Marketing Terms & Language To Know

Table of Contents

Welcome to your guide to all things marketing and the lingo that comes along with it. Feel free to use this article as a reference point as you navigate the digital marketing world and ensure that you have a full and complete understanding of the language.

Before we jump into the big concepts, let’s take a moment to outline the terms that you will hear and see on a daily basis.

Ever Feel Like this?

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No? Ok.. yah us neither…. Let’s get right into it.

A/B Testing

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts.

This is often done in email marketing (with variations in the subject line or copy), calls-to-action (variations in colors or verbiage), and landing pages (variations in content).

Bottom of the Funnel

The bottom of the funnel refers to a stage of the buying process when leads reach when they’re just about to close as new customers. They’ve identified a problem, have shopped around for possible solutions, and are very close to buying.

This can come in the form of a call from a sales rep, a demo, or a free consultation — depending on what type of business is attempting to close the lead.

Bounce Rate

There are two types of bounces rates: email and website. You should know about both!

Email bounce rates: The rate at which an email was unable to be delivered to a recipient’s inbox. A high bounce rate generally means your lists are out-of-date or purchased, or they include many invalid email addresses.

Website bounce rate: The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.

Ideally, these bounce rates are both kept as low as possible.

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CAN-SPAM stands for “Controlling the Assault of Non-Solicited Pornography and Marketing.” It’s a U.S. law passed in 2003 that establishes the rules for commercial email and commercial messages.

Essentially, it gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.

Clickthrough Rate (CTR)

The percentage of your audience that advances (or clicks through) from one part of your website to the next step of your marketing campaign.

As a mathematic equation, it’s the total number of clicks that your page or CTA (call to action) receives divided by the number of opportunities that people had to click (ex: number of page views, emails sent, and other related functions).

Conversion Path

A conversion path is a series of website-based events that facilitate lead capture.

In its most basic form, a conversion path will consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides.

In exchange for his or her contact information, a website visitor obtains a content offer to better help them through the buying process.

Conversion Rate

The percentage of people who completed a desired action on a single web page, such as filling out a form.

Pages with high conversion rates are performing well, while pages with low conversion rates are performing poorly.

Crowdsourced Content

Creating your own content can take more time than you have to lend to it — which is where crowdsourcing comes into play. This is the method of collecting data via the internet or a survey that you put out into the world.

Allowing subject matter experts, customers, or freelancers to create your content for you is a prime way to get more quality content published in less time.


Making sure that your marketing efforts reach the correct audience is one of the best ways to utilize the concept of context.

As buyers become more in control of what information they digest, it’s important to deliver content that’s contextually relevant.

Cost-Per-Lead (CPL)

The amount it costs your marketing organization to acquire a lead.

This is an important metric and one you should definitely keep your eye on.

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Dynamic Content

A way to display different messaging on your website based on the information you already know about the visitor.

This involves tailoring website or email content to what you already know about the customer. This can help with engagement rates and the customer lifecycle as well.


Ebooks are a common type of content that many marketers use, often to help generate leads.

These generally follow a more long-form format than a blog (like the one you’re reading) and go more in depth into a specific concept.

Engagement Rate

A metric designed to clearly outline the number of interactions that occur with your content.

This will manifest in the form of likes, shares, comments — a piece of content receives. Interactions like these tell you that your messages are resonating with your client base and followers.

Editorial Calendar

A map to utilize for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your strategy.

Having a solid editorial calendar will help make sure that you are doing the right things for your business, as well as keep you organized throughout your marketing efforts.


This is a term meant to describe any piece of your website or other branding sites that is confusing, or draws attention to the eye in a negative way.

Some examples of this are an abundance of text, distracting colors, and too many pop-ups.

Inbound Marketing

Inbound marketing refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention.

This will be accomplished by aligning your website or advertising content with the interests of your ideal consumers. By doing so, you are more likely to attract your desired client base and eventually draw them into your product or service.

Lead Nurturing/ Drip Marketing

These terms are interchangeable in the marketing lingo sphere.

This concept is defined by a series of communications (emails, texts, or phone calls) sent through the same channel in order to keep it engaged and eventually push it into a sales funnel.

If done well, lead nurturing will produce customers with a long life cycle for your business.

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Lifecycle Stages

These divisions serve as a way to describe the relationship you have with your audience, and can generally be broken down into three stages: awareness, evaluation, and purchase.

It is extremely important to understand which point in the lifecycle a specific customer is in so you can adequately tailor your service to their needs!

Net Promoter Score (NPS

A customer satisfaction metric that measures, on a scale of 0-10, the degree to which people would recommend your company to others. The NPS is derived from a simple survey designed to help you determine how loyal your customers are to your business.

This is a great way to get feedback from your customers and to continue improving your service to your client base.

Responsive Design

This is the practice of developing a website that adapts accordingly to how someone is viewing it.

Optimizing your website content for your specific viewers will ensure that each client has a satisfactory experience.


A phrase meant to align the practices of your business’s sales and marketing efforts.

While these are separate entities, they are closely related when it comes to digital marketing and the importance of your product or service.

Incorporating the forces of sales and marketing together will benefit you in many ways, and this can only be done through coordinated communication efforts.

Software as a Service

Any software that is hosted by another company, which stores your information in the cloud.

Some examples: HubSpot, Salesforce, IM clients, and project management applications.

Top of the Funnel

Sometimes called “TOFU”, top of the funnel refers to the very first stage of the buying process. Leads at this stage are just identifying a problem that they have and are looking for more information.

As the inverse of bottom of the funnel, TOFU is a crucial stage in the marketing process.


A workflow is another way to describe a lead nurturing campaign.

It’s a set of triggers and events that move a lead through the nurturing process.

A workflow can also serve other purposes, such as adjust contact properties on a lead record based on certain conditions, or adding a contact record to a certain list.

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Word-Of-Mouth Marketing

This concept refers to the passing of information from person to person, generally referring to oral communication.

WOM marketing is inexpensive, but it takes work and involves leveraging many components of inbound marketing like product marketing, content marketing, and social media marketing.

What is Search Engine Optimization?

The main goal of search engine optimization (SEO) is to get your pages and sites to rank higher in search engines.

This SEO format is especially important in the digital marketing sphere, as there is a great influx of people looking to get their information from online sources.

SEO marketing strategies can take many forms. Increasing your business’s website traffic can come from social media posts, your website page, marketing campaigns, and other forms of online marketing.

A key piece in search engine optimization is to keep your target audience in mind at all stages.

The goal of SEO is to reach potential customers while maximizing how many customers click on their search engine results pages.

There are several ways to maximize your SEO efforts, and all will be beneficial towards increasing your customer marketing and customer acquisition.

Publish Relevant Content

An important part of your marketing strategy should be to publish relevant content to your social media pages and websites.

The goal of this content is twofold: inform potential customers of your service and keep existing customers engaged and excited to be doing business with you.

With relevant content being posted to various locations, you are more likely to reach potential customers and create a qualified lead as well.

Another thing to consider with your relevant content management system is to maximize your lead generation, which is another way of capturing interest in your product or service via social media marketing or other outbound marketing.

With lead generation, you want to do some market research in order to reach your target audience.

You may find that your target customers are best reached through a blog post, email marketing means, or even through your own website.

Target Long Tail Keywords

Long tail keywords are a way to distance your content from traditional head keywords, making your content unique and more likely to generate traffic.

An example of this distinction is the usage of the head keyword “wedding supplies.” A long tail keyword that would stem from this could include phrases like “wedding flowers” and “wedding stationery supplies.”

This long tail keywords will allow you to hone in your niche and demonstrate to your target audience what your specific product or service is meant to accomplish.

If you have effectively reached your potential customers, you are more likely to generate a qualified lead from these long tailed keywords.

Stick With Long Form

Long form content is an umbrella term used to refer to any piece of content over 2,000 words in length.

When it comes to customer acquisition, long form pieces are more likely to garner interest. While short form pieces, like social media posts and emails, are extremely beneficial, they serve a different purpose for your business.

One reason for this is due to the engineering of search engines. When you search a web page, long form content is most likely to be listed at the top of the landing page, resulting in more clicks and views.

Your marketing team should keep this tendency in mind when creating both long and short form content.

Study the Competition

While SEO techniques will vary from business to business, it is important to look at what sites pop up when you search other companies.

See what sites are on their landing page, and check out the other social media marketing and social media platforms these businesses have. You may learn some valuable information that you can then apply to your own existing and potential customers.

You may also want to consider the concept of conversion rate optimization, or CRO.

CRO is the method of increasing the number of conversion from a website or other forms of mobile marketing.

To see how other businesses implement CRO marketing techniques, look into their web pages and sales enablement features as well.

Write To and For Real People

At the end of the day, the best feature of your content should be the fact that it reaches your target audience and actually contributes to a successful sales cycle.

The goal of your marketing team is to obtain new customers, whether that is through social media marketing, website visitors, or through a qualified lead that resulted from their marketing campaigns.

The potential customers you are seeking are real people, so write with intention and care. Be inviting with your work and make sure to remember who is on the receiving end!

For customer acquisition, increasing your website traffic and SEO will help you tremendously. Make sure to remember these key tips for customer marketing!

What is Customer Relationship Management?

Customer relationship management (CRM) is a technology used for managing and tracking all of your customer’s interactions and their relationship with the company.

This marketing automation has one goal: improving business relationships.

CRM is a content management system that will help you stay connected to your customers, helping you contact them and improve your relationship with them simultaneously.

The business to consumer relationship is of unspeakable importance to your business. Making sure your customers feel valued, heard and respected is key piece towards strengthening their longevity as a customer and their customer lifetime value as well.

CRM is something that is always prevalent for the success of your business.

For brand new customers, it is crucial to reach out and ensure their satisfaction when it comes to your product or service. You want to increase customer success, and utilizing CRM will help you do that effectively.

For existing customers, it’s great to check in on them and make sure they are still enjoying your product. It’s possible that even though a customer previously enjoyed your service, they may be at a different point in their customer journey and may consider abandoning your services. Using CRM to check in will help diminish these instances of ignoring customer feedback.

CRM can also be used to monitor potential customers or those who have engaged with your content marketing. Once a customer has arrived on your landing page, they become a marketing qualified lead, and your CRM software will record this.

It is a good marketing strategy to frequently communicate with your clients, regardless of where they are in their customer journey. Gauging customer satisfaction, customer acquisition cost (CAC), and qualified lead nurturing are all benefits of using CRM often.

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What are Marketing Efforts?

In simple terms, your marketing efforts are the resources you put into promoting your product or service.

Your content marketing will include many moving parts. You will likely pull strategies from your sales team, paid advertising, market research, essential marketing terms, and other inbound marketing techniques.

Using smart marketing strategy is key to the success of your business.

You want your marketing automation plan to follow a similar structure to this:

  1. Reach your potential customer, whether through long form or short form content.

  2. Drawn them into your venture using a unique selling proposition, stemming from your website, social media post, or other sales acceleration tool.

  3. Create a marketing qualified lead with this customer.

  4. Using the marketing terms in your arsenal, connect with the customer and demonstrate the value of your product or service.

  5. Push them into a sales funnel and continue working with them as a consumer.

In these five steps, there are many functions that your marketing team should be paying close attention to.

Something to consider is employing marketing automation tools, allowing you to save time on your marketing tasks and devote that time elsewhere. A benefit to this is that this software will monitor all traffic on your sites and give you reliable statistics, such as the key performance indicator (KPI) and customer acquisition cost (CAC).

Both the customer acquisition cost and key performance indicator are important metrics, especially in the early stages with a potential customer.

Make sure you don’t ignore the influence your sales team will also have on this process.

While a marketing qualified lead is crucial towards drawing the consumer in, it is your sales team that will actually seal the deal.

Once they have established a sales qualified lead and a sales funnel, the sales team will ideally be able to bring the customer in and begin to establish a relationship with them. They will also aid in crafting your buyer persona, which you will be able to use for future business.

How Should You Implement Digital Marketing?

Don’t let the intricacies of the marketing sphere scare you! At the end of the day, all you should be focusing on is the satisfaction of your customers and the plans you have to increase your client base and revenue.

Using your ideal buyer persona will help you create a solid plan using the aforementioned marketing terms. These buyer personas demonstrate your “perfect customer,” helping to guide your paid ads and customer lifetime value.

Implement digital marketing methods with intention. Be confident in the fact that you are expanding your business to a greater audience, and know that your content will reach your target audience with time and practice!

How Kennected Uses Online Marketing to Our Advantage

Here at Kennected, we pride ourselves on our digital literacy and ability to reach potential customers through social media platforms and our constantly updated website.

We use the above marketing terms to our advantage every single day. Using our own buyer personas, we create content meant to reach these individuals in hopes they will join us in our mission.

Using software to measure key performance indicator (KPI) and other marketing terms to our advantage has paid off for our business, allowing us to form long lasting relationships with our client base and giving us the tools we need to create these same relationships with new customers.

As a business that thrives in the digital age, we are so grateful for the wonderful tools we use and excited for the ones that will continue to aid us in the future.

So you’re super pro now? Awesome. Next time someone throws marketing jargon at you and expects you not to know what’s good… hit them with this…

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