As promised, I have gathered a second set of online marketing terms that you should learn and know as they pertain to online PR and Internet marketing.
Outreach. In marketing this is the process of contacting individuals, organizations, and publications for the mutually beneficial purpose of becoming a resource for education, copy, etc. A press release, for example, would achieve far greater readership and potential success if outreach efforts put it on the front page of the Chicago Tribune or New York Times. PR firms that are good at this are both well-connected with the media and know how to write appealing copy.
PPC or Pay per click. This is a type of web advertising that causes a business ad or listing to show up in search engine results with the intent of driving business to a website. Where the ad is positioned depends on how much has been bid on or paid for the search term used. The higher the bid, the closer to the top the ad will be. The advertiser’s bill rises by the amount of the bid every time someone clicks on the ad. Although it can vary, these ads typically show up at the top and right side of search results. Variations of this advertising model exist for website ads and banner ads.
Reach. Reach is an estimated number of persons or potential customers that can be reached via an advertising or marketing medium or campaign. It can also refer to unique or qualified visitors each month to a website or to the audience of a broadcast during a specific period of time.
ROI. There is currently a lack of consensus in the marketing world on the definition of marketing ROI. Short for return on investment, one definition of ROI in marketing is the gross revenue (some will say profit) received from a campaign or marketing investment divided by the dollars spent.
SEO. An acronym for search engine optimization, SEO is the science of building websites and content in a way that causes them to show up as high as possible in search results for targeted terms. SEO brings up a host of additional terminology that will not be covered here, including Meta tags, keyword density, links, web crawlers, and cloaking.
Traffic. This usually refers to website traffic, or the number of visits a website receives. Getting traffic to a website is vital, as is creating a good conversion rate out of that traffic.
If you are new to marketing, understanding these terms can expand your vision and help you target a few new tools and goals for your online marketing. What do you think your next step will be?
If you are not new to online public relations or marketing, can you think of any other terms that should be added to this list? If you can, please list them in the comments.