We’ve put together a list of marketing terms to help you navigate the world of marketing.
Glossary terms beginning with B
B2B (Business-to-Business)
A business that primarily sells to other businesses as opposed to consumers.
B2B (Business-to-Business)
A business that primarily sells to consumers.
Glossary terms beginning with C
Call-to-action (CTA)
A friendly nudge that comes in the form of a text link, button, image, or web link.
Its goal is to encourage visitors on your website to take the next step, such as heading to a landing page and potentially becoming leads.
Think of CTAs as gentle invitations to engage, like "Subscribe now" or "Read more."
These prompts are designed to motivate and guide users towards further interaction with your content.
Click through rate (CTR)
Click-through rate is a handy way to see how well your audience is engaging with your website and moving along in your marketing campaign.
Imagine it as a percentage that tells you how many people are taking the next step, like clicking from one part of your website to another.
It's calculated pretty simply: take the total number of clicks your page or call-to-action (CTA) gets and divide it by the number of chances people had to click, such as the number of page views or emails sent.
Conversion rate
a helpful metric that shows how many people completed a desired action on a web page, such as filling out a form.
Keeping an eye on your conversion rates can help you understand and enhance the performance of your web pages.
Conversion rate optimisation (CRO)
Conversion rate optimisation (CRO) focuses on discovering the best ways to boost conversions on your website or specific web pages.
At its core, CRO involves experimenting with different strategies to see which ones perform best and help increase the number of visitors who take desired actions on your site.
Customer journey
The customer journey is a roadmap that traces the path customers take from their first encounter with your brand all the way through to making a purchase and beyond.
It's all about guiding them every step of the way, using smart marketing tactics to encourage them to buy and then keeping them engaged with follow-up care to nurture brand loyalty.
Customer segmentation
Customer segmentation brings a personal touch to your marketing efforts.
This approach involves sorting and organising both your current and potential customers into groups based on shared traits such as interests, geographic location, and preferences.
By doing so, you can tailor your marketing messages to better resonate with each segment.
Glossary terms beginning with E
Engagement rate
Social media engagement is a popular metric that captures the level of interaction your content receives, including likes, shares, and comments.
When your audience engages with your content, it shows that they find it interesting and relevant, helping you understand what resonates best with them.
Glossary terms beginning with G
Green/Sustainable marketing
A way for companies to showcase how their products are either genuinely sustainable or perceived to be so.
For instance, a company might highlight that their manufacturing process results in fewer emissions, making it a cleaner choice for the planet.
This not only boosts their green credentials but also shows their commitment to making a positive environmental impact.
Glossary terms beginning with K
Keyword
Keywords, often referred to as "keyword phrases," are the essential topics that search engines like Google, Yahoo, and Bing use to index webpages.
Selecting the right keywords is crucial because they help your content appear more prominently in search results, making it easier for people to find your website.
Glossary terms beginning with L
Lead
Someone who has expressed interest in a product or service.
Leads are essential in the sales process because they represent potential customers who are more likely to engage further with your business, making them valuable prospects to nurture and convert into loyal clients.
Glossary terms beginning with P
Pay-Per-Click (PCC)
A popular advertising method where businesses place their ads on platforms like Google Ads or Facebook.
The unique aspect of PPC is that you only pay when someone actually clicks on your ad, making it a cost-effective way to drive targeted traffic to your website.
This approach helps ensure that your advertising budget is spent reaching people who are genuinely interested in what you have to offer, enhancing the chances of converting these visitors into customers.
Personalisation
Personalisation is all about crafting marketing messages that resonate by customising your communications based on the insights you have about your customers.
By utilising what you know about their preferences and behaviours, you can make each interaction more relevant and meaningful.
This approach not only helps in building stronger connections with your audience but also ensures that you're delivering content that holds genuine value for them.
It's about making each customer feel understood and appreciated, enhancing their overall experience with your brand.
Glossary terms beginning with R
Return-On-Investment (ROI)
A handy metric for gauging how efficient and profitable an investment is.
The formula for ROI is straightforward: you take the Gain from Investment, subtract the Cost of Investment, and then divide by the Cost of Investment.
This result is usually expressed as a percentage or ratio.
A negative ROI means that the investment is currently losing money.
It's important to note that this calculation can vary based on what you consider as gains and costs, so always ensure you're using accurate figures.
Glossary terms beginning with S
Search Engine Optimisation (SEO)
SEO is a strategy designed to enhance brand awareness and drive traffic to your website.
Think of SEO as a long-term investment in your business's online presence, helping your web pages climb the ranks in search engine results so customers can easily find you.
By focusing on important elements like keyword usage, mobile optimisation, and building quality backlinks, SEO works to establish your website’s authority in the digital space.
These factors collectively help your pages outrank competitors, boosting your visibility, and connecting you with a broader audience.
Glossary terms beginning with U
User Experience
Customer experience is all about the complete journey a customer takes with a business.
It begins with their first discovery and awareness of the brand, continues through every interaction and purchase they make, and includes their ongoing use of the product or service.
It even extends to when they become advocates, sharing their positive experiences with others.
This holistic experience shapes how customers perceive the brand and influences their loyalty and satisfaction.
Glossary terms beginning with W
Word-of-mouth (WoM)
Word-of-mouth (WOM) marketing is the process of sharing information from one person to another.
Traditionally, this involved face-to-face conversations, but in today's digital age, it also encompasses online interactions.
Reference to any organisation, business and event on this page does not constitute an endorsement or recommendation from the British Business Bank or the UK Government. Whilst we make reasonable efforts to keep the information on this page up to date, we do not guarantee or warrant (implied or otherwise) that it is current, accurate or complete. The information is intended for general information purposes only and does not take into account your personal situation, nor does it constitute legal, financial, tax or other professional advice. You should always consider whether the information is applicable to your particular circumstances and, where appropriate, seek professional or specialist advice or support.
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Social Mission
A cause for a business (other than profit) that benefits the economy, environment, or society in some way.
It's a company's core reason for being and what drives its business.
A social mission can help a company communicate its values to its employees, customers, and stakeholders.