Learning how to create enticing opt-ins on Instagram, in other words gaining permission from a person to send them additional information, is one of the most important skills you will need to learn if you want to excel at marketing on Instagram. In this article, I will provide you with the foundation of creating effective opt-ins that will provide lasting value and conversions.
“It’s a Privilege to Meet You”—What is an Opt-In Anyways?
Seth Godin, the author of many bestselling books and probably one of the most formidable marketers of our time once said, “permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
The reason why I chose to start the article off with this quote, is because often as marketers or creators of a product or service, we can get a little egotistical about how good it is and assume that people should be ‘busting down the doors’ to have access to it. Now before you get mad at me, I’m not saying that your product or service isn’t good, it very well might be. What I’m saying is that you need to prove that value to everyone else. Let me explain opt-ins in relation to the world of dating.
How Does An Opt-In Work?—The Courting Stage
Usually before you ask someone out on a first date you get to know them at least a little bit. Traditionalists call this courting, but I’d prefer to see it as, ‘let me see if I actually want to spend my time hanging out with you’. In today’s busy world, time is valuable and something which many people don’t want to waste. By getting to know someone before you go on a date, you are essentially protecting your time and ensuring that the money you would spend going out with them is not wasted— this is the same as opt-ins on Instagram.
During this phase of dating, you often show the person the best sides of you, while not putting everything about yourself out on the table. You want to entice them enough to want to spend time with you, but still save enough talking points to make yourself seem interesting when you actually go out on the date. This is similar to an opt-in campaign on Instagram, as you want to be flashy enough to get the person’s attention, but still leave something to the imagination or leave them wanting more.
Opt-in campaigns on Instagram work two ways. The first way is when you create a post with an incentive (more on that below), asking them to direct message (DM) you a keyword in order to receive your offer. In simple language it often looks something like DM me “keyword” to receive “X” offer. The second way is encouraging people to mention your post in their story, while also including a specific hashtag. By getting a person to complete one of these actions or depending on the incentive both, you have been given permission to send them more information about your product or service. Going back to the analogy of dating, completing an opt-in is the same as someone agreeing to go on a date with you.
Now let’s talk about incentives and offers. It’s important that what you’re offering a person in exchange for the privilege of being able to send them additional content provides value. Similarly, if someone has agreed to go on a date with you and you want to impress them, you won’t take them to some stodgy, run-down restaurant where the food sucks. Instead you’ll take them to a nice restaurant, with a good atmosphere that serves delicious food.
Some of the incentives and offers you can include in an Instagram DM campaign include, but are not limited to:
- Exclusive content
- A one-pager such as tip sheets, checklists, blueprints or worksheets
- Free coaching
- Access to events
The ultimate goal when trying to determine what to offer in exchange for an opt-in, is that the person is impressed when they receive it and that it meets or exceeds their expectations—this means you didn’t waste their time. If your date enjoyed the restaurant you picked out and your company, they will be happy with their decision to spend time with you, which will make it more likely that you will get a second date. Presentation is also important with opt-ins. Since you want to be seen as an influencer or expert in your field, sending content that looks nice and is free of grammatical errors is critical. You wouldn’t wear a shirt with a stain on it to go on a date, so don’t be sloppy with your incentives or offers either.
“I’d Like to Get to Know You Better”—Segmentation and Providing Continual Value
Just because you’ve received an opt-in, don’t think you’re off the hook yet. One of the cool things about the Direct Heroes platform is that the dashboard allows you to further segment your audience based on their characteristics or interests. Once you have got that opt-in, you can now target your direct messaging efforts more effectively by getting to know them. One of the most common ways to do this is to segment your audience based on the campaign they opted in from. If they opted in to receive a free cookbook, sending them information about your state-of-the-art cookware line makes sense, while providing them with content about pet supplies does not. Similarly, after you go on a first date with someone, you’ll probably have more information to be able to better pinpoint where your next date should be. If all they talked about was movies, perhaps your next date should be at a cinema, whereas if they ordered and enjoyed an extremely spicy meal at a restaurant, you might want to hit up a Mexican restaurant next time—common sense right?
As you continue to get to know them better through their purchase history and interaction with your content, you will be able to continue to prove to them that your product or service is worth the time and that choosing to opt-in was a good decision for them—building a relationship that provides value both for them and your bottom line.
If you want to learn more about how to create an Instagram direct messaging campaign that meets the needs of your business and converts, hit us up. We can’t wait to get direct messaging marketing working for you.