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Marketing lingo explained

As a Digital Marketing Superhero on this planet to help business owners make their mark on the digital world, I’ve received a lot of questions and I’m here to help. I’ll be covering everything from slowly loading websites to how to embed videos into your website. Whether you’re new to the world of digital or want a refresher, you will find some helpful tips below:

Your must common questions answered

Content Management Systems (WordPress)

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Search Engine Optimisation (On-page & Off-page)

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Marketing Strategy (digital and traditional)

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Search Engine Marketing (Search and Social)

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Social Media (FB, Instagram & Twitter)

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Website Hosting (security & backups)

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If a previous website developer or yourself created a Joomla website, don’t fret you can easily transfer the site across to WordPress.

Before you can transfer your site, you will need to install WordPress into a folder on the same server where you have your Joomla installation. Make sure that Joomla and WordPress websites are available online. Then you have to install WP plugin called “FG Joomla to WordPress“. It allows you to migrate sections, categories (sub-categories), articles, images, medias and tags from Joomla into WordPress. It can import Joomla articles as WP posts or pages.

Installation & migration process:

Install the WP plugin in the Admin -> Plugins menu -> Add New -> Upload -> Select the zip file -> Install Now

Activate “FG Joomla to WordPress” plugin in the Admin -> Plugins menu

Run the importer in Tools > Import > Joomla (FG)

Before you will be able to move your content, you need to configure your database parameters from Joomla.

The Joomla database parameters can be found in the Joomla configuration.php file – which resides in the main directory of your Joomla installation.

Click Import content from Joomla to WordPress. Once the import completes, there should be yellow sections on the page that show a confirmation of what was imported.


A content management system (CMS) is a system used to manage the content of a WordPress is a Content Management System, so is Joomla, Drupal and Shopify.

Adding a contact form to your website is easy. You can use the free plugin called Contact Form 7 or if you are looking for something a little bit more powerful, Gravity Forms. Gravity Forms is an investment (under $40 for a personal license but up to $200 for a developer license) but it’s worth checking out.

Gravity Forms allows users to capture opt-in emails and collect payments.

From small to large business to some of the world’s top brands, WordPress is a multi- purpose content management system that is favoured by many. Check out this link for a list.

According to a survey published by Netcraft, around 455,000,000 websites are using WordPress right now, which means that around 20% of all self-hosted websites use WordPress.

WordPress is open source web software that you can install on your web server to create your website, blog, community, or network. WordPress started out as a tool for blogging, but has evolved into a full-fledged Content Management System (CMS), capable of powering websites, networks, and communities.

This website was built by me and uses WordPress!

For basic features, Mailchimp is free. Aweber is about $19.99 per month. If you absolutely must go with something free, then Mailchimp will do what you need it to do.

However, Aweber provides a range of customisation options that surpass Mailchimp. Its ability to automate messages is amazing. It’s for this reason why I use Aweber for my email communications.

Aweber allows you to automatically send follow up messages to your subscribers after a set amount of days and at whatever day of the week and time you choose.

MailChimp is a simple email marketing software (EMS) which gives you a number of easy options for designing, sending and saving templates of your emails.

You cannot send unsolicited emails to people who have not subscribed to your database. To ensure your newsletter meets SPAM and privacy laws it’s best to view the ACMA website for further information.

No two digital marketing agencies are alike. At Sink or Swim Marketing, we work with a broad range of clients with a broad range of budgets. Find out how we can help you by achieving your goals.

Digital marketing, internet marketing, online marketing. They all mean the same. Digital marketing refers to any marketing that’s completed online or is web based. This means:

  • Website
  • Social media
  • Search Engine Optimisation
  • Search Engine Marketing

Traditional marketing involves offline marketing activities such as print, direct mail, radio, TV, etc.

Your brand should reflect what your business stands for and what sets it apart from your competitors – it expresses the qualities, strengths and ‘personality’ of your business.

Creating a strong brand involves in-depth research to work out why customers should be attracted to your business. A strong brand will help customers to remember your business and feel greater confidence that your products or services will suit their needs. Customers tend to be loyal to a brand they trust.

Most products intended for consumer use can be further categorised by how frequently and where they are purchased.

Convenience products:
These are products that appeal to a very large market segment. They are generally consumed regularly and purchased frequently. Examples include most household items such as food, cleaning products and personal care products. Because of the high purchase volume, pricing per item tends to be relatively low and consumers often see little value in shopping around since additional effort yields minimal savings.

Shopping products:
These are products consumers purchase and consume on a less frequent schedule compared to convenience products. Consumers are willing to spend more time locating these products. Since they are relatively more expensive than convenience products and because these may possess additional psychological benefits for the purchaser, such as raising their perceived status level within their social group. Examples include many clothing products, personal services, electronic products and household furnishings.

Specialty products:
These are products that tend to carry a high price tag relative to convenience and shopping products. Consumption may occur at about the same rate as shopping products but consumers are much more selective. In fact, in many cases, consumers know in advance which product they prefer and will not shop to compare products. But they may shop at retailers that provide the best value.

Examples include high-end luxury automobiles, expensive champagne and celebrity hair care experts. The target markets are generally very small and outlets selling the products are very limited to the point of being exclusive.

Emergency products:
These are products a customer seeks due to sudden events and for which pre-purchase planning is not considered.

Unsought products:
These are products whose purchase is unplanned by the consumer but occur as a result of marketer’s actions. Such purchase decisions are made when the customer is exposed to promotional activity, such as a salesperson’s persuasion or purchase incentives like special discounts offered to certain online shoppers.

Marketers generally four approaches when it comes to pricing. This includes:

Penetration pricing:

The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used by Foxtel.

Foxtel wanted to grab large numbers of consumers to make it financially viable. After they gained a large enough audience, they started pricing their premium packages at their higher pay rate, so they could move from a penetration approach to a premium or skimming pricing model.

Economy pricing:

The costs of marketing and promoting a product are kept to a minimum. Supermarkets often have economy brands for soups, spaghetti, etc. Budget airlines are famous for keeping their overheads as low as possible and then giving the consumer a relatively lower price to fill an aircraft. During times of recession, economy pricing sees more sales.

Price skimming:

Price skimming sees a company charge a higher price because it has a substantial competitive advantage. However, the advantage tends not to be sustainable. The high price attracts new competitors into the market, and the price inevitably falls due to increased supply.

Manufacturers of digital watches used a skimming approach in the 1970s. Once other manufacturers were tempted into the market, the watches were produced at a lower unit cost, other marketing strategies and pricing approaches were implemented. New products were developed and the market for watches gained a reputation for innovation.

Premium pricing:

This approach is used where a substantial competitive advantage exists and the marketer is safe in the knowledge that they can charge a relatively higher price. Such high prices are charged for luxuries, such as Chanel and first-class air travel.

Marketing decisions generally fall into the following four controllable categories:

  • Product
  • Price
  • Place (distribution)
  • Promotion

These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment.

Product decisions

The term “product” refers to tangible, physical products as well as services. Here are some examples production decisions that must be made:

  • Brand name
  • Functionality
  • Styling
  • Quality
  • Safety
  • Packaging
  • Repairs and Support
  • Warranty
  • Accessories and services

Price decisions

How will you price your product or service? Some examples of pricing decisions to be made include:

  • Pricing strategy (skim, penetration, etc.)
  • Suggested retail price
  • Volume discounts and wholesale pricing
  • Cash and early payment discounts
  • Seasonal pricing
  • Bundling
  • Price flexibility
  • Price discrimination

Distribution (Place) decisions

Distribution is about getting the products to the customer. Some examples of distribution decisions include:

  • Distribution channels
  • Market coverage (inclusive, selective, or exclusive distribution)
  • Specific channel members
  • Inventory management
  • Warehousing
  • Distribution centers
  • Order processing
  • Transportation
  • Reverse logistics

Promotion decisions

In the context of the marketing mix, promotion represents the various aspects of marketing communication. Marketing communication decisions include:

  • Promotional strategy (push, pull, etc.)
  • Advertising
  • Personal selling & sales force
  • Sales promotions
  • Public relations & publicity
  • Marketing communications budget

Marketing objectives define what you want to accomplish through your marketing activities.

When setting objectives it is very important to ensure that your objectives are; specific, measurable, achievable, realistic and time specific, or SMART for short:

  • Specific: Are your objectives stated in a way that is precise about what you are hoping to achieve?
  • Measurable: Can you quantify each objective, i.e. can you use a unit of measure such as market share in percentage or dollars or other to provide a way to check your level of success?
  • Achievable: Are your objectives reasonable in terms of what you can actually achieve or are you setting your sights too high?
  • Realistic: Do you have sufficient resources to achieve the objectives you have set, if you don’t then they are likely to be unrealistic?
  • Time specific: When are you hoping to achieve these objectives, you need to define a timing plan with target timing for each specific objective?

The purpose of a competitive analysis is to determine the strengths and weaknesses of the competitors within your market.

The first step in a competitor analysis is to identify the current and potential competition. The second method is to group competitors according to their various competitive strategies so you understand what motivates them.

A SWOT analysis lists your business’s greatest strengths, weaknesses, opportunities, and threats. The point of a SWOT analysis is to help you develop a strong business strategy by making sure you’ve considered all of your business’s strengths and weaknesses, as well as the opportunities and threats it faces in the marketplace:

  • Existing businesses can use a SWOT analysis, at any time, to assess a changing environment and respond proactively
  • New businesses should use a SWOT analysis as a part of their planning process

Strengths (internal, positive factors)

Strengths describe the positive attributes, tangible and intangible, internal to your business. They are within your control.

  • What do you do well?
  • What internal resources do you have? Think about the following:
    • Positive attributes of people, such as knowledge, background, education, credentials, network, reputation, or skills
    • Tangible assets of the company, such as capital, credit, existing customers or distribution channels, patents, or technology
  • What advantages do you have over your competition?
  • Do you have strong research and development capabilities? Manufacturing facilities?
  • What other positive aspects, internal to your business, add value or offer you a competitive advantage?

Weaknesses (internal, negative factors)

Weaknesses are aspects of your business that detract from the value you offer or place you at a competitive disadvantage. You need to enhance these areas in order to compete with your best competitor:

  • What factors that are within your control detract from your ability to obtain or maintain a competitive edge?
  • What areas need improvement to accomplish your objectives or compete with your strongest competitor?
  • What does your business lack (for example, expertise or access to skills or technology)?
  • Does your business have limited resources?
  • Is your business in a poor location?

Opportunities (external, positive factors)

Opportunities are external attractive factors that represent reasons your business is likely to prosper:

  • What opportunities exist in your market or the environment that you can benefit from?
  • Is the perception of your business positive?
  • Has there been recent market growth or have there been other changes in the market that create an opportunity?
  • Is the opportunity ongoing, or is there just a window for it? In other words, how critical is your timing?

Threats (external, negative factors)

Threats include external factors beyond your control that could place your strategy, or the business itself, at risk. You have no control over these, but you may benefit by having contingency plans to address them if they should occur.

  • Who are your existing or potential competitors?
  • What factors beyond your control could place your business at risk?
  • Are there challenges created by an unfavorable trend or development that may lead to deteriorating revenues or profits?
  • What situations might threaten your marketing efforts?
  • Has there been a significant change in supplier prices or the availability of raw materials?
  • What about shifts in consumer behaviour, the economy, or government regulations that could reduce your sales?
  • Has a new product or technology been introduced that makes your products, equipment, or services obsolete?

A market consists of all the consumers who purchase a particular type of good or service. The market may be sub-divided into separate segments each of which are considered to be a separate market in its own right.  Defining your market allows you to gain insights into the following:

  • The size of the market you operate in
  • The forecasted growth of the market you operate in
  • Key competitors in the market you operate in
  • Key target markets you could compete in
  • The most appropriate marketing mix

A target market or segment is the consumers your business wants to sell its products and services to, and to whom it directs its marketing efforts. Identifying the target market is an essential step in the development of a marketing plan. A target market can be separated from the market as a whole by geography, buying power, demographics, as well as by psychographics.

A competitive advantage is a condition or circumstance that puts a business in a favourable or superior business position. Knowing what your competitive advantage is, is important, it helps guide your business and ensure your marketing is effective. The best way to determine your competitive advantage is to think of other business owners such as Richard Branson. What would you say is his competitive advantage? Do the same for yourself and your business.

Businesses create mission and vision statements to convey the direction in which they’re going. These statements help communicate the intentions of the business and its goals for the future. Each statement is created for a separate reason and each holds a different meaning.

A vision statement outlines your key values and lays out where the business intends to go over time. It’s designed to provide inspiration and focus to employees, as well as give customers a sense of what the organisation believes in. A vision statement can include things that are not true now but that you are striving to make true. For example, a vision statement may say that a company has a goal of becoming the largest player in its industry, even if it is not so now.

A mission statement describes your overall purpose, including defining its key measures of success. A mission statement’s target audience is primarily internal. When businesses create mission statements, they take into account the products and services they offer, as well as the company’s image, values and priorities. The focus is on how the businesses should be operating, and it serves as a very general blueprint for employees to follow.

One key difference with mission and vision statements is the time element. A mission statement talks primarily about what the business is currently doing. It focuses on the present state. A vision statement is a projection of where the company wants to be in the future. These statements are designed to work together. If a business follows its mission statement, then the vision statement will be what the business has to look forward to in the future. Vision statements are generally created before mission statements, because a vision statement will direct the company on how it must operate today to get to where it wants to be.

A marketing strategy and plan is a  roadmap that defines your goals and objectives and what you need to do in order to achieve them. There are generally four types of objectives:

  • To Increase market share in existing markets with existing products or services
  • To develop new markets for existing products or services
  • To innovate by developing new products or services
  • To diversify into new markets with new products or services

Most businesses do not have the resources to attempt all these objectives at once. Nor should you feel the pressure to do so, you will do better to focus on just one or two of them at a time. Remember, the tortoise runs the race at the end.

When developing your marketing plan or strategy it’s important to ensure you set key milestones along the way. After all, how can you measure success, if you don’t know what success looks like.

Instagram is an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them with their followers.

Snapchat allows users to take photos and video and send it to someone, only to have it disappear after viewing. The app is designed to capture a moment and share it in an impermanent way.

Vimeo was founded by a group of filmmakers who wanted to share their creative work and personal moments from their lives. Today, millions of people from all around the world enjoy Vimeo.

Less popular than YouTube, Vimeo is still a worth social media tool for businesses and individuals who have a lot of video content to share.

YouTube is a website designed for sharing video. Millions of users around the world have created accounts on the site that allow them to upload videos that anyone can watch.

YouTube is the second most popular search engine after Google, proving its worth as an important social media tool.

Facebook is a social networking tool that makes it easy for businesses, celebrities and individuals to connect and share with your family and friends online. Facebook was created in 2004 by Mark Zuckerberg while he was enrolled at Harvard University.

Anyone over the age of 13 with a valid email address can  join Facebook. Facebook is the world’s largest social network.

Twitter is a microblogging network of real-time posts that are limited to 280 characters or less. It is used by businesses, celebrities and individuals for a range of purposes.

How long is a piece of string? Social media has revolutionised business, but you don’t need to use all of them. Taking on too many social networks all at once will leave you overwhelmed and ready to give up.

Using tools to help manage your social media will enable you to find a balance between building your online presence and performing other important duties. I personally use Social Pilot. I love it for its simplicity and ease of use. It is also very cost-effective.

If content is an issue, you can always hire a digital marketing agency like Sink or Swim Marketing to develop effective content for your social media channels.

LinkedIn has a unique business focus. All business owners no matter what industry, should have a LinkedIn profile where business professionals and consumers can find details about your work history, talents and skills. A effective LinkedIn profile (known by LinkedIn as an ‘all-star’ profile) will build credibility and inspire transparent conversations.

Social media is not without its flaws. Most of them are caused by human error. Never post anything that you wouldn’t normally publicly announce. Social media maybe social but there is no excuse for poor spelling. Try to develop a social media calendar to determine the best times and days to post content.

YouTube is the second largest search engine after Google and the number one site for video content. YouTube has the ability to put your content in front of the right people.

Social media acts as a form of word and mouth and is a major driver of website traffic. Studies have shown that social media users surveyed were at least somewhat likely to make a purchase after seeing a friend’s post. Chances are your brand or your industry is being mentioned in social media. If you aren’t social, it is likely your competitors are.

Using hashtags and tags allows you to instantly connect with users and companies.  Tagging someone ensures your post is linked directly to their account, and the users and companies get a notification that they’ve been mentioned. It’s a great way to gain traction and build brand awareness.

  • Add a “via @username” to the end of stories you share. Most often, the “via” references the author who wrote the story or the site that published it.
  • Add a “HT @username” to credit those who turned you onto a story or idea. HT is shorthand for “hat tip,” the practice of tipping one’s hat toward another person to say thanks.

There is no nice way to put this. The answer is NO.

Buying followers is against twitter, instagram’s and facebook’s terms of service. Some follower services may ask for your log in details and gain access to your account. This could mean that your account could send spam messages to your followers or your account could be hijacked.

Working out how often you post on your social media channels varies. Each network should be treated differently. Studies have shown that tweets have a prime time of visibility of only 18 minutes!

Quantity isn’t everything when it comes to social media. You need to factor in time and make sure your posts appear during the most desired time for maximum exposure.

No. Always review each follower and make a decision with each one. Otherwise you’ll end up following irrelevant or offensive Twitter accounts.

Search Engine Optimisation

Google, Yahoo and Bing account for over 95% of the search market. Just focus attention on the search engines that matter.

Many SEO agencies make claims like “Guaranteed #1 ranking on Google” and “Guaranteed first page ranking on Google”.  If you read the following article from Google, you’ll see a section titled No one can guarantee a #1 ranking on Google.

Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google. There is no priority submit for Google.

Duplicate content happens when one web page has the same (or nearly the same) content as another web page. It’s a big NO from a search engine optimisation perspective.

In the domain, the .au is the top-level domain. Other examples of top level domains includes: .com, .uk, .tv .melbourne.

When one website links to another website, it’s called a backlink. Links are important for SEO because search engines like Google use them as a gauge or measure of a website’s relevance and authority.

Google Analytics is my favourite tool for analysing website performance and tracking key performance indicators.

Google Analytics is a great way to find out who visits your site, what they do while they’re on it and how long they stay. This powerful tool has many different functions.

See below for a step by step guide:

  1. Sign Up:

The first step to getting analytics working on WordPress is to sign up to Google Analytics. So visit If you already have a Google account, then just click on access Google Analytics and sign in. If you don’t already have an account, you’ll need to create one.

  1. Add Your Details and Get Tracking ID

Next click sign up and fill in these details.

  1. First, you choose a website, if you’re using analytics on your website, then choose an account name.
  2. Enter a website name and your website address and select which industry your businesses is in.
  3. Then click on ‘get tracking ID’. If you agree to the Terms then click on agree.

You are now presented with a screen that may look confusing. Don’t worry as you only need the Google Analytics tracking ID.

This is important so make a note of this. We will be using this tracking ID in a moment to link our WordPress website to our Google Analytics account.

  1. Embed your Google Analytics

Your tracking ID should look like something along the lines of UA-62701241-1. There are a few ways you can embed your tracking code into your website. The preferred method is placing the code in the head element of your template. To embed your tracking code, you must include everything that starts with .

Another method of embedding, is to use a plugin. There are many out there. We recommend the Yoast Google Analytics plugin.

To install this plugin visit the ‘plugins’ section in your WordPress dashboard.

Once installed and activated, you’ll see the analytics icon on the left. Click on dashboard and click the link to start linking your Google Analytics account with your WordPress website.

The key difference for advertisers to understand between social media and Google lies in the purpose behind the advertising.

Time spent on social media tends to be than longer Google search, which would make social media, the preferred option for building brand awareness.

Google AdWords is the ideal venue for business looking to drive clicks and conversions for specific products; Google searchers often have a specific intent in mind, while users often go to social media for social reasons.

Google Adwords advertisements consist of three different parts – a title linking to the website, up to two lines for a description, and the URL. The topic of the advertisement can surround anything relevant to your business.

Search engine marketing campaigns can be geographically targeted to specific locations and regions. Your ads only show to those within the geographic areas that are setup within the campaign.

Search engine marketing allows for business owners to measure results. If your objective is to generate awareness, you can track “impressions” and “clicks” on your paid search engine listings.

If your objective is to measure brand preference or performance of text ad creative, you can measure “click through” and “conversion” rates.

If your objective is to generate qualified leads, you can track online registrations (for newsletters, events or white papers), downloads (trials or demos), or email enquiries.

The key difference for advertisers to understand between social media and Google lies in the purpose behind the advertising.

Time spent on social media tends to be than longer Google search, which would make social media, the preferred option for building brand awareness.

Google AdWords is the ideal venue for business looking to drive clicks and conversions for specific products; Google searchers often have a specific intent in mind, while users often go to social media for social reasons.

Google Adwords advertisements consist of three different parts – a title linking to the website, up to two lines for a description, and the URL. The topic of the advertisement can surround anything relevant to your business.

Search engine marketing campaigns can be geographically targeted to specific locations and regions. Your ads only show to those within the geographic areas that are setup within the campaign.

Search engine marketing allows for business owners to measure results. If your objective is to generate awareness, you can track “impressions” and “clicks” on your paid search engine listings.

If your objective is to measure brand preference or performance of text ad creative, you can measure “click through” and “conversion” rates.

If your objective is to generate qualified leads, you can track online registrations (for newsletters, events or white papers), downloads (trials or demos), or email enquiries.