What’s Next in Landing Pages: Patterns and Building Blocks for Successful Campaign Design

“Landing page” is searched more than 90,000 times per month on Google. Do you know what the second most-searched landing page term is?

What is a landing page?”

Some web travelers know when they arrive at a landing page, but many don’t know the difference between a landing page and any other web page. Even some experienced marketers don’t have a clear picture of exactly what makes a landing page a landing page. That’s unfortunate because landing pages are an important part of virtually every digital marketing campaign.

The Rise of Landing Pages

Landing Pages Increase Lead Flow

We know that the more landing pages you use, the more leads you generate. HubSpot reported that you almost double your leads when you move from 15 to 16 landing pages, and you double that again when you go from 20 pages to 40.


Creating more landing pages generates more digital real estate for you, which increases the number of conversion opportunities. And in turn, increases the likelihood of a conversion.

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4 Rules for Writing Effective Retargeting Ads: How to Follow Up with Leads (Without Creeping Them Out)

When I first saw this Facebook sponsored post, I stopped scrolling. I thought it was a post from Gary Vaynerchuk.

Facebook Creepy Retargeted

Gary V., if you don’t know, is a marketing savant. This guy seems to be ahead of the curve on EVERYTHING in the marketing sphere, and his work ethic and true narrative is inspiring. I try to grab hold of his wisdom whenever I can.

Needless to say, I was 100% ready to click on the post and read the article.

But then I took a closer look at the post’s copy:

Facebook Words

Truth time—that creeped me out. I’ve written a ton of online ads and seen even more. Not a lot fazes me at this point.

But a random ad on Facebook explicitly saying they know I’m a Gary V. fan? That’s a bit much.

And I’m a marketer thinking this. Imagine how creeped out the general populace is when they see these kinds of retargeting ads.

(Are you creeped out by retargeting ads? Let me know in the comments.)

For those unfamiliar with how retargeting ads work, here’s a quick rundown. You’re basically installing a small piece of code from your ad platform on your web page, called a “pixel.” Once someone visits your site, that pixel then follows the user around the Web, signaling to ad networks to serve your ad to that specific person (because they’ve visited your site).

If you’re totally new to retargeting, we’ve made things simple with a screen-by-screen guide to one of the most beginner-friendly ways to effectively retarget your best leads: by combining Facebook ads with your email list. Click below to download it now:


Retargeting ads aren’t inherently bad. AdRoll reports that 92% of retargeting ads perform as good as or better than standard search ads, with 91% performing as good as or better than email marketing. It’s no wonder that, since 2013, retargeting ad budgets have consistently grown as a share of marketing budgets overall.

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Build My Business: The Personal Trainer Lead Machine

Build My Business: The Personal Trainer Lead Machine

Warning: If you’re a personal trainer, you may find what I’m about to show you kind of brutal.

This is the current state of online advertising for personal trainers:

Personal Trainer Organic Search Web

The entire first fold is taken up by paid media, and the organic search results (when you finally see them) are lists upon lists of trainers and their websites. Chances are, if you’re not paying, then you’re not getting on the first page.

Oh, and by the way: if you want to dip your toes in the paid media waters, check out how much you’d spend per click:

Screen Shot 2015-10-06 at 10.22.22 AM

That’s a lot of cash per click.

I only bring this up because my cousin, a personal trainer, asked me what he could do to get more clients. Almost reflexively, I said, “No problem—just build a website, throw some paid media at it and you’ll be light years ahead of other trainers.”

But I stopped short because, as you’ve seen, that’s just not the case anymore.

Don’t get me wrong—you do need a website if you want to keep up (and if you don’t have one yet, I suggest this gorgeous template). It’s just that personal trainers are building websites, and they are using paid media. That avenue is so saturated that it’s tough to break through and consistently get leads.

So where can you win? Content.

In this Build My Business post, I’m going to show you how I’d create a killer personal trainer campaign that relies on free content and smart follow-up tactics to bring in leads who are enthusiastic about your services before you even sell them.

In the words of Arnold Schwarzenegger, I’m going to pump you up!

The Campaign

Here’s a macro-level look at the personal trainer campaign I’ll cover in this post:


If you want to get an in-depth understanding behind the parts in this campaign, you can read all about our approach to building campaign funnels here. I’ll also break down each part in the sections below.

But before we go any further: I’ve created a worksheet that you really should download while you’re reading this. It walks you through how to construct all the key pieces of the funnel as you go through the post. It’s tremendously helpful, so click the button below to get it before you continue reading:


Here’s what I’m going to do in this campaign:

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The Unique Content Process: How To Write What No One Has Ever Written

Editor’s Note: This post was originally published one year ago, so you’ll see some references to 2014 data. Since then, we’ve found that the method Sean outlines here is as useful as ever, and we wanted to make sure that people who have found us more recently got the chance to try it for themselves. Happy content planning!

“How in the world did that kid know that?” I thought.

I was out for a bike ride last week and came across a neighborhood yard sale. As is contractually obligated with all yard sales, there were no less than 10 lemonade stands manned by some of the most aggressive elementary school entrepreneurs I’ve ever encountered ($1.00 for a Dixie Cup of lemonade is just obscene, Suzie). All in all, pretty standard stuff.

That is, until I got towards the end of the block.

There was a small line forming at one of the stands. “This must be some killer lemonade,” I thought. As I got closer, I realized my assessment was completely wrong.

The kid wasn’t selling lemonade. He was selling sno-cones.

Naturally, being a northerner and having an affinity for snow in all forms, I waited in line until I could purchase this delicious frozen treat. I put my $.50 in the cup but, before I left, the marketer in me took over and I asked the kid why he was selling sno-cones. That’s when Jared the 4th grader shrugged and proceeded to drop some big-boy knowledge on me:

“I knew everyone else would sell lemonade, so if I did too then not as many people would come over here. But if I sold something different, I thought more people would come buy stuff.“

Give us a call in a couple years, Jared. He just demonstrated one of the most crucial aspects of marketing: the power of being unique.

It is vital to be unique, especially in content marketing, which is why I’m going to show you how to create content that no one else has ever written.
Read more “The Unique Content Process: How To Write What No One Has Ever Written”