It goes without saying that the digital marketing world is full of industry-specific jargon that, as someone who isn’t an expert, can be quite difficult to get your head around. Understanding the difference between your ROI and KPI can have you scratching your head, making the marketing world pretty tricky to navigate.
Luckily, Bdaily are expert in this field! We want to make sure you make the most out of all your digital marketing campaigns by having the low down on the words and phrases you are likely to come across. Here is our A- Z List of words you need to know in digital marketing
A - Analytics
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.
B - B2B/B2C
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. B2C is the opposite of B2B, where instead of working with other businesses, you work to market directly to independent consumers
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.
C - Content Marketing
Content marketing 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)
D - Display Marketing
Display Marketing includes any visual form of business marketing. This includes website adverts, infographics, videos, animation and shareable graphics. Visuals also provide your business with an opportunity to really nail down your brand image across online spaces.
E - Email Marketing
Email marketing allows your business to land its branding, image and message directly into your audience's email inbox via newsletters, eShots, and advertising within partnering email bulletins.
F - Funnel (marketing)
A marketing funnel describes your customer’s journey with you. From the initial stages when someone learns about your business, to the purchasing stage, marketing funnels map routes to sales. It can let you know what your company must do to influence consumers at certain stages.
G - Guest Posting
Guest posting is the act of writing content for another company’s website. Generally, guest posters write for similar blogs within their industry. Guest posting offers mutual benefits for both the guest poster and the website hosting the guest content including boosted traffic, exposure and an upsurge in SEO.
H - HTTPS
HTTPS stands for Hypertext Transfer Protocol Secure. It is the protocol where encrypted HTTP data is transferred over a secure connection. By using a secure connection, the privacy and integrity of data are maintained and authentication of websites is also validated.
I - 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’.
K - KPI
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.
L - 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.
M - Meta Tags
Meta tags are snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s source code. They’re essentially little content descriptors that help tell search engines what a web page is about. This can be useful when boosting SEO, therefore having an impact on your website traffic
N - 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.
O - 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.
P - Partnership Marketing
Partnership Marketing is a way of collaborating with another business that provides mutual marketing benefits for both. This covers a wide range of partnerships, and complexities, and often each partnership is unique to the companies involved. However, there is one single aim in mind; to bring two companies together to create a marketing campaign or long-term plan that targets both companies' goals as one.
Q - Qualitative/Quantitative Data
Qualitative data is non-numeric information, such as in-depth interviews, answers to open-ended survey questions and audio-visual recordings and images. In marketing, this can be useful when trying to gather audience feedback, as it gives you a more in-depth insight into how your brand is doing. For example, a testimonial offers qualitative data on the experience of working with you. Similarly, open-ended questions allow you to get personalised opinions on how you are doing.
Quantitative data, on the other hand, is data that provides numeric information, such as multiple choice questions, ratings, numbers of followers, and things such as click rates and open rates. This can be important when proving the success of your recent campaign, as well as helping you work out your ROI, and providing you with hard data that can be compared with past and future projects.
R - ROI
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.
S - SEO
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.
T - Target Audience
Your target audience is the specific audience group you are looking to reach with your marketing campaign. This is usually done through segmentation, such as age bracket, location, sex, and specific interests. Bdaily, for example, has an audience of business professionals who are interested in industry news across the UK, and our clients can expect to be seen by this specific group. By knowing the audience you want to target, you can improve the success of your campaign by choosing locations which will boost your access to them.
U - URL
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
V - Views
Views or page views 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.
W - Webinar
Webinars are online seminars that allow your business to network, share information, and connect with others in your industry through talks and events. These are a great way to promote your business, by positioning yourself as an expert in your field. As an attendee, you can benefit from connecting with those that work in a similar industry to you, producing future potential clients and partnerships.
X - Xposure
Ok, so we may have cheated with this one…. Xposure (or exposure) means publishing your information to the public and is the bread and butter of digital marketing. No matter your campaign, the aim is to expose your business and brand to as many people in the right audience as possible. Whether that's through a sponsorship, writing a catching email or blog post, or choosing to promote your business through social media ads. Exposure gives you the chance to reach out to new clients and get your name out there
Y - Yield Results
The ultimate goal of any marketing campaign is to produce, or yield results. Even if the results are negative, it is useful to see what has and hasn't worked so that you can plan for future marketing campaigns with a wealth of knowledge you already have. This is why it is always important to use the data you get from your final campaign, and use it to guide you through your next steps. Whether those results include learning information about your audience, an uptake in sales or increasing your client base, these can all be used going forward.
Z - Zero
Zero is what you can expect to see in results wise without a properly thought out campaign! A good marketing campaign comes with a plan, including who your target audience is, what your KPIs are, what kind of marketing you plan on using and how you are going to track the results (basically everything we have mentioned above!!)
Did we miss any important ones? Leave us a comment and let us know!
Discover how Bdaily uses these elements of digital marketing in our campaigns by downloading our latest Media Pack. See our updated products, prices and analytics, as well as our quarterly exclusive offer by downloading today