digital marketing final

According to HubSpot, what is the ROI on email marketing?

4,300%

According to the Moz Blog (2019), what % of web-searchers say they "rarely or never click on [search] ads"?

47%

What was Google's market share (%) of U.S. search ad revenue in 2021?

70.5%

Know Miller's 5 elements of an effective website

A statement above-the-fold of exactly what you do and how you solve the problem, obvious calls-to-action: "buy now"," download pdf" (above the fold), images of success, for diversified businesses: an umbrella statement and breakdown, very few words above-the-fold: scan/click high: read low

Understand the difference between front-end and back-end development

Front-end development is what can be seen, and back-end development is what can't be seen but makes possible what can be seen

What are 7 steps to SEO fitness?

Goals: define your goals, keywords: identify keywords, on-page SEO: get your website to "Speak Google", content: create quality content for Google/humans, off-page SEO: build links and leverage SMM, metrics: measure results against goals, learn learn learn

Know 4 parts of a display ad

Logo/company name, value proposition, image, CTA

How many CTAs should an email have?

One and only one

Know 5 pillars of smarketing.

Outcome-based marketing- quantifying marketing efforts, shared SMART goals, inbound sales- forget "always be closing" and get serious about "always be helping", optimal handoffs- just in time, closed-loop reporting: sales reports what happened with marketing leads

Know 2 major concerns of marketing analytics.

Performance, improvement

Know 3 things you should test in an email, i.e., when you send yourself (or co-workers) a test email

Readability, viewability, clickability

Know 3 characteristics of web copy approved by scientists

Scannable, concise, objective

Know 8 elements of a positive UX and the basic meaning of each

Simplicity, visual hierarchy, navigability, consistency, accessibility, conventionality, credibility, user-centricity

Know 3 placement options for display ads

Site placement- select specific sites, contextual- ads appear on complementary sites, remarketing- ads appear to people who previously visited your site

What are 4 benefits of SEM?

Ads exactly when someone is seeking a solution, highly targeted, more organic traffic, "higher" visibility

What are 4 benefits of being a guest blogger?

Backlinks, exposure to a specific audience, authority, social media boosts

What are the two most common types of video companies are investing in (HubSpot, 2020)?

Brand storytelling, product or service promotion

Know 3 elements of an effective email marketing program

Clean list, engaging content, reporting

What are Google's 3 Cs of display ad copy (i.e., copy in display ads should embody these characteristics)?

Compelling, concise, clear

Know 3 prime concerns for on-page SEO (i.e., you want to make sure your webpages are optimized for these things)

Crawlability, usability, relevancy

Know 5 things Krug says your website should do since visitors are "whizzing by"

Create clear visual hierarchy on each page, conform to conventions, break pages into clearly defined areas, make it obvious what's clickable, minimize noise

Know 5 characteristics of good data.

Current, comprehensive, accurate, precise, relevant

Know 3 types of input when researching and identifying keywords

Customer, sales/operations, competitors

Understand 5 applications of predictive analytics.

Customer/audience segmentation, acquiring new customers, content and ad recommendations, personalizing customer experiences, lead scoring- ranking leads in order to understand their sales-readiness; great for sales-marketing alignment

Understand 5 stages of marketing accountability, according to Marketo.

Denial- marketing is an art, not a science. It can't be measured, fear- what if my marketing activities don't impact the bottom line?, confusion- I know I should measure marketing results, but I just don't know how, self-promotion- hey, look at these charts and graphs!, accountability- revenue starts with marketing

What is the major benefit of a site-builder like Wix versus the CMS WordPress?

Ease and simplicity

Websites are generally viewed in a(n) ______ pattern

F

Know 3 parts of an email message discussed in the presentation

Grab attention, build anticipation, call to action

Know 3 primary tools of front-end web development and what each does

HTML (Hypertext markup language) defines structure/layout of webpages, CSS (cascading style sheets) defines styling of webpages, Javascript (JS) defines behavior of webpages

Know 3 parts of email deliverability (i.e., these are 3 factors that matter greatly in establishing email deliverability)

Identification- you are who you say you are, reputation- your score as an email sender, content- appears trustworthy, engaging

Know the 4-step process for using skyscraper content for SEO purposes

Identify a keyword you want to rank for, analyze top 10 content around that keyword, create content that's significantly better, reach out to backlink-providers for the "top 10" content and make them aware of your superior content

Know 4 off-page SEO activities/tactics

Link-building, social media marketing, guest blogging, skyscraper content- really high performing content

Know 3 types of link-building and the meaning of each

Natural links: earned with remarkable content, outreach links: earned by building relationships, manual links: created by the company

What are the 2 primary SEO ranking factors ("high-level")? Know the meaning of each.

Relevancy: assessing the fit between query and content-keywords, authority: a site's popularity on the www-backlinks

Know 4 areas in which sales and marketing teams should be aligned.

Strategy, process, content and messaging, culture

What is the single most important piece of copy in a commercial email?

Subject line

What are 3 parts of an effective SEO strategy ("mid-level")?

Technical, on page SEO, content, links

What is Google's goal?

To deliver the most relevant, highest quality content

Know 3 "facts of life" according to Steve Krug and his book Don't Make Me Think

We don't read sites, we scan sites, we satisfice, we don't optimize, we muddle through, we don't figure out how things work

Know 3 questions that a website visitor should be able to answer within 5 seconds, according to the "grunt test" coined by Donald Miller

What do you offer, how will it make my life better, what do I need to do to buy it?

Email Marketing

a form of direct marketing, using email to acquire/engage customers and/or promote an organization

Blacklist

a global list of spammers (auto-ban)

Attribution Modeling

a rule (or set of rules) that determines which marketing/sales efforts or touchpoints receive credit for a conversion

Conversion Tracking

a tool for seeing what happens after someone interacts with your ads on other sites

Conversion Tracking

a tool that lets you see if people take a specific online action like filling out a form after engaging with one of your ads

Keyword Worksheet

a tool to help organize, prioritize, and understand keywords

Mailing List

a trustworthy, accurate list of potential/current, "opted-in" customers and their email addresses

Off-Page SEO

actions off your own website to impact your rankings within SERPs

Smarketing/Sales-Marketing Alignment

alignment or integration of a company's sales and marketing activities

Black Hat SEO

any attempt to manipulate SE rankings

Ad Extensions

bonus info on the ad like phone number, address, coupon offerings

Know the meaning of the following popular email KPIs:

bounce rate: % of emails not received hard bounce: permanent delivery failures soft bounce: temporary setbacks open rate: % of delivered emails opened by recipients click-through rate (CTR): % of delivered emails clicked click-to-open rate (CTOR): number of clicks divided by number of opens x100

Topic Cluster Model

choosing broad topics you want to rank for, then creating content based on specific keywords related to that topic that all link to each other, to create broader search engine authority

CMS

content management systems- software programs that allow marketers to create, edit, and publish digital content

Preview Text

copy after an email subject line intended to preview what an email is about, even without opening the email

Display Ads

digital ads, generally with visually appealing graphics and a burst of copy, that appear on websites, in apps, etc

Graymail

email sent to someone who originally opted-in but no longer wants the emails

Quality Score

estimate of ad quality made by Google, based on ads, keywords, and landing pages- includes CPC and ad position

SEO

getting traffic from the free, organic search results on search engines

Keyword Difficulty

how difficult it is to rank for a keyword

Backlinks

hyperlinked references to your website from other sites

Invalid Clicks

illegitimate clicks- click or ad fraud,

Knowledge Panel

information boxes that appear on the right side of Google SERPs

List Hygiene

keeping list clean, focused, dropping unengaged addresses

powerful combo for climbing search rankings =

keyword + context

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

Long-Tail Keywords

longer, more specific keywords- lower search volume and less difficulty

A/B Testing

method of testing for comparing a content variable and optimizing conversion rates

Know the difference between CPM, CPC, and CPA

o CPM: cost per thousand impressions- charged when someone "sees" an ad o CPC: cost per click- charged when someone clicks an ad o CPA: cost per action- charger when an ad leads to a conversion of some kind (requires conversion tracking)

Be able to identify each of the 5 common attribution models discussed in class.

o First click/touch/interaction- all credit goes to the earliest touchpoint o Last-click/ouch/interaction- all credit goes to the latest touchpoint o Linear- a multi-touch model- equal credit to each touchpoint o Position-based/u-shaped/first & last- the first and last touchpoints are weighted more heavily than the middle o Time decay- later touchpoints are credited more heavily

What are 2 types of remarketing/retargeting? Know the meaning of each

o Pixel-based (most common)- anonymous site visitors o List-based- uploading contact list (emails) to platform (facebook)

Know 4 types of commercial email content and the meaning of each

o Promotional: make an offer; directly promote a brand o Useful: engage prospective/current customers with remarkable content o Relational: engage stakeholders with company-related content o Transactional: triggered by a customer action

Know the top 3 reasons for email unsubscribes, according to OptinMonster.

o Receiving too many emails (59%) o Information is no longer relevant (43%) o Don't recognize brand of remember opting in (43%)

Know the average...according to Campaign Monitor (2019)

open rate: 17.92%, CTR: 2.69%, and CTOR: 14.10%

Lead Scoring

ranking leads in order to understand their sales-readiness

Skyscraper Content

really high-performing content

Double Opt-In

requires email verification, increases engagement

SEM

search engine marketing, paid, highly targeted, more organic, higher visibility, Google Ads is most popular, objective is to present ads to likely customers at lowest CPC

SERP

search engine results page

Featured Snippets

selected search results featured at the top of Google's organic results, 2x higher click rate

Remarketing/Retargeting

serving ads to people who have already visited your website

Negative Keywords

something that is not applicable

Deliverability

the ability to successfully deliver to inboxes

Web Design

the creation of websites, particularly the aesthetic and experiential elements (look, story, and usability)

Marketing Analytics

the data-driven process of measuring, analyzing, reporting, and proving marketing performance

UX

the end user's overall experience, including their perceptions, emotions, and responses to a company's product, system, or service

Syntax

the language of programming; spelling, grammar, symbols

On-Page SEO

the practice of optimizing your own web pages in order to rank higher and earn more relevant traffic in search engines, primary concerns are crawlability, usability, and relevancy

Spam

unsolicited, bulk emails (must be both)

Historical Optimization

updating and optimizing existing content, keep your rankings

Predictive Analytics

using historical/current data and statistical techniques to predict the probability of something happening in the future

Click Map

visualization od what recipients clicked in an email

Keywords

what search queries and content are all about

Semantic Search

when SEs attempt to determine a searcher's intent by understanding natural language