As Friedrich Nietzsche put it, “all [we] need is a sheet of paper and something to write with, and then [we] can turn the world upside down.” Words are the most powerful tool in the marketing toolbox. Not only do they convey your message to your existing customers but they also reach a brand new audience. For marketers, especially, words need to be chosen carefully. They should be left to the most experienced members of the team, as an ill-chosen word can have dramatic consequences.
However, when it comes to using words, most people only think of building PR materials or engaging in one-to-one discussions with clients. As a result, it’s not uncommon for businesses to misunderstand the importance of carefully chosen words in some of the other marketing activities. Indeed, developing your presence on the market as a source of expertise in your niche is a work-related task, as much in terms of sharing your knowledge than getting noticed.
The power of visibility in each word
In the online world of SEO, your keywords act as tiny compasses that guide the audience to the most appropriate content. However, choosing the right keywords is a long and complicated process. Indeed, too many small companies fail to approach their keyword research with a strategic mindset. Instead of choosing keywords that are meaningful to their audience – aka that potential clients would use – they rely on in-house industry keywords. You have to start with your audience to use the phrases and terms they are familiar with. Additionally, it can be helpful to pay close attention to long-tail keywords, which are specific search phrases that define a highly targeted need. While long-tail keywords attract fewer visitors, they are more likely to deliver more leads.
Choose the words you want them to remember
Every company needs a catchy tagline that the audience will remember. Typically, the tagline appears next to the logo. It’s not uncommon for brands to launch their taglines during trade shows and other networking events, using those custom signs with your logo to raise brand awareness. A general rule of thumb is to use a brief tagline that can fit on a sign. Think of Nike’s motto, “Just Do It.”, or Apple’s famous “Think Different” that was launched by Jobs. A compelling tagline alone can evoke the brand without needing to display your logo. Finding the most memorable tagline is, by far, the most challenging task of the marketing team.
On when and where to jargonize your site
Last but not least comes the time when a B2B or B2C company needs to write in-depth articles about its area of expertise. Should you or should you not jargonize it? Jakob Nielsen, one of the fathers of the usability and UX movement, shares helpful thoughts about the matter. Nielsen strongly believes that simple writings are the best choice for your site. Expert readers, aka specialized audience you have pre-qualified through previous readings or via the navigation menu, are comfortable with the use of relevant jargon. First-time visitors need more accessible content.
As the saying goes, your words are powerful, use them wisely. When it comes to establishing your brand expertise and position on the market, choosing the appropriate words and wording for your audience can make all the difference in the world.
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