Marketing Terms and Acronyms

A/B TESTING (Split-Testing)

A methodical way to increase online conversions. How to do this? One option is with landing pages. Create two different versions of a landing page, where landing page 1 features headline A and landing page 2 features headline B. Split your traffic (see what I did there?) and see which version converts better. You can continue to do this with more elements like headlines, Call-to-Action’s (CTA’s), or images.


Above the fold is the portion of a web page visible on the screen without scrolling. It comes from newspapers! When you get a newspaper it’s folded in half. The top half where you see the headlines is what’s “above the fold”…the area above the parts you can’t see without flipping the paper over (or scrolling).


Crafting an experience that is tailored to a user’s customer experience. The goal being to deliver the right message to the right person at the right time.


Revenue sharing between online advertisers and publishers where payment is based on performance measures — usually in the form of sales, clicks, and/or registrations.


This is the discovery and communication of meaningful patterns in data. The data ranges from categories like customer behavior, popularity, engagement to acquisitions and conversions.


An auto-responder is a sequence of email marketing messages that get sent to subscribers in the order and frequency that you decide.


B2B simply means “business to business.” Refers to the type transaction that takes place when a product, service, or information is exchanged between two businesses.


Businesses that sell products or services directly to end-users or consumers.


Display other web pages that link to your posts.


The word “blog” is a shortened version of “weblog,” which is a mashup of the words “web” and “log.” In the early days of blogging (late 1990s), blogs were diary-like. Blogging has now progressed into a form of online articles and content to share with readers. They can include infographics, images, tables, videos, and more.


The percentage of visitors who enter your site and then leave (“bounce”) rather than continuing on to view other pages within your site. Not to be confused with “exit rate,” which is the percentage of visitors to a site who actively click away to a different site from a specific page, after possibly having visited other pages on your site.


Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.

In fact, one of the ways we sometimes see that a brand is growing stronger is when its customers start referring to it by something different from its brand name. Think “Tar-jé.” This only happens when customers feel enough of a relationship with a product to bestow it with a nickname—which happily reinforces the brand attributes that Target seeks to promote: affordable chic.


A buyer persona is a semi-fictional representation of your ideal customer (aka. target audience or “avatar”). based on market research and real data about your existing customers.


The stages a customer passes through on his way to making a purchase with a business. There are at least five stages customers pass through: awareness, consideration, intent, purchase, and repurchase.


The number of times someone clicks on a link based upon the number of times it was seen. If 100 people saw the link and 10 people clicked on it, then the CTR would be 10 percent.


Copywriting is one of the most essential elements of effective marketing involving strategically delivering words (whether written or spoken) that get people to take some form of action.


A CMS is a computer application or set of similar programs that can be used to create or manage digital content.


The process of creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. You educate people so that they know, like, and trust you enough to do business with you.


🤓 Hey, hey, hey! So glad you looked up what this amazing term is! Guess what…you’re on the right site for this term. Content repurposing (aka. finding new ways to recycle your existing content) has a number of benefits, such as: Reaching a New Audience! We all absorb information in different ways. This is where content repurposing comes into play. Some users prefer visual infographics over text statistics, some like video, some like podcasts…you get the idea. Reformatting your content for different mediums means appealing to more audiences and extending your reach. Need help? CLICK HERE.


This is the measure of how much your business pays to convert a prospect into a customer.


An online advertising model where a company pays for each click instead of paying by the number of impressions.


The CPM is the cost to an advertiser of showing an ad to 1,000 people specifically.


This is the amount an advertiser has to pay for each sale generated from an ad.


The act of collecting, organizing, and sharing content.


A number that represents the estimated revenue of a customer throughout their lifetime as a customer.


A CRM manages past, current, and future customers (leads) using technology that automates lead generation and keeps track of where the customer is in the sales cycle so all departments have a clear picture of the customer.


When someone purchases a digital product. (ex: software, online courses, ebooks, fonts, graphics, music files, and more)


A term meaning anyone can create content on social media sites like Facebook, but that content effectively belongs to Facebook. In the end, you’re building your business on someone else’s property. (not recommended to ever do that)


Marketing efforts directed toward a specific targeted group via postcard or catalog (both direct mail) for soliciting a response from the customer.


A digital book designed to be read on a device like a smartphone, laptop, or tablet. Ebooks can be downloaded and purchased.


Simply a publishing schedule. You plan and coordinate what content will be published, and when across your social media platforms, blogs etc.


Sending relevant and interesting email messages to recipients (best to use a built permission-based list). Email marketing deepens your relationship with your audience. Each email you send carries your distinctive voice, while delivering quality, niche-specific content building trust thus helping to build your business.


The ability to hold the attention of an audience and persuade the audience to participate in some sort of activity. (ie. share your content, commenting on a blog post, or answering a quiz or poll)


Unlike the bounce rate where there is only one session (your visitor landed on that page and left on that page), the exit rate calculates how many visitors left on that particular page after multiple sessions on your site. Your visitor didn’t land on that page but found his way to that page and then left.


A label which allows users to search content within a narrow topic. For example, users can search #mountains on Instagram to find photographs of mountains. Hashtags can be used with events like #cavs or #smmw19.


HyperText Markup Language is the standard, universal language used to build every web page online. HTML gives web pages their structure. HTML is used to add paragraphs, headings, and images.


HTTP means HyperText Transfer Protocol. HTTP is the underlying protocol used by the World Wide Web and this protocol defines how messages are formatted and transmitted, and what actions Web servers and browsers should take in response to various commands.


Hyper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the protocol over which data is sent between your browser and the website that you are connected to. The 'S' at the end of HTTPS stands for 'Secure'. It means all communications between your browser and the website are encrypted. Google likes secured sites these days. Click here to read more.


Infographics are digital posters full of facts, interesting images, and fonts that catch the eye of just about everyone. They take information and portray it in a completely visual manner allowing you to digest a lot of information quickly. Infographics can be very powerful when done well.


Key performance indicator (KPI) is a measurement that is commonly used to measure success. KPIs can differ from one business to another (new customer acquisition or customer loyalty) and even from department to department (zero defects, uptime).


Keywords are the most fundamental and significant element of Search Engine Optimization. Users use keywords on search engines when they are doing a search online. That is why it is really important to make your website SEO optimized for important keywords. SEO helps your website’s pages to be ranked higher with search engines therefore making it easier for people to find your website. Keywords are the core of the SEO.


A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. The goal could be to sell a product, get email newsletter sign-ups, download an ebook, or watch a video. The variety of landing page goals is endless, but the important thing to remember is to have one goal per landing page. One page, one goal. Nothing more.


The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. Lead generation is a deliberate act by a consumer that exchanges her contact information for a resource from the organization. This could be an email address in exchange for an exclusive report download. Landing pages help with lead generation! See how that works! :)


Links are the bridges between content online. Links allow search engines to crawl and discover content on the web. They are also the online content creators’ currency. The more quality links that point to a particular page, the higher that page will rank in search engines.


A piece of writing or other content presented wholly or partly in the form of a list.


Generally, a keyword containing four or more words. Example of a long-tail keyword is, “Best Women Written Marketing Books” vs a regular keyword would be “marketing book.” See the difference?


The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.


To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.


Marketing automation refers to software used by people and companies to streamline, automate, and measure marketing workflows by automating tasks.


A membership site is a password protected private website that offers exclusive content and training.

Image rights to Thrillist

Image rights to Thrillist


A piece of content spreading virally online from user to user mostly to make people laugh or make fun of others. Christopher Walken immortalized the expression 'more cowbell' on Saturday Night Live. Today, 'more cowbell' is a daily expression of humor.


Any advertising or promotional messages that appear on mobile devices like smartphones and tablets.


Micro content is actually very simple: in content marketing this term means all the little images and texts you use on your social media sites.


The combination of different media — including text, graphics, audio, video, and animation — in one program.


A target audience or group which is typically a subset of a larger, more broad audience. For example, a large audience might be “restaurants in Cleveland” while a niche market of that would be “tapas restaurants in downtown Cleveland.” You are able to see better results than if you target a larger audience which will more-than-likely be more competitive.


Providing a seamless experience, regardless of channel or device. This marketing strategy takes digital interactions, such as social media and e-commerce purchases, and integrates them with interpersonal interactions.

Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!
— John Bowden, Senior VP of Customer Care at Time Warner Cable


A set of techniques that aren’t performed directly on your website but can help your website gain visibility in search engines and build authority. (eg. guest blogging, activity in forums, and link building)


A set of techniques performed directly on a website to improve visibility in search engines. These techniques optimize aspects of your website such as title tags, content, and URLs.


Google’s PageRank algorithm attempts to judge the relevancy of a page by asking two questions:
How many links point to a particular web page?
How valuable are those links?
The quality of links matters quite a bit.


Measures the number of pages that have been viewed. This is different from a “hit” because to be considered a page view, a web user clicks on a link that then translates to one request to load an HTML page file on a website. A hit measures the number of files on the page that are loaded. A page may have multiple hits due to images, ads, headers, widgets, and so on.


Pay per click (PPC) refers to a form of paid advertising. PPC advertising works primarily upon the concept of bidding on certain keyword phrases against your competitors that result in you paying a fee for each click that is generated. Google Adwords is the most popular PPC option.


A podcast is audio content you can listen to on demand. Unlike reading a blog post or watching a video, podcasts are the only truly mobile medium. You can listen to them while walking, driving, or lying down with your eyes closed.


A web design approach where the designer builds a website to be able to adjust to any device so that the user experience is fluid and seamless and there is little adjustment in scrolling, panning, or resizing. This includes the use of flexible images and fluid, proportion-based grids.


Also known as remarketing, retargeting is a form of online advertising that keeps your brand front and center with bounced traffic. Retargeting works by dropping a cookie (a small, non-obtrusive piece of code that won’t slow down your site) into the web browser to identify that user as a previous visitor. When that visitor then browses the web, that cookie notifies the retargeting ad network when to load relevant ads about the company. This increases conversions as visitors are constantly kept in front of your product.


The most common profitability ratio that measures the profit of an investment based on the cost of that investment.


Or “rich site summary” as some might call it. RSS is a format that consists of data (like blog posts on a website) that can be accessed using an RSS reader. Using a reader, you are able to stay up-to-date on a website without ever having to visit it.


Refers to the buying process that companies lead customers through when purchasing products. A sales funnel is divided into several steps, which differ depending on the particular sales model.


The practice of marketing a business through paid online advertising. These ads appear on the search engine results of pages like Google or Bing. Businesses pay for these ads based upon keywords.


SEO is the processes involved in helping a website rank higher in the organic results of a search engine. There are two basic parts of SEO; on-site SEO and off-site SEO. On-site SEO covers items that happen on a website like page titles, meta descriptions, page load times, sitemaps, alt-text, etc. While off-site SEO is primarily tasks that occur away from your website which mainly focused on various types of link building.


The page of links that a search engine delivers in response to a keyword query. Each search engine entry usually consists of a headline link, a brief description of the content, words bolded that match the keyword query, and the website URL.


A broad term that refers to any technology that enables people to communicate, exchange ideas, publish content, play games, network, or bookmark online. Twitter, Facebook, and Instagram are examples of popular social media sites.


See A/B Testing above.


A group of individuals who collectively make up the intended recipients of a marketer’s message or product. Products can have more than one specific target market. The process of dividing an audience into small, more relevant target markets is called “segmentation.”


A reference to any touchpoint that begins a customer’s interaction with a company. This could be a prospect “Liking” a Facebook Business Page or signing up to receive an email newsletter. The widest part of a funnel and often the first step to converting followers to customers.


A subset of “page views” that measures individual visitors who have viewed a website’s pages. This metric gives you an indication of how many people are looking at your website.

USER GENERATED CONTENT (UGC) also known as User Created Content (UCC)

This is content which has been created by others outside of an organization and in the public realm. This can include poll results, testimonials, comments, photos, videos etc.

UX (user experience)

A multidisciplinary approach that attempts to identify the way users feel about using (or anticipating using) a product, system or service, in order to manipulate these reactions. But at its core, UX is about understanding the way something makes users feel, as it is these feelings that provoke users to action.


Something that you offer customers or clients that your competitors do not offer. Once you identify the unique element for your business, you’ll know exactly what the theme of your content marketing should be, because that will become the big story of your business.


The phenomenon of a piece of content becoming very popular through shares on social networks.


People who visit your website.


Simply referring to the concept of marketing that starts with a small group of people (or a single person) and ultimately transcends to reach a huge audience…much like a virus does.


A data visualization for text to communicate important information at a glance. The more frequent a word appears in a text, the bigger and bolder it appears in the word cloud. The words are arranged artistically, thereby it helps the most popular words to resonate with the targeted audience in an engaging and fun way.


Pronounced as “wiz-ee-wig”, the acronym stands for “what you see is what you get“. A WYSIWYG editor or program shows text exactly as it will appear in printed output, including underlining, various typefaces, as italics, line spacing, end-of-line breaks, and paragraph indentations