Hi everyone. I’m Alex Tooby, Instagram strategist, educatorand online course creator. I’ve been teaching entrepreneurs just likeyou, how to use Instagram to promote theirbusinesses for almost five years. I personally got my first big break usingInstagram and it has since been my trustysidekick and growing multiple online businesses. So I’m super excited you’re here because Ihave a jam packed session for you today. My goal is to provide you with some thoughtprovoking content that inspires you to takeaction differently than ever before. We all know that Instagram is an extremelypowerful platform for brands and businessowners, but as the app changes, it’s hardto keep up with what you should and shouldn’tbe doing. After today’s session. I promise you you’ll have a crystal clearoutlook on Instagram and a solid strategyto start implementing. So before we dive in, I want to get the elephantout of the room today. I’m not going to teach you how to get morelikes and followers. In fact, those things don’t matter to me. Instead, what we’ll be talking about is thebigger picture of Instagram, what we shouldtruly be focusing on and what’s going to makethe biggest difference in both our day today and long term efforts. Remember, Instagram should be treated as amarketing tool and part of your entire businessfunnel, not a standalone method for buildingyour business. Other important elements of your funnel mightbe a website, an email list, and a monetizationmethods such as affiliate links, digital product,or your own merchandise. By switching, our focus from vanity metricsto something more meaningful. Not only are you going to see a boost in yourpersonal enjoyment on Instagram, but the actualbottom line of your business. And yes by that I mean making more money. Who doesn’t want that?So let’s get started. My method for using Instagram as a marketingtool that can generate hundreds of potentialcustomers every single month is made up offive parts. The first part is to have a plan. A plan is going to guide all of your effortsand make the outcome much more fruitful. So the first thing I want you to do is askyourself what is your primary goal with Instagram?Hint, it shouldn’t be to grow a following. I want you to think bigger than that. Is it to get traffic to your website, buildup your email list, make sales of your productor service, decide what’s important for youand write it down. This will be your new motivation when it comesto Instagram. Every piece of content you create and everycaption you write will have this overarchinggoal in mind. Part two is to identify your target market. Not sure who they are. Well, you’ve got work to do. Knowing who your target market is is one ofthe most important elements of any business. Without this information, all the time youspend on creating content, writing captions,choosing hashtags, and dishing out likes andcomments will all be wasted. Instagram can be a very time consuming platform,so we want to make sure that everything wedo has purpose. So what exactly is a target market?Well, it’s the person you believe is goingto benefit from your content and your offeringsthe most. This will be different for everyone dependingon what your business or brand represents,but it’s super important that you flesh itout. So before you say that yours is a 35 yearold woman and head off to the next step, Iwant you to stop and dig way deeper than that. You want to identify as much information aboutthis person as possible including their age,gender, marital status, annual income, educationlevel, hobbies, and even personality traits. Why?Well knowing if your target market shops atWalmart versus Gucci can make a really bigdifference in the vibe of your content, thetone of your captions and the way you priceyour products, which brings us to part three. Creating strategic content by deeply understandingwho our target market is. Making content becomes so much easier. Each photo you take and caption you writeshould speak directly to that person. It should provide value and offer a solutionto that particular person’s problem. The idea here is that if we create contentfor a specific demographic, we’re going tonaturally attract that person to our feedwhile them with our content. Because it sounds like it was made just forthem and easily convert them into real payingcustomers. If we do the opposite and create random contentwith no real direction, we’re going to attracta mix of people that don’t end up taking theactions that we want. So to make sure that we’re consistently gettingthe right people to our feed, we need to implementpart four which is to locate and engage withyour target market regularly. This is something that should be done dailyand lucky for you. It doesn’t have to be hard, especially sinceyou know exactly who your target market is,finding them on Instagram, will be a breeze. One easy way is to think about the Instagramaccounts your target market may already befollowing. Go to those accounts, click on one of theirrecent posts then hit the liked by button. This will open up a list of engaged userswho fall into your target market. From there, you can easily leave a few likesand comments on as many accounts as you havetime for. What this is going to do is send those peoplea notification and encourage them to comeover to your feed. Generally, when someone new likes or commentson your content, we’re instantly intriguedby who they are, right?And remember we created content specificallyfor them. So once they’re there, they’re going to bepleasantly surprised and prepped to take thenext step in our funnel. Which brings me to the last part of my method. Part five is to encourage meaningful activity. Far more important than likes and followersare actions like website clicks, post shares,and DMS inquiring about what you offer. So instead of posting a picture and hopingthat you get more likes than last time, Iwant you to be using calls to action thatasks your audience to do something that’sgoing to help your primary goal and send youraudience to the next step of your funnel. For example, encouraging them to click thelink in your bio to check out your websitenewest blog or latest offering, or askingthem to send you a DM or email so you canchat with them one-on-one. These actions are so much more powerful thana like or follow and put you in a positionto better build your like know and trust factor. If you haven’t heard of this before, it’swhat makes people buy from you. When someone is continually exposed to yourcontent, has spoken to you one on one andhas received some sort of value from you,they begin to trust you. And a longterm connection can be built withevery action they take on your account, theconnection, support and trust they have foryou grows. And that makes them much more likely to investin you than anyone else on Instagram. So by having a plan, understanding who yourtarget market is, creating content specificallyfor them and encouraging them to take actionsthat really matter, you’re going to utilizeInstagram in a significantly better, businessbuilding way than ever before. And trust me, just because you’re focusingon website clicks doesn’t mean your followersand engagement aren’t going to rise. They absolutely will and it will simply actas the cherry on top of all of your efforts. So now that you know my framework for usingInstagram as a real marketing tool, we needto know how to check in on our efforts andaccurately measure our success. Previously, you may have gauge your successby how many likes or comments you got, butI want you to forget about that. Instead, I want you to keep track of two mainthings. The first thing is your audience insights. To check these, navigate to your profile,hit the hamburger icon in the top right andselect insights from there. Toggle over to the audience tab. This is where we can tell if you’re actuallyattracting your target market to your feed. Go back to all the details you wrote downabout your target market and cross referencethem here. Are they coming from the right country?Are they the right age and gender?If so, awesome. You can’t really ask much more than that ifthey aren’t quite right. That can mean one of two things. One. The content you’re creating is actually speakingto a different demographic and you might wantto consider making them your target market. Instead or two, you’re missing the mark onyour engagement efforts and you need to switchup the accounts you’re using to locate yourtarget market. Keep tweaking your engagement strategy andcontent creation until you see your audienceinsights are on track. The second metric we’ll use to measure oursuccess is activity interactions. I mentioned these earlier. There are things like website clicks, postsaves, post shares, swipe ups, DMS and clickson your email, text or direction button. Remember, these are most important becausewe’re using Instagram as the starting pointof your marketing funnel. Once our target market lands on our feed,the next step we want them to take is movingover to your website, getting on your emaillist, and eventually buying your offering,so to keep track of your activity interactions,head back into your insights and toggle ontothe activity tab. From here you can see how many website clicks,emails and calls you got in the last sevendays. You’ll also want to navigate to each individualposts and click the view insights button tosee how many shares saves and website clicksthey generated. I suggest keeping track of these in an Exceldocument so you can watch your growth or determinewhich posts are performing better. This data will help you hone in on your Instagramstrategy even more and drastically increaseits ability to funnel potential customersstraight to you. So remember, having a ton of followers isn’tthe goal here. Getting the right people to your feed andtaking action is instead of stressing overhow many likes your posts are getting, divertyour energy to finding and engaging with yourtarget market. These actions will make a significantly largerimpact and will set yourself up for futuresuccess. If you’re not sure what the next steps ofyour funnel should be, think about this. Instagram is where you introduce yourselfto someone new. Your website should be where you show themyour expertise, potentially through blog postsor free downloads. And your email list should be where you offerthe solution to their problem, AKA your paidoffering. So to quickly recap my five part method tousing Instagram as a marketing tool is, one,have a plan. You should always be working to achieve yourprimary goal, to identify and understand yourtarget market. This is the person we’re creating contentfor. Three, create strategic content. You can save time and see better results bycreating content specifically for your targetmarket, for engage with your target marketregularly. We cannot solely rely on the algorithm tosend us traffic. We also need to generate it and five, encouragemeaningful activity. Focusing on website clicks and DMS will helplead your audience to the next step in yourmarketing funnel. If you follow this simple framework, I promiseyou not only will you feel better about yourtime spent on Instagram, you will actuallybegin to see a positive return on your timeinvested in the app. So that’s it guys, I hope you’ve learned somethingnew. I hope you are starting to think about Instagramdifferently and are leaning away from theimportance of likes and moving towards theimportance of interaction and using Instagramas a true marketing tool. So thanks again for watching. My name is Alex Tooby, and you guys can findme on Instagram at @InstawithAlex or at mywebsite, alextooby. com. I’ll see you next time.