The Conversion Code, 2nd Edition

Chapter 10How to Use Instagram to Attract High-Quality Leads (and Raving Fans)

Ninety percent of Instagram (IG) users follow a business.¹

A big part of Instagram's appeal for marketing is how much more organic reach it gets than Facebook² (Figure 10.1). If you have more time than money, spending it on IG can pay off without paying.

In my experience auditing people's Instagram accounts, these are the seven most common mistakes I see:

1. They don't choose a purpose.

   Ours is to be the most useful account in real estate. What do you want your account to be known for?

2. They don't have a specific audience in mind.

   Mine is marketers, salespeople, and real estate agents. Who are you creating content for?

3. They don't know what content they should post.

   Mine is actionable marketing, sales, and business advice. What types of content should you post?

4. They don't stick to a frequency that is often enough.

   Mine is once a day, Monday through Friday but ideally it would be twice a day, seven days a week. How often and on what days/times are you going to post?

5. They don't vary their content.

   Mine is videos, images, carousels, reels, and stories. Is your content diverse enough?

6. They don't have reliable inputs.

   Setting up an incoming stream for inspiration is critical. I use a Google Doc where I have Twitter accounts, blogs, YouTube channels, email newsletters, and hashtags I can quickly check to find fresh content ideas.

   Figure 10.1 Most Organic Reach per Post by Platform

7. They don't batch ...