I started using Instagram early in my Virtual Assistant journey, but it took me time, energy, and patience to learn, adjust, and apply the strategies that worked best for my audience and my goals.
This blog is a summary of the three things that are the backbone for success on Instagram. But before we get to those strategies, I want to make sure that we name and clarify our Instagram goals. These goals should drive everything a Virtual Assistant does on Instagram.
- Provide accessible information about my business. If a prospective client shows up on my page, are they going to immediately find the information they need to know if I’m “for them”?
- Provide quality content. Is the content I’m sharing positioning me as an authority and solving problems for my ideal client?
- Find and cultivate leads for my business. Do you know how to identify ideal clients and reach out in a way that’s non-spammy and authentic?
The three strategies below will address each of these questions and give you an overview of best practices for Instagram. I want you to be able to identify where you may be right on target (high-five!) or need to make some adjustments.
Set-up your account for success
If you’ve been trying to decide between sharing business stuff on your personal account or opening a new account – here’s your answer: Open a new business Instagram account. This is will give you so many more options for customization and provide useful insights and analytics. When you are setting up your new account, here are some things to keep in mind:
Is it immediately clear to your ideal client what you do and who you serve? Clearly list your name, your website, and your “I help” or positioning statement in your profile.
Is your profile picture a photo of you? Because it needs to be. Ditch the fancy logo. People buy from people, and they can’t connect with a logo. It doesn’t need to be a fancy headshot. Just go for a clear, close-up with a smiling face looking at the camera.
Are you using highlights to your advantage? Highlights is the term that Instagram uses to refer to stories that you have saved and categorized. Some ideas for highlight categories might be: “About Me”, “Services”, “Testimonials”, “Inspirational”, or “Ask me anything”.
Are your “first 9” posts cohesive? Instagram is a visual platform. Text is not the first thing people will notice when they land on your account. Use a mixture of photos, graphics, and pictures of yourself in a way that speaks to your brand, and is consistent in color and tone.
Creating Content for Instagram
Although visuals and the overall aesthetic of your page are important, they are just one slice of the pie. Visuals will attract people to explore your page, but your content will keep them coming back for more.
If you forget everything else you read in this post, remember this one thing: Your account is not for you. It exists to serve your ideal client. If you are using your account to post exclusively about your services, I can almost guarantee you have a low number of followers and almost zero engagement. In order to attract and keep the attention of our ideal client, we must solve their problems with our content.
Always lead with value. There are three different kinds of value posts that you can utilize to create an Instagram feed that engages your audience and creates interest:
Value/Information. These types of posts will make up the bulk of your feed. What do you know that could help your ideal client? Don’t be afraid to give away value on your social media posts. Will some people just take your advice and use it instead of hiring you? Maybe. But it’s more likely that they will begin to view you as an authority in your niche and you’ll become the go-to source for helpful, cutting edge information.
For example, if you are a VA who offers inbox management, you could share a post that solves the problem of email overload with three helpful apps that help you control your inbox.
Value/Sell. Not every post needs to be a post about your services. But when you lead with value, it can be effective to end your post with a call to action – a reminder that you offer a service that relates to the information you’ve just shared- and to invite your audience to reach out or engage with you further to see how you can help them.
Fun/Inspiration. Yes, inspiration and humor can be valuable too! It’s important to be strategic about how many of these posts you share, and when you do decide to share a quote or inspiration, make sure you have something to say, and you’re not just using a pretty graphic to fill space. Quality over quantity is the name of the game.
Lead Generation on Instagram
Before we jump into lead generation, I want you to understand that finding ideal clients on Instagram means nothing if we don’t have a firm handle on our content. There has to be something in your account that will resonate with ideal clients, or they will simply click away when they view your page.
One of my favorite ways to generate leads on Instagram is to simply use the search bar and use hashtags to find ideal clients on Instagram who need me. Here are some questions you could ask to identify ideal hashtags: What types of businesses do my ideal clients have? What types of things are they interested in? If you find one ideal client, you may be able to look at what hashtags they are using in their posts to find more clients just like them.
Once you’ve identified a lead, you can begin the process of engaging with them on the platform in an authentic way. No sliding into DMs with service offers! Do they have a post where you can engage in conversation or add a valuable comment? Do they have active stories you can respond too? Use these to engage and connect.
Facebook groups might provide one way to find job opportunities, you will be competing with hundreds of other VAs who want the same job. By engaging your ideal clients directly on Instagram, you’ll stand out in a way that would be impossible in a large group. Showing up and getting in front of your ideal clients is a long game, but it’s the key to sustainability.
Putting it All Together
Instagram is not a job board. This is not a quick fix for finding clients. Instagram is a long game. It is not a magic pill. It is a valuable tool that can create momentum and change. Instagram can help you find those elusive ideal clients everyone keeps talking about.
This is just the tip of the iceberg. Instagram has amazing video tools and makes it easy to find and engage with real people in a variety of ways. In fact, Instagram is also the best platform for forming genuine connections and relationships. It doesn’t require you to be “friends” with a person to engage with public profiles.
If you want to take your Instagram game to the next level, or you want to start out on the right foot, give me a follow on Instagram! I regularly drop mini-trainings on the best practices for VA’s on Instagram. You’ll also find me sharing strategies and tips to increase engagement and find clients. @peggyrejames – see you there!
