Keywork library
This database contains information about different business models, strategies, marketing tools, and digital concepts. We made this library in form of a dictionary divided in categories. In addition to our database, you will find more information on our blogs, and training programs.
Strategic planning
OGSM: Stands for objectives, goals, strategies, and measures. This process provides clear goals and identifies the strategic choices to achieve them. It defines the measures that will be followed to assure that the goals are accomplished. OGSM is designed to identify strategic priorities, capture market opportunities, optimize resources, enhance speed and execution, and align team members. This creates alignment in the whole organization because everyone works in line with your strategy.
Agile methodology: Promotes continuous development and testing throughout the software development lifecycle of the project. Agile is a term used to describe software development approaches that employ continual planning, learning, improvement, team collaboration, evolutionary development, and early delivery. It encourages flexible responses to change.
SWOT: Stands for Strengths, Weaknesses, Opportunities, and Threats. This is an analysis technique for assessing these four aspects of your business, designed for use in the preliminary stages of decision-making processes and can be used as a tool for evaluation of the strategic position of organizations
PEST analysis: (political, economic, social, and technological) is a management method that allows you to look into the future and identify potential obstacles well in advance so you can plan a strategy in advance and avoid these obstacles.
Scenario planning: Strategic planning method that some organizations use to make flexible long-term plans. This allows you to make assumptions on what the future is going to be and how your business environment will change over time. More precisely, Scenario planning is identifying a specific set of uncertainties, different “realities” of what might happen in the future of your business.
Porter’s five forces analysis: Analytical model that helps marketers and business managers look at the ‘balance of power’ in a market between different organizations on a global level, and to analyze the attractiveness and potential profitability of an industry sector. This model is composed of: Threat of new entrants, bargaining power of buyers, bargaining power of suppliers, threat of substitutes, and intensity of competitive rivalry.
BCG growth-share matrix: Planning tool that uses graphical representations of a company’s products and services in an effort to help the company decide what it should keep, sell, or invest more in. These are represented by cash cows, stars, dogs, and question marks.
Balanced scorecard: Strategy performance management tool – a semi-standard structured report, that can be used by managers to keep track of the execution of activities by the staff within their control and to monitor the consequences arising from these actions. Organizations use BSCs to:
- Communicate what they are trying to accomplish
- Align the day-to-day work that everyone is doing with strategy
- Prioritize projects, products, and services
- Measure and monitor progress towards strategic targets
Responsive evaluation: Responsive evaluation offers a vision and rationale for evaluation. In this vision, evaluation is reframed from the assessment of program interventions on the basis of policymakers’ goals to an engagement with all stakeholders about the effectiveness of their practice.
Track your progress
KPI: Stands for Key Performance Indicator. This is a measurable value that demonstrates how effectively a company is achieving key business objectives.
Web traffic sources: metric measures which traffic sources are driving visitors to your website, and provides a comparison of each of those sources. The three main traffic sources are direct, referral, and search, although your website may also have traffic from campaigns such as banner ads or paid search.
Brand awareness: Marketing term that describes the degree of consumer recognition of a product by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand.
Cost per lead: Often abbreviated as CPL, is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer. It is also commonly called online lead generation.
You can calculate your Cost Per Lead by dividing your Marketing Spend by the total number of New Leads:
1: Add up your marketing spend.
2: Add up your new leads.
3: Divide your marketing spend by new leads.
Website traffic leads: Tells you how many of your website visitors convert to leads. To calculate the Website Traffic Lead Ratio, the number of website visitors is divided by the number of leads. Then, the answer is multiplied by 100.
Returning visitors: The Returning Visitor Metric tracks what happens when someone returns to your website multiple times. This metric allows digital marketers to see how effective they are at building and retaining an audience online.
Online conversion rates: Conversion rate is defined as the percentage of visitors that land on your website who complete a desired action. The archetypical example of conversion rate is the percentage of website visitors who buy something on the site.
Lead conversion rates: The lead-to-customer conversion rate, also known as sales conversion rate or lead conversion rate, is the proportion of qualified leads of a company that result in actual sales. To calculate lead conversion rate, you take the number of leads converted to opportunities in a period, and divide that by the number of leads created in that period.
Click through rate: Ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. This can be calculated by the number of clicks that your ad receives divided by the number of times your ad is shown:
clicks ÷ impressions = CTR.
Customer lifetime value: The lifetime value of a customer, or customer lifetime value (CLV), represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime.
Internet marketing
SEO: (Search Engine Optimization) Process of improving the quality and quantity of website traffic to a website or a web page from search engines. Backlinko.com shared the steps to create a successful SEO strategy in 2021. These are:
- Step #1: Create a List of Keywords
- Step #2: Analyze Google’s First Page
- Step #3: Create Something Different or Better
- Step #4: Add a Hook
- Step #5: Optimize For On-Page SEO
- Step #6: Optimize For Search Intent
- Step #7: Make Your Content Look Awesome
- Step #8: Build Links to Your Page
- Step #9: Improve and Update Your Content
Local search engine optimization: (local SEO). Allows you to capture local search territory to connect with searchers in your area. While the local map pack is displayed within the standard Google organic search listings, separate algorithms power the main Google search results for local rankings and the local map pack results. As a local business, you have the opportunity the appear within both the main organic search results and the local map pack at the same time.
Social media marketing: Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing results, and running social media advertisements.
Email marketing: Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers and turn one-time buyers into loyal customers.
Referral marketing: Marketing tactic that makes use of recommendations and word of mouth to grow a business’s customer base through the networks of its existing customers.
Content marketing: Form of marketing focused on creating, publishing, and distributing content for a targeted audience online. Content marketing attracts new customers by creating and sharing valuable free content. It helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future.
Native advertising: Also called sponsored content, is a type of advertising that matches the form and function of the platform upon which it appears.
