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31 Marketing terms you need to know!

By Nitish Joshi


Nitish Joshi August 22, 2019 | 5 min read

Ever experienced sitting in a meeting with techies or marketing guys and unable to understand the marketing terms (jargons to be specific) being thrown around the room?

Quite frankly, sometimes it might feel like you are learning a new language altogether!
With the amount of Google searches you might have done to understand these terms, you would have actually felt that you require a cheat sheet to keep them handy for future reference.

For that exact reason we've created this nifty list of 31 marketing terms along with their explanations.

 

It's broken down into three categories — General, Content, and Digital marketing terms — to help you find exactly what you need, when you need it.

General Marketing Terms

1. Inbound Marketing

A form of marketing focused on creating content that attracts targeted audiences in to a company’s website by earning trust, engaging them with valuable information and delighting them in their buyer journey.

 

2. Lead Nurturing

The process of educating qualified leads through valuable, relevant content delivered via a series of touch-points before the purchase decision is made.

 

3. TOFU (Top of the Funnel)

The initial stage of the buyer journey where leads are yet to identify the problem they are facing and are researching for solutions.

 

4. MOFU (Middle of the Funnel)

The middle stage of the buyer journey where leads have identified their problem, and are looking for viable solutions to choose from before finalising one.

 

5. BOFU (Bottom of the Funnel)

The final stage of the buyer journey where leads have identified their problem, selected the solution they want to use, and are close to making a purchase decision.

 

6. KPIs (Key Performance Indicators)

A set of quantifiable metrics a company uses to evaluate its performance against its specific, strategic and timely objectives/goals.

 

7. Outbound Marketing

A form of marketing focused on pushing a message out to an intended audience. For example, attending conferences and trade shows, cold calling, and paying for TV ads, etc.

 


Related Read - Outbound Vs Inbound Marketing - Who Wins?


 

8. ROI (Return on Investment)

A common ratio that helps evaluate profitability and efficiency by measuring the benefit a company gains for the resources it put into a project or investment.

Content Marketing Terms

9. Buyer Journey

The process through which prospects go as they research product and service options and educate themselves before making a final purchase decision.

 

10. CMS (Content Management System)

The software on which a website or blog is built, developed and maintained to manage its content.

 

11. 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.


Related Read - Why does your company need to have a content strategy?


 

12. CRM (Customer Relationship Management)

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

 

13. Content Syndication

The process of republishing content a company has created, such as a blog post, infographic, or video, on third-party sites to maximise reach and, typically, earn a backlink to the original post.

 

14. Backlink

An incoming hyperlink from a webpage to some other website

 

15. Contributor

A person who writes and publishes an original piece of content for an external publication

 

16. Influencer

An individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience. An individual who has a following in a particular niche, which they actively engage with.

 

17. Earned Media

The exposure a company earns organically, often by accomplishing something truly newsworthy and viral by securing press mentions, contributing thought leadership content to publications thus achieving word of mouth.

 

18. Gated Content

High-quality original content, housed behind a form, that website visitors can only access by submitting their contact information. This fuels a company's lead generation!


Example of Gated Content

New call-to-action


19. Infographics

Images, such as charts or diagrams, that are used to explain information or data in a graphical and visually pleasing way. The chances of these going viral are quite high!

 

20. Knowledge Bank

A repository that stores and organises a thought leader's expertise, audience insights, and industry knowledge to enable consistent, efficient content creation.

 

21. Thought Leader

An industry expert who shares his or her expertise with a broader, targeted audience with the purpose of educating, improving, and providing value to the industry and build trust with key audiences.

 

22. 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.

 

Digital Marketing Terms

23. Bounce Rate

The percentage of visitors who navigate away from a site after viewing only one page.

 

24. CTA (Call to Action)

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

 

25. A/B Testing

The process of testing two variations of a specific element, while holding everything else constant, to determine which version creates a better long-term result. Most popularly used in email marketing.

 

26. CTR (Click-through Rate)

The percentage of people who viewed a particular link and ultimately clicked on it to get redirected to another web asset.

 

27. Conversion Rate

The percentage of users who complete an action on a company's website, such as downloading a piece of content or submitting a contact form.

 

28. Keyword

A specific word or phrase that a user types into a search engine to find the information he or she is looking for.

 

29. Landing Page

A webpage that contains a form used for capturing visitor information and converting visitors into leads.

 

30. MQL (Marketing Qualified Lead)

A lead who is more likely to become a customer compared to other leads based on his/her activity before converting, often determined through marketing automation.

 

31. Marketing Automation

Software platforms and technology designed for marketers to more effectively manage online marketing campaigns and automate repetitive tasks. Thus reducing human effort and increasing efficiency.

 

Now that you're a marketing jargon pro, don't let the techies get the best of you in your next meeting :)

Also, if you found this post helpful, do share it with your colleagues and friends so they can learn something new.

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