Ep 22: The 3 Types of Instagram Reels to Grow Your Audience, Email List, and Sales

Jul 19

The 3 Types of Instagram Reels to Grow Your Audience, Email List, and Sales with Tracy Harris

If you've spent any time on Instagram lately, you know that reels is a feature you need to be using, but maybe you don't wanna be doing song and dance and pointing in your reels to grow your business. My friend Tracy Harris joins me on this week’s episode. Tracy is going to share three different types of reels that we need to be doing in our business. One to grow our Instagram community, the other our email list, and then finally our buyers.

I had the chance to be coached by Tracy when she was here in Nashville for our mastermind group. Tracy taught me how easy it is to create a reel a day. I’m even finding on some reels I am getting 5x the number of views than I have followers on Instagram.

Tracy Harris is a successful business owner and a mom who puts her family first, which I really admire about her. In this episode, we talk about her focus on family and how she builds her business around her life. Tracy is known for being great at using Instagram. If you're not already following her there, you should definitely start. She also has a podcast called the Mums with Hustle podcast.

Favorite Community

Is there a community that you have been a part of that really stands out to you as something special?

I’m going to talk about life here because family first and business second. I stand by that. I’m not going to share a business community, even though I’ve been a part of many and I love them. The first one that came to mind was a running club that I belonged to when I was a primary teacher. Since 2016 I've been a digital entrepreneur, but prior to that I was a primary teacher and I loved it. At the school, we formed a running club that trained together after school hours at a different location every week.

Consistent running made me a better runner. Being part of a running community provided accountability, even during extreme weather conditions. It helped me overcome the temptation to skip runs due to freezing cold or scorching hot weather.

I went to the group runs because I liked being with a group of people who had the same goal. We ran together and cheered each other on. Every week, we recorded our times and celebrated when someone beat their previous time, even if it was just by a few seconds. If someone found it tough that week, we would acknowledge it and understand that our bodies can be unpredictable. We would share and normalize the experience of struggling. It was comforting to run with people who were older than me and still going strong.

Some students joined us for the runs, even as young as eight years old. They would sometimes outrun me, believe it or not. We covered a distance of three to six kilometers, trying different types of runs like hill sprints and tempo runs.

It was a diverse group with kids, parents, and grandparents coming together for these runs. Among them, I was the only teacher who ran alongside the kids. It was an amazing experience that made me a better runner. The power of community played a big role in this. The accountability, the shared purpose, the common goals, and the joy of celebrating milestones together. We also supported each other through the challenges.

I miss those times and the group, but I'm currently not actively running as much as before.

Culture of Progress

I often talk about the culture of progress, and you've touched on many important aspects like accountability, celebration, and a shared purpose. Now, I'm sure your Mums with Hustle community holds a special place for you?

The Mums with Hustle community is made up of women who truly believe in balancing motherhood and entrepreneurship. They challenge the traditional gender roles and stereotypes that still exist in our society, particularly within the household and family dynamics. These women strive to be great moms while also achieving significant business goals and creating a life of freedom for themselves and their families.

For them, life and family always come first. They aim to build a business that aligns with their desired lifestyle. They are not interested in sacrificing their health, relationships, or quality time with their children for the sake of their business. They understand that the limitations of time, especially in the early stages of motherhood, can actually be a source of strength.

These women make the most of the limited time they have available. Whether it's utilizing a 20-minute break to work, recording a podcast during a baby's nap, or focusing on their business in between school activities, they embrace the hustle and get things done. They don't have time for mindset issues like procrastination, self-sabotage, or imposter syndrome. They prioritize action and productivity.

In the Mums with Hustle community, hustle doesn't mean constantly pushing yourself to the point of burnout. It's not about believing that success has to be hard and relentless. Instead, it's about finding a balance, being efficient with the time you have, and working smartly to achieve your goals. That's the kind of hustle we talk about and encourage in our community.

I am growing my business to have a better life, more freedom, more time with my family, and increased flexibility. I want to empower myself economically as a woman and a mom. When I achieve these goals, I can create more opportunities and make a difference not only for myself and my children, but also for future generations of women. By challenging the traditional narrative and changing the perception of what it means to be a mom with a business, we are creating a shift that will impact future generations.

Perspective of Life and Business

What makes Tracy stand out is that she isn't just saying, "I help moms aged 35 to 40 build their business using Instagram, courses, and memberships." That's not her approach. What sets Tracy apart is her genuine connection and commitment. I know this because we're close friends.

Tracy lives a life where her business is built around her priorities. It's important to her, and we often discuss this because I've experienced loss in my family. It has made me realize that life is short, and the things society tells us are important don't hold as much value. That's why we should build a business that aligns with our life and allows us to spend more time with loved ones, doing what brings us joy.

Tracy brings a unique perspective to the online marketing space by not only talking about this concept but also living it. It would be great if you could share a little about your mindset and intentions regarding your business, as I find it truly remarkable in this industry.

My perspective on life and business comes from personal experiences of pain and loss. When I was 17 years old, my father passed away suddenly from cancer, and it had a profound impact on our family. It was a shock to receive the diagnosis and to realize that he only had six months to live. He was just 46 years old, leaving behind a wife and four children.

I often think about my mom and how unfair it is. Nobody enters a marriage with the expectation of having such limited time together. I vividly remember my parents having conversations in the kitchen, dreaming about their future. They would talk about celebrating their 25th anniversary with a cruise around the Caribbean. Sadly, they never got to fulfill that dream.

I feel incredibly fortunate to have a husband who shares my values. We met in high school, and he witnessed the significant impact of my father's illness and passing. We both have a deep understanding of how fleeting life can be. We believe in creating a life and business that allows us to experience a sense of mini-retirement every week. We question why we should wait until our 25th anniversary to take the trip we dream of. Instead, we strive to make it possible in the present.

We wanted to set an example of prioritizing experiences and stretching ourselves beyond what seemed financially reasonable. When we got married at 23, we decided to go all out for our honeymoon in the Maldives. On paper, it may have seemed unaffordable. We didn't even have a car, and our house lacked furniture. But we chose to invest in an overwater bungalow in the Maldives because we recognized the value of creating unforgettable memories together.

We understood that our bodies and youthful energy wouldn't remain the same forever, and we wanted to seize the opportunity to fully enjoy such a remarkable experience. We could have used that money to buy a car or furnish our home, but we consciously chose to prioritize the excitement and fulfillment that the Maldives offered.

This mindset extends to how we approach life in general. We believe in bringing forward experiences and opportunities that align with our values and desires. When mentoring women and connecting with my community through Instagram, I emphasize the importance of understanding where their choices are leading them. By showcasing my own values and attracting like-minded individuals, I create a space where they can explore which of my programs best suits their business journey.

The key qualifier for me is their commitment to designing a life that values family and puts life first. These are the ideal clients I seek to support and guide.

Three Types of Reels

Let’s break down reels for those who may not be familiar and the three types that are essential for this purpose.

A reel is a type of video on Instagram. It's like a short, fun clip that can be entertaining or informative. Instagram values reels because they help people discover new content and engage with others. For you as a business owner, reels are crucial for growing your community, email list, and customer base. It is the fastest way to build a community of aligned customers and clients on Instagram at the moment it's video based.

Instagram has shared that 9 out of 10 users prefer video content, so we can't overlook reels anymore. Reels are short videos on Instagram that can be up to one minute in length, but they can also be as short as five or seven seconds. They are like bite-sized video content. Additionally, Instagram has announced that they will be introducing longer 90-second reels and adding interactive features from Stories, such as polls, to reels. This means you can engage and interact with reels. If this doesn't convince you,

Let's discuss the three types of reels you should create, their purposes and some advice for those who feel hesitant to start with reels.

The first reel type are reels that help grow our Instagram community. The goal is to showcase our values, common interests, pain points, and experiences to attract like-minded people. It's important to include a call to action, such as "follow for more," to encourage audience engagement.

The second type is reels to grow our email community. This focuses on converting Instagram followers into subscribers on our email list. We can create reels promoting a freebie or incentive, like a call or a PDF download, and include a call to action that directs them to take the next step, such as booking a free call or clicking the link in our bio.

These reels help build a warmer and organic audience, leading to faster conversions and loyal customers. It's essential to nurture our community through deeper and more intimate connections, which can be achieved through email communication.

By intentionally creating reels for these purposes and incorporating clear calls to action, we can effectively engage our audience, grow our Instagram and email communities, and ultimately convert followers into paying clients and customers.

Calls To Action

How often should we update our call to action?

Update your call to action regularly, seasonally or based on promotions/offers. Currently, my Instagram bio directs people to my open membership for moms in business for two days. After that, switch it to a freebie or website for podcast listening. On your website, have a popup offering a freebie or incentive to capture visitor interest and encourage them to join your email list.

You want to position your offers in reels and clearly communicate how you can help solve a problem. You also want to use direct calls to action in both the video and caption, inviting viewers to take the next step, join a program, or make a purchase.

To make the call to action effective, use the text tool within the video and include it in the caption. This ensures the message is conveyed, even if the caption isn't read. The call to action can be straightforward or subtle, depending on your style. For example, create a time-lapse video of writing personalized welcome notes with uplifting music and use the text tool to explain, including a call to action to join the community.

Remember, the goal is to show how you can help and invite people to pursue their desires. Fancy transitions or dance moves aren't necessary unless they align with your brand. Focus on showcasing your offers and serving your audience through reels.

Changing Your Belief

Do you ever feel like your life and business are boring, especially as a mom building a business from home? Comparing yourself to young people on Instagram who appear to have exciting lives, jumping into pools and exploring cities, while you feel stuck at home with your children, struggling to find time for simple tasks like washing your hair or walking to the mailbox?

Personally, I've realized that I need to work on changing my belief that my life and business are boring. Even though my days may consist mostly of client meetings, I've witnessed the impact of letting people in behind the scenes. One of my clients, for instance, hosts a popular monthly call where she discusses everyday aspects of her life, like what's in her closet or her makeup routine for date night. It's the real-life moments that truly resonate with her audience.

In my community, I often emphasize that selling is not just about programs or products. It's about changing behavior in others. If we have a program, it's because we believe it can transform the lives of those who join. Yet sometimes we hold back, treating it like a secret box that requires a special code to access. We need to be more open about our offers, even when we're not actively selling. It's about finding a balance between connection content, freebies, building our email list, and also serving our business by extending invitations to those community members who are ready to go deeper with us.

The reason people follow us is because they have a desire for change, to up-level, solve a problem, or fulfill a need. It's our responsibility to let them know about our offerings and how to access them. We can't expect them to figure it out on their own. We need to be straightforward and clear. Busy people don't have time for subliminal messages or complicated instructions. Just tell them what you have, how it can help them, and how they can get it. It's as simple as that. This alone can serve as a formula for creating reels that build your customer community.

To prove the reach potential of a basic piece of content, try sharing a simple static image as a reel. It can be an Instagram story-sized photo uploaded as a reel with your favorite song playing in the background. Keep it straightforward—no need for fancy text or effects. Just post the picture, add your usual caption, and publish it. You'll instantly see the difference in reach compared to sharing it as a regular post. That's all there is to it. You don't even have to show your face in the image. Take it as a first step if you're new to reels.

If you've already created a few reels without showing your face, the next step is to either repurpose talking head clips from your Instagram stories or create a direct-to-camera reel. Whether you add music or not doesn't matter. Use the opportunity to introduce yourself to your audience, express gratitude, and invite them to take action. Many people avoid this type of reel, but it's crucial for building connections with your audience. Regularly create these reels to meet new people and grow your community.

It's worth noting that reels can generate significantly more views than your follower count. So don't be attached to the view count. Focus on consistently creating and sharing reels, as the results can vary from reel to reel.

Learning from Tracy

Tracy is excellent at building community on Instagram and often shares others' content and highlights those who follow her methods and strategies. So go ahead, post your reel, share it to your stories, and tag Tracy Mums with Hustle to let her know you've taken action. We can celebrate your progress together.

Tracy has a valuable Reels Guide to help you get started with content ideas that are specific to business owners wanting to grow their Instagram community, see more engagement from that community, grow your email community and build your customer community. You can head can grab it at tracyharris.co/reels

Tracy would love for you to do a little boomerang, and show her you downloaded the guide and she promises to re-share it to her stories! Also make sure you follow Tracy’s Podcast, and her Instagram account Mom’s with Hustle!