Knowledgebase: Advertising & Marketing

The process of attracting new customers or leads.

Acquisition refers to the strategies and activities a business uses to attract and bring in new customers or leads. It’s a crucial first step in the customer lifecycle and is typically focused on reaching audiences who may be unfamiliar with the brand but have the potential to become valuable customers. Successful acquisition involves understanding target customer needs and using a combination of marketing channels to create awareness, build interest, and encourage initial interactions.

Individuals or businesses that promote your products in exchange for a commission.

An affiliate in marketing is a partnership or arrangement where businesses outsource the sales process to partners in exchange for a commission. 

Some well-known examples of affiliate marketing websites are The Wirecutter from The New York Times and The Strategist from New York Magazine. In both examples, links to the products mentioned lead to other websites, like Amazon, where the sale occurs. The affiliates, in this case, are The New York Times and New York Magazine. 

Utilizing affiliates can help you reach a different audience and attract new customers. 

In marketing, a Channel is a method or platform used to reach and engage an audience. Common marketing channels include social media, email, search engines, and paid ads. Businesses choose channels based on where their target audience is most active and responsive, optimizing their outreach and promotional efforts for each channel’s unique strengths.

Email Marketing is a form of direct marketing that involves sending targeted messages to a list of subscribers. Businesses use email marketing to nurture relationships, share news, promote products, and drive conversions. It’s a cost-effective and personalized way to reach customers directly and is often a key component of a comprehensive digital marketing strategy.

An incentive (like a free guide, discount, or checklist) offered to potential customers in exchange for their contact information, helping to build your email list and lead base.

A targeted group created by finding users who resemble your current customers. This approach helps to expand reach effectively with similar demographics or behaviors.

A process where users give permission to receive marketing emails or other forms of communication. Opt-ins ensure that your audience is interested and engaged.

Free or earned media coverage that brings awareness and credibility to your brand.

A form of online advertising that targets users who have previously visited your site, encouraging them to return and convert.

The process of selling products or services to customers, the end goal of most marketing efforts.

Paid advertising on search engines to increase visibility and drive traffic to your website.

Visual or video ads shown on social media or other websites, helping increase brand visibility.

Evidence that others trust your brand, like reviews or social media followers, which builds credibility.

A user who signs up for regular updates, often by email. Subscribers are typically more engaged and likely to convert into loyal customers.

A marketing approach that encourages audiences to share your content widely, helping it “go viral.”