When Olivia launched her vegan catering service, she knew she had a unique offering. Specialising in plant-based cuisine, her food was vibrant, fresh, and perfect for events like weddings, parties, and corporate functions. While her customers loved the food, Olivia found herself struggling to stay top of mind for repeat business. She needed a way to keep her audience engaged and excited about her brand without spending loads of money on marketing.
That’s when Olivia turned to Instagram Stories. What started as a simple way to share behind-the-scenes content soon became a powerful tool for building a loyal customer base. Here’s how Olivia used Instagram Stories to grow her vegan catering business, and how you can do the same to connect with your customers.
Discovering the Power of Instagram Stories
At first, Olivia thought Instagram was all about perfectly curated photos of her dishes and events. While those posts helped showcase her work, they didn’t offer much in terms of building a connection with her audience. That’s when she started experimenting with Instagram Stories.
Unlike regular posts, Instagram Stories disappear after 24 hours, making them feel more personal and immediate. Olivia realised she could use Stories to share snippets of her day-to-day business—everything from prepping for an event to taste-testing new dishes. This gave her followers a glimpse into the behind-the-scenes of her catering service, which made her business feel more relatable and authentic.
By sharing these moments, Olivia wasn’t just promoting her business; she was inviting her audience into her world. This helped build a stronger connection with her followers, who began to feel like they were part of her journey.
Showing the Human Side of the Business
One of the things that worked well for Olivia was using Instagram Stories to show the human side of her business. She shared videos of herself and her team preparing meals, interacting with clients, and even the occasional mishap in the kitchen. These candid moments showed that her business was run by real people who were passionate about what they did.
For example, one day Olivia shared a Story about her team experimenting with a new vegan dessert recipe. The video showed their excitement when the dish turned out perfectly, and even included a funny clip of the first attempt that didn’t go so well. Her followers loved it—it wasn’t just about the food anymore, it was about the people behind the food.
By being genuine and transparent, Olivia built trust with her audience. People began to feel like they knew her personally, which made them more likely to choose her catering service when they needed it. In fact, one client later mentioned that they booked her for their wedding because they felt connected to her through her Stories, and they trusted that she’d bring that same passion to their big day.
Engaging Followers with Interactive Features
One of the most powerful aspects of Instagram Stories is the ability to engage followers with interactive features like polls, quizzes, and question boxes. Olivia used these tools to involve her audience in her business, making them feel valued and heard.
For example, she would post polls asking followers to vote on which new dish they’d like to see added to her menu. This not only gave her valuable insights into what her customers wanted but also made them feel like they were contributing to the business.
Olivia also used the question feature to answer follower queries about vegan cooking, event planning, and the best ways to incorporate plant-based meals into their diets. By positioning herself as a helpful resource, she built trust and strengthened her relationship with her audience.
These interactions weren’t just about engagement—they helped foster a sense of community around Olivia’s brand. Her followers became more than just customers; they became loyal supporters who felt personally connected to her business.
Promoting Special Offers and Events
Another way Olivia used Instagram Stories was to promote special offers, discounts, and upcoming events. Because Stories disappear after 24 hours, they create a sense of urgency that encouraged her followers to take immediate action.
For instance, Olivia once posted a limited-time offer for 10% off any event booked within the next 48 hours. The time-sensitive nature of the offer, combined with the visibility of Instagram Stories, led to a flurry of bookings. Many of her clients mentioned they had seen the offer on Stories and didn’t want to miss out.
By using Stories to promote these exclusive deals, Olivia was able to drive immediate action from her audience, boosting her business without needing to invest heavily in advertising.
Building Customer Loyalty Through Consistency
One of the key lessons Olivia learned was the importance of consistency. She made it a point to post regularly on Instagram Stories, sharing updates at least a few times a week. Whether it was a quick video of her setting up for an event or a Story about a new recipe she was developing, Olivia kept her followers engaged and excited.
This consistency paid off in the long run. By staying visible in her followers’ feeds, Olivia remained top of mind. When her audience needed a caterer, they thought of her first because she had been consistently providing them with interesting, valuable content.
Why Instagram Stories Work for Small Businesses
What Olivia found most valuable about using Instagram Stories was how personal and approachable it made her business feel. Unlike polished social media ads, Stories gave her the opportunity to connect with her audience in real-time, showing the authenticity and passion behind her business.
For small business owners, Instagram Stories offer a low-cost, effective way to build relationships with potential customers. You don’t need a huge budget or a fancy marketing plan—just a willingness to share your story, engage with your audience, and be consistent.
How You Can Use Instagram Stories to Build a Loyal Customer Base
If you’re ready to start using Instagram Stories to grow your business, here are a few simple steps to get started:
Show the behind-the-scenes: Give your audience a glimpse into the day-to-day operations of your business. Whether you’re preparing for an event, working on a new product, or just going about your day, these moments help humanise your brand and build a connection with your followers.
Use interactive features: Engage your audience with polls, quizzes, and question boxes. These tools make your followers feel involved and valued, helping you build loyalty.
Promote time-sensitive offers: Use Stories to share exclusive deals and promotions that encourage immediate action. The 24-hour lifespan of Stories adds a sense of urgency that can drive bookings or sales.
Be consistent: Post regularly to keep your business visible and maintain engagement. Whether it’s daily or a few times a week, consistency is key to staying top of mind with your audience.
Be authentic: Don’t be afraid to show the human side of your business. Share your successes, challenges, and everything in between. Authenticity builds trust and loyalty.
Ready to Grow Your Customer Base Using Instagram Stories?
If Olivia’s story has inspired you to use Instagram Stories to build a loyal customer base, now is the time to take action. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop strategies to connect with your audience, share your story, and grow your business. With Mark’s coaching and training, you’ll learn how to use social media effectively to build lasting relationships with your customers. Contact Mark today and start growing your business through the power of Instagram Stories.
