Career

The LAUDOWN: 20 Digital Marketing Acronyms You Want to Know

Acronyms you need to learn if you want to work in social media. Part 1.

Your feedback is important to me. I promise to make this fun for you to read, and then you can tell me in the comments if this info was easy enough to digest for you. I am writing this to help you, so let me know if it did. πŸ₯°

Working in digital I am commonly asked about how to get started. While it’s one of those jobs that truly require working hands on to get the gist of it, there are a few things you can do without working for a company or freelancing to help you get ahead of the competition.

I’ve had the luck (or maybe it’s passion and determination πŸ˜„) of helping brands succeed in social. Some of it has to do with what I say and how I say it. I’m here to help show you the way so you, too, can succeed in this arena. Now, this might not help you get the job, but I promise you it will help you stand out. You do, after all, have to know what you’re doing to land the job, and ultimately keep it.

Let’s get started!

1. USP – Unique Selling Position

This is essentially what makes a brand or product stand out from the competition. When interviewing, it’s good to know what a brand’s USP is so you can speak to it. If you’re unsure, or have trouble finding this answer for yourself, the chances are the company doesn’t know either. Here is where you can leverage that to your advantage: tell them — better show them — how you can help them identify and market what their USP is. πŸ˜‰

2. OTO – One Time Offer

A one time offer is a promotion or offer you provide to a consumer. The most common type of OTOs are those you receive for signing up for a newsletter or a subscription list. Brands, especially those with an e-commerce store, will likely ask you for your email in exchange for a OTO. Another example is when you opt-in for text alerts. Like getting 10% off your first purchase.

3. CTR – Click Through Rate

Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It’s commonly used to measure the success of an ad campaign online. And it’s a great way to measure the reach your ad receives. Employers love hearing about your ideas on increasing their CTR.

4. CTA – Call to Action

Try not to leave this out of a blog post, social media post, or website banner. Your call to action is your β€œrequest” and the users next step after seeing your content. Some popular CTAs I use in my own content marketing efforts are “comment below”, “shop now”, “watch this video” or “learn more.”

5. WOM – Word of Mouth

I don’t know any business owner or CMO (Chief Marketing Officer) who wouldn’t want to increase their word of mouth marketing. These are daily conversations people are having about your business or brand. One of the questions I always ask myself when working with a startup is, “how can I increase its WOM?” Some would consider this the most original type of social media, long before Facebook or even Myspace. WOM is important. A brand can say whatever it wants about itself, but if consumers aren’t saying the same thing, is it really true?

Word of mouth marketing is the certification your marketing efforts need to gain trust by consumers.

6. CRO – Conversation Rate Optimization

Have i lost you yet?πŸ™‚ Conversion rate optimization is the practice of increasing the percentage of users who perform a desired action on a website. Desired actions can include purchasing a product, clicking on a link, clicking ‘add to cart’, or signing up for a service. What’s the purpose of a website or online store if nobody is visiting or engaging with it?

Here’s a real life example: You set up an online dating profile but everyone is swiping left. A way to help optimize your conversion rate is to change your profile photo, or add more juicy details about your personal life to the bio. ✊

7. AR – Augmented Reality

This is all over social media nowadays and important for you to use in your everyday conversations. Do you have a favorite Instagram filter? Well, you can thank AR for that. Brands will especially love you if you can help them determine how they can inject this into their digital marketing efforts.

8. ER – Engagement Rate

I find this more important than followers and reach. Many digital marketers will consider reach a great way to measure success, and yes, it’s important. Bosses love to hear about how you can grow their reach. But in my opinion, engagement is king. Engagement is the interaction or reactions people have with your posts. Think likes, comments and shares. Engagement rate is the the number of reactions you get relative to the size of your audience.

9. CX – Customer Experience

In such a consumer focused world, CX is everything. An exceptional customer experience is one where the customer feels heard and valued. A way you can help a brand do this better is to identify the needs of a customer. What are they loving? What are they hating? Perhaps they love your product, but hate its packaging. Consider monitoring the conversations happening about the business to make thoughtful pivots in the strategy and share it with key stakeholders in the company. A good experience will result in WOM. And what does that stand for again? 😁

10. KPI – Key Performance Indicator

The first step to any digital campaign is to determine your goals and the success metrics you plan to measure. KPIs are your indicators for success and should influence which campaigns best align with your goals. A few of my own KPIs are: I will increase engagement on Instagram by 50% in 2020. Or, I will increase our social media following by 20% in 2020 through unique content creation like infographics.

11. ROI – Return On Investment

Every CFOs (Chief Financial Officer) favorite word! Master how to use this so you can get approved for the money you need to do your job. Those who fail to provide a roadmap or strategy on how they will increase ROI will often come off as someone who is just spending money with no target in mind. Back up with facts (and of course data) on how you plan to maximize the dollars spent to ensure you receive a ROI.

12. SM- Social Media

This one is pretty self-explanatory.

13. YOY – Year over Year

Every job i’ve been in for over a year has required me to pull a YOY report. This is where you analyze and compare what you did in a certain time period over the previous year. For example, someone might ask you to pull a YOY report that compares all of your marketing efforts for 2020 against 2019. This will show them (and of course good for you to know) what you did differently, what campaigns worked, and ways you can improve. It might even help you forecast growth for 2021.

14. DM- – Direct Message

When someone slides into your DMs that means they’ve sent you a direct message that nobody else can see.

15. PM – Private Message

Essentially the same as a DM.

16. RT- Retweet

Retweets are a great way to acquire reach and engagement on Twitter. I love measuring retweets because it shows you that someone not only enjoyed the content you shared, but loved it enough to SHARE with their own audience/following. What a compliment! 😬πŸ₯°

17. AMA – Ask Me Anything

AMAS are ways people and brands open up to their audiences to answer questions. These tend to happen during live broadcasts, but most brands like to keep it more private by addressing them in stories.

18. BTS – Behind the Scenes

BTS content is a great way to showcase the real side of the business. With the rise of Tik Tok, and viral content, you’re seeing brands use BTS more and more in their marketing efforts. Behind the scenes content showcases the reality of a brand and helps audiences identify with them. Polished content is no longer as relevant on social as it used to be. And the brands I’ve seen master this are those who leverage their BTS to sell products. Showcasing an “insider’s look” to how it’s made or opening up about the struggles they overcame to launch it. I’ve seen this work when brands use BTS footage in their own product commercials.

19. DYK- Did You Know

This phrase is severely overused but a great way to reveal a fact about a subject. For example, “Did you know I like to sleep in on the weekends?” Or in a business setting, “Did you know we significantly reduced our carbon footprint by manufacturing products in the US?” This is something people will respond to.

20. ICYMI- In Case You Missed It

I love using this one to repost or rephrase something i’ve already stated before online. Like, “ICYMI: We’ve been featured on Vogue.com. Swipe up to check out the blog post now.” It’s also a great hashtag to use on Twitter when sharing newsworthy content.

I hope this list of digital marketing acronyms got you closer to an interest in this world. Stay tuned for part 2!

If you enjoyed reading this blog post, please share with me a comment below. It really helps me. And let me know if there’s anything else you’d like to see on this blog!

If you’re up for it, let’s also connect on Instagram!

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