A Business Owner's Guide to Marketing Jargon


If you've ever tried to start marketing your company, you've probably heard some terms that did not make too much sense. With so many acronyms and phrases, it can be difficult to figure out what everything means and why it's important to you.


Refer to this list to find out what these phrases mean and the impact they have on your business:


- Content: Marketers love to throw this word around. Simply put, your content can refer to any form of marketing collateral. This can include videos, social media posts, blogs, white papers and much more!

Why it matters to you: A good content strategy is incredibly important in today’s digital age. Make sure you know what it is and are ready to put one in place.


- Conversion: A conversion happens when someone completes a goal that you want them to complete. It could be making a 30-second phone call or liking your Facebook page. Each channel has different options for conversions that are tailored specifically for that channel.

Why it matters to you: This is the ultimate statistic for seeing how effective your marketing is. If you are investing in digital marketing and getting good impressions or CTRs but no conversions, it’s a sign that there is an opportunity for optimization.


-· CTR (Click-through-rate): CTR is the percentage of people who saw your content and clicked to view whatever you were promoting. This most often is used when talking about ads and email performance. Keep in mind that when used in the context of an email, it calculates the percentage of people who clicked on the email as it relates to the number of people who opened the email.

Why it matters to you: CTR is a great way to see how effective your marketing is. If you have a very low CTR, it means that people aren’t connecting with your marketing. However, a healthy CTR means that people like what they see.


- Impressions: Impressions are the total number of views your content receives. This is NOT the same as the number of people who saw your marketing collateral (see: Reach).

Why it matters to you: This is a great way to see how many times your content has been seen. Take a look at your impressions to see what type of content is being seen the most.


- PPC (Pay-per-click): Pay-per-click refers to a billing method for online ads. With PPC, you will be billed every time someone clicks on your ad. You can also pay by conversions, thousand views, and video views. PPC is also often the colloquial way of referring to Search Engine Marketing because it is the most common billing method for SEM.

Why it matters to you: It helps to know why and how your ad costs are being added up. It is also important to know the colloquial use of the word for context in digital marketing conversations.


- Reach: Reach is the number of unique people who saw your content. This is NOT the same as the number of views your marketing collateral received (see: Impressions).

Why it matters to you: This is the best idea you can get of how many different people saw your content. Want to see how many people saw your ad for a 10% off coupon? Reach is the stat you should be looking at.


- SEM (Search Engine Marketing): SEM refers to running ads through search engines such as Google and Bing. These ads can appear at the top of your search results, on the side of search results, in YouTube videos and on certain websites. It is also commonly referred to as PPC (pay-per-click) marketing.

Why it matters to you: Search Engine Marketing is one of the best ways to reach in-market customers. People who are searching for your product are on the internet right now and SEM allows you to connect with them and gain their business.


- SEO (Search Engine Optimization): SEO refers to a set of actions you can do that makes your website easier to find on Google. Through Search Engine Optimization, you are giving Google and other search engines important signals that your website contains the right information that someone is searching for.

Why it matters to you: Search Engine Optimization helps your website get found easier. If you have your website configured correctly, you will be able to get new visitors to your website without paying for that traffic.


- Traffic: Traffic refers to the number of visits you have to your website. If one person visits your website 3 times during a certain period, that would count as 3 visits or 3 instances of your website receiving traffic.

Why it matters to you: The website is the hub for any digital marketing initiatives. Knowing how many people visit your website is an important part of analyzing how well your website is doing.


These are a few of the basic terms you will need to understand when working on your brand's marketing. If you could use a little more help to promote your company and generating leads, reach out! Savvy Bee is happy to partner with companies to develop dynamic growth. Fill out the form below and someone will be in touch within 12 hours.

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