When prospective clients hear, “marketing strategy,” they can become easily intimidated. While there are a lot of terms marketers throw around, it’s easy to learn. Here’s a marketing cheat sheet to help you know the difference the next time you’re working on a campaign.

A/B Testing: Testing two different versions of something you are trying to measure to see which performs better. Example: I used A/B testing to see which ad performed better, and went with that ad.

Bounce Rate: Users who disengage without taking the specific action you want them to take.

CTR (Click through rate): The actions or click users take divided by the actions they could take.

Demographic: In marketing, demographic refers to the specific target you are trying to reach.

Engagement: Likes, shares, comments, and any other form of social proof to reveal your audience’s interest in your content.

KPI (Key performance indicator): A metric used to determine whether or not you met your goals.

Landing page: A page used to convert your audience where you offer a lead magnet in exchange for their information.

Marketing Automation: A way to prepare your marketing campaigns in advance

Niche market: A specific type of business you target

PPC (Pay per click): A marketing model where you pay every time your advertisement is clicked. In this strategy, a business pays for targeted traffic.

Remarketing: Also known as retargeting, this strategy uses ads to generate traffic, using cookies the user acknowledges to monitor trends in their web history. This tool helps companies create targeted ads to re-engage these potential customers.

SEO (search engine Optimization): A strategy to increase your organic (unpaid) search engine ranking so prospects can find you when searching for products and services on the search engine.

USP (unique selling proposition): The defining factor that sets your product or service apart from your competition, enabling your customers to come to you.