Ever wondered what it means? – 85 Marketing terms explained

Ever wondered what it means? – 85 Marketing terms explained

Ever wondered what that new “buzz word” or lingo means that gets thrown around at the marketing meetings? This might help…

Trying to keep up with and understand all the latest terminology that you hear in marketing meetings can get overwhelming very quickly. For this reason, I’ve put together a list of the 85 most popular terms that get’s used the most.

1. A/B Testing (Also known as Split Testing) 

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts.
This is often done in email campaigns or ads. An example of this would be to change a headline, subject line, CTA or image.


2. Ad

An advert that is paid for and running to a specific audience.


3. Ad Set

A set of multiple ads running to one specific target audience.


4. Affiliate

A person that is affiliated with a product, system or platform. As an Affiliate, you can promote another company in return for (normally in the form of financial) compensation or commission.


5. Affiliate Program

The division of a business where you can register as an official Affiliate in order to start promoting their product or service in exchange for compensation.


6. Analytics

The tracking of data and creating meaningful patterns in order to improve future marketing endeavours. This data is normally collected from websites, landing pages, ad campaigns, email campaigns, social media, etc.


7. API/API Key (Application Programming Interface)

APIs are a series of rules in computer programming. A set of protocols that are used by programmers to create applications for a specific operating system or to interface between the different modules of an application.
Think of an API as a doorway to another system. One system will peek through a door to see how and where it can connect with another system.


8. Audience/Target Audience

A group of predetermined people that you want to target specifically in your marketing efforts. These will normally be the people that you want to attract as your ideal clients.


9. Autoresponder

An automated (and pre-built) system that will automatically respond if a prospect interacts with your website, landing page, etc. Normally this will be an email, SMS, or chatbot.

Learn more about Chatbot autoresponders with this chatbot demo.

Learn more about email marketing autoresponders here.

10. Avatar

The persona that you create during the process of fully understanding your ideal customer.

Get a better understanding of your Avatar and what to offer them here.


11. B2B (Business to Business)

When a business sells to another business. (Like Google)


12. B2C (Business to Consumer)

When a business sells directly to the consumer. (Like Apple)


13. Blog/Blogging

Started out as web log, later weblog and eventually shortened to blog.
A Blog is a piece of copy written on a specific topic that showcases the writer’s view, opinions and standpoint.
Blogging is the process of creating a blog (that consist of multiple blog articles) and loading it on a predetermined web page.


14. BOF/BOFU (Bottom Of Funnel)

A stage in the buying process that happens last. At the bottom of funnel, a lead gets to a part in the buying journey where they are converted into a customer.

Learn more about what a funnel/sales funnel is here.

15. Bounce Rate

Website Bounce Rate: The number of people who land on your website and leave without clicking on anything.

Email Bounce Rate: The rate at which an email was unable to be delivered to a recipient’s inbox.


16. Campaign

A marketing campaign is a process of creating and running ads to very specific or targeted audiences.


17. Conversion Rate

The rate at which a campaign converts people who see your ad into customers.


18. CPC (Cost per Click)

An advertising metric that’s used to determine what a marketer will pay for an ad based on how many clicks the ad gets.
CPC is most often used with Google and Facebook ads.


19. CPL (Cost per Lead)

One of the most important metrics to keep track of. It is the total cost marketing pays to acquire a new lead for the business.


20. CRM (Customer Relations Manager)

Software that helps you organize all of your marketing and sales activities. You can store contact information, track where in the sales process a lead is, who is handling the lead, track emails, store deals, and more.

Resource Side Note: Although it is not a full CRM, ClickUp can be set up to work as a CRM system and I love using it every day in my personal life and business. Create a free account here to see what it can do.

Here is an overview video about ClickUp


21. CSS (Cascading Style Sheets)

This is the code that gives your website its style like fonts, colours, background images, etc.


22. CTA (Call To Action)

When you give a person that is reading your blog, email, webpage, or that is viewing your video a direct order of a step he needs to take next.
E.g. “Click here to claim your special discount offer.”


23. CTR (Click Through Rate)

The percentage of your audience that clicks on a link to proceed to the next step of your sales funnel, campaign or website. Normally it is calculated by the total number of clicks on your CTA, divided by the number of opportunities they had to click (e.g. the number of page views, emails sent, etc.)


24. Customer LTV (Lifetime Value)

The total amount a person will be spending during the years that he/she remains a customer of your business.
Understanding this very important metric can help you better calculate your allowable marketing spend to acquire more customers.


25. Demographics

A specific profiling aspect when creating your audiences that takes into consideration age, gender, income, family life, social class, etc.


26. Discovery Call

The very first call with a prospect to determine if you are a good fit to work together.


27. Domain

A group of computers and devices on a network that is administered under the same protocol. The top-level of your domain name indicating the type of organization, geographical location, or both, and is officially designated in the suffix. (e.g. .com, .co.za, .org.za, .edu)


28. Email Automation

A sequence of emails sent at specific times when specific actions were taken. Normally trigger automatically via a signup form on a web page.

Learn more about email automations here.

29. Evergreen Content

Content that is available and relevant at any time during the year and that can be accessed by a prospect at any time.


30. Eyeballs

People that see your ad or content.


31. Form

A group of fields that are placed together on your web page where visitors can supply their information in exchange for your offer. It is also a way for a prospect to become a lead or to get a person to make contact with your business.


32. Funnel Pages

Landing pages that forms part of a sales funnel.

Learn more about what a funnel/sales funnel is here.

Learn more about landing pages, sales pages, and funnel pages here. 

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.


33. H2H (Human to Human)

B2B and B2C are the prefered terms when it comes to sales and marketing but a lot of people prefer to think that they are marketing and selling to other humans. Marketing or selling “human to human” is just another way of approaching your own marketing mindset.


34. Hashtag

Hashtags are a way for you and your readers to interact with each other on social media. Your audience can follow the hashtags that you often use. They tie public conversations on Facebook, LinkedIn, Instagram and Twitter.
The hashtags themselves are simply a keyword phrase, spelled out without spaces, with a pound sign (#) in front of it.
E.g. You can follow the hashtag #HowAboutThis to get notified as soon as How About This loads or shares new content.


35. Headlines

An eye-catching header sentence is used to grab the attention of your reader as soon as they land on your page.


36. HTML (HyperText Markup Language)

It is a language used to write web pages. It forms the core of any website.


37. Infographic

A type of content that is visual in nature. It takes a complex topic and makes the information easier to consume and understand.


38. Integration

The process of connecting two or more systems to work together. Normally done via an API or a system like Zapier.


39. Keyword

Keywords (or keyword phrases) are the topics that webpages get indexed for in search results by search engines like Google.


40. Keyword Research

The process of researching what keywords or keyword phrases will best suit your content or web page.


41. KPI’s (Key Performance Indicators)

A performance measurement that’s used to track the progress towards marketing goals. These need to be constantly evaluated against industry-standard metrics.


42. Landing Pages

A page that a prospect can land on that contains info about your product or service. A prospect also gets the opportunity to complete a form with their info in exchange for an offer you have. Usually, a page on your website or as part of your sales funnel.

Learn more about landing pages, sales pages, and funnel pages here.

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.


43. Lead (A lead)

A person or prospect that has shown interest in your product or service.


44. Lead Generation

The process of generating more interest in your products or services. Getting more Eyeballs/prospects to become leads by filling in a form and claiming an offer you have.

Learn how to generate leads using Facebook Ads here.


45. Lead Magnet

Something of value you offer other people in exchange for their contact information. A lead magnet is usually free and gives some sort of result or outcome to your target audience. This can be a worksheet, template, training video, etc.


46. Lead Nurturing

Engaging and building relationships with the new leads that you have generated in an attempt to convert them into paying customers.


47. Lead Qualification

The process of determining if a lead is a good fit for you to do business with or if they will just waste your time and energy.


48. Live Stream

Doing a video over the internet live where people can interact with you in real-time. This can be done on platforms like Facebook and YouTube. The idea is to share valuable information with your audience in a live and very personal way.


49. LMS (Learner Management System)

A system that is used to create online courses that you can sell. You can track the progress of your students on a system like this.

Resource Side Note: Currently, I am using Thinkific as my preferred LMS. Get a 30 day FREE trial on the Pro+Growth plan here.

 Also, consider SamCart for a great course building and LMS system. Here is a 30-Day Trial.


50. Marketing Automation

The entire process of creating an automated marketing campaign that starts with ads and goes through lead generation, email autoresponders and automations, till the point where they become clients.


51. Mobile Optimization

Designing and optimizing your website so that it’s easy to read and navigate from a mobile device.


52. MOF/MOFU (Middle Of Funnel)

The stage of a funnel that a prospect enters after they identified a problem. It is at this point where you position your business as the solution to their problem.

Learn more about what a funnel/sales funnel is here.


53. Monthly Recurring Revenue

A monthly subscription payment you receive for your products or services.


54. Niche Market/Business

A very specific segment of a market or industry that you want to supply or get on board as customers.


55. Offer

Some sort of an asset that you can use on a landing page as a lead magnet to generate new leads.


56. Onboarding

The process of getting a new paying client into your business.


57. Online Marketing/Digital Marketing

Promoting your business to potential clients over the internet by means of ads and/or sales funnels.


58. Opt-In

The action a person takes to give you confirmation that you can contact them or that they want something you offers. A person will “opt-in” to your email list or your lead magnet.


59. Opt-In Page

A landing or funnel page where you give someone the opportunity to opt into your offer or lead magnet.


60. Open Rate

Open rate is an email marketing metric that measures the percentage rate at which emails are opened. (Also used in chatbot and message marketing.)


61. Paid Ad

An advert that is paid for and running to a specific audience. A “post” or a “boost” is not a paid ad.


62. Pixel

The tracking tool of Facebook. It is a piece of code that gets installed on your website in order to track and build audiences that you can show ads to.


63. POC (Point of Contact)

A representative of a business who is the decision-maker or facilitator from their organization that you want to start trading with.


64. Post

Sharing a piece of information/content online through your social media pages.


65. PPC (Pay per Click)

This is a method of advertising online where you only pay when someone “clicks” on your ad.


66. QR Code (Quick Response Code)

A two-dimensional barcode that is readable by barcode scanners and camera phones. The information encoded can be text, URL, or other data.


67. Referral

A prospect or a lead that is generated from someone who may be interested in what the salesperson is selling.


68. Responsive Design

A website or landing page that changes depending on what device it is being viewed.


69. ROI (Return On Investment)

A way to measure the profitability of the investment made for a marketing campaign or ad campaign.


70. SaaS (Software-as-a-Service)

A software distribution method where a service provider gives customers access through the internet to applications.


71. Sales Funnel

The entire sales process. From the first time a prospect sees you until they become a customer.

Learn more about what a funnel/sales funnel is here.

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.

72. SEO (Search Engine Optimization)

A method of tweaking elements on a web page to increase its visibility and performance in web search results.


73. SLA (Service Level Agreement)

An agreement that defines the expectations between two parties. Can be between a Sales team and Marketing team, or between a supplier and a client.


74. Social Proof

A psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation. If people give you praise for your excellent product or service, others would also want it. Social proof is applied to your social media and web pages in the form of reviews and testimonials.


75. Split Testing (Also known as A/B Testing)

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts.
This is often done in email campaigns or ads. An example of this would be to change a headline, subject line, CTA or image.


76. Sub Domain

A part of a larger domain in the web Domain Name System hierarchy.


77. TOF/TOFU (Top Of Funnel)

Whereas the Bottom Of Funnel is the stage in the buyers journey where a prospect is ready to spend money in your business, Top Of Funnel is the initial contact stage where they become aware of what you can offer them. By creating TOF Content, you create awareness and help prospects to identify the problems they have that you can solve.

Learn more about what a funnel/sales funnel is here.

View our resources page (link at the bottom of this page) to see what funnel builder platforms we recommend.

78. Tracking Code

A piece of code that gets installed on your web pages to track the activities and behaviours of people on your pages. E.g. Facebook Pixel, Google Analytics, etc.


79. UI (User Interface)

A type of interface that allows the user to control a piece of software or a system.


80. URL (Uniform Resource Locator)

The address of your web page. Each page, image, content piece, etc. will have its own unique URL in order to be located on the internet. E.g. https://www.howaboutthis.co.za or https://learning.howaboutthisacademy.com/


81. USP (Unique Selling Proposition)

That one thing that you offer that makes you unique and different to your competitors.


82. UX (User Experience)

The way that a user experiences his interaction with you online or in a system, app or on a website.


83. Webinar

A seminar or presentation conducted over the internet. A good way to share valuable content, generate leads and drive sales.


84. White Paper

An informational guide on a specific pain point of your prospect. Used to generate interest in your products/services and also a great way to generate new leads. E.g. A “How to” guide.


85. Workflow

Another way to describe a lead nurturing campaign. It’s a set of triggers that moves a person from the “lead stage” to the “customer stage” through a natural and nurturing process.

Please note that some of the links in this article are affiliate links and I will earn a small commission but only when you actually make a purchase and not for you clicking on it.

If you would like to learn more about what affiliate marketing is and how it works, feel free to contact me at any time.

Why social media marketing campaigns usually fail.

Why social media marketing campaigns usually fail.


Spending a lot of time making social media posts will not grow your business. Why?


Imagine that your Facebook business page is like a store in a mall. People walk by, you maybe invite them in, they browse around, and on their way out the door, there is a buzzer labelled “like” that opens the door for them to leave.

That person might like your products, but he will probably never see the POSTer of the promotion you added into your window display.

“…only a tiny percentage of people see your posts or comments.”

How does this relate to a Facebook page? Just posting a special offer or something is pretty much pointless even though you might have thousands of likes and followers. The reason for this is that only a very, very small percentage of people that liked your page will see your posts.

Now let’s go back to the store. If you, however, had a way to get someone’s details onto a database before he left your store, you can now directly target him with marketing. But this will cost you money because you would need to call him or send a text message. It is the same with Facebook.

So why would your Facebook posts and efforts not work for getting new customers?

1 – You do not spend money on running proper ads.
2 –  If you spend money on an ad with no results, you have the wrong audience. Like I said in previous articles: If you sell to everyone, you sell to no one.
3 – You make posts just to interact and do not run actual ads.
4 – And like already mentioned, only a tiny percentage of people see your posts or comments.


A lot of people do not fully understand this, and that is why a lot of companies that rely on Facebook or social media posts do not grow or even succeed.

I am not saying that making posts won’t work, you will still reach some people that follow your page or group, but only a very small percentage of them. Facebook actually wants you to spend money on their platform, that is why you reach much wider audiences when running paid ads.


So how do you generate new customers or leads from Facebook? Here are a few key points:

  1. Know your target audience – Even before you start creating an ad, take a moment to decide who the perfect person would be for the offer/special that you want to run. Create that targeted audience and make sure that only those potential buyers see your ad.
  2. Create a great offer – Just putting some words into your ad just to have something is pointless. Make sure that the copy and the images you use in your ad speaks to that audience that you created. People love a good special offer and the chances are that they will respond better to your ad if you offer them something of value.
  3. Spend money – Marketing will always cost you money, so make sure that you budget for running ads. The more money you push into a Facebook ad, the more high-quality prospects you will reach.
  4. Call To Action – People want to know what to do next. Make sure that when someone clicks on your ad that you take them to a well crafted and very relevant landing page or website with a strong call to action. Tell them what to do and where to do it so that you can make the sale.
  5. Follow up – Don’t think that just by running ads on Facebook that you now have an automated sales system. You need to collect the information of people that click on your ad, and you need to follow up with them to close the deal. Pick up the phone and call them. Send them into an automated email sequence. Send them a personalised text message. Anything you can think of to make contact with them and to finalise the sale.

If you implement these steps correctly, you will make money from spending money.

“Spending money on the right targeted audience will show ROI.”

So make sure that you know who your potential prospects are and target them with paid ads. Spending money on the right targeted audience will show ROI.

I’m not saying that you should not make posts or comments. It is still crucial for you to interact with your followers. But that is like chatting with someone in your store, not making a sale.


Using social media as a business growth tool.

Using social media as a business growth tool.


How social media can help your company grow. 

The internet (especially social media platforms like Facebook) makes life easy for us. We have an effortless way to communicate, build contacts and market ourselves. So why not use it to grow your business?

“People trust the opinion of their friends.”

As a business owner, you need to get your product or service in front of people. But even then, if they don’t know you or like you, they might still not buy from you. The other challenge is also ensuring that the correct person, that is looking for a solution you offer, actually sees your offer.

Having a network of friends almost makes Facebook similar to search engines like google. You can ask almost anything, and within a short space of time, you will have your answer. I find it very interesting how many times a day I see a question on social media. Things like: “Where can I find this?” Or “ What would you recommend…?” Or “ What do you think about this or that?”

On Facebook, you will get an opinionated answer to your question or “search” and not factual like in google. Why is this important to know? Simple: People trust the opinion of their friends.

Therein lies the key to using social media to grow your business. “Ok I get that but how do you do it, Stephan?” Glad you asked.

Step 1 – Get a business Facebook page.
Step 2 – Make sure that it looks stunning. If someone goes to your page, you need to grab their attention within seconds.
Step 3 – Make it clear on your page what you offer. Don’t give someone time to wonder what it is that you do.
Step 4 – Have interaction on your page. Make posts, reply to comments and respond quickly. Make it look like a fun place to hang out to get people to return to your page.
Step 5 – Social proof. Get happy customers to comment on your page. Ask them to post testimonials or to make recommendations on your page. 

Your page now almost acts like an “ego boost” for your business. People go to your website to see what you do, but they go to Facebook to see how you do it and if they can trust you. Make sure they can trust you and that they start to like you.

“Use social media as a trust builder”

Use social media as a trust builder. Use it as a place where you can show a potential buyer that it is ok for them to support you and to spend money with you. A place where you can say: “We do have great products/services. Look at what your friends say…”



Launching a successful social media marketing campaign

Launching a successful social media marketing campaign

Social Media Marketing Done Right

Having so many social media platforms available to use as a marketing tool can be confusing and (if you don’t know what you are doing) scary.

How do you decide which one to use for what?
How do you use it effectively?
What do you post or share?
How do you not offend or scare away potential customers?

Let’s explore a bit.

“…share the Right Information, to the Right Audience, at the Right Time”

The biggest issue with using social media as a useful marketing tool is not to load or share a post or to run an ad. That is the easy part. Your biggest challenge is to ensure (whether a post or ad): That you share the Right Information, to the Right Audience, at the Right Time. What do I mean when I say this?

You run a risk when you use social media just for sharing things, liking posts or randomly advertising a product or service. The danger is that if you do not approach this correctly, you can easily irritate people and scare of that one last sale for the week you were hoping for. Using the wrong platform, not having a clearly defined audience and not having consistent quality content can make the situation worse.


Here are a few key points to consider for your social media efforts:

Who are you selling to? Remember we spoke previously about if you sell to everyone, you sell to no one? This is probably the biggest mistake you can make. Make an effort and take the time to determine your audience. Here’s how.

In the last 6 months, who was your top 20% of clients? Who has spent the most money in your business? Create a persona from that information. Who are they? Gender? Age group? Sex? Likes? Dislikes? Demographics? Etc.

Figure out who your ideal customer is that you would like to have more of.

Now use this information and create your audience that you will market to. Be specific.


What do you have of value to offer this ideal customer that you now identified? What can you offer them that will change their lives or will solve a problem they have?

The worst thing you can do is to put your entire product range in front of them. Determine what that 1 thing is that a prospect will spend money on and create a compelling offer that can not be refused. It must be worth it to get the product or service from you and not your competitors.


The fact that you have access to a wide range of social media platforms does not mean that you have to use all of them. You identified your ideal customer. Take the time now to figure out what platform that person will be using the most every day? Is it a businessman looking for opportunities on LinkedIn? Is it a student wasting his time on Facebook? Is it a potential model going crazy on Instagram?

Determine what platform your prospect will be using and focus on that one. Don’t waste your money running ads on a variety of platforms just because you think you will reach more people. You won’t, you will only spend your money ineffectively.


Posting the same type of content day in and day out will most definitely harm your reputation on social media. Have a clearly defined plan.

Create a social media calendar that you can use to plan your actions online. What will you post, share or advertise? When will you do this? To whom? Will it be meaningful to them or just drive them away?

Having a plan like this also makes it a lot easier for you to run your marketing campaigns. Think about the amount of time you will save if you have the rest of the years’ social media posts planned and you just need to load it.


“Plan your social media strategy and execute it with precision.”

So, in conclusion, I feel that it is essential for you to not just be random on social media. Don’t just do what you feel like. Plan your social media strategy and execute it with precision. It will be worth the time you spent on it as soon as you make that first sale.

Handling and processing new leads streaming in.

Handling and processing new leads streaming in.


How to handle new leads that stream in from an ad campaign.


Having numbers of new leads streaming in from your ad campaign is a big confidence boost for you and your team. From only a few days worth of work, hundreds of potential customers make contact with you or give you their details.

The problem is that they are still just a lead, a potential client. They are not yet paying customers. The easy part is getting these leads. It is a bit more work to convert them into paying customers.

“Respond to a new lead asap. The longer you wait, the sooner you lose the deal.”

I have seen with previous campaigns that only a tiny percentage of leads (around 3-5%) converts into paying customers. That means that for every 100 leads you get, only 3-5 people will become your client. This number is not true for all companies because the more effort you put in, the higher the conversion rate.

The biggest challenge for most companies is to keep track of all these new leads.
“Who did I follow up?”
“Who is ready to buy?”
“Who still needs some warming content before buying?”
“How will I convert these leads into paying customers?”
These are the most common questions that I have to deal with in every new campaign.


There are a few things you can consider to make this process from lead to customer easier for yourself:

It is crucial that you create a database for all the new leads from your campaign. Even if it is just a simple spreadsheet, you need to have records of everything (and everyone) in one place.

Using a spreadsheet is the easiest way to keep track of every detail as you can add columns with info as you need it.
Keep track of things like:
– Who are they (Name & Surname)
– Contact info (Email and Phone Number)
– Relevant info for your sale (Do they want your product or do they need more info?)
– First Contact (Did they contact you or the other way around?)
– What was the result of that conversation?
– Did they become a customer eventually?
– Do they want info from you on a monthly basis? (Eg. Newsletters)
– Any other relevant information that you might need in the future.

Respond to a new lead asap. The longer you wait, the sooner you lose the deal.

Every day we click on hundreds (if not thousands) of links and buttons on social media. It is easy for someone to forget that they clicked on your ad or that they shared their information with you.

Do not give a prospect time to forget. When a prospect clicked on your ad, he was interested in your product. Catch him in that state of mind. Pick up the phone and call your lead within 15min. Your closing rate will be much higher than the leads you call 30min later. If you find this hard to believe, you are more than welcome to test this with your next campaign.


Consider using an automated message system like email drip campaigns or messages on a platform like Facebook Messenger.

Keeping communication with your leads regularly will keep you fresh in their minds. You can also use this as an opportunity to close a deal, remarked another product/service, or inform them of news in your business.

If done correctly, you can also personalise the emails and messages to make your lead (or client) feel like they are the only one. Wish them a happy birthday. It makes a huge difference in the way they see your business.


When you contact a lead (or when they contact you), it is essential for you to have your database open in front of you. Make notes on what he says and what he wants. You might even get info from him that you can use for a next sale in the future.

Having his info in front of you will also give you the opportunity to talk to him on a personal level. You will not forget his name. You can chat to him about the info he gave to you. You have the opportunity not only to be a salesperson but to become a friend.


Do follow up surveys after each campaign. Ask your database questions to determine if your campaign was successful. The questions you ask will also give you insights on how, and where, you can improve, not only your ads and campaigns but also your sales process and after-sale service.

If a person responds negatively and does not want communication from you, delete them from your database. Do not keep negative clients on your list. It will help you a great deal with your next campaign.

“Do follow up surveys after each campaign.”

So in conclusion, a few key points:
1. Keep track of the leads with a database.
2. Do not waste time before you follow up. Act immediately.
3. Use an automated system to keep in contact with your clients weekly.
4. Have your database open every time you communicate with someone.
5. Do quality and satisfaction follow up surveys.


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