Tag Archives: E Mail Marketing

Business Jargon 101

Starting out in small business, we all find ourselves in conversations; whether they are about marketing strategies, sales strategies or just a ‘getting to know you’ networking chat, before you know it someone drops a 3 letter acronym and off your mind wanders trying to work out what on earth it means.

Welcome to Business Jargon!

This post will get you up to speed on the most common abbreviations and buzz words so you can drop your own J-bombs and feel nice and smug.

10 Useful Business and Acronyms

We marketers are by nature a talkative bunch, so it seems somewhat surprising that we want to shorten anything. However the temptation to create a three letter abbreviation gets the better of us. I remember starting at Revlon and being handed a glossary of terms for the business where they recognised they used so many acronyms that they had created a beginners guide!

  1. SEO Search Engine Optimisation – making improvements to your website so that it indexes high in search results
  2. SOH Stock on Hand – how much of your product or product components you currently have in stock
  3. WAHM / WAHP Work At Home Mum / Work At Home Parent – the extremely talented and overstretched business owners who run their business whilst wrangling toddlers, calming babies and making school lunches
  4. PPC Pay Per Click – online advertising where you are only charged when a user clicks on your advert. The ad will appear in the advertising network for free.
  5. CRM Customer Relationship (or Retention) Management – your marketing strategies concerned around getting repeat business. Think of FlyBuys as a classic CRM program.
  6. CMS Content Management System – a tool that lets us non-technical people create & update web pages without knowing HTML
  7. B2C / B2B Business To Consumer / Business To Business – used to classify your business type by who your end user is
  8. ATL / BTLAbove the Line Below the Line Marketing Above The Line / Below The Line – seen most often in job advertisements for marketers! The theoretical line separates the communication types. Traditionally ATL is mass media promotion such as TV and Print, BTL is more targeted promotions such as direct mail and in store promotions.
  9. eDM Electronic Direct Mail – preceding this we always talked about DM (Direct Mail), so cleverly a lower case e was placed in front, to play on eMail. eDM is when we email out promotional offers to our customers and potential customers
  10. UGC User Generated Content (which I would also class as a Buzz Word) – is all about interacting with your target market and letting them take (some) control of your brand and its activities. UGC can take the form of customer’s blogging on your behalf or customers uploading photos and videos to your social media spaces

10 Business and Marketing Buzz Word Definitions

Once you manage to navigate the acronym mine field, the next biggest jargon challenge you face are buzz words. These words change from year to year, but once a buzz word is deployed it seems to reach celebrity status with everyone finding an excuse to cram as many as possible into one sentence.

business marketing jargonWorking on a Brand Strategy document with a group of co workers last year we did our best to come up with the most powerful sentence possible. It went something like “We need to think outside of the square to leverage any white space opportunities, whilst fully capitalising on any low hanging fruit”. Understandably this was after days of workshopping and being fairly over it. I just came across this game from Malcom Auld which could have helped us get through. Click here to play along.

  1. Low Hanging Fruit – I believe I was exposed to this phrase in 2009. Unfortunately the person who used it paired it with a squeezing two imaginary pieces of fruit hand gesture, making it hard to keep a straight face
    when later repeating it. Low hanging fruit are the easy wins – the opportunities that will take minimal effort for you to action.
  2. White Space – Arriving in 2010 to replace low hanging fruit as the ‘must drop in a sentence’ buzz word in the office. White space (which I liked to whisper for dramatic intent) is the gap in the market; it’s something that no one else is doing and gives you chance to grow the market in both size and your share.
  3. Think outside the Square – We all know what this one means but it doesn’t stop it from being used, almost redundantly to suggest we need to be creative to solve our current problem. We need to come up with a solution that everyone else isn’t doing.
  4. Mind Shift  – Whether it is our organisation or our consumers, we often talk about needing a mind shift. A mind shift needs a different approach to thinking inside our business or it’s about our consumers being educated about a new way to meet their needs which will become their new norm.
  5. Blogosphere – Is the realm where all blogs exist on the internet. It sounds more impressive than straight out saying that.
  6. Reputation Management – Tracking what people are saying about you online and proactively responding to feedback, to ensure your online reputation is positive and reflective of your brand.
  7. Exit Strategy – This is the plan of what to do with product in the retail environment if it doesn’t sell. A new retailer may want to know if there is an exit strategy as part of their trading terms. The economic downturn really brought out exit strategy as a buzz word in sales meetings.
  8. Customer-Centric. We talk about creating a Customer-Centric business, meaning we want to focus on our customer, be the solution to their problems and put their needs as the objectives we need to meet.
  9. Webinar – Ok so this is a little less buzz word and a little more of a buzz strategy. A webinar is a seminar or presentation held on the web. Think of it as a mass video conference. People can watch from anywhere and it is usually available for viewing after the live event.
  10. Viral Marketing – Creating and executing a promotional element that is so exciting that it is sent out by consumers through their networks (In
    other words spreading like a virus!)

Buzz Words are always evolving and today’s hot ticket quickly becomes passé, so if you want to talk the talk be sure to keep up to date on the latest buzz words.

Now that you are up to speed on what’s what, we would love to help grow your business with our Wise Up and Grow report, where you fill out a BAT (that’s our Business Analysis Tool) and we give you some great advice on your SEO, help you identify your Low Hanging Fruit and think outside the square to ensure your CRM is on track.

Let me know if you have any great buzz words or need a 3 letter acronym demystified.

Until next week J is for Jargon (thanks Melanie) and also for the Jigsaw puzzle (thanks Katrina) we are all putting together as we Journey through the A-Z of Marketing

Mary-Anne

www.wiseupmarketing.com.au

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Email Marketing Basics for E Newsletter Success

Nearly every small business we talk to is looking for the same thing – cost-effective marketing solutions. “How do I get my business in front of potential customers without spending a packet?”

This post will guide you through email marketing and help you unleash its potential for your business. Follow our easy plan to increase your open rate, your click-throughs and your shares, giving you E Newsletter success!

E-Mail Marketing: The Basics

It is important before weE Mail Marketing even begin, that we clear one thing up, E-Mail Marketing to us does not involve bombarding our potential customers with offers every week in the hope they will buy from us. We are a business that rarely advises you to compete on price, so it should be no surprise that our e-mail marketing strategies will not focus solely on price promotion. Instead we believe you need to value add. You need to give your target customer a reason to open your e newsletter,
over and above this week’s special.

E Newsletters have emerged as a very successful E-Mail Marketing tool, as they give a personality to your business and allow you to connect with your customer over and above a promotion or sale. It’s an opportunity to bring together all your social media platforms and deliver a concise summary direct to your subscriber’s inbox.  Oh and did we mention, it’s free?

7 Steps for E Newsletter Success

1.Gather a great list

 From today, utilise every opportunity you can to grow your email database:

  • Ask permission to email updates and offers from your business. (It’s actually the law – http://www.adma.com.au/regulatory/compliance-tools/spam-act/).
  • Create a database capturing the First Name, Last Name and Email address of each subscriber (at a minimum). This can be in an excel spreadsheet or a mailing list using E Mail Marketing Software (EMS).
  • Remember to delete or mark inactive anyone who asks to unsubscribe.
  • Use a sign up tab /form on your website and social media platforms to encourage sign up.
  • Offer a discount to reward sign up.
  • Run a competition to drive sign up or buy space in a complementary newsletter to attract new potential subscribers.
  • Never email your list using the “To” box, as all email addresses will be visible to all subscribers. Instead use the “BCC” or better still send through email marketing software.

2.Cut through with your subject line

E Newsletters cop a bit of flack for being lost in a sea of email. It’s a fair point too. That’s why you need to ensure your subject line connects with your subscribers:

  • Keep it brief, too many words will get cut off.
  • “What’s in it for me?” Highlight the most exciting reason why your subscriber should open the email.
  • Think about your inbox; What gets instantly deleted? What gets opened? Why?
  • Mix it up; call out your promotion, ask a question, highlight brands.
  • Introduce your newsletter at launch “The Monthly Hoot: Launch Issue”.

3. Create a template that is easy to use

Set up a template whether in Word or using EMS and aim to use that template every month with minimal changes. This builds consistency and helps give a professional look.

4.Balance the content

You want to get opened, get read, be clicked and be shared! This can’t be achieved with just one type of content:

  • A personal message, aim to have a short message from the business owner or the nominated voice of the business. They should wrap up what’s been going on and what subscribers should look out for in the newsletter.
  • Recap the month; share a post from Facebook that got people talking, perhaps include a paragraph of the best blog post for the month and a link to read more
  • Feature a reader of the month, product of the month or special of the month
  • Add some value to newsletter by adding an educational article, a humours anecdote, a recipe, a local restaurant review. Something readers look forward to every month that is more than just a plug for your business.
  • Run promotions, competitions, special offers sometimes. Not every time.
  • Use a variety of methods and learn from what works best with your subscribers.
  • Open it up to subscribers to supply content. Content co creation can be a great way to foster valuable connections.

5.Send at the right time

Based on your business type, establish the best time to send:

  • Mainly Business Customers? Usually around 3pm Tue-Thurs is a good time.
  • Mainly WAHers? Try after 7pm on a weeknight.
  • Is your business focussed on the weekend? Thursday 3pm – Friday 3pm

6.Encourage sharing

  • Create content that people just have to share. Added value and co-created content will be especially popular.
  • Make your email easy to forward. Use a “Forward to a Friend” form in your EMS or simply add “If you enjoyed this issue, please forward it to a friend” at the end.
  • Run competitions via the newsletter that use “Refer a Friend” for more entries into the draw.

7.Check your stats

Most effective tracking will come from using EMS, as you will be able to analyse your open rate, click-through and your shares. You may also be able to look at the most popular time of day your email was opened.

  • Use your stats to learn what your subscriber base is really looking for in your newsletter.

Start today by committing to a monthly newsletter for your business and pick a date to send out your newsletter every month (e.g last Wednesday of the month). Consider writing a plan for the next 3 months of what you will feature in each newsletter, so you are not overwhelmed as each month rolls around. Monitor the success of each newsletter, compare the results and uncover the best formula for your E Newsletter Success.

Using E Mail Marketing Software

Just before we wrap up, one last word on EMS. Although we guided you through our 7 Steps to E Newsletter Success, with the choice of using EMS or going it alone, we must stress our advice is to use it!

EMS allows you to:

  • Manage your database subscribers and unsubscribers easily, professionally and most important of all, in accordance to anti spam law.
  • Create a template to use for each mail out that is professional, structured and can manage technical requirements like including plain text elements to not get misread by spam filters.
  • Create ease of sharing with “Forward to a Friend” forms.
  • Create ease of sign up with links on your website and social media being directed to a form that automatically updates your mailing list and validates the subscriber.
  • Personalise your newsletter, so you can send 1,000 emails with one click, yet each recipient can be addressed by their first name.
  • Easily analyse your statistics to make changes and increase effectiveness of your newsletter.
  • Do all this for free (within limits) – check out Mail Chimp and Send Blaster.

Have you launched an email newsletter yet? What you would consider changing after reading this?

If you are procrastinating about it, contact us and we can help you with a plan to launch your businesses email newsletter.

Until next week E is for E Mail Marketing and for … (no really it is, click to find out)

Mary-Anne

Wise Up Marketing

Danilo Rizzuti / FreeDigitalPhotos.net


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