Digital Marketing Terms.
The strategies, systems, and metrics behind turning strangers into customers.
← All categoriesA/B Testing (Split Testing) — Definition
A/B testing is the practice of running two versions of something — an email subject line, a landing page headline, a call-to-action button,…
Read Definition →Buyer Persona — Definition
A buyer persona is a semi-fictional profile of your ideal customer based on real data and research — their demographics, job role, goals, f…
Read Definition →Click-Through Rate (CTR) — Definition
Click-Through Rate is the percentage of people who see something — an email, an ad, a search result, a social post — and click on it. If 1,…
Read Definition →Content Marketing — Definition
Content marketing is the practice of creating and distributing genuinely useful content — articles, videos, guides, emails, social posts — …
Read Definition →Content Strategy — Definition
Content strategy is the plan that determines what content you create, who it's for, why it matters, how it gets made, where it lives, and h…
Read Definition →Cost Per Acquisition (CPA) — Definition
Cost Per Acquisition is how much you spend on marketing to win one paying customer — not just a lead, but an actual closed deal. If you spe…
Read Definition →Cost Per Lead (CPL) — Definition
Cost Per Lead is exactly what it sounds like — how much you spend on marketing to generate one lead. If you run a $1,000 ad campaign and it…
Read Definition →Customer Journey — Definition
The customer journey is the full arc of a person's experience with your brand — from the first moment they become aware you exist, through …
Read Definition →Customer Lifetime Value (CLV) — Definition
Customer Lifetime Value is the total revenue you can expect from a single customer over the entire length of your relationship with them — …
Read Definition →Digital Marketing — Definition
Digital marketing is every effort you make to reach, attract, and convert customers through online channels — search engines, social media,…
Read Definition →Email Marketing — Definition
Email marketing is using email to communicate directly with your audience — sharing content, promoting offers, nurturing leads, and staying…
Read Definition →Email Sequence (Drip Campaign) — Definition
An email sequence — also called a drip campaign — is a pre-written series of emails sent automatically over time, triggered by a specific a…
Read Definition →Inbound Marketing vs. Outbound Marketing — Definition
Inbound marketing attracts customers to you by creating content and experiences they actually want — SEO, blog posts, social media, lead ma…
Read Definition →Lead Generation — Definition
Lead generation is the process of attracting people who might be interested in your business and capturing their contact information — usua…
Read Definition →Lead Magnet — Definition
A lead magnet is something valuable you offer for free in exchange for someone's contact information — a guide, checklist, template, quiz, …
Read Definition →Lead Nurturing — Definition
Lead nurturing is the ongoing process of building a relationship with leads who aren't ready to buy yet — providing value, staying relevant…
Read Definition →Marketing Automation — Definition
Marketing automation is using software to handle repetitive marketing tasks automatically — sending emails, scoring leads, posting to socia…
Read Definition →Marketing Funnel — Definition
A marketing funnel is a model for the stages a person moves through on the way from first hearing about you to becoming a customer — typica…
Read Definition →Marketing Qualified Lead (MQL) — Definition
A Marketing Qualified Lead is someone who has shown enough interest in your business through marketing interactions — downloading a guide, …
Read Definition →Open Rate — Definition
Open rate is the percentage of people on your email list who open a given email. If you send to 1,000 subscribers and 220 open it, your ope…
Read Definition →Retargeting (Remarketing) — Definition
Retargeting — sometimes called remarketing — is the practice of showing ads specifically to people who have already visited your website or…
Read Definition →Return on Investment (ROI) — Definition
ROI in marketing is the revenue generated from a campaign compared to what you spent on it, expressed as a percentage. The formula is simpl…
Read Definition →Sales Qualified Lead (SQL) — Definition
A Sales Qualified Lead is a lead that marketing has vetted and sales has accepted as a genuine opportunity worth pursuing — someone who has…
Read Definition →Target Audience — Definition
Your target audience is the specific group of people your business is trying to reach — defined by characteristics like industry, location,…
Read Definition →Top of Funnel / Middle / Bottom (TOFU/MOFU/BOFU) — Definition
TOFU, MOFU, and BOFU describe the three stages of the marketing funnel — and the type of content or messaging appropriate for each. Top of …
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