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25 Inbound Marketing Terms You Need to Know

Whether you are new to inbound marketing or a seasoned veteran, one thing is for sure – it’s easy to get lost among the many marketing buzzwords out there today. Between internal language, application-specific terms, and a sea of acronyms, it’s a lot to keep up with. We’ve compiled a list of 25 of the most important Inbound Marketing terms to keep you up to speed.

  1. A/B Testing – The process of comparing two versions of a variable, such as the color of a CTA or the subject of an email, to determine which performs better for marketing purposes.
  2. Bounce Rate – The rate at which an email is unable to be delivered to a recipient’s inbox. Emails can bounce for many reasons including an incorrect address or full inbox. A high bounce rate usually indicates a list is out-of-date.
  3. Buyer Persona – A buyer persona is a fictional, generalized representation of your ideal customers. Buyer personas help you understand your potential customers and create content that addresses their specific needs, behaviors, and concerns.
  4. Buyer’s Journey – The journey in which a buyer becomes aware of a problem, considers solutions to their problem, and ultimately makes a purchasing decision. The three stages include: Awareness, Consideration, and Decision. Creating content to address the needs of each of these three stages helps your leads move down the funnel and convert into customers.
  5. CRM – Customer Relationship Management software stores your customer and lead contact information and tracks your engagement with them. Many CRMs have the ability to integrate with marketing automation platforms to provide an even more detailed picture of their engagement.
  6. CTA – A Call-to-Action is a weblink, in the form of a button, image, or text link that entices a website visitor to click to visit a landing page and hopefully convert to a lead. For example, a button that says “Download your free eBook” is a CTA that could lead a visitor to a landing page to enter their contact information to receive the free eBook.
  7. Click Through Rate (CTR) – is the percentage of visitors that make it from one page of your website (or an email) to another. It is the number of clicks divided by the total number of possible clicks.
  8. Closed Loop Marketing – The ability to track marketing activity from click to close. When done correctly, closed loop marketing can track behavior from the moment a prospect visits a website to the time the sale is closed by including website visits, email opens, and social media engagement. Marketing automation platforms enable closed loop reporting so you can more accurately track your ROI.
  9. Content – A piece of information that is created to educate potential buyers. In the form of blogs, eBooks, infographics and more, content is distributed, read, engaged with, and shared. Content plays a crucial role in inbound strategy.
  10. Content Offer – An offer to deliver a piece of content in exchange for contact information. Content offers live on landing pages with forms that aim to generate leads.
  11. Conversion Rate – The percentage of people who completed an intended task on a website page. For example, the total number of people who completed a form on a landing page to download a piece of content divided by the total number of people who visited the landing page.
  12. Engagement Rate – A score given to a website visitor based on the length of time of their visit as well as the number of pages visited.
  13. Funnel – The process of starting as a website visitor (top of the funnel) and moving through the steps to convert to being a customer.
  14. HTML – HyperText Markup Language- A language used to write emails and webpages.
  15. Inbound Marketing – A marketing strategy that draws customers in. Inbound marketing aims to attract customers to your website by offering relevant content that aligns with their interests.
  16. Marketing Automation – Software that automates marketing tasks like emails, social media posting and monitoring, and other website functions. Marketing automation platforms offer tools to create workflows and analytics to evaluate their performance.
  17. Segmentation – The process of grouping contacts based on similarities. Segmenting can help you craft more specific messages for different target audiences.
  18. Landing Page – A website page which includes a form designed for lead generation. A landing page captures a visitor’s contact information in exchange for valuable content and turns website visitors into leads.
  19. Lead Generation – The process of attracting new leads by providing them with engaging content and content offers in exchange for their contact information.
  20. Lead Nurturing – Also referred to as drip marketing, the development of communications (emails, social media posts, and blog posts) that aim to engage leads and help push them through the funnel by providing valuable content.
  21. Long Tail Keyword – A targeted keyword that contains three or more words. Long Tail Keywords are more specific, easier to rank for, and more likely to attract qualified leads that are more likely to convert.
  22. Open Rate – The number of emails opened divided by the total number of emails sent in a campaign.
  23. Opt-In – Choosing to receive communications by providing your email address. Often you can select topics of interest when you opt-in to receive a company’s communications.
  24. Personalization – The ability to include personal contact information dynamically in an email or landing page form.
  25. Workflow – A set of triggers that push a lead through a nurture campaign. Workflows can also adjust lead score based on lead behavior, such as email opens or clicks. Workflows are a valuable piece of the inbound strategy.