How to generate sales on Instagram
A key component of a successful sales system on Instagram is content marketing. By leveraging content, we engage our audience, nurture their interest, and drive sales growth. In our client work, we utilize the AARRR framework. Originally designed for startups, this framework, when adapted to Instagram marketing, delivers outstanding results, helping us boost our clients' Instagram sales by 25-30%.

In this guide, we'll provide a detailed explanation of how to apply this approach effectively.
How the AARRR Funnel Works
AARRR Funnel
The classic AARRR funnel consists of five stages:

1. Acquisition: This includes tools that drive audience growth.
2. Activation: This includes tools that motivate the audience to engage with the brand and participate in its activities.
3. Retention: This includes tools that encourage the audience to stay engaged with the account.
4. Revenue: This includes tools that convert the audience into customers.
5. Referral: This includes tools that motivate customers to leave reviews and make repeat purchases.
The classic AARRR funnel consists of five stages:

1. Acquisition: This includes tools that drive audience growth.
2. Activation: This includes tools that motivate the audience to engage with the brand and participate in its activities.
3. Retention: This includes tools that encourage the audience to stay engaged with the account.
4. Revenue: This includes tools that convert the audience into customers.
5. Referral: This includes tools that motivate customers to leave reviews and make repeat purchases.

In an ideal world, users move sequentially through the funnel stages. For instance, in email marketing, it’s possible to systematically remove barriers and guide the user toward making a purchase. However, in real-world SMM, this almost never happens. Therefore, we simultaneously work with audiences at different stages of readiness to purchase. This must be taken into account in the content plan, regularly publishing content for various segments.
Sample content plan for an Instagram account
There is no perfect distribution of publications across the stages; it varies for each case. However, the core of the content plan typically focuses on activation and retention content, which stimulates engagement and increases reach. This, in turn, enhances the reach of other types of content.

Next, we will examine each stage in detail.
Stage 1: Audience Acquisition
The acquisition stage is crucial for building an audience that can be engaged in future interactions with your brand.
How to Evaluate Results
The primary KPI for this stage is CPF (cost-per-follower). The goal is to achieve the lowest possible CPF while ensuring the audience is high-quality and relevant.
How to Attract an Audience
  • Paid Social Campaigns
  • Giveaways
    Offer discounts, products, or other incentives that fit your business model. In B2C service segments, valuable content that simplifies life for the reader or answers important questions is particularly effective.
  • Offline-to-Online Marketing
    Include flyers with QR codes linking to your Instagram in delivery packages, at partner locations, and in offline sales points.
  • Viral Reels
    While Instagram's algorithm doesn't provide clear rules for what makes a reel go viral, there are several characteristics of viral content you should follow to increase the chances of your reels gaining significant organic reach and attracting new followers.
  • Paid Social Campaigns
  • Giveaways
    Offer discounts, products, or other incentives that fit your business model. In B2C service segments, valuable content that simplifies life for the reader or answers important questions is particularly effective.
  • Offline-to-Online Marketing
    Include flyers with QR codes linking to your Instagram in delivery packages, at partner locations, and in offline sales points.
  • Viral Reels
    While Instagram's algorithm doesn't provide clear rules for what makes a reel go viral, there are several characteristics of viral content you should follow to increase the chances of your reels gaining significant organic reach and attracting new followers.
For our client The Columbist, we regularly use viral reels to attract followers.

In total, these three reels were viewed by 2 million people, resulting in over 1000 new followers without any investment, solely thanks to creativity and great ideas.
  • Influencer Marketing
    When employing this method, it's crucial to thoroughly analyze the blogger's audience. It's often more effective to concentrate on smaller, local bloggers who have cultivated a dedicated community, rather than larger influencers with millions of followers. This approach typically yields a higher return on investment (ROI).
  • Website Links and Newsletters
    While it may seem straightforward, many companies still bury their social icons deep within their websites, a practice reminiscent of the early 2000s. It's essential to place these icons prominently on visible bars and promote them with pop-ups to optimize their visibility and effectiveness.
  • Influencer Marketing
    When employing this method, it's crucial to thoroughly analyze the blogger's audience. It's often more effective to concentrate on smaller, local bloggers who have cultivated a dedicated community, rather than larger influencers with millions of followers. This approach typically yields a higher return on investment (ROI).
  • Website Links and Newsletters
    While it may seem straightforward, many companies still bury their social icons deep within their websites, a practice reminiscent of the early 2000s. It's essential to place these icons prominently on visible bars and promote them with pop-ups to optimize their visibility and effectiveness.
Tools for audience expansion
Stage 2: Audience Activation and Retention
Content marketing plays a pivotal role in activating and retaining our audience.
Evaluating Results
The effectiveness of activation and retention can be gauged using various engagement-related metrics:
Increasing ERviews (Engagement Rate views)
Improving Reach Rate
Unsubscribe rate (UR) below 10%
Strategies for Audience Activation and Retention
On Instagram, we focus on warming up our audience and ensuring ongoing interactions. Due to the platform's algorithm, posts aren't delivered sequentially, making it crucial to support posts and reels in stories for maximum reach.
Content Marketing in the Instagram Community:
  • Engaging Content Section

    FAQ

    Surveys

    Contests

    Humor, Trends

    Tests, Polls

    Other Interactive Mechanics
  • Warm-up Content Sections

    Customer Reviews

    Product Selections

    Collections of Current Promotions, Discounts, Special Offers

    Expert Publications

    Product Demonstrations and Unboxings

    Important Information about Products: Composition, Manufacturing Methods, Usage, Tips, Trends, Opinions
To properly organize the audience warm-up process, it is best to focus on the Customer Journey Map (CJM).
While working with a real estate agency, we guided the audience to sign up for a free consultation where they could get answers to their questions and see proof of our experts' deep expertise. However, we noticed that many attendees were unsure whether to buy or rent an apartment, which extended the sales cycle as we clarified this during consultations.

To address this, we created a series of short interviews with the company's experts on the topic. This content helped followers decide which option was best for them, making the consultations more focused and deal-oriented.
Stage 3: Revenue
After warming up and activating your audience, the next step is closing the deal. This can be achieved by incorporating sales-oriented content.
Evaluating Results
When the primary goal is sales, the focus should be on attracting leads and conversions. This approach is particularly effective for e-commerce, the service industry, and certain B2B sectors. Key performance indicators (KPIs) to track include:
Number of leads
Number of sales
Cost per lead reduction
Return on Marketing Investment (ROMI)
Return on Investment (ROI)
How to Create the Desire to Pay
After warming up your followers with expert content and maintaining high engagement through interactive and entertaining content, it’s time to transition to sales. While expert and reputational content builds trust and showcases the quality of your product or service, it's crucial to actively encourage followers to take the next step and make a purchase.

Different businesses require tailored strategies for closing deals and creating effective sales content.
Here are some examples for various niches:
  • B2C Services (e.g., cosmetology, real estate)
    Free consultations, posts highlighting available appointment slots, and similar strategies are highly effective in these sectors.
  • E-commerce
    Discounts, promotions, reviews of new products, limited-time offers, and special deals are powerful tools to drive sales.
  • B2C Services (e.g., cosmetology, real estate)
    Free consultations, posts highlighting available appointment slots, and similar strategies are highly effective in these sectors.
  • E-commerce
    Discounts, promotions, reviews of new products, limited-time offers, and special deals are powerful tools to drive sales.

By aligning your sales tactics and content with the specific characteristics of your business, you can successfully convert engaged followers into paying customers.

Stage 4: Refferal
The customer journey continues beyond the first sale. Gathering feedback not only provides social proof but also aids in attracting new customers.
Evaluating the Desire to Recommend
At this stage of the funnel, the presence of reviews is critical. While there's no set number of reviews you should aim for, tracking the quantity of published feedback is a key metric.
Encouraging Recommendations
Customers typically don't leave reviews without prompting, so it's essential to motivate them:
  • Personal Requests
    Directly asking customers for feedback, especially in fields like consulting or medicine where personal interaction is prominent, can be very effective.
  • Incentives
    Offering incentives such as bonus points redeemable for discounts on future purchases encourages customers to leave reviews.
  • Personal Requests
    Directly asking customers for feedback, especially in fields like consulting or medicine where personal interaction is prominent, can be very effective.
  • Incentives
    Offering incentives such as bonus points redeemable for discounts on future purchases encourages customers to leave reviews.
By implementing these strategies, you can increase the volume of reviews, bolster your social proof, and attract more customers effectively.
While promoting a new exhibition and increasing ticket sales, we added posts featuring visitor feedback alongside information about the artists and artworks. These personal and genuine reviews significantly boosted engagement and highlighted the thought-provoking qualities of the exhibited art to our followers, resulting in an overall increase in sales.
We apply the AARRR funnel framework across numerous projects, where factors like business theme, scale, advertising budget size, and other specifics hold minimal importance. This framework proves scalable and adaptable to any scenario.

To summarize the main points:
  • The AARRR framework is a versatile model for crafting effective social media content marketing strategies. It caters to businesses of all types, irrespective of industry focus, budget constraints, or promotional goals.
  • In social media promotion, the same content can serve both to activate and retain audiences due to its overlapping objectives. By boosting audience engagement, we simultaneously maintain their interest in our brand.
  • Tailoring the AARRR framework to align with a brand's unique objectives is crucial. For instance, a brand focusing on reputation management may not heavily rely on sales-oriented content.
  • Given the diverse stages of the audience within the social media funnel, consistent and scheduled content releases are essential to effectively engage different segments.

Say Hello

Our Contacts

Have you considered whether your social media platforms could bring in more clients? In our introductory free consultation, we'll analyze your social media presence and advise you on creating a sales funnel tailored specifically for your business.

Made on
Tilda