BIG12 Glossary
Plain-English definitions of every term in the BIG12 framework.
BIG12
A 12-pillar marketing framework created by Optimise Your Marketing that organises a business's online marketing into four categories: Presence, People, Power and Proof. Businesses use it to identify which of the 12 areas needs attention first.
Presence
The BIG12 category covering how findable and credible a business looks online. Includes Website, Brand and SEO.
People
The BIG12 category covering where and how a business shows up to its audience. Includes Social Media, Influencers and Local.
Power
The BIG12 category covering the systems and technology behind a business's marketing. Includes AI, CRM and Algorithms.
Proof
The BIG12 category covering evidence that marketing is working. Includes Google, Lead Generation and Test & Measure.
Get Found
The first stage of the BIG12 customer journey: making sure a business appears where its customers are already looking, through SEO, local search and brand visibility.
Get Leads
The second stage of the BIG12 customer journey: turning that visibility into enquiries through clear offers, lead generation and CRM follow-up.
Get Loyal
The third stage of the BIG12 customer journey: keeping customers and turning them into repeat business and referrals through consistent engagement and measurement.
BIG12 Scorecard
A free 12-pillar self-assessment that scores a business's marketing out of 100 and identifies which pillar to focus on first. Available at optimiseyourmarketing.co.uk/big12-scorecard.
GEO (Generative Engine Optimisation)
The practice of optimising content so it gets cited or summarised by AI tools like ChatGPT, Perplexity and Google AI Overviews, rather than only ranking in traditional search results.
AEO (Answer Engine Optimisation)
The practice of structuring content, direct definitions, FAQs, schema markup, so it's likely to be pulled out as a direct answer by search engines and AI assistants.
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