Table of Contents
I quit my full time job in 2015 to work for myself. I started my own agency and I had tremendous growth in my first year.
I’ve gone all in on teaching people how to do what I do for themselves. I love digital marketing, whether it’s Facebook, email, or Instagram. I’m a total nerd about all of it!
When it comes to what works for advertising on Instagram I see ads that focus on the top of the funnel converting as well as ads that work the bottom of the funnel (retargeting).
When I assess an account for a strategic partnership, I look to see if the audience is brand aware. This means: what do they know about me and do we have a pre-existing relationship whether on email or Facebook?
I also look at how I could put a message out to them that’ll resonate and get them to take an action. If it’s a cold audience, then I need to figure out how to start building that relationship from square one without spamming them.
That’s generally how I bucket out the different types of audiences and my approach to them.
I like using Instagram advertising as a channel because it has the best levels of engagement even when you’re running a sponsored post. Assuming your content is top level, then you’ll do well. If you’re not putting in the effort, of course, you’ll be ignored.
With a cold audience, they don’t know anything about you so you have an opportunity to make a great first impression.
What I like to do is reverse engineer my core offering and create a lead magnet that will appeal to that cold audience in some way.
This could be more general than the lead magnet you offer to your brand aware audience. Often times you need to move these people an extra step on the customer journey before you extend to them your core offer.
I also find running video ads that are less than 20 seconds of you flicking through a real life, hard copy version of your ebook (as a preview) work very well.
Because it’s Instagram you can be creative with how you use images to attract engagement.
From the ad you link back to your website where you can offer your full-sized lead magnet.
Through the magic of pixel’s and targeting, you have the ability to track who followed an ad off the platform back to your website.
For the portion of the traffic that doesn’t convert to receive the lead magnet, you can retarget them with another ad.
At the end of the day, you’re building a pipeline for customers to move up a step in their customer journeys and relationship with you and your business.
Traffic to your website from both cold leads and brand aware audience members on Instagram, by using lead magnets and ads.
This article is based on an EHQ interview with the mentor.
How can you turn more people in your LinkedIn network into paying coaching clients? How…
One major hurdle many coaches face is how to get high-paying coaching clients. As a…
There are many ways to gain high-paying clients. And, you don’t have to be on…
Starting off in social media can feel like a minefield, but I've learned a lot…
How can you leverage your Instagram account to build trust, show off your experience and…
So, you launched your coaching business and are wondering, "How do I get coaching clients?”…