3 Spooky Marketing Buzzwords That Small Businesses Shouldn’t Fear

Don’t be scared of the big, bad marketing buzzwords! In this post, our friends from BoostSuite shed some light on these not-so-spooky phrases so you can market your small business effectively.

This guest post is brought to you by BoostSuite, the easiest way to build more website traffic and get more marketing conversions.

First off, Happy Halloween! I hope you have an awesome costume planned. Are you going scary or funny? I personally like ironic, funny costumes because I’m easily terrified and not afraid to admit it.

As small business marketers, there are a lot of things that scare us. We’re afraid that no one will ever read or share our amazing content. We’re afraid that our calls to action aren’t converting as many visitors to customers as they should be. We’re really afraid that we’re using the wrong keywords to optimize our website copy with.

There are a lot of spooky buzzwords being tossed around in the internet marketing community. These buzzwords send chills up and down our spines. They may sound scary, but it’s the threat of the unknown that’s most frightening.  As marketers, knowledge is power. The more we know, the easier it is for us to do our jobs, and do them well.

Today I’m going to explain three of these spooky buzzwords, and why you shouldn’t be so scared of them.

1. Encrypted Keywords

Whenever I hear the word “encrypt,” I always think about that gross, rotting corpse of a TV show host, the Crypt Keeper. Remember that dude? He was freaky looking.

This buzzword doesn’t have anything to do with keeping your keywords somewhere beneath the church from a Dan Brown novel. It’s referring to Google’s decision to stop providing third-party keyword tools with organic search data. This means that you won’t be able to use your favorite keyword tools to find out what your visitors are searching for to find your website. You won’t even be able to use Google’s trusty keyword tool anymore unless you have an AdWords account with them.

The good news is there is a way to use Google Webmaster Tools to find your cumulative keyword data, or all of the keywords that any page on your entire website has ever ranked for (even if no one clicked on your listing and visited your website). This includes way more keywords and gives you a more complete picture of the keyword authority that you’ve earned in Google’s eyes. This is way more valuable than individual visitor keyword data.

Once you have your cumulative keyword data, you can add it to your BoostSuite account so you won’t have to pump the brakes on your content marketing strategy worrying about encrypted keywords.

2. Curator

Here’s another buzzword that puts an image in my head of a lonely old man who’s a cemetery caretaker, walking through the rows of graves on a dark, chilly Fall night, with only an old lantern lighting his way. He’s completely oblivious of what may be lurking in the shadows just a few feet away.

Even though that’s way off from what the word actually means, it still sounds a little spooky. In fact, a curator, in the sense of a content curator, is a web user who ingests, analyzes and contextualizes content onto a platform or into a format the mainstream can understand.

Put it this way, if you’re on Tumblr or Twitter, you’re a curator. If you’re a small business marketer who reads an article, then writes a rebuttal article imparting your expertise to contradict and disprove the original article, congrats, you’re a curator too.

Curating content is a great way to get ideas for your blog posts via organic search. You are blogging on a weekly basis, right? (cue creepy music)

3. Engagement

I know, this one isn’t really Halloween themed. But, this buzzword can still be more frightening to bachelors and men in relationships considering “dropping the question” to their girlfriends than the previous two I’ve mentioned! :)

From my own personal experience, getting engaged was a bit scary. Not because I was second guessing my decision, but because I had planned an over-the-top proposal with a bunch of moving parts that luckily, all fell into place at the right times, resulting in one of the happiest moments of my life.

Engagement, from a small business marketing perspective, is online consumer actions, including likes, shares, and comments. We often create engagement strategies in our content marketing campaigns to foster relationships with our communities (very similar to a real engagement). Engaging your audience is a must if you plan on having a successful content marketing campaign.

That Wasn’t So Scary, Was It?

You can uncover your eyes now. The worst is over!

Small business marketers don’t need to be afraid of these buzzwords that go bump in the night. They’re really not that scary now that we know what they mean and how to leverage them in our marketing campaigns.

Encrypted keywords doesn’t mean the death of keyword research and SEO. Curators are continually repurposing content to offer valuable insights, and more small business marketers are focusing on engagement to bolster their online communities and spread the word about their products and services.

Do you know of any other spooky marketing buzzwords that small businesses are afraid of? Let’s hear them in the comments!

ryan kettlerAbout the Author

Ryan Kettler is Director of Communications for BoostSuite. Ryan is an internet marketing zealot, sports fanatic, devoted runner, avid golfer, beer connoisseur, and live music enthusiast. When he’s not helping BoostSuite customers he can be found running 5ks, sampling IPAs, and cheering on his North Carolina State Wolfpack.

Image via Flickr


Small Business Marketing in an Hour

When you’ve got a small business, juggling all your competing priorities can feel exhausting. But what if you could market your business in an hour or less? You could attract new customers and help retain the ones you have. Here’s how to market your business online in less time than in takes to get a decent massage or cook a nice dinner.

This post is brought to you by VerticalResponse.

When you’ve got a small business, juggling all of your competing priorities can feel exhausting. But what if you could market your business in an hour or less? You could attract new customers and help retain the ones you have. Well, this isn’t one of those too good to be true tales… it’s reality, and in today’s post we’ll walk you through how to market your business online in less time than in takes to get a decent massage or cook a nice dinner.

Start with Your Website (20 minutes)

As you add new products and services to your business, you most likely update your company’s website. These additions are fresh content, which is great for lots of reasons. First and foremost, when a visitor comes to your website, they see new things that may cause them to make a purchase (ka-ching!), or you may pique their interest in something they haven’t purchased from you in the past. Fresh content is also a signal to search engines like Google that your site should be crawled, which can help your rankings in the search engine results pages (SERPs) and help your overall search engine optimization (SEO) efforts. When your site is optimized for both people and search engines, your site will be found more often in search results, leading more qualified visitors to your site, which should lead to more conversions (sign ups, purchases, donations or whatever your “success metric” is).

Email Marketing for the Win (20 min)

Now that you’ve got some fresh, optimized content, you’ve got to go out and tell the world about it. Well, maybe in this case, start with your email marketing list subscribers. Using an Email Service Provider (ESP) like VerticalResponse, you can quickly and easily send out an email to your list in under 30 minutes. Most ESPs have predesigned email templates you can use that are simple to customize with your company logo and content. Most also allow you to share your email content with your social networks with just a click or two, expanding the reach of your message to a broader audience. Your ESP will also provide you data about how your email performed, such as how many people opened your message or clicked on the links so you can make changes accordingly.

With the holidays right around the corner, there are heaps of opportunities to market your business and get new customers. VerticalResponse created an Everything Holiday site to help you. It’s got predesigned holiday themed email templates, festive call-to-action buttons you can use in your email marketing or on your website or blog, a fun email subject line generator that creates 18 subject lines for you in just a few seconds, plus lots more. It’s perfect for the time-crunched small business owner looking to market their business during the busy holiday season. Make a note that, during the week of Thanksgiving, there are five occasions to market around including Hanukkah, Thanksgiving, Black Friday, Small Business Saturday and Cyber Monday. That’s a ton of marketing opportunity for your business!

Social Media is the Gas to your Content Fire (15-20 min)

With your website updated with fresh products, services and content, and your email marketing sent out, you’re ready to tackle the social media front. Half the battle with social media is making the time to do it, and the other half is having something to share with your fans and followers. If you create your content up front, you’re golden. And just because there’s a new social media network every day, it doesn’t mean you have to be on all of them. Spend your time nurturing the networks that make the most sense for your business. For instance, Facebook is a natural for most businesses since there are over 800 million active users, but Pinterest is growing rapidly and is a natural fit for businesses that would benefit from the image-centric social site that also allows you to add prices to pinned images and drive traffic directly back to your site. So, consider your social options and focus your energy and time on the ones that fit your business and customers best.

Do you still think you don’t have time to marketing your company online? Think again, because in less than an hour you could be driving new visitors, prospects and customers to your business!

verticalresponseThis post was contributed by Kim Stiglitz. Stigllitz is the director of Content Marketing at VerticalResponse. VerticalResponse Inc. provides a full suite of self-service marketing solutions for small businesses including email marketingsocial mediaonline event marketingpostcard marketing and online surveys. You can connect with Stiglitz on Twitter @Stiggy1.