• 24 February 2023
• Tiffany Carey

Why DM Automation is the Next Big Thing for Small Businesses

If you're a small business owner, you know that automation is integral to scaling your business. That’s why Direct Message (DM) automation, which allows brands to have casual and direct chats with potential buyers and customers, could be the next best thing for your small business.

A Direct Message (DM) is a private communication between a brand or business and its customer. DMing a customer is similar to emailing them, except it’s more informal, and studies show that 60% of U.S. customers prefer businesses to communicate via text and DMs. Automating your DMs can be a game-changer because it can help you save time and money. More importantly, it can help your small business grow.

What is DM automation, and how does it work?

DM automation is the digital automation of direct messaging on social media platforms such as Twitter, LinkedIn, TikTok, Facebook, and Instagram. This process entails creating and sending messages to specific target audiences. According to Meta, 45% of conversational commerce shoppers have messaged a company for product information. Once specific criteria have been met, such as your business receives a private message, DM automation is triggered to deliver a predetermined response. Some DM automation software allows users to use keywords or keyword phrases to “unlock'' specific messaging.

For example, a local clothing retailer might run an ad or post on Instagram, prompting the viewer to DM the word “Sale” to receive early access to newly marked-down items instantly. Another example would be if a local law firm  offers a free strategy guide for creating an LLC. They might require followers to use the keyword “LLC” to open the signup page for the free download. You can also use keyword phrases like “I need to make a return” or “What are your hours?” to trigger automated responses.

What can DM automation do for my small business?

Aside from saving time, DM automation offers small businesses plenty of perks. Once implemented, it’s easy to use, and small businesses can perform many business-boosting tasks. Here’s a short list of the benefits of DM automation:

1. Drive people to your website. Drop the link to your website in one of your direct messages to encourage potential customers to visit and make a purchase.

2. Introduce a new product or service. Make your new prospect or customer feel special by telling them about an “exclusive” product or service you’re adding to the mix.

3. Provide quick and easy customer service. Quickly resolve any issues or answer any questions customers may have.

4. Grow your email list. Invite users to sign up for your email newsletter to receive news, information that matters to them, and limited-time offers.

5. Customizing consumer experience (CX). Have a casual and direct conversation with your consumers. They’ll feel valued and become more likely to purchase from you.

How can I convert leads from DM automation?

By utilizing DM automation, small businesses can nurture leads and convert prospects into customers without spending a lot of resources. Three easy ways you can do this include:

• Set up an email marketing campaign. When a follower enters a DM automation thread and provides their email, you should have an email marketing campaign queued up and ready to start fostering that relationship. 
• Keep the conversation going by following up with more DMs. If your business isn’t tackling hundreds of DMs at once, try hopping into the conversation in real life. You can ask about their interests and needs. Studies show that brand conversation is extremely impactful early in the purchase journey.
• Offer them free shipping or a discount. If customers feel special, they’re more likely to buy from you. Provide them with personalized product recommendations and targeted offers that they can’t pass up.

Scale your business with DM automation

If you're looking for an effective way to streamline your digital marketing and social media strategy while saving yourself precious hours of work and scaling your business, DM automation should be at the top of your list. Improve customer experience and service, grow a loyal consumer base, and generate more revenue by implementing a strategic DM automation strategy.