Buzzwords are a marketer’s kryptonite. Few things cause a target audience to check out quicker. Dom Nicastro, a staff reporter at CMSWire, recently cautioned to steer clear of these buzzwords:
- Value-add – Swap it out for something more specific. Think of the goal that “value-add” is attempting to explain (such as increase revenue) and use it instead.
- Generate business – The term is meaningless. Are you trying to generate and optimize for leads, sales, conversions, traffic or social media engagement?
- Data-driven – All of marketing and business strategy should be data-driven. It’s akin to “results-oriented” in that it can be assumed.
- Optimizing – What does it actually even mean? Being direct and talking about the real actions and results will let your team back away from this buzzword and provide more value for clients.
- Thought leader – It’s being used by everyone, which takes away the initial credibility of the title.
- Brand awareness – It’s a contributor to generating sales and part of a marketing strategy, but too many marketers use brand awareness as their sole focus and pitch. Your marketing strategy shouldn’t be focused on only brand awareness, it should be focused on how to generate business.
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