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Common Digital Marketing Terms Explained

Posted on 3 m read

You might think you need a degree in tech-speak to understand some of the phrases commonly used in digital marketing! I know my clients can feel a bit intimidated by some of these terms so I’ve put together a list of a few of the common ones to help you (which I’ll probably continue adding to over time).

Landing Page

Also know as an opt-in page, a landing page is a simple web page where people can sign up to your mailing list. This is normally in exchange for some kind of freebie (see below).

Lead Magnet / Freemium / Optin Freebie

All these terms refer to the free gift given away in exchange for a subscriber’s email address. Often a PDF guide, checklist, email or video series.


This refers to moving someone from one stage in the process to another.

For example, landing page conversions refers to the number of people who visit the page and convert into subscribers (ie who sign up).

Another example is conversion from a prospective client to a paying client, via some kind of consultation call.


Copyright refers to the intellectual property that someone owns. For example for an image, painting, piece of music they’ve created or the copy (see copy writing) on a web page or in a book they’ve produced.

You own the copyright to work you create. For example if you take a picture and publish it on social media, no-one can take that and use it without your permission. Copyrights can be sold to others to use the image or words etc.

Solicitors normally help deal with copyright issues.

Copy writing

Anything that’s written down is referred to as copy. So the words on a website, the text in PDF guides, e-books, digital products or articles.

Copywriters write copy (they don’t deal with copyright issues!).  So a copywriter could help with the copy for your social media posts, blog posts, newsletters and web pages.


This refers to courses or programmes that are always available. Other courses are only available to join at set times throughout the year.


Programmes that open up for enrolment at set times usually do so in the midst of a launch designed to generate awareness, interest and sales.

Launches usually mean an intense period of increased social media posting and emails created to get your audience excited about the programme  . The nature of launches also creates a sense of urgency and fear of missing out as the shopping cart to sign up is only open for a limited time and then closes until the next intake.


This stands for call to action. At the end of some social media posts, in emails and at various stages in your web copy you’ll want to invite your reader to take a particular action. Your call to action could be something like one of the following:

  • comment below
  • click to book a call with me
  • buy now
  • click to read the blog post
  • take the quiz


Funnels can refer to a number of systems but currently it’s being used a lot to refer to automated sales funnels. This is a sequence of emails that’s sent automatically to someone based on action they have, or haven’t taken.

For example, someone opting in at a landing page for a freebie (as mentioned above) is usually entered into a funnel starting with the welcome email with the lead magnet. The rest of that welcome sequence/funnel might be a series of emails sent every day for a week for the subscriber to get to know you and your work better. Once they come out the bottom of that funnel they’ll likely be added to your main newsletter list.

Which other terms have you heard being used that you’re unsure of? Let me know in the comments below and I’ll add them in.

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