Digital Marketing Terminology
“Marketing Terms you need to know”
Table of Contents
• A/B Testing
• Ad Spend
• Affiliate Marketing
• Analytics
• Blogs
• Bounce Rate
• Buyer’s Journey
• Call To Action (CTA)
• Click-Through-Rate (CTR)
• Competitive Analysis
• Conversion Rate Optimization
• Content Marketing
• Content Strategy
• Content Testing
• Customer Relationship Management (CRM)
• Digital Marketing
• Email Marketing
• Ecommerce
• Facebook Pixel
• Funnel Hacking
• Inbound Marketing
• Influencer Marketing
• Keywords
• Key Performance Indicators (KPI’s)
• Landing Pages
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• Link Building / Backlinking
• Marketing Automation
• Multichannel Marketing
• Paid Ads
• Pillar Pages
• Sales Funnel
• Search Engine Optimization (SEO)
• Social Media Marketing
• Site Audit
• Style Guide
• Traffic
A/B Testing
A/B Testing is the process of testing two versions (Version A and Version B) of digital content with a target audience to learn which one the audience prefers. When it comes to digital content, this preference is usually measured by conversion rate - the number of visitors to a website or app who take a desired action during their visit (things like signing up for an email list, purchasing a product or service, or subscribing for a paid membership).
Ad-Spend
The actual cost for running ads in a digital marketplace (i.e. Facebook, Google, LinkedIn, Pinterest etc.) This amount is based on the market value. There is no wrong or right total amount of Ad-Spend cost, however the bigger the Ad-Spend budget the faster the results. We recommend a starting total monthly budget of $500.00 – $1,000.00.
Affiliate Marketing
Affiliate marketing is a strategy where businesses reward individual “affiliates” (people or organizations outside the business) for bringing in new customers or visitors through ads or content on the affiliate’s website. Affiliates receive payments or product discounts based on the number of customers they generate.
These are exceptionally common on personal or lifestyle sites, where you might notice that the product recommended has a link with a bunch of additional stuff tracked on. That means that if you buy the product, the blog or site that led you there will make some percentage of that sale.
Analytics
Digital marketing analytics is the translation of customer behavior into actionable business data. Today's marketers can use digital analytics tools to examine the many online channels their buyers might interact with and identify new revenue opportunities from existing campaigns.
Blogs
In the world of digital marketing, blogs are a lot more than just personal sites. In fact, company blogs and blog posts are at the heart of content marketing and lead generation. Quality blog content that’s relevant to your customer base and written per best SEO (search engine optimization) practices makes your site “findable” by consumers on Google and other search engines and keeps them on your site once they’ve found you.
A few stats on blogs:
• Companies that published 16+ blog posts per month got almost 3.5 times more traffic than companies that published zero to four monthly posts.
• Companies that published 16+ blog posts per month got about 4.5 times more leads than companies that published zero to four monthly posts.
• 43% of B2B marketers say blogging is their most important type of content. (Source: https://www.hubspot.com/marketing-statistics)
Bounce Rate
Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave ("bounce")
rather than continuing to view other pages within the same site. Bounce rate is calculated by counting the number of single page visits and dividing that by the total visits. It is then represented as a percentage of total visits.
Bounce rate is a measure of "stickiness." The thinking being that an effective website will engage visitors deeper into the website. Encouraging visitors to continue with their visit. It is expressed as a percentage and represents the proportion of single page visits to total visits.
Bounce rate (%) = Visits that access only a single page (#) ÷ Total visits (#) to the website. The industry average bounce rate is 30%-45%.
Buyer’s Journey
In digital marketing terms, the buyer’s journey is the trajectory of a consumer’s movement from product awareness to engagement with a product, to finally deciding to make a purchase. Digital marketers need to understand how to “attract, engage, and delight” consumers to carry them from the “I don’t know anything about this brand or product” stage to “I’m all in.”
This process includes using techniques to better understand your customer (personas, user research, etc.) and strategies for optimizing the sales process (via email marketing, retargeting, etc.)
Call to Action (CTA)
A call to action is the text, banner, form, or image on a web page (or email) asking a visitor to literally take an action read more content, join an email list, sign up for a webinar, buy a product, etc. CTAs are marketing tools that convert web users into leads for businesses.
Click Through Rate (CTR)
The click through rate is the percentage of users who click on links in web pages or marketing emails. CTR is significant because it measures how many users are actively engaging with linked content on a site.
Competitive Analysis
Conducting a competitive analysis means identifying your competitors and analyzing their businesses with a fine-tooth comb. This lets you learn from their successes and mistakes, understand their strengths and weaknesses, and find gaps in the market that other businesses aren’t covering.
Once you understand similarities and differences between your business and competitors in your field, you’ll learn how to occupy the best market niche for your company and attract your own target audience.
The core steps of a competitive analysis include:
• Identifying competitors which business are truly direct competitors and represent a threat to your market share?
• Choosing parameters decide which parts of a competitor’s business should be studied comparatively with your own. This can include core products, pricing structures, websites, blogs, social media presence, etc.
• Tracking and sharing the results of your analysis should be tracked through a simple spreadsheet, which you can transfer to a slide deck and share internally with your company or client.
Conversion Rate Optimization (CRO)
CRO is a marketing system for raising the percentage of website visitors who convert to paying customers. CRO methods usually involve encouraging users to take specific actions on the website, such as filling out a web form, signing up for a trial, or joining an email list.
Content Marketing
Content marketing describes the process of creating and distributing content used for digital marketing campaigns. This includes things like:
• Blog Posts and Articles
• Social Media Posts
• Video Content
• Podcasts
• eBooks and Guides
• Webinars
Content Strategy
Content strategy is the planning and implementation of digital content in other words, an overarching content strategy guides a content marketer’s campaigns. It’s a content marketing team’s “master plan” to make their content work toward a uniform and cohesive end.
Examples of content strategy include:
• Competitive Analysis
• Style Guides
• Pillar Pages
• Content Testing
• Website Audits
• Setting KPIs
Content Testing
Content testing is a clear way to gauge how content performances and build an overall content strategy moving forward. This testing looks similar to what you might see in the user experience (UX) research field, with one of the simplest and most effective ways to test content being A/B testing, defined earlier in this list.
Customer Relationship Management (CRM)
An approach to managing a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
Digital Marketing
Digital marketing includes any, and all online strategies used to sell products and services (whether you’re targeting potential audiences via computer, iPad, or app).
Some of the hallmarks of digital marketing include:
• Customizing an audience from a global population digital audiences can be reached anywhere around the world, meaning digital marketers can fine tune their audiences’ using demographics that best fit their marketing campaign.
• Audience interaction unlike more passive traditional marketing (e.g. a television viewer watching a commercial), digital marketers are able to interact directly with their audience through forums like website comment sections, social media accounts, and interactive quizzes.
• Using multiple delivery channels based on audience needs and preferences dynamic web content lets digital marketers connect with an
audience through a range of delivery channels (including YouTube videos, Instagram posts, blog articles, and marketing emails)
• Online marketing events similar to conferences and conventions in traditional marketing, digital marketers host online events like webinars, product demonstrations, and courses, which can often be attended “live” or viewed afterward on demand.
Email Marketing
Email marketing is the process of using emails and email-centered marketing campaigns to nurture leads and advertise products and services. What does that mean?
• Lead nurture emails are used to keep leads (people on your email list) interested in your brand and to communicate brand value (e.g. a newsletter with links to relevant, helpful articles on your blog).
• Sales emails are used to funnel leads toward current purchase opportunities.
Both nurture and sales emails are sent to email addresses that are collected through CTA’s on landing pages and blog posts things like giveaway and webinar signups, signups for free guides and ebooks, etc. Email marketing is a direct way of tailoring a message and sending it to an audience that has shown interest in your brand.
Ecommerce
Ecommerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions. Ecommerce is often used to refer to the sale of physical products online, but it can also describe any kind of commercial transaction that is facilitated through the internet.
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Facebook Pixel
The Facebook pixel is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website. It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.
Funnel Hacking
The process of purposely going through your competitor’s sales or marketing funnel to reverse engineer their process and duplicate it for your own business; the idea in doing so is to rapidly decrease the learning curve to create a successful sales/marketing funnel.
Inbound Marketing
Inbound marketing is a term first coined by HubSpot co-founder Brian Halligan. Today, HubSpot defines inbound marketing as:
“[a method of] creating valuable experiences that have a positive impact on people and your business [by attracting] prospects and customers to your website and blog through relevant and helpful content.”
The inbound model illustrates why digital marketing content is more than static advertisements asking customers to buy. The potential customer searching Google for cars isn’t looking for car advertisements, they’re looking for useful articles about “the best cars of 2019,” or “how to get a good deal when shopping for new cars.”
Influencer marketing
A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field or niche. Influencer content may be framed as testimonial advertising; influencers play the role of a potential buyer, or may be involved as third parties. These third parties can be seen in the supply chain (such as retailers or manufacturers) or as value-added influencers, such as journalists, academics, industry analysts, and professional advisers.
Keywords
Keywords are words or phrases commonly used in search engines to look for online content. Keyword research is a powerful internet marketing tool, since web advertising and website search engine placement can be optimized to match high traffic keywords, making it more likely that Googlers will end up on your site.
Key Performance Indicators (KPIs)
KPIs (key performance indicators) are quantitative benchmarks used to track how much progress you’re making towards your marketing goals. To put it simply, a KPI is a metric you aim to hit to guarantee your project or department is on track, growing, and adding to the company’s bottom line.
The best KPIs follow the SMART framework, a system often used in management consulting. KPIs should be:
Specific
Measurable
Achievable
Relevant
Time-Bound
For example, let’s say you want to get more website traffic. To make this KPI smart, you’d break it down like this:
I want more people to visit our website and become customers (relevant), so this month (time-bound), I want to boost our organic search traffic (specific) from 70,000 visitors per month to 80,000 visitors per month (measurable), which I’ll do primarily through link-building and improved keyword ranking (achievable).
Landing Pages
A landing page is an individual web page used to promote specific marketing or advertising campaigns. When a company executes an online event to drive traffic, leads, or sales, customers are funneled to this page, where the event’s vital details and CTA (Call to Action) are posted. Landing pages are designed to encourage visitors to follow the CTA sign up for a webinar or giveaway, purchase a sale item, etc.
Link Building / Backlinking
Link building, sometimes informally called “backlinking” or “backlinks”, is the process of getting external websites (websites other than your own) to link back to your content. In other words, if you’ve written a blog post on “digital marketing terms” and another site links to it from an article of their own, you’ve just engaged in link building.
Marketing Automation
Marketing automation describes the use of software or online services (like HubSpot, MailChimp, Click Funnels and Act-on) to automate repetitive marketing tasks like emails, customer relationship management, social media posts, and analytics. Marketing Automation programs allow marketers to input specific criteria for the tasks in question and that data is interpreted and executed by the program.
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