Key Terms in Customer Outreach

Analytics – Use of gathered information to draw meaningful conclusions based on a set of specific data collected. There are various tools for gathering analytics, but most commonly uses is Google Analytics.

Audience (Target Market) – A group of people a business is trying to reach with their message through various platforms. This group includes ideal customers, potential customers and current/loyal customers.

Brand – How your business is identified by the public – often using a logo, tagline, other symbol or reputation/position in the field.

Brand Audit – an evaluation on your brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it. Most brand audits include your brand mission, values and company culture.

Brand Awareness – How well the public knows about your business, products, services. It could be as simple as recognizing the business name, logo or the familiarity of its products and services.

Brand Voice – How you communicate with your target audience; your style of communication. It could be conversational, humorous, direct, etc. The main focus with brand voice is that it is consistent in all messaging among all outreach platforms.

Call-To-Action – The offer or enticement that intends to convince your audience to take the action you suggest and interact with your offer.

Click-Through Rate – Information gathered from email marketing to see how many times users clicked through your links to

Competitive Analysis – Identifying and monitoring competitors to find what your business can offer differently or better.

Content – Information shared with your audience for the purpose of being processed, engaged with and shared with others. Can be in various forms such as; eBooks, blogs, newsletters, social media posts or images/infographics.

CMS – Content Management System is a web application that allows non-technical users to design, create and manage their website.

CPL – Cost Per Lead, the way you calculate the amount of money spent to gain a lead.

Distribution Channels – The various ways to plan to share your content and offers. Usually done through email, direct mail, social media, website/blog or newsletter.

Email Campaign – A series of messages and offers sent to customers or potential customers in a strategic system to keep them informed and/or engaged with your business.

Engagement – The ways the audience is reacting to and interacting with your business through your content, social media posts, website and other outreach methods.

Marketing Funnel – The steps a potential customer goes through before making a purchase, or becoming a customer, with your business.

Goals – Each outreach campaign should include specific goals from the efforts. Set goals should be measurable, actionable and timely.

Hashtags – Used in social media when there are conversations centered around a specific theme. Use of hashtags with that theme indicate that you are intentionally joining that conversation. When used strategically, hashtags help users find your content and messaging faster and easier in the various streams and threads of conversation.

Inbound Marketing – Marketing activities that bring your customers to you rather than going out to reach the customer. Examples include: eBooks, social media, videos and webinars.

Influencer Marketing – Using industry leaders to enhance your business’s reach. Influencers should be relevant, influential and good people so that they can reflect well with your brand.

Keywords – Specific set of words that best apply to businesses that are used by potential customers and search engines to match users with content based on the keyword criteria. The more prominent your keywords are placed (in the title, URL and headings), the better the standing in the search engine results.

Nurturing – Maintaining contact and building relationship with customers through strategic messaging that guides customers to eventual purchase.

Pay Per Click – PPC refers to the amount of money spent to get customers to click on a digital advertisement. It can also refer to the advertising method where an advertiser pays a publisher each time their ad is clicked.

Search Engine Optimization (SEO) – Use of different techniques to improve quantity and quality of website traffic through organic search engine results.

Social Listening – A way to monitor what is being said on social media on a specific topic or keyword phrase.

Social Proof – When social media users seek guidance, advice or referrals on a topic/business from other social media users based on their experience.

User Experience (UX) – The overall experience of a customer from the exposure to the business through the purchase (or nonpurchase) of the product or service.

Contributing to this glossary of terms is and

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