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January 7, 2019

How to Optimize Instagram Direct Message for Your Business!

In today’s day and age, “sliding in the DMs” is such a common phrase.

Optimizing Instagram Direct Message for Your Business!

So known in fact that it’s a negative connotation! Sliding in the DMs would mainly refer to trying to talk to your local Insta hottie and seeing if you’d want them to come over and “Netflix and Chill,” with you…. but that’s a story for another day.


Optimizing Instagram Direct Message for Your Business!

I’m here to tell you that using Instagram’s Direct Message is a great thing, and should be used entirely to nurture your leads and execute on your sales pipeline. Today we will Learn How to Optimize Instagram Direct Message for Your Business!

Our partners at HubSpot define lead nurturing as “The process of building relationships with your prospects with the goal of earning their business when they’re ready”.

Using the Direct Message feature on Instagram makes it easier for your business to capture inbound leads and turn them into sales in a jiffy.

Here’s an overview of the 4 topics I’ll be addressing — scroll down for more context.

Lead Generation

  • By using Instagram (link) posts and stories to show off your business, direct messaging the people who engage with your content can be extremely valuable to generating quality leads

Sales Execution

  • Knowing your sales pipeline in relation with your DMs will give your business the ability to close at a high clip


  • Regardless if that contact doesn’t become a lead, you can still add them to your contact list for collaboration and referrals


  • Now that your content team understands the importance of connecting with their ideal persona, they’ll take the time to produce content that provides value to your future customers

Learn more about these topics below!

Lead Generation

optimizing instagram

Of course, we’ve used Instagram in its entirety for our personal use, so why don’t we use it for new business? Quite possibly, like most professionals, they’re afraid of being too “unorthodox” in their outreach.

To which I say, they’re simply afraid of taking the chance to be successful. They’ll never go for it!

Kevin Gibbons with State of Digital sums it up well, “Everyone wants to be innovative, but no one wants to make mistakes – those two things don’t go hand in hand.”

Us digital marketers are always looking for new ways to be successful, but how can we find success in new areas if we’re afraid to fail in new avenues of business?

The answer is…we can’t!

Not to be clique…but did Jordan stop when he got cut from his high school basketball team, or Edison when he found 10,000 ways not to make a lightbulb, even Elvis didn’t quit when he was told he “couldn’t sing.”

If they can do it, you can do it.

Here is a step-by-step process on how to get more leads via Instagram DMs for your business! 

  1. Post an engaging post/story on your Instagram timeline that drives engagement
  2. From the engagement shown on your content, determine which genuine profiles match your ideal persona
  3. Compile a list of all the profiles that fit your ideal persona criteria for this one specific post
  4. Once you have a detailed list of profiles, start contacting them via Instagram DM! Your script should mirror something like this:
  • “Hi! Thanks for liking our picture. What did you like most about it”
  • “Do you have any questions on our new offer we’re giving out this week”
  • “What do you think our team could do to make our profile better for you?”

Pro Tip: All of these scripts will give you data that your lead gen team can use for future business, and more importantly, the person you’re talking to gets the genuine vibe that you truly care for them and their opinion.

  1. Once you’ve received feedback, you can start implementing changes in your lead gen strategy to generate a higher conversion rate!

Check out our video showing you how to engage, and monetize leads with Instagram.



Sales Execution

This is where the fun begins.

Finally, you have compiled a proper list of your future customers. Now…it’s time to put that to use!


At this point in the HubSpot Sales Process  your future customers should be in the Consideration Stage. They understand what your company does and who your audience is. The lingering questions they’re now faced with are…why should they buy from you? Do they even have a problem for you to solve?

Now depending on each customer, this is different. It’s important to continue to use the power of Insta DM to help with this.

So what’s next? You’ve gotten their attention, whether they replied back to your lead gen strategy or not. The next steps are essential to creating a solid pipeline.

Here’s what you need to do…

Track their future engagement

  • Make a mental note on who continues to like and comment on your content, and who simply only liked your post once out of curiosity. This is where you find your true audience

Those who continue to support, thank them!

  • You don’t have to go all salesy yet…first thank them for the consistent support and love on IG! Without them, your page wouldn’t have the popularity it does today. Take the time to thank them.


  • After thanking them, make sure you follow up with questions like “Do you have any questions on our current products? Have you been involved with *Your Niche* for a while now? Do you love it? What problems do you have now?”

Empathy first

  • Once you find out about the person and their likes/dislikes with your industry, empathize with them! Tell them you’ve been in their shoes and that’s why you took the time to develop a product that does everything you need it to! Now…you need to understand you’re playing with fire. If you come off as fake, you could be blocked and even go as far as receiving a bad review on Google! Always be sure to act genuine and take an interest in what your future customer is saying. After all, like your Instagram popularity, where would you be without your paying customers?  Nowhere!

Then Cash the Check

  • Now that you’ve built a strong relationship with your future client, you know their likes/dislikes, hobbies, you’ve arranged to get drinks this week and also be the best man in their wedding…kidding of course. The connection doesn’t have to be that dep obviously, but the more you’re connected with them, the better. Finally, this is where you ask to schedule a meeting, give them a promo code, ask them when they think they’d order your magnificent beauty cream, etc! This is where you go in for the kill and cash the check. Going in for the kill isn’t the right phrase…the better phrase would be to help them with whatever problems they had to begin with! Bingo!

Use these helpful tips and you’ll be on your way to Insta DM sales heaven! 



Now sadly, sales aren’t all that glamorous as we know. You get told “no”, “I’m not quite ready”, “I need to talk it over with the husband” too many times to count.  You’ll accept the sad reality that most people won’t buy your product..and that’s ok! It’s not that you or your company are bad people, those people simply don’t need your product! They already have a solution to the problem you’re trying to solve, and they’re happy with it. Sure, you can keep trying to convince that person your product is better, and it might be, but at the end of the day, it’s what the customer wants, not you.  At the end of the day if you still have no sales, don’t walk home defeated! Look for the opportunity in failure. One of the biggest parts of the business is networking. Use your failed sales attempts to turn the business relationship into a casual one! Add them on Insta! Facebook? Sure! Twitter? Oh yeah, meme city! The more people you know at the end of the day, the better. Why? Because they can refer you to people that could possibly want to buy from you! Ultimately, your network is your net worth…so make new friends! Using Insta DM is so easy because you don’t even need to talk to people face-to-face! So from those introverts out there, I don’t want to hear it. There are no excuses!

Take it from J.K. Rowling in this Huffington Post article, who talks about the possibility of Harry Potter never having been written!   

“I had been writing almost continuously since the age of six but I had never been so excited about an idea before. To my immense frustration, I didn’t have a pen that worked, and I was too shy to ask anybody if I could borrow one.”  -J.K. Rowling

Despite your own fears…there is always a way to grow your network, even if you’re shy.



Now throughout this article, I’ve talked about a lot of things that you can do to connect with your customer. What’s better than that? Giving your customer something…for free! That’s what your company is doing with each Instagram post and story you send out. First and foremost, the value is your top priority whenever you post. If your first inclination is to think about how many sales you’ll get from this new post, you’re not thinking for your customer, you’re actually being quite selfish. The true way to “get sales” is to actually provide valuable content to your customer. Whether that’s a podcast, quote, cool design…make them love what you post! Help your audience in the industry you’re in! It’s simple..if they have a with them to help them solve it! You’ll be going the extra mile with them and providing them with actual help instead of asking with your palm out what the CCV of their card is. In fact, if you overemphasize and triple-down on providing value…the leads and sales will take care of themselves!

Just to review…here are the 4 topics I mentioned to optimize your business!


Lead Generation

  • By using Instagram posts and stories to show off your business, direct messaging the people who engage with your content can be extremely valuable to generating quality leads

Sales Execution

  • Knowing your sales pipeline in relation with your DMs will give your business the ability to close at a high clip


  • Regardless if that contact doesn’t become a lead, you can still add them to your contact list for collaboration


  • Now that your content team understands the importance of connecting with their ideal persona, they’ll take the time to produce content that provides value to your future customers

To those who made it to the end, thank you!!!


My name is Sean Boyle, Sales & Business Development Manager at  Momentum Digital. Follow me on LinkedIn and Instagram for more information. Leave any comments and questions below for more details!

March 19, 2018

How to Balance Your SEO and PPC Strategies in The First 6 Months

In the early days of any business, one of your primary objectives will be to bring as much relevant traffic to your website as possible. As you already know, there are two main ways to accomplish this: having a great SEO strategy, and using paid advertising. However, an easy trap to fall into is the belief that these approaches are mutually exclusive.
Long story short, they’re not. In fact, if used correctly, SEO and PPC can be combined to give your business a significant head start in its opening months. To help you get going, here are a few tips on balancing your marketing strategies and getting the most out of both your paid and organic traffic.
Related reading: Using Google Alerts to Get An Edge Over Your Competition.

Set Shared Goals
While SEO and PPC have unique strengths, they can be used in tandem for many common marketing aspirations. This means each strategy supports the other, fast-tracking you to your goals, and decreasing the overall investment to achieve those aims.
For example, say you want to boost web traffic by 20 percent, running some targeted PPC ads can be a great way to reach more people, and point them to your website. However, optimizing your web pages to show up more often in search results will also increase the likelihood that the right people will find your store.
However, while using both strategies may see some overlap in audiences, it gives you an even greater boost to your overall visibility. Furthermore, by integrating the two approaches, if someone sees your ad and then decides to look you up, your SEO efforts will make it far easier for them to find you.
Having shared objectives for your campaigns means you can refine your marketing efforts to be complementary. Not only will this reinforce your brand message, it also helps to build a sense of consistency and familiarity which can greatly enhance consumer trust in your brand.

Combine Your Data
Your SEO and PPC campaigns will both yield valuable data that can provide extensive insights into the habits and preferences of your target audience. So rather than having two completely separate teams acting on their associated data alone, it makes sense to pool your resources. This means that you can form a more complete picture of buyer habits, and enable your finding to influence your SEO and PPC efforts simultaneously.

  • Data from onsite searches can help you narrow down keywords for your PPC ads.
  • Success of individual PPC ads can provide insights into the sort of aesthetics and copy that are most popular with your target audience.
  • Targeted ads on social media can provide granular detail about specific demographics, helping to build better buyer personas, and refine your SEO.

Another important reason to pool your data is that it can help to highlight discrepancies. If your paid ads are attracting an entirely different demographic to your organic search results, then you need to know why, and to use this knowledge to optimize your approach.

Optimize Landing Pages
Whether users find their way to your website via search results, or paid ads, having a great landing page is essential if you want to turn that visitor into a customer. Naturally, your SEO efforts will increase your site’s authority, and help these pages to show up in search results. However, if you have a unified strategy for SEO and PPC, these pages will also complement the paid ads that drive traffic to them.
The benefit of this is that users who click on your ads will feel like they have come to exactly where they expected, rather than having to navigate from your homepage to whatever inspired them in your advert. In fact, AdWords allows you to link individual product pages to your PPC ads, which is fantastic for driving impulse sales and creating a highly streamlined experience for your customers.
Test Organic Keywords
Finding the best keywords and key phrases for your marketing campaigns can be a difficult task. Even after reviewing your options using tools such as Wordstream’s keyword finder, it’s really a matter of trial and error to find the exact combinations that work for your business.
This is essential for getting the most out of your SEO, but you should also implement your findings in your PPC strategy. In fact, by reviewing the performance of individual paid ads, you can even use your PPC efforts to determine which keywords are most viable for your organic efforts.
Top tip: if you use an ecommerce host like Shopify to run your online store, you can claim $100 in Google Adwords credit when you spend $25.

Double Your Odds
A final point to remember when weighing up the viability of PPC versus SEO for your marketing approach is that by employing both, you can actually double your presence in search results. For example, if you manage to rank on the first page of search results for a given keyword, and your paid ad also shows up, the user is presented with two immediate options for visiting your site.
This increased visibility will also cause your website to seem more and more familiar over time, as it continues to show up in results. So while many web users are in the habit of ignoring paid search results, this doesn’t mean they don’t scan through them and remember the websites.
Then, if your site also appears in the organic search results, it is already recognizable, and presents the user with an alternative means of reaching your website, without feeling like they’ve been lured their by an advert. This means they arrive with greater trust in your brand, which in turn increases their likelihood of conversion.
                                                                          – Credit: Pixabay
As you can see, there is a lot to be gained both from paid advertising, and from improving your SEO. These two strategies are each powerful in their own right, but become infinitely more impactful when used together as part of an integrated approach.
While it is certainly possible to incorporate either of these tactics into your marketing strategy at a later date, it will always be most effective to implement them from day one. By doing this, you build your campaign upon a foundation of consistency, making it far easier to develop and optimize your approach over time.
Your first few months in business can be hard work, but that attention and diligence will pay off. Put the time and effort in now, and before long, you will not only have built an ecommerce brand to be proud of, but you’ll also have acquired invaluable marketing experience that will benefit you in all your future endeavors.

 Victoria Greene
is a branding consultant and freelance writer. On her blog, Victoria Ecommerce, she shares tips on ecommerce and how companies can improve their brand representation. She is passionate about using her experience to help brands improve their reach.

October 13, 2017

The Anatomy of a Perfectly Designed Landing Page That Converts

The first thing business owners or marketers should do when reviewing their digital presence is making sure their website (landing page) is in the best position to convert traffic into leads and leads into paying customers.

The first thing business owners or marketers should do when reviewing their digital presence is making sure their website (landing page) is in the best position to convert traffic into leads and leads into paying customers. What’s the main purpose of a website? If you’re creating a website just because you know your competitors have one and you want to match their efforts, you are already severely behind the eight ball. A website is meant to inform, educate, and most importantly, provoke action.

What’s the main purpose of a website? If you’re creating a website just because you know your competitors have one and you want to match their efforts, you are already severely behind the eight ball. A website is meant to inform, educate, and most importantly, provoke action.

Having a fully-built out website is great, and much needed for the purposes of SEO and showcasing all of your products, services, and business information. But when you’re driving traffic to your website, through paid ads in particular, chances are these people are only going to see ONE page. And if this one page (or, LANDING PAGE), isn’t optimized for conversions, you might as well be throwing your money out the window.

Feeling overwhelmed? Not to worry; all you need to do is follow this 10-Step process to ensure your landing page is performing at its peak potential. Let’s get into it!

#1: Match Your Brand/Theme

You may have heard the term “brand consistency” before, but have you really thought about why it’s important? For the people who have seen your company’s logo, tagline, or content before, they expect a certain “look and feel” attached to your company, and if they even have a thought of confusion or mistrust, you most likely have already lost them as a customer.

For example, if you are posting to Instagram and only using graphics with black and red, and then all of a sudden you use blue and green as CTA and button colors on your landing page, your brand name won’t be triggered in people’s’ minds and they will leave your page.

If your website visitors haven’t seen your brand before, keeping things consistent on the page is your main focus. You don’t want to mix and match button colors (max of 2, recommended is 1) or alternate font styles and sizes. Keeping your content consistent is key to marketing across all channels, and on your landing page in particular.

#2 Modern Design

Whether you’re on a first date, at a business meeting, or visiting a new website, first impressions are everything. A person or company can “WOW” you 99/100, but if the 1 time they didn’t with an outdated website that isn’t mobile responsive and looked like it belonged in a time-machine was the first time, the next 99 impressions won’t really matter (or exist).

Even the least tech-savvy individuals can spot a website belonging in 1999 a mile away. What would you think if you went to to purchase a pair of boots and this is what you saw?

landing page bad example

Would you be more or less inclined to make a purchase? If you answered less inclined, you would be with the vast majority of people who would think that this company is either out of business or is not going to give you the shopping experience you expect in today’s day and age.

Mobile responsiveness is the other huge factor to consider. If your website isn’t mobile-friendly, Google and other search engines will severely punish you in search rankings, and you won’t show up anywhere for the keywords you would like to rank for. Since over 60% of website traffic comes from mobile devices, you need to be in a position to capture this rapidly-growing audience. People will leave your site instantly if they have to scroll from side to side and zoom out to view your site on their phones, and conversions will be virtually non-existent.

#3 Relevance to traffic sources

Google Adwords has a metric called “Quality Score” which determines the cohesiveness between the keywords being used in your ads and the content on the landing page you are driving traffic to for said ad. Your Quality Score is ranked on a scale from 1-10, 10 being the best. The reason Quality Score is so important to be aware of is because Google determines how often to show your ad based on this number and will potentially lower your cost per click if your score is high. You want to make sure that your landing page written copy strongly correlates to the traffic you are sending.

For Facebook, email, and any other type of traffic referral sources, you want to ensure that the offer you are promoting is the same and expanded upon once the user reaches your landing page. We’ll talk about how to make an appealing offer a little later on, but for now, it’s crucial that your offer is easily visible, understandable, and contains all of the necessary details for a customer to make a purchase or take some sort of action without having any doubt of what they are signing up for.

#4 Clarity

Being clear and concise while at the same time being as descriptive as possible should be a main goal of your landing page. This may seem contradictory, but if you’re able to achieve the combination, you will be set up for success.

Avoid vague, cliche statements such as “Solutions for Success” or “The Best of The Best.” These phrases elicit confusion, “What solutions?” and “Best of the best what?”

You want to keep your paragraph descriptors short, but packed full of keyword-related content. Make use of icons with text and lists to give you the flexibility to phrases in a way that looks clean without using complete sentences.

Add long-form copy below the fold. In simpler terms, if you have to write a long description about who you are, what you do, or what products or services you sell, make sure that this is written out underneath the content that shows up first when someone lands on your page, This copy will certainly help your Quality Score increase, and it will give you more leverage to show up in search results if you are trying to eventually rank your landing page,

#5 Compelling Headline

Your headline is what the eyes of the user will go to first. This is because the font-size will be larger than anything else on the page, possibly a different color, and most importantly, contains your most compelling reason for taking action on the landing page.

Once again, the clarity and enticement of your headline will be the difference between capturing attention and losing the potential customer completely.

Is your headline compelling enough that it doesn’t sound like it was pulled from a generic list of headlines? Think about how many websites you visit per day and subsequent attempts to capture your attention that are made. Writing a compelling headline starts with using industry-related buzzwords, including extremely relevant keywords, and finishing with a distinct Call-to-Action.

Example of Good Headline for Boots:

Dance Like A True Cowboy – Save 20% Today Only!

Example of Bad Headline for Boots:

We Have Amazing Boots!

#6 Visible and Noticeable Call-to-Actions (CTA)

Call-to-Actions are what gives a person the final nudge to take action on your landing page. CTA’s come in many variations such as a product showcase, click-to-call buttons, submitting a form, signing up for a newsletter, downloading a whitepaper, and much more.

In my opinion, if you ignored everything but one single thing in this entire post, this would be the one element to remember and implement. If you don’t have any CTA’s above the fold on desktop AND mobile, you will be wasting your time and money. People do not have an attention span, and when you finally capture someone’s view, you must make the most of it. If they have to scroll down the page in search of your form or phone number, this is when agitation sets in and they will immediately go to the next result on Google.

If you think this is “In-Your-Face Marketing”, it is, but it’s very much necessary in today’s competitive landscape. Everyone is constantly fighting for each other’s attention. It’s the marketers who figure out the secret sauce of turning that attention into action that will be the most successful.

#7 Offer Enticement

An offer, promotion, sale, deal, or value-add is what will drive interest from those who are either on the fence about taking action, as well as bringing in brand new customers who have never seen your products or services.

There a few types of offers that are extremely effective to promote and then reinforce on your landing page: Urgency Offers (must purchase within the next X hours), Exclusivity Offers (must be one of the first X people to take advantage of the offer), Contest Offers (enter email for a chance to win X or take $X off next order), Seasonal Offers (Black Friday or Christmas sales), etc.

There are many more types of offers that exist that I’m sure you’ve seen on some of your favorite websites. The key is finding what types of offers work best for your business, and making these offers front-and-center.

Promote the offers on all of your distribution networks, and make sure your landing page is in a position to close the deal once people get to it.

Don’t be afraid to get creative. Make use of interactive website plugins such as a countdown to the time when an Urgency Offer is set to expire.

#8 Visible Form

Forms are the quickest way to capture people’s information without forcing them to call you. When used properly, forms can be used to build email lists and lead funnels consisting of people who came to your landing page and took the time to fill in their information for you.

While many landing pages have forms to fill out, many of them aren’t optimized to collect the maximum number of leads possible.

The biggest problem with most forms is the amount of fields. It all goes back to that attention thing. Say you’re traveling and have a 10 minute Uber ride to your hotel. Would you be more inclined to fill out a form that asks for your Name, Email, and Phone Number, or a form asking for your Name, Email, Phone Number, Address, Company, Areas of Interest, Website URL, Referral Source? Obviously, all of that additional information in Form 2 will provide you with better data to input into your CRM system, but what good is all that data if you only get it for half the people that would have otherwise signed up through Form 1? Unless you have already nurtured your leads and they are further down the buying cycle, it’s much more efficient and effective to collect higher level info and put them through your sales process from there.

Another issue with forms is validation errors and spam, especially when dealing with open source website platforms like WordPress. Make sure when you are building the form that users must enter all the information that is marked mandatory before submitting the form. If you test the form and find out that someone can hit “Send” without typing anything, that must be addressed so you don’t inflate any conversion tracking that you are measuring. Also, there are plenty of anit-spam plugins you can install for free such as Honeypot for WordPress. Trust me when I say this will SAVE your inbox and also protect against hackers getting into your site and causing unimaginable problems.

#9 Authentic Testimonials

Testimonials are supposed to add immense social proof to your product or service offering. Have you ever gone to a website and wondered if John or Jane Doe was actually a real person, or just characters created by the company to make you believe people had amazing things to say about them? In many cases, it’s very difficult to tell, especially if it’s just words. This is why I always recommend video testimonials in addition to just the written blurb. It’s incredibly more difficult to fake a video of someone, especially if they can be traced back to their LinkedIn.

If you can’t get video testimonials, you need to make sure that you properly link out to all of the necessary information that will support the testimonial in addition to getting a picture of the person who wrote it. These links will include website, LinkedIn profile, and any other projects that you worked on with that client. If it’s an e-commerce customer, make sure that it states somewhere that he or she is a “Verified Purchaser”, and link out to other reviews made by that person (if possible).

If you are selling more than one product on your landing page, and don’t have reviews for each product, make sure to at least include the ratings for each product. Perception is everything, even if your sister or nephew is the only 5-star reviewer, that will make a huge difference.

#10 Supporting Imagery

We’ve talked a lot about the importance of the written copy on your landing page, but what about images that highlight your offers and make your page stand out from an aesthetics perspective? Choosing the right image can be daunting, especially if you don’t want to steal other people’s property (which I would never recommend doing).

Having original images that are unique to your business are definitely preferred. Not only does it make you stand out, but it also shows that you put in the effort to make your landing page look nice and gives an added sense of assurance to your potential customers.

I would also avoid using the generic stock images that you find on just about any website. We’ve all seen the business men and women sit around the table, pointing at a whiteboard, or family playing with their labrador retriever in the park. While these get the job done, you are essentially blending in with all of the other websites people visit all the time.

Your images should mean something, and they should also be customized to your offers. Using a tool such as Canva allows you to instantly become a semi-professional graphic designer in which you can add text over images, pick from thousands of pre-made templates, and gives you inspiration for creatives you’ve never even thought of.


Creating, optimizing, and distributing your landing pages can be stressful, but once you have a toolbox of best practices, you become much more dangerous to your competitors. Some of the best platforms to build landing pages are ClickFunnels, Unbounce, and WordPress. If you are reading this and would like a more in depth analysis of the best landing page platforms for different uses, please comment below or contact me at [email protected].

Landing pages are the holy grail of making money selling products or services online, and if you’re able to slowly master the art of persuasion in digital form, in addition to using this guide, you will soon be the king of your niche!


My name is Kris Dellarciprete and I am a Digital Marketing Expert at Momentum Digital. I have been creating, optimizing, and consulting landing pages and conversion rate optimization for over 4 years. I pride myself in keeping up with the latest trends in the industry, and constantly invest my time into internal and external projects that further my development in the aforementioned areas.

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