About marketing

In your search for a digital partner, you probably heard or read a ton of fancy marketing buzzwords.
But not all of them might ring a bell to you.
If that’s the case, you came to the right place. Let’s turn some of that marketing buzz into clear Flamingo lingo.


This is the process in which two variants of the same variables are compared to determine which variant will perform your marketing efforts best. This is often used in e-mail marketing (variations in the subject, text or images), Calls-to-action (variations in colors or word usage) and landing pages (variations in content).


Analytics is the analysis of communication and important patterns in marketing data.
Important parameters such as the number of visitors to a website, the engagement on social media, the character of your target group, trends etc. are analyzed in this way. It can give you crucial insights and help you make well-considered marketing decisions.


B2B or Business-to-Business is used when companies sell to other companies.


B2C or Business-to-Consumer is used when companies sell directly to consumers.


A Call-to-action is a text link, button, image or web link that encourages a website visitor to visit a landing page. Examples of CTAs include “Subscribe Now”, “Sign Up Now”, “Order Here”, … These are so valuable to marketers. It eventually generates leads. It goes without saying that a lot of attention should be paid to this.

Clickthrough rate or CTR

This is the percentage of website visitors who click through from one part of the website to the next part of a marketing campaign.
You can obtain this percentage by dividing the total number of clicks on the web page or on the CTA by the number of opportunities visitors have to click. (number of page views, number of emails sent, etc.)

Bounce rate

This is the percentage of people who end up on a web page and then exit without clicking or navigating to another page on that website. A high bounce rate indicates that only a few stay on the page long enough to read the content or ensure conversion


Content is a piece of information that serves to create, share, like, distribute engagement. Content usually comes in the form of a blog, video, social media post, photo, slideshow or podcast. From website traffic to email marketing and from brand awareness to positioning.
Content plays a critical role in any successful marketing strategy.

Content management system (CMS)

A web application designed to provide a simple way for non-technical users to manage a website.
Look at it as the “backstage” of a website, in which you can design in a user-friendly way by editing texts, adding photos or videos or even adjusting the structure of the website.

Conversion rate

This is the percentage of people who performed a desired action, such as clicking a button or visiting a landing page.
Pages with a high conversion rate perform well. Pages with a low conversion rate still have work to do to boost performance

Conversion rate optimization (CRO)

The process of optimizing conversions on a site. An experience is created for the website visitors through which they are converted into customers. CRO is mainly applied to web pages or landing pages, but can also be applied to social media or CTAs in a mail campaign.

Customer Relationship management (CRM)

A combination of software programs that allow companies to gain an overview of what they do with their existing and potential customers.
It provides an overview of all customer contact information and what the company has done with this information. For example, you can send personalized e-mails, arrange appointments or bookings, draw up a customer history, and provide customer support. Some CRM systems are even linked to social media platforms such as Facebook, Twitter, LinkedIn.

Dynamic content

A way to display other different information on your website based on the user information you have.
For example, you can ensure that visitors who visit your website for the first time see a personalized CTA, while others who have visited your website before see a different CTA.

Editorial calendar

In this content creation calendar you show what kind of content you need to create, which topics you need to address, which target group you should focus your content on and how often you should send content out into the world to best support your marketing strategy .
Maintaining an editorial calendar will ensure that you are much more organized and can show any gaps in your content flow. On this visual timeline you can see at a glance whether you are doing the right things for the right target group.

Engagement rate

A popular social media measure used to describe the amount of interactions (such as likes, shares, comments) that a piece of content receives. These interactions show that your content lives among your fans and followers.

Evergreen content

Content that continues to generate value with the readers, regardless of when they read the content. In other words, it can be referenced long after the date of publication. Evergreen content is timeless, valuable and final.


Facebook is a social network that you probably already know. However, it has become so much more than just a platform for posting content, because you can make use of target options that make it easier to reach target groups. With Facebook ads you will find new contacts and you can easily lead them to your website. While this is the core component for many marketing strategies, it may not be the only component. Just focusing on Facebook (or any channel) will only show you a small piece of the marketing iceberg. So ensure a sufficient presence on different channels


Hashtags are a way for you and your readers to interact on social media on a particular topic. The hashtags bind conversations on Twitter, Facebook and Instagram together in a single stream that you can find by putting a hashtag in front of a word and then clicking on it. A handy way to pick up on conversations or to monitor certain search terms. Hashtags in themselves are simple keywords without spaces for which a hash (#) is placed. For example, #Marketing or #Flamingo. You can use these hashtags anywhere on social media posts.

Inbound marketing

Inbound marketing is about marketing activities that are more likely to attract visitors, as opposed to marketers who go out to attract prospects. It’s all about earning the customer’s attention, making the company easy to find online, and directing customers to a website that provides interesting and useful information. By tailoring your content to the interests of your customers, you automatically generate inbound traffic that will hopefully lead to conversions.


Although Instagram was initially a platform for young people who wanted to share their unique photos, it has since become one of the most popular social networks. It offers a lot of possibilities for content marketers. Many companies have now taken the plunge and share product or industry-related content.


Keywords or “Keyword phrases” are the topics on which web pages are indexed in the search results of Google, Yahoo, Bing … Selecting keywords with which you will optimize your website is a crucial process. First of all, you have to make sure that the words are searched sufficiently. Then you need to ensure that it closely matches your target audience and the text on the page. It must of course be a correct and naturally readable text.

Landing page

A landing page is a page on a website that in most cases contains an entry form. The purpose of these pages is to generate leads.
For example, the page is about a marketing offer such as an ebook that you can download or a webinar that you can attend and tries to collect user information in exchange for a valuable offer. Landing pages are invaluable when it comes to conversations. In this way, a website visitor can become a lead.


A person or company who has somehow shown interest in a product or service. This can be done in various ways. Fill out a form, subscribe to a blog, sign up for a newsletter, contact information in exchange for a voucher or coupon. Lead generation is an important part of the process of turning a prospect into a customer.

Lead nurturing

Lead nurturing is also known as “Drip marketing”. This is communicated drop by drop, through emails, social media posts, blog posts etc, to keep a lead engaged and interested. This form of inbound marketing delivers valuable content to the right target group.


LinkedIn is a business-oriented social network. It’s mainly used to create and maintain a professional network. LinkedIn is one of the most popular social networks for professionals. Creating a profile and networking has helped many professionals find a job.

Long-tail keyword

Main term: Marketing

Long-tail keywords: Marketing strategies, Social media marketing, inbound marketing examples …

Long-tail keywords are more specific. Visitors who end up on your page with long-tail keywords are usually more likely to convert. A long-tail keyword is a very specific search term that contains three or more words. It usually contains a main term and two additional words that refine the search.

On-page optimization

This type of SEO is based solely on a web page and the various elements within the HTML structure. It ensures that important parts of the specific page (content, title tag, URL and image tags) contain the desired keywords and make the page rank better.

Off-page optimization

This is a variant of on-page optimization. Off-page SEO refers to inbound links and other external factors that affect how a web page is indexed in the search results. Factors such as linking domains and even social media play a role in the off-page optimization. The good news is that it is quite powerful. The less good news is that it is usually no longer under the control of an inbound marketer. The solution? Make useful, notable content and chances are people will share it link to it.

Page view

A page view is a request to load a web page. Marketers use them to analyze their website and to see if changes on the website lead to more or fewer page views.

Pay-per-click (PPC)

The amount of money spent to ensure that a digital ad is clicked. It’s also an internet advertising model where advertisers pay a publisher (usually a search engine, social media platform, or website owner) a certain amount each time their ad is clicked. Search engines display PPC ads when someone searches for a keyword that matches the advertiser’s keyword list that they have previously provided to the search engine. PPC ads are used to drive direct traffic to the advertiser’s website. The PPC is used to evaluate the cost effectiveness and profitability of your paid advertising campaigns.

There are two types of PPC ads:

Flat rate: The advertiser and publisher agree on a fixed amount to be paid for each click. This is usually the case when publishers have a flat rate for PPC ads placed in certain areas of their website.

Bid-based: The advertiser competes with other advertisers in an advertising network. It also means that the more people who click on your ad, the less PPC you pay and vice versa.

Responsive design

A website that adapts to how someone views the website. Rather than creating a separate website for each specific device, the site recognizes the device your visitor is using and automatically generates a page that responds to the device with which the content is viewed. This way, the user gets a good image of your website and navigation on your website is also adapted to the user’s device. If this is not the case, a website can be displayed very cumbersome and the chance that a visitor will drop out is very high. In addition, Google will rank your website as inferior if it is not responsive.

Return on investment (ROI)

A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of different investments. The formula for ROI is: (profit from an investment minus the cost of the investment) divided by (cost of the investment). The result is expressed as a percentage or ratio. If ROI is negative, that initiative is loss-making and therefore only costs money. Marketers want to measure ROI on every tactic and channel they use. Many facets of marketing have fairly simple ROI calculations (such as PPC), but others are more difficult to comprehend.

Search engine optimization (SEO)

Improve the position where a web page is ranked in the search results. By setting up and modifying a web page’s on-page SEO elements and influencing off-page SEO factors, a marketer can improve where a web page appears in search engine results. There are a lot of components to optimize the SEO of your website pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links – and that’s just a tip of the SEO iceberg. Search engines also look at site structure and design, visitor behavior and other external site factors to determine how highly ranked your site should be in search engine results.