This blog post contains the transcription of a free virtual Lunch & Learn we hosted in May 2025 titled, “Mastering Instagram for Your Business.” You can view all of our upcoming webinars here.
Instagram Tips
Who are the Top Experts to Know?
Heather Rugg is a content creator and social media manager based in Boston who plans and executes social media strategies for New England-based clients, developing content that is not only engaging, but is consistent with their business goals. She helps her clients improve their digital presence in a way that generates more business, establishes a loyal customer base, and promotes positive brand awareness.
Paulette Piñero is the founder and CEO of Unstoppable Latina® Marketing Agency, a boutique marketing agency that guides women of color and gender-expansive entrepreneurs to harness their strengths, amplify their voice, and live their purpose so they transform into the unstoppable CEOs of their small businesses.
Meg O’Neill is a marketing veteran with over 20 years of experience – and yes, she’s been playing on social media since before Facebook was a thing (think AIM chatrooms and hand-coded blogs). She’s now the co-founder of Intuitive Business by Design and The Intuitive Marketing Collective, where she helps ambitious, soul-led women stop hiding and start showing up online like they own the place.
Getting Started with Instagram
Instagram can feel overwhelming for business owners—especially when deciding what to post, how often to show up, and how to use the platform in a way that actually drives business results. That’s exactly why Massachusetts Business Network hosted a recent panel discussion on “Mastering Instagram for Your Business,” inviting three social media experts to break it all down in a clear, relatable, and actionable way.
Below is a recap of the key takeaways for small business owners looking to harness Instagram for visibility, connection, and growth.
Why Instagram Still Matters for Small Businesses
Instagram remains one of the most powerful platforms for humanizing your brand, connecting with your audience, and building trust over time. It’s not just about flashy photos—it’s about showing up consistently in a way that allows your audience to get to know the person (or people) behind the brand.
Whether you’re a service-based entrepreneur, a product-based business, or somewhere in between, Instagram offers unique opportunities to:
- Tell your story through video, visuals, and captions
- Build a recognizable and personal brand
- Engage with your community through stories, DMs, and comments
- Showcase not only your offers but your values and personality
In fact, the personal touches—like behind-the-scenes photos or off-topic interests—are often what stick in people’s minds and make them remember you.
What Should You Post?
There’s no shortage of content ideas, but the key is showing up authentically. Focus on:
- Your story: why you do what you do, and what drives you
- Behind-the-scenes moments from your workday or business growth
- Educational tips or thought leadership in your niche
- Relatable lifestyle content that gives your brand a personal touch
- Promotional posts about your offers—yes, it’s okay to sell!
The goal isn’t to be perfect. It’s to be consistent, honest, and aligned with your brand. Posts that share your “why” and demonstrate your passion for what you do tend to build trust and interest over time.
Format Breakdown: Feed, Stories, Reels, and More
Instagram’s many content formats serve different purposes:
- Stories: Great for casual, day-in-the-life moments and behind-the-scenes peeks. Think of this as the space where people get to know the “real” you.
- Feed posts: More polished and intentional content—ideal for evergreen tips, testimonials, or visual storytelling.
- Reels: Best for reaching new people and increasing visibility. Use storytelling, trending sounds, or value-packed clips.
- Carousels: Great for educational content, step-by-step breakdowns, or sharing multiple visuals in one post.
When in doubt, repurpose. Turn a blog post into a carousel. Share a Reel in your Stories. Get as much mileage as possible out of the content you’re creating.
Growth Without the Gimmicks
You don’t need to go viral to grow a thriving business on Instagram. Focus on building real connections with the right people. That means:
- Engaging with others authentically (think: comments, DMs, story replies)
- Using hashtags and keywords that are specific to your audience
- Prioritizing content that invites people to share or save it
Instagram growth is about quality over quantity. A smaller audience filled with ideal customers is more valuable than thousands of unengaged followers.
What About Ads?
Instagram ads can be effective—but only if your organic strategy is already strong. If you haven’t built a consistent, clear content strategy yet, don’t rush into ads. It’s easy to waste money targeting the wrong audience or promoting the wrong content.
Instead, focus on creating content that converts organically first, then consider working with a consultant if you’re ready to scale.
How to Measure Success
Forget about likes and views. The most important metrics to track are:
- Website clicks
- DMs and inquiries
- Comments and saves
- Offline feedback (“I saw your post!”)
If your content is starting conversations and building relationships—even if it doesn’t rack up thousands of views—it’s doing its job.
Also, don’t forget to track who you’re actually reaching. If you’re a local business, you want your audience to reflect that. Review your demographic data occasionally to make sure your content is attracting the right people.
Resources for Massachusetts Businesses
Amplifying Your Presence with Massachusetts Business Network
Interested in getting more support on topics just like this one? Don’t hesitate to take advantage of the several resources we have available, especially our Lunch & Learns, blog, and podcast. Have a specific request? Please fill out our contact form.
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