Content Marketing is a type of marketing that involves sharing informational material created by a business that relates to their product, service or industry. Types of content marketing include blog posts, newsletters, case studies and technical reports. The goal of content marketing is not necessarily to push products or services, but rather to generate interest or awareness in related aspects of a business. Content marketing also is helpful for improving search engine rankings and driving traffic to a business website.
Inbound marketing is a strategy that draws leads to products or services through different areas onsite through value proposition using techniques such as social media marketing, content marketing, branding and onsite search engine optimization. Inbound marketing brings a customer closer to their brand by establishing trust through additional resources and information they provide.
A PPC (pay per click) ad is a paid search marketing technique done through different media types (such as social media, search engine marketing or online advertising) which are paid based on click through rate. This type of advertising can be beneficial for developing new leads by driving new traffic to your website and gaining more visibility than competitors or similar organizations.
Having a mobile ready website means that all of your website content, navigation and imagery are easily accessible and function properly on a mobile device.
Having a website that is responsive means that all of your website content, links and imagery are properly optimized for use on a smaller device. If you find yourself having to zoom in and out on a mobile screen in order to properly view the webpage or the links are not properly registering, then it is not optimized for use on a smaller device.
A website conversion is when a visitor completes a desired onsite activity, such as leaving contact information or completing a purchase. In order to gain a better understanding of who your website visitors are, a good lead generation strategy is to create more opportunity to increase onsite conversion, which can be done through actionable messaging. By capturing visitor information through your website (such as a lead filling out a contact form) you have the ability to remain in communication with sales leads, helping you bring them closer to a purchasing decision.
Website bounce rate is defined as the percentage of single interaction visits on a webpage, meaning the visitor came to one page on the website and then left. A secondary pageview means that a visitor has further engaged with your website. Not every visitor is going to view a secondary page on your site, as they may have only come for a single piece of information (such as an event time and location), so a bounce rate of about 26-40% is considered a good range. However, the average bounce rate for most websites is around 41-55%. If your website is even higher than this, you may want to consider putting a strategy in place to better engage your visitors online.
Reducing bounce rate is important if you are looking to increase engagement with your website visitors. Higher levels of engagement can help contribute to increased conversions, which is when a visitor takes some sort of action on your site (such as leaving contact information or purchasing a product). If you are looking to turn more of your website visitors into potential sales prospects, you may want to look into making some site updates to make sure visitors are not leaving the site immediately.