The
INSTAGRAM
CHEAT SHEET
For Coaches
How To Get Higher
Quality Coaching Leads
While Spending Less Time
On The Platform
Welcome
It’s great to have you here.
If you are a coach who uses Instagram
to attract clients, but wants a smarter
way of using the platform for your
business, you are in the right place.
And fear not. this is a quick read.
After all, you want to spend your time
working with your wonderful
coaching clients; not spending hours
figuring out social media.
That’s one of the things we're going
to be covering.
Ready?
Let’s begin.
Does this sound like
you?
Before I reveal the strategy, let’s make sure you’re in the right
place. This guide is for you if any one or more of the following
applies:
- You're a coach, and you love using Instagram to promote your
business. But all that promotion takes time. Though you enjoy
connecting with people on social media, you sometimes wonder if
you should really be spending more time on paid client work. After
all, your genius zone is as a coach, not as a social media manager.
- You're starting to have doubts about whether Instagram is the
right strategy to help you attract high paying clients.
- Perhaps you're getting leads from Instagram, but they aren't
converting to paying customers, whether that's from offers you're
putting out on email or from free discovery calls.
- You have a good Instagram presence but don't feel like your
current business sales reflect that. Perhaps you see other coaches
doing better and wonder where you are going wrong.
Here's What You'll
Learn
Part 1 - Why the biggest challenge on Instagram isn't about
getting followers, like most people believe. I'll tell you what
your actual challenge probably is, and give you a simple
solution.
Part 2 - Why sending people to your website is costing you
business, and what you should be doing instead
Part 3 - How a simple change in your Instagram approach
could send you leads that are three times more likely to buy
from you
Have we met?
If this is the first eBook you've
downloaded from me, let me
introduce myself.
I'm Lauren. I run laurenlambie.com
and I'm a sales funnel geek. I
work with coaches and consultants to
help them build high performing sales funnels that work
seamlessly with their Instagram profile.
I started running my own business whilst on maternity leave with
my first child (I now have three beautiful but demanding
children!). Before that, I worked in web agencies running big
client projects: I launched websites for all sorts of customers
including banks, UK government agencies, museums, charities -
and I even worked with the BBC (building online games for their
Doctor Who website if any of you are fans).
I live in Wales, near Cardiff - about an hour from some of the
most beautiful beaches you'll ever see (see picture - my two
eldest in the background there digging up the sand). And you'll
rarely see me without a coffee in my hand. Caffeine is a lifelong
friend!
Lauren x
Part 1: the challenge
with instagram isn't
about the size of
your audience
Instagram often feels like a tricky platform for a lot of
entrepreneurs. For a start, you can't post links along with your
images. How are you really supposed to promote your
business?
The obvious answer is size. Grow a big account with 100,000
followers, and you'll find it easy to attract your perfect
customer, right?
Well, no. It's not true. You see, you don't need a huge account
on Instagram. You can have a fantastic coaching business with
just 1000 followers, or 5000, or 10,000. An amazingly
profitable, high quality business with great clients who you love
to work with.
From my experience working with my own clients on their
Instagram accounts, the problem is never about the account
size. The big problem that stops a coaching business from
attracting new leads is something very different entirely.
The real problem is message.
The message you are communicating with your Instagram
audience is the key to attracting those high quality customer
leads you are after.
The message on many Instagram accounts needs simplifying.
I see accounts that look absolutely beautiful, but they are
trying to be all things to all people.
There is no need.
Instead, get laser focused on who your target customer is and
what message you want to communicate with them and
repeat that message over and over again. It should be clear in
every post, every caption, and your profile who you are, what
you do and who your account is for.
So that award-winning picture you have on your account might
look beautiful, but if it doesn't in some way support the
message you want to communicate with your target audience,
delete it.
Consistency and clarity in your message is what is going to
attract the right audience and repel the wrong audience, and
you'll find that instead of 100,000 followers who scroll past
your feed, you have 1000 followers hungry to learn more from
you and become your next customer.
PART 1: KEY TAKEAWAYS AND
ACTIONS
Action: write down 1-3 messages you
want to communicate to your ideal
customer
Action: go through your current IG
feed. If a post doesn't communicate
that message, remove it.
Action: revamp your captions and
profile so that it's 100% clear who you
are reaching out to. Get a friend to
check it over and see if that message
is crystal clear.
Part 2: illuminate
the path you
want your
followers to take
Let's move on from message and talk about pathways.
What are pathways? Well, if you want prospective client
knocking down your door to work with you, you've got to give
them the easiest directions to that door. That's the shortest,
most attractive pathway.
That pathway isn't your website homepage - and right there is
a big trap I see many fantastic businesses fall into; they put a
link to their homepage on Instagram.
If that's you, let me quickly explain why a link to your
homepage is a bad idea.
A website homepage offers plenty of choice - a visitor can
learn about you, read up on your services, read your blog,
contact you, download freebies, etc. That's like giving your
prospect 10 paths to take to your door, instead of just one.
Having just a single pathway can make a big - and immediate
- improvement to the quality of leads you are getting from
Instagram.
That path serves two important roles:
Firstly, it makes it easy for prospective customers to eventually
want to buy from you
And secondly, it filters out all those people who aren't your
ideal customer and aren't going to buy from you.
This path is better known as a sales funnel. Here is what a very
basic sales funnel looks like, and you've probably seen it
before. If you have, keep reading, because in part 3 I'm going
to give you an alternative to this funnel called the SMART
FUNNEL that's even more powerful.
Instagram Optin page
follower
Welcome email
Thank you page
sequence
Sales page / booking
form for call
Let's break this sales funnel down:
- Your Instagram fan discovers you, loves your content, and
wants to learn more about you.
- The first action they take is to look at your profile.
- There, they discover a freebie that you are giving away. And
that freebie is perfect for them. It addresses that burning
problem that's been on their mind for the last few weeks! So
they go and click on the link.
- They get to an optin page. It confirms everything they
suspected: this freebie is just what they are after. It's perfect.
They enter their email address and press submit.
- They consume the freebie, and now they know so much
more about who you are and how you can help them. They've
also discovered that you have great content - it's high quality,
and they can see you're a serious expert in your area and you
know exactly what you are talking about.
- Over the next few days, they get emails from you. The emails
are beautifully written, personal, warm and full of value. It's
just as they'd hoped: you are great, and you offer the perfect
solution for them.
- By email 5, when you reach out to them via email and offer a
free discovery call, they jump at the chance.
Without any high pressure selling, you've just effortlessly taken
your Instagram follower on one, single, brightly lit path right to
your front door, where you can have a conversation with them.
That's your Instagram sales funnel, right there.
PART 2: KEY TAKEAWAYS
AND ACTIONS
Key takeaway: Offering your Instagram
followers just one single pathway will
give you better quality leads
Action: Review your profile link. Count
the number of different paths a
follower can take. One? Two? Ten?
Remember - the more paths they can
take, the more chance they can get
lost or give up!
Part 3: the smart
funnel: the perfect
way to attract
raving fans
Before I reveal my smart funnel, here's an interesting statistic.
Let's say you have a new coaching offer and you put that in
front of your audience (or perhaps pitch it on a call). An
existing customer is 3 times more likely to buy than a brand
new lead who has never bought from you before.
That's a number not to be ignored!
And what I've learned over my time working with clients, is that
even with the right message and a slick sales funnel, many
coaches still struggle with the next step. Getting that prospect
to go from a free discovery call to actually booking a
coaching package. Is that your experience? If it is, don't worry.
It's common.
But think about this for a minute. What if all those discovery
calls were with clients you have already built a relationship
with, albeit on a smaller scale? What if those prospects had
already got their credit card out and purchased something
from you?
Would you feel more confident pitching a high ticket coaching
package over the phone to that person?
Yes! Of course you would.
So here is my alternative smart funnel, and it works wonders
for coaching businesses like yours. It's also called a tripwire
funnel, and it looks a bit like this.
instagram
follower optin page
sales page (tripwire
offer)
thank you welcome email
sequence
sales page /
booking form for
call
Let's break this sales smart funnel down:
- Your Instagram fan discovers you, loves your content, and
wants to learn more about you.
- The first action they take is to look at your profile.
- There, they discover a freebie that you are giving away. And
that freebie is perfect for them. It addresses that burning
problem that's been on their mind for the last few weeks! So
they go and click on the link.
- They get to an optin page. It confirms everything they
suspected: this freebie is just what they are after. It's perfect.
They enter their email address and press submit.
- When they press submit, they are taken to an offer. This is for
a small, low cost service or product from you. It's on special
offer, so they can't buy it elsewhere. It's a perfect addition to
the freebie they've just grabbed, and because it's low cost, it's
an easy decision. They buy it.
- They've consumed the low cost service or product they just
purchased from you, and they love it. It was great value, made
a huge difference to them, and they realise that you are
someone who can genuinely help them.
- You offer your brand new customer the opportunity to get on
a discovery call with you, and they jump at the chance. They
know you, know your products and services are fantastic, and
they are ready to take that next step and pay to work with you
on a deeper level.
Can you get a sense for how much easier it's going to be to do
that sales call with someone who has just made a purchase
from you? A happy customer? And that's not just my opinion.
The data backs it up. That person is 3 times more likely to
book with you.
PART 3: KEY TAKEAWAYS
AND ACTIONS
Key takeaway: By making an early, low
price-point offer to your new prospect,
you have given yourself the perfect
customer lead for your flagship
coaching product or service
Action: Think about a low-cost offer
you could make to your audience.
Something in the region of $7-97 is
best. .
Next step: build
your funnel
If you want to know how to put together a funnel like this, I'm
running a free webinar.
In the webinar, I'll show you how I set up an Instagram smart
funnel - a simple, proven way to sell to a brand new follower
on Instagram, whilst spending less time on the platform, doing
zero hustling or pitching, and actually get back to enjoying
your time on there. In the webinar:
- watch me as I audit a real Instagram sales funnel, step by
step, during the webinar, just as I would with a client
- Discover how to present an offer to your Instagram audience
that's just too good to say no to
- How to create a "runaway success" with your new funnel
To access the webinar for free,
click here
Lauren
