Intro Digital Marketing Strategy Exam 1

Intro Digital Marketing Strategy Exam 1 Inbound Marketing - -Aims to give buyers relevant information throughout their buyer journey -Lets buyers seek out information -Provides a multitude of information -Lets buyers decide who is the authority Outbound Marketing - -Serves marketing content to consumers on our (advertisers) terms, when we decide: TV, newspapers, magazines, mail -Doesn't typically give consumers a choice on type of content they see -Provides limited information -Positions company as authority Why use inbound marketing? - -Buyers today have more tools to block outbound marketing efforts (unsubscribe, block social ads, etc...) -Buyers choose to search you out - this creates a willingness to hear what you have to say Inbound Methodology - attract, engage, delight Attract Stage (Inbound Methodology) - Focuses on attracting customers through thoughtful, relevant, and problem solving content -Content that directly relates to their information being sought, or that provides a solution -Content is informative, but light and entertaining Engage State (Inbound Methodology) - this stage begins when a person takes the desired action -click a link, open an email... the focus in this stage is building trust -providing solutions, answering questions, ... Result = Resource & Thought Leader or Subject Matter Expert (SME) Delight Stage (Inbound Methodology) - providing an outstanding experience -information and answers are easy to find -actively creating advocates -experiences that are solutions-based and customer-focused Common founding stories for companies - -Founder sees a problem to solve for a group of people, and creates company to address this. -Founder experiences a problem themselves and seeks to solve it. -Founder sees an opportunity or need in the market that isn't addressed In the Inbound Methodology of marketing, marketing professionals aim to: -Focus only on information that directly promotes the product or service. -Give customers relevant information throughout their buyer's journey. -Serve customers information through TV, print and online content on the company's terms. - Give customers relevant information throughout their buyer's journey. Setting business goals (3 steps) - goals - broad aspiration set for the organization objectives- statements that define the qualitative outcome of the goal key results (KPIs) - how you measure and monitor the objective SMART criteria - Specific Measurable (number) Actionable (controlable?) Relevant Time-bound (deadlines) Which of these Key Results demonstrates the SMART Criteria for the following Objective: "Improve our social media sites" -Increase followers on our social media sites -Launch 3 social ad campaigns to increase engagement -Increase followers on Instagram by 25% by the third quarter - Increase followers on Instagram by 25% by the third quarter buyer persona - a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. who creates the buyer persona? - marketing, sales, customer service Key Results are also sometimes referred to as: -Goals -SMART Goals -Key Performance Indicators - Key Performance Indicators (KPIs) How to create a Buyer Persona - -create questioned to be answered -define the information that should be included -identify best sources for that info demographic information - FACT BASED Information used to identify an individual, such as name, address, gender, age, and other information linked to a specific person psychographic information - Personality Values Attitudes Interests Lifestyles