There’s a lot of “lingo” floating around when it comes to digital marketing. Read any blog post, and you will likely come across at least one term that’s unfamiliar. Even the term digital marketing is broad and most people aren’t exactly sure how they would define it.
Digital marketing is simply a strategy for bringing your business online. Implementing digital marketing into your local business may add additional revenue streams to your business and allow you to reach more people with your products and services.
Here are some definitions of key terms that you will find helpful when doing research on how to create a digital marketing strategy for your business:
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A sales funnel is a series of webpages designed to sell. The online marketer wants you to take a specific action on each page that moves you forward and introduces you to their products and service offerings in a very strategic manner. There is usually only one action that the seller wants you to take on each page to move you forward down the path to purchase.
Landing pages are designed with a very specific purpose in mind, and is the webpage that you “land” on when you click an add or a link from an online marketer. They are designed to convert you (a potential customer) into a lead. This is the beginning of a sales funnel, and there is a specific action that the marketer wants you to take that will capture your email address or sell you something.
Also known as a freebie, an optin or an ethical bribe. This is something free that you give away to attract a customer, in exchange for their email address. Once they are on your email list, you can market to them directly via their inbox. Often, it’s a piece of information or content aimed at the marketers ideal client, and it provides extreme value.
Your list refers to email marketing and those potential customers whose email addresses you have captured. They may have joined your list because of past purchases, through a lead magnet or joined your newsletter to get the latest communication about your products. Unlike any type of social media following, you own this list, and don’t have to worry if a social media platform goes away overnight. You cannot, however, just add people to your email list- you must have their permission.
Email Service Provider (ESP)
An email service provider is a tool used in email marketing that allows you to create different lists of people who are interested in your products and services. You will be able to sort these lists and market to them based on a defined set of characteristics. If you are just starting out with a tight budget, Mailchimp has a free option. Once you are able to level up, Active Campaign or Convertkit are great user-friendly platforms.
These are products that are delivered to you digitally to a customers email, or housed on an online course platform. They can live online or can be downloaded. They are usually in the form of online courses, PDF’s, videos, and are informational in nature. They are lots of work on the front end, and very low cost to the marketer in the long run since they create it once, and can deliver it very inexpensively.
The words that you use on your website, sales funnel, social media, etc. Copy is the language that you use to sell your products. This is an art form and there are plenty of people who make a living as copywriters who have mastered the art of selling through words. There are very specific formulas of how to write copy, and it should be clear, direct, to the point, and appeal emotionally to the buyer.
Direct Response Copy
A specific type of copy designed to sell immediately. The goal is to get the reader to take action and respond as soon as they are done reading. It is a formula that agitates the buying cycle by addressing the buyers pain points directly, and provides the solution in the form of the product that the online marketer is selling. This type of copy relies heavily on emotion.
Call To Action. This is a specific action that the online marketer directs you to take on the landing page. It is usually the action that is on the button, such as “Click Here to Learn More” or “Buy Now”.
Split testing simply means testing a different version of the same offer. For example, you might split test a headline to see which performs better and gets more people to respond to your CTA. You can split test many different things: headlines, CTA’s, design, price, video, copy, the offer, even colors of buttons. You want to make sure you only test one thing at a time though, so you can be sure of what is working and what’s not.
The goal of the web page or sales funnel. This is the metric used to see if your marketing is working for you. There are industry standards that you can measure against, but basically it boils down to how much traffic you get to the page, and how many sales you’ve made from those visitors (or how many emails you’ve collected- depending what the goal is).
B2B or B2C
B2B means that you are a business selling to a business such as ClickFunnels (a software that builds sales funnels) who sells to entrepreneurs and small businesses. B2C means a business selling directly to customers; such as Nickel & Suede (a leather jewelry company) who sells their products to the masses.
Pain points are the problems that customers have for which they are looking for a solution. The more clearly you address these pain points in your copy, the more likely someone is to believe that your product solves their problem or relieves their pain.
A launch is simply the planning and execution of bringing a product or service to market. Usually there is a time limit to buy the product, and then it goes away until the next phase. For example, if an online course is only open 4x/year, if you miss the launch- you have to wait until the next time it is open to purchase. Often times marketers will set up a wait list so that you can be notified when products will be available again.
Products that are always available for purchase; unlike a launch these products don’t have as much scarcity. It is also relevant at any point in time (or updated accordingly).
Digital marketing strategy can take on many forms, and you can easily get lost in the thick of it. If you don’t have the time or patience to learn the skills to market your business online, contact us for a free 30 minute strategy session, and learn how you can get more qualified leads rolling into your business!