Let’s be honest: the digital world is full of terms and acronyms that can make sentences sound like they’re in an entirely different English we’ve never heard before. It all gets a little bit overwhelming!

To make your life easier, we have compiled a list of terms and acronyms you will certainly come across often that are relevant to anyone, not just huge marketing agencies!

KPI

You will see KPI’s mentioned and used in all types of marketing and businesses. You might be using a form of KPI’s yourself, without knowing it!

KPI stands for Key Performance Indicators, and they are used to measure the success of campaigns or general goals. Their purpose is to keep your project “on track” and make sure that you are hitting relevant goals!

Try to think about your objectives and goals pragmatically, and figure out which is the most important one to focus on. After developing a strategy to reach those goals, you can use KPI’s to monitor your process. If statistics and numbers are a bit overwhelming , you could make use of the S.M.A.R.T system! This framework represents what KPI’s should be in a more understandable manner.

• Specific
• Measurable
• Achievable
• Relevant
• Time bound.

Let’s imagine you want your small online shops’ instagram page to gain more traction and followers. Your goal, in short,is to grow your following. Your KPI for this could be measured S.M.A.R.T-ly like so:

I want to boost my following ( specific) from 7000 followers to 10.000 followers (measurable). I will do this through frequent posts and more follower interaction ( achievable) in order to turn followers to customers ( relevant). I will do this for the next two months ( time-bound).

Bounce rate

Have you ever searched for something on Google? Definitely. And sometimes, the knowledge god that is the internet chooses to be kind and give us the answer within in the first link we click. Other times , you have to quickly glance at 3-4 websites before being satisfied. You might have often found yourself clicking on a link, glancing at the website and hitting backspace a few seconds after.

This is what bounce rate measures. It’s the percentage of visitors that leave a website quite quickly, without interacting or clicking anything else. It’s important to keep track, because a person that just glances at your website and leaves immediately has obviously not seen anything that interests them. If you have a high bounce rate, meaning that a high percentage of visitors leave, there might be a problem with your site ( from content to interface and design)

Why do people bounce? Why do any of us bounce, really? There are a few different aspects to keep in mind.

First of all, dishonest advertising. If somebody is searching for “chocolate birthday cake” and they click your link advertising your chocolate cake, but the link sends them to your landing page instead of your products menu, they’ll likely bounce. Of course,you do sell chocolate cake. But why should they spend the few extra clicks finding your menu and prices when they can just go to a page that shows them the products directly and easily? Convenience is important!

Other things like ugly design ( ouch!) or disorganized layout are a bit harder to predict. Maybe your sense of aesthetics doesn’t cater to the mass! The best way to prevent or improve this would be to ask a few of your friends to access your site and be brutally honest with you. It might hurt, but the criticism will help you improve your traffic!

Keywords

Keywords are the things you search for. Your google queries are key-words. Most people don’t search “I need to buy a chocolate cake for my sisters’ birthday”, they enter only specific keywords like “chocolate birthday cake”.

Your website can appear on the top of a google search if you have the right keywords, even without paying a penny for ads!

Try to summarize your page or your business in just a few words. Those are your main keywords, the needs of customers that you can comfortably meet! Based on these, you can build a strategy to stand out among your competition.

Think of it like building a card deck. You have your strongest cards, which are your main keywords, and supporting cards. Those can be additional adjectives that help you show up in more narrow search queries.

In our chocolate birthday cake example, cake and chocolate cake are our main keywords. This imaginary small bakery offers cake (large, main keyword) and, consequently, most flavours that cake comes in (chocolate,vanilla, and so on). This might be enough for a general search like “chocolate cake”, but for a narrow search an additional keyword is needed. In this case, that would be “birthday”. Of course, maybe you don’t have a specific birthday section in your menu, but any of your cakes could potentially be birthday cakes!

This can apply to location ( “chocolate birthday cake london”), size, ingredients ( “vegan chocolate birthday cake”) and so on. It’s up to you what customer base you want to prioritize and attract!

CTA

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That was an example of CTA- Call to action. A CTA is a button, link or even simple text that encourages visitors to do something. They’re incredibly helpful in turning passive visitors into potential customers or actively engaged users. Even more so because some people might really enjoy your content and what you have to offer, but they could be apprehensive to inquire about your services without prompting!

Remind your visitors of your services, but don’t be pushy or obnoxious.Try to apply your own preferences: you wouldn’t really love a website or shop that aggressively instructs you to buy!

Instead, go for good design that attracts attention. Blending in with the rest of your site’s design  can sometimes be too effective and make your CTA go un-noticed. Try contrasting colours and designs that can’t be missed!

Like we said, aggressiveness isn’t usually effective. Go with softer language that won’t make people feel like they’re just wallets to you! You can create a sense of intrigue or urgency while still keeping your CTA clear, informative and “nice”.

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