Introduction

Question 1

Inbound Methodology

Answer 1

A method for growing an organization by building lasting relationships with people and helping them reach their goals. When your customers succeede, you succeed.

Question 2

What is digital marketing?

Answer 2

Any kind of marketing that happens on a digital platform.

Digtial marketing doesn’t include only inbound or only outbound marketing methods. Instead, it encompasses all marketing strategies, as long as they are digital.

Question 3

Outbound Marketing

Answer 3

Outbound aims to put marketing messages in front of as many people as possible in the online space - regardless of whether it’s relevant or welcomed.

Question 4

Inbound Marketing

Answer 4

A business methodology that attracts customers by creating valuable content and experiences tailored to them.

Marketers who employ digital inbound tactics use online content to attract thteir target customers to their website by providing information that’s helpful to them.

Question 5

Content Marketing

Answer 5

Your content is what populates your website. Your blog and other pieces like eBooks and guides fall under this category, as well as your graphics, interactive tools, and videos.

Question 6

SEO

Answer 6

Searth engine optimization, or SEO, is the practive of optimizing your website and its content to increase your chances of appearing in searth engine results pages.

Question 7

Social Media Marketing

Answer 7

Social meadis channels, like Twitter, Facebook, and LinkedIn allow individuals, organizations, news distributors, and businesses to follow each other’s online activity, engage in virtual conversations, and share content.

Question 8

Native Advertising

Answer 8

Native advertising often refers to boosted social media posts on platforms, like Twitter, Facebook, LinkedIn, and Instagram, as well as pay-per-click or PPC ads, like Google Search Ads.

Question 9

Ad Retargeting

Answer 9

Traditional advertising is considered an outbound tactic. But because digital marketing provides marketers with data to better targat customers, you can use retargeting technologies to deliver ads directly to individuals who have previously visited your website.

Question 10

Email Marketing

Answer 10

As the communication channel of choice for most businesspeople and used by the majority of internet users, email is a powerful tool you can leverage to reach members of your audience directly.

Question 11

Key Takeaways

Answer 11

• Digtial marketing is any kind of marketing that happens on a digital platform.
• To continue to delight your leads and customers you need to create relevant content on the channels they use the most.
• To effectively implement a digital marketing strategy, you will likely need to incorporate a mixture of content marketing, SEO, social media marketing, advertising, and email marketing.

Question 12

Digtial Marketing & B2B Businesses

Answer 12

If your company is business-to-business (B2B), your digital marketing efforts are likely to focus on online nlead generation, with a goal of connecting your leads with a salesperson directly.

Question 13

Digital Marketing & B2C Businesses

Answer 13

If your organization is a business-to-consumer (B2C), it’s likely that the goal of your digital marketing efforts is to attract potential leads to your website and have them become customers without ever needing to speak to a salesperson.

Question 15

Target Content According to:

Answer 15

1. The characteristics of the person who will be consuming it (that’s where buyer personas come in).
   2/ How close that individual is to making a purchase (i.e., their lifecycle stage).

Question 16

Buyer’s Journey Stages

Answer 16

1. Awareness Stage
   - Infographics
   - Short Videos
2. Consideration Stage
   - eBooks
   - Free samples
   - Webinars
3. Decision Stage
   - Case Studies
   - Testimonials

Question 17

Creating a Digital Marketing Strategy

Answer 17

• Build your buyers personas.
• Identify your goals and the digital markeitng tools you’ll need.
• Evaluate your existing digital channels and assets.
• Plan your campaigns.

Question 18

Build Your Buyers Personas

Answer 18

For any marketing strategy - digital or not - you need to know who you’re marketing to. The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them.

Question 19

What are Buyer Personas?

Answer 19

Semi-fictional representations of your ideal customer(s) that can be created by researching, surveying, and interviewing your business’s target audience.

Question 20

Owned Media