Digital Glossary

is an idealistic representation of what kind of customer your business is looking for. This representation is usually created from market research and data about your current customers. Accurately determining your buyer personas will allow your business to allocate resources accordingly and appropriately.

the process a lead goes through in order to go from awareness to decision. A new lead has to pass through three stages—Awareness, Consideration, and Decision—in order to be ready to be sold.

The part of an advertising message/phrase that encourages a user to take an action. (i.e. “sign-up”, “buy now”, “call now”, “subscribe”, “learn more”, and “install now”)

Regarding to website, a call-to-action, in the context of the empowered marketer, refers to any link/text that encourages site visitors to visit your landing page and engage in an action like filling out a form to get a premium offer such as a free ebook, white paper, etc.

Every successful business blog post needs some sort of call-to-action to help convert readers into leads. An example of a call-to-action would be the banner image on this very page!

A content calendar is a release schedule of your content. For an inbound marketing strategy to be effective, you need a regular stream of content to your site, so that readers have enough material to be informed and to create a connection of trust. By scheduling content instead of releasing it on a whim, you are better able to see what content is successful, and what is not.

information that exists to be engaged with by the reader, inform them, and then be shared by them. This type of content usually comes in the form of blog posts, videos, social media posts, etc. In an inbound marketing strategy, content is one of the most important tools in converting website visitors into leads. It's a branch of marketing focused on creating content to capture the attention of potential customers.

Any form of online media that can be read, watched, or provides an interactive experience. Content commonly refers to written materials, but also includes images and videos.

A branch of marketing focused on creating content to capture the attention of potential customers.

Context and content go hand in hand. Creating informative content is important, but making sure that content is directed towards the right audience is just as, if not more important. As consumers begin to control what type of content they digest, it is important to make sure that the content you deliver to consumers is contextually relevant.

The completion of a predefined goal, simply it's the action that the campaign is trying to get the user to take. This is often used to track the number of site visitors that have been “converted” into paying customers, though sales are not always chosen as the metric.
Conversions are based on the overall goals of the brand or client. The most common conversion metrics are calls, leads, sign-ups, installs, transactions, newsletter subscriptions, content downloads from the website and reaching a thank you page on a website

A form through which you collect information about your site visitor. Conversion forms convert traffic into leads. Collecting contact information helps you follow up with these leads.

An editorial calendar is similar to a content calendar in that it helps you to organize your content. However, an editorial calendar is a little more comprehensive in that it helps you to determine what content you should be creating, how often to publish, what topics to target, and which personas to target. A comprehensive editorial calendar will reveal any gaps you may have in your content library. The calendar will also endure that you are not going off-topic and that your content is laser-focused!