instagram marketing

Getting Started With Instagram Marketing: The Beginner’s Guide 

Instagram has long been a significant player in the world of social media marketing channels. This is especially true for eCommerce businesses with access to a video platform with a large following and high engagement.

In recent years, Instagram has evolved and grown at a similar rate to Facebook, implementing new features at a breakneck pace and becoming quite valuable to retailers and users alike.

Take a peek at some of the platform’s most recent additions! Instagram has introduced scores of new tools for businesses in the previous year, including enhanced analytics, shoppable Instagram posts, new ways to generate visitors from Instagram Stories, and IGTV, its debut video platform.

We will cover everything you need to know about Instagram marketing in this beginner’s guide, including how to optimize your profile, create high-engagement posts, get more outcomes with both feed and Stories content, and evaluate your progress on the platform.

The Benefits Of Instagram For Businesses

If you’re a dedicated business owner who puts everything into your company, social media marketing might not seem like a huge concern. But what if we told you that social media networks might provide you access to billions of people all around the world?

It would be silly not to leverage such a promising social platform like Instagram, which has over one billion users. The largest image and video-sharing network will take your organization to a whole new level with the appropriate plan, so saddle up and give it a shot.

Many small firms’ marketing initiatives include Instagram. And it’s not without reason. It has a significant and diverse audience that enjoys interacting with companies and uses the social network as a product discovery platform, resulting in high overall engagement.

These advantages have been convincingly established in research and case studies, with findings showing they can directly transfer into sales and leads.

Consider the following:

  • On Instagram, 80% of users follow at least one brand, and 60 percent of these users claim the platform has helped them discover new items or services.
  • At least 30 percent of Instagram users have purchased items they found on the platform.
  • Sixty-five percent of the most popular Instagram posts explicitly feature merchandise.
  • People enjoy following brands on Instagram, and they use the network to explore and purchase things actively. That’s a significant victory.

Instagram’s continuous efforts to embrace businesses are also worth mentioning.

Instagram ads have a lot of success and get a lot of engagement. Instagram shopping simplifies the Instagram sales procedure. Additionally, company profiles with over 10,000 Instagram followers will receive “Swipe Up” buttons that they can use in Instagram Stories to drive traffic directly to their website, which was previously difficult to do on the network.

The platform grows in value for merchants and eCommerce organizations, particularly those with visually appealing products. Affiliates and referrals are other strategies to increase sales by collaborating with partners and encouraging users to invite colleagues and friends. Don’t be frightened to collaborate with your colleagues; you can even schedule meetings and use the meeting notes to generate fresh collaboration ideas.

When it comes to different strategies to use Instagram for marketing, there are two primary areas to consider:

  • Branding and influencer marketing are examples of paid strategies.
  • Unpaid strategies include creating organic material like posts, Instagram Stories, and comments, and connecting with other users’ content.

Common commercial objectives include selling your products or services, gaining more followers and interaction, creating relationships with customers and other brands, and improving a brand’s reputation.

Best practices to use Instagram

Because Instagram and its engines are so complicated, there are many standards, best practices, and suggestions for getting the most out of your marketing efforts on the platform. It’s critical to go over these suggestions and best practices and choose which ones are appropriate for you and your company. If you try to enter Instagram blindly, you can struggle to establish traction.

Commitment to doing it correctly is one of the most critical components of introducing your company to Instagram. Because you must appease both the algorithm and your followers, this might be the difference between success and failure. For example, using Instagram live to interact with customers helps understand consumer behavior, and tools like customer feedback tools help get a glimpse into their wants and needs. 

Post Regularly

You wouldn’t like to have an account that appears in a user’s feed and leaves them wondering, “Who’s that?” To avoid this, make a publishing schedule for yourself and adhere to it.

According to studies, posting one or two times per day is the best way to keep your feed fresh and relevant without clogging up other people’s feeds. When it comes to the topic of when is the best time to post, the answer is whatever is the best for you and your audience, which may take some trial and error to figure out. Keep an eye on Instagram Insights or your statistics for periods when engagement appears to be at its peak, and try to post during those times.

Don’t go overboard with your posting.

Sharing numerous photographs as discrete posts one after the other is a significant Instagram faux pas. This appears out of date and can irritate viewers because all of those individual photographs will appear in their feeds, leaving them wondering why you didn’t just combine them into one post.

Confine yourself with one or two postings every day, and choose your topics wisely.

How To Build A Successful Instagram Marketing Strategy?

Set Clear Goals

Setting overarching company goals and selecting metrics to evaluate success is the first stage in developing your Instagram strategy.

Begin by establishing business objectives. These objectives are what keep the lights on, and the business operating. The following are some examples of corporate objectives:

  • Increasing Brand Awareness. 

How many people are aware of your company?

Customer Loyalty: What keeps customers coming back to you (rather than your competitors)?

  • Increasing Revenue. 

Isn’t it true that businesses require funds?

Selecting metrics to track is the next phase in your goal-setting process. We could choose the following measures for the goal above:

  • Increase in the number of followers. 

Is it possible for people to locate you and follow your profile?

What is the engagement rate after posting the content? Are users genuinely engaged with your posts after that?

It’s time to identify why you’re sharing content on Instagram in the first place now that you’re ready to take it in a more strategic direction. Do you want to increase brand exposure, acquire new leads, generate warm leads, or engage with customers to create brand ambassadors?

Although your account may have been formed to do more than one of these tasks, having a clear purpose in mind before creating each post can assist your profile in staying focused on what you’re trying to do.

Your principal goal will guide your Instagram growth approach. For example, if you have a more significant budget and want to enhance brand awareness, your strategy would most likely be to place ads that target many people interested in your business.

Your brand should be recognizable in every marketing message your firm sends, whether you’re selling electric skateboards or accounting services.

It’s not easy to define your Instagram marketing goals and objectives on the network. You must be able to explain why you want to be on Instagram in the first place.

Setting objectives isn’t a waste of time. These objectives will determine everything from your content marketing strategy to how much you spend on the site. There is no such thing as a “proper” or “one” purpose to which you must commit. However, your Instagram ROI is primarily determined by your objectives.

Crate and Barrel, for example, is a brilliant example of a retail firm with a social selling strategy that is laser-focused on Instagram. Their entire feed is dedicated to showcasing their products and encourages followers to do the same.

Meanwhile, beauty firms frequently promote products while also building an online community by engaging with followers regularly. Glossier, for example, routinely highlights its fans in their feeds, as well as inside gags that only their consumers will get.

Local, brick-and-mortar businesses frequently focus on keeping clients informed about current specials while also fostering relationships. In addition to showcasing their delectable breakfast choices, Dixie Dharma takes the time to respond to client concerns.

Some businesses use Instagram to showcase their staff and go behind the scenes of their operations. B2B companies like Zapier may not appear to have much to gain from Instagram, yet they manage to use it to show off their human side.

The sheer quantity of creative freedom offered on Instagram is one of its most appealing features. In any case, choosing the Instagram strategies you’ll employ begins with your objectives.

We propose that you spend a bit of time exploring Instagram on your own to get ideas for your company’s approach.

Some of your favorite brands should be followed. It’s also a good idea to keep an eye on some of your competitors. The best approach to discover how businesses and customers engage with one another is to use the platform as a user.

Define And Research Your Target Audience

The next step in your Instagram marketing strategy is to identify your target market. Finding your audience is an essential element of your plan because if you don’t know who your material is aimed at, you’ll end up throwing it into a large pile of Instagram posts with no idea where it will go.

What methods do you use to locate your target audience?

To begin, you’ll need to gather demographic information from the population you’re currently targeting. This will aid your team in determining whether Instagram is the right platform for your target market.

If your Instagram account attracts your target audience’s age group, investing more time and money in the platform makes sense. If not, Instagram could serve as a backup communication channel for your team.

You can start tailoring your content based on your target audience after knowing whether they use Instagram. It could be content centered on the following topics:

  • Experiencing customers issues

People are turning to your firm for solutions to problems that arise in their daily lives, whether they need a plumber to clear a clogged drain or a dress for a special occasion. Consider having 24/7 telephone customer service to solve such issues. Focus your material on how you can assist in the resolution of those issues. 

  • A customer is seeking information.

Perhaps they need to know what kind of chew toy is best for a new puppy, so your material could include pictures of various chew toys with text describing which age and breed would love them the most.

  • Recruiting and company culture

People are blown away by what goes on behind the scenes at your workplace. It can not only assist in humanizing your brand, but it can also aid in the recruitment of new team members.

Let’s begin by defining your Instagram follower demographics using a few fundamental ways. You’ll also learn how to target Instagram followers by learning how to conduct audience research.

  • Create significant identities.

There is no need to reinvent the wheel if you don’t want to. If your company already has buyer personas defined, it’s typically a good idea to leverage that information to determine your Instagram target audience.

Have a good notion of who your average customer is for your company. Consider what your product is and what it accomplishes. For whom is your product intended? And what do you think your target market is looking for?

As a result, their typical target audience would be: a) busy professionals, b) looking for ways to organize their tasks and information c) and boost their productivity.

  • Make use of existing demographic information

Your Instagram analytics can provide you with a wealth of demographic information on your Instagram target audience.

Go to “Audience” under “Insights.” You can see some key facts about your current followers, such as their age, gender, and geography, right here.

Combine this information with the knowledge you have gathered from competitor research and your buyer personas. This should assist you in forming a comprehensive vision of your Instagram target audience.

  • Listen in on critical conversations via social media.

One of the essential elements in understanding your audience and executing efficient Instagram targeting is to conduct audience research.

Trendspotting is one of the most effective techniques to learn more about your Instagram target audience. You’ll have a problem understanding how to engage your audience until you know what they’re talking about and what they’re interested in. Develop a customer conversation chatbot to understand the demands of your audience in real-time.     

Use social media listening tools to discover what’s going on in your sector and around specific topics. This can help you understand what your target audience is discussing, how they feel about a particular topic, and who drives those discussions.

You may use this to find hot conversations in which you can engage and influential thought leaders who can assist you in spreading your brand message.

Consider Instagram Management Tools

Instagram may be all about great photos of you mingling with digital marketing celebrities. That’s perfectly acceptable for your account. 

Building a reliable Instagram marketing strategy is fraught with challenges. To quickly develop your brand profile, you should consider generating leads, raising brand awareness, making social proof, and improving engagement, to name a few things.

Instagram is among the most popular social media platforms right now, with over 1 billion monthly users. It’s no longer just a place where you can click through cat memes and food photos.

You will fail if you do not treat your Instagram account like any other business.

You’ll lose the struggle for attention if you don’t schedule Instagram posts, fix up images, search hashtags, use analytics, investigate rival postings, or execute any of the other social media methods.

It’s a one-sided game. It’s something that all of your rivals are doing. What’s more, guess what? Instagram is a big fan of accounts that do it. So, if you’re not ready to optimize your plan, you should stop right now.

Promote your Instagram channel through email. Use email design builders to include an Instagram icon in your email that redirects to your account. You’ll need accurate data and analytics, as well as knowledge of what to post, when to post it, or who to share it with. On Facebook, you’ll need to know about hashtags, good karma, how to hook users, alter photographs, and cross-market. It would also help to think about your brand’s needs once you’ve decided to incorporate emails into your marketing strategy. Depending on that, the email marketing tools you choose may differ, so be sure to know what you want to accomplish.

You won’t expand your online presence, personal account, or Instagram business without Instagram management tools. 

Sure, you’ll gain a few followers here and there, but you’ll never achieve the level of significant growth required to start making money.

And here’s the thing: your competitors are all doing social media management. If you don’t, they’ll have better content, analytics, and schedules than you. As a result, if someone is seeking a business, your competitors will be the first to attract their notice.

Alternatively, if a potential buyer sees both of your content, they will choose their favorite.

In a nutshell, that is social media. That’s also true in life: people will always choose the better alternative.

Instagram is a central social media platform used by influencers and businesses to generate revenue. You’ll learn about the top Instagram marketing tools in this post to help you take your Instagram presence to the next level. The choice of social media platform, on the other hand, is determined by the location of the target audience. Suppose your target audience is on Facebook, for example. In that case, you can take advantage of the platform’s strengths and find Facebook influencers to share information and have a positive impact on your business.

Instagram management tools can be handy for scheduling, hashtag research, analytics, organic follower growth, reporting, and more.

Engaging with brands and other people is something that users enjoy doing. Without engagement, social media is meaningless, and meeting on Instagram is more important than on other platforms.

Instagram’s engagement has been estimated to be four to twelve times that of other social media platforms. While Instagram can sell, it is most known for its perks at the top of the sales funnel. The issue is that your marketing efforts do not always result in sales.

Many businesses make the error of not having explicit knowledge of their objectives and ignoring the necessity to develop a strategy at least six months in advance. Even if you have a clear goal, you should have a customer retention strategy because things might change. Let’s take a look at some frequent blunders.

In today’s environment, your business must exist and be active on social media if you want to prosper, which means you’ll have to establish other ways to gauge performance to validate all of the money and time spent on Instagram. It’s critical to remain active on Instagram.

Instagram management platform can help you learn and understand a variety of tasks. It will raise awareness and, along with it, traffic if you use it to promote content. As a social media marketer, you may use this widely used network to gain more subscribers and social proof, which can only help you develop.

Use Chatbots Tools To Improve Your Sales

Every month, Instagram has 1 billion active users. 500 million people use Instagram stories daily. With so many people using this platform to decide whether or not to buy a product, you should be there.

It’s even better if you have an Instagram chatbot because people will be able to message you whenever they want. You can take advantage of this opportunity to provide a better customer experience and increase sales.

An Instagram chatbot is a computer-assisted conversation partner. On Instagram, you have many conversations with users, but, when it comes to chatbots, you are conversing with a computer And chatbot tools like Botsify simplify client interaction on Instagram. Here’s how it works: you train the chatbot on how to answer the most important questions in ways almost indistinguishable from humans. Chatbots also help improve communication between customers and brands, and ensure superior customer experience because of 24/7 availability. Thanks to this, chatbot usage saw a 92% increase since 2019, and around 40% of users now prefer to converse with chatbots.

Create Relevant Content

Because a typical internet user’s attention span is only 8 seconds, relevant material is more vital than ever.

So, how can Instagram marketers develop high-quality content that will interest their target audience? Understanding your audience, tracking their behavior, and finding new ways to satisfy their preferences by providing original and varied content are the keys to success. Finding Instagram content might be complex. It’s easier said than done to come up with thoughts and select the perfect visuals for your feed. Because your Instagram material must not only be relevant and entertaining to your target audience, but it must also be visually appealing.

Instagram is a very visual platform, and successful content marketing efforts rely heavily on eye-catching and engaging photographs in general. Your Instagram account’s content is its lifeblood. However, finding material does not have to be a difficult task.

Don’t worry if you don’t have the resources or the time to take your own Instagram images or if your company doesn’t sell something physical like apparel or beauty goods that appear friendly in an Instagram feed.

  • Know your audience.

You won’t develop captivating and high-quality Instagram content until you correctly understand your audience. Begin by conducting interviews with people in your target market. Learn how they use Instagram, what profiles they follow, and what they hope to achieve by using the social media network. Then, acquire and use customer testimonials to understand what your target market needs and wants, and adjust your offerings accordingly.

What factors do they consider when looking for a similar offer? What method do you prefer to use to purchase this product or service? What are the most enticing value propositions for this demographic? It will be easier for you and your team to develop appealing content now that you have this knowledge.

  • Measure the effectiveness of your work.  

Measuring what material resonates and does not resonate with the target audience is the quickest way to create captivating content. You can track crucial data like follower engagement, follower growth, and hashtag success, among other things, with the right management tools. 

Instagram analytics tools will advise you when it’s best to upload content so that you can reach most people. This data point alone can improve content performance without requiring you to change the type of material you publish.

  • Use a variety of mediums and content types.

Remember that the average Instagram user has a shorter attention span than a goldfish. It is critical to use a variety of mediums to capture the attention of your target audience.

Consider Netflix as an example of an Instagram account that masterfully blends mediums. In the first case, a social media manager shared a bizarre image supporting a forthcoming Lady Gaga documentary.

A social media manager posted a short amusing video featuring Dave Chappell and Chris Rock just a few days later. Netflix can overturn to a wide range of potential customers by altering content mediums, and thanks to unique content formats, it can keep fans continually engaged.

  • Come up with a catchy Instagram caption. 

Instagram captions aren’t the place to cram hashtags in the hopes of gaining more followers. On the other hand, captions should be used to convey a captivating and complementary story that supports your brand’s overall purpose. It will take some trial and error to come up with an engaging caption. If you can detect patterns relating to alternative caption styles and post-interaction or reach, monitoring Instagram statistics can enhance your captions.

While extensive captions aren’t required, make sure to write something worth reading, which contributes to your content story’s progression.

Promote Your Business On Instagram

It’s time to revise your Instagram promotion strategy.

Why are you doing this now? Because of the platform’s continuous innovation and growth, what worked in the past will no longer get you the same level of interaction.

According to recent Instagram statistics, the visual area is becoming increasingly congested, with marketers vying for more customers tooth and nail. As a result, having as many techniques as possible to advertise Instagram to their target audience pays well for brands.

When it comes to Instagram marketing, any combination of these strategies is a fair game, from optimizing your posts and profile to reconsidering your approach to content promotion. Here are a few ideas for getting your Instagram account noticed.

Increase the amount of content you create. You’ll never run out of Instagram content to post to fill up your feed. Images of customers. Memes. Videos in little chunks. Relevant trends in the industry, such as web design trends. And that’s just the tip of the surface of what’s possible.

You’ll have to try and figure out what works best with your target demographic. This entails increasing your content development and posting frequency of your stories.

And, while we’re on the topic, Instagram Stories are pretty helpful. You can literally “jump the line” and feature front-and-center in people’s feeds by using Stories to post spontaneous material. The built-in tools of stories allow you to go really creative, and there are hundreds of Instagram story ideas that you can develop. Not only that, but you don’t have to worry about flooding your fans by posting Story after Story.

The message here is that Instagram advances significantly faster content than it did a year or two ago. If brands need to keep up, they have to step up their game. Ensure you have a detailed strategy and use data to develop more successful content to create information that your audience will appreciate.

Cross-promote your Instagram posts on other social media platforms. The effort and time it takes to get the perfect photo and come up with a creative caption isn’t something that should be squandered.

Cross-posting your content to other particular social media platforms is a no-brainer if you want to maximize your Instagram ROI. To increase the reach of your Instagram material, you can promote it on social media sites like Twitter and Facebook.

While cross-promotion is a great idea, keep in mind that each social media site has its own set of best practices. Linkedin prospecting, for example, places a substantial emphasis on profile building, whereas photographs submitted to Facebook may require a somewhat different description.

Concentrate on content that is centered on individuals. Although Instagram might help you make money, it is first and foremost a place where you can share your experiences.

Selfies, consumer photos, and suggesting video ideas in real-world settings are pretty popular on Instagram. The ability for companies to advertise in a more personable way without assaulting followers with messages that shout “BUY NOW!” is a big part of Instagram marketing. 

On a related point, this is why user-generated information like customer images is such a gold mine for businesses. User images represent marketing firepower that indicates that people like your products. Not only do people on Instagram enjoy it when brands scream them out, but they also represent promotional firepower that proves that people like your products.

According to the platform’s guidelines, it’s recommended that you post to Instagram at least once a day. Topshop and H&M, for example, post up to three times every day. In order to grow your audience it is important to understand the optimal times to publish on Instagram will help you engage your followers to create more material.

Set Your Budget

If you’re using Instagram to improve your business, you need to set your social media budget.

A social media budget is a plan that details how much money you plan to spend on social media over a given period, such as a month, quarter, or year.

There are no particular rules for how much you should spend on digital marketing in general or on social media in particular. There are, however, some broad standards and benchmarks that are supported by research and surveys. 

It is also essential to decide the direction of your project. Before starting a project, take a look at some popular Kickstarter campaigns. What social media habits do they have? Examine their most popular content and try to identify the most effective metrics. It will help you out at the beginning of your investigation.

The overall marketing budget varies based on whether you’re marketing to customers or other firms, according to the Business Development Bank of Canada:

Marketing should account for 2-5% of sales for B2B enterprises.

B2C businesses should spend 5-10% of their turnover on marketing.

Based on the same research, below is the average percentage each size of business spends on promotion each year:

Large businesses: more than $100,000

Mid-sized businesses: $60,000

Small businesses: $30,000

As per the February 2021 CMO Survey, firms will spend the following percentage of their marketing budget on social media platforms in the next 12 months:

B2C Product: 21.8%

B2C Services: 18.7%

B2B Services: 18.3%

B2B Product: 14.7%

According to the same study, the amount of marketing expenditure given to social media this year differs by industry:

Finance and Banking: 11.7%

Consumer services: 28.5%

Media and Communications: 25.6%

Over five years, the overall budget for social media in the marketing budget is approximately 24.5%.

Use these averages as a guideline. Then, while preparing to fund a social media campaign for your business, adjust them to your goals and resources.

Remember that your social media budget encompasses more than just the money you spend on paid ads. Receiving payments is always an issue for Instagram influencers. The most important thing is that you don’t always get the precise amount from your customers with indirect payments.

For example, if you work as a freelancer and use platforms like Upwork or Fiverr, you’re probably aware that those networks withhold 20-30% of your earnings.

That is why, nowadays, most freelancers choose to get payments in Cryptocurrencies from marketplaces that do not charge an additional cost. A small business owner, entrepreneur, or freelancer can consider taking cryptocurrencies as payment for various reasons.

One of the most notable is access to the more than 2.3 million people who used cryptocurrencies as payment last year-an increasing number of people who wish to pay using a decentralized digital currency. Many people turn to cryptocurrencies because they have more transparent policies than traditional banks, fewer hidden costs, and better protection against chargebacks.

More essential than why (especially in assessing whether it’s worthwhile for you and your business) is how you should accept Ethereum and other cryptocurrencies as payment options for your product or service.

Several constraints, particularly in foreign transactions, vary based on where you live and might severely limit your ability to hire freelancers. However, it’s important that you do your research on crypto-currencies through exchange platforms to make research-based investment decisions. Additionally, you can consider a defi wallet to always be in the know about your assets.

Although there are numerous platforms where you can locate freelancers for almost any activity, employing them gets tricky when it comes to payment.

However, the arrival of cryptocurrency has eased the payment situation for freelancers, and most freelancers now insist on receiving payment in digital currencies.

Instagram Analytics: What You Need To Know

Instagram has built-in analytics tools that can provide you with a wealth of data on your performance on the platform. It’s worth noting that Instagram analytics are only available to businesses.

Go to your account page and click the graph icon in the top right corner to access your analytics.

Essential performance metrics such as the following can be found in your Instagram Analytics:

  • The total number of people who have visited your profile.
  • Total reach 
  • The total number of clicks
  • Total impressions
  • Every post’s performance, including impressions and engagement
  • The total views of your stories

You’ll also be able to examine essential details about your target audience, such as:

  • The number of followers and recent trends in growth.
  • Gender and age distribution.
  • Location.
  • Known by days and times, follower activity will help you figure out the best times to post.

While these analytics aren’t as detailed as Facebook’s Insights, they provide a wealth of information about how the platform progresses. We can observe how our perceptions, reach, and engagement change month to month and how they compare to a rising or dwindling follower base.

You may uncover trends and patterns by comparing this data to top-performing posts and studying their effectiveness. This will help make your campaign a success in the long run. Another way to make sure you follow the current trends is using Google Trends API to see what people are searching at the time and specifically what is the recent hot thing in your field.

Do a competitive analysis to examine what other marketers in your sector are posting after you’ve determined your Instagram audience.

Start by looking at your top competitors’ Instagram profiles. Moreover, look for similar accounts by searching for terms related to your business and sector.

Examine linked accounts to discover which posts receive the most engagement, what trending hashtags they’re using, what captions they’re using, how often they publish, and how quickly they’re expanding. As you begin to grow your account, you can use this data as a guide.

Please take note of any possibilities your competition may have missed while auditing their material. Including unique content in your mix will help your company stand out from the pack.

Conclusion

When it comes to getting started with Instagram marketing, you have many options to try out.

If you haven’t already, eCommerce enterprises should incorporate Instagram into their marketing eCommerce strategy. Embrace it enthusiastically by delving into the many features with zeal, posting various content regularly, and communicating with your audience. You might be amazed at how quickly the results start to flow in.

Content reigns supreme. It fuels our addiction to social media and can assist brands in growing and engaging their audiences. You must first spot your target audience before you can create unique Instagram posts. Then, to gain a better grasp of what your followers like, consider employing Instagram analytics tools. After that, make sure to develop unique and varied content that aligns with your brand’s objectives.

Understanding Instagram’s best practices and adjusting everything with the platform means making sure your content stands out. When it comes to marketing your Instagram to new consumers, following the recommendations above will help boost engagement and get you started with Instagram marketing successfully.

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top