You always want to be thinking in the mindset of your target consumers. Likely you’ve already established a few buyer personas and have an idea of the makeup of the leads you’re nurturing and the customers you’re delighting. But now you need to think about why they’re on Instagram. To kill time? To see what’s up with their friends? To check-in on what their children are up to?

Let’s pretend you sell food products and clients like novel food to try out and see on Instagram. Ok, perfect solution: post pictures of fancy food on Instagram right? Right? Well, not quite – you need to keep relevant to what you’re selling so perhaps you post an attractive food photo, but write a catchy description reading “Wouldn’t you love to buy this lightning fast beamer?

SweetGreen, one of my favorite lunch spots for salads, soups, and fro-yo, prides themselves on serving local and organically sourced ingredients from farmers and trusted partners.

I could praise their business decisions all day, but one in particular is the relationship they’ve developed with the non-profit FoodCorps. This partnership aligns seamlessly with SweetGreen’s healthy-living values, since FoodCorps’ missionis to enable children to make healthier choices when it comes to food.

This SweetGreen gram below beautifully demonstrates their partnership with FoodCorps and displays how their values align and what their company stands for. The post is relevant, well-crafted, and also raises awareness for the incredible things FoodCorps and SweetGreen are working on. If you can align your company’s values with your consumers, this is golden.