An Introduction to Inbound Marketing

There are a handful of terms you'll come across as you make your way through our Inbound Marketing Mini-Guide. This list will give you a quick explanation of the main concepts behind them.

Landing Page

A landing page is any page that someone lands on as a part of a specific marketing campaign. It has one dedicated goal based on that campaign.

There are two primary types of landing pages: click-through and lead generation.

Landing Page Design

Click-through pages provide a little extra information to “warm up” your visitor before giving them the option to purchase.

Lead generation pages exist to gather contact information, usually an email address, in exchange for something – a sample of a book, a video course, or some sort of download.


Leads are potential sales contacts, usually individuals who have shown interest in your company or product.

Your leads may have signed up for your newsletter, clicked on an ad, or taken an online survey. Your goal is to convert those leads into customers using your sales funnel.

Lead Generation

Lead generation is the process of attracting strangers and turning them into leads. The purpose of lead generation is to develop a solid database of leads, whom you can convert to customers.

A website that offers a free download in exchange for an email address is an example of lead generation. Other examples are social media ads and email marketing.

Lead Magnet

Lead Magnets

A lead magnet is the incentive that you offer someone in exchange for their email address or other contact information.

You might offer a worksheet or an e-book, a template, a checklist, or even a course. Remember that the quality of your lead magnet will determine whether or not a lead trusts your business.

Well-Qualified Lead

While each business categorizes well-qualified leads differently, most agree that well-qualified leads have shown interest in your company, have a need that your company can fill, and have the authority to make a purchasing decision within a desired time frame.

The characteristics of a well-qualified lead will vary greatly from business to business. Using buyer personas can help you determine what your ideal lead looks likes.

Sales Funnel

The sales funnel is the sales process that a company leads clients through on their way to a purchase. It details the sales process from beginning to end. From stage to stage, the number of prospects decreases, but the likelihood of conversion increases.

Your funnel may have several stages depending on your sales process, but there are a few main stages to be aware of:

Sales Funnel

Stage 1: Awareness. The awareness stage of the funnel is the most populated with customers. It is the point at which a customer determines that he has a need and begins searching for a solution, and comes to your website from a search engine, an ad, or other avenues.

Stage 2: Interest. The customer demonstrates some interest in your company by requesting more information, signing up for a newsletter, or following you on social media.

Stage 3: Decision. At this stage of the buying process, the customer has decided to make a purchase. He begins considering sales offers and specific package options, and makes the decision about what to purchase.

Stage 4: Action. The customer finalizes the sale.

Conversion / Conversion Rate

Conversion Rate Optimization

Conversion is having someone complete a specified goal. That goal can be signing up for a newsletter, making a purchase, downloading a free offer, or a multitude of other options.

The conversion rate refers to the percentage of prospective customers who complete that goal.

Search Engine Optimization (SEO)

SEO is the process of optimizing your website so that it ranks higher on search engines, leading to more potential customers finding you.

There are many factors that contribute to good SEO, such as helpful content, quick load times, and a good user experience.

Next Steps:


Read part one of our Inbound Marketing Mini-Guide:
What is Inbound Marketing? arrow_forward


Or jump to part two, What Makes a Successful Inbound Marketing Campaign or part three, Secrets to a Better Landing Page.

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