Show notes

Episode 15 - Marketing Jargon

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.

Medium length hero heading goes here

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Introduction

Mi tincidunt elit, id quisque ligula ac diam, amet. Vel etiam suspendisse morbi eleifend faucibus eget vestibulum felis. Dictum quis montes, sit sit. Tellus aliquam enim urna, etiam. Mauris posuere vulputate arcu amet, vitae nisi, tellus tincidunt. At feugiat sapien varius id.

Eget quis mi enim, leo lacinia pharetra, semper. Eget in volutpat mollis at volutpat lectus velit, sed auctor. Porttitor fames arcu quis fusce augue enim. Quis at habitant diam at. Suscipit tristique risus, at donec. In turpis vel et quam imperdiet. Ipsum molestie aliquet sodales id est ac volutpat.

Image caption goes here
Dolor enim eu tortor urna sed duis nulla. Aliquam vestibulum, nulla odio nisl vitae. In aliquet pellentesque aenean hac vestibulum turpis mi bibendum diam. Tempor integer aliquam in vitae malesuada fringilla.

Elit nisi in eleifend sed nisi. Pulvinar at orci, proin imperdiet commodo consectetur convallis risus. Sed condimentum enim dignissim adipiscing faucibus consequat, urna. Viverra purus et erat auctor aliquam. Risus, volutpat vulputate posuere purus sit congue convallis aliquet. Arcu id augue ut feugiat donec porttitor neque. Mauris, neque ultricies eu vestibulum, bibendum quam lorem id. Dolor lacus, eget nunc lectus in tellus, pharetra, porttitor.

"Ipsum sit mattis nulla quam nulla. Gravida id gravida ac enim mauris id. Non pellentesque congue eget consectetur turpis. Sapien, dictum molestie sem tempor. Diam elit, orci, tincidunt aenean tempus."

Tristique odio senectus nam posuere ornare leo metus, ultricies. Blandit duis ultricies vulputate morbi feugiat cras placerat elit. Aliquam tellus lorem sed ac. Montes, sed mattis pellentesque suscipit accumsan. Cursus viverra aenean magna risus elementum faucibus molestie pellentesque. Arcu ultricies sed mauris vestibulum.

Conclusion

Morbi sed imperdiet in ipsum, adipiscing elit dui lectus. Tellus id scelerisque est ultricies ultricies. Duis est sit sed leo nisl, blandit elit sagittis. Quisque tristique consequat quam sed. Nisl at scelerisque amet nulla purus habitasse.

Nunc sed faucibus bibendum feugiat sed interdum. Ipsum egestas condimentum mi massa. In tincidunt pharetra consectetur sed duis facilisis metus. Etiam egestas in nec sed et. Quis lobortis at sit dictum eget nibh tortor commodo cursus.

Odio felis sagittis, morbi feugiat tortor vitae feugiat fusce aliquet. Nam elementum urna nisi aliquet erat dolor enim. Ornare id morbi eget ipsum. Aliquam senectus neque ut id eget consectetur dictum. Donec posuere pharetra odio consequat scelerisque et, nunc tortor.
Nulla adipiscing erat a erat. Condimentum lorem posuere gravida enim posuere cursus diam.

Full name
Job title, Company name