Glossary

Every key term from this course, in plain English. No jargon left unexplained.

Organic reach

People who see your content without you paying — through follows, shares, and algorithmic distribution. Free but shrinking on most platforms; email is the exception.

Google Business Profile

Your free Google listing. For local businesses, the highest-ROI free marketing asset: it puts you on the map, literally.

Email list

Addresses of people who asked to hear from you. Free to start, highest ROI of any channel, and the only audience you own.

Lead magnet

A freebie that earns email addresses — a checklist, a recipe, a discount. The exchange rate of free marketing: value for contact.

Partnership

Two businesses promoting each other to their audiences. The fastest free way to borrow trust and reach — start with neighbors, not influencers.

Content repurposing

Turning one piece of content into many: a video becomes clips, quotes, a post, an email. Multiplies output without multiplying effort.

SEO (Search Engine Optimization)

Earning free traffic from Google by being the best answer. Slow (months) but compounding — and free forever once it works.

Community marketing

Showing up where your customers already gather — groups, forums, local events — as a helper first and a business second.

Call to action (CTA)

Telling people what to do next: 'sign up,' 'visit Saturday,' 'share this.' Free content without a CTA is entertainment, not marketing.

Consistency

The zero-budget superpower: showing up on schedule, every week. Thirty minutes daily beats a heroic monthly blitz.

Niche

The specific slice you serve. On a budget, narrow wins — 'bakery' is forgettable, 'sourdough for downtown offices' is memorable.

Value proposition

Why someone should choose you, in one sentence. Free marketing amplifies a clear proposition and exposes a fuzzy one.

Funnel

The path from stranger to customer: discover → trust → buy. Free channels feed the top; email converts the middle.

Conversion

A stranger taking the step you wanted: a signup, a visit, a purchase. Free traffic that doesn't convert is a hobby.

90-day plan

A quarter-long calendar of marketing actions. Long enough to see results, short enough to stay focused. This course's Module 6 builds yours.