In my last blog post I covered digital marketing terms and lingo that relate heavily to sales funnels. Today’s post will concentrate on the lingo that digital marketers use in general.
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This refers to the amount of people who are being directed to your website, or a measurement of how many people get their eyes on your content. Traffic can be paid via ads on a social platform (i.e. Facebook ads), organic through social media, or through Google search using keywords.
When it comes to selling your products and services online, conversion simply means how many people have viewed your offer on a webpage vs. how many people purchased. So if 100 people view your offer and 5 buy, then the page is converting at 5%.
Ideal Client Avatar. This is your ideal customer, and the exact person you will be addressing through the sales copy on your page. When you speak to someone specific, you will be able to speak to their problems more effectively. You want to be very specific when you address this ideal buyer, and you will catch others as well. This is also known as “buyer persona.”
A niche is a way to get specific on who you serve or what services you provide. For example if you are a photographer “niching down”, you might decide that you want to focus on birthday photos for cats of Instagram. You are niching down 3 levels: providing a specific type of photo (birthday photos) to a specific type client (cat owners) who are also in a specific niche (cats of Instagram). When you niche down this far, it doesn’t mean that you can’t work with other clients… it just means that you may be able to specialize and easily draw business from a specific pool of clients, and become “known” in these circles as the one to go to for X. It will also help you when writing your web copy because you are clear on exactly who you serve.
Search engine optimization. This is a marketing strategy where you target specific keywords and phrases in hopes that Google will display your website in their top results. This is a particularly important strategy for local businesses.
Blogging is a way to leverage SEO to get people to your website. Most online businesses have a blog where they write about topics relevant to their ideal customers, and provide value to them.
Content is the valuable information you provide to your potential customers, and it can come in the form of blogs, videos, podcasts, social media posts, livestreams, pdf’s, etc.
One of the most popular content management systems on the internet. WordPress is a platform for your website that has endless features and customization options. WordPress has great rank for SEO, so if you are considering blogging as one of your marketing strategies, it pays to seriously look into WordPress.
Responsive design is how your website shows up on mobile or other devices. If a web developer does it correctly, everything should adjust properly and look good, and function across on desktop, mobile, tablet or laptop.
Affiliate marketing is a way to generate revenue by recommending other people’s products. You need an online “following” (i.e. people who read your blog, newsletters, etc.) to which you can promote these products. You also need to partner with the creators of the products you want to promote and generate an affiliate link that is specific to you so that they can track your commissions and issue your payout. It is usually a win/win for both partners.
A brand board has all of the elements and concepts of your brand displayed in one place, so any designer can use it to build cohesive online products for you. It should include your colors, fonts, logos, inspiration, and specific design elements (lines, textures, graphics) that you want to use across all of your branded online products.
Analytics are a way to track what type of online media or ads generate the most traffic to your website. Google Analytics tracks your website stats and will allow you to see where your traffic is coming from. Each of the social media platforms also have analytics information available so that you can compare all of these and make data-based decisions on how to get more traffic.
Above the Fold
What shows up on the homepage of your website before people have to scroll down. You want to place the most valuable real estate here, and have a call to action visible.
If you are creating an online course or other digital products, you need a place to keep the content. Your customers will then be provided with access via setting up an account and password, and can access the information anytime. Popular platforms are WordPress, ClickFunnels, Teachable and Thinkific.
Automation involves utilizing tools to create a repeatable process, in order to make your business run smoothly. For instance, if you were selling an online product, you would create systems for delivering products and information the moment the customer presses the “buy” button, so that you don’t have to do it manually.
Hopefully this will provide more insight to you as you wade through the depths of digital marketing-speak. If you don’t have the time or ambition to learn it all, contact us for a free 30 minute strategy session to figure out where to start and what to focus on!