Dispense with Buzzwords

You can’t throw a rock in a business school without hitting a student in a cheap suit throwing around $5 words. Can you blame them? Adding corporate sounding jargon to a lackluster presentation will make it sparkle. Kind of like the shine you get on polished excrement.

Many of those students graduate and enter the workforce without ever being pressed to explain what they mean when they say a company needs to increase “market share” or improve “content marketing strategy.” Next thing you know they’re leading meetings at work and relying on empty buzzwords to woo their coworkers and clients.

But you know better, because you’re the boss. When someone makes a suggestion, you’re concerned about what it costs, how it will be implemented, and why it will work. If that’s you, you’re speaking our language here at Prolifik. So we thought it might be helpful to talk about some buzzwords and cut to the chase of what these terms are really getting at.

  • Content Marketing

    This is when you make something that people will find useful and offer it to them for free (usually as website content, hence content marketing). For example, say you run a law office. You could make a series of short videos talking about the legalities of how to start your own business. If all goes well you would then get an influx of website traffic made up of people who might want to use your service. Come for the free sample, pay for the full package.

  • Digital Marketing

    Brace yourself for this one: digital marketing is simply marketing that is digital. Usually it’s over the internet but it can happen offline as well. A lot of the time what people mean by this is stuff like search and display ads, aka the main thing that makes Google a bajillionare. Or it could mean search engine optimization which is just a fancy way of saying the processes of putting stuff on your website people want to read about. Probably the most important distinction to Digital Marketing is that it counters Traditional Marketing (stuff like cold calls, TV spots and print ads.)

    What makes digital marketing great is the ability to track everything that happens. If you buy a billboard and your sales go up, there might be a correlation but you can’t be sure. On the other hand, when someone clicks on your digital ad, you know exactly how effective that ad is at closing the deal.

  • Data Driven Marketing

    Which leads to the next item, Data Driven Marketing. This is the idea that using data to inform your marketing decisions will go a lot better than “spray and pray” as we like to call it. If you’re spending $500 a month on ads, why not $400? Or $450? What is the expected click through rate? How many leads do you want to generate? How much new business can your company handle? Having good answers to these questions will give a much more personalized marketing strategy.

So there are a few buzzwords debuzzed for you. It’s always better to say what you mean, and sometimes the most fitting word is a simple one!


Lydia Sloan