I’ve learned SO much about managing a small business Instagram account through my own experience running Monarch Design Co. and from working with my lovely social media manager Annie Brioux from The Social Aesthetic Co. As a small business owner, social media is a wonderful tool to get your voice out there, attract new clients and build a loyal audience around what you do! Social media marketing has become one of the most powerful ways to reach your target audience and get eyes on what you do in a way that is much more accessible than traditional marketing. However, navigating ever-changing algorithms and new features can take a lot of time and patience — which as a busy entrepreneur you may not have.
That’s why I’m sharing all of my tips to growing your Instagram in 2022! If you’re an entrepreneur and are looking to up your Instagram game, build your engagement and reach more of your dream clients through social media, you’ve come to the right place. This is your guide to growing your small business’ Instagram in 2022 ✨
An effective social media marketing strategy comes down to fostering community and connection. As a small business owner, you have a story to tell: your unique journey is what brought you to where you are today and you have value to offer your clients and customers that others simply can’t. Your content should be all about telling this story.
When doing so, authenticity is key: think about how you want to connect with your followers and share what you do in a meaningful way that compels audiences. Instagram offers endless opportunities to post about your projects, the behind-the-scenes of your business, what inspires you and gets you up in the morning, educational content and ways to work with you. For example, if you’re a wedding photographer, use your Instagram as a portfolio showcasing the kind of work people can expect when working with you!
Based on your story and what makes you shine, it is helpful to outline your content pillars for your Instagram: 3-5 topics or themes that you will discuss and create content for. These should be specific to your small business’ values, your “why” and the work you do! Taking the time to reflect on your content pillars will keep you focused, help you create content that is consistent with your biz and give your followers a clear sense of who you are and what you stand for — which is essential to standing out in a saturated online world.
The content you post on Instagram is an example of the quality of work you’ll deliver to your potential clients and customers, so put the time into making it shine 🌟 Consistent branding across platforms is the key to creating a compelling visual story on your Instagram feed. Believe it or not, you only have a few seconds to stand out to audience members, so make sure your visuals leave a lasting impression and breathe a sense of professionalism.
Your Instagram should be consistent with your brand, from your logo down to your colour palette, typography, tone of voice and visuals. Before you start posting content, create a professional brand that reflects you and your small business’ story. After all, a beautiful, effective brand is the foundation of building a strong Instagram presence. If you need help creating a brand for your small biz or DIYed your branding and need a refresh so you can level up your social media marketing, let’s make it happen ✨
Before you put the time and work into creating content, make sure you optimize your Instagram account to turn the clicks you’re getting into clients. If you’re running an Instagram page for your small business, convert your account to a professional account. Meta (formerly Facebook) makes this pretty easy: learn how to set up a business account on Instagram here.
Switching to a business account will give you access to social media tools and features that are designed to grow your business, create calls to action for your followers and add a sense of credibility to your page.
Once you’re set up as a business, write a compelling bio that tells visitors who you are and what you do: try creating a catchy tagline or mission statement for your biz! Next, add some highlights to your profile so your audience can quickly browse through your work and link your website in your bio. Remember, the link in your bio is your point of sale, so make sure it’s easy to find where to go to work with you!
Once your page is set up, you’ve identified your content pillars and you have a clear aesthetic, it’s time to start planning out your content! After all the hard work you put into your social media, you want to make sure your content gets the attention it deserves. The key to making sure your Instagram content gets engagement is to be consistent. Yes, this takes a little time and patience, but social media algorithms favour consistency, so it’s important to show up to your platforms on a regular basis!
As a small business owner, you’re busy wearing many hats, so it’s understandable that you don’t always have time each day to dedicate to managing your Instagram. Trust me, I get it. If this is you, try creating a content calendar in a social media scheduling platform like Later, Hootsuite or Tailwind. By making use of these tools, you can batch create your content when you have the time, schedule it for a later date and it will automatically be posted to your feed while you’re busy doing what you do best!
I personally love scheduling my content using Later — which you can sign up for with my referral link for 10 extra free posts a month.
When you’re creating content, make sure you’re using all of Instagram’s features — especially any new ones that come out! When Meta releases a new feature for Instagram, they prioritize these posts in the algorithm. Your marketing strategy should include a healthy mix of all of these social media tools, with each offering a unique way to connect with your audience and reach new followers. On Instagram, this means hopping onto your stories, creating reels, feed posts, carousel posts and any other features that come along.
There’s no doubt that reels are taking over Instagram. Many social media marketers even predict that Instagram will soon look just like TikTok. We’re big fans of reels since they’re currently the #1 way to grow your account. If you’re wondering “what is an Instagram reel?” or you don’t know how to make an Instagram reel, it’s easy peasy to get the hang of it! Click the “plus” icon on your feed and choose “reel” to start creating!
Remember, your reel doesn’t have to be a viral video to be effective and engaging (though who knows what can happen)! Your video should simply showcase you and your biz’s story, so have fun with it and make sure it falls into one of your content pillars.
At Monarch Design Co., we’re a boutique branding studio that’s all about helping small business owners and ambitious entrepreneurs like YOU take flight, so we hope this guide to growing your Instagram account in 2022 helps you reach your dream clients! Social media marketing is a wonderful tool to level up your small business, so we can’t wait to see you soar 🦋
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