EXAM 2 | MKTG 38303 | Chris Medenwald
CTR (definition + industry average)
% of delivered emails clicked 2.3%
open rate (definition + industry average)
% of delivered emails opened by recipients 21.5%
bounce rate
% of emails not delivered Soft Bounce - temporary setbacks, delayed but will get there (ie: Wifi, Previously full inbox) Hard Bounce - permanent delivery failures
"arguably, no promotional channel is more ________ than search marketing"
RIGHT PLACE, RIGHT TIME than Search Marketing (SEO) *Getting website traffic is absolutely critical/essential for Search Marketing/SEO
double opt-in
Requires email verification Increases engagement Making people go one more step
local SEO
SEO for local search results ultimate SEO goal: get in the three pack (top 3 search results) google says: relevance, distance, prominence
SERP
SERP = search engine results page SEO question: how do we climb higher on SERPs? SERP question: how will that SERP change impact referrals to our website?
6 activities for which marketers use social media + the meaning of each
Social Monitoring - watching for brand-specific mentions Social Listening - market research (wants, likes, dislikes, etc.) Social Engaging - customer service and communication Social Networking - connecting with influential/strategic social media users Social Branding - sharing branded content, establishing authority, building image, awareness Social Selling - generating leads/sales directly Only paying attention to these last two! (SBS Content)
5 things every website should do (according to steve krug)
Statement above-the-fold of exactly what you do + how you solve a problem Obvious calls-to-action "Buy Now" "Get a Demo" Images of success For diversified businesses: an umbrella statement + breakdown Very few words above-the-fold Scan/click high; read low
3 unmatched capabilities of email marketing
Unmatched ROI Unmatched versatility Unmatched analytics
3 questions in donald miller's "grunt test" for websites/homepages
What do you offer? How will it make my life better? What do I need to do to buy it?
what question is associated with the lead-runner test? when should you look for another race?
What would it take to catch the leader and run significantly faster? If the answer is "too much" or "too much for the benefit of achieving it", then look for another race Because we race to win!
personalization token
a device used in email marketing to personalize and/or customize mass emails on a per-recipient basis by auto-populating a particular field in the email with an individual-level property from the CRM CRM - Customer Relationship Management (Ie: Salesforce, HubSpot)
promotional channel
a digital avenue by which we distribute our content/messages to our audiences, and in return, receive back their attention, traffic, dollars 2 way street
creative brief
a document used to outline key parameters (objective, audience, measurement, deadline) for a creative project
A/B testing
a method of testing that compares the relative effectiveness of two content pieces or two versions of the same content piece
marketing attribution
a set of rules to determine which marketing/sales efforts/touchpoints actually receive credit for a conversion
forum marketing
sharing expertise and/or content in social forums to promote your brand, usually in subtle forms global v. local alignment is essential, be a person not a company ex: facebook groups marketers can share info and helpful content to subtly promote our brand, learn about customers
8 key elements of a positive UX on websites + the meaning of each
simplicity - every element is necessary visual hierarchy navigability - don't need to think too much consistency accessibility - compatibility with different devices + users conventionality - conforming to expectations credibility - forthright + transparent user-centricity - focusing on the user
difference between a soft and hard bounce in email marketing
soft bounce - temporary setback hard bounce - permanent delivery failures
ranking factor
something you can DO to move your content higher in organic search listings
yoke the insane _________ capabilities of paid SM
targeting *meta dominates - facebook, instagram, whatsapp 55% global
martech stack
the collection of technological tools used by a marketing team to plan, create, distribute, manage and measure your marketing quality > quantity
social commerce
the combining of ____ with social media in-app purchases or off-app products not all paid ads/sponsorships are social commerce
UX
the end user's overall experience, including their perceptions, emotions, and responses to a company's product, system, or service key elements: simplicity visual hierarchy navigability consistency accessibility conventionality credibility user-centricity
what are the #1 and #2 keyword hotspots for a webpage?
title tag H1
top 4 digital advertising formats in 2021, according to the statista chart
total digital digital video social media digital display
the big 4
video digital social media search
the goal in keyword research is to "find the highest ________, relevant keywords that are _________"
volume, winnable
6 guiding questions to help you choose marketing channels/activities/"tools" for your company
what exactly are you trying to achieve? with whom exactly are you trying to achieve it? what passes the lead-runner test? is there a zig to everyone's zag? what are the costs v. potential returns? what do your data tell you? launch an MVP?
5 essential elements in your "get on the web starter pack" (in yellow)
wireframing software site-builder or CMS hosting service domain name SSL certificate for HTTPS firewall
growthbadger study - "google drives ______x more traffic than all social networks combined"
8x more
google's share of search engine referrals in january 2024
91.62% of searches went through Google (following introduction of GenAI)
3 elements of an effective email marketing program
A clean list Engaging content Reporting
chris' 3 active ingredients for climbing search listings
An error-free, user-friendly website Relevant, high-quality content with the "right" keywords Backlinks from high-quality websites Backlink - hyperlink from another website
8 characteristics of good social branding posts
Attention-grabbing Engaging Relevant Valuable Memorable Authentic/Relatable On-brand Achieves a marketing objective
CMS
Content Management Systems (CMSs) software that allow marketers to create, edit and publish digital content
preview text
Copy after/below an email subject line intended to preview what an email is about, even without opening the email Don't neglect it, a second chance to make your case Front-load with the most important words/mention Especially important for mobile to add value
3 things that make search engines work + the meanings of each
Crawlers/Spiders/Bots Sent out by SEs to discover content across the web through hyperlinks Indexing/Indices Database maintained by SEs to store + organize digital content from the web Only contain valuable content Ranking Systems/Algorithms Used by SEs to determine the most relevant, highest quality content to serve up to SE users
ESP
Email Service Providerrrrrr service for sending + receiving email gatekeepers stand between you + your audience (ie: government)
organic social
Free exposure on social platforms - By posting social content to your company page/account Reach is limited to your followers/liked your page; at mercy of the algorithm No targeting (beyond content/brand interest) *difficult to grow a brand through organic social today
4 ways to get organic content to reach beyond present followers
Hashtags Tagging (influencers, locations) Partnerships with other brands Reshares - Remarkability (buzz words)
mobile first
If your website stinks on mobile, it stinks. Period. more content being consumed via mobile devices Google indexes mobile websites the principle that you design a website first for a mobile screen, then modify for increasingly bigger screens
what type of software for building websites is at the bottom of the "complexity and capabilitiy" pyramid, and which is at the very top?
Information Information + Engagement Information + Engagement + Lead Capture Information + Engagement + Lead Capture + Sales
"bad _______ ruin good _______" what does this mean?
LPs, traffic generation conversion is HARDER THAN generation
keyword research
goal: find the highest volume, relevant keywords that are winnable relevancy volume difficulty
know the parts of a google search ad
headline 1 URL with display path option headline 2 description bonus info
backlink
hyperlink from another website preferably from high-authority sites search engines see that your site is trusted
list hygiene
keeping list clean, focused; dropping unengaged addressessss list - clean, accurate, opted-in customers quality > quantity
spam
mass + unsolicited email (must be both) 14.5 billion sent every day you can spam your own customers
CTOR (definition + industry average)
number of clicks divided by number of opens x 100 10.5%
every day, social becomes more _______" what does this mean?
pay to play It's becoming difficult to grow a brand through organic social media today. To get in front of new people.
2 types of retargeting + the meaning of each
pixel based - most common, for anonymous site visitors, requires tracking tags (codes) and cookies (text files) list based - uploading contact list to a platform, customizable
"one email, one ______" as a general rule
purpose
"nothing will get you and keep you on the right side of google history like _______"
quality content
retargeting
serving ads to people who have already visited your site/content (chances of converting these people into customers is HIGHER) two types: 1. pixel based - for anonymous visitors, tags 2. list based - contact list
tracking links/utm links
links that allow marketers to track the effectiveness of individual pieces of content by adding snippets of info to the end of URLs
longtail keywords
longer, narrower, more specific, lower-volume queries strategy for getting around keyword difficulty three or more words
3 things marketers are particularly concerned about in web design (look in parentheses)
look story usability
3 placement options for display ads + the meaning of each
1. site placement - select specific sites/apps 2. contextual - ads appear on complementary sites and apps 3. retargeting - ads appear to people who previously visited your site
how many martech solutions were there last year (2023) compared to 2011?
11K solutions (2023) and 150 solutions (2011)
what CTR % does page one, position one (in the organic listings) receive according to the backlinko/semrush analysis?
27.6% CTR on average
HTML v. CSS v. Javascript
3 primary programming languages of web development HTML (Hypertext Markup Language) - defines structure + layout of webpages CSS (Cascading Style Sheets) - defines styling of webpages JavaScript (JS) - defines the behavior of webpages
what % of the total social media advertising dollar did meta receive in 2022 (according to the statista chart)
55%
what % of web traffic does the search channel refer to websites, according to the growthbadger pie chart?
60.68%
paid SM need to know
65% US, linked in 10%, bytedance (tik tok) 5%
unsubscribes (definition + industry average)
0.1%
5 critical points about marketing analytics
1. analytics is only as strong as data quality 2. starts with questions, not data 3. c-suite's love language: accounting and finance 4. be a marketing champion 5. marketing analytics = a competitive advantage
3 parts of meta's campaign structure and the questions you must answer at each level
1. campaign 2. ad set 3. ad
5 stages of marketing accountability
1. denial 2. fear 3. confusion 4. self-promotion 5. accountability
top 3 social media platforms by # of active users (datareportal, jan 2024)
1. facebook 2. youtube 3. whatsapp 1. instagram 2. whatsapp 3. facebook
3 parts of the email message (roughly correspond to AIDA)
1. grab attention 2. build anticipation 3. call to action
5 hot topics in social media marketing + the meaning of each
1. influencer marketing 2. video content & SMM 3. live video/streaming 4. social forums 5. social commerce
2 ways to "grow a business with marketing" instead of just "doing marketing"
1. innovating a new marketing activity 2. doing the same ol' marketing activity MUCH better than anyone else
5 spheres of influence for categorizing social influencers (know their numerical reach)
1. mega 1 million+ 2. macro 500k-1 million 3. mid-tier 50k-500k 4. micro 10k-50k 5. nano 1k-10k
3 most common emails among "leading types of email marketing campaigns" according to the chart
1. newsletter 2. promotional 3. welcome
5 pillars of smarketing (sales-marketing alignment) according to smarklabs
1. outcome-based marketing (quantifying marketing efforts) 2. shared smart goals between marketing and sales 3. inbound sales (forget always be closing, get serious about always be helping) 4. optimal handoffs (just in time) 5. closed-loop reporting (sales reports what happened with marketing leads)
3 Rs of an effective influencer marketing campaign
1. reach - more or fewer eyeballs 2. relevance - more or less aligned with persona, platform, business 3. resonance - more or less impactful and/or memorable
3 things to check when sending a test email/preview email
1. readability 2. viewability 3. clickability
bonus information in a search ad
ad extensions
4 benefits of search ads
ads exactly when someone is _____ a solution capable of targeting specific demos, etc. higher visibility more organic traffic
agile marketing
an approach to project management that emphasizes speed, adaptability, experimentation and frequent "shopping" (releases)
site audit
an inspection of your website for ERRORS hindering SEO crawlability, indexability, rankings
"ad platforms typically use a(n) _________ to award advertising spaces"
auctioning/ad exchange (real-time bidding)
top 3 channels for brand discovery and brand research according to datareportal (jan 2024)
brand discovery 1. search engines 2. tv ads 3. social media ads brand research 1. search engines 2. social networks 3. consumer reviews
2 email marketing send types
broadcast (manually sent) triggered (automated)
3 Cs of effective copy for a display ad, according to google
compelling concise clear
10x content
content that is 10x better than rival/competing content produced for the same reason, on the same platform FIRE CONTENT
20% rule
copy/writing should only take up 20% of the graphic
martech
marketing technology (platforms + software) adtech - specifically focused on advertising
display ad
digital, clickable, signs ads that appear on websites and in apps, usually with visually-appealing graphics and a burst of copy attention-grabbing, stay top of mind, precision targeting, web traffic now versus later, etc. CPC - cost per click
link profile
for a particular website, the number, quality, and nature of the links pointing to it from other websites
on-page SEO
front end anything done directly to digital/web content to improve its organic search rankings: 1. Including keywords in prominent, high-value places ("hot spots") Hot Spot PRIME Locations: Title Tag & H1 (Heading 1) - Google's bots typically look here 2. Enhancing content quality, through Storytelling + copywriting, Multimedia, Formatting 3. Enhancing the UX (User Experience) must be QUALITY content
front-end v. back-end development
front end - what can be seen, as marketers we are more concerned about back end - can't be seen but makes possible what can be seen
short-form video
generally, videos under 60 seconds optimally, between 30-60 seconds video content is fire
"SEO aims to _____"
get your content higher on SERPs higher position = more search traffic
SEO
getting traffic from the free + organic search results on search engines for search queries critical to your business (the right traffic) SEO aims to get your content higher on SERPs, higher position = more search traffic
