Marketing is an industry that is notoriously filled with specialty terms, words, and phrases. Jargon, if you will.
If you're an avid reader of our blog, you may remember that I addressed this in a previous post on various marketing terms you need to know. Maybe you read that blog post and thought, "Wow — that's a lot of terms for one industry."
Well, that was just the tip of the iceberg.
When I put that blog post together, I held back. I wanted to focus on terms that seemed pretty straightforward, yet ones I knew a lot of people still struggled to fully understand. While it's OK to admit to yourself that there are words being tossed around that you just aren't sure you know the meaning of, the last thing any of us wants to do is actually ask someone what they mean. No one wants to offer up how little they know, and we're all living by the motto "Fake it 'til ya make it."
Instead of Googling terms every five minutes, consult this list I pulled of 25 marketing terms that you should already know.
Sorry, not to call you out, but let's get you up to speed, shall we?
The result of consumer trust and affinity toward a brand, characterized by repeat purchases.
Guidelines, rules, and details that generally refer to logos, organizational color wheels, or other aspects a brand wants to keep consistent. Larger companies usually inform new vendors of brand standards to ensure their branding efforts remain consistent.
A term often used in marketing or in the process of delivering a product or service. It describes the idea of going above and beyond expectations to deliver a client experience that creates brand advocates and loyalty.
The expected goods or services a vendor will provide after a project is completed.
The focus of targeted marketing programs to drive awareness of a company’s products or services.
A group of marketing initiatives focused on accomplishing one specific goal. Oftentimes, marketing campaigns focus on delivering a consistent message with multiple touchpoints to increase long-term brand recognition, top-of-mind awareness, and desired behaviors.
A detailed representation of your ideal customer based on market research and data about your existing customers. This often includes demographic information, psychographic information, motivations, challenges, goals, and details on how they make buying decisions for your company’s products or services.
Make sure you include marketing/buyer personas in your documented content strategy. to ensure you have all the elements you need included in your strategy.
A company that other companies purchase products or services from.
A regular contributor at a publication.
The comments, shares, and other actions that content incites from readers.
The credibility and authority someone exudes in a certain subject area that impacts the way another person thinks or behaves.
An individual whose expertise sways others’ behaviors or thought processes within a particular industry.
A form of paid online marketing in which the ad form is naturally embedded in the platform a user is engaging with and seamlessly aligns with the user experience on that site. Examples of native advertising are paid-for advertorials or pieces of content on a publication site.
A link analysis algorithm that Google uses to help determine the relative importance of a site to others. While no one but Google knows the exact algorithm used to determine PageRank, some large contributing factors include domain age, total number of backlinks from other sites, unique content, accurate keywords, and consistency of content.
A media outlet that produces and publishes content for public consumption.
Breaking down content so it can be combined and reused in other formats.
The status of being a go-to resource for information on history, news, trends, and the future of your industry. Thought leadership helps build your influence with potential customers, partners, investors, reporters, peers, and others.
Learn more about how to create the right content to become a thought leader in your industry. Download.
Content that is circulated rapidly and widely on the Internet, often through excessive shares. Viral content is most valuable when it spreads within a targeted audience and educates on a specific topic.
The process of driving traffic to a website.
The process of maximizing the percentage of visitors who perform a desired action or become customers upon visiting a website. This typically refers to adjusting the entire website, landing page, or blog and can also refer to using content and its structure to increase the likelihood of a particular action.
A function of marketing automation that allows marketers to automatically rate the quality of leads based on certain actions or information they see as positive or negative indicators.
Internet advertising in which marketers pay a publisher or search engine each time a user clicks an ad.
The practice of creating a website to optimize the viewing experience across a wide range of devices. Responsive design has and will continue to become increasingly important with the use of mobile phones, tablets, etc. Although it usually refers to the website itself, images, calls to action, forms, comments, and social sharing are all elements within the website that must be optimized for mobile.
Getting readers or viewers to take a desired action repeatedly.
A page that displays the results a search engine returns in response to a keyword query.