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Terms in this set (60)
What are the three stages of the Buyer's Journey?
Awareness, consideration, decision
What are the four stages of the Inbound Methodology?
Attract, Convert, Close, and Delight
All of the following are best practices of inbound, EXCEPT
Focus on finding customers
Fill in the blank: _________ is your marketing toolkit, like blogs, videos, and ebooks; _________ is who you're creating it for.
Buyer persona stories should contain information about:
All of the above
What is the nickname of a bot that search engines use to crawl the web?
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? 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.
What should you begin your keyword research with?
Understanding what your buyer personas are searching for
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
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
True or false? When converting visitors into leads, you should only utilize consideration stage content.
True or false? Focus on the design of a piece of content first, worry about the informational part second.
Fill in the blank: It's not until the ________ stage of the buyer's journey when your product should be mentioned.
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
Fill in the blank: Promoting your content offers on your blog can help you ____________.
Generate new leads
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
What is the long-tail keyword in the title "An Easy Guide to Training Your Cat"?
Easy Cat Training Guide
What is whitespace?
The empty space on the page
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.
How is social media used in the attract phase of the Inbound Methodology?
To publish content that will increase your exposure.
Social monitoring is a great way that marketers can gather information about their buyer personas.
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).
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
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
According to the Inbound Methodology, in which stage do visitors become leads?
If you wanted to promote a travel consultation offer on a blog post, where should the CTA be placed?
End of the blog post
Fill in the blank: Using the same ______ for the entire conversion process helps your visitors understand what they are going to get.
The primary purpose of a call-to-action is to convert leads into customers.
The conversion process begins with a Landing Page.
A landing page headline should always contain which of the following:
The type of offer
A landing page uses a form to gather information about your visitors.
An optimized landing page should contain a link to get another offer.
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.
The form on the landing page should mirror the value of the offer.
Thank you pages are useful for each of these reasons EXCEPT:
Close leads as customers
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.
If you are sending a follow-up email, you do not need to build a thank you page.
Fill in the blank: A thank you page is a way to say thank you, deliver the offer and ________.
Provide more information
"Thanks! We will give you a call shortly to schedule a demo" is an effective message to place on your thank you page.
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.
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
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.
A high click rate for your email send is a good indicator of all of the following, EXCEPT:
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 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.
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
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.
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).
Which of the following is NOT a step in keeping open communication?
Share SLA data with the marketing and sales only once a quarter
Buyer personas aren't important once you get to the Close stage in the Inbound Methodology.
All of the following are things you can uncover as you thoroughly research your leads, EXCEPT
How you can solve their problem
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
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
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.
What are the components to the Customer Delight checklist?
Solve the problems, provide a recommendation, be yourself
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
Which statement is true?
It usually costs more money to acquire a new customer
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.
Why should you be measuring and tracking as many of your customer's interactions as you can?
All of the above
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