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. A smart inbound marketer will create landing pages that appeal to different personae plural for persona at various stages of the buying process.
A hefty endeavor no doubt, but one that pays off in spades. Download this ebook to learn more about landing pages and how to optimize them. A person or company who's shown interest in a product or service in some way, shape, or form. Perhaps they filled out a form, subscribed to a blog, or shared their contact information in exchange for a coupon.
Learn more about lead generation here. Inbound marketing is all about delivering valuable content to the right audience -- and lead nurturing helps foster this by providing contextually relevant information to a lead during different stages of the buying lifecycle.
LinkedIn is a business-oriented social networking site. Launched in May , it is mainly used for professional networking. Getting on the platform, developing a completed profile, and networking has helped many a jobseeker find work. Click here to learn about using LinkedIn for professional networking, business, and marketing. What's important to understand about each of these stages is that not every piece of content you create is appropriate, depending on what stage your audience might fall in at that moment.
That's why dynamic content is so great -- you can serve up content that's appropriate for whatever stage that particular visitor is in. Learn more about how to map content to lifecycle stages here.
A prediction of the net profit attributed to the entire future relationship with a customer. To calculate LTV, follow these steps for a given time period:. A long-tail keyword is a very targeted search phrase that contains three or more words. It often contains a head term, which is a more generic search term, plus one or two additional words that refine the search term.
Long-tail keywords are more specific, which means visitors that land on your website from a long-tail search term are more qualified, and consequently, more likely to convert. Think of marketing automation as the platform with associated tools and analytics to develop a lead nurturing strategy.
Lead nurturing is the artist that makes it all come together. Want to get super-savvy with your marketing automation terminology? Take it to the next level with behavior-based marketing automation. Behavior-based marketing automation refers to a system that triggers emails and other communication based on user activity on and off your site. It enables marketers to nurture leads and send them information only when it is most relevant to their stage in the buying cycle.
Microsites are used when marketers want to create a different online experience for their audience separate from their main website. These sites often have their own domain names and distinct visual branding. Here's a list of 11 of the best microsite examples out there. This refers to the stage that a lead enters after identifying a 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. With mobile search queries officially surpassing desktop queries, now is probably the time to explore mobile marketing.
This can be done by either creating a separate mobile website or incorporating responsive design in initial site layout. Google's algorithm now rewards mobile-friendly websites , so if your site isn't fully optimized for mobile devices, you will likely see a hit to your ranking on mobile searches. Learn how to make your website mobile-friendly here. The amount of revenue a subscription-based business receives per month.
Native advertising can come in many forms, whether it's radio announcers talking favorably about a product sponsoring the show, or an article about a product or company showing up in your news source. Here are examples of some of the best native advertising out there.
A customer satisfaction metric that measures, on a scale of , the degree to which people would recommend your company to others. The NPS is derived from a simple survey designed to help you determine how loyal your customers are to your business. Learn more about how to use NPS surveys for marketing here. A news feed is an online feed full of news sources. On Facebook, the News Feed is the homepage of users' accounts where they can see all the latest updates from their friends.
Learn all about Facebook's News Feed here. The news feed on Twitter is called Timeline. A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites as a way to avoid association with spammy content or inadvertently violating webmaster guidelines.
To varying degrees, the no-follow attribute is recognized by all major search engines, like Google, Yahoo, and Bing. Not all links and linking domains are created equal, and a no-follow attribute helps avoid any foul play. Offers are content assets that live behind a form on a landing page. If you need help putting together some high-quality offers your buyer personas will love, take some time to read over this post. Ensuring that key pieces of the specific page content, title tag, URL, and image tags include the desired keyword will help a page rank for that particular phrase.
This is the free-spirited cousin of on-page optimization. Off-page SEO refers to incoming links and other outside factors that impact how a webpage is indexed in search results. Factors like linking domains and even social media play a role in off-page optimization.
Create useful, remarkable content and chances are people will share and link to it. A request to load a single web page on the internet. Marketers use them to analyze their website and to see if any change on the webpage results in more or fewer page views. The amount of money spent to get a digital advertisement clicked. Also an internet advertising model where advertisers pay a publisher usually a search engine, social media site, or website owner a certain amount of money every time their ad is clicked.
For search engines, PPC ads display an advertisement when someone searches for a keyword that matches the advertiser's keyword list, which they submit to the search engine ahead of time. PPC ads are used to direct traffic to the advertiser's website, and PPC is used to assess the cost effectiveness and profitability of your paid advertising campaigns.
Learn more about getting started with PPC here. Pinterest is a visual social network typically used by ecommerce marketers, but not without its fair share of top-notch B2B and B2C content marketers. Businesses and consumers alike use the website to post images and photos they like so fellow users can repin share that content. Not every company has taken advantage of this site yet. If you're one of them, we advise you check out this free guide to Pinterest for business.
PPC, or Pay-Per-Click is an advertising technique in which an advertiser puts an ad in an advertising venue like Google AdWords or Facebook , and pays that venue each time a visitor clicks on the ad.
A contact that opted in to receive communication from your company, became educated about your product or service, and is interested in learning more. A QR code abbreviated from Quick Response code is a specific matrix barcode or two-dimensional code that is readable by dedicated QR barcode readers and camera telephones.
The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. Learn how to create a QR Code here. This is the practice of developing a website that adapts accordingly to how someone is viewing it. Instead of building a separate, distinct website for each specific device it could be viewed on, the site recognizes the device that your visitor is using and automatically generates a page that is responsive to the device the content is being viewed on -- making websites always appear optimized for screens of any dimension.
Learn how responsive design works here. A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments.
The formula for ROI is: The result is expressed as a percentage or ratio. If ROI is negative, then that initiative is losing the company money. The calculation can vary depending on what you input for gains and costs. Today, marketers want to measure the ROI on every tactic and channel they use. Many facets of marketing have pretty straightforward ROI calculations like PPC , but others are more difficult like content marketing. A re-posting of a tweet posted by another user on Twitter.
Retweets look like normal tweets except for the retweet icon. They can be done in three ways:. In a new tweet, which also features the original tweet. It means you've pressed the rotating arrow icon to retweet a post, and then added a comment in the text box provided. We prefer this method of retweeting because it allows you to add your own thoughts. The retweet takes up 24 characters, leaving you with characters for the comment.
The formula is this: This method of retweeting allows you to add your own thoughts, but with a very limited character count. When you see "Please RT" in someone's tweet, it means they are requesting that their followers retweet that tweet to spread awareness. Learn more about retweets here. The practice of enhancing where a webpage appears in search results. By adjusting a webpage's on-page SEO elements and influencing off-page SEO factors, an inbound marketer can improve where a webpage appears in search engine results.
There are a ton of components to improving the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links -- and that's just to name a few.
Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in the search engine results pages.
Learn more about SEO here. Mail servers will check your Sender Score before deciding what to do with your emails. A score of over 90 is good. Learn more about sender score and email deliverability here. For marketers, an SLA is an agreement between a company's sales and marketing teams that defines the expectations Sales has for Marketing and vice versa.
The Marketing SLA defines expectations Sales has for Marketing with regards to lead quantity and lead quality, while the Sales SLA defines the expectations Marketing has for Sales on how deeply and frequently Sales will pursue each qualified lead. SLAs exist to align sales and marketing. If the two departments are managed as separate silos, the system fails.
For companies to achieve growth and become leaders in their industries, it is critical that these two groups be properly integrated. Learn how to create an SLA here. Download our free guide to unifying your sales and marketing efforts here. Images and videos still remain on the Snapchat server. Users can add text and drawings to their snaps and control the list of recipients in which they send them to. Users can create stories to be shared with all Snapchatters or just a customized group of recipients.
Learn more about how businesses are using Snapchat here. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social Media is a core component of Inbound, as it provides marketers with additional channels to spread reach, increase growth, and reach business goals.
Social proof refers to a psychological phenomenon in which people seek direction from those around them to determine how they are supposed to act or think in a given situation. It's like when you see a really long line outside a nightclub and assume that club is really good because it's in such high demand. Learn some tips for adding social proof to your landing pages here.
Any software that is hosted by another company, which stores your information in the cloud. HubSpot, Salesforce, IM clients, and project management applications. Here are some examples of SaaS companies with exceptional marketing. Leads at this stage are just identifying a problem that they have and are looking for more information.
As such, an inbound marketer will want to create helpful content that aids leads in identifying this problem and providing next steps toward a solution. TOFU is also very tasty in certain Thai dishes. User can follow one another and be followed back.
A person who visits a website more than once within a period of time. Marketers use this term in contrast with overall site visits to track the amount of traffic on their website.
If only one person visits a webpage 30 times, then that web page has one UV and 30 total site visits. This is short for Uniform Resource Locator. Basically, this is the address of a piece of information that can be found on the web such as a page, image, or document ex. URLs are important for on-page SEO, as search engines scour the included text when mining for keywords.
The overall experience a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, and even advocacy of that brand. A type of interface that allows users to control a software application or hardware device.
A good user interface provides a user-friendly experience by allowing the user to interact with the software or hardware in an intuitive way. It includes a menu bar, toolbar, windows, buttons, and so on. Learn how to create a user-friendly website registration process here. Basically, the PEST analysis guides strategic decision-making.
When carrying out a PEST analysis, planners and analysts may consider the operating environment at three levels, namely the supranational ; the national and subnational or local level. As businesses become more globalized, they may need to pay greater attention to the supranational level. A SWOT analysis identifies: Typically the firm will attempt to leverage those opportunities that can be matched with internal strengths; that is to say the firm has a capability in any area where strengths are matched with external opportunities.
It may need to build capability if it wishes to leverage opportunities in areas of weakness. An area of weakness that is matched with an external threat represents a vulnerability, and the firm may need to develop contingency plans. The vision and mission address the second central question, 'Where are we going?
At this stage, the firm will also devise a generic competitive strategy as the basis for maintaining a sustainable competitive advantage for the forthcoming planning period. A vision statement is a realistic, long term future scenario for the organisation. Vision statements should not be confused with slogans or mottos.
It is a "clearly articulated statement of the business scope. Some scholars point out the market visioning is a skill or competency that encapsulates the planners' capacity "to link advanced technologies to market opportunities of the future, and to do so through a shared understanding of a given product market. Mission statements should include detailed information and must be more than a simple motherhood statement.
The generic competitive strategy outlines the fundamental basis for obtaining a sustainable competitive advantage within a category. Firms can normally trace their competitive position to one of three factors: It is essential that the internal analysis provide a frank and open evaluation of the firm's superiority in terms of skills, resources or market position since this will provide the basis for competing over the forthcoming planning period. For this reason, some companies engage external consultants to provide an independent assessment of the firms capabilities and resources.
In , Michael Porter developed an approach to strategy formulation that proved to be extremely popular with both scholars and practitioners. The approach became known as the positioning school because of its emphasis on locating a defensible competitive position within an industry or sector.
In this approach, strategy formulation consists of three key strands of thinking: This type of thinking leads to three generic strategies: According to Porter, these strategies are mutually exclusive and the firm must select one approach to the exclusion of all others. Any ambiguity about the firm's approach is a recipe for "strategic mediocrity" and any firm that tries to pursue two approaches simultaneously is said to be "stuck in the middle" and destined for failure. Porter's approach was the dominant paradigm throughout the s.
However, the approach has attracted considerable criticism. One important criticism is that it is possible to identify successful companies that pursue a hybrid strategy - such as low cost position and a differentiated position simultaneously.
Toyota is a classic example of this hybrid approach. Yet others point to research showing that many practitioners find the approach to be overly theoretical and not applicable to their business. During the s, the resource-based view also known as the resource-advantage theory of the firm became the dominant paradigm. It is an inter-disciplinary approach that represents a substantial shift in thinking.
The resource-based view suggests that organisations must develop unique, firm-specific core competencies that will allow them to outperform competitors by doing things differently and in a superior manner.
Barney stated that for resources to hold potential as sources of sustainable competitive advantage, they should be valuable, rare and imperfectly imitable. In addition, management must invest in organisational learning to develop and maintain key resources and competencies.
Market Based Resources include: In the resource-based view, strategists select the strategy or competitive position that best exploits the internal resources and capabilities relative to external opportunities. Given that strategic resources represent a complex network of inter-related assets and capabilities, organisations can adopt many possible competitive positions.
Although scholars debate the precise categories of competitive positions that are used, there is general agreement, within the literature, that the resource-based view is much more flexible than Porter's prescriptive approach to strategy formulation. The choice of competitive strategy often depends on a variety of factors including: Growth of a business is critical for business success. A firm may grow by developing the market or by developing new products.
The Ansoff product market growth matrix illustrates the two broad dimensions for achieving growth. The Ansoff matrix identifies four specific growth strategies: A horizontal integration strategy may be indicated in fast changing work environments as well as providing a broad knowledge base for the business and employees.
High levels of horizontal integration lead to high levels of communication within the business. Another benefit of using this strategy is that it leads to a larger market for merged businesses, and it is easier to build good reputations for a business when using this strategy. A disadvantage of using the horizontal integration strategy is that this limits and restricts the field of interest that the business.
There are three main benefits to a business's reputation after a merge. A larger business helps the reputation and increases the severity of the punishment.
As well as the merge of information after a merge has happened, this increases the knowledge of the business and marketing area they are focused on. The last benefit is more opportunities for deviation to occur in merged businesses rather than independent businesses.
Vertical integration is when business is expanded through the vertical production line on one business. An example of a vertically integrated business could be Apple. Apple owns all their own software, hardware, designs and operating systems instead of relying on other businesses to supply these.
Also by decreasing outside businesses input it will increase the efficient use of inputs into the business. Another benefit of vertical integration is that it improves the exchange of information through the different stages of the production line. Also if the business is not well organised and fully equipped and prepared the business will struggle using this strategy.
There are also competitive disadvantages as well, which include; creates barriers for the business, and loses access to information from suppliers and distributors. In terms of market position, firms may be classified as market leaders, market challengers, market followers or market nichers. As the speed of change in the marketing environment quickens, time horizons are becoming shorter. Nevertheless, most firms carry out strategic planning every 3- 5 years and treat the process as a means of checking whether the company is on track to achieve its vision and mission.
Strategies are broad in their scope in order to enable a firm to react to unforeseen developments while trying to keep focused on a specific pathway. A key aspect of marketing strategy is to keep marketing consistent with a company's overarching mission statement. Strategies often specify how to adjust the marketing mix ; firms can use tools such as Marketing Mix Modeling to help them decide how to allocate scarce resources, as well as how to allocate funds across a portfolio of brands.
In addition, firms can conduct analyses of performance, customer analysis, competitor analysis , and target market analysis. Marketing strategies may differ depending on the unique situation of the individual business. According to Lieberman and Montgomery, every entrant into a market — whether it is new or not — is classified under a Market Pioneer, Close Follower or a Late follower  [ not in citation given ].
Market pioneers are known to often open a new market to consumers based off a major innovation. Preemption of Assets can help gain an advantage through acquiring scarce assets within a certain market, allowing the first-mover to be able to have control of existing assets rather than those that are created through new technology.
By being a first entrant, it is easy to avoid higher switching costs compared to later entrants. For example, those who enter later would have to invest more expenditure in order to encourage customers away from early entrants. If there is an upside potential and the ability to have a stable market share, many businesses would start to follow in the footsteps of these pioneers.
These are more commonly known as Close Followers. These entrants into the market can also be seen as challengers to the Market Pioneers and the Late Followers. This is because early followers are more than likely to invest a significant amount in Product Research and Development than later entrants. Therefore, it could also lead to customer preference, which is essential in market success. By having a different strategy, it allows the followers to create their own unique selling point and perhaps target a different audience in comparison to that of the Market Pioneers.
Those who follow after the Close Followers are known as the Late Entrants. While being a Late Entrant can seem very daunting, there are some perks to being a latecomer. For example, Late Entrants have the ability to learn from those who are already in the market or have previously entered.
This allows them to create a strategy that could essentially mean gaining market share and most importantly, staying in the market. In addition to this, markets evolve, leading to consumers wanting improvements and advancements on products.
Customer value means taking into account the investment of customers as well as the brand or product. Late Entry into a market does not necessarily mean there is a disadvantage when it comes to market share, it depends on how the marketing mix is adopted and the performance of the business. The requirements of individual customer markets are unique, and their purchases sufficient to make viable the design of a new marketing mix for each customer.
What is a 'Marketing Strategy' A marketing strategy is a business's overall game plan for reaching people and turning them into customers of the product or service that the business provides. The.
A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan.
Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal achieving a sustainable competitive advantage. Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation. Marketing concepts, definitions and terms are covered in this Marketing Dictionary section. This marketing terms glossary covers more than marketing definitions, sales concepts, brand management, strategy tutorials and more.
Video created by IE Business School for the course "The Marketing Plan". Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to.