Just like any industry, marketing has a bit of its own language. We speak the inbound language fluidly, but it may be new to you. Don't worry, we've got you covered.
We've compiled a list of inbound marketing jargon that we use to show off our mad vocab skills. Now it's your turn to peruse and use these terms in everyday conversation!
The process of testing two variations against each other to identify the highest-performing variation. In order to have the best possible results with content marketing, comparing two versions of a web offer (email, landing page, CTA, etc.) helps decide which works better with your customers. Always make sure to only change one variable, so you know what makes the difference. For instance, if you’re doing an email campaign, send two types of email, and the only difference between the two is the Subject Line. Then you know that the email that has a higher open-rate is the one with the better subject line.
In order to have the best possible results with content marketing, comparing two versions of a web offer (email, landing page, CTA, etc.) helps decide which works better with your customers. Always make sure to only change one variable, so you know what makes the difference. For instance, if you’re doing an email campaign, send two variations of the email, with the only difference being the subject line. Then you know that the email that has a higher open-rate is the one with the better subject line.
AdWords is Google's network for paid advertising, specifically for search advertising. Search ads can be a great way to jumpstart traffic to your website, specifically attracting users actively searching for specific keywords that indicate they're interested in your business.
Here's a great video from Google that explains how AdWords works.
Analytics is all the data that helps you understand what's going on with your digital presence so you can make better decisions on how to improve it. You can track the performance of your website, your digital ads, your social media, your email, and just about anything else digital.
Each major element of your digital presence has its own analytics platform, such a Google Analytics, Facebook Insights, and the analytics capability of whichever email platform you use. You can also pull together data from multiple sources to track your own Key Performance Indicators (KPIs) based on the data that's important to you.
Links from another site that reference the information on your site. You can think of these as the Internet version of an endorsement from another business. If you write a great blog on “Best Practices for Teaching Dolphins Tricks,” and Sea World links to your article, Google sees that as a big thumbs up for your credibility, and it will rank you higher in search results.
Blogging is an incredibly effective tactic to serve your prospects and customers in attracting, converting, closing, and delighting them.
Quality, consistent, question-answering content positions your business as knowledgeable and helpful, and keeps visitors engaged on your website. By crafting content that informs prospects, you earn their trust as somebody who knows your business inside and out.
In addition, blogging is one of the most powerful SEO tools available. By creating content that answers your prospects questions, you'll also be creating content that answers the questions users are searching for. Add in a dash of keyword optimization, and you've got fresh, helpful content that Google absolutely loves to show to searchers.
Found amongst Google Analytics’ KPIs, this means that someone came to your site and left again on the first page. This could have several implications: that the landing page is poorly designed, that the page took too long to load, or that the visitor clicked the wrong link and backed out quickly.
The process that identifies your business, and differentiates it from similar businesses.
A large part of branding is establishing your logo, color scheme, and overall tone of your content. For instance: will your website be funny, relaxed, serious, professional, or something else altogether? Your brand is made clear by your logo, pictures on your site, and the wording chosen for your content. Check out our branding process here.
A semifictional representation of your current or ideal customer, created based on your knowledge of your customers and research about who they are.
Buyer personas are crucial in understanding who you're actually marketing to- they're the backbone of everything from your branding to your content. They help you know who you're talking with, what problems they have, and how you can help solve them
“Awareness → Consideration → Decision.” Each of these stages is a successive point that a buyer reaches in their path to buying a product or service. “Awareness” is when they first learn about your business, “Consideration” is when they’re comparing you with your competitors, and “Decision” is when they choose you because you’ve been providing them with excellent content and super helpful customer service (Congrats!!)
Clickthrough rate, or CTR, is the rate at which people who are exposed to a next step online take that next step. In the context of organic search rankings, it's the rate at which people who see your website decide to click to your website. In an email, it's the rate at which people who open your email click a link.
Content is the basis of SEO and of great inbound marketing. Content marketing is the strategic creation of digital content that advances your brand and draws in viewers, fans, and customers. Content takes many forms, such as blogs and articles, social media, video, graphics, and more. Learn more about content marketing.
An editorial calendar is a great way to organize your content marketing. Offering consistent, strategic content to your audiences encourages consistent traffic from repeat and new visitors. An editorial calendar can be used for content marketing or social media.
Is emailing a dying medium? Just a quick check to your inbox should answer that question. The simple answer is, emailing is just as powerful as ever, but it takes some great content and awesome Call-to-Actions to draw in your customer. Email marketing uses solid subject lines, helpful content, and valuable deliverables to delight your customers.
You probably have a personal Facebook account, and if you do, you know how much fun it is to browse through hundreds’ of posts that are shared, liked, and commented on by sources you care about. As such, it’s super important that your company is involved in the discussion so you can update your customers on what’s going on, plus offer sales, talk about events, etc. Check out our Facebook page here.
The method of drawing qualified leads to your website with content that answers their questions, provides them with future opportunities, and keeps them delighted. Learn more about inbound marketing.
Like Pinterest, Instagram is entirely visual. The ‘Gram can be a great way to display the personal side of your business by documenting office socials or having employees take random, funny pictures.
Keywords are important words or phrases that you think your customers, (based on your research of buyer personas and their journey) might search in Google.
When you click on a link, whether it’s from Facebook, Google, or an email Call-to-Action, the page you “land” on is the Landing Page. This is the first impression for some people, and it’s important to have an organized, attractive page so your potential customer stays and travels through the site. Check out our sample landing page for reference, and maybe earn a gift for it...
After enticing the right audience with your awesome site content, you have to ensure that you’re following up with them and getting them everything they need from you. Answer questions, help them out with their problems, and provide them with more free content that might benefit them, but above all: Just be you! This helps people become interested in your company, thus generating leads.
In order to have a spectacular customer base, you have to take care of them. Based on analytics, you can tell when someone has been interested in your company, because they may have downloaded your content, signed up for your emailing list, or visited your site many times. If this is the case, make sure to continue to “nurture” them with more relevant content that they'll enjoy and suggestions to help them out.
This is especially important if you’re a B2B (Business-to-Business) company, because your clients (business people) will be on LinkedIn. It’s a great forum to post professional articles that relate to your business, or maybe even a blog you wrote. Here's our LinkedIn page.
Simply put, this is designing your website so it looks fantastic on a mobile phone as well as on a computer.
Anything that you can do outside of your site to increase your customer base. Some examples of this are Facebook, Yelp, LinkedIn, and Yellow Pages.
Anything that you can do within your site to increase your standing online. This could be writing better content, aiming for certain keywords, or a variety of other things.
If you’re a company that has an artsy or design-y feel to it, Pinterest can be an excellent avenue to show off your goods! From cool photo shoots to intriguing patterns, Pinterest is an extremely visual medium, and it could be a great way to capture the Millennial generation.
The right leads are found by attracting people who have the questions that you answer with your content. Therefore, when they arrive on your site, not only do you have an answer for their question, but you can also solve their problem for them with your product or service.
This is straight from HubSpot’s inbound strategy: Integrating your sales and marketing teams so they work with each other allows both teams to be more efficient. Simply put, a marketing team will put forth efforts in optimizing your site and attracting an awesome client, and once they’ve succeeded at finding great leads, the sales team hits the field and brings them in.
Unlike SEO, search advertising allows you to pay for keywords from Google (or other search engines like Yahoo or Bing) to have your website show up at the top of the search results. For instance, if you’re a Mail Pigeon Trainer by profession, you might buy the keywords “Pigeon Mail” or “Passenger Pigeon.”
The process of improving your standing on search engines in general, and this can be done by keeping up with various updates and knowing what each search engine is looking for in a site. Generally, if it improves your user experience, it improves your SEO. Learn more about SEO.
Instead of organically posting about your company, you can pay social media sites, like Facebook or Instagram, to advertise your company.
Think Facebook, Twitter, Instagram, Pinterest, etc. These are all sites that can be used to promote your business to new customers through innovative, interactive posts that are interesting to your target audience. Learn more about Social Media Marketing here.
“Strengths, Weaknesses, Opportunities, Threats.” A SWOT Analysis is a great way to establish where you’re at in your current position as a company and decide where you’re going to go. It’s considered essential by many professionals if you’re planning on growing your business strategies.
Twitter is a great source for talking directly to your customers. Instead of emailing or calling, many customers will send a quick tweet with a question to a company, and it’s important to deliver catered, personal responses to those questions. Check out our Twitter page here.
Building a website that looks awesome and runs like a well-oiled machine (check out some of our work, if you’re interested)
A marketing agency should provide you with all the tools you need to have a powerful web presence, and work side-by-side with your sales team in order to bring in the most qualified leads. Conveniently, we wrote a whole eBook on the topic, so feel free to download it and learn more about your potential relationship with a marketing agency!