Instagram is no longer just a playground for influencers, fashionistas, and foodies. It’s a goldmine for local businesses looking to connect with their community, build brand awareness, and—let’s be real—bring in some serious revenue. If you’re running a local business and not leveraging Instagram, you’re leaving money on the table. Full stop.
“Instagram is a visual business card. It's the first impression you make before people even walk through your door,” says pretty much every digital marketer who gets it. But let’s break down how you can use this platform to grow your local business, even if you’re strapped for time and resources.
Why Your Local Business Needs to Be on Instagram
Listen, if your potential customers are on Instagram, then your business needs to be there too. With over 1 billion active users, this platform isn’t just a place to share pretty pictures—it’s a hub for businesses to build connections, trust, and, most importantly, sales.
“90% of Instagram users follow a business,” according to a Hootsuite study. That means your local audience is already on Instagram, browsing, liking, and buying. Even better? About 81% of people use Instagram to research products and services. So why shouldn’t they find your business in the mix?
Step One: Build Trust by Showing Up Consistently
People do business with those they know, like, and trust. Instagram is where you can build that relationship. Show your face, showcase your work, and engage with your local audience. A plumber posting their latest pipe repair might not seem glamorous, but “authenticity trumps aesthetics every time.” Customers want to see the real you, not a perfectly curated highlight reel.
Step Two: Optimize Your Profile
Your Instagram bio is prime real estate. If it doesn’t tell people who you are, what you do, and how to contact you, you’re missing out.
Username: Keep it simple and consistent with your business name across all platforms. This makes it easier for people to find you.
Bio: Nail down a concise, compelling bio that tells potential customers exactly what you do and why they should care. Throw in a location or CTA to drive traffic.
Location: Make sure your profile mentions where you're located. People looking for local businesses need this information upfront.
Business Account: Switch to a business account ASAP. This gives you access to analytics and features that make managing your profile easier.
Step Three: Plan Your Content Strategy
Content is king, but consistency is queen. Before you start posting, figure out who your audience is and what your goals are. Are you looking to build brand awareness? Drive sales? Get more foot traffic?
Create content that speaks to those goals and resonates with your target audience. Don't just post to fill space—post with purpose. Here’s a cheat sheet for what to post:
Show behind the scenes: Customers love to see the human side of your business.
Highlight customer testimonials: Word-of-mouth marketing still works, and Instagram lets you amplify that.
Showcase your products or services: Use high-quality images and videos to give your audience a sense of what you offer.
Pro tip: Mix it up. Use a combination of posts, stories, and reels to keep your content fresh and engaging.
Step Four: Use Stories, Posts, and Reels Effectively
There’s no one-size-fits-all strategy, but here’s a simple breakdown:
Posts: These are your evergreen content pieces. Think long-lasting posts that showcase products, services, or key updates.
Stories: Use these for quick updates, behind-the-scenes content, or flash sales. They disappear in 24 hours, so they’re perfect for time-sensitive info.
Reels: Instagram’s answer to TikTok. Short, punchy videos that can go viral. Use them to show off your business in fun and creative ways.
Step Five: Measure Your Success
Here’s the deal—if you don’t track your results, you’re just guessing. Use Instagram’s built-in analytics to keep an eye on what’s working and what’s not. Look at engagement rates, follower growth, and—most importantly—conversions.
“Followers are great, but conversions are the real goal,” as any seasoned marketer will tell you. A small, engaged audience is far more valuable than a large, disengaged one.
Step Six: Keep the Momentum Going
Consistency is key. You don’t have to post every day, but make sure you’re showing up regularly. Whether it’s once a week or three times a week, commit to a schedule that’s sustainable. Engaging with your audience is just as important as posting—respond to comments, answer DMs, and make your followers feel seen and appreciated.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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