Digital Marketing

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Digital Marketing

Digital marketing is every effort you make to reach, attract, and convert customers through online channels — searc...

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Content Marketing

Content marketing is the practice of creating and distributing genuinely useful content — articles, videos, guides,...

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Content Strategy

Content strategy is the plan that determines what content you create, who it's for, why it matters, how it gets made,...

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Email Marketing

Email marketing is using email to communicate directly with your audience — sharing content, promoting offers, nurt...

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Email Sequence (Drip Campaign)

An email sequence — also called a drip campaign — is a pre-written series of emails sent automatically over time,...

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Marketing Funnel

A marketing funnel is a model for the stages a person moves through on the way from first hearing about you to becomi...

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Lead Generation

Lead generation is the process of attracting people who might be interested in your business and capturing their cont...

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Lead Magnet

A lead magnet is something valuable you offer for free in exchange for someone's contact information — a guide, che...

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Lead Nurturing

Lead nurturing is the ongoing process of building a relationship with leads who aren't ready to buy yet — providing...

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Marketing Automation

Marketing automation is using software to handle repetitive marketing tasks automatically — sending emails, scoring...

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Customer Journey

The customer journey is the full arc of a person's experience with your brand — from the first moment they become a...

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Buyer Persona

A buyer persona is a semi-fictional profile of your ideal customer based on real data and research — their demograp...

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Target Audience

Your target audience is the specific group of people your business is trying to reach — defined by characteristics ...

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Customer Lifetime Value (CLV)

Customer Lifetime Value is the total revenue you can expect from a single customer over the entire length of your rel...

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Cost Per Lead (CPL)

Cost Per Lead is exactly what it sounds like — how much you spend on marketing to generate one lead.

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Cost Per Acquisition (CPA)

Cost Per Acquisition is how much you spend on marketing to win one paying customer — not just a lead, but an actual...

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Return on Investment (ROI)

ROI in marketing is the revenue generated from a campaign compared to what you spent on it, expressed as a percentage.

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A/B Testing (Split Testing)

A/B testing is the practice of running two versions of something — an email subject line, a landing page headline, ...

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Click-Through Rate (CTR)

Click-Through Rate is the percentage of people who see something — an email, an ad, a search result, a social post ...

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Open Rate

Open rate is the percentage of people on your email list who open a given email.

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Retargeting (Remarketing)

Retargeting — sometimes called remarketing — is the practice of showing ads specifically to people who have alrea...

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Marketing Qualified Lead (MQL)

A Marketing Qualified Lead is someone who has shown enough interest in your business through marketing interactions �...

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Sales Qualified Lead (SQL)

A Sales Qualified Lead is a lead that marketing has vetted and sales has accepted as a genuine opportunity worth purs...

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Top of Funnel / Middle / Bottom (TOFU/MOFU/BOFU)

TOFU, MOFU, and BOFU describe the three stages of the marketing funnel — and the type of content or messaging appro...

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Inbound Marketing vs. Outbound Marketing

Inbound marketing attracts customers to you by creating content and experiences they actually want — SEO, blog post...