We’ve challenged each of our troupe to come up with “mission critical” terms that a business owner should know when making marketing decisions. Managing a small business can be tough, so we’ve collected a few digital marketing terms that are a “must know ” for being successful in growing your business online.
- Analytics – aka “the reports”
Analytics is a fancy term for online activity reports. These reports are a vital tool used to understand what your customers and potential customers are doing online and how to reach them. Through the use of these analytics, you can view the trends and insights on each of your posts, website clicks, terms searched, etc. as well as what your customers are looking at when they come to you. With this knowledge on your side, you can better target your customers with your advertising and messaging.
Call-to-Action or CTA is a targeted marketing tool used to prompt a potential customer to act. Actions include tactics like: subscribe / sign up for a free service that your company is offering, join our newsletter, click to save coupon codes etc. CTAs are usually icons, links or images bringing the site visitor to another page requesting them to sign up. When they sign up to get their promised “free” prize, their contact information can then be included in your marketing database. This provides you with a direct link to a customer who has already expressed interest in what you do and services or products that you provide.
- Conversion Path
A conversion path is what you choose to do once your website visitors follow on your CTA. Just because someone clicks on your CTA, doesn’t mean that they will decide to provide their information. If this conversion path is not done correctly, then you may lose a potential customer, without even knowing it. So you need to plan the entire path carefully, using enticing images, messages or even let them look around and get a feel for what they will be getting. And as always, you have to remember to say thank you!
- Keyword Phrase
It all starts with the search engine–someone enters a phrase or keyword to find what they want to learn more about. The search engine then tries to match these phrases with the content from the many websites on the internet. The sites are then matched and ranked based on how well the website’s information meets the search criteria/algorithm ranking. The closer the match, the higher your site is placed in the results. By selecting the right words and optimizing them (see SEO), you can increase the traffic to your webpage. But be careful! Choosing the right words is extremely important and can be tricky at first. Make sure to choose words that are not too common because it will increase the competition with other websites, and can quickly lower your rank. It is also very important that the keyword phrases you pick have your target market in mind. Use a free keyword tool to analyze potential keywords and trends before selecting anything for your site. There is no use in bringing people with no interest in your product or services to your site. In fact, long term, your bounce rate will hurt your ranking.
Many people think of a meme as a goofy picture with a silly statement written over it. But a meme can be so much more! It can be a video, just text, or a goofy image with a funny saying. The basic definition of a meme is a link or posting online that is quickly and widely spread across social media or has gone “viral.” If you want to see how it all got started, check this out!
- Search Engine Optimization or SEO
Search Engine Optimization can be tricky to master, but is simple in theory. SEO is the tracking of key words or phrases on your web page that people are most likely to use when looking for information on products or services you provide. Companies use this technique to build page ranking on search engines. In other words, SEO is used to have your page come up higher in the list of results. The search engine’s algorithms are an ever changing target. If this is a critical piece of your online marketing, get expert help!
- On-Page Optimization
This is the first step in any SEO program. On-page optimization is simply placing keywords specific to the information and content of a specific page within a website. Search engines can be alerted to pick up on keywords and direct web browsers to your website. Using internal optimization, it allows specific pages of your website to be “ranked” or appear higher on a google or yahoo (for example) internet search.
- Responsive Design
Did you know that 48% of web browsers in 2015 were using a smartphone, not a desktop computer? This is why responsive design has become so important over the past few years. Simply put, it is developing an adaptive website that identifies what device is being used, so the content is displayed properly. Through the use of special coding, the site changes so the user has the best view–the way you meant for it to be seen. So it will not matter if they get to your site using a tablet, smartphone, laptop or desktop, what they see will be just the way you intended it to look.
- Social Media
Social Media is a broad term used for websites designed to promote social interaction online. On these sites or networks, users are able to share information with other members of the network without need to actually know or call someone to get points across. Marketers use these networks to share their products, services, events and more to millions of people with little effort.
- Viral Content
Viral content is information that spreads like a virus, very quickly and to everyone in reach. This term is most often applied to social media; however, the best viral content is even picked up by TV and radio stations. Once you go viral, there is no going back!
Knowledge is power so the next time your agency or a local marketing sales rep drops some jargon on your desk you will know what it means and be able to make an informed decision!
Written by Lynsie Slachetka || Chief Executive Juxtaposition Officer
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