| Term | Definition | Relevant area |
|---|---|---|
Audience persona | A representative character of a target group, based on consumer research | Buyer psychology |
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 |
Brand ladder | A method for modeling the mental and emotional process customers follow when making product purchase decisions | 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 |
| Term | Definition | Relevant area |
|---|---|---|
Clear community intention | The motivation for your community. Something that can only be accomplished by these exact people coming together to answer the call. | Community design |
Community design | Practices to help building communities that are engaged and growing | Community design |
| Term | Definition | Relevant area |
|---|---|---|
Content backlog | A content backlog is a digital document where you add, rank, sort, and update existing content | Content marketing |
Content format | The main content you share and the format you choose to deliver it (video, audio etc) | Content marketing |
Content idea bank | A content backlog is a digital document where you add, rank, sort, and delete a list of all possible content ideas in order to select only the best | Content marketing |
Content pillars | Content pillars are 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media | Content marketing |
| Term | Definition | Relevant area |
|---|---|---|
BHAG | A BHAG (pronounced “Bee Hag,” short for "Big Hairy Audacious Goal") is a powerful way to stimulate progress | Leadership |
| 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 |
Marketing message | Communication of information about the underlying theme, vision, or idea from the transmitter to the receiver | Messaging |
| Term | Definition | Relevant area |
|---|---|---|
Offsite SEO | All variables Google takes a look at. These aren’t exclusively in your hands. They depend on other sources, such as social networks, other domains in your industry and the personal history of the searcher | SEO |
On site SEO | All of Google’s ranking factors that are determined by crawling the page you optimise, such as your headlines, content and page structure. | SEO |
SEO | Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines | SEO |
SEO keywords | Keywords are ideas and topics that define what your content is about. In terms of SEO, they're the words and phrases that searchers enter into search engines, also called "search queries" | SEO |
| Term | Definition | Relevant area |
|---|---|---|
Audience’s needs | The reason your audience comes back on social media | Social media |
Newsjacking | Newsjacking is the process of adding your thoughts and opinions into breaking news stories | Social media |
Reference matrix | A social media framework to build consistent relationships on social media | Social media |
User intent | The reason why users show up on social media | Social media |
| Term | Definition | Relevant area |
|---|---|---|
Activation strategy | Type of content, incentives and calls to action for each step | Strategy |
Creator economy | The creator economy is it tied closely to influencer marketing. People - creators - can earn money by marketing their passions and interests. They can create content for it and carve a career out of this, rather than a traditional career | Strategy |
Deliverables | Deliverables includes crucial points for your agreement | 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 |
Marketing funnel | It’s the journey your customer will go through from getting to know your brand to becoming an advocate | Strategy |
Marketing metric | Marketing metrics are a quantifiable way to track performance and are an important marketing measurement tool for gauging a campaign's effectiveness | Strategy |
| Term | Definition | Relevant area |
|---|---|---|
Marketing operating system | A MOS will help you develop and monitor effective strategies for all your marketing efforts, and track your growth effectively. | Marketing Systems |
PARA method | PARA stands for Projects — Areas — Resources — Archives, the four top-level categories encompassing every type of information you might encounter in your work and life. | Marketing Systems |
Standard operating procedures SOPs | Documented processes, also known as Standard Operating Procedures (SOPs), can streamline your operations by creating step-by-step instructions for all your repeatable functions. This makes all that knowledge accessible to new and existing team members, ensuring efficiency and consistency in execution. | Marketing Systems |