In this episode, Kunle speaks with Rohan Sheth, the CEO and Co-Founder of Direct Heroes.
Over the last five years, a tremendous amount of focus has been placed on the Messenger marketing platform built on Facebook’s messaging functionality.
As Facebook gradually rolls out an amalgamated messaging platform that integrates messaging on Facebook, WhatsApp and Instagram, I felt the need to interview an expert on Instagram DM marketing.
Rohan as the Founder of a dedicated Instagram messaging CRM had a deep understanding of how engagement can be nurtured and honed within the Instagram direct messaging eco-system.
Rohan explains how Instagram DMs work, why not is the time to aggressively build your Instagram messaging list, why open rates sit at +85% and he explains a viral loop flow that is guaranteed to maximise brand reach and engagement on Instagram.
On today’s interview Kunle and Rohan discuss,
Optimising Instagram DM’s for eCommerce
The Viral Loop
Post-purchase Tips and Advice
The Future of Messaging Platforms
Podcast Show Notes:
01:47 – What to Expect from this episode
03:24 – Our Sponsors
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07:53 – Introducing Rohan Sheth of Direct Heroes
09:45 – The Direct Heroes Story
11:48 – Industry Landscape on DM Marketing on Instagram
Instagram usage and eCommerce sales in Instagram increased massively throughout the pandemic
Expect more eCommerce sales through Instagram DM’s
13:53 – Instagram Engagement compared to Facebook Engagement
Smaller brands convert better on Instagram
How well are you communicating with your end consumers through DM’s?
More DM interactions = Better engagements = More organic traffic
17:19 – Utilising Instagram DM Marketing for SMB’s
1. Do a giveaway.
2. Ask for emails. Do a double opt-in and then incentivise.
Consumers have to DM you directly for them to enter your DM marketing list.
Open rate for Instagram DM’s is at 90%.
22:21 – Optimising your DM list
Pick some tangible discount for the users that participated in the giveaway.
23:17 – Instagram DM Features
High use of emojis to bring out emotions
Short and concise messages
24:52 – Instagram Broadcasting Rules
Adhering and adapting to the rules set by Facebook and Instagram
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27:10 – Open Rates
27:24 – Setting up flows based on consumer behaviour
Segmentation based on the number of followers
28:55 – Compatibility with eCommerce Platforms
29:24 – Post-Purchases
Tagging Parameters – Hashtags, Virality
If you think of the whole point of eCommerce, when someone is buying something, they’re trying to fulfill a void a lot of the time. They’re trying to fulfill a big need. What if they’re not buying from a big need? How can you continue that dopamine hit?
Instagram is all based on a dopamine hit.
Incentivise your patrons.
31:21 – Instagram Ads
Smoother integration from ads to DM’s
32:34 – Backend Data Findings
It costs $1.24 for every message opened
33:32 – Advice for eCommerce marketers
It doesn’t really matter whether you’re trying to build a list of 100,000 subscribers or you’re trying to just build a small mom and pop shop.
There’s no optimal list number. Figure out a way how you can increase your engagements.
34:52 – The Viral Loop
The next dopamine hit that you’re looking for is getting them into your ecosystem and continually pushing them.
Tiktok Influencers, YouTubers
It’s building that affinity audience and building that ecosystem really tight.
37:46 – Format
Facebook can possibly adapt its Messenger-type format to Instagram DM’s soon.
38:12 – Evolving into a utility platform
39:22 – The Future of Messaging Platforms
Usage on WhatsApp stories in Asia doubled
41:24 – Final Pointers for Listeners
Jump on it [Instagram DM Marketing] now before the big brands come in and abuse it!
The whole point of eCommerce is that when someone buys something, they’re trying to fulfill a void a lot of the time. They’re trying to fulfill a big need. What if they’re not buying from a big need? How can you continue that dopamine hit?
It doesn’t really matter whether you’re trying to build a list of 100,000 subscribers or you’re trying to just build a small mom and pop shop. What matters is the quality of your engagements.
It’s really about building that affinity audience and building that ecosystem really tight.
Jump on Instagram DM Marketing now before the big brands come in and abuse it!
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