Getting started: what every business owner should know about managing social media

You've started a business, created an Instagram account and now regularly post photos of your products, services and attractive visuals. But your follower count is low, enquiries are rare, and potential customers seem to scroll past your page.

Perhaps the problem isn't the Instagram algorithm. Perhaps it's the way your business is presented.

Let's look at some essential things to consider before you start creating content regularly.

1. Clarity comes first

When someone visits your profile for the first time, they should be able to understand three things within seconds: who you are, what you do and what you offer.

Don't make potential customers guess.

Use your bio to clearly explain your business. Mention your main products or services, the areas you cover and how people can contact you.

For example, if you manufacture uPVC windows, don't just write something like "Creating a cosy home starts with us." Be specific: "Custom-made uPVC windows to fit your home."

If you own a jewellery shop, say so: "Jewellery Store in Zwolle."

Creative slogans are great, but first, people need to understand what you're actually offering.

2. Your profile picture should help people recognise you

If your brand isn't well-known yet, don't rush to use only your logo as your profile picture. A photo of the business owner or your team can help build trust and create a more personal connection with your audience.

People want to know who they're dealing with.

If your brand is already recognisable, using your logo makes perfect sense. Just make sure it remains clear and easy to recognise, even at a small size.

3. Use keywords in your profile name

The bold name field under your Instagram username isn't just a place for your business name. It can also help Instagram understand what your account is about and show it in relevant search results.

Use keywords that potential customers are likely to search for, rather than relying solely on your company name.

For example:

• Custom Furniture | Zwolle
• Beauty Studio | Lochem
• Handmade Jewellery | Netherlands
• Social Media Manager | AI Content

If you make custom furniture, using the words "Custom Furniture" is likely to be more useful for search than simply displaying the name of your workshop.

Think about what someone would type into the search bar when looking for your product or service.

4. Define your unique selling proposition

Why should a customer choose you instead of your competitor?

Perhaps you offer free measurements, a personalised approach, fast delivery, a unique product range or a guarantee on your work.

Identify what genuinely makes your business different and communicate it clearly.

You don't need to claim that you're the best at everything. It's much more effective to highlight specific benefits that matter to your target audience.

5. Your first posts should introduce your business

Imagine someone visiting your profile and deciding to look through your latest posts. What will they find?

Your first three posts, especially if you pin them to the top of your profile, should give visitors a clear overview of your business.

For example, imagine you own a clothing shop.

Post 1. Meet the business.

Who are you? Where are you located? How long have you been in business?

For example: "We are a clothing store in Zwolle, proudly serving our customers since 2006."

Include your address, opening hours and contact details.

Post 2. Your products and services.

What can customers find in your shop? Which brands, styles, sizes or price ranges do you offer? Show your products and explain what makes your selection special.

Post 3. Why choose you?

Highlight your competitive advantages, customer service, unique selling points, customer reviews or the story behind your business.

This way, even someone who has just discovered your page can quickly find the answers they need and decide whether your business is right for them.

6. Don't be afraid to show your face

And last, but certainly not least: people buy from people.

Behind every business are real people, their experience, knowledge, ideas and everyday work.

Don't be afraid to appear on camera, talk about what you do, show how your products are made or share little stories from your business life.

You don't have to start by recording long videos or becoming a professional influencer. Begin with short introductions, answers to customer questions or simple behind-the-scenes videos.

If you really don't want to appear on camera yourself, find someone who can become the face of your business: an employee, a team member or a brand representative.

The important thing is to make sure your profile doesn't look like an anonymous product catalogue. Show the people behind the business and give customers a reason to connect with you.

And one final thought.

A well-designed social media profile doesn't guarantee sales. But it is often the first point of contact between your business and a potential customer.

Before investing time and money in advertising, make sure your profile presents your business clearly, builds trust and answers your audience's most important questions.

Your goal isn't simply to attract visitors to your page. It's to give them a reason to stay, become interested and eventually become your customers.