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Digital Marketing and SEO > Digital Marketing > Flashcards

Digital Marketing Flashcards

1
Q

What is Search Engine Optimization (SEO)?

A

The process of optimizing your website to rank higher in search engine results pages, thereby increasing the amount of organic traffic your website receives.

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2
Q

What channels benefit from SEO?

A

Websites, blogs, and infographics.

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3
Q

What is On-page SEO?

A

SEO focusing on content on your website, involving keyword research to answer reader questions and rank higher in search results.

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4
Q

What is Off-page SEO?

A

SEO focusing on activities outside your website, such as acquiring backlinks from other publishers to improve your site’s ranking.

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5
Q

What is Technical SEO?

A

SEO focusing on the backend of your website, including image compression, structured data, and CSS optimization to increase loading speed.

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6
Q

What is Content Marketing?

A

The creation and promotion of content assets to generate brand awareness, traffic growth, lead generation, and customers.

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7
Q

What channels can be part of a content marketing strategy?

A

Blog posts, ebooks, whitepapers, infographics, and audio/visual content.

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8
Q

How do blog posts benefit content marketing?

A

They demonstrate industry expertise and generate organic search traffic, offering opportunities to convert visitors into leads.

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9
Q

What is the purpose of ebooks and whitepapers in content marketing?

A

To educate visitors and generate leads by exchanging content for contact information.

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10
Q

What is Social Media Marketing?

A

Promoting your brand and content on social media channels to increase brand awareness, drive traffic, and generate leads.

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11
Q

What is Pay Per Click (PPC)?

A

A model that drives traffic to your website by paying a publisher every time your ad is clicked.

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11
Q

What tools can help manage social media marketing?

A

Tools like HubSpot and Hootsuite, which connect and schedule content for multiple social media channels and monitor analytics.

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12
Q

What are common PPC channels?

A

Google Ads, paid ads on Facebook, Twitter Ads campaigns, and Sponsored Messages on LinkedIn.

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13
Q

What is Affiliate Marketing?

A

Performance-based advertising where you earn a commission for promoting someone else’s products or services.

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14
Q

What are common affiliate marketing channels?

A

Video ads through the YouTube Partner Program and affiliate links on social media accounts.

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14
Q

What is Native Advertising?

A

Advertisements that are content-led and featured alongside non-paid content, such as BuzzFeed-sponsored posts.

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15
Q

What is Marketing Automation?

A

Software that automates basic marketing operations like email newsletters, social media post scheduling, lead-nurturing workflows, and campaign tracking.

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16
Q

What is Email Marketing?

A

Using email to communicate with audiences, promoting content, discounts, events, and directing people to the business’s website.

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17
Q

What is Online PR?

A

Securing earned online coverage with digital publications, blogs, and other content-based websites.

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18
Q

What types of emails are used in email marketing campaigns?

A

Blog subscription newsletters, follow-up emails, customer welcome emails, holiday promotions, and customer nurturing tips.

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19
Q

What channels maximize PR efforts?

A

Reporter outreach via social media, engaging online reviews, and responding to comments on your website or blog.

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20
Q

What is Inbound Marketing?

A

A methodology that attracts, engages, and delights customers at every stage of the buyer’s journey using digital marketing tactics.

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21
Q

What is outbound marketing?

A

A traditional method of marketing seeking to push messaging out to potential customers.

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22
Q

What are examples of inbound marketing?

A

Blogging vs. pop-up ads, video marketing vs. commercial advertising, email contact lists vs. email spam.

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23
Q

What are examples of outbound marketing?

A

Outbound marketing includes activities such as trade shows, seminar series, and cold calling.

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24
Q

What is Sponsored Content?

A

Paying another company or entity to create and promote content that discusses your brand or service.

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25
Q

What are examples of sponsored content?

A

Influencer marketing posts and blog articles highlighting a brand.

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26
Q

What is Search Engine Marketing (SEM)?

A

Increasing website traffic by placing paid ads on search engines like Bing Ads and Google Ads.

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27
Q

How do SEM ads appear?

A

They fit seamlessly on the top of search engine results pages, providing instant visibility.

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28
Q

What is Instant Messaging Marketing?

A

Marketing products through messaging platforms to reach potential leads quickly.

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29
Q

Can digital marketing work for any business?

A

Yes, digital marketing can work for any business in any industry by building buyer personas and creating valuable online content.

30
Q

What platforms are used for instant messaging marketing?

A

Mobile text messages, Facebook Messenger, and WhatsApp.

31
Q

Should all businesses implement digital marketing strategies in the same way?

A

No, the approach to digital marketing should vary based on whether a business is B2B or B2C.

32
Q

What is the primary focus of B2B digital marketing?

A

B2B digital marketing focuses on online lead generation and attracting and converting high-quality leads for salespeople.

33
Q

Which digital channel is often most effective for B2B companies?

A

LinkedIn, as it is a business-focused platform where many B2B demographics spend their time online.

34
Q

What is the primary focus of B2C digital marketing?

A

B2C digital marketing aims to attract people to the website and convert them into customers without needing a salesperson.

35
Q

Which digital channels are often more valuable for B2C companies?

A

Instagram and Pinterest are often more valuable than business-focused platforms like LinkedIn.

36
Q

What is content mapping?

A

Content mapping is targeting content according to the characteristics of the person consuming it and their stage in the buyer’s journey.

37
Q

What types of content are effective in the Consideration Stage?

A

Ebooks, research reports, and webinars, as they provide more detailed and valuable information.

38
Q

What types of content are effective in the Awareness Stage?

A

Blog posts, infographics, and short videos are effective for increasing organic traffic and social media shares.

39
Q

What types of content are effective in the Decision Stage?

A

Case studies and testimonials, as they help positively influence purchasing decisions.

40
Q

What is the first step in creating a digital marketing strategy?

A

Define your goals, as they shape the strategy and determine the focus of your efforts.

41
Q

Why is identifying your target audience crucial in digital marketing?

A

It allows you to tailor content and marketing efforts to specific audiences, maximizing effectiveness.

42
Q

Why is it important to balance paid and free digital strategies?

A

A combination of both paid and free strategies helps achieve long-term, sustainable success and quicker results.

43
Q

How should you establish a budget for digital marketing channels?

A

The budget should depend on the chosen digital marketing elements, with consideration for both inbound and outbound techniques.

44
Q

What should content created for digital marketing be like?

A

It should be interesting and engaging to increase brand awareness and improve lead generation.

45
Q

Why is optimizing digital assets for mobile important?

A

With high mobile device usage, ensuring a positive mobile experience is crucial for engaging users effectively.

46
Q

What is the role of keyword research in digital marketing?

A

Keyword research optimizes website content for SEO, helping people find your business through search engines and social media.

47
Q

Why is it important to iterate based on analytics in digital marketing?

A

Analytics help adjust strategies for better performance, ensuring continuous growth and relevance.

48
Q

What is Digital Public Relations (PR)?

A

A strategy used to increase awareness and visibility of a brand using online channels.

49
Q

How is Digital PR similar to Traditional PR?

A

Both aim to increase brand awareness and manage reputation, but Digital PR uses online channels for targeted and measurable outreach.

50
Q

What are some digital marketing strategies used in Digital PR?

A

Search engine optimization (SEO), content marketing, influencer marketing, and social media.

51
Q

How does Digital PR differ from Traditional PR?

A

Traditional PR focuses on print publications and media, while Digital PR utilizes online platforms and can be more targeted and measurable.

52
Q

What is the PESO media model for PR?

A

A model created by Valerie Turgeon that outlines Paid, Earned, Shared, and Owned media that PR professionals can target.

53
Q

What activities does Digital PR involve?

A

Creating press releases, building relationships with online journalists, organizing online reviews and interviews, and using influencer marketing.

54
Q

What are the benefits of Digital PR?

A

Boosting website traffic, improving SEO, establishing authority, generating earned links, generating leads and sales, improving brand image, tracking success, and being cost-effective.

55
Q

How can content be repurposed for PR?

A

Transforming a single blog post into an infographic, guest blog, newspaper article, trade publication article, LinkedIn article, social media post, or short video.

56
Q

How can social media be used for PR?

A

By connecting with customers and influencers, promoting content, integrating PR with social media activity, promoting events, and using live tweeting and livestreaming.

57
Q

How should marketing and digital PR work together?

A

By focusing on creating a positive brand impression and increasing visibility and authority, which supports marketing efforts.

58
Q

What are the steps to start a digital PR campaign?

A

Know your target audience, set goals, build key relationships, brainstorm ideas, and evaluate resources.

59
Q

How can you measure the success of a digital PR campaign?

A

By tracking metrics such as clicks, links, social shares, leads or revenue, and ROI.

60
Q

Why is it important to integrate content into the overall business strategy?

A

To ensure that the PR efforts align with the content pillars and SEO strategy, boosting visibility and brand awareness.

61
Q

What role does content marketing play in digital PR?

A

It helps in growing reputation and status by continually adding value and reinforcing the brand’s voice as an authority.

62
Q

Why are KPIs important to your marketing plan?

A

KPIs are crucial because they reflect your strategy’s effectiveness. By setting clear, quantifiable KPIs, you can evaluate progress toward specific marketing objectives.

63
Q

How do impressions differ from reach?

A

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.

63
Q

What are impressions?

A

Impressions are the number of times your ad or organic content is displayed or viewed, regardless of clicks

64
Q

What is conversion rate?

A

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.

65
Q

What is customer acquisition cost (CAC)?

A

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.

66
Q

What does return on investment (ROI) measure?

A

ROI measures the anticipated and actual results of marketing initiatives, helping determine the effectiveness and financial return of marketing efforts.

67
Q

What is click through rate?

A

Click-through rate (CTR) is how many people clicked on your ad (clicks) divided by the number of people who saw it (impressions).

67
Q

What is cost per click?

A

CPC can be defined as the average cost to get one click from a digital ad.

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Digital Marketing and SEO (4 decks)

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