Inbound Marketing Glossary

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1 Inbound Marketing Glossary A quick guide to essential imbuecreative.com

2 Inbound Marketing Glossary A/B Testing Above the Fold Alt Tag Blog Buyer s Journey Buyer Persona Call to Action (CTA) Click-through Rate (CTR) Testing two versions of the same design (Landing Page, CTA, subject line, etc.) to see how small changes positively or negatively affect campaign results. The part of the web page first visible to a Visitor before the need to scroll for more. The text description given to an image used online which shows when the image cannot be displayed. It is also read by search engines. (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. The stages someone goes through in making a purchasing decision. The Buyer s Journey occurs in three stages: Awareness, Consideration, and Decision. 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. 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. 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. Imbue Creative Inbound Marketing Glossary 1

3 Closed-loop Reporting Contact Content Conversion Rate Customer Relationship Management (CRM) Customer E-newsletter Engagement Forms 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. A Lead or Customer whose information is stored in your CRM. Any type of information shared online (photos, blogs, infographics, ebooks, etc.). Purpose, format, and topic should be considered for best results in Content creation. The 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. 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. A Contact that is paying or has paid for your organization s service or product. A recurring publication distributed via by a company, group, or organization, usually focusing on one theme or topic. Any type of interaction a User makes with your Content. Examples include retweets, shares, clickthroughs, comments, and Inbound Links. A series of questions asked of the visitor in exchange for an sent to the administrator or a piece of Content. Forms are usually hosted on a Landing Page or in a website s sidebar. Imbue Creative Inbound Marketing Glossary 2

4 Header (H1 Tag) Inbound Link Key Performance Indicator (KPI) Keyword Landing Pages Lead Lead Nurturing 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. A link on another website directing visitors to your website. Inbound links are important for SEO and increasing visibility. KPIs are metrics relevant to your business and SMART Goals that allow you to track your campaigns progress and success. 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 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. A person who submits personal information through a Form on your website, converting from a website visitor into a Contact. See also: Qualified Lead The process of engaging with leads through and other forms of communication with the intentions of moving them further through the Buyer s Journey and advancing their Lifecycle Stage. Imbue Creative Inbound Marketing Glossary 3

5 Lifecycle Stages Link Building Long-Tail Keyword Marketing Automation Meta Description Navigation Offer 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 and vary in number of stages. For example: Subscriber > Lead > Marketing Qualified Lead > Opportunity > Customer > Evangelist 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. A more specific and unique Keyword consisting of 3 or more words. Keyword = baseball Long-Tail Keyword = trenton thunder baseball stadium Automated Workflows or actions triggered by Users actions, Segmentation, or some other predefined rule. Marketing Automation is known to be effective in Lead Nurturing. 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 characters. Usually 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. 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. Imbue Creative Inbound Marketing Glossary 4

6 Page Title Personalization Post Promoter Prospect Qualified Lead Return on Investment (ROI) Search Engine Optimization (SEO) The 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). 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 A unique article published to a weblog (Blog). When Customers are delighted by the organization they are compelled to share their experiences and thus become Promoters of that service or product. An individual within an organization s Target Market. A prospect becomes a Lead when their Contact information is obtained and usually stored in a CRM. A Lead that is classified as a potential buyer by the marketing or sales team due to matching priorities or criteria to a Buyer Persona. 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. The strategic process of influencing a search engine s results so that your website or page achieves a high ranking and thus visibility. Imbue Creative Inbound Marketing Glossary 5

7 Segmentation SMART Goals Smart Content Social Media Stranger Target Market Thank You Page Traffic The act of categorizing Contacts by certain traits or commonalities. Segmentation is often used in E-newsletter and marketing so that specific Content can be delivered to targeted groups. See also: Target Market Goals that are set according to a list of specific guidelines: Specific, Measurable, Attainable, Realistic, Time-bound. (Guidelines form an acronym for SMART.) 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 s. A Lead may be shown a white paper Offer while a Customer might receive a coupon Offer. Websites and apps that allow Users to exchange Content through mostly public interaction. This communication is also referred to as social networking. An individual who is not familiar with your organization, product, or service. When a Stranger visits your website they become a Visitor. 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 The page that appears and delivers an Offer after the Landing Page Form is submitted. The number of pages that Visitors have visited on a website during a specific time period. Imbue Creative Inbound Marketing Glossary 6

8 URL (Uniform Resource Locator) User Value Exchange Visitor Workflows A World Wide Web address. A person using the Internet, not specific to Lifecycle Stage, Buyer Persona, or other categories. 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. A User that visits your website. 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. Imbue Creative Inbound Marketing Glossary 7

9 ABOUT US Imbue Creative offers you the right blend of experience, expertise, and industry exposure that makes us the perfect partner to support your organization and work as a trusted member of your team. We can bring you tangible results to meet your goals and objectives and improve your overall performance. Liked what you read? Why not sign up for a free Inbound Marketing Consultation? Visit imbuecreative.com/inbound-consultation Contact Us: Imbue Creative 71 North Main St., 1st Floor Lambertville, NJ

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