Ever since its launch, I’ve been absolutely hooked on Instagram. Sure–most of us started off by ‘gramming our lunch with the Mayfair filter (guilty!), but Instagram has quickly proven itself as an effective visual marketing tool for businesses of all sizes.
Whether you’re marketing your creative Etsy business or seeking to connect with prospective clients in B2B marketing, there’s a way to snap, filter and hashtag your way to success via Instagram.
I currently manage Instagram for a nationwide retailer and I’ve learned a thing or two about the differences in managing Instagram for yourself and for a brand, as well as the tactics and tools that help support a successful Instagram marketing strategy.
If your business hasn’t hopped on the Instagram train just yet–or you haven’t set a solid strategy–fear not!
It’s never too late to get serious about your ‘gram game and begin to turn a serious ROI for your business through the platform. Keep reading for a few of my favorite tips for getting down to business on Instagram:
Power up your Instagram presence with a business profile.
One of the easiest ways to build up your credibility as a business on Instagram is by converting from a traditional profile to a business profile.
This is a free feature that will allow you to easily add in a contact button, details on what kind of business you are and in-app analytics that will help you measure the success, relevancy and engagement of each piece of content that you post.
The best part? It takes all of five minutes to get your business profile up and running.
As with any switch, there are pros and cons to converting your beloved Instagram profile from a traditional profile to a business profile.
Rumors have swirled around that business profiles are more susceptible to Instagram’s evolving algorithm, with the risk that their posts will be seen less than those of traditional, personal profiles.
Regardless, I personally believe that the perks that come along with ease of access to contact your business and real-time, in-app analytics far outweigh the risks of a business’ content being seen by less Instagram users. Engaging content > more eyeballs any day!
Craft a cohesive, on-brand feed that speaks to your audience.
What can I say? We’re a society of people who like things that look pretty, and Instagram is the #1 platform to showcase just how great your business and services can look.
This starts with the overall look and feel of your Instagram feed as soon as users visit your profile.
What vibe does your Instagram feed give off on first glimpse – a string of random images thrown together, or an expertly curated collection of photos that’s appealing to the eye?
Keep aesthetics at the forefront when planning out your Instagram content, as well as valuable information for your audience.
Are you a software business that provides analytics solutions for your customers? Why not curate a weekly analytics tips for your audience in the form of a gorgeous Instagram graphic, complete with text overlay and logo?
Your audience will be much more apt to double-tap all over your Instagram feed if your images are not only engaging, but also beautifully designed and appealing to look at.
For beginners, I recommend Canva for text overlays and A Color Story for general editing–both are free apps that will save you a ton of time!
Activate influencers to extend your B2B marketing message and reach.
I work with bloggers and Instagram personalities on a daily basis, and can speak to how impactful they’ve been to my company’s Instagram growth and success.
Although I work for a company that offers a tangible product, it’s very possible to work with influencers if your business offers a specific service as well.
Knowing where to find and start with influencers can seem daunting, but with a little time and social listening your Instagram influencer program can be up and running in no time.
For starters, are you keeping track with who is talking about you on Instagram and beyond?
Delve into active social listening by regularly monitoring your inbound Facebook comments, tweets and Instagram mentions.
I began working with my first Instagram influencers by pinpointing who was already organically talking about and advocating for my company’s brand, and reaching out to those users who had an audience size of over 1k.
You don’t need to invest in an influencer marketing agency to have a strong influencer program–you just need to find out who your biggest brand advocates are and find creative ways to connect with and activate those individuals!
How’s this for an example: through social listening, you’ve found that a prominent tech blogger has been plugging your business on social and loves your product.
This blogger also happens to have a highly engaged audience on Instagram–lucky you! In this scenario, what should you do?
For starters, establish a personal connection by reaching out to the blogger via email to thank them, and let them know that you’d like to work with them in a collaboration capacity. From there, the sky’s the limit.
I’ve found that sponsored Instagram posts, Instagram giveaways and Instagram takeovers that communicate a specific call-to-action for engaging with your business are all successful ways to incorporate influencers into your Instagram strategy without being too sales-y or overt with your brand.
So, how can your industry benefit from Instagram marketing?
I personally believe that industries of all types will benefit from having a strong, on-brand Instagram presence.
During my time working in social media I’ve seen industries of all types leveraging the platform to tell amazing stories and communicate beautiful visuals to their audience–from clothing brands, to tech products, to restaurants.
The key to mastering Instagram marketing for your industry boils down to 4 major points: knowing your target audience and speaking directly to them, prioritizing engaging and on-brand visuals, giving users and influencers a reason to talk about you and advocate on your behalf, and leveraging the tools that Instagram offers its business users.
Don’t be afraid to test new content on your feed–and test a lot to see what content sticks with your audience, and what content doesn’t!
From regular images and text overlay images to inspirational quotes and video, each business has a specific type of content that will work best for them and their audience.
It’s all a matter of trying, altering content and trying yet again.
