Welcome back! If you missed the first half of this two-part series on marketing jargon, go check that out now. (I think it’s a pretty great blog, but as the author of it I may be biased). In this blog, we are breaking down some more common marketing jargon you should know. The better you understand the language, the better it is for your business.
So join me once again on this journey down jargon lane and decode some of the mumbo jumbo of the marketing world!
Gated content
A commonly controversial aspect of marketing is the concept of gated content. Content that is gated is hidden from public view and can only be accessed in exchange for information. Reaching gated content usually comes with filling out a form or providing an email address — no purchase necessary! The point of hiding content is to generate more leads and close more deals.
The type of content that is gated is usually targeted towards a specific audience and hiding it from public view can give insight into customer thoughts and behaviors. Additionally, gated content is usually longer, like an ebook or whitepaper, and contains information that is valuable to the reader. If you’ve got some killer content with actionable insight (another favorite term for marketers), your audience should have no problem giving up their email address.
Lead generation and nurturing
These two terms are often confused with one another and are somewhat similar in definition. However, one usually comes before the other.
- Lead generation is the process of attracting and engaging potential customers. This can look like email campaigns, social media posting, blogging or the classic cold-call.
- Lead nurturing is what comes after leads have been generated and consists of focusing your selling efforts on individual leads that have shown interest in your business and developing a solid relationship with them.
Both of these efforts are equally important in turning potential customers into loyal consumers. Generating and nurturing leads go hand-in-hand and help guide potential customers through the buyer’s journey, hopefully landing them at your business. Developing a solid nurture campaign can help your sales team focus their efforts on the leads that matter most.
Customer relationship management (CRM)
A CRM typically refers to a software tool that allows for businesses to manage their relationships with current and potential customers. Customer relationship management is an essential part of any business because it keeps track of all parts of an interaction with a customer and keeps them coming back for more. Some things CRMs help streamline including:
- Customer contact information
- Sales management
- Customer service interactions
- And much more!
As the name suggests, customer relationship management tools help you maintain meaningful relationships with your clientele and expand your customer base. This tool is especially useful since it can span across your entire organization, from your operations team to your sales leaders, and keeps all your valuable information in one place.
Social proof
You may have seen our blog series on social proof, and wondered what that term even means. While it has made its way into the marketing world, it actually came from psychologist Robert Cialdini in his book “Influence: Science and Practice”. Also called informational social influence, social proof is the phenomenon where people copy the behavior of others in social situations where the appropriate kind of behavior is hard to determine.
So where does this fit into marketing? Social proof relies on the belief that everyone around you knows more than you and knows what should be done. When it comes to purchasing a specific product or service from a brand, people look to others to determine which is the best option. Social proof can take the form of expert opinions, celebrity endorsements, user reviews, industry certifications or peer recommendations.
Including social proof in your next campaign can give your audience the evidence they are looking for to influence their purchase decision. Want to find out how to incorporate social proof into your next campaign? Check out our blog to learn more!
Drip campaign
A drip campaign involves using a series of automated and pre-planned messages to prospective and current customers. These messages are usually triggered by customer behavior, such as interacting on a website, signing up for a newsletter or a purchase is made. Drip campaigns are often used in lead nurturing and can allow marketers to spend less time sending individual emails or messages and focus their attention elsewhere.
These slow burn kinds of campaigns can help re-engage customers who may have become inactive over time. It can also help encourage repeat consumers to keep coming back for more. Drip campaigns help in the never ending effort of developing relationships with your customers and showing them the overall value of your business.
In the marketing world, all the jargon can be confusing (especially if you’re new to the marketing game, like me). But fear not! Decoding the industry slang can be beneficial to you and your business. Plus you’ll be up to date with all of the latest lingo.
Marketing without the mumbo jumbo is our jam! Contact us today to see how we can help your marketing efforts stick!