There are so many aspects which make Instagram attractive for small business marketing in Australia and across the globe. The world’s favourite image-sharing platform boasts much higher engagement levels than other social media platforms – especially for brands and businesses – and if you do it right, you can build your brand on Instagram without spending a cent. 

If you get it wrong, however, you could be wasting time and money on campaigns that are never going to pay off. Here are the most common pitfalls to avoid:

Posting just to get followers, instead of aligning your content with your brand’s goals

We get it: you want your brand to be popular and attract more followers than your competitors. Sharing viral content, side-splittingly funny clips and amazing photos will make more people follow you… but then what? 

As with any marketing strategy, the quality of your leads is just as important as the quantity. Often more so. Use Instagram to connect with people who are genuinely interested in the problems you’re solving, and then you’ll see great results.    

Using Instagram to sell products, rather than telling your story

The vast majority of IG users like the platform because it offers entertainment, and an escape from the everyday. They definitely don’t use it because they want to have products pushed at them. 

Instead, try to frame what you’re selling in an entertaining format – such as how your brand is making a difference, or how your product fits into a desirable lifestyle.  

Using IG because it’s cool, even if it’s not where your target audience is 

The vast majority of Instagram users are under the age of 40. If your ideal customers don’t fit that demographic, then there’s really not much point dedicating hours and hours to the platform. Find out more about whether your small business needs Instagram.   

Not featuring your biggest keyword in your Instagram handle 

If someone is actively searching for what you have to offer, make sure they can find you! A catchy, clever name might be fine for a big-time influencer, but for a small business your potential customers might not have heard of before, keywords are essential to let them know what you’re all about. 

Not having a call to action in your bio 

You’ve got their attention, you’ve got them to follow your brand, they’re looking at your bio right now – what do you want to happen next? Don’t make a potential customer have to go and look you up on Google. Make it easy for them to take the next step. Depending on your unique strategy, that might mean visiting your homepage, taking a look at your online store, or subscribing to your mailing list. 

Want to produce great social media posts that connect with your audience? Hunter & Scribe’s content marketing experts can help!