Marketing has undergone many changes over the past few years. We regularly hear about new technical words, very often from across the Atlantic, which make us evolve in our marketing practices. But it also has the perverse effect of increasingly segmenting companies among themselves.
There are those who are up to date, know and use more or less these new trends on a daily basis… and there are others! Those who row a little, who could use a little help. And you (quite frankly), which camp are you on?
In order to help all of our clients and prospects in understanding the terms and issues of modern marketing, we have prepared the list of 10 marketing terms that will dominate in 2020. Enjoy your reading!
Buyers personas:
They are fictitious characters who fit the profile of ideal clients. The development of these buyer personas allows you to set up the entire marketing strategy, and in particular to produce content that is truly adapted to the target audience.
These fictitious characters are usually defined when starting a business or when launching a new product or service. However, these profiles can be refined throughout your activity, in particular thanks to the information obtained by your sales representatives when they make contact with leads. These are their goals, expectations, motivations and objections.
Each buyer persona will be provided with biographical and demographic information, including age, education, place of residence, etc. But also psychological criteria, such as their objectives, their expectations, their motivations or their objections. These robot portraits will allow marketing professionals to define their targets more acutely and therefore to suggest the best ways to reach them.
Buyer’s Journey:
This is the journey your customer takes to the point of purchase. It is designed as a funnel that is divided into the following three stages: awareness, consideration and decision to buy. To ensure that the lead passes each of these stages, it is necessary to provide offers and support designed for each of them.
Call-To-Action (CTA):
CTAs are included on an email, a landing page or even a blog article to encourage the user to take an action or go to a specific web page. They can encourage them to download a document (such as a white paper) to subscribe to the newsletter or to subscribe to a limited offer.
So that Internet users can see them clearly, CTAs often come in the form of large colored buttons with a text course (“Download our guide”, “I want to register”, etc.). But it is also possible to make a call-to-action in the form of text links or images.
Nowadays, CTA is essential for converting visitors into leads and then into new customers. To optimize the effectiveness of this type of tool, it is necessary to offer a very attractive offer and to highlight it with a clear design that encourages visitors to click.
Inbound Marketing:
A relatively recent term, "Inbound Marketing" is also defined as "Inbound Marketing". It is about bringing potential customers to you by distributing targeted content that meets their expectations and issues. This will be done through different web tools, including its site, blog or social networks.
Landing page:
it is called in French "landing page". This is a page that the user will "land" on after clicking on a CTA. Their goal is resolutely marketing, since it will be about lead generation, that is, to obtain the contact details of potential customers.
This type of page will focus on a very specific offer: you can think of downloading an e-book or watching a webinar. For this purpose, the visitor will be asked to provide an email address and not a name.
Landing Pages are used a lot in Inbound Marketing. To make them as effective as possible, there are certain rules to follow: they should only sell one thing, they use a “seller” vocabulary, and include prompts including testimonials from satisfied customers. The most important element will, of course, be the form which will obtain the contact details of the visitors.
Creating an effective landing page is quite an art. Every detail is important to arouse the interest of visitors. It is therefore necessary to create pages that “speak” to its target and that go straight to the point. To put the odds in your favor, it helps to do A / B testing.
Lead:
In Inbound Marketing, the term "lead" refers to a contact about whom the company has at least basic information, such as name and email address. These were obtained after he filled out a form on a landing page or when meeting at an event, for example. As the lead interacts with the company, it will be possible to obtain more information. In this way, it will be possible to have a better vision of the needs of the lead, and therefore increase their chances of turning them into customers. Because that is the end!
In Inbound Marketing, we often talk about lead generation to refer to the process of gathering information on potential customers.
Lead Nurturing:
Once you've sparked a lead's interest, it's going to have to grow. This will go through a whole series of “nurturing” actions, to “feed” the lead: targeted e-mails, publications on social networks, blog articles… This will allow the lead to move forward in the cycle. purchase, to convince him to become a customer.
But lead nurturing also has other advantages: it allows you to qualify the lead by obtaining new information about it. It is also useful even after the buying phase: it helps build customer loyalty by making them want to buy again.
To be successful in Nurturing, it is important to distribute quality content that is adapted to each target group. This is how the lead will get the information they need at every stage of the buying cycle.
Lead Scoring:
In Inbound Marketing, it is important to distinguish between leads. Some are more mature to buy than others. Scoring allows you to assign a score to each lead, based on criteria defined by your Marketing team. Leads with a high score are more likely to become customers. With this information, your sales team knows exactly which prospect to contact to make sales.
Marketing Automation:
These are marketing actions that can be automated using specially dedicated tools. This saves significant time and efficiency.
Marketing Automation is widely used for sending email campaigns, but it is also useful for posting to social media or analyzing personal profiles.
In the case of e-mailing, it will automatically trigger the sending of messages according to the actions performed by the users of your website. These mailings will also be personalized to each target group, which will better convert them into customers.
The advantage of Automation is that it is fully configurable. The scenarios that will trigger the sending of emails will be defined in advance by the marketing team, so as to leave nothing to chance.
There are many Marketing Automation tools, the best known of which is Hubspot.
Workflow:
This term refers to the journey, with the triggers or key elements that move a lead through the buying process. In Lead Nurturing, it is important to understand the typical workflows to be able to set up scenarios that correspond to each step, and which allow the lead to move forward in the funnel.
A workflow can also be used with a database. This involves refining the properties of a contact or adding information about a contact to a list.
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