Plain-English definitions of 58+ marketing terms — no jargon, just clarity. Written for small business owners who want to understand their marketing.
Comparing two versions of something (ad, email, webpage) to see which performs better.
💡 Example: Sending the same email with two different subject lines to see which gets more opens.
A description added to website images that helps search engines understand what the image shows and improves accessibility.
💡 Example: Adding "before and after kitchen renovation by ABC Remodeling" to your project photo.
A link from another website to yours. More quality backlinks = higher authority = better Google rankings.
💡 Example: A local newspaper features your business and links to your website — that's a backlink.
An article on your website that provides useful information to your audience and helps your site rank in search engines.
💡 Example: A pet groomer writing "5 Signs Your Dog Needs a Professional Grooming" to attract dog owners searching for grooming tips.
Try our Content WriterThe percentage of people who land on your website and leave without clicking anything or visiting another page.
💡 Example: If 60 out of 100 visitors leave your homepage immediately, your bounce rate is 60%.
How familiar people are with your business and what you offer. Higher brand awareness = more trust = more customers.
💡 Example: When someone in your town thinks "I need a plumber," your name is the first that comes to mind.
How much it costs you to get one new customer, including all marketing and sales expenses.
💡 Example: You spent $500 on ads this month and got 10 new customers — your CAC is $50.
Try our CAC CalculatorA prompt that tells people what to do next — "Book Now," "Get Your Free Quote," "Shop Today."
💡 Example: The "Schedule Your Free Consultation" button on your website homepage.
The percentage of customers who stop doing business with you over a given period.
💡 Example: If you start the month with 100 subscribers and lose 5, your monthly churn rate is 5%.
Creating and sharing valuable content (blog posts, videos, guides) to attract and retain customers — instead of directly pitching your product.
💡 Example: A fitness studio writing a blog post on "5 Exercises You Can Do at Home" to attract potential members.
The percentage of visitors or leads who take the desired action — like making a purchase, booking an appointment, or filling out a form.
💡 Example: Your website gets 500 visitors/month and 25 book appointments — that's a 5% conversion rate.
How much you pay each time someone clicks on your ad.
💡 Example: Your Google Ad gets 50 clicks and you spent $100 — your CPC is $2.
How much you spend to acquire a single lead (someone who expresses interest but hasn't purchased yet).
💡 Example: You spent $300 on a Facebook campaign and collected 30 email signups — your CPL is $10.
The cost to show your ad to 1,000 people. Used mainly in display and social media advertising.
💡 Example: A $5 CPM means you pay $5 for every 1,000 times your ad is shown.
Software that helps you track and manage all your customer interactions, leads, and follow-ups in one place.
💡 Example: Using a CRM to see that a lead called 3 days ago, hasn't been followed up with, and is interested in your premium package.
The percentage of people who click on your ad, email link, or call-to-action after seeing it.
💡 Example: If 100 people see your Facebook ad and 3 click it, your CTR is 3%.
Try our ROI CalculatorA series of automated emails sent on a schedule to nurture leads or onboard new customers.
💡 Example: Day 1: Welcome email → Day 3: "Here's how we're different" → Day 7: Special offer.
A collection of email addresses from people who have opted in to hear from your business.
💡 Example: The 800 people who signed up through your website form to receive your monthly newsletter.
Try our Email List Value CalculatorSending targeted emails to your customers and leads to nurture relationships, promote offers, and drive repeat business.
💡 Example: Sending a monthly newsletter with a 10% off coupon to your loyal customers.
Try our Email TemplatesThe percentage of people who interact with your content (likes, comments, shares, clicks) compared to those who see it.
💡 Example: Your Instagram post reached 500 people and got 40 likes and comments — that's an 8% engagement rate.
Content that stays relevant and useful over time, continuing to attract visitors long after it's published.
💡 Example: "How to Choose a Reliable HVAC Contractor" — people search for this year-round.
Showing ads or content only to people in a specific geographic area.
💡 Example: Running Google Ads that only show to people within 15 miles of your business.
Google's advertising platform that lets you show ads in search results, on YouTube, and across millions of websites.
💡 Example: Bidding on "emergency plumber near me" so your ad shows up at the top when someone searches that phrase.
A free tool from Google that shows you how many people visit your website, where they come from, and what they do on your site.
💡 Example: Seeing that 40% of your website traffic comes from Google search and most visitors leave after viewing only one page.
Your free business listing on Google that shows your hours, reviews, photos, and location on Google Search and Maps.
💡 Example: The box that appears on the right side of Google when someone searches your business name.
A word or phrase preceded by # used on social media to make your content discoverable by topic.
💡 Example: Using #DenverFoodie on your restaurant posts so locals interested in food can find you.
The number of times your content, ad, or listing is displayed to someone — whether they interact with it or not.
💡 Example: Your Google Business Profile showed up in 1,200 searches last month — that's 1,200 impressions.
Partnering with people who have a large or engaged social media following to promote your business to their audience.
💡 Example: A local fitness influencer posts about your gym in exchange for a free membership.
The most important numbers that tell you whether your marketing is working.
💡 Example: For a restaurant: monthly new customers, average review rating, and repeat visit rate.
A standalone webpage designed for one specific purpose — usually to capture leads or drive a specific action.
💡 Example: A page that says "Get 20% Off Your First Visit" with just an email signup form and CTA button.
Something valuable you give away for free (guide, checklist, discount) in exchange for someone's email address.
💡 Example: A real estate agent offering a free "Home Buyer's Checklist" PDF in exchange for an email signup.
SEO focused on helping your business show up in local search results and Google Maps — critical for businesses with a physical location.
💡 Example: When someone searches "best pizza near me," local SEO determines whether your restaurant shows up.
Specific, multi-word search phrases that are less competitive and often have higher conversion rates.
💡 Example: "best affordable wedding photographer in Austin TX" vs. just "photographer."
The total revenue you can expect from a single customer over the entire time they do business with you.
💡 Example: A hair salon client visits monthly at $60/visit for 3 years — their LTV is $2,160.
Try our LTV CalculatorUsing software to automatically send emails, post on social media, or follow up with leads — so you don't have to do it manually.
💡 Example: Automatically sending a "Welcome" email when someone signs up, followed by a series of nurture emails.
The advertising platform for Facebook and Instagram, where you can target users by demographics, interests, behavior, and location.
💡 Example: Running an Instagram ad targeting women 25-45 within 15 miles who are interested in fitness.
The short text snippet that appears below your page title in Google search results. It should be compelling and include your main keyword.
💡 Example: "Best dental care in Denver. Family-friendly practice with same-day appointments. Call today!"
The percentage of email recipients who open your email. A good open rate for small businesses is 20-30%.
💡 Example: You sent an email to 500 subscribers and 125 opened it — that's a 25% open rate.
The number of people who see your social media content without you paying to promote it.
💡 Example: You post a photo on Instagram and 200 people see it in their feed — that's your organic reach.
The number of people who see your content because you paid to boost or advertise it.
💡 Example: You boost a Facebook post for $20 and it reaches 2,000 additional people.
A small piece of code you add to your website that tracks visitor behavior and helps you run better-targeted ads.
💡 Example: Installing the Facebook Pixel so you can show ads to people who visited your pricing page but didn't buy.
Online advertising where you pay only when someone clicks your ad. Google Ads and Facebook Ads are the most common PPC platforms.
💡 Example: Running a Google Ad for "plumber near me" and paying $3 every time someone clicks.
Encouraging your existing customers to recommend your business to friends and family, often with an incentive.
💡 Example: "Refer a friend and you both get $20 off your next visit."
Monitoring and improving how your business appears online — especially through reviews and search results.
💡 Example: Responding to every Google review (positive and negative) and proactively asking happy customers to leave reviews.
Showing ads to people who have already visited your website or interacted with your business but didn't convert.
💡 Example: Someone visits your website, doesn't book — then sees your ad on Facebook the next day reminding them.
How much revenue you earn for every dollar spent on advertising. A ROAS of 4x means you earn $4 for every $1 spent.
💡 Example: You spent $200 on Google Ads and made $800 in sales — your ROAS is 4x.
The overall profit (or loss) from an investment, expressed as a percentage of the cost.
💡 Example: You invested $1,000 in a marketing campaign and made $3,000 in revenue. After subtracting costs, your ROI is 200%.
Try our ROI CalculatorThe step-by-step journey a potential customer takes from first hearing about you to making a purchase.
💡 Example: See your Instagram ad → visit your website → sign up for email list → receive discount → make purchase.
Dividing your email list or audience into smaller groups based on shared characteristics so you can send more relevant messages.
💡 Example: Sending a "Pet Dental Month" promo only to customers who have dogs, not cat owners.
The practice of improving your website and online presence so you show up higher in Google search results — without paying for ads.
💡 Example: Optimizing your "dentist in Denver" page so it ranks on page 1 of Google.
Try our SEO AnalyzerShort-lived content (photos/videos) on Instagram, Facebook, or TikTok that disappears after 24 hours. Great for daily engagement.
💡 Example: Posting a quick "Today's Special" story on Instagram showing your lunch menu.
The specific group of people most likely to buy from you, defined by demographics, interests, location, and behavior.
💡 Example: A yoga studio targeting women aged 25-45 within 10 miles who are interested in wellness.
Content created by your customers — reviews, photos, videos, social posts — that promotes your business authentically.
💡 Example: A customer posting an Instagram story of their meal at your restaurant and tagging your business.
The percentage of email recipients who opt out after receiving your email. Under 0.5% is healthy.
💡 Example: If 3 people out of 1,000 unsubscribe from your newsletter, that's a 0.3% unsubscribe rate.
What makes your business different and better than competitors. The one thing that sets you apart.
💡 Example: "We're the only bakery in town that makes everything gluten-free and delivers same-day."
Now that you know the terminology, let MyMarketCoach put it into action for your business with a personalized marketing plan.
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Social Media Marketing
Marketing Channels & SEOUsing platforms like Facebook, Instagram, TikTok, and LinkedIn to promote your business, engage customers, and build brand awareness.
💡 Example: Posting before-and-after photos of your landscaping work on Instagram to attract local clients.