Inbound Marketing Cert Study Guide
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.
True or false? A call-to-action must be a button.
False
True or false? A resource pillar page should only be made up of internal website links.
False
True or false? An effective conversion path must include a landing page.
False
True or false? Content is only used during the attract and delight stages of the inbound methodology.
False
True or false? Conversion optimization is NOT an iterative process.
False
True or false? It's necessary to conduct a social media audit every 2-3 years.
False
True or false? One of the best uses of Twitter is networking in private groups.
False
When creating a lead nurturing campaign, there are five steps to providing value to your prospects. The first two steps are setting goals and selecting personas. What are the last three steps for creating an effective lead nurturing campaign?
1. Define your audience and segment. 2. Offer something of value first, not a sales pitch. 3. Set objectives and goals for each email. 4. Set up a timeline for your emails. 5. Evaluate your success, and optimize.
What is Snapchat's largest demographic?
12-24
Situational example: You're trying to calculate the conversion rate on one of your forms. 600 people visited your landing page, but only 50 visitors submitted the form. What is the conversion rate of your form?
8.3%
What is a conversation?
A conversation is an interactive communication between two or more parties.
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.
All of the following are helpful ways to promote your pillar pages on your website EXCEPT:
A link on every website page even if the content isn't relevant.
What is the definition of lead nurturing?
A process of building relationships with prospects with the goal of earning their business when they're ready.
What is the definition of a buyer persona?
A semi-fictional representation of your ideal customer based on real data and some select educated speculation
When creating segments for your lead nurturing campaigns, you need to understand who your personas are and where they are in the buyer's journey which allows you to decide what types of content they need. What are the three stages of the buyer's journey?
Awareness, consideration, and decision.
Situational example: You're tasked with improving the conversion rate on your product and services page over time. You think that changing the page's copy will positively impact the overall conversion rate. What's an example of a good hypothesis for this optimization experiment?
By changing the page's copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona's needs.
Where do conversations fit into your inbound marketing strategy?
By using channels that deliver or simulate a conversation with your website visitors, you can deliver your content in a consistent and relationship-focused way.
Contact management is an important piece of lead nurturing because it helps you understand the contacts you're reaching out to. What is the definition of contact management?
Contact management is a strategy that focuses on using a software program to easily store and source a contact's information.
When creating a lead nurturing strategy for your business, you need a goal to create the big picture strategy for your lead nurturing campaigns. What are three key elements that any strategy will need?
Contact management, segmentation, and the buyer's journey.
Which of the following is NOT a category you should organize your content audit by?
Content length
What are the steps of conversion optimization?
Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.
How do you calculate a conversion rate?
Divide the number of people who converted on your call-to-action, form, etc., by the total number of people who viewed it.
Fill in the blank: Instagram stories are a great way to _____________.
Drive traffic and engagement
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.
What is shared knowledge?
Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
Which network has the longest life for a piece of content?
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.
All of the following are examples of a SMART goal EXCEPT:
Significantly reduce the amount of time the team spends on creating content.
If you plan to do real-time marketing, you'll need to use what?
Social listening
There are many benefits to having a social media strategy. Which answer is NOT one of them?
Social media helps you send better emails.
What is SCOPE?
Standardize, Contextualize, Optimize, Personalize, Empathize
Which three elements are important to consider when determining if you should start to automate a conversation on your website?
That it is repeatable, predictable, and impactful.
All of the following are metrics you need to track in your social media audit EXCEPT:
The bounce rate
What is a conversational growth strategy?
The delivery of the right message to the right person at the right time, every time.
Define a conversion path.
The method by which you encourage someone on your site to move down your funnel.
What is social monitoring?
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
What is conversion optimization?
The process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
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 social engagement?
The steps you take to have conversations with individuals talking about your industry, brand, products, and services.
What are the steps to implementing a conversational growth strategy?
Think, plan, grow
By using lead nurturing, you can deliver helpful content with the right context. What is the three-pronged approach to help you do this?
Timely, efficient, and targeted approach.
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True
True or false? A customer's buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.
True
True or false? Conversion optimization can positively impact your return on investment.
True
True or false? In relation to reporting, "data in" is the data you collect, either by asking for it explicitly or gathering it through analytics implicitly.
True
True or false? It's recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource.
True
True or false? Prospects who follow a company's social channels are more likely to convert into customers.
True
True or false? Social listening can help you find leads
True
True or false? Social media is a key driver for word-of-mouth marketing.
True
True or false? 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
True or false? You can nurture both your leads and your customers.
True
On which social network should you share content most frequently?
What role does optimization play in your conversational growth strategy?
You need to iterate and optimize your conversations over time.