Business Glossary
Key business terms and definitions
A
Algorithm
In social media, an algorithm is a system that determines which content appears in users feeds and in what order. Social media algorithms analyze user behaviour including likes, comments, shares and watch time to predict and display content that will keep users engaged. Understanding the algorithm is crucial for businesses trying to maximize their organic reach and engagement on platforms like Instagram, TikTok, Facebook, and LinkedIn.
Analytics
The systematic analysis of data to measure performance, understand audience behaviour and inform business decisions.
B
B2B (Business-to-Business)
Commerce transactions between businesses rather than between a business and individual consumers.
B2C (Business-to-Consumer)
B2C (Business-to-Consumer) - Business model where companies sell products or services directly to end consumers.
Brand Awareness
The extent to which consumers recognize and remember a particular brand.
C
Conversion Rate
The percentage of potential customers who take a desired action, such as making a purchase or signing up for a service.
CTA (Call-to-Action)
A prompt that encourages users to take a specific action, such as "Sign Up" or "Buy Now."
D
DM (Direct Message)
Private messages sent between users on social media platforms.
Digital Marketing
Marketing efforts that use electronic devices and the internet to connect with customers.
E
E-commerce
Buying and selling goods or services over the internet.
Engagement Rate
A metric measuring the level of interaction (likes, comments, shares) content receives relative to audience size.
Email Marketing
Using email to promote products, services, or build relationships with potential and current customers.
F
Funnel
The journey potential customers take from awareness to purchase, typically visualized as stages narrowing toward conversion.
G
Google Analytics
A web analytics service that tracks and reports website traffic and user behavior.
H
Hashtag
A word or phrase preceded by the # symbol used to categorize content and increase discoverability on social media.
Hook
The opening element of content designed to capture attention and encourage continued viewing or reading.
I
Impressions
The number of times content is displayed, regardless of whether it was clicked or engaged with.
Influencer
A person with the ability to affect purchasing decisions due to their authority, knowledge, or relationship with their audience.
Inbound Marketing
A strategy that attracts customers through valuable content and experiences rather than interruptive advertising.
K
KPI (Key Performance Indicator)
Measurable values that demonstrate how effectively a company achieves business objectives.
Keyword
Specific words or phrases users enter into search engines that businesses target in their content and advertising.
L
Landing Page
A standalone web page created specifically for a marketing campaign where visitors "land" after clicking a link.
Lead
A potential customer who has shown interest in a company's product or service.
N
Niche
A specialised segment of the market for a particular product, service, or audience.
O
Organic Reach
The number of people who see content without paid promotion.
Outbound Marketing
Traditional marketing methods that push messages out to a broad audience (cold calling, direct mail, ads).
P
PPC (Pay-Per-Click)
An advertising model where advertisers pay each time a user clicks on their online ad.
Persona
A semi-fictional representation of an ideal customer based on market research and real data.
R
Reach
The total number of unique users who see your content.
ROI (Return on Investment)
A measure of the profitability of an investment, calculated as net profit divided by cost.
S
SEO (Search Engine Optimization)
The practice of optimizing content to rank higher in search engine results pages.
Social Listening
Monitoring social media channels for mentions of your brand, competitors, or relevant keywords.
T
Target Audience
The specific group of consumers most likely to want your product or service.
U
UGC (User-Generated Content)
Content created by users rather than brands, including reviews, photos, and testimonials.
V
Viral
Content that spreads rapidly online through shares and engagement, reaching a massive audience quickly.
X
X (formerly Twitter)
Social media platform for sharing short messages, news, and engaging in public conversations.
Y
YouTube
Video-sharing platform and the second largest search engine, used extensively for content marketing.
Z
Zoom
Video conferencing platform widely used for business meetings, webinars, and virtual events.