Esther
Good morning and welcome to the Monday morning marketing podcast, I'm Esther.
Melanie
And I'm Melanie.
Esther
And today we're talking about marketing jargon. What does it mean?
Melanie
Well, we do all get a bit bothered by marketing jargon at times, and every type of business has some form of jargon from hairdressers, mechanics and obviously to the types of social media marketing jargon that we use as well, so you're going to think, is this jargon going to throw people your audience may not speak the same way as you, and then it may not necessarily, you know, the in words. So how would you start by filtering out to the jargon in your business?
Esther
Yeah. So as Melanie says, every business has it, I mean, you go to your mechanic and he's talking about fuses and this, if you don't know what they are, it's like talking to a brick wall, you know, you don't know what it is they're saying, so us marketers have the same problem, ok? we say words, we say things that we all understand, but sometimes our audience doesn't. So some of the more common ones that you would hear most often would be things like CTA or call to action in the long-form. So what's a call to action Melanie?
Melanie
With a call to action would be "buy now, shop here, learn more"
Esther
"Phone me, get in touch, find out more". Yeah. So all these things are CTA's. So next time you see the word CTA or call to action, then you're going to know what they're talking about. What would be another really common one off the top of your head?
Melanie
Certainly when I've seen online presentations or stuff in SlideShare with CRM, which is customer relationship management.
Esther
Yeah, yeah. So a common CRM would be things like HubSpot somewhere that you can have all your email marketing information, all your customer information and be able to refer back to it as and when you need it to see which customers need to follow up with and analyzing which marketing has worked with which customer.
Melanie
That wasn't confusing at all.
Esther
No, I mean, obviously it's a CRM, obviously.
Melanie
But the other more familiar one for me, which I've also seen a lot of presentations, is KPIs. And that's key performance indicators and that indicates the value of the measurement, so they'll be certain KPIs each business will need to reach and manage, and they say if you haven't met with your KPIs, you haven't met with our targets, so if you hear that in conversation and it does crop up in podcasts and presentations, that's what it means.
Esther
Yeah. And another one that a lot of people say frequently is your ROI. What's your Arawa, what's your return on investment? So when you put in X amount of money. What percentage of business does that give you? What does it give you a hundredfold back? Does it give you a 10 percent back? Working out what your return on investment is means that you can take the money that you're putting in in this case that we're talking about or the time that you're putting in to make it more effective and more worthwhile.
Melanie
Then you've got search engine optimization SEO that crops up a fair bit, especially when it comes to websites, I'm sure that some term you're very familiar with, obviously. But I also come across it as well as a journalist and also when I talk to people about Google my business, because it's another phenomenal way to get search engine optimization out there with another word, another phrase that we use as keywords, which essentially is the same thing, just mess in different places so you can have keywords that you can use on a website, but they can also be search engine optimization terms on the website as well.
Esther
Yes, that wasn't confusing at all. No, it is, and I mean, even as marketers yourselves, we come across new ones and they invent new words all the time like there's a new one that's well, it's relatively new called smarketing, it's when sales and marketing come together, and they've coined this phrase, which is what old jargon is really, it's just coining a phrase or putting things together, it's like I mean, we're not as young as we used to be, but the youngsters would say YOLO and FOMO and things like that, ok? So those would be acronyms of the words, so you only live once and fear of missing out, which is something that we all have right now because there are no live events going on and we would really wish that there were, ok.
Melanie
But do you know what else is happening a great deal of at the moment remarketing because people are having a good look around online to see what's going on and visiting websites, and if you have a Facebook pixel, you can remarket to the people who are visiting the website.
Esther
Yeah, and that is an excellent way of improving your click rate and your cost per impression and your cost per meal, which would be your CPM and your CPIs. All of these things you would come across if you are remarketing and throwing out ads.
Melanie
It's all ads, isn't it? Every time you just use this every single one of the ads related.
Esther
Yeah, ok, so cost anything that's cost like pay per click, PPC, things like that, they're all talking about ads and the money that you spend versus your return, which brings back to your ROIC, so a lot of the phrases and the terms that we use all are interrelated with something that has already been said, ok, so all marketing comes back. It's all interrelated, so whether you're doing ads or whether you're doing a blog post or whether you're optimizing your website, it all helps with your marketing from each and every point that you're doing it.
Melanie
You're waffling now.
Esther
I know, but it is I mean, how do you explain these things in layman's terms? Whenever you've been so used to saying the KPIs and the PMS. Must be mixing them all up. Pay management company.
Melanie
You just made that up.
Esther
I did. I did.
Melanie
I got another one, gated content.
Esther
OK.
Melanie
Do you know what it is?
Esther
Go for it.
Melanie
But this is where you can get people to come off the free market, hit them with your ad, you can then get them to come to an area where they have to fill out the section in order to get through the gate to your content.
Esther
Oh, so it's like give me your email address so I can send you this download for example.
Melanie
Yeah. But it's another way of getting meeting your KPI's or getting people to subscribe to your blog or to your website with your content in general. What's your podcast? That's all, subscribe to our podcast. And you know, basic content, it also shows a level of value, you can only get there if you either pay or you give something of yours to the person who's delivering the content.
Esther
Yeah, OK. And at the end of the day, we all need to get leads, OK? We're all in business to get leads to isolate those leads. OK, so lead is a person where a company that needs your product or service, they express an interest, whether it's filling in the form on your website subscribing to your podcast, phoning you, asking for more information. Those are all types of leads. OK, if we manage to get back to events, it's the people that come up to your desk and ask questions. Those are leads.
Melanie
I've got another one.
Esther
Go ahead.
Melanie
Drip.
Esther
That sounds dangerous.
Melanie
Well, it's kind of a really slow way of communicating with people on a re-engagement campaign, so its emails mostly pre-written emails? And sometimes when you click of some of these websites, it will say, thank you for joining us today, hope you enjoyed reading this blog if you'd like to learn more please do contact us here or sign up and subscribe. And then a few days later, you get another email saying you recently downloaded such and such from my website. And, you know, there are other blogs or other podcasts or other information you may find of relevance, and then another few days again, you'll get another email with something similar, and eventually, when they realize that there's been no actual follow up, you'll stop getting the re-engagement campaign.
Esther
Yeah, there's many, many more. We could go on and we'll probably do another podcast about the other ones. But if you do have any that you have come across that you're confused about or that marketers are just throwing random letters together and maybe don't make any sense at all.
Melanie
Can't think why.
Esther
No, I don't know why, but please get in touch, let us know, send us a message. Send us you can record questions for us and let us know, we are always here to help and to educate as much as we can. Thanks for joining us today.
Melanie
Bye for now.