Inbound Marketing Glossary - imbuecreative.com · Imbue Creative • Inbound Marketing Glossary • 2 A uick guide to essential inbound marketing terminology Closed-loop Reporting

Inbound MarketingGlossary

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A quick guide to essential inbound marketing terminology

Imbue Creative • Inbound Marketing Glossary • 1

A quick guide to essential inbound marketing

terminology

Inbound Marketing Glossary

A/B TestingTesting two versions of the same design (Landing Page, CTA, email subject line, etc.) to see how small changes positively or negatively affect campaign results.

Above the FoldThe part of the web page first visible to a Visitor before the need to scroll for more.

Alt TagThe text description given to an image used online which shows when the image cannot be displayed. It is also read by search engines.

Blog

(Short for weblog; web log) A website or section of a website dedicated to distribution of information and opinions on a regular basis, displaying Content in reverse chronological order.

Buyer’s JourneyThe stages someone goes through in making a purchasing decision. The Buyer’s Journey occurs in three stages: Awareness, Consideration, and Decision.

Buyer Persona

The image of your ideal customer based on real-life research and data specific to your organization and industry. It is given a name, specific life details, and a photo. Organizations usually have multiple Buyer Personas with one primary persona. Personas give insight to goal-setting and decision-making.

Call to Action (CTA)A link on a website or Blog with an actionable verb driving visitors to a landing page for an offer. Calls to Action may appear as text links, buttons, or images.

Click-through Rate (CTR)

The ratio of people who see your ad or link compared to the amount of people who click on it. Often used as an E-newsletter KPI.



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Closed-loop Reporting

Higher-accuracy analytics due to open and consistent communication and information exchange between sales and marketing teams. This results in sales and marketing techniques that are data-based rather than assumed.

ContactA Lead or Customer whose information is stored in your CRM.

ContentAny type of information shared online (photos, blogs, infographics, eBooks, etc.). Purpose, format, and topic should be considered for best results in Content creation.

Conversion RateThe rate at which people move through Lifecycle Stages. For example, this could be the rate of website visitors to leads, or the rate of leads to customers.

Customer Relationship Management (CRM)

A system used to manage and record contact communication. Frequently used by both sales and marketing, a CRM allows for instantaneous synchronization and continuous communication, improving customer relations.

CustomerA Contact that is paying or has paid for your organization’s service or product.

E-newsletterA recurring publication distributed via email by a company, group, or organization, usually focusing on one theme or topic.

EngagementAny type of interaction a User makes with your Content. Examples include retweets, shares, click-throughs, comments, and Inbound Links.

Forms

A series of questions asked of the visitor in exchange for an email sent to the administrator or a piece of Content. Forms are usually hosted on a Landing Page or in a website’s sidebar.



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Header (H1 Tag)

Usually the first line within the body of a website’s page or Blog post that reads as the headline of the page. In HTML, it appears as such: <h1>Header is Here<h1/>. Headers affect SEO strength.

Inbound LinkA link on another website directing visitors to your website. Inbound links are important for SEO and increasing visibility.

Key Performance Indicator (KPI)

KPIs are metrics relevant to your business and SMART Goals that allow you to track your campaigns’ progress and success.

Keyword

A specific topic of particular importance to your website summed up in one word. Keywords are the foundation of your website’s Content and influence your SEO. See also: Long-Tail Keyword

Landing Pages

A page on a website with the sole purpose of converting Visitors into Leads by obtaining Contact information through a Form. Successful landing pages have a Conversion Rate of 20% or higher.

Navigation does not appear on Landing Pages so that Users can focus solely on the offer. It does return on the Thank You Page.

LeadA person who submits personal information through a Form on your website, converting from a website visitor into a Contact. See also: Qualified Lead

Lead Nurturing

The process of engaging with leads through email and other forms of communication with the intentions of moving them further through the Buyer’s Journey and advancing their Lifecycle Stage.



terminology

Lifecycle Stages

The stages through which a person moves when making a purchasing decision. This is similar to the Buyer’s Journey but different in that every organization’s lifecycle stages may use different terminology and vary in number of stages.

For example: Subscriber > Lead > Marketing Qualified Lead > Opportunity > Customer > Evangelist

Link Building

Efforts to increase the number and quality of Inbound Links to your website or webpage in order to improve SEO. Some strategies include Content creation, promotion through press releases and news outlet submissions, Social Media sharing, and reviews.

Long-Tail Keyword

A more specific and unique Keyword consisting of 3 or more words.

Keyword = baseball

Long-Tail Keyword = trenton thunder baseball stadium

Marketing Automation

Automated Workflows or actions triggered by Users’ actions, Segmentation, or some other predefined rule. Marketing Automation is known to be effective in Lead Nurturing.

Meta Description

The Content displayed underneath the Page Title in a search engine result that describes the page. The Meta Description affects the CTR in that it has influence over the User’s decision to click. Should be between 140-160 characters.

NavigationUsually displayed as a bar along the top of a website, the navigation is a website’s quick guide and provides access to the site’s Content through organized categories.

Offer

The opportunity given to a Visitor to exchange their information for a piece of Content or something else of value, usually for free. Offers are displayed on Landing Pages and delivered on Thank You Pages.



terminology

Page TitleThe text that appears in the titles of search engine results and a web browser’s tab. Page titles influence SEO and are different than Headers (H1 Tags).

Personalization

The auto-generation of specific Contact information on webpages, CTAs, E-newletters, and other marketing channels to create a more intimate and friendly interaction. Personalization is used as an effective tactic in Lead Nurturing and is usually achieved through Marketing Automation software programs.See also: Smart Content

Post A unique article published to a weblog (Blog).

PromoterWhen Customers are delighted by the organization they are compelled to share their experiences and thus become Promoters of that service or product.

ProspectAn individual within an organization’s Target Market. A prospect becomes a Lead when their Contact information is obtained and usually stored in a CRM.

Qualified LeadA Lead that is classified as a potential buyer by the marketing or sales team due to matching priorities or criteria to a Buyer Persona.

Return on Investment (ROI)

The ratio of an organization’s or campaign’s profitability determined by a variety of metrics specific to the goals of that organization or campaign. ROI is important in determining the success of SMART Goals.

Search Engine Optimization (SEO)

The strategic process of influencing a search engine’s results so that your website or page achieves a high ranking and thus visibility.



terminology

Segmentation

The act of categorizing Contacts by certain traits or commonalities. Segmentation is often used in E-newsletter and email marketing so that specific Content can be delivered to targeted groups. See also: Target Market

SMART GoalsGoals that are set according to a list of specific guidelines: Specific, Measurable, Attainable, Realistic, Time-bound. (Guidelines form an acronym for SMART.)

Smart Content

Contact information that is automatically Personalized to benefit your contact’s needs based on predefined rules by the marketer in a Marketing Automation platform. Smart Content is often used on websites and in emails. A Lead may be shown a white paper Offer while a Customer might receive a coupon Offer.

Social MediaWebsites and apps that allow Users to exchange Content through mostly public interaction. This communication is also referred to as social networking.

StrangerAn individual who is not familiar with your organization, product, or service. When a Stranger visits your website they become a Visitor.

Target Market

People who fall into a particular category that have an interest or need, which your organization, product, or service can support or help. See also: Prospect

Thank You PageThe page that appears and delivers an Offer after the Landing Page Form is submitted.

TrafficThe number of pages that Visitors have visited on a website during a specific time period.



terminology

URL (Uniform Resource Locator) A World Wide Web address.

UserA person using the Internet, not specific to Lifecycle Stage, Buyer Persona, or other categories.

Value Exchange

The transaction between a User and an organization’s website, usually of Contact information for Content. The Value Exchange is important to consider on Landing Pages and Forms, making sure that the asking “price” is equivalent to the value of the Content delivered.

Visitor A User that visits your website.

Workflows

A sequence of predetermined events triggered by a specific action made by a User, such as E-newsletter clicks, web page visits, and Content downloads. Workflows can consist of one or many steps and are customized in a variety of ways using Marketing Automation software.

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Inbound Marketing Glossary - imbuecreative.com · Imbue Creative • Inbound Marketing Glossary • 2 A uick guide to essential inbound marketing terminology Closed-loop Reporting