When creating your marketing plan for the year, there are certain messages that you want to convey to your customers. It is essential that you come across as the expert in your field. No matter the industry you are in, your target market, or your product or service, all companies need to have the right message and track the right goals to be more effective. As marketers, we think like SEO experts, content marketing coordinators, graphic designers and web developers, and know that the wording you use when talking with a client or potential client needs to be consistent with the current trends.
Let’s start out by learning some of the basic marketing terms that you will definitely be using when explaining a marketing plan.
Search Engine Optimization (SEO): How do your buyers find you if they do not know who you are? This is the key question to ask. What do we need to do so that our website is in the list the search engines give their visitors when searching for something online, and includes tactics on the website, and also on other sites and online profiles. This is the process for creating the maximum number of visitors to your website from the search engines, which are the best converting traffic and visitors. Make sure your website appears in the results when someone searches for you.
Keywords: Keywords go right along with SEO. Having strong keywords that describe the content that you have on the pages of your website. These words need to be relevant to what is on the pages of your website so when people put in related words there is a better chance of your content popping up in search engines. This is what makes you the expert in your field; use your words effectively so that when people search for those words, you are in the list. Choosing the appropriate keywords is not an easy task. In the blog post “The Importance of Picking the Right Keyword” we outline how to choose effective keywords.
Search Engine Results Page (SERP): When explaining keywords to a client or prospective client, it is a must that you also mention SERPs. These are the pages that search engines display in response to a search. A person puts in a keyword or phrase into a search engine, such as Google, and then the search engine displays the results, SERP.
This is one of the main reasons why you want to use strong keywords on your website so when someone puts in a related keyword or phrase, your website comes up on page one of the SERP.
At this point we are now going to move into marketing terms that are a little more difficult but are terms that any potential or current client what to hear as part of their marketing plan.
Click Through Rate (CTR): In simple terms, CTR is the ratio of people who click on a specific link to the total number of users who view a specific email, advertisement or page. CTRs are frequently used to see how effective an email campaign or online advertising campaign was. The higher the CTR the more effective the campaign was at bringing prospects to your website. You want to be able to show potential clients and/or current clients that campaigns you set up for them are effective at bringing more visitors to their website which hopefully will increase their business.
Return on Investment (ROI): What exactly is ROI? In a marketing sense, t’s simple; how much money you get back from your efforts and spend on something; an investment. For example, if you spend $1,000 on an Adword campaign, you should expect a higher ‘return’ on that campaign than the original $1,000 spend – if you didn’t than why run the campaign. In fact, you should probably want more like 10-20% return. What that means is that, if you spend $1,000 on ads, you expect $1,100-$1,200 in purchases. ROI is used to measure the effectiveness of an investment. A business owner wants a gain on the investment compared to the cost of investment. The higher the ROI the more profitable the tactic is. Every business owner wants to make money and have their products help them to be successful. How that is done varies from business to business. However, as their marketing agency we can show that having an effective website with strong content and keywords can help increase their conversion, which translates directly into ROI.
Call to Action (CTA): The ads you run and the website you have need a CTA. A CTA directs a user to have an immediate response. Call now, directions, live chat and save here are some examples that can be placed strategically throughout your website. A strong CTA can have direct effects on businesses ROI.
Key Performance Indicator (KPI): This marketing term is used across all types of businesses. When you set up a marketing plan you need to know how success of their company is measured. That is where KPI enters. KPI is a performance measurement that evaluates how effectively the company is achieving business objectives that are put into place. KPIs can be used at many different levels to evaluate the company’s success at reaching their target goals. Some examples of KPIs are cost per leads, ROI, traffic to lead ratio and lead to customer ratio. To learn more about using KPIs and enhancing your marketing by reading “What are KPIs and How Are They Used.”
All the marketing terms that have been outlined above are a good place to start when conveying the importance of having an effective marketing plan.
Creating an effective marketing plan is not an easy task and needs to be done correctly if you want a positive ROI. Let Marketing Relevance help you design a marketing strategy that not only increases your website traffic and boosts your rankings but also increases your ROI. Visit our website or call us at 847-269-7312 to get started.