Tracking Performance
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Generally, average reply rate is around 10%, with the best performing brands around 20%, and the lower performers around 3-4% or less.
This depends on a variety of factors, including the quality of your product, the quality of your message, how visually attractive your Instagram page is, if you’re targeting the right types of locations, etc.
It also depends on what you define as success. For example, some brands’ goals are to stock products in these locations as soon as possible, and define success as a reply/ getting a conversation started.
Other brands are more interested in increasing brand awareness, and don’t necessarily care about getting a reply as long as their outreach is seen.
Aside from the basic things like making sure you’re targeting the right leads, writing good messages, etc. one strategy we’ve found quite effective overall is having a good lead nurture strategy. This is not a recommendation, so do what you feel is best.
It’s generally unlikely for an indie retailer to immediately adopt your product, and there are often key stages (e.g. getting in touch, sending samples, receiving samples, deciding whether to stock, etc.) where communication can be lost.
As such, it’s important to be able to sequence followups, and to do that effectively, you can take the conversation off Instagram as soon as possible.
You can ask for the email of the right point of contact, and define this as the key objective of your Instagram DM outreach. Once you have their email, you put this in your CRM, and setup the appropriate times to followup, setup email sequences if necessary, etc.
Doing it like this means the point of the Instagram DM is to get a conversation started. What happens afterwards is up to you.
