Smart Implementation of Instagram for Marketing Your Small Business

Social media can be an effective means by which to promote your business. Of the major social media platforms, Instagram is a visual powerhouse. That is to say, if you can tell your business’ story with images and video, Instagram is a smart place to do so. And you’ll be in good company; according to the Better Business Bureau, 71% of small businesses utilize Instagram as part of their online marketing strategy.

There are several reasons for that statistic: It’s free to use; it’s wildly popular; it’s easy to share images and videos. Who wouldn’t want to harness that kind of extensive marketing reach? What a fantastic way to visually tell the story of your business and grow a loyal and engaged community!

If you don’t already have one, create an account in Instagram for Business (or you can convert your personal account to a business account) where you’ll have:

• the ability to create paid advertising campaigns
• access to metrics to monitor the performance of your content and activity of your viewers
• access to Shopping on Instagram

Like with any social media platform, there are best practices that can improve the effectiveness of your marketing on Instagram which include the following:

• Mix it up - Vary what you share from post to post. One time, feature a product you made, another time a customer using the product. Still another time, a behind-the-scenes shot of production or you at an industry or sales event. Your followers want to see what you’re up to so they can picture themselves as a customer of your brand. By posting a variety of content, over time you’ll learn what viewers respond to best and use that knowledge to produce more appealing, popular content. Additionally, the practice of sharing content that isn’t just about your brand gives your audience a broader view of the value of following you, proving you’re there for the social experience, not just the potential sales.
• Use hashtags liberally - Hashtags (#) help you get found by identifying what you offer. Hashtag your images and videos according to their content. When Instagram users view a particular hashtag, they’ll be shown all the content that shares that hashtag. Online hashtag tools can help you determine which, if any, are trending or popular at a given time. They really make an impact - just one hashtag can raise a post’s engagement by 13%.
• Be active and responsive - Say something; start a conversation! Comment on others’ content. When your viewers comment, make sure you respond with a thoughtful reply. It will build relationships and will assure viewers that there’s a real person behind the account - not a bot. Routinely monitor your notifications to discover any mentions, shares or reviews of your offerings so you can reply and reshare. Tagging is another way to be responsive. Tag a follower or another business to connect and share content with them and their followers. Tagging your location can increase engagement by 79%!
• Flesh out your bio - A dynamic bio can instantly ingratiate you to viewers. Take the time to polish it up for a strong impact and make it look and sound like you. Choose an image that definitively represents your business. Because it’s the only place to add links on Instagram, include a link to your website and other social media accounts. The Call to Action button is helpful to direct visitors to alternative ways to engage with you.
• Make content exciting - Invest the time to create unique, high-quality, compelling content. Cultivate a style viewers will recognize, even look forward to viewing. Customize your account with your brand so when people see it, they know it’s you. This may entail making a plan, or calendar of posts so you can keep to a theme or tell a story over multiple posts. Consider offering contests, giveaways, discounts and coupons to provide further variety and excitement to your feed. Here are some incentives: Instagram accounts that hold contests on a regular basis experience growth of followers 70% faster. Also, of Instagram posts with 1,000 or more comments, 91% are contest posts.
• Be authentic - Show your "true colors" when you post. Demonstrate the unique elements of your business, your workplace, your staff, and your offerings. What makes you, you. Share your roots - your origin story. Your audience wants to know - and they will love you more for sharing your authentic personality. And an audience who loves you will be more likely to buy from you
• Follow and forge alliances with influencers - Influencers (a.k.a. ambassadors) are the "big fish" in the big pond - the large businesses in and around your industry. Following their Instagram accounts can be educational and inspirational for you by making you aware of industry trends and helping you know how you are similar - and different from - them. A strategy you can employ with influencers is to reach out to them offering a free sample of your offerings for them to review. This type of brand amplification can be an extremely potent shot in the arm for your business’ recognition.
• Paid Advertising - Your advertising dollars will be best spent by focusing on a particular goal like one of these:
  • Awareness - expose people to something (your brand, product or service) so they become familiar with it
  • Consideration - provide your audience with more compelling information that gets them to take an action
  • Conversion - provide compelling content that immediately gets your audience to make a purchase

It will take patience and some attention to your results but it’s not difficult to partake of the wealth of opportunities Instagram provides for your small business to get noticed online.

Do you market on Instagram?