The language of marketing, as in most industries, can sound foreign to those not exposed to this area of business. Or sometimes as marketers, we hear a marketing term and are too embarrassed to ask someone what it means (because we definitely should know it!). Regardless of where you fall in the mix, we decided that each month Hype Strategic is going to share 5 MARKETING TERMS YOU NEED TO KNOW to keep you in the know and able to “walk the walk” and now “talk the talk.”
Need to refresh your memory on last month’s terms? Here you go.
Here are 5 for the wonderful month of JULY:
1) Dynamic Content
Much more intense than just “content.” Dynamic Content is a way to display different types of website content based on the type of user viewing it. An example: a vegetarian browses the web and fruit salad promotion (not the steak special) pops up on their screen that a restaurant provided through their dynamic content system. User data is captured based on past website interactions (through field submissions and even just website activity). Creepy, yes, but cool.
You’ve seen it a million times, but did you know that it actually stands for “Hypertext Markup Language”, a language used to write web pages. The elements of HTML are written with a start tag <…> and an end tag </…>, with content in between. The majority of webpages are built on the HTML foundation.
3) Inbound Marketing
First, think about what outbound marketing is: buying ads, buying email lists, crossing you fingers for leads. We have all experienced some form of outbound marketing. Inbound marketing focuses on the PULLING of people to you through quality content and relevancy. It is all about aligning your content with your customer’s interests so they naturally gravitate towards you and convert into a lead. Like a bug flying to a bug zapper, only you won’t zap them…hopefully.
4) Landing Page
A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer. Landing pages are the gatekeepers of the conversion path and are what separates a website visitor from becoming a lead. It would be smart to create landing pages that appeal to different people at the different stages of the buying process. Come one, come all!
5) Middle of the Funnel
This is the stage that a lead enters after identifying a problem. Now they’re looking to conduct further research to find a solution to the problem. Typical middle of the funnel offers include case studies or product brochures—essentially anything that brings your business into the equation as a solution to the problem the lead is looking to solve. Be the solution!
Now say them ten times fast, use them in a sentence, or write them over and over on a chalkboard…or just remember them…whatever works for you!