31 Digital Marketing Terms Defined Skillcrush Flashcards

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A/B Testing is the process of testing two versions—i.e. ”Version A” and “Version B”—of digital content with a target audience to learn which one the audience prefers. When it comes to digital content, this preference is usually measured by conversion rate—the number of visitors to a website or app who take a desired action during their visit (things like signing up for an email list, purchasing a product or service, or subscribing for a paid membership).

Affiliate Marketing

Affiliate marketing is a strategy where businesses reward individual “affiliates” (people or organizations outside the business) for bringing in new customers or visitors through ads or content on the affiliate’s website. Affiliates receive payments or product discounts based on the number of customers they generate.

Blogs

If you’ve spent any time online, you probably already have an idea of what a blog is. Merriam Webster defines it broadly as:

Bounce Rate

Bounce rate is the percentage of visitors to a website who leave the website quickly without really looking at it. Most often this refers to the algorithm used by Google Analytics and is calculated in percentages. Sites aim to keep this number low—they want you to spend time on the page but also to bounce from page to page on their site—and so they’ll try to keep content as engaging and relevant to you as possible.

Buyer’s Journey

In digital marketing terms, the buyer’s journey is the trajectory of a consumer’s movement from product awareness, to engagement with a product, to finally deciding to make a purchase. Digital marketers need to understand how to “attract, engage, and delight” consumers (as the marketing platform Hubspot puts it) in order to carry them from the “I don’t know anything about this brand or product” stage to “I’m all in.”

Call to Action (CTA)

A call to action is the text, banner, form, or image on a web page (or email) asking a visitor to literally take an action—read more content, join an email list, sign up for a webinar, buy a product, etc. CTAs are marketing tools that convert web users into leads for businesses.

Click Through Rate (CTR)

The click through rate is the percentage of users who click on links in web pages or marketing emails. CTR is significant because it measures how many users are actively engaging with linked content on a site.

Competitive Analysis

Conducting a competitive analysis means identifying your competitors and analyzing their businesses with a fine tooth comb. This lets you learn from their successes and mistakes, understand their strengths and weaknesses, and find gaps in the market that other businesses aren’t covering.

Conversion Rate Optimization (CRO)

CRO is a marketing system for raising the percentage of website visitors who convert to paying customers. CRO methods usually involve encouraging users to take specific actions on the website, such as filling out a web form, signing up for a trial, or joining an email list.

Content Marketing

Content marketing describes the process of creating and distributing content used for digital marketing campaigns. This includes things like:

Content Strategy

Content strategy is the planning and implementation of digital content—in other words, an overarching content strategy guides a content marketer’s campaigns. It’s a content marketing team’s “master plan” to make their content work toward a uniform and cohesive end.

Content Testing

Content testing is a clear way to gauge how content performances and build an overall content strategy moving forward. This testing looks similar to what you might see in the user experience (UX) research field, with one of the simplest and most effective ways to test content being A/B testing, defined earlier in this list.

Digital Marketing

Digital marketing includes any and all online strategies used to sell products and services (whether you’re targeting potential audiences via computer, iPad, or app).

Digital Marketing Jobs

Common digital marketing job titles include:

Digital Marketing Tools

There’s an endless parade of software and application tools that are useful for digital marketers—many of which are free to use. You can read our list of 50+ free marketing tools here, but in the meantime, these are the general categories that most digital marketing tools fall under:

Email Marketing

Email marketing is the process of using of emails and email-centered marketing campaigns to nurture leads and advertise products and services. What does that mean?

Inbound Marketing

Inbound marketing is a term first coined by Hubspot co-founder Brian Halligan. Today, Hubspot defines inbound marketing as:

Keywords

Keywords are words or phrases commonly used in search engines to look for online content. Keyword research is a powerful internet marketing tool, since web advertising and website search engine placement can be optimized to match high traffic keywords, making it more likely that Googlers will end up on your site.

Key Performance Indicators (KPIs)

KPIs (key performance indicators) are quantitative benchmarks used to track how much progress you’re making towards your marketing goals. To put it simply, a KPI is a metric you aim to hit to guarantee your project or department is on track, growing, and adding to the company’s bottom line.

Landing Pages

A landing page is an individual web page used to promote specific marketing or advertising campaigns. When a company executes an online event to drive traffic, leads, or sales, customers are funneled to this page, where the event’s vital details and CTA (Call to Action) are posted. Landing pages are designed to encourage visitors to follow the CTA—sign up for a webinar or giveaway, purchase a sale item, etc.

Link Building / Backlinking

Link building, sometimes informally called “backlinking” or “backlinks”, is the process of getting external websites (websites other than your own) to link back to your content. In other words, if you’ve written a blog post on “digital marketing terms” and another site links to it from an article of their own, you’ve just engaged in link building.

Marketing Automation

Marketing automation describes the use of software or online services (like Hubspot, MailChimp, and Act-on) to automate repetitive marketing tasks like emails, customer relationship management, social media posts, and analytics. Marketing Automation programs allow marketers to input specific criteria for the tasks in question and that data is interpreted and executed by the program.

Multichannel Marketing

Multichannel marketing uses a variety of of communication platforms (website banner ads, Facebook ads, marketing emails, a blog) to interact with potential customers. This approach allows users to choose which channel they want to use to interact with your product and increases options for converting impressions into customers.

Paid Ads

While some website traffic, leads, and customers will come through “unpaid” sources (basically legwork and site engineering done by digital marketers), it’s also possible to generate traffic through paid ads. Paid ads bypasses the “sweat equity” of doing things like SEO and social media marketing by hand, ensuring that your marketing content will jump to the head of the line—but, like the name suggests, it will cost you.

Pillar Pages

Pillar pages are a blog post or landing page that superserves a topic. For instance, a pillar page about digital marketing should cover ALL THE THINGS digital marketing—but at a surface level. Each subtopic covered will then link to other site content that tackles the subtopic in detail.

Sales Funnel

A sales funnel is a digital marketing model where potential customers are led through a series of events or actions that can be mapped out in the shape of funnel.

Search Engine Optimization (SEO)

SEO (search engine optimization) is the digital marketing practice of optimizing a website so it’s more likely to show up in unpaid search results (e.g. it’s one of the first sites to appear when you “Google” a related topic).

Like blogs, social media plays a big part in digital marketing. Most actual lead generation and customer conversion takes place on blogs and website landing pages, but social media marketing serves as an amplification of lead generation efforts.

Site Audit

Site audits are exactly what they sound like—systematic reviews of your website’s performance in terms of benchmarks like search ranking, traffic numbers, time users spend on each page, external links viewers are using to get to your site, links visitors are clicking once they get to your site, etc.

31 Digital Marketing Terms Defined Skillcrush Flashcards ionicons-v5-c

31 Digital Marketing Terms Defined Skillcrush Flashcards