COURSE WORKBOOK

MODULE 1: If you want Instagram success, then you need to

know the right equation. This is a super simple
FOUNDATIONS: GETTING framework. And if you follow it, it will get you the
success you’re looking for: more subscribers, more
SET UP FOR INSTAGRAM leads, more sales, more influence, and more brand
authority.
SUCCESS Quality Content
+ Community Engagement
+ Collaboration, Influencers, Partnership
x Consistency & Discipline
LESSON 1:

THE INSTAGRAM
DOMINATION FORMULA

If you use this, you will be able to:

• Build a successful Instagram account from scratch.
• Your account will stand the test of time.
• It doesn’t matter what unusual features your brand has, this will still work.

COURSE WORKBOOK
Quality Content
The more quality content you create, the more likely you will build a big and engaged audience.
ACTION ITEMS
❏ Download the Workbook
Community Engagement
You must have a relationship with your audience, no matter how big or small. You need to care about them and them ❏ Join the Facebook Group
about you.
Collaboration, Influencers, Partnership
The accelerant to your efforts. One of the biggest pillars to rapidly growing an Instagram account regardless of your
industry or business type.

Consistency and Discipline

If you have all the previous three but not the last, you’ll fail. You can use automation to make this happen, but it must
happen!

TOOLS & RESOURCES

• Instagram Best Practices - 9 Content
Tricks Used by Top Brands, Photoslurp.
• How to Create Quality Instagram
Content, Foundr.
• 10 Powerful Ways to Master Self-
Discipline, Entrepreneur.

COURSE WORKBOOK
Notes:

COURSE WORKBOOK
MODULE 1: If you want to start implementing now and see
results fast, then here are 6 easy changes you can
FOUNDATIONS: GETTING make right now that will have an impact:

SET UP FOR INSTAGRAM

SUCCESS
Your Bio A Searchable Business Name (“Instagram Name”)
LESSON 2:
This should have: Use key terms in your Instagram name that explain your
ANATOMY OF A GREAT IG • A clear call to action (tell them what to do)
industry or what you do. So, if you’re a fashion blogger,
then use that in your username to increase your chances
PROFILE - 6 THINGS TO •
•
Answers to commonly asked questions.
Your location if you’re a local business.
of popping up when someone searches for those
terms. Note: your Instagram name is different from your

TWEAK RIGHT NOW “username.”

Your Grid
Story Highlights

This is the first 3, 6, 9, 12, 15, 18 pictures or videos

people see on your page. What does it look like? Is it Make sure your story highlights are working for you.
aesthetically pleasing? Does it match your brand? Consider including:

Your Call To Action (CTA) • Some background on your product/products that

talk about the benefits.
• Customer testimonials.
You must have a CTA in your description to drive
traffic and sales to your website. Tell them where you • Other products.
want them to go next. • Popular/useful blog posts on your site.
• Anything else that shows readers what you do as a
business or personal brand.
Your Trackable Link

Check that the link to your website, your videos, or

your store are all working and make sure the links ACTION ITEMS
are trackable so you can attribute conversions,
subscribers, leads and sales. ❏ Make the 6 small tweaks to your profile.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Best 32 Instagram Business Bio
Examples, SocialDasher.
• 50 Most Creative Instagram Bio Ideas
for Business Users, Small Business
Trends.
• 50 Call to Action Examples (And How To
Write The Perfect One), AdEspresso.

COURSE WORKBOOK
MODULE 1: There are different types of Instagram accounts and
you need to have a clear strategy and structure in
ACTION ITEM
FOUNDATIONS: GETTING your account. Otherwise, your potential clients will get
❏ Decide what kind of page you want to build
confused about what they can get from you and you
SET UP FOR INSTAGRAM won’t get as many followers or as much growth. using the gut-check quiz provided.
❏ If you already have a page, choose one of the IG
SUCCESS The different types of accounts are:
account types and focus on it.

LESSON 3: A Branded Account

DIFFERENT TYPES OF IG This is a company brand account and makes it very

obvious that the account is a business or company.

ACCOUNTS
Personal Brand
Used when the account is about a person and their
lifestyle.

A Fan Page (a.k.a. Niche/Topic Page)

Used to build an organic audience to launch a product
into a community. It’s not focused on a person or
product. Instead it focuses on a niche topic and offers
quality content to get attention and gather followers.
This page type can be very powerful because people
are more likely to follow it as it’s not directly associated
with a business or product. However, the relationship
between you and the audience is necessarily weaker.

COURSE WORKBOOK
Gut-Check Quiz:
What Type of IG Account Should You Have?
If you answer yes to the following questions, you should have
a business brand IG account:
1. Do you want access to all the extra features in a
business IG account?
2. Will the page be focused on your products or services
rather than you as a person?
3. Are you willing to take a back seat to your business
brand?
4. Have you created/uncovered interesting brand stories
that you’re willing to share?
If you answer yes to the following questions, you should
have a personal brand IG account:
1. Are you ready to share details about your lifestyle
with your audience?
2. Are you prepared to do the work to build a strong
relationship with your audience?
3. Do you have a more personal approach to your
business or brand?
4. Are you ready to put lots of photos of yourself, your
life, and your family on your account?
If you answer yes to the following questions, you
probably should have a fan page IG account:
1. Are you looking to gather an audience on a niche
topic without selling?
2. Can you wait while the audience grows
organically?
3. Do you have the knowledge and background to
provide valuable content on your topic?
4. Are you prepared to keep yourself and your
brand out of the spotlight in this account?
COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Use Instagram for Business: A
Practical 6-Step Guide, Hootsuite.
• 18 Instagram Accounts to Follow for
Brand Inspiration, Sprout Social.
• 50 Best Instagram Accounts to Follow in
2020, Oberlo.

COURSE WORKBOOK
MODULE 1: You can double your following by choosing the right
Instagram name. You have 2 names on Instagram. The
ACTION ITEM
FOUNDATIONS: GETTING first is your username, which is @yourname. The second
❏ Find the top 5 keywords in your niche.
is your “Instagram name” and this is what you want to
SET UP FOR INSTAGRAM tweak. ❏ Change your Instagram Name to incorporate
This is where searchable keywords come in. Your name these keywords.
SUCCESS should have a keyword in it, particularly one that you ❏ Track your results using a tool like Social Blade.
want to rank for.
If you don’t know your keywords, here’s where to look:
LESSON 4:
• Look up Google Trends in your industry.

CHOOSING AN INSTAGRAM • Use the website AnswerThePublic.com and type in

a topic to generate relevant keywords.
NAME You want to find the most common search terms that
relate to your business and embed it into your brand
name. The more popular the term you use, the faster
your following will grow.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 9 Steps to Creating the Perfect
Instagram Name, LinkedIn
• Answer the Public.
• Google Trends.
• Social Blade.

COURSE WORKBOOK
MODULE 1: Your bio is one of the first things that people look
at when they come to your account. You have 150
ACTION ITEM
FOUNDATIONS: GETTING characters to tell people what you do, who you are, and
❏ Update your bio using all of these tips.
why they should follow you.
SET UP FOR INSTAGRAM Make sure it:

SUCCESS • Introduces you and your business.

• Explains why people should care.
• Showcases social proof or authority.
LESSON 5:
• Has a clear call to action to tell people what to do

HOW TO CRAFT A •
next.
Showcases the benefits of your product or services.
COMPELLING BIO THAT The most important elements are the CTA and
establishing rapport, authority or social proof on why
DRIVES CLICKS people should care or what’s in it for them.
Let’s brainstorm:

Introduce yourself / your business in as few

words as possible

Why should people care? What’s in it for

your audience?

Why is your account unique? What proof/

authority do you have?

What are the benefits of using your product

/ service?

What value will your audience get out of

following your account?

Call to action

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Healthish, Instagram.
• Foundr, Instagram.
• How to Write the Best Instagram Bio:
Ideas, Tips, and Examples, HootSuite.

COURSE WORKBOOK
MODULE 1: You want more followers, more leads, and more sales.
You want to increase the authority of your business or
ACTION ITEM
FOUNDATIONS: GETTING personal brand. And if you don’t follow this strategy, you
❏ Block off 30 minutes a day in your calendar
won’t achieve any of those goals.
SET UP FOR INSTAGRAM To put it bluntly, outsourcing Instagram doesn’t work —
and focus on this course and implementing the
strategies.
at least not when you’re starting out. The best way to
SUCCESS master Instagram is to do it yourself.
Instead, master Instagram by yourself, build a system,
and only then hand it off to your team.
LESSON 6:
Why you should do it yourself:

OUTSOURCING YOUR SOCIAL • It’s not as much work as you think.

• You MUST master it before handing the working
VS. DOING IT YOURSELF system to someone else.
• You will see results in 30 minutes a day.

In half an hour of social media work a day you can:

• Master this course.
• Get the results you’re looking for.
• Work out the best influencers to work with.
• Get to know your customer intimately.
• Find out what content works (and doesn’t work).
• Uncover how to make your content convert.
• Learn how to build an engaged audience.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 8 Essential Productivity Tips for the Busy
Entrepreneur, Inc.
• 8 Influential Entrepreneurs Share
their Productivity Hacks, Business 2
Community.

COURSE WORKBOOK
MODULE 2: Working out what content to post can be complicated
and intimidating. But you can use an overarching
CONTENT STRATEGY: blueprint for all the things that you’re going to do to
grow your following on Instagram.
BUILDING A CONTENT Before creating a content strategy, move through these
steps:
MACHINE
Your Goal Content Buckets
LESSON 1: You must define the goal of your content, whether it’s to: Make sure you have a range of different types of content
and look at how to create:
• Build authority
CONTENT STRATEGY: HOW • Get more applications
• IG stories.
• Videos.
TO CREATE YOURS • Increase foot traffic in your business.
• Sell more products.
• Images.
• IGTV.

Your Avatar
Create Sales Mechanisms
Who are you creating content for? You need to identify
your avatar: How can you sell using the content you create? Eg:
• Their age. • Use free training to encourage people to buy a
course.
• Where they live.
• Use review photos or videos on your feed to drive
• Their interests.
sales.
• Their dreams/desires.
• The problems they’re dealing with.
Content Calendar
Map out your content calendar:
Your Unique Value Proposition (UVP) • Post at least once a day.
How is your content, your product, your services, and
• Set Mondays aside to plan, create, and schedule
your business different to anyone else’s? Don’t be afraid
content for the week.
to stand out.

Identify Opportunities
• Repurpose content.
• Use customer created content. ACTION ITEMS
• Brand ambassadors.
• Partner shoutouts.
• Get before-and-after transformation photos/ ❏ Download the Content Calendar.
information.
❏ Start doing “Social Media Mondays” and plan your
• Run challenges.
next two weeks of content.

COURSE WORKBOOK
Questions to Ask About Each Piece of 7 Steps to Better Content
Content
Goals
❏ How is it going to drive sales?
❏ How is it going to drive value?
❏ How will it build a relationship with your audience?
❏ How will it drive traffic?
❏ How is it going to get more followers/likes/ Your Avatar
engagement?
❏ How will it serve the market you want to serve?

You must be able to answer these questions before

creating or sharing your content!
Your UVP

Opportunities

Content Buckets

Sales Mechanisms

Content Plan

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Customer Avatar Worksheet: Finally
Get Clear on Who You’re Selling To,
Digital Marketer.
• What is an Ideal Customer Avatar,
Forbes.
• Avatar-Based Marketing, Harvard
Business Review.
• How to Write Instagram Copy That
Engages, Converts, and Sells, Foundr.

COURSE WORKBOOK
MODULE 2: The theme of your grid, the first 9-15 posts, can’t be
understated. A picture tells a thousand words, so you
ACTION ITEM
CONTENT STRATEGY: need to have a focused intention of what your grid looks
❏ Decide which grid theme is right for your brand.
like.
BUILDING A CONTENT ❏ Plan out your first 9-15 posts.
• Make sure it looks professional and on-brand.
MACHINE • Use photos of happy customers or influencers for
social proof.
• Vary the media with photos, videos, and quotes.
LESSON 2:
• Try alternating light/dark (checkerboard theme).
YOUR GRID THEME: THE • Choose a specific color to feature (brand color).
• Use the same filter on every image.
IMPORTANCE OF YOUR FIRST • Get creative!

9-15 POSTS

TOOLS & RESOURCES

• 7 Instagram Layouts With Examples You
Can Try For Yourself, Plann.
• 11 Simple Tips That Will Instantly
Improve Your Instagram Feed, Preview.
• 16 Irresistible IG Theme Ideas You’ll
Want To Copy ASAP, Jumper Media.

COURSE WORKBOOK
Notes:

COURSE WORKBOOK
MODULE 2: Don’t get overwhelmed by the idea of having to create
content every day. You just need a system that will help
ACTION ITEM
CONTENT STRATEGY: you curate the content that will work best with your
❏ Look for content you can curate.
brand.
BUILDING A CONTENT ❏ Create a curated base of at least 20 images.

MACHINE Curating Quotes

Go to Google and look for quotes that are relevant
to your industry or business. All you have to do is
acknowledge where your quotes come from. You can
LESSON 3:
also look at leaders in your industry, see what’s working

CONTENT CURATION for them, and whether there are similar ideas that will
work for you. Then just repost and make sure to credit
where the quote came from.

Curating U.G.C. (User Generated Content)

Repost what your audience has put online. Just make
sure you credit where the content comes from.

Successful Accounts in Your Niche

• Identify their best content or the content that gets
the most engagement.
• Screenshot or save content to your swipe file for
inspiration or another day.
• Search relevant hashtags.
• Replicate this content but make it 10 times better.

COURSE WORKBOOK
Where Can You Get Content?

Quotes

UGC

Successful Accounts

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 4 Tools To Help You Manage Your Digital

Swipe File, Small Business Bonfire.
• My 7 Favorite Swipe File Tools, Search
Engine People.

COURSE WORKBOOK
MODULE 2: These posts are incredibly powerful for generating sales
for physical products or services. If you’re not using this
ACTION ITEM
CONTENT STRATEGY: content, you’re missing out on potential sales.
❏ Come up with 3-5 UGC ideas.
BUILDING A CONTENT “No one likes to be sold to, but everyone likes to buy.”

MACHINE Great UGC Content

5 Ideas for Getting UGC

• A photo or video of someone using your product or

service and loving it.
1.
LESSON 4: • Before and after images or videos (shows how
powerful your product or service is).
THE POWER OF USER • Send Influencers products and they take photos

GENERATED CONTENT •
with it in exchange.
Testimonials from happy users.
2.

(U.G.C.) A.K.A. “MONEY • Encourage ‘native behavior’ in your UGC, where the
users create experiences around your product or
POSTS” services.
3.

Some Tips for UGC

• The closer the images or videos to the product, the
more engagement you’ll get.
4.
• ‘Real content’ always gets more attention.
• Try turning UGC into an advertisement on another
platform.

5.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 10 Ways to Encourage User Generated

Content, Mavrck.
• 10 Ideas For Getting More User
Generated Content, NewsCred Insights.
• The 10 Best User Generated Content
Campaigns on Instagram, Hubspot.

COURSE WORKBOOK
MODULE 2: This is one powerful way to get more content, drive
more sales, and help build relationships with your
ACTION ITEM
CONTENT STRATEGY: audience.
❏ Write up your card copy with the 3 elements.
BUILDING A CONTENT If you have a physical product, put a small card in with
it. You can even use this if you have a service-based
❏ Start using it in your business.

MACHINE business. Put a card on your checkout or on every table

in your restaurant.

LESSON 5: Ask your audience to share an image or video of them

with the product. Remember to:
PRINTED CARDS TO • Tell them what you want them to do.

ENCOURAGE UGC • Use a hashtag with the request so you can track it.
• Incentivise where possible (offer to feature them,
special deals, etc)

Practical Details
• Ask your product manufacturer to package the card
if possible.
• Or, package it in the product box.

COURSE WORKBOOK
Creating Your Card Copy

What do you want your customers to do?

What is the dedicated & branded hashtag you can use? (Brainstorm here.)

What possible incentives can you use?

Completed Copy

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Ultimate Guide to Instagram
Hashtags in 2020, Later.
• How to Pick a Good Hashtag, Tint.
• How to Use Instagram Hashtags To
Get the Most Exposure, Followers, and
Engagement, Foundr.

COURSE WORKBOOK
MODULE 2: This is how to find the best content in your niche,
replicate it, and make your followers and engagement
ACTION ITEM
CONTENT STRATEGY: explode. This is known as a unicorn post and it’s low
❏ Find 10-20 Unicorn posts from relevant
hanging fruit that can double, triple, or quadruple your
BUILDING A CONTENT audience. accounts.
❏ Recreate or re-post on your feed.
MACHINE As a general guide, a unicorn post has 3, 5, or 10 times
more engagement than your average per post.

Here’s how:
LESSON 6: • Build a list of accounts who share your audience
and are in your niche.
THE UNICORN STRATEGY • Identify the content with the most engagement and
comments.
• Recreate the post or repost it on your feed.

COURSE WORKBOOK
Creating Unicorn Content Questions to Ask About Unicorn Posts

Accounts in your niche

• Is the post about a particular influencer?

• Can you think of a way to expand on that influencer in your post?

• What type of content is it?

• Are there any questions or concerns that the account’s audience have raised

that you can answer in your post?

• How is the structure/images/layout of the post different to yours?

• Does it use humor to make a point?

Which content has the most views?

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Legally Repost User Generated
Content on Instagram, Later.
• The Legalities of Reposting on
Instagram, TINT.

COURSE WORKBOOK
MODULE 2: Video content fits with almost every type of business. In
fact, the whole world is making the move to video. Don’t
ACTION ITEMS
CONTENT STRATEGY: get left behind. Get started with video early and reap the
rewards in terms of engagement and following. ❏ Come up with 10-20 video content ideas.
BUILDING A CONTENT Powerful Video Content Ideas
❏ Add them to your content calendar.

MACHINE • Customer experience videos.

• IGTV Series.
• Value-based videos (take snippets from interview
LESSON 7: videos and use IGTV where you can).

HOW TO CREATE AWESOME Pro Tips

VIDEO CONTENT: •
•
Work towards 50% images and 50% videos.
Make sure your thumbnail is very powerful before

IG TV VS. FEED VIDEO •

posting.
Your headline MUST be INCREDIBLE.
• Use Instagram’s latest features as often as possible
for better engagement.
• You need to find out what works for you and your
business, so experiment with the different ideas and
see what works.

COURSE WORKBOOK
Video Content Ideas

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 4 Must Have Tools For Creating Videos
with a Mobile Device, TechRepublic.
• 18 Best Free Editing Software for
Marketers, Buffer Marketing Library.
• Video Content Creation Tools for 2020,
Business Business.
• 12 Super Useful YouTube Content
Creation Tools For 2020, NapoleonCat.
• The Entrepreneur’s Crash Course on
Dominating Instagram Video Marketing,
Foundr.
• What is IGTV Video and Can Brands Use
It, Daily Digital Digest.
• 50 Delightfully Simple Video Content
Ideas for Your Online Business, Business
2 Community.

COURSE WORKBOOK
MODULE 2: Short-form, vertical video has become ubiquitous with Reel-Hacking Strategy for Conversions
the rise of TikTok. Now Instagram has released its own
CONTENT STRATEGY: play at this format in a feature called Reels. Here you • Step 1: Hop on a popular challenge or a trend
can record vertical 15 to 30-second clips set to music
BUILDING A CONTENT or other audio on the platform. So in this lesson, I’ll
give you the tips you need to know to actually convert
• Step 2: Remake it with content that shows your
knowledge, product, service, etc.

MACHINE customers using your Reels. • Step 3: Place your CTA in the Reel as a sticker
or in the caption
• Step 4: Ensure your link in bio directs the
customer to opt in or buy
LESSON 8: How to Leverage Reels

HOW TO CREATE HIGH •

•
Create product tutorials
Show behind-the-scenes
CONVERTING REELS •
•
Repost UGC
Include Q&A

Pro Tips

• Put your own spin on viral Reels or TikTok trends

• Show the product or service being used by a
customer or Influencer
• Involve the community by featuring their videos,
quotes, reactions, etc.
• Take a high performing post & make it interactive.
ACTION ITEMS
❏ Create your first Reel (or use an existing one)
and share it in the community page

• Repurpose your interviews & focus on crafting a

juicy headline.
• Repurpose your course content & include a CTA
in the description
• Be as educational as possibl.
• Leverage influencers to create content for your
brand

COURSE WORKBOOK
REEL PLAN
TITLE:
_________________________________________________________________________

DESCRIPTION:
_________________________________________________________________________
_________________________________________________________________________

VIDEO DESCRIPTION:
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

AUDIO:
_________________________________________________________________________

STICKER TEXT:
_________________________________________________________________________

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Remove the Tik Tok Watermark
with These 5 Free Apps, Influencer
Marketing Hub
• The Ultimate Guide for Instagram Reels,
Later
• How to Use Instagram Reels for
Business Marketing, Meet Edgar
• How Brands Are Going Viral With
Instagram Reels, Later
• Top 65 Instagram Reel Hashtags,
Influencer Marketing Hub
• 10 Unique Instagram Reels Ideas to
Get People Watching Your Channel,
Hootsuite

COURSE WORKBOOK
MODULE 2: Instagram is getting really creative. They have
developed a feature that essentially allows for mini
CONTENT STRATEGY: blog posts on your profile. Essentially, you can curate
How to Drive Conversions

topic-related or product-related content on a page.

BUILDING A CONTENT This is another way entrepreneurs can leverage
content marketing on Instagram and package
• Repurpose your main feed posts in your Guides to
boost the posts in the algorithm

MACHINE information into bite-sized blog posts. • Reuse long-form or blog post content
• Share a brand story or a customer success story
Best Uses for Guides • Collaborate with other creators to leverage each
LESSON 9: other's audiences
• Post educational content
GUIDES FOR MARKETING • Showcase products, service or community

YOUR BUSINESS • Create listicles or round-up content

• Curate UGC content

Pro Tips

• Showcase a curated list of your sales, products

or services. ACTION ITEMS
• Repurpose your blog post content.
• Showcase your customer success stories. ❏ Create your own guide and share it with the
• Drive leads through your funnel using a high community
engagement post with a CTA.
• Publish a listicle of your best posts.
• Use a mix of post types related to a single topic.

COURSE WORKBOOK
GUIDE PLAN
1. TITLE: _________________________________________________________________________________________________________________
2. DESCRIPTION: ___________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
3. POST TYPE: _____________________________________________________________________________________________________________
4. POST #1 (LINK): _________________________________________________________________________________________________________
5. COPY: _________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
6. POST #2 (LINK): _________________________________________________________________________________________________________
7. COPY: _________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
8. POST #3 (LINK): _________________________________________________________________________________________________________
9. COPY: _________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
10. POST #4 (LINK): ________________________________________________________________________________________________________
11. COPY: ________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
12. POST #5 (LINK): ________________________________________________________________________________________________________
13. COPY: ________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
14. CTA POST (LINK): _______________________________________________________________________________________________________

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Everything You Need to Know About
Instagram Guides, Later
• 8 Brand Who Use Instagram Guides the
Best, Social Bakers
• Instagram Guides Examples, Metricool
• How to Use Instagram Guides, Neil
Patel

COURSE WORKBOOK
COURSE WORKBOOK
MODULE 2: Lots of people won’t look at your feed anymore, they’ll
just look at your stories. So, if you don’t have great
ACTION ITEMS
CONTENT STRATEGY: stories, then you’re missing out on a key feature that
❏ Come up with 5-10 Instagram Story ideas.
builds trust and relationships. It’s also a great place to
BUILDING A CONTENT push sales of your product or services (not in a bad way). ❏ Add them to your content calendar.

MACHINE IG Stories Tactics

• Promote Content you’ve already created.
• Drive Scarcity – put a deadline on offers.
LESSON 10: • Behind the Scenes – raw stuff that humanizes your
brand.
CREATING CONTENT FOR • Repost social proof – show off your customer’s
recommendations and experiences.
INSTAGRAM STORIES
The best thing about Instagram stories is that it’s a good
opportunity to get people off Instagram and point them
where you want them to go.

Next Level Hack for Instagram

Use the Poll feature to ask people’s opinions about your

products, and then DM the people who responded and
offer them a discount on the product.

COURSE WORKBOOK
Instagram Story Ideas

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Ultimate Guide to Instagram Stories
for Business, Later.
• 20 Creative Instagram Stories Examples
From Top Brands, Ed Social.
• How 19 Brands are Using Instagram
Stories, HubSpot.
• Nathan Chan’s Strategy for using
Instagram Stories to Explode Growth,
Foundr.

COURSE WORKBOOK
MODULE 2: If you’re struggling to think of creative ideas that will
grow your audience, then these proven ideas will help
CONTENT STRATEGY: you get traction.

BUILDING A CONTENT It doesn’t matter if your business is local, international,

service based, or product based these ideas will work.

MACHINE
The Creative Hacks

LESSON 11:
Repurpose Tweets – take a screenshot and post on IG, Statistics and Infographics – interesting information of
NEXT LEVEL CREATIVE it really works! some kind (tips, stats, lists).

CONTENT HACKS TO ADD TO

YOUR ARSENAL

COURSE WORKBOOK
Carousels – a multi-page post that’s a hybrid of images
and text. Typically written in a punchy, step-by-step or
ACTION ITEMS
how-to format that provides value.
❏ Brainstorm 3-5 ways to use these creative
hacks.
❏ Start posting one of these a day in your feed.

Using These Creative Hacks

Repurpose Tweets

Statistics and Infographics

Carousels

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Best 6 Design Tools to Create Social
Media Graphics, Zapier.
• 25 Instagram Apps for Producing Muse-
See Content, Sprout.
• 11 Creative Ways to Use Instagram
Carousel Posts for your Business, Later.
• How to Create a Seamless Carousel on
Instagram, FStoppers.
• How to Create Instagram Carousel
Posts, Social Chefs.

COURSE WORKBOOK
MODULE 3: People who think that influencer marketing doesn’t work
haven’t tried these strategies. You need to be strategic
ACTION ITEMS
INFLUENCER MARKETING, and reach out to influencers in the right way.

PARTNERSHIPS & ❏ Start thinking about the best ways for you to
work with influencers.
COLLABORATIONS Product For Post
You send the product to at least 50-100
influencers a month to start with, 300-500 as
LESSON 1: you get more developed, and ask them to do
a product (or service) for post. The real return
3 WAYS TO AMPLIFY YOUR comes from the content. You get a photo you can
use on multiple feeds and in a variety of ways.

REACH WITH INFLUENCERS

Paid Posts
This gives you more control over how they use
the product and what they need to do because
you’re paying them.

S4S (Shoutout 4 Shoutout, Share 4 Share)

Find an influencer in the same market as you and
offer to share their content if they share yours.
You can even create a popular fan page, shout it
out, and then have it shout you out.

COURSE WORKBOOK
Find 5 Influencers in your Niche you’d Like to Work with

1.

2.

3.

4.

5.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• A Simple Guide To Instagram Influencer
Marketing in 2020, hopper.
• 6 Ways to Connect Your Startup With
Micro Influencers On Instagram, Jeff
Bullas.
• 10 Low-Cost Tools for Scaling a Micro-
Influencer Marketing Campaign, Jeff
Bullas.
• The Rise of the Instagram Micro-
Influencer: How to Use Small Followings
for Giant Marketing Wins, Foundr.

COURSE WORKBOOK
MODULE 3: This can rapidly grow your Instagram account. It’s a
form of partnership where you reach out to an influencer
ACTION ITEMS
INFLUENCER MARKETING, in your field with a similar audience. You share their
❏ Start reaching out to 5-10 accounts you can do
content and they share yours. It exposes your account,
PARTNERSHIPS & products, and services to another brand and another
audience.
S4S with.

COLLABORATIONS
S4S Tips
• Look for fan pages or personal brands that are
LESSON 2:
similar to yours.

SHARE 4 SHARE STRATEGY • Look for new audiences, not overlapping fans.
• Look for a similar follower account.
/ SHOUTOUT 4 SHOUTOUT • This must be mutually beneficial.
(AKA “S4S”) • Give them your ‘unicorn’ post, one that you’ve
tested on your page and seen a good response to.
• Mention their @name in the caption.
• Tag them in the photo.

What if they have many more followers than you?

Offer to do two or three shoutouts.
Offer them a free sample(s) of your product or service.

Where to Look for Influencers

Related niches (not direct competitors)
Fan pages

COURSE WORKBOOK
Find 5-10 Influences to Reach out to

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Social Media Influencers Drive Trends–
But How? And Why? Mediakix.
• The Influence Of Instagram: What
Every Marketer Needs To Know. Daily
Infographic.

COURSE WORKBOOK
MODULE 3: Finding the right influencers can be difficult. Unless of
course you know how to do it properly.
INFLUENCER MARKETING, Find the Right Kind of Influencer:
PARTNERSHIPS & They must be relevant, and you need to be able to test
which influencers work for your market.
COLLABORATIONS Look for an influencer who speaks to a market that
wants to solve the problem that your product addresses.

Look at the Market:

LESSON 3:
Look at who your customers are following, their network.
HOW TO FIND INFLUENCERS Check out your competitors and who they’re working
with.
AND WHAT TO LOOK FOR

Influencer Criteria
Reach / Number of followers: Geographical Location
• Micro influencers have 5000 – 50,000 followers and • Where are your customers?
are likely to do S4S.
• Where do you want them to be?
• Macro influencers have 50,000 – 1M followers and
will often want to get paid.
Quality Imagery/Content
Level of Engagement:
• Do they post good quality photos?
• 3% like to follower ratio or 1% comment to follower
ratio. • Do the comments look fake?
• Daily follower growth should be going up, not down. • Is their content amazing?
• Are they on YouTube or TV or do they have videos?
This indicates the strength of their relationships.
Brand Alignment
• Are they aspirational?
ACTION ITEMS
• Do they have the right lifestyle for your brand? ❏ Find 20 Influencers in your Niche
• Are they aligned with your values? ❏ Fill out the Influencer Criteria Checklist

COURSE WORKBOOK
Potential Influencers

Influencer Criteria Checklist

Here’s a checklist to use when choosing the right influencers.

❏ They must be HUMANS, not brands.

❏ The influencer is in a similar niche or one that you’ve targeted.
❏ They have the right number of followers:
❏ 5000 – 30,000 followers for micro influencers who are likely to do S4S.
❏ 50,000 – 1M followers for macro influencers who will often want to get paid.
❏ There is a high level of engagement on their account (3% like to follow ratio or 1% comment to follower ratio.)
❏ They are growing daily and not declining or showing other signs that they bought their followers.
❏ They have videos, YouTube, or have been on TV.
❏ All the photos on their feed are of good quality.
❏ Their photos and feed have a consistent theme.
❏ They align with your brand.
❏ Your customers will aspire to be like them.
❏ They fit with your company values.
❏ They live near your customers or in a place you want to gain more.
❏ The content they produce is amazing and you’d be happy to share it on your page regularly.
❏ The comments on their page look real rather than scammy.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Find Instagram Influencers for Free, Izea.
• 17 FREE Influencer Marketing Tools to
Find Influencers, Influencer Marketing
Hub.
• How to find Instagram influencers in
2020 for your brand, Impact.
• The 8 Best Instagram Analytics Tools,
Format.

COURSE WORKBOOK
MODULE 3: Don’t get ripped off when it comes to paying influencers.
Some of them charge a lot of money, so here’s what to
ACTION ITEMS
INFLUENCER MARKETING, pay and how to get a good deal.
❏ Build a list of influencer prospects.
PARTNERSHIPS & Consider Influencers Outside of Your Target Market if:
• They have a huge, engaged following.
❏ Test out “Product for Post”.

COLLABORATIONS • They can get you a lot of returns for little effort.

Pro Tips

LESSON 4: • Give creative directions for an influencer photo

you’ve paid for to make the product look its best.
HOW MUCH SHOULD YOU • Give influencers a custom coupon code because it
increases sales and you can track the results easier.
PAY INFLUENCERS? • The photo must be good to get returns.
• Make sure they post on the right days. (Sundays if
possible)
• They might get you more followers, but it’s your job
to convert, so keep posting.
• Test out your influencers first – send them a product
and see if they use it and the results you get.

INFLUENCER RATE CARD

REACH COST NOTES

10K - 50K followers “Product for Post” Then offer $200 - $300

Try “Product for Post” first if you

50K - 100K followers $300 - $500
can, before offering $$$

$3,000 - $5,000 if highly engaged

100K - 500K followers $1,000 - $2,000
audience

If they’re super famous, you’re

1 million+ followers $10,000 - $100,000 looking at hundreds of thousands of
dollars

PRO TIP: Be very strategic about getting that perfect content and using it across all your channels and ads (e.g Kylie
Jenner pic for HiSmile).

COURSE WORKBOOK
Notes:

Prospective Influencers

TOOLS & RESOURCES

• How To Make The Most Out of Your
Influencer Campaign, Scrunch.
• How Much do Influencers Charge?
Tinuiti.

COURSE WORKBOOK
MODULE 3: Once you’re successful, you’ll be working with hundreds
of influencers every month. And you need this working
ACTION ITEMS
INFLUENCER MARKETING, on autopilot before you’re at that stage. Here’s the
❏ Download all the templates.
process to make that happen:
PARTNERSHIPS & • Find your influencer first using the influencer criteria.
❏ Find 50 influencers you want to work with.
❏ Start doing your outreach campaign.
COLLABORATIONS •
•
Check that the account is legit with Social Blade.
Get the email from Instagram.
• Record their details in the influencer template.
LESSON 5:
Use Woodpecker:
THE INFLUENCER PRODUCT • Set up a campaign and fill in the prospects.
• It connects into your Gmail or Outlook.
OUTREACH MACHINE • It makes each email look personal.
• The program blasts out ‘personal emails’ to lots of
people at once.
• It allows you to follow up afterwards.
• And it analyzes your open rate and response rate.

Once they respond, you go back to the spreadsheet and

fill in the tracking sheet.
You can then automate the system with a VA (Virtual
Assistant).

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Social Blade
• Woodpecker

COURSE WORKBOOK
MODULE 3: This can be quite cost affordable. You can hire in other
countries and pay them well by their standards but quite
ACTION ITEMS
INFLUENCER MARKETING, cost effectively by your standards. This will give you ❏ Post your VA job description.
back your time.
PARTNERSHIPS & ❏ Hire your first VA.

COLLABORATIONS Tips for Hiring VAs

• Look for people with character (cheerful, have a
sense of humor, fun to talk to)
LESSON 6: • Include a specific question in the job description to
ensure the person is reading the job description.
HOW TO HIRE A V.A. TO RUN • Get them to do a paid test project to test if they can
actually do the job.
YOUR INFLUENCER MACHINE • Vet for strong attention to detail.

AT SCALE • Find someone who goes above and beyond.

How Much Does it Cost?

Consider a part time worker, which may be only a few
hundred dollars a month.
For full time, you’re looking between 500 and 1000
dollars a month.

Guidelines for Working with a VA

• Have regular check-ins, morning, lunch, evening
etc.
• They should be able to find between 100-200
influencers a day as long as that’s all they’re doing.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 7 Surprising Places to Find Your Next

Virtual Assistant, Entrepreneur.
• How to Find and Hire a Virtual Assistant,
Zapier.
• The Best Outsourcing Websites,
Feedough.
• Woodpecker.
• Influencer Spreadsheet Template.

COURSE WORKBOOK
MODULE 4: There’s so many different metrics when it comes
to Instagram and you need to track the right ones.
ACTION ITEMS
COMMUNITY STRATEGY: Otherwise you can get overwhelmed.
❏ Go through the IG metrics cheat sheet and get

SKYROCKET YOUR There are lots of metrics that reflect the engagement
with your content and whether it worked or not:
a baseline of where you’re at.

ENGAGEMENT & SHARES • Video Views

• Likes
• Comments
LESSON 1:
• Like to follower ratio
DIFFERENT TYPES OF • Comment to follower ratio
• Swipe ups
ENGAGEMENT AND WHICH • Traffic driven to your website (this is what drives

ONE MATTERS TO YOU •

sales)
Saves
• DMs
• How many people are using your branded hashtag?

If you want to focus on a few, these will give you a good

overall picture of engagement:
• Video Views
• Likes
• Comments
• Traffic driven to your website

COURSE WORKBOOK
Instagram Analytics Cheat Sheet
Reach – How many people have seen your post.

Impressions – The number of times your posts have been viewed during a certain amount
of time.

Saves – How many times your posts were saved by your audience members.

Engagement Rate – All your likes, comments and saves divided by the number of followers
when the post was released.

Engagement on Reach – The same metrics (likes, saves, comments) divided by your post’s
reach.

Followers Growth –The number of followers you gained over the last month divided by the
number of followers you started the month with.

Mentions – How many posts on Instagram mentioned your handle within a post or in a
caption.

Email Clicks – How many times your email was tapped in your profile.

Profile Visits – Profile page visits.

Get Directions Clicks – The number of times people clicked to get directions to your
business from your profile.

Website Clicks – Taps on your website on your profile.

Views – How many times your video was viewed within a specific date range.

View Rate – The number of views divided by how many impressions the video received.

Tags on a Hashtag – How much media has been posted using your hashtag.

Exits – How many people left before the story was complete.

Replies – How many DMs you got in response to your story.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Ultimate Guide to Instagram
Analytics, Later.
• The 6 Best Instagram Analytics Tools,
Hootsuite.

COURSE WORKBOOK
MODULE 4: You don’t want to build an IG engagement that has no
one engaging and no one going to your website. You
ACTION ITEMS
COMMUNITY STRATEGY: want to build a relationship with your audience. You can ❏ Follow and implement these strategies.
use metrics to analyze this, but you need to know how
SKYROCKET YOUR to do it.

ENGAGEMENT & SHARES Here’s what to do:

• Post great content every single day.
• Produce better content.
LESSON 2: • Be prepared to test what works for you.

HOW TO BOOST AND •

•
Check out what works for your competitors.
Treat your followers like people by responding to
MAINTAIN ENGAGEMENT DMs and comments.
• Show vulnerability and open up about hard times
and bad days.
• Use the Hashtag strategy.
• Do daily, weekly, or monthly Giveaways.
• Ask people to turn on post notifications and
incentivize if possible.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 5 Ways to Source and Create Quality
Instagram Content, Venngage.
• Tips And Tricks To Create Your Weekly
Instagram Content In 1 Hour, Scrunch.
• How to Use Personal Marketing
on Instagram to Attract your Target
Audience, Foundr.

COURSE WORKBOOK
MODULE 4: This tactic stands the test of time. It’s a quick and easy
way to generate a lot of followers.
ACTION ITEMS
COMMUNITY STRATEGY: 1. Find the leader accounts in your market.
❏ Find influencers, follow them, and start writing
back 5-10 times a day.
SKYROCKET YOUR 2. Follow their accounts and turn on post notifications.
• Check out the suggested accounts that pop up
ENGAGEMENT & SHARES once you follow for more potential influencers.
3. Leave a thoughtful comment on every post as soon
as they put it up.
LESSON 3: • Make it valuable.

HOW TO STEAL FOLLOWERS •

•
Non self-promotional.
3-5 sentences.
4. Repeat this on 5-10 accounts every day and you’ll
see more followers fast.

Bonus Tip
Get your Instagram verified so your comments always
appear at the top.

COURSE WORKBOOK
Notes:

“Leader Accounts” to Follow

TOOLS & RESOURCES

• How to Get More Followers on
Instagram: 13 Reliable Ways to Grow
Your Audience. Shopify.

COURSE WORKBOOK
MODULE 4: Chances are that you tried Instagram, struggled to get
the response you wanted, and abandoned it. This would
COMMUNITY STRATEGY: have left you with a dying account and no followers. But
your account isn’t dead, here’s how to turn it around:
SKYROCKET YOUR
ENGAGEMENT & SHARES
1. Be Real and Authentic 6. Mix up Content
LESSON 4: No bots, no underhanded tactics like paying for Use a mix of photos, videos, stories, and any
followers. It will only ruin your account. Be real and other content you can create. And use all the
10 WAYS TO RE-ENGAGE authentic in every interaction and you’ll see results. latest Instagram features you can.

YOUR DYING IG ACCOUNT 2. Consistency and Quality

Post unicorn content daily. This will take time and
7. Use IG Stories
Don’t be afraid to use them often and put a CTA
effort, but even a really bad account can be revived at the end of the post.
with consistent effort and work.
8. Have Giveaways and Competitions
3. Leverage Groups The more creative the better with this! Give away
Use Engagement Pods or Like4Like groups to get products or services or anything related to your
influencers and other accounts to engage on your brand. Don’t be afraid to do this daily, weekly, or
account while you engage on theirs and help them monthly.
out too.
9. Respond to Every Comment
4. Use Shoutouts The aim here is to build relationships, so
Reach out to an influencer for S4S or pay for a post. respond to everyone thoughtfully and with
This is one of the fastest ways to grow an Instagram respect.
account.
10. Add CTAs to Every Post
5. Post Better Content Tell people what you’d like them to do and be
Find the best content out there (put up by your creative with how you add your CTAs.
competitors) and post better content.

ACTION ITEMS
❏ Follow these ten steps and start implementing
every single one.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Use Instagram Giveaways to
Grow Your Following, WordStream.
• 7 Instagram Contest Ideas to Grow
Brand Awareness, Neil Patel.
• The 2020 List of Instagram Engagement
Groups, Hipster Kidster.

COURSE WORKBOOK
MODULE 4: This is how to work with the IG algorithm and boost
engagement with Engagement Groups, which you may
ACTION ITEMS
COMMUNITY STRATEGY: have also heard called Like Bombs or Like4Likes.
❏ Go and find 5-6 likeminded people with similar

SKYROCKET YOUR Instagram has signals which controls which posts are
shown in the feed or are trending. It’s basically a way to
sized accounts in your niche.
score your page. These signals are:
ENGAGEMENT & SHARES • How fast people are liking posts.
❏ Create an engagement group with them.

• How fast posts get comments. ❏ Set up clear rules for the group.

LESSON 5: • The engagement rate.

LIKE BOMB, ENGAGEMENT The most effective way to increase your score is to

GROUPS, LIKE4LIKES collaborate with other Instagram users in your niche and
get more engagement. The concept is all the same, but
you may have heard it referred to as:
• Like Bombs
• Engagement Groups/Pods
• Like4Likes
The members of these types of groups have agreements
to engage with the content of other people in the group.

Common Rules for Engagement Groups

Everyone must follow the chosen account/accounts.

All comments must be of a certain length.
Try to be specific and don’t use simply ‘love’ or
comments that are only Emojis.
The comments must be relevant to the content.
Tag the user.
Like all new posts within a certain time frame.
Members have to comment on or like a post within a
certain time frame (usually a few hours).

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Join an Instagram Engagement
Group (to Boost Your Engagement), Go
Rattle the Stars.
• Do Instagram Pods Work? The Truth
Behind Instagram’s Latest Engagement
Hack, Hootsuite.
• Instagram Engagement Pods – Free List
of 124 Groups, BuySellShoutouts.

COURSE WORKBOOK
MODULE 4: You need to track your analytics with a view towards
growth and engagement. Otherwise, you can’t really
ACTION ITEMS
COMMUNITY STRATEGY: manage or grow your account effectively.
❏ Download Social Blade and go to IG Blade and

SKYROCKET YOUR Two metrics to track: start tracking your growth.

• Daily follower growth on Social Blade.
ENGAGEMENT & SHARES • Check post engagement analytics on IG Blade.

You can track these measurements over time and

analyze the results so your business becomes more
LESSON 6: efficient as time goes on.

ANALYTICS FOR TRACKING

GROWTH & ENGAGEMENT

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Social Blade
• IG Blade

COURSE WORKBOOK
MODULE 5: If you want to increase your sales as well as engagement, then you’ll need a sales funnel for Instagram. Having
millions of followers means nothing if you aren’t getting sales from it.
SALES STRATEGIES: The process is: Prospect – Lead – Customer – True Fan.
INSTAGRAM FUNNELS &
MONETIZATION
LESSON 1:

HOW TO CREATE A SALES

FUNNEL FOR INSTAGRAM

Prospects and Awareness Customers

All the content you’re producing will provide value to A small proportion of people then become customers.
your audience and gather more. This is where people They buy and love the product and create UGCs. You
discover you, interact with your posts, and become must keep building the relationship at this stage, so they
prospects. refer you, tell their friends, and become true fans.

Leads True Fans

At this stage, people engage with your brand over time This is where they take over part of your job and spread
and then go off Instagram and visit your site through the word about your company. They give testimonials
lead generators like: and become repeat customers.
• Swipe up stories.
• Product tagged posts.
• Tagged customer posts. ACTION ITEMS
From this stage, they can become a contact and you get ❏ Study the Cheat Sheet
their email or phone number. This is where your CTAs
are vital, and you offer free lead magnets. ❏ Fill in the Workbook

COURSE WORKBOOK
Cheat Sheet for Moving People Down the Sales Funnel

Prospects Applying the Ideas

Identify tactics you’ve learned in these lessons that you can
• Create great content to build prospects and
awareness. use for each stage of the funnel.
• Engage with them. Prospects and Engagements
Lead
• Offer them free content in exchange for email
details.
• Offer coupons for in person visits.
• Coupon codes for your website store.
Customer
Leads
• Send them follow-ups.
• Offer value through emails.
• Introduce products.
True Fan
• Encourage deeper engagement on Instagram.
• Make them part of your journey and success
by encouraging them to contribute. Customers

True Fans

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 6 Key Tactics to Kick-Start Your
Instagram Sales Funnel, Business 2
Community.
• How to Use Instagram Stories in Your
Sales Funnel, Social Media Examiner.
• What Does a Profitable Social Media
Sales Funnel Look Like? Neil Patel.

COURSE WORKBOOK
MODULE 5: You can use your Instagram account to drive traffic
wherever you want it to go, including to your sales page.
ACTION ITEMS
SALES STRATEGIES: Here’s how: ❏ Fill out the Workbook.

INSTAGRAM FUNNELS & • Get People to Click on your Bio Link ❏ Work out what content you need to create to
drive traffic in these ways.
• Think about what you want your audience to
MONETIZATION do and tell them.
• Make sure you illustrate what you can do for
your audience in the bio.
• Use emojis or special characters to draw the
LESSON 2: eye down to the link.

HOW TO UTILIZE YOUR • Tag your Products so they’re Shoppable Images

• Make sure your business is eligible to use
INSTAGRAM ACCOUNT TO shoppable posts to avoid account problems.

DRIVE TRAFFIC • Set up your Instagram channel with Facebook,

BigCommerce, or Shopify.
• Tag a few existing posts, not just your new
ones.
• Swipe Up on Instagram Stories
• Offer something of value for free to get users
to swipe up.
• Offer discounts for swiping up.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Sell on Instagram: 8 Tips that
Actually Work in 2020, Oberlo.
• 14 of The Easiest Ways to Increase
Sales on Instagram Right Now, Jeff
Bullas.
• How to Use Instagram to Promote Your
Brand and Drive Sales, Neil Patel.

COURSE WORKBOOK
MODULE 5: If you sell any kind of digital product, from magazines to
courses, then you need to learn how to drive traffic to
ACTION ITEMS
SALES STRATEGIES: your landing page or sales funnel.
❏ Fill out the cheat sheet.

INSTAGRAM FUNNELS & Two options for driving traffic:

• People who engage on your posts on your feed and
❏ Start mapping out your funnel.

MONETIZATION •
follow the CTA in your bio.
Swipe ups from your story.
These will both lead to your landing page, where you
LESSON 3: offer Lead Magnets to get an email address.

INSTAGRAM SALES FUNNEL Effective Lead Magnets:

• Ultimate guides

& OPTIMIZATION FOR • Swipe file

• Cheat sheet
DIGITAL PRODUCTS & • Free chapter

SERVICES •
•
Free training
E-book
• Survey/quiz

Once you have their address, you send them 3-5 Emails
to build the relationship and introduce your products, so
they hopefully buy.

COURSE WORKBOOK
Cheat Sheet
What content will get your audience to your landing page?

Posts with CTAs:

Swipe ups from IG Stories:

What lead magnet will you create:

What email sequence will you create:

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 11 Tried-and-True Lead Magnet Ideas
and Examples, HubSpot.
• 10 Lead Magnet Examples That’ll Get
You 300-400% More Leads, Venture
Harbor.
• Are Lead Magnets Dead? A Peek Inside
Our New Lead Generation Strategy
(2020), Sleek Note.

COURSE WORKBOOK
MODULE 5: There are lots of digital products sales funnels out there
that you can take inspiration from, particularly if you’re
ACTION ITEMS
SALES STRATEGIES: stuck.
❏ Download the Funnel Map Cheat Sheet.
INSTAGRAM FUNNELS & Funnel Examples
• IG – Survey/Quiz – Email – Course.
❏ Start mapping out your digital products funnel.

MONETIZATION • IG – Free Content – Premium Signup.

• IG – Free Training – Course.
• IG – eBook - Email – Course.
LESSON 4:

DIGITAL PRODUCTS SALES Pro Tips

FUNNELS (EXAMPLES) You must have a guided sales conversation that people
go through when your digital product is worth more than
$100 (provide value, offer freebies).

COURSE WORKBOOK
Sales Funnel Cheat Sheet – 5 Email Sequence.

STEP 1: IG Content with CTA or Swipe ups to take your audience

to the landing page.

STEP 2: Opt-in Freebie after entering email.

STEP 3: Added to Automatic Email Sequence.

STEP 4: Welcome Email which contains the download and some

basic information on your and your company.

STEP 5: Educational Email that provides useful information about

your topic as well as actionable tips.

STEP 6: Relationship Building with an email about your personal

story and how it connects to your company and mission.

STEP 7: Position Email, which offers new knowledge about their

problems and positions you as the person to solve it. You can
mention your product here, perhaps with testimonials.

STEP 8: Pitch Email, which shares the benefits of your products

and how it can help with their problems.

If you’re doing a 3 email sequence, you can start positioning your

product in the second email (gently).

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 17 Best Sales Funnel Examples In 2020
To Help You Convert More Customers,
AutoGrow.
• Supercharge Your Instagram Sales
Funnel with Lessons from a Multi-Million
Dollar Business, Shopify Plus.
• Instagram Sales Funnels: Immediately
Crush Sales, Op-ins, and Conversions,
Foundr.

COURSE WORKBOOK
MODULE 5: Instagram as a tool for service businesses is often
overlooked. Yet, with the right content and the
ACTION ITEMS
SALES STRATEGIES - right audience, it can become a secret weapon for ❏ If you have a service business, create and map
freelancers, consultants or agencies. In this lesson,
INSTAGRAM FUNNELS you’ll learn the key inbound and outbound strategies to
get more leads and secure more clients.
out your funnel strategy.

& MONETIZATION
Types of Sales Funnels

LESSON 5: • Lead Magnet Funnel: Lead Magnet-Related Post +

CTA ----> Link in Bio/LinkTree ----> Lead Magnet
SERVICE BUSINESS SALES ----> Email

FUNNELS (EXAMPLES) • DM Funnel: Service-Related Post + CTA ----> DM

----> Free Consultation
• Outbound Funnel: Run a Hashtag/Location
search ----> Find potential lead + DM ----> Free
Consultation

Pro Tips

• Begin your sales conversation using a post with a

CTA to DM your account.
• Post content related to your lead magnet with a CTA
to learn more using the link in bio.

COURSE WORKBOOK
COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Use Instagram as a Sales
Funnel Without Ads, Social Media
Examiner
• Profitable Instagram Ads to Generate
Sales Funnel Leads, Clickfunnels
• How Freelancers Can Use Instagram
to Get More Customers, Transcription
Outsourcing

COURSE WORKBOOK
MODULE 5: If you have a local business and want sales, this
information is absolutely essential. You still need a sales
ACTION ITEMS
SALES STRATEGIES: funnel, and Instagram is one of the best places to drive
❏ Follow and engage with local businesses that
people to that funnel.
INSTAGRAM FUNNELS & offer similar services or products.

MONETIZATION Tactics
Target local businesses that have a similar offering and
follow their followers.
LESSON 6: • Use the paid version of CrowdFire.
• Engage and comment on their pages.
INSTAGRAM SALES FUNNEL Work with local influencers.
& OPTIMIZATION FOR LOCAL • Go to their website and work out how to get in
touch.
BUSINESSES Coupon code for your local service or offering.
Use Instagram Ads.
• Ads can target based on location based.
• From Ad – get their details – convert with a bonus.
Use branded hashtags.
• Engage and talk with a local audience.
Consider an ecommerce product.

Your Landing Page

Does it ask for email, phone number, or an appointment?
Think about one click upsells to create lifetime
customers.
Think about tools to prevent cart abandonment.

COURSE WORKBOOK
Notes:

Local Businesses and Influencers to Follow

TOOLS & RESOURCES

• CrowdFire
• 10 eCommerce Tools to Prevent
Shopping-Cart Abandonment –
Updated 2019, OSI Affiliate.
• How to Find and Use Local Hashtags
on Instagram, But First Coffee.

COURSE WORKBOOK
MODULE 5: A behind the scenes look at how to use IG to generate
sales.
ACTION ITEMS
SALES STRATEGIES: Essential Strategies: ❏ Check out the resources and try some of these

INSTAGRAM FUNNELS & • Know your competitors so you can track what
they’re posting.
strategies.

MONETIZATION • Engage with your competitors’ followers at scale

(you can even DM them if they want to buy).
• Searching for hashtags about buying the product
LESSON 7: and using them to search.
• Make sure you offer Thank you cards with products
HOW TO USE INSTAGRAM TO to encourage further action (take a photo with the
product to win something).
GENERATE SALES FOR YOUR
NEW ONLINE BUSINESS

Direct Message Template (non-pushy)

Hey ____,
Hope you’re doing well. We noticed that you like the look of our product. If you’d like to find out more or grab a
bottle, here’s a 10% coupon that lasts until (date).
Thanks and have a great day!

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 30 Instagram Direct Message Templates
for Your Business, Bigbangram.
• How to Use Instagram DM’s to 10X your
Sales, Suits Social.

COURSE WORKBOOK
MODULE 5: Your landing page is the first thing that people see when
they arrive on your website. So, it needs to be awesome
ACTION ITEMS
SALES STRATEGIES: to get and keep attention and drive sales.
❏ Start planning out your landing page.

INSTAGRAM FUNNELS & Landing Pages

MONETIZATION This isn’t your website. It’s a separate page that’s

designed to be the landing page for a specific sales
campaign. Used for:
• Promos
LESSON 8:
• Paid Ads

HOW TO CREATE A • Event registration

• eBook downloads
HIGH-CONVERTING • Webinars

LANDING PAGE • Surveys

• Remarketing
• Email campaigns
• Blog opt-ins

Anatomy of a Landing Page

• Headline
• Subheading
• Hero Image (dominant image that appears above
the fold)
• Benefits and Features of the Product or Service
• What makes you different to others.
• Social proof.
• Call to Action (CTA)

Pro Tips
• NSAMCWADLP – Never Start a Marketing
Campaign Without a Dedicated Landing Page
• Don’t send traffic to your website, send it to your
landing page.

COURSE WORKBOOK
Planning your Landing Page Cheat Sheet

Fill in each section with possible landing page content.

Headline

Subheading

Hero Image (dominant image that appears above the fold)

Benefits and Features of the Product or Service

What makes you different to others.

Social proof

Call to Action (CTA)

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• 100+ High Converting Landing Page
Templates, Unbounce.
• 25 Proven Call-to-Action Words to
Maximise Conversions, Wishpond.
• The 30 Best Landing Page Examples To
Learn From and Profit From, The Daily
Egg.

COURSE WORKBOOK
MODULE 5: In this lesson, I’ll weigh the pros and cons of boosted
posts and give you my key tips what to do about them
ACTION ITEMS
SALES STRATEGIES: in your specific stage of business. In general, it’s hard
❏ If you're a small business, employ the organic
to get a measurable ROI with boosted posts. Unlike
INSTAGRAM FUNNELS & Facebook Ads, there is no pixel so you can’t track them.
This is why I prefer other growth hacking methods. The
growth alternatives outline in this course

MONETIZATION choice is up to you. ❏ If you're a relatively bigger business, only boost

your unicorn posts.

LESSON 9: Pro Tips

• Aim to grow organically first. Using Boosted Posts
HACKING BOOSTED POSTS in the outset is NOT scalable.
• Only boost the unicorn content that's been proven
to get engagement.

Alternatives to Boosted Posts

• Influencer marketing
• Shoutouts
• Paying for content creation

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Pros & Cons of Instagram’s In-App
Promoting, Medium
• Facebook Posts vs. Boosted Posts vs.
Facebook Ads, LeadHub
• How to Boost a Post on Social Media,
Hubspot
• The Facebook Boost Post Button, How
to Use it And Get Results, Hubspot
• Don’t Boost Posts on Social Media,
Sociality.io

COURSE WORKBOOK
MODULE 6: Hashtags will help your content get found and drive your
growth. It’s an easy way to see real improvement in your
ACTION ITEMS
GROWTH HACKS TOOLBOX followers and engagements.
❏ Do your hashtag research
How to Post Hashtags:
❏ Save at least 15 hashtags in your notes.
• Post them in the comments after you’ve put the
post up.
❏ Use hashtags in the comments of every post.
• Use more than one but remember, there’s a
character limit.

LESSON 1:

HASHTAG STRATEGY Finding Hashtags:

• Find them on Instagram by typing a keyword into
the search box and looking at ‘Tags’.
• Look into subtopics.
• Find at least 10 hashtags that have at least 1M + or
10M + posts under them.
• Look at Tags for Likes.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The 2019 Instagram Hashtag Guide:
How to Use them and Get Results,
Hootsuite.
• 11 Questions to Help You Choose the
Right Hashtag, Hash Tracking Blog.
• Tags for Likes
• 11 Useful Sites to Find a Hashtag for
Social Media, Digital Agency Network.

COURSE WORKBOOK
MODULE 6: You must create good competitions and giveaways, or
they’ll flop. Competitions and Giveaways are tried and
ACTION ITEMS
GROWTH HACKS TOOLBOX tested strategies that work.
❏ Think about giveaway ideas and what type of
giveaway you’d like to do.
Characteristics of Great Giveaways
• Think about who you want to attract and make sure
the prize matches.
• Consider the dollar value of your prize because it
LESSON 2: drives engagement levels.
• Work with other brands to do ‘Loop’ giveaways
COMPETITIONS & where everyone contributes to the prize.

GIVEAWAYS Rules for Giveaways

• Make sure the prize is compelling to you first.
• Don’t just giveaway cash because it won’t
necessarily attract your ideal customer.
• Be as creative as possible to get attention.

Giveaway Ideas

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Create a Worthwhile Instagram
Contest, Sprout Social.
• How to Run an Instagram Contest: a 10
Step Guide, Hubspot.
• How to Become a Master of the
Instagram Loop Giveaway, Sked Social.
• How to Grow Your Email List with
Giveaways, Foundr.

COURSE WORKBOOK
MODULE 6: In this lesson, I’ll teach you how to use the IG Shopping
feature to get more customers looking at and ultimately
ACTION ITEMS
GROWTH HACKS TOOLBOX buying your products. This is a really powerful function ❏ Set up the Shopping feature, tag your products
if you have an ecommerce business because you can
natively integrate your Shopify store. and build your catalog.

LESSON: 3

BLOW UP YOUR ONLINE

STORE

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• Your Guide to Setting Up IG Shopping
(Tutorial), Instagram
• The Ultimate Guide to Setting Up Your
Instagram Shop, Oberlo
• Instagram Shopping 101, Hootsuite
• Instagram Shopping (Tips and Tricks for
Entrepreneurs), Lightspeed

COURSE WORKBOOK
MODULE 6: This is a great strategy when you’re first getting
started as it will help you get some early traction and
ACTION ITEMS
GROWTH HACKS TOOLBOX momentum. It will help you to launch with a bang! ❏ Study your competitors.
Pro Tips ❏ Follow 20-30 potential buyers and start carefully
• If you follow Instagram accounts, a certain engaging with them.
percentage will follow you in return.
• Don’t overdo this or your account will be shut down
as spam (20-30 Max over a month).
LESSON 4: • This process can be used for companies with
physical products and personal brands too.
“FOLLOW ME FOLLOW YOU” • Don’t use tools or automate this as you’ll be more

STRATEGY likely to get your account banned.

How to Implement:
• Who are your competitors? Follow everyone who
comments on their feed.
• Engage with your competitors’ buyers and
comment on their feeds.
• Look for low followers (not an influencer)
• Should have images with the product so you know
they actually did buy the product.
• Provide value to them rather than trying to promote.

This strategy takes time and work, but it allows you to

slowly build a list of qualified followers and your 1000
true fans.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• The Technium: 1,000 True Fans, KK.

COURSE WORKBOOK
MODULE 6: This is an optional strategy, but it can deliver next level
growth and engagement. Don’t allow yourself to get
ACTION ITEMS
GROWTH HACKS TOOLBOX distracted by this, focus on your business/product page ❏ Decide whether a fan page is right for you now.
first.
❏ If yes, then implement all the previous strategies
A Fan Page:
in your new account.
• Not a personal or company brand.
• Focused on a niche topic. ❏ If not, think about trying it later.

• Doesn’t look like a business.

LESSON 5:
• Used to express creativity and build a business
UTILIZING FAN PAGES FOR •
around a niche market.
Attract followers more easily (perhaps because
GROWTH they’re not associated with selling).
• It’s a great way to build a community based on your
interests/business.
• Can grow very fast.
• You can then expose your large audience to your
products.

To encourage growth, you can use the same strategies

you would use for other types of accounts:
• S4S (Shoutout for Shoutout)
• Tag or shoutout your product on your fan page to
get crossover followers.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• A Guide to Creating a Successful Fan
Account on Instagram, Vocal Media.
• Top 10 Facebook Fan Pages And
Instagram Accounts In 2018--Cristiano
Ronaldo Takes The Lead, Forbes.

COURSE WORKBOOK
MODULE 6: Using Instagram’s newest features is a good way to
get crazy engagement and great results. This is an
ACTION ITEMS
GROWTH HACKS TOOLBOX evergreen, fundamental strategy that will make you ❏ Keep up to date with Instagram’s new features.
algorithm proof in the long term.
❏ Start creating content for the new feature and

Example: IGTV use it as soon as you can.

Instagram is trying to compete with YouTube and wants

more longer form content. So, they’re obviously focusing
LESSON 6: on this new feature and will show your video to more
people, which means more engagement.
“AHEAD OF THE CURVE”
STRATEGY It doesn’t matter when you read this or what features
Instagram has brought out, this will always work.

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• New Instagram Features for Your 2020

Marketing Campaigns, Embed Social.
• Top Instagram Updates in 2020 – March
Edition, Adespresso.

COURSE WORKBOOK
MODULE 6: DM or direct message is extremely powerful to drive
more sales and conversions. Instagram is leaning
ACTION ITEMS
GROWTH HACKS TOOLBOX into this by creating an FAQ feature. This feature will ❏ Decide on your four FAQs to roll out
consist of a set of four predetermined questions user
can choose from when they direct message you. This is ❏ Make sure you have templated responses
important because it can be the start of a beautiful sales
conversation leading to a paying customer. to those questions

Pro Tips:
LESSON 7:
• Determine the most common questions your
CONVERT CUSTOMERS WITH business receives.

THE FAQ FEATURE • Design questions around product benefits & your
prospect's pain points.
• Have templated responses ready to go.

COURSE WORKBOOK
THE 4 FAQS
Question 1: Question 3:
_____________________________________________________ _______________________________________________________

Possible Answer: Possible Answer:

_____________________________________________________ _____________________________________________________

Follow-ups: Follow-ups:
_____________________________________________________ _____________________________________________________

Possible Answer: Possible Answer:

_____________________________________________________ _____________________________________________________

Follow-ups: Follow-ups:
_____________________________________________________ _____________________________________________________

Question 2:
_____________________________________________________
Possible Answer:
_____________________________________________________
Follow-ups:
_____________________________________________________
Possible Answer:
_____________________________________________________
Follow-ups:
_____________________________________________________
Question 4:
_______________________________________________________
Possible Answer:
_____________________________________________________
Follow-ups:
_____________________________________________________
Possible Answer:
_____________________________________________________
Follow-ups:
_____________________________________________________

COURSE WORKBOOK
Notes:

TOOLS & RESOURCES

• How to Set Up FAQ on Instagram,
Howfinity
• This Instagram Feature is Used on Most
Dating Apps, Here’s What it Looks Like,
BGR.in
• 5 Ways to Turn a DM Into a Sale, Forbes
• How to Sell on Instagram DM, SmallBiz
Tools

COURSE WORKBOOK