A Beginner’s Guide to Marketing Terms

Marketing Terminology

This week I’m shaking things up with fresh content that can save you the embarrassment of asking a co-worker “what does that mean?” after you’ve seen and heard a term hundreds of times. The beginner’s guide to marketing terms may have been inspired by hearing a term I KNOW I should know, but found myself just nodding and smiling, and then frantically heading to Google.

Here are 10 Marketing Terms You Should Know

Brand Voice

Brand voice is how you convey your brand’s attitude and values through your selection of words. There have been multiple times where I write something for Tipsy Social and have to rewrite it because our brand is very informal and conversational, and the piece I’m writing sounds like an essay. Brand voice is important because it sets your brand apart from others and shows your personality to your audience. We even have a Brand Voice Guide should you need it. 


This one is marketing 101, but I can see how it can confuse someone who is not in the industry. Copy is simply the text on an advertisement or publicity material. Me typing this sentence is me writing copy for this blog post.

CRM (Customer Relationship Management)

A Customer Relationship Management system, or a CRM as you will almost always hear it be called, is a program used to manage and organize a companies interactions with customers and potential leads. CRM’s help keep everything organized in one place and streamline processes.

CTA (Call to Action)

A Call to Action, or CTA, is something included in an advertisement, that asks the audience to do something. You know those SPCA commercials with Sarah Mclachlan’s “Angel” playing while heartbreaking images of abused animals tug at your heartstrings? The CTA there is when Sarah Mclachlan asks you to call the number and make a monthly gift to help mistreated animals.

CTR (Click-Through-Rate)

A Click-Through-Rate is the number of clicks an advertisement receives per number of impressions. I personally come across CTR the most when it comes to email marketing. Each time someone views your email, that is an impression, and the number of people who desire to learn more and click the ad to be brought to your website is your Click-Through Rate.

Evergreen Content

Evergreen content is a term used to describe types of content that are always being searched for and will always be relevant years after being created. Writing an industry-specific glossary is an example of Evergreen content, because even 10 years from now people will need to know what “CTA” means and will search for that, and content such as this will answer their question.


An infographic is just a more visual, interesting way to get info across. Instead of listing your findings in a boring monthly report, you can use an infographic to keep things fresh, keep your audience engaged longer, and make the info more digestible with pictures and charts. An infographic literally combines information and graphics.

Landing Page

A landing page is where you will be taken after clicking a link. Most times, when discussing a landing page, we’re talking about it in collaboration with a marketing campaign. The Landing Page serves as a designated place where an ad or CTA will send traffic. This can be the homepage of a website, a specially designed page for a campaign, or even a social media account.

PPC (Pay-Per-Click)

PPC ads are advertisements where you pay each time someone clicks your link. PPC is a great way to get higher engagement with your ads and more eyes on your brand but costs more than if someone looked for your product organically.

SEO (Search Engine Optimization)

SEO is the act of tailoring the copy and meta information on your website so it places higher on search engines like Google or Bing. Simply by rewording your copy you can be placed higher on these search engines, leading to more people going to your website. 

I hope this guide helps you avoid blank face at the water cooler and get you raising your hand during your next meeting. What are some terms you’ve had to google while at work? Let us know in the comments below. <- Peep the CTA!

Author Details

Nick M.

Former Marketing Assistant at Tipsy Social. Trying to make "always be learning" a thing. Music junkie with a knack for listening way too loud. I'm either sleeping or making terrible jokes.