Instagram Isn’t Working for Your Business (And What to Do About It)

You post regularly. You use hashtags. You’ve even tried Reels. But your Instagram isn’t bringing in customers.

Sound familiar?

You’re not alone—and more importantly, you’re not doing it wrong. The problem is that most small business owners approach Instagram like it’s 2016. The platform has changed dramatically, and what worked then simply doesn’t work now.

Let’s fix that.

Why Your Instagram Strategy Is Failing

1. You’re posting without strategy

Random product photos, occasional updates, inconsistent content. Instagram rewards consistency and intentionality, not sporadic activity.

2. You’re talking to everyone

When you try to appeal to everyone, you connect with no one. Your content needs to speak directly to your ideal customer’s specific problems and desires.

3. You’re not optimizing your profile

Your bio is vague, your link goes to your homepage, and visitors can’t figure out what you do in 5 seconds. First impressions matter—and you’re losing people before they ever see your content.

4. You’re ignoring engagement

Instagram is a social platform, not a billboard. If you’re only posting and not commenting, responding, and building relationships, the algorithm won’t show your content.

5. You’re selling too hard

Every post is “Buy now!” or “Check out our latest!” People don’t follow businesses to be sold to—they follow for value, entertainment, or inspiration.

The Instagram Reality Check

Here’s what most business owners don’t realize: Instagram is a top-of-funnel tool, not a sales platform.

Its job isn’t to close deals. Its job is to: - Build awareness - Establish credibility - Create connection - Drive traffic to where sales happen (your website, DMs, email list)

Once you understand this, everything changes.

The Five-Pillar Instagram Strategy

Successful business Instagram accounts balance five types of content:

1. Educational content (40%)

Tips, how-tos, industry insights. This positions you as an expert and provides genuine value.

2. Inspirational content (20%)

Motivational quotes, success stories, behind-the-scenes. This builds emotional connection.

3. Engagement content (20%)

Questions, polls, fill-in-the-blanks. This boosts your algorithm ranking and builds community.

4. Promotional content (10%)

Your services, products, offers. Yes, only 10%. Let the other content build trust first.

5. Personal content (10%)

Your story, your team, your values. People buy from people, not logos.

Fixing Your Profile (Start Here)

Before you post another thing, optimize your profile:

Profile photo

Use your logo or a professional headshot. Make it recognizable even at thumbnail size.

Username

Keep it simple and searchable. Ideally your business name.

Name field

This is searchable! Include your business name + what you do. Example: “Barrow Consultancy | Small Business Strategy”

Bio (150 characters)

- Line 1: What you do and who you help - Line 2: Your unique value or approach - Line 3: Clear call-to-action

Link

Don’t waste it on your homepage. Use a link-in-bio tool (Linktree, Stan Store) or direct to your most important conversion point.

Highlights

Organize your best Stories into categories: Services, Testimonials, FAQ, About, etc.

Content That Actually Converts

Stop posting for the sake of posting. Every piece of content should have a purpose:

Carousel posts (highest engagement)

Educational slides, step-by-step guides, myth-busting. These get saved and shared, boosting your reach.

Reels (highest reach)

Short, valuable, entertaining. Don’t overthink production quality—authenticity beats perfection.

Stories (highest intimacy)

Behind-the-scenes, polls, Q&As. Use these to build real relationships with your audience.

Caption strategy

- Hook in the first line (this shows before “more”) - Provide value in the middle - End with a clear call-to-action (comment, save, share, click link)

The Consistency Trap

“Post daily!” “Post 3x per day!” “Reels every hour!”

Ignore this advice. Consistency matters, but sustainable consistency beats burnout.

Better to post 3 high-quality, strategic posts per week that you can maintain for months than to post daily for three weeks and then disappear for two months.

Find a rhythm that works for your capacity and stick to it.

Growing Your Audience (The Right Way)

Forget buying followers or engagement pods. Here’s how to grow authentically:

1. Engage before you post

Spend 15 minutes before posting engaging with your ideal customers’ content. Comment meaningfully on their posts. The algorithm notices.

2. Use strategic hashtags

Mix of sizes: 3-5 large (100k+ posts), 3-5 medium (10k-100k), 3-5 small (under 10k). Research what your ideal customers actually follow.

3. Collaborate

Partner with complementary businesses for takeovers, joint Lives, or shared content. You tap into each other’s audiences.

4. Leverage your other platforms

Promote your Instagram on your website, email signature, other social channels.

5. Run strategic giveaways

Partner with aligned brands. Require follows + tags. Offer something your ideal customer actually wants.

Measuring What Matters

Vanity metrics (likes, followers) feel good but don’t pay bills. Track these instead:

• Profile visits: Are people interested enough to learn more?

• Link clicks: Is your content driving traffic where sales happen?

• Saves: Are people finding your content valuable enough to reference later?

• DM inquiries: Is your content prompting conversations?

• Conversions: Are Instagram visitors becoming customers?

The 15-Minute Daily System

You don’t need hours per day. Here’s a sustainable approach:

Morning (5 minutes):

Respond to comments and DMs from your last post.

Midday (5 minutes):

Engage with 10-15 posts from your ideal customers or industry leaders.

Evening (5 minutes):

Post your scheduled content or check analytics.

Weekly (1 hour):

Batch-create next week’s content.

That’s it. Consistent, strategic, sustainable.

When to Get Help

Instagram can work for your business—but it requires strategy, consistency, and time. If you’re struggling to make it work, you’re likely missing one of these:

• Clear positioning: Who you serve and how you’re different

• Content strategy: What to post and why

• Systems: How to create and schedule efficiently

• Integration: How Instagram fits your overall marketing

How Barrow Consultancy Can Help

We help small businesses build Instagram strategies that actually generate leads and customers. We’ll help you:

• Audit your current profile and identify quick wins

• Develop a content strategy aligned with your business goals

• Create systems for sustainable content creation

• Integrate Instagram into your broader digital presence

Instagram can be a powerful tool for your business—when used strategically.

Ready to make Instagram work for you? Let’s build a strategy that fits your capacity and drives real business results.

Barrow Consultancy: Empowering small businesses to dream bigger, work smarter, and achieve more.