Digital Marketing A-Z for Construction Marketers

Is digital marketing a new area you are researching or exploring? Sat through a presentation wondering what half of the jargon means? Here are a few terms you will need to know when developing and implementing a digital marketing strategy and measuring campaigns:

Attribution – Understanding which marketing efforts have an impact to your bottom line.

Blog – Become a ‘thought leader’ within your sector by posting thoughts on industry topics or best practices.

Call to Action – A button or telephone number on a landing page which drives the visitor to take action. Usually contains ‘Click here for a free quote’ or ‘Buy it now’ type messages.

Depth of Visit – A metric used to measure content consumed buy a visitor.

E-Mail Marketing – A form of direct marketing electronically. Allows you to send specific messages to small segments at a low cost.

Forum – Community websites where people share advice and comment on brands, products and common interests.

Goals – An outcome or conversion on your website. For example, a literature download or submission of an enquiry.

HTML – Hyper Text Markup Language. HTML tells your web browser what to display and where.

Impressions – How many times your online ad was displayed on a website or search engine page.

Jump Page – A specific page that you ‘jump to’ from an ad or website link. Often referred to as Landing Page.

Keyword – A word used in a search engine.

Link Building – Process of obtaining quality links to your site to improve search engine rankings.

Multivariate Testing – Testing individual elements or sections within a web page.

Navigation – Aids visitor in moving from one web page to another.

Optimisation – A process for enhancing the performance of web pages to increase conversions.

PPC – Pay per click. A form of online advertising which payment is based on click throughs.

Query – Refers to the search phrase entered into search engines.

RSS Feed – Stands for ‘Really simple syndication’. Allows people to pull information from any site and display elsewhere. Mainly used on news sites and blogs.

SEO – Stands for ‘Search Engine Optmisation’. Ensuring your website appears in the first page of search engine result pages matched or relevant to the search query or keyword.

Target Audience – The group of people intended to be addressed by your digital marketing initiatives and campaigns.

URL – Stands for ‘Uniform Resource Locator’. A URL is the address of a website or file.

Value – Exceeding customer expectations. Creating content or providing information of value to the visitor or customer. Term regularly used in social media.

Web Usability – How user-friendly your website is for visitors. Feedback can be obtained by implementing ‘feedback’ surveys.

XML – Stands for ‘Extensible Markup Language’. A way of encoding documents electronically.

You Tube – A video sharing website.

Zero Actions – Where a visitor performs no actions on a web page. Also referred to as ‘bounce rate’.

So there you have it. A nice little A-Z of digital marketing terms you will or may have already come across. The speed at which technology, web and channels are evolving means there will be more jargon to follow making it much more difficult for construction marketers to keep abreast of the latest digital marketing techniques, tools and processes.

Go back to 3-4 years ago. Imagine if you sat with your boss and said to him/her “You need to tweet more often”. Your boss would have looked at you wondering what it is you were on about. But today the word ‘tweet’ is common and we know what it means (or should do). Here at Pauley Creative, we help construction marketers keep ahead of times and assist with the development, implementation and measurement of all types of digital marketing channels and techniques.

Are there other words or terms you have heard mentioned but have no idea what they mean or reflect? Or are their digital marketing words which you would like to add to this list then please feel free to leave a comment below.

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s worked with over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

Leave a Reply