A list of all of the core concepts we cover throughout the cohort. Use this for reference if you need help!
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Buyer psychology
| Term | Definition | Relevant area |
|---|---|---|
Bandwagon effect | You are more likely to adopt an idea or belief as it increases in popularity among people | Buyer psychology |
Barnum effect | We’re drawn to statements that feel personal (even if they could actually apply to anyone) | Buyer psychology |
Buyer psychology | Buyer psychology studies consumer’s behaviour consists of how the consumer's emotions, attitudes and preferences affect buying behaviour | Buyer psychology |
Customer psychographics | Psychographics seeks to understand the cognitive factors that drive consumer behaviours. They go beyond classifying people based on general demographic data, such as age, gender, or race | Buyer psychology |
Influence map | A visual framework of how audiences interact with the problem your business solves, and what influences their behaviour | Buyer psychology |
Purchase intent | Purchase intent is the probability that a consumer will buy a product or service. To evaluate purchase intent, marketers uses predictive modeling to help identify the possibility of future outcomes based on historical data | Buyer psychology |
Social selling | We’re more likely to share stuff that is gratifying to share due to our beliefs or a benefit | Buyer psychology |
Status Quo Bias | We’re resistant to change and prefer the known to unknown, so we need to see HOW it’s different | Buyer psychology |
Trigger event | Every purchase begins with a trigger event. It’s the moment a buyer realises they may need a new solution | Buyer psychology |
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Community design
| Term | Definition | Relevant area |
|---|
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Content marketing
| Term | Definition | Relevant area |
|---|---|---|
Content pillars | Content pillars are 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media | Content marketing |
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Leadership
| Term | Definition | Relevant area |
|---|
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Messaging
| Term | Definition | Relevant area |
|---|---|---|
Brand mission | The reason why a company exists and does the work it does | Messaging |
Brand Values | The standards a company will follow and uphold in order to successfully fulfill its purpose | Messaging |
Brand vision | A company’s aspirations for the future and what they hope to achieve | Messaging |
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SEO
| Term | Definition | Relevant area |
|---|
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Social media
| Term | Definition | Relevant area |
|---|---|---|
Audience’s needs | The reason your audience comes back on social media | Social media |
Reference matrix | A social media framework to build consistent relationships on social media | Social media |
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Strategy
| Term | Definition | Relevant area |
|---|---|---|
Audience persona | A representative character of a target group, based on consumer research | Strategy |
Marketing activities | Marketing activities are tactics and strategies that a business employs to encourage customers to buy goods or services | Strategy |
Marketing channels | Marketing channels are tools that marketers use to build a connection between a manufacturer or company to a group of potential customers (eg. social media etc) | Strategy |
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Marketing Systems
| Term | Definition | Relevant area |
|---|