If you are running your own business, you may decide to get an agency or freelancer to look after your digital marketing. There are plenty of advantages to doing this; not only do you save on having to pay for an in-house marketing team, but you will be getting someone with several years of experiences across a wide range of industries.
However, some more nefarious agencies may throw out lots of jargon to try to bamboozle you. A more reputable agency may use jargon from time to time, but a sign of a good company is that they will always take the time to explain what these words mean.
Here is our guide to the top 37 digital marketing buzzwords you may come across and what they mean. Take a seat and enjoy this post, by the end of your reading you will understand a few jargon terms.
- Algorithm: An algorithm is a mathematical equation that determines how things work. As an example, Google uses a sophisticated algorithm that determines where different websites will rank when users search for a specific keyword
- Artificial Intelligence: Artificial intelligence, or AI, is a very new type of marketing that uses previous data to help automate the marketing process. For example, a chatbot is a type of artificial intelligence
- Attribution:Hubspot estimates that it takes an average of eight different marketing events to make a sale. Attribution is when you determine which of these events (whether an email, phone call or online advert) contributed to the sale and which ones contributed the most
- Augmented Reality: Augmented reality, or AR for short, is when objects in the real world are enhanced by additional content online or in a mobile app. For example, there are apps for opticians which allow you to try glasses frames on so you can see what they look like before you purchase them
- Automation: Automation is when you use technology to manage your marketing campaigns automatically. For example, you can use email marketing software to send emails to customers automatically on a regular basis when they sign up on your website.
- Backlinks: Backlinks are links to your website that appear on other sites. High-quality backlinks can help increase your website’s ranking in the search engines
- Bounce Rate: Bounce rate is a useful website metric. It measures the percentage of visitors to your website that visit one page on your site and then exit. For most pages on your website, a bounce rate between 60% and 30% is ideal
- Chatbot: A chatbot is an example of AI software. It can simulate a conversation with a user, meaning that you can offer webchat and messaging without needing someone in your company to facilitate it
- Clickbait: Clickbait is an advertisement on a website that tries to encourage visitors to click on it, often by using misleading or sensationalised language. Many people do not like clickbait, and the sites that use it can get a reputation for being deceptive
- Click-though Rate: Click-through rate is a ratio that measures the number of users that viewed a webpage, email or advert against the number of impressions. You want this number to be as high as possible
- Content Management System: A content management system, or CMS for short, is used to manage the information on your website. Frequently used systems include WordPress, Drupal and Umbraco
- Content Marketing:Content Marketing is a stream of marketing that focuses on creating, publishing and distributing content to help grow the brand and generate leads
- Conversion Rate Optimisation: A conversion is when you get a visitor to carry out a specific action on your website, such as making a purchase or signing up to your newsletter. Conversion rate optimisation is when you carry out actions to increase the number of conversions carried out online
- Cookies: A cookie is a small piece of data that is downloaded to your computer when you visit a website. This identifies your computer and can be used to personalise your website experience
- Customer Relationship Management:Customer relationship management, or CRM for short, is a system for managing all your interactions with customers, so all staff know who the best people to contact are, and what has been discussed with them previously. Common CRM systems include Hubspot, Salesforce and Freshsales
- Earned Media: Earned media is sometimes known as free media and refers to publicity that you have gained through your own efforts, rather than having to pay for it. For example, writing a guest blog post for another company or creating a useful online resource that other people link to
- Ecommerce: Ecommerce is the buying and selling of goods and services online
- Evergreen Content: Evergreen content is content on your website that doesn’t go out of date and is always relevant. It can be a great way to encourage people to visit your website
- Freemium: Many online services and games offer a ‘freemium’ model of pricing where they provide some services free of charge, but you have to pay to access additional features
- Growth Hacking: Growth hacking is a marketing strategy where the aim is to win as many customers as possible, all while spending as little money as possible. Growth hacking strategies can include blogging, social media and webinars
- Impressions: Impressions are the number of times that your website or social media content is shown to potential customers
- Influencer Marketing:Influencer marketing is when you work with a blogger or social media account holder to help promote your product or service to their followers. They may write a blog post, put together social media messages or even organise a competition
- Long Tail Keywords: Long tail keywords are specific and detailed phrases that are used to find content in the search engines. For example, “shoes” is a short tail keyword, but “women’s red high heeled shoes” is a long tail keyword
- Meme: A meme is a piece of content, usually a video or image that can be used to increase awareness about a product or service. They spread rapidly but are extremely time-sensitive
- Newsjacking: Newsjacking is a type of marketing when companies and brands piggyback off the day’s biggest news stories to promote their own content
- Omnichannel: Omnichannel marketing is when you join up a range of different marketing channels so your customers can pick up where they left off on one channel and continue the experience on another
- Organic Traffic: Organic traffic is traffic that arrives on your website through the search engines
- PPC: PPC, or ‘pay per click’ is when you pay search companies like Google to promote your website for you. This includes promoting adverts for your site in search results as well as on other websites. The reason it is called ‘pay per click’ is because you pay each time someone clicks on your advertisement
- Remarketing: Tied into PPC, remarketing is a marketing practice where you promote your website to people who have already visited your website, by showing them an advert for your site on other websites they visit
- Search Engine Marketing: Search Engine Marketing, or SEM for short, is a combination of using both pay per click and search engine optimisation to get as many people to visit your website as possible
- Search Engine Optimisation: Search engine optimisation, or SEO for short, is the process of ensuring that your website ranks as highly as possible in search engines (such as Google) for specific keywords
- SERP: SERP is short for ‘search engine result page’ and is the list of results you see when you type a query into a search engine like Google or Bing
- Snackable Content: Snackable content is short content (such as blog posts and videos) that is easily digestible and doesn’t take much time to read
- Unique Visitors: Unique visitors is a term for how many different people access your website. It is different from visits, which counts all website visits including multiple visits from the same people
- User Experience: User experience, or UX for short, is the experience that people have with a company’s products and services. For example, it could include determining which colours and fonts that you use in your branding
- User-Generated Content: User-generated content is videos, photos and testimonials created by users of your product or service that you can use on your website, adverts and social media messaging
- Zero Search Result: A zero search result is when you ask a search engine a query, and it returns the answer at the top of the result page. For example, if you ask Google what day it is, it will provide the solution without you having to click on a link to a website
So there you have it, 37 marketing buzzwords that you might hear when an agency is trying to woo you. We hope this post will help you understand what the companies and freelancers that you work with are talking about.