Just
like any other profession or business, there is a learning curve. And part of
that education is mastering the terms and concepts you need to succeed.Some
everyday marketing lingos !
A/B
Testing
Testing
two versions of a webpage, email subject line, landing page, CTA, etc. to see
which one performs better.
Analytics
Tracking
data and creating meaningful patterns from it that inform future marketing
endeavors. The data can come from website traffic, conversions, social media,
etc.
Backlink
An
incoming hyperlink from one web page to another website.
Bounce
Rate
The
number of people who land on a page of your website and leave without clicking
on anything before moving on to another page on your site.
Buyer
Persona
A
summary of your ideal buyer, based on market research, data and hypothesis. The
representation helps mJust like any other profession or business, there is a
learning curve. And part of that education is mastering the terms and concepts
you need to succeed.
A/B
Testing
Testing
two versions of a webpage, email subject line, landing page, CTA, etc. to see
which one performs better.
Analytics
Tracking
data and creating meaningful patterns from it that inform future marketing
endeavors. The data can come from website traffic, conversions, social media,
etc.
Backlink
An
incoming hyperlink from one web page to another website.
Bounce
Rate
The
number of people who land on a page of your website and leave without clicking
on anything before moving on to another page on your site.
Buyer
Persona
A
summary of your ideal buyer, based on market research, data and hypothesis. The
representation helps marketers define their ideal audience and it helps
salespeople determine lead quality.
Call
to Action
An
instruction located on a web page, article, whitepaper, or infographic
that’s designed to prompt a user to take a
specific action that aligns with a company's long-term goal.
Click
Through Rate (CTR)
This
number shows the people that move through your website or marketing campaigns.
It’s actually the “clicks” or actions prospects take, divided by the total
number of actions people could take. Hence, the name “clickthrough rate.”
Content
Management System (CMS)
The
software on which a website or blog is built to manage its content.
Content
Marketing
A
strategic approach to marketing that's focused on consistently creating and
distributing high-quality, valuable content to attract, engage, and convert a
specific audience and drive profitable action.
Content
Marketing Funnel
The
different stages — from education to purchase — that content
strategies take leads through.
Content
Metrics
The
system of measurement that companies and individuals use to determine
their content’s success, including traffic, social shares,
engagement, conversions, number of leads generated, time on site,
page views, etc.
Content
Syndication
The
process of republishing content a company has created, such as a blog
post, infographic, or video, on third-party sites to maximize reach and,
typically, earn a link back to the original post.
Contributor
Someone
who writes and publishes a piece of content in an
external publication or media outlet.
Conversion
Path
The
path, or course of actions, a prospect will go through to eventually become a
lead. These events can include a call to action, lead form, thank you page,
downloadable content, etc.
Conversion
Rate
Percentage
of people who take a desired action, such as filling out a form, registering,
signing up for a newsletter, or any activity other than just browsing a web
page.
Cost
Per lead (CPL)The total cost marketing pays
to acquire a lead. It is an important metric to keep track of and it influences
your Customer Acquisition Cost (CAC).
Customer
Acquisition Cost
A
measurement that allows you to assess the cost of scaling up your business.
It
can be calculated by dividing the time and money spent on customer acquisition
for a specific period of time by the number of new customers gained.
Money
+ Time Spent)/Number of New Customers
Customer
Loyalty
When
a consumer is a repeat buyer of a product, service or brand.
Customer
Relationship Management
A
system that manages a company’s interactions with current and
potential customers by using technology to organize, automate,
and integrate sales calls and emails.
Demographics
A
specific profiling aspect that takes into consideration age, gender, income,
family life, social class, etc. It’s often used in segmentation or for focal
points in marketing and advertising strategies.
Digital
Marketing (Online Marketing)
Marketing
to a target audience solely via the internet. Could be email marketing, content
marketing, etc.
Earned
Media
Media
exposure a company earns organically, often by accomplishing something truly
newsworthy and attracting media attention, distributing press releases,
securing press mentions, contributing thought leadership content to
publications, and achieving word of mouth.
Ebook
Also
referred to as a lead magnet, ebooks are generally a piece of longer content
designed to generate leads.
E-Commerce
The
means of selling products digitally on the internet.
Editorial
Calendar
The
schedule an organization uses to plan content creation, manage content
production, and ensure consistent publication each month.
Email
Marketing
The
process of sending a strategic message directly to a contact or group of
contacts via email for the purposes of educating, engaging, and/or encouraging
them to take a specific, profitable action.
Engagement
Rate
A
measurement of likes, shares, comments or other interaction a particular piece
of content receives.
Evergreen
Content
Content
that is valuable to a reader today, in 5 years and in 10 years. This
“evergreen” content is timeless, offers the highest-quality information and
offers huge SEO benefits.
Friction
Any
aspect of your website that is hard to understand, distracting or causes
visitors to move on from your page.
Gated
Content
High-quality
owned content, housed behind a form, that website visitors can only access
by submitting contact information and that fuels a company's lead generation.
Geographic
Segmentation
Segmenting
a group of audiences based on where they live or where they are located.
Guest
Post
An
original piece of high-quality, expert content, such as a written guest post,
infographic, or video, that's contributed to an external publication or outlet
to help a thought leader reach, engage, and build trust with a new audience.
Infographic
A
type of content that is visual in nature, making complex information easy to
understand and digest.
Keyword
A
specific word or phrase that describes the content of a webpage.
It
should always align with your target audience.
Knowledge
Bank
A
customizable template that stores and organizes a thought leader's expertise,
audience insights, and industry knowledge to enable consistent, efficient
content creation.
Landing
Page
A
page on your website that houses a form that prospects will fill out and
exchange their personal information for a lead magnet or free offer (such as an
ebook, demo or consultation).
Lifetime
Customer Value
A
prediction of the net profit attributed to the entire future relationship with
a customer.
Marketing
The
process of identifying, anticipating and satisfying customer requirements in a
profitable way.
Marketing
Automation
Software
platforms and technologies designed for marketers to more effectively
manage online marketing and automate repetitive tasks.
Marketing
Funnel
A
model illustrating the process companies use to attract visitors, convert them
into leads, and nurture them before they finally reach the buying moment.
Monthly
Recurring Revenue
The
amount of income produced each month from subscriptions to your products or
services.
Niche
Market/Business
A
very specific segment of a market in which you are trying to meet the needs of
that market.
Offer
This
is an asset that you’ll offer prospects on a landing page. The offer is
designed to help you generate leads, and they can include everything from a
webinar, ebook, checklist, template, demo and more.
Organic
Distribution
A
method of distribution by which content is naturally circulated among an
audience, such as through social media shares, referrals, and search engine
results.
owned
Media
Marketing
assets a company has control over, including its website, blog,
whitepapers, and email campaigns.
Paid
Distribution
A
method of distribution by which content is circulated and amplified among a
target audience via paid promotion, such as promoted posts on social media and
paid ads on search.
Pay
Per Click (PPC)
A
method of advertising on the internet where you only pay when someone “clicks”
on your ad.
Responsive
Design
A
website that changes based on the device the consumer uses. Mobile, laptop, and
desktop devices offer different views of a website, and responsive design
accommodate for each view, without having to build separate websites for each
one.
Return
on Investment (ROI)
A
way to measure the profitability of the investment you make in marketing,
sales, etc. If the ROI on an investment is negative, it generally means you’re
losing money on that endeavor. Measuring the ROI on your marketing is a
smart way to ensure you’re putting your money into the strategies that bring
results.
Relationship
Marketing
Establishing
relationships with the intent of developing a long-term association with a
prospect or potential customer. This strategy is much less expensive that
gaining new customers.
Sales
Funnel-The entire sales process as a whole – from prospect to paying
customer – and all marketing, advertising and sales processes in between.
Search
Engine Optimization (SEO)
A
method to increase a webpage’s performance in web search results. By tweaking
elements on a webpage (there are on-page and off-page SEO factors), you can
move a webpage up on a search result “page.” Marketers generally want to get
their website page to appear on page 1 of a search results, ideally at the very
top of the page. SEO elements include keywords, title and image tags, links,
and more.
Target
Marketing
A
group of customers toward which a business has decided to aim its marketing
efforts and merchandise.
Thought
Leader
An
industry expert who shares his or her expertise with a broader, targeted
audience with the purpose of educating, improving, and providing value to the
industry as a whole and building trust with key audiences.
Unique
Selling Proposition
A
factor that differentiates a product from its competitors, such as the low
cost, the quality, etc.
Unique
Visitors per Month
The
number of new people who visit a website in one month.
User
Experience
The
experience a user has with your brand/website, from the moment they discover
you, through the purchase and beyond – where customers become advocates.
Viral
Marketing
A
method of product promotion that relies on getting customers to market an idea,
product or service on their own.
Webinar
An
online seminar hosted by a company or multiple companies in partnership that
provides value and education to a specific audience and fuels lead generation
by requiring attendees fill out a registration form.
Website
Traffic
A
measurement of the number of visits a website receives.
Whitepaper
Content,
which is usually gated, that educates audiences by providing exclusive and
in-depth information, analysis, and research about a particular topic on which
a company is an expert.
arketers
define their ideal audience and it helps salespeople determine lead quality.
Call
to Action
An
instruction located on a web page, article, whitepaper, or infographic
that’s designed to prompt a user to take a
specific action that aligns with a company's long-term goal.
Click
Through Rate (CTR)
This
number shows the people that move through your website or marketing campaigns.
It’s actually the “clicks” or actions prospects take, divided by the total
number of actions people could take. Hence, the name “clickthrough rate.”
Content
Management System (CMS)
The
software on which a website or blog is built to manage its content.
Content
Marketing
A
strategic approach to marketing that's focused on consistently creating and
distributing high-quality, valuable content to attract, engage, and convert a
specific audience and drive profitable action.
Content
Marketing Funnel
The
different stages — from education to purchase — that content
strategies take leads through.
Content
Metrics
The
system of measurement that companies and individuals use to determine
their content’s success, including traffic, social shares,
engagement, conversions, number of leads generated, time on site,
page views, etc.
Content
Syndication
The
process of republishing content a company has created, such as a blog
post, infographic, or video, on third-party sites to maximize reach and,
typically, earn a link back to the original post.
Contributor
Someone
who writes and publishes a piece of content in an
external publication or media outlet.
Conversion
Path
The
path, or course of actions, a prospect will go through to eventually become a
lead. These events can include a call to action, lead form, thank you page,
downloadable content, etc.
Conversion
Rate
Percentage
of people who take a desired action, such as filling out a form, registering,
signing up for a newsletter, or any activity other than just browsing a web
page.
Cost
Per lead (CPL)
The
total cost marketing pays to acquire a lead. It is an important metric to keep
track of and it influences your Customer Acquisition Cost (CAC).
Customer
Acquisition Cost
A
measurement that allows you to assess the cost of scaling up your business.
It
can be calculated by dividing the time and money spent on customer acquisition
for a specific period of time by the number of new customers gained.
(Money
+ Time Spent)/Number of New Customers
Customer
Loyalty
When
a consumer is a repeat buyer of a product, service or brand.
Customer
Relationship Management
A
system that manages a company’s interactions with current and
potential customers by using technology to organize, automate,
and integrate sales calls and emails.
Demographics
A
specific profiling aspect that takes into consideration age, gender, income,
family life, social class, etc. It’s often used in segmentation or for focal
points in marketing and advertising strategies.
Digital
Marketing (Online Marketing)
Marketing
to a target audience solely via the internet. Could be email marketing, content
marketing, etc.
Earned
Media
Media
exposure a company earns organically, often by accomplishing something truly
newsworthy and attracting media attention, distributing press releases,
securing press mentions, contributing thought leadership content to
publications, and achieving word of mouth.
Ebook
Also
referred to as a lead magnet, ebooks are generally a piece of longer content
designed to generate leads.
E-Commerce
The
means of selling products digitally on the internet.
Editorial
Calendar
The
schedule an organization uses to plan content creation, manage content
production, and ensure consistent publication each month.
Email
Marketing
The
process of sending a strategic message directly to a contact or group of
contacts via email for the purposes of educating, engaging, and/or encouraging
them to take a specific, profitable action.
Engagement
Rate
A
measurement of likes, shares, comments or other interaction a particular piece
of content receives.
Evergreen
Content
Content
that is valuable to a reader today, in 5 years and in 10 years. This
“evergreen” content is timeless, offers the highest-quality information and
offers huge SEO benefits.
Friction
Any
aspect of your website that is hard to understand, distracting or causes
visitors to move on from your page.
Gated
Content
High-quality
owned content, housed behind a form, that website visitors can only access
by submitting contact information and that fuels a company's lead generation.
Geographic
Segmentation
Segmenting
a group of audiences based on where they live or where they are located.
Guest
Post
An
original piece of high-quality, expert content, such as a written guest post,
infographic, or video, that's contributed to an external publication or outlet
to help a thought leader reach, engage, and build trust with a new audience.
Infographic
A
type of content that is visual in nature, making complex information easy to
understand and digest.
Keyword
A
specific word or phrase that describes the content of a webpage.
It
should always align with your target audience.
Knowledge
Bank
A
customizable template that stores and organizes a thought leader's expertise,
audience insights, and industry knowledge to enable consistent, efficient
content creation.
Landing
Page
A
page on your website that houses a form that prospects will fill out and
exchange their personal information for a lead magnet or free offer (such as an
ebook, demo or consultation).
Lifetime
Customer Value
A
prediction of the net profit attributed to the entire future relationship with
a customer.
Marketing
The
process of identifying, anticipating and satisfying customer requirements in a
profitable way.
Marketing
Automation
Software
platforms and technologies designed for marketers to more effectively
manage online marketing and automate repetitive tasks.
Marketing
Funnel
A
model illustrating the process companies use to attract visitors, convert them
into leads, and nurture them before they finally reach the buying moment.
Monthly
Recurring Revenue
The
amount of income produced each month from subscriptions to your products or
services.
Niche
Market/Business
A
very specific segment of a market in which you are trying to meet the needs of
that market.
Offer
This
is an asset that you’ll offer prospects on a landing page. The offer is
designed to help you generate leads, and they can include everything from a
webinar, ebook, checklist, template, demo and more.
Organic
Distribution
A
method of distribution by which content is naturally circulated among an
audience, such as through social media shares, referrals, and search engine
results.
Owned
Media
Marketing
assets a company has control over, including its website, blog, whitepapers,
and email campaigns.
Paid
Distribution
A
method of distribution by which content is circulated and amplified among a
target audience via paid promotion, such as promoted posts on social media and
paid ads on search.
Pay
Per Click (PPC)
A method
of advertising on the internet where you only pay when someone “clicks” on your
ad.
Responsive
Design
A
website that changes based on the device the consumer uses. Mobile, laptop, and
desktop devices offer different views of a website, and responsive design
accommodate for each view, without having to build separate websites for each
one.
Return
on Investment (ROI)
A
way to measure the profitability of the investment you make in marketing,
sales, etc. If the ROI on an investment is negative, it generally means you’re
losing money on that endeavor. Measuring the ROI on your marketing is a
smart way to ensure you’re putting your money into the strategies that bring
results.
Relationship
Marketing
Establishing
relationships with the intent of developing a long-term association with a
prospect or potential customer. This strategy is much less expensive that
gaining new customers.
Sales
Funnel
The
entire sales process as a whole – from prospect to paying customer – and all
marketing, advertising and sales processes in between.
Search
Engine Optimization (SEO)
A
method to increase a webpage’s performance in web search results. By tweaking
elements on a webpage (there are on-page and off-page SEO factors), you can
move a webpage up on a search result “page.” Marketers generally want to get
their website page to appear on page 1 of a search results, ideally at the very
top of the page. SEO elements include keywords, title and image tags, links,
and more.
Target
Marketing
A
group of customers toward which a business has decided to aim its marketing
efforts and merchandise.
Thought
Leader
An
industry expert who shares his or her expertise with a broader, targeted
audience with the purpose of educating, improving, and providing value to the
industry as a whole and building trust with key audiences.
Unique
Selling Proposition
A
factor that differentiates a product from its competitors, such as the low
cost, the quality, etc.
Unique
Visitors per Month
The
number of new people who visit a website in one month.
User
Experience
The
experience a user has with your brand/website, from the moment they discover
you, through the purchase and beyond – where customers become advocates.
Viral
Marketing
A
method of product promotion that relies on getting customers to market an idea,
product or service on their own.
Webinar
An
online seminar hosted by a company or multiple companies in partnership that
provides value and education to a specific audience and fuels lead generation
by requiring attendees fill out a registration form.
Website
Traffic
A
measurement of the number of visits a website receives.
Whitepaper
Content,
which is usually gated, that educates audiences by providing exclusive and
in-depth information, analysis, and research about a particular topic on which
a company is an expert.
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