Digital Marketing Strategy
List 5 factors to consider when creating your buyer personas.
Location, Income, Occupation, Hobbies, Interest, Goals, Aspirations, Challenges, Pain Points
What does SERP stand for?
Search Engine Results Pages
What should your social media goals be based on?
Business objectives
The acronym PPC stands for what?
Pay Per Click
What are the 3 types of SEO we discussed in class?
On-site SEO, Off-site SEO, Technical SEO
What category of the PESO model does Public Relations fall under?
Earned
What type of SEO optimizes the content on a website for users and search engines?
On-Site SEO
What are the components of the 80/20 rule?
80% of your posts should inform, educate, or entertain your audience. 20% can directly promote your business
Define a SMART goal
specific, measurable, attainable, relevant, timely
What social media network's main purpose is to entertain, educate, and inspire?
TikTok/Youtube
What is the PESO model?
describes the four media types:
paid, earned, shared, and owned
What is the difference between SEO and SEM?
SEO: organic search results, less control over what consumer sees, based on algorithms, shows up 2nd after SEM on SERP
SEM: paid search results, total control over what consumer sees, shows up at the top of SERP
If the business objective was to drive leads and sales, what would the best social media goal be to compliment that objective?
conversions
What are 2 examples of "vanity metrics"?
followers & likes
Where do you find SEM advertisements?
On top of the SERP
What category(s) of the PESO model does affiliates/brand ambassadors/sponsored content fall under?
Paid and Owned
Search engines use __________________ to discover pages on the web by following links and using sitemaps.
Crawlers
The following definition is describing what aspect of a search engine?
Complex algorithms look at a variety of signals to determine whether a page is relevant and of high-enough quality to show when searchers enter a query.
Ranking
What is the vocabulary word for the following definition?
The practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.
Social Listening
What type of SEO focuses on creating brand assets, and doing things that will ultimately enhance brand awareness and recognition?
Off-site SEO
List 4 of the 5 Digital Marketing KPIs we discussed in class.
Digital conversion rates, Cost per lead, Returning website visitors, Click through rates, Customer lifetime values.
List 4 of the 8 SEO techniques you read about in class.
1. Integrate Relevant Keywords Into Your Pages
2. Optimize Your Title Tag And Meta Description
3. Create User-Friendly Content
4. Optimize Images
5. Optimize Your URLs
6. Use Internal Links On Your Page
7. Improve Site Load Time
8. Add Responsive Design To Your Website
List 4 Social Media metrics you read about in class.
1. Reach
2. Impressions
3. Audience growth rate
4. Engagement Rate
5. Amplification rate
6. Virality rate
7. Video views
8. Video completion rate
9. Customer satisfaction (CSAT) score
10. Net promoter score (NPS)
11. Click-through rate (CTR)
12. Conversion rate
13. Cost-per-click (CPC)
14. Cost per thousand impressions (CPM)
15. Social share of voice (SSoV)
16. Social sentiment
What are the 3 components of the Social Media Content Marketing Rule of Thirds?
1/3 promotes your business/generates profits
1/3 shares ideas and stories from thought leaders in your industry
1/3 personal interactions with your audience
Why is it suggested to create a mission statement for each social media network?
Define your strategy for that network