To be successful at marketing, you have to
understand how it works. Hopefully this glossary will help you cut through some
of the jargon of marketing, advertising, and web marketing. Here are some of
the more commonly used terms for small business marketing:
Above the Fold: When a web page has loaded, the part that is visible without
scrolling is said to be “above the fold”. The actual amount of the page shown
varies, depending on the resolution of the viewer’s computer screen.
Affiliate Marketing: A marketing program that rewards the participant for
recommending or promoting a product. Payments are usually for completed sales.
Alexa: Alexa.com is a free service that measures website traffic
and ranks websites by popularity. It is owned by Amazon.
Analytics: A web Analytic system, like Google Analytics, allows you to
see traffic trends on your website, including where your visitors live, what
sites they were on before they came to your site, and which search terms they
may have entered to find your site. They will also allow you to track how long
a visitor stays, how many pages they view, and other statistics. See Bounce
Rate.
Article Marketing: A system for using articles posted on web-based article
directories to drive traffic to your website.
Auto responder: A system for capturing visitors to your website so that you
can convert them from prospects to clients. Auto responders automate creating
and maintaining these prospect lists, and can be set up to automatically email
them with a welcome, or even periodic communications such as newsletters. An Auto
responder can be used for product delivery as well. If you haven’t already
signed up for the Small Business Marketing Self-Assessment on the right, give
it a try and see an Auto responder in action. A good one, like mine from
AWeber, will always ask you to confirm your subscription, and allow you to
cancel at any time.
Banner Ad: Advertising that is displayed as a graphic image.
Black Hat SEO: A term describing methodologies that deliberately try to
mislead search engine results, or break the rules of the search engine company,
in order to rank a site higher. “Black Hat” techniques are extremely risky and
can result in a site being completely banned from search engine results, so
these techniques are not recommended.
Bounce Rate: The percentage of visitors to your website who leave after
viewing only a single page.
Branding: The image, tone, colors, and even emotion that all of your
marketing materials, from your business cards to your website, consistently convey.
Branding is not only about visual display, it also can and usually does involve
a Marketing Promise. For example “Built Ford Tough”. Ford websites and
brochures won’t use soft or feminine colors, or delicate fonts. They’ll choose
powerful, aggressive visual elements to support their brand.
Broken Link/Dead Link: A website link that does not return the expected (or any)
result. Frequent broken links are irritating to visitors and an indication of
poor website maintenance, although some are temporary and result from a web
server being briefly out of order.
Browser: The program, such as Firefox, Internet Explorer, or Safari, which
is used to view the World Wide Web. Different browsers may display web pages
differently.
Call to Action: A prompt in a marketing document, email or webpage that
tells the reader what specific action to take next. Common calls to action
include:
1. Refer a friend
2. Visit a webpage (or click to visit)
3. Sign up for a benefit (freebie, newsletter, bonus, coupon,
whitepaper, course, eBook, etc)
4. Phone (or make an appointment)
5. Buy a product or service
6. Visit our store or showroom
Click-Through Rate
(CTR): The percentage of web search results,
email links or banner ad impressions that are actually clicked.
Cloaking: A practice that displays a different page to a search engine
than to a website visitor. This practice is frowned upon by search engine
companies, and could get your website banned.
Code: Websites are created using various programming languages and
written in their code. Some common codes used in website development are HTML,
PHP, and JavaScript, among others. To see what the code of the webpage you’re
view looks like, try selecting View, Source, from your
Browser menu.
Conversion Rate (CR): The percentage of prospects that take the desired action in
response to your Call to Action.
Cost-Per-Acquisition
(CPA): A businesses total expenditure necessary
to acquire a new client.
Cost-Per-Click (CPC): The amount charged to the advertiser for a single click on a
webpage link, email link, ad, or paid search result. Google AdWords is a
Cost-Per-Click form of advertising. Note that these ad systems offer only
exposure, and their cost is not directly tied to your sales results. See also
Pay-Per-Click and Paid Search Listings.
Cost-Per-Lead (CPL): The cost of acquiring a new client lead. This phrase is used
more commonly in non-web forms of promotion such as call centers or direct mail
campaigns.
Domain Name: The address of a website. A “Top Level Domain” is the
extension at the end of a website address. Typical top-level domains are .com,
.net, .edu, .gov, .org.
E-Commerce: The practice of buying and selling over the internet.
Elevator Speech: A businessperson’s elevator speech is a 45 second to two
minute brief introduction to their business. It is commonly structured as a
very short story, designed to evoke a “Tell me more” response from suitable
prospects.
eZine: An electronic magazine.
F.A.Q.: A Frequently Asked Questions list, with answers, used to improve
customer service, enhance closing rates, and reduce the cost of customer
service.
FTP (File Transfer
Protocol): A method for directly transferring files to
and from the server which hosts a website. Specialized FTP software is used for
this task. Filezilla is a good program for this purpose.
Forum: An online community, often moderated, where members can
communicate on topics of common interest.
Google AdWords: Google’s system for allowing businesses to purchase
sponsored search results on a Pay-Per-Click basis.
Google Ad Sense: Evaluates the content of your WebPages and displays ads (you can
choose both text or image ads) that are relevant to your audience and your
site. You earn money when people click on the ads.
Impression: One display of an ad on a website, in a newsletter, or in
print.
Internet Yellow Pages
(IYP): Large directories of online business
listings across multiple industries, organized by geography and industry.
Landing Page: The webpage that a prospect is directed to after clicking an
ad. See also Squeeze Page.
Lead: A prospective client.
Lead Aggregator: A business that generates leads for businesses in various
industries and sells them those leads.
Link building: Strategies for improving the Off Page SEO (see Search Engine
Optimization) of a webpage. These strategies may include commenting, web
forums, article marketing and many others.
Local Listings: A special section on search engine result pages, usually at
the very top, reserved for local businesses that match the current search.
These listings are usually accompanied by a map. Businesses, particularly in
retail, who fail to get listed can serious impact their sales. Many Smartphone
users call up the Local Listings regularly to find nearby places to shop.
Local Marketing: Strategies to use the internet as part of a comprehensive
marketing plan to drive traffic to local, “bricks and mortar” businesses.
Marketing Funnel: A structured method for developing products and/or service
offerings at multiple price points, designed to entice prospects to first
divulge their contact information, then make an initial purchase, followed by
additional purchases. The Marketing Funnel, done right, maximizes the lifetime
value of a client. See also Sales Funnel.
Marketing Promise: The primary benefit the client will obtain from doing
business with a company.
Organic Listings: The area of the search engine results which shows the unpaid
results of the search query. Getting to the “top” of these listings is the
target of SEO. The first spot on the organic listings is said to generate 42%
of the clicks resulting from all searches. The Organic Listings are located
below and to the left of paid search listings. The intention of the search
engines is to offer the most relevant results to your search in these listings.
Panda: The Google Panda update (sometimes called “Farmer update)
was a change to how Google ranked pages in their search engine. Panda was
designed to reduce the rank of “thin content” – pages that just weren’t very
valuable. There were a series
of Panda updates, beginning on February
24th, 2011 and ending with Panda 3.5 on April
19th, 2012. Panda was estimated to reduce rankings on about 12% of websites.
Sites with high-quality, original content were intended to benefit from these
updates, and (mostly) did. Searchengineland has an excellent info graphic explaining Panda. See also Penguin in this glossary.
Paid Search Listings: The area of the search engine results page above and on the
right of the organic listings displaying paid results, usually charged on a
pay-per-click basis.
Pay-Per-Click (PPC): An advertising model in which the advertiser is charged when
their ad are clicked. This system is commonly used for paid search and display
(banner) advertising.
PageRank: PageRank is a calculation used by Google to assign the
relative value of the content of a webpage. The most popular websites have a
PageRank of 10. The least have a PageRank of 0.
Penguin: The Google Penguin update, also known as the “Over
Optimization Penalty”, effected an estimated 3.1% of websites. It first
appeared on April 24, 2012. To oversimplify, Penguin was targeted at keyword
stuffing and other on-site SEO techniques that had been overdone. There’s checklist info graphic for dealing with Penguin available. See also Panda in this glossary.
Public Document Format (PDF): A commonly used “standard” format for delivering documents
such as electronic books, whitepapers, brochures and product information
electronically. Most consumers owning a computer these days can read a document
in Adobe’s PDF format, or download the free Adobe Reader software. No matter
what operating system the viewer uses, delivering documents in this way ensures
that what they see is what you intended to send.
Quality Score: A score that is assigned by Google to AdWords advertisers,
based on various factors such as competition and traffic. This score, when
combined with the amount an advertiser is willing to pay per click, sets an
advertiser’s position in the paid search results.
Sales Funnel: See Marketing Funnel.
Search Engine: The sites used by prospects browsing the web to find
information of interest. The overwhelming most popular Search Engines are
Google, Yahoo and Bing.
Search Engine Marketing
(SEM): The process of utilizing the search
engines to promote one’s business, which includes search engine optimization,
paid search advertising, and local listings.
Search Engine
Optimization (SEO): The process of
creating website elements that maximize a website’s position in the Organic
Listings of the Search Engine results. On-Page SEO refers to elements within
the website itself. Off-Page SEO refer to elements relating to that website’s
relationship to other Web sites.
Search Network: A network of search engines that advertisers can opt in to
advertise on through the Google AdWords platform.
Sitemap: A file on a website that helps search engine robots, and sometimes
human visitors, navigate the content of a website. A sitemap is generally good
for improving a website’s SEO.
Squeeze Page: A term for a Landing Page often arrived at after a click,
which is used to convince and sell the prospect on taking the desired action.
Tagline: A phrase, prominently displayed on WebPages and promotional material
that instantly conveys what the business can do for the prospective client. The
Tagline often refers to the USP or Marketing Promise. A consistent Tagline can
be an important part of your organization’s Branding.
Unique Selling
Proposition (USP): A unique feature
or benefit which highlights why a prospect should do business with your
organization. This could be a warranty, return policy, customer service, or
many other types of offers. Typically, it’s not something your direct
competitors have available. My USP as Marketing and Technology Coach is that I
have over 20 years experience as a corporate trainer on technology and business
topics. That means I’m very good at giving clear explanations, and helping you
learn what you need to know to be effective in your business.
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