As digital marketing continues to take over the world, I know it can be confusing to keep up with all of the technical jargon that is being used.
Algorithm, who? Landing page what? SEO, huh?
That’s why I’ve put together a glossary index below of the digital marketing terms you need to know to further your education in the field.
If you have any questions or need further help then just leave a comment and I’ll help you out!
Algorithm – A process or set of rules that computers follow to perform a task. In digital marketing, algorithm usually refers to the sets of processes Google uses to order and rank websites in search results. Social media platforms also use algorithms to determine the ranking and visibility of your content.
Automation – Using computer programs to perform tasks that are repetitive, that would normally be completed by a human. Email programs can use automation to send email messages to people based on certain triggers (new customers, did or did not open the last email, etc). Social media scheduling tools also use automation to send out content based on the queue that you have set. Marketers can also use automation to nurture leads by sending relevant content to previous visitors of a website, in an attempt to get the visitor back to convert into a sale. This is known as retargeting.
Blog – Short for “web log”, a blog is a web page or a website that is regularly updated with new written content. Blogs are an important section of a website in digital marketing, as they offer fresh new content on a regular basis which can help attract new visitors, engage existing visitors, and give authority signals to Google.
Bot – An automated program that visits websites, sometimes also referred to as a “crawler” or a “spider”. A spam bot visits websites for nefarious reasons, often showing in Google Analytics as junk traffic. However, Google uses a bot to crawl websites so that they can be ranked and added to Google search. You can also use bots via Facebook messenger to automate the process of sending your audience relevant content and it can also be used to create a sales funnel.
Content – Any form of media online that can be read, watched, or interacted with. Content commonly refers specifically to written material, but can also include images and videos. Popular content formats are, blog posts, articles, infographics, podcasts, eBooks, webinar, newsletters, or live streams.
Conversion – The completion of a predefined goal. This is often used to track the number of site visitors that have been “converted” into paying customers, though sales are not always chosen as the metric. Other common goals are newsletter subscriptions and downloads of content from the website.
CTA (Call to Action) – An element used to push your audience towards a specific action or conversion. A CTA can be a clickable button with text, an image, or text, and typically uses an imperative verb phrase like: “call today” or “buy now”.
E-Commerce – Stands for Electronic Commerce, it is a classification for businesses that conduct business online. The most common form of e-commerce business is an online retailer that sells products direct to the consumer. (Ex. Shopify)
Email Marketing – The use of email with the goal of acquiring sales, customers, or any other type of conversion. Some popular email marketing softwares are Mailchimp, ConvertKit, MailerLite, Active Campaign, and Ontraport.
Email Opt-in: Opt-in is a term used when someone is given the option to receive email. Typically, this is some sort of mailing list, newsletter, or advertising. Many digital marketers, give an “opt-in freebie” to entice their audience to sign up for their list. Some examples of an opt-in freebie are coupons, eBooks, checklists, email series, or a free consultation.
Funnel – In a nutshell, an online sales funnel is a marketing system that leads someone through a systematic process with the goal of purchasing your product or service. The idea behind it is to turn a lead into a prospect, then a prospect into a customer, who finally becomes a repeat customer buying over and over again. One example of an online sales funnel, is offering an opt-in freebie on Facebook, then delivering a welcome series jam-packed with value via email to nurture your audience, and then providing a paid offer for a product or service.
Facebook Advertising – Facebook allows advertisers to reach its users through their ad network. A range of ad types can be created to reach various goals set by companies. Facebook advertising is unique in that audiences are set up based on vast demographic information that Facebook has about their users, as compared to Google advertising that uses keywords. You can spend as little as a couple U.S. dollars a day and see massive results.
Facebook Business Page – A public webpage on Facebook created to represent a company. Using a business page gives users access to Facebook Ads Manager. It also allows businesses to engage with users (i.e. page likes, message responses, post content). (Ex. Facebook.com/Nadineliverpoolpage)
Google Analytics – A free software platform created by Google, which is used to analyze nearly every aspect of users accessing a website. Website traffic, conversions, user metrics, location, historical data comparisons, and effectiveness of each channel of marketing can all be managed using this tool.
Google My Business – The platform on which businesses can input information to appear in search results, map packs, location searches, and more. Name, address, phone number, website link, hours of operation, and reviews can all be managed through this platform. GMB is crucial to local SEO campaigns, as this is directly related to location-based searches.
Hashtag – a phrase beginning with the symbol “#” used in social media as a way for tagging content for users to find. Adding hashtags to a post allows users to find that post when searching for that topic. This can be used for finding users looking for broad topics on social media, as well as niche, detailed topics. (Ex. #ThrowbackThursday)
Impression – A term used in pay per click advertising that represents how many times an ad was shown.
Inbound Marketing – Inbound marketing refers to the activities and strategies used for attracting potential users or customers to a website. “Inbound” is a more recent euphemism for what has traditionally been called “SEO”. Inbound marketing is crucial to having a good web presence, as it’s used as a way to attract prospective customers by educating and building trust about your services, product and/or brand.
Keyword – A word or phrase indicative of the major theme in a piece of content. When you search for something in a search engine, you type in a keyword and the search engine gives you results based on that keyword. One major Goal of SEO is to have your website show in searches for as many keywords as possible.
Landing Page – The destination webpage a user lands on after clicking on a link (either in an ad or anywhere else). Some landing pages are designed with the purpose of lead generation, and others are with the purpose of directing the flow of traffic throughout a site.
Lead – A potential customer in the sales funnel who has communicated with a business with the intent to purchase a call, email, or online form fill.
Organic – A source of traffic to a website that comes through clicking on a non-paid search engine result. Organic traffic is a main measurement of an SEO campaign and grows as a site ranks better for keywords, or ranks for more keywords in search engines.
PDF – A digital document format that provides a digital image of text or graphics. PDF’s are the preferred document type when uploading documents to the internet because of its ease of use and its ability to be imported or converted easily. PDFs can be read and indexed by Google just as a normal web page can.
Remarketing – Also known as retargeting, a type of paid ad that allows advertisers to show ads to customers who have already visited their site. Once a user visits a site, a small piece of data called a “cookie” will be stored in the user’s browser. When the user then visits other sites, this cookie can allow remarketing ads to be shown. Remarketing allows advertisers to “follow” users around in attempts to get the user back to the original site.
Responsive Web Design – A philosophy of creating a website that allows all of the content to show correctly regardless of screen size or device. Your website will “respond” to the size of the screen each user has, shrinking and reorganizing on smaller screens, and expanding to fill appropriately on large ones.
ROI – Stands for Return On Investment. In order for a business to receive a positive ROI, they must earn more money using marketing channels than they are spending on the marketing itself.
Search Engine – a program that searches an index of information and returns results to the user based on corresponding keywords. The most well-known search engines are Google, Youtube, Bing, Yahoo, and Pinterest.
SEO (Search Engine Optimization) – the process of improving a website’s performance and positioning in organic search engine results through a variety of methodologies including content production or improvement, technical and code improvement, and link acquisition.
Website – A document of a group of documents that are accessible on the World Wide Web.
Webinar – Can also be known as a workshop, masterclass, or training. A webinar is an online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation.
Any other important digital marketing terms I missed? Write them down in the comments below!
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Nadine is a television presenter and online marketing and branding strategist. The multi-passionate Trinidadian-Canadian teaches highly-motivated individuals how to build their influence, income, and impact online. When Nadine isn’t making TV or teaching people how to do what they love, you can find her watching sports or jamming to the latest DJ Private Ryan soca mix.