Marketing Vocabulary Words You Should Know

Marketing Vocabulary Words You Should Know

Marketing Vocabulary For Beginners

If you’re just beginning your adventure into marketing, welcome!  Practically every business needs some form of marketing, digital or otherwise.  Especially within the last year, business owners large and small have discovered that the need for a digital presence is essential to their company’s survival.  Marketing is about meeting your customers where they are and getting in front of the eyes that are most likely to act on your brand.

Your Marketing ABCs

Now that we’ve gotten that out of the way: If you’re new to the marketing scene, there is a lot of vocabulary right out of the barrel that can throw newcomers for a loop.  What’s a KPI?  What about PPC?  CTR?  CTA?  Learning a few marketing vocabulary words can quickly expand your knowledge of what the average business can expect when embarking on their digital marketing journey and put you ahead of the competition.

The List

Just a quick note before we jump into the details.  This list is in alphabetical order, not from most important to least.  All of these items are of equal value depending on your needs as a business or marketer.

A/B Testing

In the marketing world, a useful way to help you get a handle on what your audience is more likely to respond to is something we call A/B Testing.  This may be testing two versions of a subject line while doing email marketing.  It could be testing copy on two different landing pages.  It can be used on YouTube videos to help you figure out which title your video works better under.  You might think that you have a cheeky joke that’s really going to hit hard but falls flat against a more direct approach.  Ultimately, A/B Testing is about determining which version of your content performs better.


In the digital space, everyone is tracking analytics.  Analytics are groups of data that hopefully reveal meaningful patterns.  Analytics can be website traffic, how many people liked your Facebook post or even help you track where your visitors are finding your content.  Love them or hate them, it’s important to get to know them better.


This thing you’re reading right now?  It’s a blog.  Blogs are kind of the unofficial king of the internet when it comes to getting people to your site.  Blogs can be journals, lists, recipes~ If you can think of it, there’s a blog for that.  We’ve even written a great blog about why blogs are great.  Important to inbound marketing and creating a space for you to be a thought leader, blogs are definitely something you should consider when developing your marketing strategy.

Thinking of writing your own blog?  Read this first.


Your brand is who you are!  Your brand is anything that draws attention to your products, services, or business.  It sets you apart from your competitors, and ultimately is the center of the whole marketing world.  Without brands, marketers would be out of a job!

Buyer Persona

When you hear the term buyer persona, marketers are referring to a brand’s ideal target audience.  Who is most likely to make a purchase?  We use a variety of resources to help our clients understand demographic data, getting their products and services into the hands of those who want them the most.

Call To Action

Often abbreviated to CTA, a call to action tells your visitor what it is you want them to do.  Always give potential customers the option to:  Learn More!  Join Today!  Sign Up!  Buy Now!

Now that you know what they are, you’ll notice them everywhere.

Click-Through Rate

Frequently abbreviated to CTR, a click-through rate is the number of actual clicks a potential customer takes on their journey through your site, social media, marketing campaign, and many others.  The number is determined by how many times an individual clicks through divided by how many actions they could possibly take.

Content Management System

If you decide to enter into a relationship with a marketing group, you may be asked what your CMS or Content Management System is.  A CMS is what platform your site is being maintained on.  Our company has a proprietary CMS that we use for most of our clients, but other common CMSs include WordPress, Wix, Shopify, and other recognizable brands.


A conversion is the end goal of any form of a marketing campaign.  A conversion is the point at which you turn a site visitor into a site customer.  A conversion is an action that you want your audience to take.  That could be signing up for an email list, buying a product, asking for a quote, and more.

Cost Per Click

Cost Per Click, or CPC, is how much a digital ad will cost based on how many clicks it gets.  It’s important to know that the cost per click changes based on a variety of factors that your marketing team can help you determine.  If you want to rank for very specific or obscure keywords, it might be more expensive as opposed to something that’s a little more common.  You’ll see CPC appear when using tools like Google Adwords or Facebook Ads.

Discovery Call

A discovery call is one of the very first points of contact an agency will make with a potential client.  This interaction helps an agency learn more about a client and vice versa.  You “discover” one another.  At Speak, we’ll ask you about your business, what you’re hoping to achieve out of the relationship, as well as set up initial expectations.

Key Performance Indicator

KPI or Key Performance Indicator is a popular marketing buzzword.  In a nutshell, KPIs are guideposts of success.  Identifying what success looks like for each client is all part of the learning process when it comes to marketing.  Do you want to generate more leads?  Improve ad performance?  Increase engagement on your social media?  These are all achievable KPIs in the hands of an experienced marketing professional.

Marketing Funnel

This is another hot keyword that you might hear tossed around in marketing circles.  A marketing funnel is essentially a visualization tool marketers use to explain the journey of a lead as they (hopefully) turn into customers.  As marketers, we may start broad in our efforts to capture peoples’ attention, but over the cycle of the funnel nurture those individuals into followers, email subscribers, or buyers.

Search Engine Optimization

A huge part of what our digital marketing team does on a daily basis is Search Engine Optimization, otherwise known as SEO.  SEO is all about increasing the performance of your website.  This involves making adjustments to content, titles, tags, adding CTAs, and more, all of which go towards increasing your Google rankings.  There’s a lot that goes into SEO and small changes can make a huge difference.


Want To Learn More Marketing Words?

This list is by no means exhaustive or comprehensive.  The world of marketing changes practically from day to day.  That’s why it’s important to have a strong team at your back who can help you navigate your marketing journey.  If you’re ready to learn some new vocabulary and give your brand the boost it deserves, reach out today and learn what we can do for you.

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Posted by Katy Sloan at 03:45