Glossary/ terms

Choose your quadrant and align your website, social media, and sales pitch with it.

Define the personality that makes your business memorable and relatable.

Escape crowded markets by carving out a unique space.

Decide which products or services to grow, maintain, or cut.

Claim your unique place in customers’ minds vs competitors.

Write a clear promise of value in one sentence.

Build recognition, trust, and loyalty that outlasts campaigns.

Spot your strengths, weaknesses, opportunities, and threats.

Identify your ideal customer and speak directly to them.

Stop targeting ‘everyone’ — choose the customers who most likely to buy from you.

Break your market into focused groups that you can serve better.

Win by focusing on a small, specific audience.

USP: Pinpoint the one reason customers should choose you.

Map every step from awareness to loyalty — and fix weak links.

Guide prospects through awareness, consideration, and decision.

Use reviews and testimonials to build instant trust.

Define your tone so all communication sounds consistent.

Write words that push customers to take the next step.

Create helpful blogs, videos, and guides to attract leads.

Make your brand seamless across online and offline channels.

Capture potential customers with simple offers and forms.

Measure how many visitors become buyers — and improve it.

Keep your existing customers coming back for more.

Track and reduce the percentage of customers you lose.

Calculate how much each customer is worth over time.

SEO: Get found on Google or Bing without paying for ads.

PPC: Drive quick traffic with paid ads — and track ROI.

KPI: Measure progress with the right 3–5 business metrics.

Calculate if your marketing is making or losing money.