An A-Z of Marketing Terms
Andrew Walker MA DipM FCIM
Providing solutions for the Positioning, Navigation & Timing (PNT) environment
This post first appeared on the Walker-Riley blog.
The marketing world is changing fast as technology influences how people search for solutions and buy products and services, a fact exacerbated by the current situation we find ourselves in.
Our A-Z of marketing terms is based on a mix of questions we’ve been asked by SME business owners and managers over the past few years with the addition of some of the key topics we think are important to consider for business success.
It should be viewed as a framework to stimulate thought and perhaps help you to think differently or to do different things, not as a blueprint for success or even a definitive list.
Each snippet below links through to a more in-depth blog post on each subject. Please peruse the list at your leisure, and click-through to the posts that are relevant to your interests.
We hope you enjoy the read.
Here we go……
A is for the AIDA Marketing Model
AIDA is an acronym used by marketers to help them consider the actions they need to take at each stage of the buyers’ journey as they attempt to move their audience on through each stage towards the ultimate objective, a conversion.
We think this model is still relevant in today’s digital age.
B is for Branding
Rather than just the design of your website, your logo, or your brochures, branding is the emotional attachment that people have with your business and what your business stands for.
We explore the 4 key steps to consider when managing your brand.
C is for Content Marketing
As traditional marketing returns decline in impact savvy marketers understand that they can create, publish, distribute, and promote their own content, targeted directly to their key audiences. But there’s much more to it than just posting the occasional blog post.
We take a look at the key steps to consider.
D is for Data
For many businesses, the database is at the heart of their lead generation activities and is the most important asset they own but the maintenance of this asset is neglected. Contacts are continually added but none are ever removed.
What can you do to improve things?
E is for Email Marketing
Email marketing is still very much alive, but it is one of the most misused marketing tools available. Used properly it’s ideal for keeping a business connected to its audience, maintaining brand awareness, improving engagement, and increasing sales.
Check out our 10 top tips to improve your email marketing performance
F is for the Four x Ps
The 4 x Ps, sometimes called the marketing mix (Product, Price, Place, Promotion) is a simple model used to develop an understanding of the best way to take your product or service to market to meet a specific demand. It has evolved over time.
But is it still useful in this digital world?
G is for Google
Google is the search engine of choice for most searchers. Google also provides a whole range of free tools to help you improve the performance of your website and increase your online visibility, all accessible via a single login.
Are you making the most of what’s available?
H is for Marketing Health Check
You can carry on doing more of the same, spending more of your budget on the same old activities - not knowing what’s working or what isn’t; or you can to draw a line in the sand, analyse your activities and find a solution to take your business to the next level.
We’ll explain where to start.
I is for Inbound Marketing
Inbound marketing techniques use the power of the internet, social media, and search marketing to act as a pull mechanism to draw visitors towards your offer. Its central tenet is the creation, publishing, and promotion of interesting, relevant, and educational content targeted at your key buyer personas.
We’ll explain how the process works.
J is for The Buyers Journey
Only a small proportion (around 5%) of first-time visitors to your website are in buying mode. Buyers are spending more time researching their options online and they’re not engaging with sales staff until they have researched not only what you have to offer but also how you stack up against your competition.
We’ll discuss why this is important for your business and what to do about it?
K is for KPIs and metrics
If you can’t measure it, you can’t manage it. You need to agree on a set of Key Performance Indicators (KPI’s) and measure your results (metrics) against those KPIs on a regular basis. ?
We’ll explain how to get started.
L is for Lead Generation
Every company needs new customers to survive and increasing revenue and improving profitability are key goals for any business. That means you need a demand generation engine to ensure a steady flow of leads, and you need to make the most of every sales lead you generate.
Do you have a lead management process in place?
M is for Marketing Improvement Specialist
Marketers have many options to choose from to promote their business. It’s extremely important that all of these options work together towards the same aim. Whether you outsource your marketing, use in-house resources, or a mix of both, someone with the necessary skillset has to take charge.
The key question you need to ask is…?
N is for Your Business Niche
It’s a busy world out there and businesses need to stand head and shoulders above the competition. The businesses that are thriving don’t offer “me too” products, services or experiences, they’ve established their own voice, culture, and service ethos and understand that they need to invest in the buyer evolution.
Want to know more about how you can be the best in your sector/industry?
O is for Outbound Marketing
Traditional or outbound marketing works on the concept of getting your marketing messages out to the masses and hoping some of it sticks. It’s a numbers game but today people don’t want to be interrupted or sold to.
Marketing is evolving, are you keeping up?
P is for Market Positioning
Identifying and understanding your business niche is a critical step in your journey. It’s equally important that you can demonstrate to your audience, how you can help them.
We’ll show you how to craft your Positioning statement.
Q is for Google’s SQuared Online Digital Marketing Programme
Ok, I’m cheating slightly here but give me some leeway. Google’s digital marketing programme is gaining a lot of traction. As a Google Squared graduate, this article offers my views on the course to help you decide for yourself whether you want to get involved.
Here are the pros and cons as I see them.
R is for Website Ranking
Search Engine Optimisation (SEO) is the term used to explain how a website gets found online through search. SEO has evolved rapidly but it can still be a source of confusion among many marketers and business owners.
We’ll look at 6 steps you can take to improve your search ranking.
S is for Marketing Strategy
You wouldn't just say to a builder “build me a house” and leave them to get on with it. You would have carried out research based on the type of house you wanted. You would probably have had plans drawn up by an architect and have asked for suggestions or referrals for a good builder.
Running and managing your business is no different. You do have a plan, don’t you?
T is for Marketing Tactics
Marketing tactics are the tools we use as part of the plan to deliver our marketing objectives. They come in at the end of the process, not the beginning.
As Sun Tzu told us “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat”.
Is your marketing approach to jump on the latest shiny new object?
U is for User generated content
Persuading your customer base to become advocates and emissaries for your brand can make a lot of sense. One of the best ways to push for this is by encouraging User Generated Content.
What’s it all about?
V is for Your Value Proposition
By understanding the issues your audience face you’ll be able to cater to their needs and wants and create a great offer that you know they’ll find valuable. Your value proposition is why people buy from you and not from your competitors.
Make sure you know what it is.
W is for your Website
For your customers and prospects, your website is the window into your business, and it works for you 24/7 without a break or without asking for a pay rise or a bonus. For people who don’t know you, it drives their perception of who you are, what you and your business stand for and contributes towards their decision on whether they want to do business with you (or not).
What do you want to achieve through your site?
X is for Xml Sitemap
When you launch a new website on a new domain, the Google crawlers will get round to visiting your site at some point. Why don’t you give them a hand and get quicker results by uploading an XML sitemap?
Y is for YouTube
Video consumption is massive and for many viewers, YouTube is the primary destination. Why not, it’s owned by Google and is the 2nd largest search engine around. If you’re not making use of it, maybe it’s time you did.
There are a number of ways to get involved.
Z is for the Zero Moment of Truth
When shoppers make a purchase decision it’s based on a mix of logic and emotion. Today, the internet is at the centre of how people search and buy solutions to their problems. But, as Google explains, there’s a lot to consider.
Are you winning the Zero Moment of Truth?
Well, that was a bit of fun brought to you by Walker Riley. You may have created your own A-Z of marketing terms and we’d be interested to hear from you. However, if you’ve learned anything from this or any of the connected blogs we’d love you to share the knowledge to your audience with a tweet, a like or an email link to spread the word.
Much obliged.
If you’d like more information on how we can help you improve your marketing delivery, Get in touch for a coffee and a chat
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Walker Riley
Walker Riley helps business owners, heads of departments, marketing agencies, and fellow marketers by providing hands-on support, consulting, training, and advice on how to develop a strong online business presence, drive leads, and increase sales on a sustainable basis.