A digital marketing glossary to help you shine.
Businesses use a variety of digital channels and techniques to connect with current and prospective customers. Understanding what these are, will help you decide the best fit for your digital marketing strategy. Then you can plan and create campaigns that deliver results.
A: Alt Text
Search engine results pages deliver as many image results as they do text-based results. Alt text is also referred to as alternative text, this information tells viewers about the context of an image on a website and helps visually impaired users navigate with a screen reader so they understand what the image is about. It’s important for Search Engine Optimisation (SEO) because it improves the user experience on your website as well as accessibility and relevance for your content to search engines which helps attract more visitors to your website.
B: Bounce Rate
There are two types of bounce rates – website and email – both of which the some of the most important metrics for Digital Marketers.
Website bounce rate is the percentage of people who land on a page and leave without clicking anything. A high website bounce rate can lead to poor conversion rates because visitors are not on your site long enough to engage with the content, link to other pages, complete a contact form or make a purchase.
An email bounce rate is the number of emails cannot be delivered to a recipient. This leads to unnecessary spend if paying per number of emails sent and marketers should take note to keep their email lists updated. There are two types of email bounces. Hard bounces happen when an email cannot be delivered and Soft bounces occur when an email is recognised but returned to the sender. For example if a recipient’s mailbox is full or temporarily unavailable.
CPC stands for Cost Per Click and is the price you pay for each click in your digital Pay Per Click (PPC) marketing campaign using either Display Ads or Social Media retargeting ads to direct users to a landing page for your campaign.
CPC is calculated by dividing the total cost of your clicks by the total number of clicks and cost varies based on industry competitiveness and demand. It is therefore important to keep track of costs to make sure you are not overspending and adjust your bid strategy as needed to get maximum Return On Investment (ROI).
D: Duplicate Content
With millions of articles published across the internet daily, one may ask how you avoid publishing duplicate content that can harm your online presence. First avoid using content that’s published by a third party in its exact form and without prior written consent and crediting the author. Secondly, check that you don’t have near identical or the same content on multiple pages of your own website. This causes pages to compete against each other for attention and affects a visitor’s user experience. Google have a guideline to avoid creating duplicate content and how to resolve any issues. It’s also important to
E: Email Marketing
Email marketing is the targeted marketing sent to prospects that have opted in, to your email database to receive communications. Aside from its relatively inexpensive cost, there are numerous advantages to using email marketing. Audiences that have already shown an interest in your product or service are more likely to engage with and support your business and this lets marketers nurture prospective and current customers during their lifecycle stage. Email can be automated and sent when an action on your website is completed, such as a newsletter subscription, or content download. Email can be scheduled and tailored to meet exact marketing objectives, highlight events and calls to action including limited promotional offers all of which can be sent to a segmented audience within your database to provide a highly personalised customer experience.
F: Facebook Ads
The world’s leading social media platform provides marketers with pinpoint accuracy and targeting based on any number of demographic criteria. great way to build a brand image, with important interactions with your consumer base. Facebook advertising can tap into this key audience using your target demographics to achieve your digital marketing goals.
G: Google Analytics
Google Analytics gives digital marketers an in-depth view as to how users interact with your website. Default dashboards provide an overview of the most important metrics such as the number of visitors, where they came from, the pages they visited, and the time spent on each page. These can be configured to provide more granular insights that a digital marketer may have when reviewing KPIs.
Hotjar takes the guesswork out of page use and user experience metrics across devices. A page that performs well on desktop might be a loss on mobile, why? Hotjar helps digital teams understand exactly how users navigate content by providing heatmaps and recordings that UX designers can review to make sometimes subtle but often powerful changes that improve conversion rates. Users can also be polled for their anonymous and feedback, providing another source of valuable insight.
A picture says a thousand words, and infographics are tailored to do just that. Infographics combine images, charts and text snippets to provide an at a glance overview of a topic. They improve engagement and recall by being able to quickly and effectively communicate what could otherwise be complex information.
The more people that are involved in a project, the more everyone needs sight of progress and tasks to meet deadlines. While some tools like HubSpot are tailored to a digital marketer’s needs, Jira is a project management platform which includes software development, agile project management, bug tracking and much much more.
After you’ve set SMART goals for your digital marketing campaign, Key Performance Indicators demonstrate how effectively you are achieving those goals by tracking various metrics. These will include the number of new leads gained, engagement and conversions during a campaign.
L: Landing pages
These are dedicated website pages a person ‘lands on’ after clicking a marketing campaign call to action. Calls to action may comprise email, social media promotions, pay per click campaigns or other digital marketing techniques. Our well-designed landing pages improve conversions and are powerful tools for the digital marketer.
Metadata is data about data. Simply put, meta tags are text snippets that provide information about your website page. Search engines use this information to understand what your website page is about. The more relevant your page’s metadata to a search query, the more likely your page will rank and be displayed among other organic search results.
N: No-follow links
These are links with a rel=”nofollow” HTML tag applied to them. The tag tells search engines not to follow a link and are particularly useful when leave comment spam on your blog like “visit my discount website”. These links get no credit and help website teams stop spammers from benefiting from their hard work.
O: Organic Traffic
Organic traffic is every digital marketer’s best friend. It’s any traffic your website gets without having to pay to be visited. Our inbound marketing strategy helps drive traffic to your website positioning your business as the solution for users, while building trust within your brand and improving your domain authority.
Pay Per Click advertising is commonly used for search engine marketing. Marketers bid on keywords to display their adverts ahead of competitors and pay a fee for each click that directs users to a website or to call a business. PPC adverts make it easier to reach customers that are searching for your product or service because of specific keywords they have targeted.
Q: Quality Score
Quality score is a rating used by search engines based on the quality and relevance of both your PPC ads and keywords. While no one knows exactly how Google, Bing or Yahoo generate this metric, the higher your ad ranks, the less you’ll pay. And by paying a lower CPC, you’ll get a better ROI which you can learn more about below.
In digital marketing ROI = Return on Investment. The simplest way to calculate the ROI of a marketing campaign is to divide the net gain by the total cost invested.
(Earned – Spent) / Spent = ROI
You can also simulate the potential return on investment from an inbound Marketing campaign with HubSpot’s ROI calculator.
Search Engine Optimisation or SEO is the process of optimising your website to make it easier for website crawlers to find. A well-optimised website improves your organic search ranking and gives you free exposure in a competitive online marketplace.
T: Tracking Code
U: Unique Visitors
Unique visitors are individually counted ‘new users’ that visit your website within a set date range. A new visitor can generate multiple sessions during a visit and return at a later date, which will increase the number of website visits within that date range.
V: Video Content
With more and more consumers watching videos, this content plays an important part in any digital marketing strategy. Video can be costly to produce but there are a number of online options and Apps that help marketers create promotional videos such as Animoto which offers a free video maker.
W: Web Crawlers
Also referred to a spiders or spiderbots, web crawlers are online bots that ‘crawl’ the web with the sole purpose of finding and indexing websites on search engines.
X: XML Sitemap
An XML Sitemap is a text file that includes the URLs on your website. It acts as a roadmap of your website and includes data such as when each URL was updated, how often it changed and most importantly helps Google and other search engines crawl and index your website pages to improve your SEO.
With more than 2 billion users or a third of the internet, YouTube is a digital marketing powerhouse. Popular channels attract repeat audiences and leverage Google’s advertising platforms with precision to engage with and retarget captive audiences. Another powerful player in video content is Vimeo, who recently launched their free video messaging tool Vimeo Record to empower remote teams.
The Zoom platform is well-known for online meetings and for digital marketers that want to extend their brand’s reach they also offer a reliable webinar solution. Start hosting an event with up to 100 video participants and 10,000 viewers and as your audience grows so do their plans.
Whichever digital marketing opportunity you want to pursue, or challenge you need to overcome, our team are here to help you plan and deliver digital success.
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