Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

on this Glossary page, you'll find these words and phrases

b-roll, b2b, b2c, back button,
backgrounder, backlink, bait and switch, beat

b-roll b-roll - A television term used to describe a videotape containing background information about your company, software, or key personnel. Sometimes, television news directors will play your company's b-roll as they read your press release on air. As an alternative, some TV news producers will display a static photograph - perhaps a screenshot or a box shot - in back of the person reading your news story. B2B B2B - Business-to-business commercial transactions. This abbreviation refers to sales from one business to another. B2C B2C - Business-to-consumer commercial transactions. B2C refers to sales from businesses to non-business end-users. back button back button - The link that your users click when the first message on your website says "Welcome to [Company Name]". Users will also click their browsers' back buttons when you begin your website with your company's mission statement. If your website doesn't start with a statement of your program's best benefit, it's likely that your website visitors will click their back buttons, return to the search engine, and find your competitors' web pages. backgrounder backgrounder - A description of your company, used by the magazine and newspaper editors. If editors and bloggers know more about your company, they have an opportunity to gain a fuller appreciation of the software that you market. Software publishers should include backgrounders in their media kits, and make them available to the press on their "about us" web pages. backlink backlink - A link to your web page from another site. You can help your search engine ranking by increasing the number of good backlinks to your web pages. A good backlink is one from a relevant web page, and one that has well-targeted anchor text. bait and switch bait and switch - Offering a product or service to an end-user, with no intention of delivering it. This scheme involves getting prospects' attention and their interest with an offer that sounds great, and then getting the prospects to switch to another product or service - usually, one which is more expensive. Upselling is an ethical alternative to baiting and switching. beat beat - The set of topics that a blogger, reporter, or editor covers. For example, in a newspaper, a reporter might cover computers and high tech or business topics. Sometimes, it takes some thought and experience to determine which editor should receive your press release. For example, a newspaper's education reporter might cover local school funding issues and not educational software. The person who covers educational software might be the parenting editor. In magazines, beats are more usually specific. Different people cover different platforms, or different audiences, such as enterprise software versus home computing. In some publications, if you send your press release to the wrong editor, they'll give it to the assignment editor, and your write-up will eventually reach the proper person. In other magazines, if you don't send it to the right person, your press release will be lost. Software Marketing Glossary Quick Links: Lists: computer, business , education, multimedia, game, programming, others Ordering: place an order, prices and time frames, sample news releases, about us Information: free newsletters, press release FAQ, software marketing glossary Copyright © 1997-2011 DP Directory, Inc.

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Glossary Index A - B - C - D - E - F - G H - I - J - K - L - M N - O - P - Q - R - S - T U - V - W - X - Y - Z Table of Contents of the - B - pages: b-roll b2b b2c back button backgrounder backlink bait and switch beat below the fold benefit segmentation benefits Best Advice beta testing Big Red Fez bingo card black hat blended search blinking text blog blog categories & tags bookmark boolean algebra bounce rate box shot brand brand association brand extension brand journalism Brand Warfare bread crumbs brick and mortar bridge browser bullet points bundle buzz byline Hundreds of editors and bloggers could tell their readers about your software. Start a New Product Announcement campaign about your application software, and start creating the sales that you deserve. Use our marketing and news release experience to sell more of your software. Insights on selling more computer and iPhone software, free of charge, free of hype, free of spam. Need some assistance locating the right marketing books? Al Harberg's free Software Marketing Newsletter has in-depth reviews of the best marketing books available. The newsletter is free. Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.