Marketing Terminology & Concepts You Want to Know

If you do online marketing, you want to master the language of marketing to maximize your RESULTS. It not only helps you to understand what is going on around, but it brings you many useful concepts you can leverage yourself.

That’s right – knowing the language of marketing can grow your own profit. For example, if you don’t know what A/B testing is, then you’re not doing it. And if you’re not testing, I can almost guarantee you are losing sales that rightfully should be yours.

Just like any other profession or business, there is a learning curve. And part of that education is mastering the terms and concepts you need to succeed.

A/B Testing

Version A and Version B. Testing two versions of a webpage, email subject line, landing page, CTA, etc. to see which one performs better. If you do not know how to do that in practice or you do not have a right tool, learn more with Split Test Monkey.


An incoming hyperlink from one web page to another website. It helps you with getting more visitors as well as with ranking of your page in search engines. If you do want to get more backlinks to your pages, check BackLink Machine v.2.

Buyer Persona

A summary of your ideal buyer, based on market research, data and hypothesis. The representation helps marketers define their ideal audience, and it allows salespeople to determine lead quality.

Click Through Rate (CTR)

This number shows the people that move through your website or marketing campaigns. It’s actually the “clicks” or actions prospects take, divided by the total number of actions people could take. Hence, the name “clickthrough rate.”

Content Marketing

A strategic approach to marketing that’s focused on consistently creating and distributing high-quality, valuable content to attract, engage, and convert a specific audience and drive profitable action.

Content Metrics

The system of measurement that companies and individuals use to determine their content’s success, including traffic, social shares, engagement, conversions, number of leads generated, time on site, page views, etc.


Someone who writes and publishes a piece of content in an external publication or media outlet.

Conversion Rate

Percentage of people who take a desired action, such as filling out a form, registering, signing up for a newsletter, or any activity other than just browsing a web page.

Customer Acquisition Cost (CAC)

A measurement that allows you to assess the cost of scaling up your business.It can be calculated by dividing the time and money spent on customer acquisition for a specific period of time by the number of new customers gained.(Money + Time Spent)/Number of New Customers

Customer Relationship Management (CRM)

A system that manages a company’s interactions with current and potential customers by using technology to organize, automate, and integrate sales calls and emails.

Digital Marketing (Online Marketing)

Marketing to a target audience solely via the internet. Could be email marketing, content marketing, etc. Learn more about Digital Marketing here.


Also referred to as a lead magnet, ebooks are generally a piece of longer content designed to generate leads. For smart ebook creation check this.

Editorial Calendar

The schedule an organization uses to plan content creation, manage content production, and ensure consistent publication each month.

Engagement Rate

A measurement of likes, shares, comments or other interaction a particular piece of content receives.


Any aspect of your website that is hard to understand, distracting or causes visitors to move on from your page.

Geographic Segmentation

Segmenting a group of audiences based on where they live or where they are located.


A type of content that is visual, making complex information easy to understand and digest.

Knowledge Bank

A customizable template that stores and organizes a thought leader’s expertise, audience insights, and industry knowledge to enable consistent, efficient content creation.

Lifetime Customer Value

A prediction of the net profit attributed to the entire future relationship with a customer.

Marketing Automation

Software platforms and technologies designed for marketers to more effectively manage online marketing and automate repetitive tasks. Learn more about Marketing Automation in this Free Online Training.

Monthly Recurring Revenue

The amount of income produced each month from subscriptions to your products or services. Learn free and quicky how to benefit with own subscription website.


This is an asset that you’ll offer prospects on a landing page. The offer is designed to help you generate leads, and they can include everything from a webinar, ebook, checklist, template, demo and more.

Owned Media

Marketing assets a company has control over, including its website, blog, whitepapers, and email campaigns.

Pay Per Click (PPC)

A method of advertising on the internet where you only pay when someone “clicks” on your ad.

Return on Investment (ROI)

A way to measure the profitability of the investment you make in marketing, sales, etc. If the ROI on investment is negative, it generally means you’re losing money on that endeavour. Measuring the ROI on your marketing is a smart way to ensure you’re putting your money into the strategies that bring results.

Sales Funnel

The entire sales process as a whole – from prospect to paying customer – and all marketing, advertising and sales processes in between.

Target Marketing

A group of customers toward which a business has decided to aim its marketing efforts and merchandise.

Unique Selling Proposition

A factor that differentiates a product from its competitors, such as the low cost, the quality, etc.

User Experience

The experience a user has with your brand/website, from the moment they discover you, through the purchase and beyond – where customers become advocates.


An online seminar hosted by a company or multiple companies in a partnership that provides value and education to a specific audience and fuels lead generation by requiring attendees to fill out a registration form.


Content, which is usually gated that educates audiences by providing exclusive and in-depth information, analysis, and research about a particular topic on which a company is an expert.

Bounce Rate

The number of people who land on a page of your website and leave without clicking on anything before moving on to another page on your site.

Call to Action (CTA)

An instruction located on a web page, article, whitepaper, or infographic that’s designed to prompt a user to take a specific action that aligns with a company’s long-term goal.

Content Management System (CMS)

The software on which a website or blog is built to manage its content.

Content Marketing Funnel

​The different stages — from education to purchase — that content strategies take leads through.

Content Syndication

The process of republishing content a company has created, such as a blog post, infographic, or video, on third-party sites to maximize reach and, typically, earn a link back to the original post. It helps you to reach the top position in search engines like Google. For great tool to help see Syndlab 2.0.

Conversion Path

The path, or course of actions, a prospect will go through to become a lead eventually. These events can include a call to action, lead form, thank you page, downloadable content, etc.

Cost Per lead (CPL)

The total cost of marketing pays to acquire a lead. It is an important metric to keep track of and it influences your Customer Acquisition Cost (CAC).

Customer Loyalty

When a consumer is a repeat buyer of a product, service or brand.


A specific profiling aspect that takes into consideration age, gender, income, family life, social class, etc. It’s often used in segmentation or for focal points in marketing and advertising strategies.

Earned Media

Media exposure a company makes organically, often by accomplishing something truly newsworthy and attracting media attention, distributing press releases, securing press mentions, contributing thought leadership content to publications, and achieving word of mouth. Best tool for word of mouth and viral Marketing is PerkZilla


The means of selling products digitally on the internet.

Email Marketing

The process of sending a strategic message directly to a contact or group of contacts via email to educate, engage, and/or encouraging them to take a specific, profitable action. Learn more about Email Marketing Free with my special invitation to Email Marketers Club.

Evergreen Content

Content that is valuable to a reader today, in 5 years and in 10 years. This “evergreen” content is timeless, offers the highest-quality information and offers huge SEO benefits.

Gated Content

High-quality owned content, housed behind a form, that website visitors can only access by submitting contact information and that fuels a company’s lead generation.

Guest Post

An original piece of high-quality, expert content, such as a written guest post, infographic, or video, that’s contributed to an external publication or outlet to help a thought leader reach, engage, and build trust with a new audience.


A specific word or phrase that describes the content of a webpage.It should always align with your target audience.

Landing Page

A page on your website that houses a form that prospects will fill out and exchange their personal information for a lead magnet or free offer (such as an ebook, demo or consultation).


The process of identifying, anticipating and satisfying customer requirements profitably.


The process of identifying, anticipating and satisfying customer requirements profitably.

Marketing Funnel

A model illustrating the process companies use to attract visitors, convert them into leads, and nurture them before they finally reach the buying moment.

Niche Market/Business

A very specific segment of a market in which you are trying to meet the needs of that market.

Organic Distribution

A method of distribution by which content is naturally circulated among an audience, such as through social media shares, referrals, and search engine results.

Paid Distribution

A method of distribution by which content is circulated and amplified among a target audience via paid promotion, such as promoted posts on social media and paid ads on search.

Responsive Design

A website that changes based on the device the consumer uses. Mobile, laptop, and desktop devices offer different views of a website, and responsive design accommodates for each view, without having to build separate websites for each one.

Relationship Marketing

Establishing relationships with the intent of developing a long-term association with a prospect or potential customer. This strategy is much less expensive that gaining new customers.

Search Engine Optimization (SEO)

A method to increase a webpage’s performance in web search results. By tweaking elements on a webpage (there are on-page and off-page SEO factors), you can move a webpage up on a search result “page.” Marketers generally want to get their website page to appear on page 1 of a search results, ideally at the very top of the page. SEO elements include keywords, title and image tags, links, and more. Learn more in my SEO Success Factors Report.

Thought Leader

An industry expert who shares his or her expertise with a broader, targeted audience to educate, improve, and to provide value to the industry as a whole and building trust with key audiences.

Unique Visitors per Month

The number of new people who visit a website in one month.

Viral Marketing

A method of product promotion that relies on getting customers to market an idea, product or service on their own. If you would like to know more and learn about the best tools for viral marketing, get here.

Website Traffic

A measurement of the number of visits a website receives. Learn more about getting website traffic here.

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