There’s a lot of marketing concepts used on regular basis on the marketing field that are important to understand if we run marketing strategies for our business. In this blog we are going to show you the most common terminology.
1. A/B Testing
Trying two varieties of a web page, email subject line, landing page, CTA, etc. to see which one accomplishes better.
2. Advertising
Putting a focus on a product, service or business through paid broadcasting – print or digital.
3. Analytics
Tracking data and creating outlines from it that inform future marketing endeavors. The data can come from website traffic, conversions, social media, etc.
1. Blogging
Individuals, small business and even large corporations write articles, commentaries, and publish regularly on their website. A primary component of the inbound marketing method, blogging helps to drive website traffic, builds thought leadership and authority, and drives leads.
2. Bottom of the Funnel
A stage in the buying process, when leads move through the top of the funnel (identifying a problem), the middle (shopping for solutions), and finally, to the bottom, where they’re ready to buy. At this stage, leads are interested in a demo, a call, or a free consultation.
3. 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.
4. 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.
5. Brand
Anything that brings about awareness of a specific product, service or business while separating it from other establishments.
6. Business-to-Business (B2B)
Describing a business that markets to other businesses.
7. Business-to-Consumer (B2C)
Describing a business that markets and sells to consumers.
8. ClickThrough Rate (CTR)
This number shows the people that move through your website or marketing campaigns. It’s actually the actions prospects take, divided by the total number of actions people could take.
9. Cold Calling
Approaching prospective clients by phone or face-to-face without having ever had any interaction with them before.
10. Cold email
Using email to interact with a prospect with whom they’ve had no prior contact.
11. Content
Information created to inform, educate, or influence a specific audience. Content may be released in the form of text, image, video, or audio.
12. Content Management System (CMS)
A program that manages all of the aspects of creating content. These may include editing, indexing, navigational elements, etc.
13. Conversion Path
The actions taken for a prospect to eventually become a lead. These events can include a call to action, lead form, thank you page, downloadable content, etc.
14. 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.
15. Corporate Identity
All symbols, colors, logos, etc., that make up the public image of an organization.
16. Customer Relationship Management (CRM)
Software that helps you organize all of your marketing and sales activities, including storing contact information, tracking emails, storing deals, and more.
17. 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).
18. Cost Per Click (CPC)
An advertising metric that marketers use to determine the amount they will pay for ads based on how many clicks the ad receives. CPC is used most often with Google Adwords and for Facebook ads.
19. Cost-Based Pricing
A strategic form of pricing intended to cover the expenses of running your business.
20. Customer Loyalty
When a consumer is a repeat buyer of a product, service or brand.
21. 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.
22. Digital Marketing (Online Marketing)
Refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands.
23. Direct Mail
A means of advertising communication that reaches a consumer where they live or their place of business, through the mail, often based on demographics and/or geographical location.
24. Ebook
Also referred to as a lead magnet, ebooks are generally a piece of longer content designed to generate leads.
25. E-Commerce
Is also known as electronic commerce. It refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions.
26. Email
A digital message you can send through the internet to contacts, leads and prospects. Marketing through email takes businesses directly into a consumer’s inbox and provides the ability to create a connection and build trust.
27. Engagement
Keeping prospects and customers interested in your brand and invested in your success with the understanding that it’s to their benefit, as well.
28. 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.
29. Funnel
Is a system designed to attract and convert customers to your business.
30. Geographic Segmentation
Segmenting a group of audiences based on where they live or where they are located.
31. Hashtag
A keyword phrase, written without spaces, with a # in front of it. It allows you and your audience to interact and converse about specific topics on social media.
32. Ideal Customer Profile (ICP)
The type of customer who meets all the criteria you’re looking for in a prospect. In other words, your perfect client. The difference between your ideal customer profile and your buyer persona is that the ideal customer is a description of the type of company you should try to sell to and your buyer persona is a detailed analysis of the people who buy from you.
33. Inbound Marketing
Advertising your company via content marketing, podcasts, video, eBooks, email broadcast, SEO, Social Marketing, etc., rather than paid advertising.
34. Infographic
A type of content that is visual in nature, making complex information easy to understand and digest.
35. Keyword
A specific word or phrase that describes the content of a webpage. It should always align with your target audience.
36. Key Performance Indicator (KPI)
A means to measure the performance of various factors, from employee functions to marketing tactics. Tracking KPIs will help your organization achieve its goals.
37. 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).
38. Lead
An individual or a company that has shown interest in one of your products or services. Could be either a MQL (Marketing Qualified Lead) or an SQL (Sales Qualified Lead).
39. Lead generation
Activities with the purpose of generating interest about your product or service. These activities may include content marketing, advertising, referrals and partnerships.
40. Margin
The profit gained from a product or service after all expenses for selling that product or service are covered.
41. Marketing Automation
Is technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.
42. Market-Based Pricing
Similar to competitive based pricing in the sense that this type of pricing is based off of the streamlined/current pricing for a specific product or service within the same industry.
43. Market Development
The act of taking an existing product or service to a new market.
44. Market Research
High-intelligence research and development of a specific industry for the improvement of business decisions.
45. Marketing
The process of identifying, anticipating and satisfying customer requirements in a profitable way.
46. Monthly Recurring Revenue
The amount of income produced each month from subscriptions to your products or services.
47. Niche Market
A very specific segment of a market in which you are trying to meet the needs of that market.
48. 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.
49. Pay Per Click (PPC)
A method of advertising on the internet where you only pay when someone “clicks” on your ad.
50. Point Of Contact (POC)
The representative who is the decision-maker/facilitator for their organization in terms of marketing and sales.
51. Portfolio
A series of case studies that provide proof of value to potential customers.
52. Public Relations
A series of media releases, conferences, social images, etc. that make up and maintain the reputation of an organization and its brands.
53. Qualified Lead
A lead that is qualified meets your company’s criteria, or buyer persona attributes, and is more likely to buy. A marketing qualified lead meets marketing objective, while a sales qualified lead meets sales objective.
54. Research and Development
The process of discovering and developing new products and services.
55. 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 marketing efforts is a savvy way to ensure you’re putting your money into the strategies that bring results.
56. Referral
A prospect or lead generated from someone who may be interested in what the salesperson is selling.
57. Sales Funnel
The entire sales process as a whole – from prospect to paying customer – and all marketing, advertising and sales processes in between.
58. Search Engine Optimization (SEO)
Refers to the practice of refining your website to make it perform better in search engines like Google.
59. Search Engine Marketing (SEM)
A method to increase a webpage’s performance in web search results. By running paid campaings.
60. Smarketing
The integration of sales and marketing. It improves the skill sets and knowledge of both teams.
61. Social Media
Platforms like Facebook, Twitter, Instagram and Snapchat that help users connect. Marketers use these networks to increase awareness, grow their customer base and achieve business goals.
62. S.W.O.T. Analysis
An internal study often used by organizations to identify their strengths, weaknesses, opportunities and threats.
63. Target Marketing
A group of customers toward which a business has decided to aim its marketing efforts and merchandise.
64. 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.
65. Value Statement
A description of your company’s top priorities and how those translate into marketing and sales initiatives.
66. Website
A series of webpages that are connected, beginning with a homepage and generally includes other pages like “contact,” “about,” and “services.” Serving an individual or organization, your website should be strategically designed to attract visitors, convert users into leads and then turn leads into customers.
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