I’d like you to picture a quaint yet busy little town, a hectic little street with cobblestones full of chatter, dogs barking and kids screaming that they want ice cream. Now I know what you’re thinking: “What has this got to do with my Instagram??”. Please bear with me and take a walk down this little street to a small shop – your shop or office space in fact! Can you picture it?
Let’s take your shop or office online. Your website is your shop floor, where people can actually browse services and buy your products, and social media is your storefront – each platform is a storefront on a different street. On our picturesque cobblestone street, we’re faced with your Instagram shop face.
Of course, the goal of any storefront is to get people to head to the door and walk in. The question is, how do we get people through the door?
Your Instagram bio and links
For most of us, your ‘front door’ is actually the link to your website. If you don’t have a website, it could be the link to book an appointment, the link to get in touch or the link to a space where they can find out more. In other words, your door sits in your Instagram bio – and particularly in the links.
The goal here is to reassure people that they are, in fact, walking into the right store for them!
Your Instagram Grid
When you look at your Instagram profile, you see all of your posts in rows of three – this is your grid. You can think of this as your shop window that lets people who exactly what they expect from your business before they even step towards your door. Some passers-by will immediately know they need to work with you or buy from you, some will want to find out more, and most will do some window shopping before they ever interact with you.
The goal here is to make people want to head into your store or office to find out more!
Your Instagram Reels
Before people even look at your shop window, they need to be distracted from the cute puppy jumping around. Imagine a TV screen in the corner of your window talking about various aspects of your products, sharing the benefits of working with you or showcasing some business news. It can be loud or quiet, flashy and in your face or calm and inspiring – but most importantly, it’s distracting and captivating!
The goal here is to get people’s attention, to reach new people and to get more eyes on your shop window!
Your Instagram Story
Your story is for the locals and regulars, for those who can’t help but glance at your shop as they walk past on their way to work every day. Over the years, they hear you talking to customers, they see you hard at work, they see what you get up to when there’s no one browsing, and they might even overhear you talking about an upcoming product or an upcoming sale!
The goal here is to let those people who already know and love you start to trust you!
Instagram Lives
Sometimes you just have to step out onto that cobblestone street and have conversations with those who are passing by. Sometimes it might feel like you are talking into the wind, sometimes a local might stop and say hi, and sometimes there might be so many people listening that you feel a bit overwhelmed – welcome to Lives!
Most of the time, you will step outside with a plan in mind, something specific you want to talk about, and sometimes a comment will throw the conversation in a different direction. That’s OK too.
The goal here is to have genuine human conversations!
Your Instagram Shop
If you’re a product-based business, you might choose to have a stand or two just outside your front door. This is your Instagram Shop – people can grab an item and head straight to the till to buy it.
The goal here is to convert those intrigued by your posts and reels into quick customers!
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I help passionate small business owners with their social media so that they can create a powerful and supportive space to promote their business.
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