The Small Business Systems Co. GlossaryA Glossary Of Modern Marketing and Business Terminology
Click Though Page — Click Though Pages which have the goal of persuading the visitor to click through to another page which provides them with further details about your product or service offering to help warm them up to you offer. They are often typically used in ecommerce funnels.
Content Marketing — (1) a strategy for using useful information and entertainment to promote your brand and products. (2) creating appropriate and relevant media that connects company branding with the solving of users’ problems.
CMS Content Management System – a computer application that supports the creation and modification of digital content using a common user interface and thus usually supporting multiple users working in a collaborative environment. CMSes have been available since the late 1990s.
Corporate Identity — In its simplest form a company’s Corporate Identity is the elemental look of the company brand and can generally be found is a suite of documents such as the company logo, business card, letterhead, envelope, website design, as well as your social media platforms
EDDM (Every Door Direct Mail) Marketing — EDDM you do not need to select the customers, you select a geographic area such as a high-end neighborhood where you feel your services are needed. You take that same postcard and it is dropped into every mailbox on a given route.
EMD (Exact Matching Domain) — An EMD is when your domain name precisely matches a search query that people are using to search for your products or services and results in driving traffic to your website for those terms. In other words, if you call your website AvonCTGeneralContractors.com your will appear high in searches for “Avon CT General Contractors”. This is a shortcut to gain position in Search Engin Page Results (SERP) but it can backfire in that it could leave you stuck on a page surrounded by services that connect users with general contractors such as Angie’s List, Home Advisor Thumbtack rather than a page full of contractors so you could then possibly be passed over. (see Your Guide to Google’s Exact Match Domain Algorithm Update)
Facebook Pixel — The Facebook pixel is a tool, a piece of code, that lets you embed a pixel across your website to report conversions, build audiences, and get insights about how people interact with your website. A popular use of Facebook Pixel is to add it to the pages of a website where conversions happen, such as the checkout page. This way, you can see who converts as a result of your Facebook and Instagram ads. The pixel will continue to monitor the actions people take after clicking on your ad. You can see which device they saw the ad on and which device they used to convert.
The Facebook pixel is a piece of code you place on the backend of your website to track visitors to your site. The pixel allows you to run highly targeted campaigns, so it’s important to install it before running Facebook ads.
Each ad account gets one default pixel to use. The code is made up of two main parts: the pixel base code and event code. The pixel base code tracks all of the traffic to your site. Event codes are additional pieces of code you can add under the default pixel code to specific pages of your website that allow you to track certain actions on those pages. How to Install and Use the Facebook Pixel: A Guide for Marketers : Social Media Examiner
Home Page — The Home page of your site is the one people land on when they type in your URL. Think of it as the front door or the grand entrance to your website. It is where someone types in www.yourwebsite.com or yourwebsite.com into their browser and they’re on your Home page where typical are provided an overview of your business.
Landing Page — A Landing page is the first page of your site a visitor lands on coming in from a specific search engine, ad, or offer link on another website.. It typically should be a standalone web page distinct from your main website (and can in fact have a different URL) that has been designed for a single focused purpose. In many cases it won’t have any global navigation tying it to your primary website because you are trying to direct the visitor to specific options that will help direct them them towards your intended conversion goal.
For example, say you own a Sporting Goods store and have an AdWords ad promoting golf clubs. In this case, you want the Landing page for your ad to be the page on your site that’s about your great selection of golf clubs.
On a Landing Page the focus is tighter and specific on a particular product or service offering you are hoping your prospect will take advantage of and it should be clear about what action or actions you want you prospect to take such as:
- Sign up for something (newsletter, whitepaper, etc.)
- Buy something
- Share something (like an article or offer with a friend via email or social media)
- Give you feedback (comment, send you an email etc.)
And Landing pages can generally be categorized in two way. Click Though Pages and Lead Generation Landing Pages.
Lead Generation Pages — Lead Generation Pages are a type of Landing Page that are used to capture user data, such as a name and email address the sole purpose being to give you a contact point to start a conversation with and/or market to in the future.
Pay Per Click (PPC) — With a Pay Per Click program, like Google AdWords, you create an ad targeting a specific set of search terms that will trigger the appearance of your ad and when someone clicks on your ad you pay for that click hence the term PPC. If you ad is not clicked on you do not pay just for it’s appearance.
Unique Selling Point — A Unique Selling Point (USP) sometimes alternately referred to as a Unique Selling Proposition, is the essence of what makes your product or service better than your ecompetitors in your market space. It can be said that in online marketing the primary is to effectively communicate your company’s USP quickly and clearly in a fashion that gets potential customers to convert and become buyers of your product(s) or service(s).