Common Jargon You’ll Hear at Marketing Companies in Denver

JargonEffective marketing requires clear communication between you and your agency. As one of the marketing companies Denver and Fort Collins businesses rely on, we do our best to ensure that is the case with all our clients. We’ve found that being on the same page with terminology is crucial.

Common Marketing Jargon

Marketing, like any discipline, has its own unique vocabulary. To ensure that you and your marketing company are in sync, it’s a good idea to be familiar with these common terms:

  1. Analytics. This is the study of data or statistics produced by some aspect of your marketing efforts. For example, you might analyze the traffic to your website.
  2. Algorithm. In marketing circles, people most often talk about search algorithms. These are the rules the search engines use to decide what order webpages are displayed in for a particular search term or phrase.
  3. B2B / B2C. These acronyms mean “business to business” and “business to consumer.” They indicate your primary sales focus.
  4. Bounce rate. This is a measure of how frequently visitors to your website leave after viewing just one page. You want your bounce rate to be low.
  5. Content marketing. In content marketing, you develop relationships with potential customers by providing them with free, informative materials. This is as opposed to trying to win their business by providing them materials focused on your product’s features and benefits.
  6. Curated content. This is marketing content that you did not produce yourself. Rather, you have found it and are sharing it with proper credit given to the author.
  7. Customer journey. How does a person go from being a prospect to a customer? This term refers to that process.
  8. Evergreen content. Some marketing content has a limited “shelf life.” For example, pieces related to a recent event. Evergreen content is not dated in any way and remains relevant for months or even years to come.
  9. Funnel. A marketing funnel or sales funnel is a series of interactions. It is designed to lead a potential customer to the point where they make a purchase.
  10. Keyword. A keyword is a particular word or phrase that describes the contents of a Web page, and communicates to search engines what types of searches the page is most relevant to.
  11. KPI. This acronym refers to “key performance indicators.” These are data points on the way to achieving an objective.
  12. Lead nurturing. This is the concept that in order to earn a person’s business, you have to gently encourage them to engage with you over a period of months or years.
  13. Marketing-qualified lead. If a potential customer expresses interest in your offerings and your marketing team believes they are a viable prospect, they are considered to be marketing-qualified.
  14. Organic traffic. This is website traffic that comes to your site from a search engine as opposed to another means such as clicking on a paid ad or a social media link.
  15. SWOT. A SWOT analysis is an organized  list and analysis of your business’s greatest strengths, weaknesses, opportunities, and threats.
  16. USP. This is an acronym for “unique selling proposition.” It refers to the factors that differentiate your company from your competition. Also, the term “value proposition” conveys the same idea.

Your Lingo, from A(-Train) to Z

Communication is, of course, a two-way street. At A-Train, we’ve helped companies in a wide range of markets reach their sales goals. Along the way, we’ve learned to speak their industry language like a native. This familiarity benefits them and each new customer in that industry who comes on board. If you are in a vertical we’ve not served before, you can trust that we’ll get up to speed quickly.

To learn more about our offerings as one of the marketing companies Denver turns to for game-changing creative, strategy and support, contact us today!

The Fluffy and Furious: Meet the National Fluffball League’s Top Team

This weekend, Americans will gather around the television to watch one of the country’s most beloved events… the Puppy Bowl. If you’ve never seen Animal Planet’s Puppy Bowl, we’ll quickly explain it. Two teams of heart-melting puppies face off on a miniature football field, and by face off we mean they run around, wrestle each other and tug on the toys scattered about. Though much less structured than the Super Bowl, it’s a sight to see.

At A-Train, we got to discussing the Puppy Bowl and then something occurred to us: if we were to round up all our dogs (and a few of our friends’ dogs) we could make a pretty stellar team of doggos. We evaluated our dogs’ strengths and weaknesses, and for extra giggles we imagined them as a literal football team. We are expecting to get a call from the Air Bud franchise any day now.

Although we don’t have our own Puppy Bowl to share with you, we do have a roster breakdown, so you can check out our star-studded squad. Let us know which of our pups is your favorite!

And for anybody who wants to make the Puppy Bowl in Fort Collins a reality, contact us and let’s make it happen.


A-Train's squad of dogs

5 Tips for Better Case Studies from a Leading Denver Marketing Company

Leading Denver Marketing Company gives advice on case study publication

Case studies have long been a key component of marketing strategy, and in particular, content marketing strategy. However, while telling a customer’s story and why they selected your product or service may provide important and impactful information, readers faced with a steady stream of case studies are likely to ignore yours if it doesn’t stand out in some way. So, as a leading Denver marketing company, we encourage our clients to rethink the way they approach case studies.

How to Set Your Case Studies Apart

If you’re looking to breathe new life into your case studies, try one or more of these approaches:

Rename them. For some people, the term “case study” has become synonymous with “dry” or “boring,” even if the information the study contains is exciting and engaging. But, if they don’t open it, they’ll never know. What if you started calling them New User Narratives or Customer Stories or Client Chronicles? Odds are your open and engagement rates would increase.

Add some drama. Which of these two opening sentences would grab your attention: 1) XYZ Corporation was struggling to keep up with incoming correspondence from clients. In order to address this issue, they needed to implement an enterprise content management system. Or, 2) Sara could almost hear the clock on the wall ticking as she frantically raced to log the latest client communications. Dropping her head to her desk in exasperation, she came to the realization that she needed help. If her company didn’t start taking advantage of process automation, she’d be burned out in a month.

Put the emphasis on visuals. As any Denver marketing company will tell you (and as your own personal experience tells you), people prefer to learn new information through visuals like charts, graphs and images. Yet, we continue to think of case studies as marketing content that can, and should be, text-heavy. Instead, try creating a case study in two formats and see which one creates more engagement.

Use more engaging headings. Case studies are often broken into sections like client, challenge, solution, and results. If you want to keep a prospect reading, try something new like:

  • Meet [Company Name]
  • Buried in Paperwork
  • Automation to the Rescue
  • Cruise Control

Write studies that are more raw and real. Case studies tend to paint the most positive picture possible of a customer’s purchase and implementation of a product. But we all know that that kind of process rarely goes completely smoothly, and it makes us a little skeptical when we hear one portrayed that way. Tell the story “warts and all,” so to speak. If there were struggles, acknowledge them. Also, if you read the quotes in case studies, they are often very sanitized. Try being more true to what the customer really said, even if it’s not perfect prose.

Making the Case for More Engaging Studies

If you want to create case studies that people will read, it’s important to work with a full-service Denver marketing company like A-Train Marketing that can not only help you create the piece, but also integrate it effectively into your content marketing strategy. Get in touch and let’s talk about your needs.