Copywriters, marketers and brand ambassadors of the world, listen up. Jargon might just be your worst enemy.
We think using industry terminology or jargon makes us look smarter, but sometimes it can have completely opposite effects and make even the most well-written piece ineffective. In fact, Merriam-Webster defines jargon as “confused, unintelligible language.” Even the dictionary isn’t too keen on it! But there are other reasons why using too much jargon can backfire.
- Not everyone knows what you’re talking about: Even if you’re dealing with highly technical subject matter, not everyone will know the industry lingo.
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As a copywriter who is dedicated to working primarily on B2B websites, I’ve often fallen into the trap of thinking that B2B copywriting vastly differs from B2C writing. While you might choose different marketing methods and tactics for each, the copywriting itself doesn’t actually have to be all that different. There’s a simple reason for this: A website visitor’s final decision always involves some degree of emotion.
If you’ve studied personas, you know that some people are more inclined to make decisions based on their emotions than others.… Read the rest
Could it be that simple? Well, not exactly. Employing marketing automation as a tactic is the first step, but it requires an expert focused on developing strategies and content taking your lead nurturing to the next level. Marketing automation can solve the multitude of issues Fortune 500 B2B companies came across in Matthew Sweezey’s “Fortune 500 B2B Marketing Score Card” (pictured right).
While Fortune 500 companies are adopting marketing automation faster than their B2B peers, there still is a unique opportunity to understand marketing automation capabilities and use them to nudge leads through the sales funnel.… Read the rest
No matter where you look, all online marketers today are talking about content marketing. It’s all the rage, but is your manufacturing company taking advantage of it in the way it should be? Here are some tips for how the manufacturing industry can get in on the content marketing craze.
1. Know your goals. Before you publish any piece of content, you need to have a clear goal for that piece. According to a Content Marketing Institute report, manufacturers have the following goals for content marketing:
- Brand awareness
- Lead generation
- Customer acquisition
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Search plays a very influential role in a B2B tech buyer’s path-to-purchase. Because a purchase can take up to six months or longer, it’s important to fully understand how search can facilitate the final purchase decision. I will break down the three simple steps these decision-makers take—research, consider and commit—and how search fits into each according to Google’s study “The Evolving Path of Today’s Tech B2B Customer.”
Step One of The Purchase Funnel: Research
A majority of B2B tech customers said that they turn to search engines to help them understand which brands offer the product or service they are looking for.… Read the rest