There are so many acronyms in marketing: SEO, CTA, OMG. Only joking. In an industry where jargon can become your own worst enemy, isn’t it time we all start speaking plain English again?
Mostly, as clients you don’t want to know how our marketing agency can ‘optimise your above the fold page with a compelling CTA and SEO’; how we can ‘use PPC and PR to drive customers’. Well, you do, but not in such acronym-heavy, sigh inducing lingo.
As marketing agency professionals, we all get bogged down in jargon and it prevents us from achieving both buy in and budget.
What’s wrong with advising clients that yes, we know our jargon, but no, we’re not going to bore you with it. What we will do is to use all our knowledge to help customers find your business online and in the street, in the printed and broadcast media and in the shops.
For the sake of clarity and just for fun, here are our top twenty over used acronyms and buzzwords in the marketing industry.
- CTA – Call To Action – what you’d like clients and customers to do when they read your campaign message.
- PPC – Pay Per Click, also known as Paid search – those top three ads on Google you see in your search results.
- SEO – Search Engine Optimisation – making sure people find you when they’re searching relevant keywords.
- Keywords – words that are relevant to how people search for your products and services on google, probably not including your brand name.
- Long Tail keywords – we’re not making this up, these are ways people search you when they don’t necessarily know your business name, so instead of searching ‘Wrapped’, you might search ‘strategic marketing agency’.
- PR – Public Relations – all about third party endorsements from opinion formers (see below), building and maintaining reputation.
- Opinion formers – important people with either lots of readers (print journalists and bloggers) or lots of followers (on social media).
- Content marketing – great content i.e. stories and useful info on your website and social networks helps people find you and trust you.
- Social – Social media – all that twitter, facebook, pinterest, tumblr and Instagram stuff. Important for finding potential customers and helping them find you.
- Blogging – people writing up interesting things about whatever it is they love to do. Pretty much every industry has important bloggers writing about it.
- Pinning – a bit like a facebook ‘like’, just with pinterest.
- Shareable content – When you create content that’s useful and useable, or funny, people like to share it with their networks.
- Word of mouth – when everyone’s talking positively about your brand or product either in the pub or on the internet. A good place to be.
- Above the fold – The first bit of the website you see when you log in, without scrolling down.
- Brand noise – all that competition from other brands out there, all those messages people read, see, hear about, watch and share online.
- Brand clutter – when it all gets too much and everyone is saying the same thing, people get bored. This is where really targeted marketing can help you.
- Sell in – Selling in ideas for stories to either journalists or bloggers.
- Brainstorm – an oldie but a goodie.
- Inbound – getting people to visit your site by you creating useful, useable, shareable content and posting it on your website and on your social networks. It’s the opposite of outbound marketing, or telling everyone how great you are yourself with advertising. It’s more about giving your customers helpful content that will make their lives easier or better.
- KPI – key performance indicators. Don’t use an agency unless they’re prepared to discuss these, they are essential ways to review success and a good way to show the way forward when deciding how much budget should go on a particular marketing activity.