When starting a new digital marketing presence, a strong foundation is crucial. We’re here to help you understand the most fundamental, but important terms out there. These are the top 10 digital marketing terms you should know.
B2B vs B2C
B2B and B2C are very similar, B2C is business to consumer and B2B is business to business. For example, a B2B company is Microsoft, selling software and electronics to other businesses. B2C is more like Apple, where instead of marketing their products solely to companies, they target and sell them to individual consumers.
A/B Split Testing
A/B split testing is when you would like to test if one version of your asset outperforms another, similar version. For example, version A of a landing page could have a form at the top of the page where version B has the form at the bottom. Test the pages for a month to see which one outperforms the other, and then stick with it! Changing the text or picture an asset can make all the difference. The more assets you have out there, the more feedback you’ll get on how to create the best version of it.
CTA is your Call to Action. Usually, a button or next steps that will either give the customer the option to buy a product, give their email, or any other activity that gets the customer involved with you. It should be the biggest and boldest part of your page, it should draw the attention of the customer when they first log onto the page. When a customer first lands on the page and sees the CTA they should want to click on it and see what they need to do to get involved. Creating CTAs comes from asking, “what do we want the viewer to do after reading this?”
Hard Bounce/Soft Bounce
Hard Bounce is when you email certain customers and the email wasn’t delivered due to a particular reason. The email address might be wrong and have a typo or the recipient could have left the company. Soft Bounce isn’t as bad as Hard Bounce, all this means is that the recipient’s email is full and can’t hold any more emails or the email was too big. If this continues and emails keep getting soft bounced, some systems may mark it as a hard bounce.
CTR, or Click-Through-Rate, is a statistic that measures the number of times your ad will appear on a site whether or not the audience sees it or clicks on it and also can apply to emails as well. It is comparable to the term “reach” which measures how many people can see your content and impressions, and see how many times your ad/content was displayed. These impressions help build your company’s brand.
A Buyer Persona is a very important part of the sales and marketing process. It gives you the bigger picture of the potential customer you’re working with. This includes the customer’s name, age, interests, pain points, buying tendencies and anything else that would give you an advantage over other competitors trying to gain them as a customer. Use these to help your marketing team write content on how your solution will solve their pain points.
SEO is another name for Search Engine Optimization. It is the organic way to move your site to the top of the search engine. In other words, getting to the top of Google’s search results. There are many parts to the SEO such as targeted keywords. These words will match the ones that customers are typing into the search bar giving you an advantage over the companies that don’t have any keywords, bumping you to the top.
PPC, or Pay Per Click, is similar to SEO in some ways. With PPC, you pay Google to sponsor your ads, making them appear more frequently than others. The more money you give, the higher you’ll be put at the top of Google results. To get more clicks to your website, you’ll want to create ads with the keywords you want to be associated with, small sentences, a picture and maybe an extension like an email to a certain department or the company phone number.
CPA, or Cost Per Acquisition, is used to determine how much you’d need to spend to acquire a new customer. The way this is done is by dividing the total cost of your campaign by the total number of conversions. This part is important because it shows how much you are spending on a single conversion. If the cost is too high, try to brainstorm ways to rewrite your marketing campaign.
Hopefully, you’ll be able to walk away from this knowing some vital digital marketing terms to help further your marketing experience. These are digital marketing terms that everyday marketers deal with and know how important they are to be experienced in them. If you have any questions or want to get in contact with us to, please feel free to visit our website and reach out to us. Hope to hear from you soon!