When you’re new to digital marketing, it can feel like the sea of terminology is endless. In Part 2 of our A-Z of digital marketing, we introduce you to the basic industry language and help you find your way through the most important terms and ideas. We’re starting at N, so if you missed Part 1, you might want to check it out here.
Native Advertising:
If you look closely, you often see this popular form of advertising used all over social media. Native advertising is a type of ad that fits into the editorial flow and design style of the publication in which it is posted. Native advertising is typically written by the company running the ad. When the publication creates content to promote a brand, often purely to promote brand awareness – we call it sponsored content.
Omnichannel Marketing:
This strategy aims to unify your audiences’ experience with your marketing campaign regardless of the channel they are interacting with. Omnichannel marketing allows you to connect with your audience regardless of whatever device or app they are using.
Position Zero (P0):
P0 refers to the very first, largest search result that appears above the standard google listings. It is perhaps most frequently seen when users search for something clear and answerable. P0 presents a snippet of text from the most relevant website and a link to read the whole page. The position at the very top of the list of results is a justifiably coveted spot – it puts you right in front of your target market and greatly increases the click-through rate to your website.
Quora:
Quora remains a big name in online crowdsourced advice – and is just as useful as a platform for digital marketing. Users of this site pose questions, and anyone has the opportunity to chime in and comment on the resulting thread. From a marketing perspective, you can easily find questions on Quora that your product or service can help with and use this massive resource as a space to spread brand awareness for free. Quora answers tend to appear quite high in search results due to the age of the site, the high traffic it receives, and the quality of content available there.
Remarketing:
Website visitors don’t always convert on their first visit to your site. Remarketing refers to the process of reconnecting with people who have already interacted with your website and allows you to position your ads in front of them. This in turn creates more brand exposure, and encourages users to return to your website and potentially convert into customers.
Search Engine Optimisation (SEO):
SEO is key to improving your visibility and reach on the internet. SEO refers to the process of creating or editing sites in ways that appeal to search engines. To optimise your web pages, you have to focus on a combination of technical and creative aspects, including sentence structure, photos, links, and the inclusion of keywords. When you meet your engine’s SEO criteria, your pages are pushed higher in user’s keyword results – increasing your visibility.
Top of the Funnel:
This is the first stage in the user conversion process. At the top of the funnel, you are generating and raising awareness of your product or service and trying to reach a wide audience. Helpful blogs, commentary, education, and guides can draw your audience in at this stage. Direct messaging about the product or service you offer is usually best avoided at this stage – it can be off-putting to your audience at the top of the funnel as they will feel like they’re being sold to.
User Persona:
It’s helpful to develop a user persona when you’re designing a marketing campaign. Your user persona is the people you are trying to attract with your advertising. The user persona should be based on existing customer data and market research.
Web Design:
Web design is a broad term, covering just about everything to do with the creative side of website creation, and includes your site’s layout, content, and graphic design. Audiences expect good web design, and it needs to reflect your brand well.
XML Sitemap:
This is a file that lists the pages on your website and acts as a guide to help Google find changes in your content as you update it. Companies benefit from setting up an XML sitemap and adding them to their Google Search Console. Once it’s added, you can monitor whether Google is indexing your pages – which is very helpful when tracking SEO.
YouTube:
Every day over a billion hours of video is watched on YouTube on near limitless different topics. With over two billion users, your customers are almost certainly watching YouTube – and digital marketers should take note of this. Your brand’s YouTube channel can offer audiences lots of engaging content, from interviews to live streams, product tutorials and customer testimonials. As the second-largest search engine after Google, creating a YouTube channel is also excellent for SEO.
