EPISODE 025 | APPLE PODCASTS | SPOTIFY

One of the questions I’m frequently asked, is how I manage Instagram for my business, so that’s exactly what we’re looking at in this episode.

Instagram definitely creates polar views, some love it, others loathe it and perhaps similarly to me, you sit somewhere in between. I think though wherever you sit, we can all recognise the feeling of slight overwhelm that can come with managing a business Instagram account.

I need to be absolute upfront and first and foremost say that I am not an Instagram expert, I’m far from it, but I do have a straightforward strategy that I use that works really well, for my business, without needing endless hours or resources, and working more as an additional tool, rather than a core focus, and I would love to share them with you.

PART OF OUR OVERALL MARKETING (NOT OUR MAIN FOCUS)

We use other social media platforms, including Facebook, Pinterest and LinkedIn; Instagram though is currently our main social media platform, but it is not … and this is hugely important, it’s not part of our main marketing focus, instead it forms part of a much larger picture.

I have a good following on Instagram, it’s far from being a huge account, but it serves us and our target audience well, and rather than having grown directly from typical Instagram growth strategies that we often hear about - including creating viral content, focussing heavily on reels, posting multiple times a day etc. etc  - I have established and grown our account instead through word-of-mouth, brand collaborations, customer service, editorial coverage and simply really enjoying directly engaging with our audience.

For all of the solopreneurs out there, before you say heck, I’m just a one person band here, please know that for many years I was exactly like you, a full on solopreneur, juggling all the roles within a small and quickly growing business, and today, I have a small team that support me, but I still look after all our marketing, that includes our weekly newsletters, the content creation for our podcasts, our website copy and updates, our editorial coverage, brand collaborations and all our social media.

When you send me a DM or write a comment under my posts, that’s me replying, and for the time being I wouldn’t have it any other way. So please know, it is absolutely possible to manage a helpful Instagram account, alongside all other aspects of your business, and still have a life outside of work! This is what this episode is all about. How to use Instagram effectively, without letting it overshadow the core of our businesses.

Understanding Instagram's Role in Your Marketing Strategy

OK, so let's get right into it. Today, I’m sharing how I use Instagram and its role in our marketing strategies. I think so often, we can focus on Instagram too much, it can seem where everyone is, particularly in the creative world, but it’s essential that we pay attention to all of our marketing, i.e. the bigger picture.

So, how does Instagram fit into this bigger picture? Well, for starters, it's a fantastic platform for storytelling, for showcasing the heart and soul behind your brand. It’s where you can combine the narrative of your products, services, and, importantly, your values. And, it is a superb way to connect with your audience, but it’s not the only way.

In my own experience, Instagram has been a brilliant tool for me to connect directly with our audience. I love how easy it is for anyone to send me a message, and I can reply and help. It's often where many conversations start, but they absolutely don't end there. These connections have then flowed into our newsletters, email exchanges and into our masterclasses. Instagram has played a part in growing my brand, but not an extensive role. I see it as an integration with other channels – including our newsletters, podcast episodes, editorial features and collaborative projects – these combined expand our reach and deepen our relationships with our audience.

I feel it is very important to know and to really understand, that you don’t own your account or your followers, they are very much part of Instagram. As we have seen numerous times, we have no control over the ever-changing algorithm. For years, we could enjoy posting still images and building beautiful grids we were proud of , today though, to gain any traction, the key is in creating Reels and unless your brand is one that embodies absolute perfection, the more natural, everyday posts are the ones people want to see, so that means more video, more in the moment and more natural, it’s much less about a set of single perfect images, and ensuring our grid flows seamlessly.

So, as we go through this episode, think about your own brand's story and strategy, and how what I’m sharing fits in with your business and which aspects will help you and contribute to your marketing growth. How will it interact with the other elements of your overall marketing? Keep these questions in mind as we explore further.

Practical Tips for Using Instagram Effectively

Let’s talk about the key principles for a successful Instagram account. For me, a successful account is all about engagement, authenticity, and aligning your content with your brand's voice and values:

1. AUTHENTICITY

Be real. Share your journey, the ups and downs. People connect with people, not just polished products. This also taps into vulnerability, where you share aspects of the “real” you and behind the scenes.

This absolutely doesn’t mean to remove all your professionalism, what I mean by this is to share a bit of yourself. I know it can be hard to put yourself centre stage, but the most successful accounts are not managed by the most extrovert out there, they are often managed by naturally quieter people.

I am bypassing the accounts of global celebrities, that’s an entirely different beast, I’m talking about small brands and businesses, run by the founder. It’s the real-ness, particularly today, that people want to connect with.

A few months ago I started to share a few more videos, videos that I shoot in the moment and focus on a current topic. I purposefully share myself whatever I am wearing at that time, usually it will be working from home, so that will typically be me in yoga pants and simple tops, without makeup.

I found it hard to do this at the beginning, there is something very vulnerable about sharing you in the moment without polished hair and a seemingly protective layer of makeup, but once I posted the first unfiltered video, I removed the pressure and it became so much easier. And you know what, everyone is busy, no one really cares what we look like, as long as we are enthusiastic, we are sharing something of value and with kindness and authenticity, that’s what’s most important. Now, if you have a makeup brand or you are a hair stylist, it might be a little different for you, but on the whole, natural and unfiltered will always be better.

2. CONSISTENCY

This doesn't mean posting every day, but rather maintaining a regular presence. Find a rhythm that works for you and your audience. Also, don’t let Instagram overtake. You might find that some weeks your workload just doesn’t allow for a post or you are struggling to find something to say. That’s OK, I have tested whether consistent posting is necessary and it doesn’t seem to play a key part, instead, it is better to post something of value, but at least aim to post something once a week as a bare minimum.

Some weeks I feel very chatty, I have a little more time in my schedule and I have exciting news to share, then I might post everyday. Other weeks though, this could be reduced to just one post a week. Usually though I sit somewhere in the middle. And then for weekends, I put my family and down time first, but if I have a moment and it’s easy to quickly share something, then I will. The key here is to make it work for you.

3. ENGAGEMENT

OK, this to me is hugely important, there are many aspects that are important and flow together, but if you are to do only one thing really well, this is where I would focus. It is so important to engage with your followers, take time to respond to comments. If someone has taken the time to comment or send you a DM, reply back. It doesn’t have to be lengthy, but be polite and reply. And, engage with your followers’ content. It’s a two-way street.

There is account I follow called the Bucket List Family. I adore their content and the positivity they put out into the world. They have millions of followers and every time I comment, they always take the time to reply, whether it’s a simple like or a few sentences, each time it makes me feel seen and valued, and I always aim to do the same with every single comment and message I receive. And when you have a moment, pop onto your follower’s accounts, view their posts and like the ones that catch your attention. Engagement is very much a two-way street.

4. YOUR BIO/PROFILE

And finally, your Bio or Profile. For me, it’s the most important aspect of your account. It’s where people will come if they are interested in your posts and from here decide whether they see value they can gain and whether what you are offering is right for them.

So, your Bio needs to be strong, clear, and inviting … and this is crucial … for your target audience. The most successful small brands will not appeal to everyone, ideally you want to cater for a niche audience, and this is where you tell that audience, that they are in the right place.

Your bio should quickly tell people who you are and what you offer. Keep it straightforward yet engaging. You have 150 characters, so make every word count.

Inject your brand’s personality into your bio. Whether you’re playful, professional, inspirational, or a mix, let that shine through in your words. Always include how people can reach you or what action you want them to take. This could be a link to your website, your latest blog post, or a sign-up page for your newsletter or a direct link to your offerings.

Include relevant keywords and hashtags that resonate with your brand and your target audience. This not only clarifies who you are but also helps in discoverability. And keep your bio fresh.

Update it often to reflect any new offerings, achievements, or shifts in your brand’s focus.

Your Instagram bio is a small space, but it holds immense potential. It's your chance to make a great first impression, guide visitors to your most important content, away from social media and to your website and further content, and start building that crucial connection. So take a moment, review your bio, and ask yourself: does this truly represent me and my brand?

Instagram AS PART OF OUR BUSY DAYS

Now, how do we balance Instagram with the multitude of tasks we have as business owners? The below points are my take:

1. SET BOUNDARIES

Allocate specific times for Instagram so it doesn’t overrun your day. For me, depending on my work commitments that day, either mornings or later in the day work best. And then put your phone down!

2. PLAN AHEAD

Use scheduling tools to plan your content in advance. This takes off so much pressure. For me, we have outlined weekly topics. You’ll notice that my Instagram posts tend to follow the same topic from that week’s podcast. Before I launched the podcast, I focussed on the topic of our weekly journal post. If you don’t have a podcast or weekly journal, then you can plan ahead by outlining the weeks of the year and create a weekly topic for each. This gives you a focus each week, will stop you thinking what on earth to be focussing on, and will help guide your posts and captions, ensuring they are aligned with your brand and target audience.

3. CREATE VALUE

Ensure your posts offer something valuable. Yes, of course you can use Instagram to directly sell your products, but balance this with genuine value. Think from your customers’ perspective, what knowledge do you have, that links directly with your brand and offerings, that your target audience will find interesting or entertaining. Think what you can share, that also shows you as an authority in your industry and niche. Make sure to share generously and openly.

POSTING ON INSTAGRAM

When it comes to posting, these are the following factors that I consider and focus on:

1. VISUAL CONSISTENCY

A beautifully laid out grid is not as important as it used to be, but from a cohesive brand point of view, you do still want to achieve a level of consistency with your imagery. This applies across all your communication, including your website, marketing material and social media – ensure colour palettes and layouts are cohesive and tell your brand story. Focus on a consistent colour palette or use of filter. This doesn’t mean every post needs to looks the same, but there should be a visual harmony.

2. BRAND STORYTELLING

Your grid should tell your brand’s story. Mix product shots or images of your service offering, share behind-the-scenes, customer testimonials etc. – an interesting variety, that together tells a brand story and shows what you represent, your purpose and what’s important to you, is key.

3. A MIX OF POSTS & STORIES

I tend to plan my grid posts, but post on Stories more spur of the moment, albeit following the week’s topic.

Don’t forget to use interactive elements in your stories, polls and questions are great. A neat trick, one that I don’t necessarily always do, but does make a significant a difference when I do, the first story of the day, include an interactive element, such as a question box or a poll. When followers interact with a story, the algorithm is more likely to show your stories to more followers.

For posts, Reels will always outperform still images. As much as you may miss posting images, it’s simply a fact, and there is no point stressing over it. I don’t focus too heavily on always creating Reels, but if growth is your focus, then that’s where you want to place your focus.

For Reels and growth, you are aiming to create viral content. But, please be warned, this strategy won’t necessarily reach your target audience i.e. the people who will ultimately become loyal customers, but if growing your followers is a key focus, this is strong approach and it’s actually easier to do that you imagine.

I’ve heard from social, media experts that the strategy is simply to find other accounts within your industry where their Reels have gone viral and create your own version. Don’t directly copy, but look to see what has worked for others and create something similar.

You can also find IG templates to help you do this. To find Reel templates, select add a Reel and at the date of this recording, at the top of the screen, you can scroll through a variety of choices, including Templates, tap and select a template that works best for you and your content. From my experience, I have never looked to purposefully create a viral post. It has though happened a few times, and it dramatically increases the number of accounts we reach and our follower numbers have increased, but they don’t tend to turn into long term customers and over time, those numbers can drop again.

For me, the best strategy for posts is consistent posts that represent my brand and offerings, offer value to my target audience and provide an opportunity to spend time engaging directly, by replying to comments and messages.

Building & Nurturing Your Community on Instagram

OK, so onto the most important aspect of Instagram for me. I’ve already mentioned it and I would love to go into a bit more detail, so you can take my strategies and apply them to your account and business.

For me, the most important aspect of Instagram is building and nurturing your community.

Let's start with the core of community building: engagement. Engagement is not just about responding; it's about initiating and participating in conversations. Here are some strategies that I’ve found effective:

1. ACTIVE LISTENING

Pay attention to what your followers are saying. What are their needs, interests, and pain points? Use this to guide your content and interactions. Often I will use questions I have received to create podcast content. In fact, this very episode was prompted by a series of different questions I have received recently. I mentioned earlier that you can plan weekly topics ahead, once you have these planned, if a topic is brought up that you feel is important to share, look to your planner and decide where it can be placed and potentially replace another topic, that you now feel might not be as valuable to your audience. Keep your planner flexible, listen and react to what you are hearing and being asked.

2. PROMPT REPLIES

Whether it’s a comment or a DM, a prompt reply can make all the difference. It shows your followers that you’re not just present, but you’re also attentive and caring. This needn’t be in the moment, although I believe it’s best to give yourself 30mins or so after a post to respond to comments, but outside of that, during the working week, make sure you reply within a few days.

And don’t underestimate the power of a voice message. It adds a personal touch that text just can’t match. A simple ‘hello’ or a quick answer in your own voice when replying to DMs can make your followers feel valued and heard. It's almost like a personal handshake in our digital world. It’s also sometimes quicker to reply quickly by voice, rather than typing a reply.

balancing personal & professional content

Now, balancing personal and professional content – this is crucial. Here’s how I approach it:

1. PERSONAL TOUCH

Share stories that resonate with your brand values. It could be a behind-the-scenes glimpse, a personal challenge you’ve overcome, or just a regular day in your life. It makes your brand relatable.

2. PROFESSIONAL INSIGHTS

Share your expertise, tips, or glimpses into your business processes. This reinforces your authority and provides value to your audience.

3. BOUNDARIES

It's important to set boundaries on how much personal information you share. Keep it relevant and aligned with your brand. I find this is the best way to decide what to share and what not to share.

Content Planning & Avoiding Overwhelm

Next up, let’s talk about how to plan your Instagram content effectively and help you to bypass that all-too-common feeling of overwhelm. Let’s get into how we can make Instagram work for us, without it becoming a full-time job.

Content batching and planning – this has been a game-changer for me. Here’s how you can do it:

1. BATCH CREATION

Set aside a day or two each month to create the bulk of your content. This could include taking photos, writing captions, and planning out your posts. It saves so much time and energy compared to doing it daily.

2. CONTENT CALENDER

Use a content calendar to plan your weekly topics. You can take is as far as planning your individual posts, for me though I have tried this and it doesn’t work as it feels too staged, but as long as I have a batch of images and videos, then I tend to decide during the week which days I post and the exact words I use. However, when we are in heavy promotional periods, most of the content I plan ahead, as these are busy periods and I am juggling multiple things, with our social media playing an important part in this, so at these times of the year, I work from a slightly more rigorous plan. Planning, whether loosely or more rigidly will help you see the big picture and ensures your content is varied and aligned with your brand’s messaging.

3. REUSE & REPURPOSE CONTENT

A blog post can become a series of Instagram posts, a podcast episode can be broken down into several Instagram Stories or Reels, and you can absolutely post images again, with time between them, particularly if you work with seasonal content, and re share your Reels a few times on your Stories.

Measuring Success & Making Adjustments

OK, now let’s talk about understanding and measuring the impact of your Instagram efforts. It’s not just about feeling good when you see those 'likes' and 'comments'; it’s about knowing what those interactions mean for your business and how you can use that information effectively.

Let’s look at tracking engagement and conversion. It's crucial to understand how your content resonates with your audience and how it contributes to your business goals.

1. Engagement Tracking: Look beyond the likes. Pay attention to the comments, shares, and the overall interaction your posts receive. Which posts are sparking conversations? Which ones are being shared?
   

2. Conversion Tracking: This is about understanding how your Instagram activity is translating into tangible business results. Are people clicking through to your website? Are they signing up for your newsletter and purchasing your offerings.

Now, how do we use this data? It’s all about making informed adjustments:

1. Content Strategy Tweaks: If certain types of posts are performing well, consider creating more of that content. If some aren’t resonating, it’s time to pivot.
   

2. Optimise Posting Times: Analytics can tell you when your audience is most active. Use this information to optimise your posting schedule. For me, our audience is across the world, so our key times are relatively stable across the day, with occasional peaks. If your audience is more regional, you might find there are clear times of the day when they are engaged and if that time works for you, aim to post then. But, it is far more important that Instagram fits with your schedule and you post and engage on a relatively consistent basis, than it is you post infrequently, at the most active times. Make it work for you.
   

3. Audience Insights: Understanding your audience, knowing what they like and respond to, versus what falls flat is important and will help you create content to better suit their preferences and needs  Don’t be afraid of trying new ideas. Test to see what resonates and works.

We've covered some key strategies and tips, from managing your account effectively, creating engaging content, to measuring the impact of your efforts.

Instagram is a powerful tool, and when used wisely, it can be a significant asset in growing your business and building your community.

Remember though, it's not about being an Instagram expert, but about finding strategies that resonate with you and your audience.

There are undoubtedly many more facets of Instagram we could explore, and we will in future episodes. For now, I hope you've found these insights helpful. Whether it’s refining your bio, planning your content calendar, or engaging more deeply with your community, I encourage you to take one action today. Even one small step can make a big difference. To inspire you, I edited my Bio just a few weeks ago, and this small change made a dramatic impact on our follower numbers, we grew quickly and most importantly, with our absolute target audience, as many of those new followers, then went on to subscribe to our newsletter and listen to our podcast.

So, if there is only one thing you do today, have a look at your Bio and decide how you can improve it and make it more welcoming for your target audience, and ask someone else, someone you trust, for their opinion.

Sometimes we can be so close to our brand, it’s difficult to see what might be missing to someone less connected. Ask them if your Bio is clear and explain exactly what you provide, what solution you are providing with your offerings.

And if you would love to understand what I mean about the your offerings being a solution, it is an essential aspect for all successful brands, then head straight to episode 022, where I explain this in detail. If you haven’t listened to that episode as yet, it is a must listen and has quickly become our most listened to episode.

Coming back to today’s episode, I would love to hear about your progress and experiences. Feel free to drop me a message or leave a comment under one of my Instagram posts – you can find me @philippacraddock. Your feedback and stories inspire me, and as mentioned before, they often help shape the content of this podcast, so I can ensure everything I share, is off genuine value.

Again, I’m not an Instagram guru, but sharing what works for me is my way of supporting you  within your business. So, take one learning from today, apply it, and watch how it can transform your approach to Instagram.

With huge love,
Philippa x