Digital Marketing Skills 1

You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.

The engage stage begins when a prospect or customer takes a desired action.

False

•To exceed expectations •To provide an outstanding experience every time a prospect or customer interacts with your company •To go the extra step to ensure a prospect or customer accomplishes what they set out to do

True

Flywheel

Current Customer Base

The inbound methodology is round to help you visualize your company as a flywheel. The inbound methodology represents a funnel that exists in one part of your company's flywheel.

Movement through a funnel immediately stops when things stop flowing into the top of the funnel.

Marketing, Sales, and Services

False

Flywheels are able to stand unsupported for an indefinite amount of time.

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.

Standardize, Contextualize, Optimize, Personalize, Empathize

False

What your product/service best attributes are

Because many business charts show conversion rates, and those charts are often shaped like a funnel.

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.

Word of mouth

If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.

Impact

Consistency

Leverage the strengths of a given channel and mitigate its weaknesses

A CRM System

The principles connect the methodology with the resources of inbound

Often, emotionally, factually

Identify topics you may have information on, and what types of questions may be asked

Defining a company culture that encourages employees to focus on fulfilling the company's purpose.

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 customers say about the company

The first time a potential customer realizes they have a need.

A method for understanding why people buy certain products and services.

Demographic information

Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.

Key results are how you quantitatively benchmark and monitor how you get to the objective.

The three horizon framework is a way to conceptualize what your business wants to accomplish in the short-term, mid-term, and long-term.

Objectives are statements that define the qualitative outcome of your goal.

The initiatives you to take to power short-term success

False - Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.

The initiatives you take to power mid-term success

False

5

The initiatives you take to power long-term success

False

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

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.

All customer facing teams, because a good buyer persona can provide value to marketing, sales, and services.

Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.

Anybody who interacts with your customers, directly or indirectly, should be invited to give input.

It's the active research process someone goes through leading up to a purchase.

True

Consideration

Attract, Engage, Delight

Monetization

All departments

Individual funnels can be interconnected within a flywheel.

False

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.

How the persona finds answers to problems, and how they prefer to be communicated with.

Customer Relationship Management

Research, identify trends, and create persona stories

None of the above

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.

customer

True

Attract, Convert, Close, and Delight

Convert

A semi-fictional representation of your ideal customer based on real data and some select educated speculation

False

reach engagement conversions

Twitter LinkedIn Google

True

True

False

your buyer persona

Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.

Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.

False

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.

Create awareness, determine your end point, chart your course, and analyze.

False

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.

Create awareness, determine your end point, chart your course, and analyze.

False

False

False

The method by which you encourage someone on your site to move down your funnel.

The offer and its relevance to the page content

To capture a visitor's information via a form

Hotjar

Lead flows collect more detailed information than forms.

False

The Visitor

readability

Rapport

The process of building relationships with prospects with the goal of earning their business when they're ready.

might already be interested

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

Every sales team has its own sales process, but an inbound sales strategy can be implemented by every sales team.

true

False

Sales representatives must evolve their selling to keep up with customers' buying habits

True

Collect survey responses

From the very first moment someone interacts with your business

How you track, analyze, and respond to conversations across the internet.

False

Detractors

50

false

False

False

True. An email address is enough information for the CRM to create a contact record where you'll be able to see a full history of the pages that the visitor has viewed on your website. The CRM may also be able to find company information about the person and create a company record based on their email domain.

Human, Helpful, Holistic

False

False

Marketing qualification matrix

Identify, Connect, Explore, Advise

Voice Of The Customer

Customer support

Engage, Guide, Grow

False

False

View the journey from the buyer's perspective and focus on the tasks they need to accomplish

a. Content is needed to attract people to your site. b. Content is needed to attract visitors and convert them into leads. c. Content is needed to close leads into customers and turn customers into promoters.