Build off of my IG brand

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Hi all. I created an Instagram community page in June where I share the work of some of the most talented electric guitar makers from around the world. Since then, it's grown to over 4k followers, reaches between 150k-300k accounts per month without ads, and has an average engagement rate of around 20%. My primary objective is to funnel that community into an online store for guitar parts and accessories, but I am aware that I have to touch up my web development and marketing skills as well as my general ecommerce knowledge before then. I am seeking general guidance at the moment. I have been thinking a lot about how to develop community and differentiate from the other guitar product retailers. Do you see potential here? What would you focus on if you were me? I am grateful for any and all input. Cheers!
#brand #build
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  • Profile picture of the author savidge4
    Right off the bat I would be looking at affiliate programs. Reverb has one, sweetwater has one.

    And here is a truth, your just starting your journey of e-comm, the DREAM sounds like you want to become a Sweetwater, or Reverb, but the reality is, probably no time soon,

    Once you have the kinks figured out, I would be replicating your Instagram into Amps, i might even try Picks, Acoustic Guitars - AND if you can figure it out, I would be going into effects plugins and loops, that segways to Ableton and then that starts the rabbit hole of pad controllers.

    YOUR good at building an audience... leave the rest to someone else, meaning dump the traffic on affiliate deals - and focus MORE on the development of communities that feed the affiliate programs.

    One Insta page will make you X, 5 or 6 Insta pages will make you 3X - 5X - 10X.

    Dont fall for the mistake of building out a one lane road that generates money. Name me a single business that sells just one thing, They dont exist. Dont rely on just electric guitars from around the world.. as cool as it sounds... diversify with parallels.

    You can build out a site that has all of those topics they are parallel topics. You can send for the most part ALL of those separate paths of traffic to the exact same offers.

    Multiply the front end ( Insta Pages ) and minimize, to maximize the back end - offers to the traffic.

    Originally Posted by Brett Quattrucci View Post

    Hi all. I created an Instagram community page in June where I share the work of some of the most talented electric guitar makers from around the world. Since then, it's grown to over 4k followers, reaches between 150k-300k accounts per month without ads, and has an average engagement rate of around 20%. My primary objective is to funnel that community into an online store for guitar parts and accessories, but I am aware that I have to touch up my web development and marketing skills as well as my general ecommerce knowledge before then. I am seeking general guidance at the moment. I have been thinking a lot about how to develop community and differentiate from the other guitar product retailers. Do you see potential here? What would you focus on if you were me? I am grateful for any and all input. Cheers!
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    Success is an ACT not an idea
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    • Profile picture of the author Brett Quattrucci
      I really appreciate the thoughtful response! You nailed some great points especially about focusing on what I already have going for me and replicating the formula. It seems like a much better approach than diving right into an ecommerce store with just one IG page. I am going to look into those affiliate programs as well. You have just given me some of the most helpful advice I have come by. Thank you for that!
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  • Profile picture of the author Subhodip Das
    I will suggest you list your items in different marketplaces, from where you can get traffic to your IG.

    The Facebook marketplace also works pretty well. Do share your items in related groups.
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    • Profile picture of the author WF- Enzo
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      Instagram has Shops as well, mind you.

      Originally Posted by Subhodip Das View Post

      I will suggest you list your items in different marketplaces, from where you can get traffic to your IG.

      The Facebook marketplace also works pretty well. Do share your items in related groups.
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      • Profile picture of the author Brett Quattrucci
        Yes, this is definitely on my list. I am currently working on building my brand and learning about my demographic and the products they purchase, but I think there is a lot of potential for a Shopify setup. Thank you for sharing your thoughts
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    • Profile picture of the author Brett Quattrucci
      Thank you for sharing your thoughts! I am eventually looking to sell via Shopify. At the moment I think it's important for me to continue building my brand and learning about my customer demographic. I have a tendency to jump into things before I fully develop my ideas and I want to have a really solid foundation before I invest in selling product. That being said, I am going to look into facebook as a selling platform per your suggestion. I haven't had much success with FB in my other businesses and have struggled to get results comparable to my success with IG
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      • Profile picture of the author savidge4
        Originally Posted by Brett Quattrucci View Post

        Thank you for sharing your thoughts! I am eventually looking to sell via Shopify. At the moment I think it's important for me to continue building my brand and learning about my customer demographic. I have a tendency to jump into things before I fully develop my ideas and I want to have a really solid foundation before I invest in selling product. That being said, I am going to look into facebook as a selling platform per your suggestion. I haven't had much success with FB in my other businesses and have struggled to get results comparable to my success with IG
        Shopify in your case is an absolute handicap. You have to remember that IG and FB are owned by the same company. FB marketplace and IG shops are one in the same.

        Why is Shopify a handicap? the #1 reason being you have to direct traffic off platform. Does IG and FB want traffic directed off platform? the absolute answer is NO. To the point that REACH in both communities is minimized when outward linking occurs.

        #2 would be that FB Marketplace as much as it is a part of FB is somewhat autonomous. You don't have to have an active FB page, to get results from FB Marketplace. I would say that FB marketplace is either 4th or 5th in terms ranking e-commerce platforms. And the beauty is once you have a FB marketplace store set up, you can directly access it from IG. Again, it's not 2 stores it's the one used on 2 separate platforms.

        The #3 reason Shopify is a handicap; Its just a website like a WordPress site is. YOU have to direct traffic to it, VS having the traffic already baked in. I am a BIG proponent of using existing platforms that have pre developed traffic IE Amazon, eBay, Etsy Marketplace Etc. Absolutely takes the hardest part of the process, traffic, right out of the equation.

        So don't take your existing FB experience ( Good, bad, or indifferent ) as it relates to Ads or post reach etc. Its literally not the same thing. Marketplace is first and for most an e-commerce platform, that just so happens to be within the FB environment.

        Success is driven by very few factors. The Photo of what you are selling, and the Title are HUGE, the category selection would be next, and the remaining variable would be time... as in they are generally listed newest to oldest, BUT every 7 days you can update your listing, throwing it back to the top.

        I would say of ALL the platforms Marketplace is the EASIST to get results from. If you goto my thread on eBay ( https://www.warriorforum.com/warrior...days-ebay.html ) and the very first post there is a list of links at the bottom, look atthe first second and third posts ( Shipping, Photos, and Listing Tips ) and for the most part all of that information applies.

        Hope that Helps!
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        • Profile picture of the author Brett Quattrucci
          Originally Posted by savidge4 View Post

          Shopify in your case is an absolute handicap. You have to remember that IG and FB are owned by the same company. FB marketplace and IG shops are one in the same.

          Why is Shopify a handicap? the #1 reason being you have to direct traffic off platform. Does IG and FB want traffic directed off platform? the absolute answer is NO. To the point that REACH in both communities is minimized when outward linking occurs.

          #2 would be that FB Marketplace as much as it is a part of FB is somewhat autonomous. You don't have to have an active FB page, to get results from FB Marketplace. I would say that FB marketplace is either 4th or 5th in terms ranking e-commerce platforms. And the beauty is once you have a FB marketplace store set up, you can directly access it from IG. Again, it's not 2 stores it's the one used on 2 separate platforms.

          The #3 reason Shopify is a handicap; Its just a website like a WordPress site is. YOU have to direct traffic to it, VS having the traffic already baked in. I am a BIG proponent of using existing platforms that have pre developed traffic IE Amazon, eBay, Etsy Marketplace Etc. Absolutely takes the hardest part of the process, traffic, right out of the equation.

          So don't take your existing FB experience ( Good, bad, or indifferent ) as it relates to Ads or post reach etc. Its literally not the same thing. Marketplace is first and for most an e-commerce platform, that just so happens to be within the FB environment.

          Success is driven by very few factors. The Photo of what you are selling, and the Title are HUGE, the category selection would be next, and the remaining variable would be time... as in they are generally listed newest to oldest, BUT every 7 days you can update your listing, throwing it back to the top.

          I would say of ALL the platforms Marketplace is the EASIST to get results from. If you goto my thread on eBay ( https://www.warriorforum.com/warrior...days-ebay.html ) and the very first post there is a list of links at the bottom, look atthe first second and third posts ( Shipping, Photos, and Listing Tips ) and for the most part all of that information applies.

          Hope that Helps!
          This is incredibly helpful, thank you. I have been spending so much time debating shopify and woocommerce and never gave much consideration to FB marketplace and other listing platforms. The benefits you outlined do seem pretty advantageous. I'm not particularly skilled in website development and have some concerns about how I would best direct traffic off of IG. Using Marketplace could save me from some related headaches and really simplify things. I am heading over to that thread to check out your post. Thanks again for taking the time to share your thoughts!
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  • Profile picture of the author VictorLoanz90
    Yes I most definitely see potential in this particular area , there are electric guitarist by the thousands seeking sought after guitar parts and such !! Just keep building your like minded audience and devise a plan on how to create a funnel to drive all the traffic on to your online store be persistent and trust the process it'll all pay off
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    • Profile picture of the author Brett Quattrucci
      Sorry I am just getting around to this. I really appreciate the input and words of encouragement!
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  • Profile picture of the author Klara Pelhe
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    • Profile picture of the author Brett Quattrucci
      Sorry I am just getting to this. Your insight is really valuable, and I appreciate it. I believe that I do need to improve the way I connect with my audience. It could really help me differentiate from similar accounts, but I am struggling to come up with creative ways to achieve that. I might just need to spend more time thinking about it
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  • Profile picture of the author DWolfe
    Please switch to the Classic version and use the quote button. Go to the black toolbar highlight your name. You will see Classic Version. One click on the word classic is all you need to do.

    It will be easier for people to see who you are replying to.
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    • Profile picture of the author Brett Quattrucci
      Originally Posted by DWolfe View Post

      Please switch to the Classic version and use the quote button. Go to the black toolbar highlight your name. You will see Classic Version. One click on the word classic is all you need to do.

      It will be easier for people to see who you are replying to.
      Thank you for the tip!
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  • Profile picture of the author savidge4
    *** An added ***

    The BIGGEST advantage of having a Facebook Marketplace store is the ability to then LEVERAGE the platform. Meaning, you can then join groups pertaining to the subject matter of the products you are selling ( Guitars etc ) and DIRECTLY communicate and advertise your store ( be sure to follow group rules ). And unlike any other platform - that only has traffic baked in, with Facebook, you have TARGETTED traffic baked in.
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    • Profile picture of the author Brett Quattrucci
      Originally Posted by savidge4 View Post

      *** An added ***

      The BIGGEST advantage of having a Facebook Marketplace store is the ability to then LEVERAGE the platform. Meaning, you can then join groups pertaining to the subject matter of the products you are selling ( Guitars etc ) and DIRECTLY communicate and advertise your store ( be sure to follow group rules ). And unlike any other platform - that only has traffic baked in, with Facebook, you have TARGETTED traffic baked in.
      Another excellent point. I appreciate all of the great insight
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  • Profile picture of the author writeaway
    What do your metrics translate into when it comes actual visitors to a page outside of IG?

    That's the bottomline
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    • Profile picture of the author Brett Quattrucci
      Originally Posted by writeaway View Post

      What do your metrics translate into when it comes actual visitors to a page outside of IG?

      That's the bottomline
      I appreciate the input! This is something I have been struggling with. I set up a linktree a week ago with some affiliate links to try to get some idea of traffic. So far it has received 126 views and a CTR of 74%. I will be tracking this for some time to gather more data. Do you have any advice about other methods I should look into for estimating these metrics? Cheers!
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  • Profile picture of the author Serene Carmen
    You will be in the best position to answer your own question by analyzing your account. By that I mean which posts get the most engagement? What content tp your users interact with the most. What is your audience most interested in?
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    • Profile picture of the author Brett Quattrucci
      Originally Posted by Serene Carmen View Post

      You will be in the best position to answer your own question by analyzing your account. By that I mean which posts get the most engagement? What content tp your users interact with the most. What is your audience most interested in?
      Thanks for sharing these thoughts! I have a pretty good handle on my followers' preferences, but it's been a bit tricky for me to translate that into products. However, I have been making a lot of progress with product research. My followers really love modern, multi-scale electric guitars, as well as modern, progressive music. I have been doing a lot of research based around popular artists of this genre and the products they are using such as effect pedals, amplifiers, audio interfaces, etc. My thought is that they sell the product for me indirectly and my store is an avenue for guitarists to access it.
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  • Profile picture of the author Klara Pelhe
    First, you should probably start working on your skills when it comes to promotion and managing campaigns on social media and running e-commerce stores, as you said it yourself, you don't feel to experienced in that at the moment. You could also find a help from other but it depends from your budget and current possibilities.

    If you want to overcome competitors, you should intially do a thorough research and analysis on them to see where is the gap that you could fill in, and how you could make something new and different. Also, besides this analysis, I would recommend searching for places where your target audience is active so that you can figure out where to address your promotional efforts.
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