Vocab Blitz
Silver Square’s Marketing Lexicon can kick start your 2012 plans
Smarts | December 2011
Like most of us this time of year, you’re putting the wheels in motion for what your next year looks like. When it comes to your marketing, you may even be putting together a marketing plan or at least an outline to follow over the next 12 months. Let us help you get that rolling with this Marketing Lexicon. It’s full of classics and newcomers, defined in no-nonsense, practical terms — with a little Silver Square influence. Get a marketing lift by taking a few and crafting your magical Marketing Mix (see below).
Analytics (noun, adj.) 1. Typically best known when the word “Google” is in front of it. It’s one of the best, free tools known to the online marketer. Analytics reports continue to get more in-depth and dynamic, but at their core they show and tell you how your web traffic is performing. You decide how much or little you want that to mean to you. 2. A consideration in crafting your evolving web strategy.
Blogging (noun) 1. Great content created on a consistent and frequent basis that lives on your website. We invite you to subscribe to our blog and start your own if you’re not already actively blogging. Every one — every one — should be blogging.
Brainpower (noun) 1. Typically used by Raquel when she needs help thinking through an idea or making up an idea. “Clay, I need some brainpower.” We use it so often, it’s part of our soon-to-debut podcast name.
Branding (noun) 1. The marriage of your culture and your marketing. While it’s often believed to be your logo, it’s not. Your brand is everything you do — visually, verbally and everywhere in between.
Content Marketing (noun) 1. The art of storytelling. We believe content marketing is a marketing must for just about everyone. Content Marketing involves frequently creating meaningful, useful content for your audience and sharing it as much as possible through a range of distribution channels.
Email Marketing (noun) 1. The art of using email as a marketing tool. Email isn’t dead nor is in on its way out the door. It’s a very effective way to nurture leads, build loyalty and boost sales. We would be remiss if we didn’t invite you to sign up for our enewsletter and special announcements, one of our ways to stay in touch via email.
Guides (noun) 1. One awesome content marketing tactic. Writing a valuable guide that shows your smarts, has information your audience wants to learn and is given to them without any strings attached used to be viewed as giving away the company secrets. Now it’s smart content marketing.
Idea-PoweredSM (adj.) 1. Using ideas as your lead for all you create and do. Generating ideas, fostering an innovative environment for creating ideas and allowing the time and tools to evolve those ideas is Silver Square’s core.
Lead Generation (noun) 1. The art of using marketing to get a sales lead.
Lead Nurturing (noun) 1. Creating a series of touches to court a prospect and turn them into a sales lead. For example, you provide a great guide on your website for someone to download. You decide to request their name and email address in order to access the guide. Once they download, you can begin to nurture that lead. In the next few emails, you can give them more information on that topic, invite them to a website, send them a coupon — it’s all part of cultivating a relationship with that individual and getting them warmed up to a sale.
Marketing Mix (noun) 1. A combination of promotional tactics to create action that produces a lead for sales. It must include at least a handful of tactics: email newsletter, blogging, website strategy, etc.
Marketing Muscle (noun) 1. Goes well with Smarts (below)! We believe we have a marketing muscle and our clients allow us to use and strengthen that muscle each and every day. Thank you!
Podcast (noun) 1. Basically talk radio online. Raquel grew up listening to the Green Hornet tapes that her dad enjoyed as a kid. Now she listens to talk radio all the time and it only made sense for us to venture into a podcast too. Most of your magazines and favorite radio programs have a podcast. You can find them on their websites or in the iTunes stores. Just subscribe and sync your device often to get the latest programs.
Search Engine Optimization (SEO) (noun) 1. The art of boosting a word or phrase to the top search results. There’s a strategy for selecting keywords and/or phrases and then figuring out how you’ll get those references to fall in your favor.
Smarts (noun) 1. When someone really uses their brain well. We love to talk about our smarts, our clients’ smarts, smarts in general.
Social Media (noun) 1. Facebook, Twitter and all those other social web-based tools we use to show, share, tell and repeat.
Triggers (noun) 1. Used in your email marketing campaigns. A trigger is when someone engages with your email message and another email is “triggered” based on their behavior. Let’s say you offered a major discount on an email offer. Once someone clicked on that offer to take advantage of it, a trigger email is sent saying thank you, giving another offer, or asking for that individual to write a review on the product/service.
Traditional Marketing (noun) 1. We don’t consider this old school by any means. Traditional is just a phrase you hear when someone talks about postcards, print coupons, etc. In some cases, traditional marketing methods are spot-on for the company’s marketing mix. It’s all about your audience.
We’ll be tweaking and growing our Marketing Lexicon as terms rise and fall out of favor. If you have an idea for a term, let us know!
