Just like martial arts, digital marketing has many terms that are unfamiliar to people who do not engage in it.
Last year, we published a blog with 20 essential marketing terms. Now, we want to add to the list and keep you informed!
1) Pixel- A few lines of code from either Facebook or Google that are installed in the header of your website. The code tracks the people who go on your website, and what they do on the page. This helps advertisers better understand who is interacting with your ads and allows us to make sure we are targeting the right people.
2) Asset- When I first started working at Grow Pro, I heard the term “asset” and thought of the accounting/financial term. However, in marketing terms (and in the way we use this term), it means any of the images and videos used for your ads. So, if we ever say “we need more assets” from you, it means we need more photos and videos from your school!
3) Retargeting- This is a term we use to describe ads that are being shown to people who have already engaged with you online, whether they watched one of your videos, visited your website, or clicked on your ad before. These people tend to be more primed to buy because they have shown interest in your services before.
4) Look a Like Audience- Similar to your Re-Targeting audience, the Look a Like audience uses the same data to find people who have are similar, both demographically and in interests, to the people who have already interacted with your business (your email list, people who like your social media pages, people who engage with you on social media, etc.).
5) Funnel/customer journey/pipeline– While these terms all have slightly different definitions, they all refer to the path your customer takes from initial awareness of your school to become a student. That customer journey is categorized into six stages: Awareness, Consideration, Purchase, Onboarding, Retention, and Advocacy (as pictured above). In some models, it is shaped like a funnel, as people drop off at every stage of the process. In HighLevel, we use the term Pipeline to categorize this funnel/journey.
6) Campaign Objective– On Facebook, this essentially means the main goal of your campaign. Are you trying to get more opt-ins on your website? Are you trying to generate leads? Or are you trying to boost engagement? There are several campaign objectives that we can and do choose from, all with a different end goal in mind. We will be writing a blog about Facebook’s 11 different campaign types, so be on the look out for that!
7) Check-out page– When we refer to a checkout page, it usually refers to the step of the paid offer where a lead would buy your product (or check out like in a grocery store). This usually comes in the form of a Spark, MyStudio, or Rainmaker page where you collect payment. This can also be considered the “offer page” if it is a paid offer.
8) Booking page– Similar to the Checkout page, the booking page is where your lead can schedule their first class or lesson. The booking and checkout page can be on the same webpage, but generally, we use booking pages for free offers where no purchase is necessary.
9) Program page– A program page is a website page that specifically highlights one of your programs (e.g. Kids Martial Arts, Adult Martial Arts, etc). When we direct traffic to a website, we generally use program pages as they are most specific to the offer we are presenting.
10) Landing page- Similar to a program page, a landing page is a webpage specifically designed to inspire an opt-in. They are generally simpler than program pages and do not have any other pages to navigate to as a website does. Landing pages are useful so the lead has a clear next step, rather than navigating through the website.
Are there any digital marketing terms you’d like to know? Let us know in the comments and we will write a follow up!
