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Marketing terms and their meanings: A guide for the layman

Table of Contents


Marketing Terms Unveiled: A Comprehensive Guide

Marketing has become an essential part of any successful business in today’s world, and with marketing, there are a lot of terms that might not make sense to the layman. If you’re not an expert in marketing, all of the marketing jargon out there can be extremely confusing and off-putting.

Marketing terms are so common in business that they’ve seeped into the general vernacular, but they can still be difficult to parse, even if you’re familiar with the concepts behind them. Luckily, we’ve put together this handy guide to help you better understand common marketing terms.

In this article, we will try to explain some of the most common marketing terms that you might encounter, and you might even learn something new! Let’s begin!

1) Buyer Persona

A buyer persona is a made-up person that represents your customers who are buying from you. They are called buyer personas because they are like different people who have different likes and dislikes. They can be named things like “Mr. Techy” or “Mrs. Shopaholic” depending on the personality that makes them patronize your brand.

A brand owner needs to think about what they want to buy and how they want to buy it in order to cater to all of their customers. If they don’t, then chances are they’ll lose them as a customer, which is not what any business wants! So it’s worth any brand taking some time to work out what makes each of their buyers tick, so they can design marketing messages and products just for them.

Here are the key components of a buyer persona:

  • Their demographics
  • What drives them to purchase it?
  • What type of media do they consume?
  • Where do they live?
  • Do they have kids?
  • What are their hobbies?
  • What social networks do they use?
  • Where do they go online?
  • What are their pet peeves when shopping online? and so on.

The answers to these questions will give a brand owner an idea of what message he or she should send out and what types of products might appeal to their buyer persona. To create the perfect buyer personas for your brand, you can message us.

2) Lead

A marketing lead is an interested customer who may end up being a potential customer for a brand. Marketing leads are usually sourced through events, advertising, trade shows, or referral programs. Marketing managers are responsible for nurturing these leads by providing them with information about the product or service they’re interested in so that they can make an informed decision. The ultimate goal of generating marketing leads is to convert them into customers.

3) Sales Funnel

A sales funnel, also called a purchase funnel, is the visual representation of the customer’s journey, depicting the sales process from awareness to action. The top of the funnel represents customers that are just starting to become aware of a company or product. They are in a state of research where they’re looking for information about the company or product through various sources such as social media, blogs, etc. The bottom of the funnel represents customers who have been able to find value in the company or product and have purchased it.

4) Conversion

A conversion is when a marketing manager or brand owner gets somebody to do what he or she wants them to do after they’ve read something the brand wrote. The best way to measure this is with a conversion rate, which can be found by dividing conversions by impressions. The conversion rate can be found by dividing conversions (e.g., sign-ups) by impressions (e.g., blog post views). A good conversion rate is 1%. When someone converts on your website, it’s called a lead. When someone converts offline, it’s called a sale.

5) Content Marketing

Marketing can be done by creating and sharing online materials like videos, blogs, and social media posts without promoting a specific brand or product. That’s content marketing. The goal is to get people interested in a product or service without making them think something is being sold to them. It’s an effective strategy because it doesn’t involve pushing things on people. A company will spend more time on content than they would spend on selling their products because of its passive nature. What this means is that if someone likes what they see on a blog, they’ll come back because of the content. So, if a company’s goal is to increase customer loyalty, then this may be the right way to go!

6) Impression

An impression is a metric used to measure the number of times an ad or piece of content is seen. Impressions are important because they can help a company gauge how often their message is being seen by their target audience.

An impression is when someone sees something on their phone and they tap on it and look at it for a while. When people see an ad on their phone, they might tap on it or look at it for a while. The more impressions, the more chances that someone will click through to a page or website and buy what they’re selling. If people don’t know about a company, they won’t be clicking through anyway, so impressions are important! Any company or brand wants as many impressions as possible so that someone clicks through and buys their product!

Think of it this way: One impression equals one chance at making a sale. But if your company or brand has 20 impressions, then there are 20 chances to make a sale. And if it’s 1000 impressions, then there are 1000 chances to make a sale!

7) Keywords

Keywords are simply words or phrases that internet users will find when they use a search engine such as Google. These days, people don’t just go to one website to look for information; they typically browse through many sites before making a decision about which one suits them best.

As an example of this phenomenon, take note of what types of cars people might research when they’re looking to buy one. Each keyword has a certain level of competition. This determines how difficult it is to rank a site in Google’s search results. If a website is created around a high-competition keyword, then they would need to build a lot of high-quality content around that keyword in order to beat out their competitors who are trying to do exactly what they’re doing. They would also need backlinks and other signals that point towards their website from authority websites in order to be able to rank well.

8) Rankings

Rankings are a way of measuring the relative popularity of websites. In Google, this is measured by how many other sites link to a website, how often the website is viewed, and how many keywords it appears in search results. The higher a site ranks on these three factors, the more popular it will be.


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