Where every click is a journey and every impression counts.
The process of finding people who might want to buy your stuff, which mostly involves bribing strangers with free ebooks in exchange for their email addresses. It's essentially the corporate version of trick-or-treating, but you're the one handing out candy.
A group of strangers that Facebook's algorithm thinks are similar to your existing customers, based on the terrifying amount of data it has on everyone. It's digital matchmaking, except instead of finding you a date, it finds people equally likely to buy your yoga mat.
A sequential content marketing approach where each piece builds on the previous, leading audiences from awareness to conversion. Like a choose-your-own-adventure book, but with more CTAs.
Highly specific, low-competition search phrases that attract fewer visitors but convert better, like fishing in a small pond with hungry fish instead of the ocean with everyone else. The unsexy workhorses of SEO that collectively drive more traffic than flashy head terms.
A product deliberately sold at a loss to attract customers who'll hopefully buy other profitable items, the retail equivalent of free samples at Costco. It's why printers are cheap but ink costs more than human blood.
Content deliberately crafted to be controversial, shocking, or irresistible enough that other sites will link to it, boosting SEO. The journalistic integrity vacuum where rankings live.
The process of finding new prospects who resemble your existing customers, using algorithms to clone your best audience at scale. It's digital matchmaking based on the assumption that people similar to your customers will also tolerate your product.
The predicted total revenue a customer will generate over their entire relationship with your business, used to justify spending obscene amounts on acquisition. Abbreviated as LTV or CLV, because marketers love acronyms almost as much as optimistic financial projections.
A free resource or incentive offered to prospects in exchange for their contact information, typically email addresses. It's bribery, but the business development team prefers to call it 'value exchange.'
A controlled experiment measuring whether your advertising actually moved the needle or if you just wasted money shouting into the void. Compares exposed audiences to control groups to determine incremental impact.
An algorithmic process that identifies new prospects who share characteristics with your existing customers, based on the bold assumption that people who look similar on paper will buy similar things. Statistical stereotyping, but make it marketing.
A standalone web page created specifically for a marketing campaign, stripped of all navigation to trap visitors into a single call-to-action like mice in a very polite maze. It's where conversion optimization goes to either triumph or die trying.
Product photography featuring humans using the item in aspirational contexts rather than sterile white backgrounds. Because apparently customers can't envision themselves without staged authenticity.
In digital advertising, an audience segment created by finding people who resemble your existing customers like some kind of algorithmic clone army. It's Facebook's way of saying "we found more people just as gullible as your current buyers." Marketers love these because stalking one customer base apparently wasn't enough.
A methodology for ranking prospects based on their perceived value and likelihood to convert, assigning points for behaviors and demographics. It's hot-or-not for potential customers, but with spreadsheets.
The process of building relationships with prospects before they're ready to buy, which is either patience or the definition of wasting time depending on your outlook.
The total profit you'll extract from a customer over their entire relationship with you—basically the only metric that actually matters, yet everyone focuses on acquisition instead.
The digital equivalent of clickbait's overachieving cousin—sensationalized content specifically engineered to accumulate links and viral spread by exploiting curiosity, outrage, or FOMO. It's what happens when content strategy meets psychological manipulation at a networking event.
The helpful little key at the bottom of a map or chart that explains what all those mysterious symbols and colors actually mean. Without it, you're just staring at meaningless squiggles and wondering if the purple blob is a lake or a category error.