Digital Marketing Flashcards
What is Search Engine Optimization (SEO)?
The process of optimizing your website to rank higher in search engine results pages, thereby increasing the amount of organic traffic your website receives.
What channels benefit from SEO?
Websites, blogs, and infographics.
What is On-page SEO?
SEO focusing on content on your website, involving keyword research to answer reader questions and rank higher in search results.
What is Off-page SEO?
SEO focusing on activities outside your website, such as acquiring backlinks from other publishers to improve your site’s ranking.
What is Technical SEO?
SEO focusing on the backend of your website, including image compression, structured data, and CSS optimization to increase loading speed.
What is Content Marketing?
The creation and promotion of content assets to generate brand awareness, traffic growth, lead generation, and customers.
What channels can be part of a content marketing strategy?
Blog posts, ebooks, whitepapers, infographics, and audio/visual content.
How do blog posts benefit content marketing?
They demonstrate industry expertise and generate organic search traffic, offering opportunities to convert visitors into leads.
What is the purpose of ebooks and whitepapers in content marketing?
To educate visitors and generate leads by exchanging content for contact information.
What is Social Media Marketing?
Promoting your brand and content on social media channels to increase brand awareness, drive traffic, and generate leads.
What is Pay Per Click (PPC)?
A model that drives traffic to your website by paying a publisher every time your ad is clicked.
What tools can help manage social media marketing?
Tools like HubSpot and Hootsuite, which connect and schedule content for multiple social media channels and monitor analytics.
What are common PPC channels?
Google Ads, paid ads on Facebook, Twitter Ads campaigns, and Sponsored Messages on LinkedIn.
What is Affiliate Marketing?
Performance-based advertising where you earn a commission for promoting someone else’s products or services.
What are common affiliate marketing channels?
Video ads through the YouTube Partner Program and affiliate links on social media accounts.
What is Native Advertising?
Advertisements that are content-led and featured alongside non-paid content, such as BuzzFeed-sponsored posts.
What is Marketing Automation?
Software that automates basic marketing operations like email newsletters, social media post scheduling, lead-nurturing workflows, and campaign tracking.
What is Email Marketing?
Using email to communicate with audiences, promoting content, discounts, events, and directing people to the business’s website.
What is Online PR?
Securing earned online coverage with digital publications, blogs, and other content-based websites.
What types of emails are used in email marketing campaigns?
Blog subscription newsletters, follow-up emails, customer welcome emails, holiday promotions, and customer nurturing tips.
What channels maximize PR efforts?
Reporter outreach via social media, engaging online reviews, and responding to comments on your website or blog.
What is Inbound Marketing?
A methodology that attracts, engages, and delights customers at every stage of the buyer’s journey using digital marketing tactics.
What is outbound marketing?
A traditional method of marketing seeking to push messaging out to potential customers.
What are examples of inbound marketing?
Blogging vs. pop-up ads, video marketing vs. commercial advertising, email contact lists vs. email spam.
What are examples of outbound marketing?
Outbound marketing includes activities such as trade shows, seminar series, and cold calling.
What is Sponsored Content?
Paying another company or entity to create and promote content that discusses your brand or service.
What are examples of sponsored content?
Influencer marketing posts and blog articles highlighting a brand.
What is Search Engine Marketing (SEM)?
Increasing website traffic by placing paid ads on search engines like Bing Ads and Google Ads.
How do SEM ads appear?
They fit seamlessly on the top of search engine results pages, providing instant visibility.
What is Instant Messaging Marketing?
Marketing products through messaging platforms to reach potential leads quickly.
Can digital marketing work for any business?
Yes, digital marketing can work for any business in any industry by building buyer personas and creating valuable online content.
What platforms are used for instant messaging marketing?
Mobile text messages, Facebook Messenger, and WhatsApp.
Should all businesses implement digital marketing strategies in the same way?
No, the approach to digital marketing should vary based on whether a business is B2B or B2C.
What is the primary focus of B2B digital marketing?
B2B digital marketing focuses on online lead generation and attracting and converting high-quality leads for salespeople.
Which digital channel is often most effective for B2B companies?
LinkedIn, as it is a business-focused platform where many B2B demographics spend their time online.
What is the primary focus of B2C digital marketing?
B2C digital marketing aims to attract people to the website and convert them into customers without needing a salesperson.
Which digital channels are often more valuable for B2C companies?
Instagram and Pinterest are often more valuable than business-focused platforms like LinkedIn.
What is content mapping?
Content mapping is targeting content according to the characteristics of the person consuming it and their stage in the buyer’s journey.
What types of content are effective in the Consideration Stage?
Ebooks, research reports, and webinars, as they provide more detailed and valuable information.
What types of content are effective in the Awareness Stage?
Blog posts, infographics, and short videos are effective for increasing organic traffic and social media shares.
What types of content are effective in the Decision Stage?
Case studies and testimonials, as they help positively influence purchasing decisions.
What is the first step in creating a digital marketing strategy?
Define your goals, as they shape the strategy and determine the focus of your efforts.
Why is identifying your target audience crucial in digital marketing?
It allows you to tailor content and marketing efforts to specific audiences, maximizing effectiveness.
Why is it important to balance paid and free digital strategies?
A combination of both paid and free strategies helps achieve long-term, sustainable success and quicker results.
How should you establish a budget for digital marketing channels?
The budget should depend on the chosen digital marketing elements, with consideration for both inbound and outbound techniques.
What should content created for digital marketing be like?
It should be interesting and engaging to increase brand awareness and improve lead generation.
Why is optimizing digital assets for mobile important?
With high mobile device usage, ensuring a positive mobile experience is crucial for engaging users effectively.
What is the role of keyword research in digital marketing?
Keyword research optimizes website content for SEO, helping people find your business through search engines and social media.
Why is it important to iterate based on analytics in digital marketing?
Analytics help adjust strategies for better performance, ensuring continuous growth and relevance.
What is Digital Public Relations (PR)?
A strategy used to increase awareness and visibility of a brand using online channels.
How is Digital PR similar to Traditional PR?
Both aim to increase brand awareness and manage reputation, but Digital PR uses online channels for targeted and measurable outreach.
What are some digital marketing strategies used in Digital PR?
Search engine optimization (SEO), content marketing, influencer marketing, and social media.
How does Digital PR differ from Traditional PR?
Traditional PR focuses on print publications and media, while Digital PR utilizes online platforms and can be more targeted and measurable.
What is the PESO media model for PR?
A model created by Valerie Turgeon that outlines Paid, Earned, Shared, and Owned media that PR professionals can target.
What activities does Digital PR involve?
Creating press releases, building relationships with online journalists, organizing online reviews and interviews, and using influencer marketing.
What are the benefits of Digital PR?
Boosting website traffic, improving SEO, establishing authority, generating earned links, generating leads and sales, improving brand image, tracking success, and being cost-effective.
How can content be repurposed for PR?
Transforming a single blog post into an infographic, guest blog, newspaper article, trade publication article, LinkedIn article, social media post, or short video.
How can social media be used for PR?
By connecting with customers and influencers, promoting content, integrating PR with social media activity, promoting events, and using live tweeting and livestreaming.
How should marketing and digital PR work together?
By focusing on creating a positive brand impression and increasing visibility and authority, which supports marketing efforts.
What are the steps to start a digital PR campaign?
Know your target audience, set goals, build key relationships, brainstorm ideas, and evaluate resources.
How can you measure the success of a digital PR campaign?
By tracking metrics such as clicks, links, social shares, leads or revenue, and ROI.
Why is it important to integrate content into the overall business strategy?
To ensure that the PR efforts align with the content pillars and SEO strategy, boosting visibility and brand awareness.
What role does content marketing play in digital PR?
It helps in growing reputation and status by continually adding value and reinforcing the brand’s voice as an authority.
Why are KPIs important to your marketing plan?
KPIs are crucial because they reflect your strategy’s effectiveness. By setting clear, quantifiable KPIs, you can evaluate progress toward specific marketing objectives.
How do impressions differ from reach?
Impressions track the number of times users see your content, including multiple views by the same individuals. Reach only considers the number of unique users who see your content.
What are impressions?
Impressions are the number of times your ad or organic content is displayed or viewed, regardless of clicks
What is conversion rate?
Conversion rate is the percentage of visitors to your website who take a desired action, such as making a purchase or signing up for a newsletter.
What is customer acquisition cost (CAC)?
CAC calculates the total expense incurred to acquire a new customer. It’s measured by dividing marketing and sales expenses by the number of new customers acquired.
What does return on investment (ROI) measure?
ROI measures the anticipated and actual results of marketing initiatives, helping determine the effectiveness and financial return of marketing efforts.
What is click through rate?
Click-through rate (CTR) is how many people clicked on your ad (clicks) divided by the number of people who saw it (impressions).
What is cost per click?
CPC can be defined as the average cost to get one click from a digital ad.
