e-marketing exam 2 study guide

Landing page

a webpage that allows your brand to capture visitor information through a customized lead form

How do we define goals

goals are standards by which you measure organizational performance, you can do this through bottom line metrics and sustainable value metrics

customer service saving

helps you quantify the actual cost saving generated by your organization's customer service efforts on social media

Website performance management

leveraging date to improve the customers experience and increase website conversion

customer response rates

measure both the metions of your brand on all social channels and your teams response rate to these mentions. Your team should aim for a 100% response rate to consumers

channel reports

monitor key performance indicators including how many website visits, leads, and customers each channel is generating

Social Performance Management

monitoring services, social insights, and social media management

What are the tactics for measure and refine

website performance management, social performance management, and integrated performance management

What are the tactics for define and establish

~ establish online presences ~ clarify values ~ define goals ~shape brand message

How do we shape brand message

~build buyer personas ~ understand brand properties ~ perform a content audit ~ define your value proposition

How do we establish an online presences

~increase brand awareness ~build reputation ~drive web traffic ~improve relationships

What are some popular website benchmarks and what are they for

~unique vistor tracking ~repeat customer ~ direct trafficking ~inbound links ~ organic traffic ~ leading page conversion ~ bounce rate These are used for website performance management

Content marketing~ seven tools

1. blogging 2. premium content 3. Multimedia content 4. editorial calander 5. newsjacking 6. smart content 7. branded content

Convey and promote~ five tactics

1. content marketing~ any form of visual, written, or auditory media 2. social media marketing~ 3. paid social promotion~ paying for reach on the big 7 social channels 4. search engine optimization [SEO]~ creating fresh and relevant content that addresses the wants and needs of your target audience 5. paid search

When it comes to measuring social performance, what are some social metrics

Channel reports, customer response rates, customer service savings, audience growth rates, average engagement rates

average engagement rate

Engagement with your overall follower base, allowing you to identify those whom are listening among your followers

What are the big 7 channels

Facebook, Twitter, Google Plus, LinkedIn, Youtube, Instagram, and Pinterest

How do we clarify values?

Have to find out what is at the core of your company, the "core values" are needed to build an authentic and transparent brand

What are the tactics for connect and convert

SoLoMo, Lead nurturing and lead conversion

SoLoMo

Social, Local, Mobile Social: the platform you use to convey and promote your message and connect with your audience Local: your area of connection Mobile: medium of connection between your brand and its prospects and consumers

CTAs (call-to-action)

a banner, button, or some other graphic or text on a webpage directing the user to take a specific action, such as "click here", "download", "submit", or "purchase"

What does conversion mean?

conversion is used to effectively communicate brand message, attract prospects, generate leads and sales, and build long-term advocacy

What must be the best SCRM software include

customer data management; interaction tracking; engaging relationships; workflow automation; reporting

lead conversation

social customer relationship management software [SCRM]

Lead nurturing

the practice of communicating consistent and meaningful touches with viable prospects regardless of their timing to buy, tools: premium content offers, email campaigns, calls-to-action

Integrated performance management

to effectively measure and refine your IDM strategy, you need an integrated performance management system (marketing automation software) with built in web, social, CRM, and CMS functions

audience growth rates

tracks your social media momentum