Instagram has over a billion users globally – but what if you want to reach the few thousand users near you?
As a local business on Instagram, it’s important to tell customers and the algorithm where they can find you.
In this post, I will share 6 tips you can use to reach more people in your town or city. To get in front of the people who are nearby and ready to eat at your restaurant. Drink at your cafe. Visit your shop. Locals ready and waiting to support their local businesses.
1) Include location keywords in your display name.
You can edit your Instagram user name, your handle, but it’s not a good idea to tweek it too often (that’s a blog for another day!) You can however edit your DISPLAY NAME frequently, and they don’t have to be the same.
For example, my Instagram user name is my business name @Pepper_Social. My display name is “Lynda • Social Media Marketing”.
I’ve included “Lynda” so that people know who they are talking to, and to make it easier for them to refer me to their network.
I’ve included “Social Media Marketing” as that’s what I do. These are keywords that I want to show up for in search.
If you want to target a local area, consider adding the location in your user name.
For example
@GlebeFarmButcher is on the outskirts of Congleton. but did not appear in the search for Congleton butchers. Adding Congleton to the display name “Glebe Farm Butchers – Congleton” means the account now shows up in a search for Congleton butchers.
What will your client be looking for? What do you want to be famous for? Cheshire Florist? Wedding Florist Cheshire? Congleton Florist?
Have a brainstorm and see what works best for your business. And test what works best for your account.
2) Include your address
Adding your physical address makes it easier for customers to visit you. Don’t assume people know where you are. Spell it out. Make it easy to find you!!
There’s a fabulous new venture near me – a market hall with a variety of food and drink stalls.
All the fabulous vendors have their location as the hall.
But nowhere does it tell me where it is. The town name is included in the account name. But where in the town? What’s the address? I want to be able to click on an address to plan my visit. How long will it take me to get there? Where can I park?
There’s a website link, but the website is under construction. My tiny attention span is lost and I move onto something else…
Can you see the customer journey? I have to go and google it. Not a big deal? But still a hurdle. And every hurdle is a place where customers will fall away. Get distracted. Lost.
Make it easy for people to plan their visit, and they will visit! Add your address to your profile.
3) Instagram Geotags
When you create a new Instagram post, you are given the opportunity to “Add location”. Select your town, your county or add your business.
Tell customers and the algorithm where you are!
This has three benefits:
🌟Instagram users see content from all over the world. Include a geotag and local Instagrammers will know immediately where you are. By making it obvious that YOU are on their doorstep, they can then choose to find out more about you. Giving you the opportunity to convert them into paying customers!
🌟Anyone searching for what you sell can decide whether you are right for them, based on your location.
Imagine you are a wedding cake baker in Yorkshire.
A Bride is searching for a #YorkshireWeddingCake. If you have geo-tagged her wedding location, say York, she is more likely to click on your post. Adding your location repels time-wasting enquiries and attracts your local clients.
🌟Anyone searching for posts in your location will see your post in their explore feed. Instagram users search for posts in their local community and in places they are visiting. Adding your location as the town or city, rather than your business name is the idea here.
Say I’m visiting Macclesfield for the day and I want to find somewhere for lunch.
I search for Macclesfield, scroll through recent photos. I see this post from @jackinthebox_picturedrome. I like pizza and beer. Looks good to me! Where do I book…
Add your location and get more bookings!
4 Local hashtags
Hashtags are the key to reaching your ideal client on Instagram.
Local hashtags are the key to reaching your local ideal client!
Using local hashtags will attract people searching for accounts, products and services in your town or city.
IMAGE – Prontobuild
How to find your local hashtags. Brainstorm locations people might be searching for – your town, city, postcode, local authority, or your borough.
Then type those into the Instagram search bar. See what comes up. Click on the suggestions and see what sort of content is using the hashtag. Would you be happy for your posts to appear there? If yes then add it to your hashtag list.
You can add up to 30 hashtags to each post. These can be a combination of tags:
- About the picture
- About your business
- What your client is searching for
Location can fall into all three of those. Put together a collection of ten location-based hashtags
Eg #Watford #WatfordBusiness #WatfordHighStreet #WatfordMums #WestLondon #WestLdn #WatfordCommunity #Hertfordshire #HertfordshireBusiness #HertfordshireSmallBusiness
5 Use local images
Social media is busy! Stop the scroll by using imagery that appeals to people in your town or city. Snap local landmarks. If you have bricks and mortar premises use photos of the building and the street to catch the attention of your community online.
Want to take this one step further? Here’s your harder way to reach a local audience. Make your business the local landmark…
6 Create Instagram worthy features at your premises
As this article shows people will make a trip to get the Instagram shot…
You don’t need to get the full building repainted. Have a look at #WingWall #FlowerWall and #InstagramWall for inspiration you could incorporate into your décor.
The benefits?
- You get insta famous, at least locally.
- Customers take and post photos of your business. This user-generated content increases your reach AND gives you content to share on your account.
- You become a destination. THE place to come for a coffee AND get the wings photo.
What next?
Now you’ve taken the time to read this blog, please TAKE ACTION!
Easy wins
Ensure your bio includes your location and your full address.
Add location keywords to your handle.
Include a geotag in all your posts.
Medium effort
Research local hashtags and add them to your future posts
Take and share photos of your local area.
Go big!
Make your business an insta-famous destination. Incorporate Instagram worthy features into your décor.
And finally…
Want more tips on how to reach your local audience on social media?
Join my free Facebook group Social Media Marketing Tips For Your Local Business by Pepper Social
