Have you ever heard someone say something like . . .
Online marketing is easy! Just setup an exit popup on your WordPress blog to send your subscribers a drip sequence, put up a landing page with a tripwire offer and send Facebook traffic to it using Power Editor to design your ads, run evergreen webinars with a OTO upsell into your high-end, 1-2-1 program and use retargeting to close the leads who don’t buy into your launch right away!
And felt like this?
Then this post is here to rescue you from the land of obscure online marketing and blogging terms! Welcome to The Complete Online Marketing Dictionary (or glossary, if you prefer.) An ever-updated, as accurate as we can make it list of definitions for those crazy words that online marketing experts expect you to know that leave you feeling like . . .
A website (or part of a website) that is updated regularly or semi-regularly with new content, typically in chronological order (newest to oldest) but sometimes organized by category – though newer content typically shows first in each category. Blogging platforms include WordPress.org, WordPress.com, Blogger, Tumblr, Medium, Ghost, Squarespace, Wix, and more.
A person who moves from one location to another with ease due to the flexible, digital nature of their work. Often “homeless”, but not in the typical sense – they have no real estate or home base, but stay in hotels or hostels, RVs, cabins, AirBnB rentals, and other similar accomodations worldwide.
A sequence of automated emails sent to email subscribers (see below) in a specific order, with a specific objective, triggered by a specific event – typically, though not always, the subscriber “opting in” to the sequence. Examples could include a series of emails sent to introduce a new subscriber to someone’s blog; A series of educational emails bundled as a course and sent over 5-10 days to educate subscribers; etc.
A sales funnel (see below) that doesn’t need live participation from the organizer. Pre-recorded webinars that appear as if they’re live are typically a large component of evergreen funnels, though other static content can be used such as videos, ebooks, text content, audio, etc. An evergreen funnel is one that is semi-passive (not requiring constant deliver from the organizer) AND remains relevant, regardless of when someone opts in.
Advertising on Facebook.com (their website or app) and across affiliated websites.
Advertising on Google.com and across affiliated websites.
Researching the words your ideal customers will use when searching in Google, Bing, or Yahoo so that you can use those keywords in your content.
A page your website visitors “land” on that is intended to persuade them into action – typically giving their email address in exchange for an opt-in offer
A specific type of marketing and promotions strategy that involves releasing your product or service for a limited time only. Jeff Walker is the master of “launching” and literally wrote a book about it, which we highly recommend.
People who have expressed an interest in your product or service.
A list of names and email addresses provided by people who have opted-in (asked to hear from you by email.)
The higher-level solution for taking payments from customers by credit or debit card. A “Payment Gateway” (see below) makes a merchant account easy to implement by handling the administration for you. Most online entrepreneurs use a payment gateway. Moneris, Authorize.net would be two main examples of a Merchant Account
One-time Offer (OTO)
An offer extended to potential customers on an extremely limited basis, typically only one time (i.e. close this window and you’ll never see this discount again.) Often, an OTO is shown after a new subscriber (see below) joins your mailing list.
A course or collection of lessons taught online, typically with pre-recorded video, text, and audio, often supplemented by live teaching and online communities such as Facebook groups.
The act of entering your email address and name into a form in exchange for receiving an “opt-in offer” (below). Opt-in forms are often the primary goal on a “landing page” (above).
An ebook, video series, audio, CD, DVD, or other free gift given in exchange for opting in to someone’s mailing list.
The most common way for online entrepreneurs to accept payments by credit and debit card. Examples include Stripe, PayPal, Square, etc.
A small window that “pops up” in front of the main content of a website. Often includes a request to opt-in in exchange for a free opt-in offer.
The advanced platform for creating, targeting, and designing Facebook ads.
Project Management Platform/System
An essential tool for online entrepreneurs, the project management system is a way of organizing upcoming tasks to keep the business on-task. Examples include Trello, Asana, Basecamp, etc.
Advertising that is displayed exclusively to people who have already visited your website. Often results in creepy feelings, but incredibly effective.
A series of sales messages, typically starting with a free opt-in offer, that leads a new “prospect” (above) to the highest level in the purchase cycle. An example sales funnel might include a landing page (with opt-in), an automated drip sequence, a webinar, and a sales letter or sales consultation.
Search Engine Optimization (SEO)
Optimizing your website for the keywords your ideal customers use when searching for products or services like yours. Including “online marketing glossary” in this article in headlines, images, and body text is an example of Search Engine Optimization for the keyword “online marketing glossary”.
If a customer is able to purchase more than one thing on your website, a shopping cart will allow them to select multiple items before proceeding to the “payment gateway” (above).
Social networking websites like Facebook, Instagram, Snapchat, LinkedIn, Twitter, etc.
Members of your email “mailing list” who have “opted in” to receive emails from you.
A live phone call on a conferencing line that mutes every participant except the speaker, so that participants can listen by phone.
A series of teleseminars centered around one subject such as Goals, Design, or Fitness.
Visitors to your website, referred to generically. When you want visitors to your website, you want “website traffic” or “traffic”.
A special kind of one-time-offer extended exclusively to new subscribers, often after clicking through an ad on Facebook Ads or Google Adwords. The intention of a tripwire offer is often to recoup the costs involved in advertising.
An upgrade offered in addition to a product purchase. “Do you want fries with that?” is a classic upsell.
A live (or in the case of an evergreen funnel, pre-recorded) online presentation in seminar format that uses live video and audio through the computer.