For many small businesses, leaping into digital marketing comes with a big learning curve. As with all business industries, marketing comes with its own set of abbreviations and acronyms that can see you spending all your time looking up what each one means. But never fear, Bdaily are here! We have compiled our top 25 words and phrases you need to know when entering the marketing sphere.
1. SEO (search engine optimization)
SEO, or Search Engine Optimization, is the practice of improving your website's search engine ranking (how high it appears in search engine results.) SEO happens both on the webpage and in the back end of the website and includes tasks such as including web links and keywords on your page, adjusting your URL to attract the most visitors and enhancing key information. This is important in digital marketing as it helps improve the visibility of your business.
An e-shot describes anything sent to existing or potential customers via email. In marketing, this covers marketing emails sent out to promote a specific product or brand to an audience who has chosen to see these marketing emails.
3. No-Follow Links
No-follow links are link types used when a website does not want to pass on search engine authority to another. Companies, when considering SEO, look for an opportunity to promote their links on a website with good search engine authority (and security). However, many websites that offer content marketing instead use No-Follow Links to avoid associating with unknown links or blurring the lines between paid promotion and organic web page linking.
4.B2B (Business to Business)
B2B refers to any business done between companies rather than between a company and an independent consumer. Bdaily Marketing, for example, is a B2B company, as we deal with other businesses who are looking to promote their products. Knowing if your business is B2B or B2C can help dictate your digital marketing, such as what kind of content to produce, where you should have a presence online, and how you interact with your audience.
5.B2C (Business to Consumer)
B2C is the opposite of B2B, where instead of working with other businesses, you work to market directly to independent consumers
Pageviews describe when a web user requests a single load of a web page. In marketing, analyse website activity by estimating how many users visit your website. This helps update and adjust the web design and content and consider how your page ranks in SEO, noting what is working and what needs improvement.
7. Click Rate
Click rate refers to the percentage of users who click a specific advertised link. In email marketing, this is used to see how many subscribers click individual links in your email and is used to analyse the success of the promotion of said link within the content.
8. Open Rate
The Open Rate refers to the percentage of your email subscriber list that opens your marketing email. This implies how appealing your email is in their inbox compared to other emails and can be used to analyse your overall results.
Reach refers to the total number of people who have seen your ad or content. This analytic is usually an estimate based on follower count, page views, subscribers etc. This can be a great indication of the number of people you could reach not only directly (i.e those who represent clicks and opens) but those who might be passing and notice your advertisement without interacting with it. Most commonly used for social media, reach is also used elsewhere by marketers.
10. SME (Small to Medium Enterprise)
SME means Small to Medium Enterprise and defines any business with between 10 to 500 employees. Certain digital marketing companies cater to these groups (such as Bdaily). There are also groups and events targeted at SMEs too.
Analytics are the bread and butter of digital marketing. Analytics defines any information you can gather about your audience and your performance, such as demographics, page views, clicks etc. This then judges your progress and decides where to take your marketing. Without looking at analytics, there is no point in running campaign after campaign, as you will not be able to make better informed and more successful marketing decisions.
URL is short for Uniform Resource Locator and is the web address of a piece of information on the web including a page, image, or document. Having a good URL can be important for the SEO of your website. Read more about it here
13.CTA (Call to Action)
A Call to Action is a directive intended to induce a reader to perform a specific action (such as following a link). These are regularly used across all forms of digital marketing and often used active, leading verbs such as Click, Discover, Learn and Find to encourage a user to click on the link. When it comes to design, they stand out from everything else - everyone loves to press a big button with ‘CLICK ME’ on it even in marketing!
14. A/B Testing
An A/B Test compares two versions of an email by seeing which performs better when sent. Taglines and headlines are two common items to compare, but you could also compare designs, images, and whatever you like! When set up, an A/B test usually gets sent out to a small percentage of recipients over a select period, and then whichever performs the best gets sent to the rest of the audience. This is a great way to maximise your email performance.
Concerning inbound marketing, content is a piece of information that exists to be read, shared and interacted with. Brands often use content marketing as a way to connect with their intended audience, either by informing, educating or entertaining them (as well as offering examples of your work their way)
16. Conversion Rate
The Conversion Rate describes the percentage of people who completed your desired interaction on a single web page. This could include clicking on an advert, completing a form or signing up for your newsletter. This can be a great way to see more truthful analytics and judge how effective your marketing campaign has been.
17. Engagement Rate
Engagement Rate is a metric that tracks how actively involved your audience is with your marketing content. Used for social media marketing, in particular, this can be a good way to track and measure the reach of your content. However, engagement rate can be seen as a vanity metric and doesn’t always represent how many people have clicked on your links or made a conversion. This is something to bear in mind if you need to track your user’s marketing journey.
18. Inbound Marketing
Inbound marketing refers to activities that draw visitors in rather than marketers to get client attention. This includes social media marketing, content marketing such as blogs and articles that offer information and entertainment and ‘word of mouth’. This newer version of digital marketing relies on your business image and reputation over everything else, building your branding online.
19. KPI (key performance indicators)
A KPI, or Key Performance Indicator, is a measurable value that helps your business see progress towards a specific goal or objective. KPIs are often unique to each business based on which indicators best show your growth. This could include a specific number of page views or number of downloads, or even follow count. Each time you sit down to look over your business analytics and performance, your KPIs will help decide how close you are to your targets.
20. Landing Page
Landing Pages are the specific web page(s) that contain your marketing offer. These pages often include a form or sign up allowing you to gather audience information and your audience to receive downloadable content or offers. When making marketing content, your landing page is most commonly what you will link to in adverts, posts and blogs.
21. Responsive design
Responsive design is a practice that considers how a user views a website and then adapts to enhance the experience. Examples include distinguishing between mobile and desktop viewing, light and dark more, and different browsers or email providers.
22. ROI (Return on Investment)
Return on Investment or ROI measures how effective your investments have been in your marketing campaign. ROI can be used alongside your KPI to predict and suggest whether your investment in your campaign is paying off.
23. Bounce Rate
In marketing, there are two types of bounce rates. Firstly, website bounce rate refers to when people land on a specific webpage and then leave without clicking on anything or moving to another page on your website. This can be used to determine how good your website design is and how captivating the content you have curated is for your audience.
Secondly is the email bounce rate, which shows you the percentage of your sent emails that were not delivered. This can be for several reasons such as a full inbox, server issues or an unavailable email (that is no longer active). This can be a good indicator of when you need to update your email marketing subscriber lists, allowing you to cull any unavailable email addresses and improve your engagement and conversion rate percentages.
Website pop-ups have several different names including lightbox, modal or interstitial. This marketing technique sees an overlay window or box ‘pop-up' on your website with an advert of your choice, often including a CTA and other actions for the website user to complete. A great way to get directly in front of an audience, Pop-Ups can be customised based on new and returning users, pop-up length and more.
25. Outbound Marketing
Outbound Marketing is a more traditional method that sees marketers reach out directly to their audience with their message. This includes direct email marketing, event sponsorships and direct advertising on websites.
Bdaily can help you on your way with our unique marketing campaigns made to suit your company. Click here to find out more.