Marketing Glossary
Plain-language definitions of the marketing terms that matter most for your business.
B
Backlink
A link from another website that points to your website, serving as a vote of confidence that signals to search engines your content is valuable and trustworthy.
Bounce Rate
The percentage of visitors who leave your website after viewing only one page without taking any further action.
Brand Awareness
The extent to which consumers recognize and remember your brand, which influences their likelihood of choosing your business when they need your product or service.
C
Call to Action (CTA)
A prompt that tells your audience exactly what step to take next, such as 'Get a Free Quote' or 'Subscribe Now.'
Churn Rate
The percentage of customers who stop doing business with you during a given time period, also known as customer attrition rate.
Click-Through Rate (CTR)
The percentage of people who click on a link, ad, or call to action out of the total number who saw it.
Content Management System (CMS)
Software that lets you create, edit, and publish website content without needing to write code.
Conversion Rate
The percentage of visitors who complete a desired action on your website, such as making a purchase, filling out a form, or calling your business.
Cost Per Acquisition (CPA)
The total cost of acquiring one new customer, calculated by dividing your total marketing spend by the number of new customers gained.
Cost Per Click (CPC)
The amount you pay each time someone clicks on your online advertisement.
Customer Lifetime Value (CLV)
The total revenue a business can expect from a single customer account throughout the entire duration of their relationship.
Customer Relationship Management (CRM)
A system for managing all of your business's interactions with current and potential customers, tracking communications, and organizing sales pipelines.
E
Email Open Rate
The percentage of email recipients who open a specific email, calculated by dividing opens by the number of emails delivered.
Engagement Rate
A metric that measures the level of interaction your content receives from your audience, typically calculated as total engagements divided by total reach or followers.
L
Landing Page
A standalone web page created specifically to receive traffic from a marketing campaign and drive visitors toward a single, focused action.
Lead Generation
The process of attracting and capturing interest from potential customers, converting strangers into people who have expressed interest in your product or service.
Local Citations
Any online mention of your business's name, address, and phone number (NAP) on websites, directories, and social platforms.
M
Marketing Automation
Technology that manages marketing processes and campaigns across multiple channels automatically, replacing repetitive manual tasks with automated workflows.
Meta Description
A brief HTML attribute that summarizes the content of a web page, typically displayed beneath the page title in search engine results.
R
Responsive Design
A web design approach that makes your website automatically adjust its layout, images, and content to look and function well on any screen size, from desktop monitors to smartphones.
Retargeting
A digital advertising strategy that shows ads to people who have previously visited your website or engaged with your content but didn't convert.
Return on Investment (ROI)
A performance measure that evaluates the profitability of an investment, calculated by dividing the net profit by the cost of the investment.
S
Search Engine Optimization (SEO)
The practice of optimizing your website and content to rank higher in search engine results pages, increasing the quantity and quality of organic traffic.
Search Engine Results Page (SERP)
The page displayed by a search engine in response to a query, containing organic results, paid ads, featured snippets, and other search features.
Segmentation
The practice of dividing your email list or customer base into smaller groups based on shared characteristics, allowing you to send more targeted and relevant messages.
Social Proof
The psychological phenomenon where people look to the actions, reviews, and opinions of others to guide their own decisions, especially when they are uncertain.
U
Unique Selling Proposition (USP)
The distinct benefit or characteristic that sets your business apart from competitors and gives customers a clear reason to choose you.
User Experience (UX)
The overall experience a person has when interacting with your website or application, encompassing ease of use, accessibility, and satisfaction.