Growth Hacking Jargon can confuse even the best marketeer. With new tools and systems being created and discovered every day, it’s hard to keep up.
This list also functions as a digital marketing glossary and simplifies the 99 most important keywords for you to know.
1. Growth Hacking
Growth hacking is a term used for digital marketing techniques that focus on rapid growth with the fewest expended resources.
The goal of a growth hacker is to get as many visitors or customers as possible.
It is done through continuous experimentation and creative usage of the most suitable online marketing channels, digital tools, and strategies for the given company.
2. Black Hat
Black Hat growth hacking includes digital SEO hacks that are against the terms of different search engines.
Usage of these techniques is not recommended as they can come with penalties, affecting the digital presence and ranking of the company on the search engines.
Black-Hat SEO Techniques include:
- Keyword stuffing
- Invisible text
- Paid links
- Spam commenting
- Duplicate content
3. White Hat
White Hat SEO hacks are legit and acceptable techniques that search engines allow to be used.
The use of these can help with your site ranking in search engine algorithms.
- Keyword Research
- Link Building
- Fast loading speeds
- Unique and Relevant content
- Image optimization
- Structured data
- Site navigation ease
4. Grey Hat
Grey Hat SEO is between the white hat and black hat techniques.
They are allowed to be used, but if you are not completely sure what you are doing, it can get you in trouble at the end.
Grey hat growth hacking includes cloaking or social media automation among other techniques.
5. SEO (Search Engine Optimization)
Search Engine Optimization is the practice used by growth hackers and digital marketers to generate organic traffic to a site or page. There are numerous factors that determine SEO, from link building, keyword targeting to meta descriptions.
The advantage of using SEO, compared to SEM, is that after your organic traffic is boosted, it amplifies itself.
The reason for this is as your website gets in front of more viewers, it indicates to the search engine that your webpage is valuable and then allows the search engines to drive more traffic to your site.
SEO requires continuous commitment to be top of the game.
Check here for Top SEO tools for marketers and growth hackers.
6. On-Page SEO
On-Page SEO refers to the optimization of web pages you control to increase your site’s ranking.
This includes control of content quality, technical optimization, and well-designed user experience (UX) to give the search engines the ability to see the quality of the webpage for its rank.
7. Off-Page SEO
Off-page SEO or Off-Site SEO is the process where growth hackers strive to improve the ranking of a website by actions taken outside of the webpage. It includes the improvement of relevance, trustworthiness, and authority.
Improved off-page SEO is usually achieved by:
- Article submissions
- Contributions as a guest author
- Social media engagement
- Influencer outreach
- Creating shareable content
8. Voice Search
The usage of this technology has started to grow exponentially in the past years and it has become a major SEO factor.
9. Hyperlocal Search
Hyperlocal search optimization works the same way as regular SEO, but it is more focused on a specific geographical area. GPS tracking is required for the search device for hypersearch to be effective.
With hyperlocal search, users have much higher chances to find your website as the competition for keywords and traffic is lower.
10. SEM (Search Engine Marketing)
SEM is the way of paying search engines to generate traffic to your website. SEM offers quick wins compared to SEO as it displays adverts and links to your website in paid-for spaces on a search engine to attract visitors to your site.
However, SEM does not build your online “reputation” in the long term and can require significant financial investment.
Growth hackers utilize Google Ads as the main search engine but different Bing, Yahoo and different social media platforms like LinkedIn (B2B), Facebook (B2C & B2B) or Instagram (B2C) are also popular.
SEM offers the greatest benefit to advertisers as they are able to place their advert in front of customers who are ready to buy at the same moment they are ready to make a purchase.
11. Search Engine Result Pages (SERP)
Search engine result pages are pages that appear on your screen while different search engines display the results to your searches. The different websites that are shown on these pages can be organic results or paid advertisements.
In many cases it is not necessary to click on the specific results to get your answers for your question as Google strives to show them in the so called “snippet” sections.
12. Geofencing Growth Hacking
Geo-fencing growth hacking is a growth hack invented in 2015. Geofencing allows marketers to determine a specific geographical area that functions as a digital marketing opportunity.
When users with digital devices such as mobile phones, tablets or laptops enter the marked geographical area, they receive personalized content.
For example, mobile network providers send welcoming SMS’s when the user enters one country from another.
13. Link Building
Why do search engines evaluate some websites as more valuable than others and why do they rank them higher?
One of the oldest, but still important factors is the number of links that point to your website from other webpages.
Link building techniques are:
- guest posting
- site listings
These links indicate to viewers and search engines there is relevant information on your site that is worth referring to as a source.
Backlinks are a major element of SEO.
When another company places a link within their content, pointing to your webpage it indicates to Google that the information that you shared is credible and trustworthy.
This way you build your online reputation and you will get better rankings.
No-follow links are links that refer to your website as a source of information.
These do not improve the credibility of your website and do not count as dofollow links when Google determines the ranking of your webpage.
Do-follow links are links that count as references received by other websites and they indicate that your website has quality content.
When another webpage links to your site it usually means that they found relevant information that has to be cited.
17. Organic Traffic
Growth hackers call organic traffic to a webpage traffic views which it has earned without any payment. This is considered as earned media.
Based on Google’s algorithm, including factors such as user experience, site speed, content relevancy and many others people can discover your website in an “organic”, unpaid way.
18. Keyword Stuffing
In the early days of search engines, if you wanted a website to rank for a specific keyword, you just had to include the same word as many times as possible.
Today it is known as keyword stuffing and has been added to the blackhat list of SEO practices. Search engine algorithms including Google become smarter and can recognise keyword stuffing.
The solution is to build strong keyword density with terms associated with the keyword.
19. Long-tail keywords
Long tail keywords are phrases that are more specific and targeted than the more generic short keywords.
By implementing these phrases into a website or a piece of content it is more likely to be displayed for users who searched for the exact term.
As an example, instead of targeting the keyword “Digital marketers” you are more likely to be searched by the term “Best digital marketers for content marketing” if your audience is looking for digital marketing services.
20. Keyword Relevance
Keyword relevancy tells you how much are your chosen words related to your website and brand. The more relevant phrases you use, the bigger chance you have to have higher ranking.
21. Keyword Search Volume
Keyword search volume is the number that indicates the popularity and searchability of a keyword.
Keyword tools such as wordtracker, google keywords and ahrefs provide insights into the volume of keywords based on searches.
Usually a promising search volume starts at approximately 700-800 searches per month. However, it can change based on seasons, the target industry and the competition for the keyword.
22. Keyword Competition
Keyword competition is an evaluation of a keyword or phrase that shows how difficult it is to rank on Google and other search engines.
Bids can be high for the most competitive keywords.
23. Keyword Intent
Keyword intent is your visitor’s purpose to search for a specific phrase or keyword.
We distinguish four types of keyword intentes:
- Commercial Intent: Users are searching to decide whether to buy. Phrases just as “buy now”, “discount”, “deals” that indicate a strong motivation for purchasing.
- Informational Intent: Users who search for terms just as “How to..”, “Best way to..”, “How can I..” usually search for an informative solution for their pain point and are willing to make a purchase if the solution matches their needs.
- Transactional Intent: People who are led by transactional intent are usually between the commercial and transactional phase.
They are both interested in buying and reading more about the solution for their problem.
Keyphrases under the umbrella of transactional intent often include “reviews”, “best company for..”, “..vs..” and similar terms.
- Navigational Intent: Navigational intent driven users know exactly what they want and where they want to buy it from.
They are searching for the solution and the company they are most interested with an intention to purchase from them. In this case you have a good chance for closing a deal and converting your customers.
24. LSI Keywords (Latent Semantic Indexing)
LSI keywords are words that are closely related to your topic.
It is an important factor if you want to build content with strong keyword density.
As an example if you want to rank for “Content marketing services” you will have to include phrases just as “amplification”, “link building”, “do-follow” and “no-follow” in your content.
25. Keyword ROI
Keyword Return-on-Interest (ROI) is the return on your investment while trying to rank for a keyword.
It depends on factors such as keyword intent, keyword difficulty or keyword competitiveness.
26. Keyword Proximity
A search phrase is a combination of keywords. Keyword proximity indicates the distance between the individual search terms within the phrase.
The smaller the distance between the keywords the more relevant it becomes and the better ranking it’s going to have on search engines.
27. KEI (Keyword Effectiveness Index)
These are keywords which show potential to be searched for and that can bring traffic to your website.
Usually words or phrases with a good KEI starts at an index of 70. Of course, only in the case if the word is relevant to your brand!
28. Bounce Rate
Bounce rate increases when page visitors leave your website without taking any action.
It can have different reasons including
- Low page speed
- Not enough valuable information
- Poor readability
Internal links can redirect your visitors to another section of your webpage, Call-to-Action buttons have the same effect and images and videos can keep your visitors directly on your page, raising interest to visit other sections.
If you want to calculate your bounce rate, simply divide the total number of page visits by the total number of bounces.
29. Vanity Metrics
Vanity metrics are still used by many companies. These measurements present meaningless data such as Click-Through-Rates (CTR) or impressions.
Most forward thinking companies now analyze actionable metrics such as conversions, acquisitions and behaviours.
30. Actionable Metrics
Actionable metrics are stats that are repeatable and you can improve.
The importance of different analytics always depends on the goal of the team but such metrics usually include page load speed, average order value and product page views.
31. Hard Bounce
Hard bounce happens when your marketing emails couldn’t be delivered because of permanent reasons.
It can happen, for example, because you tried to deliver to an incorrect email address or the recipient’s server blocked your email.
32. Soft Bounce
Soft bounce always happens because of temporary reasons while sending running email campaigns.
For instance, the email box of the recipient was full or the message was too large to deliver.
33. Unique Visitors
The term unique visitors used in web analytics is the number of people who visited your website at least once.
The difference between visits and visitors is that unique visitors are counted only once and visits indicate the total number of sessions on your website.
34. Customer Retention Rate (CRR)
Customer-Retention-Rate is a KPI that is reversed to the churn rate.
It is the percentage of your clients who stayed subscribers or customers at the end of a given period of time.
It is a key metric to measure as marketers make huge efforts to attract visitors to their platforms and to convert them.
Calculate your CRR with the following formula:
E = Number of customers at the end of a period
N = Number of new customers acquired during that period (N)
S = Number of customers at the start of that period
Customer Retention Rate = ((E-N)/S)*100
35. Churn Rate
Simply said, it is the rate of your customers that stop interacting with your company. In growth hacking, it is usually expressed by the percentage of people who have canceled their subscriptions.
Its impact is more significant in the case of SaaS and other subscription-based companies.
Use the following formula to calculate your customer churn rate:
(Lost Customers ÷ Acquired Customers) x 100%
Learn how to minimize your company churn rate with Upodi
36. CAC (Customer Acquisition Cost)
Customer acquisition costs cover all the expenses that it costs you to gain new customers.
How to calculate CAC?
CAC= (All your marketing and sales expenses/number of new customers)
One of the reasons to take CRR seriously is the fact that customer acquisition cost is much higher in the case of new users than retaining existing clients.
By prioritizing free organic channels, growth hackers strive to decrease this number.
37. UTM Codes
These codes are simple elements that you can link to your URL and enables Google Analytics to determine where your visitors came from.
It is a useful way of measuring the success rate of your campaigns or to identify the best performing social media channels.
38. CTR (Click Through Rate)
Click through rate is the proportion of users who clicked to your paid advertisement compared to people who it appeared for without clicking on it.
For example, if you run a Google Ads Campaign, your advertisement may receive 10 clicks besides 100 impressions. In this case your CTR is 10%.
39. CPA (Cost per acquisition)
Cost per acquisition is the number that summarizes the expenses of acquiring a new paying customer.
You can calculate your cost per acquisition by dividing the total cost of your campaign by the number of conversions.
40. CPI (Cost per impression)
Every time your advertisement appears to your target audience it counts as an impression.
Usually the advertising party pays a fee after views for the website that serves the ads. This is cost per impression.
41. CPM (Cost per thousands)
Cost-per-impression is also known as cost per thousand as the advertising party pays after every thousand views.
Engagement is an important metric within Google Analytics. It shows you how much time your visitors spend on your website and how many pages they visit.
It is an important indicator of user experience and customer engagement.
Top engagement campaign activities are:
- Create gated content
- Collaboration with brands
- Interactive Content
43. ROAS (Return on ads spend)
Calculating return on ads spend is straightforward. You can measure how much revenue your ads generated by dividing the total revenue of your campaign by the expenses that the ad services came with.
It’s an important metric for any business to understand how much revenue is earned per currency unit spent on advertising.
44. OMTM (One Metric That Matters)
This term stands for a specific KPI that is extremely relevant to focus on compared to other metrics of a business.
In the case of growth hackers, it can be bounce rate, click-through rate, conversion rate, or other important digital marketing metrics.
User Experience & Navigation
45. UX (User Experience)
Search engines’ main interest is to attract as many users to their search engine as possible. Thus, user experience got a crucial role in the company’s algorithm, encouraging webpages to build easy to use, responsive, well-designed and fast websites.
How fast does your website load?
How easy is it to find the information that your visitors look for?
How clickable is your site?
How credible is your webpage?
These are just some of the numerous factors that determine user experience.
Hire a talented web designer to build a well-functioning website and run A/B testings in order to conform to the needs of your specific industry.
46. Landing Page
When growth hackers try to bring traffic to websites, usually they redirect visitors to so called “landing pages”.
Here they have the chance to make visitors pay with their data in order to get access to an offer.
Check out examples of Great landing pages.
47. Above the Fold
Above the fold content are elements that firstly appear on your website without scrolling further.
These elements are usually call-to-action buttons, sign up forms welcoming messages that describe the benefit of the website or a summarizes the content of the webpage.
The purpose of cookies is to save your activities and information on different websites.
Cookies can be called in numerous ways starting from HTTP Cookies or Web Cookies to Internet Cookies.
49. UI (User Interface)
User interface includes every factor that determines a user’s experience on a digital platform.
UI designers constantly improve usability, design and user experience in order to make platforms that are pleasure to use.
50. A/B testing
A/B testing is one of the most determinative elements of growth hacking.
It is an experiment with two or more variants of websites, emails or other marketing assets with one varying element.
By utilizing this method, you can determine which version of your assets brings the highest conversion rate, lowest bounce rate or other metrics that are important for your business.
Split testing is a similar process but in this case, two completely different versions of a marketing asset are shown to users.
51. ICE Score
Impact, Confidence, and Ease. The fundamentals of an ICE score.
These terms are usually used while selecting the most promising A/B tests from your backlog.
Growth hackers score each of these elements on a scale of 1-10, resulting in a total score of 3-30.
The acronyms stand for the following meanings.
- Impact: How big of an impact will the test have?
- Confidence: How sure are you that the test will lead to this impact?
- Ease: How easy is it to execute the test?
52. Call to Action (CTA)
Sign up, subscribe, try for free, get started, learn more, join us!
Few of the most common call to action examples that companies use to activate their users and move them to the next phase of their funnel.
Properly made CTA’s offer rewards, explanation of what will happen after the action, frictionless forms and it takes advantage of the “fear of missing” out phenomenon.
53. DA (Domain Authority)
Domain Authority ranges from 1 to 100 and it is a prediction of the future ranking of a website on search engines.
An average webpage has a DA between 40 and 50.
The factors that determine domain authority includes
- The number of inbound links
- Quality of content
- Website traffic
Heat maps are visual representations of your customers’ interaction with your website.
We distinguish four types of maps:
- Click tracking heat maps
- Scroll maps
- Mouse tracking maps
- Eye tracking maps.
Do your customers find your subscription form?
Is your concept easy to understand or does it take too long to read?
Which colors are more attractive to your visitors?
You can find answers to all of these questions by using heat maps.
55. RWD (Responsive Web Design)
Responsive web design provides the same experience while looking at a website, no matter if it is on a computer, mobile or tablet device.
The design of the webpage changes based on the devices that the site is scrolled on.
These websites are built of elements sized by proportions rather than pixels.
As an example, if you have an image on your site, it is going to be sized based on other elements of the webpage.
User experience is a major factor in the algorithms of different search engines, thus it has become crucial to get good rankings.
56. AWD (Adaptive Web Design)
The difference between the above mentioned RWD and Adaptive Web Design (AWD) is the way it conforms to different devices.
While RWD utilizes fluid elements, webpages that integrate AWD are built of CSS codes that respond to different display formats based on breakpoints.
Usually these webpages are designed based on following six different screen widths.
57. Frictionless Forms (USER EXPERIENCE)
Frictionless forms make it easier to make an action with the least amount of effort for your visitors.
Gender, age, location and other fields that are not necessarily important to sign up for your content or product are all barriers between you and your future customer.
Frictionless forms use automatic sign up option and the least amount of information needed in order to make the customer journey as smooth as possible.
It’s all about the Content…
58. Smart Content
Personalized content for your visitors based on past behaviour and interest.
That’s smart content.
This kind of content changes, or it is displayed in a different way, in order to conform to the interest of a specific visitor. It offers a more personalized and individual message to viewers.
59. Snackable Content
As the amount of daily information has been growing, it is getting harder to grab readers’ attention.
This is where snackable content comes in.
Snackable content is information that is easy to process, usually visual, more to the point and full of value.
It helps to generate leads, higher user engagement, and shares and it can make your visitors dive deeper in your product or other in-depth content pieces.
Do you check your newsfeed while watching your favourite TV series?
Then you are using a second screen.
Marketers take advantage of this phenomenon by advertising content that is relevant to the first screen to capture attention.
Curious how many times Janice said “Oh my God” in Friends? Check your second-screen.
If you ever clicked on an advertisement or article because it had a catchy thumbnail or headline then you have experienced the clickbait phenomenon.
Clickbait content pieces usually bring traffic by using the above-mentioned methods; simple tricks but they don’t provide the expected value or information to the viewer.
It is an easy, but sneaky way of getting page visits. Eventually your visitors will bounce from your website and you won’t get any value out of it.
62. AI Content
AI content can take different forms. It is commonly where machines and computing software have capabilities for streamlining digital marketing processes and content which is automated with the least amount of human input.
AI generated content can be produced in the form of videos, presentations, images, emails but even long articles.
Content marketing institute lists 6 AI tools to help in your content marketing.
There are new ai marketing tools for growth hacking launching nearly every day.
63. UGC (User generated content)
User generated content (UGC) or user created content which can be produced in the form of videos, images, text or audio by the users of a platform.
This kind of content is a free advertisement for any brand and it is used for digital marketing purposes frequently.
Check out 10 real user generated content campaigns on Instagram listed by Hubspot.
64. Visual Storytelling
Visual storytelling is a great way of selling, grabbing attention and giving an emotional load to your story or product.
You can utilize any kind of visual material in order to tell your story, including videos, images, infographics or even memes.
Hubspot collected a great list of the best visual storytelling examples.
65. X-Post (Cross post)
Simply said, cross posting is sharing the same message on different sections of the same platform (for example Subreddits) or on different platforms.
The message can be slightly modified based on the different audiences of each website but it is a simple, commonly used way of getting more traffic awareness and traffic.
66. Content Shock
As the amount of consumed content has been increasing the level of engagement has been decreasing. This phenomenon is called content shock.
Digital marketers are increasingly using a range of different content marketing methods and it is becoming more challenging to stand out from the crowd and generate traffic.
Amplification is the process where a piece of content starts its journey across the channels of the digital world.
Sharing it through social media, emails, influencers or utilizing paid advertisements to drive traffic to your content are all frequently used techniques.
By using amplification you have a good chance to get backlinks, drive traffic to your website, get leads and educate your customers about your product and values.
Usually, backlog has two meanings in growth hacking. It can be a document where you collect, rank, sort and select your potential content ideas for future usage.
As writing content takes time, this preparation is highly advised in order to be ready to produce your content right on time when it is necessary.
It can be also a backlog for A/B testing where you list potential tests to run in the future.
The expression advertorial comes from the word advertising and editorial. In digital marketing these are platforms that publish sponsored articles.
These are great places to place backlinks pointing to your website or to describe your product.
70. FOMO (Fear of Missing Out)
FOMO is a phenomenon where visitors make decisions based on the fear of missing out of something.
It is common among millenials and digital marketers who have been utilizing FOMO marketing techniques with great success.
There are many ways of taking advantage of this fear.
- Show to your visitors that other people are purchasing on your website
- Display the missed opportunities
- Let them know how many people are looking at the same item
- Create content that expires
- Use social proof
- Display user generated content
71. Interruption Marketing
With so much content out there it became challenging to raise people’s interest and to motivate them to any kind of action.
Interruption marketing is a great way of redirecting your visitors’ attention.
It includes instant messages like exit intent pop-ups, live chats, newsletter offers or promotion updates.
By using this method, a website can catch the visitor right when they aren’t focused and open for new information.
72. Social Proof
Social proof is the phenomenon where people make decisions based on the past behaviour and actions of others.
In growth hacking, it can take the form of rewards, testimonials, subscriber counts, media logos, reviews or a simple campaign emphasizing the number of satisfied customers.
We distinguish different kinds of social proof into:
- Expert social proof:
A credible person who forms the perception of other parties within the industry.
- Celebrity social proof:
A well-known person, possibly with a wide group of followers, who is trusted for their endorsement.
- User social proof:
A group of satisfied customers who are willing to share their experience with the brand.
- Wisdom of crowd:
A large number of people who have already used the product. Highlight sections of your web page such as “most popular products” ,“most visited pages” etc.
The Ace of all kinds of social proof, a friend who is trusted who has tried a product from the brand.
73. Micro moment
Over 90% of people use their phones to search for information in the middle of a task.
This action gives a great opportunity to marketers to tailor their content to be easy to consume containing the information that the reader needs.
Agile digital marketing is all about making necessary steps in your marketing efforts based on results rather than following a pre-made plan.
Cross functional teams and frequent iterations are key to an effective agile digital marketing strategy to provide high value results.
Making numerous small tests instead of a few larger ones, focusing on individuals based on data and past behavior instead of shaping your services to target groups will enable you to be constantly up-to-date, effective and agile.
75. Customer Desire Map
Growth hackers use customer desire maps to understand visitors in more detail. These can be used to gain an insight into:
- Hopes & Dreams: what does a customer want to achieve
- Fears & Pains: what are customers wanting to avoid
- Barriers & Uncertainties: what is preventing a customer for taking action to achieve what they want
By using this information they are able to use it to create newsletters, websites, and content that converts based on the primal customer desires.
76. OPA (Other People’s Audience)
You haven’t built a huge audience yet, or do you just want to get in front of more people?
Using the OPA strategy is like taking a small piece from influencers’ huge cakes.
You choose the people who have already built a big audience and by connecting them you get access to their followers as well.
There are few ways of doing it in digital marketing.
- Interview well-known people or include them in your article, they are really likely to share it as people love when somebody is talking about them.
- On social media, interact with others, share their content or participate in communities.
These are just a few ways of OPA, it is just a matter of creativity to master it in your industry.
77. Traction Channels
In their theory, they list 19 of the most important traction channels that can generate traffic for a venture. These channels include:
- Viral Marketing – Does Viral marketing work in 2020?
- Public Relations – 5 things you should know about PR
- Unconventional PR
- Search Engine Marketing
- Social & Display Ads
- Offline Ads – 9 tips for making your offline ads super effective
- Search Engine Optimization
- Content Marketing
- Email Marketing
- Engineering as Marketing
- Targeting Blogs
- Business Development
- Affiliate Programs
- Existing Platforms
- Trade Shows
- Offline Events – 10 offline event marketing to build a strong brand
- Speaking Engagements – Marketing with speaking engagements
- Community Building – 10 ways you can build a community around business social media
78. User Persona
A user persona is a broad representation of your customer that your marketing and sales team can go after.
What’s your ideal customers’ needs and pains?
What are their motivations?
What are their pains and how do their usual days look like?
What devices and social platforms do they use?
After identifying the characteristic of your fictional buyer you can shape your actions to serve their needs, provide true value to them and be present on the platforms that they use.
79. Triple Peak Effect
In digital marketing, the Triple Peak Effect is an insight into the use and adoption of a new social media platform.
The Triple Peak Effect describes the three phases of the evolution of a social platform and the hidden advantages that marketers can exploit in the different stages.
Users will begin using a new social media as either:
- Innovators: Typically the first to begin using a platform, members are willing to take risks, very social and typically in the young demographic.
- Early Majority: Influenced by the Innovators to join, F.O.M.O is often associated with this crowd. Large numbers join as the platform has been tested out and gained popularity by becoming entertaining and enjoyable.
- Late Majority (& laggards): Often skeptical of new social platforms & technologies, members in these groups may typically have a focus of ‘keeping traditional’, the late majority and laggards are the final wave in user uptake.
Similar to the Technology Adoption Curve, the social media triple peak effect shows the return on interest over time and the rate of user uptake
Innovators have the advantage of being first movers and to start to take advantage of the platform right after it has been launched.
Early majority users can take advantage of the organic traffic of the first wave of members that furiously started to use the platform.
Eventually the late majority still has the chance to get attention from users but on the other hand, it will take more effort and resources to beat a competitor that organically built its user base during the era of the early majority.
80. Outbound to Inbound (O2I)
The acronyms of O2I stands for outbound to inbound.
Inbound marketing is a way of attracting customers by creating value driven content and personalised experiences. This is also known as Pull marketing.
Inbound marketing aims to organically bring customers to awareness and includes social media marketing, SEO, content marketing as usually it is a great way to attract potential unknown visitors.
Outbound marketing is a more traditional method of the company making the conversation and sending messages out to a wide, sometimes non targeted audience. This is sometimes called Push Marketing.
The approach can also target a specific group of people that a company has already identified as potential customers.
81. Micro Influencer
Micro influencers are people who have between 1.000 and 1.000.000 followers on any of the social media platforms.
These influencers usually have niche audiences that can be fully targeted by brands that want to get promoted within a specific group of people.
82. Affiliate Marketing
Affiliate marketing is the process where an affiliate promotes a product of a company for commission in return.
These parties usually have a wide network and numerous followers who can be influenced by the affiliate’s buyer behavior.
83. Authority Marketing
Authority marketing is the process where brands and people strive to build an image representing themselves as experts and leaders in their industry.
Content marketing, referral marketing and media coverage are great ways of positioning yourself as an industry leader resulting in leads, customers, trust and a strong network.
84. Referral Marketing
Even though it’s up to the person if he or she is willing to recommend your brand to others there are certain techniques that you can utilize to increase the likelihood of referrals.
Make your content easy to share, partner up with influencers, include a review section on your webpage or implement a loyalty program.
In order to track success, use the referral section in Google Analytics.
85. Real-Time Engagement
Real-time engagement is all about using data that you collected about your future customers.
Instead of focusing on groups of users, following the journey of visitors who interact with your business’ website enables you to give personalized offers.
As an example, if your visitor is scrolling on your price list, it is probably time to contact them to close the deal. If your visitor has just found your products, spend time to interact and educate them about it to raise their interest.
97% of people who visit your website for the first time will leave without making a purchase.
At the same time, it is much easier to convert a past visitor to a customer than to acquire a new client.
Cookies are able to monitor visitors’ behavior on websites and advertise it later, making people revisit the webpage.
This is retargeting.
Newsjacking is a creative way of selling your product or content by using a new trend or news and injecting it into your idea.
Great examples for this phenomenon is Pokemon Go or jumping on a trend and writing about a topic as it turns viral.
88. Earned Media
Earned media is any publicity earned through any kind of action different to paid promotions.
When a company receives a press release, when their Tweet goes viral, when their article generates organic traffic or when users start writing positive customer reviews that is earned media.
Earned media is harder to generate but the rewards have a huge impact and is a cost efficient method of marketing.
Here’s a few tips to generate earned media:
- Focus on customer satisfaction
- Create content that is worth sharing
- Interact on social media
Omnichannel marketing is a strategy that strives for a company to be available to customers across multiple communication channels to reach the customer.
Omnichannel aims to create a seamless shopping experience by utilizing tools across multiple customer touch-points.
Omnichannel can be in the form of both and physical presence such as:
- Printed type (including newspapers, magazines & leaflets
- Social media handles & posts
- Paid ads
- Banner displays
- Websites (including third party websites)
- Television & radio
- Customer services
Omnichannel marketing theory assumes that users may start their customer journey on one channel and after bouncing on numerous others, they eventually become customers.
90. Lead Nurturing
During lead nurturing, digital marketers, growth hackers and business developers develop relationships with potential customers at each stage of the sales and marketing funnel.
There are numerous ways to of lead nurturing, including:
- Using proactive live chats
- Call to Action (CTA) buttons
- Targeting the right audience to share your content with
- Organizing webinars
91. Marketing Funnel
The elements of the marketing funnel represent the stages of a customer journey starting from awareness to purchasing.
These stages are the following ones:
- Awareness: The future customer gets aware of the product
- Interest: The visitor discover the content, product, or service that raises his or her attention
- Desire: The person perceives the offer as valuable and feels desire to purchase it or interact with the brand
- Action: The prospects make the buyer decision
More in-depth marketing funnels include the stages “loyalty” and “advocacy” where the customer repeat purchases in the future and recommends it to others.
Activation is an action that motivates your customers to move to the next phase of your marketing or sales funnel faster than they would do it by themselves.
93. Account Based marketing
Account based marketing is a more personalized approach of acquiring new, usually high-value customers.
Marketers target individuals associated with a specific account and develop a highly personalised account relationship rather than targeting the whole industry.
94. PPC (Pay Per Click)
Pay-per-click is an advertising model where the advertiser pays to the search engine after every click the advertisement generates.
Search engines just as Google, Yahoo, Twitter or Facebook implemented this method to their business model, offering promotion services to their customers.
As the advertising party pays after each click, it is highly advised to find the right keywords that convert visitors to customers or sign ups, prior to launching the advertising campaign.
95. T-Shaped Marketer
T-shaped marketers are professionals who have knowledge within all the different fields of marketing and a deeper, in-depth understanding of a few specific elements of it.
As an example a T-shaped digital marketer has knowledge about design, content, paid, PR, SEO, community, social and all the other major fields and he or she is an expert of Facebook management, influencer marketing and Instagram growth under the umbrella of social media.
96. Quick Win
In growth hacking, quick wins include any kind of steps that results in a relatively big impact in a short period of time.
For example, improving site speed, launching SoMe campaigns and email campaigns or registering on Google My Business.
97. Social Signals
Social signals include social media shares, likes, votes, views and other activities on webpages such as LinkedIn, Facebook, Twitter, Instagram or Reddit.
Signals can include:
- Content Shares
These signals indicate the popularity of a piece of content while Search Engines determine your ranking.
Scraping is usually done by growth hackers and developers. It refers to the practice of extracting information from other websites.
They can do it for a number of reasons, including:
- Building up sales pipelines
- Using tools from competitors
- Finding possible websites to receive backlinks from.
It is usually done using web scraping extensions tools.
99. Event Triggered Email
Event triggered emails are directed communications sent out based on actions that page visitors made on a webpage. Ever received an email after signing a newsletter on a website you’re reviewing? That is event triggered emailing.
This data-driven-method helps to leverage on the desired action of potential new customers and motivates them to perform the right action at the right time.
It often can be used to drive the viewer towards a purchase on e-commerce sites through offering an incentive specifically for visiting the page or signing to the newsletter.
Did your visitor read a blog post on your website? Send out an email about the same topic. Did he or she visit the product page? Then it is time to send a good offer or more information.
Conclusion on Growth Hacking Jargon
Digital Marketing is confusing, and it doesn’t help that there are so many different marketing keywords that you need to know. Some are abbreviations and some are new words.
To be a growth hacker, the growth hacking jargon will help you understand what all these functions and metrics are about.
We hope that this digital marketing glossary has helped you learn all the marketing jargon that you need to know.