Marketing Dictionary: Your Guide to Marketing Terms
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The Marketing Dictionary: Your Guide to Marketing Terms

The ultimate guide to marketing terms

The ultimate guide to marketing terms

If you’re a small business owner, you probably spend a lot of time online searching for marketing solutions. The only problem is, unless you have a marketing background, some of the lingo might be hard to follow. Our marketing dictionary is the ultimate guide to marketing terms. Refer to this guide any time you need more information about online marketing.


Statistics used to gauge the performance of different types of marketing.

Bounce Rate

  1. The percentage of visitors who visit a webpage and close the website without visiting any of the site’s other pages. Bounce rate is a metric usually used in cooperation with click-through rate to get a more accurate depiction of the performance of a webpage or piece of content. (See also: Click-Through Rate)
  2. The percentage of sent emails that cannot be delivered. (See also: Hard Bounce and Soft Bounce)


Visual, verbal, and cultural elements that represent a company. Ideally, a brand is meant to evoke a certain feeling or emotion that will cause a consumer to engage with the company. The most successful brands are easily recognizable.

Buyer’s Journey

A customer classification flowchart that demonstrates a customer’s decision-making process when purchasing a product or service to solve a problem. The stages are awareness, consideration, and decision. Content is often created to cater to the different stages of the buyer’s journey in order to make customers’ experience with the company pleasant and helpful.

Click-Through Rate (CTR)

The percentage of viewers who see a piece of your content and click on it. (See also: Bounce Rate, Impressions)


Information available online by a website, social media, or another electronic medium. The most common examples are blog posts, social media posts, images, videos, podcasts, and emails. (See also: Content Marketing)

Content Marketing

A marketing technique that involves sharing pieces of content (blogs, social media posts, and videos) with the intention of engaging potential customers. Content marketing is a way to answer questions and generate interest in your products, services, and brand. (See also: Content)

Cost Per Lead (CPL)

The dollar amount it cost to generate one lead, or potential customer. CPL is calculated by dividing the amount of money spent to acquire a lead by the number of leads the piece of content actually generates. (See also: Lead)


The act of interacting with a piece of content. (See also: Content)

Hard Bounce

An instance where an email is permanently unable to reach its destination. (See also: Bounce Rate, Soft Bounce)

Ideal Customer

See Target Audience


The number of times your piece of content or advertisement is displayed on someone’s screen. (See also: Unique Impressions)

Inbound Marketing

A marketing method that aims to attract leads through the strategic promotion of helpful or relevant content, social media, and search engine optimization. Unlike traditional marketing, inbound isn’t interruptive, meaning people will only interact with it if they choose to. (See also: Search Engine Optimization)


A word or short phrase that can be strategically placed in a piece of content to draw the attention of a search engine. (See also: Long-tail Keyword)


An individual or business who has shown interest in your product or service by providing contact information or interacting with your marketing efforts (social media, content, etc.) A lead is a potential customer.

Long-tail Keyword

A phrase or group of keywords that are strategically placed within a piece of content, usually a webpage or blog, with the intention of drawing attention from a search engine. (See also: Search Engine Optimization)

Organic Search Results

Listings on search engine pages that appear because they are relevant to a user’s search. Organic search results are not advertisements.

Outbound Marketing

Also known as “traditional marketing,” outbound is a marketing method that aims to push out or broadcast products or services via mass-marketing techniques. Most common examples are cold calls, radio ads, newspaper ads, television ads, billboards, and trade shows.

Paid Search Results

Advertised sponsored search engine listings. Paid search listings allow your website to appear higher in search engine listings but marks your listing as an advertisement.

Return on Investment (ROI)

The value received in exchange for a cost. In marketing, ROI is commonly used to evaluate the performance of different advertising tactics, campaigns, and strategies.

Search Engine Optimization (SEO)

The process of strategically developing or updating a website to rank high on search engine listings. Search engines reward websites that are user and mobile friendly and websites that routinely solve internet user’s problems and provide helpful content.

Search Rankings

An ordered list of the most relevant websites that appear when a word, phrase, or question is typed into a search engine.

Social Media

An important component of business marketing, social media are websites or applications that allow users to create and share different forms of content. Typically, social media profiles can be created by either an individual or a business/organization. Businesses use social media for a variety of reasons, including building brand awareness, connecting with customers, generating new leads, and much more. To learn more about social media terms, browse our “Social Media Dictionary.”

Social Media Ads

Online advertisements made on a social media platform that are designed to look similar to posts. Facebook advertisements have proven to be effective lead and sales generators. Different ads serve different purposes, such as increasing likes or follows, generating clicks, or increasing impressions.

Soft Bounce

An instance where an email is temporarily unable to reach its destination.

Strategic Website

A website that has been developed with strategically chosen design elements, content, and keywords with the intention of ranking highly in search results.

Target Audience

A group of people who are the primary focus of a company’s marketing efforts. A company’s “ideal customer” that the company is attempting to reach with their content. Target audiences can have different defining qualities such as age, income, occupation, location, and many more.

Traditional Marketing

See Outbound Marketing.

Unique Impressions

The number of times your piece of content or advertisement is displayed on a unique screen. This metric differs from impressions by only counting unique views and not multiple views from the same person.

You might not be a marketing expert, but after you use our marketing dictionary, you’ll feel like one! If you have questions or need clarification, please contact us.

Your Guide to Marketing Terms | Treefrog Marketing | Marketing Dictionary | SEO | Online Marketing | Digital Marketing | Search Rankings | Content Marketing | Social Media

Treefrog Marketing is a marketing agency focused on small business and located in Lafayette, Indiana. We specialize in strategic marketing and advertising, graphic design, web design, social media, SEO, and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, and Instagram.