Inbound Marketing Certification

Each of these examples is a great way to prevent too much distraction in your conversion path EXCEPT:

Adding more buttons to your page to frame the conversion

True or false? It's necessary to conduct a social media audit every 2-3 years.

False

Which of the following is NOT a category you should organize your content audit by?

Content title

What is another commonly used term for conversion optimization?

Conversion rate optimization

What are the steps for creating a conversion path?

Create awareness, determine your end point, chart your course, and analyze.

What are the steps of conversion optimization?

Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.

Fill in the blank: Instagram stories are a great way to _____________.

Drive traffic and engagement

True or false? A resource pillar page should only be made up of internal website links.

False

Fill in the Blank: __________ allows you to understand what users want, care about, and interact with on your site by visually representing their clicks, taps, and scrolling behavior.

Hotjar

What is social listening?

How you track, analyze, and respond to conversations across the internet.

Fill in the blank: _________ is Google's machine-learning artificial intelligence system that interprets people's searches to find pages that might not have the exact words they searched for

RankBrain

What is the difference between reporting and analytics?

Reporting focuses on compiling and data into visual, written, or spoken summaries. Analytics focuses on exploring and interpreting data or reports in order to glean valuable insight into why certain trends happened the way they did

You set out to have 15 of your unengaged leads click a link to a resource article by the end of your month-long workflow. What is this an example of?

SMART goal

If a contact downloads a piece of your content, such as a newsletter titled, "The Best Ways to Create Subject Lines for Email," what would be the best reaction you could take to continue the conversation with this contact?

Send a follow-up piece of content that build off that subject.

What is social monitoring?

The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.

Marketing automation is a key piece of lead nurturing because it's how you deliver information. How is marketing automation defined?

The software that exists with the goal of automating your marketing actions.

True or false? A buyer persona is as important as business objectives when developing a social media strategy.

True

Situational example: You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company's bottom line and return on investment in mind, what's the most strategic avenue to choose?

You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment