the Switch to Professional Account option.3 Swipe your way through the screens that highlight the value of business profiles.
4 When you get to the last screen, tap Continue.
5 Swipe up and down the Select a Category screen to view suggested category names.
6 If you don’t see the category name in the list, tap Search Categories and type the kind of business you have.As you type, categories that most closely match what you typed appear below the Search Categories box. Continue typing characters to narrow the search results.
7 Tap the category that best describes your business in the list.
8 If you don’t want your category to appear in your profile, tap the Display on Profile slider button to Off.
9 Tap Done.
10 The Business option is selected in the Are You a Business? screen, so tap Next.
11 In the Review Your Contact Info screen, update or add information as necessary (see Figure 2-8).Information from your Facebook page, including your email address, phone number, and location, is imported, as shown in Figure 2-8. The info shown here determines which contact information (email, phone, and directions) appears when a user taps the Contact button in your profile. You can edit your contact information at any time.
12 Tap Next to connect to a Facebook page.If you manage only one Facebook page, that page is selected automatically. If you manage multiple Facebook pages, they will appear in the list of options. Select the page to which you want to connect.
13 Complete the steps to finish your business profile.You can connect with your Facebook page if you want. To complete your profile, add your website and bio, post three photos or videos (which Instagram encourages you to do every week), and invite friends.
Your Instagram account is now set up as a business profile!
FIGURE 2-7: The Edit Profile screen has an option for upgrading to a business profile.
FIGURE 2-8: Edit the contact information for your profile.
Navigating your business profile
Now that you've upgraded to a business profile, you'll see some new features on your profile, as shown in Figure 2-9.
Business profile features allow you to make the most out of your Instagram account by tracking your account analytics, promoting your posts, and providing information to your audience about how to contact you:
Tap the menu icon (three lines), in the top-right corner, and then tap Insights in the menu that appears to view your profile analytics. As you post content and build your audience, new information will be recorded in your analytics.
The Promotions button allows you to create a paid advertising campaign based on content in your profile.
The category you selected appears in gray below your name. If you decided not to display the category under your name, perhaps because it didn’t describe your business, you see your bio instead.
The contact information you set up when upgrading your account appears on your profile when your visitor taps the Contact button, making it easy for your audience to contact you. (A Contact button appears in Figure 2-9.)
After upgrading your account, your new business profile appears to people visiting your profile, as shown in Figure 2-10. They also see your other connection buttons (Following, Message, and Contact in Figure 2-10) and industry listing.
Even though you have these additional features as a business profile, your profile characteristics, such as your username, name, bio, and URL, remain the same.
FIGURE 2-9: Business profiles provide features not available to a regular Instagram account.
FIGURE 2-10: Instagram users view your business profile with these added features.
Chapter 3
Hitting Your Target Audience
IN THIS CHAPTER
You can take fabulous photos and create cute graphics to promote your business on Instagram all day long, but putting a plan in place is crucial for true success. If it seems like there's no rhyme or reason to the posts from some businesses, it's because there isn't. But you're different. You want to do it right, which is why you're reading this book.
In this chapter, you start by determining your business goals and deciding whether you need a team to fulfill them. Then you find out how to gather post ideas by researching your competition, determining the different types of posts, and putting your content into an organized content schedule. Finally, the chapter gets more techie, showing you how to schedule and analyze your posts to save time and create a more successful campaign.
Organizing Your Marketing Goals and Roles
Before you dive deeply into how to take the perfect Insta-awesome photo, you should establish your business goals for the account. Instagram is a wonderful platform, but it's best to know your business reasons for joining before you start posting.
Here are some of the top reasons why businesses join Instagram:
Brand awareness: Make your brand recognized by potential customers.
Engagement: Meet and interact with your potential customers.
Increase
