People want to shop small and shop local but they often forget you're there until something reminds them. If you run a location based business, Instagram is one of the best ways to give them that nudge.
Instagram has plenty of features designed to connect you with people who live in, or are visiting, your community. In this blog, I'll walk you through them and share practical tips you can add to your Instagram marketing so you can start welcoming lots of lovely new customers through your doors.
I'll use a made up bakery, Lagom Bakery in Ormskirk, for all the examples.
Short on time? Here are the quick wins:
Put your keywords and location in your name field and bio
Add a location to every post, Story and Reel
Use a few local hashtags and local keywords in your captions
Collaborate with other local businesses
Boost your best performing post to people nearby
Optimise your Instagram profile
Start with a business profile that reflects your brand accurately. Use a recognisable profile picture, ideally your logo, and write a short, clear bio that says exactly what you do and who you do it for. Your bio and your name field are both searchable, so choose your words wisely.
For example, "We are a local bakery selling cakes" doesn't give people much to go on, and there aren't many keywords in there for search to pick up.
This one is crystal clear about the what, where and who:
Lagom Bakery | Sourdough Ormskirk
Sourdough | Coffee | Pastries Bakery • Wed-Fri from 08:00. Sat from 09:00. Sun from 08:00 Windy Arbour Farm • Thu-Sat from 09:00 Dogs encouraged 🐕
Notice the name field includes a keyword (sourdough) and a place (Ormskirk). That small tweak makes it much easier for local people searching for what you offer to find you.
Also add your location, contact details and a link to your website. You can do all of this in the app under 'Edit profile'.
Finally, use Highlights to give new visitors the essentials in seconds. Pinned Highlights such as "Menu", "Find us", "Events" and "Reviews" mean nobody has to scroll to find your opening times.
Location tag your posts
Tagging your location helps people find you in a local search and they can tap the tag to open a map and pinpoint exactly where you are. You can also show up as a nearby business for anyone looking in your area, so even people who weren't searching for you may stumble across you.
Add a location to your posts, Stories and Reels. Reels in particular are often how brand new people discover you.
Example: tag Windy Arbour Farm on your Saturday morning pastry photos and tag Ormskirk Market on a Story from your stall.
Use local keywords and hashtags
Instagram search now works much more like a search engine, so the words in your captions matter. Where you can, say what you do and where you do it in natural language, for example: "Fresh cinnamon swirls out of the oven in Burscough this morning." Adding alt text to your images is another easy way to get helpful keywords in.
Hashtags still have a place, as long as they are well chosen particularly given that the current limit is five. Research popular tags for your area, industry and local events using the Instagram search tab, or take a look at what other local businesses are using. Aim for tags that have been used fewer than a million times, as you'll have a better chance of being found.
Examples for Lagom Bakery:
#OrmskirkBusiness
#OrmskirkFood
#OrmskirkBakery
#BurscoughBusiness
#DogFriendlyLancs
Instagram's guidance on hashtags changes from time to time, so it's worth checking the latest advice before you plan your content.
Engage with other businesses in your local community
Follow other local businesses, influencers and customers, then like, comment on and share their content. Real comments beat a quick emoji every time. Take part in local events, collaborate with nearby businesses and share user generated content to build a sense of community.
Use the Collab feature to invite a local business or influencer to co-author a post. If they accept, the post appears on both feeds, which could put your content in front of a brand new, interested local audience.
Example: team up with a nearby florist on a "Pastries and Flowers" Mother's Day bundle and post it to both accounts.
Host local events and promotions
Organise events or promotions for your local audience and promote them on Instagram. It could be a special discount, a product launch, a community initiative or an event. Use Instagram to create a buzz and encourage followers to share the news with their friends.
Example: "Sourdough Sunday", a tasting at Windy Arbour Farm, promoted with a countdown sticker in Stories and a Reel previewing the menu.
Use Instagram Notes
Notes appear at the top of your followers' DMs and have become very popular, particularly with younger audiences. Add a text or voice note that's specific to your local area, for example:
"Buy one pastry, get one free at Windy Arbour Farm today"
"We'll be at the Farmers' Market in Burscough today. See you there?"
Create Instagram Stories and Reels
Short videos are brilliant for showing off your products, your services or the daily life of your business. Use location tags and @mention other local businesses to connect with people nearby.
Examples:
A Reel of you opening the bakery at 5am, tagged with your location
A "Meet the maker" Story series featuring a local supplier
A poll sticker asking which new flavour to bake next
Encourage user generated content (UGC)
Ask your local customers to share their experiences on Instagram and to tag you when they post. Then showcase their content on your profile. UGC provides social proof and builds a sense of community around your brand. You could offer an incentive too, such as a discount on their next visit or entry into a prize draw.
Example: a weekly "Dog of the week" feature for customers who tag you with their pup at the bakery. Always ask permission and credit the customer when you repost.
Create scroll stopping content
Instagram is all about visuals, so aim for high quality, eye catching content that resonates with your local audience. Shoot at local locations, celebrate your area and champion local culture and history. Mix in behind the scenes glimpses, customer testimonials and anything that shows off the personality of your business.
Examples: a pastry box on a Burscough bench, a close up of dough being scored, or a "then and now" post about a local landmark.
Link up with Google Business Profile
Make sure your name, address and phone number are exactly the same on Instagram, your website and your Google Business Profile. Consistent details help local customers (and search engines) trust that you are who you say you are, and they make you easier to find.
Boost posts to target local audiences
Boosting is a low cost, simple and effective form of advertising. Use it to give a post that's already performing well a push in front of the right people.
When you set up your Boost:
Choose the goal More Profile Visits, so people land on your profile where they can see your location and opening hours
Choose your audience by selecting your current location and setting a radius that covers your ideal customers
Start small. A budget of around £3 to £5 a day for 5 to 7 days is plenty to test the water, then review your profile visits and new followers
Example: boost your best performing Reel of the month to people within 5 to 8 miles of the bakery, with your opening hours clear in the caption.
Instagram offers loads of opportunities to connect with your local community and attract new customers. By optimising your profile, engaging with the people and businesses around you and using Instagram's features strategically, you can build an online presence that really resonates locally and turns followers into customers and cheerleaders.
If you'd like help with your Instagram content plan, book in for a free discovery call. And if you want Instagram and Pinterest news and updates every week, subscribe to my newsletter.
