A direct message (DM) is a private form of communication on social media between a sender and a recipient.
DM’s are most commonly used on social media platforms such as Instagram and Facebook. As a business communications tool, DM’s can assist you in interacting with your customers through direct conversation to answer questions, or resolve complaints out of the public eye. In recent years, DM’s have become so popular that they are often entwined into marketing strategies to focus on developing personal relationships with customers.
DM’s allow businesses to heighten their communication capabilities, by enabling one-on-one interaction on a channel that is heavily used by consumers. They can assist in establishing a rapport with your customers on social media, offering a great opportunity to enhance customer service. Implementing DM marketing within your business lowers the instance of negative public interactions and develops positive value-based relationships with customers.
Over the last decade, daily social media consumption has become the norm. Based on overall satisfaction, many consumers now prefer to live chat on social media platforms, rather than communicate via phone or email.
Here are the 5 best practices for direct messaging:
1. Create Value
Direct messages needs to hold true value to the recipient.
This can be established through helpful advice, ethical tactics, personalised messages and value-based offers, fulfilling the customer’s value proposition.
2. Be Personal
DM’s allow businesses to have the unique ability to connect in an intimate setting, generating a conversation that is relaxed and comfortable.
Take full advantage of this environment by working to create a relationship that will last long term. DM’s are a great way to interact, but are not a long term communication tool. Aim to meet the customers needs and then transform the interaction to another membership practice you have adopted.
3. Don’t Spam
Don’t flood your followers with offers, promotions and updates into their private messages. This can be perceived poorly and doesn’t create the correct personalisation values that you are trying to portray within your business.
To achieve effective direct messaging, identify a specific target market for each promotion. For example; sending messages directed at your top members, regarding promotions tailored to them.
4. Response Time
DM’s are a direct line of messaging, which you need to deliver on.
Swift response times are crucial to establish trust and reliability between the business and the customer. Your business should have a team equipped to respond in a timely and effective manner.
5. Prepare Stock Answers
Establish a database filled with common customer questions.
Creating a portfolio of these questions allows your team to both reduce response time and answer questions appropriately.
These 5 tips will allow you to develop an effective DM marketing strategy for your business. Employing this social media tool correctly will not only improve your customer relationships, but it will also enhance the success of your business.
To further develop your understanding of direct message marketing or to enquire as to how you can implement it within your business, contact our experienced team.