As an inbound agency, there are a few terms we use that can confuse clients unfamiliar with inbound marketing. Here are four terms that come up constantly that sometimes require a bit of elaboration:
- Smart Content: Dynamic content that you can customize based on a user’s information and behavior on your website is Smart content. For example: you can send one email, but people who have visited a certain page on your site may get one version of copy, while those who didn’t get different content. This can be done with images and CTAs. Say someone has already downloaded one of your offers, a smart CTA will change to show a different CTA in its place. The idea with smart CTAs is to keep a customer moving through the funnel.
- Lead Nurturing: Lead nurturing is a longer process. You don’t just launch lead nurturing, it’s a constant process. Emails, blogs, and social media are all significant contributors to the lead nurturing process. The goal is to draw in that qualified lead and keep them engaged with content like emails and blogs to continue them through the sales funnel.
- Off-Page SEO: Off-page SEO is pretty much exactly what it sounds like. This includes incoming links and search result indexing. Even social media can make a difference in your off-page SEO. The best way to improve it? Create high-quality, shareable, and engaging content. Our SEO Challenges guide has some good tips that go more in-depth with off-page SEO tactics, so be sure to check it out.
- Qualified Lead: A qualified lead is a user who may have shown interest in your company. This status can be reached a number of ways, but some common ones are through social interactions, subscribing to your blog, or downloaded an offer. Becoming a lead is just one step, what you do with that lead in the next few steps is what could create a customer.
These are just a few terms that can help you out should you find yourself at an inbound marketing party in the near future. If you’re looking for more information on the basics of digital marketing, be sure to check out our “Back to Basics” series.