do it marketing - inbound marketing glossary

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The Ultimate
INBOUND
MARKETING
GLOSSARY
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INBOUND
MARKETING
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2)9:0*',;"*)(*'(<"90&)*07"*+"*/0"*+#'(@
INTRODUCTORY
IS THIS BOOK RIGHT FOR ME?
D+*"E$'*0"<$90"'-"*/'<"0%++:"'<"9';/*"-+9"=+$F"G00"*/0"%0&+>"70<(9'#*'+,"*+"70*092',0"'-"
=+$9"&0H0&"2)*(/0<"*/0"(+,*0,*"=+$")90")%+$*"*+"90)7@
6,*09207')*0"(+,*0,*"'<"-+9"2)9:0*09<">/+")90"-)2'&')9">'*/"*/0"
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)<#0(*"+-"',%+$,7"2)9:0*',;@
INTERMEDIATE
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+,"*/0"<$%?0(*@"6,"'*B">0">)&:"=+$"*/9+$;/")7H),(07"-0)*$90<"+-"

*/'<")<#0(*"+-"',%+$,7"2)9:0*',;"),7"/0&#"=+$"70H0&+#"(+2#&0*0"
2)<*09="+-"*/0"<$%?0(*@"!-*09"90)7',;"'*B"=+$">'&&"-00&"90)7=",+*"+,&="
*+"0C0($*0"<*9)*0;'0<"),7"*)(*'(<B"%$*")&<+"*+"*0)(/"+*/09<"/+>"*+"
%0"<$((0<<-$&@"
ADVANCED
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THE ULTIMATE INBOUND
MARKETING GLOSSARY
L="8);7)&0,)"P0+9;'0H)
8);;'0"P0+9;'0H)"'<"),"',%+$,7"2)9:0*',;"
2),);09")*"K$%G#+*"90<#+,<'%&0"-+9"(90)*',;"
,0>"+ 09<B"',(&$7',;"0%++:<"),7">0%',)9<@"
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&),7',;"#);0"(90)*'+,"),7"+#*'2'R)*'+,@"8);;'0"
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),7"The St. Petersburg Times@
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FOLLOw ME ON TwITTER
@MGIEVA
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7 KEY LEAD GENERATION TERMS /7
28 LANDING pAGE TERMS /15
28 EMAIL MARKETING TERMS /44
61 BLOGGING & SEO TERMS /73
20 MARKETING AUTOMATION TERMS /135
85 SOCIAL MEDIA TERMS /156
21 MOBILE MARKETING TERMS /242
CONTENTS
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Don’t let terminology prevent
you from achieving success with
inbound marketing.
“
”
6-"=+$")90"0H0,"2'&7&="-)2'&')9">'*/"',%+$,7"2)9:0*',;B"=+$"2$<*"/)H0"0,(+$,*0907")"
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#9+%)%&="/0)97")%+$*"$<',;")"/)</*);"+,".>'**09B"*/0"'2#+9*),(0"+-")**9)(*',;"',%+$,7"
&',:<"*+"=+$9">0%<'*0"+9">)=<"*+"<0*"$#"79'#"2)9:0*',;"()2#)';,<@"J/)*"7+0<"'*")&&"20),F"
W+0<"=+$9"/0)7"/$9*"-9+2")&&"*/'<"(9=#*'("&',;+F
X0)9",+*Y"J0"/)H0"%$'&*"*/0"$&*'2)*0"',%+$,7"2)9:0*',;";&+<<)9=B">/'(/"(+H09<"*/0"
-$,7)20,*)&"',%+$,7"2)9:0*',;"*092',+&+;="=+$",007"*+"%0")>)90"+-@"./'<"0%++:"'<"
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)$*+2)*'+,B"<+'()&"207')"),7"2+%'&0"2)9:0*',;@"
G+"'-"*/090"'<")">+97"=+$"/)H0"%00,"*9=',;"*+"70('#/09B"*/0"(/),(0<")90">0"/)H0"'*"',"/090@"
W+,Q*"&0*"*092',+&+;="#90H0,*"=+$"-9+2")(/'0H',;"<$((0<<">'*/"',%+$,7"2)9:0*',;Z"90H'0>"
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CHApTER 1
7 KEY LEAD
GENERATION
TERMS
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TERM 1
DEFINITION
!"#09<+,"*/)*"*9),<-+92<"-9+2"),"),+,=2+$<">0%<'*0"H'<'*+9"
',*+")":,+>,"(+,*)(*"#)9*"+-"=+$9"%$<',0<<"<)&0<"(=(&0@"./'<"
#9+(0<<"+(($9<")<"*/0"H'<'*+9"#9+H'70<"/'<"+9"/09"(+,*)(*"
',-+92)*'+,"',"0C(/),;0"-+9"H)&$)%&0"(+,*0,*@
LEAD
TERM 2
DEFINITION
^0)7";0,09)*'+,"'<"*/0"#9+(0<<"+-")**9)(*',;",0>"&0)7<@"6*"'<")"2)9:0*',;"
*)(*'("*/)*"79'H0<")"#09<+,"*+"702+,<*9)*0"',*090<*"',")"#9+7$(*"+9"
<09H'(0@"N,&',0"*/'<"*9)7'*'+,)&&="/)##0,<"%="#9+H'7',;"H)&$)%&0"(+,*0,*"',"
0C(/),;0"-+9"(+,*)(*"',-+92)*'+,"-9+2")">0%<'*0"H'<'*+9@"
LEAD GENERATION
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TERM 3
DEFINITION
!">0%<'*0"#);0"(+,*)',',;")"-+92"*/)*"'<"$<07"-+9"&0)7"
;0,09)*'+,@"./'<"#);0"90H+&H0<")9+$,7")"2)9:0*',;"+ 09B"
<$(/")<"),"0%++:"+9")">0%',)9B"),7"<09H0<"*+"()#*$90"H'<'*+9"
',-+92)*'+,"',"0C(/),;0"-+9"*/0"H)&$)%&0"+ 09@
LANDING pAGE
TERM 4
DEFINITION
./0",$2%09"+-"#0+#&0">/+"(+2#&0*0")"-+92"+,")"&),7',;"#);0"7'H'707"%="
*/0"*+*)&",$2%09"+-"#0+#&0">/+"H'<'*07"*/0"#);0@"
CONVERSION RATE
K1LGMN."GNX.J!`["8!a[G"^!DW6DP"M!P[G"[!GV"
K$%G#+*"<+-*>)90"0,)%&0<"0H0,",+,A*0(/,'()&"2)9:0*09<"*+"0)<'&="(90)*0"
*)9;0*07"&),7',;"#);0<"),7"-+92<"*/)*"(+,H09*">0%<'*0"H'<'*+9<"',*+"&0)7<@"
K$%G#+*Q<"),)&=*'(<"*/0,"/0&#"=+$"*+"70*092',0"=+$9"2+<*"0 0(*'H0"&),7',;"
#);0<"),7"()2#)';,<B"2):',;"=+$")"<2)9*09"2)9:0*09@""
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TERM 5

DEFINITION

)"&),7',;"#);0"-+92@"[C)2#&0"+-"+ 09<"',(&$70"0%++:<B"
>/'*0#)#09<B">0%',)9<"),7":'*<@
OFFER
TERM 6
DEFINITION
./'<"'<")"#09(0,*);0"()&($&)*07"%="7'H'7',;"*/0"*+*)&",$2%09"+-"($<*+209<"
-+9")";'H0,"2)9:0*',;"(/),,0&"%="*/0"*+*)&",$2%09"+-"&0)7<";0,09)*07"',"
*/)*"<)20"#09'+7"+-"*'20@
LEAD-TO-CUSTOMER RATE
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TERM 7
DEFINITION
!"()&&"*+")(*'+,"'<")"*0C*"&',:B"%$**+,B"'2);0B"+9"<+20"*=#0"+-">0%"
&',:"*/)*"0,(+$9);0<")">0%<'*0"H'<'*+9"*+"H'<'*")"&),7',;"#);0"),7"
%0(+20"+-"&0)7@"G+20"0C)2#&0<"+-"O.!<")90"bG$%<(9'%0"D+>c"+9"
bW+>,&+)7"*/0"J/'*0#)#09".+7)=@c
CALL-TO-ACTION
CHApTER 2
28 LANDING
pAGE TERMS
the ultimate inbound marketing glossarythe ultimate inbound marketing glossary
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TERM 1
DEFINITION
.0<*',;"*>+"7' 090,*"H09<'+,<"+-"*/0"<)20"&),7',;"#);0"*+"0H)&$)*0"
>/'(/"+,0"#09-+92<"%0**09@
A/B TESTING
TERM 2
DEFINITION
d'<$)&"#9++-"*/)*"),")$*/+9'*="'<"90(+;,'R',;"*/0"H)&$0"+-"=+$9"
+ 09@"./'<"'<")">)="*+"0<*)%&'</"(907'%'&'*=@
AUTHORITY ENDORSEMENT
KNJ"K1LGMN."GNX.J!`["WN[G"!eL".[G.6DP
!eL"*0<*',;"/0&#<"=+$":,+>">/)*")(*$)&&="79'H0<"(+,H09<'+,<"+,"=+$9">0%<'*0"
),7"&0,7<")$*/+9'*="*+"=+$9"70('<'+,<@"K$%G#+*Q<"!eL"*0<*',;"<+-*>)90"0,)%&0<"
=+$"*+"*0<*"2$&*'#&0"#)9*<"+-"=+$9"#);0<">'*/"?$<*")"-0>"(&'(:<"),7")&09*<"=+$"
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TERM 3
DEFINITION
./0"0&020,*<"+,")"&),7',;"#);0"(90)*',;"),C'0*="-+9"=+$9"H'<'*+9<"
),7"907$(',;"*/0'9"',(&',)*'+,"*+"*):0")(*'+,@"N,0"',<*),(0"+-"<$(/"
),"0&020,*"'<"*/0")%<0,(0"+9"bM9'H)(="M+&'(=c"&',:",0C*"*+"02)'&"

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ANxIETY ELEMENTS
TERM 4
DEFINITION
G'2'&)9"*+"H)&$0"#9+#+<'*'+,B"'*"'<")"90',-+9(020,*"+-">/="*/0"

BENEFIT REINFORCEMENT
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TERM 5
DEFINITION
L+$,(0"9)*0"'<"*/0"9)*0")*">/'(/")"H'<'*+9"(&'(:<")>)="-9+2"
=+$9"#);0">'*/+$*"(+,H09*',;@
BOUNCE RATE OR ExIT RATE
TERM 6
DEFINITION
J/0,"=+$")90"&++:',;"*+"+#*'2'R0")">0%#);0"*/9+$;/"),"!eL"*0<*B"*/0"
+9';',)&"#);0"=+$">),*"*+"'2#9+H0"'<"()&&07")"(+,*9+&"#);0@
CONTROL pAGE
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TERM 7

DEFINITION
N#*'2'R',;")"#);0">'*/")"<09'0<"+-"*0<*<"),7";)',',;"/';/09"
(+,H09<'+,")*"*/0"0,7@
CUMULATIVE OpTIMIzATION GAIN
TERM 8
DEFINITION
./0"#);0"0&020,*<"#90H0,*',;"*/0"H'<'*+9"-9+2"(+,H09*',;"
',*+")"&0)7@"X+9"',<*),(0B"*++"2),="()&&<"*+")(*'+,">/'(/"
7'<*9)(*"*/0"H'<'*+9Q<")**0,*'+,@
FRICTION
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TERM 9
DEFINITION
./0"#9+(0<<"&+;'(")<")"H'<'*+9";0*<"*+"=+$9"#);0"),7"(+2#&0*0<"*/0"
b*9),<)(*'+,@c"./',:"+-")"H'<'*+9")<"<+20+,0")*"*/0"*+#"+-"=+$9"<)&0<"),7"
2)9:0*',;"-$,,0&@"K+>"7+"=+$"#$</"*/02"*+"*/0"%+**+2"+-"*/0"-$,,0&F
FUNNEL
TERM 10
DEFINITION
62);0<"*/)*"',<*'&&"*9$<*"),7"</+>"(907'%'&'*=@
GUARANTEE IMAGES
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TERM 11
DEFINITION
a0="M09-+92),(0"6,7'()*+9<")90"*/0"20*9'(<"=+$">'&&"&++:")*"*+"*9)(:"
#9+;90<<"*+>)97"=+$9";+)&<@
KpI (KEY pERFORMANCE
INDICATORS)
TERM 12
DEFINITION
K+>"*/0"&),7',;"#);0"'<"70<';,07@"X+9"',<*),(0B"*/0"-+92"(),"
%0"#&)(07"+,"*/0"&0-*"<'70"+-"*/0"#);0B">/'&0"*/0"70<(9'#*'+,"
+-"*/0"+ 09"'<"+,"*/0"9';/*@
LAYOUT
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TERM 13
DEFINITION

-+92"+,"=+$9"&),7',;"#);0@"^0)7",$9*$9',;"'<")&<+":,+>,")<"79'#"
2)9:0*',;@
LEAD NURTURING CAMpAIGN
TERM 14
DEFINITION

8+(:$#<")90";0,09)&&="$<07">/0,"=+$")90"#90#)9',;"-+9"),"

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=+$9">0%<'*0")90",+*"90)7="*+"%$=@"`)*/09"*/),"-+9(',;"&0)7<"',*+")"#$</="<)&0<"
#9+(0<<"*/)*">+,Q*">+9:B"K$%G#+*Q<"&0)7",$9*$9',;"*++&"0,)%&0<"=+$"*+"<0,7")"
()70,(0"+-"($<*+2'R07"02)'&<"*+",0>"+,&',0"&0)7<"0)<',;"*/02"*/9+$;/"*/0"
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TERM 15
DEFINITION
./0"H'<'*+9Q<"70<'90"*+"90(0'H0"=+$9"+ 09@
MOTIVATION OF USER
TERM 16
DEFINITION
!">0%"#);0"0&020,*B"$<$)&&="&+()*07")*"*/0"*+#B">'*/"&',:<"*/)*"/0&#"
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CHApTER 3
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