Inbound Marketing Exam
T/F: one of best uses of twitter is networking in private groups
False
_______ is Google's machine-learning artificial intelligence system that interprets people's searches to find pages taht might not have the exact words they searched for
RankBrain
three stages of the buyer's journey
awareness, consideration, decision
when identifying buyer's journey content for a long-term content strategy, it's important to focus on content for which stage(S)
awareness, consideration, decision
difference between reporting and analytics
reporting explains what has happened, while analytics is an attempt to explain why something has happened
which of following questions can help you determine which channel is right for you
-are my visitors engaging with this channel? -does this channel solve for my visitors' needs? -is this channel right for my team?
what is an example of a great value offer
-educational videos -free tools -blog posts -whitepapers
benefits of having a social media strategy
-social media helps you ecpand your other marketing efforts -social media helps you attract buyers -social media is a key driver for word-of-mouth marketing
five steps when creating a lead nurturing campaign
1. setting goals 2. selecting personas 3. creating content 4. identifying the timeline 5. measuring and improving
how long should you let your conversion optimization experiments run
4 weeks
________ visually represents users' clicks, taps and scrolling behavior so that you can understand what users want, care about, and interact with on your site
Hotjar
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. This is an example of _______
SMART goal
what does a content compass helps organize montly initiatives by
SMART goals, sales campaigns, inbound marketing campaigns
what is a social media audit
a hard look at the data from all your social accounts and the social conversations about your brand and your competitors
buyer persona
a semi-fictional representation of your ideal customer based on real data and some select educated speculation
when creating a blog title, why do the number of characters inn the title matter?
because search engines show a limited amount of characters, and a cut off title could affect click-through rates
what elements help readers easily digest the content of a blog post
bolding, images, whitespace
categories you should organize your content audit by
buyer's journey stage marketing funnel stage conent title
what is another commonly used term for conversion optimization
conversion rate optimization
steps for creating a conversion path
create awareness, determine your end point, chart your course, and analyze
steps of conversion optimization
define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data
T/F: a resource pillar page shouold only be made up of internal website links
false
T/F: it's necessary to conduct a social media audit every 2-3 years
false
t/f: a call-to-action must be a button
false
t/f: an effective conversion path must include a landing page
false
t/f: conversion optimization is NOT an iterative process
false
t/f: marketing only occurs during the attract stage of the inbound methodology
false
what is social engagement?
having conversations with individuals about your industry, brand, products, and services
what is social monitoring?
method of looking for mentions of your brand, products, hashtags, employees, competitots, and customers
a conversion path is the method by which you encourage someone to ________
move down your funnel
if you plan to do real-time marketing, you'll need to use ________
social listening
contact management is a _______
strategy that focuses on using a software program to easily store and source a contact's information
you work for a travel agency and need to write your next blog post. What topic should you write about to attract families that have never heard of you and are looking to take a vacaction
the best family-friendly vacation destinations
what is a conversational growth strategy
the delivery of the right message to the right person at the right time, every time
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
what is lead nurturings three-pronged approach for delivering helpful content?
timely, efficient, and targeted approach
what area(s) can you experiment with when you're optimizing a conversion opportunity
-the design of the conversion opportunity itself -any copy on or surrounding the conversion oportunity -supporting images, links, headlines, testimonials, social proof
metrics you need to track in your social media audit
-the posts with the most engangment -types of content that have the best and worst performance -the publish time of posts that have the best engagement -NOT the bounce rate
why would you want to conduct a social media audit
-to discover trends you can use to create or modify social media campaigns -to receive valuable insight into customer sentiment and perception of your brand
what is snapchat's largest age demographic?
12-24
T/F: a customer's buying journey is ever-evolving. You should make updates as you learn more about your buyer personas
true
T/F: it's recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource
true
T/F: prospects who follow a company's social channels are more likely to convert into customers
true
T/F: social listening can help you find leads
true
T/F: social media is a key driver for word-of-mouth marketing
true
T/F: sprinkling in relevant content offers on your 10x content pillar page can help your buyer personas continue educating themselves through the buyer's journey
true
t/f: in relation to reporting, "data in" is the data you collect, either by asking for it explicitly or gathering it through analytics implicilty
true
t/f: you can nurture both your leads and your customers
true
on which social network should you share content most frequently