Inbound Marketing

Where does conversion optimization fit into the inbound methodology?

- any stage - customers are interacting with your site at every stage during the buyers journey

Endpoint (conversion path)

- series of steps - identify end goal early on - more contacts to complete the final step of filling out the form

What is a conversation?

-an oral exchange of sentiments, observations, opinions, or ideas between two or more parties. - an interactive communication between two or more parties

What are different ways that you can brainstorm blog topics?

-ask questions like: what do our customers need help with? what do our buyer personas need help with? what do we wish people knew about our industry? what are industry bloggers, social media, and our competitors talking about? - make a list of topics that will help create a longer term blogging strategy

What are some ways that conducting an audit will help you in your social media efforts?

-develop or adjust a social media strategy that aligns a 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 is inbound marketing?

-focuses on earning a customer's attention - content + context (who you are creating it for)

benefits of social listening

-opportunity to measure the performance of your social media, web, conversations and content strategy - helps you manage reputation - helps you identify your biggest fans and influencers -help you discover new product ideas or enhancements - watch the competition -lead to new business opportunities -help you find leads -help you set strategic benchmarks for your future

What are the steps to implementing a conversational growth strategy?

1. Think 2. Plan 3. Grow

What are pillar page design layout tips?

10x content pillar page, resource pillar page

On average how many touches does it take to generate a sales qualified lead?

6-8 touches

What is a call-to-action?

Any element on your website or blog that prompts your visitors to take action.

What's the inbound methodology?

Attract the consumer, engage with the consumer, delight the consumer

What makes up a successful content audit?

Content is: Value driven, persona- driven, results driven, you have a content strategy, sales and marketing teams are aligned

What's needed to create a topic cluster?

Core topic Identify Topic cluster (made up of relevant sup topics, can stand alone but still supports core topic) connecting everything through a series of hyperlinks

How do blog posts fit into topic clusters?

Pillar content cluster content hyperlinks - your blog post can serve as a cluster content that then includes hyperlinks to more information located on your pillar content page

opportunity

a SQL that a sales rep has communicated with and logged as a legitimate potential customer

lead

a contact who has submitted their information through a form or by starting a chat on your website

What is a conversion?

a moment when a website visitor takes the desired action ideally occurs throughout the visitors life cycle -helps you check on the health of your strategy

What is NPS?

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 our NPS will climb.

Content Pillar

a website page that covers a broad topic in depth and is linked to from cluster of related content

What can you take to implement conversion optimization on your site?

define your objective establish your baseline form a hypothesis design your tests analyze your data

What is a conversational growth strategy?

delivering the right message to the right person at the right time, every time.

A social media audit will help you

develop new benchmarks and KPIs determine the best mix of content on the right channels at the right times identify opportunities to better engage with customers adjust budgets and calculate ROI identify how you need to make resource changes to boost social media efforts

How do you calculate a conversion rate?

dividing the number of conversions a webpage generated by the number of people who visited that page.

resource pillar page

focuses on internal and external links helpful resource in connecting the reader with the most relevant sources on a specific topic

Analyze (conversion path)

health check on how the path is performing - amount of visitors converting meet your goal

What are the benefits of having a social media strategy?

helps you expand your marketing efforts, help build brand awareness, powerful drivers for word of mouth, you can use social media to attract buyers

How long should a blog post title be?

ideal is 60 characters headlines between 8-12 words on Twitter headlines 12-14 on FB

How do you format a blog post?

ideal length is 2100 words start with introduction - grab the readers attention, captivating, humor, empathetic, and interesting fact Body - most value, cover topic in full, mention keywords in post and headers, use visuals WHITE SPACE is your friend no long paragraphs sub headers, bullets, or numbers include internal and external links Responsive and designed for mobile (read on mobile rather than desktop) write consistently and frequently quality over quantity blogging schedule

social engagement

is having conversations with individuals about your industry, brand, products and services.

social listening

is how you track, analyze, and respond to conversations across the internet

What are the advantages of reporting in conversion optimization?

know your audience better boost sales stealing customers for competitors lowering cost per lead

How do you determine and define a sales-ready lead?

lead qualification matrix

How do you create lasting relationships with your customers?

listen serve follow up 80% listening 20% talking

What are the advantages of reporting in analytics?

measure the quantity and quality of traffic on your site know how each of your pages are performing

10x content pillar page

mostly made up of your owned media format of this page is similar to that of an un-gated ebook or guide solves for search engine and website visitor packaging in downloaded resource

Why is long-term content planning important?

provides a roadmap for your content and identifies and organizes all the initiatives and campaigns over the course of a year where content will need to be created.

Conversational message should be (think)

repeatable predictable impactful

Sales Qualified Lead (SQL)

sales team has determined to be worthy of a direct follow-up after through examination

What different ways can you solve for customer success?

segment your customers provide social media support create customer specific content acknowledge and celebrate your customers

What is a buyer persona and how do you create one?

semi-fictional representations of an ideal customer, based on real data and some educated speculation about demographics, behaviors, motivations, and goals. You create one through research, analysis, and taking a close look at who's already buying from you.

Which algorithm updates impact you as a content marketer?

Googles hummingbird update in 2013 - keyword and topic focused to content creation in website organization Googles Rank Brain in 2015 - machine learning artificial intelligence system interprets peoples searches to find pages that might not have exact words they searched for

Data out

How you use your data to further optimize and personalize the conversational experience for your website visitor.

SMART goals

Specific, Measurable, Attainable, Realistic, Timely

What does SCOPE stand for?

Standardize for consistency contextualize for relevance optimize for clarity personalize for impact empathize for compassion

What are some of the different social media content types?

Text Visual images Animated Gifs Stories Video Quizzes surveys and polls Realtime marketing Influencer marketing

Data-in

The data you collect, either by asking for it explicitly or gathering it through analytics implicitly.

Conversation growth strategy pillars

Time to Live (TTL) Shared Knowledge SCOPE

What's the difference between a topic and a title?

Topic is general and the title is more specific to what the blog is going to be about

What is user generated content?

UGC content such as blog post, or reviews developed by a fan of your company and posted on social media

What is the buyer's journey?

active research process someone goes through leading up to a purchase

Where should you place a CTA on a blog post?

after the first few paragraphs passive through hyperlink texts text CTA near top produce highest click through rates at the end of the post relevant to the blog content more educational content

What is a contact?

anybody your company markets to, sells to, partners with, engages with, or employs. An individual who you are creating a relationship with.

How do you optimize a blog post?

around the long-tail keyword - title - body - url - alt-text (images with alt text- tells them what the image is about) - meta description (300 characters) clear on your post content, copy matters

Awareness (conversion path)

attract their attention by answering their question

What makes a successful buyer's journey?

awareness, consideration, and decision that portray the experiences your potential customers go through.

What are the steps to creating an effective conversion path?

awareness, endpoint, chart your course, analyze

Why is goal setting important to inbound marketing?

because it allows you to set client expectations from the get-go. It gives you, your client, and the rest of the stakeholders and employees shared goals to ensure everyone is on the same page. And it helps you to create a strategy for what needs to be done to reach that goal.

Where does content fit into into an inbound marketing strategy?

because to attract your target audience and buyer personas you are tied to content creation and development.

if leads are not ready for sales

build trust email nurturing paid retargeting on social media one on one interactions

What is closed-loop reporting?

completes the feedback loop between Marketing and sale - more lead intelligence in data over to the sales team and get more feedback about which marketing efforts are translating into customers

What are the three foundational pieces of creating a lead nurturing strategy?

contact management segmentation the buyer's journey

MQL (Marketing Qualified Lead)

contacts who have raised their hand and identified themselves as more deeply engaged, sales-ready leads

What are the fundamentals of inbound marketing?

contacts, buyer personas, buyer's journey, content, goals

Chart your course (conversion path)

creating the best flow of elements throughout your site - example: landing pages

What different ways can you market differently to customers?

customer loyalty programs social media

What is a conversion path?

steps carefully crafted to lead your website visitor through your site and help them interact wth the variety of content at their disposal

how do you create an NPS score?

survey your customers - promoters - passives - detractors = Promoter % - Detractor %

Social Monitoring

the method of looking for mentions of your brand, products, hashtags, employees competitors and customers.

contact

the most generic term for anyone

What is the definition of lead nurturing?

the process of building relationships with your prospects with the goal of earning their business when they're ready - timely - efficient - targeted

. 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 sales enablement?

the processes, content and technology that empower sales teams to sell efficiently at a higher velocity

What is a service-level agreement (SLA)?

two-way agreement - marketing commits to delivering certain number of leads to sales, and sales commits to contracting those leads within a certain timeframe - company is set up to reach its revenue goal

What is blogging?

typically a section of your business's website -- but, unlike the rest of your website, you need to update the blog section frequently by adding new posts. Also a tool that allows you to engage more with an audience, either by analyzing how many readers share your blog posts on social, or by allowing readers to comment on your individual posts.

Conversion path areas

value proposition relevance urgency clarity anxiety distraction optimization strategy

prospect

website visitors who you've gathered minimal data on who have signed up for a blog or an email newsletter

Comparing different messaging channels

which channels your customers are currently using

What to track in your social media audit

your owned social channels the internal owners of those channels number of followers non-owned channels for legal usage profile consistency content performance