How To Sell Services On Instagram
How to Sell Services on Instagram: A Step-by-Step Guide
Selling services on Instagram requires a different approach than selling physical products. While product sales rely on visuals, descriptions, and tags, service-based businesses must focus on building trust, showcasing expertise, and connecting with potential clients. In this guide, we’ll cover how to market services effectively on Instagram, from creating engaging content to leveraging platform features like Instagram Stories, Shopping, and more. We’ll also explore strategies to grow your audience, build credibility, and encourage engagement, so you can make the most of your service-based business on Instagram.
Why Use Instagram to Sell Services?
Instagram’s visual format makes it ideal for businesses aiming to connect personally with their audience. Here are a few reasons why service-based businesses can succeed on the platform:
Builds Trust and Credibility
Service-based businesses often depend on client trust. Instagram allows you to show behind-the-scenes views, client testimonials, and case studies that demonstrate your expertise and credibility.
Example: A social media manager can use Instagram Stories to share real-time project updates, success stories, and testimonials, showing potential clients the positive impact of their work.
Enables Client Engagement
Instagram’s interactive features allow you to engage directly with your audience through comments, DMs, and Story features like polls and Q&As.
Example: A life coach could use question stickers in Stories to engage followers by inviting them to ask questions or share challenges, establishing rapport and providing a sample of their services.
Builds a Personal Brand
People buy services from people they trust. By sharing your personality, expertise, and values on Instagram, you can build a personal brand that resonates with potential clients.
Example: A personal trainer might post daily motivational quotes, workout tips, and progress photos that reflect their philosophy and approach to training.
Tips for Selling Services on Instagram
1. Showcase Your Expertise
Your profile should act as a portfolio. Here’s how to showcase your skills and value:
Share Client Success Stories
Use carousel posts or Stories to share case studies or transformations. Highlight how your service has solved a specific problem or delivered results.
Example: A business consultant could share a client’s sales growth journey, highlighting their contributions at each stage.
Offer Free Tips and Advice
Providing free, valuable advice can attract potential clients and position you as an authority in your field. Share helpful tips in your posts, Stories, and Reels.
Example: A career coach might post interview tips or LinkedIn profile recommendations, which build trust and demonstrate their expertise.
2. Build a Visual Brand Identity
Establishing a consistent, appealing visual style helps you stand out and look professional.
Create a Cohesive Look
Use a consistent colour scheme, fonts, and image styles that reflect your brand’s personality.
Example: A digital marketing agency might use clean, minimalist visuals with a specific brand colour palette to create a cohesive look.
Feature Behind-the-Scenes Content
Showcasing your work process gives potential clients insight into how you operate, creating transparency and building trust.
Example: A graphic designer could share time-lapse videos of their creative process, giving followers a peek into how their projects come together.
3. Use Instagram Stories and Story Highlights
Stories allow you to connect more directly with your audience, while Story Highlights keep key information readily accessible on your profile.
Highlight Key Services and FAQs
Create Story Highlights dedicated to explaining each of your services and answering common questions, so potential clients can learn about your offerings easily.
Example: A photographer could have separate Highlights for “Weddings,” “Family Shoots,” and “Corporate Events,” each showcasing relevant portfolio work and FAQs.
Show Day-to-Day Operations
Stories are great for real-time updates that give followers a glimpse of your work life. This builds rapport and helps humanise your brand.
Example: A nutritionist might share meal prep ideas, client meal plans (with permission), and health tips in Stories to keep followers engaged.
4. Post Client Testimonials and Reviews
Testimonials serve as social proof that your service delivers real results.
Use Carousels or Reels
Create carousel posts with client quotes or video testimonials in Reels to make the content engaging and varied.
Example: A web designer could post before-and-after images of clients’ websites with testimonials detailing the client’s experience.
Repost Client Stories and Comments
Reposting positive client feedback or comments from DMs (with permission) is another way to showcase happy clients.
Example: An online tutor might repost a message from a student who achieved high marks, sharing their excitement and success.
5. Educate Followers About Your Process
Sharing details about your process helps potential clients understand what it’s like to work with you, setting clear expectations.
Break Down Your Process in Stories or Reels
Create posts that outline your approach to client work, from the initial consultation to project completion.
Example: A branding consultant might use Reels to walk potential clients through their 3-step branding process, from research to design to final delivery.
6. Offer Limited-Time Promotions or Free Consultations
Encourage followers to take action by offering special deals, consultations, or trials.
Promote Introductory Discounts or Free Sessions
Limited-time offers can create a sense of urgency and incentivise people to try out your services.
Example: A fitness coach might offer a free 15-minute consultation for new followers, advertised in Stories and the bio link.
Run Exclusive Instagram Promotions
Offering a discount or a bonus service exclusively for Instagram followers makes them feel special and increases the likelihood they’ll engage.
Example: A freelance copywriter might offer a 10% discount for Instagram followers who book within a specific timeframe.
7. Encourage Engagement with Interactive Features
Use Instagram’s interactive elements to connect with followers and learn more about their needs.
Use Polls and Question Stickers in Stories
Engage followers by asking them about their preferences or questions related to your services.
Example: A social media strategist might use a poll asking followers about their biggest Instagram challenges, then create content addressing those needs.
Host Live Q&A Sessions
Going live to answer questions lets followers learn more about your expertise and ask questions in real time.
Example: A financial advisor might go live to answer common financial planning questions, inviting viewers to submit questions throughout the session.
Examples of Effective Service Promotion on Instagram
Life Coach
Content Strategy: Share motivational quotes, success stories, and mental health tips. Use Reels for bite-sized advice on confidence and goal-setting.
Example: Weekly posts featuring life hacks and mindset tips could build a following and establish credibility.
Freelance Photographer
Content Strategy: Use Highlights for showcasing past work, client reviews, and FAQ on booking. Share BTS (behind-the-scenes) content during shoots to demonstrate your process.
Example: A wedding photographer might use #WeddingPhotography to reach couples while showcasing a highlight reel of different events.
Interior Designer
Content Strategy: Post transformations, design tips, and client testimonials. Share Stories of design projects in progress to engage followers.
Example: An interior designer could have a Story Highlight showing before-and-after photos, inspiring viewers to reach out for their own projects.
1. Create a Professional Instagram Account
To unlock the full potential of Instagram’s features for businesses, you need a professional account. A business profile provides access to useful tools like Instagram Insights, product tagging, and the ability to run ads. Setting up a business account also adds credibility to your brand and gives customers a way to directly contact you through your profile.
Pro Tip: Connect your Instagram business account to Meta Business Manager to streamline your ad campaigns and track performance across Instagram and Facebook. This allows you to manage ads in a more integrated way and gain deeper insights into customer interactions.
Additionally, while you don’t need a personal Instagram profile to run ads, having a professional presence on Instagram with a business profile is highly recommended. Your business account will allow you to showcase your services and products effectively, provide contact information, and add links to your website or online shop.
2. Establish a Communication Strategy
A clear communication strategy is essential for your success on Instagram. Your tone of voice should be consistent and reflect your brand’s values, personality, and the type of relationship you want to build with your customers. Whether your brand is fun and quirky, professional, or inspirational, your tone of voice should remain consistent across all social channels.
Pro Tip: Create a content calendar to plan posts in advance, ensuring consistency and timely delivery. A well-planned strategy helps maintain engagement with your audience and strengthens your brand identity. Posting regularly with a consistent tone will help followers build trust and feel more connected to your brand.
3. Set Up an Instagram Shop
Instagram allows you to create a shop where customers can browse and purchase your products directly from the app. To set up an Instagram shop, you’ll need to connect your account to Facebook’s commerce platform and upload a product catalogue. This catalogue should include high-quality images of your products and detailed descriptions, including key features and specifications.
For services, you can promote packages, consultations, or booking options as products in your shop. The catalogue should be regularly updated to reflect any new offerings or changes.
Pro Tip: Ensure you have at least four high-quality images (minimum 500x500 pixels) for each product, and use videos where possible to showcase your items. You can also create multiple variants for products like different sizes, colours, or flavours, allowing customers to choose their preferred options directly through Instagram.
4. Tag Products in Images and Reels
Once your Instagram shop is set up and your products are added to your catalogue, you can start tagging them in your posts, images, and Reels. Product tags appear in your content and allow users to tap on the tag to view product details, including the name and price, and purchase directly through Instagram.
Pro Tip: Tag multiple products in a single post to give followers more choices. This increases the likelihood of conversions as users can easily find the products they’re most interested in. Using product tags also creates a seamless shopping experience, allowing users to buy without leaving the platform.
Consistency is key—use the same product catalogue across both Instagram and Facebook to maintain control and keep track of your inventory.
5. Post Engaging, Varied Content
While selling products and services is the goal, don’t forget the importance of engaging content. Focus on creating content that not only promotes but also provides value to your followers. Share stories, behind-the-scenes content, educational posts, user-generated content, and more.
Pro Tip: Think about what your audience is interested in and what type of content would keep them engaged. For example, share tutorials on how to use your products, show customer reviews, or offer helpful tips related to your service. This not only builds trust but also creates a loyal community.
Tailor your posts to your target audience’s preferences and align them with your brand’s purpose. Balancing promotional content with informative or entertaining posts will keep your audience interested and engaged.
6. Run Targeted Ads
Instagram offers several ways to promote your services and products through ads. You can run image, video, or carousel ads, which are shown in the user’s Feed, Stories, or Explore section. These ads should be tailored to specific customer segments, targeting people who are most likely to engage with your business.
Pro Tip: Experiment with different ad formats to see which one performs best. Try using carousel ads to showcase multiple products or run a video ad to demonstrate your service in action. Use Instagram Stories ads to create urgency with limited-time offers or exclusive discounts.
Ad Tips:
Create ads with clear calls to action (CTAs) like "Shop Now" or "Learn More."
Run A/B tests to compare different formats, messaging, and targeting strategies.
Track performance metrics to understand which types of ads convert best.
7. Implement a Meta Pixel on Your Website
A Meta Pixel is a small piece of code that you install on your website to track visitors and optimize your Instagram ads. It allows you to track actions such as product purchases or form submissions, giving you valuable data on how your ads are performing.
Pro Tip: By using the Meta Pixel, you can retarget people who have visited your website or engaged with your content but haven’t made a purchase yet. This remarketing technique increases the likelihood of converting potential customers into actual buyers.
The Meta Pixel also helps you optimize your ad campaigns by tracking which ads drive the most valuable actions on your site, such as completing a purchase or signing up for a consultation.
Conclusion
Selling services and products on Instagram requires a well-thought-out strategy, consistency, and leveraging Instagram’s powerful tools. By setting up a business account, creating engaging content, using product tags, running targeted ads, and tracking performance, you can successfully convert your Instagram followers into paying customers. With the right approach, Instagram can become a key channel in your sales strategy, allowing you to expand your brand reach and grow your business.