How to better leverage Instagram in business
First, set up your company’s Instagram profile as a business page because it’s better for the algorithm, according to Gretchen Murray, a social media analyst with Mobile Marketing. That way, potential customers can find your account faster. In addition, you can show ads, which can only be done through a business account.
From there, Murray suggests using Instagram to build relationships with new customers. “A good general rule of [thumb] is that your posts only sell for about 20% and the rest should be focused on building trust in your brand,” she explained.
Danielle Krempasky, social media and content specialist at Mobile Marketing, said it’s all about the hashtags. “You need to strategically use hashtags on your Instagram posts [as] they play a big part,” she said. “Do your research and see which are trending in the flooring industry and make sure to include those in your posts if they are relevant to your brand.”
Another important use factor for Instagram is engagement. “[An] An important way to use Instagram is to connect in a meaningful way, not only with customers, but also influencers and synergistic brands,” said Irene Williams, owner/director of Msg2Mkt. “This kind of engagement can result in helpful tagging/mentioning/sharing in user-generated content.”
Increase form and function
When it comes to the look of your company’s Instagram, Jenna Cappabianca, director of social media at The Godinger Group, advised creating a specific company theme/aesthetic by including brand colors and fonts on the Instagram page. “When developing branded assets, we try to use the same color palette so that it is recognizable to consumers,” she said. “Generally speaking, we try to keep our page visually appealing with bright colors, allowing our products to be the highlight of the content.”
Murray agreed, suggesting that all posts displayed on your page should be cohesive and strategic. “You need to make sure your images match up rather than some random images you like,” she explained. “Show who you are as a company and your brand through your posts. You need to approach Instagram strategically and know your brand voice.”
Jeff Bieber, vice president of marketing at Broadlume, suggested showing the “vision” and what the product can offer consumers rather than the products themselves. “Show off in floors, instead of showing swatches, room inspirations,” he said. “In all social media, your pages should be an extension of your brand.”