If you get a customer in your business or a visitor on your website, you want the best language to cater to them. If you’re a doctor and you’re engaging a patient with some medical jargon, expect your bedside manner to fail. You want to try and level with your customer’s level of expertise in your industry.
Whether you’re an SEO expert, marketer or even a business owner, knowing how to talk to your audience is a crucial skill. Being able to entice customer interest from the right language can help you improve customer engagement.
So, how do you talk to your customers so they understand you? What is the right way to communicate your intent?
Your goal as a professional is to make sure you create a level of understanding between you and your customer. You don’t want to let them leave your content feeling under or overwhelmed.
The Place of Industry Jargon and Effective Communication
Industry jargon has its place within a website or with your audience. Don’t get us wrong. Industry jargon is easy to do, and many specialised fields make good use of jargons.
Imagine if you’re a construction supplies seller and you don’t understand what reinforced concrete materials are. Your customers would raise their eyebrows and that’s the last time you’ll talk to them. Sometimes, expertise entails knowing the right industry terms.
Even then, jargon can leave your customers frustrated. Too much industry speak can confuse and even alienate people.
SEO and web development professionals like us, for example, are well-acquainted with words, phrases, and sentences that many customers care nothing for.
For SEO professionals and digital marketing experts, talking about SEO, audience segmentation, and attribution is effective talk. If we’re talking to professionals with the same experience, that will be true. Not all of our audience, however, would appreciate it.
There’s a reason why many small businesses in Australia hire SEO agencies and consultants for their business. The advent of the internet created an influx of jargon that is crucial to the sales funnel. For you to get any traffic at all, you needed to know how to use SEO for traffic generation.
Business owners have no reason to feel confident and do DIY by themselves. They needed to take care of their business, which means strong knowledge in their own industry is crucial. Adding the complications of site optimisation to that is throwing the wrench.
Why Collaboration Is Crucial To SEO and Content
SEO does not also work if it’s only the consultant who is willing to work on optimisation. The problem with the mindset of letting the SEO professional do everything is a matter of authenticity. If you have a clinic, you can’t expect your optimisation expert to know everything about your profession.
This is why the key to proper search engine optimisation is balanced teamwork between the agency/consultant and the business owner.
Sure, the SEO and digital marketing professional can handle many of the technical tasks. You would still need to, however, work with the SEO team as the business owner to set the level of language you want. You need to engage your team and note how the communication with your audience happens.
Following our construction supplier dilemma a while ago, you, the owner, should set the level of communication. You have previous sales and customers. You know the age, demographic and the level of expertise your customers have.
Your digital marketer can help you get more from your demographic. It’s still your job to know what are your customers’ knowledge in the field and adjust your language level.
Your entire SEO campaign is about how good the SEO professional is. It’s not all about them though. A successful SEO campaign can only succeed if both parties work together.
Factors That Help Improve Customer Communication
As we said, one of the best ways to communicate with your audience is to take out much of the industry jargon. You want to relate much of these words and phrases to more common words customers can understand. In places where technical terms are crucial but you don’t want to alienate customers, an explainer can be helpful.
There are a few factors that we believe is crucial in your small business to communicate. If you pass this on to the people who write your content and optimisation, it can help improve your marketing’s engagement. These will allow your customers to enjoy your content better.
- Concrete, specific communication
- Brief language
- Familiar words and phrases
- Accurate, clear communication
- Positive, appealing tone of language
- Formality of content
Each of these contributes to a better, easier way to create effective communication with others. Here’s how they work.
1. Concrete, Specific Communication
Communicating using concrete, specific language means you use words and phrases that are easy to imagine. People, even during communication, are visual learners. They imagine in their head how processes happen, and the ability to create that image is vital.
You don’t want any type of abstraction in your content. You want your customers to understand your ideas in cohesive sentences. Content clarity, tone and goals are something you account for. If you can adapt these to your audience, you’re creating effective, specific information that can engage.
2. Brief Language
Brevity is the mother clarity and the brainchild of expertise. A common quote attributed to Einstein that was from Lord Rutherford in Nelson is:
“If you can’t explain it simply, you don’t understand it well enough”
The idea is that your ability to relate it to someone lacking in knowledge is proportional to your expertise. You want to be straightforward with your language, answering as much as possible to the point. These remove what we call “filler words,” which can disengage your customers from what you’re trying to say.
3. Familiar Words and Phrases
Audiences can connect better if you provide them with words and phrases they are familiar with. This means that if you are in the construction industry, you want to stick to more common terms with it. If you want to introduce hard to understand ideas, break them down into bite-sized pieces that can help them understand.
Content, whether it’s for your pages or your blog, is not a contest of expansive vocabularies. Throwing around words to make your blog seem eloquent lowers the impact of your message.
4. Accurate, Clear Communication
Clarity and accuracy are two of the most important ideas when communicating with your audience. Depending on the situation, the goal of communication is for your message to convey to your customers. Clear communication creates lesser possibilities of misinterpretation.
Avoid double entendre. In legalese, which is the language of laws, every idea receives a definition to prevent double meaning. While you don’t want to resort to specificity like legalese, you want to confirm that you’re not creating another interpretation.
5. Positive, Appealing Tone of Language
If there is something that we learned over the years, positive, construction language conveys better than negative content. Sure, there is a place for negative content by tapping in your customers’ pains and concerns. Even then, it’s crucial to create positive intake of your point.
Why do you need positive, constructive language in your tone? People are more receptive with constructive language, which means they will engage better if your idea builds up.
6. Formality of Content
Formal content has its own merits. Informal content has its value, depending on the needs of your users. Knowing when to use either can create more effective communication with your customers.
Formal content is important in content that you use to elevate prospects to conversions. Reports, case studies, and exclusive information can take advantage of formal language. These are content where only interested people will patronise.
Informal language is best with your blogs. If you’re trying to inform and create an intake for new visitors, the common tongue is best for a wider audience range.
How You Talk To Your Audience Is Vital To Your Success
Knowing how to talk to your audience and customers is a vital skill to have. Effective communication can only happen if you pick the right language. When you do so, the right language of communication creates better engagement and lessen confusion.
Don’t leave your audience frustrated. Adapt your language and adjust it according to the goals you have in mind. If you can use more of the right language, you’re creating a better, more authentic connection with your customers.