Common Terms You Need to Know When Marketing For Your Small Business

Team Acquira
-  September 28, 2023
What You’ll Learn
  • How bounce rate helps gauge user engagement on your website.
  • How Customer Acquisition Cost measures the expense to gain new customers.
  • Why content marketing is about creating valuable media to engage audiences.
  • How SEO techniques can improve your website’s visibility on search engines.
  • How sales funnels help visualize customer progression from need identification to purchase.

It doesn't matter if you have the best product or service around. Without a solid understanding of marketing, it will never reach the right people.

This is true for business owners who have owned their companies for decades and entrepreneurs who have recently purchased an existing business:  A clear understanding of both sales and marketing is a cornerstone of any business that aims for sustainability and growth. 

However, the jargon and metrics associated with sales and marketing can be overwhelming. 

This article serves as a comprehensive guide to common terms you must familiarize yourself with when aiming to market your small business effectively.

How Sales and Marketing Can Help Your Business

common marketing terms

When properly deployed, effective sales and marketing strategies can help you build a strong brand identity that resonates with your target audience. They can also make customer acquisition more cost-efficient, ensuring you get the most value from each marketing dollar spent.

A well-executed content plan can engage your audience and establish your brand as an authority in your field. This helps attract new customers and fosters loyalty among existing ones. 

By combining this with strategic digital visibility initiatives, you can ensure that your brand remains at the forefront of consumer consciousness, making it easier for potential customers to find you when they’re ready to make a purchase.

One of the key elements of effective sales and marketing is lead management. 

From identifying potential customers to nurturing them through their buying journey, a well-structured process can significantly increase conversion rates and overall profitability.

Understanding and monitoring relevant metrics and data can offer invaluable insights into consumer behavior, allowing for more tailored, effective strategies. 

This leads to higher customer satisfaction, repeat business and a more robust bottom line.

Common Sales and Marketing Terms for Small Business

Now let’s take a look at common sales and marketing terms. 

Bounce Rate Bounce Rate is the percentage of sessions where the user loads a webpage and immediately exits without performing any action.
Brand IdentityBrand Identity is made up of the visible elements of a brand, such as logo, brand name, and color, which distinguish the brand in consumers’ minds.
B2B MarketingB2B Marketing is a collection of techniques for marketing to business buyers, with the goal of improving lead quality, sales acceptance of leads, and conversion rates.
CAC – Customer Acquisition CostCAC is calculated by dividing sales and marketing expenses by the number of new customers acquired. Sales and marketing expenses are the sum of advertising and marketing spend, commissions and bonuses paid, marketing and sales staff salaries, and related overhead costs.
ChatbotA Chatbot is a domain-specific conversational interface that uses an app, messaging platform, social network or chat solution for its conversations. Chatbots vary in sophistication but have developed at an enormous speed since the release of ChatGPT in November 2022. They can be text- or voice-based, or a combination of both.
ClickbaitClickbait is content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage.
Clickstream AnalysisClickstream Analysis is a form of web analytics. It is the tracking and analysis of visits to websites. Clickstream analysis typically uses the web server log files to monitor and measure website activity. This analysis can be used to report user behavior on a specific website, such as routing, stickiness (a user’s tendency to remain on the website), where users came from, and where they go from the site. 

It can also be used for more aggregate measurements, such as the number of hits (visits), page views, and unique and repeat visitors. This information is of value in understanding how the website operates from a technical, user experience, and business perspective.
CLV – Customer Lifetime ValueCustomer Lifetime Value is a key metric that determines how much revenue a business might earn from each customer over the course of their relationship. Having a high CLV can help you lower customer acquisition costs because your loyal, returning customers mean that you don’t have to spend as much to attract new customers. May also be called just LTV – Lifetime Value.
Content MarketingContent Marketing is a facet of marketing that aims to develop relevant, authoritative content through blogs, podcasts, videos, and other types of media in order to attract and engage a target audience.
Content StrategyContent Strategy is a plan to develop, publish, and maintain content, such as blogs, podcasts, and videos. Developing a content strategy often involves researching your target audience, deciding which content types to implement, developing a process for creating content, and measuring the success of each type of content.
CPL – Cost Per LeadCost Per Lead is the dollar amount spent on marketing campaigns to acquire a new lead or potential paying customer. Each separate social media, email marketing, or ad campaign typically segments it. The calculation is marketing spend divided by the number of new leads.
CPM – Cost Per ThousandCPM is the cost per thousand (“mille” in French)  advertising impressions or views of an advertisement by a person. A $1 CPM means that the price of one thousand advertising impressions is one dollar. The term CPM is used across digital and traditional media. It is also known as “cost per mille.”
CR – Conversion RateConversion Rate is a digital marketing metric that calculates the percentage of users who complete a specific desired action out of the total number of visitors to your website. The particular action might involve clicking on an ad, filling out a web form, or opening an email. Conversion rates are Key Performance Indicators (KPIs) that give a clear, accurate, and precise assessment of a marketing campaign’s success.
CTR – Click-Through RateThe Click-Through Rate is a measure that refers to the number of times a webpage ad is clicked, compared to the number of times it is displayed. 
Customer PersonasCustomer Personas are archetypal representations of existing subsets of your customer base who share similar goals, needs, expectations, behaviors, and motivations. (In overly simplistic terms, think “Type A Personality”; “Karen”, “Neanderthal”, “Soccer Mom”, and “Lounge Lizard”.) “They are powerful tools that aid in marketing and customer experience planning, as they offer insight into what customers want and how they will engage. Personas are used to design messaging, customer journeys, service experiences, and product features to meet customer expectations and needs. 
Demand GenerationDemand Generation is a data-driven marketing strategy that drives awareness and interest in an organization’s products and services to develop long-term customer engagement. Demand generation includes lead capture, lead nurturing, and pipeline acceleration.
GMB – Google My BusinessGMB is a local business listing service that Google provides to any business for free, provided that business does not solely exist online. Google allows you to “claim your business” so that the business is included in search results for which it meets the criteria. You can list the services you provide, add an FAQ section, a few photos, and allow customers to leave reviews.
GTM – Google Tag ManagerGoogle Tag Manager is a free tag management system that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website without having to modify the website code. Information from your website is shared with Google Analytics through Google Tag Manager.

Beware that there is a learning curve. You will need some knowledge of how Google Analytics works, what “events” are and what data you can track with them, and how to name categories, actions, and labels.
Inbound MarketingInbound Marketing is an approach that leverages “pull” techniques such as content marketing, social media, and search engine optimization to attract customers and prospects to a brand. It empowers them through useful, relevant information and experiences that help them solve a problem.
Landing PageA Landing Page is a web page that is targeted to a specific marketing promotion. Users are typically directed to the landing page via an SEO search result, marketing email, or social media post. A landing page is an essential component of lead generation campaigns.
Lead GenerationLead Generation is the process of collecting a set of contacts from prospective buyers with the goal of nurturing them and qualifying them as sales opportunities to grow the business.
Lead MagnetPPC is the most common type of paid digital search. It means paying to have your ad appear on the top page of a search engine results page (SERP). Your fee is often connected to how many people click on your ad.
Lead NurturingLead Nurturing is an increasingly automated approach used to help potential leads progress through the sales funnel and their buying journey. It is essential to both engaging potential buyers and generating qualified prospects for sales.
LTV – Lifetime ValueThe same as Customer Lifetime Value (see entry above).
Marketing MixMarketing Mix refers to the activities under a business’s control to draw consumers closer to the brand, generally with the goal of marketing a purchase. The classical marketing mix is divided into the 4 P’s: price, promotion, product, and place (distribution).
Native AdvertisingNative Advertising is paid media designed to blend in with its surrounding editorial context by matching stylistic and/or thematic elements. It includes paid content marketing formats, such as advertorials and sponsored content. It also takes the form of display or video ads in standard formats that appear in a newsfeed or social feed.
Niche MarketA Niche Market is one in which there are few providers of a product or service. (The reason for this may be that demand is correspondingly low. But those customers who match the niche are more likely to buy.)
NPS – Net Promoter ScoreA Qualified Lead is a prospect the marketing team has generated, evaluated by the sales team and found to fit the profile of an ideal customer with the intent to buy. The proper qualification of leads is essential to developing a healthy sales pipeline.
Performance MarketingPerformance Marketing is an online marketing and advertising program where advertisers pay marketing companies only when a specific action is completed, such as a sale, lead, or click.
PPC – Pay-Per-ClickPPC is the most common type of paid digital search. It means paying to have your ad appear on the top page of a search engine results page (SERP). Your fee is often connected to how many people click on your ad.
Programmatic AdvertisingProgrammatic Advertising enables marketers to target audiences using more detailed parameters. Technologies such as programmatic advertising platforms provide access to dozens of third-party data vendors that provide segments (called audiences) for ad targeting for a fee.
Qualified LeadA Qualified Lead is a prospect the marketing team has generated, evaluated by the sales team, and found to fit the profile of an ideal customer with the intent to buy. The proper qualification of leads is essential to developing a healthy sales pipeline.
Reputation ManagementReputation Management is the practice of influencing stakeholder perceptions and public conversations about an organization and its brand. It includes monitoring perceptions, responding to reputation threats, and seizing opportunities to boost reputation.
ROAS – Return on Ad SpendROAS is an important marketing metric that determines the success of an ad campaign. By quantifying how much a business spends on ads compared to the increase in sales that those ads generate, it is possible to determine the success of a campaign.
Sales FunnelA Sales Funnel visualizes the customer’s journey from the customer's perspective for marketing purposes. It maps buyers' progress from identifying their needs to investigating solutions, comparing solutions, and making a purchase.
Sales PipelineA Sales Pipeline is a visual representation of your potential business deals and the steps your sales team takes from start to close. It provides insight into which sales are likely to close, their potential value, and the performance of your sales team.

A sales pipeline differs from a sales funnel. A sales pipeline visualizes the buyer’s journey from a sales perspective. It shows the successive steps that the sales team must take from lead generation, through qualification, consultation, negotiation, and finally to closing.
SEO – Search Engine OptimizationSearch Engine Optimization is a facet of digital marketing that entails optimizing your website and its content for greater visibility on search engines like Google, Bing, and Yahoo.
Value PropositionThe Value Proposition is the value, or benefit, that a good or service promises to potential customers of that good or service.


Sales and marketing are more than just buzzwords; they are the framework that can dictate your business’s growth trajectory. 

Familiarizing yourself with these terms is the first step towards mastering these two critical business functions. 

The key takeaway is that sales and marketing are investments rather than expenditures. By understanding the importance of metrics like Customer Acquisition Cost and Customer Lifetime Value and by implementing effective content strategies and lead nurturing processes, you can set your business up for long-term success.

If you’re an aspiring entrepreneur looking to learn more about sales and marketing, consider reaching out to Acquira and taking our Accelerator course. This MBA-level program is designed to give you all the skills necessary to buy a small business in just seven months. 

Space is extremely limited so fill out the form below to see if you qualify. 

Key Takeaways

  • Understanding metrics is vital for effective marketing strategies.
  • Content creation must be part of a well-defined strategy.
  • Lead nurturing increases conversion rates and customer satisfaction.
  • Digital visibility is crucial for staying top-of-mind with consumers.
  • Invest in sales and marketing as growth catalysts, not just expenses.
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