branding |
A brand is a recognizable
logo and/or name that is associated with specific values.
A successful brand will be memorable and stay in the
minds of your target customers. |
communication
campaign |
An organized set of
activities using the media and/or direct mail to communicate
with your customers in order to encourage them to buy
your products or services. |
copywriting |
Writing the text for
sales and marketing materials for media such as communication
campaigns, the company website and the company brochure.
The objective of copywriting is to promote your business
and persuade the reader/listener to act. |
e-book |
A book written in
electronic format, to be distributed online and read
on a computer or printed. |
internal marketing |
Involves communicating
internally, usually to the employees of your business.
Methods of internal communication include internal newsletters,
team meetings, internal e-mail/intranet and notice boards. |
keyword analysis
research |
Analysing which search
terms real-life users are searching for when looking
for products or services similar to your own. The keywords
discovered in this process are then used in search engine
optimization. |
linking strategy |
Requesting other sites
to link to your website, thereby increasing traffic
flow to your site. |
market research |
Market research is
the process of gathering primary and/or secondary information;
it involves recording and analysing data about customers,
competitors and the marketplace. Market research can
help you create a business plan, launch a new product
or service, fine tune existing products and services
and expand into new markets. |
marketing
taster |
A short report, usually
focusing on a specific area of marketing. It contains
suggestions on how to market your company. |
natural search
engine listings |
Also known as "organic
listings", this term describes search engine results
displayed after a search, ignoring paid-for advertising
methods such as pay-per-click and sponsored links. Appearing
high up on natural search engine listings is desirable
as it is free and users are more likely to click on
natural listings. |
pay-per-click |
An advertising service,
usually operated by Google AdWords or Yahoo! Search
Marketing, whereby adverts are displayed on search engines
and websites, and the company posting the ad is charged
any time it is clicked. |
physical appearance |
The look of your business;
its physical appearance. |
press release |
A written statement
about your company that is given to the media. It is
usually shown in a news article style through channels
such as newspapers, the radio and TV. |
pricing strategy |
Involves conducting
research and setting the price of your products at a
suitable level that will appeal to target customers
and assist your marketing strategy. |
product management/service
management |
The management of
your product/service portfolio through analytical frameworks
and marketing techniques. |
search engine
optimization |
Rewriting elements
of a web page including title tags and web copy in order
to improve the page's natural search engine listings. |
title tag |
A piece of HTML code
responsible for displaying the title of the web page
at the top of the web browser. |
web copy |
Generally describes
the headings and body text of the web page. |
web traffic |
The number of users
visiting a website. |
website audit |
An analysis of your
website to identify problems preventing it from being
successful. |
website specification |
A document telling
a web designer how to build your website, including
which features it requires. |
website structure |
The path a user takes
when navigating through your website. The structure
should be designed to lead the customer and drive them
towards your desired outcome, e.g. a sale. |
