4. Avoid Blanket Posting
While the tone and persona behind your posts must remain consistent across different channels, too much similarity can be damaging.
You must carefully navigate the space between remaining consistent and posting unique content without blanket posting, that is, using the same message and content across different social media platforms.
The danger of blanket posting is that customers who follow you across multiple social media channels will see the same message multiple times.
After the first time, it stops being engaging and starts being disruptive. Remember, every channel is different and should be treated as such.
That said, there are times when blanket posting is acceptable, like when your business is hosting a local event or releasing new products and you want as many people to hear about this news/event/product(s) as possible.
However, you still want to be sure that you’re cross-promoting responsibly.
Responsible cross-promoting isn’t just copying and pasting your efforts from one platform to the next but using each channel appropriately to promote the same cause.
5. Demonstrate Your Local Lifestyle
Your business’s local lifestyle can best be described as the life a customer leads after they’ve purchased your products.
Because Instagram is such a visual social media platform, it‘s the perfect channel to demonstrate what your brand’s local lifestyle looks like.
Incorporate pictures of your products in action to let customers envision living that lifestyle.
This strengthens your overall brand value and encourages those customers to make a purchase.
When creating images or videos that demonstrate the local lifestyle offered by your products, you should always aim to incorporate popular landmarks in your town.
Not only are these places recognizable and familiar, but they will help complete the customer’s vision of your products in their life, especially if you use landmarks they frequently visit.
6. Go With The Trends
Holidays can always be counted on to become a trending topic, and businesses have long taken advantage of these days to engage customers with holiday-themed messages.
But there are a lot of other popular topics you can leverage to create compelling Instagram content.
This is a great way to garner local attention while posting relevant and interesting content to your local followers.
To find trending hashtags in your area, you want to pay attention to the news, local events, and community-specific holidays.
That’s why it’s smart to follow other businesses, local celebrities, and other community thought leaders. You can look at their Instagram for inspiration on trending and local keywords.
However, there is a dark side to leveraging trending topics. Some brands push the envelope and try to hijack better left-alone topics.
For example, if a tragic event occurs, you want to avoid it. Otherwise, it may appear like you’re trying to capitalize on the misfortune of others.
Controversial topics are another sore spot for many people, and you’ll do less harm to just ignore them. Things like politics, religion, or other controversial topics are a no-no!
7. Focus On Localized Hashtags
Speaking of hashtags, there are a lot of parallels between hashtags and SEO keywords.
To optimize the local reach of your Instagram page, you need to focus on localized hashtags.
This allows people in your area to find your posts and your business through area-specific hashtags.
Instead of slapping a generic #nature on your outdoor photo’s caption, use a hashtag that includes your location, like #NewportNature.
It’s also good practice to include hashtags that include your area and the type of business you run. Again, hashtags are a lot like keywords.
If people are searching Instagram for a hairstylist in Chicago (and you happen to be a hairstylist in Chicago), you want your business’s Instagram content to appear in that search.
Thus, you would want to hashtag your content with tags like #ChicagoHairStylist, #ChicagoHair, or #ChicagoBeauty.
In terms of localized hashtags, the challenge is knowing how local to get.
Do you focus on your specific town or entire state? Is it better to use a hashtag with just your town’s name, or is there more volume in the town and state? Maybe you should target within your specific neighborhood?
There’s no universal, correct answer to this question. It largely depends on how people search in your local area. You will need to do some research to determine the best local hashtags to use in your area.
You may find third-party tools, like Hashtagify or Focalmark useful, as they allow you to enter a keyword/hashtag and see other related words and phrases.
These tools are great for tracking the performance of various hashtags while also gaining inspiration for new ones.
You can leverage these tools to find great local hashtags and better understand how people search in your area.
8. Include A Link In Your Bio
This may seem obvious, but it is an absolute necessity to link to your website on Instagram.
And your business page’s bio is the only space on Instagram that can include a link, so you must capitalize on it.
Without this link, followers won’t be able to convert by visiting your website, buying your products, or engaging with your brand elsewhere.
Wherever it is you want your followers to go after consuming your Instagram content, that link needs to be in your bio.
You may also want to include information about your other social media accounts, like your company’s Twitter handle.
And as a local business, it’s also crucial to include your address, so followers know where to find you.