How to use Instagram to attract local customers

Increasingly people want to shop small and shop local. They want to support their local high street but often need a nudge from you to do it. If you’re a location based business Instagram can be a powerful tool to give them that reminder.

Insta has lots of features designed specifically to attract and connect with potential customers who live in or are visiting your community. In this blog, I’ll explain these features and share tips and tactics to add into your Instagram marketing strategy so you can start welcoming lots of lovely customers through your doors.

Optimise your Instagram profile

Start by creating a business profile on Instagram and ensure that it reflects your brand accurately. Use a recognisable profile picture, ideally your logo and include a concise and compelling bio that says exactly what you do and who you do it for. Remember your bio is searchable so chose your words wisely!

For example: “We are a local bakery selling cakes” isn’t giving people much to go on and there aren’t many key words in there to be picked up in the search.

Whereas this example is crystal clear about the what, where and who:

Lagom Bakery

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 🐕

Also add essential details like your location, contact information and a link to your website. This can all be done in app in the ‘edit profile’ option.

Location tag your posts

This will not only help people find you in a local search but they can also physically find you by tapping on the location tag and opening a map to pinpoint where you are. You will also show up as a nearby business for anyone looking for a business in your area. So even if the user wasn’t actively looking for you they may still find you.

Use local hashtags

Yes hashtags do still work on Insta! Use them strategically to increase the discoverability of your content. Research popular hashtags relevant to your area, industry, local events and target audience. You can do this using the Instagram search tab or looking at the hashtags other local businesses are using. This will help your posts reach a wider local audience and attract potential customers interested in your offerings.

Examples for Lagom Bakery:

#LagomBakery

#Ormskirk

#OrmskirkBusiness

#OrmskirkFood

#OrmskirkBakery

#Burscough

#DogFriendlyLancs

#DogFriendlyCafe

Remember to use hashtags that have been used less than a million times to increase your chances of being found in the search.

Engage with other businesses in your local community

Follow other local businesses, influencers and customers. Like, comment and share content from these accounts to build relationships. Participate in local events, collaborate with nearby businesses, and share user generated content to foster a sense of community.

Use the collaboration feature to invite a local business or influencer to collab on a post. If they accept your request the content will appear on their feed as well as yours, potentially getting your content in front of a brand new, interested local audience.

Host local events and promotions

Organise events or promotions specifically for your local audience and promote them on Instagram. Whether it's a special discount, a product launch, an event or a community initiative, use Instagram to create a buzz around whatever is going on. Encourage followers to share the news with their friends and networks.

Use Instagram Notes

This is a relatively new feature in Insta DMs that has proven to be very popular, particularly with younger audiences. Add a note or voice note specific to your local area e.g. “Buy one pastry, get one free at Windy Arbour Farm today” or “We’ll be at the Farmer’s Market in Burscough today. See you there?”

Create Instagram Stories and Reels

Create short videos showcasing your products, services or the daily life of your business. Use location tags and local business @mentions to connect with users in your area.

Encourage User Generated Content (UGC)

Encourage your local customers to share their experiences with your products or services on Instagram. Ask them to tag you when posting and showcase their content on your profile. User generated content not only provides social proof but also helps in building a sense of community around your brand. You could even offer an incentive to them to share their UGC such as a discount next time they shop or enter them into a prize draw.

Create scroll stopping content

Instagram is all about visuals, so focus on creating high quality, eye catching content. Showcase your products or services in a way that resonates with your local audience. Shoot at local locations, celebrate your local area and champion local culture and history as well as sharing behind the scenes glimpses, customer testimonials and content that reflect the unique personality of your business.

Boost posts to specifically target local audiences

Boosting is a low cost, simple but effective form of advertising on the platform. Use it to give a well performing post a boost in the right direction of your target audience.

When setting the Boost up choose the goal ‘More Profile Visits’ which will encourage customers to view your profile where they’ll see your location and opening hours.

When setting up your target audience focus in on people in your local area. Select your current location and set a radius that captures your desired customer base.

So there you have it. Instagram offers loads of opportunities for businesses to connect with their local community and attract potential customers. By optimising your profile, engaging with people and accounts in your area and utilising Instagram's features strategically, you can create a strong online presence that really resonates with your local audience and turns them into customers and cheerleaders.

I hope you enjoyed reading this - if you have questions about Instagram marketing let me know in the comments or drop me an email here.