Glossary of Marketing and Web Terms for ESL Teachers

An API key is an alphanumeric string which internet systems use in order to securely communicate with each other.

For example, in order for YOUR Website (and only you) to connect with your Zoom Account, your Stripe Account, your PayPal Account or your MailChimp Account, you need to add an API key to verify the connection.

Sometimes (like Zoom and MailChimp) just one API key is needed to make the connection. For more "critical" payment systems (like Stripe and PayPal) you may require a "secret" key and a "public" key.

Payment gateways might even give you the opportunity to create "TEST" key pairs in order to check that your connections are working correctly before you put your checkout system into LIVE mode.

You can learn more about connecting your MailChimp API key to your BabelTEQ account here


The "Hex Code" (Hexadecimal Code) is an alphanumeric string preceded by a "#" hash sign that specifies an exact color in a way that web browsers can understand.

The alternative system which designers sometimes use is the RGB system of color codes. RGB is represented as at least three numbers, which define the degree of red, green blue, which combined make the final color.

Sometimes a fourth number is added as a decimal. This represents the "opacity" of the color. So (255,0,0,1.0) would represent 100% opacity i.e. a solid color, whereas (255,0,0,0.0) would represent 0% opacity i.e. completely transparent.

When working with web pages is often helpful to use a Chrome extension like Colorpicker Eyedropper to discover the exact Hex Code or RGB color you want to use.

A lead magnet is simply something which is offered for free (a.k.a. a "freebie") in exchange for the recipient's contact details. Usually this takes the form of at least an email address but sometimes includes other information about the receiver.

The lead magnet can be delivered to the recipient via an automated email responder or simply given directly on a "Thank You" confirmation page where they are redirected after submitting their email.

Popular lead magnets include a free PDF report, cheat sheet, template, worksheet or printable infographic. Videos and other rich media are increasingly popular too.

Check this blog post if you want to learn more about lead magnets.

LMS is software that helps you create, manage, organize, and deliver online learning materials to learners.

It can refer to a system that administers the lesson material, attendance and homework completion of live classes.

OR it can refer to a system for selling, delivering and managing the completion progress of a asynchronous, self study course (often delivered via video).

Popular LMS for "live" classes include Classin, Tutorbird and LearnCube.

Popular LMS for "self study" courses include Thinkific, Podia, Teachable, Kajabi and SamCart.

A sales funnel is a concept. It's a strategy of introducing yourself to people who don't know you, creating a connection and nurturing that connection to the point where they are willing to buy from you.

It's important to remember that the "funnel" doesn't end at the sale. A sales funnel consists of steps beyond the initial sale such as encouraging repeat purchases, bulk purchases, offering up testimonials and even referring you to their social circle.

To learn more about sales funnels and funnel building strategies you can download the 5-C Funnel Framework e-book.

Sales copy simply means to create written content, either on a web page, email campaign or social media post which encourages the reader to take the conversion action you hope from them e.g. to purchase something, to book a call or to register for an event.

There are different theories about how to create effective sales copy.

One popular framework is the P-A-S method. 

1) Illustrate the problem. Demonstrate that you intimately understand the problem which your customer is facing.
2) Agitate the problem. Highlight the pain and the difficulty which the customer will feel if they don't take action against the problem.
3) Offer your solution. You should be able to paint a mental picture of how your customer's life will be better when they choose your remedy to whatever roadblocks, obstacles, frustrations or worries they are experiencing.

The PAS framework was popularized by marketer Dan Kennedy.

Glossary Term Request

If there is a marketing or web related term which you find confusing, please submit some information below and we will try to include it in the glossary (no promises though). We'll give priority to anything you find in the BabelTEQ documentation or content that isn't completely clear.

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