Inbound marketing? SEO? PPC? Are you trying to get your business out there, but just can't quite keep the lingo straight? Don't worry — we know it's a lot to keep track of and we want to help you. We've compiled a list of several terms you'll hear in the digital marketing world and what they mean so you can have everything you need to know all in one place... A marketing study guide, if you will!
Your One-Stop-Shop for Marketing Lingo
Alright ladies and gentlemen, in traditional dictionary style, here are your marketing terms in alphabetical order —
A program used to measure and evaluate your traffic and website performance. Web analytics tracking will provide data that measures performance and will help pinpoint opportunities for improvement.
Blogging as a means of adding consistently fresh, keyword-rich content to your website which can and should be shared across social media platforms. If you have static content that just sits on your site, you will eventually see a decline in your rankings.
When a user of your website completes a goal that you set. Most often, this is when a lead becomes a paying customer. (This is when you celebrate!)
Deliberate steps built into your website that guide customers through the buying process from start to finish. For example:
- First you want potential customers to find your website
- Next, you want them to read your blog so they can learn more about the problem they're experiencing and the solutions that are available
- Then you want them to click on and follow through a call to-action so that you can capture their information and know they're considering your company
- Finally, you want nurture them until they make a purchase with you that solves what they were looking for
(There's more to it than that, but we're trying to keep it short and sweet here.)
Producing content that will bring customers to your website rather than pushing your message out to the world where it will only apply to a few people. With inbound marketing, you catch people in the beginning of their search, provide valuable information about what sort of a problem they have and what solutions are out there, and use this information to convince them that you have the best solutions.
A page with a form that captures a lead's information. Often these pages offer something in return (a free eBook, for example) as a way to encourage people to provide their information.
A potential customer. Often this is someone who has already had some sort of interaction with you but has not yet converted; they've visted your website, joined your email list, or have called to ask a question but have not yet made a purchase.
Developing a relationship with a potential customer so that they may one day become a paying customer. As you nurture the lead, be sure to listen to their needs or problems, answer any questions they have, and offer any explanations and solutions. Build trust and establish yourself as an expert so they have no choice but to choose you!
Unpaid search engine results which appear in accordance to what the person was searching for. SEO guarantees that the most relevant pages are displayed first.
Paid advertisements that show above and to the right of a search engine's unpaid results; in this case, these are text-only advertisements that link to pages on the paying company's website. PPC ads can also be more graphical and show within webpages based on their content or your search history.
A buyer persona is a semi-fictional construct of the type of buyer or buyers you’re marketing to. Personas are the essence of your target market boiled down into individual, defining personalities.
Developing a website so that is fully functional, easy-to-use, and appropriately displayed whether it is being looked at on a desktop, a tablet, or a mobile phone.
Search Engine Optimization (SEO)
The on- and off-page factors that make a webpage appear in a search engine's unpaid results. Essentially, the factors that determine whether your #1 on the first page of Google's search results, or #8 on the 100th page.
User Experience (UX)
The overall experience a person gets while visiting your site. A potential customer will stay on your site longer and is more likely to convert to a paying customer if your site is easy to use, if it has the information they're looking for, and if they feel that they can trust you to solve their problem or meet their need.
While this isn't a comprehensive list, it should help you start to understand several inbound marketing basics. If reading this list convinced you that your company needs to implement an inbound marketing strategy of it's own, give us a call at (864) 288-6162 or contact us online — we'll be able to explain all of this and more in terms of your company's needs and goals!