Industry Buzzwords: Confusing or Helpful?

Have you ever been to a doctor’s appointment and felt as though your doctor was speaking in a foreign language when diagnosing you? Do you find yourself asking, “Can you repeat that in English Doc?” The frustration you feel is normal and happens due to miscommunications caused by unnecessary jargon.

Industry buzzwords can be useful when attempting to create a unified language within organizations, especially when working in a fast paced environment such as an advertising agency or emergency room. Although they can prove to be useful tools in the business world, problems can arise when attempting to use the same buzzwords or “bizspeak” when dealing with clients.

To the outside consumer these complex phrases can seem like meaningless jargon and can cause miscommunications that may result in lost opportunities when attempting to generate leads or conduct business. It’s important to understand when and when not to use buzzwords so that you don’t come across as if you’re speaking Martian.

Here are some suggestions for dealing with non-industry consumers:

  • Create a buzzword thesaurus for yourself and your team -- provide common translations for complex industry lingo
  • Train your team on the importance of using “normal” language with clients
  • When sending communications, try to use language that the other person will understand

Consider the following questions before sending an email or leaving a message on an answering machine:

  1. How much exposure has the person on the receiving end had in the industry in which you work?
  2. Are there simple substitutions to some of the complex industry words you are accustomed to?
  3. Could the message be lost in translation if a secretary or intern is the one taking it?

While not all industry lingo is bad, it’s important to find the balance between sounding informative and sounding confusing to the recipient. Try and keep these tips in mind the next time you have a conversation with a potential client.

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It’s An Ad World After All

Do you ever wonder what goes on behind the scenes at Potratz? You already know that we’re a full service advertising agency specializing in digital marketing, but what does that really tell you about us? Maybe you’re picturing the cast of Mad Men fast-forwarded through the decades, or maybe you’re simply thinking of The Office and it’s shenanigans. While both of these presumptions aren’t completely wrong, they’re not completely right either. Walking through the front door of Potratz is like walking into another world…and it’s an ad world after all. Hidden behind the 27” iMac screens, sitting on the edge of Herman Miller chairs, you will find the Potratz team.

Walk upstairs and witness a floor full of eager Account Managers checking their email or making a phone call at any given time. Walk down the hall and see our Human Resources director meeting with the greatest talent the Capital Region has to offer. Head back downstairs and you will find the graphic designers, video producers, and digital marketing team hard at work. Venture around the halls and you will find Paul and his pocket square shooting the newest Think Tank Tuesday video, or Christy teaching the latest leadership session. We may still sound like your average advertising agency thus far, but I can assure you we are not.

From decorating our walls with Man Candy Monday images to rocking out to the best music of the 90’s on Boy Band Fridays, we are anything but average. Wednesday morning you will find us all around the conference room table, anxiously awaiting this week’s Fish award winner while enjoying our well-deserved coffee and bagels. But the thing that truly sets us apart from the rest is who we are. You will find us researching the latest trends and applying them before they even become trends. You will find us striving to go above and beyond what is expected of our services. And most importantly, you will find a little piece of each of us in every piece of work we do.

So what is it that makes our agency so great? Maybe it’s the strong and dedicated connection we have with our clients. Maybe it’s our innovation. Or maybe it’s all of our unique personalities, our exceptional talent, and our dedication to this industry pushing us forward.

Digital marketing is no longer part of the future, digital marketing is the present. So, what are you waiting for? Become part of the Potratz team today!

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Retargeting On Facebook

Facebook is constantly changing it's website to stay fresh and new, as well as keeping up to speed with the ever changing world of online marketing.  This happens so often it can be hard to stay up to date with what is going on, but don’t worry, we are here to help!  So what’s new on Facebook this week?  The answer is retargeting.

Retargeting, in case you may have forgotten, allows you to create a list of who has visited your website and subsequently places ads on the pages they visit after. This means that if a person visits your website, they will see your various ads over and over again on different websites they visit, allowing the opportunity to keep your business at the top of their mind.

With retargeting on Facebook, an additional retargeting code is added to your dealership page, which builds a list. This list is then used to display your ads on Facebook to those same users, allowing them to see your ad again and again on their Facebook page.

Retargeting on Facebook is a very helpful tool and the bottom line is that your retargeting ads can now be expanded to Facebook. While this will require expanding the budget a little, ads can be run for as little as $25 a week! So, what are you waiting for? If you’re ready to reach the 75% of users over the driving age currently using Facebook, then contact us now to get started.

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Real or Fake: Facebook Helps Us Decide

Last week, Facebook announced they would be launching verified Pages to “help people find the authentic accounts of celebrities and other high-profile people and businesses on Facebook.” Users will be able to distinguish which Pages are verified by a small blue check mark besides their name that will appear on timelines, in search results and everywhere on Facebook.

As of right now, this isn’t an option for everyone on Facebook and it is done automatically for a Page of a certain stature; currently it is only available for a small group of prominent people including celebrities, journalists, government officials, popular brand and businesses with larger audiences.

My guess is that eventually this will be rolled out to all business pages allowing them to verify their Facebook Page as legitimate. The benefit of this new feature is that a user will automatically be able to decipher between legitimate and fake Pages without having to do a lot of research. This could essentially help in the growth of Likes; since a user will have no question as to whether a page is real or not, they may be more likely to click to most sought after “Like” button.

Until this feature is available to all Facebook Pages, there are still some steps you can take to help your business page stand out. If you look at a business page, that little box underneath the business name is your holy grail, providing your fan with EVERYTHING they need to know about you!

  • Make sure you add your category; just because you have a Facebook Page that represents your business name that does not mean that a user will automatically register what type of business you are.  In addition, by adding this to your profile page, you also increase your chances of showing up in a Facebook search.
  • The same goes for your address. If you don’t put where you are located your fans will not know where to find your place of business! Sure, they can go to your website and search for it, but the easier it is for them, the more likely they are to visit your location.
  • The above applies to your phone number and hours as well. If your fan doesn’t know how or when to reach you, they won’t.
  • There are other tidbits of information you can add in your “About” section as well, including your website, a description of your business, and links to other social media sites you might be active on. These are all important as well, but the information in the top box is what the customer sees without having to take the step to find out more about you.
  • Have a STRONG profile picture and cover photo.
    • The profile picture is the image that shows up in the search. If it doesn’t help represent your place of business, the less likely your customer is going to click on your Page.
    • Your cover photo is by far the largest image on your Page, and it is the first thing your fan will see once they click on your Page!

If you’re ready to get started on your social media marketing, it’s time you contact us to take your social media to a new level!

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Paul to Speak at MDA Alberta

Paul Potratz, founder and COO will be speaking as part of MDA’s all-star line-up.

The Motor Dealers’ Association of Alberta is holding the 2013 Convention May 4-6, at the Fairmont in Banff Springs. Paul’s presentation will focus on how dealers can leverage the explosive boom of mobile marketing, social gaming marketing and social selling, and how to successfully integrate these leading edge digital marketing trends with ‘traditional’ digital marketing and into the customer experience.

For more information on the 2013 MDA Convention, click here. For additional information on Potratz or to receive announcements of future speaking engagements, contact us now.

Curious to who Potratz Is? See what we are about here.

Paul to Speak at Internet Battle Plan

The Internet Battle Plan has announced that Paul Potratz, founder and COO of Potratz, will be a featured speaker when the conference meets April 16-18, in Detroit, Michigan, at the MGM Grand Hotel & Casino.

Paul and speakers will demonstrate numerous techniques, word tracts and strategies while presenting real life examples of dealerships that are dominating their competitors with technology-enabled marketing.

For more information on the Internet Battle Plan, click here. For additional information on Potratz or to receive announcements of future speaking engagements, contact us now.

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Curious to who Potratz Is? See what we are about here.