[FAQ]

I get pretty solid engagement on my Stories – people watch them, vote in polls, and answer quizzes. The problem is, this engagement rarely turns into actual business inquiries or leads. It feels like I have a lot of viewers, but not a lot of potential customers.

I’m trying to figure out a better strategy to bridge that gap. What are some effective but non-salesy ways to prompt people to send a DM to learn more about my services? Is there a particular sequence of Story content that works well to warm up an audience before presenting an offer?

I feel like I’m missing a key step in turning passive viewers into active leads. Any strategies would be helpful.

[Jeff Bullas]

This is the right question to be asking; engagement is a vanity metric if it doesn’t lead to business.

Short Answer: You need to treat your Stories as a multi-part sales funnel, starting with a viewer’s pain point and ending with a clear, low-friction call-to-action that invites them into your DMs for a conversation.

The strategic goal of this mixed-media format isn’t to sell directly, but to transition a passive viewer into an active lead by starting a one-on-one text-based conversation.

Stop thinking in terms of single image or video stories and start thinking in sequences. A simple and effective funnel is to start your sequence with a Story that highlights a common problem your ideal customer faces, perhaps using a poll sticker to get easy engagement. Follow this up with two or three stories that offer genuine, valuable advice on that topic to establish your authority. Once you’ve provided that value, your final Story is the call-to-action, but it must be low-friction. Instead of asking for a sale, ask for a conversation by instructing interested viewers to DM you a specific keyword, like ‘READY’. This simple text-based action filters for the warmest leads, delivers them directly to your inbox, and allows you to start a sales conversation privately.

Cheers,

Jeff.

[Author]

Posts