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.

Covered Topics:

On today’s interview Kunle and Rohan discuss,

• Optimising Instagram DM’s for eCommerce
• Increasing Engagements
• Instagram Ads
• 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
• 05:32 – Easily Grow Your Business With A Powerful Marketing Automation Platform! Check out Klaviyo and open a free account now!
• 06:17 – Get the easiest way to backup your Shopify or BigCommerce store and undo unwanted changes with Rewind.io… Mention you heard about them at 2x eCommerce Podcast and get a ONE MONTH FREE TRIAL
• 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.
      • Keywords
      • Story mentions
  • 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
• 25:37 – Easily Grow Your Business With A Powerful Marketing Automation Platform! Check out Klaviyo and open a free account now!
• 27:10 – Open Rates
  • 98%
• 27:24 – Setting up flows based on consumer behaviour
  • Segmentation based on the number of followers
• 28:55 – Compatibility with eCommerce Platforms
  • Shopify
  • Big Commerce
• 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
  • Full-on response
  • 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
  • One-message platform
• 41:24 – Final Pointers for Listeners
  • Jump on it [Instagram DM Marketing] now before the big brands come in and abuse it!
• 42:40 – DTC Templates on Direct Heroes
• 1:50:22 – Join the 2xEcommerce Accelerator Mastermind Facebook Group

Topic Takeaways:

• 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!

Tweetable Quotes:

“People are living for the dopamine-hit the whole time.”

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