Before the days of Instagram likes, Facebook Live Stories or Twitter re-tweets, businesses had to rely on standard marketing practices in hopes of communicating with customers and prospects. However, neither direct mail, emails nor free swag offer real-time, interactive content with measurable analytics. Social media changed this immensely overtime.

On a personal level, Instagram has opened up a world of self-expression and global community. On a business level, Instagram is a burgeoning digital landscape full of lucrative opportunities. Social media has revolutionized the ways in which people interact with brands. In fact, 80 percent of people voluntarily follow and connect with brands on Instagram alone.

The sheer number of active users on Instagram presents the mobile app as a serious marketing force to be reckoned with. Introducing your small to medium-sized business (SMB) to the world of social media effectively works to build your brand, gain exposure, and engage with your audience— all free of cost. Let’s take a deep dive into the reasons why your SMB needs an Instagram account.

Build your brand

A study completed by Facebook found that a promising 60 percent of people discover new products and services via Instagram interaction. Just like everything else in life, first impressions matter. Before potential clients decide to click the follow button, they’re scouring your photos and blurb feed to get a sense of your brand. Without an established sense of who you are, people will be quick to swipe away.

In order to grow impressions, you must invest in the appeal of your first impression. High-quality photos paired with catchy, clever captions that invoke intrigue are excellent jumping off points. For example, if your business sells handmade jewelry, DSLR quality images will be the most detailed and impressive to the eye. Minimal, yet informative blurbs describing the meanings of the stones or the craftsmanship behind the final product serves to have a certain lasting wow-factor that converts well.

For example, TransUnion SmartMove includes variations of quotes and customer photos.

Image Source: Instagram of TransUnion SmartMove

One of the most common mistakes that businesses make on Instagram is forgoing the value of a consistent theme. Unlike a personal Instagram that is more of a curation of life’s random moments than a brand-builder, a business-centered Instagram profile should follow a general pattern. For example, a handmade jewelry brand aiming to drive product sales shouldn’t have random photos of fancy coffees or funny pets living on their profile.

People are far more likely to follow an account that has a visually established brand rather than one that appears jumbled or random.

Humanizing your brand is another key tactic toward building your social media brand. Instagram is one of the best platforms to show users the people and processes behind the label. A study conducted by Trinity Mirror and Ipsos Connect found that “58% of adults don’t trust a brand until they have seen ‘real world proof’ that it has kept its promises.” Nothing solidifies this missing link better than picture proof.

Pro Tip from Jeff Arnett, CEO of Arnett Credentials: “The bottom line of building your brand is capturing the ability to foster real human connections that eventually translate into loyal clientele”.

To start building your brand, start with these key questions:

●      What are your brand values?

●      How will you embrace your brand values?

●      How do you plan on keeping the best interests of your customers and employees?

●      What is the genuine quality of your product or service?

Gain exposure

In the past, businesses used to depend on television commercials, highway billboards, and phonebook advertisements to spread their company name. The digital age has revamped the methods people use to find the products and services they’re looking for. With over 500 million Instagram users browsing the app every single day, the window of opportunity for brands to gain exposure is wide open.

Generating new leads comes with increased exposure, and Instagram is the free marketing source your SMB should utilize. Following the lead of Instagram influencers is a quick and easy way to begin building. Collaboration is one of the most important social media tactics businesses use to gain exposure to wider audiences.

For example, a company selling designer flip flops will likely want to collaborate with a fashion blogger or travel photographer to get their products featured and exposed to new audiences. Instagram influencers with high follower counts have plenty of lead-generation power that makes them excellent jumping off points for budding businesses.

The power of the hashtag is one that businesses shouldn’t underestimate. Hashtags can increase engagement, boost niche audience exposure, categorize posts, and strengthen brand image. Say a  flip flop brand used #FlipFlops on their posts, consumers searching on Instagram for quality flip flops will be better served if they’re able to search by categorization.

Building an impressive following takes time and strategic planning, but with calculated efforts, can become an incredibly lucrative lead-generation avenue.

Engage with your audience

Exposure alone isn’t enough to convert browsers into buyers— audience engagement increases the likelihood of conversion. The only way you can hope to see success on Instagram is if you dedicate time toward engaging with your online community.

ProTip from Brian Kelley, VP of BCCU: “Optimized audience engagement goes beyond consistent posting and following a thematic pattern. Interacting with followers, customers, and similar pages is an excellent way to turn impressions into sales.”

Some of the ways you can increase engagement are:

●      Posting interesting Instagram Stories

●      Regramming photos to boost exposure through new networks

●      Using captivating or discussion prompting captions

●      Participate in your comment section (responding to compliments or questions)

●      Run contests and raffles

Audience engagement gives businesses insight into brand awareness, ROI, and expanding the reach of your marketing tactics. Living in a time where the vast majority of consumers are spending time on their smart devices and on their favorite social media platforms, fashioning an established online presence is a key element for the modern business.

The internet is a digital hub bursting with lucrative business potential. Reaching the right people and presenting your unique idea are easily achievable through Instagram. Tackling social media should be the next step on your SMB venture— and it all starts with a free profile!