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

How to Use Facebook Ads for Instant Lead Gen


Hey, Digital Fam! My name is John D. Saunders and in today’s Digital Block, I’ll show you how to create Facebook ads that generate leads right on the spot. Let’s go.

So we all know that there are ton of different Facebook ad sites. You’ve got boost a post, promote a post, add downloads and a plethora of other ad types that Facebook offers. But one that a lot of people don’t know about is lead ads. And lead ads, what they do is they create a quick form that people can complete on the spot while on Facebook in regards to your business.

So for example, if you sell cars and you want someone to come in for a consultation or an oil change, you can have a quick form on Facebook that comes up in the form of an ad where all they have to do is click that form and it auto-populates the information and hit send and you get a directive to that lead.

Now, that lead drops into Facebook so sometimes, it can be difficult to pull that data, so I want to walk you guys through a really quick on how to create those ads and how to generate those leads and follow up them as quickly as possible to make sure you get them out of the hat. Let’s go ahead and dive in.

All right, guys, so the first thing you want to do is go to your Facebook ad manager. You should all know where that’s located, upper left hand corner, ads manager. Boom, it brings you here once you hit create an ad. Now these are all the different ad types that you can create on Facebook. We’re going to focus on collect leads for your business. I’m going to walk you through the whole process. We’ll just do a mock up one as an example.

So I’m going to hit continue and this is basically going to create an ad where form pops up and I’ll collect those leads. So, we’re just going to do it regular, you ask, 18-65. We’re not going to change any audience attributes, just going to go through this pretty quickly. Let me go to the top and choose a page, okay? I’m going to scroll to the bottom and hit continue.

Okay, so once you do that, it will take you to the ad set area where you can create your ads. Now, you can do these ads or create these ads like you would a normal ad. So you can have a single image, multiple image, and you can also have video, right.

So I chose to opt for the image. This is just a test ad that I want to show you guys the process but we have our page name, we’ve got our headline. This is our ad here, get a free audit of your website in minutes, sign up, so that when they hit this sign up button, a pop up will come up on Facebook for them to complete that lead.

Now, a lot of times, if you have a lead that’s off site using lead pages or your WordPress website, it’s taking them to another page. With this process, it’s all done seamless within Facebook’s platform. So our call to action, we’re going to do sign up which is fine, it’s nice call to action, and then, we’re just going to make sure our pixels tracking. I’m not going to get into detail on that. And then when you get to the bottom, this is where you create your form.

So I’m going to hit create form. I’m going to hit new form and then hit next. English is fine. I’m going to name my form and then I want to hit next.

Now, our context card just gives a nice kind of visual to display additional information about your product or service before they start to fill out the form. So let’s add a context card.

So let’s add in the headline, we provide digital marketing services. Okay, that’s simple. It’s just a test ad anyway. Use the image from my ad or you can upload your own image. Layout is going to be paragraph. Here you can tell the individuals a little bit about your product or service, just kind of a quick intro just to add something there. You can also make a bullet format as well.

So once that’s done, you’re going to hit next and now, you can add in the questions that you want to ask. So for us because we’d like to do custom audiences, I mean like to being able to record information that we can use later on, we’re going to do e-mail and full name. You can show more options. These are the fields that Facebook provides, first name, phone number, city. I mean, you got demographic questions, work information, and then you can also add your own custom question with answer options, right?

Now, we’re going to leave that alone because all we want is e-mail, full name, and let’s maybe do phone number. Maybe we can hit them up with some information later. So then, it shows you what your form looks like here. Once that happens, I’m going to delete this question so we can hit next. I’m going to hit next.

Now, here’s where you want to put your privacy policy so you can put that link, text ads. Okay, so once you do that, you can also add your custom disclaimer. Now, if you do this, you’re going to have to pull in all the information. It will just pull it from this page so all you have to do is click that link to go to your privacy policy. Now, once that’s done, you’re going to hit next.

You can also prompt them to visit your website so you can add a specific page on your website that correlates to that lead or you can just put your homepage then hit next. Now, we’ll show you what your form looks like. Let’s hit create form.

Okay, so now, our form is added. We got all of our information. I’m going to place this order now just to show you guys what it’s going to look like live, okay. So that’s the ad preview, let’s view in the news feed so we could see what it looks like in our feed. We scroll down a bit. Okay, there it is.

Now, when I hit sign up, that pop up comes up, as you can see, it’s directly on the page. It doesn’t take you to another website. This is the nice intro card that we’ve set up in the beginning. I’m going to hit complete the form.

Now, the great thing about Facebook is that it will auto-populate based on your profile, all the information there. So if someone is doing the form, it’s so much easier for them to submit it because they don’t have to fill in their information. It’s all supplied from Facebook and it’s pulled from Facebook, of your profile.

So now, I’m going to hit submit. When I hit submit, now I had that lead generated on that page.

Now, here’s the thing. You’re probably wondering where does that lead go. You have to go to publishing tools in the business manager side of your page, go to lead ads forms and under forms library, this is where your content will be.

Now, the only difficult part is you have to actually download this as a spreadsheet so you’re not getting it real time. So if you download in the morning, in the afternoon, at night, you may be missing out on potential clients that need that quick turnaround where you need to call them pretty quickly.

So what we do is we use a tool called Zapier. Zapier is a lot like IFTTT or [06:18] where you can add different web hooks and scripts that integrate with each other. So for example, if you wanted to add subscribers to MailChimp via Google Spreadsheet, you can automate that process with Zapier so that anytime someone fills out a lead on Facebook pages through our promo, it’s automatically e-mailed to the person managing that. So for example, for a car dealership we’re working with, we’re getting some lead forms completed for them.

Now, in that process, what we do is anytime that form is completed, we have it sent directly to the salesperson or the liaison between the salesperson. So first thing you want to do is log in to Zapier, sign up and then make a new zap, so bring up all the options. Go ahead in Facebook lead ads. I’m just going to do a test one to show you guys an example. Hit save and continue.

Now, you do have to be a full Facebook admin on the page you want the form on in order for this to work properly. So, make sure you’re full admin before you start the process. Hit save and continue when you find or when you label your lead. Then, choose a page and a form and hit continue. Then, hit connect and continue.

Once you do that, it will give you an option to send a test, boom, the test was successful. So, you can view your lead to make sure it came out properly. This would be an example of what it looks like and then hit continue. So that’s done. So the lead trigger is complete.

Now for every Zapier, you’re going to have to set up a trigger and an action in order for it to do something as a result. So for us, we want– you can either set it up to give you a slight message when it comes through, send it directly to your Gmail, set it up to Google Sheets so it will fill out a Google Sheet for you or even add it to your MailChimp for specific lists.

So for us, we’d like to do it the easy way and we like to have it sent to the salesperson most likely, so we hit e-mail. This is a built-in app by Zapier. Hit save and continue. Or if you want to send it to them, I’m going to do this as a test, so send to this individual. You can send it up to 5 people. I’m going to do form submission.

For the buy, you can hit this plus sign and it will pull the main attributes from your form. So us, we just want to do e-mail, full name, and then when you scroll down, pass this, and hit continue. Now, it’s going to be to, the subject and the body of the e-mail. Now, I’m going to hit create and continue. Test successful.

Then once you do that, you had finished, name your zap and then activate it. Boom, now it’s ready to go. So if I go to my Gmail account, I don’t know why but sometimes it drops into spam. You can see the form submission here. So anytime a lead comes in, you can have it directly e-mail to that individual.

And there you have it, guys. That is how you set up your lead gen for your Facebook ads.

Why Shopify is the Best Ecommerce Platform of 2016


Hey, Digital Fam! My name is John D. Saunders and in today’s Digital Block, I want to talk about the specific reasons why Shopify is the most kick-ass e-commerce platform right now. Let’s go.

So, really quick, Shopify is an e-commerce platform. You can create your website, set up a theme, sell products, sell digital goods— basically everything under e-commerce. Now, there are direct competitors, right? You got Magento which was a really detailed e-commerce platform. You also have WordPress with certain plug-ins like WooCommerce which I’ll talk about in a few, can help you expedite the process and really get your e-commerce store going on the WordPress content management system.

So before I get into Shopify and why it’s above the competition, I want to breakdown the top three, right.

So let’s start with WooCommerce  on the left hand side. Now, of course, one of the best pros for WooCommerce is it’s totally free. It’s a totally free plug-in that you can add to your WordPress content management system to go ahead and add payment integrations pretty quickly and efficiently, right.

WooCommerce, you could also create a custom design. So, if you have a developer, you can have them do a custom, totally custom PSD design of your website and then they can integrate WooCommerce into it. WooCommerce also has the largest themed library of all three, meaning, these themes are what you can download to give your site a certain aesthetic look.

They also have the largest 3rd party extensions. So, for different attributes and different things that you want your site to do in regards to e-commerce, WooCommerce definitely has the most robust.

And the last pro for WooCommerce is probably its excellent SEO. We all know WordPress which is a blog platform is made for excellent SEO, meta data, descriptions, titles, the host plug-in. There’s a ton of things that really held SEO when it comes to WordPress.

Now, a couple of cons are more plug-ins are recommended. So, out of the box, WooCommerce can pretty much do one thing, go ahead and let you purchase on the site. But if you want to add a Facebook integration, Facebook shop, you want to add more social attributes, you want to add multiple payment system, you’re going to need plug-ins for all of that and they can range from $5 to $500 a year.

So, with that being said, you also need to purchase separate hosting. So with WooCommerce, you’re basically hosting your site so you need hosting, you’ll need plug-ins, you’ll need to purchase the domain name, all that stuff separately on your own.

So if you’re not the best with website design and website development, WooCommerce might not be your best bet. But that’s just to break it down. It’s still a great platform if you’re wanting to use it, that’s okay, too.

Next up is Magento. Now, Magento is open source so anyone can go on and develop custom things for it just like WordPress. Now, the only thing with Magento is it’s extremely robust, right. The backend takes some learning. So I’ve put it in the pros and the cons. The pro, meaning, it has a lot of attributes, a lot of different things it can do, a lot of integrations but there is a steep learning curve when it comes to the platform.

Another pro is totally free, of course, just like WooCommerce. As opposed to WooCommerce though, Magento is its own standalone of platform while WooCommerce is a plug-in for WordPress.

Another thing is powerful SEO. Magento has been around a while so they’ve really perfected the SEO and the metadata integrations, also, its lack of social media and social media integrations like Facebook, Twitter and Google+.

Some of the cons, also robust backend, can be a little bit complicated for a lot of people especially starting out. The extension store is lacking. Because it’s open source, you have normal developers who are creating plug-ins and extensions for Magento. So sometimes, you’ll have issues, you’ll have ones that don’t work. Their extension store isn’t great as WooCommerce.

Also, they have no support so you’re pretty much on your own when it comes to Magento. You have to either hire a developer or learn how to develop these things on your own.

Okay, guys, so this is our brand new store. We just launched it yesterday. Basically, we sell travel dry bags, nothing crazy, but just take a look at the site, extremely clean. it’s also responsive as well. So with that being said, I won’t take too much time on the frontend but let me show you the dashboard so you guys could take a look.

So number one, it has a seamless dashboard. When you come to the dashboard, you basically get everything you need on site at that moment. So this tells me how many sales I’ve had today, how many visitors. It will tell you sales based on time as well.

And then what’s really cool is Shopify integrates with multiple sales channels so you could see where those sales came from in retrospect of Twitter, Pinterest, Facebook, and through my online store.

If I scroll to here, it’ll show me updates and advice and more insights so you guys can take a look at that. But where it really shines is all of these integrations that it has is on this side panel. So for example, shipping integration, right. For orders, I can go to my order list here and I could click this order. These are already fulfilled so I can’t show you in a live environment but it will show you all the information about the invoice.

Here’s where you will be able to print a label. You can integrate it with the USPS. It will pull it, it will ask you the cost and then you will be able to fulfill that all from within the system. And this is all stock with Shopify as soon as you set it up. So you don’t have to add any additional integration or plug-ins or anything like that.

It also provides a timeline and you can print this and include this with your product that you’re shipping for your customer. So, just a nice customer experience for them to be able to get this and it’s all clean and has their e-mail, their shipping address and all that good stuff.

Shopify also includes, let me hit this again, abandon checkouts. So you’ll be able to see anyone that has come on the site, tried to purchase and, well, add it to their shop and left, right. So you’re able to go in here, I can send them a cart recovery e-mail. You can either e-mail this link to recover their cart or hit this to send them an e-mail and you can customize it.

So for example, someone comes on this site, they add it to their cart, and they’re like, oh, well, you know, I don’t want it anymore. We can assume that maybe the shipping was too high.

So what we could do is maybe say, hey, you know, here’s 50% off of your first purchase and that just helps bring the customer back in. This is also stock with the Shopify system. So you could see it has tons of integrations already included in its interface.

Next up is themes, let me show you guys really quick. So with themes, Shopify comes with 11 for free, right. So you can download any of these themes for free. They’re pretty nice, they’re all responsive, super clean, big images. Here’s free to check those out. And you could check out these, pretty clean.

Now, one con with Shopify is, in comparison to the others, the themes can be a little bit expensive. I think we paid about $180 for our theme but, as you can see, it has a nice, clean aesthetic to your site. So these are some of the paid themes. You could see this one’s $180.

But like I said before, these are all handpicked developers. Shopify handpicks these developers to work on these themes and they provide really clean, concise code. So it’s definitely worth it to upgrade if you like. However, you could still get away with any of these free themes and still have your site look modern and clean as well as responsive.

So another bonus with Shopify is all of the sales channels that you can add to your store. So, we’ve added Facebook, Pinterest, Twitter and the buy button which is [07:48]. The buy button is the piece of code or snippet that you could put on any site and your product show up on that page.

So if you have another store that wants to feature your product or a blog, or maybe you’re doing some link building or outreach to other bloggers to feature your products, all you do is give them that buy button snippet then boom, they’re good to go. I’ll show you guys an example to see what it looks like.

So here is where you could select the product collection. I’m going to hit select collection. I’m going to hit our main collection and then it will show you what it would look like live on the page. And then you can customize the color and design of this. So this is what it would look like.

All we have to do is hit generate and get code, boom, it gives us that code so we can send it out.

Now, Pinterest is cool, too. Pinterest adds a buy button to your Pinterest page. So for example, ours looks like this and you can look at pins and you can shop.

And people can actually shop directly from Pinterest. They don’t even have to go to Shopify. They can make a purchase directly through here without even leaving which is awesome. And then all the funds and everything, the whole transaction’s done through my Shopify store thereafter.

So really quick, the last piece I wanted to show you guys from Shopify is their additional apps integration. So, [09:04] Shopify comes with tons of awesome tools but then they also have developers that go through a rigorous program where they’ll be able to sleaze their apps and integrate it with Shopify.

So here’s some of the apps that we have, product reviews, ad reviews on the site. Plug-in SEOs gives us like an SEO feedback but we already had analytics and search console installed. Lucky Orange is awesome. [09:25] tells you where the customer is going, lets you do outreach and then these others here.

So, if you can’t find something that you’re looking for in Shopify that the site doesn’t do, you’re able to find it through these apps. Now this is a pro and a con, a pro because it adds additional attributes to the site, con because a lot of these apps do cost funds. Some of them are free but a lot cost a little bit of money.

So lastly, Shopify has tons of resources and a robust blog on your website. So they have a blog that has case studies. They also have resources that include how to drop ship, how to find new product and just tons of other content for free.

So overall, hands down, Shopify takes the cake in regards to ease of use, information, customer service, design, look, I mean, it’s just really killing it right now. All three are great for what they do. At Shopify, sometimes when you have a larger store, I’m talking about tens of thousands of products, it might not be the best bet for you. You might want to go with Magento or custom design through JavaScript.

But essentially, Shopify for the normal consumer, the normal seller, even some bigger stores, are using Shopify as their e-commerce platform.

All right guys, that’s what I’ve got for you today. I’ve posted the Shopify link below so feel free to get that. Check it out, I think you get about two weeks trial period. So test the waters and see how you like it. Other than that, if you have any questions, sound off on the comments and please, please, subscribe if you like our content. Thanks again, peace.