It was probably around 2017 when I realised that you can make a living doing what you love. I was scrolling down through Instagram and looking at images of women I was following at that time (afraid to write a comment) and I remember thinking - how do you do this? How did you come to this level? How is all this possible? A late bloomer as I am, it took me a while to understand how all that worked - they had a business and strategy. Knowingly or not. They had products and services, they had clients and marketing, they were affiliates and they had brand deals and funnels… Wait, what?
Rewind. Funnel? Brand deal? Marketing? Affiliate? How does that go with being a creative and doing your own thing? It turned out this is how you make money. It took me months, perhaps even years to learn in depth what all of these meant in theory and in practice. Back then, it seemed like there were only a few who new what they were doing. The early adopters, the trend setters. People making money by doing what they love and using social media to enhance it. To reach more people and grow their businesses. To me, that was a mountain I was about to climb. With no gear, no experience, no knowledge. So I started digging.
Self-taught marketer
From day one, I started learning, exploring, writing down, reading books, listening to podcasts, buying courses and downloading freebies. Marketing and online business, self-taught from ground up. To wherever I would turn, whatever new page I would open, they were screaming all the way. Marketing terms everybody was using and it took me a while to get a grip on those and understand what they mean, putting together the bigger picture.
I was pretty much confused by some of those, and despite doing my research it took me a while to understand. This is why I wanted to bring you 10 most used terms around business and online marketing that will, hopefully, make things a bit more clearer and speed up your learning curve.
Learning business takes time
There is no easy way or shortcut to learn about any topic. There is time and patience, there is theory and there is putting it into practice. There is trial and error, a time of pause and integration, and then there is repeating and trying out anew. No magic course, guide, book or wand will do the trick and turn you into a business magnate or a college professor. Not all of these terms will be fully clear at the beginning and over time they will get deeper meaning and transform in the way you see and look at your own business.
It was a little challenge choosing only 10 of the terms as there many many more that are very common and very much used. I tried to stick to the basics for purpose of this article and select only those words that were either confusing to me at the beginning, or so very obvious due to my education background and specific to work experience and therefore these might not be so obvious to others.
Here’s a note before you start reading. At the very bottom there is a not so little free surprise for you, so make sure you read through and scroll down to the very bottom to find it. If you like this article, you will like the freebie as well.
Let’s start with the obvious and from the very beginning defining what business is in the first place and move through other words you will be coming across in the online space. Enjoy your learning.
1. Creative business
Creative business is what you do to make money. It is an enterprise that monetises creative skills, ideas, or products. This sounds a bit like a business esoteric, but it’s very common. It's the beautiful intersection of your artistic and creative passion and entrepreneurial spirit. A creative business could be anything from a freelance graphic design service to a handmade jewellery brand, a photography studio, or a content creation agency. What sets creative businesses apart is their reliance on imagination, innovation, and individual talent. You see? Zero business skills mentioned. That is learnable. So, here’s the key: a successful creative business balances artistic integrity with sound business practices. It's not just about making great art – it's about finding a way to sustainably share that art with the world and reach people who find it meaningful. The people who will buy and benefit from it. Never forget that running a creative business doesn't mean compromising your vision. Instead, it's about finding ways to amplify your creative voice while building a sustainable livelihood. That’s what I’m here for. Add a bit of magic, spirit and God, and that’s it.
2. Digital marketing
Marketing, but make it digital. It is about using online channels (aka internet) to showcase and promote your creative work. Simply put, digital marketing is doing marketing on the internet. Basically, it is all about letting people know you exist and telling them about your products and services. It is done through websites, web shops, paid advertising, communities, SEO, social media, content, email, referral, video, affiliate and influencer marketing, and I think that’s it. More than enough.
3. Content creator
Content creator is a person who produces entertaining, educational, or informative material (content) for digital platforms such as Youtube, Website, Social Media, Pinterest, Podcast. As a content creator, you're like a modern-day storyteller, using different mediums to share your ideas, expertise, or artistic vision with the world. This can involve writing blog posts, recording podcasts, making videos, designing graphics, or even crafting engaging Instagram captions. The beauty of being a content creator is the freedom to express yourself and connect with an audience on your own terms.But here's the thing: being a content creator isn't just about getting out any content. It's about creating value, encouraging conversations, and building a community around your work. It's about finding your unique voice and using it to cut through the noise of the digital world. It’s about being you, giving value and sharing a message with the world. A message of creativity, knowledge, musings, spirit, inspiration, possibility, ideas and vision.Consistency is key in content creation especially if it is business oriented (meaning, you are making money thanks to the work you do), but don't let that pressure you into sacrificing quality or authenticity. It's better to post less frequently but maintain high standards than to burn out trying to keep up with an unsustainable schedule.Being a content creator can be a powerful way to showcase your skills, attract clients, and build your brand. But always keep in mind why you started creating in the first place. Let that passion drive your content, and your audience will feel it too.
4. Freebie
A free gift of your creativity and expertise offered to attract and delight potential clients. Or better yet, to invite them to your email list. You want to grow your email list because it is the best way to share what you know and have with your people (ideal clients and followers) and do genuine marketing while keeping them away from the noise and uncertainty of social media. The way you do it is by giving them a taste of your offer for free. There goes some psychology and strategy into it, but for now let’s stick to the core: freebie is a free piece of content you give to your audience in exchange for your email address.
I created an e-book I’ve mentioned earlier in the article (and you can find it at the bottom), which is also a freebie. When I was about to create mine, I wanted to make them as valuable as if they were paid. No more no less. I guess I was tired of subscribing to a bunch of low level freebies where I’ve felt tricked into subscribing. My hope is to make each and every single one of free pieces of content as valuable as possible and keep high standards throughout my work.
5. ICA - Ideal customer avatar
ICA stands for Ideal Client (or Customer) Avatar; a detailed profile of your perfect client to focus your creative efforts. It has a few names such as customer profile, user persona or just ideal client. Some call it a muse, an ICA or buyer persona. Ideal client avatar is a character for your business story - the protagonist you're serving. It goes beyond basic demographics to dive into their dreams, fears, and daily struggles so you can hone your marketing to better reach them. Understanding your ICA helps you craft messages that resonate, create offerings that truly serve, and find your people in the vast digital landscape. But remember, your ICA isn't set in stone. As you grow and evolve, so will your ideal client. Stay open to surprises - sometimes your most rewarding clients might not fit the exact mold you imagined and designed in the first place.
6. Niche
Niche is the specific area of creativity where your talents shine brightest. Niche, oh, the niche. I don’t know if any other word brought so many opinions in the creative online business world (asides from ICA, aka Ideal Customer Avatar). To start with, you can pronounce it both American and European (and the rest of the world) way. A niche, to say it simple and layman, is the space in the market that you occupy. The thing is, these terms are changing as the online business world is growing. Even though it was probably defined the same 15 years ago as it is today, practical niching is a bit different today. The more you research the more you will understand, as well as why it is important to know it. A niche is, shortly, what you do, who you do it for and how you do it explained as an elevator pitch. To know your niche is to know thyself. I mean, thy work.
7. Funnel
It took me so long for this one. To understand, not to write. Funnel is the journey you create to guide potential clients from discovery to purchase. Think of it as a gentle river, guiding your audience from the moment they first encounter your work to the point where they're ready to dive in deep. Meaning, buy from you or work with you. It's not about pushing or manipulating (although in practice it is very often like that and I despise it), but it’s about creating a natural flow. At the top of the funnel, you're casting a wide net - maybe through social media or your blog or advertising. This is where you create an awareness of your business. As they move deeper, you're offering more personalised value - perhaps through your email list or free resources. By the time they reach the bottom (of the funnel), they're primed and excited to work with you. Have in mind that not everyone will make it all the way through, and that's okay. The funnel has holes on it and some of the people will leak through. They won’t be buying into you, they won’t be interested in what you offer even though they ran into you in the online space and perhaps they are still consuming your content. That is ok, too. The goal is to create a journey that feels authentic and valuable at every stage.
8. Blueprint
Blueprint is a detailed plan or guide for achieving a particular goal in your creative business. It’s made by creative people like you and me, leaders, experts or educators to help navigate a certain path. It's like having a map for your entrepreneurial journey or more likely, a part of it. A blueprint could outline the steps for launching a new product, growing your audience, or scaling your services. Or basically, anything else, like how to start a blog. The power of a blueprint lies in its ability to turn big, overwhelming goals into manageable, actionable steps. While blueprints can be incredibly helpful, they shouldn't be rigid. The creative world is dynamic, and the best blueprints allow for flexibility and adaptation. There is no one way or one solution that fits all and is exactly the same for everybody. Use them as a guide, not a strict rulebook, and don't be afraid to redraw your plans as you learn and grow. What worked for someone else, may not work for you the exact same way. Actually, it most likely won’t. Take it with a grain of salt and be mindful when creating one for your own audience not to promise what might not work for others or if it hasn’t been proven.
9. Landing page
This is a focused webpage designed to convert visitors into clients or subscribers. Think of it as a digital welcome mat, rolled out for a specific purpose. Unlike your main website, which might offer a buffet of information, a landing page is like a carefully curated meal talking about and offering only one thing - a product, a service or a free resource. Everything on this page - the images, the text, the layout - is designed to guide visitors towards a single action. Maybe you want them to sign up for your newsletter, book a consultation, or purchase a product. Whatever the goal, your landing page should be clear, compelling, and free of distractions. It's your chance to make a focused pitch, to show visitors exactly how you can solve their problem or fulfil their desire. In a nutshell, landing page is not a website, but a single page dedicated for your followers (ICAs) to land on and do that one thing you want them to - subscribe, join, purchase, sign up, discover more.
10. SEO
One of the very very common terms online stands for Search Engine Optimisation; this is the art of making your online content easily discoverable by people searching for what you offer. SEO is all about optimising your digital space such as website and make it more relevant in the search engines (Google, Duck Duck Go, Yahoo…) for people who are looking for you. It’s like leaving a trail of breadcrumbs that leads straight to your digital doorstep. But instead of breadcrumbs, you're using keywords, quality content, and technical tweaks. Don't let the technicality scare you - at its core, good SEO is about understanding what your audience is looking for and providing valuable, relevant content. It’s a blend of magic and strategy, speaking my language. It's not about tricking search engines, but about speaking their language so they can better understand and showcase your work. Know that SEO is a long run game. It takes time and consistency, but the payoff can be significant - a steady stream of interested visitors finding you organically through search engine. SEO is a good direction to look at in the terms of learning and marketing.
Business Glossary for Creative Business
So, there it is. You have probably stumbled upon most of these terms if not all, and perhaps some are new to you. Whatever the case may be, I hope this has brought some clarification or maybe new perspective and with that helped deepening your knowledge. Let me know down in the comments if this was helpful and make sure do check what I have prepared for you before you leave.
As there are many ways to tell a single story, there are many ways to put together 10 most used marketing terms in the online space. It all started with a number 5 when I came up with the idea for this article. 5 was outgrown as soon as I’ve put a few words on paper, which led me to number 10 as something that seemed more logical and more appropriate. When I came to number 10 it turned out that I was only covering a small part of what I thought was important when it comes to marketing. So I started writing further.
Email list, affiliate, coach, conversion, incentive, influencer, masterclass, launch, ROI, lead magnet, upsell and downsell, elevator pitch, passive income, hero section, brand deal, leader, opt in… Terms and phrases came rolling in and the more I was thinking about it the more they were appearing and I knew exactly what I wanted to do. To put them all together into a guide that will help creatives understand online business better by knowing the most common, the most used and the most spread marketing terms.
If you are just a beginner it will give you an overview of what is out there and open a new horizon, and if you are a more advanced business owner it will widen your perspective or perhaps bring some fresh ideas. In either case it will broaden your knowledge and help you clear the roads of never-ending business journey. Feel free to dive in.
Click down below to download this really great e-book Creative Business Glossary.
