10 Marketing Terms Every Business Owner Should Know

Transcription: Hey Digital Fam, my name is John D. Saunders and in today’s digital block, I talk about 10 Marketing Terms EVERY Business Owner Should Know in 2016.  Let’s do it!

So, let me paint a quick scenario.  You’re sitting with your marketing team, consultant or agency.  They’ve got a bunch of graphs and charts that their discussing and they’re throwing out a ton of different acronyms, with no context at you.  KPIs, CTRs, CPAs, LMNOPs.

Yeah, I made that last one up.

Now, many business owners are pretty damn savvy, but the digital landscape changes so much, that marketers can sometimes get caught in the minutia.

So, in today’s video, I want to quickly break down a few key marketing terms every business owner should know and understand in 2016.  

Keep in mind, these are keywords that I get asked to explain in consulting gigs. 


If you have a web developer you might hear this a lot.  Basically, an API or Application Programming Interface allows applications and services to communicate with each other.

For example, the Weather Channel App has APIs that communicate with Meteorological broadcast services to pull data in real-time.


I could spend an hour talking about backlinks.  While marketers mention these a lot, there’s an entire mantra and strategy that goes behind it. Backlinks, by definition, are hyperlinks from other websites that link back to your business site.

For example, our ecommerce store Love Travel Co.  has backlinks from websites including Product Hunt.

Backlinks are important because search engines consider the number of QUALITY inbound links to a website in order to calculate your site ranking on Google.

Bounce Rate

The Bounce Rate refers to the amount of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.

In essence, it’s a quick way to anticipate if people are finding what they’re looking for on your site.

Buyer Persona

Buyer Persona is a breakdown of your ideal customer based on research data.  So, a buyer persona acts as a fictional individual (or group) which has certain attributes in-line with your target market.

At 5Four Digital, we have several buyer personas we target.  One being SMB entrepreneurs who own ecommerce stores that do 30k in revenue per month or more.


A conversion can be MANY things.  Basically, it’s when a user performs a desired action.

A conversion is defined by your liking and can include making a purchase, spending a specific amount on a site or subscribing to your mail list.


This term is more on the development side, but I can’t tell you how many times I’ve heard it spewed without context.

Essentially, Cascading Style Sheets or CSS refer to how HTML elements are to be displayed on screen, paper, or in other media.

It’s used so often because it saves a ton of time, letting developers make changes to the overall layout and content with multiple pages at once.


Key Performance Indicators or KPIs are a type of measurement used to evaluate the success of a campaign.  By creating and tracking KPIs, marketers can organize their efforts for common goals that include traffic sources, Customer Acquisition Cost and overall sales conversions.

On-Page / Off-Page Optimization

Overall, these both refer to Search Engine Optimization.  Part of an overall SEO strategy includes a focus on On-Page and Off-Page Optimization.

On-Page Optimization refers to optimizing everything on your site.  This includes performing keyword research to better create relevant content, Titles, Meta Descriptions, Image Tags and site structure.

Off-Page Optimization refers to resources from outside of the website driving traffic and search rankings for your website.  This includes backlinks (which we discussed earlier) shares/reputation and social proof.


SERPS stands for Search Engine Result Pages.  These are the pages that are displayed when you’re performing a search on Google.  

For example, if I type in “Cat Videos”  it gives me 313,000,000 SERPS.  

It can be used as a benchmark for how many sites are vying for that keyword, as well as how many sites Google decides to serve up.

User Interface / User Experience 

You might here developers discuss UI and UX in their development process.

User Interface (UI) is the features of a website in which users interact with.

User Experience (UX) refers to how users perceive your website.  Is it easy to find content?  Are their needs being met?

To create a positive UX you have to use analytical or heatmap data to continually improve the experience to help your user interact and convert on-site.

Well, that’s what we have today.  If you love our content, don’t forget to subscribe! www.youtube.com/5FourDigital