10 essential marketing concepts you should know - IDEA YOUR BLOG SITE 2020 -

In Marketing and on the web, there are new concepts year after year. Some are ephemeral and run quickly. Others become popular, provide value to our tasks and arrive to stay.

There are also the ancients, whether they have a few years or decades, that can be redefined and become important again for our day.

In CWT Advertising we select 10 terms that we consider essential domines so that you can grow your project.

1. Engagement

Its literal translation is “commitment,” and is used to reflect the ability of an individual or organization to establish strong and interactive links with its audience.

The challenge is to link our business to positive emotions in our fans such as loyalty, satisfaction, shared values ​​and a sense of permanence.

Through engagement, links are created that cross the barriers of virtuality, making a fan an important member of the company.

2. SMO – Social Media Optimization

Just as SEO refers to the techniques to obtain an optimal positioning in Google, the SMO includes the knowledge and actions to be carried out in social networks to fulfill the defined brand objectives.

The funny thing is that the term was coined in 2006 by marketing expert Rohit Bhargava when Facebook had not yet become widespread, and Twitter did not even exist. The initial fundamentals were 5, then they were enlarged or reduced according to the moment and the intervening specialists.

The essential pillars of the SMO are currently:

  • Generate content of interest and varied.
  • Be expert
  • Innovate and surprise.
  • Maintain a decontracted tone.
  • Know how to appeal to humor.
  • Obtain quality of users against quantity.
  • Know how to accept claims and complaints.
  • Know your audience and publish thinking about it.

3. Content Marketing.

This term refers to the ability of an organization to generate communication beyond the limits of the company itself, and provide material to talk about with a message that conveys the values ​​that are inherent to each business project..

Content Marketing is expressed both in digital forms (Social Networks, Blogs, Videos, Newsletters), and even traditional forms (corporate magazines)

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4. Landing page


A landing page, or “landing page”, is a page created to show all the information of a specific topic, with the aim of getting the navigators to leave their contact information when they arrive at it.

Its design must take care of all the details to ensure that a large part of the users arriving there contact you.

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5. Call to Action (CTA)

A call to action, or CTA, or Call to Action, is a button or a link, which describes in a few words and in a striking way, what action you can perform when clicking there, and is generally located just in a “landing page ”

The text, the place, the image or the colors are essential aspects to improve their effectiveness.

6. Lead / Prospect

Lead or prospect is defined as a person who has shown interest in the company’s products, for example by completing the data on the said “landing page”

The value of a lead is that it is a potential customer, and serving it efficiently and quickly can become a concrete business opportunity.

7. Conversion

By reusing the above terms, we can define conversion when the following situation occurs: a “lead / leaflet”, when accessing a “landing page”, clicks on a “call to action”, and then completes its data.

That is, the desired objective that was defined when planning a marketing campaign is specified.

8. CRO (Conversion Rate Optimization).

Every term of importance in sales or marketing is then inevitably associated with the word “Rate”, that is, rate.

If there is a click on digital advertising, a “click rate” will appear

If there is an email, there will be an “open rate”

This is unavoidable, since to have controls of the actions and plans established, it is essential to be able to measure them quantitatively.

Conversion Rate is then the% of users who have left their data when accessing a form or landing page.

And if there is a “rate”, there will undoubtedly be an “Optimization.”

CRO or Conversion Rate Optimization is understood as the analyzes and tasks that are implemented to improve the conversion rate of a company.

9. KPI

And since we talk about measurements, we must certainly stop at the KPIs.

KPIs (key performance indicators or management = Key Performance Indicator), are measurements about the operation of a process for any management sector of a company. They are vital to understand the course of a business, and to be able to take actions on time in case the performance is not satisfactory.

Remember that the KPIs are related to the initials of “Smart”, since they must be Specific, Measurables, TOchievables, Relevant, and Timely..This is: specific, measurable, attainable, relevant and possible to be analyzed over time.

In sales specifically multiple KPIs can be defined. Some of them:

  • Number of budgets presented
  • Number of visits made to companies
  • % of proposals submitted on number of prospects.
  • % Of Proposals won over% proposals submitted.

10. ROI

Finally, after delving into different concepts, the final moment arrives, which is to analyze how the investment of a marketing campaign has been carried out, and see if it has been beneficial for the company.

The calculation of ROI (Return on Investment) is very simple. And it is (Profit obtained – Investment) / Investment * 100%

For example, by earning $ 4000, investing $ 1000, we can define that the ROI has been (4000-1000) / 1000 * 100 = 300%

Not so simple to obtain are the aforementioned variables, since the investment consists of multiple aspects, and the profit obtained can be calculated not only with the sales achieved in a given period, but eventually calculating the value that a new customer has for the company.