In the marketing world, there are two groups: those who are using and advocating for the use of online marketing and social media strategies and those who are still using traditional marketing strategies. If you are reading this post, you are likely the former. One of the main problems existing between these two groups is language. To someone unfamiliar with online marketing, terms like blogging, RSS, and social media not only sound strange but are also unclear in terms of how they connect to business objectives.
So instead of trying to sound like a “cool kid,” it's time to use some euphemisms to help new digital marketers and executives better understand online marketing strategies and tactics.
7 Online Marketing Euphemisms to Help Sell Social Media
1. Instead of ' Blog ,' Use ' Content Publishing Platform ' - Blog is a strange word to those unfamiliar with online marketing. Instead, introduce it as something more descriptive and a little easier to understand when first explained, such as 'content publishing platform.'2. Instead of ' RSS ,' Use ' Syndication and Subscription Technology ' - RSS is a term created by developers and used by developers and members of the online echo chamber. RSS powers much of the syndication and subscription that happens on the web today, so describe it that way when explaining it to someone who may be unfamiliar with the term.
3. Instead of ' Social Media ,' Use ' Real-Time Media ' - In David Meerman Scott’s new book, Real-Time Marketing and PR the word social media is strangely vacant from the title. On Twitter, Scott explained, “In many companies, the term 'social media' has a negative connotation, so I use 'real-time media' instead, and management pays attention.” Take this cue from Scott the next time you are trying to sell social media to a client or within an organization.
4. Instead of ' Search Engine Optimization (SEO) ,' Use ' Increase Unpaid Search Engine Traffic ' - SEO is a term that is frequently mentioned on this and many other blogs but seldom makes its way into the corporate boardroom. By using 'increase unpaid search engine traffic' instead of SEO, you save a step of explanation and get straight to the value of the strategy you are advocating for.
5. Instead of ' Social Network ,' Use ' Online Communities' - The term social network, like social media, can conjure visions of teenagers “playing” on the internet rather than a valuable marketing opportunity. Online communities or even online groups seem to generate more respect and attention within corporate walls.
6. Instead of ' Pay-Per-Click (PPC) ,' Use ' Click-Based Search Engine Advertising ' - Many non-digital marketers are confused about the difference between paid and organic search engine marketing, and SEO and PPC are partially to blame for this. As an alternative, use more direct terminology like 'click-based search engine advertising,' and also use images to help demonstrate the difference between paid and organic search engine marketing.
7. Instead of ' Landing Page ,' Use ' Lead Generation Page ' - While landing page is a popular online marketing term, 'landing' doesn’t describe a business benefit. However, 'lead' describes a clear role in the customer acquisition process and will be better received by senior management.
Next time you are working to educate co-workers and management about online marketing, please keep in mind some of these euphemisms, and use them to your advantage.
What other euphemisms would you recommend adding to this list?
Photo Credit: Search Engine People Blog
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Jason Diller 8:13 AM on October 05, 2010
Really good post! These are the types of small changes I can make to increase my "internal selling power"! Thanks
Curtis Andrew 8:34 AM on October 05, 2010
Nice ideas. It's always a good idea to reposition what you say to the appropriate audience (when possible).
I think that blog, RSS, and Landing page are great terms to "translate" for your boss. However, you might want to keep the term "social media" since this is a hot buzzword these days even by the non savvy marketers. However, you will still probably have to explain the benefits of using social media and any of the other online marketing strategies...
Lori Robinson 8:40 AM on October 05, 2010
Instead of 'Landing Page,' Use 'Lead Generation Page'
This one always hits home with the CEOs!
Shannon Lowe 8:43 AM on October 05, 2010
Excellent summary. Just take care when using these euphemisms that the audience truly does understand what steps you are taking. There is a lot of smoke and mirrors out there these days. Internal and external clients need transparency so they know how results are being achieved.
Diane Heiserman 9:12 AM on October 05, 2010
This is an excellent post to avoid the blank expressions from an audience that isn't connected to this marketing strategy.
Sarah Naeher 10:17 AM on October 05, 2010
We often forget that as marketers, we need to speak the language of our customers AND our leaders. This a great way to explain high level concepts in a way executives can appreciate. If they want more detail, they'll ask.
Anonymous 10:59 AM on October 05, 2010
I still have clients get that deer-in-the-headlights look when I say some of these original words. I'm going to make efforts to change my jargon and speak "English"!
Paula
Kelly Marsh 11:51 AM on October 05, 2010
Love the Lead Generation Page instead of Landing Page. That's something a CEO would appreciate!
Janet Aronica 1:39 PM on October 05, 2010
LOVE this! I think it's really good advice to try and remember that not everyone in the office drinks the KoolAid as hard as you do and to try and explain things in a way that resonates with the business as a whole. Now, if only someone can tell me how to talk about Facebook "likes" and driving traffic without sounding "like" a valley girl...
Stephen Collins 3:24 PM on October 05, 2010
Seriously? Have you actually *had* these conversations with people? Your suggestions indicate it's unlikely.
As a professional communicator who has to do this work on a daily basis, I can guarantee you that almost every suggestion you make above is a terrible one.
The language you use is expert, more so than the original words in some cases, and will probably deeply confuse your audience.
Yes, you need to choose audience-appropriate language when communicating to non-expert audiences, but replacing one type of closed or expert language with another is not the way.
Angela Frizell 5:35 PM on October 05, 2010
I've found many CEOs leery of using social media and online marketing simply because of unfamiliarity with the platforms. Explaining online marketing in less technical terminology is only part of the answer. Showing them how they can harness power of the Internet for marketing purposes is another approach - bring to the table case studies and screen shots of successful campaigns. And, of course, showing them how to use the platforms on a personal level will help them understand even further.
Ralph Vugts 6:21 PM on October 05, 2010
Excellent article, well done!!
Andrea H. 6:37 PM on October 05, 2010
No confusion here. Education is key and if euphemisms can be effective to help improve communications that lead to a greater understanding of how to achieve organizational goals - then I'm all for it.
Cherry Rahtu 10:15 PM on October 05, 2010
Interesting,I think this is also can apply for marketing consultant when he/she try to explain to clients about the marketing process and tactics. But i think it's better to use paid search engine advertising for PPC.
Jeanne Hopkins 6:54 AM on October 06, 2010
@ Lori Robinson. I like the use of lead generation website page instead of landing page. It is important - as many of the readers have indicated in the comments - to have a common understanding between the marketer and the teams that are not as familiar with online marketing terminology. A glossary to describe the actions may go a long way towards bridging many communications gaps that occur within an organization.
Meyer Baron 9:00 AM on October 06, 2010
Instead of Social Media: Engagement Media
Instead of PPC: Advertising On Demand
Instead of Blog: Instant Propaganda Machine
Instead of SEO (for the CEO who loves football): In Your Face Campaign
Instead of SEO (for the CEO who prefers philosophy to football): Wherever they go, there you are.
Charlie Scala 10:08 AM on October 06, 2010
Janet,
How about pitching a Facebook Page or Twitter page as a "real time forum for customer feedback"?
Tell your boss the story from Socialnomics about the cafe patron that tweeted that the cafe music was too loud. The cafe manager saw the tweet, found him in the cafe, turned down the music, gave him a free cookie, and ultimately turned him into an evangelist for the cafe.
Another successful way to pitch building a social media following is to call it "a free way to communicate to current and potential customers," which sounds much more compelling than "having a lot of people like your page."
Hope this helps! For daily marketing tips, check out Roominate Marketing
nirwana 4:35 AM on October 18, 2010
Your article was so good with a term such as blogging, RSS, and social media not only sounds strange but it is also not clear in terms of how they connect with business objectives.