LANDER - Inbound Marketing 101: The end of Interruption Marketing

Inbound 

Marketing 101 

eBook 

Inbound Marketing, is synonymous with the concept of permission marketing, 

term coined by Seth Godin. It is also loosely interchangeable with content 

marketing. But whereas content marketing includes offline content, such as 

custom magazines and conferences, inbound marketing is 100% web-based. 

What is Inbound Marketing? 

“Inbound Marketing is about creating and sharing content with the world. 

Inbound Marketing takes advantage of this dynamic by tapping into what our 

customers are naturally looking for on the web: high quality content. Inbound 

marketing uses this to pull them into a value-laden marketing process.” 

2013. www.landerapp.com. All Rights Reserved. 

We Y Landing Pages | 

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The eBook 

Chapters 

1. The End of Interruption Marketing 

2. How to Use Blogs to Create Customers 

3. How to Use Social Media to Start Conversations 

4. Why do You Need Email Marketing 

5. Why do You Need Landing Pages 

04 

10 

17 

23 

28 

6. Special Gift for You! 

34 



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1 

THE END OF 

INTERRUPTION 

MARKETING 

2013. www.landerapp.com. All Rights Reserved. We Y Landing Pages | 

4

THE END OF INTERRUPTION MARKETING 

Inbound Marketing 101 

We Can No Longer Interrupt 

Our Customers 

The traditional “interruption marketing” of the last century no longer works. 

Now our customers and prospects look to achieve their own goals, not the 

goals of a monolithic media monopoly. They use the web as their personal 

library, encyclopedia and research database all rolled into one. 

The Inbound Marketing Process 

Hubspot breaks down the inbound marketing process into four stages: 

Attract, convert, close and delight. 

You take customers from know, to like and to trust. You convince them to try out your 

product or service and then buy from you. Finally, you provide such excellent service they 

become repeat customers and finally become brand supporters and start to refer customers 

to you. 

We like to define the inbound marketing process as follows: 

• Answer your customer’s questions 

• Start a conversation with your customer 

• Establish a deeper engagement with your customer 

• Partner with your customer 

• Your customer becomes your advocate 



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ATTRACT CONVERT CLOSE DELIGHT 

STRANGER VISITORS 

LEADS 

CUSTOMERS PROMOTER 

Blogs 

Social Media 

Keyword 

Pages 

Call to Actions 

Landing Pages 

Forms 

Contacts 

Email 

Workflow 

Lead Scoring 

CRM Integrations 

Social Media 

Smart CTA 

Email 

Workflows 

Answer Questions 

Customers who are browsing the web are there to get answers to questions. 

How do I bake an apple pie? Where can I take my child to the specialist? 

We anticipate these questions and provide answers to their questions by way of blog 

posts, our web pages, optimizing our content to the keywords that our customers are 

typing into Google/Bing/Yahoo. When we answer our customers’ questions, we satisfy 

their mission when they went on to the web. They are looking for answers, and we give 

them answers. We also begin having a conversation with our customers. 

Start Conversations 

Our web pages should not be filing cabinets. Every word on every page should be part 

of a conversation our customer is already having in her head. We do the same thing 

on social media, but this time the conversation is real. We do this through our blog, our 

videos and our podcasts as well. This is where we start interacting with our customers, 

getting them to like us and to trust us.The conversation helps us understand them, 

and helps them understand us. It also leads us into a deeper engagement with our 

customers. 



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Deeper Engagement 

By convincing our customers to subscribe to our newsletters, become members of our 

“members-only” websites, follow-us on social media, or call us, we establish a deeper 

engagement with our customers. This is the point where they start to trust us and 

believe that we are looking out for their best interests. They become our fans, start to 

share our content, and start to look for ways to start a commercial relationship with us. 

Commercial Relationship 

Saying that our customers become buyers is to minimize this part of the inbound 

marketing process. Our customers enter into a commercial relationship with us by 

purchasing our product or contracting our services. But this is where the relationship 

begins. We use tools such as CRM, surveys, customer newsletters and customer 

appreciation gestures to turn them into regular buyers of our products or services 

instead of one-time buyers. We also want to turn them into advocates. 



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Become Advocates 

By delighting our customers, we turn our customers into advocates. This is when they 

refer us to their friends and family. We help them by establishing formal processes 

that enable them to do that while gaining a reward for doing this. We also continue to 

provide value by providing them with educational content that helps them get the most 

out of our product or service. We use our newsletters, social media, blog, events and 

webinars to provide more value to our customers, and help them become advocates 

for our services with their network. 



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The Tools of Inbound 

Marketing 

Let’s learn how to use each one of the following tools and how they fit into 

your Inbound Marketing Strategy: 

Chapter 2: Blogs 

Blogs are a common entry point for your prospects: you can answer their 

questions, start the conversation, and drive a deeper relationship by gently 

leading them to subscribe to your email newsletter. 

Chapter 3: Social Media 

Social Media is where many conversations start, and how you can use 

social media to start answering your prospects’ questions, and leverage 

those conversations into a deeper relationship. 

Chapter 4: Email Newsletters 

When they are ready to let us into their inner sanctum (their inbox) and have 

a deeper, more engaging relationship with them, we’re ready with our email 

newsletters. This is where we drive that deeper engagement. 

Chapter 5: Landing Pages 

Our landing pages serve to move the relationship from one stage to 

the other. We often use landing pages to answer questions and start 

conversations by offering special reports or free eBooks for download. 



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2 

HOW TO USE 

BLOGS TO 

CREATE 

CUSTOMERS 


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How to Use Blogs to Create 

Customers 

Inbound marketing starts with the questions that your customers are asking. 

Your goal is to answer their questions and become a valuable resource 

for them. Then you enter into a conversation with your customers, which 

eventually leads to deeper engagement, a commercial relationship, and then 

you finally create advocates. But you’ve got to get to the first step. 

7 Steps for Answering your Customers Questions 

Blogging can be either a big waste of time or the most effective marketing tactic on the planet. It 

all depends on how you approach it. 

These seven steps are not a comprehensive list, but based on our experience we believe it can 

provide you with a pretty solid foundation to get your inbound marketing process started. 



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1. Find Out What Your Customers Are Asking 

The internet has enabled us to search for the answers to our eternal questions. And we, you, 

your customers, always have questions. All the time. 

• How can I become more successful? 

• How can I lose 10 pounds? 

• How can I make more money? 

• How can I start my own company? 

• How can I market myself on the internet? 

You’ve probably identified at least one question you’ve asked yourself and Mr. Google in the 

last month or so. We all have similar questions. 

If you’ve done your homework and created the personas that represent your ideal customers, 

this part will be a little easier. If you haven’t developed your personas yet, We would suggest 

you do that first, because each type of customers will have a different set of questions. 

For example, if one of your personas is a new mom, some of her questions would be: 

• When can I start feeding my baby solid foods? 

• When will my baby start focusing her eyes on my eyes? 

• How can I cure her colic? 

• Do I need to feed my baby anything else in addition to breast milk? 



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You can probably come up with a list of 100 questions for a new mom, or whoever your 

persona is. But how do you find out what questions they’re asking? Interview somebody who 

is representative of your ideal customer. 

Find out the answer to some of these questions: 

• What are their fears? 

• What are their secret hopes and dreams? 

• What frustrates them? 

• What keeps them up at night? 

These words are really important. Write them down to use in your blog posts. 

Take those words and feed them into a keyword tool, such as Google AdWords Planner tool, 

(and there are other tools you can use as well). Keyword tools will let you know the terms that 

people are actually searching on Google. 

2. Answer Your Customers’ Questions 

The keywords you just researched are the words your customers use to ask the fundamental 

questions that are driving their activity on the internet right now. 

Your challenge is to answer the questions they’re asking. 

Many bloggers make the mistake of writing articles that talk all about themselves, their 

products, their company, or their opinions about the world. That’s a mistake that can kill your 

chances of succeeding. 

The most successful blogs focus on their customers, and in helping their customers solve the 

problems and challenges that are weighing them down every day. 

Answer their questions without selling them your product or service as a solution. Your 

customers are not in the mood for a pitch at the moment. They’re in the mood for scratching 

an itch. Give them the scratch to calm that itch. 



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3. Write Really Valuable Blog Posts or Articles 

But it’s more than just writing blog posts that answer your customers’ questions. Don’t dial it 

in. In other words, don’t just write a half-hearted article that looks like it should go on 

About.com. 

Your goal is to write blog posts that answer your customers’ questions so thoroughly, so well, 

so entertainingly, that your customers will love you for it. 

Your content should be fantastic. Your content should be epic. It should be remarkable. I can 

hear your objection now: why should I give away such valuable content for free? Answer: 

because the competition is already doing it. 



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4. Use Your Customers’ Keywords 

The keyword research you did in step one will come in handy for this step too. Our customers 

are on auto-pilot. When they get to a page they’re in a hurry, looking around for evidence that 

their “scent” is taking them to the right place. 

Their behavior is often not very logical. If they don’t quickly see the keywords that are on their 

mind they will leave quickly. Even if they were to slow down and realize that your blog post 

really does answer their fundamental questions, they won’t do that. They’re on auto-pilot. 

Tiles 

Sub-headlines 

First Paragraph 

5. Use Your Customers’ Language 

In addition to using your customers’ keywords, if you’ve done your persona research 

correctly, you also know the language your customers use. 

What do I mean by language? Each industry, tribe or interest group has its own vocabulary. 

Your challenge is to find out what that vocabulary is and use it in your blog posts. 

Researching personas is one day to do this. It also helps if you’re in the same group as the 

tribe you’re writing for. 

Why is this important? Success with blogging comes not only by answering your customers’ 

questions, but by connecting with your customers on a deeper level. You want them to 

know that you understand them. When you use their language, they realize you get it. It’s 

emotional. It’s visceral. 



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6. Maintain a Schedule 

Part of becoming your customers’ friend and confidant is being reliable. You’ve answered 

their questions, now you’re getting them involved in a conversation. Your next step is to keep 

the conversation going by becoming a habit for them. Maintaining a schedule is the way to 

do that. 

You can blog every day, or every other day, or you can blog twice a week, or even once a 

week.The frequency doesn’t matter – the regularity does. This is important as you start to 

build trust with your customers. Regularity builds trust, but the flip side is probably more 

important: irregularity destroys trust. 

When you’re unreliable you damage the trust you’ve built. 

7. Share Your Content Where Your Customers Are 

Sharing your content on social media is a box you have to check off. You need to do it. It’s 

a minimum requirement these days.The best way to share your content and gain exposure 

to more potential customers than you could possibly do on your own is to contribute guest 

articles. 

Take out and dust off the valuable persona research you did, and identify where your ideal 

customers hang out on the web. They usually have their favorite blogs, online publications, 

magazines, podcasts or video channels. 

If you’re absolutely confident you have high-quality content to share with these sites, 

approach them and offer to share valuable content their audience might like (no selling, and 

don’t dial it in). • 



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3 

HOW TO USE 

SOCIAL MEDIA 

TO START 

CONVERSATIONS 


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3. How to Use Social Media to 

Start Conversations 

Social Media is the place where so many people go to ask questions of 

their friends, family and acquaintances. We are starting to go to our social 

networks before going to Google to ask the fundamental questions about 

what we should be buying, or to find solutions to our problems. 

The admonition “Let me Google That for You” is becoming a less effective 

come-back as people prefer to trust their friends and connections for 

information rather than Google. 

The obvious social networks are Facebook and Twitter. But LinkedIn Answers is a 

functionality within LinkedIn specifically designed for this. And Quora was created solely for 

this purpose. 

In his brand new book “Youtility,” Jay Baer talks about the rise of “Friend-of-Mind 

Awareness,” which has surpassed “Top-of-Mind Awareness” and “Frame-of-Mind 

Awareness.” 



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“…companies are competing against real people for the 

attention of other real people. To succeed, your prospective 

customers must consider you a friend.” 

How can you succeed in this environment? How can you become your customers’ friend 

and compete against their other real-life friends and family? 

You need to become valuable! 



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1. Use Social Media to Listen to What Your Market is Asking 

The beauty of the explosive growth of social media is the proliferation of social listening tools. 

Google Alerts was one of the earlier entrants into this space. While not really a social listening 

tool, it provided us the ability to “listen” to blog posts, web pages, and tweets according to 

pre-determined keywords you wish to track. 

Then tools such as Hootsuite, TweetDeck and others appeared. They let you to monitor, in 

near real-time, conversations on Twitter, and then expanded to the most common social 

networks such as Facebook, LinkedIn and Google Plus. 

By setting up alerts for keywords or questions related to your industry or product category, 

you could find out what is on your target audience’s mind. 

The mistake companies make, however, is when they answer questions with an invitation to 

come “try us out.” That’s just a sales solicitation to prospective customers, and will get 

you blocked. 



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2. Bring the Conversation on to your Blog 

We discussed the importance of blogging as a way to generate leads. But the question is: 

why bring them on to your blog if you’re already doing such a great job of answering their 

questions on social media? 

Because in this new world of ubiquitous content, your customers want to find out as much 

as they can about the topics that are interesting to them. 

Answering questions on Twitter or Facebook is limited, because the nature of social networks 

is transitory. We log on to Facebook or visit our Twitter stream because we want to quickly 

see what our friends are saying and doing. It’s not the place to provide detailed, in-depth 

answers to your questions. 

But if your prospects want comprehensive information that answers all the questions 

they have about a topic they’re interested in, they will go to your website. Gently ask your 

prospects to visit your blog to learn more. 

And please, don’t invite them to visit your product sales page. Your prospects are still in 

“question mode.” They are looking for information. They want to start a conversation about 

their problems and goals, not about your product or service. 



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3. Social Media and Your Blog 

Social Media listening tools provide you with an unprecedented inside view into your 

prospects’ thought patterns. Use them to learn about your customers’ wants, desires, and 

problems. 

Then use social media to be friendly, helpful and provide them with valuable information. 

Become their friend, and do what friends do: help them. 

Once you’ve answered your customers’ questions, don’t push it. Don’t try to sell to them, 

don’t push your product down their throat. But do provide them with an opportunity to 

find out more. Lead them to your blog – your blog should be an in-depth, information-rich 

resource that helps answers your customers questions. 

Again, don’t use your blog to push your products. Use it to start your conversation. 

One last word of advice: you need to adopt the value mindset. 

The value mindset is the attitude that you’re here to provide value to your prospective 

customers before they even become customers. Try to help them, don’t sell them. 

When you approach your customers with the value mindset, everything else will fall 

into place. • 



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4 

WHY DO YOU 

NEED EMAIL 

MARKETING 


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4. Why do you need Email 

Marketing 

With the explosive growth of social media and smartphones, it’s surprising 

that email marketing is still such a popular choice for marketers. In 

fact, Jay Baer of Convince and Convert cites this statistic about email 

marketing: 

“People who buy products marketed through email spend 

138% more than people that do not receive email offers.” 

Email is where you want to lead your customers if you want to create a profitable relationship 

with your customers. It’s where you can ask your prospects to become customers. 

We’ve put together five steps to help you implement a successful email marketing program 

as part of your inbound marketing cycle. 

The five steps are... 



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1. Choose the right Email Marketing tool 

Choosing the right email marketing tool can be a daunting task. There are many companies 

who can provide the automated tools you need to personalize emails, guarantee 

deliverability, provide tracking, ensure CAN-SPAM compliance, and others. 

Here are a few must have features for your checklist: 

A. Email list segmentation 

You probably have more than one type of target persona. By segmenting your 

lists to based on these personas you can deliver personalized content that is 

relevant and timely to the right people at the right time. 

B. Easy template design 

The continued evolution of user experience design has made drag-and-drop 

template editing a must-have feature. Launch different campaign types. Would 

you like to send a traditional weekly or monthly email newsletter, or would 

you prefer a social media / email hybrid campaign? Your email marketing tool 

should allow you the option to send different types of campaigns based on your 

audience and your needs. 



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C. Comprehensive reporting 

Your email marketing tool should provide you with a full-range of reporting 

options so you can optimize your campaigns and improve conversions. These 

are some of the essential features you should look for in an email marketing 

tool. It bears repeating: there are many email marketing tools on the market – 

one that we recommend is Doppler. 

2. Encourage subscriptions by offering something of value 

Our customers can block us or send us to the spam folder at the simple click of a button 

– and lately consumers have been sending commercial emails to their spam folders with 

alarming frequency. The only way to send emails today is to get your prospects to subscribe. 

And the best way to do that is to give your prospects an incentive like special reports, case 

studies, eBooks, white papers and free apps are some of the popular offers to convince 

prospects to subscribe. 

3. Keep a regular schedule of valuable and promotional content 

Frequency is one of the keys to establishing a successful commercial relationship, because 

you can only establish that relationship over time.Finally, email is the best way to offer 

promotional content, so make sure to invite your prospects to try your product, your special 

offer or your free trial with dedicated promotional emails. 



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4. Send your email subscribers to a Landing Page 

Our customers can block us or send us to the spam folder at the simple click of a button and 

lately consumers have been sending commercial emails to their spam folders with alarming 

frequency. The only way to send emails today is to get your prospects to subscribe. And the 

best way to do that is to give your prospects an incentive like special reports, case studies, 

eBooks, white papers and free apps are some of the popular offers to convince prospects to 

subscribe. 

5. Test your Emails 

If you chose the right email marketing tool, you’ll have immediate access to statistics about 

how effective your emails are. Test anything that can possibly affect the open rate and clickthrough 

rate of your emails: Subject line, Offer, Body copy, From line, Day of week delivered, 

Hour of the day delivered. 

Email Marketing, The Wave of the Future. 

Despite the proliferation of social media, email marketing is and will continue to be the most 

effective online sales tool available to marketers. it is the perfect delivery mechanism for 

valuable content that is precisely targeted to your customers. 

It’s also the perfect vehicle for asking for the sale. Prospects expect an offer from you via 

email, whereas they’re a lot less forgiving of offers they see on social media or on your blog. 

But remember: email marketing is part of your integrated Inbound Marketing cycle, and 

should be complemented by your blog and social media outposts. • 



27

5 

WHY YOU NEED 

LANDING PAGES 


28



Why You Need Landing Pages 

In this very informative Ebook on Inbound Marketing, we’ve given you a 

virtual truckload full of practical, useful tools you can deploy. Tools that can 

catapult the results of your marketing campaigns through the roof, if used 

properly. 

And for this final channel we are going to talk about landing pages – what 

they are, how they can benefit you and your company and some great tips 

that will help you gain more value from your landing pages. 

1. What is a Landing Page? 

“A Landing Page is any page on a website where traffic is sent 

specifically to prompt a certain action or result.” 

Source: Copyblogger 



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You use a landing page to push a specific offer: You can use a landing page to prompt page 

visitors to download your latest White Paper or special report in return for their email address 

and other contact info. Or you could use a landing page in an online e-commerce situation to 

make a sale right there. 

The action you prompt your landing page visitors to take will be a very specific one. It will 

affect the way you set up your landing page – the content and headline you use, the images 

you select, etc. 

2. A Highly Targeted Approach 

Often, marketers think in terms of driving traffic back to their websites, and this is important. 

But there are times when it’s much more advantageous to drive traffic to a highly targeted, 

customized landing page instead. 

Consider this scenario as an example: You own an online store that sells vitamins and other 

health supplements. You set up a series of PPC ads that talk about special organic vitamins 

for middle aged men. 

Your goal is to drive traffic back to your website where you hope they will then find your 

“online store” page, find the specific product you mentioned in the PPC ad, and make the 

purchase. 



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The problem is that there’s a very good chance the people who clicked on your PPC ad will 

go to your site, get distracted and give up trying to locate the vitamins they were hoping to 

find. This is a “double whammy” for you. You have to pay for the click, and you miss out on 

the sale. Ouch! 

Instead of driving the traffic from this PPC ad back to your very generalized health and 

nutrition website homepage, why not drive it to a clean, simple, hyper-focused landing page 

that has only one product – the one they are interested in buying?! 

Based on this example, do you see how a landing page could help you increase your 

conversion rates in your PPC campaigns? Do you see how it could decrease the number of 

times people click on your ad and end up not buying anything? 

3. More Landing Page Benefits 

Here are some additional benefits you can enjoy when you leverage the power of landing 

pages in your inbound marketing campaigns: 

• Compared to the typical homepage, where it’s common for the reader’s attention to wander, 

properly executed landing pages help you focus your prospect’s (usually very limited and 

scattered) attention on your offer much more effectively 

• Do you have multiple products you sell and multiple audiences you want to reach? You can 

employ multiple highly customized landing pages with specifically targeted content 

• Increased conversion rate (not just for PPC, but for organic search, email and social media 

marketing also) 



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• In order to increase your conversion rate, you’ll want to engage in conversion optimization. 

A big part of this is testing the different elements on your landing page – content, headlines, 

images, etc. Cutting-edge landing page software makes testing very easy for you. 

4. Best tips to create ultra-effective Landing Pages 

Your content is one of the most critical parts of your landing page and your marketing in 

general. You want content that is brief and to-the-point. You want content that grabs and 

holds your reader’s attention. 

• Keep your sentences and paragraphs brief. 

• Use bullet points – a great place to list the benefits of your offering. 

• Have a specific call to action – tell the reader exactly what you want him to do while he is on 

your landing page 

• Have a strong, eye-catching image that is relevant to your message 

• Keep your landing pages uncluttered and focused only on persuading your reader to accept 

your offer. 

• Don’t add anything that would distract him from doing what you want him to do. 

• DO NOT add your website navigation buttons to your landing page 

• On every landing page you set up, include a form that allows you to capture the reader’s 

contact information 



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“Tactics without strategy is the noise 

before defeat.” 

Sun Tzu 

Permission Marketing 

http://en.wikipedia.org/wiki/Permission_marketing 

Inbound Marketing 

http://www.hubspot.com/inbound-marketing 

Marketing Process 

http://www.ducttapemarketing.com/blog/2009/09/28/the-easiest-way-to-explain-the-marketing-process/ 

Email Marketing Tool 

http://sales.fromdoppler.com/lander 

Landing Page Ultimate Guide 

http://promos.landerapp.com/ebook 

Landing Page Templates 

http://landerapp.com/new-templates/ 

Copyblogger 

http://www.copyblogger.com/landing-pages/ 

Seth Godin Site: 

http://sethgodin.typepad.com/ 

Convince and convert 

http://www.convinceandconvert.com/email-marketing-advice/5-rules-for-safely-using-the-awesome-power-of-email-marketing/ 

The Inbound Marketing Company 

http://theinboundmarketingcompany.com.au/inbound-marketing-plan-free-ebook/ 



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Lander can help you with your 

Inbound Marketing Strategy 

As you have read an Inbound Marketing Strategy needs different kinds of tools and one of 

the most important ones are Landing Pages. Now that you know why you should have one 

and how to use them, it’s time to create your landing pages in minutes thanks to Lander. 

Why should I try Lander? 

Lander is the easiest to use platform to build Landing Page. Create, publish and optimize 

your landing pages in minutes without struggling with developers and designers. 

Easy-to-use Editor 

Our intuitive drag and drop editor lets you design your own landing page 

without having to use html or CSS. Customize any of our existing layouts, or 

create one from scratch. 

A/B Split Testing 

Test up to three different versions of your landing page. Change text, 

images, layout, call-to-actions. Make real-time decisions based on real-time 

split-test feedback. 

Multiples Templates 

We’ve a full gallery of Templates, thought out and designed for conversions. 

No matter what your business is about or what type of campaign you are 

launching, you’ll find the perfect template for you. Each one comes with its 

specific confirmation page and Mobile Version. So you won’t need to waste 

money or time in other thing more than your Landing Page Conversions! 



34



More Features 

If this wasn’t enough check out this great things you can do with your Lander Page: 

• Google Maps Integration, 

• Countdown Integration 

• Google Fonts 

• Integration with any Marketing tool 

• Custom Domain 



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Create your account for Free 

So if you aren’t benefiting from the power of professional, easy to launch 

landing pages in your inbound marketing efforts, here’s some great news 

for you! 

Lander offers you an entire suite of easy to set up, artistically pleasing 

landing page templates designed to help you skyrocket your conversions. 

And guess what. You can try them out for free! 

But if you want to try all Lander’s functionality we want to give you a 

special discount to experiment Lander’s features. Use this Promo Code 

and get 20% off at any plan for three months! 

It’s easy: choose the upgrade, paste the code and start boosting your 

conversions! 

Promo code: InbdMkt20%x3 

Try Lander for Free 



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