HubSpot SEO Certification EXAM WITH COMPLETE VERIFIED SOLUTIONS.

Digital Marketing Any kind of marketing that happens on a digital platform inbound marketing a business methodology that attracts customers by creating valuable content and experiences tailored to them Inbound Methodology 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? No, it encompasses all marketing strategies as long as they're digital. Outbound marketing 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? 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 -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 -Limiting your reach can have consequences -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 -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 a strategic marketing approach that focuses on creating and distributing content that is valuable, relevant and consistent -content that populates your website, blogs, ebooks, guides, etc. -fits your ta's needs, answers their questions, and educates them (will attract high-quality leads naturally as they search topics related to your business) SEO 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 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 Digital advertising that matches the appearance and purpose of the content in which it is embedded -often refers to boosted social media posts on platforms like twitter, Facebook, LinkedIn, and Instagram Ad Retargeting (Remarketing) -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 sending highly targeted, highly personalized, relationship-building marketing messages via email to prospects or customers Buyer Persona 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 -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 -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 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 Content forming in Awareness Stage -infographics -short videos Content forming in Consideration Stage -ebooks -free samples -webinars Content forming in Decision Stage -case studies -testimonials Creating a digital marketing strategy -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 digital assets your brand or company owns --website, social media profiles, blog content, or imagery owned channels digital assets your business has complete control over --can include offsite media --blog posts earned media 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 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 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: -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) 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) 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 conceptualize content planning a timeline creating a workflow reviewing and editing content organizing and storing content Content offer something you create and publish in exchange for personal information like an name & address (email) conceptualizing content -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