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The Local Santa Barbara Marketing Glossary

The End Of Santa Barbara Marketing Gobbledygook

Thanks to the internet, the way we do business is evolving at an alarming pace. It’s not a matter of keeping up, but a matter of keeping up with what works for your business. Even for us “experts”, the flood of new technology, tools and terminology is a challenge to keep up with, and relaying valuable information to clients in a meaningful manner gets tougher and tougher.

To help you keep up to date with the latest local marketing topics, we’ve put together this Local Santa Barbara Marketing Glossary that breaks the jargon down into simple English.

If there’s a local marketing term you’d like us to add or explain, please let us know below in the comments.

Above The Fold

The part of an email message or website that is visible to the reader without the need for scrolling.

Ad Tracking

The ability to track how many actions your advertisements are generating. These actions can be phone calls, emails, downloads, Facebook “likes”, Tweets, newsletter signups, in-store visits and more.

Auto Responder

An email message, containing pre-written content, which is automatically sent after a triggering event has occurred. Triggering events may include completion of a web form, purchase of an item or inquiry to customer support.


The term blog is so widely used now that it means a number of things that are basically the same. A blog is a chronologically-ordered list of web pages on your website, but can also mean “to add content to your website” or “a page or post on your website”. Basically think of it as “easy to use your website”.

Business Profile

Listing your business location and contact information in online business directories so that your business gets found online and in places like Google.

Call To Action

A request inviting the reader to perform a specific action such as a phone call, email, download, contact form, Facebook “like”, Tweet, newsletter signup, in-store visit or other desired result.


Click-throughs occur when a visitor clicks on a tracked URL or link.


Co-ops are used in advertising and include several different offers in a single advertisement or mailing.


Conversions are the actual number of people that clicked on your ad, visited your website or made an actual purchased.  High conversion rates are proof your link, ad, or offer is working.

Conversion Rate

Conversion rates are the ratio of inquiries converted to buyers. You should always be looking to improve this number.


Cross-selling is promoting additional complimentary products and services to your customers.

Direct Marketing

Direct marketing generates the most profitable results by engaging your targeted audience through a variety of relevant messages, medium and offers that can are tracked, measured, analyzed, and improved upon over time.

Direct Response Advertising

Direct response advertising is designed to encourage a specific response from the reader through a means that can be tracked.

Domain Name

Domain names identify your online business name and is the home of your business on the internet and are required in order for you to have a website of your own. Domain names are purchased on a yearly basis through trusted domain vendors like GoDaddy. It is best to purchase your domain for 5-10 years at a time.

Double Opt-In

The most cost-effective of all marketing is email marketing. In order to build your email list, you are required to send potential subscribers through a two-step opt-in process. When a subscriber requests to join your list, they receive a confirmation email message automatically asking them to confirm their request.

Email Newsletter

Once you have an email list, you can send weekly or monthly email newsletters for free or very little money. Email newsletters can contain promotional, educational and other informative content that builds trust with the subscriber. MailChimp is a perfect tool that is easy to use and handles double opt-ins for you.


Geo-targeting is the process of focusing your marketing efforts on very specific geographical areas. Pay-per-click ads, blog posts and business profiles can all take advantage of geo-targeting that focuses just on those specific markets. For example, Prevail PR focuses on marketing Santa Barbara.

Google Places

Google Places is the new Yellow Pages. If your business isn’t showing up in Google Places results for local searches looking for the types of products and services you sell, you are basically invisible to a huge chunk of your target market. Your business listing needs to be claimed, verified, optimized and even promoted for you to have a chance.


HyperText Markup Language is the most common coding language for creating email messages and website pages. A simple HTML editor would be the one inside your Gmail or other free email composer, giving you the ability to format text and add media.


Domain names are the physical front of your online business, but they have to be stored, or hosted online. There are thousands of web hosting companies that offer every service imaginable. Your web developer may also offer their own web hosting services that include maintenance and security issues. Hosting prices vary wildly; one company we highly recommend is BlueHost.

Inbound Link

Inbound links are those that link from one website to your website. Building inbound links is at the center of all successful search engine optimization strategies.

Johnson Box

Johnson Boxes are the words that appear at the top of a salesletter highlighting the key benefits and offer of a mailing.


Keywords are the phrases used by people searching on Google and other search engines. In order to grow your business online, proper keyword research needs to be performed so that your website can target the most efficient keywords.

Lifetime Value

The most successful businesses are those that understand the true lifetime value of their average customer. Lifetime value is the total profit generated over the active life of a customer. Knowing this value gives you a competitive advantage and the ability to know exactly how much you can spend to earn a new customer.

Local Marketing

Local marketing is the process of using on and offline marketing tools that focus on your local marketplace. These can include physical ads in local publications, as well as online tools like Facebook and Google pay-per-click advertising with geo-targeting.

Mailing List

Your mailing list is all the names and addresses of individuals and/or companies included in an email or paper database built up over time. Building email databases is generally preferred as it eliminates mailing costs; however, mailing lists are highly profitable in specific industries.

Map Optimization

In order for your business to show up in Google Places searches, your listing needs to be optimized through Google Maps. By doing so, your business will earn a red pin on Google Maps for searches related to your business and include information, reviews and media about your business


Offers the specific deals you present to the reader of your advertising or Santa Barbara marketing material. The best offers remove as much risk to the customer as possible, include a call-to-action and time sensitivity, and are unique to your business alone.

Organic Results

Organic results are the traditional results returned by Google for search terms. Traditionally, there are ten organic results returned per page, with a number of ads and other options filling out the rest of the page. Earning top organic rankings is highly coveted, but losing ground to more local rankings as things evolve.

Pay Per Click

Pay-per-click advertising allows you to pay a pre-determined price each time a user clicks on your online advertisement. On Google, the cost is negotiated via an auction, and your ad placement is determined by the size of your bid and other factors. Pay-per-click ads are shown above and to the right of organic results on most Google search pages.

Qualified Leads

Qualified leads are those that have made a requested action to indicate their interest in a given type of offer or promotion. Focusing on qualified leads keeps your advertising costs down and increases conversion rates.


Rankings are the spot your website and pages occupy in Google and other search engine result pages. Traditionally, there are 10 spots per page, with the top spot being exponentially better than those below; however, Google in particular is making rapid and consistent changes to their search results pages that include much more local content, including map packs that push organic rankings lower down the page.


Retention is how long you are able to keep a visitor on your website or a subscriber on your email list. Long retention signifies value in your offer.


Online reviews are becoming a major focus on whether or not your business shows up in search engine results. You should encourage your customers to leave reviews for you on any number of sites, including Yelp and San Luis Obispo business reviews. You can also see some Santa Barbara marketing reviews from our customers on Google and LinkedIn.


To get the maximum value out of your email list, it’s best to separate, or segment names and prospects into smaller parts. This lets you send more specific offers that get better results.

Search Engine Marketing

Search engine marketing (SEM) is the process of marketing your website via search engines like Google and Bing. Search engine optimization (SEO) and directory submissions are the main tactics.

Search Engine Optimization

Search engine optimization (SEO) is the process of modifying your website and pages so that they rank as highly as possible in search results for keywords related to your products and services. Proper search engine optimization needs to be performed both on your website and through other means like Google Places. For example perform a search for: Santa Barbara marketing and Prevail PR comes up #1 at the time of publication.

Social Media Marketing (SMM)

Social media marketing is the process of using social networks like Facebook, LinkedIn, Twitter and Youtube to engage your audience in interactive online environments. Social media marketing generates exposure for your business, increases traffic and builds new business partnerships.

Split Test

Split testing is the process of testing two or more samples from the same list and using the same criteria for testing different packages, offers, mail dates or any other single specific part of your mailing.


Testimonials are statements, letters, or comments made by your past or current customers which endorse or recommend your products and services to others. Powerful testimonials identify the individual by name, title and company.


Traffic is the amount of visitors your website or social media profiles receive. Generally, more traffic is better than less, but targeted/qualified traffic is best. Proper keyword research and search engine optimization builds your qualified traffic.


A URL is a link, such as this: Get Guaranteed Marketing Results

Video Marketing

Video marketing is the process of creating videos of your business, optimizing them for distribution and promoting them on your website, Youtube and other video-sharing websites.

No Gobbledygook San Luis Obispo Marketing Without The Jargon

Simple Local Santa Barbara Marketing

Hope that helps.

New Gobbledygook is sure to start showing up any minute, so we’ll add new terms to this local marketing glossary regularly. If you have any suggestion to include, please let us know below.