OK, it's finally time I made a video specifically
for all of you out there asking me,
but Sue, what if I have a service-based business?
Do you have any examples?
I'm Sue B. Zimmerman, and today I
am going to tell you how to use Instagram to build awareness
for your service-based business.
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Instagram is a social network that businesses
with all customer types need to pay attention to,
even if you're a service-based business.
I say there is absolutely a way to sell
your services on Instagram.
So whether your business is being
an amazing cake decorator like Sabrina,
or a triathlete coach like Jen, or someone who cares for pets,
or maybe you're an amazing photographer like Manny,
you can absolutely have success with creating
your unique visual strategy on Instagram.
The goal of your posts should be based
on what your clients or customers are
interested in seeing--
just like the National Park Service does here--
not what you're interested in posting.
I'm going to share with you three different tips that you
can use to bring your service-based business to life,
and I'm going to use my account, theinstagramexpert,
as an example.
Go ahead and offer up tips.
Not just any kind of tips, but exclusive tips that you
share only here on Instagram.
So these are ones that you cannot find on the internet.
So I have made it my intention to share a tip every seventh
post here on this account.
And I've even created a hashtag, #every7post,
so that if you wanted to click in and see all these exclusive
tips, it's an easy way for you to go do that.
So think about your business.
Can you create a strategy around an exclusive tip
and share that on Instagram?
The most important thing that you need to keep in mind
is that every single post that you make
has to make a point that will ultimately bring someone
to your business.
The second tip is to leverage your location,
and there's three ways that you can strategically
do this for your business.
mannyphotos_ does a great job at this.
The first way is to use a geotag in your post
so no matter where you are, whether you're
on site at your business or you're traveling
to different locations, use the geotag because you
can potentially show up in the top nine of that geolocation.
And if you do, someone can stumble upon you
and click in and start following you and maybe even hire you.
You could attract a new customer.
Now the second way to leverage your location--
and this might sound pretty simple--
put the location in your bio.
You can see that Manny is based in New York City.
So clearly if you live in Dubai, you're not
going to be hiring Manny, but Manny
could be attracting people in and around New York
to do business with.
So if you have a physical service
like a dentist or a nail salon or a hairdresser or a gym,
then you want to make sure that people know where you're
located, which actually leads me to the third point which is
to use location-based hashtags.
So if you are in New York City like Manny,
use the hashtag #newyorkcity.
You can also be using location-based hashtags
around New York City, maybe in the different Boroughs,
the different states that surround New York.
But using your location-based hashtags
is the third way to leverage your location.
My third tip, if you are a service-based business--
and I cannot stress this enough--
make sure that you have a business profile
so that you can not only look at your analytics,
but you can also add a contact button like Massage Envy has
here.
This means that you can add your email and your phone number.
And here's a pro tip.
If you run your service-based business from your house
and you don't want it to be your cell phone,
just create a Google number and then create
a special ring tone for it.
Now let's look at different case studies
of service-based businesses doing it right on Instagram.
The first one is WeWork.
WeWork provides shared office spaces in cities and countries
all over the globe.
When you look at their Instagram account,
it's not all about sharing photos of their workspaces.
They use Instagram to capture and share moments.
Some of them are with very large, branded events
that members look forward to.
And they use hashtags like #CreatorAwards
to label the events and encourage their customers
to share their own photos of the spaces.
So they have a real strong sense of a global community.
Remember I talked about the power of hashtags
and using them if you're a service-based business?
WeWork does a great job with this.
Obviously they have locations all over the world.
But when you click into a post, not only are you
seeing the location geotag being used,
but the location with the hashtag #CreatorAwards.
It's used there in that photo and again
in a different location, Andrew Mellon Auditorium,
but again with the hashtag.
Curating content around a common hashtag
for a service-based business.
WeWork also is a business account.
The contact button is right there, and when you tap it,
you can email them or call them.
WeWork also shares exclusive tips, often
collaborating with other big brands.
So the photo itself represents the work environment.
But when you read the description,
they give you a little fact that takes you
to an article from Forbes, which is a great way
to collaborate with other businesses and brands that
align with yours.
The second case study is thecoopmarketing.
This is a social media management company.
It's an agency, and they focus on web design, photography,
and branding.
And if you look at their bio, they
say that it is "for chicks by chicks."
When you click the link in their bio,
it takes you to a mobile-friendly site
where you can easily contact the chicks,
understand what they do, and get their backstory.
They're playing off the feminine side of who
they're trying to attract.
Even when Instagram has an update,
they do it in a very classy way that still
works within their pastel feed.
There's a theme going on here, and it's a good one.
They celebrate.
They showcase their customers and clients.
They humanize themselves and the brand.
I love that Colby's in there a lot.
Often you'll see her kids.
And it works, because she's calling them little chicks.
So look at the description.
So it's not just the whole look of her feed,
it's the words that she's using and the description
that is attracting chicks--
women-- to do business with her.
Colby is not using the geotag location
because she's working out of her house.
So I caution all of you solopreneurs to not
use that, which is smart.
She is using relevant hashtags like #mompreneur
and #creativebusiness that is attracting her clients.
Another thing that Colby does as a service-based business is she
gives shout-outs to other businesses
and features them on her feed.
And notice that the post aligns with her business.
The colors are the same, and she's
@ mentioning the user name in a very classy way.
So if you're a social media manager
or you're a social media agency, take note from Colby.
Because not only does her feed look fabulous,
her content really resonates.
But she's staying true to her branding, thecoopmarketing,
and then all the little [INAUDIBLE].
She's staying true to her branding
and all the little nuances of farm life.
The key to having a successful service-based business
on Instagram is understanding the audience
that you're selling to and selling
them a consistent message every single time that you post
and making sure that every post has a purpose to drive traffic
to your business.
Did you like this video?
Comment below, and let me know what
service-based business you're running
and if this was helpful.
And if you're new here and just getting started,
be sure to grab my free Instagram Strategy Guide.
That link is in the first description below,
and I'll see you on the next video.