Let’s face it, mastering the craft of Instagram advertising can feel a little bewildering. With so many voices on this platform, it can be tricky to trust that yours will be heard.

Instagram serves its users a smorgasbord of content formats to interact with. From Reels and Carousels to Stories and Sponsored Posts, there are a number of ways businesses can communicate with their customers.

But there’s a method to this madness, and it can be implemented to your business content to ensure your product or service is reaching the right people.

Let’s dive into the tricks of the trade, using that age-old sales funnel to optimise sales on Instagram.

The Instagram sales funnel

You’re likely familiar with the gist of what a sales funnel is, but here’s a recap before diving into the specifics!

Simply put, a sales funnel is a visual representation of the customer journey, from initial awareness to the final purchase. In this article, we talk about Top of Funnel (TOFU), Middle of Funnel (MOFU) and Bottom of Funnel (BOFU) to address buyers in different phases of the journey.

When using these phrases, it’s important to acknowledge what they actually mean. We prefer to skip the marketing jargon and use a slightly different vocabulary: Problem Aware, Solution Aware and Product Aware.

Problem Aware
Problem Aware (TOFU) is all about putting yourself on people’s radar. At the top of the funnel, this is the widest catchment of people, and not everyone will turn into a lead. These are people who have not yet considered your product, but they’re aware of a problem in their life and they’re opening the doors to solving it.

Solution Aware
Once that brand awareness is secured, some people will move to the MOFU phase: Solution Aware. Here, they’ll be looking to learn about your brand and product, and build up a sense of trust. They’ll be asking themselves “how can this product solve my problem?”. So, this is your chance to give them that answer!

Product Aware
Got that in the bag? Your lead will move to the bottom of the funnel (BOFU): they’re Product Aware. Here, leads are interested in a specific product you’ve got on offer. And they’re looking to act on that interest. This phase is all about locking in commitment.

So, how can we turn this key knowledge into something actionable?

Here’s where our 4-step guide to the Instagram galaxy comes in!

Step 1: Problem Aware, with Reels

Targeting prospective customers at the top of the funnel is all about increasing brand awareness and positioning yourself for an audience who are problem aware, but still investigating solutions. In this position of the funnel, your content will thrive with repetition and accurate targeting. On average, people need 7 exposures to a brand before taking that step towards purchase.

Reels can be a great tool for a Problem Aware audience. We’re all guilty of watching a Reel only to realise that it’s an ad by the end of it. In today’s digital age, candid content goes a long way. And that’s where Reels are a prime opportunity to introduce your brand without being pushy for sales. The key to a good Reel is in the name (kind of)… you’ve got to be real.

Content aimed towards a Problem Aware audience should:

•    – Be genuinely entertaining
•    – Offer brand/product education, without asking for a lead yet
•    – Entice new followers

With 91% of users watching Reels each week, these are a great way to make your way onto the Explore Page and grow your brand visibility, organically. Reels tend to have higher engagement rates, with users spending more time watching and interacting with reel content.

Step 2: Solution Aware, with UGC

Content aimed towards Solution Aware audiences should:

•    – Differentiate yourself from the competition
•    – Showcase your USP (Unique Selling Point)
•    – Show how you’re a solution to a problem
•    – Educate your audience on why you’re the best!

User Generated Content (UGC) is a great way to peel back the filters and show your audience that there’s a genuine, trustworthy heart to your brand.

Say you’re a university provider: UGC content could be as simple as chatting to the camera at an on-campus coffee shop, or editing together a day-in-the-life student profile. Glimpses into the experience on offer will get people to consider themselves in that position. It’s a great space for educating prospective leads on why they should convert and commit to your project!

For those who are following you, stories provide a more ephemeral and intimate way to connect with your audience, by sharing behind-the-scenes content, exclusive offers, or limited-time promotions. Stories are also a great place to put links — because very few users will follow up on a link in bio.

Step 3: Solution Aware, with a Carousel

As users move down the sales funnel in that Solution Aware stage, carousel posts can also play a crucial role. These posts allow you to showcase your products or services in a more detailed and comprehensive way.

By leveraging carousel posts, you can highlight different features, variations, or use cases of your offerings, giving potential customers a deeper understanding and helping them make informed decisions.

•    • Carousel content aimed at a Solution Aware audience should:
•    • Showcase your USP
•    • Capture the diversity of your products or services
•    • Educate your audience on why you’re the best!

Infographic Carousels are a great way to deliver information, because they break down the chunks of content into digestible slides! They can effectively communicate complex concepts, product features, or statistics. By creating informative and visually striking infographics, you can position your brand as an authority in your industry and capture the attention of your target audience. If you’re a property provider, you might want to showcase the dynamic lifestyle on offer at your residences. Or if you’re an education provider, how about giving the top tips for uni living!

If promoted, these sorts of posts can also double as a great tool for TOFU customers who are scrolling through their homepage feed. Try a CTA like “save this post for later” or “send to a friend” to drive traffic and engagement to the post.

Step 4: Product Aware, off platform

Once your audience is product aware, they’re a nudge away from commitment. Typically, they’ll find themselves committing off platform, on your website. So, the best thing you can do here is guide a smooth transition to that purchasing space.

Consider that these leads likely already follow your Instagram. They’re your friend now — they’re not a stranger. So, your content can trust they’ve got a decent understanding of who you are as a brand.

Utilise the tools you know, but make sure to put that CTA in pride of place. You might turn to stories with links, or sponsor static posts.

Time to tend to your Instagram garden!

Well, now you’ve got the insider scoop on how best to speak to your audience on Instagram. Securing that initial engagement is crucial, and it’s best to be your candid self in this phase. Offer more detailed content to your MOFU customers, and for those at the BOFU, put forward a clear call to action. And remember to keep those customer psychologies at the forefront of your marketing thought processes: Problem Aware, Solution Aware and Product Aware.

What’s great about Instagram is that once a prospective buyer has an interest in your page, they’re able to freely peruse your content and learn quickly about your brand. Having all this targeted content on your page is a great way for customers to speed through that funnel and assess whether your product is the best fit for them. So, focus your content on showcasing all the reasons why it is the best fit for them. With these tips and tricks up your sleeve, your competitors will be feeling that feed envy in no time!