Maximize Instagram DMs for Marketing Success

Think Instagram DMs are just for casual chats? Think again! Beyond the flashy features, direct messages are a hidden powerhouse for brands. 

Mastering DMs can help you connect, convert, and build lasting customer loyalty. 

Ready to unlock the potential of your inbox? Let’s dive in!

Instagram DMs For Marketing Purposes

If you haven’t thought of using direct messages on Instagram for marketing purposes, you might want to think again.

375 million Instagram users actively use the DM feature for various purposes. Those belonging to Gen Y and Z are most likely to use DMs on Instagram; it’s the second-most popular messaging platform for these age ranges, with Facebook Messenger still holding the top spot.

As with all marketing initiatives, though, a strategic approach to direct messaging on Instagram is essential to your overall success.

Let’s discuss what this all entails.

Before You Start Sliding Into Your Followers’ DMs…

On the surface, using Instagram DMs to engage with your audience might seem pretty simple. And…well, the act of using direct messages certainly isn’t complicated.

However, taking a strategic approach does require some planning. So, before you start shooting out messages to your followers and target audience members, you’ll want to take a step back and make a game plan.

Define Your Internal Logistics

First things first, you need to be sure your team can engage with your audience on an ongoing basis.

(Looking at this the other way, you don’t want to start using DMs only to realize you can’t keep up with it as time goes on.) Some key things to think about here:

• Who will be responsible for managing your Instagram messages?
• When and how often will they perform DM-related tasks?
• Who else within your team might they need to work with to enhance their efforts?

Again, since you’ll be adding tasks to your team’s already full workload, you may need to move things around a bit to ensure your DM-related initiatives get the proper attention. You can also hire an intern and have a mentorship program in place for the intern to grow into the role. You should also set clear goals for your initiatives, too. These goals will touch on a variety of areas—from marketing and sales to customer service and support. 

You want to give your team something to strive for as they leverage DMs for business purposes. You’ll likely want to start with a more broad outlook, then get more specific once you figure out what it is you want to accomplish. Are you aiming to increase brand awareness and engagement?  Focus on improving metrics such as:

• Follower growth
• Engagements per follower
• Reach

If enhancing customer service and support is your goal, you’ll be focusing on KPIs such as:

• Response time
• Resolution time
• First contact resolutions

To boost sales, track how many come from Instagram DM engagements. Use UTM parameters on product links to attribute sales directly to messages. Over time, you’ll see the impact of your efforts and set realistic milestones to refine your strategy.

Solidify Your Brand’s Voice and Tone

Chances are, your brand already has a style in terms of its voice and tone. And, hopefully, you’ve allowed your brand’s voice to shine through in the content you post on Instagram.

In Instagram direct messages, keep your brand voice constant while modifying for the situation. 

Promotions, for instance, benefit from a lighthearted tone, but grievances require a sober, sympathetic answer. To increase engagement and fortify your marketing plan, make sure your communications are relatable and representative of your company.

So, while you do want to maintain alignment with your brand’s overall voice, it’s also important for the individual to be more personal and personable when engaging with customers via DM.

Plan Out Your Messaging Workflow

With the above in mind, you do want to have a plan in place for how to communicate with your audience via DMs. As discussed earlier, you’ll want to define:

• Who will be responsible for responding
• How long—at most—it should take to respond
• How your team will mark conversations in terms of being read, replied to, and closed.

(Remember how we said there’s more to DMing your followers than the act of messaging them?) You’ll also want to create Quick Reply templates for common scenarios.

This allows you to create multiple message templates based on your audience’s general needs, questions, and/or concerns. From there, you can personalize these templates on an individual basis—ensuring that you’re giving each customer the attention they deserve.

(This goes along with what we said earlier about striking a balance between branded voice and personable communications.)

It’s worth noting that, while AI chatbot technology is all the rage by today’s standards, Instagram doesn’t provide this option for businesses as of yet. For our purposes, this is actually a good thing: By setting up Quick Replies, you can automate part of the process—and then jump in to add a more human feel to your direct message conversations.

Set Your Audience’s Expectations

Once you have the backend processes set and planned out, you need to let your audience know your DMs are open for engagement.

The easiest way to do this is to ensure your profile shows the Message button within your bio.

You can also mention that your DM’s are “open” directly in your bio.

You can also mention that your DM’s are “open” directly in your bio.

Besides using other platforms like your website or other social media channels, consider directing customers towards Instagram for direct messaging. This additional option can become a preferred communication channel for some. 

Additionally, if you find that Instagram isn’t the best platform for certain purposes, such as customer service, clarify this in your bio. Enhance accessibility by adding extra ‘Contact’ buttons to your bio, making it easier for customers to connect with your team.

Having set your audience’s expectations for engaging via Instagram DMs, you’ll be ready to take the next step—and actually start engaging with them.

Proactively Reaching Out To Your Target Audience

Okay so, you’ve created a game plan. You’ve made it known that your brand is open to communicating with your followers via DMs. The thing is, though, your audience may or may not take you up on your offer. Unfortunately, this means all your planning and preparation can easily go to waste….that is if you allow it to.

Instead of sitting back and waiting for your followers to come to you, why not be proactive and reach out to them? Again, though, you need to have a strategic approach when doing so.

Let’s take a look at what this means.

Reach Out Based on Customer Engagement

Overall, there are a ton of possible ways your audience will engage with your brand—both on and off Instagram. Many—if not all—of these instances provide opportunities for you to reach out to them via direct message.

On Instagram, you may decide to reach out to those who:

• Like or share one of your posts
• Tags your brand in user-generated content
• Comments on your Live videos
• Votes on polls within your Instagram Stories

Of course, your follow-up messages should clearly connect to the content your audience is responding to.

You should always have a clear idea of how you intend to follow up with engaged audience members before you even post your content. Otherwise, you run the risk of missing out on major opportunities for your business—and also disappointing your customers with subpar responses.

Take this Story poll from Fanclubclothing, for example:

Send followers personalized product links via DMs based on their style preferences. Use purchase and browsing history to craft targeted offers that boost engagement. This strategy strengthens customer relationships, supports your sales goals, and keeps your brand’s tone consistent. DM templates can streamline your messaging and maintain efficiency.

Now, in going this route, you need to tread carefully. 

If a customer isn’t connected with you on Instagram, you definitely don’t want to track them down to offer an up- or cross-sell (or anything else, for that matter). But, if they’ve:

• Followed your brand on their own volition, or
• Made clear that it’s okay for you to contact them on Instagram

…then you should definitely see this permission as an opportunity to engage further with them.

Engage Based on Audience Interests and Behaviors

For target audience members who haven’t directly engaged with your brand on Instagram, you’ll want to use DMs to get the ball rolling.

You’ll be looking to identify those who are similar in some way to your current followers on Instagram. These would be:

• Users who follow many of the same brands as your current audience
• Users who post similar content and use similar hashtags as your current followers
• Users who follow and engage with influencers you’ve been thinking of working with

For example, though the above user didn’t tag Fabletics in their post, they did use the hashtag “#fabletics” (aUsers may use hashtags like #fabletics even without tagging the brand—a great chance for Fabletics to engage with them. Focus on users who actively engage with similar content, not those who rarely use Instagram. Find prospects through relevant hashtags and look for consistent engagement. 

To connect, start by following, liking, and commenting on their posts before sending a DM. This approach is less intrusive, builds rapport, and increases the chance they’ll notice your message, which might otherwise land in their ‘Message Requests’ inbox.

Start using Instagram’s other tools to establish relationships while still DMing your followers. To expand your company, strengthen client connections, and increase revenue, use targeted direct messages. Use direct messages (DMs) for customer service to increase brand awareness and foster client loyalty.

Providing Added Value to Top Customers

So far, we’ve discussed DMing those who have taken a specific action. But, you’ll also want to consider reaching out to those who, overall, have proven to be your absolute best customers (on Instagram and off).

Here, you’ll again be using their engagement and purchase histories as a basis for your outreach. But, the messages and offers you’ll send will be based more on goings-on within your business than they are directly associated with your followers’ actions.

A few examples of when this applies:

• If you’re about to release a new product or service that certain followers are interested in
• If you have a new segment- or audience-wide promotion coming up that applies to specific followers
• If your company has reached a certain milestone (e.g., an anniversary, a follower count, etc.)

You could also take a similar approach when a given customer reaches a certain milestone—whether they recognize it or not. Brand anniversaries, birthdays, milestone purchases…any of these instances are perfect moments to reach out on Instagram with a highly-targeted reward for your loyal and high-value customers.

Responding To Your Followers’ Direct Messages

Ideally, if you’ve opened the door for your audience to engage with your brand via DMs, they’ll take you up on the offer.

As we said earlier, you’ll want to be prepared for your followers to reach out for any number of reasons. This not only means having templates ready for each of these occasions, but also being able to fully provide for your customers whenever they come to you in need. This may mean:

• Delivering the right content to followers asking for more information about your products, services, or overall brand
• Pointing customers to the appropriate product pages to help streamline their buyer’s journey
• Solving service-related issues directly in the direct message chat—or, if that’s not possible, connecting them to your customer support staff

Of course, these are just examples of a brand providing for the customer as expected by the customer. This is all well and good—but it’s also the bare minimum as far as providing value to the customer. Your goal should be to go above and beyond every time a customer reaches out to you via direct message.

Using the examples from above, you might…

• Present product or service customization options for those looking for specific features and overall value
• Showcase higher-value products (upsells) or complementary products (cross-sells) to those interested in specific products
• Delivering more in-depth help content revolving around best practices when using your products or services

It’s the difference between your followers saying, “Gee, you really helped me out there!” and “Gee, you helped me out there…and you gave me way more than I expected!” Needless to say, the latter outcome is definitely what you should be aiming for at all times.

Using Direct Messages Strategically

It sounds painfully redundant, but direct messaging on Instagram provides the most direct way to connect with your followers and overall target audience on the popular platform. 

In taking your conversations off the public part of Instagram, you’ll almost certainly be able to engage with your followers in a way that can’t happen when replying to their comments and likes.

Are these other aspects of the platform, of course, crucial to your overall Instagram presence? Absolutely. But adding a strategic DM initiative into the mix can complement the rest of your efforts—and allow you to supercharge the value your followers get from engaging with your brand.

Conclusion

Connecting with your followers through Instagram DMs can be a smart move to build strong relationships and increase loyalty. By reaching out to active users, replying promptly, and providing personalized content, you can create interactions that are more significant than just likes and comments. This approach is an easy way to enhance your brand, expand your community, and ensure that every connection is valuable!