Almost every small business owner needs to learn how to do their own marketing. But if you’re not a whiz at social media or familiar with the fast-paced world of digital, it can seem overwhelming. To help you get on your feet and take your business to the next level, we’ve put together 13 popular acronyms and terms that you need to know.
If your business has a website or social media presence, you’re sure to hear the term ‘SEO’. Search engine optimisation (SEO) refers to the practice of improving your website and web pages in order to better rank in search engines like Google. This can be such a huge driver of traffic for brands and businesses, that some hire whole teams dedicated to the art of SEO.
Often going hand in hand with SEO, SEM is short for search engine marketing. Similar to SEO, SEM also refers to the practice of improving search engine visibility but through paid advertising instead of organic efforts.
Engagement is a term widely used when describing social media marketing. It usually refers to how a customer, reader or follower interacts with a piece of content. Did they engage by liking, commenting or sharing the post? Many marketers are moving away from simply reaching the largest number of people, but rather focusing on finding the right people who are actually engaged with the content, product or brand. The higher the engagement rate – the better.
CTA or call to action is essentially what you want your reader or customer to do. It might be a link, a button, an image or text that prompts the reader to take action. It could be to sign up to a newsletter, purchase a product or download an ebook. Most pieces of marketing or digital material should include at least one clear CTA.
CTR is short for click through rate and is usually referenced as a percentage. It simply refers to the number of people who clicked on a CTA compared to the audience at large.
KPI stands for key performance indicators and are a set of metrics that are used to evaluate success. They are usually measurable goals that directly relate to business objectives, but they will be different for every industry and business model.
Share of voice (SOV) is a measurement that tracks your brand’s visibility compared to other competitors in the market. It is often used as a social metric, particularly in regards to paid advertising efforts.
Above the fold
While this term used to describe newspaper placement, it now typically refers to the area of a website that first appears on screen without the reader or user having to scroll. Most websites will want the most important content to appear above the fold to increase visibility and encourage a positive user experience.
CMS stands for content management system and is the term used to describe the application or program that allows you to create, moderate and publish digital content. A popular example would be WordPress.
CRM is short for customer relationship management and usually refers to tools that help you manage and track your customer information and their interactions with your company. A popular example would be Salesforce.
UX is the term coined for user experience and describes the user-first approach that many businesses are adopting. A good user experience is one of the factors that can impact your ranking in search engines like Google. For example, a website page that is slow to load may be perceived as a poor user experience, so a competitor with a faster loading page may rank higher in Google search results.
You can’t eat these breadcrumbs. When it comes to website design, breadcrumbs are a navigational guide used to assist and guide readers around a website. They are usually clickable links that appear at the top of a page and show the user path. They also appear in Google search results.
The alt tag, also known as the alt attribute or alt description, is the name for the HTML attribute that is applied to each image on a website. It provides a text alternative for search engines to crawl and will be read by users viewing the page on screen readers. It is usually a simple description of the photo or image.