“We can generate more leads by creating gated white-pages primed with SEO elements!”
Sound familiar? It is not uncommon to hear sentences like this in the marketing and public relations world. Given the fast-paced and competitive nature of the business community, more and more marketing theories and strategies pop up; each with their own carefully crafted words or phrases to describe concepts, processes and tools. To business owners, it can be exhausting listening to your marketing director or the firm you hired talk with this lingo.
That’s why we created this list of basic marketing terms you can reference to understand current marketing jargon better.
B2B / B2C - Businesses that sell to other businesses (business to business) / Businesses that sell directly to consumers (business to consumer)
Bounce Rate - (Website) Rate of your website traffic that leaves almost immediately without visiting other pages or clicking any links; (Email) The rate of an email unable to be delivered to recipients’ inboxes due to invalid email addresses
Buyer Persona - Research-developed character who reflects the different customers your business caters to
Call-to-Action (CTA) - Web link that invites visitors to take an action, such as filling out a form in exchange for high-quality white papers or newsletter updates, and leads to a landing page when clicked
Click-through Rate (CTR) - Percentage of people who click your online advertisement after seeing it
Content - Any form of informational material, typically digital, such as infographics, blogs, videos and case studies
Conversion Rate - Percentage of your website visitors who complete a desired goal, such as contact you or download your white paper.
Customer Relationship Management (CRM) - Technology that manages your communications with customers and prospective clients
Editorial Calendar - (Marketing) Planner use to organize and schedule when and how content will be distributed; (Public relations) Scheduled publication topics for each issue of a magazine, newspaper or blogs
Engagement Rate - Percentage of engagement-- likes, shares or comments-- a piece of content is garnering
Inbound Marketing - Marketing strategy where you attract, engage and convert prospective clients by offering them valuable content that helps them in their buying journey
Keywords - (Short-tail) One or two word search phrases; (Long-tail) Three or more search phrases niche audiences use to find exactly what they need
Landing Page - Web page visitors are directed to where they fill a form to access content in exchange for their contact information
Lead Generation - Fostering prospective clients’ interest in your products or services
Marketing Automation - Software technologies that assist marketers by streamlining repetitive processes when generating leads, e.g. automatically emailing a customer that finished filling out a form requesting a demo
Net Promoter Score (NPS) - Index that measures customers’ willingness to refer a product or service to others
Pay-per-Click (PPC) - Advertising model where an organization pays every time their ad is clicked
Return on Investment (ROI) - Measurement on the performance of an investment
Service Level Agreement (SLA) - Agreement between the sales and marketing department that describes the expectations each have of each other
Search Engine Optimization (SEO) - Increasing the online visibility of a webpage or website by ranking high in a search engine’s page rank
With all these newfound understanding of common marketing words, you should check out our blog on why business-owners should use inbound marketing!