Direct Messaging and Active Engagement

Active social media is a kind of social media engagement that makes use of a dynamic and interactive approach to engagement with customers. Direct messaging is a specific kind of active engagement on social media in which a brand uses a social media site’s direct messaging capabilities to reach out to people online. Today, Instagram, Twitter, and Facebook all allow brands to direct message customers. All in all, the popularity of direct message marketing is growing. If your brand isn’t already in on the action, it is probably time to start thinking about it. Here is what you should know about direct message marketing as a form of active engagement on social media. 

What Is Direct Message Marketing?

Direct message marketing can best be described as the practice of generating leads, making contact with influences, building business relationships, and generally developing business using direct messaging features on social media. When direct message marketing is well executed, a direct message can spark an influencer marketing campaign or lead to the acquisition of a new customer. That can work to increase the visibility of your brand and drive up your bottom line, which is a win-win. 

Tips & Tricks for Direct Message Marketing Success

 While direct message marketing can be a powerful addition to your marketing arsenal, it is important to note that executing a successful direct marketing campaign can be a challenge. The main issue is that customers often end up discarding these messages as spam. However, if you follow a few simple tips and tricks, you can maximize your chances of a successful direct message marketing campaign. Let’s take a look.

1.     Avoid automated direct messages. Many brands make the mistake of blasting out automated direct messages to all of their followers. Chances are, these kinds of generic messages are simply going to be dismissed by customers as spam. The reality is that it will do nothing to actually convert your followers and generate leads.

 Instead, what you should do is target appropriately. Identify a specific target, such as a specific segment of your target audience, and send messages that are tailored to their specific needs and interests. They should be well researched, well targeted, and sent with care. Ultimately, the aim of direct messages is to establish relationships, and blasting out a generic message to hundreds of your followers really isn’t the best way to achieve that.

2.     Target people who have already had some exposure to your brand. As a general rule of thumb, you don’t want to use direct messaging to target people who have never heard of your brand and haven’t had at least some exposure to it. If a message ends up in a user’s inbox from an unfamiliar sender, chances are that it will be ignored. You are better off leveraging the power of direct messaging with a customer after you have somehow shown up on their radar, whether they are already a follower of your brand of whether you’ve previously commented or engaged with some of their content. The more you engage before sending a direct message, the better the shot of success.

3.     Invest in personalization. The key to successful direct messaging is without a doubt personalization – and that means more than just dropping in the recipient’s name. A good personalized direct message will incorporate references to a brand’s previous interactions with the recipient and will be directly relevant to his or her wants, needs, and interests.

4.      Don’t ask for something; offer something. Remember, the ultimate goal of direct messaging is to build a relationship with a customer and develop good rapport. Don’t send the direct messaging asking for the customer to make a purchase from you. Instead, think about what you have to offer the customer that will help to develop trust and goodwill in the long run. Can you offer some kind of discount? A free trial? A link to something that will prove helpful or interesting? Whatever it might be, the goal should be to provide something of value to the customer.

5.     Make sure to respond in a timely fashion. If you get a response once you send out direct messages, make sure to respond quickly. The whole idea of a direct message is that it should feel more like a private, direct connection with a brand. If you leave a customer’s response hanging for days on end, it won’t bode well for building a relationship. Some social media sites – Facebook included – actually reward brands for responding to customers’ direct messages in a timely fashion. In fact, Facebook awards brands with a “very responsive to messages” badge if they manage to respond to 90 percent of their messages and have a median response time of less than 5 minutes.

If you’re worried about keeping response times low (especially if you are a small business with a fairly small team), there are a few things you can do. First and foremost, make sure you prepare stock answers to common customer queries. The bigger your social media following and the more you are using direct messaging, the more useful this will prove to be.

Ultimately, direct message marketing can drive up the ROI on your social media marketing investments. The key is to ensure that you send out messages carefully and strategically, opting for quality as opposed to quantity.

Integrating Direct Message Marketing into Your Social Media Strategy

In conclusion, direct message marketing, when done well, can be a powerful addition to your social media arsenal. However, it is important to keep in mind that direct message marketing on its own won’t produce miracles. It is best used as just one component of a broader social media strategy that includes various forms of active engagement, passive engagement, and paid marketing techniques.

To learn about how to integrate directing message marketing into your social media contact 10twelve.