As marketers, part of our job is to be able to present the core concepts of any industry to the general public without resorting to jargon or buzzwords — and that should, by and large, include our own. But if you’re in business and you intend to use local Internet marketing for business purposes at all, there are several basic terms that you need to be able to use fluently. They are:
- Online Presence. Your business’ Online Presence is the sum total of all of the online locations where your business information can be found or that link to a business site. The larger your online presence, the more ability you have to attract visitors.
- Call to Action (CTA). A call to action is any part of any marketing material that instructs the subject on what they should do next in order to progress along your sales funnel. CTAs are the bread and butter of conversions.
- The industry term for “turning a visitor into a member,” whether that means a customer, a donator, or a literal member of some club your business runs. Tracking conversions and how they’re affected by changed to your online presence is a huge part of maximizing your marketing RoI.
- The art of selling things to people who have already converted. Remarketing tends to produce the greatest RoI, as people who have converted once are the most likely to do so again.
- Customer Acquisition Cost (CAC). The CAC is the amount of dollars en toto spent to convert one person. Knowing your CAC is vital for determining your RoI, which is the most important number in all of marketing.
- Customer Lifetime Transaction Value (CLTV). Your CLTV is the total amount of money you can expect to get from a customer over their lifetime as you continue to remarket to them. CLTV is the number that truly determines your marketing budget.
- Locale/Locality. Your Locale is the geographical area(s) in which your business can reasonably expect customers. In Internet marketing terms, a Locale is defined by the keywords which identify it, which means it can be quite flexible. From “Southern California” to “Los Angeles” to “San Bernardino” to “Highland” to “East Highlands,” almost any granularity of locality can be targeted by your local Internet marketing efforts.