Scott Lancaster
Scott Lancaster
Lesson Info
27. Instagram
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
So how can you grow an Instagram following that you can then use to actually sell your products and services in this day and age. Well, again, much like every single other tactic that we have explored in this particular course, you have to first start with your target audience and what they are interested in. You see, this is why we spend so much time in the target audience section of this course to really understand who they are, what makes them tick and what they are interested in. We need to understand where they're spending their time. So if your target audience is spending time on Instagram, here are some tips and some tricks to help you grow a following on Instagram and then eventually build a following that is ready to buy whatever you're trying to sell them. The first thing that you need to do is make sure that you are creating content that they are actually interested in. So again, this comes back to understanding your target audience and really creating content that is going ...
to again entertain them first and foremost. And then secondly, provide some sort of value. Now, in regards to value what people generally think value is when it comes to content is something that is informative, something that is going to educate someone. But that isn't always the case. And I learned this the hard way from a lot of experimentation. Some people just want to be entertained and that's literally it. And you do not need to go into depth or teach something to someone in order for them to feel like they have value from your content. You can just make them laugh, you can make them feel good, you can make them feel inspired. You can even make someone feel grateful for what they actually have that to the viewer is value. It just isn't the type of value that is kind of black and white. You know, it's value makes you feel a certain way so that it makes you feel like you want to watch that type of content again in future because you enjoyed the feeling that it provoked inside you and let's cover a few pros and cons in regards to Instagram just so we can understand exactly if Instagram is going to be the best option for you in your business. Now, first and foremost, Instagram is a very visual platform, which basically means that you can showcase your products and services in a really effective way no matter what you're selling. Now, secondly, hashtags and location tags can with discoverability, but they aren't as effective as they used to be. Instagram also has some great features such as stories reels and lives to allow you to actually connect with your audience in a meaningful way. Now, one thing to note is especially when it comes to Instagram and pretty much any other platform out there. When it comes to social media, when Instagram launches a new feature or something new on the platform, they generally want to get as many people using it as possible. So if you want to get a little boost in your awareness, then try using the new features that Instagram promotes because it's going to help you get more awareness because Instagram is going to be posting and ultimately promoting more content for that particular feature during that time period during the testing time period when they're trying to figure out what features work and which features don't like reels. For example, when reels first came out, reels were getting a stupid amount of traction for literally no effort whatsoever. So make sure that you jump on that opportunity if it ever arises in future. Now, in regards to the negatives of using Instagram, obviously, we all know that the amount of competition on Instagram is crazy. There are so many profiles out there, probably 10 of the profiles that are trying to do the exact same thing as you are already millions of times bigger than what you are at the moment. So does that mean that we should be disheartened? No, but doesn't mean that we should be wary and take this into consideration when we're actually thinking about starting an Instagram account as part of our tactics for our marketing strategy, 100 per cent. Now Instagram is also extremely strict with consistent posting, so they actually recommend between 23 posts per day. Now, this does not mean that you have to post two or three times per day, but that's just what has been seen to get the best results based on new profiles being made and trying to launch themselves and get a decent following afterwards. Now, one thing that Instagram does have is limitations to linking out to your website and other sales pages. For example, you can obviously use stories and you can have a link in your bio. But for example, if you're actually posting in Instagram, you can't actually link the link out to your website within the post itself, which is not a huge deal, but it is something to consider. Something else we need to think about when it comes to Instagram is the fact that whenever you post any form of content, it's only actually reaching around 1 to 2 per cent of your overall following, which isn't great. And although that particular post could get more traction in future, if it is actually liked by the algorithm, one or two per cent for each post that you actually put time and effort into can be a little bit disheartening. Instagram certainly comes up a little bit shorter when it comes to organic reach. When you're thinking about Tik Tok and youtube, those two platforms are essentially the easiest to get organic reach on if you do the correct content. Now, in regards to costs, Instagram obviously costs pretty much nothing to post on depending on the type of content that you're creating and if that costs money to actually create. So I'm going to give it a for costing in regard to energy to set up and energy to maintain. I will give it a seven for energy to set up because it doesn't really take a whole lot of energy to actually set up an Instagram account. Maybe it takes a little bit of time to actually think about the niche that you want to create content within, in regard to maintenance. I'm going to rate it as a two. The reason being is it's going to take a lot of time and effort to actually create the content and to comment, think of new interesting content, et cetera, et cetera. Now, in regards to like the Roi, I'm going to give it a five are six. The reason being is Instagram is quite a mature platform. It's certainly not as mature as Facebook, which has had its deal a long time ago, but it is one of the platforms that is still used quite regularly for communication and it's essentially where people are starting to get their news now, which is really, really interesting, especially within the certain niches and the certain topics that they are particularly interested in. One thing that a lot of people don't know about Instagram is the fact that you can reuse the same content again and again. And this is essentially all because of the algorithm and how it works if you have 100 followers and only one person sees it. There's 99 people that aren't seeing your content. So this basically means that we should be creating a library of content can be posted over a time period of six months to a year and within six months, you can maybe post the same piece of content two or maybe even three times. So what this simply means is instead of just thinking about creating a new piece of content every single day without fail, that's pretty much impossible, right? Because we all have people to see and things to do and food to eat and sleep to do. I know why I said that. But anyway, in regards to creating content, think about it as creating a library instead of just looking at it as a fresh piece of content every single day until the end of time, post the same content. Just don't do it on a weekly basis, maybe spread it out between two months and post it once every two months. Ultimately, because you're getting the message across same message to a different target audience, a different person within your target audience who is ultimately completely unaware that that post was ever posted in the first place. So I really hope this lesson was valuable. If you think that Instagram is going to be a tactic that you want to use for your particular business and brand, then obviously feel free to reach out if you need any additional support. And I'm more than happy to help, but I look forward to seeing you in the next lesson.
Class Materials
Bonus Materials