Hubspot Inbound Marketing
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 a buyer persona?
A semi-fictional representation of your ideal customer based on real data and some select educated speculation.
What is social monitoring?
Actively looking for mentions and conversations across the internet
Each example below is a great way to prevent too much distraction in your conversion path except.
Adding more buttons to your page to frame the conversion
Why are conversations important in an inbound strategy?
Conversations can deliver your content in a consistent and relationship-focused way.
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
Why is goal setting important to inbound marketing?
Creates alignment among your marketing, sales, and services teams; Helps you measure the success of your inbound marketing efforts; Gives you guard rails for your content ALL OF THE ABOVE
True or false? A resource pillar page should only be made up of internal website links.
False
True or false? Marketing only occurs during the Attract stage of the inbound methodology?
False
True or false? Social content is only used during the attract and delight stages of the inbound methodology.
False
Conversion optimization is _____________________.
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.
True or false? Prospects who follow a company's social channels are more likely to convert into customers.
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
Fill in the blank: If lead nurturing is the content then segmentation is ______________________.
how you provide the context
Fill in the blank: a conversion path is the method by which you encourage someone to __________________.
move down your funnel
Fill in the blank: Contact management is a ______________________.
strategy that focuses on using a software program to easily store and source a contact's information
Which of the following would be the most appropriate call-to-action to place at the bottom of an awareness-stage blog post?
"Download a Team Communication Guide"
Your boss wants you to blog primarily about your company news, its services, and various corporate events. What is your response?
"That's not a good idea. We're trying to attract new visitors with our posts. These people haven't heard of our company. If we write about ourselves, they won't find us organically."
What is Snapchat's largest age demographic?
12 years to 24 years
How long should you let your conversion optimization experiments run (on average)?
4 weeks
You're trying to calculate the conversion rate on one of your forms. 600 people visited you landing page, but only 50 visitors submitted the form. What is the conversion rate of your form?
8.3%
Where might you consider placing links to your social media channels?
All of the above
What is a contact?
Anybody your company markets to, sells to, partners with, engages with, or employs
Which of the 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? ALL OF THE ABOVE
What are the 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, and Decision ALL OF THE ABOVE
All of the following are metrics you need to track in your social media audit EXCEPT:
Bounce Rate
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. Which of the following is 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 services page in a way that better aligns with our buyer persona's needs
All of the following elements will help readers easily digest the content of a blog post EXCEPT:
Calls-to-action
What are the three key elements that any lead nurturing strategy will need?
Contact management, segmentation, and the buyer's journey
The five fundamentals of inbound marketing are:
Contacts, buyer personas, buyer's journey, content, setting goals
Which of the following is NOT a category you should organize your content audit by?
Content Length
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?
Creating content, identifying the timeline, and measuring and improving
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
What is an example of a great value offer?
Educational Videos, Free Tools, Blog Posts, White papers ALL OF THE ABOVE
True or False? One of the best uses of Twitter is networking in private groups.
False
True or False? A call-to-action must be a button.
False
True or False? An effective conversion path must include a landing page.
False
True or False? Conversion optimization is NOT an iterative process.
False
True or False? In relation to reporting, "data out" is the data you collect, either by asking for it explicitly or gathering it through analytics implicitly.
False
True or False? It's necessary to conduct a social media audit every 2-3 years.
False
What is social engagement?
Having conversations with individuals talking about your industry, brand, products, and services
Fill in the blank: _________________ 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
What is social listening?
How you track, analyze, and respond to conversations across the internet.
Your boss wants a report on the success of your blog. What information should you NOT analyze?
Number of keywords per blog post
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 explains what has happened, while analytics is an attempt to explain why something has happened.
Fill in the blank. You set out to have 15 of your unengaged leads leads click a link to a resource article by the end of your month-long workflow. This is an example of a _____________________.
SMART goal
What does a content compass helps organize monthly initiatives by?
SMART goals; Sales Campaigns; Inbound Marketing campaigns ALL OF THE ABOVE
When creating a blog title, why do the number of characters in the title matter?
Search engines show a limited amount of characters and a cut off title could affect click-through rates.
If a contact downloads your newsletter titled, "The Best Ways to Create Subject Lines for Email," what would be the best next step to continue the conversation with this contact?
Send a follow-up piece of content that builds 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.
Fill in the blank: If you plan to do real-time marketing, you'll need to use ___________________.
Social Listening
Which of the following is NOT a benefit of having a social media strategy?
Social Media helps you send better emails
What does the acronym SMART stand for in SMART goals?
Specific, Measurable, Attainable, Relevant, Timely
What three criteria should you use when deciding to automate a conversation on your website?
That it is repeatable, predictable, and impactful
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 vacation?
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.
What area(s) can you experiment with when you're optimizing a conversion opportunity?
The design of the conversion opportunity itself (e.g. the CTA colors, length of form, etc.) ; Any copy on or surrounding the conversion opportunity ; Supporting images, links, headlines, testimonials, social proof ALL OF THE ABOVE
What is the definition of lead nurturing?
The process of building relationships with prospects with the goal of earning their business when they're ready
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 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
Why would you want to conduct a social media audit? Choose all that apply.
To discover trends you can use to create or modify social media campaigns. To receive valuable insight into customer sentiment and perception of you brand.
True of 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 your offer the content on a 10x content pillar page as a packaged downloadable resource.
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? You can nurture both your leads and your customers?
True
On which social network should you share content most frequently?
You are tasked with generating twice the amount of qualified leads, your company generated last quarter. With your company's bottom line and return on investment in mind, which of the following is the most strategic approach to take?
You could increase the chances of your current traffic by choosing to convert and move down your funnel
What are some reasons to have a Facebook business page rather than a personal page? Choose all that apply.
You must have a business page by Facebook You have access to analytics You can add a mission statement
What role does optimization play in your conversational growth strategy?
You need to iterate and optimize your conversations over time