Before you go ahead and put money behind your posts, you want to be sure it's going to be seen by the people who are mostly likely to hit that magic call to action button.
Having a clear idea of who you're targeting is going to save you money, and when done right, return more money than what you spent.
So, how do you find your people on Instagram?
First up, write down your Ideal Customer Profile (aka buyer persona)
If you've already been in a business for a while, then you can create this profile based on your existing best customers, or create a fictional persona based on your dream client.
Give them a name?
Age? (and no, it's not 18 - 65, choose one age eg. 35 years old)
Interests? (Get super specific about interest and keep it related to your category. For example a competitor brand they might already like, a specific market or event, a blog or media brand that covers your field.)
Now, you want to go into...