September '18

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34 THE SHOP SEPTEMBER 2018 MAKING INSTAGRAM WORK The automotive industry is extremely diverse. One shop may distribute tires, another may specialize in go-fast parts, while another shop upholsters for retail. Or, maybe you have a shop like ours, serving car dealerships almost exclusively for new vehicle customizations. What- ever element of our industry your busi- ness falls into, you can effectively use Instagram as a side dish to your Facebook business page. Instagram's platform is strong for cap- tivation. According to Forbes, one reason for Instagram's superior audience engage- ment is its mobile-exclusive platform. A user can edit the photos they take on the move to post on the platform. That makes it an in the moment experience, which naturally attracts people. For the busy person, taking less than a minute to view a roll of simplistic pic- tures from the people you follow is easier than reading full stories and check-ins. Utilizing Instagram places your business in front of an audience that prefers the limitation of substance. Many people use multiple social media platforms but tend to focus on one over another depending on the time of day. Why not use both FB and IG from a business standpoint? QUALITY OVER QUANTITY So, how does a shop do it effectively? I set up our company's Instagram pages a little over a year ago and have learned it's not about the quantity of followers you have (people often buy followers to make their pages look more attractive), it's about attracting quality customers in your area, which can be tricky. When it comes to building a fol- lowing, an easy first step is to post info on your new Instagram feed on your current Facebook feed—that way cur- 34 THE SHOP SEPTEMBER 2018 Instagram FIND THEM ON Techniques for connecting with your target audience. By Courtney Leigh Pahlke Get your camera out and start connecting with local customers through Instagram. The social media platform is a great way to quickly show potential customers all that you do while adding a personal touch. W ith 400 new users joining every minute, it's no wonder why 50 million businesses are currently using Facebook (stats from If you have a local Facebook page, chances are your closest competitor does, too. To tap further into the potential of Facebook, don't overlook Instagram. If you already use Instagram, there are some strategies you can implement to make it an even more powerful mar- keting source. According to, the latest Instagram stats show more than 800 million active users, and many experts believe it could reach 1 billion in 2018. If you haven't set up a business account for Instagram yet, getting started is easy—but there are some techniques to master when marketing to a specific target audience.

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