Glossary

  1. Analytics: The measurement, collection, analysis and reporting of Internet Data for purposes of understanding and optimizing web usage.
  2. Automation (Automated Workflows): A sequence of connected steps aimed at execution and automation of business processes where tasks, information or documents are passed from one participant to another for action, according to a set of procedural rules.
  3. Blogging: Short for "weB-log" a shared on-line journal where writers post diary entries aimed at educating readers on a specific topic.
  4. Buyer Journey Mapping: Recording the path taken by your customers, from initially finding out about your company through becoming a customer. This information is used to improve future marketing efforts.
  5. Case Study: Documented study of a specific past event used to provide an example of a businesses success.
  6. Call To Action (CTA): Statement usually found near the conclusion of a commercial message that encourages the target consumer to act. For example "Call Now" or "Click Here".
  7. Conversion: When you achieve a goal. This can be converting a stranger into a lead, or a lead into a customer.
  8. Cost Per Acquisition (CPA): An advertising or marketing pricing model, where the advertiser pays for each specified action (a purchase, a form submission, a phone call, etc.) linked to the advertisement.
  9. Data Segmentation: The process of taking data and segmenting it so that you can use it more efficiently within marketing and operations.
  10. Demos: Short for "Demonstration" The act of showing a product or service to a prospect who is considering the purchase. A demo is given by a sales person aimed at proving the value of the product or service trying to be sold.
  11. eBook: Short for "Electronic Book" These normally provide information about a company or its offerings.
  12. email marketing: A form of direct marketing which uses electronic mail as a means of communicating commercial messages to promote products and/or services.
  13. Elevator Pitch: If you walk into an elevator with someone, you need to be able to clearly and compellingly describe your business by the time one of your steps off. Don't forget to exchange cards.
  14. Halo Effect: SEO term that refers to ranking high in the SERP for keywords that are similar to keywords you are currently building SEO against. For example if you build SEO against for the keyword "Widget Manufacturers in New York" you may also rank well for "NY Widget Manufacturing Companies". Selecting keywords with a high halo effect possibility is recommended.
  15. Key Words: The words or phrases submitted into a search engine query bar.
  16. Landing Page (Optimized Landing Page): A single web page that appears in response to clicking on a online advertisement. The landing page will display benefit driven sales copy which is a logical extension of the advertisement, and aimed at getting the viewer to take a specific action.
  17. Lead Intelligence: Collect information about the leads that you are nurturing towards becoming customers and use your findings to convert more leads.
  18. Long Tailed Key Words: Very long key word phrases normally consisting of at least 4 keywords. For example: "Companies who manufacture large green widgets"
  19. Newsletters: Regularly syndicated letters aimed at providing subscribers current events and happenings around your business or industry.
  20. Nurturing: The process of cultivating a lead to where they eventually request to speak with a sales person from your organization.
  21. Press Release: An official statement issued to the public providing information on a particular matter, normally syndicated through the Press Wire and relevant industry publications.
  22. Public Relations: The professional maintenance of a favorable public image by an organization.
  23. Referrals: Working with your customers to earn recommendations for your business from their professional or personal network.
  24. Retargeting: Strategically serving advertisements to people who visit your website and then leave without taking the action you want them to. As they surf the web they will continue to see your ads promoting the products or services they initially showed interest in.
  25. Sales Qualified Lead (SQL): Marketing's goal is to nurture prospects, making them ready to speak with a sales person as they are ready to discuss making the purchase. When they reach this stage they become a SQL.
  26. Search Engines: A tool that searches the World Wide Web for information. In the USA the most popular search engine is Google which owns about 2/3 of the market share. Other notable Search Engines include Bing, Yahoo!, Ask, AOL and Baidu
  27. Search Engine Marketing (SEM) Paid promotion of a webpage by serving text advertisements at the top of the Search Engine Results Pages (SERP). Normally SEM is a form of Pay Per Click (PPC) advertising.
  28. Search Engine Optimization (SEO) The process of proving that a webpage is relevant to a particular keyword search and therefore a Search Engine aught to rank it appropriately (at the top).
  29. Search Engine Results Page (SERP): When you click 'search' this is the page you see next.
  30. Social Listening: Understand how prospects are interacting with a business via digital channels, realize behavioral trends and identify areas of opportunity, develop a strategy that encourages an action, drive conversions.
  31. Social Media: Any web based platform whose contents are created by the users themselves.
  32. Social Media Marketing: The use of social networks to build consumer dialogue and promote a brand or product message.
  33. Social Proof: Using social media to create influence and klout to proove the authority of a brand.
  34. Surveys: A questionnaire aimed at understanding perceived value and areas of opportunity for your company to capitalize on.
  35. Testimonials: Recorded recommendation from a satisfied customer affirming the performance, quality, and/or value of a product or service.
  36. Upselling: The process of growing your current scope of work among your current clientele
  37. Videos: Summing up your elevator pitch into a minute long video. Great for the homepage of your website.
  38. Web development: Creating a website, web page or any other web application. Everything from design to programing.
  39. Webinars: Short for "Web Seminar" It is a virtual seminar where the host can remotely present to a group of people via their computers.
  40. White Paper: A business document describing a specific topic aimed at educating and persuading potential customers
  41. XML Site Map: A website map that identifies all of the pages in your website. This is to be submitted to Google to help their search engine navigate your website, thus improving your SEO
  42. John Wanamaker vs Lord Leverhulme: There is constant debate around the famous advertising quote and who originally stated it. We are Patriotic Americans therefore we credit Mr. Wanamaker. Merica!