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Internet Marketing Terminology for Small Business Owners

Marketing Vocabulary in The Digital Age

Small business owners don’t care about hype and theory, you want results. That’s the motivation behind the email marketing of Riverside Foods. A suburban Chicago neighborhood grocery store, this small business regularly lets its thousands of loyal customers know about specials, sales, new products, and provides regular tips. Some of its vendors help cover the costs involved. The fancy name for this is integrating traditional outbound and innovative inbound marketing strategies.

People deeply immersed in Internet marketing and social media are minting new words, different terms, and adding definitions almost as fast as they’re adding new capabilities. However, you simply need to understand some basics to use these tools.

small business internet marketing guide


There’s no need (and little chance) to become an Internet expert, but there are a few things you do need to be aware of in approaching the issue of digital marketing. Here are three concepts for starters:

  • Inbound marketing. This comprehensive term now refers to all activities you take to have a customer or prospect make contact with you through a website, social media platform (reviews, tweets, feedback, etc.) or other methods, such as email. To use the current term, this has the customer initiating a conversation with you and or your other customers.
  • Outbound marketing. This term is used to refer to traditional marketing methods such as direct mail, advertising, email blasts and other “old school” approaches. Some digital marketers refer to these in a disdainful way, looking exclusively to digital as the way to go. There is, however, now a growing focus on digital outbound efforts and techniques.
  • Conversation. As used above, this is the new buzzword for marketers. The idea is that instead of intruding on a prospect with a TV ad and a one-way message, you and the customer/prospect begin a running dialogue. This proves to be a much more powerful and effective way to get and keep customers. Note, however, how this point out the need for you to actively respond to input from your marketplace.

We’ll start here with the first two tips:

  1. Get some help. We all turn to our printers, accountants and lawyers for help in technical areas. The fact is that digital marketing is both simple and complex. To make the most of things like email and social media, you really need help if you’ve been out of school for more than five or six years. As the study above showed, for many, the only real answer is to hire a younger person or digital agency to help with the effort. Millenials are a great source of talent. You may never want to tweet, but you don’t want to lose the power of that tool for your business.
  2. Use a search engine. Once we give you some of the insights, tips and hints in the next few articles, enter some of the terms you read as search terms. You’ll find plenty of information, from very simple to technical. Put your industry and product or service with the search term for even more useful information. For example, if you’re manufacturing widgets and you want to know more about responsive emails, type in “responsive email for widget companies.”

This is just a starting point, but you’ll find that grasping the new views on marketing are somewhat like that proverbial method of eating an elephant – you just have to take it one bite at a time. We’ll be sharing a few more bites with you in articles to follow.




Content Posted By Analia Gentile
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