I'm getting CTR, but terrible CPL. Maybe my SEO needs to be more B2B

Marketing Lingo Cheat Sheet

We try to speak plain English, but occasionally only the industry terminology will do, so here’s a list of some of marketing lingo that you’re bound to hear sooner or later.

Let’s hit it with those juicy acronyms.

Paid Media: Advertising

Paid advertising formats, for example, billboards, online ads, print advertisements etc.


Earned Media: Public relations

Publicity that you have earned by influencing people to say nice things about you using press releases, press conferences, social media, spokespeople, etc. Essentially anything that gets your name out there, for free!


Owned Media: Your content channels

Content platforms that you own and control, like your website, your blog, your e-marketing, your quarterly magazine. Some people also include social media in this list, we don’t because you’re borrowing those audiences, you don’t own them, and you don’t control the playing field either. Social media is better considered as earned media.


Traffic: Number of hits, visits, impressions on a website

The number of people who visit your website.


B2B: Business to business

When one business makes a commercial transaction with another business.


B2C: Business to consumer

When companies sell directly to consumers.


Engagement: Listening, reading, commenting, viewing

When you comment on our social media, sign up for our e-newsletter, or shoot us an email to say you’d like to discuss a project, you’re engaging with us. To encourage you to engage with us, we try to create useful, informative content, that adds value to your experience of TimeZoneOne. That’s us trying to engage you. What do you do to engage your community?


Copy: Text content

The term copy is used to distinguish commercial writing from creative writing.


B-roll: Recorded video footage, often used in the background of news stories

B-roll sets the scene. Say there’s a news story about a park in your city. The b-roll could be a video of people running or walking their dogs in the park. This video would be shown in the news segment. The term b-roll is used to differentiate this filler video content from interviews.


Press Kit: Set of documents given to media

Press kits usually contain a summary of useful background information about a business, including history, financial performance, products or services, and a list of story suggestions. The goal of a press kit is to spark creative ideas, earning you media coverage.


Call-to-Action: An instruction that encourages your customer to take an action  

A call to action can encourage your customer to make a purchase, download information, like your page, visit a link, or share a page on social media.


HTML: Hypertext Markup Language

This is the language used to create websites. There’s a strong chance that no one will ask you what this means, but just in case…


SEO: Search Engine Optimization

You might not need to know what HTML means but you better know what SEO means. SEO matches the content on your sight to topics that your customers are interested in, so that when people ask search engines for information related to your product or service, you come up in the search results. It’s vital that your site ranks well for organic search. If it doesn’t, your customers won’t be able to find you online.


SEM: Search Engine Marketing

A form of paid digital marketing that involves promoting your website by increasing your search visibility by paying for key search terms of interest to your customers.


CPC: Cost-per-Click

The amount of moolah you pay each time a user clicks on your online ad.


CPL: Cost-per-Lead

The cost of a lead generated through digital advertising. To become a lead, a person needs to click on your advert, and then take the action that you’ve defined as necessary to become a lead.


CPM: Cost-per-thousand

The cost to reach 1,000 people through an advertising platform.


Analytics: Data and statistics

The data gathered on the browsing behavior of your website visitors. The market leader is Google Analytics. Analyzing this data can help you understand your customers’ interests and needs, and can help you make the right marketing and business decisions.


Keyword: A word chosen to trigger search engine results

Keywords should be chosen to match the questions your customers want answered, before they will purchase your product or service. You’ll likely target different keywords for each phases of the sales cycle, from awareness to research, to affinity.


Channel: A distribution method

Marketing channels could be email, websites, blogs, podcasts.


Reach: Total number of people who see the message you’re conveying

Reach is not the same as impressions. Impressions indicate the number of people who could have seen your message, reach is the actual number of people who did see it.


CTR: Click through rate

The percentage of people who click on an advertisement.


We could go on. But we won't. If you can list more jargon than us, hit us up at letstalk@timezoneone.com. We’re always up for a challenge (and yes, this is a call-to-action).


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