1. Conversion Rate Optimization (CRO)
In internet marketing, a conversion is when a visitor to a website takes any steps beyond just looking at the website. Depending on the industry, a conversion could range from signing up to a mailing list, to requesting a quote, to actually making a purchase.
Conversion Rate Optimization encompasses a host web design tactics to increase the odds that a visitor will convert. It ranges from basic to very advanced. On the basic end, CRO is about designing attractive landing pages, writing solid copy, and giving visitors calls to action. On the advanced end, CRO is about matching landing pages with ad campaigns, using dynamic content and cookies to optimize visitors’ experiences, and developing sales funnels that lead visitors to a sale while they navigate your website.
2. Content Marketing
This is the nearly universal practice of writing informative content to help sell your products. This content can be informative articles, entertaining videos, interesting images, etc. Content usually does not directly advertise products or services.
Content marketing is important online because, at any given moment, vastly more internet users are looking to find information than looking to buy products or services. Content marketing is important for two reasons:
- useful content attracts visitors, who may later decide to make a purchase; and
- high-quality content sometimes is linked as a source by other content, which can result in better search engine rankings for your website.
As little as two years ago, content marketing was based on quantity, rather than quality. Many marketers succeeded at spamming the entire internet. However, recent Google updates have cut down on this, and quality content is the goal of most companies.
3. Cost Per Click (CPC)
Cost Per Click is an internet marketing model in use by Google, Facebook, and others. In this model, you set a maximum bid for what you will pay for one click. Based on your bid and factors such as the quality of your website or ad campaign, your ads will be displayed to some users. The more in-demand an ad keyword is, the higher the bids will need to be. For every user that clicks on your ads, you are billed your bid.
Cost Per Click is also sometimes used as a metric for other marketing models, by dividing the total cost of the campaign by the total number of clicks.
Crowdsourcing is a method of gathering marketing information by asking questions on social media. Ideally, you will receive enough responses to alter your marketing strategy.
5. Key Performance Indicators (KPI)
These are metrics to determine whether a marketing strategy is effective. Because online marketing is so complex, KPI’s are different between industries and between strategies. A common broad KPI is Cost Per Conversion.
6. Return on Investment (ROI)
Return on Investment is the benefits of a marketing strategy. These include not only sales increases, but also shifts of purchases to higher-margin goods or services, improved search engine rankings, decreased bid costs for ads, etc. Calculating ROI is tricky, but here is a slideshow to get you started.
7. Social Commerce
Social Commerce is a mode of consumption where people use their social media to do shopping. Pinterest is probably the best example.
8. Social Media Optimization (SMO)
Social Media Optimization is a field of strategies to drive traffic using social media sharing, links, and connections.
9. Value Proposition
Your Value Proposition is the answer to customers’ unspoken question: “Why should I buy from you and not from your competitors?” Your value proposition, or value propositions, should be communicated to visitors to your site quickly.