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How to market your business on Instagram

Jennifer Lonoff Schiff | Feb. 23, 2016
Social media, marketing and business experts share their tips on how brands can get the most out of the photo- and video-sharing site.

13. Cross-promote. “Cross-promote with other brands that serve your target audience,” suggests Josh Winzelberg, founder & president, Vodka Mariette. “For example, we may take a picture of a Vodka Mariette cocktail in an establishment [i.e., a bar or restaurant] that serves our consumer base and then have that image posted on our [Instagram account] and [that] of the bar. That way we gain exposure to each other's audience of similar buyers, show that we are part of the 'cocktail community,’ explain how to use the product and subtly communicate where product is sold.”

14. Work with influencers. “Identify key influencers [who] align with your brand and have a large and active following,” says Jonathan Long, founder & CEO, Market Domination Media. “Negotiate a price (or a product/service exchange) for them to introduce your Instagram account to their audience and you can exponentially grow your account.”

“Working with Instagram influencers is a highly effective way to promote your brand and build your Instagram community,” says Dahan. “Especially for businesses that are just starting out on Instagram, product endorsements from Instagrammers who have huge social followings can help you raise brand awareness and bring substantial traffic to your own Instagram account.”

15. Use Instagram as a recruiting tool. “Instagram is a great way to help recruit top talent,” says Leeyen Rogers, vice president of Marketing, JotForm, an online form builder. “Showcase your company's culture and employees in a way that accurately reflects what it's like to work there. Images of employees having fun while at work [or playing on the company’s softball team or at a company outing or happy hour] is much more appealing than a constant flow of self-promotional Instagram posts.”

16. Measure interaction. “It doesn't matter how many followers you have if no one is interacting with your content,” says Gatbonton. “Gauge what types of posts are getting the most likes and comments. Use that to refine your content strategy. Also use the feedback from the interactions to give your followers what they want.”

Iconosquare and Simply Measured are both free for limited usage and can help you determine the following for your business, analyzing distribution and density, calculating popular filters and most engaged hashtags and evaluating the best time to post based on your audience and community,” says Meyer.


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