Do You Have These Marketing Terms Memorized?

inbound marketing

If your company is interested in adopting an inbound program, you might find yourself with more questions than you ever thought possible. What’s the first step in the process? What information should you have on hand? How do you assimilate into the world of digital marketing with so little knowledge and even less experience? Rest easy; we understand your fears. Your business is your baby, and you understand the amazing potential that adopting an inbound program holds for its future, the health of its brand, and for its staying power among qualified potential customers.

What you might not understand, however, is exactly what all those complicated acronyms and inbound marketing terms actually mean. CTAs? LPs? Conversion Rates? Buyer Personas? It’s a deep well of information, and much of it can get muddled as you try to process each term’s place in the inbound marketing process. To help you make sense of it all, we’ve chosen a few of the most important marketing terms that you should definitely know (and know well) before beginning  an inbound program.

Call-to-Action (CTA)

inbound marketing

A call-to-action is just that: a call to your website’s visitors to take some sort of action. CTAs usually materialize on a website’s page as a line of text or an attractive image that draws a viewer’s attention and urges them to do something, whether it’s to download an eBook, check out a special offer, or sign up for a class or webinar. CTAs are important because they evoke an active response from an otherwise inactive visitor; successful CTAs are eye-catching, use provocative language and offer your visitors something that is useful to them.

Buyer Personas

A buyer persona is a fictional representation of your most qualified potential customers. Because you want to tailor your content and offers to the customer who is most likely to buy, creating a buyer persona helps you get to know that qualified buyer and in turn, produce content that will attract them. A buyer persona might include information about a customer’s demographics, interests and concerns, and why your product or service is useful to them.

Landing Page

Infographic via Formstack

A landing page is among the most important pages to include on your website because it presents an opportunity to capture a visitor’s information through something known as a lead form. Either through a link in a social channel, a call-to-action on one of your website’s pages or strategic anchor text in website content, your visitors can access your landing pages and provide you with their information. Generally, a landing should not display your website’s main navigation bar, and should always lead to a thank you page and access to the content that your visitor was pursuing.

Progressive Profiling

Progressive profiling is the act collecting particular information from leads based on what you already know about them. For instance, if someone has already provided you with their information in the past, each subsequent time they visit your sight, they won’t be prompted with the same questions. Progressive profiling allows you to replace the omitted fields with new ones that obtain fresh information from your website’s visitors. Progressive profiling allows you to gain more knowledge of a potential customer while also ensuring that you aren’t inundating them with stale, repetitive interaction.

Lead Generation

Lead generation is the practice of developing a stylized method for attracting the most qualified leads to your website and convincing them to further engage with your brand. The customized aspects of lead generation are what separates inbound marketing methodologies from outbound ones.  You aren’t inundating disinterested parties with information they don’t want; rather, you are offering useful, relevant knowledge to potential customers who are seeking the information you are providing.

Search Engine Optimization (SEO)

Search Engine Optimization is the art of optimizing your website’s content, as well as off-page information, to rank as high as possible on search engine results pages. Additionally, you want your company to be optimized for the topics and keywords that are relevant to your ideal users. Search Engine Optimization helps your company stand out among its competitors and gets qualified leads to your website quickly and easily.

Lead Nurturing


Infographic via Marketstar

Lead nurturing enables you to “nurture” the leads who have converted (meaning they’ve provided you with their information) on an offer on your website. Lead nurturing allows you to place leads who have converted on a specific offer into a workflow that corresponds to that offer. Lead nurturing allows you pursue and guide your leads towards eventual purchase of your product or service as you educate with them without overwhelming them.

Bounce Rates

A bounce rate is the percentage of visitors who get to your company’s website, view one page and click off again. A high bounce rate is an indicator of a few serious (and damaging) problems with your company’s website, including long load times, bad design, difficulty of navigation, or a lack of relevant information. To reduce your company’s bounce rate, align your website’s pages with user expectations. Good design, snappy load times, and simple navigation will also help entice visitors to stick around and engage further with your brand.

When it comes to learning about the inbound marketing process, as well as your company’s place within that process, feeling overwhelmed is both normal and expected. But learning a few of the fundamentals, and familiarizing yourself with the most relevant terms, are two of the easiest and most valuable uses of your time as you ascend into the world of inbound marketing. Knowledge is power, and when it comes to your company’s place in the digital marketing world, it’s also your recipe for success.

photo credit: Nina Matthews Photography via photopin cc