Instagram marketing: A guide for small business owners

Looking to engage and expand your customer base? One word: Instagram.

Since its launch in 2010, the platform has evolved from a simple photo-sharing app to a go-to destination for people to connect, share, and shop. With its visually rich format and active user base, Instagram offers opportunities for small businesses to thrive.

From helping you grow brand awareness to building a community, the platform can be an effective part of your go-to-market strategy. Here’s how to increase the platform’s potential, from creating a winning profile to developing an effective content strategy.

Why is Instagram marketing important?

As the most downloaded app in the world,¹ Instagram’s two billion active monthly users are ready to click, like, and comment.²

That may explain why Instagram has become a marketing mainstay, especially for small businesses in visual industries (such as fashion and food) or those looking to reach millennials and Gen Zs. After all, roughly 70% of Instagram users are younger than 34.³

That said, Instagram isn’t right for every business. Before committing, research your specific market and run a test to gauge the platform’s effectiveness for your business.

How to create a winning Instagram profile

With an infinite number of posts and billions of Instagram profiles jostling for users’ attention, how can you make your business stand out? Start with these tips:

• Optimize for search engines. Add relevant keywords to your profile to boost visibility.
• Make it branded. Select a username that reflects your brand and a profile picture that's recognizable across all your marketing.
• Craft a compelling bio. Make it memorable and engaging.

How to create a content strategy for Instagram

Not all content on Instagram is created equal — developing a content strategy helps you maintain a consistent and engaging presence on the platform.

Here are some ways to help ensure your Instagram content attracts, engages, and converts:

• Diversify your content types. Incorporate a mix of images, videos, Stories, and Reels to cater to different preferences and increase engagement.
• High-quality visuals, always. Invest in crisp, clear visuals and graphics. Quality imagery captures attention and reflects your brand's professionalism.
• Create a content calendar. Use it to balance promotional posts with value-driven content. You can also better align content with key dates and relevant trends.

The importance of hashtags and SEO on Instagram

One way for non-followers to find your posts? With hashtags.

Keep these best practices in mind:

• Research hashtags. Identify popular and trending hashtags relevant to your content and audience.
• Create a branded hashtag. Use it to track and share user-generated content.
• Mix up your hashtags. Integrate both broad and niche-specific hashtags to reach different segments.

How to build a follower base

Finding new followers can be one of the biggest challenges of marketing your business on social media. Put these tips into action to help build a follower base on Instagram:

• Leverage influencer marketing with influencers to tap into their audiences and gain credibility.
• Engage with the community. Respond to comments and participate in conversations.
• Run contests and giveaways. Encourage followers to engage with your content through contests that require them to like, comment, or share your post.

Do Instagram advertising and promotions work?

Instagram Ads and Promotions are powerful tools for leveling up your Instagram marketing efforts.

Some key features of ad campaigns include:

• Goal selection. Do you want to boost sales, attract more followers, or drive website clicks?
• Targeting options. Display ads to the right people based on detailed criteria, including location, demographics, and behaviors.
• Results and analytics. Track performance and measure ROI through Instagram's analytics.

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Analyzing and measuring success of your Instagram campaigns

Is your Instagram marketing strategy driving results? Optimize for success by:

• Leveraging tracking tools. Built-in analytics covers metrics like engagement rates, follower growth, and click-through rates for measuring Instagram success.
• Benchmarking against objectives. Compare your analytics with business goals to ensure your strategy is working.
• Making data-driven decisions. Adjust your approach based on insights and data.

Instagram marketing best practices

By consistently delivering quality content, actively engaging with your audience, and staying on top of analytics to spot trends, you're on a path that leads to Instagram marketing success.

Beyond these Instagram marketing best practices, consider exploring additional platforms to add to your small business’s social media marketing arsenal. Here’s how to sell on Facebook Marketplace.