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Digital Marketing Glossary

The digital marketing is full of concepts and technicalities. You need to know them  to understand how online marketing works . Here are some concepts that may come up during your research and learning about digital marketing.


A website is a virtual place on the internet that stores content about your company, products and services. It’s that simple. When your business begins to grow and you want to increase the reach of your company to reach new customers, the first thing you have to invest in is the design and development of a website.


A lead represents someone who has gone from being an unknown user on your website to being a contact in your database. That is, you acquire their contact information because they have been left on an enrollment form in exchange for information about your products and services.

Lead magnet

It is the material and the promise of value that you announce in order to attract leads. The lead magnet is what you deliver in exchange for your data (ebooks, technical guides, reports, etc.).

CTA (Call to Action)

It is a button, image, text or hyperlink that invites those who read it to take a certain action. Therefore, it is an essential element to take the client through the different stages of the buyer’s journey.

Landing page

Also called a capture page, it is a page designed to convert visitors into leads. It is the website that contains the form and the value proposition (lead magnet).


In digital marketing, it refers to getting a user to perform a certain action. For example, a visitor becomes a lead or a follower becomes a customer.

Sales funnel

It is the process designed to convert visitors to your website into clients. The funnel is used to refer to the number of people at each stage. Well, as you progress, users decrease.

Lead nurturing

Lead nurturing, or lead cultivation, is a technique used for maturing and nurturing cold leads in a business. In addition, it is responsible for retaining those who are already customers and encouraging them to buy back.

Lead scoring

Lead scoring is a marketing automation technique that is responsible for classifying your contacts according to their profile and the level of interest in your products or services. The purpose of lead scoring is to help you prioritize those leads that are already ready for a purchase.

How To Make A Digital Marketing Plan?

Many companies launch digital marketing by creating profiles on social networks, investing in a digital guideline, creating content on a blog without a clear purpose. All this will end in a waste of time and money.

Before launching all the actions, you need a digital marketing plan . That is why we list below what this document should contain. 

1. You must have a defined business model

A business model is a tool prior to the business plan. It consists of clearly defining what you are going to offer your customers, how you are going to do it, who you are going to sell it to, how you are going to sell it to them and how you are going to generate income . If you don’t have a business model defined, you can use the Model Business Canvas tool.

2. Make a preliminary analysis of your business

Does your business already have a website? Have you created your company’s social networks? It is necessary to know what elements you have to start in digital marketing. Here you can do a SWOT analysis to assess the current situation of the business and the business environment.

3. Identify your Buyer Persona

Take into account your buyer persona and all the features that characterize him. Remember that from this representation, you will be able to design highly personalized strategies to attract your ideal buyer.

4. Define your marketing objectives

You need to know where you want to go and to achieve this, the best way is to set smart goals. Spend enough time creating specific, relevant, realistic, and measurable goals.

5. KPI´s to measure your objectives

KPI’s are the key performance indicators to know if our strategy is giving results. You can interpret it as each data or figure that allows you to show the result of the actions carried out. For example, visits to the website, number of leads, number of leads, number of sales, among others.

6. Define your strategies

Choose the most appropriate strategy to increase web traffic, capture leads and establish communication with them to convert them into customers.

7. Assign a marketing budget

How much money do you plan to spend to achieve these goals? To define a digital marketing budget , you must analyze the complexity of the strategy and the needs of the project (personnel, platforms, advertising). One recommendation is that the marketing budget should be defined based on the expected growth of the company.

8. Choose the social networks where you will have a presence

Research what information your audience prefers and on which social networks this information triumphs.

9. Select the marketing tools you will use

There are different platforms on the market, their choice will depend on your strategy. Some are paid and will represent a cost, however, you should see it as an investment, remember that they will save you time.

10. Analysis plan

All digital marketing actions must be measured to know if you are really meeting your goals. For this, use the data that each platform returns and analyze it. It also defines how often you will evaluate the performance of the campaigns.