Change is Hard.

No matter how many times I tell my husband that he’s loading the dishwasher ALL WRONG, he just can’t seem to change the way he does it. 

I guess we really are creatures of habit. And you know what? Instagram is no different.

It can be so hard to change the way you approach Instagram content, especially when you’ve been told to do it a certain way for years. Because before Instagram for marketing was a thing, it was all about influencers. (Yes, being an influencer has turned into big business, but it didn’t start out that way.) And unfortunately, early influencer content is the approach that we all remember. 

You see, this content focuses on entertainment and visibility - it’s light, relatable, and enjoyable. But it’s not strategic. Of course, social media marketing benefits from visibility, too. But it goes beyond that. 

It’s aimed at connecting, informing, supporting, nurturing, and ultimately, converting. The goal is to help your audience close the gap between where they are now, and where they need to be in order to buy your product or service by answering these types of questions:

– What problem are they facing?

– How is the problem affecting them?

– What are the solutions?

– What makes your solution the best/different?

– How will it affect their lives?

– How do they buy it?

Honestly, I’d tattoo this on my forehead if I could: 

The type of content that boosts visibility and entertains isn’t the same type of content that contributes to effective marketing. 

 Just like loading the dishwasher the correct way, this is one of those changes that really matters. (Lol)

When my clients start making this shift in their content they see more engagement, more connection, and greater conversions. When you want different results, you gotta take a different approach. 

Have any questions about this? 

I’m here for you!

Sarah

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