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message can produce a higher-quality lead.

      I'm sure you've heard it goes down in the DM. It does. Conversations create customers. Messages are digital conversations. Send some of your ads that target the middle and bottom of the funnel there instead of to a traditional landing page.

      “Message us” CTAs can work well on any social network.

      Think of this approach as a landing page-less lead. During the back and forth in the private chat, you can gather their phone number and email address if they seem to be serious. Typically, they are, or they would not have been willing to go back and forth with you in the first place.

      Start by cleaning up your online home (website and landing pages) before inviting over company (traffic and leads). Doing so will make every other thing I teach you in this book more effective. When you get the hub right, the spokes (social media, search engines, email marketing) all work better, too.

      With a website design that converts and landing pages that capture, we can start creating content (such as blog posts, lead magnets, and videos) optimized for search engines, social media, and lead generation.

NOTES

      1 1. Wikipedia. “Landing page.” 2022. https://en.wikipedia.org/wiki/Landing_page

      2 2. Gillespie, Chris. “How Long a Video Should Be.” Vidyard. February 19, 2021. https://www.vidyard.com/blog/video-length/.

      3 3. Formstack. “Anatomy of a Perfect Landing Page Design.” 2020. https://www.formstack.com/resources/guide-the-anatomy-of-a-perfect-landing-page.Taylor, Floss.

      4 4. Gardner, Oli. “How to Optimize Contact Forms for Conversions.” Unbounce. April 12, 2013. https://unbounce.com/conversion-rate-optimization/how-to-optimize-contact-forms/.

      5 5. Kovash, Ken. “Changing the Firefox Download Button.” Mozilla. November 21, 2008. https://blog.mozilla.org/metrics/2008/11/21/changing-the-firefox-download-button/.

      6 6. Formstack. “Anatomy of a Perfect Landing Page Design.”

      7 7. Floss, Taylor. “Video on Landing Pages Means More Conversions, Right? Wrong—Here's Why.” Unbounce. August 26, 2021.

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