Marketing is all about capturing people’s attention and maintaining it. That’s not easy in our fast-moving world with so many distractions everywhere. It takes some skill to make adverts stand out and so anyone involved in marketing has a tough job. That means anyone involved in marketing using English as their second language has an even tougher job!
If you’re working in a marketing team, you’ll need to understand the language of marketing. There are some common phrases and collocations such as ‘market leader’ and ‘emerging market’ that you’ll need to know. These collocations are used regularly by native speakers in business and students studying business English can learn them too. Basically, this will mean learning sets of words and whole phrases rather than just individual words. Learning these collocations will help you to sound more natural and make it easier for you to be understood in the business world.
When working in an international company, the English language is still seen as the best way to communicate between speakers of different languages. English is the international language and so proficiency in English is a sure-fire way to make an already tough marketing job, a whole lot easier!
In marketing it’s often necessary to use subtle language of persuasion and so expressing your ideas in this way in English is an essential skill to learn. You’ll need to be able to make ‘cold calls’ to potential customers and get them interested in your products and services. You’ll need to know the correct language to use to respond to objections on and off the phone in order to secure clients. These are areas that are covered on the GlobalExam business course.
If you’re heading to work in a marketing department, we recommend doing a little research first to understand the size of the team and the structure of roles within it. A marketing team can be big or small, ranging from hundreds of people in a major multinational company, to a singular individual in a new startup.
A marketing team could include any of the following people (and many more!):
Brand strategist: conducting analysis and market research to understand consumer behaviour
Social media manager/community manager: taking care of a brand’s social media channels in terms of content, customer communication, and tracking
Digital strategist: developing methods to enhance clients’ visibility and market shares
Copywriters: writing content for websites and products
If you work in a small marketing department, the likelihood is you could be doing the work of more than one of the above roles, such as taking care of social media and managing the company website content. If you work in a large company, you may have an even more specific role, such as optimizing the company’s Instagram account alone.
A quick fix for improving your English for marketing is learning new vocabulary. By discovering new terms, you will expand the possibilities of your workplace communication. Let’s take a look at some common marketing vocabulary:
Brand identity; brand guidelines; brand strategy
How many of those words do you already know? This is only a short selection of terms that are useful in marketing, so it’s only a starting point.
If you’re planning on entering the fast-paced world of marketing, you need to be ready to understand and use common expressions that your customers and colleagues will be familiar with. Let’s take a look at some typical English expressions that we hear all the time in the marketing world:
In the pipeline: something is being prepared and is underway
To be sold on something: to be convinced of something
To deliver the goods: to provide what is expected
To price yourself out of the market: to sell something at such a high price that no interested consumer could afford it
Something that does what it says on the tin: a product or service that is simple and
A unique selling point: an attractive feature that sets your product or service apart
To be out the door: when something is ready to go
To stay ahead of the curve: to be innovative and market leading
To see the big picture: to look beyond the details and the short-term effects of something
To reinvent the wheel: to unnecessarily create a product or service that already exists
Even if you only add a couple of these to your vocabulary, you’ll sound a lot more at home in the marketing world!
Improving your English to work in a marketing department is an entirely realistic objective, if you have the right tools at your disposition. If e-learning is the way for you, you’ll be delighted to know that GlobalExam has a whole learning path dedicated to honing your English skills for marketing. Let’s take a look at some example exercises to give you an idea of how it works.
This is an example online exercise designed to help you improve your English marketing skills. The exercise requires you to put vocabulary into the correct order to complete a sentence. Your answer is instantly corrected and you’ll be provided with an explanation to help you understand where you might have gone wrong.
In this example exercise, you must match the marketing job role with the job descriptions. Can you figure out which role the description above goes with?
Our online exercises are varied, requiring you to complete sentences and answer questions that test your knowledge of marketing vocabulary introduced to you in the preceding learning situation.
The fact you’re reading this article suggests that you’re already serious about improving your marketing skills. Working on your English is a big step in the right direction, but what else can you do? Here are a few suggestions.
Hone your writing skills
A big part of marketing is written communication, whether that’s putting together a sales pitch, drafting a consumer survey, or writing a social media post caption.
Stay up to date on industry news and trends
To be a good marketer, it’s essential to stay up to date on what your customers are doing, interested in, and passionate about. Stay in tune with the things that affect your business and channel it into your marketing strategy.
Marketing is a creative business role: it requires imagination, thinking outside the box, coming up with original ideas and executing your ideas in an engaging and often aesthetic way. Whether it’s using your own social media channels or brainstorming innovative products, keep your imagination active and practice producing engaging content and ideas.
The business courses at GlobalExam will help you to learn and develop the language skills for sales and marketing by studying real life situations such as cold calling clients. The course will give you the opportunity to improve your existing business skills further and work on your weaknesses.
The GlobalExam Business English course covers a wide range of marketing topics, from understanding the overall purpose of marketing in an organisation through to the process of marketing a new product or service.
Users will learn specialist vocabulary and phrases by listening to conversations and learning useful phrases within those conversations.
An example transcript might be similar to this one:
Reception: Hello Reception, how may I help you?
Consultant: Can I speak to the marketing manager?
Reception: Is he expecting your call?
Consultant: No, I’m a new sales manager and I wanted to talk about our new services.
Reception: Oh, I’m afraid I won’t be able to transfer you if he’s not expecting you.
Consultant: Is there a better time I can get in touch with them or is there someone else I could speak to?
Reception: You could try calling back tomorrow and asking for Terry.
Consultant: Thanks, I really appreciate your help. I’ll try again tomorrow.
This conversation is full of common phrases and it’s important to learn them accurately if you want to improve your language skills in the marketing sector. Phrases such as ‘How may I help you?’ need to be second nature. Other phrases like ‘Is there someone else I could speak to?’ need to be accurate or it could cost you a sale. There are very few second chances when you’re cold calling customers!
As you think about entering English-speaking workplace, you won’t be surprised to learn that one of the most effective ways you can improve your communication skills is by interacting with other English speakers. Independent learning with vocabulary and grammar provides an excellent grounding in the language, but nothing beats actually speaking it.
On GlobalExam, we offer the opportunity to learn through virtual classes. There are two types of class: a half-an-hour individual lesson; or a one-hour group lesson.
All our online lessons are guided by a TESOL-certified native English teacher with experience in teaching business English. If you opt for an independent lesson, you can determine what and when you study. If you prefer group learning, you can choose on of our pre-scheduled lessons on one of the following topics:
How to make a phone call
How to plan a meeting
How to give a presentation
How to participate in video and conference calls
If improving your English for marketing is the goal, why not try out our group lesson on giving a presentation? The next time you need to present your brand strategy to a potential client, you’ll have done all the preparation you need to.
Here are a few more things we think you’ll love about learning through virtual lessons with us:
Our online lessons are desktop and mobile friendly
There is a maximum of six people per group lesson
Our English teachers receive a score from their students
Group lessons are supported with teaching assistants
Group lessons can be divided into smaller rooms for one-on-one conversations
A technical support team is on standby in case of problems
The GlobalExam course deals with hundreds of different situations that reflect real business situations and there are videos with example dialogues using native English speakers. There are transcripts so you can follow along and activities to check your understanding. There is plenty of practical advice including the opportunity to create a professional CV (resume) in English too.
English for marketing is one of 7 Business English online courses dedicated to job skills, here is the list of the others you can find:
The GobalExam Business English course offers training at 3 different levels: beginner, intermediate and advanced and there is a free online level test to ensure that users take the course most suitable for them. Course participants receive a certificate of completion at the end of each course. Don’t delay, start the Business English course today to boost your career!