Culture | Digital Marketing

Too Afraid to Ask? Here’s Your Digital Marketing Glossary

We hope you don’t feel embarrassed or less than “with it.” After all, new digital marketing techniques are always appearing and it can be difficult to keep up with it all.

Fact is, many of us feel a bit dazed when it comes to digital marketing terms… as we mentioned at the beginning of our handy web design glossary!

So here are 20 essential digital marketing terms we think you should know:

Analytics: When used when discussing digital marketing, this terms means looking at data such as your pay-per-click results, how many visitors are coming to your website via your social channels or your search optimization efforts so that you can analyze what parts of digital marketing are showing you the best results. Your analytics provides insights so that you can make better marketing decisions.

A/B Testing: Sometimes referred to as “split testing,” A/B testing is when you compare two versions of an ad, a web page, etc. to see which one performs better. You do so to similar website visitors or ad viewers at the same time. The page or ad that provides a better conversion rate is the “winner”.

Bounce Rate: This refers to how quickly a visitor leaves your website (the visitor “bounces away”). It’s the percentage of people who get to your page and then leave it without clicking on any other links or going to any other pages. A high website bounce rate usually leads to lower than desired conversion rates because visitors aren’t staying on your site long enough to see your awesome offerings, etc. For e-mail, it’s the number of your e-mails that never get delivered to your list due to invalid or old addresses.

CTA: This acronym means “call to action,” and it’s a button, image or link in text that helps encourage a website visitor to visit a certain page on your website. For example, “Download Our Free E-book Now” is a CTA. The idea is that the visitor follows the CTA link and subscribes to your newsletter or downloads your free offering in exchange for their e-mail address. It’s basically bait, so you need to have a pretty compelling offer on the other side of your CTA.

Conversion Rate: This term refers to the percentage/number of people who take the action you want them to (download a free e-book, call your office, buy your product, etc.).

Earned Content: A more popular term is “earned media,” which means you’ve gained free publicity somehow from someone. It could be an article in a newspaper or magazine about your company, a mention in a podcast, someone tweeting something about you on their Twitter feed (whether good or bad), and so on.

Engagement: This word describes a critical metric on your social media channels. It shows how much interaction (likes, comments, shares, etc.) any of your updates or posts receive. Engagement analytics will show you which of your posts and messages resonate the best with your followers.

Funnel: In digital marketing terms, this word refers to the point when you capture prospects’ attention and how you then move them along to becoming clients or customers. Your digital marketing funnel can be long. Here’s an in-depth explanation.

Landing page:  This is a page on your website used for lead generation and it’s the page visitors land on when they click on your CTA. It focuses on a free offer (such as free report or webinar you’re holding) that entices visitors enough that they will provide you with a name, e-mail address, perhaps even a phone number in exchange for the freebie. It’s an important part of converting website visitors into bona fide leads (once you have their e-mail address, you can send them more free reports and information, etc.)

Lead: This refers to site visitors who have shown enough interest in your offerings to have given you their phone number, name, e-mail address, etc. Generating leads is one of the most important parts of digital marketing because you can now send them additional information and over time convert them into customers.

Lifecycle Stage: This term refers to how you organize your contacts depending on the stage they are in in their sales journey or the relationship they have with you. Generally, they either are aware, evaluating or have purchased. By organizing our leads into different lifecycle stages, you can be sure you won’t send someone in the aware stage information or offer that’s better suited for a customer.

Lookalike Audience: These are the folks are aren’t exactly the type of audience you want to target, but who are enough like your perfect target that they will be open to your marketing efforts and the products/services you offer.

Mobile Responsiveness: Your website should be mobile responsive. That is, it responds to the size of the screen on which it’s displayed.  Since most users these days access the web via a smartphone or tablet (instead of laptops or desktops), you need to make sure your website changes automatically to fit the type of device a site visitor is using.

Organic Traffic: This refers to the visitors who come to a page of your website as a result of unpaid search results. (Paid traffic is traffic that comes to you when someone clicks on an online ad you purchased and gets to your website.) Optimizing your website for the keywords your target audience uses when they search for your product/services will help your page rank high in search engine results.

Paid Content: Basically, paid content is the opposite of earned content (described above): it is where you pay for your content to be distributed such as in social media ads, PPC, sponsored content, and so on.

Persona: A written representation of your perfect customer. You find who your “perfect customers” are by performing market research and using data based on your existing customers.  Creating personas gives structure to your marketing efforts: you know to whom you’re marketing, what they like, what they want, their challenges, and their goals, allowing you to create content that helps them understand how your product/service helps overcome their obstacles and meet – or even exceed – their objectives.

Reach: This is the number of people who see your updates and postings on your social media channels. It differs from impressions (the number of times your updates were displayed, but not necessarily seen) and engagement, which is the percentage of people who see your postings and then like, share or comment on them.

Retargeting: Sometimes known as “remarketing,” retargeting is a type of online advertising that helps your offerings stay in front of visitors who leave your website before becoming a lead (converting). Since only about two percent of website visitors convert on their first visit, retargeting helps you reach the other 98 percent. It works by placing an unobtrusive piece of code on your site that drops an anonymous browser cookie so that whenever your visitors surf the web, the cookie lets your retargeting provider know it should serve up your ads, making sure that your ads only show up to people who have visited your site in the past.

SEO: Search Engine Optimization. It’s the process of receiving traffic from your website without paying for it with an ad. (Traffic received via SEO is known as “organic” traffic, as opposed to “paid” traffic).  This strategy affects how high your website’s pages appear in search results. There’s a lot involved in SEO. In a tiny nutshell, SEO involves placing the keywords your perfect prospects use when they search for products/services like yours in your content, title tags, images, inbound links, and much more.

Workflow: Another term for a lead nurturing campaign. Workflow is a collection of events that move a lead through the sales process. When done well, a workflow shows the individual tasks needed to complete a project, highlights the critical steps, shows the relationship between steps, and helps find problem areas.

Ingenex is a Detroit-area digital marketing agency and we understand how overwhelming creating and executing a great marketing strategy can be. Let us help you! With your goals and insights into what your company needs, we can design and implement strategies that will bring you the results you want and deserve. Contact us today and tell us all about your challenges and goals.


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