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Dig Marketing > Content Marketing and turning Your Audience Into Customers > Flashcards

Content Marketing and turning Your Audience Into Customers Flashcards

1
Q

What is content marketing?

A

The process of planning creating distributing sharing and publishing content by channels, such as social media, blogs and websites
Content that does not explicitly promote a brand, but is intended to stimulate interest in its products or services
An alternative to pitching your products you’re providing truly relevant and useful content
It is important to keep your brand distinctive amongst competition

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2
Q

What are the types of content content formats?

A

Interactive e.g. quizzes
Visual e.g. slide presentations and infographics
Video, e.g. podcast live event
PDF e.g. tutorials, e-book, templates
Text e.g. interviews, educational articles and news

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3
Q

Who is John Deere

A

Created and published magazine called the furrow designed for useful and relevant information for American farmers
Form of content, marketing

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4
Q

What is the difference between a gated and ungated content?

A

Gated content requires the user to provide information before provision, e.g. signing up for a newsletter
Gated content allows visitors to access without providing information e.g. blogs

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5
Q

What are pillar pages?

A

Is a comprehensive research page that covers a core topic in depth and links to high quality content created for the subtopics e.g. Wikipedia contents page

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6
Q

What considerations are required in a content strategy canvas

A

Conversion: promotion (where to distribute) and analysis (metrics to measure progress)
Discovery: current situation (which point company is at), objectives (where does Company want to be?
Planning : audience, strategies(what needs doing)
Execution : tactics (action is needed to be taken), content(what will I create?)

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7
Q

Why do we have to create different content for each race stage?

A

Because consumers, search queries are different
At the top of the funnel, information is needed about the problem or awareness
In the middle of the funnel, evaluation or solution information is needed
At the bottom of the funnel, the purchase/product information is needed

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8
Q

What is hero, hub and hygiene content?

A

Hero: large-scale events designed to raise mass awareness, a product launch,big event
Hub: purpose to engage the community, episodic push, content design to keep consumers coming back. E.g. a weekly podcast
Hygiene : Paul content designed to grow the community, informing consumers by creating content around topics are seeking out, e.g. how to shave by Juliet

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9
Q

What is a lead?

A

Qualified potential buyer, who shows some level of interest in purchasing a product or service

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10
Q

What is a lead generation and the lead generation opportunity

A

Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales
Any marketing activity that leads consumers to give a piece of information

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11
Q

What is a lead magnet?

A

A free item or service that is given away for the purpose of gathering contact details. E.g. trial subscriptions and signing up for newsletters.

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12
Q

What are the stages in the lead funnel from top to bottom

A

Visits
Leeds
Marketing qualified leads
Sales accepted Leeds
Opportunities
Customers

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13
Q

What is the purpose of the act stage?

A

About prompting interaction, turning a visitor into a potential customer

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14
Q

What are lead forms and how does the number of form fields correlate with the conversion rate, e.g. filling in the form?

A

Lead forms or set of fields, used to capture and collect the contact information and other data of website visitors, with the ultimate goal of turning them into potential customers
The Moorfields in the lead form the lower the conversion rate

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15
Q

What is lead scoring?

A

Ranking Leeds, based on the volume to a firm, helps to qualify Leeds, and decide whether efforts should be devoted to market the lead

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16
Q

What are the two types of data to score leads?

A

Observable characteristics: data collected by asking or observing customers, e.g. job titles
Behavioural characteristics : data acquired through traffic of online activities, e.g. viewing a product page

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17
Q

What does BANT for in Lead scoring framework?

A

Budget
Authority
Need
Timing

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18
Q

What is lead nurturing?

A

The purposeful process of engaging defined target group by providing relevant information at each stage of the buyers journey

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19
Q

What are the four activities involved in lead nurturing?

A

Getting permission to market
Educating and entertaining Leeds with a relevant info
Monitoring the progress via Lead scoring
Promoting your products in the purchase stage

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20
Q

What is an example of lead nurturing

A

Automated email drip campaigns

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21
Q

What KPIs of the convert stage?

A

Sales
Percentage of conversion of lead to sale
Average order value
Average conversion time
Percentage abandoned cart

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22
Q

How do you calculate conversion rate?

A

Conversions over number of visitors times 100

23
Q

What is the lead to won conversion rate?

A

0.7%

24
Q

What are the stages of the conversion funnel considering conversion rate of Leeds

A

Enquiries in web visits
Leeds
Marketing qualified leads
Sales qualified leads
Opportunities

25
Q

What is a/b testing?

A

Comparing two versions of a webpage to figure out the better performing variation
Using AB testing leads to marginal gains

26
Q

What are cialdinis principles of influence and persuasion?
The psychology of persuasion

A

Consistency-desire to be consistent with what we said
Consensus -desire to follow the lead of similar others
Authority -desire to follow the expert
Reciprocity-to give back if someone gave you something
Similarity -tendency to like similar others
Scarcity -desire to have things that are rare

27
Q

How to create focus to increase conversion rates

A

Design pages for single goal and minimise attention ratio e.g. reduce number of links on the page

28
Q

What is the average number of links on a page?

A
  1. 39
29
Q

How can you draw attention and keep uses engaged on the web page to increase conversion rates?

A

Use design tips, such as colour, directional, cues, and white spaces to direct visitors attention
Heat mapping
In capsulation
Directional cues
Remove facial destruction
Gaze queueing

30
Q

How can you build structure for clarity to increase conversion rates?

A

Use visual/information hierarchy to facilitate rapid reading

31
Q

How can you stay consistent to increase conversion rate?

A

Match your ads with your landing page through design and message matches

32
Q

How can you build trust to increase conversion rates?

A

Use testimonials and social proofing to create trustworthy pages
Testimonials and reviews
Client logos
Awards
Medium mansions 

33
Q

How can you achieve congruence to increase conversion rate?

A

Align all elements of a webpage towards achieving its goal

34
Q

What is the principle of continuously for continuance when considering conversion rates?

A

Open version centred design technique that uses the momentum of long versions to drive a secondary conversion request
Confirmation pages, and thank you, emails of prime channels for continuance

35
Q

What is the difference between retargeting and remarketing?

A

Retargeting focuses on using paid ads through search engines, social media and other channels to re-engage customers who visited your site
Remarketing focuses on using mostly email to engage uses have visited your site or social media channels

36
Q

What awesome KPIs of the engage stage

A

Number of shares
Number of referrals
Number of repurchases
Ratio of comments and posts
Number of reviews

37
Q

Why is evidence by Harvard business review, that’s loyalty is important

A

Loyalty leaders grow revenues two. Five times as fast as their industry peers. And deliver 2 to 5 times the shareholder returns over the next 10 years Harvard business review.

38
Q

Why should a company prioritise loyalty?

A

Acquiring customers is more costly than retaining and selling to existing ones
Repeat customers tend to spend more than new ones
Engaged customers or more willing to interrupt you facilitating marketing research
Engaged customers help to create content

39
Q

What are the benefits of customer loyalty programs?

A

Encourage repeat business
Attract and retain business of a company

40
Q

What are the types of loyalty programs?

A

Points program
Teir program
Paid program e.g. prime
Value program- charity related

41
Q

What is customer lifetime value?

A

Represents the customers profitability over the entire relationship with the business

42
Q

How could you calculate customer lifetime value?

A

Average profit sale AP x number of repeat transactions in a period RTP x retention time RT

CLV= AP x RTP x RT

43
Q

What does RFM stand for?

A

Recency of the last purchase
Frequency of purchases
Monetary value of purchases

44
Q

What is the net promoter score

A

Based How likely is it that a customer will recommend your company/product to a friend or colleague
% promoters - % detractors =NPS

45
Q

What are the net promoter score of detractors, passive and promoters

A

Detractors 1 to 6
Passive 7 to 8
Promoters 9 to 10

46
Q

What is a good NPS score

A

-100 -0 needs improvement
0-30 good
30-70 great
70-100 excellent

47
Q

What industries have the highest NPS scores?

A

Architecture
Manufacturing
Commercial
Design services

48
Q

What is co-creation?

A

An active, creative and social process based on collaboration between producers and uses that is initiated by the firm to generate value for customers (Ramaswamy)

Convergence of the roles of production and consumption or the convergence of roles of the company and consumer

49
Q

Example of brand co-creation with users

A

Spotify wrapped, the users are brand advocates

50
Q

What is an open source brand?

A

A brand that is largely controlled by customers or users

51
Q

What is open source marketing/ branding?

A

Giving consumers access to the brand and inviting them to co-create on branded projects

52
Q

What can lead to brand co-destruction

A

Online criticism
Open source branding
Occurs in consumer to consumer conversations in brand communities where negative comments about a brand/ service are shared

53
Q

What is brand co destruction

A

Consumers become brand arbiters and commentators, providing authoratative judgment and critique of companies and brands (Fournier S & Avery)

54
Q

Examples of brand co destruction platforms

A

Trust pilots
Social media comments

Dig Marketing (6 decks)

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