The GRAM Guide

This GRAM Guide will show you how to leverage the power of Instagram to connect with other businesses and grow your B2B empire. The Gram Guide covers some basics about Instagram for business, some strategy ideas, and step-by-step instructions on how to use Instagram.

Table of Contents:

• Getting Started
• Your Instagram Strategy
• How to Post on Instagram
• When and How to use a Carousel Post
• How to Create an Instagram Story
• How to Add a Story to a Highlight
• Adding a Call-To-Action
• Growing Your Instagram: Follow, Followers, Collaborate, Advertise
• More Instagram Lingo & Concepts

Getting Started: Create your Instagram Business Account

You can create an Instagram business account on your phone or from a computer. You will want to either convert your personal account to a business account or create a business account. It’s always a good idea to have your personal posts separated from your business and to pay attention to branding/colors for your business account. You’ll need a smartphone or computer, an Instagram account (it’s free!), and a few quality pictures of your business (logo, products, services, team).

When you create your business account you will need to identify a HANDLE, this is another word for username on Instagram. Your username/handle must be unique and cannot have spaces – so you should expect that you will have to search for an available name. Once you have it, you can share you username/handle with “@yourusername”.

BIO: Your Instagram bio is a short description about yourself or your business that appears on your profile page. You should also be ready to upload a SQUARE (not rectangle) version of your logo that will have to be visible in a circle.

Option 1: Using Your Phone

1. Download the Instagram App: It’s free on the App Store or Google Play.
2. Create an Account: Use your business email and choose a username that reflects your brand.
3. Switch to a Business Profile: This unlocks analytics and lets you add a contact button.

Option 2: Using Your Computer

1. Go to https://www.instagram.com/ in your web browser.
2. Click “Sign Up” and create an account using your business email.
3. Download Facebook Creator Studio (optional): This free tool from Meta lets you manage Instagram from your computer.

For more assistance on creating an Instagram account go to business.instagram.com and/or this How to set up a business account on Instagram help page.

Instagram Posting Power – Your Strategy

Monthly Strategy:

• Aim for 3-5 high-quality posts per month. Consistency is key!
• Mix it Up: Use a variety of content types like photos, videos, and stories.
• Post during business hours when your target audience is active. (Think: weekdays, mid-morning to afternoon)

A Single Post vs. Multiple Posts:

• One great post can generate buzz, but consistency builds relationships. Think of Instagram as a conversation, not a monologue.

Making Your Mark: Content Ideas

• Showcase your products/services in action. Use clear, well-lit photos and videos.
• Highlight your team. People connect with people! Show the faces behind the business.
• Share customer testimonials. Let happy clients sing your praises!
• Post industry news and insights. Position yourself as a thought leader.
• Behind-the-scenes glimpses. Humanize your business and show its personality.

Story Time!

• Instagram Stories are disappearing photos and videos that last 24 hours.
• Use stories for:
  • Quick updates
  • “How-to” demos
  • Live Q&A sessions
  • Offerings exclusive discounts or promotions

Pro Tip: Add a call to action (CTA) to your stories, like “Swipe Up to Learn More!”

Spreading the Word: Instagram Ads

• Paid advertising helps you reach a wider audience. Set a budget and target your ideal B2B customers based on industry, location, and interests.
• Start small and experiment. See what kind of ads resonate with your target audience.

Remember:

• Use high-quality visuals. Grainy photos won’t grab attention.
• Write clear and concise captions. Tell a story and use relevant hashtags.
• Engage with your followers. Respond to comments and messages promptly.
• Have fun! Instagram is a great way to connect with potential clients and build a strong brand.

Instructions on Posting to Instagram:

Posting From Your Phone:

1. Open the Instagram App.
2. Tap the “+” button at the bottom of your screen.
3. Choose “Post” to select a photo or video from your camera roll. You can also tap “Story” for quick updates.
4. Edit your photo or video (optional): Add filters, adjust brightness, or use editing tools.
5. Write a caption (optional): Keep it short, informative, and engaging. Use emojis!
6. Add relevant hashtags (optional): This helps people find your content. Research popular B2B hashtags in your industry.
7. Tag accounts (optional): Tag any relevant businesses or people in your photo.
8. Choose where to share your post (optional): Share it to your Facebook story or other connected accounts.
9. Tap “Share” to publish your post!

Posting From Your Computer (Facebook Creator Studio):

Instagram was designed to operate from your phone. However, you can post from your computer with 3rd party software or with the Facebook Creator Studio. These are the instructions for the Facebook Creator Studio.

1. Open Facebook Creator Studio on your computer.
2. Click “Instagram” in the left sidebar.
3. Click “Create Post” and choose “Photo” or “Video.”
4. Upload your content from your computer.
5. Edit your photo or video (optional): Use the built-in editing tools.
6. Write a caption and add hashtags.
7. Schedule your post for a later date (optional): This is great for planning your content calendar.
8. Click “Publish” to share your post!

When and How to Use an Instagram Carousel Post

Carousel posts are a fantastic way to showcase more than one image or video at a time, allowing you to tell a more comprehensive story or present a product in detail. Here are some ideal scenarios for using a carousel post on Instagram:

• Product Demos: Showcase your product’s features and benefits through a series of images or short videos.
• Before & After Transformations: Highlight the impact of your service with contrasting visuals.
• Tutorials & How-Tos: Break down a complex process into digestible steps with images or video clips.
• Client Testimonials: Share positive feedback and success stories in a visually engaging way.
• Multiple Product Options: Display a variety of products within a category or collection.
• Event Teasers & Previews: Build anticipation for an upcoming event by sharing snippets of the venue, speakers, or activities.
• Behind-the-Scenes Glimpse: Offer a peek into your company culture, team, or creative process.
• Data & Statistics: Use infographics and visuals to present complex data in a clear and engaging way.

Remember: Carousels are a great way to keep viewers engaged and swiping through your content. Use them strategically to provide valuable information or tell a captivating story.

Creating an Instagram Carousel Post

Here’s a step-by-step guide on how to create an Instagram carousel post using both your phone and computer:

Using Your Phone:

1. Open the Instagram app and tap the “+” button at the bottom of your screen.
2. Select “Post” and then tap the “Select Multiple” option.
3. Choose the photos or videos you want to include in your carousel (up to 10). Make sure they are in the order you want them to appear.
4. Tap “Next” to proceed to the editing screen.
5. Here you can edit each photo or video individually. Apply filters, adjust brightness, or use editing tools as needed.
6. Write a compelling caption that describes your carousel content. You can also write individual captions for each slide.
7. Add relevant hashtags to increase discoverability.
8. Tap “Share” to publish your carousel post!

Using Your Computer (with Facebook Creator Studio):

1. Go to Facebook Creator Studio on your computer and click “Instagram” in the left sidebar.
2. Click “Create Post” and choose “Carousel.”
3. Upload the photos or videos you want to include in your carousel from your computer.
4. Edit each image/video using the built-in tools (optional).
5. Write a caption and add hashtags.
6. Schedule your post for a later date (optional): Great for planning your content calendar.
7. Click “Publish” to share your carousel post!

Bonus Tip:

• Use a consistent visual style throughout your carousel for a cohesive look.
• End your carousel with a call to action (CTA), encouraging viewers to visit your website, learn more, or contact you.
• Track the performance of your carousel posts and see what resonates best with your audience.

Strategic carousel posts can create engaging content that keeps your B2B audience hooked on your Instagram profile.

Creating an Instagram Story:

1. Open the Instagram App.
2. Tap on your profile picture in the top left corner. This opens your story view.
3. Capture a photo or video by tapping the capture button. Hold down to record a video.
4. Spice it up (optional): Add text, stickers, drawings, or music to your story using the tools at the top of the screen.
5. Tap the sticker icon and choose “Call to Action” (CTA) to add a swipe-up link. (This requires a business profile).
6. Choose the action you want viewers to take (e.g., “Learn More,” “Shop Now”). Link it to a relevant website or landing page.
7. Tap “Your Story” at the bottom left to share your story.

Adding a Story to a Highlight:

1. Go to your Instagram profile.
2. Tap the “+” circle below your bio (where your stories appear).
3. Choose “Story Highlight” and give it a name. This helps categorize your stories by theme.
4. Select the stories you want to add to the highlight.
5. Tap “Add” to create your highlight. Now it appears on your profile permanently!

Adding a Call to Action (CTA) to Your Story or Post:

There are two main ways to add a CTA:

1. Swipe Up Link (Business Profiles Only):
   • This lets viewers swipe up on your story to visit a specific webpage.
   • During story creation, tap the sticker icon and choose “Call to Action.”
   • Select the desired action (e.g., “Learn More,” “Shop Now”) and link it to your webpage.
2. Text CTA:
   • Write a clear and concise call to action in your caption.
   • For example, “Click the link in bio to download our free guide!”
   • Make sure the link in your bio is up-to-date and relevant to your CTA.

Growing Your Instagram

Building a thriving Instagram community takes more than just posting pretty pictures (though those are important too!). Here’s your roadmap to attracting followers, sparking engagement, and growing your Instagram galaxy:

1. Follow to Lead:

• Strategic Follows: Target high-quality accounts in your niche. Think potential customers, industry influencers, and brands you admire. Consider following after someone engages (likes or comments) on your post.
• Engage & Be Seen: Like and comment on their posts to get noticed and build relationships.
• Quality over Quantity: A smaller, engaged audience is more valuable than a large, uninterested one.

2. The Power of Collaboration:

• Dream Teams: Partner with complementary brands or influencers for creative content like co-created posts, story takeovers, or live video sessions.
• Double the Exposure: Tap into each other’s audiences and expand your reach.
• Content with a Kick: Collaborations spark excitement and can lead to higher engagement.

3. Followers vs. Engagement: It’s a Dance, Not a Race:

• Tip#1: Post regularly and maintain a consistent visual style for your feed.
• Focus on Quality Interactions: Respond to comments promptly, run polls and ask questions in your stories, and host live sessions to foster a two-way conversation.
• Content is King (or Queen): Experiment with different content formats like photos, videos, Reels, and Stories to see what resonates most with your audience.

4. Boost with Ads (when you’re ready):

• Targeted Reach: Instagram Ads allow you to target your ideal audience with laser precision based on demographics and interests.
• Promote Your Best Work: Showcase your most engaging content or use ads to drive traffic to your website or landing page.
• Start Small & Analyze: Begin with a small budget and track your ad performance to see what delivers the best results.

Remember: Growing your Instagram takes time and dedication. By following these tips and consistently creating engaging content, you’ll cultivate a loyal following and watch your Instagram community flourish!

More Instagram Lingo & Concepts

• Advertising/Boosting: You can pay to have your post exposed to a wider audience than your current followers. You can advertise by “boosting” from your phone from within Instagram or from Meta.
• Comment: Leaving a message on someone’s post.
• Engagement: Refers to the level of interaction (likes, comments, shares) on a post.
• Hashtag (#): A word or phrase preceded by a hash symbol (#) used for categorization and discovery.
• Insights: Track your results, use Instagram Insights to analyze your performance and understand what type of content generates the most engagement.
• Like: Tapping the heart icon to show you appreciate a post.

By using these steps and getting creative with your content, you’ll be well on your way to Instagram B2B success!