Digital Terminology Glossary = Current Buzzwords Decoded for Everybody
- An established Expert and Entity’s Guide to Decode Digital Marketing Jargon
- Speak the Same Language as GenZ, Millennial, GenX consultants & clients
Search Engine Marketing (SEM) –The Umbrella term for marketing via search. Includes SEO, Pay Per Click, Ad Words, Keywords, Digital Ads
Search Engine Optimization (SEO) – Website content updates, citations, google my business, back links from universities and earned media, image search, SEO copywriting) – where can you “win”
MOZ Ranks – Rating of your domain (website) in a keyword rank – how it ranks against your competition –“the goal is to get to page 1 on Google” and the map pak / info box with the term(s) searched
Voice search – Amazon Alexa, Google Home, etc. of how you buy – “Google is everyone’s home page with 80% of users” – Amazon is now a search portal and so do your clients looking for an expert or enterprise like you find you first?
Image search – Opportunities to “get found” here with pictures and the right captions
Pivot to Video – Video marketing has higher conversion rates and YouTube is the #2 search tool as it’s owned by google so any content you post there optimize it for search – IGTV is owned by Facebook another player
Social Proof – What other people say publicly about you – for example. Google reviews, Facebook Business Reviews, Yelp, LinkedIn Reviews
Messaging and Chat bots – People’s emails are too full today. Thus, messaging to your phone, via Facebook, YouTube, and other methods is a workaround now
Chat bots – Programmed that pops up to “aid” someone when they visit your website to start a conversation 24/7 – it’s online 24/7 so you don’t have to be
The Marketing Funnel – How awareness and steps move browsers down to the funnel and convert them into real buyers (a main concept here is market to all at the top of the funnel, engage mid funnel to get customers ready to buy, “get to yes” sales as most engaged and ready to buy leads at the bottom of the funnel)
Flip the Funnel – Market to a few (the most ready to buy) more services you offer – typically when you grow
Fill the Funnel – Public Relations (PR), Articles, Blogs, Media, Content –all help drive traffic to your website. Visibility, Awareness, Multi-channel Content
The Customer Journey – How your browser turns into a buyer
Drip campaign – A series of pre-created emails typically through marketing automation that move a customer to action (for example, interest and connection, consultation, get someone to act on your call to action)
Call to action – a tactic used in messaging to get a person to do what you want them to do (click to learn more, visit your website, call your office, buy now, register now, book an appointment, sign up for an email list)
CRM – Customer Relationship Management System – Your database typically with emails, names, cell phone numbers – that you could “mine” for email campaigns (eblasts) / text “drip campaigns”
Note: Sales Force offers this as a DIY for $300/year. LinkedIn has a sales navigator tool $85/month – Mail Chimp free eblast for up to 2,000
Content Marketing – Using content that you write that educates your audience with useful information, blogs, articles, that companies use to get people to give you an email, sign up for newsletter, get an ebook. Also using content to start, further, or deepen a relationship with potential buyers
Video Marketing – Using a video on IGTV, YouTube or Facebook Live to build your brand
Digital Ads – Ads that pop up when you’re online / sometimes referred to as display advertising
Facebook (FB) Boosts – Fairly inexpensive promotions you can do on your FB business page to reach hyper-local audiences – organic on FB has very limited reach now – Facebook Business requires boosts – Personal FB best
Advertising – Works to reinforce a commonly held belief – still expensive yet only employ after PR is used to build your online reputation and awareness
Marketing – Used to sell a product or service – Integrated Marketing Communication – is using all types of channels available to sell something – Conversions / use of analytics to measure if campaign converts
Public Relations (PR) – Best used to build a brand, reposition a known brand or expert in a new field as a “go to” expert – online reputation and building authority, and messaging are often used here
Visual Storytelling – Brand building via stories with images, videos, infographics that tell your story visually – 70% of people are visual learners and it taps a different part of our brain so your message sticks better
Hyper-local – A targeted geographic area that is used to get an expert or enterprise known
Niche Marketing– Targeting a search with some monthly search volume yet it’s not too competitive yet to be too expensive to get hyper-local or local SEO to work with niche key words / terms
Social Selling – The process of using social media to sell something online.
Multi-Channel / Omni-Channel Marketing – Most marketers say multi-channel marketing (I do) as it’s getting your message out in the right format, with the right message, to the right target audience, and using the right digital channel. Also includes campaigns that cascade out with traditional media (print, flyers, press) as well as digital channels. The trick it to employ the right media in the right format for that particular digital channel. Omni-Channel is one message communicated out to many channels.
This is a living list, and feel free to drop me a line via Contact Us if you want to add to this list, suggest a word, or offer an edited definition.
Curious what’s the right option (and the best value for you?) Let’s chat!
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