More Inbound Marketing Terms Explained
Posted by Patrick Murphy on Thu, Sep 29, 2011
Don’t know your leads from your lead nurturing? What has to be above the fold anyway? And what does CTA stand for? We are here to answer all those questions. While the concepts are simple to us, they may not be so straightforward to an inbound marketing newbie. So without further ado, here are some inbound marketing terms explained.
CTA
What’s a CTA? Simple. CTA stands for Call To Action. It’s the part of your webpage that tells the reader to do something. It might be telling them do download a while paper, subscribe to a blog, register for a webinar etc. But it always encourages the reader to do something, to take action.
Lead
A website visitor becomes a lead when they take an action that deems them interested in your service or product. This means they’ve probably followed a call to action and registered for your webinar, or downloaded your white paper. This means that they are more qualified leads than other prospects who just visit your website without taking any action.
The Fold, and Staying Above the Fold
This is a term that puts people off. But it’s very easy. The portion of a website page or an email that can be seen without a user having to use their scrollbar is above the fold. The term comes from the newspaper industry, where the prime space would be referred to as above the fold. The content that is above the fold tends to be read more than that which is below the fold. So placing your CTA and important information above the fold is the best strategy to increase leads.
Conversion
When a visitor follows a call to action on your website, they are a conversion. You may hear marketing heads talking about a conversion rate. That’s the rate of people who visited a landing page and followed through on the call to action. So if 100 people visit a page and 19 people follow through on the call to action, that’s a 19% conversion rate. Simple huh?
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