Connect with us

Columns

3 Ways to Develop Relationships with Local Customers Via Instagram

Instagram is great at some things but extremely tricky if you’re trying to use it to drive direct sales.

mm

Published

on

HOW DO I GROWTH-HACK a local audience on Instagram for my pet business?

We get this question a lot and, first, our answer is always a question:

“What are you trying to do?”

The fact is that Instagram is great at some things (raising awareness and building brand loyalty, especially for local businesses), but extremely tricky if you’re trying to use it to drive direct sales.

The reason why is simple:

Instagram lacks one thing: an easy way to link from a post to buy — unless, of course, you pay for an ad. Unlike Facebook, Twitter and Pinterest, Instagram gives you only one link off the platform — on your bio — making it much less likely to drive traffic to your website to buy now.

Advertisement

However, my team and I often see strong success for local pet brands looking to develop relationships with current and potential customers on Instagram. In some ways, the lack of direct sales appears to create a stronger bond with those individuals because they sense that selling is not the brand’s main objective.

Creating and developing a relationship with your customers becomes the main objective for a local business using Instagram. (And then driving them to your email list or store for direct sales.)
Your local pet business’s feed then becomes a refreshing way for local people to connect with your brand — making it a great channel for building customer loyalty and awareness.

Here’s how to do it:

1. Use hyper-local targeting when you’re interacting with others on Instagram. For example, if you’re using Instagram to grow, then focus on leaving comments on local hashtags like #upperwestsidedogs. This builds on the community who uses #upperwestside and draws out the dog-lovers from there. Don’t worry about spending time interacting on national or massively used hashtags, like #catsofinstagram or #greyhounds. In most cases, that will just attract a lot of spammers.

2. Create hyper-local content that shows off your brand. While you may write or do a video about puppy training, spring grooming or the great new pet treats in stock, look for ways to slip in information about local dog-friendly places and landmarks in all you do. This constantly reminds people they are interacting with a real person in the area.

Post about the best dog-friendly parks in the area. Or post about the best time to practice loose-leash walking at those parks using those new treats. More broadly, post about the top behavior challenges you see local people struggle with when parenting a dog. Regardless of what you post, frequently end with a call to action to have the person sign up for your email for tips on how to solve the issue.

Advertisement

3. Post using local hashtags, mixing in bigger ones occasionally. On Instagram, try looking at your neighborhood’s local “places” and seeing what people are using when they’re posting in your area. Typing in “upperwestside” and looking at the related tags may give you things you didn’t know about to try. Finally, look at other local businesses (even ones in different industries) and see what tags they’re using that aren’t industry-specific. There could be some fairly popular tags you could incorporate with your posts.

Jane Harrell is president of ’cause Digital Marketing, co-owner of Working With Dog and has spent the last 16 years working with pet businesses to find simple, scalable marketing solutions that work so they can focus on what matters most — helping pets and the people who care about them.

Advertisement

FEATURED VIDEO

World Pet Association

Superzoo Las Vegas | August 31- September 3, 2020

Discover new ways to stand out, be bold, and find your competitive differentiator at SuperZoo, the largest gathering of pet professionals in North America. Whether you run the top bird supply store in your hometown or you’re all about caring for cats, this is the place where you can.

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

Get the most important news
and business ideas from PETS+.

Instagram

This error message is only visible to WordPress admins

Error: The account for petsplusmag needs to be reconnected.
Due to recent Instagram platform changes this Instagram account needs to be reconnected in order to continue updating. Reconnect on plugin Settings page

Error: No posts found.

Make sure this account has posts available on instagram.com.

Most Popular