Digital Advertising

How to be Unpopular in the Instagram World


Instagram has become an app favourite for people around the world. It’s a great platform to use for growing your brand and/or business with a massive, captive audience, as long as you use it right! As important as it is to know what to do on Instagram and how to use it. It’s just as important to know what NOT to do, and what you can do to stay popular in the Instagram world!

Using Bad Quality Photos/Videos

No one is asking for National Geographic photography, and you also don’t always need a professional camera! Taking photos from your smartphone is a great and cost effective way to post photos and videos onto your Instagram account.

But when you are using your smartphone, making sure your photos are crisp and are high-quality images is what is most important. Instagram is all about aesthetic, if they are not pleasing to the eye, people won’t like like them or want to follow you or your business.

Spamming Inboxes

This shouldn’t be an issue anymore, but for some reason it still is! Selling your products and/or services on Instagram is totally fine. When done right, Instagram is a great way to find customers, engage with them and build your own community of followers!

Messaging prospects on Instagram has to be done carefully, and without “spamming” or bugging them.

An example we always like to use: You wouldn’t go into a bar, walk up to a girl, and say, “Hey, want to get married?” That’s just not something you do. You take them out to dinner and get to know them first (etc.).

You don’t sell to prospects like that in person, so why do it on social media? Overall point here, don’t do it. Promise?

Going Too Off Brand

Like I said earlier, Instagram’s main element is aesthetic. When you create an Instagram account for your Personal Brand or Business, you have to make sure you are sticking to your brand or business’ brand.

“How do I keep up my brand consistent on Instagram Hayley?”

Well, keeping up with brand consistency isn’t as hard as you may think. No matter what, you should be using high-quality images on your Instagram. Adding your brand colours, the same Instagram filters, themes, quality of photos, designs (etc.) is exactly how you keep consistent in your Instagram page.

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Here are some examples of local companies in Barrie, Ontario that are doing great on Instagram!

Homestead Artisan Bakery

With 2,728 followers, Homestead Bakery does an awesome job at creating an aesthetic and beautiful Instagram profile. (To the right).

They make sure their Instagram content is consistent with their delicious, bright, high-quality photos of their products. Homestead Bakery is posting content as frequently as possible, and doesn’t post anything that isn’t relative or relevant to their brand and business.

Check them out at @homesteadbread on Instagram or online at

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The Faris Team

Local real estate team, the Faris Team, has a great Instagram with beautiful, high-quality photos of the interior of homes.

Their Instagram has 2,859 followers who are highly engaged with their content!

Another way that the Faris Team uses Instagram to engage with their followers is using Instagram Story Highlights. Instagram Highlights are great for showing people past Instagram Stories that highlight your business or brand.

Check out the Faris Team at

Forgetting to Caption Your Photos

NEVER forget to caption your photos! Adding captions to your Instagram posts attracts more engagement onto your posts and your page. Even adding small captions does more than writing nothing. Ask a question, tell a joke, share a story, create a call to action!

Whatever you do, don’t leave your post blank. It gives no incentive for people to engage with your posts, and engagement is what you want!

Ignoring Your Followers

If you’re receiving comments or messages on your Instagram posts, don’t ignore them! Become comfortable with engaging with your followers. Get to know them more, start conversation, engage!

Forgetting Hashtags

When creating your Instagram captions, don’t forget to hashtag! No, this doesn’t mean hammer out 50 hashtags into your post. Pick 1-10 relevant hashtags and add them to your caption. Using hashtags on Instagram is important, this is because it will get your posts noticed by anyone who follows the hashtag or views them. The more views, the more likes and follows on your Instagram page!

Not Using Instagram Analytics

Don’t ignore your Instagram analytics! If your Instagram account is a business account (you’ll need to link your account to a Facebook Page for this), you have access to some basic, but useful analytics.

In the Instagram Analytics, you are shown the age, demographic, sex, time they are most active and more of your followers.  You can also see the impressions and reach of each of your posts, to see which ones were most engaging with your Instagram followers. Keeping an eye on all of this will help you to more consistently choose the right kind of posts for your followers.

The Top 3 Marketing Systems Every Business Needs

Awareness. Leads. Sales.

Watch our CEO Darren as he goes into depth about the 3 essential Marketing Systems that every business NEEDS to have.

If you haven’t thought about how to involve this system into your marketing plan, you’re missing out!

Have you started to use this system yet? Let us know how it’s going in the comments below!

Measuring the ROI of Facebook Ads in 450 Words

The Basic Way to Track ROI on Facebook Ads

Facebook has become the most powerful and effective social media platform that businesses can use to advertise on. This is because of how specifically advertisers can target potential customers and potential leads, as well as the information that Facebook ads can collect from them. But a lot of business owners are not sure how to track the ROI of Facebook Ads.

To help you with that question, here are some trackable ways to measure the ROI of your Facebook ads!


Set Up Custom Tracking URLs

Before you even start with a Facebook ad campaign, you have to make sure that you have created a custom URL for your website. A good one to use is Google’s URL creator.

When creating an ad in Facebook Manager, you choose a marketing objective, traffic, target audience, the placement of your ads, the budget and a schedule. After, you are to choose a page that you want to promote this ad under, the format, and the custom URL that you have made. This URL will incorporate all the parts of your campaign. When you have put in your URL, put in “Facebook” for Facebook ads.

This is where you enter in what metric you want to use for the ads: Clicks or impressions. Clicks are where you only get charged if someone clicks on your ad. Impressions are the number of views that your ad has had, and you pay for each person that has viewed it.

Set Up Facebook Conversion Pixels

If you use Wix, you can use Integration or Tag Manager, but if you’re comfortable copy and pasting the code, do it.

To paste the code, make sure that is is placed before the end of your end </head> tag. Once you have the code placed, Facebook will let you know if it has been put in properly or not.

Next, click “Create Conversion” to allow Facebook traffic to connect with a certain action on your website (view website, sales, download etc.).

Tracking the RIO of Facebook Ads

Now that you have created the custom URLs to track visits from potential leads to your page, and a conversion pixel to track the actions made on that page, measuring ROI for your Facebook ads is easy!

Look at what it costs for your ads for the last 30 days. Then compare it to the sales/leads that were generated from the conversion action in the same 30 days. Compare these numbers. Are you making a ROI on your Facebook ads?

You need to make sure that you set a goal ROI that you want to generate, even if the outcomes are not positive, using Facebook ads is NOT a waste of your time!

The Death of Impressions & Clicks. Local Businesses Only Care About One Thing...

When it comes to advertising, the path you take and the metrics you track, totally depend on your the type of business you run. Just as business has evolved to keep pace with the new digital economy, so has the modern marketer. Clicks, impressions, engagements, conversions, etc. are all popular terms you might see in your monthly marketing report. While this is fine for businesses of the internet variety selling products or services exclusively online, what does it really mean for local brick and mortar businesses? If you run a local restaurant, dealership, or banquet hall, do you really care how many clicks your getting? Does it matter how many impressions you got? If someone visits your website how do you know if they'll be walking through your door or simply clicked an ad by accident? Either way you're being charged for a "Conversion". It seems we have a problem on our hands.

Currently a massive gap exists between digital marketing, and traditional marketing. Modern marketing agencies are pushing digital as a one size fits all approach. Meaning they're providing you with the same system they use for clients who sell exclusively online, which clearly makes no sense. Where as traditional marketers are still trying to sell you newspaper ads, radio spots, and a giant banner towed behind low flying plane. None of which will provide any measurable ROI what so ever! The problem with both these methods is they don't provide a way for physical businesses to track ROI. For businesses selling on line, it's extremely easy to track a customers journey right through to the checkout page, and connect that to ad spend. But how to you track it in the physical world? How do you track X number of sales for X number of dollars spent? The answer for most business is simple. They don't... At least until now.

So if clicks, engagements, impressions and so on are not the answer, and don't matter in the least bit for your business, what does?

What really matters for local businesses is customer calls and visits. How many customers that are seeing the ads are actually calling the business or visiting it. In the case of a dealership for example both of these metrics tell a very important story. Especially if you can track keywords for the phone calls. For example, a customer see's your ad, calls in to speak with a sales rep and the words "schedule" + "test drive" "date/time" come up. Imagine if at the end of the month you got a report that showed you how many calls your ad generated that mentioned those keywords. A great indicator of how many test drives your ads generated.

But wait... it gets better! Now let's say you're a restaurant and a customer see's your ad, and the next day walks into you're restaurant. What if you could track that? What if at the end of the month you had a report that showed: you spent X number of dollars, X number of people saw you're ad, and X number of people actually walked into your restaurant to eat. Well thanks to new technology, we can now do exactly this!

These two metrics, calls + visits, are the most important because they're the only thing that matters. As a business owner or manager, you just want to know who's calling and who's coming in. You don't care about clicks, impressions, blah blah blah. You wan't people, real people, spending real dollars. Here at Suits Social we get that. That's why we're happy to offer a brand new service to our clients which is exactly what you read above. Local advertising that tracks calls and visits.

The technology behind how we do this is quite amazing, and we're happy to share with you in greater detail if you just shoot us an email at or give me a call personally at 705-417-2768. This is a brand new offering, and it's not even on our website yet. We can only accommodate a limited number of clients in the GTA and surrounding area's, so we're basing this on a first come first served basis. If you think your business is a good fit for this service, don't hesitate to get in touch and i'll be happy to explain more.

P.S. Current clients who subscribe to our local marketing management platform will be offered a special discount on this exclusive service.