Instagram: Quick Tips for the SME

While Facebook might be better for direct response adverting, Instagram is better for brand building and while budgets and reach many differ between large organisations and SMEs, the underlying principles of managing your Instagram account are the same. While most large organisations have either an in-house social media team or agency support, a sole trader or SME still needs to take a professional approach to Instagram. The good news is that with a little investment in time, even the smallest organisation can have a best in class account.

Manage like other channels

Sometimes there is a tendency to consider social media after other channels (TV, radio, OOH, etc.) as the budgets are typically lower or some more junior staff are assigned to it. This is a mistake many large organisations make but for a smaller organisation, having limited resources means that Instagram can be a very effective channel for the SME:

•  it can be easily monitored
•  posts can be scheduled for specific day parts
•  is easy to great specific targets
• it gives users an insight into what your brand is all about.

In the case of Center Parcs, the use of forest imagery is important, it provides a little escape for the user to dream about either their last time at Center Parcs or future plans. For the local bakery, it might be one of the only channels you can use and telling the story of how the bread was made that morning will remind those in your locality that a trip is required.

A Picture Paints A Thousand Words

I have always attended photo & video shoots because the investment is in the preparation and the shoot will pay dividends for the future. This has become even more important in the world of Instagram, where having a large bank of relevant images is important. It might be easy for larger companies, smaller companies or sole traders can still compete successfully.

Firstly, the technology in phones and filters can create great images and the benefit of taking your own images in your own store adds to the credibility. Secondly, smaller companies can be more reactive and adaptive and reactive with their posts and finally there are very good, cost effective, stock photos for all occasions that can be used – although I usually start from the last page and work forward to use more unique images.

In addition to your own content, using user generated content allows a great connection with your customer base, instant credibility and it widens the number of images you have at your disposal. Center Parcs makes a virtue of using UGC - again ensure the imagers fit with your brand.

Influencers – If You Must…Beware

There is a whole article on how to work with influencers (coming soon!), but the golden rule is that they will be representing your brand so if they have 100 or 100m followers, ensure that they are the right fit for the brand and that you are happy to associate with them. There are a number of analytical tools that will help you search for potential influencer partners but before you do anything, follow them and see what they are posting for a few weeks. You interview new staff, you should certainly do due diligence on influencers.

A smaller brand might be better creating their own expertise and become the influencer themselves, or look at some of your most ardent fans at creating UGC for you.

Insta-Plan

Instagram is not all soft focus images, like any marketing channel, it is important to plan and monitor the results. Developing a monthly comms plan is a good starting point as not only will it identify any gaps you might have (it’s no good taking about your new ice cream smoothie if you do not have a picture of it), it also ensures that it aligns with other channels. Just because you plan your month out, obviously does not mean that you cannot adapt during the month, but there is nothing worse that wondering what your Monday morning motivation post should be at 10am on Monday morning. It is also important to set realistic targets in terms of followers, reach and engagement for posts.

Finally...

Instagram can assist largest brands or the local café, while the execution will be different, the strategic approach of owning you brand, using brilliant imagery and having a strong plan are the key pillars that will lead to success.