When it comes to social media marketing for businesses, Instagram is considered to be one of the most successful platforms to use. Instagram now offers businesses the option of having a business profile. Instagram’s business profile is similar to Facebook. When it comes to creating good quality content, knowledge is power, and the more you know about your audience the more you can tailor your content for their tastes. When you use Instagram for business, you gain access to several profile features not available to personal accounts. Whether you’re converting a personal account or starting from scratch, make sure you take advantage of these business-only options:
– Contact information: Include your email address, phone number, or physical address so fans can connect with you directly from your profile. When you add contact information, Instagram creates corresponding buttons (Call, Email, or Get Directions) for your profile.
– Category: This appears under your name and shows people at a glance what you do.
– Call-to-action buttons: These allow users to book an appointment, make reservations, buy tickets, and more, right from your Instagram profile. From your business profile, tap Edit Profile, then Contact Options, then Add an action button.
So let’s see how you can get started with the business version of Instagram for plumbers.
How to set up an Instagram business account from scratch
1) Download the Instagram app for iOS, Android, orWindows.
2) Open the app and tap Sign Up.
3) Enter your email address and tap Next. If you want to connect your Instagram business account to your Facebook Business Page, make sure to use an admin email address to sign up, or tap Log in with Facebook.
4) Choose your username and password and fill in your profile information. (We’ll dive into how to optimize your Instagram business profile information later in this post.)
5) Tap Done.
You now have a personal Instagram account that’s ready to convert to a business account. Continue by following the steps below.
How to convert a personal Instagram account to a business account
1) Log into your existing personal Instagram account on the app.
2) Tap the profile icon to go to your profile.
3) Tap the three lines icon at the top right of the screen, then tap Settings.
4) Tap Switch to Business Profile, then Continue.
5) (Optional) If you want to connect your Instagram business account to your Facebook business page, follow the prompts to do so.
6) Add contact information: Your Instagram business account must include an email address, a phone number, or a physical address (or all of these).
7) Tap Done.
Now that you have a business account, let us look at some advantageous Instagram for plumbers tips so that you can make social media marketing success.
Understand Your Audience
This is a critical Instagram for plumbers tip no matter what marketing you produce. You might create the most beautiful Instagram content in the world, but if it doesn’t appeal to your target buyer, what’s the point? Take the time to find out who your existing audience is, and think about who you’d like them to be. Since you’re using Instagram for marketing, you need to consider whether they are potential clients, or can help you build your brand in some way. You should use Instagram Insights for the same. The tool offers some interesting insights into the people following and interacting with your account. These include:
– Impressions: How many times your content was viewed
– Reach: Total number of unique accounts that viewed a piece of content
– Website clicks: How many clicks the link in your business profile has received
– Follower activity: How often your followers are on Instagram daily
– Video views: How often your video content has been viewed
– Saves: How many people have saved your posts
Insights also includes demographic information, so you can see where your followers come from, their age, and their gender. With this, you’ll have plenty of information about your existing Instagram audience. But what if you want to attract new followers? Social listening shows you conversations happening on social media. That includes Instagram. A good listening tool will tell you what people say about your brand or your industry on Instagram. If you’re trying to appeal to new Instagram users, you need to know what makes them tick. Monitor Instagram for keywords that matter to you. That might mean hashtags you or your competitors have created or other terms that relate specifically to your industry. Look for images and content styles that have proved popular, and consider producing similar content. What’s important for Instagram for plumbers is that you know what Instagram users respond well to so that you can produce winning content yourself. That makes social listening tools like Mention a must-have Instagram marketing software.
Be Smart with Your Bio
Instagram isn’t LinkedIn – it’s much more casual. That means there’s no need for you to write a stuffy, boring bio full of business jargon. Instead, opt for a more lighthearted feel to humanize your brand. Think about your ideal customer, and write your bio in a way that appeals to them. As far as formatting, you can use emojis, vertical spacing, and other tricks to help your bio stand out from the crowd. We aren’t saying you absolutely need to use emojis or vertical formatting. Think about your target audience and what they might like to see in the bio of Instagram for plumbers, and take a look at what you most successful competitors are doing. From there, you can make an informed decision about how to format your bio. While it’s good to be creative in your bio, you shouldn’t sacrifice clarity for the sake of creativity. Make sure your bio states what your company does in a way that allows the people who view your profile to immediately understand it.
Use a Recognizable Profile Image
When it comes to choosing a profile picture, it’s important for people to instantly recognize it when they visit your Instagram profile. For most businesses, this means choosing one of the following options:
– Logomark (the logo, minus any words)
There’s definitely no right or wrong here and don’t feel you must limit yourself to one of these options, but think about what will help people who visit your page to recognize your brand the quickest.
Your profile photo displays as 110 x 110 pixels, but it’s stored at 320 x 320 pixels. That means it’s a good idea to upload a photo at least 320 pixels square to ensure you’re ready if Instagram changes how profile photos are displayed. Your profile pic is cropped into a photo on the app, so make sure your logo is fully visible in this shape.
Post at the Right Time
A recent poll found that the best time to post on Instagram is between 7-9 pm. So that’s simple – just post all your photos then! If that seems too simple, it’s because it is. You can’t just rely on a few polls – your audience isn’t necessarily engaged when those others are. Instead, try to find the best times to post for your target audience, when you know they’re paying attention. To do this, you’ll want a social listening tool that monitors Instagram engagement. These track your Instagram posts, then tell you which ones perform the best, based on the date and time. If you’re not ready for that, here are some Instagram for plumbers tips from Later:
– Aim for non-work hours (lunch and evenings)
– Weekends if you’re a B2C company; probably not for B2B
– Wednesdays and Thursdays seem to be best for engagement
– 3-4 pm is generally the worst for engagement
In the end, it’ll take a little research to figure out what works best for you. Monitor your posts – and your competitors’ – to arrive at an optimum posting schedule for your account.
Show Off Your Work
Who said your industry isn’t visual? When you think of photogenic industries, plumbing isn’t at the top, but you have plenty of opportunities to share your work, especially if you work with a specific brand name. Proud of some brand-new technology you mastered? Show it off! Install the most perfect rain shower? Show it off! Always be sure to get the homeowner’s permission, but you should be sharing examples of your great work. Everyone loves before and after photos on Instagram for plumbers, and chances are, someone out there has the exact same “before” scene in their home. Showing before and after photos is a great way to show exactly how great the work is that you do because nobody can debate a drastic side-by-side comparison. Pick a before and after shot that shows drastic improvement people can see. Nobody can debate that a new furnace or upgraded faucets will improve energy efficiency and water consumption, but in order to get a “wow” reaction in Instagram, it needs to be something people can see. You can also show people old and faulty plumbing systems so that they know such things are actually problems. Show a water heater from 1965. Show that burnt wire or corroded pipe. It could be that someone has one of those disasters in their home and are completely unaware how awful it is. Describe the problem, and why it’s a problem, completely. Show off your expertise and genuine concern for safety. If a person sees the same issue in their home, they may turn to someone they KNOW can fix it.
Craft Killer Copy
Don’t underestimate the power of your copy when you’re writing captions for your Instagram posts. Those captions can be the difference between 1 like and 1,000 likes, so take your time while writing and make sure whatever you put there is good. Also, keep in mind that Instagram captions can help you build your brand. If your brand is edgy, write something edgy. If your brand is positive and uplifting, write something positive and uplifting. Whatever you decide to write for your captions, tailor the messaging based on your brand and target audience, and you’ll see better overall results from your Instagram marketing efforts. Some choose to treat captions as a place for sharing stories and micro-blogging. Others use them to add a short, snappy headline to a post. Still others use captions to ask questions and encourage replies. The possibilities are endless. What’s important is to ensure the copy is aligned with your brand. Keep in mind that Instagram captions are limited to 2,200 characters, and after three lines of text they become truncated with an ellipsis. So make sure you put all the important info within this character limit.
When it comes to Instagram for plumbers, the hashtag is key. Hashtags are topics. They clarify what the image means, or what the user is talking about. They also are how other users can find posts about the same thing. For example, if you wanted to see posts about #plumbing, you can simply search within Instagram for that hashtag. When you start typing a hashtag phrase in the caption section of your Instagram post, the most used hashtags on that subject should pop up. Pick the ones that are the most relevant and get the most use. Our social media team tries to hit that sweet spot between 10 – 20 hashtags, but some social media marketers swear by using 30 or more. But whatever hashtags you choose, make sure they make sense and are relevant to your post as well as your company. In the beginning, you can use amazing hashtag generating tools like Ingramer, BigBangram, and Seekmetrics. These tools will help you out with some of the best-performing hashtags. Once you get the hang of it, you’ll automatically know which hashtags will work best for you.
Let Them be a Part of Your Day
This one is great for Instagram Stories. Letting people see the day-to-day life of your technicians gives them a better view of all you do for your customers and just might sway a new one to trust your works over the competitors. If you have an Instagram account and have updated it recently, there should be a new little section at the top with some of the Instagram users you follow, shown as circles. These are Stories. The great thing about Instagram Stories is that as long as you have a story, your icon will be stuck to the top of a user’s feed. That means your logo will be front and centre ALL THE TIME if you use it correctly. It’s similar to Snapchat, in that you post a photo and it’s only visible for 24 hours. You can also add text to the photo and draw on it. Give a view of your daily projects to your followers. Ask one of the workers to click co-technicians and out the pictures and videos up on Instagram. You must also add hashtags to your stories as doing so will capture people who are looking for similar hashtags. Just like posts, your stories will also be visible to searchers. You can also add location tag for the same reason – capturing the attention of users who aren’t connected to you directly.
Create Sponsored Ads
Instagram ads have become commonplace on Instagram for plumbers. The best part? You can control exactly how much you want to spend on them by setting an ad budget. You can showcase just one sponsored ad or multiple ads with the carousel feature. This gives you the ability to target your audience in a whole new way. Before sponsored posts, only users following your account could see your updates and photos. Now, you can promote their photos to anyone that fits your target audience to increase your reach further than ever before. For sponsored ads, use content that is engaging while also appealing to the target demographic you want to put the ad in front of. You can turn existing posts into sponsored ads, too, so keep an eye on your top posts. You can push these high-performing posts out later to potential customers in the form of sponsored ads. Run multiple posts to different audiences simultaneously for even more engagement. Keep in mind that there are many different forms of sponsored ads that you can post, such as:
– Carousel or Dynamic Ads
– Stories Canvas
Experiment with User Generated Content
As marketers, we shouldn’t only be focused on creating content ourselves, we should also be thinking about how we can create opportunities for content creation and how we can craft inspiring experiences that encourage our community to create content for themselves. User generated content (UGC) refers to any form of content created by contributors (who tend to be community members). UGC can come in many forms such as pictures, videos, and tweets. And it’s extremely powerful – according to research from marketing startup Crowdtap and the global research company Ipsos, Millennials and other generations trust UGC 50% more than other types of media. Where possible, try to encourage your community to share memorable moments and experiences they have with your brand across Instagram and ask permission to repost some of the best content to your own channels.
If you think that getting started with Instagram for plumbers will be a tough job or you won’t be able to give enough time to Instagram marketing, you can leave the work to us. For several years, Rapid Boost Marketing has been a known name for all digital marketing services. Whether it’s IGTV or promotions on Instagram, we are well-versed with all the latest features of Instagram for plumbers.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.