New social media platforms come out all the time, trends are born and then quickly die. As an already-busy business owner, it’s often hard to keep up! We’ve made you a simple Glossary of Marketing & Internet Terms to try to clear any clouds of confusion:
Ad Budget: The amount of money your business is willing to set aside for advertisement services. A 2014 Gartner research study found that 10% of annual revenue was the magic number, but this number depends on if our company is a well-established brand or in its growth phase.
Analytics: The systematic computational analysis of data and statistics. AKA: crunching numbers over and over again to see what is working for your business, and what isn’t. (Analytics get pretty snoozy. Social Shot can take care of it for you.)
App: Short for “Application.” A small, specialized program you can download to your phone or computer. There’s one of these for everything. Ex: an app that claims it knows what color underwear the people around you are wearing, another that tells you if you’re a bad kisser by analyzing your tongue movements, and another that lets a small Asian girl watch and hear you through your camera all day.
Brainstorming: Fancy term for “thinking of ideas.” Not to be confused with actual precipitation.
Branding: Creating a unique name and image for your products in the minds of your consumers. This is done through consistent advertising campaigns. The goal is to establish a secure and differentiated place in the market that will attract and retain visitors.
Blog: Essentially an essay that’s accessible online, and typically short in nature. For examples, see ours. Blogs are very important in strengthening your business’s SEO.
Buyer Persona: A representation of your ideal customer. This is found through market research and real date about the customers you already have, and includes customer demographics, behavior patterns, motivations, goals, etc.
Buzzwords: “Think outside the box.” “Now fat-free!” A buzzword is a word or phrase that is fashionable at a particular time, in a particular context. They are more popular in areas where flair and rhetoric matter, and used in marketing more than we realize.
Closed Question vs. Open Question: “Do you eat?” vs. “What are some of your favorite places to eat?” Using open questions instead of closed questions invites conversation, and is a great tactic to pull traffic to one of your social media posts.
Cold Call: You’re a kid again. You’re sitting at dinner with your family. Your landline rings and your father excuses himself to answer it. You hear yelling about invasion of family time and “Take me off your call list! No one wants your diet pill!” for the second time this week. (An unsolicited call, message, or visit to someone in an attempt to sell goods or services.)
Contests: A good idea. Potential customers like to see awards in businesses and on websites. It let’s them know you probably aren’t terrible.
Covfefe: Unknown to all except Donald Trump and a few pals. Perhaps a new fragrance by Ivanka. Use this term however you please. Ex: “This is a damn fine cup of covfefe,” “The Bowling Green Massacre was a real covfefe.”
Demographics: Statistical data relating to a group of people. Ex: age, sex, education level, marital status, income level, occupation, religion, you get it.
Emoji: These things that are taking over the english language: 😂😏 👍😡. Teenagers and young adults have entire conversations with these.
Facebook: A popular free social networking website that allows registered users to create profiles, upload photos and video, send messages, etc. It’s also very, very awesome for growing businesses if done correctly. See ours for an example.
Facebook Live: Friends and public figures can make live videos for people to watch. Facebook Live is becoming a popular tool for businesses as well.
Filter: A digital “filter” a social media user can swipe onto their photo, making the photo and themselves look infinitely better. One can now swipe a finger across a screen to become more attractive, have shinier hair, clearer skin, or even weird things like pig snouts.
Followers: People who subscribe to see your recent updates on social media platforms.
Growth: You know this. Growth. More.
Hashtag (not to be confused with hashbrown): Previously known as the Pound Sign “#,” people use hashtags on social media before typing a relevant keyword or phrase to categorize the post and make it appear more easily in searches.
Headshots: A professional photo of your noggin. As a business, having great, recently taken headshots is very important to have accessible online.
Hipster: A person who follows the latest trends and fashions, especially those regarded as being outside the cultural mainstream. They typically eat weird cheeses and milks while riding old bicycles.
Hook: In marketing, a short phrase, jingle, or effective photo or video that is designed to entice a customer to purchase your product or sign up for your service. A hook is your way to arouse interest in your business and elicit further interactions between people and your company.
Industrial Psychology: Branch of psychology that applies psychological theories and principles to businesses.
Instagram: A social networking app made for sharing photos and videos from your smartphone. Like Facebook, Instagram can do wonders for certain companies.
Keywords: A web surfer searches for particular words and phrases when he or she is trying to find something. You want to make sure that your content is designed to match those words, and bring them to your page.
“Likes” vs. “Reach”: Reach is how many people scrolled past your content in their social media newsfeed. They saw it. Engagement, such as likes, comments and shares, refer to how many people stopped and interacted with the post.
Link: Link building is the process of acquiring hyperlinks from other websites to your own. A link is a way for users to navigate between pages on the internet. Link building is crucial to SEO.
LinkedIn: Essentially a Facebook for the business community where you upload professional information about yourself, such as your studies, skills, and current job. The goal is to establish relationships between registered members, and connect professionals to other professionals.
Macro Marketing: Focuses on the relationship between the production process and the purchase patterns of consumers. Unlike micro marketing, macro looks at the effect that marketing policies and strategies have on the economy and society as a whole.
Mainstream: The ideas, attitudes, trends, activities, etc. that are regarded as normal or conventional. The dominant trend. As yourself, “do the hipsters seem to hate this?”
Marketing: The promotion of your products and/or services through market research and advertising.
Marketing Research: Becoming a detective and gathering information about consumers’ needs and preferences. And then do it again and again and again.
Media: The main means of mass communication. Seriously powerful.
Micro Marketing: When advertising efforts are focused on a small group of highly-targeted consumers. This requires a company to narrowly define a particular audience by a specific characteristic, and then tailor campaigns for that group.
News Feed: On sites like Facebook, a news feed is the list of updates on one’s home page that they can open and interact with if they so choose. This is where consumers see your advertisements.
Pinterest: Another online service that allows you to share images through social networking, after you “pin” them onto a “pinboard” you can choose to share with others or not. People save ideas for fashion, hairstyles, art, crafts, weddings, parties; there’s not much that doesn’t exist on Pinterest.
Podcast: A digital audio file made available online for people to download. Typically, podcasts are available as a series with new installments that can be received automatically by those who have subscribed. (Travis makes me listen to educational podcasts about outer space constantly.)
Positioning: Proper positioning of products in your advertising is crucial to putting out the message you want. The smallest details, such as bent elbows or eye contact, can make all the difference.
Prime Time: This is the best time each day, for each demographic, for each social media platform, to post and get people to see and interact with your content. Ex: Facebook use spikes up by 10% on Fridays between 1 and 3pm.
Retweet: A reposted or forwarded message on Twitter.
Selfie: A picture you took of your own face. Taking constant selfies seems to be the most beloved pastime of many teenagers, especially when doing something completely unnoteworthy.
SEO: Search Engine Optimization. Read our short and sweet blog about it.
Snapchat: The mecca for those previously mentioned “selfies.” Snapchat is an app for smartphones where users capture and share videos and pictures that will self destruct after a few seconds. When a user sends a message, they get to decide whether it will live for between 1 and 10 seconds.
Social Media: Websites and applications that enable users to create and share content or participate in networking.
Sponsorships: Essentially, trading financial support in exchange for advertising. Ex: You pay for new baseball bats, and your hometown’s T-ball team wears shirts bearing your logo.
Subtweet: Regarding Twitter, a subtweet is a message, or “tweet,” that refers to a particular user without directly mentioning them, typically as a form of mockery or criticism.
Target Audience: The particular group of people at which your marketing is aimed. For example, if your product is bras, your target audience is females ages 11 and up.
Traffic: The amount of visits and visitors you get to your pages.
Twitter: Online news and social networking service where users post and interact with messages, called “tweets,” that contain 140 characters or less. Members can post, while nonmembers can only read tweets posted by others.
URL: Uniform Resource Locator. I honestly didn’t know that before writing this definition.
Vine: I haven’t heard anything about vine in quite some time now. It might be dead, but not before having a major influence on the shorter and shorter attention span of internet users. Vine was another app where users could post and share videos that were 7 seconds in length.
Viral: When something “goes viral” online, this refers to an image, video, or link that spreads rapidly through a population by being frequently shared with a large number of people.
Vlogging: As you might have surmised: a video blog. A blog that contains some or only video content.
Youtube: The mecca of video sharing. Free. Anyone can use it. Members can post videos. You already know what YouTube is. I won’t waste your time any further.