Let me guess- you’re consistently posting on Instagram (IG) and getting great responses, double taps (I love those little hearts!), comments, and engagement, but feeling like you’re spending all this time creating value only to have little to no sales for your online business. Believe me- I know because I’ve been there. But I’m not there anymore, and it’s because I’ve learned how to convert Instagram followers into paying customers. If you’re wanting to turn that IG engagement and following (whether it’s a 10k following or a 100 person following) into a monetization strategy, you’re in the right place. Keep reading to learn how to use Instagram to sell your offer and help your followers eagerly open their wallets without using paid ads.
If you’re getting some great engagement on Instagram, congratulations! The hard part is over. Once you have a following who likes your content, is commenting on your posts (and not just the affiliate marketing spammers), and is answering your polls and questions in your stories, you have a warm audience to sell to. I know that for me, it took a little while to get to this point. I got about 20 likes per post early on (if I was lucky!), and even today, when I add new topics to my brand or business, it takes a few weeks for people to catch on that I’m offering something new.
Now- I have legit met IG geniuses with huge followings who have never monetized their followings. They have 10k+ followers and no idea how to monetize it. So, the first thing you need to do is to identify what it is you’re offering to your followers. This can be anything from a product you’re an affiliate for, a course you designed, a service you provide, or products you create. Once this is identified, you’re ready to start marketing it on your gram.
If you have engagement from a following and your offer, guess what?! You’re ready to apply the strategy!
Determine how long you want to sell this offer for. Usually, there’s a pre-launch and a launch for a limited-time offer. This is different from an offer that is considered evergreen, or is always available. Once you’ve determined how long this offer will be available, you’re able to plan the content around it. Once you determine your offer, make sure your followers will have the ability to purchase your offer from a link in your bio, or through your dms. Determine how you will sell your offer ahead of time, and in every related post let them know how they can purchase.
Pro-tip: make it as easy as possible for your customer to purchase your offer- the less confusion, the better!
For limited time offers, I like to warm up my audience the week before a launch (when the offer is officially open for purchase) with feed posts, IG stories, reels, and IG TV to tell my followers what’s going to open and why I’m excited about it (and why they should be, too!). I start creating posts around testimonials, past client results, and you can even play with intrigue if you’d like. For example “you’re never going to believe what I’m releasing next week to help you xyz!” Pre-launch related posts should not be as frequent as they are during launch week, so it’s important to space them out on your feed.
When the cart officially opens for your offer, make sure you let everyone know! Post in your stories, in your bio, in a post that goes in your feed. Ask anyone you feel who would be comfortable sharing your posts or stories to share, so that your new offer gets plenty of attention. Again, if your launch covers multiple days, make sure you space out sales posts (all organic, but the call to action is to buy your offer) with other content related posts (but the content can be related to your offer- which is actually a great idea!). Let your followers know that it’s for a limited time, and when the cart is closing.
Evergreen offers are offers that are always available on your website or in a store. When you have an evergreen offer, make sure you post about your offer approximately 1-2 (or more) times per week, whether it’s in your feed, stories, reels, or in IG TV. You can change up how you post about it so your followers don’t get annoyed (no one likes to be sold to over and over). For example, you can use a testimonial in your stories about your offer, you can share a post of you using the product you’re selling, you can mention it in an IG live, and so on. Doing different but consistent posts can find different followers and also let new followers know that this is something you offer.
This is always one of the hardest things about selling an offer on Instagram. What do you say?! The worst kind of sales post (in my opinion) is one that says: “Hey there! I’m so excited to share my new ___! It’s amazing because it’s _____! Go buy!” Sigh... I really don’t think this works well for anyone.
Regardless of if you’re creating a video or a written post, one thing you will need is a well-delivered hook. A hook is something that grabs the attention of the person watching. Most people don’t watch the whole video or are just browsing, so it’s important to get their attention right from the get-go so they actually hear your offer! A hook can be you telling a personal story, a weird fact, asking a question, or really anything that piques their interest. A good hook can make a huge difference in if a person watches or reads your full video or post!
Another recommendation I have is to tell a story. This can be an anecdote, a client’s story, or your personal story. Why did you create this product or service? What are the results someone can get from your offer? Make sure you highlight the result of the offer, not only the offer itself! Clients buy a result, not the product or service. Here’s an example of a result-based description of an offer from one of my previously sold courses: “The Private Practice Starter’s Kit will take you from nervous and stuck in your decision making to feeling confident and secure with the private practice you’re creating.”
Now it’s time to close the sale! It’s so important to tell your potential client where to go to purchase this offer! An example would be: “click the link in my bio to learn more about this.” Ask them to take an action that gets them one step closer to purchasing your offer.
When you begin to post about your new offer, people may comment on your posts, ask you questions in polls, or ask questions in the direct messenger (dm) feature. Make sure you personally respond and make it as easy as possible for them to purchase your offer. I recommend answering their questions, telling them if you think they’re a good fit for your offer (or not, be honest!), and if they are, send them a link to purchase. This takes some of the guesswork out for them, and instead of going to your profile and clicking the link, you’ve just made it so much easier.
If there’s a common theme or question people are asking about, make a post about it! Chances are, other people in your following have that question, too. Remember that people may not see your posts due to the IG algorithm, so if you know someone who may be interested in your offer or would be a good fit, reach out to them in a dm. Don’t just send them the link and spam them, though. Treat them how you would want to be treated and only send them the link to purchase if they show some interest.
You grew a following on social media, so go use it! If you can solve a problem for people with an offer, then it’s in your best interest to let your IG audience know! I just shared my top tips for turning an IG that leaves money on the table to an IG that brings home the bacon using organic marketing! I know that it seems like a lot of steps to go from zero or few sales to selling to eager customers, but I know that you can do it.
If you’re feeling overwhelmed and would like some customized advice for your offer, following, and social media account, feel free to book a free clarity call with me here. I’d love to hear about your offer that you want to provide for your social media community.
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