Inbound Marketing Terms and What They Mean
There is a lot of lingo when it comes to marketing today and it can get a bit confusing trying to decipher it all. Especially considering the abundance of changes marketing has gone through in the last two to three years.
Inbound marketing has changed the way our industry works and thinks. Our goal is to help business owners understand these changes and the lexicon that accompanies them. The inbound marketing experts at Lure Creative have collected some of the most popular inbound marketing terms and phrases and broken them down into simple definitions that will hopefully help you understand what they mean and how, when integrated correctly, they can help your business grow. Here we go!
Traditional marketing (or outbound marketing) has always consisted of shouting your message through radio, print or TV ads hoping your target will hear it. Inbound marketing takes a different approach to attracting customers. Inbound Marketing is based on the idea that creating quality content that your customers want will pull them toward your product or service. The difference between inbound marketing and traditional marketing is that the target is a willing participant because they want the information you have.
Related Read: What Is Inbound Marketing?
Content is material that informs, educates, and entertains individuals. Content can be created in the form of a blog post or article, a video or a photo, a podcast, an infographic, etc. The most effective pieces of content are created with a company’s buyer persona (don’t worry, we define this next) in mind and speaks to this persona when they are at a specific part of a buyer’s journey. Today’s definition of “good content” is content that is discovered by an individual, engaged with online, and then shared on social media or through email.
A persona is the profile of a target customer. In traditional marketing, we would have a target market, but a persona is broken down a little tighter based on their behavior, demographic, and psychographic information. There can be more than one persona for a product or service. A persona helps better define the target audience, which makes creating information (content) they like, and other marketing decisions, stronger and more focused.
Landing pages can have more than one definition. Basically, a landing page is where a customer lands on your website. However, when referring to inbound marketing, a landing page is a website page with an offer and a form that is used for lead generation. Offers are typically things like ebooks or white papers, or even a coupon or a free trial. In exchange for the offer, visitors give some basic contact information like name and email address. Landing pages potentially turn website visitors into leads.
Lead nurturing takes the information collected from landing pages visitors and creates a series of communications to send them that they hopefully will find helpful. By keeping them aware and engaged, the marketers can slowly move them down the sales funnel (through subsequent stages of the buying cycle) until hopefully, they purchase the product or service they initially showed interest in. Sales is the goal of inbound marketing, but lead nurturing is the process used to reach that goal.
Your Inbound Marketing Experts
There are, obviously, more words related to inbound marketing, but these are some of the biggies you will see and hear about. We hope this helps to clear up some of the fuzziness you may have been experiencing when you came across these terms in print or conversation. It looks like inbound marketing is the wave of the future, so you might as well know as much as possible about it.