Marketing Terms To Know

13th August 2021

We have defined all of the marketing terms you’ve heard of but have no idea what they mean.

Marketing Results Terms

Reach – Reach is the total amount of people who have seen either your online ad or your content. 

Impressions – Impressions refer to the number of times your ad or content has appeared or been delivered on a user’s screen. The user doesn’t necessarily have to view the ad or content, or engage with it by clicking on it. It is merely defined by the potential of a user seeing it because it appeared on their screen. 

Conversion rate – This is the percentage of visitors who visit your website and complete a desired goal. This goal is likely to purchase a product or service, or filling out a form. The higher the conversion rate the better! 

Google Ads – Put simply, these are business ads that display on google. Although it is more complex than this. Google Ads is an online platform for advertisers to bid on keywords so that they can display brief clickable advertisements in Google’s search results.

Click Through Rate – This is the ratio of users who click on a link, to the number of total users who view the social media post, email, page or advertisement. Therefore, the higher the click through rate, the more successful the marketing method. 

Cost Per Lead – The cost per lead measures how cost effective your marketing campaigns are in relation to generating new leads. A lead is someone who has shown interest in your product or service. 


General Marketing Terms 

Case study – Usually completed in the form of a blog or pdf, a case study includes an in depth analysis and examination of a business’s success or effectiveness dealing with a client. It is great marketing content to inform other client’s or potential client’s on what the business could achieve for them.

Electronic Direct Mail or EDM – This is an email marketing tool that involves targeting a large group of existing and potential customers to increase sales and build relationships by sending regular emails to an email database.

Marketing Funnel – A marketing funnel breaks down a customer’s purchase journey starting at the top with awareness and then consideration, conversion, loyalty and the final stage being advocacy right at the bottom of the funnel. 

Content Marketing – A form of marketing that involves a business creating, publishing or distributing valuable and relevant content such as infographics, videos, images and writing to attract and and retain a target audience. 

Return on Investment (ROI) – A ratio between net income and investment. It is calculated by subtracting the initial value of the investment from the final value of the investment. You then divide the number by the cost of the investment and multiple it by 100 to get a percentage. It measures the probability of gaining a return on an investment. The higher ROI, the better.

Target Audience – The specific group of people that are most likely to engage with your content and purchase your product or service. All brand messaging and marketing should be relevant to that group of people. This could be dictated by age, gender, income, location and interests etc. 

Public Relations (PR) – The practice of deliberately releasing information to the public about an individual, brand or product/service in order to affect the public perception. The goal of Public Relations is to maintain a positive public image for an individual or brand within the community.

Qualified Lead – In marketing, a qualified lead is a potential customer who could become valuable to your business by purchasing your product or service. 


Content Marketing Terms 

Blog –  A blog is an informal conversational or informative written piece that exists on a website. Blog posts are regularly updated and often include engaging images. 

Hashtag – A Hashtag refers to a # in front of a key word or a group of key words with no spaces, for example, #MarketingAgency. This metadata tag is mainly used on social media platforms including Twitter and Instagram to allow users to categorize their tweets or posts based on a theme. Clicking on the hashtags will show a page with other tweets or posts that include the same hashtag. Users looking for a specific topic of tweets or posts can search the hashtag to find content that is relevant. 

Infographics – A graphic visual representation of information, data and knowledge often represented as a diagram, graph or cartoon. Only people who have provided you information or are willing to, can be classified as a qualified lead. 

Paid Distribution – A method of using various platforms and networks to promote sponsored content. This includes paying for ads on Instagram, messenger, Facebook, sponsorships or influencer networks or marketplaces. 

Content Metrics – Content metrics that matter for marketing include lead quality, web traffic, social media engagement, SEO and onsite engagement. 

Carousel – Multiple images or graphics that make up a social media post or ad.


Website Terms

SEO – An abbreviation of Search Engine Optimisation which is the process of gaining a higher ranking in the search results of different search engines by using keywords and regularly updating content. The goal is to maximise the number of visitors to a website by ensuring the website appears before others on search engines. 

Google Analytics – A web analytics service owned by Google that reports web traffic and valuable data about your audience which can help you to understand which channels drive the  majority of your traffic to your website. 

Key Performance Indicator – A key performance indicator is a measurable value that demonstrates how successful an organisation is or of a certain activity in which it engages. For example, the number of a particular product sold on a website. 

Website Traffic – Website traffic is the amount of data sent and received by visitors to a website. 

Bounce Rate – The bounce rate is the percentage of people who enter the website and then leave rather than visiting other pages or making a purchase. A low bounce rate is desirable.

Call To Action (CTA) – A CTA is a directive used in marketing material that asks people to take the next step. For example, “Call us now” or “download this brochure.”

Keywords – Any words that are searched by a user in a search engine.

Sales Qualified Lead – A highly prospective buyer that has been targeted with marketing and determined as having a high possibility of making a purchase and therefore becoming a customer.

Domain – A domain is the name of a website. It comes after @ in an email address or after www. for a web address. Eg. 

Mobile Optimisation – The process of adjusting your website layout and content so that it operates smoothly on any mobile device.

Facebook Pixel – A piece of code that links Facebook to your website so that you can measure, optimise and build audiences for Facebook ads that you create.