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Digital Marketing Dictionary: 10 Buzzwords Defined

Digital marketing has its own language, which can be confusing if you don’t have a background in the field. We define 10 buzzwords in layperson’s terms.

The field of digital marketing is constantly changing and evolving – and as a result, so is the language used by its professionals. Trying to make sense of all the acronyms and jargon can be overwhelming, especially if you don’t have a background in marketing or communications.

To help demystify the language of this field, we’ve broken down 10 common digital marketing terms in layperson’s terms.


Each digital marketing channel has its own algorithm – a set of rules that establish how content is being seen and prioritized – that is meant to better connect customers to what they want to see. These algorithms are seemingly ever-changing, so understanding how they work is key to making sure you’re effectively reaching your audience. 

B2B and B2C

B2B (business to business) companies market goods and services directly to the decision makers of other businesses. B2C (business to consumer) companies market their goods and services to customers for personal use. While B2B and B2C marketing strategies have similar best practices, the specifics of your business strategy will depend on your audience.

Buyer Persona

A buyer persona refers to a representation of your target customer, based on data from market research as well as your existing customers. When creating a buyer persona, you might consider their demographics, motivations and goals, and what your business can do for them. This information can help you focus your marketing efforts in the right places. For more guidance on creating a buyer persona, check out this blog from our client, Go Narrative.


A CMS (content management system) is any application used to produce and publish your online content. Multiple users can log into a CMS to create, store, edit and publish that content. Some popular CMS platforms include WordPress, Squarespace and Wix, though there are countless others.

Conversion Rate

Conversion rate is the percentage of website visitors that complete a desired goal or task (e.g., sales, email signups, or form completions) out of the total number of visitors. A high conversion rate indicates that your marketing strategy is working – people are interested in what you have to offer and are following the necessary steps to get it.


On social media, engagement refers to how people are interacting with your content. While each platform has its own mechanics, people will ideally follow your accounts and regularly like, share, and leave positive comments on your posts. It’s important to remember that engagement is a two-way street – if you’re interacting regularly with your customers and other businesses, it’s more likely they’ll interact with you.


A website’s metadata refers to what appears on search engine result pages. This includes the meta title (title of the page) as well as the meta description (the text that appears below the title, usually a brief overview of the page content). Optimizing metadata is one great way to organically boost your search engine ranking.

Organic Growth

Whether you’re looking at social media or search engine results, any growth is either organic or paid. Organic growth refers to increased customer reach without any kind of promotion or payment. On the other hand, paid growth comes from posts that are “boosted” (i.e., more likely to show up in people’s searches or feeds) for a fee. Both organic and paid growth have their place in marketing – the strategy will depend on what your company needs.


SEO (search engine optimization) is the practice of organically increasing both the quality and quantity of traffic to your page. A strong SEO strategy helps ensure that your pages are higher-ranked and will come up more often when people are searching for specific keywords. In other words, it helps more people who are interested in your business to actually see and click through your page. A quick note: SEO and SEM (search engine marketing) are not interchangeable terms. SEM is the practice of increasing a website’s visibility through organic search engine results as well as advertising. SEO is one of many strategies used within SEM.

Thought Leadership

A thought leader is someone who’s considered an expert in their industry and uses their knowledge to offer guidance to others. Thought leadership typically involves creating and sharing content that you as an influencer who can offer solid insights and identify trends before they arise. Our client, NB Talent Services, published a great blog explaining more about how to become a thought leader!

If you’re ready to power up your marketing strategy, we’re here to help. Lightning Media Partners offers social media marketing, content marketing, and SEO services. Get more details on our services here or contact us with questions.

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Danielle Fallon

Danielle Fallon

Danielle started her work at LMP as a freelance administrative assistant. She quickly fell in love with the company and became the team’s marketing associate. She currently works as a social media specialist, where she loves using her creativity and passion for communication. When Danielle isn’t working for LMP, she can be found babysitting or giving speech therapy to preschoolers.