The Small Business Systems Co. Glossary

A Glossary Of Modern Marketing and Business Terminology

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Campaign — A (Salesforce) Campaign is a group of Leads and Contacts exposed to specific marketing communication(s). It stores essential performance metrics and means salespeople can quickly see the customers and prospects that received marketing activity.

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 e-commerce 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 Bundle by artisanHR at

Corporate Identity Bundle by artisanHR at

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 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 or into their browser and they’re on your Home page where typical are provided an overview of your business.

.Job Shop — From Wikipedia: “Job shops are typically small manufacturing systems that handle job production, that is, custom/bespoke or semi-custom/bespoke manufacturing processes such as small to medium-size customer orders or batch jobs. Job shops typically move on to different jobs (possibly with different customers) when each job is completed.”

Job Shops can be extremely diverse in terms of output, technology, operations, and size. Output can range all the way from single parts to complex sub-assemblies. Materials can include metals, plastics, paper, rubber, cloth, ceramics… virtually any material with commercial applications. Production technologies are equally diverse.

Not all job shops are manufacturers. Printing, engineering services, architectural design, advertising agencies, construction companies, and others, all operate on a similar order-driven business model.

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.
Retargeting — Retargeting or remarketing as it is sometime also referred to is a form of online advertising that is designed to keep your product, service or brand in front of traffic that visited your website but left with converting and are considered “bounced traffic”. It’s a technology that utilizes cookies and javascript to keep your brand in front of that “bounced traffic” by following them anonymously elsewhere on the web triggering ads for your brand to appear to those people that already have visited your website showing an interest in the products or services your brand provides.
Style Guide — A style guide is a document of code standards that details the various elements and patterns of a site or application. It is a one-stop place to see all visual styles of the site such as headers, links, buttons, color pallets and any visual language that is used on the site.
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).

UTM code — A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you

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