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Baffled by strange marketing expressions you keep falling across?

It can seem confusing, so we hope you find this list helpful. We will update it regularly with more marketing terms. We blog about these terms regularly, so you might like to check out our blog, if you want to keep up to date.

A/B Split testing – method of testing where two versions of something are compared to analyse which is the most successful

Above the line – paid advertising typically a commission is paid to an advertising agency

AIDA – Attention, Interest, Desire, Action – acronym used for copywriting

B2B – Business to business – companies who only work with other companies – not the general public

Below the line – other marketing activies such as direct mail, where no commission is paid to an advertising agency (as opposed to above the line)

Buying process – series of actions undertaken by a customer between identifying a need and making a purchase

Case study – this is you demonstrating how you have helped one of your customers using your products or services.

Copywriting – all of the words you use to communicate with your customers and potential customers to build a relationship

Impostor syndrome – is the fear of being found out. People recognising you are not such an expert and you don’t know everything.

Newsletter – a form of communicating with both your customers and prospects, sharing expertise, information about your business and news.

Pay per click – all the sponsored results you see in the right hand column and at the top of the search engines, when you search for something.

Post purchase dissonance – buyer’s remorse. A term used to recognise the reservations a customer may have after making a purchase.

Product life cycle – applies to the phases a product goes through from initial creation and sale, through to decline, when it is at the end of its life.

Segmentation – a process for separating customers into different groups

Social media – Facebook, Twitter, LinkedIn are social media platforms, but the term refers to networking and building relationships online, rather than face to face.

Testimonial – a quote from a happy client/customer about the work you have done for them.

White paper – a document, usually quite lengthy, designed to showcase a person or company’s expertise in an area

Above the fold – the part of a website seen in your browser without needing to scroll down

Affiliate marketing – This is when a person or business recommends a product, service or business, and is financially rewarded when there is a sale.

Avatar – an image representing you, with a short bio, that travels around the internet with you.

B2C – Business to consumer – companies who only work with the general public

Brand loyalty – the passion/commitment a customer has for a company or product – to the point where it is always their first preference

Call to action – what you want a reader to do at the end of reading your marketing material, hearing an advert, watching a video etc.

Conversion rate – the number of leads becoming customers, or the number of contacts either moving to the next level, or making a purchase

GAP Analysis – used within a business to identify areas of the business, ie products or services, that some customers are unaware of, or not buying

Marketing campaign – A campaign is a series of steps promoting a business, service or product.

The 4 Ps – product, price, promotion and place – the 4 key elements of the marketing mix.

PEST Analysis – framework for assessing risks to a business based on a political, economic, social and technological focus

PR – I would summarise it as unpaid media coverage. But that is a very simplistic description.

Profit – There are, in fact, two types of profit – gross and net profit. But profit refers to the money you have left after the costs/expenses have been calculated in your business.

SEO – search engine optimisation, the process of improving the ranking of your website with search engines such as Google.

SWOT Analysis – matrix for assessing strengths, weaknesses, opportunities and threats within a business

USP – unique selling proposition – what makes you different or special?