Marketing Glossary

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There are a gazillion acronyms and terms used in marketing land. And even the "experts" can't agree on what they mean, and more importantly, how to use them effectively.

I have pored over hundreds of online articles and reference materials to boil down the ocean into a short but comprehensive description of what the term means, and how it is used. To add extra value, I have included a short list of relevant links so you can further explore how to put these awesome tools to work in marketing your business!

MARKETING MATERIALS

BROCHURE

CATEGORY: Marketing & Sales Asset

A marketing brochure is a versatile printed piece of marketing collateral that can be used for promoting almost all types of products and services. Brochures come in both print and digital format. Brochures are a physical way to interact with prospects and customers in different venues, right from reception desks of offices to promotional events. They are found in several formats such as menus, flyers, product guides, and newsletters, in addition to the conventional tri-fold style. They are generally used to build brand awareness and generate sales leads. The key to a successful brochure is to make the content both interesting and informative. They should include a compelling call to action.

BYLINED ARTICLE

CATEGORY: Marketing & Sales Asset

The bylined article is an article or blog post authored by an individual to bring attention to themselves and/or their organization. It is used to build thought leadership and credibility in a specific industry or area. The goal is to position yourself as a credible media source for information and commentary on your field of expertise so that you can build up your followership and distribute the content through other media sources/information outlets. The article length is typically 500-700 words. Don’t self-promote or pitch your products/services!

BUSINESS CARD

CATEGORY: Marketing & Sales Asset

A business card is a small printed card that contains business contact information. Typically printed on heavy 2” x 3” cardstock, they can also be made in unusual shapes and out of unusual materials. Business cards remain an essential marketing tool. They are often the first impression of your brand. Despite the move to digitally driven transactions, an in-person meeting with a business card exchange is still one of your most effective direct marketing tools. Business cards enhance the credibility of your brand and increase your brand awareness. They provide a personal, professional way to convey your business contact information during face-to-face interactions. They also make it easy for others to follow up or refer you to someone in need of your products or services.

DATA SHEET

CATEGORY: Marketing & Sales Asset

The data sheet is also known as a sell sheet or technical specification. It is an important part of the B2B sales and marketing toolkit, especially for technology, engineering or manufacturing-based businesses. A common product or services data sheet format is a two to four-page document that includes a benefits list on the front page, images/illustrations; and features on the back page. When done right, a data sheet provides the best possible summary of your product or service, with enough information to help your prospect make a final buying decision. Make sure that your data sheet call to action guides your prospect to their next step in the buying journey. 

eBOOK

CATEGORIES: Marketing & Sales Asset; Digital

Ebooks help generate leads for business and build brand awareness. As part of a marketing campaign, ebooks can offer your prospects and customers valuable information and access to expertise for which they are willing to share contact information. They can be time-consuming to produce. However, you can find writers and editors who are willing to record and transcribe extensive interviews, and then create your ebook from this content. Educational in nature, ebook content can be repurposed for other marketing activities, such as blog posts and articles and social media. It is often downloadable in PDF format.

EMAIL MARKETING

CATEGORIES: Marketing & Sales Asset; Digital

Email marketing is a type of direct marketing that involves businesses sending promotional messages via electronic mail to a group of prospects and customers. It’s widely used as an efficient and cost-effective method for new customer acquisition, building brand awareness, and increasing product sales, as well as fostering trust and loyalty with a company’s customer base. Email marketing is easy, effective and inexpensive. It can be used easily with other marketing tactics, which makes it an important part of integrated marketing campaigns. Customers now use email communications as their preferred way to receive promotions and communications from companies with which they are interested in doing business. Marketing research shows that email coupons are effective are driving online and instore sales. 

FLYER | POSTCARD

CATEGORY: Marketing & Sales Asset

Flyers and postcards are often used as part of word-of-mouth marketing campaigns to promote special events such as sales, concerts, store openings, open houses, workshops, conferences and other traditional “brick and mortar” activities. They are an inexpensive way to remind customers to restock items and introduce new products, services or staff. These printed materials often include space to include incentives such as coupon codes and vouchers that can be used to track their effectiveness.

NEWSLETTERS

CATEGORY: Marketing & Sales Asset

A newsletter (printed and/or digital) is a cost-effective medium for building relationships and maintaining regular contact with customers and prospects. Newsletter content builds a broader picture of your business by giving you a channel to increase awareness and understanding of your products and/or services. You can use newsletters to provide useful, engaging content to help you stay connected to your prospects and customers, build your brand awareness and demonstrate your leadership credibility. Balance your content so that it’s 90% informational and 10% promotional.

POSTERS

CATEGORY: Marketing & Sales Asset

An advertising poster is a common print promotional asset often used by small businesses to promote the business, an event, or products and services in a specific location. A poster can serve as a more permanent, attention-grabbing way to reach a broad audience compared to smaller forms of print marketing such as brochures or flyers. Its messaging and imagery are intended to promote brand awareness or call attention to the business or event. Like flyers and brochures, posters have 24/7 accessibility, flexible distribution and a long shelf life relative to other print media. They can even become collectible art items, such as movie, concert or video game posters.

PRESENTATION

CATEGORIES: Marketing & Sales Asset; Digital

Presentations are one of the core B2B marketing tools for online and in-person selling in the awareness, consideration and purchase stages of the buying journey. They use the power of words and images to engage their audience and retain attention. Presenters can also incorporate audio/video clips into a presentation. A well-crafted, professional presentation helps reinforce your brand image. Presentations are versatile, adapting from one-to-one meetings to large group presentations at events. Presentations shared on SlideShare can also be used for social media marketing purposes.

VISUAL CONTENT

CATEGORIES: Marketing & Sales Asset; Digital

Visual content is used to help drive more traffic on websites and social media. You can use visual content to help tell your story, demonstrate products and services, inspire people to take action and build community. Photos, illustrations, graphics, videos, infographics, presentations, screenshots, GIFs and memes are examples of common visual content that are easy to share online. People remember 80% of information of what they see, compared to 20% of what they read.

WHITEPAPER

CATEGORIES: Marketing & Sales Asset; Digital

whitepaper is an in-depth report or problem-solving guide on a specific topic that presents a problem and provides a solution. A whitepaper is the academic paper of marketing, not a product pitch. The whitepaper format is usually 6 or more pages, with dense, formal page formatting similar to an academic research paper. The goal of a whitepaper is to inform your audience about a particular challenge, explain research results or a particular methodology, or promote a solution by persuasion based on facts and evidence. Whitepapers are often written by industry experts, and packed full of details, charts and diagrams. A whitepaper is typically used as part of a technical sales cycle to demonstrate business credibility (thought leadership positioning) and deliver information to help close the sale. Content from whitepapers is often repurposed as shorter, easier-to-consume bylines, blog posts and ebooks that can be used to build awareness and consideration. 

SOCIAL MEDIA & ONLINE MARKETING

BLOGGING

CATEGORY: Social Media & Online Marketing

Blogging is written, graphic and multimedia | video content that takes on different formats depending on the social media channel.

 

RETARGETING

CATEGORY: Social Media & Online Marketing

Most websites visitors do not convert on their first contact with your site. Retargeting uses browser cookie-based technology to identify users who visited your site but left (or “bounced”) before completing a transaction. The cookie allows for targeted advertisements to appear in those users’ subsequent web searches and interactions, even if they’re not related to your site specifically. Retargeting is an effective conversion tool because it repeatedly gets your brand in front of audiences that are already interested in your product or service. 

SEM (SEARCH ENGINE MARKETING)

CATEGORY: Social Media & Online Marketing

Search engine marketing, or SEM, is a tool that companies use to grow their website traffic through paid online advertising. One of the most popular SEM methods is pay-per-click (PPC) links. Essentially, a company buys or “sponsors” a link that appears as an ad in search engine results when keywords related to their product or service are searched. Every time the ad is clicked, the company pays the search engine (or other third-party host site) a small fee for the visitor – a literal “pay per click.”

SEO (SEARCH ENGINE OPTIMIZATION)

CATEGORY: Social Media & Online Marketing

While social media, email, banner ads and other marketing tools generate website visits, SEO visibility is particularly important because search engines are the primary way users navigate the Internet. It automatically increases your audience in a relevant, targeted way – they self-identify as someone who wants, or at least is interested in, your product or service.

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