Making Instagram work for your professional needs isn’t just for celebrities, influencers, and Instagram models. It also doesn’t necessarily require running advertising campaigns or sending hundreds of templated direct messages to followers. People of all ages and industries can benefit from the growing consumer and B2B (business-to-business) interaction that this social media platform provides.
I’ve come up with a simple formula that I’ve used on my personal Instagram account which has given me well-qualified leads for my online marketing business. Now, for steadily growing your follower base, it’s best practice to keep your posts specific to 1 thing (i.e. cars, traveling, entrepreneurship, etc.), however I’ve kept my personal Instagram pretty broad in terms of what I post. I also have an Instagram page for my business, One House Digital (handle @onehousedigital), however my personal page has way more followers at the moment, which has attributed to prospective clients inquiring about my company’s services from my personal page.
The “Bio” Formula
Your Instagram bio is the description area below your name and to the right of your profile picture. Your bio is where you can hold a website URL, brief information about you or your business, how to contact you, and relevant hashtags. Often you see influencers and brand ambassadors saying “link in bio!” on their posts, since Instagram does not let a non-sponsored post have a clickable link to an external site.
The formula I’m going to share with you was discovered by accident. I rarely post about my company on my personal Instagram (soon to change) and sometimes I don’t even post every week. However, with the improvements of posting 3-5 times a week and sticking to 1 thing to post about, I’m confident that my 3 leads already obtained from my bio will continue to grow every month.
Professional Picture + Relevant Hashtags + Directive Text + Contact URL + Location Tags =
Website Traffic and Possible Contact Form Inquiries
Here’s an example of the formula at work, from my personal Instagram page.
Whether you want to operate on a business or personal page, I recommend to include a professional picture of yourself. My headshots were taken professionally and although I highly recommend to get professional photos, they aren’t make-or-break in terms of operating a successful business. However, do keep you profile pictures current, friendly, and presentable.
Next, include relevant hashtags for your page or business. I included #marketing among other fun hashtags, but all the leads I’ve gotten from Instagram were for….you guessed it, marketing!
Next, include directive text to draw the eyes of the reader toward your website link. My example has the text “For Marketing inquiries please see the link!” along with a cute laptop emoji to keep the page festive (completely optional). This leads to the pièce de résistance which is the website link or contact URL itself. On my example, I did not tag it with a UTM (Urchin Tracking Module) to track web traffic on Google Analytics, but I highly recommend to tag your URL.
On your website, I recommend to make your phone numbers clickable and include a lead capture or at the very least, a simple contact form that is linked to an email address you regularly use. For my example, I’ve changed my contact page into a lead capture page, with the offer being a free quote – https://onehousedigital.com/#contact. I’ve also made is really easy for a website visitor to request a quote. On the slider area, I placed a button that scrolls down to the contact form, making the path quicker for a person to contact us.
2 out of the 3 businesses who submitted a free quote inquiry via Instagram were located in my target location of Phoenix, Arizona. The other business was located in Colorado, which works perfectly since our company offers digital services. My point being, it’s important to tag your location as much as you can on your Instagram posts. That way, when people are looking through the location tags on the search feed, they may spot your post and interact with your profile accordingly.
Since I’ve included One House Digital’s website link in my bio three months ago from today, I’ve gotten a lead every month on my “request a free quote” website contact form. In the world of high pressure sales and corporate business, 3 qualified leads isn’t a lot. However, if you are a solopreneur or run a small business, 3 leads resulting in 1 client, for zero dollars in advertising cost is a pretty good deal.
Try It For Yourself!
To conclude, post as often as you can with content that’s as specific to a particular topic as possible, then incorporate this formula to your Instagram profile. The best part is, there won’t be any money lost if leads don’t come in as expected, but if I can get leads without keeping my content too specific, then having a dedicated page that puts your business or hobby in the best light will at least get you more website traffic from Instagram.
For a full list of our digital services, check us out at https://onehousedigital.com/#services
Author: Jan C. Smith
Disclaimer – *No direct affiliation with Instagram or Google Analytics.