Digital Marketing Exam 1

Digital Marketing

Any use of the internet and internet connected tools to promote an organization and/or its offerings

Inbound marketing

permission based, pull marketing efforts that attract customers by being genuinely valuable in some way

Persona

Semi-fictional, generalized representations of ideal and/or current customers

B2B

The ultimate consumer of your product is another business

Buyers Journey

A sequence of steps taken by a consumer on the path to purchase

Qualified traffic

Aforementioned visits are from people likely with the need and means to buy our offerings

Lead

A person who has visited the website, become a known entity, and is possibly in the market for the offerings

Marketing qualified lead (MQL)

Warner lead. Lead who has responded to one or more mktg. efforts with greater interests than other leads and thus should be a focus

Sales qualified lead (SQL)

Hot lead. MQL’s determined by sales, to be ready for direct follow-up

Marketing content

Compasses any copy, graphics, multimedia, etc. used to directly or indirectly promote a brand, product, or organization

Content Marketing

The creation and distribution of informative, educational, and/or entertaining content to attract, and engage and/or retain a persona

CTA

Call-to-action; usually consisting of a button and 1-3 words of copy; something you want your visitor to do. ex. “Buy Now” or “Start free trial”

Content upgrade

A related document/resource promising “even more” value, used for lead generation purposes (ex. to collect email addresses"). Used to move potential customers further down the sales marketing funnel

Landing page

Webpage where traffic lands

Lead-capture form

Info request form that, if completed voluntarily and accurate by the landing page visitor, nudges this visitor a step closer to becoming a customer

Bounce rate

Percent of landing page visitors who only view the landing page

Content curation

The act of locating, existing, high quality content, relevant to your audience and sharing it strategically across one or more channels

Content syndication

The act of republishing your content through third-party sites/platforms

Canonical Link

A bit of HTML code you can add to your digital content telling google your content is original

Marketing alignment

Ensuring your marketing campaigns and projects find logical, harmonious, and effective overlap across marketing assets, persona’s, channels, and business objectives

Campaign

A discrete piece of marketing work with a particular focus (not ongoing)

Channel

A medium for communicating with stakeholders (customers or potential customers)

Lead-runner test

An organization leading everyone else. A company excelling in the channel/content/activity

News-jacking/Trend-jacking

Any attempt to improve engagement with your content by harnessing the interest and momentum associated with a particular news event or social trend

Evergreen content

Content that remains relevant over time

Steppingstone content

Content that gives site visitors a friendly, logical, and attractive next step to take with your company— even as it guides the visitor further down the funnel

Content calendar

Calendar specifying the date and details of content planned for a specified period

Case study

Non-fiction story telling how a real life customer benefited from an organizations offerings