Marketing

27 Business English for Marketing terms

A/B Tests: Marketers run experimental tests to determine which marketing tactic yields the best results. For example, a digital marketer may conduct _______ (blank) that will serve up two different versions of a webpage—typically the current page versus a new iteration—to users to determine which performs better. This is a simple scientific approach for comparing the effectiveness of a control group versus a variation.
Analytics: Refers to the process of analyzing data to determine the return on investment of a particular marketing activity. Marketers may also use the term to talk about the dashboard or system they use to review and track this data.
B2B: This acronym is shorthand for business-to-business marketing.
Boosted Post: A post that different social media companies will put money behind in order to increase the number of people who will see it. They are targeted at specific demographics in order to reach potential customers that have a higher likelihood of being interested in the product.
Bounce Rate: An engagement metric that shows the percentage of website visitors who left the site after viewing only one page.
Brand Awareness: The extent to which potential customers are familiar with your company and the distinct images or qualities that are associated with what you are selling.
Buyer Persona: The imaginary people marketers target when they design ads or create content like website copy. Although they aren’t real people, they are created based on data from actual consumers. These personas are then used to inform the audience, tactics and tone of the messages delivered.
Call to Actions: A prompt that encourages website visitors to take a certain action, such as subscribing to an email newsletter or submitting a contact form. They are used to guide potential customers through the next step in a sales funnel.
Campaign: A cohesive set of marketing activities designed to achieve a specific goal, like increasing sales for a certain product or spreading awareness of a new product feature.
Chatbot: An automated tool found on many websites, typically used to help address common customer questions or concerns. They scan chat messages from customers to identify potential keywords and topics of interest and then relay pre-populated messages.
Clickbait: A term used to describe a way content creators can manipulate an individual to get them to click a link or press play. Generally speaking, clickbait takes advantage of provocative titles.
Cold Calling/Emailing: A tactic used by salespeople to contact potential customers via phone or email with whom the company has had no previous contact.
Content: Any piece of information that’s created to be viewed by an audience. This could include blog posts, email newsletters, social media posts, videos or even print brochures.
Content Management System (CMS): A type of web publishing tool designed to manage the digital content marketers create for the web. These typically offer an easy-to-use interface for editing the layout or other elements of a webpage.
Customer Segmentation: This is the process market researchers use to break down various groups/categories of customers based on their needs, spending and specific demographics.
Email Marketing: Content sent via email to current or potential customers who subscribed to a marketing email list.
Key Performance Indicator (KPI): Specific metrics that show whether a company is meeting its marketing goals.
Keywords: Words or short phrases that users enter into a search engine to find the information they’re looking for. Savvy digital marketers incorporate these terms (when relevant) into web pages to improve their site’s overall visibility in search engines.
Landing Page: A static, stand-alone website page that includes a strong call to action as part of a marketing campaign.
Leads: noun; A person who has shown interest in your company's product or service.
Likert Scale: Common question format for marketing surveys used to gauge the intensity of a sentiment via a numbered scale, a Likert scale often ranges from “1. Strongly disagree” to “5. Strongly agree.”
On-Site Content: All of the content that a company produces and shares on its own website. It is produced to give a potential customer the best experience while they are searching for your product or service.
Point of Contact (POC): The moment at which a business and customer begin exchanging information, providing a service or handling a transaction.
Public Relations: It involves managing the spread of information about a company—whether good or bad. Professionals work to spread positive news about their brand and minimize the impact of negative news.
Search Engine Optimization (SEO): The process of using keywords and other technical strategies to increase the likelihood that a certain webpage will be shown on a list of online search results.
Testimonial: A common element found in marketing materials, a testimonial is a person’s written or spoken statement explaining the value of a product or service. These often come from customers and are used to bolster the credibility of a marketing message.
User Experience (UX): It refers to the design process of making a website (or app) easy for visitors to understand and navigate.