It can be difficult keeping up with all the online marketing terms and jargon floating around. Which is why I often use some not-so-common (but simple) online marketing terms to refer to some pretty common online marketing principles.
Here are some of the more common not-so-common terms you’re likely to hear me use.
Sticky Website - (noun.)
A sticky website is one that attracts a significant number of ‘the right people’. A sticky website ranks well in search engine results for its chosen keywords. A sticky website keeps visitors engaged on the site. A sticky website delivers consistent or increasing numbers of conversions. The stickiness of a website can be gauged using standard website measures. A website’s stickiness can be improved by employing techniques of search engine optimization and content optimization. A sticky website is an essential ingredient in the formula for generating leads online and the formula for generating revenue online.
The Right People – (noun.)
The right people are also known as your target audience. The right people are those who are interested in and benefit from what you have to say and what you have to offer them. The right people identify themselves by subscribing to your content, sharing your content, and/or becoming a donor or customer. The right people include both people who are not yet your customers and people who are previous customers. Also referred to as, ‘your right people’.
Killer Content – (noun.)
Killer content is content (i.e., text, video, images, etc.) that makes your right people look toward the heavens and exclaim, “Where have you been all my life?” Killer content is intended to inform and engage your right people. It is also intended to build loyalty and establish confidence and trust with your right people. Killer content consistently expresses and reinforces your particular brand message, as well as your communication style and tone. Killer content is a critical component of a sticky website.
Conversion Catcher – (noun.)
In website marketing terms, a conversion is when a website visitor performs a certain action or transation on that website. That action could be signing up for a newsletter, making a donation, or purchasing a product. Conversion catchers are website elements that are used to solicit conversions from website visitors. Conversion catchers generally include a functional component like a sign up form or a purchase button, plus a ‘carrot’ like a free newsletter or ebook that either motivates website visitors to convert or rewards them for their conversion.
Customer Keeping – (verb.)
Customer keeping is the process of wooing a customer after they’ve completed a conversion. Customer keeping involves understanding the needs and preferences of your subscribers and customers, then providing relevant follow-up communications to them based on those needs and preferences. Customer keeping is often compared to beekeeping, since it involves a certain amount of ’care and feeding’ of your customers and subscribers. Customer keeping is an essential component in the formula for generating repeat revenue online.
photo: Quizas sea por que no me entiendes… by Siitaps, on Flickr
