engagement.
- Videos showcasing completed work.
- Videos from current projects.
- Engaging and sales-oriented Stories.
- Informative articles about renovations.
- Discussions/polls.
Posts demonstrate expertise and address objections. Stories serve as reminders about the company, update demand, and sell.
The outcome? High engagement under each post, with people asking questions and showing interest in renovations. In Stories, people mention that they find them interesting.
Advertising and Results
At the moment, we have attracted over 1,120 targeted followers to the account in 3 months from scratch.
More than 187 people have left their contact information; our managers have contacted them, and contracts have already been signed with some.
Currently, we are getting 6-7 direct clients from Instagram each month with an average check of 340,000 rubles, and we continue to grow!
Instagram has outperformed all other sources in terms of website traffic (through the Taplink link). People visit the website without advertising.
Want the same results? Send us a message, and we'll conduct a free audit for you.
https://www.linkedin.com/in/sergey-sukhovey-931391192/
https://www.instagram.com/tinnavol/
Branding here: https://www.instagram.com/st_sukhovey/?igshid=YmMyMTA2M2Y%3D