The language of marketing, as in most industries, can sound foreign to those not exposed to this area of business. Or sometimes as marketers, we hear a marketing term and are too embarrassed to ask someone what it means (because we definitely should know it!). Regardless of where you fall in the mix, we decided that each month Hype Strategic is going to share 5 MARKETING TERMS YOU NEED TO KNOW to keep you in the know and able to “walk the walk” and now “talk the talk.” Read last month’s list here.
Here are 5 for the wonderful month of AUGUST:
1) On-Page Optimization
This type of SEO is focused only on the webpage and the elements included in the HTML. (Refresher: HTML is Hypertext Markup Language, a language used to write web pages.) Basically, on-page optimization ensures that the main parts of a webpage (i.e. URL, page titles, content on page, image tags, etc.) all include desired and relevant keywords, making your page rank for those particular phrases.
2) Off-Page Optimization
Off-page optimization is a form of SEO that refers to incoming links and various outside factors that affect how a webpage is indexed in search results. Sounds vague, we know, but think of “outside factors” as linking domains or even social media (where you refer people back to your website). This type of SEO is very powerful for ranking, but you can’t always control it. Your job? Make incredible content that will force people to share it and ultimately link to back to your page!
AKA: “buyer persona.” You’ve probably heard this term before, but assume it only applies to retail industry, or B2C marketing. Not true. Creating a “target customer” helps any inbound marketer visualize the idea customer (their behavior, demographic profile, psychographic information, etc.) Understanding who you are trying to reach will result in better-informed marketing decisions. Do YOU have your “buyer persona” defined?
PPC stands for “Pay-Per-Click.” You might remember it mentioned in our Google AdWords 101 blog post. It is a (paid) advertising technique in which an advertiser puts an ad in an advertising venue (like Google AdWords or even Facebook), and pays that venue each time a visitor clicks on the ad. No more paying for impressions nonsense.
Think Sales plus Marketing. Smarketing. Clever, right? Combining sales and marketing seems like a no-brainer: marketing does their job and gathers fully qualified leads, passes them to the sales team, and they close the business and everyone is happy. Unfortunately, this is a rare system in most companies, so the next best thing is for the two departments to align efforts to impact the bottom line the best they can through coordinated communication. In other words, make sure Sales & Marketing have the same goals and keep each other in the loop.
Now say them ten times fast, use them in a sentence, or write them over and over on a chalkboard…or just remember them…whatever works for you!