Instagram is a powerful social media tool for promoting your catering business. I wasn't sold on the platform initially as a marketing tool for my catering business but by experimenting with different photos on Instagram I noticed how engaged my followers were becoming with my posts. I learned quickly that great photos with relevant hashtags were a great way to effectively market my catering business and I’m confident that mastering an Instagram hashtag strategy can help you market your business too.
Instagram’s hashtags offer the opportunity to target your current followers and find new followers with images of your food and arrangements. An appealing photo and the proper hashtag will help you promote your services one photo at a time.
Here are five tips regarding how to grow your catering business following on Instagram.
Leverage your profile section
Let's begin with the profile section of your account. Instagram is fun and visual and is the one platform where plenty of emojis are acceptable. Have fun telling your story using a few emojis along the way.
If you are setting up your Instagram account for the first time, note that your username is important. Your business name is the ideal selection, but if not available you may need to be a bit creative. Create a user name that is easy to remember.
Tell a story about your catering business and what you have to offer in the profile section. Your Instagram profile is the only place where you can place a clickable hyperlink. The hyperlink is for promoting a specific call-to-action. Use this, for example, if you have a giveaway, coupon, event registration, email newsletter registration landing page, e-book, blog post, or just want to link to your website. You may change this link as often as you like.
Hashtags and geo-tagging
Hashtags (#) and geo-tagging are how people search for posts on Instagram based on a specific subject or location. Hashtags will expand your content reach, target your market, and get your catering business found on Instagram. What is really powerful about Instagram is when you post with a hashtag you are able to also tap that hashtag and be connected to a page that shows all the photos and videos that share the same hashtag.
Create a hashtag for your catering business and use it in every post. Use your hashtag on your website, blog posts, and all social media platforms.
• Encourage clients to use your hashtag when they share event photos.
• Add venue location to all your Instagram posts.
• In the comments section add your location and venue hashtags.
• Search your competitor’s posts and see what hashtags they are using.
Use video to tell your story
I attended a session at Catersource several years ago where Mike Roman, a catering professional, spoke. During the session he suggested that caterers should remember to share photos of people having a great time at a party you are catering. Fun sells.
At your next event, video or iPhone tape a behind-the-scenes story and post it on Instagram.
Instagram also allows videos up to 15 seconds on the platform. Record guests dancing, the kitchen at work, bartenders mixing cocktails, or even loading up the truck at the end of the night. Upload the video directly from your phone to your Instagram account using appropriate hashtags and geo-tagging. It’s that easy and very effective (and free) promotion of your company.
Post on a regular basis
When you use Instagram—like every social platform—you must post consistently to realize success. Inspirational quotes along with images of food are extremely popular and engage will your followers.
Promote your Instagram account on your other social platforms
Cross promoting your social accounts is the best opportunity to grow your following. Create an image that will encourage your Facebook, Twitter, and Pinterest fans to follow you on Instagram too.
I created this image for Sagra Bistro, which grew their following by 30% in three days after its release. I posted this image to Facebook, Twitter, and Pinterest as well as Instagram to increase my reach and following too.
Robyn Cavallaro the owner and general manager of a restaurant and catering company in Hellertown, PA. Additionally, she is a social marketing strategist, helping restaurants, bars and catering companies grow their online presence.
