CHAPTER 17MOFU strategy #5: Instagram
In late 2023, I wanted to host a marketing masterclass. It was a free virtual event where my audience would learn about social media tips for an hour. I did two things to drive sign-ups:
- I sent an email to 5000 subscribers.
- I created an Instagram story with a link on the screen (it received 4000 story views).
Which one do you think had the most clicks and signups?
Surprisingly, it was my Instagram stories. I have been working on my Instagram story strategy for a long time, and I have figured out what receives the most views and the most engagement. When I want to drive people to my website, Instagram stories is a major driver.
What I love about Instagram is that it has multiple functions. It can be used to build brand awareness, create an educational platform, foster a community and, most importantly for this chapter, drive people to your website.
But most brand owners don't know how to leverage the right parts of Instagram for each goal. A mistake I see is that when a business owner wants their audience to visit a product page or sign up for a launch or giveaway, they ask their audience to do it from a post or a reel.
How many times have you seen the words ‘click the link in our bio to sign up’ or ‘click the link in our bio to see our new collection’ in a caption? This is asking for a person to click their business name (click number 1), then click the link in the bio (click number 2), then click the button on their Linktree (click number ...
Get How to Sell Anything Online now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
