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Inbound glossary

Buyer personas
Semi-fictional representations of ideal customers, based on real data and some educated speculation about demographics, behaviors, motivations, and goals.
Buyer’s journey
The active research process a prospect goes through before purchasing a product or service and becoming a customer.
Call-to-Action (CTA)
An image, button, or message that calls website visitors to take some sort of action.
Earned media
The original content you create to get other to share it, for example, blog posts, webinars, reports, and videos.
Inbound marketing
A customer-centric approach that focuses on attracting customers to your business through content and interactions that are valuable, helpful, and trust-building.
Keywords
The words types into search engines (the topics that searchers are trying to learn more about).
Lead
A person who has indicated interested in your company’s product or service.
Landing page
A web page with a distinct purpose.

Marketing automation
Marketing automation software automates and optimizes marketing processes by helping to prioritize and execute marketing tasks in a more streamlined and efficient way.

Paid media
The purchasing of somebody else’s media property, for example in the case of Google AdWords, you pay for ads that are displayed next to specific search results. Other examples include banner ads, group emails, and even press releases.
Search Engine Optimization (SEO)
The process of improving your website so that it attracts more visitors from search engines.

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