Creating Your Direct Message Strategy
Now that we have created a multi-color multi-tiered cake of social media strategy, we're about to put the icing on. It's like, one of the top questions I get asked is "Jasmine, how do I get more followers?" The second question is "how do I get more customers?" Well, we're gonna talk about how we can personalize our sales experience on behalf of our business, and we're going to do that one to one. There is power in the direct message, and we're gonna talk about direct message strategy right about now. I know, what's wrong Kaitlin, you look a little scared?
Yeah, this is like, "ugh, cold calling, like, I already do that." Yeah no.
No, no, no, I don't believe in cold calling, girl, I believe in warm hugs.
We're talking about how we create warm hugs on Instagram. What we need to make sure is that we don't wish for business, but we create business. So often business owners, specifically in the newer parts are like, "Why aren't they coming to me?" They're not coming to yo...
u because, one, number one, they don't know you, and they don't trust you, and they don't know where you are, squarely, in the authority in your field. So, how do we create business? Well, we start the conversations that you want. If you're not getting the conversations that you want, you have to give the conversations that you want, so if you want people leaving comments on your Instagram account, you have to leave comments on people's Instagram accounts. Now, just as a point of clarification, not all comments are weighted equally. You wanna make sure that the comments you are leaving have more than four words. Emojis don't count as much as words do. So, if somebody leaves, if you're just like, "Nobody's leaving a comment," and then somebody decides to leave a comment and it's just, like, a happy face emoji, you... the temptation would be to like it. Just click on it and like it. But we have to train people how to talk back to us, so it's like, "Thanks so much, I appreciate it, have a good day." Now, obviously, if you have like 100 comments, you can't do that, but if you have one or two or three, yep, this is where it happens. One to one. One to one. So, starting the conversations that you want, because what's happening on Instagram is others are so concerned with going wide, but the people I coach, I wanna go deep. You wannna dance with the boy who took you to prom. You wanna dance with the girl who took you to prom. You've just gotta dance with the people who are there with you, because so often you're just like, "I want more, I want more," but if you're not serving and going deep with your current clientele, there's so much here that could be had, that sets a foundation so that you no longer have to sell your business, they're selling for you. So, let's break this down on how do we start personal conversations? Break this down in very simple... I like the number five, I keep going back, five. So know that every application will be three or five. I like odd numbers. Okay, so, when it comes to starting personal conversations, I don't believe in cold dams. I don't believe you should be, "hey are you looking for a personalized blanket?" No. "Hey are you looking for an Amazon specialist?" No. Like I get hit up...
It's so awkward.
It is awkward, and people immediately are repelled from it, so how do we break this down? Well, I believe that there are five types of direct messages that we can start cultivation toward a sale strategy. Number one is the conversation starter. This is gonna be where you start building a relationship. This is literally, "I saw that you were in the Bahamas. Loved it," like, "love you photo," like...
Or "which part of the Bahamas did you go to?"
Yeah, absolutely, "do you have a recommendation?"
"What airport did you fly into?" That's simply starting a conversation. I always say that social media is like a cocktail hour on the Internet. If you walked into somebody and said, "Hi, I'm an Amazon resale specialist, how can I help you?" I'd be like "whoa!" If I walk into a cocktail party and be like, "I saw you went to the Bahamas, what airport did you fly into?" Oh, people will talk back to you. That's social media. Social media is a real life conversation. The second type of DM is an introduction of yourself. This is where you acknowledge them and start building trust. So this introducing of yourself could be, so, right now, Kaitlyn has a couple followers. When Kaitlyn gets more followers, how easy would it be for her to respond and say, "Hi, I'm Kaitlyn, I noticed that you followed me. Just want to introduce myself." People would be like, "What? This is crazy, this doesn't happen."
"This doesn't happen," but they feel good.
Absolutely. Your strategy might be a little bit different, because you guys have so many followers, you guys are getting a lot of followers all the time. You might not be able to do that for everybody. But what if you just sent five? Five a day, randomly, randomly. It's doable.
The third type of direct message is a thank you. You wanna compliment them, and start a one to one conversation. Right now, Kaitlyn doesn't have engagement, so if somebody did like a photo and didn't leave a comment, she can go to her likes, choose three people from her likes, and be like, "hey, I noticed you liked my photo, I'm starting a new account, it means so much to me." What? Now right over here, people who are using your hashtag, they might not have tagged you, they might not have mentioned you.
Yeah, we've had that a lot.
We actually do, like, and it's more people who are leaving either really, like, go out of their way to really leave, like, nice, meaningful comments,
Or captions or whatever, and we will, like, send them a DM.
That's great. Good.
We need to make sure we do that all the time.
And, or, creating a system, because you might not be able to do it for everybody, but it's like, what little steps can we do, everyday, to systematize it for our team.
The fourth one is a collaboration. Now this is where everybody wants to go to. Listen, you cannot send a collaboration DM until this person, like, knows you, like, that's just straight out. You wanna set the foundation for collaboration opportunity. You're not going in and being like, "hey, you do baby bottles and we do baby blankets, let's collaborate." No, it's "hey, I noticed your bottles are so great." "Hey, I noticed that one of our clients just had a baby, like, you might wanna check her out because she's an influencer." "Hey, we just did a collaboration with a blogger, this is what she charged, this is what we got, thought you might wanna pass it along." And people are like, "Oh, that's great." And later on, if the end up collaborating, "We saw that you collaborated, it looked so great. If you ever wanna do a collaboration or giveaway, we would be more than loving to do that."
So what do you suggest with more like, a blogger, like, same concept?
Yes, like, follow them.
Just the exact same?
Yes, follow them, care about their life, leave comments, like their photos, go real deep with them. Talk, send them Dms about Superbowl. Send them Dms about whatever their talking about. Send them Dms about "oh, I loved your vegan cupcake recipe. I'm not a vegan but you almost tempted me."
That's what we usually go in with, an icebreaker.
Absolutely, but the icebreaker has to be multiple times before you go in for the collaboration. Okay, last one is to give value. This right here, these are the most powerful direct messages for brand extension. This is when you see a mom who is a follower, and she used the hashtag with another mom who's a follower in the same area, like, "hey, have you connected with these two?" Or you see a mom and she's going to Saint Martin for vacation and be like, "we just heard from one of our followers that this particular baby lotion is nonallergenic and it's 35 SPF, you should check it out." And people are like, "you have a business, and you're sending us, like compliments, like," You guys have a product where you guys can systemitize, like, the best all natural laundry detergent for the blankets, the best SPF, because you guys are doing the towels. You guys can have a set set of things that you can systemitize for your social media manager, so that when somebody posts a picture of their towel, you can be like, "hey, I see that you're packing for your trip to Vegas, you should check this out." And people are like, "whoa," that's really incredible. Cool. So, your homework will be to send each of these direct messages every day for a month.
It's a lot of work. You're like, "awesome." And we have a checklist for you to keep up to date. So there's no reason to fake the bunk, there's no reason to lie, you've just gotta do the work, and we're gonna ask for you to see what those accounts are, because nothing would make me more excited than, in the course of 30 days, collaboration happens. A big customer happens. People, your accounts growing faster. Your accounts, like, more people being incentivized to share. So, the good news is that we are going to be giving you Social Curator direct message templates. We have five templates that fall right into this. You just customize, copy, paste, put them in. We're gonna make sure that you guys have that so we can, again, create a system, so that we save you.