I've been asked this question a lot by prospects I'm discussing inbound marketing with. Since I talk to them about how much more effective inbound marketing is compared to traditional print or outdoor (for example) they naturally start to talk about return on investment (ROI).
In fashion, September brings the most highly anticipated issues for the industry. Magazines spend months researching and compiling the latest trends, working together to create a comprehensive end product. Eager readers devour the pages to see how they compare and what they need to upgrade to keep up with competition in the months ahead.
As a kid, I remembering laughing at jokes I didn’t understand, too embarrassed to admit I didn’t get them. Everyone else was laughing so it must be funny, right? Hilarious! In truth, most of the others probably didn’t get it either, but who wants to admit that in front of a group? So I played along.
Then again, maybe I WAS the only that really didn’t get it….
Regardless, I had a flashback to this feeling the other day at lunch with friends. Somehow, after the initial round of gossip and sharing vacation stories, we got on the subject of inbound marketing. A few of us that work in the field began comparing success stories and trading advice. Another friend was nodding along enthusiastically, but finally spoke up. She hesitantly admitted “I wasn’t going to say anything because I’m probably supposed to know, but what IS inbound marketing, anyway?”
Every industry has their language. The words, terms and acronyms insiders toss back and forth regularly but mean nothing to the rest of the world.
When you get a group of accountants (or doctors, engineers, chefs, athletes, etc.) talking business in a room it can sound like another language. Marketers are no exception.
Admittedly, us marketing nerds get so excited about things like SEO, CTAs, CACs, LPs and responsive design that we sometimes forget those terms aren’t common knowledge.