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Once you have traffic coming to your site, the next step is to convert them into leads and customers by gathering their contact information. Start by identifying how your business defines what a prospect, lead and customer is. Prospects and leads are looking for different types of information at each stage of the process. In the early stages, prospects and leads are more interested in how your product or service will help them. Then they're looking for information about your company, your credibility, expertise, proven results. Next, when they are ready to convert, they will want to know what the buy/purchase process is and what to do.

Whether you are just getting started in your inbound marketing campaign, or you've been working in the industry for some time, it's critical to continually grow your understanding and knowledge. Knowing and understanding important key marketing terms can help you communicate with your marketing team, or if you work within the industry, help boost your credibility. In an industry that's constantly changing, it's important to stay in touch with all of the latest trends, including the emergence of new fun terms, like Pin, or hash tag. But, sometimes you come across a term or concept that you aren't entirely sure of. No one ever said you had to be a know-it-all, in fact, you shouldn't have to be.