Why Your Instagram Isn't Making Sales (And The Simple System to Fix It)
"I don't want to be an influencer," I hear all the time. And you know what? You don't have to be. You just have to make an impact.
Let's get real about something: People don't go to Instagram to shop (even though trends seem to be leaning that way in 2025). Truly, people go to Instagram to disconnect from their day-to-day and find a genuine connection with people that get them and their goals. Whether it's a simple tutorial, something to laugh at, or a reason to feel inspired. And I know you've heard that all before. But as beginners, many of us (including me!) struggle to understand how to make that possible if we're just starting our businesses or don't want to be a personal brand.
To unlock Instagram for your business, you have to be clear about three things: It's a tool. It's created for connection. And sales happen behind the scenes. Too often, I see gardeners and small business owners post about their product. This is what makes selling online feel scammy. Instagram is less about sharing your products and services, and more about solving problems.
Your Instagram Feed Isn't a Store Catalog (It's Your Community Hub)
Just look at brands like TONIC, who create gorgeous website templates and design services. Their Instagram feed isn't an endless parade of product photos. Instead, it's a carefully curated space filled with relatable experiences, actionable tips, case studies, and genuine motivation.
The result? They've built a die-hard community that eagerly awaits their stories, shows up for their free workshops, and yes – becomes loyal customers. But notice the order: Connection first, sales second. This isn't just a nice idea – it's a proven strategy that turns casual followers into dedicated customers.
The Real Truth About Making Sales on Instagram
This is where it gets good... The real magic of Instagram sales doesn't happen on Instagram at all. It happens behind the scenes. Making a purchase on a separate website. Getting a discount code in a name/email form. My favorite? Through your email list. Let's take a step back for a second – Instagram posts disappear in the feed, Stories vanish in 24 hours, but your email list? That's forever. That's where the real nurturing happens.
Stick with me here: Instagram is when you're invited to a garden party, but email is when you take your seat and get to eatin'. When I first started my business, I made the classic mistake of trying to sell directly from my posts. I'd share a product, add a "download here" link, and wonder why no one was clicking. Am I right?
Now, here's the difference: I stopped trying to make the sale on Instagram and started focusing on getting people into my email nurture sequence. Most people aren't ready to buy the first time they see your content. They need time. They need trust. They need nurturing. And from a sales psychology perspective, it takes at least 6 "Yes, I'm In and Paying Attention" interactions to build up to the sale.
Your Behind-the-Scenes Sales System
Now, don't get me wrong! Instagram is great (and free) for increasing eyeballs on your business. But, when done strategically, your lead magnet and email list? That's where you invite them to stay awhile and really get to know you.
The email system is simple but powerful:
Share valuable, problem-solving content on Instagram
Offer a must-have lead magnet that solves an immediate problem
Nurture through email with stories, tips, and eventually, offers
Get this... When I wanted to attract people to my brand this year, I didn't just want anybody. I wanted my community – gardeners, creators, small business owners who want to grow online. So I got strategic. I created mass-appealing Reels that drew people in, but I paired them with a very specific call-to-action: "Take my quiz and get 6 digital product ideas personalized to your Garden CEO style."
The result? I didn't just get gardeners – I got gardeners who wanted to become more efficient business owners. That's the power of combining broad appeal content with targeted calls-to-action.
Email Is Where the Magic Happens
This is where it gets good... Once someone joins your email list, that's where the real relationship develops. You can share longer stories, dive deeper into topics, and yes – make offers. But here's the key: your email list is where you can nurture without the algorithm getting in the way.
When someone follows you on Instagram, they might see 10% of what you post. But when they're on your email list? They see everything you send. You're building a direct line of communication that you own and control.
Stick with me here... I see too many businesses trying to build their house on rented land – relying solely on Instagram for sales. But what happens if Instagram changes its algorithm tomorrow? When you have an email list, you have a business asset that can't be taken away by algorithm changes.
Want to start growing your business with email? Kit is my go-to email marketing platform for anyone starting (or simplifying) their email list!
The System That Keeps Working While You Sleep
The beauty of this behind-the-scenes system is that it works 24/7. Your Instagram posts attract new people, your lead magnet converts them to email subscribers, and your email sequence nurtures them into customers – all while you're doing other things (like actually running your business).
Real talk? The businesses succeeding on Instagram aren't the ones with the prettiest feeds or the biggest followings. They're the ones who understand that meaningful connections come first. They provide value consistently before they ever think about selling. They focus on impact over influence, and they build genuine relationships with their audience.
When you approach Instagram this way, something magical happens. Your followers become more than numbers – they become a community that's genuinely interested in your brand. And the result of building these meaningful connections? More interest in your brand. More eyeballs on your call-to-action. More clicks to your site and products. More meaningful impact.
Remember: You don't need to be an influencer. You don't need millions of followers. You just need to make an impact and set up the right systems to nurture the connections you create. Ready to transform your Instagram from a sales megaphone into a community hub? The only question is: When will you start building these meaningful connections?
