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6 key terms to understand inbound marketing

Pieter Schouppe
Director Plant a Flag Canada
Plant a Flag Vancouver, Canada
In this article we’re going to discuss six marketing jargons that will help you understand inbound marketing a little better.

Jargons (unique words or expressions used by a particular profession) are common in every industry. In the world of marketing, there are many key terms like it. In this article we’re going to discuss six marketing jargons that will help you understand inbound marketing a little better.

Here’s a look at how inbound marketing works.

As a very first step, you need to look for keywords that are relevant for your business’s value proposition (the value provided through the products & services you sell). The best keywords will have a relatively high search volume, meaning they are searched for a large number of times in a given time frame. This indicates a high level of user interest in the business, product or service. Right keywords also have a relatively low difficulty score, meaning they rank higher on search engines. 

To discover these keywords, a keyword analysis is required - this is the first step in the process. Tools like SEMrush and Ubersuggest will help to identify valuable keywords for your business. For example, if you’re a UX designer in Vancouver, BC, a few relevant keywords are ‘Vancouver ux designer’ and ‘app developers Canada.’ 

The next step is to work on your SEO by optimizing your existing web pages, digital content and online imagery. You can use the insights from the keyword analysis to apply relevant keywords in existing content on your website. Circling back on our ‘UX design’ example, the idea is to include keywords like ‘ux designer’ in the back-end (structure) of your site like title description (T1) and headings (H1 h2). 

Once you have optimized what is already there, the next step is to create new content with great copywriting. Here, you incorporate relevant keywords into new content for your website to boost the organic reach. The idea here is to create valuable content that attracts relevant web visitors when they are searching for the type of value (product or service) that your business provides.

This basic framework of starting with a keyword analysis and then developing great content around it is called inbound marketing. It is marketing to educate, delight and inform well before the actual sale. It is the process of attracting leads with (really good) content, social media and SEO. Inbound is the opposite of outbound (such as cold emailing). Read our other article on how to properly set up an outbound cold email outreach campaign.

Key performance indicators (KPIs) can then be used to measure the goals you set out to achieve with your inbound marketing efforts and track how effectively your company is likely to hit its business objectives. This means setting goals both for your inbound as well as outbound marketing. Some KPIs for inbound marketing are: the total number of organic searches, website traffic, sales revenue and the customer acquisition cost.

Working on inbound marketing is as important to a business as outbound marketing & sales. Great content and digital optimization help your prospects find you online when THEY are ready for it. Isn't that the type of experience you want as a consumer?