Should I Be on Instagram? Instagram Marketing for Business Brokers

Should I be on Instagram as a business broker?

I have talked to many business brokers about this question. In this article, I will explain the pros and cons of Instagram and how you should be looking at Instagram.

Overall, if you are looking to create a content marketing strategy to connect with Business owners, there are a few other marketing channels I would recommend before putting a lot of time into Instagram. For instance, focusing on qualified business broker leads through targeted strategies can often yield faster and more measurable results.

First off, I am going to start with the the general pros and cons of posting on Instagram.

Pros of Instagram for Business Brokers

• Enhanced Brand Visibility: Instagram allows business brokers to reach audiences who might not actively be searching for brokers but would be interested in their services if introduced. Through photos, videos, and stories, brokers can highlight their experience, success stories, and expertise, building credibility and brand recognition. Overall, the more content you have published, the more hooks you have to catch potential clients.
• Personal Connection with Potential Clients: Instagram’s format fosters a more casual, approachable connection, helping brokers connect with both buyers and sellers on a personal level. By posting behind-the-scenes content or industry insights, brokers can demonstrate their personality and create a sense of trust.
• Showcase Success Stories Visually: By sharing testimonials, recent deals, and even the processes involved in closing a sale, brokers can highlight their successes visually. This not only attracts potential clients but also helps brokers establish authority within their niche.
• Cost-Effective Marketing Channel: Compared to many other marketing channels, Instagram is relatively low-cost. It’s free to create an account and start posting. Just remember that your time is a big factor in this and if you think of the opportunity cost of posting on Instagram vs calling prospects, you may want to pay some money to outsource it.

For brokers who lack the expertise, hiring a professional agency like ClientsIO – Business Broker Marketing Agency can help in scaling your business rapidly.

Cons of Instagram for Business Brokers

• Time and Content Creation: Creating engaging content takes time, especially if brokers want to be consistent. Successful Instagram profiles require a steady flow of posts, stories, and perhaps even reels. This investment can be substantial and may require hiring a social media manager or dedicating personal time.
• Highly Visual Nature: The visually-driven platform can be challenging for brokers whose services don’t immediately lend themselves to photos and videos. While it’s possible to creatively present what brokers do, the abstract nature of the service might require extra effort to produce content that stands out.
• Algorithm Changes: Like most social media platforms, Instagram’s algorithm changes can impact visibility. This means that unless brokers stay updated on best practices, their content may not reach the intended audience without paid boosts.
• Competition with Larger Brands: Competing for attention on Instagram is tough, especially with larger brands and influencers in the business space. Business brokers might find it challenging to stand out in a crowded feed, particularly if they lack a distinct visual style or clear messaging.
• Limited Target Audience: While Instagram has a wide user base, business brokers may find that their primary audience isn’t actively looking for business buying or selling services on the platform. Some brokers might feel their resources are better allocated toward LinkedIn, email marketing, or even local SEO.

For brokers looking to scale quickly, consider strategies like those outlined in How Business Brokers Should Use Facebook Ads to Scale Their Brokerage for more targeted lead generation.

Time Investment Required for Business Broker Instagram Marketing

If you want to grow your brokerage brand effectively on Instagram, I have broken down the time allocations needed for a high-quality effort. Establishing a strong presence on Instagram requires consistent time and effort. Here’s a general breakdown:

• Content Creation (5-10 hours per week): Posting at least three to five times a week is a good starting point, with additional time needed for stories and reels.
• Engagement (1-2 hours per day): Replying to comments, responding to messages, and engaging with other accounts is key to building a following and fostering community.
• Strategy Development (2-4 hours per month): Developing a monthly content plan, analyzing performance metrics, and brainstorming new ideas is essential to maintain a fresh and engaging profile.

For business brokers, hiring a social media manager or freelancer to assist with these tasks can help streamline the process, making it more manageable.

Examples of Business Brokers Doing Instagram Right

• @BizBrokerDiary: This account shares success stories, tips for buyers and sellers, and frequently engages followers with Instagram stories. Their mix of professional and personal content creates an approachable brand image, and they regularly showcase deals and industry insights that draw in their target audience.
• @TheBrokerLife: Focused on a lifestyle approach, this broker shares their journey through the ups and downs of brokering. With a mix of behind-the-scenes content and educational posts, @TheBrokerLife shows potential clients what to expect from the process and humanizes the broker’s role.
• @DealClosersClub: This account highlights recent deals closed, featuring properties and businesses sold and offers mini case studies on each. They effectively use visual content to tell the story of each deal, making it engaging for both potential buyers and sellers who want to see the broker’s track record.
• @BusinessBrokerInsights: Dedicated to educating followers, this account focuses on delivering value through informational posts, addressing common questions and misunderstandings about buying and selling businesses. They use carousels, infographics, and captions to provide valuable insights and attract an audience interested in learning more.

Final Verdict: Should Business Brokers Be on Instagram?

While Instagram may not be the first platform business brokers think of, it can be an effective part of a diversified marketing strategy. It’s particularly valuable for brokers who have the time and resources to invest in consistent, high-quality content.

At ClientsIO,  I recommend clients to make sure that they master platforms like LinkedIn or Youtube before putting a lot of time and effort into Instagram. I would just take content from these other platforms and repurpose them for Instagram. I wouldn’t necessarily make any content uniquely for Instagram.