As a client, it is important to understand the basic jargon of the service you are seeking. Understanding the basic jargon will help you:
- Fill in briefs (upon initial meeting) to the best of your ability
- Understand what you are being quoted for
- Stay in the loop with activities performed
- Converse in report/strategy meetings coherently
CTR (Clickthrough Rate)
This refers to the amount of times a specific item was clicked on divided by the amount of times the item at hand was displayed to the reader. Google Ads uses CTR to help marketers understand which of their campaigns are performing well and which are not. Say for instance one ad has 1000 impressions (amount of times displayed), but was only clicked on 5 times, then the marketer will know that the CTR is 0.5% and that the campaign needs attention.
Conversion Rate
This refers to the amount of leads that turned into sales. If you track your Clickthrough rate and use a proper lead management system to determine where your leads are coming from, you can determine how many of your leads turned to sales. By keeping track of your conversion rate well, you can determine how well your marketing strategy is doing. If it is not doing well, you may want to consider changing the direction of your target market; it happens often that leads are weak and do not pull through to desired sales.
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Organic Traffic
Organic traffic refers to the amount of visitors that your website received without the help of, say, Google Ads. If your website is getting a lot of organic traffic, it means that your company pops up as one of the first few websites according to specific keywords searched. This is very heavily influenced by SEO.
SEO
Search engine optimisation refers to the methodology of strategies implemented into website content to drive higher traffic to the website. Google indexes specific content according to various algorithms such as Hummingbird and Possum. So long as your SEO strategist follows the rules and guidelines of current algorithms, your website will have good organic traffic.
Blog
There are 3 categories: onsite blogs, offsite blogs and guest blogs. Please note that while doing a strategy plan for the month, each of these categories must be taken into consideration. It is better to rotate the due dates of each category than to get one category out of the way at a time.
Onsite: These articles get posted on the website itself. It is intended to educate clients and build a trust foundation with them, as well as to improve the website’s SEO ranking. It is important not to push sales on these articles, but rather to encourage new and existing clients to use your website as a go-to reference for important information.
Offsite: This can be a blog built on Tumblr or WordPress, for example. Using offsite blogs are good ways to drive alternative traffic to a specific website. Offsite articles have more freedom regarding content themes, article length, tone and voice. They can be both educational and fun to read! ‘Tips on’ and ‘How to’ articles work best here.
Guest blog: This means buying space on already exiting blog pages that are owned by other users. The main purpose of guest blogging is to provide link building for SEO purposes. When choosing a blog to buy space on, you have to make sure that the blog page has a high domain authority and high page authority. Having your website’s links present on good-quality websites across the globe will have powerful effects on your organic traffic.
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