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Digital Marketing Terms to Know

By | Digital Marketing, Mobile Marketing, Search Engine Optimization, Social Media, Web Design, Web Marketing, Website Design and Development | No Comments

Digital Marketing & Web Development Glossary

You’ve finally decided to take the plunge into digital marketing and immediately you are hit with words and concepts that may seem slightly foreign to you. Fear not, the tech world and the marketing world are working together more and more every day, and digital marketers, like Social Eyes Marketing, have the tools not only to help you succeed online, but to help you understand how you are doing it.

If you are totally new to digital marketing and website development this handy guide may serve to answer some questions and help you understand what those tech people are talking about.

 

A

A/B Testing –  For digital ad campaigns, an A/B test allows marketers to determine what will help an ad perform more efficiently. A traditional A/B test will run two ads simultaneously and measure their effectiveness and response from the audience to determine what method is better received with a specified target audience.

ALT Attribute/Tag – The ALT text will be displayed inside the image placeholder while the page is loading and it contributed to overall optimization of a site for search engines performance.

Analytics – Statistics gathered about website users and how they interact with the website they are on. Analytics can reveal such information as how they got to your site, how many people are on your site, how long they browse, or any specific actions they may take on your website as well.

 

B

Browser –  The software that users implement to navigate the World Wide Web. Chrome, Internet Explorer, and Firefox are all examples of browsers.

 

C

Call to Action (CTA) –  A call to actions is text or an image within an ad that encourages the user to take action, such as “Call Now,” “Learn More,” or “Sign Up Today.”

Clickthrough Rate (CTR) –  A percentage that relates to the amount of times an ad was seen (impression) and how often it was clicked on.

Content Management System (CMS) – An application that enables the building and on-going modification of website content with a simple to use interface that supports multiple users. WordPress is the CMS Social Eyes uses for all their clients’ sites.

Cascading Style Sheets (CSS) – CSS is the code that developers use to design the look and overall feel of your website. The CSS sets styles for fonts, images, menu, colors and other visual elements.

 

D

Domain – The web address that is entered in to a browser when a user wants to visit a specific site. Our domain is getsocialeyes.com.

Domain Authority – A number based on a 100 point scale that determine how much strength your website has which contributes to how well it will rank on search engine results pages. The higher the domain authority, the higher search engine will rank your site organically.

Display Advertising – In digital advertising, display ads are graphic ads that are shown on a webpage. They can be graphics or video and encourage the user to click on them to learn more.

 

F

Favicon – A small icon image, usually a logo or variation, that appears in the title bar or browser tab, as well as with bookmarks.

Frequency –  The amount of times an ad is shown to the same consumer during an ad campaign.

 

H

Hosting – Hosting refers to the web servers where your website files are stored and maintained in order to be on the World Wide Web.

HTML – Hypertext Markup Language is the code that is used to build web pages. It is more frequently used in conjunction with other code languages, such as CSS and JavaScript.

 

I

Impressions – The number of times an ad is shown to potential customers or clients.

 

K

Keyword –  Specific words and phrases that a consumer or client might be likely to use in searching for products or services. Keywords are specifically chosen by businesses and advertisers to enable their ad to show up in specific search engine results.

 

L

Landing Page –  The web page users “land” on after they click on a display ad or a paid search ad.

 

M

Meta Tag – An HTML tag that stores information about a web page. They provide information about a website and its content to sort websites and display the most relevant information on a search engine result page.

 

N

Navigation – Often navigation refers to simply the menu which contains the links within site, more broadly however it just denotes the way a user can “navigate” the page. Often navigation is also included at the bottom of a webpage as well.

 

O

Organic – Search results that are organic are ones that appear in search engine results naturally based on their determined relevance, as opposed to paid searches, which provide non-organic links via the placement of paid search engine results.

 

P

Page Authority – A number based on a 100 point scale that determine how much strength a page in your website has in relation to how it will rank on search engine results pages. Page authority refers to the specific page, while domain authority refers to the whole site under the domain.

Pay Per Click (PPC) –  Pay Per Click refers to the pricing model for digital advertising where advertisers pay based on the number of clicks a link or ad receives.

 

R

Reach –  The total amount of users who see your ad.

Remarketing –  Showing ads to people who have already visited your site, encouraging them to reconsider your products or services and revisit your page.

Responsive Design – A website with a responsive design will easily adjusts to the screen it is being viewed on no matter what the device the user is on. This is in contrast to adaptive design where there are several different designs to handle the change among devices.

Return on Investment (ROI) – ROI measures the amount of return, or profit, on an investment in relation to the cost of the investment.

 

S

Search Engine Optimization (SEO) – Search engine optimization is the process that helps search engine understand the information that is on your website in order to rank your site higher and more relevantly on search engine result pages. This is the process to getting you to the first page of search results and in a place more likely to be seen by potential customers and clients.

SERP – Search engine results page.

Slider – A “slide show” banner of images or videos that is usually placed on the homepage of a website.

Social Advertising – Running a paid ad campaign on a social media platform, such as Facebook or LinkedIn.

 

T

Targeting –  Targeting is a specific way to identify your most likely customer based on their various attributes.

Behavioral Targeting focuses their efforts on identifying consumers based on their previous online behavior, such as searches, websites visited and online purchases.

Geographic Targeting helps you select an audience for your ad campaign based on geographical identifiers like zip codes, regions, cities, states and countries.

Contextual Targeting is about selecting audiences based on the type of content they are viewing based on the text that is on the website they are visiting.

 

W

WordPress – Web-based, open-source content management system designed to make accessing the site easy for all users.

LinkedIn is Your New Business Card: 5 Tips for Creating an Effective Profile

By | Digital Marketing, Social Media | No Comments

At this point, most businesses have realized that a social media presence is absolutely necessary in the new world of digital marketing. Facebook, Twitter, Instagram, Pinterest—these have all become popular avenues for communicating with potential customers, as well as your loyal following. Even so, LinkedIn, one of the most powerful networking tools in social media, is often over looked as a business marketing tool. Sure people realize their can further their personal brand, look for a job, maybe make a few connections, but as a whole the LinkedIn world is often underutilized, and for many businesses this could be a costly oversight.

So I know, you might be thinking “I want to promote my business, not myself, so LinkedIn isn’t right for me.” However, in the age of digital media, your personal brand is almost as important as your business brand, and in some cases they can become synonymous with each other. Meaning your LinkedIn profile may have more power than you originally thought. LinkedIn is more than just social media, it is a resume, a business card, a personal branding tool, that is easy to use and right at your fingertips.

Steps to LinkedIn Success

Even if you already have a LinkedIn Account, you might not be using it to its full capability. If you’re starting from scratch or making a new profile, these steps will propel your profile to the top of the pile.

  1. Finish Your Profile

The drudgery of these social media set up routine can be a daunting, especially when you are asked specific questions about your job history, volunteer experience, and so on. However, a fully completed profile is essential to LinkedIn success. According to LinkedIn, those with completed profiles are 40% more likely to receive business, as those whose profiles are incomplete. To have a completed, “all-star” LinkedIn profile you will need to have the following:

  • Your current position, don’t forget the description
  • The industry you work in and your current location
  • Educational history
  • At least two of your past positions
  • At least three skills
  • At least 50 connections
  1. Take a Great Headshot

The importance of a professional headshot is increasing as the opportunities for creating personal brands becomes more prevalent. Now, not everyone likes to have their picture taken, but in the digital age allowing people to put a face with your name instills trust in you and the business you are running. So buck up and get in front of the camera.

A few tips for a great headshot:

  • Use a Bright Background – When you are a small thumbnail on a screen full of other faces, brighter backgrounds stand out.
  • Integrate Industry Specific Elements – If you can, also consider using some key identifier in your image. For instance, if you are in construction, an image of you wearing a hardhat tells potential connections your industry in the blink of an eye. Use your best judgment on whether or not this tip would apply well to your industry.
  • Use the Same Headshot Across All Social Media Platforms – Using the same, identifiable image makes it easy for your potential connections to recognize you, meaning your face and name will become much easier for them to remember and trust.
  1. Beef Up Your Headline

Your headline may be the only thing anyone reads on your profile other than you name. So it’s in your best interest to make it good.

  • Use Key Words – Consider key words that might lead potential connections to you. If you are in cosmetology, you might include Hairdresser, Stylist, and Make-up Artist all in your headline.
  • Be Local – According to Social Media Today, if you include your city in your headline your profile will stand out up to 23 times more than someone who doesn’t specify their location. If applicable, add your region or city to encourage those local connections and hopefully gain more exposure and business in your area.
  1. Set a Great Background Photo

The background photo gives you a lot of space to incorporate your brand and industry. Don’t be afraid to use logos or taglines in this images, however even just images related to your industry can be a huge benefit. If your business is highly reliant on local business, consider using a local picture or identifier so that your potential connections know they have found someone in an area that is related to them. The background image for LinkedIn should be 1400 x 425 pixels and in JPG, PNG, or GIF format.

  1. Communicate with Your Connections

  • Send Personal Messages – Often people get so tied up in trying to get more connections on LinkedIn, they lose that personal touch. When you make a new connection, always send a personal message. This encourages deeper engagement, even if you don’t know the person terribly well, or it has been years since you have worked with them, this personal touch reminds them of why they wanted to connect with you in the first place.
  • Endorse Skills – If you can, endorse the skills of the people you connect with. This usually spur them to do the same for you.
  • Congratulate Your Colleagues – LinkedIn is great about informing you when one of your connections starts a new job, has a work anniversary, etc. Click one button and you can like or send a message to your connections to acknowledge their professional milestones. Take the opportunity to congratulate them by adding your own personal touch to these messages, your connections will notice.
  • Join Groups and Engage – Joining groups is a great way to get new connections in your area or your industry. Start conversations, comment on others, and get yourself a more notable online presence.

 

It wasn’t that long ago, that networking for your business meant you had a drawer full of business cards and a Rolodex full of contacts, but in the digital age networking looks a little different. LinkedIn can replace that drawer full of business cards and if you harness its power it can make far more impact than your business card ever could.

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