How SMEs can improve their sales on Instagram

Social networks are a key communication tool for companies. Through these platforms, companies can be in contact with their customers and show what their products or services are. What strategies should be carried out? In this TreceBits post, we analyze how SMEs can improve their sales on Instagram, the social network of the moment. To do this, we have interviewed Spanish entrepreneurs from different sectors: fashion, cosmetics, beverages, and decoration.
“Our advice is to be yourself on social networks”, coincide Alejandra Fernández and Ignacio Hierro, co-founders of the clothing brand Arica Brand ( @aricabrand ). "There will always be people who like what you do more or less, and in this world, saturated with offerings, authenticity is rewarded," they say.
His textile firm has 26,000 followers on Instagram, a social network where they landed in 2016. "The most difficult thing is undoubtedly differentiating [from the competition], integrating added value to your brand," they confess. “In the case of Arica, we are proud to have found a place in this highly competitive sector. The followers we have been captured organically, they know us and there is a very high percentage of loyalty. In the end, we are a family that does not understand Arica only as clothes, but as a lifestyle ”, they highlight.
For their part, Carla Díaz and Rocío Rivera are behind Atelier Bio ( @atelierbio ), a natural cosmetics store with 3,800 followers. In his opinion, communication is essential. “First you have to have a good strategy and show each product, explaining the benefits that are obtained with it. And then teach how to use it, because it is complex ”, they explain. In this sense, the weekly live shows that they organize to "show and clarify doubts about the product we promote are key."
"Our balance is positive since the feedback we get is mostly from this social network", they add. Among the milestones they have achieved so far, they highlight that they have made their brand known, have increased their number of subscribers, have launched their first online course, and have provided more and more valuable information.
Bebe-Té ( @shopbebete ) is another example of an SME on Instagram, where it already has 2,800 followers. Jordi Arias tries to “take good care of the photos” that he publishes. “I like people to see 'nice' things, not just a product image. The world of tea is linked to health, tranquility, being with oneself… I try to convey that in my publications ”, he emphasizes. In his case, he reveals that he takes advantage of the stories to share photos of him working, funny moments, or songs from Spotify.
"Instagram is a very good showcase," adds this entrepreneur, who highlights that through this platform he sometimes creates more bonds than face-to-face. “The ice breaks before in the networks. I think that in Bebe-Té I have managed to create a community around my store and the world of tea ”, it means as a positive aspect.
Jordi Arias Drinks YouThe Minimoog children's decoration store ( @minimoi_ ) has a particularly prominent presence. He has 84,000 followers. Roser Cuscó, its founder, explains that this medium brings them closer to their audience, facilitates sales, allows them to test the launch of new products, and also detect unmet needs.
"There is no magic recipe to sell through Instagram," he acknowledges. However, she provides some clues to what they do and what works for them. On the one hand, they “take care of the images” that they publish in the feed so that they show the products in a real way and are consistent with the brand image they convey.
In the case of stories, they pay less attention to aesthetics and choose to be closer and more spontaneous. And, above all, they take advantage of their presence on this social network to chat with their audience. "For us, Instagram is also a key piece to show that behind Minimoi there are people with a vocation for service and a desire to ensure that the shopping experience exceeds expectations."
Authenticity, good communication, taking care of the photographs, talking with the audience. These are some of the keys pointed out by these entrepreneurs, who agree that it is not an easy task to sell through Instagram, among other reasons, due to the strong competition that exists and the visibility problems they face after the changes algorithm.

Nikhil Gupta

Founder Stimulus Cloud , Herbal Aushdhi, 2 Minutes, Chhollytube, State Co-ordinator INN24 Today.

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