Digital Marketing Strategy exam 1

what are the main differences in the evolution of marketing?

today, buyers today have most of the power

Buyers now have access to:

Company info

Product info

Reviews

Your competition

why is it important to allow comments and reviews on websites?

93% of consumers said they are more likely to be repeat customers at companies with remarkable service

Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call.

inbound marketing

inbound marketing does what 4 things?

-Focus is on building relationships

-Delighting the customer throughout buying journey

-Providing info when a customer needs it

-Turning a customer into an advocate

differences between outbound and inbound marketing

Outbound:

-Serves marketing content to consumers on our (advertisers) terms, when we decide

-Doesn't typically give consumers a choice on type of content they see

-Provides limited info

-Positions company as an authority

Inbound:

-Aims to give buyers relevant information throughout their buyer journey

-Lets buyers seek out info

-Provides a multitude of info

-Lets buyers decide who is the authority

why use inbound marketing?

• Part of the conversation

• Get the right people to your site

• Empower customers

Buyers today have more tools to block marketing efforts (unsubscribe, block)

Buyers choose to search you out- creates a willingness to what what you have to say

The engage stage begins the moment _____________

a person takes the desired action

in the engage stage, we build trust by doing what 4 things?

Providing solutions

Answering questions

Suggesting additional relevant content

Making sure info is clear and easy to find

Delight revolves around providing an ________

outstanding experience

what is the inbound methodology?

Attract → engage → delight

3 examples of innovative and problem solving companies

Amazon

Khan academy

American girl

Many companies lose sight of their missions when?

once they reach success

how to practice effective goal setting?

Always keep the company purpose in mind

Mission, vision statements

Value propositions

The broad aspiration set for the organization

goal

Statements that define the qualitative outcome of the goal

objectives

How u measure and monitor how you get to the objective

key results/ KPIs

need to meet SMART criteria

A semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses

Compiled so that it sounds like it might be an actual person

buyer persona

Personas DON'T replace X?

the need to find out info about individual people

Objective of a persona profile is to identify your audience's X

roles, goals, challenges

The average adult spends X hours per week with digital media

20

how do you tell a good company story (3 steps)?

Start with the why

Then work your way to what and how

The why describes a solution and makes it memorable

The active research process someone goes through leading up to making a purchase

buyer's journey

3 stages of buyer's journey

Awareness/attract stage → consideration stage → decision stage

This is where your buyer has a problem or list of questions that they are trying to answer or learn more about. Content in this stage should be more industry level education and should not really feature your product or service

awareness/attract stage

goal of awareness/attract stage

engagement

This is where we start to discuss possible solutions to that problem. Here you provide content that starts to talk about your product more. Usually, this is where you ask for buyer information in exchange for valuable content

Consideration /engage stage

goal of consideration/engage stage

leads

This is where we recommend next steps. This type of content features the product/service more heavily and is designed to help a buyer make a decision about purchasing our offerings

decision/delight stage

goal of decision/delight stage

sales

2 ways to generate content ideas

On your own

brainstorming/plan in a group

3 ways to leverage google

Autocomplete functionality

Related searches section

'People also search for' box

5 brainstorm best practices

1) Pick someone to moderate and set a clear agenda

2) Create an atmosphere where people feel comfortable

3) Leverage brain dumps

4) Use sticky notes and other visual aids

5) Remember the main goal is to generate new, unexpected ideas

2 steps of building a promotional plan

Step 1 = Create the Content

Step 2 = Promote It

2 ways to promote content

Organically

Paid

ways to promote content organically

SEO (search engine optimization)

inbound links/backlinks

Bots and messaging apps

Email

social media

How your content gets found organically online

Search engine optimization (SEO)

The more X you can get that lead to your site, the more your site will rise in search rankings

backlinks

Backlink opportunities include content from X and X relevant to your industry

websites and blogs

4 ways you can promote your content with paid advertising

google ads

social media ads

Paid influencer marketing

native marketing

In which stage do search engine bots discover your content by crawling it?

discovery stage

in which stage do Search engine bots decide how relevant your content is by indexing it (based on signals like key words)?

relevance stage

in which stage do Search engine bots rank your content in search results based on your site's SEO authority?

*backlinks

authority stage

Authority directly impacts what?

ranking strength

what is the library metaphor?

Step 1: crawling/discovery

Find the books

Step 2: indexing/relevance

Categorize the books

Step 3: ranking/authority

Decide which books to feature

Links that direct visitors from another website to yours

backlinks

Other sites will backlink to yours if they think your site has X and X content

credible and relevant

SEO strategies for organizations

Focus more on publishing relevant content

Don't just focus on creating lots of content

Focus on building authority too

Tools to determine how many backlinks your website currently has?

Moz

Majestic

Ahrefs

Semrush

How to determine what good backlinks would be for your site

Check your competitor's backlinks

Using Moz's Link Explorer tool

the new marketing and sales funnel has a greater emphasis on ___________

marketing than sales

Buyers are in the X stage the longest.

consideration

How many pieces of content do you need in each stage of the buyer journey?

Start with:

2 Awareness content pieces

4-5 Consideration content pieces

2 Decision content pieces

Google measures primarily through X

backlinks

If a fitness blog references your health website in its blog, that is a X

backlink

the process of manually encouraging people to link to your website from theirs

link building

type of backlinks for bottom of buyer's funnel pages?

Product reviews

Mentions of specials/offers

website pages according to buyer's funnel

awareness:

home, blog page, news page

consideration:

news page, resources page, FAQ, reviews/testimonials

decision:

contact us page, product page, special offers page

You need to get around the same number of links that the results ranking on X already have

page 1 of google/search results

How to calculate baseline target for how many links you need:

Choose a broad topic that you want to be known for (keywords)

Plug that topic into a google incognito window and run a search

Run the URLs for the 10 results through a link-checking tool (Moz link explorer) to determine number of Linking Domains for each

Calculate the average number of Linking Domains linking to all 10 sites

This will tell you about how many websites you need to link to yours for you to compete with the top ranking sites for that phrase

how to use the Moz link explorer tool?

Visit moz.com/login (home > moz pro > link research > linking domain)

Register for account (free with up to 10 domain searches per month)

Conduct a keyword search in incognito window "best professional sales program"

Copy and paste the SERP result URLs into moz linking domain tool

Click analyze button

View stats for that URL

how to calculate the average number of linking domains that you need to appear on page 1 of google?

take the average of the top 10 results from Moz Link Explorer tool- this is how many backlinks you need to show up on google's first page

Writing and publishing an article on someone else' website or blog

guest blogging

4 reasons to guest blog

It expands your audience

It increases referral traffic to your website

It helps your website's search engine optimization

You can include your own link in the blog to link to your website

Creating a guest blogging strategy

-Write for websites that have a higher domain authority

-Syndicate your educational content

Do not cut and paste- instead "repurpose" content:

Rework a blog post into a helpful step by step guide

-Create pillar pages to link to from guest blogs

Link to specific pages on your website (don't always link to home page)

Link to educational content

Include your most valuable inbound link towards the top of your content

-Nurture the relationship with your contact

Interact with comments (remain professional)

Engage with people on social media

Remain in contact and reciprocate and pass along opportunities

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

pillar page

domain authority range sweet spot

21-70 links(?)

Links that are found near the top of the page pass more X to the page they are linking to

authority

A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel

email marketing strategy

X is one of the main channels that will deliver content to the engage and delight stages

email

We can choose to send marketing emails in 2 ways:

Though email clients (gmail, outlook, yahoo, apple mail)

Through an ESP (email service provider)

A company that offers email marketing

Examples: mailchimp, hubspot

email service provider

why should marketers use an email service provider over an email client?

more options for metrics, centralized contacts, SPAM compliance, segmentation of lists

Dividing your contacts into smaller groups based on similarities

segmentation

Inbound is all about the happy marriage between X and Y

context and content

Effective emails deliver X within X

content; context

Ex: email to webinar participants right after webinar that includes information that was promised

why is email segmentation so valuable?

Customers are more likely to open an read the email bc it is relevant to them and in context- they attended the webinar so they are expecting the email- better open and click rates

you should segment emails based on the persona and where they are in the X

buyer's journey

Segmentation by persona example

Segmentation by behavior/buyer's journey example

by persona:

Kroger grocery store possible personas:

-Students (undergraduate and graduate)

-Head of family

-Single working adults

-Senior citizens

by buyers journey:

Post-webinar emails by behavior:

-Email to people who attended webinar

-Email to people who signed up but did not end up attending webinar

-Email to people who signed up only to receive the recording

WHAT determines where in the buyer's journey a customer is

behavior

X% of email marketing ROI came from segmented, targeted, and triggered campaigns

77

what is included in the email header?

1) 'From' name and address

2) 'Reply to' address

----Where do you want replies to go?

----Make sure it's a monitored email address

----Do not use a noreply@ email address

3) Subject line

4) Preview text or snippet

what is included in the email body?

1) Personalization

2) Images

3) Body copy

4) CTA

what is included in the email footer?

1) Contact info

2) statement of responsibility

3) Can-spam compliance area

A law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations

can-SPAM compliance

To be compliant with the can-SPAM compliance law, you must have what included in your emails?

a footer that includes your physical address and unsubscribe links for your readers to access at any time

The best designed emails are the ones that are X and X

simple; attainable

AIDA stands for what, is what, and appears as what?

An email model that stands for attention, interest, desire, and action. It appears as an inverted pyramid

what does AIDA stand for?

Attention, Interest, Desire, Action

It is important that you remain WHAT across all your communications, so no matter what a customer receives from you - email, newsletter, mailer - it all looks like it's from the same company.

consistent

Using the data you have on each of your contacts- such as when they open, click, and convert- and scheduling your emails to send to each contact and when each contact is most likely to engage with your email

email send time personalization

4 fundamentals of writing copy

1) Write for scannability

2) Use the right tone

3) Proofread copy

4) Personalize when appropriate

how can we make emails more personal?

Use personalization in body copy salutation

"From" email should be from a person's name and not from info@ or reply@

Use a real reply email address - make sure the inbox is monitored

Get to know your customer's characteristics (persona docs)

Segment your lists so you can personalize conversations and content offered through emails

Make sure both the content and timing of email is relevant

emails will render differently according to

Device

Email client

How to use an email client tester?

send yourself an email and open it on a desktop or smartphone

List of 6 most common spam trigger words/phrases

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Stick to one WHAT per email

CTA

what is the most important part of an email and why?

CTA because it is what gets your reader out of the inbox and onto the next step

We nurture X through the buyer's journey so that they may one day become customers; X is the main tool for this

leads; email

Someone who is in your buyer's journey but has not yet become a customer

lead

the timely, efficient and targeted approach to connecting with your contacts when they're ready

lead nurturing