DIGITAL MKTG 101
Two pre-marketing questions you should always ask prior to any marketing effort.
What is: what are we trying to achieve; who are we trying to achieve it with?
Content that remains relevant over time (it doesn't expire quickly)
What is evergreen content?
WordPress, Shopify, and Wix are all one of these.
What is a CMS?
Salesforce is one of these.
What is a CRM?
As Chris illustrated, you might liken this kind of marketing to holding bird seed in your hand and letting the pigeons come to you.
What is inbound marketing?
The meaning of ICP.
What is Ideal Client Profile?
The type of file created by Adobe Illustrator — composed of "paths" rather than pixels.
What is a vector file?
One of the three primary programming languages used to build websites — that determines the BEHAVIOR of a webpage.
What is JavaScript?
The meaning of ABM
What is Account Based Marketing?
Chris calls this a certain, steadfast determination to not "do marketing," but to actually grow your business through marketing. Because there are no participation medals in marketing.
What is "racing to win"?
Three stages in HubSpot's buyer's journey.
What are awareness, consideration, decision.
The meaning of AIDA.
What is attention, interest, desire, and action?
An approach to marketing that is all about scaling your business at a rapid rate. A data-intensive and experimental approach.
What is growth marketing?
What Chris calls content that gives site visitors a friendly, logical, and attractive next step to take with your company – even as it guides the visitor farther down the funnel.
What is stepping-stone content?
The three elements of the digital marketing mix AND an example of each one.
What are paid, owned, and earned?
Ann Handley's "high quality content" formula.
What is a utility x inspiration x empathy
Just one of Google's Core Web Vitals for measuring the speed and stability with which webpages load.
What is: first contentful paint; largest contentful paint; total blocking time; cumulative layout shift; speed index?
There are many approaches to and perspectives on marketing. Many! What did the instructor say is "most important" when deciding "What is 'right' in marketing?"
What is "be your own scientist"?
The word "marketing" is so full of meanings that it has almost become empty. Chris offered four takeaways for salvaging the word marketing, including these THREE.
What is: reframe the word marketing; understand common perspectives on/approaches to marketing; think of marketing as market-ing; realize that your team's definition of marketing matters most?
Four stages of HubSpot's old inbound methodology.
What are attract, convert, close, and delight?
Four "watchouts" when using images/graphics on websites.
What is: too big?; too blurry/pixelated?; too generic?; too product-focused?
Three questions of Donald Miller's Grunt Test.
What is: what do you offer?; how will it make my life better?; what do I need to do to buy it?
You have a lot of choices when it comes to promotional channels. Chris offered some perspective — and said you should ask six questions when deciding which channels to enter. Name FIVE.
What is: What exactly are we trying to achieve?; With whom exactly are we trying to achieve it?; What passes the lead-runner test?; Is there a zig to everyone's zag?; What are the costs vs potential returns?; What do your data tell you?
Chris assembled a list of five questions to ask when deciding whether to gate or ungate a piece of content, including these FOUR.
What is: are you a true lead-gen business?; do you have a plan for the leads once you earn them?; is search traffic critical?; are you offering enough value to ask for emails?; what do early results tell you?