Defining digital marketing: learn the meaning of marketing terms and get to grips with the jargon | Sue Keogh | Skillshare

Defining digital marketing: learn the meaning of marketing terms and get to grips with the jargon

Sue Keogh, Director and agency owner, Sookio

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3 Lessons (28m)
    • 1. Common social media terms

    • 2. Words for your website

    • 3. Making sales!


About This Class

Digital marketing is all about driving revenue to your business but to get the most out of the marketing you have to understand all the terms like metrics, calls to action and click-through rates. Social media is ubiquitous but there is so much terminology to know and people can take for granted that you know what it all means! 

“What’s a hashtag?”

“What does SEO stand for?”

“What IS a blog and where does it actually go?”

Not to worry, none of these are silly questions! I'm going to demystify the common terms you come across which relate to digital marketing. 

Often, when I'm running training sessions someone will shyly put up their hand and say, "I'm a bit embarrassed to ask the question, but what IS a hashtag?" and everyone will say, "Oooh, I'm glad you asked that!"

This course is about giving a clear, jargon-free explanation of terms like SEO, to give you more confidence when creating content for the web or managing your social media channels. As a result this makes your digital marketing activities even more effective.

The course is split into three parts:

Common terms on social media. Get handy with hashtagsretweets and reach.

Words on the web. We're talking SEOkeywordsblogging and landing pages.

Making sales! Get to know your calls to action from your click-through rates.

This mini-course is filled with best practice examples to illustrate the explanation of each term.

Who is this course for?

If you're new to digital marketing, or you're an adept marketer, business owner or blogger who is a bit foggy in certain areas, then this course is for you.

It's short and sweet and covers a lot of ground! So it's easy to fit into a break when you quickly want to get up to speed on words relating your website, social media activities or the way you market your business.

Don't forget to join the Sookio School community on Facebook to share ideas and ask questions!

Sound good? Let's go!

And if you like this course, check out my other Skillshare courses. 


1. Common social media terms: Hi. Welcome to Suk Yo school in this session, we're gonna be looking at the terms that you'll come across which relate to digital marketing. So people quite often say to me that they feel a bit confused by all the jargon on this makes them less confident when it comes to their marketing activities. So, in a spirit of shining a light on all of this on helping clear the folk, we've put together jargon free calls which will introduce you to these common terms on helped you become more familiar with the words that you hear which relate to your website on social media. Okay, so let's go. What we got coming up. So the courses flicked into three modules. First of all will look a words relating to social media. The second module focuses on words to do with your website on, then to finish off. Model three is all about making sales. So the reason that you're getting more active on digital marketing is to help drive more revenue to your business. So we'll look at some of the words around that aunt. Hopefully you've downloaded worksheet for the website so you can scribble some notes as we go. So first of all, let's look at the words that we come across which relate to social media. So the first word that would look at his post Now this is simply an update on a social media platform like Twitter or Facebook. And it's also a term that you'll come across when thinking about block posts. So this is an example of a Facebook post typical post that you might see from any business organisation you follow on Facebook. This one's for the guardian, and as you can see, you've got a nice mix here, often image. You've got some text to go with it, and you might have video as well on the face but really loves video content. So it's always good to get more images and video into your Facebook posts. This is another post. This is on Twitter Onda, a post on Twitter, is known as a tweet on DSo like on Facebook. You've got image and you've got some text, and if you can see the little sort of that simple, then that means that they have tagged somebody else in it. And that means that person will see the tweet Andi famously, Twitter used to be all about 140 characters, so you couldn't have any more than that, which kept them all quite short and snappy. But as you may have heard, they've recently extended that limit so you could post up to 200 later characters. Now, a little tip for us we go. I wouldn't suggest that you feel the full 280 characters that makes him feel a bit long. So try and keep them still a little bit more short and snappy. And then if you share a tweet, then that's known as a retweet. This is another post. This time it's on instagram, and as you can see, you've got a really lovely strong image. You got captured with it on, and we'll talk about Hashtags in a minute. But some hash tags included in the post Andi Instagram is all focused on images, so every post has to be an image. So now let's think about likes. So this example here again from Instagram on National Geographic, they have posted their picture. They've added a capture and divided some hash tags on. People want to show their appreciation of it so they click the like button Andi. It's a really simple gauge of whether people I like in your content or not, because they clicking a button that says, Like it was a big feature in Facebook when Facebook first started. It's always been a core part of Facebook's activity. If you want to show your appreciation of someone, you click the like button, and it's a common element in all the different social media platforms. So let's look at sharing now. So the way that social media platforms work, they want you to share content is widely as possible. So one way of doing this is to encourage more people to like your content because particular Facebook. If someone likes one of your posts, then their connections will see it also, and then that means that maybe they'll like it. Too little spread even more widely and so related to like is a share, and that's an even stronger signal that the content is good, that it's a really interesting post. More people should see, so you really want to be encouraging people to share your content as much as possible. This example here from Thomas Cook has been shared over 200 times and just think about how far that has spread. So not only have 200 people seen it, but many of the people in all of their networks was would have seen it, too. So it's really important to try and get people to share your content. So when we're thinking about Twitter, it's got its own terminology for this, which is the retweet. So you want people to try and re tweet your tweets as much as possible on all this means is that they simply click Click a button, which says that they can retweet it and they can. Either Retweeted Justice is or they couldn't do what you call quote tweeting where they had been commenting as well. So in the first of these examples, as you can see, they have included an image in the Post on. This is a really good habit to get into so tweets that contain images there instantly more eye catching, and they take up more room on the page, which is great because that pushes everybody else's content down on this post also contains a link, and you can do that in your tweets and it will automatically show up the content that you're linking two. So another term that you will hear a lot off is follow. So follow is a crucial element in any social media platform on what this means is that you're effectively signing up to see all of the updates, all of the posts from a particular person or organization. So that means on Facebook they will show up in your news feed, which is all the posts that come in. When you look at Facebook. Andi on Twitter, they'll show up in your timeline, which again means that anyone that you follow you will by default, you'll see their posts that they're creating on the good news is that you can follow it any time. So if somebody gets a bit offensive or boring or just kind of drones on about themselves all the time and turns enter one way broadcast, then you can follow on. That means that you won't see their updates anymore. Let's come to hashtag. No. Whenever I run in social media training sessions, almost always someone will put their hand up and say, I always wanted to ask this, but but what is a hashtag I've never really known. And you find other people in the rooms, they say, Yeah, I don't really know either. And it's one of these phrases that is in such common usage that often people forget to explain what it means, And so the way it's written, you take this hash symbol and you put that in front of a particular word. And then that means that it's grouping together all posts, all at least tweets, where people are using that hashtag. And so it's a really good way of categorizing your content on DSO. Let's look at some of the examples that we've got so you can have a hashtag for a particular topic area like data. Science on this helps people on it. Instagram You could go crazy with Hashtags on Instagram. This helps people find content that's gonna be of interest to them, so it's a good habit to get into, particularly on Instagram, to use lots of hash tags that describe this sort of content you're talking about on. The 2nd 1 is an example off how hashtags really shine, so it's when they used to shorten longer phrases. So if you've got a really say you're going to a conference on the name of the conference is very long. It's got three words all really long and then you got the year at the end of it. If he used all of those words in a tweet, it would use up so many characters. So what people started to do was you short in terms which were in the hashtag. So you can have hashtag BBC glass toe. Um hashtag CEO. Why s come on you spurs of your football person Hashtag TBT All of these acronyms which save everybody lots of space and then the other way that hashtags used is for humor. So although the people who developed hashtags in the first place, it was a very sensible reasons where they wanted to help people have a shorter way of grouping together all the content No talking about people very quickly started to use them for convey irony, purposes for humor. So this example Breakfast of champions. So you know, it's not not used literally. It's used for humor for irony, and there's a certain not to using these well. And if you're fairly new to social media, maybe you want Teoh use of in a more sort of sensible matter first. And then when you get bit more used to it, then then start going a bit crazy with the humor in your hashtags. So next up, we're looking at engagement. So what this means, put simply, is how much people are interacting with your content. So what you want them to do, You want them to like your content. You want them to comment. You want them to share. You want them to retweet on. All this means that you were helping your content to spread more widely. If I see someone in my Facebook group of friends liking something already see them commenting over, I see them sharing. Then that raises the profile of the person who they're interacting with. So you know, they comment on the BBC news article, then that means that article then shows up in my feet. So in this example here from Thomas Cook, as you can see, they get lots of responses, which is great. But they take it that little step further, and they make sure that they respond to those comments as well. So that keeps up conversation going. So someone who is connected to a person commenting on this post. Then they will see that comment. It'll show up in their feed, and this is all really, really good engagement. And this is what you want to encourage when you're posting on social media, so you want to make sure you replied. People's comments. You want to ask questions which trigger a response? You want to tease the content a little bit, Maybe not. Give the game away. Maybe keep people guessing on. This is all good if you want to encourage more engagement. So let's look at reach. So this is another term which relates to how you engage with your audience. So it's actually a measurement of the size of the audience with whom you're communicating. So the more likes you get. The more comments to more shares, the bigger this reach is going to pay. And then you can also particularly Facebook. On Twitter, you can put a little bit of money behind it, so you can, um, improved the reach off your posts by paying a little bit of money, but of social media advertising, and then it will reach more people. So reach is it's the potential audience. It doesn't always mean everybody has seen it, but it means these are the people that may possibly have seen your posts on. Related to reach is impressions on this is gonna be a bigger number. This means how many times people did actually see the content, so reaches the number of potential viewers. And then impression shows how many times that would have appeared in their timeline. So the same person might have seen the same post from you several times. If they want Facebook all day long, complete addict, then they may have seen your post in their feet several times, So the number impressions is usually higher than reach. So we'll come to this a bit later on in the third module. But there's various bits of data floating around when you look in Twitter and Facebook. Any other platforms, which will show you how many impressions you had, what you reach was like, but we'll talk about that a little bit later. So let's bring module one to a close and let's quickly recap what we've learned. So when you make a social media post, you want people to like comment and share on. This is really good for engagement and will increase reach and get you more impressions 2. Words for your website: Okay, so Module one we spoke about common terms related to social media on dim module to jog and free guy to common terms around digital marketing. We're going to look at the words on your website, So let's kick off with one of the basics, which is Earl, and this stands for Uniform Resource Locator. Or, to put it another way, this is your website address. So this could be something like BBC dot co dot UK. It could be so kyo dot com and sometimes you have a word after it, which shows page that you're taking people to, So this could be BBC dot co dot UK slash news arsenal dot com slash fixtures on. And as you can hear from what I'm saying, we've kind of dropped the www if you can remember a few years back, people used to say it's www dot bc dot co dot UK forward slash news, and it was a bit of a mouthful. So nowadays, although we right out of full like this, we tend to say, and it slightly more short and snappy kind of way. It's good to use words on your website address which actually relate to the content that you're directing people to. So what I mean by this with this example from our goals, you can't necessarily tell straight away what page you're leading people to. So if, for example, it was a page promoting a washing machine, then it really good to have the words washing machine and maybe the model number the manufacturer in there. And this is really good for Google when it's trying to direct people in the right right direction. So although on this cause, we're not necessarily looking at website design on the really technical side, do you think about the sort of words that you put in your website address a word that you'll hear a lot when talking about website content is blocked. So a blogger it's a regularly updated part of your website, or it could be a whole website on its own, which is you need to think of it a bit like a series of news stories, but you've got the opportunity to include a bit more opinion on behind the scenes updates. So the whole tone is a little bit more informal, a bit more conversational than a strict new story or article, and you can also mix things up a little bit by using video on demand galleries. So Block Post is an update that appears in your blawg, and typically the most recent post is shown first on. The whole feel of a blawg is is very dynamic. It's moving very quickly, so it's not like you about Page or your Contact US page, where the content is very fixed. A block has this feeling of movement of there being something happening. And this is actually very good for Google because it likes to see fresh content appearing on your website. And so, as you can see this example here from Science Museum, you've got an index page and that gives you like a sneak preview of all the posts. Eso you get an image. You get a bit of text to tease it a little bit on. This will encourage people to click through and read the post, so you need to think about this sort of wording that you have here and try and encourage people. Teoh read more and on your block you'll have tax on. You'll have categories, so this helps organize a content. So a tag is a label that you can add to the post and then category will group lots of posts under one heading. So if, for example, of Food Blogger reviews a city break in one of their posts, they might target Paris hotel and food on a place in the category called Travel Tips. Now CEO, it's three small letters, which means an awful lot to a lot of businesses. So it actually stands for search engine optimization on this is its ways and means it's techniques off, increasing the amount of visitors that you have to your website by obtaining high ranking placement in a search results page off a search engine or, to put it a little bit more simply, it's getting on the first page of Google. This is what people want. They want people to put in a phrase which relates their business into a search engine like Google, and they want their website or their products to show up on the first page on DSO. It's a really big topic on, and you get whole Seo agencies you know s U professionals. Lots of specialists give you guidance in doing this, but this is what it means it's it's how toe show up mawr prominently in the search results on Google. One way of doing this is to include more keywords in your website content. Now a key word is a particular word or phrase which relates to your product or your service is just to give you an example here for the NHS. So fun topic about stomach ache. So, as you can see in this example, they're using lots of different keywords, which all relate to the same thing. Now they don't know if someone is going to be putting into Google stomach ache or abdominal pain or tummy ache. And so what they've done is tried to use all these different keywords, different variations on the same topic in this page on nephews, them in the headings. They've used a mini introduction. They have used them in the body text, which is the content in the middle of the page. If there were images there, then they're probably used a more humid as well. In the description on what this does. It gives Google lots of signals that this page is about this particular topic. So if someone starts to search for a tummy ache, cure or tummy ache symptoms, abdominal pain symptoms. Then Google has a little signal that this is a good page to direct them to. So try and think when you're writing your website content how you could weave in more keywords that matched a sort of terms people are putting into Google. So it's good to use a phrase is that people actually use themselves. So this example, this is in YouTube. Someone here. They're calling this video how to fix a frozen iPhone, and they know this is a really common phrase that people typing into Google. So chances are that if someone puts us into a search engine, then this piece of content will come up. So although there's this massive industry around Desio, to a certain extent, it's not really rocket science. You know, you need to think about the words that people will be using themselves and see if you can match those in your website content. So So, try and use your keywords in your titles in your headings when you have an image trying out a keyword Teoh description there, Andi in your social media posts, and this will help you content to be found. So meta data descriptions thistle Frese may have come across. It doesn't really relate to what's visible on your page. It's more about what's going on underneath. So when you write to meta description, this is something that describes the page on when people do a search in Google, this will come up on describe the page that you're hopefully gonna be leading people to. So it's a good idea to write a nice, short, snappy summary, which kind of teases people. It makes it sound a bit more exciting. So what have we learned in Section two of our job and free guide to digital marketing terms ? Your website will have the URL Andi. As part of your website, you might have a bloke. Your blog's will feature tags and categories to help divide it the content and you'll use keywords and phrases which will drive visitors to your website, which is good for CEO. Okay, so you might want to scribble some of this down in your worksheet on there will move on to more two or three 3. Making sales!: welcome back to our jargon free guy to digital marketing. So in this section we're going to look at all the sort of terms that you'll come across which relate to making sales, which, as I'm sure you'll agree. It's most important thing when it comes to marketing activity. So let's look at calls to action. So this is a phrase you might have heard quite a lot on what it means is you're telling people what to do on. You mustn't feel like this is being bossy. People actually welcome being steered in the right direction. So you're saying things like Book a demo, download our APP, find out more, read our article, all really clear directions so that people know what to do next. So if you look at this page from top shop, it's absolutely full off different calls to action. So they encourage you to view a gallery to read an article to download the APP. There's a search box so that you can find out more. Find out the products that you want to find, and so it's full of really clear calls to action on. It's best to be, I suppose, short and snappy with these, you get to the point you don't need to write really, really long sentences on when you're thinking about mobile content as well. Short and snappy really does work best because there's literally that's physically less room on the screen. So you need people to be able to scroll down and just quickly tap a button on get taken through to the right place. So one place that you'll see a really clear call to action is a landing page. Now a London page is typically a standalone page. It may know, even appear on the main navigation on your website, but it goes hand in hand with a particular campaign you're running or course of action that you want people to take, and typically, a landing page will be very attractive on. It will just feature one clear action. So maybe you want people to downloading up or you want them to start 14 day free trial or you want them to book a demo on like this example here, they've got a really simple form to fill in. They're not asking for you to do very much, just feeling a little bit of data on the call to action is really, really clear on what this will help people do is convert into paying customers. Hopefully. So what I mean by getting people to convert is you're getting people to do a desired result , so maybe you want them to pay for a product. Maybe you want to get them to sign that few mailing list or completed demo or fill in a form on, and what you want to do is get mawr. More people convert you don't want them to just come to your website just mooch around, then disappear is really important to make it clear what people have to do make It is easy as possible for them. So if there's a form that you want people to fill in before they sign up for your mailing list, don't give them 15 different fields where you're asking about their their whole life history. You pretty much just want their email address in their name and maybe even a phone number. But every little formally have to fill in is another barrier to them actually completing this action. So two phrases you might have heard people saying organic content. Andi paid content so What's the difference? So organic content, it's it's content they've created on your website or on your social media platforms, which is, you know, doing anything extra with it except publishing it on. People will find this content through keywords that you're using on through links, and then they'll arrive at your website page. Your social media channels on discover this content paid content is where you used a bit of money, and so it might be something like Google AdWords. It might be a Twitter post that you've paid Teoh advertise. It might be a Facebook post, you call it boosting. You can put some some money behind it on This is this means it's more likely to show up in people's timelines in their news feeds. So if you look at this example of search results on Google for Cambridge photographers, some people have paid money. If you see the content at the top of the page that this is where people have paid for Google AdWords, which means that when people set for Cambridge photographer, this content is likely to show up. Also down the right hand side of the page, where is at the very bottom This is a page where someone has just organically, they've just got content on the website, which uses the phrase came Which photographer? And then that comes up. Another term you may have come across is click through rate. Now you want a high click through rate, and this means that when people open up your email marketing your email newsletter there, actually clicking on the content and that means it's interesting. So if you know that you've got a high click through rate, people are enjoying that content, so you, perhaps next month you can do even more of it. Onda High Opening Rate. You also want high opening rate. This means that when people get your email newsletter, they are encouraged to open it. So that means perhaps your subject lines are really good on what it appears in their email inbox. You're saying something that's of interest so you have a high opening rate means that your subject lines a good on a high click. Three rate means that the content inside your email newsletter, it's really good as well. So what we're talking about here is metrics, also known as analytics, also known as data on the power of digital marketing is that you can really track your progress. You can really see what's working, so there's lots and lots of data out there and in a way that wasn't available before. So if you think about traditional advertising, perhaps billboards or in newspapers, then you didn't really have so much access to the data. So you could take a guess that maybe a particular newspaper gone out in a city and maybe 30% of the people purchasing it might. A senior at where is a contrast that with digital marketing You've got data coming in life , really, so you can look at your Web page and you can see what? How many people are browsing it right now? Which pages are they looking at? How long did they spend on the site? What's your most popular post? So it's really important to look at the metrics when you're carrying out your digital marketing activities. Andi. The good thing is that a lot of this is built into the individual platforms as well, so you could look at Twitter analytics. You could look at Google Analytics, which will show you what's going on with your website, and you can look at Facebook insights. Instagram has everything built in as well. Pinterest Analytics is really good, so really start to familiarize yourself with what's going on. Behind the scenes on the advice that I always give to people is have a look at what works on do whatever is doing well. Did more of that on whatever isn't working so well, do less of that. So, for example, you could experiment with email marketing. You could perhaps send out on a Monday morning and say, If you hit people when they're in that kind of business e frame of mind or by contrast, you might find that on a Sunday night, they've got a little bit more time to browse at their leisure, and your click three rate is much higher. So it's really important to look at the analytics to really see what's going on. So that brings us to the end of Model three of our easy guide to digital marketing terms. So let's have a quick recap. So if you want your website visitors to convert into customers, you want to present lots of really clear calls to action, possibly on a special landing page, you might offer a mix of paid organic content on this will give you, if it's good, a high click three rate, and then you could look at the metrics to see what's working. And then you want to do more of what works on bit less of what doesn't. So thank you for for watching. I hope you've learned lots of taking down lots of notes. Please take a look around the Souki School website on D. C. What courses you might want to do next.