Happy Friday, and welcome to another issue of Marketing Qualified. Here’s what’s on the agenda for today:

• Tweet-sized landing pages. The unconventional landing page format that you should be trying out.

• The real reasons to host a B2B podcast. Most people believe number of listeners is the only measure that matters for podcasts. We disagree. Big time!

🤏 Tweet-sized landing pages.

Having a high-converting landing page is a key to success. Most landing pages follow a pretty similar structure. But what if there was a different format that converted even better?

We recently came across an unconventional landing page structure that piqued our interest. It’s called the tweet-sized landing page.

Greg Isenberg coined the term in his viral Twitter thread, saying he increased his conversion rate by 300% using this method.

Creating a tweet-sided landing page is simple. There are only four rules:

1. 280 characters or less

2. Inject personality (corporate vibes lose)

3. Use ONE big button

4. Don't sell a product; sell a transformation, educational, or community experience

Here’s Greg’s example of his tweet-sized landing page:

The way most companies create landing pages today is to try and cram as much text onto the page as possible. It’s essentially a sales deck in webpage form. And often, all that content drowns out the key message and overwhelms the reader.

The tweet-sized landing page flips the traditional landing page on its head. Rather than being long and wordy, it gets straight to the point and is 100% focused on communicating value.

It might seem a little wild, but hey, it’s getting real results for people like Greg and his Twitter followers.

We’ll be testing this type of landing page for our lead magnets and recommend that you do too. If you give it a try, let us know how it goes!

📰 In the news this week.

📍 Google tests new local search ad format.

💸 What B2B marketers can learn from trillion-dollar companies.

📈 How digital advertising can help build brand equity.

🔎 B2B keyword research: A comprehensive guide.

✨ The 3D billboard is advertising’s shiny new toy.

🎤 The real reasons to host a B2B podcast.

Chances are you’re thinking about B2B podcasts wrong.

Most people think the number of listeners or downloads are the only measures that matter. We disagree. Big time!

That might be a valid goal for entertainment podcasts that rely on sponsorships and ad revenue to make money. The broader their audience, the more money they make.

Will your company’s podcast ever be as big as popular entertainment podcasts like Joe Rogan, Huberman Lab, or Call Her Daddy? No, of course not. But that doesn’t mean that a podcast can’t bring your B2B company a ton of value.

B2B creators need to think about things a little differently.

Here are three reasons your B2B company should host a podcast — even if it doesn’t get thousands of downloads through your podcast platform.

1) A podcast is a Trojan horse to speak with interesting people and build relationships in your industry.

If someone sends you a cold message on LinkedIn asking if they can “give you a quick call to pick your brain,” you’ll likely ignore them. But if someone messaged you and asked if you wanted to be a guest on

their podcast, what would you say? Most people would say yes! Or would at least be open to a quick call to learn more.

Having a podcast is your foot in the door. It gives you an excuse to have conversations with interesting people and build relationships with them.

Plus, as an added bonus, when you publish the episode, your guest will probably share it with their network. Free promotion for you!

2) Podcast content is easy to repurpose

Record your conversations on video, and you’ll instantly have a great foundational piece you can repurpose into many different types of assets. For example, here’s what you’re able to create from one 30-45 minute video podcast recording session:

• Full video episode to publish on Youtube

• Audio-only episode to publish on podcast platforms

• Short form video clips pulled from the full episode to post on social media

• A blog post that summarizes the episode and key learnings from it

• Quote graphics to share on social media

• Summary infographics to share with prospects and customers

3) It can be a direct line to your ICP

Most of the population might not be searching for your super niche B2B content. But people who fit your ideal customer persona (ICP) probably are!

There’s this saying that we like: “There’s riches in niches.”

And it's true. Even if the TAM for your podcast topic is small, if those listeners are precisely who you want to speak to, then it's a super valuable audience for you.

😂 Marketing meme of the week.

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