Social Media Marketing

5 Ways to Optimise Your Business Instagram Profile for Maximum Engagement

5 Ways to Optimise Your Business Instagram for Maximum Engagement

5 Ways to Optimise Your Business Instagram for Maximum Engagement

There’s a reason why motorcycle brands use Instagram in their social media strategy. Instagram content builds engagement with your business. The higher your engagement is, the more Instagram will boost your content and profile to show it to more people. But how do you increase engagement?

In 2022, 90% of people follow at least one business and 50% of users reported visiting a website to buy a product or service after seeing it in an Instagram story. With 3.76 billion visits every day to the platform, you can’t afford to miss out on marketing your brand on Instagram. But to reach this market, you need your engagement on Instagram to be high and too many people focus on the content they produce and forget about the Instagram profile itself.

So, here are our 5 tips to optimise your profile for great engagement:

1) Optimise Your Profile Picture

One of the most underrated parts of a great business Instagram is the profile picture.

Let’s look at the 3 ways to improve it:

Be Instantly Recognisable

We would suggest using your logomark (logo without any words) to represent your business. Although your full logo or Mascot might be great, having a logomark is perfect for the desktop profile picture dimensions that Instagram has (only 110x110 pixels!)

Don’t Frequently Update It

If you change your profile picture too frequently people may not recognise you/your business and scroll past your content without realising.

Complement Your Brand’s Aesthetic

This goes for your profile picture and all the visual content you post. Make sure there is consistency in your colour palette and the mood of your brand.

2) Optimise Your Bio Content

You should make sure your name is listed and not your Instagram username as it will be harder to find and identify you. Your business profile should also be easy to scan-read. You can break up the information with line breaks or emojis. This makes it easy to convince people to follow you as they get the information fast. However, you need to consider your accessibility when using emojis. Emojis will disrupt any assisted technology like speech-to-text. Only use a couple and consider whether they it will alienate any of your audience.

To create a line break instead, go to ‘edit profile’ and in your Instagram bio and tap Return.

For Instagram bio ideas, make sure you describe what your company does, have a link, contact information and the category the company comes under (e.g., Shopping & Retail for a motorcycle clothing brand). To further the specifics of your business, here’s a tip to further modify your business category:

On ‘edit profile’, find the business information category section, click the category and then subcategory from the drop-down menu.

3) Optimise With Keywords

Keywords are like hashtags for getting you more visibility.

You can triple your searchability scores by using a significant keyword after your company name. Your business will appear when users use keywords to find content even though your username might not contain them. Pick a keyword/s that makes sense to your brand. You can do this by doing quality research into knowing your audience and looking at similar accounts. For example, put ‘scramblers’ or ‘tyres’ after the name of your shop to pull that traffic to your page.

4) Optimise With Hashtags

You can add relevant hashtags to your bio too. But be careful not to overuse them or use popular ones. Putting popular hashtags in your bio like “motorcycles” or “social media” will not help your searchability. These are too general and will send people away from your content as they are heavily used by others. Pick 1 (or 2) hashtags like your branded hashtag or one that is relevant to a current campaign/event to build awareness through your bio.

5) Optimise With a Call-To-Action

Remember to add a ‘call to action’ to lead people to your store or other accounts. This is important as the external link will support the goal of your social media strategy. (E.g., Driving them to your website.) A pro tip is to only pick the contact options that directly link to this social media strategy. Having too many options will stop people from viewing all of your description as they must click ‘More’. This extends their customer journey, which could lose them.

Instagram has one space for an external link as it likes to keep you on the platform. Linktree is great for solving this issue as it hosts many links through a landing page on your bio. Your followers can access your newsletter, blog post, giveaway, YouTube channel and online store. Or a fantastic way to get people to frequently check your page is to use this space to regularly update the link to your latest motorcycle event or giveaway.

There are many things you can do to get an engaging Instagram profile for your business. Reviewing your profile picture, core business information, keywords, hashtags, and links will drastically improve your business on Instagram and help your engagement.

If you need support with your Instagram, visit us at Motorcycle Marketing to find out about our social media services.

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Hiring Freelancers: Better Than an Employee?

Hiring Freelancers

Hiring Freelancers: Better Than an Employee?

You know the importance of being visible online and connecting with your followers through great social media posts, influencer marketing and other content. But with the risk of freelance agencies prioritising other clients and the costs of employee hires, which is better for your motorcycle brand?

Let’s explore the pros and cons of outsourcing vs hiring:

The Advantages of Hiring a Freelancer

Time and Cost

The main difference between freelance and employee marketing experts is that you pay for singular projects at a specific rate instead of monthly wages. Freelancers cost much less than employees as a result. You only pay for the work freelancers complete and they tend to be quicker to complete work since they must keep clients coming back for great content.

Comparatively, employees’ downtime on the job is huge. The average employee is only productive for 2 hours and 53 minutes a day, despite you paying them for 8-9 hours of work. A network of freelancers, however, are more productive due to no commutes, flexible hours and fewer distractions, such as chatting with co-workers, searching for new jobs and other massive time sucks that interrupt office workers. Hiring a freelance agency that relies on high productivity to bring in their full-time income means you get great marketing for a better price.

The Small Business Administration found that hiring a full-time employee is much more costly than expected too. The real cost is 1.25-1.4 times more than a salary and bonuses. Payroll taxes, insurance, training and other expenses are all added on top, and this could really impact any business and especially a budding start-up.

Also, hiring a permanent position takes up a lot of time. Freelancers are easier to find and sometimes you can get a project agreed upon within 1-2 weeks or even 48 hours depending on their schedule. Your HR team won’t be pressured to fill the marketing role, which can sometimes take several months to complete.

Quality of Work

When you bring a freelancer team into your marketing strategy, you are not limited by your local talent market. You can connect with freelance specialists from any location too.

Plus, to keep up with the marketing and motorcycle industry, these freelancers are more likely to produce higher-quality work than your average in-house employee. Freelancers must be more aware of new trends and skills to keep attracting projects, and this additional training need is only getting bigger after the shifts in the way we work post-pandemic.

A network of freelancers also has greater pride and satisfaction than in-house marketers. A recent IBM study found that freelancers are more engaged than most employees, with another study comparatively finding two-thirds of employees as not engaged in the company that they work for. Freelancers, however, cannot afford this. Their whole livelihood depends on high-quality, productive work to maintain their client base.

Diversity

Though you can have diverse employee teams, having freelancers increases the variety of backgrounds and cultures even further.

These different backgrounds build a creative space where people can find new perspectives and approaches to your marketing content. This means faster innovation as your motorcycle brand will not only appeal to a broader audience because of their cultural differences, but make you more competitive in your market thanks to their unique marketing insights.

The Cons of Freelancers

To understand the outsourcing pros and cons fully, let’s explore some concerns when hiring a freelancer…

A Multitude of Options

You can get an overwhelming number of replies when you post a new project ad. Who do you pick? What if some of these freelancers exaggerate their marketing skills and capabilities if they are desperate for work?

Let’s break this down into 2 parts:

Firstly, don’t hire freelancers whose social media pages or websites cannot be found. You should review any past work or find testimonials from their clients to see how good the marketing professional is to support your brand.

And secondly, although you may get many responses to a project, it isn’t as labour-intensive as finding a permanent team member who must fit your work culture and will be much more expensive to employ than if you hire freelancers.

Misunderstandings / Missed Deadlines

You need freelancers who are motivated and efficient. Yet, there is a popular concern that hiring a freelancer/s could be more problematic because you cannot track a freelancer vs an employee.

To avoid any misunderstanding, delays or missed deadlines, make sure you are thorough when discussing the project. Asking them for content in an appropriate timescale will make sure you get the high-quality marketing content that you both expect.

And, remember that you don’t have to supervise a freelancer/freelancer team as they are highly qualified independent workers.

Company Loyalty

One of the top reasons businesses think about choosing an employee over a freelancer is down to brand loyalty.

Freelancers sustain their own business by taking on projects from other clients. This can be seen as a weaker business relationship as there’s less company dedication for the freelancer vs in-house employees. Not to mention how they prioritise their urgent project deadlines.

But freelancers are multitaskers. With an extremely high engagement rate; 76% of full-time freelancers are satisfied with their work, with 69% being happy with their pay in 2021.

They create marketing content for multiple businesses because they love it. For example, Thalassa, our founder and social media strategist, has several clients she has worked with on a regular month-to-month basis since 2016! She has brought this same dedication into our network of remote freelancers here at Motorcycle Marketing.

The best freelancer teams work with you because they are eager to support your company. Although they will have other client commitments, they won’t want to go elsewhere if you keep them engaged enough in your brand with exciting work outlines and pay their market rate.

The Takeaways

Statistically, there are more benefits of hiring freelancers than employing someone in-house to do your marketing­­. A freelance marketing agency will be easier to find and make your awesome team more diverse. (Not to mention the lessened risk for start-ups too when you are fleshing out your work culture.) It is an overall shorter process and doesn’t involve the extra employee costs such as insurance, and other hidden expenses like training. Freelance marketing experts work independently, and they are specialists in the marketing field.

Why not join the over 90% of other companies that are utilising and building freelancers into their daily tasks?

Contact us at hello@motorcycle.marketing or check out our other blogs for more content marketing, social media or influencer marketing support.

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