Hubspot Inbound Marketing Certification Exam Part 2
What is SQL server encryption
Subtopic of encryption key management
What three criteria should you use when deciding to automate a conversation on your website?
That it is repeatable, predictable, and impactful
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.
how long should the form on the landing page be?
-the form length mirrors the value of the offer -the more valuable the offer, the more info you can ask for
How do you collect and interpret data?
Track and measure brand awareness, engagement, lead generation, customer conversion and sales, customer loyalty and retention, website performance
how can you tell if a business picked a good topic to blog about?
-they have an educational subject -writing about their industry and not themselves -a topic their buyer personas want to hear about
Think
-Sit and write out every way your customer interacts -Each conversation should be repeatable, predictable, impactful
How should you organize your ideas?
Google sheets or spreadsheets
RankBrain
Google's name for a machine-learning artificial intelligence system that's used to help process its search results
if each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other
HOW CAN THINKING OF YOUR BUSINESS AS A FLYWHEEL FOSTER CROSS-TEAM COLLABORATION?
What different types of data can you use to segment your email sending recipients?
Hard and soft bounces
QR Code
A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. It also starts with "Q," which is a rarity with marketing-related terms.
Opportunity
A SQL that a sales rep has communicated with and logged as a legitimate potential customer
why should you include a long-tail keyword in the title?
-a specific phrase that people are searching for -should be based on the topic you've chosen for the post -make the value of the post clear in the title
Your boss asks you to write an email to drive registration to an important webinar your company is hosting. All of these would be effective places to add the PRIMARY call-to-action, EXCEPT:
In a P.S. below the email signature
In which stages of the inbound methodology can social media be used?
In every stage
How do you use the same template for blog listing pages?
In the modify blog templates section, check the appropriate box and then click the Save changes button to apply the change.
How does the ideation process work?
"An idea is nothing more/less than a new combination of old elements" - Gathering raw materials - Digesting the material - Unconscious processing - Eureka Moment
As the size of your email list ______ engagement tends to ________.
Increase, Decrease
What is a thank you page?
It can be used to help someone continue
Clarity
Making the transaction clear
M in SMART
Measurable: provide a number
How do offers factor into blog posts?
-Blog post can strategically promote offers -Provides viewers with logical next step.
Distrubution makes content ________
Relevant
What kind of tone do you need to use?
Relevant to readers, match the attitude of the readers and the subject matter
How do you create a buyer persona?
Research, analysis, close look at who's already buying from you
What are examples of organic content promotion channels?
SEO, email marketing, social media marketing, live promotions, influencer networks, word of mouth
Define Buyer Personas
Semi fictional representations of your ideal customers based on real data and some select speculation about customer demographics, behavior patterns, motivations and goals.
What's the buyer's journey?
Awareness stage, Consideration stage, Decision stage
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
Why is it important to analyze content?
Because you need to know what is working, what isn't, how to implement new solutions, and improve your efforts as efficiently as possible.s
What keywords fall into the decision category?
Branded keywords
One of your leads just downloaded a whitepaper comparing the benefits between aboveground and inground pools. This buyer is in the _______ of the Buyer's Journey
Consideration
Fill in the blank: You standardize for ______________.
Consistency
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
What fuels your marketing strategy?
Content
What is the marketing machine?
Corresponds to stages in the buyer's journey to stages in the marketing funnel?
Why do you need a social media strategy?
Create a promotional plan that takes advantage of social and digital technologies to shape the conversation, build loyalty, and attract new customers and partners (use to augment not replace other marketing strategies)
Steps to building an effective Conversion Path
Create awareness Determine your endpoint Chart your course Analyze Data
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
What are the steps of conversion optimization?
Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.
- Which of the following is the best way to align a company's employees around a single purpose?
Defining a company culture that encourages employees to focus on fulfilling the company's purpose.
What tool can help you solve customer issues quickly and exceed customer expectations?
Delight
Where does content fit into the Inbound Methodology?
Delight
Timely
Delivered through marketing automation - software that exists with the goal of automating your marketing actions, helps deliver right info at right time
What will a social media audit help with?
-Develop or adjust a social media strategy that aligns to SMART goals -Discover trends you can use to create or modify social media campaigns -Receive valuable insight into customer sentiment and perception of you brand -Provide executives and your team a look into what is or is not working so you can manage and justify social media spending.
What are topic clusters?
-Easily accessible sharing options
Multimedia content
-Photos, videos, audio reading, social media posts -Use to break up the blog post
Blogging best practices
-Pick a topic and a title -Format the post -Promote offers on your blog to increase lead generation -Optimize the post
What are types of topic clusters?
-Pillar content -Cluster content -Hyperlinks
What is a Net Promoter Score (NPS)
-Promoter%-Dectractor% -A quantified view of your customer's relationship and experience with you. Th better you do at creating a valuable and enjoyable end to end experience for your customers, the higher your NPS will ultimately climb
Example of code snippets you would add to the HTML footer section of your blog listing pages
you can add a snippet for JavaScript or a link to a jQuery plugin here. You can also use this same footer HTML for individual blog posts by checking the box next to Use same footer HTML for blog posts.
how detailed should the offer explanation be?
-explain the offer and its value and keep it short -1-3 sentences to explain what the offer is -another 1-3 sentences that details how someone would benefit from the offer -make all your important information above the fold so your visitor doesn't have to scroll down
How is your product's "job to be done" tied to your customer's personal identity?
your customer wants your product to reflect what they believe about the world
what are online directories and why are they important to SEO?
-need to setup a page on the top online directories like YELP, chamber of commerce, or the Yellow Pages -directories are websites that help you get your name out there
How do you change the language for date format of your blog
Use the dropdown menu to make your selection in which all of the dates on your blog will be displayed. Then click Save changes to apply your selection.
What are hyperlinks?
Used to funnel all traffic into the main source of the hub
What is the center of Simon Sinek's Golden Circle?
WHY! Why is at the center, surrounded by HOW and then WHAT.
What is Jobs Theory?
a method for understanding why people buy certain products and service
All of the following are best practices of inbound marketing
a) Using the buyers journey b) Leverage content c) create remarkable content d) Use buyer personas
How many steps should you have in your outreach sequences
about 5
what is the purpose of the delight stage of inbound methdology stage
all the above
What's the purpose of a NoIndex tag?
avoids duplicate content issues
inbound is knowledge
awareness
the buyer's journey
awareness stage, the consideration stage, and the decision stage
three stages of the buyer's journey
awareness, consideration, decision
What is content promotion?
distribution of content through a variety of media channels
What are some growth marketing pro tips?
growth is a mindset, about execution facebook ads
what is social engagement?
having conversations with individuals about your industry, brand, products, and services
What does a knowledge strategy allow you to do?
identify topics you may have information on, and what types of questions may be asked
When it comes to goal setting, what are objectives?
objectives are statements that defines the qualitative outcome of your goal
Fill in the blanks: You ________ have to provide the _________ right response, before delivering the __________ correct information.
often, emotionally, factually
Why should your writing have one core idea?
one main idea, everything else should go back to this, adds focus to content, keeps reader's benefit in mind
social media content plan
outlines the pieces of content you will promote and social media channels you will promote them on
Hummingbird algorithm
parsing out phrases rather than focusing on specific search queries
communication
personal communication is better than impersonal, communicate to help people
How will content promotion help your business?
personally deliver content when viewers need it most in 2016, 47% of b2b buyers consumed 3-5 pieces of content before making a purchase
blog listing page
the "cover" page of your blog, and usually consists of headlines and summaries of a handful of your latest posts. Users will click through to read individual posts by clicking on the post title. Gives readers a chance to scan your most recent entries and get a sense of how often you post and what kinds of topics you generally cover.
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.
T in SMART
timely: includes time-frame
Why should you analyze the performance of your promotion channels?
to identify ways to enhance future campaign performance
What can you use the blog tool inside HubSpot for?
to publish blog posts and engage with people who subscribe to your subscribers via RSS and social media.
T/F: a customer's buying journey is ever-evolving. You should make updates as you learn more about your buyer personas
true
Why is it important to optimize a blog post for search engines?
So you can rank higher in the results
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
If you plan to do real-time marketing, you'll need to use what?
Social listening
What are the different ways you could promote your blog posts?
Social media and email
Which content should you republish?
Top performing content
Where's the best place to start with research interviews?
Your current customers
Which place is recommended for the storage of your prospect's information?
a CRM system
Which interactions will build or destroy trust?
Every interaction
True or false?
If you want to think of your company as a flywheel, you shouldn't think of your sales process as a funnel. False
Why does your writing need structure?
Easy to follow your narrative
Which stage of the buyer's journey are leads usually in?
The Awareness stage
How do you build a framework for creating content?
- Conceptualization of content - Planning and setting timelines - Creating a workflow - Reviewing content - Publishing and promotion - Organizing it internally - Analyzing the results
How do you gather raw material?
- Read a wide variety of topics. - Read whatever you can, whenever you can
What are the different ways to leverage content?
- Website pages - Business blog - Landing pages - Social media - Calls-to-action - Marketing emails
Contact mangement
-A strategy that focuses on using a software program to easily store and source a contact's information -Make sure you have a clean database to store customer info
The importance of snapchat
-Ages 12-24 -Augmented reality possibility
How does blogging help your inbound methodology?
-Attract new visitors and convert them into leads -New traffic to your sights through ->increase in search results ->have other sites linked to you ->being shared on social media
Serve
-Businesses #1 priority, lead by serving others and they will serve back -Understanding your personas will make it even easier to delight your customers -Best educators will be the most successful
Targeted
-Craft emails based on actions your lead takes -Shows them you are aware of their interests -Be as human as possible
Selecting persons
-Defining a SMART goal and defining who the prospects are that will be going through your lead nurturing campaign
How long should a blog post title be?
-Ideal length is 60 characters -Headlines between 8-12 words are shared most on twitter -Headlines between 12-14 words are like more often on facebook
Identifying a topic cluster
-Identify currently owned media that is relevant to your topic -Brainstorm a list of as many subjects as possible that bring value to your core topic(narrow down to 6 strongest)
Value proposition
-Need to create the type of content your buyer is looking for -use your SMART goals -what format would provide the best experience -put as much effort as equal to the value -helps you determine how much information you can reasonably ask
are different types of content offers distributed differently?
-awareness- want them to educate myself on issue, problem; problem-focused material -consideration- want them to learn more about solution; material is focused on a solution -decision- want them to learn more and choose the best solution for their specific problem; product of a company that helps the personas problem
how do you set proper expectations of what happens next on a thank you page?
-deliver promised content offer or set of expectations about when your lead will receive the offer -if you can't deliver the promised offer right away, let the lead know what to expect- be specific
what makes the right content for buyer personas?
-depends on topic -depends on their problems, goals, challenges
how do you determine where a content offer fits into the buyer's journey?
-depends where it fall within the buyer's journey and the three steps -awareness- problem -consideration- solution -decision- pick solution to your problem
why does it not matter if you change the names or definitions of the stages in the funnel as long as both teams agree on the name and definitions?
-in order to work together on the same page everyone needs to agree upon their names and definitions and understand/use them
in which stage of the inbound methodology is the landing page?
-in the convert stage where you convert visitors into leads -the more quality landing pages you have on your website, the more chances you have to convert
where do you use a CTA?
-in the convert stage where you take a visitor and convert them into a lead
how do the keywords of your offer and landing page impact the CTA?
-include keywords consistent with the offer and landing page -without keywords, would you know what the offer is about?
which metrics should you analyze to track the performance of your blog? what does each metric tell you and how can you use that knowledge to improve performance?
-look at the numbers of views for each blog post - this is a good way to figure out which blog content is performing the best -filter your most popular articles by topic, author or channel of promotion -look at the number of clicks or the CTA at the end of an individual post
what is a blink test?
-looking at a landing page at a quick glance -the visitor should be able to understand the nature of the offer and why it is valuable to them
where does a landing page fit into a conversion process?
-second step -after CTA and before the thank you page
the average email list decays at 25% a year. what are some reasons that this happens?
-spam -people who change their email -people change jobs -unsubscribe
where should you place a CTA in an email? in a blog? on a website page?
-strong and appropriate on-page placement -should seem like they belong and are not forced onto the page -blog posts- placed at the end to not interrupt the reader during the post -website page- general offers in the sidebar, this way they are applicable to the widest variety of people reading your blog -emails- at the end of the email, end of the paragraph or end of a sentence
how is the success of your email marketing tied to the rest of your inbound strategy?
-takes a series of emails for a person to purchase something as well as trust your business -emails should add value, not ask for it -emails that don't work and look bad aren't loveable
what is whitespace and how does it affect your blog post?
-the empty area on the page -allows for people to focus on the content, not the clutter -want whitespace on the side, around title, between paragraphs, between images -makes it easier to read, digest and doesn't overwhelm people -use section headers, bullets or numbered lists to break up information
what is content?
-the message your inbound strategy delivers -without this, the internet would be empty -in every stage of the inbound methodology -pulls people from one stage to the other -fuel that powers a successful inbound strategy
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
how can you tell if a business has picked the right primary keyword for a page?
-they addressed a topic their buyer persona wants to learn about -they mimic the language of the buyer persona -focused on long-tail keywords -used natural language and variations of the keyword
how can you tell if they're linking to other sources?
-they have an internal link to another page -external links to outside resources
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 the difference between traditional marketing and inbound marketing?
-traditional marketing- cold calling, cold emails, interruptive ads, more marketer centric (OUTBOUND) -inbound marketing- focused on SEO, blogging, attraction, customer centric
what's the difference between traditional and inbound sales?
-traditional sales: include tactics like cold calling, static pitch, information gatekeepers and was seller-centric; start with people they think are a good fit and shake that tree as best they can to have the 1% of whose pain they solved at the bottom -inbound sales: buyer-centric, use tactics like attracting with content, be an open book, leverage to the buyer's context; start with people who actually have the pain, otherwise they would not have asked for your content
what the the best practices for effectively transforming the way you sell?
-transform the way you target accounts -transform the way you prospect accounts -transform the way you connect with accounts -transform the way your prospects perceive your as a salesperson
what are two ways marketers can segment their social media audience?
-twitter lists to help segment/classify audience (geographic location, lifestyle change, content your audience has already engaged in) -invite customers to join your business group, send a link to your social media group via email or during customer-only webinar
how does a landing page generate information about your website visitors?
-use a form to gather information about potential customers -without a form, you can't turn a visitor into a lead -using this information, you will be able to build and nurture relationships with your leads
where and why should you include links within the content of your blog post?
-want to include relevant internal and external links within the content -show that you have done your research -link to outside sources, your page, etc.
why should you use your blog to promote your other offers?
-want to provide your viewer with that next step -use blog to strategically promote your current offers -feature CTAs on the blog sidebar, will appear on every post so they should target a large segment of your visitors -also include a CTA at the end of the post, should be relevant to the content that the visitor has just read
how can you transform the way your prospect accounts? what things about your lead should you thoroughly research?
-want to research your lead first by looking at the company information, read about their industry, check social media and lead intelligence -understanding these key elements about your prospect will help you start preparing to give personalized sales experiences
why is it important to rely on data, not emotions when integrating and running smarketing?
-want to separate reality from perceptions -finger pointing doesn't solve problems, collaborating does -you're in the same boat so use data to figure out what's wrong and how to fix it
what is a landing page?
-website pages that are designed to convert visitors into leads -"digital sales reps" -use a form to gather information about potential customers
what are ways to brainstorm different topics to blog about?
-what are the most frequently asked questions? -what do your buyer personas need help with? -what do you wish people knew about your industry? -what are industry bloggers, social media and your competitors talking about?
how can you avoid having your emails marked as spam? what is the impact of your emails being marked as spam?
-what email marketing is normally called -can avoid this by not doing bad practices, buying lists, emailing people who did not opt-in -annoying and decreases the value of your brand -being flagged as spam hurts your deliverability and your credibility
why is following up so important to delight?
-when a business fails to follow up with a customer, they risk losing the trust they have developed -can follow up with an email or survey -allows you to get net promoter scores, buyer persona data and event feedback
what part does content play in inbound marketing and sales?
-when creating content, keep it educational -not educating buyer on who YOU are or what YOU do, but educating them on THEIR problems and solutions to those problems -distribution makes content relevant
why should you be measuring and tracking as many of your customers interactions as you can?
-will help improve the customer experience -involves listening -spend 80% of the time listening and 20% of the time talking -need to acknowledge people and empathize -collect qualitative and quantitative data -data improves how you execute the pillars of delight and ensures you're always challenging the status quo
how frequently should you blog? why?
-write constantly and frequently because the more often you blog, the more likely you are to get found -the more you post content the more your company will grow
what are benefits of tying the marketing pipeline to sales quotas?
-you go from visits to leads to customers -with the pipeline you have visits and leads -smarketing bridges that game from lead to customer -customers lead to sales quotas
why is it important to do keyword research around your blog topics?
-you need to know which keywords your buyer personas use and which are associated with your industry -you need to write about those topics to get found and start ranking higher in search results
how many topics should you focus on per post, and why?
-you should focus on one topic per post -you don't need to solve every problem in one post -will make the post clear for readers and search engines -will also allow for more traffic because you know people clicking through are looking for that specific topic
what is the difference between paid results and organic results?
-you want to be in the top organic results -organic is the closest match to the search query based on relevance and authority -paid are like ads
what's the relationship between links and SEO?
-you want to earn links to your content -search engines follow links between pages to see how they're related to each other
What are the inbound best practices?
1 Use buyer personas 2 Use the buyer's journey 3 Create remarkable content 4 Leverage your content
Why is it important to make sure the people buying your product are happy?
1 happy customers generate more customers through word of mouth recommendations 2 word of mouth from unhappy customers can prevent potential customers from buying 3 happy customers are more likely to become repeat customers
Three pillars of delight
1) Innovation 2) Communication 3) Education
SEO keyword research
1) Make a list of keywords buyer personas would search 2) Expand list by searching web for alternatives 3) Determine which keywords people are using to find your site 4) Decide which keywords you have the best opportunity to rank for
How to Format a Blog
1) captivating, humorous, empathetic and interesting introduction 2)body should cover what was promised and give value 3) mention your keyword at a normal cadence throughout the post 4) white space is good 5)bullet points, sub-headers, lists 6)bold important info 7)use images 8)include multimedia content
5 steps to integrate smarketing
1) speak the same language 2) implement a service level agreement 3) set up closed-loop reporting 4) rely on data 5) maintain open communication
How to implement a Conversational Growth Strategy
1) think repeatable, impactful, and predictable 2) plan plan ahead for all the places that users may stray away from the ideal path. 3) grow iterate and optimize over time,
creating a long term content plan
1)setting marketing goals 2) auditing/assessing organizations assets and initiatives 3)identifying the buyer's journey for you're personas
The three stages of the Buyer's Journey are:
1- Awareness 2-Consideration 3-Decision
What is a good click-through rate goal to aim for with a CTA?
1-2%
What are some reasons why email works?
1. 4.3 billion email accounts that send 196 billion emails every day 2. 91% of consumers check their email daily 3. Email is a channel that you own 4. 77% of consumers prefer email for marketing communications 5. Email lets you be highly personal 6. Email has a marketing ROI of 4300% (*Spend $1 and get $43*) 7. 76% of marketers say they use email more than they did three years ago
How should you go about picking the right keywords for your business?
1. Address a common topic to your buyer persona 2. Use natural language and variations of the keyword 3. Mimic the language of your buyer persona 4. Focus on long-tail keywords
What are the best practices for content creation?
1. Always focus on mapping content to your buyer personas AND where they are in the buyer's journey. 2. Less is more: your buyer personas are probably just as busy as you are - make it easy for them to consume your content. 3. Keep it educational, not promotional. It's not until the decision stage of the buyer's journey when your product should be discussed in detail. 4. Focus on the informational part of the content first, *worry about design second*. Prioritize writing great content over making that content look nice.
What are some examples of possible blog topic constraints to get you started?
1. Ask your sales team what are the most frequently asked questions in your sales process and set out to answer them on your blog. 2. Answer the questions your marketing team fields most frequently. 3. Write about what you wish people knew about your industry, especially if there are some commonly held myths that you can bust. 4. Discuss current events in your industry that your company has a viewpoint on.
What are the different phases that make up the Inbound Methodology?
1. Attract 2. Convert visitors into leads 3. Close 4. Delight
What are the four stages of the Inbound Methodology?
1. Attract 2. Convert 3. Close 4. Delight
What's the buyer's journey? What are the three stages and how are they defined?
1. Awareness -They first identify a problem or opportunity 2. Consideration -Then they investigate solutions 3. Decision -Find a way to solve their problems
What are the 4 steps in a conversion path?
1. Awareness 2.Endpoint 3.Chart your course 4. Analyze
What are the three stages of the Buyer's Journey?
1. Awareness 2. Consideration 3. Decision
What are the stages that make up the buyer's journey? How are they defined?
1. Awareness stage - *Prospect is experiencing and expressing symptoms of a problem or opportunity* 2. Consideration stage - *Prospect has now clearly defined and given a name to their problem or opportunity* 3. Decision stage - *Prospect has now decided on their solution strategy, method, or approach*
What are the smarketing best practices?
1. Both teams must have the same/interdependent organizational goals. 2. The marketing pipeline should be tied to sales quotas 3. Visibility into each others goals 4. Compensation based on shared marketing and sales goals 5. Continual communication and education around personas
What are the 7 steps to creating a 10x content pillar page?
1. Choose a core topic 2. Identify a topic cluster 3. Create blog posts for needed subtopic content 4. Repurpose subtopic content into a downloadable offer 5. Deconstruct downloadable offer into a 10x content pillar page 6. Link relevant owned media to a 10x content pillar page 7. Create a conversion path for people to access your 10x content pillar page on your website
13 Layout tips
1. Core topic referenced in page title 2. Core topic referenced in URL 3. Core topic referenced in H1 tag 4. Conversion focused landing page elements 5. Anchor-linked table of content 6. Website navigation 7. Definition of core topic 8. Use relevant image with core topic referenced in alt text 9. H2 tags for headers 10. Links to relevant internal resources 11. Links to relevant external resources 12. Reference core topics throughout the page 13. Back to the top button
Steps to configure your blog's social sharing icons
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu. 4. Click on Check off the social media channels that you want to display on your blog. You can choose to share using Twitter, LinkedIn, Facebook, and Google+. Once you are done, click the Save Changes button. You can turn a button off at any time by simply checking the box again.
In what ways and where should you optimize your pages for search engines?
1. Optimize a page around a primary keyword (Put keyword in Title, URL, body, headers, alt-text, and meta description) 2. Include relevant links with the content 3. Promote a good user experience 4. Optimize your website for mobile
What are the different steps to the Content Process?
1. Plan 2. Create 3. Distribute 4. Analyze 5. Repeat
What are the six stages in the marketing and sales funnel and how are they defined?
1. Prospect/Visitor 2. Lead 3. Marketing Qualified Leads 4. Sales Qualified Leads 5. Opportunity 6. Customer
Why optimize for long tail keywords?
1. The best way to rank for a primary term is to be specific and make it a long tail keyword 2. When you optimize for a long-tail keyword you're also optimizing the page or the broad keyword
What are the three parts to a conversation growth strategy?
1. Think 2. Plan 3. Grow
In what ways can you customize what appears in the Show Summaries in Listing Pages?
1. Use a "More" tag in the post. All content preceding the "More" tag will be included in the summary. 2. If there is no "More" tag included in the post, the summary will consist of the first paragraph of your post.
What are the "inbound best practices?"
1. Use buyer personas 2. Use the Buyer's Journey 3. Create remarkable content 4. Leverage your content
What are the inbound best practices?
1. Use buyer personas 2. Use the Buyer's Journey 3. Create remarkable content 4. Leverage your content
Tips on how to structure the content of your posts
1. Use lists to organize your thoughts and format your posts. 2. Take a stand against or in favor of an industry trend or convention. 3. Write about some data or research that your company is privy to. 4. Interview prominent people in your field and publish an edited transcript on your blog. 5. Mix it up. Write a list post backed up with data. Interview someone about their controversial stance on an industry practice.
what are the different steps in the Content Process? what are the best practices for content creation? where does distribution fit into the Content Process and what are the different ways to leverage content there? why is it important to analyze content and what are the different metrics that can be used to measure content efficacy? why do we repeat the process?
1. plan- develop your content plan, define content, think of content purpose, think of content formats, think about personas, think about content topic and use buyer personas and buyers journey 2. create- always focus on mapping content to your personas AND where they are in the buyer's journey, less is more, make it easy for persona to consume content, keep it education not promotional 3. distribute- how you get your content out to the public, the right technique gets the right content in front of the right person at the right time, maximize shelf life of content 4. analyze- look over the results (number of visits, leads generated, social proof or shareability, inbound links, content performance by author/topic/format) 5. repeat- start the process all over again, repeat what is working well for you, all about experimenting and seeing what works
"Let's create a blog post with this keyword. It's a term our buyer persona would use and is a long-tail version of collaboration software."
11. You're writing a new blog post. Your boss tells you that she wants to get found for the keyword "free project collaboration software". Which is the best response to her request?
What is Snapchat's largest age demographic?
12 years to 24 years
What is Snapchat's largest demographic?
12-24
what is snapchat's largest age demographic?
12-24
Distribute
12. The outlined Content Process steps are plan, create, ______, analyze, repeat.
Consideration
13. If your content is focused on the different solutions to your buyer persona's problem, where would that content fit into the buyer's journey?
False
14. You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.
Open Rate
15. Which of the following is NOT a metric to consider when analyzing a content offer?
A checklist on how to determine if it's time to get a new pair of eyeglasses
16. You work for a company that manufactures prescription eyeglasses and want to create a piece of content for your buyer persona. Your buyer persona is someone that already has glasses, but it's important for them to make sure their prescription is up to date while also being stylish. Which would be an effective Awareness stage offer for getting this persona's attention?
True
2. Buyer personas are effective for all organization types.
Calls-to-action
22. All of the following elements will help readers easily digest the content of a blog post EXCEPT:
Reach
28. _____ is used to measure the size of your potential audience.
Landing page
29. A call to action (CTA) is a button that promotes an offer and links to a(n) ________.
3 months is the average lifetime of a post
False
38. You should use an inline thank you message if you want to give more information to your new lead.
Thank your leads for their interest in your offer
39. All of the following are reasons to place a call to action on a thank you page EXCEPT:
False: The average email list decays about 25% a year
40. At the start of the year, your company has 5,000 leads. Over the course of the year, you generate another 1,000 leads. T/F: you now have 6,000 leads in your database that you can email.
The process of building relationships with prospects with the goal of earning their business when they're ready.
41. What is lead nurturing?
Ideal Length of a Blog Post Title
60 characters 8-12 words for Twitter 12-14 words for Facebook
Lead
A contact who has submitted their information through a form or by starting a chat on your website.
Conversion Path
A conversion path is a series of website-based events that facilitate lead capture. In its most basic form, a conversion path will consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides. In exchange for his or her contact information, a website visitor obtains a content offer to better help them through the buying process. If you're still having difficulty grasping the topic based on this description, feel free to absorb it as a rabbit hunting analogy in comic form.
Inbound Lead
A person who has visited your website and identified themselves in some way
What is blogging?
A place to regularly publish and promote new content related to your business and industry
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 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 a UTM parameter?
A tag at the end of a URL
What is conversion data?
A way to incrementally check on the health of your strategy
What is a content pillar?
A website page that covers a broad topic in depth and is linked to from a cluster of related content
content pillar (pillar page)
A website page that covers a broad topic in depth and is linked to from a cluster of related content.
Workflow
A workflow is another way to describe a lead nurturing campaign. It's a set of triggers and events that move a lead through the nurturing process. A workflow can also serve other purposes, such as adjust contact properties on a lead record based on certain conditions, or adding a contact record to a certain list. Regardless of how you use it, workflows can be a very powerful asset in an inbound marketing strategy.
What is a content compass? How is it used?
A worksheet that helps organize the direction of your content creation - in real time - allows for multiple contributors
The email your company sends out to drive free consultation requests is not performing well - it receives only a .4% click rate. All of these are potential ways to improve the email to drive more consultation requests EXCEPT:
Adding multiple calls-to-action, especially if they are to a different offer, will most likely lower consultation requests even further
How do you effectively take someone through the buyer's journey with content?
Addressing a problem their buyer persona might be facing - *Educational content* (In the awareness and consideration stage) Producing content offerers does not start until the decision stage, because now they know enough about the product or service to make a decision.
Why should you be measuring and tracking as many of your customer's interactions as you can?
All of the above
What options are availabe to configure your blog's comments?
Allow comments moderate comments Close comments after x# of days Always require CAPTCHA Require CAPTCHA after x# of days Who should receive notifications of new comments How many levels of comments to allow Comment verification text
Why would you use a naming convention formula?
Allows clear organization and access of content internally
What is the eureka moment?
An idea will pop into your head when you least expect it Write it down when it happens
What to do with your data after you've collected it?
Analyze it and compare it to goals to determine if your content has worked effectively
A in SMART
Attainable: understand benchmarks
Marketing Qualified Leads (MQLs) are contacts who have identified themselves as a good fit, highly engaged, or both. MQLs are defined by
Both marketing and sales and agreed upon as a lead worth researching more thoroughly.
How often should you update a content promotion process?
Changing to reflect your business' needs
What are the foundational storytelling elements?
Characters - people involved are your readers Conflict - The lesson learned, how the character transforms through the challenge Resolution - Provide context and emotion to the audience to relate and process the story
How to set a featured image for your post
Check this option to choose which image from your post you would like to feature on social media networks and any blog summary.
Linking relevant owned media to a 10x content pillar page
Connect all owned media that is relevant to the core topic to the pillar page using a hyperlink
Standardize for consistency
Consistency in messaging and information is core to building trust. If a prospect or customer asks three different people at your company the same question, try to ensure they are getting the same answer all three times. This helps build confidence in your brand whenever a question or challenge arises.
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.
What is your marketing toolkit?
Content
What is a CMS? Why do you need one?
Content Management System allows building, editing, hosting, and publishing content (ie. Wordpress, Weebly, etc.)
What does a good story look like?
Content and story telling circles back to the original purpose.
How does a long-term content plan help tell a story?
Content can help answer customers questions and concerns, fueling the inbound marketing process
When calculating social media ROI, what four types of metrics should you pay attention to depending on your goals?
Content consumption, social sharing, lead generation, and revenue
What does content and context mean to your inbound marketing strategy and how does this help email marketing?
Content is the *what* and context is the *who*. It is used to attract, convert, close, and delight. You should use this process every time you send an email so you can send the most effective email.
Which of the following is NOT a category you should organize your content audit by?
Content length
How long has content marketing been around?
Content marketing has been around for a while (4200 BC, Cavemen)
What's content's relationship with the Inbound
Content pulls people from one stage in the inbound methodology to another.
What Is Conversion Optimization?
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.
What Is Another Commonly Used Term For Conversion Optimization?
Conversion rate optimization
What is another commonly used term for conversion optimization?
Conversion rate optimization
According to the Inbound Methodology, in which stage do visitors become leads?
Convert Stage
What is actionable language, and where can it be used in your emails?
Convinces leads to take an action, it can be used anywhere in the email
What are the steps for creating a conversion path?
Create awareness, determine your end point, chart your course, and analyze
What Are The Steps For Creating A Conversion Path?
Create awareness, determine your end point, chart your course, and analyze.
What are the steps for creating a conversion path?
Create awareness, determine your end point, chart your course, and analyze.
Chart your course
Design the experience between them coming to your site and reaching the end goal
Fill in the blank: Instagram stories are a great way to ________________________.
Drive traffic and engagement
Why is it important to set clear expectations with reviewing and editing content?
Ensure the reviewer knows what to look for
How does optimization help improve your messaging?
Ensures the best possible engagement of your promotion
Why should your content be clear and concise?
Even long stories benefit when you whittle them down to just the most important parts. It should not be a one size fits all.
How often should you conduct a social media audit?
Every 12-18 months at minimum
buyer's journey.
Every interaction your persona has with your organization should be tailored to where they are in the buyer's journey. The buyer's journey is the active research process someone goes through leading up to a purchase. Knowing the buyer's journey for your persona will be key to creating the best content possible.
- Who is responsible for delighting prospects and customers
Everyone
Who is responsible for delighting customers?
Everyone
often, emotionally, factually
FILL IN THE BLANKS: YOU___________________ HAVE TO PROVIDE THE _______________ RIGHT RESPONSE, BEFORE DELIVERING THE _________________ CORRECT INFORMATION
Which tactics can help improve the top of your funnel?
Facebook ads, podcast advertising, secondary SEO
"Thanks! We will give you a call shortly to schedule a demo" is an effective message to place on your thank you page.
False
- True or false? Objectives typically have a designated time period while key results can be long lived
False
- True or false? When you standardize. you're creating a single standard answer that has no variations?
False
An optimized landing page should contain a link to get another offer.
False
Buyer personas aren't important once you get to the Close stage in the Inbound Methodology.
False
If you are sending a follow-up email, you do not need to build a thank you page.
False
Is it never appropriate to have more than one CTA in an email. T/F
False
T/F: one of best uses of twitter is networking in private groups
False
The conversion process begins with a Landing Page.
False
The primary purpose of a call-to-action is to convert leads into customers.
False
The primary way that businesses segment their customers is by the lifetime value of their purchase.
False
True Or False? A Call-To-Action Must Be A Button.
False
True Or False? Conversion Optimization Is NOT An Iterative Process.
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 data you collect, either by asking for it explicitly or gathering it through analytics implicitly?
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
True or False? One of the best uses of Twitter is networking in private groups.
False
True or False?: You should bold all variations of the keyword you're trying to rank for on your blog post, as this helps the reader understand what's most important on the page.
False
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? Focus on the design of a piece of content first, worry about the informational part second.
False
True or false? It's a best practice to gate and deliver the majority of your content over live chat.
False
True or false? Once a lead has communicated with sales they should not be contacted by the marketing department again.
False
True or false? One of the best uses of Twitter is networking in private groups.
False
True or false? Social content is only used during the attract and delight stages of the inbound methodology.
False
True or false? When converting visitors into leads, you should only utilize consideration stage content.
False
Ture or False? you should only use a common connections to reach out to active buyers
False
You cannot build buyer persona lists because a buyer persona refers to a semi-fictional type of person, not an individual contact.
False
True or false? Every business exists primarily to create profits.
False - Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.
True or false? Every customer has to have a fantastic experience in order for your company's flywheel to accelerate.
False - Some customers are inherently difficult to work with but thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible even to your most difficult customers.
True or false? Search engines count all links as equally important when crawling and ranking your page.
False - it's the quality of links that counts. The more authoritative the links, the higher you'll rank.
True or false? Search engines can read both text and images.
False - this is why it's important to include optimized alt-text behind each image
True or false? Email marketing plays a primary role in all four stages of the Inbound Methodology.
False, Convert and Close
True or false? Every business exists primarily to create profits.
False--although most businesses how to generate profits in order to sustain themselves, ever business exists to fulfill a specific purpose.
True or false? In the inverted pyramid approach to designing great emails, the call-to-action is presented first.
False. The call-to-action is placed lower in the email. The top portion is used to explain value and attract attention. Check answer
True or false? The flywheel will replace all funnels in your company.
False. The flywheel gives you a larger context to put your funnels into and aligns all teams around your company's growth.
True or false: A thank you page should have a navigation menu that is different from the rest of your website.
False: Your menu should be the same as the rest of your site to be consistent.
Why is measuring and analyzing your content critical to success?
Find if your marketing efforts are driving the needle on sales. Discover insights and determine where to go next. Document and report on progress for future cases.
Publish the blog post
From within a blog post's editor, you can set the message that will be posted to social media channels when the post is auto-published. Go to the Publishing Tab under one of your blog posts, and edit the Message under Social Media Message Text. If left blank, the social message will simply use the blog post title.
Fill in the blank: Promoting your content offers on your blog can help you ____________.
Generate new leads
Why should you promote content?
Gets your content out there
How is your product's "job to be done" tied to your customer's personal identity?
Gives you an idea of who they are
Creating blog posts for needed subtopic content
Going to need a way to bring a subtopic to life
Best practices for creating keyword-rich anchor links
Good to have one or two links in your article that link to pages on your site. When creating links, make sure the text you're using as the hyperlink is related to the page's content that you're linking to. For example, if you're linking to a page about outsourcing your data center services, the link's anchor text needs to be something like "There are 5 reasons why you should outsource your data center services." This will help that target page rank for the keyword "outsource your data center services."
What are examples of analytics platforms?
Google Analytics
Consideration stage
Has defined the problem and now is doing research
Why should you recycle content from the ground up?
Has roots, trunk, crown
What can you do to organize a content brainstorm?
Have a moderator, leverage braindumps
Why is content promotion essential to your content strategy?
Helps people discover content
focus on serving the person using the information they provide even if it doesn't match the persona. if the same discrepancy comes up repeatedly, be persona might need to be updated
IF A SALESPERSON IS SPEAKING WITH A SPECIFIC PERSON AND DISCOVERS THAT THE PERSON AND DISCOVERS THAT THE PERSON DOESN'T EXACTLY MATCH THEIR ASSIGNED PERSONA, WHAT SHOULD THE SALESPERSON DO?
consideration
IF YOUR CONTENT IS FOCUSED ON THE DIFFERENT SOLUTIONS TO YOUR BUYER PERSONA'S PROBLEM, WHERE WOULD THAT CONTENT FIT INTO THE BUYER'S JOURNEY?
How can you tell if a business has picked the right primary keyword for a page?
If they're addressing a common topic that their buyer personas might want to learn about
Define google listing page
If you business is location based create a google listing page with an address. Google will use this to give quality results to those in the area.
- When it comes to inbound best practices you personalize for
Impact
Empathize for perspective
Inbound is about being human and that means having empathy and being adaptable. Acknowledge that your prospects and customers are people, with valid emotions. As a result, you want to ensure you're speaking to their emotional state at the same time that you are providing guidance and information.
What types of links should you include in your content and why?
Include relevant internal to drive traffic to them and include external links in your content because it shows that you have done your research, helps build connections, and give your readers more information (all about customer service).
Fill in the blank: _______ the number of calls-to-action in an email typically ________ the click rate by presenting more options for the reader.
Increases, Decreases
What is shared knowledge?
Info or data that is accessible by all tools and participants in conversation
user-generated content
Internet messages that originate with an individual to communicate directly with a mass audience
How do you go about researching buyer personas?
Interview current customers, former customers, prospects, co-workers Questions that touch on demographics, goals, challenges, behaviors, motivations--focus on the "why" or motives of your buyer personas, not their actions Identify trends (See slide for more particular questions)
Example of how to interview prominent people in your field and publish an edited transcript on your blog
Interview customers Interview people in complementary fields Interview partners or vendors
A behavioral email __________. Uses information about a leads online activity to entice them to take an action in the real world. Is an email that specifically requests that a read take action Should not explicitly mention an action the recipient has taken since it might scare them Is an email that is sent to a recipient based on an action they've taken.
Is an email that is sent to a recipient based on an action they've taken.
Why should you align your content goals with the company's goals?
It also helps keep goals aligned to support the whole business
What is the benefit in including social sharing icons on a landing page?
It can create additional reach
What is the Inbound Methodology?
It is a process that makes up the marketing and sales strategy for Inbound marketing
What is a social media content plan?
It outlines the pieces of content you will promote and the social media channels you will promote on them.
What part does content play in inbound marketing and sales?
Keep it educational--not about who you are and what you do, but educating them on their problems and solutions to those problems
Fill in the blank: Using the same ______ for the entire conversion process helps your visitors understand what they are going to get.
Keywords
What are the different ways to leverage content?
Make content available for buyer personas to find--distribution Website pages Business blog Social media Landing pages Calls-to-action Marketing emails
Where should you place your long-tail keyword within your blog post?
Make it easier to rank higher
Designing your tests
Make the adjustment you defined in your hypothesis -only test one element at a time -establish a schedule to benchmark your progress -run tests for at least 4 weeks
Why should you use short sentences and paragraphs?
Makes content easier to read and comprehend
Why should you cut fluffy words from your writing?
Makes phrases sound bloated... Fewer adverbs
How does email personalization impact the success of your email sends?
Makes them more successful because people are more likely to respond to personal emails
Why should you make a long term content plan?
Making a plan and being consistent in approach allows you to give yourself the best chance at achieving ROI from your marketing efforts
What does leveraging your content mean?
Making the content available for your buyers to find
You've just been hired as a new email marketing manager and you want to be successful as quickly as possible. Which four core topics of email marketing should you focus on learning?
Mobile marketing, segmentation, personalization, optimization
View the SEO analytics
Now you can see your SEO optimizations and suggestions by the following optimization categories: Title, Body, Image, and Meta. Sort the panel view by Suggestions (highlighted in red), Optimized (highlighted in green), or All by clicking on the buttons at the top of the screen. To edit your post based on suggestions, you can either click on a red row in the SEO view or use the blog editing tool. You can also see the SEO impact of each category with the rating on the right side of the screen.
What does engagement measure?
Number of interactions with your brand (ie. likes and shares),
Your boss wants a report on the success of your blog. What information should you NOT analyze?
Number of keywords per blog post
When it comes to goal setting what are objectives?
Objectives are statements that define the qualitative outcome of your goal.
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
_________ 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
How can you analyze your competitors?
Same way as you can analyze your own content...
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.
What do search engines do with UX?
Search engines will keep track and rank you in relation to the ease of use for the customer
In what ways can you expand your list of keywords?
Searching the web for alternatives
Ways to solve for customer success
Segment customers Provide social media support Create customer-specific content Acknowledge and celebrate your customers
What is a buyer persona?
Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer democratics, behavior patterns, motivations and goals Idea of "Ideal" customer so you can attract the right kind of traffic Get in the mindset of potential buyers and create the right content to attract ideal visitors, convert to leads, close into customers
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.
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 builds off that subject
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
Next quarter, your marketing team plans to make an effort to increase the reach of your email sends. Which of the following ideas should you remove from your list of potential ways to increase your reach?
Send an additional email after each initial email send encouraging users to share the first email if they found it helpful or relevant.
How can email help you close leads into customers?
Send your leads relevant information about their interest or pain points
How does your writing support your strategy, messaging, and values?
Should reinforce the reader's view of who your brand is, and why they should know you better
Why is it important to have a clear and repeatable process?
Shouldn't have to reinvent the wheel for each piece, more efficient
What are the benefits of paid content promotion?
Shows content to a highly specific group of people
All of the following are examples of a SMART goal EXCEPT:
Significantly reduce the amount of time the team spends on creating content.
All of the following are examples of a SMART goal except:
Significantly reduce the amount of time the team spends on creating content.
Bottom of the Funnel
Since we're going alphabetically, the last part of the funnel process is first! So, "bottoms up," I suppose. The bottom of the funnel refers to a stage of the buying process leads reach when they're just about to close as new customers. They've identified a problem, have shopped around for possible solutions, and are very close to buying. Typically, next steps for leads at this stage are a call from a sales rep, a demo, or a free consultation (depending on what type of business is attempting to close the lead).
Smarketing
Smarketing is fun phrase used to refer to the practice of aligning Sales and Marketing efforts. In a perfect, utopian business process, marketing would pass off fully qualified leads to the sales team, who would then subsequently close these contacts 100% of the time. The business would grow, and everyone would have cake. But this isn't the way things work—so it's important for marketing and sales to align efforts to impact the bottom line the best they can through coordinated communication. Inbound Marketing software provides the opportunity to do so by facilitating data share between both sales and marketing. The only downside is that it does not facilitate cake. Bummer.
Keyword
Sometimes referred to as "keyword phrases," keywords are the topics that webpages get indexed for in search results by engines like Google, Yahoo, and Bing. Picking keywords that you'll optimize a webpage for is a two-part effort -- first, you'll want to ensure the keyword has significant search volume and is not too difficult to rank for. Then, you'll want to ensure it aligns with your target audience. After deciding the appropriate keywords you want to rank for, you'll then need to optimize the appropriate pages on your website using both on-page and off-page tactics. What are those, you ask? Skip to "O" to find out! But don't tell "L", "M", or "N."
true
TRUE OR FALSE? WHEN YOU STANDARDIZE, YOU'RE CREATING A SINGLE STANDARD ANSWER THAT HAS NO VARIATIONS
What is sectioned content?
Table of content that will link you to where that topic is on the page
Inbound Marketing
That's right, we're defining inbound marketing in an inbound marketing glossary (very meta!). So what's inbound all about? Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer's interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
Data in
The data you collect, either by asking for it explicitly, or gathering it through analytics implicitly
What are the benefits of tying the marketing pipeline to sales quotas?
The marketing and sales teams work together
What is a conversion path?
The method by which you encourage someone on your site to move down your funnel. Traditionally done through a series of CTAs paired with offers. Path depends on buyer personas and current website audience
What is social monitoring?
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
What is monitoring?
The method of looking for mentions of your brand, products, hashtags, employees, competitors, and customers
In terms of inbound, what is context?
The people you are creating content for
What is a conversion rate?
The percentage of visitors who took a desired action to convert
Why is conflict important to a story?
The power is in what you're teaching. It connects two entities. It makes the story personal. If your story lacks conflict, then you're probably not telling a story. Be genuine, and fit it to the buyer's problems, needs, etc.
True Or False? Conversion Optimization Can Positively Impact Your Return On Investment.
True
True of false? A buyer persona is as important as business objectives when developing a social media strategy.
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
Your coworker has been asked to set up lead nurturing for all of your company's blog subscribers. She's decided to send them an email with your blog's "Greatest Hits", the articles with the most traffic of all time. This type of email is an example of a: Break-up email Additional download email Primary goal email Trust-establishing email
Trust-establishing email
On which social network should you share content most frequently?
Why does understand the difference between reporting and analytics matter?
Understanding what each of the processes accomplish ensures you're using the potential of both without missing out on key features of either one
Fill in the blank: If engagement with your emails is diminishing and your________ approaches zero, you most likely have a deliverability issue. Click rate Conversion rate ROI Unsubscribes
Unsubscribes
What should you use to edit content?
Use editors/people who know what they are doing, use a document that tracks editing rounds to organize thing (google docs, etc.)
How could you find areas to optimize your website?
Use key metrics, look at traffic/specific channels of traffic
How to choose a core topic
Use keyword research to identify what buyers are looking for
Bold
Use over important information, bring attention to it
the parts of your offering that the persona likes most and least
WHAT KINDS OF INFORMATION DOES YOUR CUSTOMER SERVICE TEAM LIKELY NEED INCLUDED IN EACH PERSONA?
All departments
WHICH DEPARTMENTS SHOULD BE INVOLVED IN CREATING CONTENT?
all customer facing teams, because a good buyer persona can provide value to marketing, sales, and services
WHO AT YOUR COMPANY WILL BUYER PERSONAS MOST BENEFIT?
marketing, sales and services
WHO IS RESPONSIBLE FOR DELIGHTING PROSPECTS AND CUSTOMERS?
the principles connect the methodology with the resources of inbound
WHY DO THE INBOUND PRINCIPLES EXIST?
In terms of inbound, what is context?
Who you are creating the content for Content tailored to who you're trying to reach and where they are in the buyer's journey
What is context?
Who you are creating your content for. Tailored to the persona and what they are most interested in seeing based on where they are in the buyer's journey
What are the components of a persona profile story?
Who your persona is, using information about their background, their demographics, and their goals and challenges
How to select a campaign for your blog post
You can choose to associate your blog post with one of your HubSpot campaigns so that you can filter your posts by campaign on the blog dashboard.
Comment verification text
You can customize your thank you text to display when a commenter posts a comment successfully.
How can you tell if they're earning links?
You can look at Hubspot links
Fill in the blank: During the attract stage of the inbound methodology
an inbound business focuses on __________________. (Choose all that apply.)
Which of the following is the best way to align a company's employees around a single purpose?
defining a culture that encourages employees to focus on fulfilling the company's purpose
Fill in the blank: a conversion path is the method by which you encourage someone to __________________.
move down your funnel
Which of the following is a problem with thinking of your business as a funnel?
movement through a funnel immediatley stops when things stop flowing into the top of the funnel
R in SMART
relates back to overall end goal
Personas are created through
research, analysis, and taking a close look at who's already buying from you.
How do you find weaknesses in your marketing funnel?
stem from other parts of your organization, look for bottlenecks,
What kinds of information does your sales team likely need included in each persona?
the goals and challenges the persona typically has that your product can help with
Conversion path
the method by which you encourage someone on your site to move down your funnel
What kinds of information does your customer service team likely need included in each persona?
the parts of your offering that the persona likes most and least
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 the three horizon framework
the three horizon framework is a way to conceptulize what your buisness wants to accomplish in short term, mid term long term
When does the engage stage of the inbound methodology begin?
when the customer takes the desired action
What categories should you organize your content by?
-Content title -Buyer's journey stages -Marketing funnel stages -Format or type of content -Which buyer persona it's targeting -Any additional notes that provide value or context
Setting goals
-Determining what you want to accomplish is the first step to know if you're succesful -Can answer the question what actions are my leads taking that I need to target
What are three conversational channels
-Email -Messenger -Chatbot
How to make a lead sales ready
-Email nurturing -Paid retargeting on social media -Specific segmented social streams -One on one interactions
What do inbound marketing and content marketing both focus on?
-Empowering potential customers -Building a lasting relationship with your audience -Creating valuable content that both entertains and educates
How to provide social media support
-Engage and promote content that is helpful and unique to them -Collaborate with customer support team to route customer related questions making it easy for communications to be handed off to the appropriate person
Where might your content be hiding?
-File manager or marketing folder -Ask sales team what type of collateral they use -Check in with more tenured employees -Customer relationship management system (CRM) -Content management system (CMS)
Creating content
-First offer value- differing content that educates your leads on your products/services -Outline the content and identify areas to repurpose content
What is a resource pillar page?
-Focuses on internal and external links -Helpful resource in connecting the reader with the most relevant sources on a specific topic
Benefits of social listening
-Gives you the oppurtunity to measure the performance of your social media, web, concersation and content strategy -Helps manage reputation -helps identify biggest fans and influencers -Can help discover new product idas or enhancements -Watch the competition -Lead to new business oppurtunities -Help find leads -Help set strategic benchmarks fo your future
Segmentation
-How you provide context -Breaking up your contacts into similar groups of people, should treated as unique individuals but use this to find similarities -Can set appropriate lead nurturing goals based on the actions your leads have taken with your business
How to create customer specific content
-If business is growing, customers will want to grow with it -Source ideas from customer service -Use real life customer knowledge -Host customer content brainstorms
Elements of formatting your blog post
-Introduction -The body -White space -Highlight your points -Sub-headers -Bold -Images -Multimedia content
What are two approaches to considering your company's bottom line
-Invest more resources and more time, increase amount of people moving through your funnel however could negatively impact the cost to acquire a customer -Increase the chances of your traffic choosing to convert, overtime could drastically lower your CAC and positively impact your return on investment
The three steps to creating a lasting relationship with your customer?
-Listen -Serve -Follow up
why are personas important for successful smarketing alignment?
-alignment around personas helps you solve for those personas -keep everyone up to date about developments at all times
why should you write about educational content? should you write about your business?
-attracts your visitors and answers the questions or problems that people are searching for answers to -put yourself in the shoes of your buyer persona -write about your industry, not your business -you're trying to attract strangers to your site that have never heard of your company before -people will not find you through search engines if you are blogging for yourself
why are personalized responses important to your social media audience?
-need to listen to your personas and actually have a conversation -audience wants to feel special -personalized responses aren't all about solving customer service concerns- they can help delight customers too
should you talk about your company's success on a landing page?
-no -explain the offer clearly and place visual emphasis on the value -will have plenty of time to tell people about your company after they become leads
what is the buyers journey? what are the stages? how are they defined?
-one of the best practices in inbound -includes three stages: -awareness ("I have a sore throat, headache and I'm achy all over. What is wrong with me?") -consideration ("I have strep throat, what are my options for curing my symptoms?") -decision ("I can see my physician or go to the ER. I have insurance so I'll go to the ER.")
how can you tell if a business has followed social publishing best practices?
-optimize social media profiles -create social media style guide -customize your content -share relevant industry content -publish on a consistent basis
why is promoting your content important for SEO?
-want to get your name out there and make people come to visit you -want your website to be intuitive and easy to browse -promote through social media and email -the more people share or like you, the more attention you will get, the more you will grow and the more trust you will gain with search engines
what is smarketing?
-the combination of sales and marketing -process of aligning the sales and marketing teams around common goals within a business or organization, focused on improving revenue
which interactions will build or destroy trust?
-the customer's experience is formed by every interaction -85% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly
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
how can your blog help you to build trust with your prospects? why is this important?
-the more you blog, the more people will start to look to you as an expert in the industry -it will build your credibility and reputation -building that trust with your prospects will turn them into customers down the road
in what ways does SEO help your inbound marketing?
-the process of improving your website so that it attracts more visitors from search engines -uses the inbound methodology
what are the different ways to leverage content?
-the right distribution technique gets the right content in front of the right person at the right time -webpages, social media, landing pages, business blogs, marketing emails, CTAs, etc
why is it important for both teams to have the same or interdependent goals?
-to get on the same team you must align both marketing and sales around the same goal
how can you optimize your emails to look good on mobile devices?
-use responsive templates -bigger is better -use clear and concise messaging -avoid using tiny fonts
what is actionable language, and where can it be used in your emails?
-use to be clear and compelling -want people to read them and act on the information -get to the point and compel people to act -use verbs and not fluff
What are the thank you page best practices?
1. Deliver the offer or set some expectations about when your lead will receive the offer. 2. Make sure it's easy to get the offer they're expecting. 3. Your thank you page should display the site's navigation menu.
What are the key points of SEO strategy
1. Do keyword research 2. Create content around your keywords 3. Optimize content around your keywords 4. Promote your content 5. Earn links to your content
Delete a topic
1. From the topics section of the blog tool, Click on the gear icon for a topic and then click on Delete in the drop-down menu. 2. You'll be asked to confirm that you want to delete the topic and remove it from the live blog posts that are attached to that topic. Click the Delete topic button to finish deleting the topic.
Rename a topic
1. From the topics section, Click on the gear icon for a topic and then click on Rename in the drop-down menu. 2. You'll be prompted to type in a new name for the topic and can save the change by clicking on the Rename topic button.
Steps to enable social media auto-publishing
1. Go to Content > Blog and then click on Manage Blog Settings. 2. Choose the blog that you would like to modify, and then under the General Blog Options, check the box next to "Enable social media auto-publishing". 3. Go to Social > Social Settings and check the Auto-Publish option next to the social media accounts for which you want to enable auto-posting.
What are the different ways to add personalization to your emails?
1. Greeting with the recipients name 2. Put their name in the message 3. End the message with their name
How can you tell if a business has properly optimized their social posts for relevant content across platforms?
1. Have a compelling message 2. Meet your audience where they are
Where are some appropriate places to put a CTA in an email?
1. Images 2. Download now links 3. Hyperlinks
What are the three pillars of delight?
1. Innovation 2. Communication 3. Education
What are different ways to identify content topics that matter to your buyer personas?
1. Keyword research - what you want to rank for 2. Internet forums 3. Popular industry news 4. Sales/support FAQs 5. Your buyer personas' goals 6. Your buyer personas' challenges
What elements can be formatted inside the date formatting options?
1. Language 2. Publish Date 3. Posts by month
Meta description best practices
1. Length: A good description is approximately 2 sentences (no more than 150 characters) 2. Use Keywords: Keep your target keyword as close to the beginning as possible, and only use it once -- don't go overboard with the use of keywords. 3. Create a Call to Action: Remember that this text is written to entice a human reader, not a search engine robot. Potential customers will actually be reading this text on search results pages, so make sure that it is written well, is grammatically correct, and helps the reader make an informed decision about choosing your page to visit. Resist the urge to stuff this section with keywords. It will not help. 4. Uniqueness: Each page on your site should have a different description focused narrowly on the content that is on that one page of your site.
Meta description best practices
1. Length: A good meta description is approximately two sentences, and no more than 150 characters, long. 2. Use Keywords: Keep your target keyword as close to the beginning of the meta description as possible, and only use it once -- don't go overboard with the use of keywords. Search engines don't pay any attention to meta descriptions, do you're really just writing for the human reader here. 3. Create a Call-to-Action: Your meta description should read like a CTA. Remember that this text is written to entice a human reader to click through to your site. 4. Uniqueness: Each post on your blog should have a different meta description, focused narrowly on the content that is on that one page of your site. Don't reuse meta descriptions across several different pages on your site.
What components of your email can you make a CTA?
1. Link images to your offer's landing page 2. Add a CTA to the signature 3. Hyperlink the appropriate copy in the email 4. Edit alt-text of images and CTA's 5. Modify preview text
What are the different steps for doing keyword research?
1. Make a list of keywords your buyer personas would search for 2. Expand your list by searching the web for alternatives 3. Determine which keywords people are using to find your site
Steps to configure your blog's subscription options
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the 4. Scroll down to configure subscriptions options
Steps to configure your blog's comment options
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu.
Steps to configure your blog's general options
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu. 4.
500 million tweets sent a day 80% of advertisers inbound customers service requests happen here 350,000 hours of live video are streamed a day
Fill in the blank: _________ of customers will never do business with a company again after one negative experience.
51%
On average, how many touches does it take to generate a sales qualified lead
6-8
None of the above
6. A customer who recently purchased your product realizes that it's not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer's journey is your customer in?
Navigation
7. For a blow post, include your primary keyword in all of the following page elements EXCEPT:
-allows a search engine to understand what that image is about -allows that image to get found in image searches -allows another place to be optimized with the primary keyword focus
8. If there are any images within a blog post or website page, why should you add all-text to the image?
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%
Fill in the blank: _________ of consumers have discontinued communications with a company because of irrelevant promotions or messages.
94%
Who should be involved in creating your buyer personas?
Anybody who interacts with your customers, directly or indirectly, should be invited to give input.
What is a contact?
Anybody your company markets to, sells to, partners with, engages with, or employs
Contact
Anybody your company markets to, sells to, partners with, engages with, or employs. An individual who you're creating a relationship with
Who are your contacts?
Anyone your company markets to, sells to, partners with, or employs. An individual who you're creating a relationship with
When should you contact inbound leads?
As quickly as possible
How long should you wait before republishing content?
At least 2 weeks
Where does a thank you page fit into a conversion process?
At the very end
How to properly credit a photographer whose picture you've used from the creative commons
At the very end of your entry add a photo credit. Write "Photo by [photographer's name or username]." Link the photographer's name to their photo page that you found on any of the above sites.
Space was once the limiting factor. What is the new limiting factor?
Attention
What are the different phases that make up the Inbound Methodology?
Attract (blog, keywords, social publishing) Convert (forms, calls-to-action, landing pages) Close (CRM, email, workflows) Delight (surveys, smart content, social monitoring)
What's the Inbound Methodology?
Attract (strangers) Convert (visitors) Close (Leads) Delight (Customers) (Promoters)
What are the four stages of the Inbound Methodology?
Attract, Convert, Close, and Delight
The 3 Stages of the Inbound Methodology:
Attract, Engage, Delight
- What are the stages in the inbound methodology?
Attract, engage, and delight
What is the Inbound Methodology?
Attract-Convert-Close-Delight Strangers-Visitors-Leads-Customers-Promoters
What's the relationship between a UTM parameter and an attribution report?
Attribution reporting is a form of tracking which UTM parameters are performing well.
Three stages of the Buyer's Journey
Awareness stage, Consideration stage, decision stage
What are the three stages of the buyer's journey?
Awareness, Consideration, Decision
What is considered a shift from traditional to inbound marketing?
Away from telemarketing and cold-calls for lead generation to expanded online presence focused on generating more leads to support revenue goals
Fill in the blank: It's not until the ________ stage of the buyer's journey when your product should be mentioned.
Decision
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 pick the best format for a piece of content?
Depending on what stage the customer is in, in the buyer's journey
Options for blog date formating
Depends upon your preferred style, language, and your blog's audience. You can choose to publish in a short, long, or medium format or you can design a custom format.
A contact's name and number of twitter followers are examples of which type of data?
Explicit
flywheel
FILL IN THE BLANK: THE INBOUND METHODOLOGY IS A ________
leverage the strengths of a given channel and mitigate its weaknesses
FILL IN THE BLANK: WHEN OPTIMIZING YOUR CONTENT FOR CLARITY, YOUR GOAL IS TO________
consistency
FILL IN THE BLANK: YOU STANDARDIZE FOR______
current customer base
FILL IN THE BLANK: YOUR _____ IS YOUR STRONGEST ACQUISITION LEVER
True or false? It's necessary to conduct a social media audit every 2-3 years.
False
True or false? Marketing only occurs during the Attract stage of the inbound methodology?
False
Your customer is experiencing a problem with your product. What steps should you take when trying to solve a person's problem as fast as possible?
First listen, then acknowledge, then explore the problem
What is first, second, and third point of view?
First person: - the character is yourself, confessional, builds authority, known author Second person: - character is your audience, must understand buyer persona, make it personal Third person: - he said/she said, case studies, both fictional or nonfictional
The goal of traditional lead nurturing is to qualify a lead for good ____ and an appropriate level of _____. Credit history, interest Budget, urgency Budget, buy-in Fit, interest
Fit, interest
What makes content the right fit for buyer personas?
Fits their stage of the buyer's journey
How do you use a bullseye framework?
Focus efforts on channels that gain traction
All of the following are best practices of inbound, EXCEPT
Focus on finding customers
Why should you identify the buyer's journey for your personas?
Helps develop content that connects with the audience and pulls them in
Why is it important to know upcoming event-based initiatives?
Helps identify content that benefits each iniative Tie everything together with relative content offers
Why does your business need a framework for creating content?
Helps make process for creating content smoother and more rewarding
Best practices for bolding important and compelling text
Helps readers quickly understand what the post is about and interpret the "What's in it for me" question.
Why should you edit your content?
Helps you cut out the unnecessary and irrelevant, removes errors that could damage credibility
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
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
________ 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
__________ 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
Urgency
How compelled your vistor feels to take the desired action -Taking a step into your visitors shoes and seeing how you're currently promoting the offer
You can use headlines, bolding and bullet points to improve:
How easy it is to read your email
Your business is launching a new product offering. Your marketing team is trying to determine the best time to email your existing customers about this new offer. Before sending them an email, they should consider all of these variables.
How many emails your customers already receive each month. The last time a customer received an email from your company. If there is a more effective way to communicate this update to your customers.
When determining an appropriate goal for your email send, all of these are important questions to ask for every email send EXCEPT:
How much revenue will this email generate?
What kinds of information does your marketing team likely need included in a persona?
How the persona finds answers to problems, and how they prefer to be communicated with.
All of the following are things you can uncover as you thoroughly research your leads, EXCEPT
How you can solve their problem
What is social listening?
How you track, analyze, and respond to conversations across the internet
What is social listening?
How you track, analyze, and respond to conversations across the internet.
Data out
How you use your data to further optimize and personalize the conversational experience for your website visitor.
What is Data Out
How you use your data to further optimize and personalize the conversational experience for your website visitor
the initiatives you take to power short-term success
IN THE THREE HORIZON FRAMEWORK, WHAT DOES HORIZON ONE SYMBOLIZE?
the initiatives you take to power long-term success
IN THE THREE HORIZON FRAMEWORK, WHAT DOES HORIZON THREE SYMBOLIZE?
the initiatives you take to power mid-term success
IN THE THREE HORIZON FRAMEWORK, WHAT DOES HORIZON TWO SYMBOLIZE?
Successful Content Audit
Identify all of the marketing assets that you have at your disposal
What is a content audit?
Identify all of the marketing assets that you have at your disposal. Allows you to identify resources you already have.
What is the role of "back office" teams (accounting. legal. etc.) in creating buyer personas?
Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.
- How does your company's purpose affect "back office" teams (accounting legal etc.)
Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.
What are the components of a persona profile story?
Background, demographics, identifiers (buzzwords & mannerisms), goals, challenges, how we help, common objections, real quotes
You read through a blog post from a coworker that's about two different topics. Is this good or bad?
Bad - pick just one topic per post to make it clear for readers and search engines
Consequences
Bad things that result from inaction or making the wrong decision
Optimize for clarity
Be conscious of the strengths and weaknesses of each communication channel. This can help you determine the best types of marketing, sales, and services interactions to deliver across each one.
Consumers don't want to be sold to, they want to...
Be educated
How can your writing add to the conversation?
Be of higher quality or more comprehensive, answer questions, include relevant data
How do you generate ideas for content creation?
Be yourself: - What are your buyer personas' reading habits - What are your competitors doing? - What are people talking about on Quora? - What can you learn from your Search Engine Optimization efforts? Group: - Host a company brainstorm
Why do people stop doing business with a business?
Because of a poor customer service experience
Why are images important to include in blog posts, and where should they be placed?
Because they visually break up text, they should be placed at the top of your blog post to entice your visitors to read further.
What is the buyer doing during the awareness stage of their buying journey?
Becoming aware of a problem they have
Meme
Before we dive in here, let's nail the pronunciation of this word: (/ˈmiːm/; meem). Okay, rhymes with "gene." Got it. In a broad sense, a meme is an idea, behavior, or style that spreads from person to person within a culture. In terms of inbound marketing, we've seen a lot of internet memes that have contributed to many a viral forum post, video, or blog. In the realm of inbound marketing, remarkable content is king -- and while memes might not always be the most valuable content to your bottom line (although sometimes, they are), they are quite remarkable.
When should you have a meeting with stakeholders to discuss reporting?
Before you run a campaign... to make sure your metrics and goals are aligned with what your stakeholders want Also initiate frequent meetings
Blog Notification Emails
Blog readers can also choose to subscribe to your blog by email. You can turn on four different subscription options for your recipients to subscribe to. Use whichever combination of subscription options works for you and your readers.
How can you develop a growth marketing mindset?
Know the marketing funnel framework to properly operate and improve your marketing funnel Buy-in on instilling a growth mindset with the rest of the organization
Relevance
Knowing what information your visitor wants to see and when they want to see it
Why are buyer personas and the buyer's journey important to sending great emails?
Knowing who your buyer is and where they are in the buyer's journey should determine what type of email you should send
Which is NOT a guideline to follow when picking up the phone to connect with a lead?
Lead the conversation to match your sales goal
Why should you avoid jargon and use acronyms sparingly?
Not everyone understands the meaning behind acronyms and jargon
What options are configurable in blog subscriptions
Number of Posts in RSS Feed Show summaries in RSS Show summaries in emails Blog Notification Emails
Best practices for adding a call-to-action to the end of each blog post
Offer should be related to the article's topic, but it doesn't necessarily need to be related. Promote at the bottom of each blog post, and your blog will slowly turn into a lead generation machine and become a real asset for your business. Process: scroll to the end of your post, and click the CTA icon in the toolbar to create or insert a CTA.
- Fill in the blanks: You ________ have to provide the _________ right response. before delivering the __________ correct information.
Often, emotionally, factually
How long should the form on the landing page be?
On longer than a scroll
Repurposing subtopic content into a downloadable offer
Once you have all the content you need to create a pillar page, repurpose the subtopic content into a downloadable offer
Lead Nuturing
Sometimes referred to as "drip marketing," lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel. Inbound marketing is all about delivering valuable content to the right audience -- and lead nurturing helps foster this by providing contextually relevant information to a lead during different stages of the buying life-cycle.
false- some customers are inherently difficult to work with, but thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible even to your most difficult customers
TRUE OR FALSE? EVERY CUSTOMER HAS TO HAVE A FANTASTIC EXPERIENCE IN ORDER FOR YOUR COMPANY'S FLYWHEEL TO ACCELERATE
false
TRUE OR FALSE? IF ONE HORIZON BEGINS TO UNDER-PERFORM, YOU SHOULD RELOCATE RESOURCES TO THOSE INITIATIVES UNTIL THEY START PERFORMING WELL
false
TRUE OR FALSE? IS IT A RECOMMENDED BEST PRACTICE TO GATE AND DELIVER MAJORITY OF YOUR CONTENT OVER LIVE CHAT?
false
TRUE OR FALSE? OBJECTIVES TYPICALLY HAVE A DESIGNATED TIME PERIOD, WHILE KEY RESULTS CAN BE LONG LIVED
true- having more than one person involved in the creation process can lead to inconsistencies within a single persona
TRUE OR FALSE? THERE SHOULD BE ONE PERSON WHO IS TASKED WITH CREATING AND MAINTAINING YOUR BUYER PERSONAS
Why have buying habits changed?
Technology
How does a thank you page differ from an inline thank you message?
Thank you page allows a marketer to: 1. Provide additional content 2. Move leads further into the buyer's journey 3. Extend their social media reach
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.
What is the buyer doing during the consideration stage of their buying journey?
The buyer is considering different solutions to their problems
How do you determine characters within a story?
The characters of your story are the readers/your audience - Start with your buyer persona
Why is the inbound methodology represented as a circle?
The circle represents the flywheel that drives your company's growth.
What does the decision stage refer to?
The customer has decided on a solution strategy and is compiling list of potential vendors or service providers to solve their problem.
What is Data In
The data you collect, either by asking for it explicitly, or gathering through analytics implicity
What is a conversational growth strategy?
The delivery of the right message to the right person at the right time, every time.
What is a meta description?
The description found under the title of a search results page. max 160 characters
When does the engage stage of the inbound methodology begin?
The engage stage begins when a prospect or customer takes a desired action.
- When you use Jobs Theory to develop a timeline of events where does that timeline start?
The first time a potential customer realizes they have a need.
What kinds of information does your sales team likely need included in each persona?
The goals and challenges the persona typically has that your product can help with.
In the three horizon framework what does horizon one symbolize?
The initiatives you to take to power short-term success
What is the marketing machine?
The marketing machine is the correlation between the buyer's journey (awareness, consideration, decision) and the marketing funnel (visit, lead; Marketing Qualified Lead, Sales Qualified Lead; Opportunity, Customer(
What is content?
The message your Inbound strategy delivers
Define A Conversion Path.
The method by which you encourage someone on your site to move down your funnel.
Define a conversion path.
The method by which you encourage someone on your site to move down your funnel.
How can your blog help you to build trust with your prospects? Why is this important?
The more you blog, the more you will become a reliable, trustworthy source for information. Building that trust will help you turn your prospects into customers down the line.
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.
Where should you include links within the content of your blog post?
To give readers additional sources on the topic
What's the goal of business storytelling?
To make a human connection, to resonate with people who need your help and guidance
What's the main goal of a presentation?
To provide value to the prospect
How is social media used in the attract phase of the Inbound Methodology?
To publish content that will increase your exposure.
Why should you include a long-tail keyword in the blog post title?
To rank higher on search engines
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? Having a lead qualification framework helps you structure your communication with your prospects
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 Media is a key driver for word-of-mouth marketing.
True
True or False? You can nurture both your leads and your customers?
True
True or False? You should personalize every sales presentation you give
True
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True
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? 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? 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 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? 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? 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
When dealing with prospects over the phone, each prospect should always walk away having learned something from you - no matter the outcome of the call.
True
True or false? There should be one person who is tasked with creating and maintaining your buyer personas.
True - You need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.
True or false? When creating a buyer persona, you should get input from as many departments as possible.
True! The more input you can get from across the company, the more insights you're going to find.
True or false? How your recipients engaged with your previous email sends will impact the deliverability of your future email sends.
True. Previous sends will impact future sends
Which of the following is NOT a key part of a company's culture?
what the customers are saying about the company
Which of the following is NOT something you would take into account when contextualizing information
what your products/service best attributes are
defining a company culture that encourages employees to focus on fulfilling the company's purpose
WHICH OF THE FOLLOWING IS THE BEST WAY TO ALIGN A COMPANY'S EMPLOYEES AROUND A SINGLE PURPOSE?
anybody who interacts with your customers, directly or indirectly, should be invited to give input
WHO SHOULD BE INVOLVED IN CREATING YOUR BUYER PERSONAS?
because many business charts show conversion rates, and those charts are often shaped like a funnel
WHY IS IT COMMON FOR COMPANIES TO THINK OF THEMSELVES IN TERMS OF A FUNNEL?
What are questions should you ask to brainstorm what your blog topics will be?
What different products or services do you offer? What types of problems do your readers(s) have? What FAQs do you receive? What do your readers want to learn?
How can you tell if a business is promoting their blog posts?
When they have prominent social sharing buttons, many different social channels you can use, use a social media scheduling tool to help you save time, and are promoting continually.
Require CAPTCHA after x# of days
You have the option to enable a CAPTCHA to be filled out before commenting after the post has been published for a certain number of days. This is really useful if you want to encourage a discussion early in the post's lifespan, and want to ensure that any comments after a certain time period are still relevant and aren't spam.
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
What is the role of "back office" teams (accounting, legal, etc.) in creating buyer personas?
back office teams often have key insights to offer during the creation process and should be inited to help create your buyers personas
How does your company's purpose affect "back office" teams (accounting, legal, etc.)?
back office teams should find ways to make sure accounting processes, legal forms, etc are focused on the needs of your customers
How does your company's purpose affect "back office" teams (accounting, legal, etc.)?
back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers
Why should you optimize for mobile?
because 80% of internet users have a smartphone
blog posts and topic clusters
blog posts can serve as cluster content that then include hyperlinks to more information location on your pillar content page
CTA
button that promotes offers and links to a landing page- place in blog posts after the first few paragraphs and at the end of each post
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
Fill in the blank: Your __________ is your strongest acquisition lever.
current customer base
steps of conversion optimization
define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data
Which of the following is the best way to align a company's employees around a single purpose?
defining a customer company culture that encourages employees to focus on fullfillings the company purpose
Which of the following is NOT a "job dimension" that Jobs Theory might uncover?
demographic information
How do you calculate a conversion rate?
divide the number of people who converted on your call-to-action, form, etc., and divide it by the total number of people who viewed it.
what is considered a shift from traditional to inbound marketing?
example: -CFO on-call once relied heavily on telemarketing and cold-calling to generate leads for sales -then shifted to inbound marketing by the team work on expanding the content offering on their website
True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services
false
True or false? Delight is only about the customer experience your service delivers.
false
True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.
false
True or false? If you want to think of your company as a flywheel, you shouldn't think of your sales process as a funnel.
false
True or false? It's a best practice to gate and deliver the majority of your content over live chat.
false
True or false? Objectives typically have a designated time period, while key results can be long lived.
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
True or false? Every customer has to have a fantastic experience in order for your company's flywheel to accelerate.
false some customer are inherently difficult to work with but thinking your company as a flywheel
The inbound methodology is a circle. What does it represent?
flywheel
Which of the following is NOT a reason to think of your business as a flywheel?
flywheels are able to to stand unsopported for an indefinite amount of time
What is the relationship between a company's profits and its purpose?
profits sustain the company so it can fulfill its purpose easier
goal setting importance
provide alignment between your marketing and sales team and shows how marketing efforts helps your company hit the numbers and grow
Why is long term content planning important?
provides a road map for your content if you're consistent, you will likely have a higher ROI stay organized
what happens in the attract stage of the inbound methodolgy
your focus on bringing prospects and customers to your social pages or through website travel through reveleant helpful content
difference between reporting and analytics
reporting explains what has happened, while analytics is an attempt to explain why something has happened
What's the difference between republishing content and recycling content?
republishing: act of reposting content on other sites while giving credit to original author
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
What's the importance of the marketing funnel for a growth marketer?
understanding "what you're working with"
Which tactics can help improve the middle and bottom of your funnel?
use blog content to nurture new trials or customers add urgency through deadlines, limited quantity, or timing implement concierge onboarding
Close comments after x# of days
You have the option to automatically turn off the ability to leave new comments on posts that are older than the number of days that you specify in this setting. This is useful if you have a blog that tends to have more time-sensitive posts, or if you want to limit commenting some other reason.
What's the difference between consequences and implications?
Consequences are the negative outcomes your prospect faces if they fail to overcome their challenge or achieve their goal. Implications are the positive outcomes your prospect expects if they succeed.
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
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.
Marketing Qualified Lead (MQL)
Contacts who have raised their hands (metaphorically speaking) and identified themselves as more deeply engaged, sales-ready leads
What constitutes a marketing qualified lead (MQL)?
Contacts who have raised their hands (metaphorically speaking) and identified themselves as more deeply engaged, sales-ready leads.
Which of the following is NOT a category you should organize your content audit by?
Content Length
Inbound marketing is the sum of what?
Content and Context. Content is what you are creating and context is who is it for?
Which of the following is NOT a category you should organize your content audit by?
Content title
How are visuals used in social media?
Content with relevant images get 94% more views than content without relevant images
Fill in the blank: _________ is your marketing toolkit, like blogs, videos, and ebooks; _________ is who you're creating it for.
Content, context
What strategies can you implement to earn links?
Create content with input from industry thought leaders. 1. Create a "best-of" or resources list 2. Interview an industry thought leader 3. Write crowdsourced content 4. Ask an industry thought leader to write the forward or give a quote for an ebook
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
How can you make your writing clear and concise?
Cut out fluffiness, leave little chance for confusion or misinterpretation
What is effective content?
Cuts through the noise, slows down the reader
Your coworker wants to calculate the ROI of her most recent email marketing campaign. Which equation should she use to do the calculation? ((additional sales - money invested)/additional sales) x 100 = ROI ((additional sales - cost of customer acquisition)/money invested) x 100 = ROI ((cost of customer - total lifetime value)/additional sales) x 100 = ROI ((additional sales - money invested)/money invested) x 100 = ROI
((additional sales - money invested)/money invested) x 100 = ROI
How do you write an attention-grabbing headline?
- 80% read headline, only 20% read the entire article - Specific, relevant, - Prompt the reader to action
Effective Writing Core Attributes
- Attention-grabbing headline - Tone relevant to your readers - Help the reader do something - Add to the conversation - Write for the way people search - Solid structure - One core idea - Supports your brand messaging - Has relevant CTA - Free of errors in grammar
What is content marketing?
- Strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action - content is the message your content marketing produces - The art of communicating with your prospects and customers without having to sell to them
How do you create a successful content marketing approach?
- Telling good stories - Generate supportive content ideas - Plan long-term content strategy - Build content-creation framework - Become an effective writer - Extend value of content through repurposing - Effectively promote the content(40% create, 60% promote content) - Analyze and measure it - Communicate results with rest of team
Four Stages of Inbound methodology
- attract - engage - delight
Engage
- seamless navigation - deliver helpful experience - helpful customer support
what is a good click-through goal to aim for with a CTA?
-1-2% click through rate
The importance of pinterest
-3 months in the avg. life of a pin -Create a board with links to products.services, links to websites/white papers/employee stories
Anxiety
-Concern of who will have their information once the interact, minimize elements that make your visitor anxious -Consider what might be preventing people from taking action
How is customer marketing helpful?
-Increase engagement with your products/services -Drive customer revenue through retention, cross sell, up sell -Grow a community of customer advocates
What are two types of content that you don't create yourself?
-Influencer content -User generated content
Define a CTA
-Insert after the first few paragraphs -Passive CTA in hyperlinked texts (avoid looking pushy) -Include at end of each post- should be relevant to the content that a visitor has just read of a pop up offer/blog post
Creating a conversion path for people to access your 10x content pillar page on your website
-Let people know your content is available -Consider top navigation, dedicated section with CTA near top of the homepage
Grow
-Need to iterate and optimize them overtime -Customers will tell you what they want out of a conversation -Taking this skill )of speaking with people everyday) and applying it to your business
What is the content compass attributors?
-Needs to be in real time -Neds to allow for multiple contributors to access and collaborate
Efficient
-Odds of becoming inbound leads are 21x greater when they're contacted within 5 minutes versus 30 minutes -Speed is possible through automated tasks
What are the two types of pillar pages?
-Resource pillar page -10x content pillar page
why is a service level agreement (SLA) critical to integrating smarketing into your organization?
-SLA defines what each team commits to accomplishing in order to support the other in reaching the shared revenue goals -crystalizes the alignment around goals
Sales contact stages
-Sales qualified leads (SQL-sales team has determined to be worth of a direct follow up after examination) -Opportunity (a SQL that a sales rep has communicated with once logged as a legitimate potential customer -Customer
What channels work best for your team
-See the strength of where your team communicates best and use that
What are the three steps to creating a long term marketing plan?
-Setting marketing goals -Auditing or assessing your organization's initiatives and assets -Identifying the buyer's journey for your buyer personas
Listen
-Spend 80% of time listening and 20% of time talking -Empathy to understand and feel the customer experience -Use social media to listen to customer experience -Ask customer questions
White space
-The empty space on the page -Allows readers to focus on the content not the clutter
What is keyword research?
-The words typed into search engines -Topics people are trying to learn more about
How to optimize the post around a long tailed keyword
-Title -Body -URL -Alt text -Meta description- roughly 300 characters, should include key word
What is the importance of Instagram?
-Use to be delighted with visual content -90% of users under 35 -Can use a business profile -80% of users follow a brand -Engagement on IG is 10x higher then FB, 54x pinterest, 84x twitter
How your prospects prefer to communicate
-Usually depends on their place in the buyers journey
Consider the following areas when building your conversion path
-Value proposition -Relevance -Urgency -Clarity -Anxiety -Distraction -Optimization strategy
What are the parts of the marketing funnel?
-Visit -Lead -MQL -SQL -Opportunity -Customer
Where your prospects are
-What channels are getting the most traffic -Asking your customers where they want to communicate
What to track in your social media audit
-Your owned social channels -The international owners of those channels -Number of followers -Non-owned channel for legal usage -Profile consistency -Content performance
how are benchmarks used for social media reporting?
-a performance metric that allows you to compare your business results to other businesses in the industry -rely on historical company data and use these as benchmarks
What do you need to build a social media strategy?
-ability to explain each social media channel -understand the impact social listening and engagement -to develop a content strategy for your social media plan -to be able to identify ways that metrics are crucial to your success -to integrate social media into your other inbound efforts
what kinds of words can you use on a CTA to get visitors to take action?
-action-oriented verbs -make things action-oriented -ex. Download the Free Adventure Travel Guide!
what is the benefit in including social sharing icons on a landing page?
-allows visitors to spread the word with others in their networks -if the lead finds the content relevant and helpful, chances are someone they know will also be interested in the offer
why is it beneficial for marketing and sales to close the loop between their teams?
-allows you to : -pass more intel and get feedback from sales -allows you to analyze which market sources are producing the most customers -use conversion assists to help you understand how each individual piece of content you create contributes to closing customers -provide a timeline of all the interactions a contact took prior to becoming a MQL or a customer -pass info to sales that can help aid them in connecting and engaging with contacts within the first 24 hours and send automatic updates to your sales team when their leads revisit the website or take other key actions -make sure to follow up at the best time
how can social media reporting help you analyze your marketing efforts?
-allows you to analyze your social media efforts and refine your social media strategy -provides you with an understanding of how your efforts rank, compared to your actual results
what is a thank you page?
-allows you to present the next step to the newly converted lead moving them even closer to becoming a customer -allows you to thank the new lead for signing up to get the offer -also provides information on what the new lead may want to look at next -gives the lead information they hoped for -can be used to help someone continue through the buyer's journey -great way to thank a lead for their interest in your offer and give them a little more information
what is a positioning statement?
-an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don't three parts: 1. the root, which must contain a reference to talking to a bunch of people just like them 2. two separate positions, so that you have twice the chance that what you say will resonate with the prospect 3. ask a question that gets them to elaborate on their experience with the two positioning statements
can the thank you page extend your social media reach?
-another opportunity for engagement is to include social options -can be a great place to extend your reach on social networks and generate more leads -can allow the leads to connect with you on social media by linking to your company profiles or you can allow them to share the original offer across their own networks
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 does click rate measure?
-are people engaging with your emails? -clicks are valuable on the other side of the click or what they do after they click it
how can you tell if the blog has been formatted properly?
-are using bold section headers -whitespace -images
where does content fit into the inbound methodology?
-at every stage -attract: content is what blog posts are made of -convert: content is what your website forms leads people to, drives visitors to convert into leads -close: content is what builds that email that your leads are opening -delight: personalized content educates people and turns them into promoters
what different content formats are used in the different Buyer's Journey stages?
-awareness stage- analyst reports, research reports, ebooks, editorial content, white papers, educational content -consideration- expert guides, live interactions, webcasts, podcasts, video, comparison white papers -decision- vender comparison, product comparison, case studies, trial download, product literature, live demo
how can you transform the way your prospects perceive you as a salesperson?
-be a sales educator, not a sales bully -in order to put yourself in the position to educate your prospects, you need to become the ultimate listening machine and truly understand your prospects pains and challenges -be a helpful human being and act like a real person -break down the walls of humanity -be a trusted advisor which means to focus on building your personal brand as a thought leader in your space
how can your company establish though leadership on social media?
-becoming a trusted source of information -share relevant industry content -will be trusted by personas and other professionals
how can you transform the way you connect with accounts? what are the guidelines for transforming the way you connect?
-build rapport- establish trust by using the research you have done -get on the same page with your prospect -try to understand their problems -know your audience- put your research into action -tail all of your conversations to who you're talking to -speak the prospects language- the way you articulate information needs to resonate with your prospect -teach prospects about the industry and build credibility -be helpful
what strategies can you implement to earn links, and why does each help?
-build relationships and make connections with authoritative sites and industry thought leaders -create content with input from industry thought leaders - they'll share the content, giving you new visitors and a new link -create content with input from industry thought leaders because you can: create a "best-of" resource list, interview an industry thought leader, write crowdsourced content and ask for an industry leader to write the forward of give a quote for an ebook
when should you be focused on delighting people?
-build trust from the first moment someone interacts with your business -core to customer delight -not just a post-sales activity -should be a priority both pre- and post-sale
What are the inbound best practices?
-buyer personas -buyer journey -create remarkable content -leveraging your content
how can you optimize for getting found in local searches?
-by using directories or if location specific, create Google+ Local Listing page -will tie your business to a specific location
what is a CTA?
-call-to-action -a button that promotes an offer and links to a landing page -can be placed on website pages, blog and in your emails
where does the conversion process occur during the buyers journey?
-can occur at any stage of the buyer's journey -aim for a high conversion rate of 20%
what is the first step marketers should take when developing their social media strategy?
-determine your inbound goals -SMART goals: -Specific -Measurable -Attainable -Relevant -Timely
how can social monitoring be used to develop a social media strategy?
-determine your inbound goals -monitor for the right terms -segment your audience -personalize responses
what's an effective way to empower your team while not micro-managing them?
-develop a set of defined principles that will help them operate autonomously -develop principles that your team members live by -principles create autonomy and empower people to make decisions on their own
if you needed to research a lead, where would you start? what information can you gather?
-do your research on your prospect -look at their about page, case studies, and home page footer on a company's website page -allows you to personalize your conversations and helps you narrow down if this lead is a good fit for your company -look at the news, companies LinkedIn, individual leads LinkedIn, Twitter pages, etc
why do you need to make sure you properly train your team so they understand why developing trust is key to delighting people?
-every small interaction makes a difference because they create the larger experience -train your team to build trust with people
who is responsible for delighting customers?
-everyone!
what different types of data can you use to segment your email sending recipients?
-geographic- IP country, time zones, area code and addresses -company: size, type and industry -role: department, seniority and function -behavioral: conversion events, email opens and page views -marketing intelligence: number of Twitter followers, number of Facebook fans, SEO search terms, website pages and technology
what is a good conversion rate for a landing page?
-goal is 20%
what does it mean when someone says "the marketing and sales funnel is not always linear?"
-it doesn't always follow the order exactly -you may need to go back to steps or repeat steps to make the system work
where does smarketing fit into the inbound methodology?
-key component of inbound success because of its location in the close stage of revenue growth -without smarketing, some of your leads will wither away
what role does a CTA play in a conversion process?
-kicks off the conversion process -a visitor clicks on the CTA and it takes them to a landing page where they fill out information before being given the actual content
what are the different ways you could promote your blog posts?
-link internally to your blog posts -leverage your website (promote recent or popular posts on your blog sidebar and add a blog link to your main website navigation) -share posts on social media -promote posts via email
how do your buyer personas and the buyer's journey factor into your keyword research?
-make a list of keywords your buyer would search for and mimic the language that your buyer persona would use -you use the buyer's journey to categorize keywords by the stages of the journey -awareness- problem based keywords -consideration- solution keywords -decision- branded keywords
how can you transform the way you target accounts?
-make sure you're targeting the right people -by transforming the way prospects find out about your brand, you are insuring that only people entering your sales process are the ones most qualified
what is it important to A/B test your emails?
-make the most of your emails by setting an A/B test -use it to learn more about your emails and your audience -test your email and then send the winning version
what are some things marketing and sales should be held accountable to for their pieces of the SLA?
-marketing to sales is responsible for number and quality of leads required to hit company revenue goals -sales to marketing is responsible for speed and depth of lead follow-up that makes economic sense
how is compensation around goals related to smarketing alignment?
-money can be a valuable lever for jumpstarting organizational alignment
what kinds of questions should you ask for on the form?
-name -email -more information
what are the components of a good email signature?
-name -role -direct line of communication
what are some examples of effective goals for an email send?
-need a clear idea or goal of why it is being sent -goals need to be clear, actionable and it's the a goal that can be quantified -be specific -ex. generate leads, collect feedback, educate customers and prospects, nurture existing leads
how can the visual aspects of a CTA, such as size or color, help to grab your visitor's attention?
-needs to stand out so that visitors will know to click on it -consider what your buyer persona would like to see on a page -use highly contrasting colors or an accent color that aligns with your companies branding
are you required to use a CTA on a thank you page?
-no, choose it very carefully -when considering which offer you will provide on the thank you page, your aim is to move new leads one step further
what are some ways to place visual emphasis on the benefit of the offer?
-numbers, bullets, bolding -helps your visitor focus on what's important with visual emphasis -3-5 bullets for emphasis -remove the navigation menu and links- get rid of any distractions -make sure submit button is highly visible and easy to click -include a relevant image, animation or short video
how does blogging help to convert new leads?
-once people visit your site, you have opened the door to them -if they're interested in your content, they will more than likely become interested in your offers and turn them into leads
what is a buyer persona and how to you create it?
-one of the best practices in inbound -semi-fictional representative of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals -create by conducting actual research, not basing them on assumptions -start by interviewing current customers to get process rolling
how does content differ between pre- and post-internet eras?
-pre-internet- the main factor that limited marketers was physical space; limited amount of space=people fighting for it -post-internet- space is unlimited; there is a ton of content so it can be hard to capture the attention of your prospects; now fighting for attention
how can email help you close leads into customers?
-primary reason for email is to nurture leads into customers -nurturing is about sending the right email to the right audience at the right time -want to send content to help your leads grow
how can you exceed people's expectations during more interactions?
-priority should be to serve people -businesses who are the best educators will be the most successful -serve, delight and educate with content -everyone at your business should be able to identify a customer by their persona, this will exceed expectations
what is lead nurturing?
-process of building relationships with prospect with the goal of earning their business when they are ready -don't force leads to buy from you, but don't lose a lead because they aren't ready
how can you tell if the blog is promoting other offers, and if the CTAs are appropriate?
-provide a subscription form -content offer is relevant to the topic at the bottom of the post -could use the sidebar to promote another offer
can you identify what types of additional content to offer on a thank you page lead offer or what happens next that would move leads further into the buyer's journey?
-provide additional content- make sure these are closely related to the offer that the lead just received -clearly explain where you are sending your leads next -move leads further into the buyers journey by using the opportunity to show another offer that might be of interest to them -grab attention with another CTA
what are some different ways to can expand the reach of your emails?
-provide multiple CTAS that allow your readers to share with people
what is one method tho help manage your social publishing efforts?
-publish on a consistent basis -create a detailed publishing schedule -helps you stay organized and keep followers engaged
how do you pick an appropriate blog topic?
-put yourself in the shows of your buyer persona and what they're going to be looking for -write about problems and questions that people want to know about and find answers for
how does visibility into each others goal's create better alignment and bottom line revenue results?
-real-time information allows for real-time adjustments and improvements -each term is clear about how everyone is doing and can make adjustments in real time
what are the components to the customer delight checklist?
-solve problems -provide recommendations -be yourself
where does a thank you page fit into a conversion process?
-the last step -follows CTA and landing page
how can marketers use email to delight customers?
-use emails to consistently delight people who have already bought their product or service -it can be a check in or sending helpful resources -attention is the key to delight -delighted customers are your biggest advocates
how can you tell if they picked a compelling title?
-value of the post is clear -have a long-tail keyword -is under 60 characters
what is a good clicks-to-submission goal to aim for with a CTA?
-want to aim for 10% clicks-to-submissions goal
how does email personalization impact the success of your email sends?
-want to create the impression that you're speaking directly to your lead -don't want them to feel like you are sending the same thing to many people -address them personally so it feels like a one-on-one conversation -personalize emails based on information you know about your prospects
is it ever appropriate to have more than one CTA in an email?
-yes -have many if they are appropriate and fit with your content
What are the three stages of the buyer's journey?
1. Awareness 2. Consideration 3. Decision
What are the five steps to conversion optimization
1. Define your objective 2. Establish your baseline 3. From a hypothesis 4. Design your tests 5. Analyze your data
Buyer persona stories should contain information about:
1. Demographics and common traits 2. Main goals and challenges 3. Role at their organization or life
Grouping Topics
1. From the topics section, Choose the individual topics you'd like to group together by clicking the checkbox next to the topic name, then click Group selected topics link that is next to the Add new topic button. 2. From this window you'll see the topics you selected and then a dropdown to allow you to Group together as: - once you choose the topic name you want to group them together as (you can choose an existing topic name from the dropdown or type in a new topic name to create), click the Group topics button. 3. After a few seconds, the topics will be grouped together and any post filter modules you use on your website will be updated with the change.
Steps to doing keyword research
1. Make a list o keywords your buyer personas would search for 2. Expand that list by searching the web for alternatives 3. Determine which keywords people are using to find your site 4. Decide which keywords you have the best opportunity to rank for
How to optimize a page
1. Optimize around a primary keyword 2. Include relevant links with the content 3. Promote a good user experience 4. Optimize your website for mobile
What are key concepts related to creating buyer personas?
1. Research 2. Identifying trends 3. creating buyer persona stories
Three parts of comparing messaging channels
1. Where your prospects are 2. How your prospects prefer to communicate 3. What channels work best for your team
What are the landing page best practices?
1. Write a clear, concise action-oriented headline 2. Explain the offer clearly and place visual emphasis on the value 3. Remove the navigation menu and links 4. The form length mirrors the value of the offer 5. Include a relevant image, animation or short video 6. Add social sharing icons
Research, identify trends, and create persona stories
1. You've joined a startup company. Before building your content strategy, you'll need to develop your company's primary buyer persona. What's the appropriate order for developing the buyer person for your startup?
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
Your buyer personas
17. When creating a content offer, use _____ to determine the best content offer format
"Download a Team Communication Guide"
18. Which of the following would be the most appropriate call to action to place at the bottom of an Awareness stage blog post?
The best family-friendly vacation destinations
19. 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?
False. Your menu should not exist on a landing page
33. A landing page navigation menu should be different from the rest of the site.
Website navigation
34. Landing pages should contain all of the following EXCEPT:
True
35. A landing page should connect to a thank you page.
How Long Should You Let Your Conversion Optimization Experiments Run (On Average)?
4 weeks
How long should you let your conversion optimization experiments run (on average)?
4 weeks
Hard bounce
44. A ______ is an email that has been returned to the sender because the email address is invalid.
Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
45. Your boss asks you to do some reporting on your email performance from last quarter. Which email metric can you ignore?
Industry average
45. Your boss asks you to do some reporting on your email performance from last quarter. Which email metric can you ignore?
- What's the maximum number of top priorities a company should have at any given time?
5
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%
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%
True
9. Every page should have a unique meta description
90% of its audience is under 35 80% of users follow at least one brand includes the use of "stories" engagement is 10X higher than Facebook, 54x higher than Pinterest, and 84x higher than Twitter
When doing a quarterly review of your email marketing results, you find that the click rate of your emails has been trending steadily downward. A closer look shows that your open rate has remained the same. Which of the following factors could be creating your poor performance? You are presenting too many options to your readers Your email is not optimized for your mobile readers You are sending emails to unengaged contacts B and C None of the above A and B
A and B
You recently read a blog post suggesting that emails containing only text convert really well, so you decide to give it a try. What tactics can you use to ensure that your email is still engaging and effective? A. Use whitespace to break up the copy of your email B. Avoid using personalization to minimize potential confusion C. Use bolding and headers to indicate which information is most important A and B All of the above A and C
A and C
What's needed to create a topic cluster?
A core topic surrounded by subtopics with hyperlinks
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.
What does a short/broad keyword refer to?
A keyword that has a lot of competition around it. They are very general
Landing Page
A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer. Landing pages are the gatekeepers of the conversion path and are what separates a website visitor from becoming a lead. A smart inbound marketer will create landing pages that appeal to different personae (plural for persona) at various stages of the buying process. A hefty endeavor no doubt, but one that pays off in spades (a currency I have not seen but is oftentimes used in figurative speech).
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
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 a flywheel?
A machine that stores rotational energy.
What is Inbound?
A marketing agency that is about being apart of the conversation
Conversion
A moment when a website visitor takes a desired action
What is conversion?
A moment when a website visitor takes a desired action -acts as checkpoint for your content -a concrete way to measure the health of your strategies success, engage your overall website design in providing value to people wherever they are in the funnel
No-Follow Link
A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites as a way to avoid association with spammy content or inadvertently violating webmaster guidelines. To varying degrees, the no-follow attribute is recognized by all major search engines, like Google, Yahoo, and Bing. Not all links (and linking domains) are created equal, and a no-follow attribute helps avoid any foul play.
The address from which an email is sent can be used to indicate:
A person and A department
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.
Contextualize for relevance
A prospect or customer is in a continual conversation with your brand. Contextualizing means using the information from all previous interactions to provide the most relevant information as quickly as possible. This prevents repetitive conversations and time spent solving for problems or answering question that are no longer an issue.
Qualified Lead
A qualified lead is a contact that opted in to receive communication from your company, became educated about your product or service, and is interested in learning more. It does not include your cat (or dog), your relative that "Liked" your Facebook fan page, or someone you just met on Chat Roulette (if that's still a thing).
NPS (Net Promoter Score)
A quantified view of your customers' relationships and experiences with you. The better you do at creating a valuable and enjoyable end-to-end experience for your customers, the higher your NPS will ultimately climb
What is a buyer persona?
A semi fictional depiction of your customer created using data, interviews, and educated guesses to represent your ideal buyer.
What isn't a business story?
A story is not just your history. It is not cliche. It is not what everyone else is saying A storytelling is about standing out, not blending in. It is about connecting with emotion.
What is a blink test?
A test to calculate the effectiveness of your landing page.
What is jobs theory?
A way of understanding why customers buy your product.
What is the three horizon framework?
A way to conceptualize what your business wants to accomplish in the short-term, mid-term, and long-term.
What are the benefits of organic content promotion?
Able to use multiple platforms due to not being limited by budget
What is the difference between active and passive buyers?
Active buyers are aware they have a problem and are looking for a solution
What is social monitoring?
Actively looking for mentions and conversations across the internet
Content
Acts as your voice, enables you to speak one to one with the tens, hundreds, and potentially thousands who are looking for answers and insights on a regular basis.
Add keywords to your post
Add a couple of keywords that relate to your blog post topic. When you are finished, click on Select keyword.
Beset practices for adding a relevant image
Add a relevant image that will grab the attention of visitors and make them want to read the article. Before you uploading, make sure the file name includes the keyword you're targeting with dashes separating words in the phrase (i.e. internet-marketing-software.jpg).
Best practices to optimize your blog post for SEO
Add keywords to your post View the SEO analytics
Enriching a lead
Adding as much contextual information as possible to the contact record in your CRM
Each Of These Examples Is A Great Way To Prevent Too Much Distraction In Your Conversion Path EXCEPT:
Adding more buttons to your page to frame the conversion
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
Define leads
After a person takes a specific first action
Where does a landing page fit into a conversion process?
After the call-to-action, before the thank you page
Analyze
After the conversion take a step back and get a health check on your conversion path to see if your goals were met.
What do you need to tell a great story?
All about how you frame the story Character, Conflict, Resolution
which departments should be involved in creating content? all departments just marketing just marketing and sales all customer facing departments
All departments
Buyer persona stories should contain information about:
All of the above
What is the purpose of the delight stage of the inbound methodology?
All of the above
Your boss is eager to invest more time and energy into email marketing. She's asked you to submit a list of investments that are essential to a successful email program. What should these include
An agreement to collaboration between departments The purchase of email marketing software commitment to keeping a clean contact database
Awareness
An element to attract visitors to your offers
Define Customer 404 errors
An error that appears when the link used doesn't go to a created page. Make sure you have a customer one as it will greatly increase the users experience. It should offer links to the website
What is a conversation?
An oral exchange of sentiments, observation, opinions, or ideas between two or more parties
Endpoint
An ultimate goal for your visitors to complete a series of steps
What are different formats of content? What's the difference between these formats?
Analyst reports, research reports, ebooks, editorial content, expert content, whitepapers, and educational content are the different formats of content. - *Awareness stage* Expert guides, live interactions, webcasts, podcasts, videos, and comparison whitepapers. - *Consideration stage* Vendor or product comparisons, case studies, trial download, product literature, and live demos. - *Decision stage* The difference between these formats are for specific stages in the buyer's journey
At what size company does smarketing work best?
Any
call to action
Any element on your website or blog that prompts your visitors to take action
Common Connection
Any person you and your prospect both know
Trigger event
Anything that indicates that you could provide immediate value to someone
When should you apply paid content promotion?
Apply paid promotion when your content is already effective, and high-converting
What is a landing page?
Are digital sales reps
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
- According to Jobs Theory which of the following is an example of a job story?
As a commuter, when I'm on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.
As the goliath of the social networks, Facebook is a volatile sandbox of opportunity for any inbound marketer. It provides marketers an opportunity to reach a HUGE audience (over 1.15 billion to be exact), engage said audience, and subsequently grow their business. While it's a core component of an inbound marketing strategy, it shouldn't be the only component. Focusing entirely on Facebook (or any other large social channel, for that matter) will only give you a small piece of the inbound marketing pie. And it's still piping hot, so be careful.
What is the blink test?
Average site visitor spends 3-5 seconds evaluating content
What are the stages that make up the buyer's journey? How are they defined?
Awareness (experiencing and expressing symptoms of a problem or opportunity) Consideration (problem or opportunity defined, researching to understand options) Decision (solution strategy decided upon, compiling list of vendors/products, more research)
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.
What are the three stages of the Buyer's Journey?
Awareness, consideration, decision
- Why is it common for companies to think of themselves in terms of a funnel?
Because many business charts show conversion rates, and those charts are often shaped like a funnel.
What is simple language?
Big words makes you appear less credible and less confident
How do you measure the effectiveness of a landing page?
Blink Test
Attached stylesheets
By default, your primary CSS file will be applied through all of your pages in HubSpot. This section of your blog settings allows you to attach an additional stylesheet if needed. If you decide you'd like to attach a stylesheet, click on the link +Add Stylesheets. From the next window in stylesheets, click the dropdown to select a stylesheet, then click Add.
How do you determine the purpose of a piece of content?
By determining the goal, to get more people to your site, or to get them to convert to leads
How can you determine which keywords people are using to find your site?
By doing keyword research
How do you set proper expectations of what happens next on a thank you page?
By letting the lead know what happens next and be specific
How do you pick an appropriate blog post topic?
By making a list of topics that support a specific conversation, so that people who search your conversation will find your blog post.
How can a thank you page extend your social media reach?
By putting social media icons on your thank you page
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.
Which place is recommended for the storage of your prospect's information?
CRM syste
What is your typical landing page conversion path or top of the funnel lead generation
CTA->Landing Page-> Thank you page
How many levels of comments to allow
Choose how many layers of comments you want to allow on your blog posts. You can have up to 10 levels of comments. In order to enable threaded comments, you must select a number greater than 1.
Steps to configure and publish each blog notification email before it is sent your subscribers
Click on the "Edit" email links for one of the notification emails you turned on. This will guide you through the flow for creating and saving the specified subscription email. When you save your completed email, you will be brought back to the blog settings screen to continue configuring your blog settings.
Process to select an author for the post
Click on the Options tab and then use the Author drop-down menu to select the author of the blog post. You can edit an author's profile by clicking the Edit... button or you can add a new author to your blog by clicking the Add new... button.
Lead nurturing is focused on providing value to your leads by offering the information they need at the right time. Which stage of the inbound methodology does lead nurturing primarily occur?
Close
Why shouldn't you be snarky?
Comes across negatively
How does smarketing increase bottom line revenue results for organizations?
Companies with strong marketing & sales alignment get 20% annual revenue growth
What is closed loop reporting?
Complete the feedback loop between marketing and sales
Why are conversations important in an inbound strategy?
Conversations can deliver your content in a consistent and relationship-focused way.
How does segmentation help improve content promotion?
Creates a specific audience for you to target the right people for your business
types of blogs to consider adding
Customer Blog Press Release Blog Industry News Blog
what does CRM stand for?
Customer Relationship Managment
Why is it important to understand a customer's lifetime value?
Customers can continually offer value, especially for customers with a high cost of acquisition but low cost of service... Gets you customers to continually generate value
What does it mean when someone says "the marketing and sales funnel is not always linear?
Customers either lean more toward marketing or sales, so the amount each group gets can vary
Why is it important to rely on data not emotions when integrating and running smarketing?
Data isn't biased
What is the buyer doing during the decision stage of their buying journey?
Deciding whether they want to buy your product
What is the conversational growth strategy?
Delivering the right message to the right person at the right time every time
- Which of the following is NOT a "job dimension" that Jobs Theory might uncover?
Demographic information
How does distribution fit into the Content Process?
Distribution gives your content more potential
How do you calculate your conversion rate?
Divide the number of people who converted on your call to action by the total number of people who viewed it. Then multiply the resulting decimal by 100.
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
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.
How do you create a long-form conversion focused offer from short-form content?
Don't create content just to create content
All of these are important things to keep in mind when using images in your emails EXCEPT: Emails that are composed as a single image often have deliverability issues Avoid using background images since many email clients will not render them Be sure to add text-based calls-to-action in case your reader's browser does not load images. Don't set a max width or height to your images to ensure flexibility for mobile devices
Don't set a max width or height to your images to ensure flexibility for mobile devices
Fill in the blank: Instagram stories are a great way to _____________.
Drive traffic and engagement
What is the long-tail keyword in the title "An Easy Guide to Training Your Cat"?
Easy Cat Training Guide
What is engagement?
Engagement measures who is interacting with your content
Monetization
FILL IN THE BLANK: INBOUND IS KNOWLEDGE ______?
What are two types of blog post topics?`
General and narrow
by investing as much money into things that drive customer happiness, such a support teams and product improvements, as you do into acquiring new customers through marketing and sales
HOW CAN YOU APPLY FLYWHEEL THINKING TO YOUR COMPANY'S BUDGET?
your back office teams should define and maintain your company's purpose and find ways to share it with the rest of the company
HOW DOES YOUR COMPANY'S PURPOSE AFFECT "BACK OFFICE" TEAMS (ACCOUNTING, LEGAL ETC.)?
What is the difference between a hard bounce and a soft bounce?
Hard bounce - is when emails are sent to inactive or fake accounts Soft bounce - is when emails arrive in the spam folder
word of mouth
IN A FLYWHEEL BUSINESS, WHICH OF THE FOLLOWING IS THE MOST IMPORTANT SOURCE OF NEW PRODUCTS?
How can you tell if they're offering a good user experience?
If you have clear navigation and clear next steps
In its most basic sense, email stands for "Electronic Mail." It's a core component of inbound marketing because it's a direct connection to a contact's inbox. However, with great power comes great responsibility, meaning it's important for inbound marketers to not abuse the email relationship with a contact. It's far too easy for a contact to click "unsubscribe" after gaining their hard earned trust in your communication. Don't blow it.
Content
In relation to inbound marketing, content is a piece of information that exists for the purpose of being digested (not literally of course), engaged with, and shared. Content typically comes in the form of a blog, video, social media post, photo, slideshow, or podcast. From website traffic to lead conversion to customer marketing, content plays an indispensable role in a successful inbound marketing strategy.
How do you earn links?
Inbound links are votes for relevance and quality
What's the relationship between links and SEO?
Inbound links will help you rank higher on search engines
What makes up a good persona profile story?
Includes demographic info, goals, challenges, objections
What is a working title and how is it different from your topic?
It is a specific topic, it is different from your topic because it is specific to one single blog post
What's the difference between traditional marketing and Inbound marketing?
It is customer focused
LinkedIn is a business-oriented social networking site. Launched in May 2003, it is mainly used for professional networking. As of June 2010, LinkedIn had more than 130 million registered users, spanning more than 200 countries and territories worldwide. Getting on the platform, developing a completed profile, and networking has helped many a jobseeker find work. Bottom line: If you're not on LinkedIn, you're SO LinkedOut.
What are inbound links?
Links coming in to your website
Distraction
Make the conversion points stand our from the rest
How is compensation around goals related to smarketing alignment?
Money can be a valuable lever for jumpstarting organizational alignment
Through research you are trying to understand your persona's...
Motivations and goals
Why should your content process be agile?
Needs and context changes overtime
When is the work of creating a persona finished?
Never. You should update your personas on an ongoing basis.
Which channels are opportunities for growth marketers?
New channels, not saturated
Are you required to use a CTA on a thank you page?
No
You've been asked to create a landing page for a ten-page ebook of the 'Best Beach Family Vacation Spots in Europe.' Would you place a button to download the ebook directly from the landing page?
No, because the landing page needs a form.
In 2004, PC magazine wrote an article called, "The Death of Email." It asks, "Has email peaked and become more useless?" Is this true?
No. Email is being adopted and used as a communication channel by more people every year.
How many topics should you focus on per post, and why?
One, because you want the viewer/reader to understand what the post is about
How can you optimize for getting found in local searches?
Online directories
What's the difference between organic and paid content promotion?
Organic = increase visibility of your content without spending money on ad space, or boosted content
How to Select one or more topics for your post
Organize your posts into one or more topics so that visitors can browse your blog by topic. You can create new topics by clicking on the Add new... button and you can manage your topics using the Topics tool linked to from your blog dashboard.
What should you use to host and store your content?
Organize/store it internally
Forming a testable hypothesis
Outline the question you are trying to answer about the numbers you are observing then think about the observation you made while defining your objectives. Then write a statement about what you think will happen.
What's a buyer persona profile include?
Persona for prospective customers: Background, Demographics, Goals, Challenges, Identifiers (semi-fictional)
What are the components of a good email signature?
Personalized signature with CTA
Which network has the longest life for a piece of content?
How can you tie social media efforts back to ROI?
Post/messages that contain video are shared *1200%* more than text and links combined
What keywords fall into the awareness category?
Problem based keywords
How do you conceptualize content?
Process for coming up with creative ideas, can use online resources
The marketing and sales funnel consists of 6 lifecycle stages. What is the correct order starting at the top of the funnel and ending at the bottom?
Prospect (visit), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer
How should you implement a test?
Prove/disprove hypothesis for ideas
Fill in the blank: A thank you page is a way to say thank you, deliver the offer and ________.
Provide more information
Why should you set marketing goals?
Provides you with a long term vision and short-term motivation
In a recent survey, Fifth Season's primary buyer persona reported that she would buy more off-site team building packages if she knew more about the people responsible for delivering the team building exercises. What should Fifth Season do?
Publish a series of "Get to know your Team Building Expert" posts on Facebook
Why is it important to know your buyer personas' reading habits?
Put yourself in the shoes of your prospects. Empathize with them.
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
_______ 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
What Is The Difference Between Reporting And Analytics?
Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
What is a buyer persona?
Representations of your *ideal customer* based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.
What should take place in a monthly management meeting regarding smarketing that is different from the weekly smarketing meeting?
Resolving issues at the monthly meeting and the weekly meetings should be about the team getting on the same page about: team successes, product info, persona education, and SLA waterfalls
SEO
SEO (or Search Engine Optimization) is the practice of enhancing where a webpage appears in search results. By adjusting a webpage's on-page SEO elements (see the letter "O") and influencing off-page SEO factors (again, see the letter "O"), an inbound marketer can improve where a webpage appears in search engine results.
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
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
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
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's the relationship between SMART goals and key metrics?
SMART goals help measure incremental progress
what does a content compass helps organize montly initiatives by
SMART goals, sales campaigns, inbound marketing campaigns
What does a content compass helps organize monthly initiatives by?
SMART goals; Sales Campaigns; Inbound Marketing campaigns ALL OF THE ABOVE
How do you define and determine a sales-ready lead?
Sales team has determined to be worthy of a direct follow-up after thorough examination
What are examples of paid content promotion channels?
Search engine ads, and paid social media campaigns
How do you set a SMART goal for social?
Set goals that help push your social media efforts forward
What is smarketing?
Smarketing is the process of aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue.
Why is it important to format your blog post properly?
So you can access the write buyer personas
Why should you be measuring and tracking as many of your customer's interactions as you can?
So you can learn more about your buyer personas
Why is it important to A/B test your emails?
So you can see which email is more effective
There are many benefits to having a social media strategy. Which answer is NOT one of them?
Social media helps you send better emails.
How can you measure reach?
Social sharing
How can you use your blog and blog posts to promote your other offers?
Social sharing and following buttons
What are the different metrics that can be used to measure content efficacy?
Social sharing, views, subscriptions
What keywords fall into the consideration category?
Solution Keywords
What are the components to the Customer Delight checklist?
Solve the problems, provide a recommendation, be yourself
Top of the Funnel
Sometimes called "TOFU", top of the funnel refers to the very first stage of the buying process. Leads at this stage are just identifying a problem that they have and are looking for more information. As such, an inbound marketer will want to create helpful content that aids leads in identifying this problem and providing next steps toward a solution. TOFU is also very tasty in certain Thai dishes.
What is a SMART goal?
Specific Measurable Attainable Relevant Timely
What are SMART goals?
Specific Measurable Attainable Relevant Timely *Goals*
S in SMART
Specific: visits, leads, or customers
SCOPE
Standardize Contextualize optimize personalize empathize
Monthly Notifications
Subscribers receive a monthly digest of your blog posts. You control the maximum number of posts per digest and the day and time it goes out.
true
TRUE OR FALSE? A CUSTOMER'S BUYING JOURNEY IS EVER-EVOLVING. YOU SHOULD MAKE UPDATES AS YOU LEARN MORE ABOUT YOUR BUYER PERSONA
false
TRUE OR FALSE? AS BUYING BEHAVIOR CHANGES, THE INBOUND PHILOSOPHY WILL ALSO EVOLVE?
false
TRUE OR FALSE? ATTRACTING IS THE ROLE OF MARKETING. ENGAGING IS THE ROLE OF SALES. DELIGHTING IS THE ROLE OF SERVICES
Deconstructing the downloadable offer into a 10x content pillar page
Take content offered in guide and format it in a way to fit on the pillar page
Event-based audit
Take into account any upcoming events you might need content for
Why would you recycle a long-form content offer?
Take key information of a long-form offer and put it into different forms (e-book to slide deck)
Establishing your your basline
Take stock of your current performance and track what changes affect it
How to use advertising
Targeted, relevant, and helpful-speak directly to the audience
What resources will you need for building a framework for creating content?
Team Tools
What is the buyer's journey?
The active research process people go through leading up to making a purchase
The Buyer's Journey
The active research process someone goes through leading up to a purchase
What is the buyer's journey?
The active research process someone goes through leading up to a purchase
The buyers journey
The active research process someone goes through leading up to a purchase.
Define the buyer's journey
The active research process someone goes through prior to making a purchase
Before sending out your monthly newsletter, your coworker asks you to check the email for potential errors and design problems. Which of these findings might cause the newsletter to render improperly, lowering the click rate of your email? Your coworker used tables for positioning instead of HTML and CSS The maximum width of the email has been set to 600 pixels Your coworker has used inline CSS rather than externally referenced CSS The alt text has not been defined for any of the images
The alt text has not been defined for any of the images
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
All of the following are metrics you need to track in your social media audit EXCEPT:
The bounce rate
What social media channels should brands be using?
The channels that your personas are active on
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 analysis
The detailed examination of anything complex in order to understand its nature or to determine its essential features
What is whitespace?
The empty space on the page
when does the engage stage of the inbound methodology begin?
The engage stage begins when a prospect or customer takes a desired action wrong
What is the relationship between the inbound methodology and the concept of a flywheel?
The inbound methodology is round to help you visualize your company as a flywheel.
- In the three horizon framework what does horizon two symbolize?
The initiatives you take to power mid-term success
What sort of language should you use in keywords?
The language that your customer would use.
The engage stage begins:
The moment a person takes the desired action--to read that article, to book that meeting, to chat with that bot. It's about starting a relationship and becoming that trusted advisor.
Why is promoting your content important for SEO?
The more popular your content the higher you will rank, so to gain popularity you need to promote your content
What is the importance of contacts?
The most important tool in your inbound box, the real people you provide value to who in return will help you grow your business. They are the heart of you inbound marketing efforts
How can you measure engagement?
The number of interactions with your brand
What is audience growth and how can it be measured?
The number of new audience members you attract, it can be measured by CTA's
What kinds of information does your customer service team likely need included in each persona?
The parts of your offering that the persona likes most and least.
What does the consideration stage refer to?
The problem has been named and the customer is willing to evaluate options for addressing their need. in this stage the customer decided what sort of solution strategy is needed
What is smarketing?
The process of aligning the sales and marketing teams around common goals within a business or organization, focused on improving revenue
What is lead nurturing?
The process of building relationships with prospects with the goal of earning their business when they are ready
Lead Nurturing
The process of building relationships with your prospects with the goal of earning their business when they're ready
Define search engine optimization
The process of improving your website so that it attracts more visitors from search engines
What is search engine optimization (SEO)?
The process of improving your website so that it attracts more visitors from search engines
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.
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.
What is conversion optimization (CRO)
The process of testing hypotheses on elements on your site with the ultimate foal of increasing the percentage of visitors who take the desired action
What are analytics
The process of using analysis
What is sales enablement?
The processes, content, and technology that empowers sales teams to sell efficiently at a higher velocity -Marketing and sales teams become aligned
What is the buyer's journey?
The research process someone goes through leading up to a purchase
How do your buyer personas and the buyer's journey factor into your keyword research?
The research will mirror what your buyer personas are and what stage they are in the buyer's journey.
How should you end a story?
The resolution should call your audience to action. It should fulfill the purpose of the story.
What is considered a shift from traditional to inbound marketing?
The shift is from marketer centric to customer centric
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
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.
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.
You perform an audit of all of your website content (content offers, website pages, and blog posts) and realize you don't have much content that would fit into the consideration stage of the Buyer's Journey. You decide to create a new consideration stage content offer. What should the topic be focused on?
The solution to your buyer persona's problems
What does the awareness stage refer to?
The stage in which customers are seeking to more clearly understand and name their problem
What is engagement?
The step you take in having conversation with individuals about your industry, brand, products, and services
What is social engagement?
The step you take to have conversations with individuals talking about your industry, brand, products, and services.
What is social engagement?
The steps you take to have conversations with individuals talking about your industry, brand, products, and services.
How do you determine the timeline for closing a deal?
The timeline should be based on the prospect's goals
A landing page headline should always contain which of the following:
The type of offer
Where is the Analyze stage of the Inbound Methodology?
There isn't one
Custom contact properties are a critical component of an effective contact database for all of the following reasons EXCEPT:
They allow you to automatically track a contact's engagement across social media channels
URL
This is short for Uniform Resource Locator. I honestly didn't know that before writing this definition. Basically, this is the address of a piece of information that can be found on the web such as a page, image, or document (ex. http://www.huspot.com). URLs are important for on-page SEO, as search engines scour the included text when mining for keywords. If a keyword you're looking to get indexed for is in the URL, you'll get brownie points from search engines (but no real brownies, unfortunately).
Off-Page Optimization
This is the free-spirited cousin of on-page optimization. Off-page SEO refers to incoming links and other outside factors that impact how a webpage is indexed in search results. Factors like linking domains and even social media play a role in off-page optimization. The good news is that it's powerful; the not so good news is that it's mostly out of an inbound marketer's control. The solution? Create useful, remarkable content and chances are people will share and link to it.
Responsive Design
This is the practice of developing a website that adapts accordingly to how someone is viewing it. A responsively designed site will be easy to read and navigate, regardless if you're viewing it on a laptop, tablet device, or smartphone. For all those Transformers fans out there, think of it as Optimus Prime in website form.
A/B Testing
This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts. Primarily, this is done in email marketing (with variations in the subject line or copy), calls-to-action (variations in colors or verbiage), and landing pages (variations in content). Outside of inbound marketing, you can use it to determine what tastes better on a peanut butter sandwich: jelly or fluff.
Number of Posts in RSS Feed
This option will allow you to input a number for how many posts you would like displayed in your RSS feed. So if someone were to utilize your blog's RSS feed, they would only see however many posts here that you'd like to display.
Middle of the Funnel
This refers to the stage that a lead enters after identifying a problem. Now they're looking to conduct further research to find a solution to the problem. Typical middle of the funnel offers include case studies or product brochures—essentially anything that brings your business into the equation as a solution to the problem the lead is looking to solve. Also, if you want to be cool, you can refer to this stage as "MOFU" for short.
Why include links that direct outside of your page?
This shows the search engine that you've done research and improves your ranking. Max 1-2 per paragraph
Viral Content
This term is used to describe a piece of content that has become wildly popular across the web through sharing. Oftentimes, folks don't know a piece they're creating will be viral until it actually does, which is usually unfortunate if it's particularly embarrassing.
What is the end result of a content brainstorm?
To generate new and unexpected ideas
What is the purpose behind performing a blink test?
To see if visitors remember your site
A customer's buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.
True
True or False? Social Listening can help you find leads.
True
True or false? Most buyers start researching potential solutions before they meet with a salesperson.
True
Awareness stage
Trying to understand or put a name on their problem
Why do you need an analytics platform?
Understand impact on content on business and identify opportunities for improvement
Your sales manager wants you to focus on explaining the value of your product or service to your prospect on your phone calls. Which of the following is the MOST effective way to accomplish this?
Use positioning statements
Why is it important to compare results to goals?
Use results to update your goals each period of time/track performance
Highlight your points
Use sub-headers, bullets, or numbered lists
How do you choose the template for blog posts?
Use the drop-down menu to choose the template layout for rendering this blog's posts and then click the Save changes button to apply the change. If you were migrated to HubSpot, your default blog should already be configured with your company's custom template.
How do you select the publish date format for your blog?
Use the dropdown menu to choose the format (the current date will be used as the example) and then click the Save changes button to apply your selection. If you're comfortable working with code, you can also choose to use a custom date format that you create using Locale Data Markup Language.
Optimizing a blog post
Use the longtail keyword and focus on the title, body, URL, alt-text, and meta description and include relevant links
What metrics should you use to tell your data's story? What's a proper meeting cadence?
Use the metrics that align with stakeholder values
How can you move leads further into the buyer's journey using a thank you page?
Use the thank you page to show them another offer that might interest them
Blog Settings
Use to customize your blog to your liking. After you've decided on your general content direction, you'll want to configure it before you start publishing your blog posts.
How can you use search engines to help generate content ideas?
Use tools like "google search console" to see what keywords people are typing ing. Also use autocomplete and related searches.
You've used Jobs Theory to conduct research on how customers are buying your products. You've discovered that they're buying for a different reason than you expected. What should you do?
Use your findings from job theory to change your company's internal understanding of its purpose.
blog authors screen
Used to manage your team of content creators and see how many live posts they've published. You can customize each author's personal information for display on the posts they publish.
Best practices for entering a title for the blog post.
Using the Download Now: The Blogging Worksheet and start brainstorming blog article titles based on your target long-tail keyword. Make sure you include the keyword you're targeting in all the titles you brainstorm, and that you're writing about relevant topics that your audience will find interesting and would learn from.
What kind of words can you use on a CTA to get visitors to take action?
Verbs
standardize, contextualize, optimize, personalize, empathize
WHAT ARE THE FIVE INBOUND PRINCIPLES?
Attract, engage, delight
WHAT ARE THE STAGS OF INBOUND METHODOLOGY?
identify topics you may have information on, and what types of questions may be asked
WHAT DOES A KNOWLEDGE STRATEGY ALLOW YOU TO DO?
customer relationship management
WHAT DOES CRM STAND FOR?
it's the active research process someone goes through leading up to a purchase
WHAT IS THE BUYER'S JOURNEY?
a description of your ideal buyer that sounds like its talking about an individual person but it abed on aggregated information about your target market
WHICH OF THE FOLLOWING BEST DESCRIBES A BUYER PERSONA?
movement through a funnel immediately stops when things stop flowing into the top of the funnel
WHICH OF THE FOLLOWING IS A PROBLEM WITH THINKING OF YOUR BUSINESS AS A FUNNEL?
How can you tell if they're promoting their content?
We can see that they have prominent social sharing buttons, which means that visitors can share the article themselves. They've also promoted this content on their Twitter, LinkedIn, and Facebook profiles.
XML Sitemap
We couldn't leave "X" out of the party! An XML sitemap is a file you can use to publish lists of links from across your site. Sitemaps do not guarantee all links will be crawled, and being crawled does not guarantee indexing. However, a sitemap is still the best insurance for getting a search engine to learn about your entire site. It's sort of like saying "Hey, Google -- check out this fine website."
Zilch
We couldn't think of anything for "Z," so I ask you dear readers -- what inbound marketing related topic should we define that begins with the letter "Z"?
Prospect
Website visitors who you've gathered minimal data on or who have signed up for a blog or an email newsletter
Define Online directories
Websites such as Yelp and directories of commerce are examples
Analytics
What I sometimes refer to as the "eyes" of inbound marketing, analytics is essentially the discovery and communication of meaningful patterns in data. When referred to in the context of inbound, it's looking at the data of one's marketing initiatives (website visitor reports, social, PPC, etc.), analyzing the trends, and developing actionable insights to make better informed marketing decisions. Also, if you start using analytics buzzwords there's a 65% chance you'll sound really smart (source: unknown).
how to brainstorm for a blog topic
What are the most frequently asked questions you hear? What do our buyer personas need help with? What do you wish people knew about our industry? What are industry bloggers, social media, and our competitors talking about?
How can you tell if they're linking to other sources?
When important keywords acting as the hyperlink.
What should a 301 reroute be used for?
When optimizing web page names make sure you create a 301 reroute so that customers will have a seamless experience by using the old link
When should you transition to the explore phase?
When the buyer confirms they're willing to discuss their goals and challenges with you
Where should you spend your time with distribution?
Where you buyers spend their time.
Goals
Where you should begin, helps provide alignment between marketing, sales, and service teams, shows your marketing effort
What can you learn from measuring and analyzing your content?
Which methods are effective, and determine where you need to go
What is a content creation workflow?
Who on your team is doing what, when, and how... should be intuitive
Example of how to write about some data or research that your company is privy to
Write about some data or research that your company is privy to. The best examples of Y The worst examples of Y The complete guide to Y for X
What kinds of words need to be included in a landing page headline?
Write clear and concise words
Example of taking a stand against or in facor of an industry trend or convention
Y : What every X needs to know Why every X needs to know Y Should X start using Y?
What is Jobs Theory
a method for understanding why people buy certain products and services
blogging
a place to regularly publish and promote new content related to your business and industry
buyer persona
a semi-fictional representation of your ideal customer based on real data and some select educated speculation
Buyer Persona
a semi-fictional, generalized representation of your ideal customer based on real data about demographics, behavior patterns, motivations, and goals.
What is a style guide?
a standard set of rules to have consistency through all communication platforms
Conversational Growth Strategy
a strategy for increasing the success of your business by building 1:1 relationships with prospects and customers, one conversation at a time
Fill in the blank: _________ is your marketing toolkit, like blogs, videos, and ebooks; _________ is who you're creating it for.
a) Content b) Context
Which departments should be involved in creating content?
all departments
Who is involved in the growth marketing process?
all divisions in your organization are involved
blog editing tool
allows you to compose and edit your blog posts while seeing it take shape in preview mode in real time.
What are the components of the HubSpot Blog tool?
an editing screen, option screens, blog authors, subscriptions, comments, and reporting
Who should be involved in creating your buyer personas?
anybody who interacts with your customers, directly or indirectly, should be invited to give input
What could a marketer use in the engage stage to engage with different segments of their audience?
anything that helps them build trust with buyers (articles, free quotes, chat bots, answering questions, etc)
According to Jobs Theory, which of the following is an example of a job story?
as a commuter on my way to work I want a quick and easy breakfast
What are the stages in the inbound methodology?
attract engage delight
what are the stages in the inbound methodology
attract engage delight
Why is it common for companies to think of themselves in terms of a funnel?
because many business charts show conversion rates and those charts are often shaped like a funnel
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
Why is it important to do keyword research around your blog topics?
because you want your blog post to be discovered
what elements help readers easily digest the content of a blog post
bolding, images, whitespace
What occurs during the attract stage of the inbound methodology?
buyer is becoming aware of their problem/issue/objective, so you create helpful and relevant content that answers questions they have or questions similar to what they have
categories you should organize your content audit by
buyer's journey stage marketing funnel stage conent title
How can thinking of your business as a flywheel improve the handoff between sales and services?
by giving more visibility into the steps involved to make the handoff go smoothly
How can you apply flywheel thinking to your company's budget?
by investing as much money into things that drive customer happiness such as support teams
How can you apply flywheel thinking to your company's budget?
by investing as much money into things that drive customer happiness-such as support teams and product improvements--as you do in acquiring new customers through marketing and sales
Innovation
change is better than the status quo, innovate to serve people with the right products
If your content is focused on the different solutions to your buyer persona's problem, where would that content fit into the buyer's journey?
consideration
Fill in the blank: You standardize for
consistency
Fundamentals
contacts, personas, buyers journey, content, goals
in terms of inbound, what is context?
content + context = inbound marketing
Your_____ is your strongest acquisition lever. content library current customer base inbound tool stack sales- qualified leads
content library? wrong
What does CRM stand for?
customer relationship management system
Which parts of your organization do you need buy-in from?
customer service and support team, sales team, and products services team
Decision stage
decides on a solution to their problem
What is spell check?
double-check mistakes
How should you review and edit your content?
double-checks to make sure the best practices in writing the content have been used and SEO has been maximized
What are examples of a conversion?
downloads, views, demos, signups, etc
Instagram stories are a great way to _____________.
drive traffic and engagement
How can you improve your writing?
edit
What should your writing be?
educational, full of personality, relevant to the audience
education
empowering is better than ignoring. Education people to grow their knowledge.
Why is repurposing content important?
extends value of your customers (change channels)
- True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services
false
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
True or false? As buying behavior changes, the inbound philosophy will also evolve.
false
True or false? When you standardize, you're creating a single standard answer that has no variations
false
True or false? Every business exists primarily to create profits?
false, although most buisnesses have to generate profits in order to sustain themselves, every buisness exists to fulfill specific purpose
True or false? Every customer has to have a fantastic experience in order for your company's flywheel to accelerate.
false--thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible, even to your most difficult customers
Fill in the blank: The inbound methodology is a
flywheel
Which of the following is NOT true about a flywheel?
flywheels can't coexist with funnels
If a sales rep is speaking with a specific person and discovers that the person doesn't exactly match their assigned persona, what should the sales rep do?
focus on serving the person using the information they provide even if it doesn't match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.
Blog topics
general and narrow ex. running shoes vs how to increase the lifetime of your running shoes
Why should you take a break when writing content?
get fresh ideas and a new perspective
Why should you update the headline of republished content?
helps each post stand out
In what ways does SEO help your inbound marketing?
helps you figure out what your prospects are searching for, so that you can make sure that they find your website.
blog topics screen
helps you identify the topics most commonly used throughout your blog and will provide the ability to edit your topics more efficiently.
Fill in the blank: If lead nurturing is the content then segmentation is ______________________.
how you provide the context
When it comes to inbound best practices, you personalize for:
impact
blog title
includes a long-tail keyword and makes the value of the post clear
What is a CTA?
is a button that promotes an offer and links to a landing page
what stage of inbound marketing does SEO belong in?
it belongs in the attract stage
When it comes to goal setting, what are key results?
key results are how you quantitatively benchmark and monitor how you get to the objective
Snapchat
largest demographic is 12-24
Why should you experiment with messaging?
learn to deliver your content to your audience
Fill in the blank: When optimizing your content for clarity, your goal is to
leverage given channels to and mitigate its weakness
To create lasting relationships with customers
listen, serve, and follow up
Who is responsible for delighting prospects and customers?
marketing sales and service
a conversion path is the method by which you encourage someone to ________
move down your funnel
blog posts dashboard
provides you with a quick summary of how your blog posts are performing over time. You'll see a graph of views or subscribers over time along with a list of your most recently published blog posts. Will also give you the ability to see your blog performance from one time compared to another
How do you extend the value of your content?
republishing/recycling
Which sites should you post republished content to?
reputable sites with higher domain reliability
How do you write for the way people search?
research the words people use to search and communicate
if you plan to do real-time marketing, you'll need to use ________
social listening
What are contractions?
sound more conversational and human (combining words)
What are the five inbound principles
standerize, contextualize, personlize, omptize, empathize
contact management is a _______
strategy that focuses on using a software program to easily store and source a contact's information
How do you use a canonical tag?
tells search engine that this is republished content
How should you run a test?
tests should be focused on uncovering: - costs to acquire a customer through this channel - customers available through this channel - customers in this channel who we want -- ideation -- planning and implimentation
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
Why is promoting a good user experience important for SEO?
the experience that people have on your site when determining how to rank you.
closed-loop reporting
the feedback loop between marketing and sales
When you use Jobs Theory to develop a timeline of events, where does that timeline start?
the first time a potential customer realizes they have a need
In the three horizon framework, what does horizon one symbolize?
the intutives you take to power short term success
smarketing
the process of aligning the sales and marketing teams around common goals within a business or organization, focused on improving revenue
a customer isn't truly a customer until
they've had the chance to leave you and chose not to.
To build trust with your target audience, you need to align with the way they _________. (Choose all that apply.)
think research purchase
what is lead nurturings three-pronged approach for delivering helpful content?
timely, efficient, and targeted approach
T/F: it's recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource
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
What steps do you take to configure the HubSpot Blog tool?
use the Blog Settings section of Content Settings.
What are some distribution options?
website pages business blogs social media landing pages calls to action marketing emails
Which of the following is NOT a key part of a company's culture?
what customers say about the company
According to Jobs Theory, which of the following is an example of a job story?
when I'm on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.
online resources you can use to find photos in the Creative Commons
which means that the photos are free as long as you properly credit the photographer. Just do a search on any of these sites for a keyword related to the content of your blog post: Wikimedia Commons Flickr Creative Commons Creative Commons Search
In a flywheel business, which of the following is the most important source of new prospects?
word of mouth
true
TRUE OR FALSE? MOST BUYERS START RESEARCHING POTENTIAL SOLUTIONS BEFORE THEY MEET WITH A SALESPERSON?
False
50. Smarketing is only helpful for increasing revenue for large organizations with 100+ employees.
Your business is launching a new product and wants to communicate its value to all of your existing customers. To do this, the VP of Product Marketing wants to send an email to every customer. If you were the VP of Customer Success, how would you respond?
"Do you mind if I ask my Customer Service Managers what they think is the most effective ay to communicate this update to our customers"
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"
How to calculate an NPS
"On a scale of 1-10 how likely are you to recommend this product to a friend?" Promoters: customers who answered with 9 or 10 Passives: customers who answered with 7 or 8 Detractors: customers who answered with 0 through 6 Promoter % - Detractor %
What is the Golden Circle?
"People don't by what you do, they buy why you do it." 1) Why are you doing what you're doing? 2) How will this help your audience? 3) What are you offering?
Which is easier to rank for - the short keyword "teamwork" or the long-tail keyword "promote teamwork between employees"?
"Promote teamwork between employees" - long-tail keywords are more targeted, so fewer people are searching for them and there's less competition
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."
Best practices for blog page titles
*Reflect the content of the page. *Be unique for each page on your site. *Use target keywords. Keep in mind that the earlier words in the page title are given more weight than the later words. *Keywords or phrases should be separated by a pipe character ( | ) or hyphen ( - ), like in the example below. *Be brief. Search engines discount the importance of a given keyword in the page title more or less depending on the total number of words in the title. If a page title has 10 keywords, each word is about half as effective as if the title only had 5 keywords. This means you need to strive to eliminate words you don't want to rank for, like "and," "with," "or," and so on. *Be limited in length to about 4 keywords. Seventy characters is the maximum length that will be shown in search engines, so keep it under that limit if you can. (You can.) *Be written for click-through appeal for the human visitor (not the robot search engine).
What roles are included in a content creation team?
- Content Manager - Writer - Editor - Designer - Coordinator
How do you organize a content audit?
- Content Title - Buyer's Journey Stage - Marketing Funnel Stage - Format or Type of Content - Which buyer persona it's targeting - Any additional notes that provide value or context
How do you find resources to include in a content audit?
- File manager/marketing folder - Sales team or tenured employees - Customer Relation Management system or Content Management System (CMS)
Traditional Marketing
- cold calls - interruptive - marketer-centric
Attract
- getting people to the website, making sure its pleasing, and using keywords
Why should you repurpose content?
- gives you another opportunity to rank within search engine results - reach new audience - supports consistency of your message - helps content marketing team create content on a more consistent basis
delight
- surveys - smart content - social monitoring
Importance of youtube
-2nd largest social media platform -5 billion videos are watched everyday -Videos with tutorials are helpful to sway prospects -appx. 20% of people will leave video after first 10 seconds
why do people stop doing business with a business?
-65% of consumers surveyed said they've cut ties with a brand over a single poor customer service experience -customer service better be at the top of your list when it comes to organizational priorities
why should you optimize for mobile?
-80% of internet users own smartphones -make sure webpages can be easily viewed on any screen size
Why is customer marketing important?
-Buyers decide on what company's customers have to say -Word of mouth is what is considered most important -Practicing inbound means putting buyers in center of business
What are the CTA best practices?
-CTAs should be action-oriented. -They should include keywords that are consistent with the offer you are marketing on the landing page. -CTA should grab attention and stand out as a clickable button. -They should use strong and appropriate on-page placement. -Test out new changes one at a time, analyze the results, and repeat.
What are the three elements of a lead nurturing strategy?
-Contact management -Segmentation -The buyer's journey
What are the inbound marketing fundamentals?
-Contacts -Buyer personas -Buyers journey -Content -Goals
What are the two long-term content planning audit types?
-Content audit -Event based audit
What is user generated content? (UGC)
-Content developed by a consumer of your business interacting/promoting with your business -Hashtags are helpful for search and also creation
What is educational content
-Content that attracts people to your blog by answering the questions as problems that people are searching for answers too (use buyer personas). -Write about your industry not yourself.
Importance of Facebook
-More than 67% of Americans use facebook as a primary source of news -Requires businesses to use a business page -Friend limit on personal page, not on business -Access to analytics (insights) -Ability to categorize company for search, add mission statement, product catalog, awards, give customers a chance to review -Most important reason is for advertising (can hypertarget audience)
The importance of Linkedin
-Most business to business (B2B) use for networking -Look up individuals you are meeting with -Find out more about a prospect -Build thought and leadership -Offer value through targeted advertising -To network in Linkedin groups -Share content with links back to your website properties
Measuring and improving
-Need to ensure the accurate tracking of your conversations -Go back to your goals and measure what worked and what didn't to improve the next campaign
Identifying the timeline
-On of most beneficial aspects is timeliness -Good idea to send 2-3 emails to your prospects during lead nurturing (space out emails 75% of leads buy within 18-24 months)
Sub-headers
-Organize and break up your blog post in different sections -Sub-headers should be written with H2 tags or smaller, never H1 tags which signal a title
What is the influencer methodology?
-People who have highly influential followers who will listen when they promote something -Want to build relationships with budding influencers
Marketing contact stages
-Prospect (website visitor whom you have limited info on) -Lead (contact who submitted their info) -Marketing Qualified leads (MQL- contacts who have raised their hands and have identified themselves as more deeply engaged, sales-ready leads
10x Pillar Page
-Provide a comprehensive overview of a specific topic -Mostly made up of your owned media -Format of this page is similar to that of an ungated ebook or guide (human nature want to take something with you if you if value in it)
what is a metric that measures lead generation?
-ROI -important to assess how your time was spent and what the numbers reflect -ex. "What is the conversion rate for this content?" -can be a tricky metric to measure -calculate conversion rate using Google Analytics, Buffer or HubSpot
what is a metric that measures content consumption?
-ROI -important to assess how your time was spent and what the numbers reflect -ex. "How many people have viewed this content?"
How do you go about researching buyer personas?
-Start by asking *current customers* their demographics, goals, and challenges 1. Job Description 2. Age 3. Gender 4. Location 5. Why they buy
Plan
-Start to identify the best places and areas to have a conversation and start to plan what the customer might say in the convo -Plan ahead for all the places the suers might stray away from the ideal path
How to match buyer persons with the right messaging platform
-Take their age into account for instance millennials will consume more video data while baby-boomers communicate more via email -overall conversation growth strategy needs to bounce across channels bringing content and context together
What is content marketing?
-The art of communicating with your prospects without having to sell to them -A strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defines audience and, ultimately, to drive a profitable customer action
How to create an SLA
-The avg. conversion rate from lead to opportunity -The avg. conversion rate from opportunity to closed sale -The avg. value of a sale
Follow up
-To ensure you do not lost the trust you have developed -Want to continue to educate your customers just like you continue educating your prospects
in what ways can you customize your content for Twitter? Facebook? LinkedIn?
-Twitter- use 140 characters or less, link and image -Facebook- less than 250 characters and showcase brands personality, use 80 words or less, encourage engagement by asking questions, use photos, video and links but make it more personal than Twitter -LinkedIn- share rich, thought provoking, long-term content, keep the information professional
What is a service level agreement (SLA)
-Two way agreement where marketing commits to delivering a certain number of leads to sales and sales commits to contacting those leads within a certain time frame -Formalize the marketing and sales goals to ensure he company is set up to reach its revenue goal
The importance of twitter
-Ultimate by the minute news network -500 million tweets sent everyday
Organize event-based auditing into these categories
-Upcoming priorities by moth -Initiative overview -Theme -Prospective blog post topics based on your uyer persona -Inbound marketing campaign that ties together your efforts
The body
-Where your readers will learn the most -Always solve for the reader first -Cover your topics in full and have met expectations that your blog title promised -Mention key word at a normal cadence throughout the body and part of your headers
Images
-Will visually break up your context -Place an image at the top to entice your visitors to read further (make sure its relevant)
what type of content is appropriate to email leads during the awareness stage of the buyer's journey? the consideration stage? the decision stage?
-awareness: keep your content easily consumable, capture interest and educate (ex. videos, blog posts, slide shares, free tools, ebooks/guides) -consideration: answering the unasked questions that you anticipate might be running through your leads heads (ex. webinars, case studies, FAQ sheets, product whitepapers, third-party reviews) -decision: be up front with what you can offer; up close and persona with your product or service (ex. free trials, ROI reports, product demos, consultations, estimates/quotes)
what are the components of a persona profile story?
-background (basic details about person) -demographics (gender, age, race) -identifiers (buzzwords) -goals (personas primary and secondary goals) -challenges (primary and secondary challenges to personas success) -how we help (how we solve problems) -common objectives (identify personas objections) -real quotes (that represent persona)
how can you tell if they've optimized the page around the keyword?
-based on page title, URL, body, image alt-text
in which stages of the inbound methodology can social media be used? how?
-can be used at every stage
at what size company does smarketing work the best?
-can happen within any organization size and works at all levels
how does a CTA help to convert visitors into leads?
-can't get leads without a conversion process -conversion starts with a CTA -conversion process includes CTA, landing page and thank you page -when a visitor clicks on the CTA, they are brought to a landing page where they fill out a form with their contact information turning them into a lead
how often should marketers check their social media results?
-check at least once a week -use results to inform your marketing in the week ahead
what kinds of words need to be included in a landing page headline?
-clear, action-oriented headline -tell your visitors what they're getting and how they are going to access it -include the type of offer in the header (ex. ebook) -use an action verb -explain what the offer is -explain the offers benefit to the lead
how do you measure the effectiveness of a CTA?
-click-through rate -click-to-submissions rate -make one small change at a time and see how that performs before making another change
how does smarketing increase bottom line revenue results for organizations?
-companies with strong smarketing get 20% annual revenue growth -if you don't use smarketing you have a decline in revenue
what are the elements of an optimized social media profile?
-company logo set as profile picture, header- want to be recognizable -clear, creative and concise company description- opportunity to introduce yourself to future customers, can use keywords to make it easy for prospects to find you -link to company website- invitation for your audience to learn more about you
how do you measure the effectiveness of a landing page?
-consider how your persona is interpreting the offer -if needed, make changes one at a time so you can evaluate effectiveness -measure effectiveness on what works and what does not by making changes and evaluating them
why are dashboards a great way to display ads?
-create and share a common dashboard with the reports aligned with the teams' goals -check the dashboard daily and encourage individuals to fix problems -provide frequent, public and transparent updates as to how marketing and sales are performing -start off with the SLA
What is inbound?
-creating marketing that people love -based off the inbound methodology
what is content defined by? how do you determine the purpose of a piece of content? what are the different formats of content and what's the difference between them? how do you pick the best format for a piece of content? what should you consider when determining a topic?
-defined by purpose -offers want to convert visits to leads -want to attract strangers to your website -format- what form it comes in, all about personas, how much time to you have to create it and now much info you want to present -topic- what are you writing about? one of the most important parts of content creation, use buyer personas and buyers journey for remarkable content and topic -ways to identify topics that matter: keyword search, internet forums, personas goals, popular industry news and personas challenges
how is the goal of a call determined?
-determine before getting on the phone -based on the information you have gathered in your research, what is the goal of the call?
how can you tell if a business has followed social monitoring best practices?
-determine inbound goals -monitor for the right terms -segment your audience -personalize responses
what should take place in a monthly management meeting regarding smarketing that is different from the weekly smarketing meeting?
-do a full analysis on a monthly baisis to dig into all the important metrics and evaluate why marketing did or did not hit targets -share it across the company -key managers attend meetings to discuss topics in depth and resolve issues
how do you go about researching buyer personas?
-do actual research -start by interviewing current customers -sample questions to ask: role, company/organization, goals, challenges, watering holes, shopping references
what are some questions to ask yourself to identify your organizations needs for closed-loop reporting?
-do you send leads to sales and never hear about them again? -Do you end up creating and trying to manage duplicate leads? -do you send leads to sales with the basic contact information, but without intelligence about what content those leads consume? -are you unsure of the impact of their marketing efforts are having on revenue?
what is an example of a great value offer
-educational videos -free tools -blog posts -whitepapers
how do search engines find, understand and rank pages to show in search results?
-need to find most relevant, useful, trustworthy answers -send spiders to crawl through the web searching for that content -from the data, create a list of results -rank the results in order of popularity and authority of the websites
what is inbound sales?
-fits into the close section of the inbound methodology -buyers have more information available to them and higher expectations for a relevant personal experience when making a purchase -giving them that relevant, personal, "delight" experience that is driven by their needs and happens on their timeline is what an inbound approach to sales is all about -provide a relevant, personal, and delightful experience for each of your prospect from start to finish
why does displaying the sties navigation menu on a thank you page help you?
-gives your leads every opportunity to look around after they have converted and reached your thank you page
what tool can help you solve customer issues quickly and exceed customer expectations?
-great customer service experience -good interaction
what is the purpose behind performing a blink test?
-great way to stimulate your visitor's experience -helps to show what you're doing right and wrong and what the visitor will be exposed to
what is the difference between a hard bounce and a soft bounce?
-hard bounce- face or out of service email addresses -soft bounce- email has made it into the inbox but getting caught in the spam filter
how can you tell if the blog has been optimized for search engines?
-have a page title -URL -title in body -image alt-text
how can you tell if they're offering a good user experience?
-have clear navigation -clear next steps
how can you tell if they're earning links?
-have other websites linking to them
how can you tell if they're promoting their content?
-have social sharing buttons -social following buttons
how can you tell if they are promoting their blog posts?
-have social sharing posts -social following buttons -links to their latest posts
why is promoting a good user experience important for SEO?
-helps grow your business -make sure website is intuitive and easy to browse -it will bring people back
what is a social media monitoring stream?
-helps you monitor the right terms -like a school of fish- a group of messages pulled together into one list based on something they all share -decide which term/terms these messages should have in common -start by focusing on the words that buyer personas use to describe your business -will change overtime as you become more skilled and your personas change
why do you need to build a repeatable, consistent hiring process so you hire for character, train for skill?
-hiring methodology is critical to delighting your customers -methodology should test for skills, culture fit, beliefs, experience and ideas -can test for culture fit before hiring them to test them and see how they act in a situation
how does blogging help to attract new visitors?
-if your blog post attracts strangers that are looking for information on a topic, they will turn into visitors -they will flip through your post and read your information
where are some appropriate places to put a CTA in an email?
-image that is hyperlinked -personalized email signature -as a CTA between the copy
why are images important to include in blog posts and where should they be placed?
-images break up text visually -grab attention and help readers understand posts at a glance -place one at the top of every blog post to entice audience -pictures should be loosely related to your content
in which stages of the inbound methodology can delight be used?
-in every stage -build trust from the first moment
what types of links should you include in your content and why?
-include relevant internal/external links within the content -hyperlink text with keywords that you'd like to rank for
what makes a good personal profile story?
-information on background -demographics -identifiers -goals -challenges
what are the three pillars of delight?
-innovation: change is better than the status quo, innovate to serve people with the right products -communication: personal is better than inpersonal -education: empowering is better than ignoring, educate people to grow their knowledge
what does delivery rate measure?
-is your email getting to your contacts?
how can social media style guides enhance a social media strategy?
-is your social media rulebook -will establish a consistent way to respond to customers, share content, create posts and more -should answer questions like how many hashtags will I use in each tweet, should I use visuals, etc
what are inbound links?
-links coming into your website -help search engines follow links between pages to see how they're related to each other
how does social media help you keep up with industry trends?
-listen for industry trends that will help you attract visitors and grow your business
what are some benefits of closed-loop reporting for marketing and for sales?
-marketing: get up-to-date contact info and status updates, learn what marketing programs are working and which are not and increase market ROI -sales: de-duplicate leads, help prioritize leads, help make warmer calls and increase close rate and sales ROI
how can you determine which keywords people are using to find your site?
-may be using short, broad or long-tail keywords to find your site -drill down into keyword analytics -look at your current rank for the keyword, how many monthly searches it gets and what the competition/difficulty is
why pull marketing and sales away from the activities they are working on that hit their SLA to have a weekly smarketing meeting?
-measure and communicate progress towards primary goals as agreed upon in the SLA -your entire sales and marketing teams attend to get on the same page about team successes, product info, persona education and SLA waterfalls
what does open rate measure?
-tells you the effectiveness of your subject line -only tells you effectiveness of your subject line and not your offer
how should you properly optimize a website page?
-optimize the page around a primary keyword -add the keyword to the page title and URL -if editing a live page, setup a 301 redirect that will direct the old URL to the new one, sending people seamlessly to the right page -add the keyword to the body, headers and image alt-text -place primary keyword in the meta description -each page should have a unique meta description, no more than 140 characters
how does a thank you page differ from an inline thank you message?
-outweighs an inline thank you message -redirects your visitor to a page so you can provide more information and thank them at the same time -allows marketer to provide additional content, move leads further into the buyer's journey and extend their social media reach
where should you place your long-tail keyword and why?
-page title -URL -post title -image alt-text -used naturally in the body of your content and your header
what different components can you add to an email to maximize the real-estate of your content?
-personalization -CTAs -encouraging sharing -actionable language -personalized signature -reasoning for sending emails -benefits to reader
what are the six names of the stages in the funnel and why is the funnel a good place to start when working to get both teams to use the same language?
-prospect of visitor: website visitors who you've gathered minimal data on or who have signed up for a blog or email newsletter -lead: referring to a contact who as submitted a form in return for a content offer like an ebook or whitepaper -MQL: marketing qualified lead, contacts who have raised their hands and identified themselves as more deeply engaged, sales-ready leads -SQL: sales qualified leads, MQL's that your sales team has determined to be worthy of a direct follow-up -opportunity: an SQL that a sales rep has communicated with and logged as a legitimate, potential customer -customer: closing the sale and marking an opportunity as a customer
what are three things that should be kept in mind when creating a buyer persona?
-research -identifying trends -creating personas profile stories
what steps should you take when trying to solve a person's problem as fast as possible?
-resolve all of your customer problems and support the goals they are aiming to achieve -be on time, set the right time expectations and don't take longer than you promised -right after someone becomes a customer the time you get back to them is crucial -use email workflows to follow-up with customers after they purchase
why is it important to optimize a blog post for search engines?
-search engine doesn't look over your whole page but picks out keywords -want to optimize your page around your long-tail keyword
in what ways should you optimize your pages for search engines?
-search engines are getting smart and try to understand searchers intent -want to optimize content around a primary keyword
how are keywords used in social media monitoring?
-search terms around the conversation -search terms that your buyer persona audience is known for looking for (do your research)
in what ways can you expand your list of keywords?
-searching the web for alternatives -type each of the keywords into a search engine and see what the results are
how are buyer personas and the buyers journey important to sending great emails?
-segment by buyer personas -a clear definition of your buyer personas helps you outline your audience -you have a clear picture of who will be on the other side of your email -your audience is in the decision stage -emails need to be perfectly positioned, with the right information and coming into the prospects email at the right time
What is the inbound methodology and what are the different stages that compromise it?
-set of stages that make a person go from being a stranger to a promoter STAGES: -attract- turn strangers into visitors; blogs, keywords, social publishing -convert- turn visitor into lead; forms, CTAs, landing pages -close- turn lead into customers; CRM, email, workflow -delight- turn customer into promoter; surveys, smart content, social monitoring
what is the difference between short and long-tail keywords?
-short keywords- harder to rank because there's lots of competition and are very general (ex. "shoes") -long-tail keywords- easier to rank because it's more specific and targeted (ex. "best women's running shoes for flat feet")
when examining a thank you page, are you able to understand how to get the offer or what happens next?
-should be at the top of the page and be very specific and spelled out so people understand an exact timeline -will also need a navigation menu so leads can look around on the website -expectations need to be specific- use a specific timeline when possible
How does analysis fit into the inbound methodology?
-should be inherent in every thing done with inbound strategy -should come at every stage
how long should your blog title be, on average?
-should be shorter than 60 characters -Google only shows the first 50-60 characters of a title in search results
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
how are buyer personas critical to social media?
-social monitoring is a great way that marketers can gather information about buyer personas -how you begin to build relationships with people who want to be part of your social network -can also monitor what your personas are saying about you
how can social media help you with your content strategy?
-social publishing is how you distribute content -demonstrate your newfound knowledge by developing and distributing content that is right for your buyer persona -what you publish/how you publish will determine how your audience sees your brand
what is a working title and how is it different from your topic?
-something to work off of as you begin your post -start here to narrow topic down and focus on one single angle -a topic can breed multiple different blog posts and a working title is specific to one post -ex. topic- choosing paint colors, working title- The Best Colors to Paint Your Kitchen
what are keywords and how should you go about picking the right ones for your business?
-words typed into search engines, topics searchers are trying to learn more about -need to do keyword research: 1. make a list of keywords your persona would search for 2.categorize keywords by the stages of the buyer's journey 3. mimic the language that your buyer personas use 4. expand that list by searching the web for alternatives 5. determine which keywords people are using to find your site 6. decide which keywords have the best opportunity to rank for
Pillar page design layout tips
1) include the core topic in the title, URL, and H1 tag 2) Include conversion focused landing page elements 3) anchor-linked table of contents 4) have website navigation at the top 5) define a core topic 6) included topic in images' alt-text 7) H2 tags for section headers 8) links to relevant internal and external sources 9) reference your core topic throughout 10) back to top button at bottom of page
CTA best practices
1) make it action-oriented 2) include keywords consistent with offer and landing page 3) make it attention-grabbing 4) use strong and appropriate on-page placement 5) test changes and analyze results
Marketing and sales funnel
1) prospect/visitor 2) lead 3) MQL 4) SQL 5) opportunity 6) customer
Smarketing best practices
1) sales and marketing must have same/interdependent organizational goals 2) the marketing pipeline should be tied to sales goals 3) visibility into each other's goals 4) compensation based on shared marketing and sales goals 5) continual communication and education around personas
Social media best practices
1) set SMART goals 2) create remarkable social media plan 3) meet your audience where they are 4) use optimization often 5) tie efforts back to ROI
Landing page best practices
1) write a clearm concise action-oriented headline 2) explain the offer clearly and place visual emphasis on the value 3) remove the navigation menu and links 4) the form length mirrors the value of the offer 5) include a relevant image, animation, or short video 6) add social sharing icons 7) write a clear, concise action-oriented headline
What type of content is appropriate to email leads during the awareness stage of the buyer's journey? The consideration stage? The decision stage?
1. Awareness stage - *Provide educational content to help prospects educate themselves about the overarching issues, root problem, or potential opportunity at hand.* 2. Consideration stage - *Provide educational content to help prospects learn more about the solution to their problem, opportunity, or issue.* 3. Decision stage - *Provide content and resources that help prospects learn more about and choose your best solution for their problem.*
What two things should you always keep in mind when determining the topic for a piece of content?
1. Buyer Personas 2. Buyer's Journey
What is the conversion process?
1. Call-to-action 2. Landing page 3. Thank-you page
Can you identify what types of additional content to offer on a thank you page?
1. Case study 2. Key pages of your website 3. Blog post
Steps to create and publish a blog post
1. Click on Content > Blog to go to your blog tool's dashboard. 2. Click on the Write new blog post button to get started creating the post; choose whether or not you're creating a blank post of a post blueprint 3. Enter a title for the blog post. 4. Set the URL of your blog post. 5. Write the body of your article 6. Select an author for the post 7. Select one or more topics for your post 8. Select a campaign 9. Enter a meta description for the post 10. Set a featured image for your post 11. Use the SEO panel 11. Publish the blog post
What practices would be considered traditional marketing?
1. Cold calling 2. Cold emails 3. Interuptive ads
Best practices for writing the body of your article
1. Create an article that is greater than 600 words. 2. Creating content interesting to your audience. When writing your article, your only concern should be the content in the article. Don't get distracted by adding keywords, links, images, calls-to-action or anything else marketing-related. 3. Write posts people will want to link to. The more people that link to your blog entry, the more likely it is Google will rank it. Be interesting, useful, and educational in your blog posts. 4. Don't be self-promotional. A blog entry that's nothing more than an ad for your company isn't interesting or useful to your audience. Write entries YOU would want to forward to coworkers, friends, or family members if you were a reader. 5. Be educational. A good approach to building useful content is to try to teach your audience something. You know more about your industry than anyone; what can you teach your prospects? 6. Add a relevant image 7. Create whitespace 8. Add a CTA at the end of the blog post 9. Bold important and compelling text 10. Create keyword-rich anchor links
What are the steps to add blog topics to HubSpot?
1. Create your initial list of topics 2. Go to Content > Blog > Topics 3. Click on the Add new topic button to create a new topic for your blog 4. Type in a name for the new topic and then click the Create button to finish creating the topic.
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.
Defining your objective
1. Define your goal to squeeze the most conversion out of your traffic 2. Step into the shoes of your buyer person to see what influences their decisions to convert 3.Narrow down the page element you want to experience on first so you can see what element affected your outcome
What are the seven customer delight guidelines?
1. Delighting team members 2. Educating team members 3. Empowering team members 4. Listening 5. Asking (Lean toward open ended questions) 6. Serving 7. Following up
Steps to configure your blog's date formatting options
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu. 4. Back on the left-hand side menu, choose Date Formats under the Blog option.
Steps to configure your blog's template options
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu. 4. Back on the left-hand side menu, click on Templates from under the Blog option. 5. Modify the blog template options
Process to add a page title to a blog
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu. 4. Edit the text in the Page Title input and then click on the Save changes button at the bottom of General Options. This will appear in search results below the page title.
Steps to adding a meta description to a blog
1. Navigate to Content > Content Settings. 2. Click on the Blog link in the Content Optimization System Options side menu. 3. Choose the blog whose settings you want to modify. If you only have one blog, you'll only see one option in the drop-down menu. 4. Enter a meta description for the blog listing page by editing the text in the meta description input and then click on the Save changes button at the bottom of General Options. This will appear in search results below the page title.
Steps to add a new blog
1. Navigate to Content > Content Settings.>Blog link in the Content Optimization System Options side menu> 2. Click on the Add New Blog... button, naming the new blog and choosing its URL. Unless you already have multiple blogs, you'll probably want to start out with just one blog so that you can focus on blogging regularly.
Which metrics should you analyze to track the performance of your blog? What does each metric tell you, and how can you use that knowledge to improve performance?
1. Number of visits -How many views did your content have 2. Leads generated -Did your content offer convert leads, how many? Did it reach your goal? 3. Social proof, share-ability -Did anyone share your content on social media? How many? 4. Inbound links -Is their any outside websites linking to your content? (*Helps build authority to your website and your content*) 5. Content performance by author -Is one content author performing better than any other? Is their other tips to share with your other content creators? 6. Content performance by topic -Do your buyer personas prefer a certain topic you are covering? 7. Content performance by format -Is their a certain format that is performing better than another?
Four oppurtunities to help grow your pillar page
1. Offer various forms of media per section for the reader to engage with 2. Sprinkle in relevant content offers that will help your buyer personas continue educating themselves through the buyers journey 3. Insert a heat-map on pillar page to better understand performance and optimization next steps 4. Grow a subtopic into its own topic cluster and pillar pages
How should you properly optimize a website page?
1. Optimize around a primary keyword 2. Include relevant links with the content 3. Promote a good user experience 4. Promote your content 5. Earn links to your content
What are the blogging best practices?
1. Pick a topic and a title 2. Format and optimize the post 3. Promote offers on your blog to increase lead generation 4. Promote your blog posts 5. Analyze the performance of your blog posts
What are the key ways to use optimization?
1. Platform 2. Message 3. Visuals 4. Results
What are the three things that content can defined by?
1. Purpose 2. Format 3. Topic
How do you create a buyer persona?
1. Research 2. Identifying trends 3. Creating persona profile stories
What are the five steps to creating a lead nurturing campaign?
1. Setting goals 2. Selecting personas 3. Creating content 4. Identify the time line 5. Measuring and improving
What are the components to the customer delight checklist?
1. Solve problems 2. Provide recommendations 3. Be yourself
What are the five steps to integrate smarketing?
1. Speak the same language 2. Implement a service level agreement 3. Set up closed-loop reporting 4. Rely on data 5. Maintain open communication
How can you find the right social media platform for your business?
1. Survey audience members 2. Conduct industry research 3. Ran an experiment 4. Consistent publishing 5. Monitor keywords
What are the blog template options?
1. Templates for blog posts 2. Checkbox to use same template for blog listing pages 3. Set Number of posts per listing page 4. Attached stylesheet
What different ways can you optimize your email for mobile?
1. Use responsive templates 2. Bigger is better 3. Use clear and concise messaging (People scan emails) 4. Avoid using tiny fonts
How can you optimize your emails to look good on mobile devices?
1. Use responsive templates for mobile 2. Use clear and concise messaging 3. Avoid using tiny fonts
What are the different ways to leverage content with distribution?
1. Website pages 2. Business blog 3. Social media 4. Landing pages 5. Calls-to-action 6. Marketing emails
What are ways to brainstorm different topics to blog about?
1. What are the most frequently asked questions? 2. What do your buyer personas need help with? 3. What do you wish people knew about your industry? 4. What are industry bloggers, social media and your competitors talking about?
How long should your blog title be, on average?
50-60 characters
What are the three elements to lead nurturing?
1.Timely 2.Efficient 3.Targeted
What is a good clicks-to-submissions goal to aim for with a CTA?
10%
Links back to your website from another website
10. What are inbound links?
What is a good conversion rate goal for a landing page?
20%
Number of keywords per blog post
20. Your boss wants a report on the success of your blog. What information should you NOT analyze?
"That's not a good idea. We're trying to attract new visitors with our posts. These people haven't yet heard of our company. If we write about ourselves, they won't find us organically."
21. Your boss wants you to blog primarily about your company news, its services, and various corporate events. What is your response?
It matters because search engines show a limited amount of characters, and a cut off title could affect click-through rates
23. When creating a blog title, why do the number of characters in the title matter?
None of the above
24. Which of the following should NOT be included in a social media message?
"I like the idea but before we create an account, we should do some research. We need to determine if this is a social media channel that our buyer personas are spending time at."
25. You're responsible for managing your company's social media accounts. Your colleague tells you about how a lot of businesses are using Pinterest to promote content. Your company doesn't have a Pinterest account yet, so he encourages you to create one. How would you respond?
Increase leads from Twitter from 50 to 100 leads by the end of the month
26. Which of the following is an example of a SMART social media goal?
True
27. You should vary the time that you share content on your social media channels. That way you can discover the times your audience is most active and continue to share content during those times.
It's the active research process someone goes through leading up to a purchase
3. What is the buyer's journey?
An action verb
30. A CTA should always contain:
YouTube
300 hours of video uploaded every minute 5 billion videos watched per day 20% of people leave after the first 10 seconds
-color -keywords -placement on the page
31. What elements should be tested on your CTA?
Convert visitors into leads
32. Landing pages are designed to ________.
False
36. A form on your landing page should only ask the questions that your sales team needs to have answered.
A link to a specific blog post related to the topic
37. A thank you page optimized for lead engagement contains:
how long should you let your conversion optimization experiments run
4 weeks
Yes, you should try to interview all types of customers. That way you'll have a better idea of the ideal buyer you're trying to market and sell to.
4. You've been tasked with helping to research your organizations buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?
Test only one thing at a time so you can isolate the significant variable
42. When using A/B testing for email, it's important to ________.
Make your content comprehensive. Since people carry their phones with them everywhere, a captive audience is more willing to read a longer email.
43. Which of these is NOT a best practice when optimizing your emails for mobile?
Being able to identify which Marketing Qualified Leads are more likely to ask for a discount when signing a contract.
47. Which of the following is NOT a benefit that can be gained from closed-loop reporting?
Website visitors who have signed up for a blog or an email newsletter
48. According to the marketing and sales funnel, prospects are defined as:
Revenue
49. Marketing and sales should be aligned around the same goal. Typically, this is a shared _______ goal.
What's the maximum number of top priorities a company should have at any given time?
5
Customer-centric
5. Inbound marketing represents a fundamental shift in the way that organizations operate because it is:
What is cross-department collaboration
A business strategy that revolves around the customer
Call-to-Action
A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are "Subscribe Now" or "Download the Whitepaper Today." These are important for inbound marketers because they're the "bait" that entices a website visitor to eventually become a lead. So, you can imagine that it's important to convey a very enticing, valuable offer on a call-to-action to better foster visitor-to-lead conversion. As Frank Gorshin says, "The finer the bait, the shorter the wait!"
What is a conversation?
A conversation is an interactive communication between two or more parties.
- Which of the following best describes a buyer persona?
A description of your ideal buyer that sounds like it's talking about an individual person but is based on aggregated information about your target market.
- What is Jobs Theory?
A method for understanding why people buy certain products and services.
Offer
A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites as a way to avoid association with spammy content or inadvertently violating webmaster guidelines. To varying degrees, the no-follow attribute is recognized by all major search engines, like Google, Yahoo, and Bing. Not all links (and linking domains) are created equal, and a no-follow attribute helps avoid any foul play.
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
How do inbound marketers use empathy?
A trait at the heart of inbound, essential to creating the buyer persona
Website
A website is a set of interconnected webpages, usually including a homepage, generally located on the same server, and prepared and maintained as a collection of information by a person, group, or organization. An inbound marketer should structure a website like a dynamic, multi-dimensional entity that can be used to attract relevant website visitors, convert those visitors into leads, and close those leads into customers. Otherwise, it's just a brochure -- and let's be honest -- could you really use another brochure?
How can you tell if they picked a compelling blog post title?
A working title that includes your buyer persona
XYZ, Inc. was founded in 1902 in Paris, France, as a manufacturer of electric generators. over the past century, they have grown from a regional manufacturer into an international power solutions leader.
ACCORDING TO JOBS THEORY, WHICH OF THE FOLLOWING IS AN EXAMPLE OF A JOB STORY?
Where might you consider placing links to your social media channels?
All of the above
How does analyze fit into the Inbound Methodology?
Analyze should be inherent in every single thing you do with your inbound strategy
How can you exceed people's expectations during more interactions?
Exceed their expectations
Why should your writing help the reader do something?
Helpful, useful, increases your authority with the readers
What's the difference between content marketing and inbound marketing?
Both focus on empowering potential customers, building lasting relationships with an audience, and creating valuable content that both entertains and educates Success relies on both inbound and content marketing Inbound should be a superset inclusive of your content, but not exclusive to them
All of the following are metrics you need to track in your social media audit EXCEPT:
Bounce Rate
How does ideation work?
Brainstorm ideas of how to use channel for traction
A high click rate for your email send is a good indicator of all of the following, EXCEPT:
Brand awareness
Why is it important to have an organized process?
Breakable into larger, digestible chunks, makes more sense of content creation needs by listing out details
Segmentation
Breaking up your contacts into smaller, similar group of people to target emails and content
Business Blogging
Business blogging retains all the attributes of "regular" blogging, but adds a tasty layer of marketing strategy on top. When blogging for a business, an inbound marketer should create posts that are optimized with keywords that their target audience is searching for and provide helpful, educational material to these readers. Typically, these blog posts should be actionable (by providing an opt-in, downloadable offer), as to provide a metric for the effectiveness of the business blogging
What are the two things you should consider when determining a topic for a piece of content?
Buyer personas and where they are in the buyer's journey
How does a CTA help to convert visitors into leads?
By CTAs requiring visitors info
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.
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
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 this 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
- How can you apply flywheel thinking to your company's budget?
By investing as much money into things that drive customer happiness, such as support teams and product improvements, as you do into acquiring new customers through marketing and sales.
How can marketers use email to delight customers?
By sending follow up and thank you emails
What does a paid content promotion calendar look like?
Calendar including dates of upcoming promotion events and releases... It should be like an itinerary for your content
What does CTA stand for
Call to action
All of the following elements will help readers easily digest the content of a blog post EXCEPT:
Calls-to-action
Introduction
Captivating, attention grabbing, humor, empathetic, could use an interesting fact or statistic
Where does smarketing fit into the Inbound Methodology?
Close
Thank you pages are useful for each of these reasons EXCEPT:
Close leads as customers
You've crunched the numbers and noticed that your contact database is decaying at a rate of 31% per year! All of these are potential ways to counteract the loss of eligible contacts EXCEPT: Send an enticing offer to re-engage contacts who aren't regularly reading your emails Optimize the timing and frequency of your emails Improve the relevancy of your emails with better segmentation and personalization Design a more engaging email using best practices to generate more engagement
Design a more engaging email using best practices to generate more engagement
Analyzing your data
Determine if your hypothesis was correct and either make a new one or start a new test as conversion optimization is a continuous process
Benefits of a Social Media Audit
Develop or adjust a social media strategy that aligns to specific, actionable business objectives and goals. Discover trends you can use to create or modify social media campaigns. Receive valuable insight into customer sentiment and perception of your brand. Provide executives and your team a look into what is or is not working so you can manage and justify social media spend.
What are online directories and why are they important for SEO?
Directories are pages like Yelp and Yellow Pages. They are important because they will increase the number of citations and links to your website.
How to calculate a conversion rate
Divide the number of people who converted on your call-to-action, form, etc., by total number of people who viewed it
Best practices for creating whitespace
Do not write long paragraphs that form into blocks of text. Create numbered lists to make your points Use section headers to break up topics (h2, h3 tags) Use bulleted lists to outline steps
What should you use to organize planning and internal communication?
Easy communication, facilitates work, high efficiency
How should you create content?
Educates, informs with context, clarity and creativity so you can start to build trust and establish yourself as a thought leader in your industry.
What is an example of a great value offer?
Educational Videos, Free Tools, Blog Posts, White papers ALL OF THE ABOVE
When creating content keep it _________.
Educational. Don't educate your buyer personas on you and what you do, but rather educate them on their problems and solutions to those problems.
Where should you place a CTA in an email? In a blog? On a website page?
Email - CTAs can be placed at the end of the email, at the end of the paragraph, or sentence Blog - Blog sidebar, after the first few paragraphs, bottom of the page
Email marketing is more contextual than other marketing channels like blogging and social media because:
Email marketing is connected to your contact database Email marketing can be triggered based on user activity
While doing a report of this year's email trends, you notice that, compared to last year, more of your emails are marked as spam. All of these are potential explanations, EXCEPT
Email marketing is decreasing in both use and effectiveness, causing an increase in reported spam complaint by businesses and consumers
What is whitespace and how does it affect your blog post?
Empty space on a page. That allows the visitor to focus on content, not clutter.
What are some different ways you can you expand the reach of your emails?
Encourage sharing of download with colleagues/friends
If you wanted to promote a travel consultation offer on a blog post, where should the CTA be placed?
End of the blog post
- If a sales rep is speaking with a specific person and discovers that the person doesn't exactly match their assigned persona what should the sales rep do?
Focus on serving the person using the information they provide even if it doesn't match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.
What is Inbound marketing?
Focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey
For the sake of creativity, I'll define Twitter in 140 characters or less: "Twitter is a platform that allows users to share 140-character long messages publicly. User can follow one another and be followed back."
Service Level Agreement (SLA)
Formalize the marketing and sales goals to ensure the company is set up to reach its revenue goal
Number of posts per listing page
From the modify blog templates section, enter the value you want to have displayed on your blog listing page and then click Save changes to apply the change. The default setting is 10 per listing page. This would allow visitors to skim 10 posts before clicking on the link to view older posts.
Example of code snippets you would add to the HTML head section of your blog listing pages
Google Analytics code to track views to your main blog listing page or you can add a snippet of CSS code between <style> tags. You can also use this same HTML for individual blog posts by checking the box next to Use same header HTML for blog posts.
Google+
Google+ (referred to as "Google Plus") is Google's platform in the social media universe. Started in 2011, it's a network that allows individuals to create their own personal profiles along with pages to promote their business. It aims to make sharing on the web more like sharing in real life with applications like Circles, Messenger, and Hangouts. I like the name -- much better than "Google Minus" or "Google Divide."
Best practices for using photos from the creative commons
Great way to break up the text of your blog posts. People are more likely to link to blog posts with photos in them. Your photos don't need to be directly illustrative of what your post is about, but they should be at least loosely related.
Why should you have a process for generating content ideas?
Hard when your job depends on it A process allows you to think of ideas that may not be easily apparent - Busy days - Uncover ideas that you may not have come up with on your own - Helps fight fatigue that comes with good ideas - Helps provide proven processes to allow your team to grow and keep up with increased demand
How can conversion optimization affect your return on investment?
Has the potential to positively impact your return on investment by lowering your cost to acquire a customer. By understanding what factors influence your visitors decisions, you're better equipped to designing a meaningful and impactful website experience
How can marketing align with sales?
Have an agreed upon definition of a sales-ready lead
How should an editor provide feedback on edits?
Have two-four rounds, use trackers
What is the relationship between your company's purpose and your buyer personas?
Having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas).
What is social engagement?
Having conversations with individuals talking about your industry, brand, products, and services
Why do you need a content audit?
Help identify all marketing assets at your disposal
Dynamic Conent
If Spinal Tap were a group of marketers, they would probably refer to dynamic content as taking normal content and "turning it up to eleven." In the vein of context (up above) dynamic content is a way to display different types of website content based on the type of user viewing it. User data is captured based on past website interactions (think form field submissions and website activity). Continuing with the restaurant example above, dynamic content would help you display a fruit salad promotion to that vegetarian rather than a steak special. How 'bout them apples?
Mobile Marketing
If an iPhone 5s selling for $10,000 on eBay isn't a dead giveaway, mobile platforms are pretty popular right now. And with smart watches having the potential to take off, it's safe to assume that the mobile market will only keep growing. So now is probably the time to explore mobile marketing, which is the practice of optimizing marketing for mobile devices to provide visitors with time- and location- sensitive, personalized information that promotes goods, services, and ideas.
Context
If content is king, then context is queen. Serving up valuable content is important, but ensuring that it's customized for the right audience is equally (if not more) important. As buyers become more in control of what information they digest (again, not literally), it's important to deliver content that's contextually relevant. If you own a restaurant, you wouldn't want to send a coupon for a steak dinner to a vegetarian, right? Unless you're anti-herbivore, of course...
- How can thinking of your business as a flywheel foster cross-team collaboration?
If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.
What makes content the right fit for buyer personas?
If it fits their characteristics
How can you tell if the blog post has been formatted properly?
If it is formatted in a way that accesses your buyer personas
How can you tell if the blog post has been optimized for search engines?
If the blog has a *primary keyword* in the 1. Page Title 2. URL 3. Body 4. Image alt-text
How does blogging help to convert new leads?
If they are interested in your content, they are more likely to be interested in your offers, and then convert into leads.
How can you tell if the blog or blog post is promoting other offers, and if the calls-to-actions are appropriate?
If they are promoting offers such as a ebook to a free consultation. The calls-to-action are appropriate if they are action-oriented, include keywords that are consistent with the offer you are marketing on the landing page, should grab attention, stand out as a clickable button, they should use strong, and appropriate on-page placement.
How can you tell if they've optimized the page around the keyword?
If your *Page title,* *URL,* *Image alt-text,* and *Body* are around one primary keyword
Why should your content be consistent and authentic?
It's not just what you say, but the entire experience the company has to offer based on your buyer persona needs. "Tell the truth, but make it fascinating."
What is the buyer's journey?
It's the active research process someone goes through leading up to a purchase.
- What is the relationship of funnels and flywheels to each other?
Individual funnels can be interconnected within a flywheel.
What is shared knowledge?
Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
What is a content brainstorm?
Invite team members with who don't usually spend time creating content to lend a fresh perspective
benefits of social listening
Is how you track, analyze and respond to conversations across the Internet It helps you manage reputation. It helps you identify your biggest fans and influencers. It can help you discover new product ideas or enhancements. You can watch the competition It can lead to new business opportunities. It can help you find leads. It can help you set strategic benchmarks for your future
What is Sales enablement
Is the process, content and technology that empower sales teams to sell efficiently at a higher velocity
How can you tell if a business picked a good topic to blog about?
It addresses a common topic that their buyer personas might want to learn about
How do you determine where a content offer fits into the buyer's journey?
It all about what your content is about and how it is positioned.
Why does content need to be comprehensive?
It generates increased search ranking, more people view it
How does visibility into each other's goals create better alignment and bottom line revenue results?
It gives real-time information and allows for real-time adjustments and improvements
Why does displaying the site's navigation menu on a thank you page help your thank you page?
It gives the buyer the option to continue looking at the website
Why is the Golden Circle important to storytelling?
It has to do with the parts of the brain. Why/How based content connects with feelings in human behavior.
How does consistently publishing to social media help with content strategies?
It helps to retain an active audience
What's the value in repeating the Content Process?
It helps you adjust your content consistently depending on what works and what doesn't
Benefits of a Social Media Strategy
It helps you expand your other marketing efforts. It will help you build brand awareness. It is one of the most powerful drivers for word of mouth. You can use social media to attract buyers.
What is a service level agreement (SLA) and why is it critical to integrating smarketing into your organization?
It is what each team commits to accomplishing in order to support the other in reaching the share revenue goal(s).
What role does a CTA play in a conversion process?
It promotes an offer and links to a landing page.
Why is long-term content planning important?
It provides a roadmap for your content... 86% percent of highly effective organizations have someone directing/steering the content.
Which statement is true?
It usually costs more money to acquire a new customer
What is business storytelling?
It's about creating alignment between your business and your prospects and customers It helps your prospects make sense of the decisions they are about to make. It makes them the main characters
How does it differ from non-business storytelling?
It's also your value and your missions
What are examples of writing structures?
List formula, How-to formula
What king of keyword do you want to focus on in your blog post?
Long-tail keywords
What is a social media audit?
Look at the data from all your social accounts and the social conversations about your brand and competitors.
How can you examine a thank you page to make sure it directs a lead further into the buyer's journey?
Look for a navigation pane
Look up individuals you are meeting with. Find out more about a prospect. Build thought leadership. Offer value through targeted advertising. To network in groups. Share content with links back to your website properties
How should you digest content?
Looking for relationships, connections, and combinations, trying to synthesize these ideas in interesting ways
comments dashboard
Manage and moderate your comments here. You can delete comments in bulk and reply to a comment from the dashboard.
Blog Subscription
Manage your blog subscriptions via email and social media.
Sage Advisor
Marketer's role in inbound marketing, education guidance builds trust and long term growth for both you and your prospect
What is inbound?
Marketing focused on getting found by customers--drawing people in by sharing helpful, relevant content Creating marketing that people love Customers don't want to be sold to, they want to be educated
Why does a long-term content plan need to be organized?
Marketing teams often plan multiple initiatives at one time. Organization allows teams to plan multiple initiatives effectively while staying organized.
How can you measure brand awareness?
Measure reach of your content, or conversations about your brand, monitor SEO/website traffic
What does delivery rate measure? Open rate? Click rate?
Measures how many emails are being delivered. How many people are opening. How many people are clicking.
Javascript
Mix ¾ oz coffee liqueur with one shot espresso -- nah, just kidding. Javascript is a scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. An example of Javascript being used is for website tracking -- website admins will place Javascript code on their website to track data on the visitors browsing the website. In all seriousness though, someone should make a Javascript cocktail. I'd order one.
What should a social media content plan include? What are the components?
Must clearly communicate a company's brand and values, Deliver helpful content that adds value, and provide relevant content for each platform.
The VP of sales at your company sends you a list of leads and asks you to subscribe them to your blog. Should you do it?
No. You cannot email a contact without explicit permission.
PPC
PPC, (or Pay-Per-Click) is an advertising technique in which an advertiser puts an ad in an advertising venue (like Google AdWords or Facebook), and pays that venue each time a visitor clicks on the ad. I couldn't think of anything witty to place at the end of this definition, so let's move on to "Q."
What is the difference between paid results and organic results?
Paid, cost and organic is free
How does "analyze" fit into the Inbound Methodology?
Part of every phase
How do you create a comfortable atmosphere for a content brainstorm?
People get self-conscious, use icebreakers. Use sticky-notes and visual aids
The average email list decays at 25% a year. What are some reasons that this happens?
People unsubscribe and block emailers
Why does your business need a story?
People want to be connected to a group, to belong.
Passive Buyer
People who aren't yet looking to buy but might be in the future
How does blogging help to attract new visitors?
People who search for an issue will find your blog and want to read it if it helps. Each time you create a blog post you are creating a new unique page online. This means you are increasing your chances of ranking in search results, having other websites link to you, and being shared on social media.
All of the following are part of of the CGP, TCI, BA framework EXCEPT
Performance
Social Media
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Facebook, Twitter, YouTube, LinkedIn and Google+ are examples of social media networks that one can join for personal or business use. Social Media is a core component of Inbound, as it provides marketers with additional channels to spread reach, increase growth, and reach business goals.
What does reach measure?
Reach is used to measure the size of your potential audience (get content as many places as possible)
What types of content should you read?
Read!, satisfy curiosity
What is hummingbird and rockbrain?
Released by google to organized better showcase content in order to be helpful for the searcher.
Why do you need to create effective content?
Relevant and useful to your audience, makes them the number one priority
What is the difference between reporting and analytics?
Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
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
During last month's marketing meeting, you offered to improve the number of free consultation requests coming from qualified leads. Which of these would be an effective way to help you achieve this goal? Send an email to all new blog subscribers that offers a free consultation Send a free consultation request email to all of your leads who have participated in a consultation already but did not purchase. Send a free consultation request to customers who no longer pay for your product or service Send a free consultation request email to all contacts who view your pricing page
Send a free consultation request email to all contacts who view your pricing page
How do you create a custom message for each channel?
Set a tone (general attitude), communicate the value (be accurate, 2-3 benefits), match the distribution channel (match the audience for each channel)
Paul just started a new job as Director of Marketing at Fifth Season, the adventure travel company. After conducting a marketing audit, Paul finds that Fifth Season does not have an actionable social media strategy. What is the FIRST thing Paul should do to begin to developing a strategy?
Set goals that are SMART (specific, measurable, attainable, relevant, and timely).
Which of the following is NOT a step in keeping open communication?
Share SLA data with the marketing and sales only once a quarter
What is the difference between short and long-tail keywords?
Short-tail keywords are short phrases Long-tail keywords are long phrases
Why do you need timelines for content creation?
Should be short term, helps maintaining agility while having time to execute iniatives
What is a subtopic?
Should be strong enough to stand alone as a blog post but when combined with other subtopics should be relevant to and support your core topic.
Bets practices for setting the UrL of your blog post
Should match the title of the blog post, but any whitespace will be replaced with hyphens. If you modify the URL after publishing the post, all traffic to the original URL will automatically be redirected to the new one and added to the URL mappings tool in Content Settings.
Why should your content creation framework evolve?
Should reflect changes in industry trends and organization processes
Why is it important for both teams to have the same or interdependent goals?
So both teams are on the same page
Why are personas important for successful smarketing alignment?
So marketing and sales know who to focus on while working together
Persona
Sometimes referred to as a "buyer persona," a persona is a basic profile of a target consumer. It helps an inbound marketer visualize the ideal prospect, their behavior, demographic profile, and psychographic information. A complete and accurate buyer persona profile can help inbound marketers better define their target audience and make better-informed marketing decisions.
What are SMART goals? Why do you need to set them?
Specific, Measurable, Achievable, Relevant, and Timely
What Are SMART Goals?
Specific, Measurable, Attainable, Relevant, Timely
What does the acronym SMART stand for in SMART goals?
Specific, Measurable, Attainable, Relevant, Timely
What is the nickname of a bot that search engines use to crawl the web?
Spider
- What are the five inbound principles?
Standardize, Contextualize, Optimize, Personalize, Empathize
What Is SCOPE?
Standardize, Contextualize, Optimize, Personalize, Empathize
What is SCOPE?
Standardize, Contextualize, Optimize, Personalize, Empathize
What is SCOPE?
Standardize, Contextualize, Optimize, Personalize, Empathize -Use to keep your convos the same same to deliver consistent information
Which of these actions would be the fastest and most consistent way to improve your deliverability rates?
Stop sending emails to people who are not engaging in your previous emails
Why is it important to unconsciously process content?
Stop trying to bring ideas together, do something else. Lets your mind rest and process stuff on its own
content marketing
Strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action
What is active voice?
Subject performs the action, makes writing interesting/engaging
Daily Notifications
Subscribers receive a daily digest of your blog posts. You control the maximum number of posts per digest and the time of day it will go out.
Weekly Notifications
Subscribers receive a weekly digest of your blog posts. You control the maximum number of posts per digest and the day and time it goes out.
Instant Notifications
Subscribers receive an email of your latest post as soon as you publish it. There is a 15-minute "grace period" prior to notifications actually being sent, so if you decide to unpublish a post during this period, the notification emails will not be sent.
What's the best way to rank for a primary word?
Surround it with many long tail keywords.
Optimization Strategy
Swap to a data driven strategy. Have a data collection plan, key to improving content strategy
false- although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose
TRUE OR FALSE? EVERY BUSINESS EXISTS PRIMARILY TO CREATE PROFITS?
What is the goal of SEO?
To be in the top organic results on search engine results
What does it mean to 'meet your audience where they are'?
To bring them content they are looking for
Closed Loop Marketing
The practice of closed loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer. When done correctly, you'd be able to see just how much of your marketing investment yielded new business growth. One of the biggest business benefits of implementing an inbound marketing strategy and utilizing inbound marketing software is the ability to execute closed loop marketing.
- Why do the inbound principles exist?
The principles connect the methodology with the resources of inbound
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
What is lead nurturing?
The process of building relationships with your prospects with the goal of earning their business when they're ready
How do search engines find, understand and rank pages to show in search results?
They rank the results in order of the popularity and authority of the websites.
Why are dashboards a great way to display data? What are the different types of dashboards?
They surface the data the aligns teams around revenue goals. 1. SLA 2. Volume 3. Visits 4. Leads 5. Leads by source 6. Leads by campaign 7. Sales by day 8. Sales activity reports
Why is it important to make sure the people buying your product are happy?
They tell their friends how good the product is, bringing more people to buy the product
How does a landing page generate information about your website visitors?
They use a form to gather information
Fill in the blank. To build trust with your target audience you need to align with the way they _________. (Choose all that apply.)
Think
What are the steps to implementing a conversational growth strategy?
Think, Plan, Grow
What are the steps to implementing a conversational growth strategy?
Think, plan, grow
HTML
This is short for Hypertext Markup Language, a language used to write web pages. Most HTML elements are written with a start tag <...> and an end tag </...>, with content in between. HTML is the foundation that the majority of webpages are built on, sort of like what you're reading here on the HubSpot blog! Mind. Blown.
Blogging
This is short for web log or weblog. An individual or group of people usually maintains a blog. A personal blog or business blog will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and video. Blogging is a core component of inbound marketing as it can accomplish several initiatives simultaneously, such as website traffic growth, thought leadership, and lead generation. It does not, however, do your taxes.
On-Page Optimization
This type of SEO is based solely on a webpage and the various elements within the HTML (see "H" if you skipped here directly). Ensuring that key pieces of the specific page (content, title tag, URL, and image tags) include the desired keyword will help a page rank for that particular phrase.
Default Twitter Account
This will be used by Twitter as the Twitter Card for any link to your blog. You can think of it as Twitter's version of a meta description.
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
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.
3 pieces of Lead Nurturing Strategy
Timely: Deliver the right content at the right time Marketing Automation: Software that exists with the goal of automating your marketing actions Efficient: The odds of an inbound lead becoming qualified are 21X Greater when they're contacted within 5 minutes VS. 30 minutes Targeted: Targeting your leads in the right way Your lead nurturing campaigns provide contextual messages to you contacts, which is key to building trust
Examples of how to use lists to organize your thoughts and format your blog posts
Top 10 things every X needs to know about Y 5 ways to improve your Y today 3 myths about Y
What are the most common weaknesses within a marketing funnel?
Top of the funnel (no traffic), conversion rate
What's the difference between the traditional and inbound way of selling?
Traditional is *marketer centric* -Cold calling -Cold emails -Interruptive ads Inbound is *customer centric* -SEO -Blogging -Attraction
Whats the difference between traditional marketing and inbound?
Traditional--company focuses on finding customers (cold-calling, spam email, interruptive ads)--Marketer-centric Inbound--marketing focused on getting found by customers--Customer-centric
What metrics are important to a growth marketer?
Traffic, qualified leads, qualified leads to SQL's, conversion rate, cost to acquire customers, repeat customer rate, month-over-month growth, year-over-year growth
A landing page uses a form to gather information about your visitors.
True
As buying behavior changes the inbound philosophy will also evovle
True
It doesn't matter if you're in product, marketing, sales, or customer support. It's everyone's job to build trust with people. You need to make sure you properly train your team so they understand why trust is key.
True
Most buyers start researching potential solutions before they meet with a salesperson
True
Sales' Service Level Agreement (SLA) to marketing is dictated by the number of sales reps and their quotas. Based on the number of Marketing Qualified Leads (MQLs) marketing provides sales, sales can in turn identify how many follow-up attempts can be made for each MQL that is accepted as a Sales Qualified Lead(SQL).
True
Social monitoring is a great way that marketers can gather information about their buyer personas.
True
The form on the landing page should mirror the value of the offer.
True
True or false? A successful email analytics and optimization program can prevent the decay of your contact database True. With effective analysis and optimization, you can keep emailing all of the contacts in your database False. Analysis and optimization do not impact the rate of database decay False. Optimization, not analysis, is the only thing that can impact the rate of database decay True. While effective analysis and optimization can have a major impact on the health of your contact database, you cannot completely eradicate database decay.
True. While effective analysis and optimization can have a major impact on the health of your contact database, you cannot completely eradicate database decay.
What should you begin your keyword research with?
Understanding what your buyer personas are searching for
All of the following are methods of using email to create evangelists EXCEPT:
Unsubscribe them from email communication so they are not recieving emails about a product they have already purchased.
You have recently been hired as a Demand Generation manager with a goal of generating 1,000 qualified leads per month. To get started, your boss sends you a file with a list of recipients and suggests you email them. You should do all of these things before emailing these contacts EXCEPT: Confirm that you have explicit permission to email these recipients Consider the content, frequency and engagement this contact has with your business Determine what expectations your recipients had when providing their email address Use social media accounts like twitter and LinkedIn to confirm that all of the recipients are real people.
Use social media accounts like twitter and LinkedIn to confirm that all of the recipients are real people. Check answer
How do you connect supporting short-form content to a conversion-focused, long-form content?
Use structure, have a plan
How do you set the Posts by month format for your blog?
Use the drop-down menu to choose the format sidebar module (the current date will be used as the example) and then click Save changes to apply your selection. If you're comfortable working with code, you can also choose to use a custom date format that you create using Locale Data Markup Language.
Personalize for impact
Use the shared knowledge inside your contact database to tailor each conversation you have to the person you're having it with. Rather than canned responses or content, adapt your messaging to speak to directly to the person you're interacting with.
the idea that a company should only have as many employees as it has "vital, relevant jobs"
WHAT IS THE JOBS THEORY?
5
WHAT IS THE MAXIMUM NUMBER OF TOP PRIORITIES A COMPANY SHOULD HAVE AT ANY GIVEN TIME?
All of the above
WHAT IS THE PURPOSE OF THE DELIGHT STAGE OF THE INBOUND METHODOLOGY?
the only way to make your company operate like a flywheel is to use inbound techniques
WHAT IS THE RELATIONSHIP BETWEEN THE INBOUND METHODOLOGY AND THE CONCEPT OF A FLYWHEEL?
having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas)
WHAT IS THE RELATIONSHIP BETWEEN YOUR COMPANY'S PURPOSE AND YOUR BUYER PERSONAS?
individual funnels can be interconnected within a flywheel
WHAT IS THE RELATIONSHIP OF FUNNELS AND FLYWHEELS TO EACH OTHER?
back office teams often have key insights to offer during creation process and should be invited to help create buyer personas
WHAT IS THE ROLE OF "BACK OFFICE" TEAMS (ACCOUNTING, LEGAL ETC.) IN CREATING BUYER PERSONAS?
the three horizon framework is a way to conceptualize what your business wants to accomplish in the short-term, mid-term and long term
WHAT IS THE THREE HORIZON FRAMEWORK?
how the persona finds answers to problems, and how they prefer to communicated with
WHAT KIND OF INFORMATION DOES YOUR MARKETING TEAM LIKELY NEED INCLUDED IN A PERSONA?
the goals and challenges the persona typically has that your product can help with
WHAT KINDS OF INFORMATION DOES YOUR SALES TEAM LIKELY NEED INCLUDED IN EACH PERSONA?
You focus on bringing prospects and customers to your social pages or website through relevant and helpful content
WHAT OCCURS DURING THE ATTRACT STAGE OF INBOUND METHODOLOGY?
The engage stage begins when a prospect or customer takes a desired action
WHEN DOES THE ENGAGE STAGE OF THE INBOUND METHODOLOGY BEGIN?
key results are how you qualitatively benchmark and monitor how you get to the objective
WHEN IT COMES TO GOAL SETTING, WHAT ARE KEY RESULTS?
objectives are statements that define the qualitative outcome of your goal
WHEN IT COMES TO GOAL SETTING, WHAT ARE OBJECTIVES?
impact
WHEN IT COMES TO INBOUND BEST PRACTICES, YOU PERSONALIZE FOR:
A CRM system
WHEN PLACE IS RECOMMENDED FOR THE STORAGE OF YOUR PROSPECTS INFORMATION?
the day your company was founded
WHEN YOU USE THE JOBS THEORY TO DEVELOP A TIMELINE OF EVENTS, WHERE DOES THE TIMELINE START?
demographic information
WHICH OF THE FOLLOWING IS NOT A "JOB DIMENSION" THAT JOBS THEORY MIGHT COVER?
the company's values
WHICH OF THE FOLLOWING IS NOT A KEY PART OF A COMPANY'S CULTURE?
flywheels are able to stand unsupported for an indefinite amount of time
WHICH OF THE FOLLOWING IS NOT A REASON TO THINK OF YOUR BUSINESS AS A FLYWHEEL?
what your product/service best attributes are
WHICH OF THE FOLLOWING IS NOT SOMETHING YOU WOULD TAKE INTO ACCOUNT WHEN CONTEXTUALIZING INFORMATION?
Marketing Automation
While there's some overlap with the term "lead nurturing," marketing automation is a bit different. Think of marketing automation as the platform with associated tools and analytics to develop a lead nurturing strategy. If you'll let me run with an "art" analogy, marketing automation is the paintbrush, watercolors, and blank canvas. Lead nurturing is the artist that makes it all come together. Like Bob Ross! You can't paint a happy little nurturing campaign without both.
- In a flywheel business which of the following is the most important source of new prospects?
Word of mouth
In terms of SEO, how are keywords defined?
Words typed into search engines
Should you use paid and organic content promotion together?
YES!
When examining a thank you page, are you able to understand how to get the offer or what happens next?
Yes
Blog Root URL
You can change this if you really want to, but this is is a big move, and is likely to break a lot of links. Proceed with caution.
Allow comments
You can choose to allow or not allow comments on your blog. The box is checked and comments are allowed by default because outside of social media comments are one of the best ways to publicly engage your audience in discussions about your content and business.
Show summaries in RSS or emails
You can choose to show just a summary of posts in both your RSS feed and your email subscription updates. When turned on, recipients will receive just the summary for a given post, plus a link to the complete version. You can customize what appears in these summaries in one of two ways: Use a "More" tag in the post. All content preceding the "More" tag will be included in the summary. If there is no "More" tag included in the post, the summary will consist of the first paragraph of your post. Note: Many RSS users vastly prefer to read the entire post in their RSS reader, without having to click through to your site to read the whole post. While bloggers sometimes use RSS summaries to "force" subscribers to visit their sites to read their posts, this often has the unintended effect of encouraging RSS readers to unsubscribe from your blog entirely. It's usually best to allow your readers to consume your content in the way that works best for them, not for you.
How would you go about finding your buyer personas' reading habits?
You can go online using sources like Buzzimo, you can also go straight to your blog to see what people are talking about
Who should receive notifications of new comments
You can select the users on your HubSpot account that you want notified via email when a new comment is posted on your blog. You can also type in additional email addresses if you want to send a notification to an address or list that is not associated with a user in your account.
What do you need to build an UTM code?
You can use Google URL builder
How can you track lead generation?
You can use lead generation metrics to prove that your company's money was well spent. Look at number of MQL's and SQL's, create a ratio.
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
Situational Example: 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, What's The Most Strategic Avenue To Choose?
You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment.
Your most recent email send did not perform particularly well, receiving only a 5% open rate. Which of these factors could be a potential reason for this subpar result?
You did not effectively segment your list of email recipients
When analyzing the results of your most recent email send, you discover a significant amount of unsubscribes but very few spam complaints. All of these are potential reasons for this outcome EXCEPT: These contacts were expecting a different type of email from you The quality of your email was sub-par This email was not relevant to your recipients You did not have permission to email these contact
You did not have permission to email these contact
What occurs during the attract stage of the inbound methodology?
You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.
moderate comments
You have the option to moderate comments on your blog posts so that comments can't be automatically posted to your posts before someone on your team approves of them. HubSpot automatically filters for spam comments and will hide them from your posts, but you can use this option to not allow any comments whatsoever without prior approval.
Always require CAPTCHA
You have the option to require that commenters fill out a CAPTCHA when they are commenting on your post. This will make it harder for spammers to leave comments on your blog, but keep in mind that this might also dissuade people from going through the extra effort to comment.
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 is needed to recycle short-form content into a long-form, conversion focused offer?
You need an end goal
What role does optimization play in your conversational growth strategy?
You need to iterate and optimize your conversations over time
What role does optimization play in your conversational growth strategy?
You need to iterate and optimize your conversations over time.
Why should you write about educational content rather than your business?
You want to attract strangers to your blog, that have never heard of your company before. They will not find you through search engines if you are just talking about yourself. *Answer the questions or problems that people are searching for answers to*
YouTube
YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. YouTube is the largest video-sharing site in the world and you're probably on it now instead of finishing up this post.
What is growth marketing?
a blend of marketing, sales, customer success an integrated approach to growing your business and optimizing your content marketing efforts through constant testing across marketing channels
What is the most generic term for anyone in a marketing and sales funnel?
a contact
Which of the following best describes a buyer persona?
a description of your ideal buyer that sounds like it's talking about an individual person but is based on aggregated information about your target market
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
long-tail keyword
a primary keyword that has been expanded upon
Define long tail keyword
a primary keyword that's expanded upon with additional specifying context
What's a process for writing?
an organized structure
advantages of reporting in conversion op
analyzing a report of your website data can give you a deeper understanding of how your visitors and prospects behave, allowing you to optimize
If a salesperson is speaking with a specific person and discovers that the person doesn't exactly match their assigned persona, what should the salesperson do?
focus on serving the person using the information they provide even if it doesn't match the persona. if the same discrepency comes up repeatedly the persona might need to be updated
What are some ways in which to get buy-in from different departments?
get them excited about the idea of growth..... provide resources
Fill in the blank: Your __________ is your strongest acquisition lever.
happy customers
What is the relationship between your company's purpose and your buyer personas?
having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas)
What kinds of information does your marketing team likely need included in a persona?
how the persona finds answers to problems and how they prefer to be communicated with
How can thinking of your business as a flywheel foster cross-team collaboration?
if each team has a seperate funnels, a flywheel can help them understand how those funnels fit together and support eachother
How can thinking of your business as a flywheel foster cross-team collaboration?
if each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.
intent matching
in order to get hits, and in order to get ranked for primary keywords, you must first focus on getting ranked for longtail keywords
What is the relationship of funnels and flywheels to each other
individuals funnels can be interconnected within a flywheel
When it comes to goal setting, what are key results?
key results are how you quantitively benchmark and monitor howyou get to the objective
Why should you use "you" and "your" in your writing?
makes it personal and conversational to the reader
Who is responsible for delighting prospects and customers?
marketing sales and services
engagement
measures the number of interactions with your brand
what is social monitoring?
method of looking for mentions of your brand, products, hashtags, employees, competitots, and customers
What is a naming convention formula?
nomenclature system, used to organize files internally
When it comes to goal setting, what are objectives?
objectives are statements that define the qualitative outcome of your goal
requires businesses to use a business page. Personal pages have a 5K friend limit while business pages can have millions of followers. Access to analytics (Insights). Ability to categorize company for search, add mission statement, product catalog, awards, and give customers chance to do reviews. The most important reason is for advertising.
ROI
return on investment
buyer personas
semi-fictional representations of ideal customer-based on data and some select speculation on demographics , etc. Persona profiles include background demographics, goals, and more
What is the difference between short-form content and long-form content?
short-form = blog posts, social posts, videos long-form = guide/ebook
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
What is the bullseye framework?
structured, 3-step approach to gaining traction to organize channels three runs
Show Summaries in Listing Pages
summary of posts on your blog listing page. When checked, visitors will see just the summary for a given post, plus a link to the complete version.
what is the relationship between the inbound methodolgy and the concept of the flywheel
the inbound methodolgoy is round to help you visualize your companyas a flywheel
What is the relationship between the inbound methodology and the concept of a flywheel?
the inbound methodology is shown as a circle. It presents the flywheel that will drive your businesses growth.
In the three horizon framework, what does horizon three symbolize?
the initiatives you take to power long-term success
In the three horizon framework, what does horizon two symbolize?
the initiatives you take to power mid-term success
In the three horizon framework, what does horizon one symbolize?
the initiatives you take to power short-term success
In the three horizon framework, what does horizon two symbolize?
the intutives youtake to power mid term success
Content
the message your strategy delivers that is useful, wanted, or desired
Why do the inbound principles exist?
the resource connect the methodogly with the resource of inbound
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