question mark for marketing glossary.

27 June 2021

WTF does that mean? The Kraken must-read marketing glossary

Lyssa is a marketing badass and founder of Kraken Marketing. She is all about using Data-Driven Marketing using Agile methodologies to help businesses level up. Google Women Techmaker, public speaker, and GIF aficionado. She was one of Cornwall's 30 under 30 and Young Business Person of the Year.
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Marketing is awesome but the jargon and acronyms are can be confusing AF – especially when we make our own up 🤣

So we’ve put together this totally awesome marketing glossary that will help you be a total badass. 


Affiliate marketing 

This is where publishers can earn commission 💸by promoting a product or service with an affiliate link. Think influencers!

Agile marketing

Agile marketing is totally badass. It allows you to deliver faster campaigns and get results quicker. It’s a different way of working that is about taking an iterative approach over big bets! 

Alt text / Alt image text

Alt text means alternative text, which is the short written description of an image online. It’s important to use alt text for accessibility as this is what screen readers use to describe the image. It’s great for SEO too, as web crawlers read them too! 


Anchor text

Anchor text is the clickable text in a hyperlink. The words in the anchor text should describe the content of the linked page. Get out of here with your “read more” and “click here’s”. 🤣



API is the acronym for Application Programming Interface. It’s a software intermediary that allows two applications to talk to each other. Want your website and CRM to talk to each other? You need an API.

B2B / B2C

B2B = business to business meaning you sell to other businesses. 

B2C = business to customer, meaning you sell directly to consumers.



Backlinks (sometimes known as inbound links) are links from someone else’s website back to yours. They tell Search engines that your content is awesome and useful. This helps improve your ranking. You want to get lots of quality backlinks to your website. 



BOFU means the bottom of the funnel. It’s the marketing activities and content created for people who are close to the buying stage of the user journey. When they are already warmed up and close to converting. 💪


Boosted post

A boosted post on Facebook is when you’ve paid to amplify its reach. It isn’t the same as Facebook ads and honestly is rarely worth the money. 


Bounce rate

Bounce rate is a term used in web traffic analysis. It represents the percentage of people who come to your site who then leave without looking at anything else. If it’s 100%, that is bad! It means that everyone coming to your site leaves before looking at another page. 



Marketing campaigns are organised and strategic efforts to promote a specific goal or message. Like raising awareness for a new product or a website launch. 



Canva is a mother flipping godsend. It’s a design tool for non-designers. 🤣 We use it to create social media graphics, presentation slides, and video content. It’s freaking awesome.  Obviously it’s not a replacement for a badass skilled designer on your team, but it’s great for creating social graphics etc. 💜



CMS is a content management system that allows you to, well manage your content. WordPress is an excellent example of this. 


Content marketing

Content marketing is where you create and share online content (like videos, blogs etc) that is less about promoting your brand and more about stimulating interest. 



A conversion is when your user completes a desired goal, which could be a purchase, a download, filling in a form etc.



CPA means cost per acquisition, which is where you work out the average cost for each customer purchase. To work this out you divide the total cost (ad spend etc) by the number of new customers acquired via the campaign. 



CPC means cost per click. When you win your PPC (Pay Per Click) campaigns, you pay per click, and CPC  is the amount you pay.



CRM means customer relationship management – it’s a system where you can store data on your leads and customers, to help you track communication and convert more customers.



CTA means call to action. Y’all have to tell people what you want them to do. Click this link.  Subscribe for awesomeness. Buy now. 



CTR means click through rate. It’s a metric used to look at the number of clicks your ad is getting. How many people see it and then click through to your website. 


Domain authority 

Domain authority (DA) is a search engine ranking score developed by Moz. It predicts how likely you are to rank well in search results. 



Something missing? Don’t worry! We’re adding a load more words to our marketing glossary.

Keep your eyes peeled. 👀