I was going to call this “How to beat the Instagram algorithm in 2022?”, because I knew it would go viral.
Give the people what they want, as they say.
But, here’s what I REALLY believe to be true.
If you want to beat the algorithm in 2022, you’re doing it wrong.
Seriously. Eff the algorithm.
As business owners and course creators, here’s what to do in 2022 on Instagram to sell more stuff.
Because, that’s what we’re really on Instagram for… right?!
Let’s not forget that.
So, here’s my 2022 strategy for ditching the algorithm and creating an Instagram strategy that generates sales.
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Here’s What We Cover:
- Set Outcome Focused KPIs: 10,000 views on your latest Instagram Reel might feel nice, but how many sales did it generate for you? If you want to use Instagram as a marketing strategy, ditch the focus on random vanity and visibility metrics, and instead zero on the ones that matter – how many leads, and how many sales, did you generate? In our business, our marketing is focused solely on how many applications our Instagram content generated, and how many of those lead to sales. Period. Which leads me to the next point.
- Focus on Creating Content That Attracts Qualified Leads: If your audience isn’t buying from you, that’s YOUR problem – not theirs. It’s one thing to create content that engages, it’s ANOTHER to ensure that the content you are creating is driving qualified leads to your offers. Do you have people registering for your webinar but not purchasing? Do you have people who are the wrong fit for your products commenting on your posts? Are your efforts not converting to sales? These are all signs that you’re not creating content that is attracting QUALIFIED people who are actually a good fit for your stuff. The answer? Get super clear on the person you serve. Think about the things THEY want. And give it them.
- Obsess Over the People Already Following You: If the people already following you aren’t engaging with your content, you either a) have the wrong people following you (in which case, see point A) or b) you’re content isn’t good enough. Of course, this hurts to hear but it’s also important not to keep ‘flogging a dead horse’ as they (rudely and crassly) say. Obsess over serving the audience you DO have, not wondering how to get more of them. The latter will come when you get the former right.
- Start Conversations: If you aren’t using Instagram for two way conversations in 2022, you’re doing it wrong. Whether you’re selling a $500 course or $10,000 program or $2,000 signature service, the easiest way to proactively generate sales from Instagram is to start conversations. In the digital course world, this has become even more important in 2022 – DM your followers and invite them to your events, follow up with webinar attendees and registrants in your cart open period, invite conversation on your Instagram stories using the polls feature and following up from there. Talk to people.
- Ask Yourself – “Would I love this?”: One of the easiest ways to analyse whether you are doing a killer job on Instagram is to ask “would I love this?” Think about the content you love and the people YOU follow. What do you love about it? How can you inject some of that into your OWN strategy? And, don’t try to “please” everyone. If your content is vanilla, you may as well not even bother. The BEST content gives people a big slap in the face. It invokes CURIOUSITY, or its POLARISING, or it makes them THINK TWICE. Not everyone has to like you, or it, and that’s okay. Attracting a passionate audience isn’t about everyone liking you, standing out is about taking a stand.
- Create An Ideas Database: You’re not a circus clown, you can’t expect yourself to ‘perform’ on demand. Instead of the immense pressure that comes from sitting down and trying to come up with 3 posts on demand, cut yourself some slack and set “future you” up for success. My best content ideas come when I am out and about, walking, listening to podcasts. When an idea pops into my head, I pop my Clickup own, write it down and carry on my merry way. It means that when I sit down to create content, I have a treasure trove of little ideas waiting for me to expand on.
- Set Yourself Up for the Binge: Most people in sales-decision-making mode will “binge” you, and so your ‘body of content’ matters much more when it comes to sales than how many people the algorithm serves it to in the first 24 hours.
- Following a Formula Won’t Make You Successful: The people who stand out aren’t following formulas, or buying the latest Instagram Reels how to course. They are doing things THEIR way. How can you be unique, and do the OPPOSITE of what everyone else is doing?
- Ask Yourself – “How Can I Make This Easy?”: Creating content doesn’t need to be a big, hard thing. Ask yourself – how can I make this easy? If you’re not doing Reels because the idea of a big production with multiple transitions is overwhelming AF, creating a 5 second video (thanks to my client Christie in Launchpad for teaching me this!). If the idea of sitting down and creating content every week is overwhelming, create one live every week, and get a VA to chop it into three videos for you. It doesn’t need to be a big production. The best content is the content you actually create and ship – not the ideas in your head. Just start and commit.
- Create, Create, Create: Expecting knock-it-out-of-the-park success every time you create a piece of content isn’t realistic. You might create 10 Reels, and it’s the 11th that goes viral. Or the 36th. Or the 85th. Not every piece of content will hit. That’s not the point. Create consistently, learn to share your thought leadership, and wait.
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