Have you ever thought about using Instagram as a part of your sales funnel?
If not, you might be missing out on a game-changing opportunity and instead treating your business like a costly, time-consuming hobby. So, let's dive into this topic together.
By the way, hi. I’m Kat. I’m a proud graduate of The Awakening Academy, which completely transformed both my life and my business for the better. My expertise lies in online marketing, with a focus on leveraging the power of Instagram. Amidst the abundance of advice out there, many business owners find themselves lost in a sea of strategies. Let's make sure you navigate this terrain in a way that truly benefits you.
Let's start with the basics. Every person who stumbles upon your Instagram profile could potentially become a customer.
But let's face it—not everyone engaging with your content will become a paying customer. Some are just interested in the freebies.
So let’s focus on the people who are there to buy.
Each stage of engagement on Instagram serves a specific purpose, guiding your followers through a customer journey.
The first step is to get discovered through Instagram which builds BRAND AWARENESS. This is the top of your funnel. You will typically have content that is broader and resonates with the “masses.”
What does that mean? If you’re a fitness coach, a great topic would be something wellness-related that will resonate with more people than “6 reasons why working out on an empty stomach doesn’t help your digestion.” That is very niche and specific. So, for example, your top funnel topic would be, “8 things that make your life better,” and you could include movement, healthy meals, etc.
The next step is when they start engaging. This typically means they start watching your stories, engaging with your posts, and saving some of them. This stage is called the CONSIDERATION stage. Here, we typically focus on engagement-focused content, educational content, or posts with unique values.
For instance, if you’re a mindset coach, you can make a series of 3 affirmations in a numbered list and ask your audience to comment which one resonates with them the most. This is typically something that will help your audience engage in an easy way.
If you’re going the educational route, don't be afraid to go more in-depth. Mention the specifics of your teaching that will make you stand out among other people. For example, “Why I think [X] is BS.”
The following step is the one that you will all love: the selling point. This is when you speak about your offer or free offer. This stage is called the ACTION stage.
Why do we also include the free offer here? Because your customer already trusts you enough to get on your email list in exchange for something, which is the first step. So it’s a small win to celebrate. This content could be a pinned post where you introduce how they can work with you or what free services you have for them to choose from. It could also be a carousel post that goes in-depth into your programs.
One thing to keep in mind is that these posts usually don’t have the highest engagement, which is okay. They are not there for that purpose.
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The last step might be the most important yet forgotten one.
You serve them more to move them to the next step, which creates loyalty—RETENTION—and offers them more.
If they downloaded your free offer, they’re more likely to buy from you next. If they purchase your small product, they might be more likely to purchase your bigger offer. It’s always easier to turn your existing customer into a repeat buyer than to build trust with a new follower. So, you repeat the entire process. But first, you need to think, "How can I serve them more? They have [X], so what’s the next step for them on this journey?"
This is how it can work. But I want to give you a few examples.
Your Instagram account can play a huge role in your Sales process, and the rest can be done by your email marketing. Or it can do the complete job! This depends on how far you are in business and your systems.
Does this mean Instagram is enough?
Yes and no. While Instagram can be a valuable tool, it shouldn't be your sole focus.
Instagram has its merits, and it's certainly worth utilizing. However, it's important to keep in mind that it's just one aspect of your overall marketing strategy. If you're not yet ready to invest in email marketing or if you're in the early stages of your business, focusing on Instagram is understandable. But it's essential to remember that there are other important assets and strategies to consider beyond Instagram alone.
If you want to nail down this process even more, I have something for you—my Marketing Strategy Guide, which goes way beyond what I shared above with examples and extra support.
Kat strongly resonates with business owners who understand the value of a steady and holistic approach to life. Before diving into her entrepreneurial journey in 2018, she found herself immersed in the world of yoga, guiding people towards clarity and focus. It's a passion that deeply resonates with her. She brings those same learnings and strategies into her client work. She focuses on supporting business owners with growth via social media and marketing depending on their individual goals.
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