When you start working with a marketing agency like ours, you may start hearing marketing terms and phrases that are new to you. We’ve put together a list of a few marketing terms and explanations so all of our non-marketing friends can understand.
We’ve organized these terms based on the services we provide, but some terms may apply to multiple categories.
Website Design & Development Terms
The Hero is the portion of your website that viewers see first before any type of scrolling happens. This space often contains an image, header and/or sub-header text, and a call-to-action button. We believe a good hero section will answer the questions: “What does the business sell?” “How does it make the customer’s life better?” “How can the customer get it?”
A Microsite is a one-page website with only one call to action. The goal of a microsite is usually to convince customers to buy a product, sign up for a service, or book a call. A microsite will have a simplified menu and footer so users can’t get distracted by all the other pages on your site.
A Plug-in allows websites to gain additional features or functionality such as a store, a membership portal, or a live Instagram feed. Some plug-ins are free for use; others are paid.
SEO stands for Search Engine Optimization, the process of increasing the quality and quantity of traffic to your website from search engines like Google. Search engines use algorithms to deliver search results. SEO learns those algorithms and helps your website stay at the top of the search results list.
Web Development is the nitty-gritty, behind-the-scenes work of taking all the images, layout, and copy and putting them on the internet. Our web development creates websites that look beautiful, feel comfortable, and perform seamlessly for users.
A Webpage (or Landing Page) is one page on a website with a specific topic or goal. Your website likely has landing pages for each of your products or services.
A Website is a page (or series of pages) on the internet that explains your business and services. It should include a call to action so your customers know how to do business with you.
A Wireframe is what web developers use to lay out a website. Think of this as a blueprint for your website; you can create wireframes using website prototyping software or even draw them out by hand. Wireframes look very basic, often with blank boxes and squiggles to represent where images and text go. In later stages, a wireframe may include colors and icons, as well.
Lead Generation Terms
A Lead is someone who might buy your product or service. Lead Generation is any marketing that gives away something in exchange for a lead. The Stratos Lead Generation Machine pairs organic social media, lead-generating ads, and email marketing together to help prospective clients start finding your business and engaging with your services.
A Lead Generator is a resource you give away in exchange for an email address or other contact info. Some of our favorite lead generators are free guides, resources, and checklists that show off your expertise to get potential customers more interested in your business and services.
PPC stands for Pay-Per-Click and refers to paid digital ads. This is most common in search engine ads, but also applies to social media ads. In this model, you only pay when someone clicks on your ad to visit your website.
Content Creation Terms
A Blog Post is a type of written long-form content that lives on your website. It is normally in text format and should be formatted with headings and images for easy reading.
Content Creation is putting together images, copy, and other marketing assets for any digital marketing platform. Our Stratos Content Creation team brainstorms new ideas, writes engaging captions, researches hashtags, and creates designs to match your aesthetic.
Content refers to all the assets you create (usually for marketing) that show prospective customers your authority. Content can be disseminated via writing, video, graphics, photography, and more. Short-form content includes social media posts, video snippets, and ads, while long-form content includes blogs, webinars, lead generators, white papers, and podcasts.
Email Marketing puts your message directly in your audience’s inbox. We write emails that engage your audience and convert those generated leads to a community of followers excited to see what your company does next.
Social Media Terms
Your Audience is the group of people you’re speaking to through your marketing. If you’re targeting the right people, your audience should include prospective clients. Followers are the people in your audience who have opted in to see your social media content.
Analytics show how your ads, posts, or emails are performing. Analytics help us understand who’s seeing your content, who’s visiting your site, what users are engaging with, and how to engage them better.
Engagement refers to the ways your followers interact with your social media content. Depending on the platform, engagement can include likes, comments, shares, saves, etc. Engagement Rate is calculated by dividing the number of interactions by the number of followers.
A Facebook Business Page is a public space within Facebook where you can list your business and make public posts. Because it’s public, new people can find your page and learn more about your company.
A Facebook Group (now known as a Community) is a private space within Facebook where you and your community can post updates. Your audience must join the group to be able to view the content; some groups require additional approvals for new group members.
Impressions are the number of times any content from your Page or about your Page entered a person’s screen. (Definition from Facebook)
Meta is Facebook and Instagram’s parent company. It was formerly known as Facebook.
A Meta Business Account is a special account you can create in which you can see your business’s Facebook and Instagram pages, your ads, and any analytics available. You can publish and schedule posts from this account as well.
Reach is the number of people who saw any content from your Page or about your Page. (Definition from Facebook)
Graphic Design Terms
A Brochure is a two-page document that goes into detail explaining a specific product or service. A brochure is usually printed on stand letter paper and folded into thirds.
A Flyer is a one-page document advertising a specific event or product. Flyers are usually printed on standard letter paper.
A Font is a specific Type or Typeface used in a design. Your website, social media, and emails can all use the same font to create cohesive branding. Fonts come in all different styles—serif, sans-serif, handwritten, display, monospaced, and more.
Your Logo is made up of text and images that identify your business. Different versions of your logo may only include text, while others may only include the Mark, Icon, or image. Here’s an example using our logo:
Graphic Design takes images, text, and other design elements and combines them in order to communicate a message. When graphic design is most effective, all the elements work together to help communicate the same thing. We use graphic design principles across our content creation, websites, and other projects.
More Marketing Terms
Your Brand is what distinguishes you from other businesses. This could include your business name, logo, StoryBrand, fonts, colors, style, and any other elements that make you, you!
Branding Guidelines (sometimes called a Brand Book) are the rules you should follow when creating branded content in order to stay consistent. Your branding guidelines are also a great tool for employees or marketing agencies you may work with, so they know how to create content that matches your existing brand.
Copy is any written content for web, social media, email marketing, paid ads, or any other marketing material. Our copywriters use their marketing expertise to write copy that compels and connects with your ideal client.
A Marketing Campaign is a short-term plan on promoting a specific product or service.
A Marketing Strategy is a long-term plan on how to sell a product or a service. This should include action steps towards a specific goal which you can measure and refine as you implement it.
A Sales Funnel is a process that guides customers from the awareness stage all the way to the buying stage.
Are there other marketing terms you’ve heard that sound like an alien language? We’d love to help explain them! We edit this post often to define even more terms.