Modern Marketing Rhetoric
Modern Marketing Rhetoric : Marketing and Sales Expressions
As part of rjcfraser – Business English Colloquium – in this section we will look at what Marketing does … and as an ‘outsider’ how do we understand, or judge what they do? – How useful is website analytics?
For a manager looking out for the direction of the company it is helpful to be aware of the professional marketing words and expressions used by sales people.
The following list is an overview:
There is an incredible amount of analysis and testing that can possibly go into marketing due to the complexity of statistics that Google can provide. Depending on the size of your company, you can get lost in the mass of statistics, and it is not always going to provide what you need : often thinking through issues, or face to face consultation is a better approach. However, it’s always nice to have some stats, n’est pas?
Highlighting a new launch, presenting a new product, and getting the market’s attention for your business – and importantly the difference it makes when you pay for this. In this respect, it helps to think about the long term image and identity of your business, before you get lost in the short term image making rush.
As the person responsible for writing the content of a blog, you can be the authority that can influence potential customers. Essentially good marketing practice, providing a form of ‘free content’, encourages interest. Google recognises good, continually updated content, and hence influences ranking on Google searches.
4. Sales Funnel
- A funnel attracts customers from a wide pool and sucks them in to the more focussed sales process. The term has become synonymous with You Tube video advertising. A ‘call to action’ is included at the end of the video, or throughout.
- The sales funnel is largely replacing web sites in terms of providing leads and conversion, it does this by using ‘landing pages’ rather than the website homepage. Paid for sales funnels will also show up before and during You Tube videos.
- Video advertising can provide more trust and visibility, with many saying this form of advertising will take over, or already has taken over, from websites.
5. Bounce Rate
The problem of the redundancy of much website data, because people come and go and do nothing on the website, when you really want them to sign up or buy. That is why the changes described above are significant. Attention time spans have reduced, so hence pop ups and prompts to further action.
6. Buyer Persona
The end user is the person ‘using’ your website, but the buyer persona is the image you should have in your mind of who it is you want to buy your product, you can then adapt your message to speak to this person.
Demographics: Further to buyer persona, identifying your target customer helps to focus the business and provide clarity of purpose.
Raising awareness of a product by repetition and identification of words and images with a product.
Company Identity: The images, colours, symbols, logos, values associated with the company effect the perception of the potential customer.
Keywords: The words that google searches are built around : keywords are also a method of building your brand and the values associated with your product.
Public Relations: Management of images, posts, conferences : slightly broader functions of the marketing strategy.
8. Cold Calling
Calling people you don’t know can be daunting. However with good techniques this method can work. There are companies who specialise in this approach, and yes, people who love doing it. If you don’t like doing it, consider paying people for a few hours per week to do it for you.
9. Keeping Down the Competition
Direct comparison will be done in the mind of the customer, but good advertisers and marketers will know how to direct the comparisons. Have you thought through what differentiates your business from the competition?
As a result of all the methods, or the result of one particular method : how many customers went through the whole process and became paying customers, and how many dropped out, and when?
User friendly: Aspects of the website that turn people off : are there aspects that are too complicated, unclear, difficult to navigate?
– But equally, and perhaps more significantly, how customer friendly is your product?
11. Customer Relationship Management (CRM)
There’s a lot of talk about optimisation with software. And likewise a lot of complex talk about straightforward principles:
- Cost Per lead (CPL)
The total cost of getting that all important new customer.
- Cost-Based Pricing
How much does it cost to run your business?
- Customer Acquisition Cost
Measuring how much extra time will result in acquiring new customers.
- Customer Loyalty
Getting renewal and repeat buying can be as straightforward as offering a loyalty discount.
12. Online Marketing
Using Linkedin, Facebook, Youtube : a different ball game compared to more traditional forms of advertising and marketing.
13. Evergreen Content
The best quality content your website offers may still be relevant and interesting 10 years down the line. Google takes notice and has systems designed to recognise quality content and links : the user benefits and you support the Google experience, so there is high incentive to encourage and promote you and your business.