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| 4th And Inches |
Football metaphor that means you’re close to the end and you need to put everything you have into reaching completion. |
| A Walk In The Park |
Used to refer to a simple task. |
| A/B Testing |
Testing two versions (an A version and a B version) to see which one performs better. |
| Accounts Payable |
A record of the money you owe to the people and businesses that helped you create your product or service. |
| Accounts Receivable |
A record of the money that other people and businesses owe to you. |
| Aggressive Timeline |
A timeline that is too short and doesn’t provide enough room to get everything finished. |
| Analytics |
Data from a variety of sources used to inform marketing efforts. |
| B2B |
B2B is short for business-to-business and describes a business transaction with another business. |
| B2C |
Short for business-to-consumer and describes transactions with individual consumers. |
| B2G |
Short for business-to-government and describes transactions with government entities. |
| Ballpark |
Estimate something. |
| Be Proactive |
Take the initiative. |
| Benchmarking |
The process by which you measure various aspects of your systems (e.g., speed, efficiency, cost, amount of product). |
| BOFU |
Bottom Of The Funnel — refers to the end stages of the sales funnel, where a consumer is ready to buy. |
| Bounce Rate |
How often people visit your website and leave without clicking on anything. |
| Brand |
A product, identity, or image that generates awareness and separates your business from others. |
| Buyer Persona |
The characteristics of your ideal buyer. |
| Capital |
Capital often refers to money, but it can also be used to refer to everything your business owns and uses to function (e.g., equipment, vehicles, buildings, land, etc.). |
| Cash Cow |
Someone or something that brings in a lot of money. |
| Circle Back |
We’ll get back to that if we have time. |
| Clean House |
Fire a large group of people. |
| CMS |
Short for Content Management System and refers to a program (usually software) that manages all aspects of creating digital content. |
| Conversion Rate |
Percentage of people who take a desired action (usually on your website). |
| Core Competency |
A core competency is a defining capability or advantage that distinguishes you from your competitors. |
| CPL |
Short for Cost Per Lead and refers to the total marketing cost necessary to acquire a lead (potential buyer). |
| CRM |
Short for Customer Relationship Management. Refers to software that helps you organize your marketing activity. |
| CTR |
Click Through Rate tells you how many people are moving through your website toward purchasing your product or service. |
| Deliverable |
A product or service developed by a business. |
| Demographics |
Demographics are data points that apply to your target market, such as age, sex, income, and family status. |
| Digital Marketing |
Marketing conducted solely on the internet. |
| Don’t Go There |
We’re not discussing that right now. |
| Evergreen |
Content that is valuable to a consumer regardless of when it is read. |
| Fixed Costs |
Costs you must pay whether your business is doing well or not. Expenses such as utilities, rent, and employee salaries are considered fixed costs. |
| Friction |
Any aspect of your image, brand, product, or website that is hard to understand (causes friction between it and the consumer). |
| Go Back And Sharpen Your Pencils |
Come up with some new ideas. |
| Gross |
Gross refers to the total amount or quantity BEFORE deductions or expenses. |
| Housekeeping |
Mundane organization and project issues. |
| Inbound Marketing |
Digital (i.e., internet-based) marketing that includes podcasts, video, email broadcasts, social media, ebooks, and SEO. |
| Incentivize |
Provide an incentive (a motivation) for using a product or service. |
| Infographic |
Content that combines words and images to make complex information easy to understand. |
| KPI |
KPI is an acronym that stands for Key Performance Indicators. KPIs are usually numbers that tell you how effective your business is in a specific area. |
| Live And Breathe It 24/7/365 |
Work at something all the time to the exclusion of everything else. |
| Loop You In |
Include in the discussion. |
| Manage The Optics |
Move the facts around in your favor. |
| Margin |
Profit from a product or service after all expenses have been covered. Often referred to as a percentage. |
| Market Penetration |
A measure of the extent of a product’s sales volume relative to the total sales volume of all competing products. |
| Market Research |
The action or activity of gathering information about consumers’ needs and preferences so you can provide just the right product or service. |
| Marketing |
The action or business of promoting and selling products or services. |
| Metrics |
Any quantifiable (countable) measurement your business uses to assess performance. |
| MOFU |
Middle Of The Funnel — refers to the middle stages of the sales funnel, where your business positions itself as the solution to the consumer’s problem. |
| Monetize |
Make money from a product or activity. |
| Net |
Net refers to the amount or quantity AFTER deductions or expenses. |
| Niche Market |
A very specific segment of a larger market. |
| Not Enough Boots On The Ground |
Not enough people working on a task. |
| PPC |
Pay Per Click — advertising on the internet where you only pay when someone clicks on your ad. |
| R&D |
Short for research and development. |
| Responsive Design |
This term refers to a website that changes based on the type of device (tablet, phone, laptop, desktop) used to view it. |
| ROI |
Return on investment (ROI) refers to all the benefits — monetary or otherwise — received from an investment. |
| Run With It |
Take an idea and investigate it further. |
| Sales Funnel |
The entire sales process as a whole. |
| Scalable |
Able to be changed in size. |
| SEO |
Search Engine Optimization — optimizing your website so that it ranks higher on the results page of a search engine. |
| Square The Circle |
Do things differently. |
| SWOT |
SWOT is an acronym that refers to a form of analysis that examines your: * Strengths * Weaknesses * Opportunities * Threats |
| Take It To The Next Level |
Step up your efforts. |
| Think Outside The Box |
Get creative. |
| TOFU |
Top Of The Funnel — refers to the initial stages of the sales funnel, where the consumer is looking for answers to a problem that may involve your product or service. |
| Unique Selling Proposition |
A specific factor that differentiates your product or service from your direct competitor (e.g., cost, quality, added use). |
| User Experience |
The total experience — from purchase and beyond — a user has with your brand. |
| Variable Costs |
Variable costs are expenses that fluctuate based on your volume of business. They include: * Shipping * Commissions * Supplies * Hourly wages |