Digital Marketing Terms | What does it all mean?

If marketing terms have had you baffled and confused, worry no more. In this post, we explain some common misunderstood terms and concepts when it comes to digital marketing.


Want to watch the video where I explain this? Click here


What is CPA – Cost Per Acquisition?


This is a metric used to determine how much it costs to acquire one customer.

You can calculate this by dividing the total cost of your campaign by the number of conversions.


This metric is important because it actually shows you how much you are spending per conversion. If this cost is too high, you should consider reworking your marketing campaign.


And while I am at it:


Campaign- Typically, a marketing campaign is a planned sequence of activities and processes which promote an individual product, service, or resources.


A multitude of channels are used and coordinated to deliver effective results.


Metric- Marketing Metrics are measurable values to demonstrate the effectiveness of campaigns across all marketing channels.



What is ‘content’ exactly?


Content is the creative visuals or image and copy or words or it can also be the video that you use to post on your social media, on your website, in your blog and email marketing and newsletters.


Basically, it is any form of online media that can be read, watched, or that provides an interactive experience.

You can also use the content you create in your lead magnet. It is the pictures and words your audience/ clients see and interact with.


Your content is the foundation of your digital marketing strategy. As good content will drive engagement rates and be seen as favourable for the algorithms.




Email Marketing, what is that exactly?


The use of email with the goal of acquiring sales, customers, or any other type of conversion.

Email marketing can allow you to create targeted and personalised messages via emails with your customers.


It is typically newsletters that your clients can sign up for. This can help you to build meaningful relationships with your customers. It can also improve response rates to new launches/ sales/ products.


You can then also use your email database to create a Look-A-like audience - this is an audience that is created from a specific source list, and from this list Facebook will identify common characteristics between audience members.


Facebook will then target users that exhibit similar interests or qualities.


But important to note-do not overuse email marketing and always adhere to the correct consumer laws about sending marketing materials.


What is CTR- Click Through Rate?

The average number of click-throughs per hundred ad impressions, expressed as a percentage.


Click-through rate is the number of people that click on a link out of the total number of people who saw the email, social ad, or call-to-action (CTA) on a website page.


For example: Let’s say that we have a CTA on a blog post, and that CTA was seen by 900 unique people but only 45 people clicked on the CTA. This means that the click-through rate is 5%.


What are Impressions and Reach, and why are they important?


Reach refers to the total number of people who have seen your ad or content. If 100 total people have seen your ad, that means your ad's reach is 100.


Impressions refer to the number of times your ad or content has been displayed on a screen.


So a 100 people could have seen the ad, but if they each saw it twice, the impressions are 200.


And it is important to know these metrics, because then you will know how far your ad reaches, and how often it is seen.


Because as we know, the marketing rule of 7 states that a customer needs to interact with your brand 7 times before they will buy anything.


And seeing an ad 3 or 4 times, will definitely have a subliminal effect.


What is Engagement rates & algorithms?


Engagement Rate is a valuable metric used to describe the amount of social media interaction a post, ad, or campaign has.


This is usually measured based on interactions like Comments, Shares, Saves and Likes. And responses on Instagram stories also counts are engagement. Let me quickly pause there and explain stories. These are quick videos that can go at the top of your Instagram page. Stories are nice ways to let your audience get to know you, and potentially interact with you as stories have really nice features where you ask questions/ do voting/ and even create polls. Every interaction counts as engagement and drives your engagement rate up.


So in your other social media posts- the images and videos, make sure to ask questions, try and get feedback and promote conversation.


This is good for the algorithm because it shows that you have high value content, driving your organic reach and allowing more people to see your content.


And the algorithm is…

Let us know in the comments if you know what the algorithm is and do you know how it affects your social stats?


Then I will do Instagram Stories and explain it- so make sure you follow us there ;)


What is a DM?


Direct message, you do this on social media when you have a private/ direct message with someone


What is ROI?


Return on Investment, seeing if the money you put in is worth it in the results you get.


What are KPIs?


Key Performance indicators. Specific measurements to track success.


What is the “BIO”


It is the “About Me” section in your social media pages, eg. Instagram has it at the top of the page


What is PPC?


Pay Per Click has similarities with SEO, but these are paid ads that run on Google. If you have the budget and you are willing to spend it, you can potentially rank quite well on Google search if a PPC Campaign is executed correctly.


What is SEO?


Search Engine Optimisation. Where you use keywords and phrases in your website & blog to rank organically in Google search.


What does “Organic mean exactly?


Marlize did an excellent video on this last month where she talks about Paid, Earned and Owned media and she included an explanation of Organic content.

Earned Media being very important as it shows your brand advocacy from loyal clients!

She also talks about how to work out your budget for paid media and Facebook ads. The links are in the description if you want to watch it.


What exactly is Facebook Ads?


Facebook allows advertisers to reach its users through their ad network.


A range of ad types can be created to reach various goals set by companies.


Facebook advertising is unique in that audiences are set up based on vast demographic information that Facebook has about their users, compared to Google advertising that uses keywords.


What exactly is a Lead Magnet?


A lead magnet/ freebie/ opt-in/ sign up is a marketing term for a free item or service OF VALUE that is given away for the purpose of gathering contact details such as emails.


Examples are: trial subscriptions, checklists, email course or email newsletters, free consultations, e-books, quizzes, swipe files, e-guides etc.


It gives your customer something of you for free, in exchange for their email address. It is a great opportunity to show them your value and worth and potentially link sell them to a higher ticket item.


If we missed any important terms, pop them in the comments and we will answer them in our stories on Instagram.


So make sure to follow us on Instagram, as well as like and share this video so we know we are giving YOU value and worth (see what I did there ;) )


And if you want help with your digital marketing strategies or implementation, you can easily apply to work with us.

We would love to help you find the right solutions to your marketing needs.


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