Digital Marketing Skills 1 Flashcards
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Questions and Answers

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.

An inbound sales strategy focuses on identifying people who _________.

might already be interested

What is the goal of the identify phase of an inbound sales strategy?

To identify good-fit leads from within the large pool of available prospects.

What is the difference between a sales process and an inbound sales strategy?

<p>Every sales team has its own sales process, but an inbound sales strategy can be implemented by every sales team.</p> Signup and view all the answers

An inbound sales approach is necessary because the world has changed and salespeople need to adapt to new technologies and buying patterns.

<p>True</p> Signup and view all the answers

What occurs during the attract stage of the inbound methodology?

<p>You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.</p> Signup and view all the answers

When does the engage stage of the inbound methodology begin?

<p>The engage stage begins when a prospect or customer takes a desired action.</p> Signup and view all the answers

As buying behavior changes, the inbound philosophy will also evolve.

<p>False</p> Signup and view all the answers

What is the purpose of the delight stage of the inbound methodology?

<p>To exceed expectations, provide an outstanding experience, and help customers accomplish their goals.</p> Signup and view all the answers

Most buyers start researching potential solutions before they meet with a salesperson.

<p>True</p> Signup and view all the answers

The inbound methodology is a ____________.

<p>flywheel</p> Signup and view all the answers

Your __________ is your strongest acquisition lever.

<p>current customer base</p> Signup and view all the answers

What is the relationship between the inbound methodology and the concept of a flywheel?

<p>The inbound methodology helps visualize a business as a flywheel, where customer interactions are continuous.</p> Signup and view all the answers

Which of the following is a problem with thinking of your business as a funnel?

<p>Movement through a funnel immediately stops when things stop flowing into the top of the funnel.</p> Signup and view all the answers

Who is responsible for delighting prospects and customers?

<p>Marketing, sales, and services</p> Signup and view all the answers

Attracting is the role of Marketing. Engaging is the role of Sales. Delighting is the role of Services.

<p>False</p> Signup and view all the answers

Which of the following is NOT a reason to think of your business as a flywheel?

<p>Flywheels are able to stand unsupported for an indefinite amount of time.</p> Signup and view all the answers

Every customer has to have a fantastic experience in order for your company's flywheel to accelerate.

<p>False</p> Signup and view all the answers

What are the five inbound principles?

<p>Standardize, contextualize, optimize, personalize, empathize</p> Signup and view all the answers

When you standardize, you're creating a single standard answer that has no variations.

<p>False</p> Signup and view all the answers

Which of the following is NOT something you would take into account when contextualizing information?

<p>What your product/service best attributes are</p> Signup and view all the answers

Why is it common for companies to think of themselves in terms of a funnel?

<p>Because many business charts show conversion rates, and those charts are often shaped like a funnel.</p> Signup and view all the answers

How can you apply flywheel thinking to your company's budget?

<p>By investing as much money into things that drive customer happiness as you do into acquiring new customers.</p> Signup and view all the answers

In a flywheel business, which of the following is the most important source of new prospects?

<p>Word of mouth</p> Signup and view all the answers

How can thinking of your business as a flywheel foster cross-team collaboration?

<p>If each team has separate funnels, a flywheel can help them understand how those funnels fit together.</p> Signup and view all the answers

When it comes to inbound best practices, you personalize for:

<p>Impact</p> Signup and view all the answers

You standardize for ______________.

<p>consistency</p> Signup and view all the answers

When optimizing your content for clarity, your goal is to ______________.

<p>leverage the strengths of a given channel and mitigate its weaknesses</p> Signup and view all the answers

Which place is recommended for the storage of your prospect's information?

<p>A CRM system</p> Signup and view all the answers

Why do the inbound principles exist?

<p>The principles connect the methodology with the resources of inbound.</p> Signup and view all the answers

You ________ have to provide the _________ right response, before delivering the __________ correct information.

<p>often, emotionally, factually</p> Signup and view all the answers

What does a knowledge strategy allow you to do?

<p>Identify topics you may have information on, and what types of questions may be asked.</p> Signup and view all the answers

Which of the following is the best way to align a company's employees around a single purpose?

<p>Defining a company culture that encourages employees to focus on fulfilling the company's purpose.</p> Signup and view all the answers

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?

<p>Focus on serving the person using the information they provide, even if it doesn't match the persona.</p> Signup and view all the answers

Which of the following is NOT a key part of a company's culture?

<p>What customers say about the company</p> Signup and view all the answers

When you use jobs theory to develop a timeline of events, where does that timeline start?

<p>The first time a potential customer realizes they have a need.</p> Signup and view all the answers

What is jobs theory?

<p>A method for understanding why people buy certain products and services.</p> Signup and view all the answers

Which of the following is NOT a 'job dimension' that jobs theory might uncover?

<p>Demographic information</p> Signup and view all the answers

How does your company's purpose affect 'back office' teams (accounting, legal, etc.)?

<p>Back office teams should find ways to focus processes on the needs of your customers.</p> Signup and view all the answers

When it comes to goal setting, what are key results?

<p>Key results are how you quantitatively benchmark and monitor your progress toward the objective.</p> Signup and view all the answers

What is the three horizon framework?

<p>The three horizon framework is a way to conceptualize what your business wants to accomplish in the short-term, mid-term, and long-term.</p> Signup and view all the answers

When it comes to goal setting, what are objectives?

<p>Objectives are statements that define the qualitative outcome of your goal.</p> Signup and view all the answers

In the three horizon framework, what does horizon one symbolize?

<p>The initiatives you take to power short-term success.</p> Signup and view all the answers

Every business exists primarily to create profits.

<p>False</p> Signup and view all the answers

In the three horizon framework, what does horizon two symbolize?

<p>The initiatives you take to power mid-term success.</p> Signup and view all the answers

Objectives typically have a designated time period, while key results can be long-lived.

<p>False</p> Signup and view all the answers

What's the maximum number of top priorities a company should have at any given time?

<p>5</p> Signup and view all the answers

In the three horizon framework, what does horizon three symbolize?

<p>The initiatives you take to power long-term success.</p> Signup and view all the answers

If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.

<p>False</p> Signup and view all the answers

Which of the following best describes a buyer persona?

<p>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.</p> Signup and view all the answers

There should be one person who is tasked with creating and maintaining your buyer personas.

<p>True</p> Signup and view all the answers

Who at your company will buyer personas most benefit?

<p>All customer-facing teams, as a good buyer persona can provide value to marketing, sales, and services.</p> Signup and view all the answers

What is the role of 'back office' teams (accounting, legal, etc.) in creating buyer personas?

<p>Back office teams often have key insights to offer during the creation process.</p> Signup and view all the answers

Who should be involved in creating your buyer personas?

<p>Anybody who interacts with your customers, directly or indirectly, should be invited to give input.</p> Signup and view all the answers

What is the buyer's journey?

<p>It's the active research process someone goes through leading up to a purchase.</p> Signup and view all the answers

A customer's buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.

<p>True</p> Signup and view all the answers

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?

<p>Consideration</p> Signup and view all the answers

What are the stages in the inbound methodology?

<p>Attract, Engage, Delight</p> Signup and view all the answers

Inbound is knowledge __________.

<p>monetization</p> Signup and view all the answers

Which departments should be involved in creating content?

<p>All departments</p> Signup and view all the answers

What is the relationship of funnels and flywheels to each other?

<p>Individual funnels can be interconnected within a flywheel.</p> Signup and view all the answers

It is a recommended best practice to gate and deliver the majority of your content over live chat.

<p>False</p> Signup and view all the answers

According to jobs theory, which of the following is an example of a job story?

<p>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.</p> Signup and view all the answers

What kinds of information does your marketing team likely need included in a persona?

<p>How the persona finds answers to problems, and how they prefer to be communicated with.</p> Signup and view all the answers

What does CRM stand for?

<p>Customer Relationship Management</p> Signup and view all the answers

You've joined a startup company. Before building out your content strategy, you'll need to develop your company's primary buyer persona. What's the appropriate order for developing the buyer persona for your startup?

<p>Research, identify trends, and create persona stories</p> Signup and view all the answers

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?

<p>None of the above</p> Signup and view all the answers

You've been tasked with helping to research your organization's buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?

<p>True</p> Signup and view all the answers

Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.

<p>customer</p> Signup and view all the answers

Buyer personas are effective for all organization types.

<p>True</p> Signup and view all the answers

What are the four stages of the inbound methodology?

<p>Attract, Convert, Close, and Delight</p> Signup and view all the answers

A website visitor is reading the blog post you published last month. They're intrigued by the call-to-action that you have at the bottom of your post. They decide to click it and are redirected to a form which they fill out and submit. Which inbound methodology stage is being described in this scenario?

<p>Convert</p> Signup and view all the answers

What is the definition of a buyer persona?

<p>A semi-fictional representation of your ideal customer based on real data and some select educated speculation.</p> Signup and view all the answers

In the context of inbound, buyer personas and ideal buyer profiles are the same thing.

<p>False</p> Signup and view all the answers

Optimizing your content helps improve __________.

<p>reach, engagement, conversions</p> Signup and view all the answers

To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?

<p>Twitter, LinkedIn, Google</p> Signup and view all the answers

If you're looking for a place to start with creating topic clusters and pillar pages, consider deconstructing your existing awareness- or consideration-stage offers into 10x content pillar pages.

<p>True</p> Signup and view all the answers

Social media is a key driver for word-of-mouth marketing.

<p>True</p> Signup and view all the answers

You should only create video content if you have a high-quality camera and lights.

<p>False</p> Signup and view all the answers

When creating a content offer, use _________ to determine the best content offer format.

<p>your buyer persona</p> Signup and view all the answers

What are the steps of conversion optimization?

<p>Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.</p> Signup and view all the answers

What is conversion optimization?

<p>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.</p> Signup and view all the answers

What are the steps for creating a conversion path?

<p>Create awareness, determine your end point, chart your course, and analyze.</p> Signup and view all the answers

If you have an ideal customer profile, you don't need buyer personas.

<p>False</p> Signup and view all the answers

Each prospect who comes to your website for the first time is always in the awareness stage of the buyer's journey.

<p>False</p> Signup and view all the answers

When starting out, make sure you are engaging with customers on every single social media channel.

<p>False</p> Signup and view all the answers

Define a conversion path.

<p>The method by which you encourage someone on your site to move down your funnel.</p> Signup and view all the answers

This call-to-action isn't performing as well as it should. What is the first thing to assess about the call-to-action?

<p>The offer and its relevance to the page content.</p> Signup and view all the answers

What is the main purpose of a landing page?

<p>To capture a visitor's information via a form.</p> Signup and view all the answers

__________ allows you to understand what users want, care about, and interact with on your site by visually representing their clicks, taps, and scrolling behavior.

<p>Hotjar</p> Signup and view all the answers

All of the following are true about forms and lead flows EXCEPT:

<p>Lead flows collect more detailed information than forms.</p> Signup and view all the answers

Responsive design relies on predefined screen sizes.

<p>False</p> Signup and view all the answers

When designing site architecture and navigation, whose experience should be the primary consideration?

<p>The visitor</p> Signup and view all the answers

While most pages should be optimized for user interaction, responsive blogs should be first optimized for _________.

<p>readability</p> Signup and view all the answers

______________ is a friendly, harmonious relationship; a relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.

<p>Rapport</p> Signup and view all the answers

Study Notes

Inbound Methodology

  • The Inbound Methodology consists of three main stages: Attract, Engage, Delight.
  • Attract stage focuses on creating relevant content to draw prospects to your website or social platforms.
  • Engage stage begins when prospects or customers take a specific desired action.
  • Delight stage aims to exceed customer expectations, providing outstanding experiences.

Buyer Behavior and Research

  • Most buyers research potential solutions prior to interacting with a salesperson.
  • The buyer's journey is the active research process leading up to a purchase.
  • A buyer persona is a semi-fictional representation of an ideal customer based on data and educated guesswork.

Customer Relationship Management (CRM)

  • CRM stands for Customer Relationship Management; best for storing prospect information.
  • Current customer base serves as the strongest acquisition lever for businesses.

Inbound Principles

  • Five inbound principles: Standardize, Contextualize, Optimize, Personalize, Empathize.
  • Personalization in inbound marketing allows for greater impact on customers.
  • Standardization aims for consistency, while contextualization bases information relevance on the customer.

Flywheel vs. Funnel

  • The Inbound Methodology visualized as a flywheel emphasizes continuous momentum and customer happiness.
  • Thinking of a business solely as a funnel can lead to stagnation if customer acquisition stops.
  • Word of mouth is identified as the most crucial source of new prospects in a flywheel model.

Conversion Optimization

  • Conversion optimization is an iterative process to improve visitor action rates through systematic testing.
  • Steps include defining objectives, establishing baselines, forming hypotheses, designing tests, and analyzing data.
  • A conversion path encourages users to move deeper into the sales funnel.

Content Strategy and Creation

  • All departments should contribute when creating content; collaboration fosters diverse insights.
  • Video content should not be limited to high-quality production; creativity can come with accessible tools.
  • Topic clusters and pillar pages can be developed from existing content to enhance reach.

Customer Engagement and Nurturing

  • Lead nurturing involves building relationships with prospects to encourage their business over time.
  • Engaging customers effectively through social media is vital, but should focus on fewer, impactful channels rather than attempting to be everywhere.

Goals and Objectives

  • Key results quantify progress toward goals, while objectives define the qualitative desired outcomes.
  • The Three Horizon Framework categorizes business initiatives into short-term, mid-term, and long-term success factors.

Roles and Collaboration

  • Marketing, sales, and services share the responsibility of delighting customers.
  • Buyer personas benefit all customer-facing teams by informing marketing, sales, and service strategies.
  • Effective definition of company culture aligns all employees towards fulfilling a unified organizational purpose.

Knowledge Strategy and Insights

  • A knowledge strategy allows for the identification of relevant topics and anticipated customer questions.
  • Back office teams provide valuable insights when creating buyer personas that serve all business facets.

Performance Measurement

  • Key metrics include tracking visitor engagement levels, conversion rates, and the efficacy of content offers.
  • A/B testing different content formats helps assess which resonates best with the target audience.

Miscellaneous

  • Responsive design must prioritize user experience over rigid adherence to predefined screen sizes.
  • Creating rapport with customers enhances communication and builds lasting relationships.

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Test your knowledge on the Attract and Engage stages of the Inbound Methodology with these flashcards. Each card presents key concepts that are essential for mastering digital marketing skills. Perfect for beginners and professionals looking to refresh their understanding.

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