Marketing is all about language, and in this age of ever-shifting technology and media, the terms we use in the industry seem to change from day to day. At times, the discourse can even be tricky for professionals in the field. If that’s the case, how exactly are businesses devising marketing strategies? And what do they call these strategies?
Whether you’re looking to start entering the marketing field or you consider yourself a seasoned pro, here are 13 "buzzy" words and phrases you need to know, thanks to Buffersocial:
Amplification and Applause
These related terms refer to ways of measuring the popularity of a piece or campaign on social media. Amplification refers to a piece’s number of shares and retweets, while applause is comprised of likes and favorites. Tracking these numbers can be essential to maximizing the effectiveness of your social marketing campaign.
Conversion Rate Optimization (CRO)
A fundamental part of using analytics to your advantage, CRO simply means strategically using data and feedback to improve your site’s performance and results. For example, a basic CRO strategy might include testing different elements on your site to see what attracts the most clicks, shares, or purchases.
Simple enough, customer behavior refers to the actions users take while engaged with your site, using easily-scannable metrics like bounce rate, time on site, and visitor loyalty. Once you know how your reader behaves, you can figure out how to better serve their needs!
Job to Be Done (JTBD)
Another handy acronym, JTBD is an approach to workflow that emphasizes user experience, essentially asking the question, “What is the customer buying your product looking to do?” Once you discover what it is your client wants to accomplish, you can start to design the perfect, most convenient way to get it done efficiently. Put simply, JTBD is the modern mentality that stresses the why in order to better fulfill the how.
User onboarding is the strategy you use to welcome new readers to your site, service, or content so that they have the best chance to succeed with you. The right welcome is indispensable in turning a visitor into a client.
Programmatic buying can help lead to faster, better-targeted social advertising campaigns through automation. Essentially, programmatic buying is the automation of online ad purchasing. When using the tools - including Rocket Fuel and Sparc Media - correctly, all you need to do is set up a few variables, like pricing and reach, and let the automation hone your campaign as time goes on.
In simple terms, remarketing is the practice of sending out targeted ads to people who have already visited your site or engaged with your content. Extremely popular in Facebook marketing, remarketing can lead to better conversion rates and a higher return on your investment.
Rented V. Owned
There are many different platforms you can use to host and spread your content, subject to different goals and metrics. With that in mind, it’s helpful to know the differences. A rented platform is one that you can customize but not control, like a social media page. Owned sites refer to your personal web page and other sites that you fully control.
Responsive design means making sure that your site is functional and easy to use on multiple platforms, including desktops, tablets, and mobile devices. Here at Geek, we think responsive design is an absolute must for your business; check out our rundown on why small screens are a big deal to get a sense of the growing importance of mobile design.
TOFU, MOFU, and BOFU
The conversion funnel is the process that your site employs to convert users from interested visitors to buyers. Each of these refers to a step along the process:
- TOFU is the “top of the funnel,” which includes articles and social media posts that draw in readers.
- The “middle of the funnel” (MOFU) introduces your brand or service to the reader.
- The BOFU (“bottom of the funnel”) explains why your product fits the specific needs of a user, and, hopefully, turns them into a customer.
Have any more questions? Looking to launch a marketing strategy for your business? Geek is here to help! Drop us a line to get started on the path to more effective content marketing today.