Everyone has a starting point. When you’re first starting out in the digital marketing world, there’s a lot of jargon to navigate. You’ll find yourself neck-deep in terms and acronyms that you may not know, but you’ll need to quickly familiarize yourself with. To help ease you into this new way of speaking, filled with conversions and click-throughs and content — oh my! — we’ve compiled a list of the top 10 digital marketing terms that all newbies need to know. You’ll soon be well on your way to creating CTAs based off your buyer persona that will lead to more conversions and a better ROI. Got all that?
In technical-speak, analytics is the discovery, interpretation and communication of meaningful patterns of data. The most important part of that definition is “meaningful patterns of data.” Analytics are used to track patterns and website performance so that you can use that data to plan your next steps. You can use analytics to see how people are entering and finding your website, track how long visitors stay on your site, and which pages they’re visiting, among many other things. These trackable patterns can then be used to determine what’s working on your site and what isn’t, and you can tweak your game plan based on these results.
2. Bounce Rate
According to Google Support, a bounce rate is a single-page session on your site. Basically, it’s the percentage of people who visit a single page on your site and then leave without clicking on anything else. A high bounce rate can be a warning sign that people aren’t staying on your site long enough to dive deeper into your site, therefore aren’t reading your content or making their way to your landing pages. (An email bounce rate is the rate at which an email wasn’t able to be delivered to a recipient’s inbox, usually a sign that your list is out-of-date or purchased — a big no-no — or includes many invalid addresses.)
3. Buyer Persona
Buyer personas are “fictional, generalized representations of your ideal customer,” according to Hubspot. Buyer personas are based on market research and real data about your current customers and are used to define your target audience.
A CTA is a “call to action.” It can be a link, button, or image that encourages a visitor to click to visit a landing page. Once they click over to the landing page, the visitor is qualified as a “lead.” CTAs implement action verbs such as “click,” “subscribe,” “download,” etc., that encourage the visitor to make an action in order to receive something of value — whether it’s a content offer, e-blast, or simply more information.
A CMS is a “content management system,” which is a computer application that supports the creation and modification of digital content. It “provides the ability to manage the structure of the site, the appearance of the published pages, and the navigation provided to the users.” Probably the most well-known and commonly used CMS is WordPress.
6. Conversion Rate
The conversion rate is the percentage of people who have completed a desired action on a single webpage, such as filling out a form. Websites with a high conversion rate are performing well — aka, winning!
A keyword is a topic that search engines use to index a website. Choosing the right keywords will help to optimize your site so that it will perform better in search engine rankings when people search for specific terms. In short, keywords are intended to act as shortcuts that sum up an entire page.
A lead is a person or business who has showed interest in a product or service that you provide. A lead has converted on a form and been added to your contact list. This usually happens when they fill out a form (such as a contact form), subscribe to a blog or email list, or download a content offer from your site.
ROI stands for “return on investment.” ROI measures the amount of return on an investment relative to the investment’s cost. The formula for ROI is: (Gain from Investment minus Cost of Investment), all divided by (Cost of Investment).
10. SEOSEO stands for “search engine optimization,” which is the act of “optimizing” a website, or enhancing a website, so that it will appear in search engine results. There are a ton of components that affect SEO, including tags, keywords, image tags, internal and outbound links, headers, and more. Search Engine Optimization is also the piece of the puzzle that helps people find your website organically, meaning people are using topical keywords in search engines such as Google to find your site, and not through direct links from other websites, social media feeds or paid ads.