Marketing buzzwords, translated for everyone
Have you been measuring the ROI on the content you've crafted to increase the awareness of your brand?
If your eyes glazed over as soon as you hit 'ROI,' don't worry, you're not alone! Here's the thing. We're all marketers to some extent or another, ESPECIALLY if you own your own business. Problem is, those of us with 'marketing' in our job title like to use fancy words that can usually be explained much more simply.
Here are some of those terms to help you navigate the world of marketing. I'll be updating this list so if it gets long use Control+f (on a PC) or Command+f (on a Mac) to search for a particular term.
Most people think of the term 'brand' as synonymous with 'logo.' They are closely related, but a brand goes deeper than visual aesthetics. I've heard the term brand described as 'what people think about you (or your company) when you're not there.'
There are entire books and companies based on crafting the perfect brand, but on a broad level a brand just means the collection of things that describe your company. An important part of this is a solid and consistent logo and 'look' across anything you put out there, but it's also the personality of your company (think: informative, comforting, innovative, etc.).
This is something you should devote some time to thinking about and implementing across everything you do as a business. If you need help thinking through this and how to use it, I can help with that.
Anything you create to attract, educate, or delight customers (or potential customers). Blog posts, social media images, infographics, video, photo, these are all common examples of content.
Inbound vs Outbound
Unless you work in marketing, there's a good chance you haven't heard the term 'inbound' or how it differs from 'outbound.' As a consumer, you've definitely interacted with the two. Hubspot says "instead of blasting out interruptive ads and trying to pull people to your company [outbound], inbound marketing uses helpful content to attract visitors and get them to engage of their own volition."
Inbound marketing is marketing for the 21st century. It acknowledges the fact that Amazon reviews matter more than newspaper department store ads. People are shopping smart and researching their options ahead of time.
How does this look for your business? Chances are, you're already practicing inbound marketing, you just may not know it. If you're posting regularly on social media, if you write a blog related to your business, if you have a website, these are all pieces of inbound marketing. You're putting information out there and people are finding your business through it.
ROI stands for 'return on investment.' Simply put, for every dollar you spent on something, how many dollars did it bring in? If you spent $100 on Google search ads that brought in $1000 of sales, your ROI was 10%.
SEO stands for 'search engine optimization.' This refers to a collection of activities you can do to help your website pages show up closer to the top of search results for search engines such as Google & Bing. SEO is a huge topic that could occupy a full time job and then some. For more info on SEO check out Moz and their blog.