Marketing Jargon Kills

marketing jargon kills media in BillingsI was reading a 67 page guide “How To Be in the Internet Marketing Business” or some such thing the other day and it hit me just how much jargon there is in marketing and advertising.

For those of us working as professional marketers, it seems to spew from us like so many negative television ads during this election campaign.  Endless and non stop.

Why the Marketing Jargon?

So why do we do that?  While talking with two different clients in the past week, I was rolling along talking about 30’s and 60’s.  I went on to talk about how we could use that time to gain attention and help people learn more about their products.  In this case, both of these people were running for office in Montana.

Neither understood a word I said.

One wasn’t even sure what the rates for an ad were after I explained them.

Marketing is full of jargon like CPP, CPM, CPC, SEO, CTR, AQH, AQR TSE, TSL, and HUT among others. It is no wonder the idea of marketing a business or a product is scary to a lot of entrepreneur’s.  They don’t want to make the wrong choice.

Digital Media–Measuring and Applying Jargon to Marketing

Digital media has gained traction because of its ability to translate something that is generally unmeasurable into something that might be measurable.  Add to the digital media pros bag of tricks a never ending litany of jargon and a few success stories and you have the recipe for the hottest, newest kid on the block.  Besides, who can argue with a success rate of .0026% CTR? (why would you even measure that?)

Add the millions of books and guides and a low barrier to digital entry and you have the recipe for even more confusing material in the marketplace.  As best I can tell, you can claim you are a digital expert just a few weeks after leaving animal obedience training school.  The confused stories I hear from business people who want to use social media to market their businesses would be funny if it weren’t so sad.  (“let me ask my son in law, he’s on Facebook all the time.”)

Jargon-less Marketing

Media like television, radio, billboards, and even print to some degree have to understand that people don’t understand the words they use.  The jargon doesn’t work. When people are confused, they don’t do anything.

If you have a company who needs to market, don’t let the jargon scare you.  Force your media person to talk to you about what you care about–leads, traffic, prospects, or potential buyers.  Marketing your business today is the battle to get noticed in a time of a high level of noise.

Let them save the jargon for Alpha Bits cereal.



Marketing-Right Place, Right Time

Billings marketing is about right place at the right timeMarketing your business is being in the right place at the right time.  It is why Google is running ads on websites all across their network right now.  The idea?  To push the feeling their ads are the only ones that work.  After all, when you appear in search you are in the right place at the right time.

It is also wrong.

It is undeniable people almost always use just the first page results when they do a search.  42% of searchers click on the first result they get believing in Google’s infallibility of getting them the best answer.

If marketing were that easy,you could be to buy Google Adwords and call it a day.

It is not.

New Marketing World

The internet has opened up a whole new world to businesses and customers.  The new connections you can make with your current customers and connections with people who have never heard of you is enormous.

People want to do business with companies they know and believe in.  That’s why using a good mix of advertising is the best way to improve your business. With so many choices, it is hard to decide what the right mix.

There are over 20 different ways to market your business in the Billings marketplace.  No one can afford to be in all places at all times.  The use of a professional to help you with your strategic plan is not difficult or costly if you make the right choice.

You could Google for one, of course, and take the first name on the list.

Partner in Marketing

Or you could look for a partner with a wide range of marketing skills including buying, planning, writing, and producing high quality performing advertising solutions. The partner would be experienced in TV, web, billboards, print, mobile media and radio among others. Now it would be great if that first Googled name had all those qualities, but if you did not know the first company, what then?

I know which one I would take.  And it probably isn’t using Google’s first result for something that important.  At least not without additional information.  That is why your marketing mix is so important.  You have to be known in ways additional to an online presence. Your potential customers think the same way.

Professional help for your website and your marketing is only a click away.

Sometimes You Got To Quit Marketing and Listen

Listening is the key to your Billings marketing effortsI know you are excited.  Who wouldn’t be?  You are getting ready to launch a Billings marketing plan you know is going to increase your traffic, add top line revenue, and make Christmas 2012 (provided the Mayans are wrong) a great year.

If you were thinking this would be a touchy feely piece on “join the conversation” or some technique for social media using Facebook or Twitter for fun and profit, it is not (even if the photo is).

Quit Marketing

For a second I want you to quit marketing and get on the other side of the equation for a moment.  Make yourself into the buyer of your product. That’s the key to any marketing, much less any Billings marketing.

For years, I’ve coached talent to get into the audience.  To see and watch the show from the seats rather than from the stage.  If you are able to do that you will increase the performance of any kind of marketing process that you do.

When you start creating a promotion or any kind of marketing, the first thing to do is be really clear about what the action you want to be taken.  Do you want web clicks, store visits, a particular purchase made, or some other result?

Once you are clear on that, ask yourself the most important question a Billings marketing person must be able to answer.

What would someone have to believe in order to take that action?”

Now that’s getting off the stage and into the audience with your marketing in Billings.

It’s also a step most people overlook.

They don’t really think through what beliefs their prospect would need to have to get them to take the desired action.  So instead of getting the buy, they end up screaming at people and not getting their message across.

If the prospect already believed, they would have already bought your product.

Once you have identified those beliefs, then start thinking about what stories might possibly have a moral built-in could help the receiver establish those beliefs?

What experiences could you share with them that would stimulate those beliefs? What research? What case studies?

You already know the answer to your Billings marketing issue

Think about your product and your beliefs.  You believe that your product, your service is the solution to your prospects problems. Somewhere you came to that belief.

Now you need to communicate that idea in an accelerated fashion. In other words, give them the same experiences that you’ve had in a way that doesn’t take them the years to realize it.

Then build your story.

And that’s how you determine what type of content, what type of experiences, and what things to share.

The blog is about Billings marketing and advertising

So let’s practice the story telling I’d use with a prospect.

This story comes from conversations with real clients who have real problems and are scared and worried.

First, marketing and advertising in Billings is an incredible jumble of different programs, ideas, media and people trying to get your money.  It can be so terribly confusing you either want to shut down and do nothing, or only do the “same thing over and over.”

I agree it is a mess of stuff.

What if your Billings marketing was like this:

So what if you could hire a team of experts to help you build your Billings advertising plan?

What if that team of experts was local, had more than 80 years of success building winning media campaigns, and was a thought leader in all forms (television, radio, billboard, web, direct mail, events, couponing, social) of marketing?

And didn’t cost you any money until you got results?  Plus paid nearly as much attention to your income stream as you do?  And stayed around to help you handle every single challenge that appeared?  It would be like hitting the lottery.

My next question might be something like, “show me what you’ve done before so I believe you.”

When you hear a story like that, you want to believe you have found the answer to your Billings marketing problems.  And you have.

About the only thing left out is the “double your money back guarantee.”  Since you aren’t paying anything up front, you could consider you already have the guarantee.

Building a Billings marketing plan is really easy–once you have the “if” right. You can hear more of how this could work for you with just a click.