The digital world is full of marketing terms and acronyms like CPC (cost per click), ROI (return on investment), SEO (search engine optimisation) and so many more.
It can be quite overwhelming. You start to feel like you’re reading in code. But we’re here to decipher the code and put it into your terms. We’ll break up the digital marketing terms into three different categories – search engine marketing, email marketing and social media marketing, although some of the terms can be applied to all three.
Search engine marketing terms
Search engine optimisation is the organic way to move your website up in search engine results. There are many ways in doing this such as incorporating keywords into your site, writing blog posts and acquiring backlinks. This method of search engine marketing takes time as the search engines will need to crawl your site to pick up on any changes you make. If you want to rank higher at a faster page, it will cost.
At Belluber, we are experts in optimising our clients’ websites!
Pay Per Click are paid ads that run on Google. This is an instant way of improving your Google presence. As soon as you set up your ad campaign, you can begin ranking. To be at the top of search results, this may require a big budget.
PPC also involves keyword research but instead of optimising webpages, you’ll need to create ads.
SEO and PPC work great individually, but together they can skyrocket your business.
A bounce rate in terms of search engine marketing is when a user lands on your website and leaves just after a few seconds. Google Analytics will show you the bounce rate for your website. If this number is high, you’ll need to make some adjustments, such as looking at the speed of your site.
The more pages a user views and the longer they spend on your website, the greater the chances are for you to appear higher in search rankings.
Above the fold
Content that is “above the fold” is anything that appears on your website before the user has to scroll. So what should appear above the fold is your most important content. When landing on your site, your audience needs to know immediately what is going on, to prevent them from pressing the back button.
Email marketing terms
Segmenting your email list can work wonders for automations. You can break up your lists by industry, new and returning customers, networking contacts… The list goes on. These can be used to create automations – if you need some help creating automations to move your leads through your sales funnel, talk to us! However you want to segment your lists, there should always be a strategy in place.
A bounce rate in the email marketing world is the percentage of emails that weren’t delivered in your campaign. If you have a high bounce rate, there might be an issue your email, so always check your bounce rate each time you send out a campaign.
While open rates look great on paper, the click through rate is the most important metric. The goal of most email campaigns is to keep subscribers engaged and to follow through to your website. Engagement is measured by the open rate, while the click through rate is what’s measured when people click through to your website.
This is also used in social media marketing.
Social media marketing terms
Cost per acquisition is a metric used to determine how much acquiring one customer costs. You can calculate this by dividing the cost of your campaign by the number of conversions. This metric shows you how much you are actually spending per conversion. If this cost is too high, you should consider reworking your marketing campaign.
A/B split testing
When running any type of advert, it’s best to split test. This means you will have 2-3 similar ads that run at the same time to see which performs best. You can switch up the featured image, text, header, etc. A/B split testing will help to show you which advert people liked more.
This can also be applied to email marketing.
Lead generation/Lead magnet/Lead nurturing
Lead generation is exactly what it sounds like – how your business generates leads. A lead magnet can be a free e-book, small giveaway, etc. that you offer to customers in exchange for their email addresses. This tool will help your business capture those potential customers. When they become a lead, you will need to nurture them until they become a customer.
Businesses typically nurture their leads through a sales funnel. This can be in the form of sending emails, retargeting them on social media, or following up with a telephone call.
Posts, tweets, blogs and photos all have engagement rates – how much users are interacting with your brand. How many shares did that blog receive? How many comments did you get on that post? The higher your engagement rate is, the better your content is.
This is a piece of code that is inserted onto your website to track. It gathers analytics and data on your customers and their movements on your website. You can also use pixels on Facebook to retarget customers. By having a pixel on your website tracking your customers who visit, you can target them in future Facebook ads.
If you’re unfamiliar with HTML, your pixel will look like random words and symbols. But all you need to worry about is copying and pasting it in the correct place on your site. Facebook provides great tutorials on how to do this for most major website platforms. Or we can help!
If you have further questions about these marketing terms, contact us. We can help you create your social media strategy, manage email campaigns and even build you a new website.