Jargon Busting

B Street’s Jargon Buster


The BATON model has been designed by the team at B Street Digital. It allows a comprehensive evaluation of where a business needs support. All businesses provide value, therefore fundamentally all businesses will have the following processes:

B – Business: Creating a product or service that people want or need
A – Audience: Attracting attention to your product or service
T – Tribe: Establishing demand for your product or service
O – Offer: Selling your product or service to your tribe
N – Network: Scaling the business to increase revenue

Even as a client, using BATON will help you to to quickly identify where your business needs the services of a digital marketing team.

Content System

In the future, online marketing will be called marketing, period. How your company breaks through the busy space online is through efficiently getting your content created and distributed.

Content is essentially, your company’s story, ideally in video form. Don’t worry it doesn’t require a full film production crew! Audiences want to see the real business and the people behind the business they are buying into.

The content system is taking that video, cleaning it up, subtitling it, transcribing it and breaking it down into bitesize chunks for social
audiences. The transcription is then used as blog content & the audio file is used as podcast content

Boosting a piece of content

Social channels such as Facebook & Instagram are ultimately advertising platforms. Therefore, a piece of content that is published on these channels will not be seen by many people. Unless, you pay for the post to be ‘boosted; to an audience. This will increase its reach and allow you as a business to collect data from post engagement.

Audience creation

Cold audiences will see your boosted post and either skip it or watch it. Those people who watch it become a warm audience of people now interested in your product. As a business you can collect this data and advertise to the warm audience. This is beneficial
to you as the business owner as you benefit from lower conversion  advertising costs and also to your customer, as they see the ads they are actually interested in.


Search Engine Optimisation (SEO) allows people searching for words related to your website and content to easily find them via
channels such as Google. This is normally a slow process and Google will seek out quality content.

There are lots of ways to assist your website or content to be Google friendly. One such method is to write quality blog content. This is why we use your video content transcriptions as blog articles, leveraging your time and reducing the work your business needs to do to get results.

Landing page

A landing page is very different to a website. You are currently on a website. A landing page is one page website with only one
message and one option for the user: either buy/learn more/subscribe, etc. The benefit of this type of sales page is that it reduces
the friction by reducing confusion. One message, one call to action, that’s it.

Lead magnet

A lead magnet is a piece of valuable content you exchange with a user in return for their details, normally an email address. For example, ‘B Street Digital’s Top 10 Business Tips’. This allows them to enter you database so you can send them prompts to purchase your product or service, massively reducing the cost of advertising to a cold audience.

Autoresponder system

An autoresponder system is an email system which does all the hard work for your business. Say someone got directed to your landing page and opted to receive your lead magnet via their email address. In a ‘not tech savvy’ world, you would have to send the email to them manually, each time. An autoresponder can automatically send them the lead magnet and then follow up a few days later to see how they are getting on via a pre-populated email message.

Email sequence

Once you have a customer’s email address you can send them a sequence of daily emails to begin to introduce your product or service to them. A percentage of recipients will consequently make a purchase.


Setting up a simple way for your clients to pay for your product through secure online payment systems. An advance e-commerce feature is setting up an online store to allow people to purchase products directly from your store front.


Copywriting is essentially writing the content that goes onto a landing page, website, email sequence or lead magnet and is heavily based on sales and influence. It is used to persuade the customer to buy, whether it’s through long copy or a catchy headline.

A/B testing

A/B testing is where you test one page’s effectiveness against another. For example, your AdWords campaign takes a customer to your landing page and for some reason they don’t buy. Setting up a slightly different page with the same product can test A against B. You may change the colours, the headline and the images on page B and see if it increases your conversions. This is how A/B testing works

PPC (Pay Per Click)

AdWords via google fall under this category of advertising, where your business only pays if someone clicks on your advert. PPC tends to work best when someone already knows what they are searching for.

For example, someone searches ‘digital marketers that use the BATON model’ (not an actual advert btw!). This would bring up an advert, the customer would click on it and have the solution to their problem.

Facebook advertising

The social media company Facebook allows businesses to advertise on the platform. Facebook is a great place to promote your brand’s content, educational content and exciting content to get customer engagement.

Facebook then captures this engagement, which in turn allows you to send more conversion orientated advertisements to those same people. This increases the probability of customers buying from you as trust has already been built

Don’t understand the marketing mumbo jumbo?

Scroll down to see out jargon buster, or click the download button to receive a pdf straight to your inbox…

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