Inbound Marketing Exam

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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

twitter


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