Inbound Content

Glossary

10-4-1 rule

A ratio of how many messages to send over a 15-post period across your social media platforms.

A/B test

A controlled experiment with two variants, A and B.

alt text

A word or phrase that can be inserted as an attribute in an HTML document to tell website viewers the nature or contents of an image.

anchor link

Visible, clickable text in a hyperlink.

Awareness stage

When the buyer identifies there's a problem that's happening. This person performs research to learn more and find a possible solution.

blink test

The commonly accepted three to five seconds during which a visitor lands on your website, judges it, and decides if they want to stay there and do something or abandon ship.

bull's-eye framework

A structured three-step process on how companies can focus on the right channels for customer acquisition.

business-to-business (B2B)

A type of transaction that exists between businesses, such as one involving a manufacturer and a wholesaler or a wholesaler and a retailer.

business-to-consumer (B2C)

A type of transaction conducted directly between a company and consumers who are the end users of its products or services.

buyer persona

A semifictional representation of your ideal customer based on quantitative and qualitative analysis.

buyer's journey

The process a buyer goes through to become aware of, evaluate, and purchase a new product or service.

call to action (CTA)

An image or line of text that prompts your visitors, ...