Miles - Instagram Power: Build Your Brand and Reach More Customers with Visual Influence

Copyright 2019 by Jason Miles. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-1-26-045331-7
MHID: 1-26-045331-6

The material in this eBook also appears in the print version of this title: ISBN: 978-1-26-045330-0, MHID: 1-26-045330-8.

eBook conversion by codeMantra
Version 1.0

All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com.

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, securities trading, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

From a Declaration of Principles Jointly Adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations

TERMS OF USE

This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill Educations prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. McGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

For my amazing wife and business partner, Cinnamon, and our wonderful kids, Jordan, Makena, and Liberty

Part I
P = PREP FOR SUCCESS

Part II
O = ORGANIZE YOUR MESSAGE

Part III
W = WOW THEM WITH EFFECTIVE MARKETING

Part IV
E = EXPAND WITH ADVERTISING AND INFLUENCERS

Part V
R = REFINE YOUR INSTAGRAM EFFORTS WITH TOOLS AND SERVICES

T his book would not have been possible without the wisdom and guidance of my agent, Marilyn Allen. Marilyn, thank you for providing practical advice and encouragement. It is an honor to be your client. Id also like to thank each of the contributors who took the time to share their Instagram insights. Your contributions made this book a joy to write. Im also grateful for my daughter, Liberty Miles, who shows me how to use social media daily, and helped preread the manuscript. Finally, I want to thank my beautiful and talented wife, Cinnamon Miles. You are the best thing that has ever happened to me, and I love you with all my heart.

I wrote the first edition to this book in the summer of 2013 for marketers and small-business owners. At the time, I felt part of my writing duty was to convince people that Instagram had a lot of merit as a tool for marketers. So naturally I packed the Introduction and first few chapters with all the recent stats I could findall the circa 2013 proof you could ever want that Instagram was on its way to becoming a big deal. The bulk of the book was focused on how to use Instagram to conduct tried-and-true Instagram marketing in a professional way. I was right about Instagramman, is it crazy hot. I dont need to prove that to anyone now.

Upon launch, the first edition did better than I could have hoped. But with each passing year, three things happened. First, the stats I included to argue my case for Instagram have become hilariously outdated. I should have realized prospective readers would see those stats and conclude the entire book was of no value. Oops. So much for future-proofing. Second, Instagram has added a huge amount of new functionality since 2013, much of it designed for marketers. Every time it released a new feature I said to myself, Wow, I wish that was in my book. And third, as I have worked with students, members of my Inner Circle program, and coaching clients over the last few years, Ive come to realize the power and value of a framework and step-by-step approach, so people new to marketing on Instagram can have an actionable set of tasks to get up and running quickly and easily.

When McGraw-Hill approached me to do a second edition, I was thrilled. I had my to-do list ready. Ive crafted the second edition of this book to achieve the following: First, to make a clear and compelling case for Instagram as a tool for marketers and small-business owners, with an emphasis on business benefits instead of site statistics. I hope this makes the book more timeless. Second, to update the book to include strategies and tips for leveraging the latest Instagram functionality. Finally, to present to readers a more logical and memorable framework, with a step-by-step approach that anyone can follow. The framework offers a logical progression so even the most advanced Instagram users can get something out of it. I trust the insights and lessons in this book will be helpful. Id love to see your business thrive on Instagram and beyond.

Can Instagram be the platform where you win big? Can it be the place where you stand out, draw a crowd, and take the leadership position you know you deserve? The place where you ring the cash register, get the customers, and find your next rock-solid marketing method? Can it work for youeven though youve tried and failed at a few other marketing efforts before? Of course it can!