Go McIntyre's marketing glossary is filled with tons of marketing terminology. Use the marketing glossary below to clarify any confusing lingo in marketing, advertising and more.
Adwords (Google) – A program that is used to place ads on Google search results pages. Adwords is the main platform for PPC (Pay Per Click) Advertising.
Analytics – A Google platform that allows you to collect statistics and data about visitors to the website. In addition, you can see where the traffic comes from and how visitors behave once on the site.
Bottom of the Funnel – Corresponds to the sales and upsell stages of the sales funnel. The goal of this stage is selling your product or service. This comes after the lead generation, awareness, and nurturing campaigns.
Bounce Rate – The percentage of visitors to your website and only views one page and immediately leaves without clicking or interacting. Google Analytics also will show you the bounce rate. Websites want a low bounce rate.
Call to Action (CTA) - Refers to any type of digital marketing copy designed to prompt an immediate response or sale. CTA's are also the end part of an advertisement that tell your target audience what they should do next. Examples of a CTA are “buy now”, or “subscribe here”.
Clickthrough Rate (CTR) – Shows how many times a user clicks on an ad. You can do this calculation by taking the total number of ad clicks received and dividing by the number of impressions (times they showed it). Clicks/impressions = %
Content Marketing – A strategic marketing approach that is focused on creating and distributing valuable, relevant and consistent content. Marketing should attract, retain, and drive customers to action.
Conversion Rate – The number of conversions divided by the total number of visitors. A conversion can refer to any desired action you want the user to take, click on a button, give an email or make a purchase.
Cost Per Acquisition (CPA) – A metric that is used in paid advertising platforms to determine how much it costs to acquire one lead or customer. CPA clarifies how much you are spending per conversion (lead).
Cost Per Click (CPC) – The amount of money spent for a click on an ad in a PPC (Pay Per Click) campaign. Each keyword will also have an estimated click cost per the Adwords platform. In addition, the more competitive the word, the higher the cost for each click.
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Cost Per Impression (CPI) – A measurement of how many times your ad appears on a site. It does not include if there is interaction or not. Also Used to build brand recognition.
Customer Relationship Management (CRM) – A system for managing all of your company’s relationships and in addition, interactions with customers and potential customers. In addition, A CRM will help you with contact management, sales management, and productivity.
Digital Marketing – Advertising delivered through digital channels. Digital work includes SEO, PPC, web design, content marketing, social media, and all advertising online.
Direct Marketing – A promotional method that gets your information directly to your target customer with the intent of getting an immediate response. A seller can get in contact with the consumer through email, telemarketing, or in person.
Direct Response – Designed to evoke an immediate response and compel the prospect to take a specific action such as calling, opting in, and also purchasing.
Email Automation – A marketing system that uses software automation to send emails based on set parameters. Importantly, automated emails are set in sequences based upon the user’s interaction and also the list that they are segmented too.
Email Service Provider – A company that offers email marketing or bulk email services. Marketers can also send out large quantities of emails that are targeted and automated.
Engagement Rate – A metric that measures the level of engagement that a piece of content received from viewers. Social media’s engagement rate is seen through comments, likes, and shares. The higher the engagement rate, the better for your SEO.
Inbound Marketing – A strategy used for attracting potential customers to a website. Attracting prospective customers by educating and building trust with your brand.
Key Performance Indicator (KPI) – A KPI is a measurable value that shows the success of a campaign. It can be any type of analytics, such as a click-through rate, bounce rate, and the number of customers retained.
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Keyword – The word or phrase is the major theme in the piece of content. Or the word or phrase that is typed into a search engine when someone is looking for something. Search engines give results based on that keyword.
Landing Page – The webpage that a user lands on after clicking a link. Destinations can either be a page for lead generation or direct traffic through the site.
Lead Nurturing – Once a potential becomes a lead, you will nurture them until they become a customer. Businesses nurture their leads through a sales funnel of emails, also re-targeting on social media, and/or phone calls.
Lean Marketer - an individual who understands their companies value proposition and creates profitable and sustainable marketing campaigns at will. They understand the 5 key elements of marketing and are able to adjust with market conditions and continue to thrive no matter what the market brings.
Lean Marketing Growth System - Allows companies to build highly profitable and sustainable marketing campaigns at will using internal resources. The system relies on building out the 5 key elements of marketing and training a company’s core team to easily and effectively apply them. This enables a company can then grow sustainably and also adapt to market Lean Marketer
List Segmentation – Segmenting an email list by industry, age, location, new customer, returning customer and so on. The lists are used to funnel into automation. It moves potentials and customers through the sales funnel.
Marketing Automation – Using software to automate repetitive tasks like email marketing, social media posting, and ad campaigns. It is efficient and can give a more personalized customer experience.
Marketing Qualified Lead (MQL) – Refers to a lead that is more likely to become a customer compared to other leads. The lead has indicated interest in what the brand has to offer. First stage in the sales funnel.
Middle of the Funnel – Also known as the relationship stage of the sales funnel. This is where the nurturing of prospects happens so that they will be ready to buy at the bottom of the funnel.
Mobile Optimization – It’s the process of ensuring that your website content is accessible and viewable on a mobile device. Content and visual flow also easily between desktop, mobile, and tablet.
On-Page Optimization – Describes the manipulations that are made directly within the website in order to improve its position and page in the search rankings. Optimizing content, meta descriptions, headlines, and title tags.
Off-Page Optimization – This refers to the page ranking factors that occur off your website like backlinks from other sites. Optimization can also include promotional methods such as social media exposure.
Pay-per-Click (PPC) – Advertisers are charged for their ad once it has been clicked on. Associated with search engine and social media advertising like Google Adwords and Facebook Ads. Once the ad is set up, you can begin ranking immediately.
Re-marketing – Also referred to as re-targeting. A type of paid ad that enables advertisers to show ads to customers who have visited their site but did not purchase. In an attempt to get the potential customer back to their site.
Sales Funnel – A step-by-step sales process that your prospect will take from the first contact until they made a purchase. It is widest at the top and narrowest at the bottom. Each stage of the funnel pushes prospects to the next stage while filtering out those that are not fit for your offer.
Sales Qualified Lead (SQL) – The sales team has qualified this lead as a potential customer. The sales team will in addition, continue the interaction and nurturing. They are in the buying cycle of the sales funnel. The stage that follows MQL.
Search Engine Optimization (SEO) – The organic way to move your site up in search engine rankings. The multi-facets are selecting target keywords that you want to rank for, in addition to optimizing your pages with those keywords, blogs, and acquiring back-links.
Top of the Funnel – Classified as the awareness and discovery piece of the funnel. Also known as lead generation. It is a large pool of people that may be interested in your product or service but are not ready to buy. They are looking for information to solve their problems.
Unique Visitor – A metric used in analytics to show how many different, unique people view a website. Their IP addresses track unique visitors, so if someone visits multiple times the system will only count them as one.
User Experience – The complete experience a user expereinces with your website from the minute they find you all the way through the purchase and after.