5 Marketing Phrases You Might Not Know About
According to Infoplease, there are 6,500 spoken languages in the world. Most people I know can speak one or two languages. While I’ve met people who can speak several languages, doing so is not the norm.
What is very normal, however, is speaking the language of your job. Take it from someone who has worked over 20 jobs — each job position requires you to learn the lingo of the workplace. For example, when I worked as a longshoreman, I learned phrases like:
- 4 and go
- Double Backing
And the list goes on.
The importance of work-related language is this: when you have to work alongside someone, you must learn a little about his or her world. For example, freight forwarders and truck drivers would be wise to know longshoreman lingo because they work alongside them on the waterfront.
But you’re probably not a dockworker, nor have you ever been one.
You’re a business owner. You’re reading this article because you’re interested in the things we talk about on Copy Doodle: copywriting, content marketing, and all things considered in the world of conversions.
When you hire a firm like ours to write your copy or plan your marketing campaign, it would be wise for you to learn a little bit of the verbiage we use on a daily basis. Doing so allows you to know what’s happening with the marketing campaigns that grow your business.
Here are our top five marketing phrases and what they mean:
1. Sales Funnel
A sales funnel is a series of events that lead to a sale. Typically, a sales funnel begins with an opt-in — the giving of information for you to follow up on. After an opt-in, a funnel nurtures the lead and begins the selling process. Based on the funnel setup, the sales process goes right to the sale or builds up the desire over time.
Different products require different sales funnels. For example, if you’re selling a yacht, you won’t go right into the sale after you shake hands. That’s like asking the person who smiles at you at the bar, “Would you like to get married?”
For us marketers, right now is an exciting time because there are a TON of tools to use to optimize funnels. LeadPages is a great example. This landing page builder helps you build high-converting landing pages or your online sales funnel.
2. Landing Page
Our CEO Michelle recently covered landing pages in a 45-minute webinar. Based on the dozens of questions we received, many businesses on our list expressed interest in how to create high-performing landing pages.
Unlike a homepage, a landing page talks about one specific thing. The purpose of a landing page is to get someone to take a specific action, like give an email or buy a product.
Another way to think about a landing page is to figure out what brings someone to your site in the first place. If you think about where the traffic comes from, you can determine how to best present a page of dedicated content.
For example, let’s say you’re a hardware store owner. Instead of having a page that showcases every single one of your products, you’d make a page about one specific thing. What you would then do is have a landing page with a giveaway titled, “How to Build a Beautiful and Sturdy Backyard Fence over The Weekend.” A landing page doesn’t have to be a report — this is just an example.
In order to get your report, people would give you their email. This begins the sales funnel process. In the report, you’d give helpful information about how to build a fence. You’d also mention your tools when necessary. After all, you need tools to build a fence, and this is your chance to simultaneously sell your tools while providing value.
An autoresponder is an automated email that is based on the action of a user. For example, someone who gives you his or her email on a landing page might get an autoresponder. There are many things you can do with autoresponders, including…
- Thanking someone after he or she makes a purchase.
- Sending an additional offer based on someone’s trackable activity.
- Nurturing a lead by sending consistent emails over time.
4. Lead Magnet
A lead magnet is just as it sounds — it attracts a lead. Lead magnets range from downloadable PDFs to videos to white papers. A lead magnet could even be a physical product. There are no hard rules about what a lead magnet could be. If you think it could attract a lead, it’s a lead magnet.
Here are some tips for creating lead magnets that people tend to want. Follow these points and you’ll improve the chances of your lead magnet’s conversion.
- Keep it simple. Don’t complicate your lead magnet. Keep it about one thing and have it provide value for one thing only.
- Give people what they want. A lead magnet gives people what they want. It may not be what they need. You can give them what they need later.
- Make it consumable in less than 10 minutes. You may be able to get by with a video that goes on for up to 20 minutes. It would require testing. The main thing is to make it easy to consume and don’t let it take too much time. Lead magnets are free and not meant to be a full product.
Follow these tips, and you’ll be ahead of your competition. You could also speak to a professional and get in-depth help with your lead magnet and sales funnel strategy. It’s your decision.
The last, but still very important, concept on our list is segmenting. Segmenting is a way to separate a list into groups based on a various factors. For example, one of our clients has a different list for males and females. She likes to email female-related information to females, and vice versa.
(The interesting thing with this is there’s some overlap between the two — males are on the female list and females like reading the male stuff.)
But… the point here is she uses segments, and it’s working tremendously well for her. Segments are a powerful marketing concept because you can send people things they previously have shown interest in. Segments help you send only relevant information to people, so you have increased open and conversion rates.
Class is Over
Thanks for reading our little marketing lesson. Hopefully you’re savvier about the marketing phrases marketers use daily. Knowing these phrases lets you communicate better with the marketers you hire to grow your company, like us.
Feel free to contact us about getting help with your next marketing campaign and impress us with your knowledge of marketing lingo.
10-4, over and out.
Photo Credit: Mario’s Planet