Marketing Jargons 101: Part 2


Lead Flow:
(n): The lead flow type we’re talking about here is a tool you can use to maintain website traffic and easily convert visitors direct leads on the page (they don’t need to visit a single landing page for this resource). An example of a lead process might be when a user starts reading a blog post on your website and gets halfway through the content, a pop-up form highlights another relevant offer.

Lead Generation:
(n): the process of identifying leads, engaging them, and converting them. There are several ways to do this, but the first steps are usually to create things like buyers and do extensive research.
Lead nurturing:
(v): Lead nurturing is the process of building and maintaining relationships with your customers and prospects at every stage of the sales funnel. For example, a lead nurturing campaign might include a series of welcome emails, newsletters, and more. The key is that lead nurturing has no time limit – you should always keep the buyer’s needs in mind.

(n): Okay, we’re getting a lot of confusion on this – even from our own team! – that’s it: an offer is a piece of content that readers can learn from or use to their advantage. It can mean white papers, e-books, essays, webinars, slideshows, consultations, and more. This is NOT a good “Get 10% off your next purchase!” landing page!

Partner Marketing:
(n): Partner Marketing goes by many names, but it essentially boils down to the idea of ​​two organizations coming together to increase reach and engagement. with a marketing program designed to achieve both of their goals. It is collaborative marketing for people who have two products that can coexist or work together as a single package.

PPC: Pay Per Click
(adj): PPC ads are ads you can post on a social site – for example, LinkedIn or Facebook – or on a search engine (which is the most common place to post PPC ads). Every time you click on that ad, your business pays for it. It’s basically the opposite of organic – you’re essentially buying visits to your website. But don’t beat it until you’ve tried it – it can get you a lot of qualified and ready-to-buy traffic as long as you have enough budget for it.

(n): Remarketing is the process of reconnecting with previous visitors to your website. It allows you to position targeted ads to a specific audience (who have visited your website before) when they browse other pages on the internet.

ROI: Return on Investment
(n): As a business owner, this must be familiar to you. Mathematically speaking, ROI = (net return / investment cost) x 100. It’s a percentage used to help make financial decisions and is a formula you should master for no matter how much you hated algebra in high school.
Also consider that ROI calculations don’t time their formulas – so make sure you have a timeframe for +15% return (or whatever).

(n): A term coined by our partners at HubSpot, Smarketing refers to the alignment between sales and marketing. This is an important aspect of customer success – making sure that several parts of your business come together and keep abreast of each other’s activities. This will keep your message, brand, and goals consistent throughout the sales process and allow you to do things like closed loop reporting.

Smart content:
(n): Smart content is targeted content. It is the content of the website that changes based on a website user’s past interactions or preferences – or their location, device, etc. These users can be prospects who have uploaded some type of content to your website, customers who better understand your services, prospects abroad, etc. – it’s more relevant and personalized. This content can be personalized to your audience through your CRM system.

SEO: Search Engine Optimization
(n): The process of developing web pages, digital content, and online images to appear in browser searches, preferably near the top first page. It is the culmination of a series of factors (some of which are defined in this article). For a more in-depth look at these factors, check out this great infographic from Search Engine Land.

(adj): Top-of-the-funnel (alternatively, top of funnel, top funnel, TOFU or TOTF in the true spirit of the acronym) marketing refers to the process of spreading your brand or business. Unlike its cousin, bottom of the funnel marketing, TOFU describes a less direct attempt to attract potential customers who are in the awareness stage of the buying cycle and who are not yet familiar with the brand. your brand. The leads at the top of your funnel haven’t found a solution yet, so the content at the top of the funnel is primarily educational (it doesn’t showcase your product or service) – and it’s designed to help users solve problems. specific to their field of activity. has ever seen.

Antonym: Bottom-of-the-funnel
(adj): This is where you start to direct your efforts more specifically. The bottom-of-the-funnel (BOFU, BOTF) is the point where your prospects will make a purchase, hopefully. This is where you can take advantage of free trials, reviews, incentives, and tips. BOFU content is all about personalization and personalization.

(n): An automated marketing tool that you can activate based on a potential customer’s interaction with your website and content. So if someone downloads controlled content, you can include it in a workflow that will trigger anything like a specific email or a personalized CTA if they continue to engage with your website. Your workflow can be designed for several things: sending emails based on how many times someone has interacted with your site, or based on what they have downloaded, etc.

And you got it. Some key marketing terms to get you started. There’s a lot to know (and more to learn about the conditions here) – if you have any questions, please don’t hesitate to contact us!

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