The Edinburgh Chamber of Commerce boasts one of the most dynamic, diverse and business event calendars in Scotland.

Instagram for B2B & B2C - How to Build a Range of Sales Funnels on Instagram, Including Instagram Stories

Instagram for B2B & B2C - How to Build a Range of Sales Funnels on Instagram, Including Instagram Stories

@ Edinburgh Chamber of Commerce 40 George Street EDINBURGH Midlothian EH2 2LE

11th September, 2020 09:30-15:00 Training 195.00-250.00
Every small business and marketer needs to understand how to exploit Instagram in order to effectively communicate their customer value proposition, support the business and increase sales.  With 1bn Monthly Active Users and 500m using Instagram Stories, Instagram has proved to be a marketer’s dream. Especially for B2B organisations.
This practical one-day course will equip you with the knowledge to:
  •  Plan, and run Instagram marketing campaigns
  •  Select the right Instagram ads for your marketing campaigns
  •  Create great content that increases customer engagement and brand awareness
  •  Use influencers to generate awareness/ generate leads
  •  Master Instagram Stories, IGTV and the Newsfeed algorithms
  •  Develop a hashtag strategy that works for your business
  •  Evaluate campaign performance and show ROI 
Who should attend?
This workshop is designed for people who want to get a better understanding of Instagram marketing techniques and understand how to apply them.  It’s especially useful for people new to social media marketing. 

Learning outcomes:
  • Understand changes in buying behaviour
  • Identifying purchase decision influences for marketing purposes
  • Selecting ad formats and messages
  • Integrating Instagram with other marketing tools in the sales funnel
  • Identifying great content
  • How to develop a great hashtag strategy
  • How to create a content plan
  • How to schedule content
  • Understanding different ways to increase engagement
  • How to apply Instagram campaigns to generate awareness or capture leads
  • Instagram marketing planning process
  • How to identify key metrics for different marketing goals
  • Key Instagram 3rd party apps and tools to increase efficiencies and scale
  • Use of case studies during course to illustrate areas of digital marketing 
Course Director:
Fin Wycherley
A Senior Social Media Marketing Director with around 25 years’ experience in B2C and B2B marketing. Fin has trained and worked with a number of leading organisations to improve their sales via social media including more recently Skyscanner, Shepherd and Wedderburn, Meltwater, Hiscox and Tesco Bank. Experience of marketing across all sectors, including startup, consumer, small and medium business, large enterprise, private and public vertical sectors, and global. 
Fin is a regular contributor to the BBC, both TV and Radio, on the digital and social media economy as well as publications such as The Guardian, Women in Trade, BQ Scotland, SBBN, and Scottish Entrepreneur.

Fin has won a number of prestigious awards and accolades including:
  1. Top 5 Marketing Adviser 2019 by Enterprise Nation
  2. “Woman of Inspiration 2018” by the Association of Scottish Women in Business
  3. “Outstanding Contribution” 2019 by ASW
  4. Advisor to 10 Downing St
  5. Advisor to the Scottish Parliament

Business Comment

Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
Read more here