Marketing people have a lot of jargon, terms, abbreviations, and other nonsense. We’re probably not as confusing as the military or medical fields, but we’ve got our own language, too.
Consider this your cheat sheet for later conversations:
Above the Fold – This used to be a newspaper term referring to what you could see when the paper was folded in half. Today, it more often means the part of the website you see without scrolling down.
Analytics – This term could mean anything, but most marketers are probably referring to Google Analytics, which is where we see how your SEO rankings are doing.
B2B or B2C – Business to business and business to customer. This refers to the type of business you run. Marketing agencies are B2B; our customers are other businesses. A dentist is B2C.
CTA – Call to action. This is the part of your content or message that asks a potential client or customer to do something, take action. That might be to fill out an online form in exchange for a coupon or download.
CPL – Cost per lead. Figure out your cost per lead by adding up how much you spend on all your marketing and advertising efforts. Compare that with the number of leads you get in return.
DNS – Domain Name Servers. Think of them like a phone book. People use domain names, but computers use an Internet Protocol (IP) address. The DNS translates one to the other.
KPI – Key performance indicators. These are whatever metrics or measurements you are using to decide whether a marketing campaign or project is working. You might have key performance indicators in other areas of your business as well. In marketing, we tend to look at website traffic, social media shares, phone calls to your business (hopefully you are tracking how they heard about you!), and email opens, among others.
Mobilegeddon – Google’s mobile website smackdown. In short, if your site isn’t mobile friendly, you won’t rank well on search engine results.
PPC – Pay per click advertising. These ads run on Google or Facebook. You set a daily budget for the ad and only pay when someone clicks on it.
Responsiveness – This term describes the way your website looks on mobile devices such as tablets and phones. Your website should scale and shrink for any device and even feature different content keeping in mind that users on a phone might want something different than a desktop user. (Note: The website should not be a separate mobile site, as you may have done in the past. Now having a separate site will hurt your SEO.)
SEO – Another abbreviation. This one is for Search Engine Optimization, which is the work we do to put your website higher in search engine results. As you probably know, people Google things and don’t tend to click past the second page or so.
UI/UX – An abbreviation for User Interface and User Experience. Both apply to websites, how they look, how a person will navigate through them. While some think the terms are interchangeable, they actually refer to two different things. Check out our handy infographic to learn more.
WordPress – This is a content management system. You may have heard of Drupal or Joomla. WordPress is one more. Many websites today are built using these systems as a way for you to manage your content without having to know programming languages. We often use WordPress because we find it to be user friendly so you can make small changes to your website.
What marketing terms are you not sure of? Contact us for help with terminology or a marketing strategy.