How to Make the Most Out of an Instagram Business Account

The Ultimate Tool For Growth

Wed Jan 15 2025Social Media5 min read

My most recent client Lisa, was a small business owner of an online craft shop, looking to grow her online presence and achieve more sales. She had been running her online shop for 2 years, relying on word-of-mouth and the occasional market stall to reach her customers. While her products were top-notch, she struggled to get them in front of enough eyes. So I suggested, “Why not take it to Instagram?” She was not immediately convinced and was quick to say "I wouldn't know where to begin with that!". Little did she know that Instagram was going to transform her business in just 3 months. Now I will reveal how we did it and how you can make the most out of an Instagram Business account.

Why Instagram for Business?

Instagram is not just a social platform; it’s a visual storytelling powerhouse. Storytelling being key here! With over one billion monthly active users, it offers businesses opportunities to engage and convert their audiences. The platform’s tools and features are designed specifically for business accounts to empower you to share your brand’s story, grow your community, and drive sales.

Lisa started by switching her account to an Instagram Business profile. This small step unlocked features like in-depth analytics, sales posts, and advertising capabilities that were game-changers for her.

Step 1: Crafting a Memorable Profile

Your Instagram profile is your brand’s digital storefront. It’s the first impression potential customers have of your business. Here is what you need to focus on first;

  • Profile Picture: A clean, recognisable logo for instant brand recall. Your profile picture is often what viewers see first, so ensure it’s professional and aligns with your brand identity.

  • Bio: The bio is a very small space to tell your audience why your business exists. So consider writing your brands mission, your products unique selling point, and a clear call-to-action (CTA) with a link to your website. Keep it simple, short and impactful.

  • Contact Information: Easy-to-find details, such as email, phone number, and physical location, ensured potential customers could reach her effortlessly. Adding buttons like “Email” or “Call” makes contacting your business straightforward and removes barriers.

Step 2: Content that Captivates

In order for Lisa to stand out, she needed to connect with her audience. Her content had to resonate with them, so it was essential to focus on authenticity, quality and consistency. We used these techniques;

  • Storytelling: Instead of just showcasing products, we shared shared behind-the-scenes content, customer stories, and her own journey as a small business owner. This is the “why” behind your business and helps to build that personal connection with your audience. For example, a post about her cosy crafting corner resonated deeply with her followers and encouraged them to describe their craft areas.

  • High-Quality Visuals: I stressed the importance of getting to grips with basic photography and editing tools. Tools like Canva and Lightroom can help you to create stunning posts that align with your brand’s aesthetic. This level of quality, shows your customers you care. However, you may be surprised to learn that the occasional unpolished image or video can show the human behind the business, which customers connect with.

  • Consistency is Key: I put together a posting schedule to ensure her followers always knew when to expect fresh content. Using tools like Meta’s Creator Studio or Buffer can help you plan posts weeks in advance, maintaining consistency without the stress of daily uploads. This is typically the reason people 'give up' on social media because it can be exhausting, so plan in advance!

Step 3: Leverage Instagram’s Features

Instagram’s features are designed to help your business thrive. We made use of these tools to maximise her reach and engagement:

  • Instagram Stories: Quick, engaging snippets allowed Emma to keep her audience hooked. You can experiment with polls, questions, and quizzes to encourage interaction and gain valuable insights into your audience’s preferences. Stories also allowed her to share promotions.

  • Reels: By creating short, creative videos showcasing her products, my client was able to reach a much broader audience. Experimented with trends (relevant to your business) and add a unique twist to ensure your brand’s voice is unique and authentic.

  • Shoppable Posts: These posts allowed customers to buy directly from her feed, making the shopping experience seamless and removing potential barriers. With product tags, you can close the gap between inspiration and purchase, converting browsers into customers.

Step 4: Engage and Build Community

I discussed the importance and value in building a community. To do this, I ensured she interacted with her followers daily. Here’s how she built a loyal community:

  • Reply to all Comments and Messages: Respond to every comment and direct message. This personalised interaction shows your followers that you value them.

  • Engage with User-Generated Content: She encouraged her customers to share pictures of her products and tagged them in her posts and stories. This not only built trust but also provided her with free, authentic content.

Step 5: Insights and Adjustments

Using Instagram’s analytics, we were able to identify what worked and what didn’t. We were then able to perfect her strategy based on metrics like engagement rates, best posting times, and audience demographics. It quickly became clear that her audience was most active in the evenings, so she shifted her posting schedule accordingly.

The Power of Ads

After seeing organic success, Lisa was keen to invest in Instagram ads. This is not for everyone, some businesses thrive alone on organic content. However Lisa felt confident she could manage more sales so she created targeted campaigns based on location, interests, and behaviour. Here’s how I made her ads effective:

  • Clear Goals: Each campaign had a specific objective, whether it was driving website traffic, promoting a new product, or increasing brand awareness.

  • Compelling Creatives: Eye-catching visuals and strong CTAs made her ads stand out in crowded feeds.

  • Precise Targeting: I used Instagram’s targeting options to ensure her ads reached the right people. By analysing the results, we continuously refined her approach.

Beyond the Basics: Building for Longevity

Lisa's journey didn’t stop there. To ensure her boutique continued to thrive on Instagram, she explored advanced strategies:

  • Seasonal Campaigns: Lisa planned content around holidays and seasons, offering limited-time collections and promotions.

  • Customer Feedback: Regularly engaging her audience through polls and direct messages helped Lisa refine her offerings.

  • Evolving with Trends: By staying updated with Instagram’s new features and trends, Lisa kept her content fresh and relevant.

Final Thoughts

An Instagram Business account isn’t just about promoting products; it’s about connecting with your audience and telling your brand’s story in a way that resonates. You can transform your business by embracing the platform’s potential. Every post, story, and interaction is an opportunity to build trust and drive growth.

So, are you ready to make the most out of your Instagram Business account? Dive in today and experiment!

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