Marketing is about selling your products and services, yes – but it’s also about something far more important. Marketing is a communication medium at its core and your success lives and dies based on the strength of the connection you’re able to forge with your audience. Many companies use Facebook, Twitter and Instagram to build that relationship. But did you know, Instagram’s direct messaging feature can be used to develop more targeted connections?

Instagram for Business and Direct Messaging: Breaking It Down

Direct messaging lets you send messages to one or more people. The message might be a photo, video, blog post, text, hashtag or your location. That makes it an incredibly powerful form of active communication. You’re not waiting for someone to happen upon your brand in a search. Here’s how one business used it.

In addition, you have access to Instagram Business Tools to help you identify the information you need to create more targeted direct messages. For example, they can tell you where someone is from, what they’re interested in and what they’re passionate about. All of this can be used to narrow your communication efforts and focus directly on the people who are already interested in brands like yours.

The Power of Immediacy and Intimacy

Direct messaging helps you establish immediate connections. By replying quickly, your prospects and clients get instant gratification (or close to it). They don’t have to wait on hold when they call your business or do an online search to find your website or email address.

It’s also a personal form of communication. When someone gets a direct message on Instagram, they know that they’re not dealing with automated marketing, or a mass message. There’s a real person on the other end of that computer screen, and this person-to-person connection is compelling.

The key differentiator that separates you from your competitors may come down to the strength of the relationship you build with your audience. Direct messaging on Instagram allows you to demonstrate how accessible and personable you, even before a prospect does business with you.