HUBSPOT DIGITAL MARKETING CERTIFICATION EXAM | QUESTIONS & ANSWERS (VERIFIED) | LATEST UPDATE | GRADED A+

1 HUBSPOT DIGITAL MARKETING CERTIFICATION EXAM | QUESTIONS & ANSWERS (VERIFIED) | LATEST UPDATE | GRADED A+ Digital Marketing Correct Answer: Any kind of marketing that happens on a digital platform inbound marketing Correct Answer: a business methodology that attracts customers by creating valuable content and experiences tailored to them Inbound Methodology Correct Answer: a method for growing an organization by building lasting relationships with people and helping them reach their goals. - Because when your customers succeed, you succeed. Does Digital Marketing only consist of inbound or outbound marketing strategy? Correct Answer: No, it encompasses all marketing strategies as long as they're digital. 2 Outbound marketing Correct Answer: aim to put marketing messages in front of as many people as possible in the online space, regardless of whether it's relevant or welcome. Ex: Banner ads What sets inbound marketing apart? Correct Answer: Marketers who employ digital inbound tactics use online content to attract their target customer to their websites by providing information that's helpful to them. Ex: blogs -- allows your website to capitalize on the key terms your ideal customers are searching for. Differentiating Inbound marking and Digital marketing Correct Answer: -inbound is a methodology that uses digital marketing assets to attract, engage, and delight customers online -digital marketing is a term used to describe online marketing tactics of any kind, regardless of whether they're considered inbound or outbound. Importance of Channels Correct Answer: -Limiting your reach can have consequences 3 -Focusing on a single channel can create a poor customer experience and prevent you from successfully nurturing your leads -Making a positive impression -Creating different strategies for each channel and focusing on how they work together to impact your customers -- your customers receive the content that is most relevant to their needs across a variety of channels An example of digital marketing in action Correct Answer: -A lead reads a blog post about an issue -The marketing email they may receive later might showcase a customer testimonial -Later, the they use social media they'll see a retargeted ad about your products or services. --exemplifies the best in digital marketing today --each focusing around the issue and how it was solved. --customers receive the most relevant content to their needs across various channels -- provides a clear brand impression for your leads and makes their experience as seamless and direct as possible Content Marketing Correct Answer: a strategic marketing approach that focuses on creating and distributing content that is valuable, relevant and consistent 4 -content that populates your website, blogs, ebooks, guides, etc. -fits your ta's needs, answers their questions, and educates them (will attract highquality leads naturally as they search topics related to your business) SEO Correct Answer: Search Engine Optimization. The process of improving a page's organic page rankings (rank in search results). -optimizing your website and its content to increase your chances of appearing in search engine results Social Media Marketing Correct Answer: utilization of social media or social networks to market a product, company, or brand -marketers use a combination of social media channels to drive traffic to their websites by promoting their content -also used to engage/communicate with current and prospective customers native advertising Correct Answer: Digital advertising that matches the appearance and purpose of the content in which it is embedded 5 -often refers to boosted social media posts on platforms like twitter, Facebook, LinkedIn, and Instagram Ad Retargeting (Remarketing) Correct Answer: -digital marketing provides marketers w/ data to better target customers -use retargeting technologies to deliver ads directly to individuals who have previously visited your website -It's important to deliver contented that provides value to people you hope will become your loyal customers email marketing Correct Answer: sending highly targeted, highly personalized, relationship-building marketing messages via email to prospects or customers Buyer Persona Correct Answer: a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. -research pool should include a mixture of current customers, prospects, and people outside your contacts database who align with your target audience B2B digital marketing 6 Correct Answer: -digital marketing efforts are likely to focus on online lead generation, with a goal of connecting your leads with a salesperson directly -strategy should aim to attract and convert the highest quality leads through your website, and supporting digital channels -focus your marketing efforts on business related channels like LinkedIn, where your ta is spending their time online B2C digital marketing Correct Answer: -goal of your digital marketing efforts is to attract potential leads to your website and have them become customers without needing to speak to a salesperson -more likely to focus on buyer's journey -key features of your products or services are highlighted closer to the beginning of the customer's buyer's journey then they would be for a B2B business -type of content depends on consumer needs at the different stages in the buyer's journey -content should aim to help you audience meet their goals and overcome those challenges Content Mapping Correct Answer: target content according to two factors -The characteristics of the person who will be consuming it (buyer persona) -How close that individual is to making a purchase 7 Content forming in Awareness Stage Correct Answer: -infographics -short videos Content forming in Consideration Stage Correct Answer: -ebooks -free samples -webinars Content forming in Decision Stage Correct Answer: -case studies -testimonials Creating a digital marketing strategy Correct Answer: -Build your buyer personas -Identify your goals and the digital marketing tools you'll need -Evaluate your existing digital channels and assets -Plan your campaigns. Owned Media Correct Answer: digital assets your brand or company owns --website, social media profiles, blog content, or imagery 8 owned channels Correct Answer: digital assets your business has complete control over --can include offsite media --blog posts earned media Correct Answer: exposure for a company or brand that it did not have to pay for and is generated by outside entities such as the media or the general public -word of mouth -recognition your receive as a result of these efforts paid media Correct Answer: any vehicle or channel you finance money on to catch the attention of your buyer personas -Google ad, paid social media posts, native advertising, any medium through which you pay in exchange for increased visibility Content creation plan Correct Answer: Based on your findings and the gaps you've identified, make an outline of the content that's necessary to help you hit your goals Content creation plans include: 9 Correct Answer: -title -content format -goal -promotional channels -why you're creating the channels -priority level of the content --should also include budget information if you're planning to outsource the content creation or a time estimate if you're producing it yourself content creation framework (CCF) Correct Answer: a structure of processes for publishing content, from the beginning stages to post-publication -should be a process that's clear, repeatable, and organized -should be evaluated every now and then to see how it can improve Why plan your content in advance? (one month to two years) Correct Answer: You need to serve your audience's needs and educate them over time depending on what they're looking for. Five steps to building a content framework Correct Answer: conceptualize content planning a timeline creating a workflow 10 reviewing and editing content organizing and storing content Content offer Correct Answer: something you create and publish in exchange for personal information like an name & address (email) conceptualizing content Correct Answer: -coming up with appropriate ideas for your content offers -write down faqs about sales or important industry knowledge that would be helpful for your target market to know -focus on creating content for every stage of the buyer's journey Planning a timeline Correct Answer: -maintain agility while still having time to execute on your initiatives -have 2-3 offers a quarter you want to create -organize your content by journey stage -use your goals to determine what content you need to focus on -- map from there what content you need and when it needs to be live -Identify any company-wide initiatives that will need support from content over the next quarter Creating a Workflow 11 Correct Answer: An intuitive breakdown of the content creation process, consisting of the sequence of steps a piece of content moves through from its initial creation to publication. -clearly identifies who will do what & if outside influencers or freelancers are contributing and in what capacity -outline each step: outline completed, finally draft completed, etc. -consider how you created content before implementing your format and consider what worked and what didn't to avoid those roadblocks in the future. Reviewing and Editing Content Correct Answer: -Set up a review system so you're sure that your content is accurate, well written, and aligned with your brand -there are seven best practices --set clear expectations --define roles in the reviewal process -- determine a timeline -- use a style guide -- track edits --manage progress -- SEO R&E: set clear expectations Correct Answer: reviewer should know what they're looking for 12 -grammar errors, fact checking, story gaps, word-smithing, etc. R&E: define roles Correct Answer: each person should know what they need to do and when -developmental editor may look at your content's overall focus and structure -a copy editor may go for more detailed edits -or maybe there is only one editor looking over everything R&E: use a style guide Correct Answer: your content needs to be consistently authentic, well-written, and aligned with your company's brand, even among various writers with different writing styles, skill levels, and voices R&E: Track edits Correct Answer: have content reviewers make suggestions by tracking changes as opposed to making edits directly -creator knows where to make changes rather than figuring out what what altered R&E: manage progress Correct Answer: use some sort of document, like a project management software to track progress (like Trello) -document should reflect the roles, timeline, and deadlines you've determined for your reviewal process 13 R&E: SEO Correct Answer: Do some spot edits to search engine optimize your content Organizing and Storing content Correct Answer: once content is completed, store it in a centralized location where your team can access it. (Google drive or dropbox) -develop a clear naming system -Keep in mind that your CCF should always be evolving 5 primary types of responsibilities in content creation Correct Answer: content management and strategy writing editing designing distributing content management and strategy Correct Answer: involves creating a long term content plan, mapping it to your business needs, ensuring other responsibilities are met, and analyzing the reports -leader of the group works with everyone --content marketing manager or CM strategists usually fill this role 14 Writing Correct Answer: typically a content writer or marketer will do the writing (not all writers have to be subject matter experts) -- companies can often use in house or contracted workers to do their writing (Scripted or Upwork) Editing Correct Answer: Just because the content is written doesn't mean it's ready for publication -ensures alignment w/ company messaging, target market needs, and the goals the content is meant to solve for -- if you don't have an editor have a peer with a knack for communication review your content designing Correct Answer: Once the content is written and edited, it needs to be made appealing to readers -structure and format info in a way that's simple to understand and digest --pass the blink test (3-5 seconds before a viewer decides to look further through your website) Distributing 15 Correct Answer: A content distributor is responsible or bringing the content to market through a strategic promotion plan --social media coordinator/strategist --create/coordinate content creation (promotional), map it to the available channels, and schedule for publication --also responsible for analyzing campaign results How do search engines rank your content? Correct Answer: build discovery (crawling) and relevance (indexing) by creating lots of high-quality content on the topics you want to be known for -build authority (ranking) by getting lots of high quality links to your website Discovery stage (crawling) Correct Answer: search engine bots discover your content by crawling it -discovers and takes notes of the content within it Relevance stage (indexing) Correct Answer: search engine bots decide how relevant your content is by indexing it -based on signals like keywords Authority stage (ranking) 16 Correct Answer: search engine bots rank your content in search results based on your site's SEO authority --building credibility through backlinks and other factors that search engines consider your site authoritative enough to rank high in search results How do you determine authority? Correct Answer: the content is talked about often the content is referred to often the content is cited in other works (similar to getting backlinks) Which SEO approach fits your business? Correct Answer: -not a one-size fits all solution; every business is different as is their SEO approach -Balance creating relevance and authority to boost your SEO needs -create compelling, unique, high quality content that people naturally want to link to -tell people about your content so they can find it and want to link to it Can you build authority through content volume ? Correct Answer: No. You build authority through high quality backlinks How to measure your website's SEO authority Correct Answer: -measuring authority comes down to link volume and quality -analyze your backlink profile 17 -measuring your website's authority will help you improve your rank in search Backlink profile Correct Answer: A list of all the sites currently linking to your site --including how they're linking to it and which pages they're linking to --it measures: the number of inbound links to your website, the number of unique domains that link to your website, and the quality of those links Website Performance Correct Answer: the speed at which web pages are downloaded and displayed in a user's web browser -- tells you how fast your website is --impacts: rankings in organic search, visibility on Facebook, the user experience How website performance impacts Facebook Correct Answer: If your post links to a slow website, it may not be displayed to people using the Facebook app How quickly should a web page load? Correct Answer: best-in-class webpages should become interactive within 5.3 seconds - any slower and visitors will abandon your site, reducing conversion and sales 18 -79% of shoppers who are dissatisfied with site performance say they're less likely to purchase from the same site again Website performance affects Correct Answer: -accessibility of your site -usability of your site -web design -- impacts the metrics marketers care about, like traffic, conversion rates, and revenue Webpage accessibility Correct Answer: availability of a website and its contents to all people webpage usability Correct Answer: how efficiently and easily visitors can see or examine your website Webpage web design Correct Answer: process of planning, ideating, and organizing content for the internet Performance budget Correct Answer: benchmarks for the performance metrics that you care about load speed Correct Answer: time it takes to fully display the content on a specific page 19 -- should become interaction within 5.3 seconds First Contentful Paint (FCP) Correct Answer: time it takes in seconds for text or images to be shown to users time to interactive Correct Answer: when the page responds to user interaction with 50 milliseconds minification Correct Answer: process of reducing resources size by removing unnecessary comments and spacing in the source code components of a website Correct Answer: HTML provides the basic structure of sites -- enhanced and modified by CSS and JavaScript CSS is used to edit the presentation, formatting, and layout of a page JavaScript is used to control the behavior of different elements What does magnification do? Correct Answer: -HTML magnification removes all unnecessary characters from the HTML -CSS minification removes all unnecessary characters and comments from your stylesheet file that contains font and layout rules 20 -JavaScript minification removes all unnecessary characters and comments from the JavaScript Compression Correct Answer: replaces repetitive pieces of code with markets directing to the first instance of that code Page size/page weight Correct Answer: the overall size of the bock of stored memory that makes up a page optimizing webpage elements Correct Answer: -use google fonts instead of custom fonts -use existing video hosting solutions -compress your images -make your images responsive Google fonts Correct Answer: a collection of fonts that are hosted by Google and accessible to all web browsers hosting videos on a webpage Correct Answer: use an existing hosting solution like Youtube, Vimeo, or Amazon 21 Image compression Correct Answer: groups part of an image together to reduce its size without visibly decreasing quality -compress all images you use on your sites -save illustrations as SVG files Scalable Vector Graphic/SVG file Correct Answer: a graphic file that uses a two-dimensional vector graphic format designed specifically for the internet how to make images responsive Correct Answer: add a CSS rule that sets all images to fill the width of the container the image is in HTTP Request Correct Answer: an ask for information from the browser like Chrome or Firefox, to the server, the remote computer that fulfills that request --styles, scripts, images, etc. -- less frequent downloads means that a website can be displayed faster --aim to have 30 requests maximum for a high performing page how to reduce the number of HTTP requests Correct Answer: -combine text resources 22 -combine image resources -move render-blocking JavaScript -reduce redirects --every file you eliminate is one less HTTP request required to load your page how to combine text resources Correct Answer: use an open source bundler, like web pack or parcel, to combine JavaScript files Image sprites Correct Answer: a group of small images that are included in one physical image instead of multiple -icons JavaScript block in page header Correct Answer: JavaScript enables your website to behave differently based on criteria you identify -mover your JavaScript files to the bottom of your page for all nonessential functions redirect Correct Answer: a way to send both people and search engines to a different URL from the one they originally requested 23 how many redirects can you have? Correct Answer: best practice is to limit the number of redirects on your webpage to a max of 1 -approved redirects: 303=moved permanently 302=moved temporarily optimize website for mobile viewers Correct Answer: use a mobile responsive design -this optimizes your site for all devices without any redirects caching Correct Answer: process of saving resources to be reused server side caching Correct Answer: server saves the result of a single render and serves that same result when it's requested again client side caching Correct Answer: server tells a web browser to keep the files it downloads so that it doesn't have to download them again in the future benefits of caching 24 Correct Answer: -decrease network costs by reducing requests to your server -improve responsiveness by making your website faster for browsers to retrieve -content will be continuously available even if you experience server outages wordpress super cache Correct Answer: this plugin generates static HTML files of your webpages which will be served tot eh majority of your users why your blogpost needs structure Correct Answer: -gives you direction -will make your content creation time more effective and efficient -- using a template creates helpful guardrails -you want your readers to easily comprehend what it is you're trying to tell them -you want your reader to remember what you wrote about determining direction for blog posts Correct Answer: choose a topic to write about - at a high level, write educational content - put yourself in the shoes of your buyer personas -write about your industry not yourself -when picking a topic do keyword research Focus on one long-tail keyword per post 25 long-tail keyword Correct Answer: a very targeted search phrase that contains three or more words blog post formatting best practices Correct Answer: -mention your keyword at a normal cadence throughout the body of your post --include your keywords in your copy but only in a natural, reader-friendly way --consider writing synonyms of your keyword as opposed to keyword stuffing -whitespace is your friend -use subheads and bullets or numbered lists -bold important text --one sentence per paragraph or one every few paragraphs -use other forms of visuals and multimedia --use mm content to break up the post -don't forget about mobile Areas to optimize in a blog post Correct Answer: -URL -Image alt-text -Meta description -Links Optimize blog post: URL 26 Correct Answer: -make it best practice to shorten the URL without losing context to what the page is about -don't include numbers in your URL like year or steps -updating the URL causes a 301 redirect --permanent redirect to another URL Optimize blog post: image alt-text Correct Answer: -search engines can't see images. Image alt-text ultimately helps images rank in the image section of search engine results. --optimize wit different descriptive variations of your long-tail keyword Optimize blog post: meta description Correct Answer: -gives search engines and readers info about your blog post content -max suggested length is 150-160 characters --it's the brief summary you see on Google (though search engines may not use your md as the description) Optimize blog post: links Correct Answer: -insert strategically throughout your post -best practices -- link to external content when helpful -- link to other helpful blog posts on your site -- link to content on your site that supports conversions 27 Where to put CTAs on your blog posts Correct Answer: -after the first few paragraphs -near the most relevant content in the body of the post -end of each post -pop-ip Chat bot Correct Answer: computer program that automates certain tasks, typically by chatting with a user through a conversational interface -- will guide you through various options available and help you get from point A to point B Why create engaging videos? Correct Answer: -video content creates trust -90% of customers say video helps them make buying decisions -64% say that seeing a video makes them more likely to buy -62% are more likely to have a negative perception of a brand that published a low quality video - videos that are optimized correctly can improve your SEO --adding video to your website can increase the chance of a front page Google result by 53x 28 bounce rate Correct Answer: percentage of people who land on your website's pages, then leave -79% of those who visit your site would rather watch a video to lean than read the page How to use videos in the attract stage Correct Answer: -consumers at this stage are identifying their challenges -short videos that show off brand personality -thought leadership videos that establish you as a source of industry news and insight -brand films that share your values and mission -educational how-to-videos providing relevant tips fro solving audiences' challenges -avoid speaking too much about your product, focus on brand values and personality how to use videos in the engage stage Correct Answer: -webinars filled with tactical advice -in-depth product demos sent via email -testimonials of customers with relatable stories -landing page promotional videos -case studies -in-depth educational how-to videos -culture videos that sell viewers on your quality of service -personalized videos explaining how your product or service could help their business how to use video in delight stage 29 Correct Answer: -thank you video in an email welcoming them to the community -onboarding video to them them set up with their new purchase -building out a library of educational product raining videos why you need a social media promotion strategy Correct Answer: -helps you expand your marketing efforts -helps you build brand awareness -one of the most powerful ways to connect with your audience -helps attract buyers -social media is the ultimate way to do inbound marketing use SMART goals Correct Answer: specific measurable achievable relevant timely Key performance indicators (KPIs) Correct Answer: The quantifiable metrics a company uses to evaluate progress toward critical success factors vanity metric 30 Correct Answer: surface-level metric made up of numbers or stats that seem great when viewed in a presentation but don't correlate to business success. -- follower count Social Media KPIs Correct Answer: reach engagement return on investment retention and loyalty -- revise your KPIs every 6-12 months reach kpi examples Correct Answer: follower count impressions mentions share of voice engagement kpi examples Correct Answer: likes or favorites comments sharing and retweets ratings and reviews inbound website links 31 ROI KPI examples Correct Answer: direct sales revenue lead conversions support costs-per-customer lifetime value retention and loyalty KPI examples Correct Answer: reviews and ratings issues resolved service level agreement (SLA) time to resolution customer satisfaction sentiment Service Level Agreement (SLA) Correct Answer: time between service/issue request posts and receiving a response decentralized team model Correct Answer: no one department manages or coordinates; efforts bubble up from the edges of the company centralized team model 32 Correct Answer: one department manages all social activities hub and spoke team model Correct Answer: a cross-functional team sits in a centralized position and helps various nodes such as business units dandelion team model Correct Answer: similar to H&S but applicable to multinational companies where "companies within companies" act nearly autonomously from each other under a common brand holistic team model Correct Answer: everyone in the company used social media safely and consistently across all of the organizations -- requires great trust and training for employees Map out a social media plan for the future Correct Answer: -plan business and social goals 1-3 years out -identify possible social media roles based on those goals -develop a timeline for reaching those goals and building the team -allocate or advocate for resources -evangelize your plan throughout the organization 33 social listening Correct Answer: -review comments and mentions -follow conversation about your brand -watch hashtags -keep track of influencers, customers and prospects keyword Correct Answer: one word or phrase that someone uses to describe what they need in search -typically fall under two categories: brand and non-brand how search advertising compares to social media advertising Correct Answer: advertising on search platforms takes the targeting capabilities available on social media, like demographics and location, and layers it with the addition of keywords brand keyword Correct Answer: word or phrase that includes a brand's name or variations of a brand's name -help you protect your brand from you competitor's ads non-brand keyword 34 Correct Answer: all other relevant keywords that don't include a brand's name or variations of a brand's name -allow you to reach new audiences unfamiliar with your brand exact match type Correct Answer: a keyword set to exact match will only display your ad if the search term includes that exact keyword or a very close variation -"red men's tennis shoes" won't match with "men's tennis shoes" -exact match keywords are surrounded by brackets phrase match type Correct Answer: will display your ad if the search term contains the same order of words, but it can also contain additional words -"men's tennis shoes" will match with "red men's tennis shoes" but not "Men's red tennis shoes" -phrase match keywords are surrounded in quotes broad match type Correct Answer: displays your ad when the search term contains any or some combinations of the words in your keyword, in any order -"men's tennis shoes" will match with "red men's tennis shoes", "men's red tennis shoes", "women's tennis shoes" and so on. -broad match keywords don't include any symbols 35 broad match modifier Correct Answer: allows you to select keywords that must be included in the search query for your ad to be displayed -to deliver an ad only to people searching for tennis shoes for men, you could modify your broad match keyword to "+men's tennis shoes" -keywords with a broad match modifier us a plus (+) sign negative keywords Correct Answer: excludes your ads from being shown on searches with that term -set 'used' to negative match and your ad won't be shown for any searches that contain that term -negative keywords include a minus sign core components of a paid search ad Correct Answer: up to 3 headlines (Google gives 30 characters each) a display url up to 2 descriptions (Google gives 90 characters each) best practices for paid search advertising Correct Answer: ad copy and ad experience ad copy 36 Correct Answer: -include your keyword in your ad -use specific language that matches the way your target audience speaks -include a clear and direct call-to-action -give people answers to their problems rather than posing questions ad experience Correct Answer: -include all ad extensions that makes sense for your business -- Google recommends at least 3 -think about how your ad makes sense for users across devices -- create separate ad campaigns as needed -align your landing page to the copy of your ad quality score Correct Answer: an algorithm that scores each of your ads for relevancy -- looks at how closely your keyword relates to your ad and how close to your ad relates to the page content --scale of 1-10 (1 being lowest and 10 highest) reasons for a low quality score Correct Answer: the content on your site is not relevant enough to compete in that space and it's not a cost efficient channel for you account structure is broken into two categories 37 Correct Answer: ad groups campaigns ad group Correct Answer: one or more ads that share a common theme campaign Correct Answer: a set of related ad groups that is often used to organize categories of products or services that your offer Why focus on high performing email? Correct Answer: -high ROI channel -high performing emails are focused on taking the essential parts of any email and making sure they're optimized to drive your contacts toward your specific goal -your emails will be driving engagement and will be the vehicle for growth for both your contacts and your business How do you create a high performing email? Correct Answer: two themes: selecting the right goal, and optimizing each part of your email to drive conversions selecting the right goal 38 Correct Answer: If a contact doesn't know why you're sending them an email. it won't add value to those contact or drive the results you want. -you'll need to decide what content you're sending to what segment of contacts and at what point in time. -Break this down into the 5 w's conversion Correct Answer: the completion of a desired action two key actions of conversion Correct Answer: the open and the click the open Correct Answer: -subject line, sender name, email, and preview text impact if a customer will click on your email -avoid any language that isn't human or helpful -offer insight into what kind of messaging appeals to your personas the click Correct Answer: -write effective email copy -write for scanability -use the right tone -personalize when appropriate 39 -proofread -CTA key components of high performing emails Correct Answer: -email template -- aim for a clean, straight forward design to display the value you're sending --use a template that's on brand with the rest of your website -footer and CAN-SPAM compliance -- every email needs to have a footer which hosts info that will help you be compliant in the CAN-SPAM act --to compliant with this law every footer must include company name, company street address, city, state, and an unsubscribe link -email images and design --images are a great way to engage with readers, but be sure all images will show up. --keep your design simple and understandable