Digital Insurance Marketing for Dummies: A Glossary

automated insurance marketing

If you follow Infinity Leads’ blog, you probably remember last week us calling most insurance professionals laggards. Now who would we be to simply call you bad names and not try to help y’all out? If you’re an insurance marketer just now starting to explore digital marketing for yourself or you’re working with a digital marketing agency, chances are most of this digital marketing stuff is going over your head. First off, digital marketing as a concept can seem quite daunting, especially as a late adopter. [And you just want hot leads]

Secondly, digital marketing is full of jargon. This usually means one of two scenarios:

1. You don’t have the time nor the will to learn, so while you will do a bit of research, eventually you’ll go back to the old way of doing things


2. You put it all off on an digital marketing agency

This is why we decided to create a digital marketing glossary specifically for insurance agents. We wanted to give a one-stop resource to give insurance agents a primer on digital marketing.

What follows are (relatively) jargon-free definitions of the most common digital marketing terms. Getting familiar with these terms will help you better navigate the digital world of –or if anything, you’ll finally be able to understand what your marketing director is saying in your monthly meetings.

If we’ve missed something, please use the comment section below to let us know.


A/B Testing

An online marketing testing technique against a control to see if the new technique is more effective.


Google’s PPC advertising platform.


Application Programming Interface, a document interface that allows software applications to interact with other applications.


Any tool that performs a function on mobile or desktop devices.



A link to a specific website from another that increases the websites standing when evaluated by a webcrawlers


A blog is a website or page where the users post relevant content updates.


A free URL shortening application



A campaign is marketing messages with a specific aim, typically awareness, brand recognition, lead generation, or product sales.

Click Through Rate (CTR)

The percentage of the targeted audience that is exposed to the marketer’s message that click on the link provided in the message and land on the marketer’s web property.


An online response given by users as either an answer or reaction to a post or message.


Text, pictures, video’s and any other online material.

Content Marketing

A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Conversion rate

The percentage of unique visitors to a website that are “converted” into customers, users, or leads.


Digital Marketing

The marketing of products or services using digital channels to reach consumers.

Display Advertising

A digital advertising format where graphic ads are shown on a web page.

Drip Campaign

A method used in direct marketing to acquire customers through lead nurture programs


Email Marketing

The targeting of consumers through electronic mail


A term for user interaction with a particular piece of shared content: Likes, shares, comments on Facebook; RTs, replies, favorites on Twitter, and link clicks on all social media.


A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.



A popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues.

Facebook Ads

Facebook’s advertising platform hyper-targeting via Facebook profile tags and traits to reach a certain specific audience.

Facebook Pixel

An analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.


The act of choosing to see the content or updates of someone on various digital platforms.


Geo-targeting: The practice of search engines displaying location-dependent results.


A company known for an Internet search engine, as well as for computer apps like Gmail, Picasa and Google Drive.

Google +

A Google social networking platform.

Google Analytics

A free web analytics service offered by Google that tracks and reports website traffic.

Google Maps

A Web-based service that provides detailed information about geographical regions and sites around the world.

Google My Business

A free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps



A unified communications service that allows members to initiate and participate in text, voice or video chats, either one-on-one or in a group.


A word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic.


A developer and marketer of software products for inbound marketing and sales


Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages.


Text that is highlighted and takes you to a certain destination.



A view or an ad view


Someone who is an expert in a certain field and, or have a large following on a social media platform.


An online photo sharing social Web service that lets you share your life with friends through a series of pictures captured with a mobile device



A scripting language developed by Netscape that is used to create interactive Web sites.



A term or phrase that a user will search for with a search engine.


A measure of social influence.


Landing Page

A specific webpage on a website that a user is taken to when clicking on a search engine result or digital advertisement.


An action made by a Facebook user that represents a user’s approval of a posting.

Link Building

The process by which you increase the amount of links to your website.


A social networking site designed specifically for the business community.

Long-tail Keywords

A marketing automation platform and an email marketing service

Lookalike Audience

Targeting people who are similar to your existing customers.



A marketing automation platform and an email marketing service


An image, video, or text-based idea, joke or concept that people share.


Negative Keyword

A word or phrase that allows you to filter out who your ads will be served to in the search results page.


An electronic transmission of news


Organic Listings

Results pages that appear because of their relevance to the search terms.



Pay Per Click, or paid search results.


A description of individuals’ social characteristics that identify them on social media.


Quality Score

A metric Google uses to determine your page ranking and how much you pay per click in a particular Google AdWords campaign.



Serving ads to people who have previously visited your website.


An action on tweets for users to share that tweet with their following


Return On Advertising Spending represents the dollars earned per dollars spent on the corresponding advertising.

RSS Feed

A type of web feed which allows users to access updates to online content in a standardized, computer-readable format.


Search Engine Optimization

A methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine.


An action made by internet users to pass on any form of information to their friends, followers and connections.

Social Media

Websites and applications that enable users to create and share content or to participate in social networking.


A mobile app that allows users to send and receive “self-destructing” photos and videos.


The action of choosing to get updates and information from a certain site.



An event or topic that is popular and is widely discussed online.


Someone who generally post controversial, provocative & irrelevant messages with the intention to get an emotional response from others online.


A social networking website, which allows users to publish short messages that are visible to other users.


User-Generated Content



The rapid spreading of a piece of content across the web


A blog in which the postings are primarily in video form.



A location connected to the Internet that maintains one or more pages on the World Wide Web.


An open source CMS which is used for blog publication.

Web crawler

Sometimes called a spider, is an Internet bot that systematically browses the World Wide Web, typically for the purpose of Web indexing.



A video sharing service that allows users to watch videos posted by other users and upload videos of their own.


A website and application that publishes crowd-sourced reviews about local businesses.



A tool that allows you to connect apps you use every day to automate tasks and save time.

Now that you’ve had a chance to become familiar with some of the most common terms in digital marketing, you’re on your way to becoming an expert in digital marketing!

Comment below and share your favorite terms. Want to learn more ways for your insurance agency to keep up with the digital wave? Subscribe to the Infinity Leads newsletter and receiving weekly digital marketing insights.

Leave a Reply

Your email address will not be published.