Posting curated content on social shows your audience you’re committed to: Creating value for them. Posting only your own content. Re-posting all the content that they share with you. Correct Answer Creating value for them.
True or false? If you’re posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times. True False Correct Answer False
What did fashion brand Burberry do to revolutionize how marketers use social media? Ran a massive Facebook campaign to advertise their brand to fans Developed a highly successful public relations campaign that used social media to share their messages Invited their fans to share photos of their trench coat Began working with a famous influencer to take over their Instagram feed Correct Answer Invited their fans to share photos of their trench coat
Which one of the following is NOT a way that UGC can help marketers? Provide social proof and amp up your credibility Boost SEO Enable you to get past ad blockers because the content doesn’t come through like a typical ad Extend your budget Provide deep insight into the effectiveness of your content mix Correct Answer Provide deep insight into the effectiveness of your content mix
Fill in the blank: “Facebook Ads is great for targeting based on _______, while Google AdWords targets based on your audience’s ________. buyer stage; interests problems; ideas interests; intent Correct Answer interests; intent
In what stage of the buyer’s journey would an advertisement for a free trial of your product be most appropriate? Consideration stage Decision stage Awareness stage Evaluation stage Correct Answer Decision stage
An ad for your upcoming webinar on network security should lead people directly to ___________. a blog post on network security your home page a landing page where they can quickly sign up for the webinar your About Us page Correct Answer a landing page where they can quickly sign up for the webinar
Which one of the below choices is NOT a reason you should be measuring your social media ROI? Prove the value of social media within your organization. Show how social media can impact all departments, ranging beyond Marketing and Sales to HR to Engineering to PR. Show influencers how enticing it would be to work with your company. Understand and measure brand reputation and gain control of that conversation. Correct Answer Show influencers how enticing it would be to work with your company.
True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100. True False Correct Answer True
Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy? It’s difficult to know how much revenue is generated from a sale that originates from a social media campaign. It can be months before you’ve closed new customers from a social media campaign. Understanding how you stack up to your competition can help you pivot and make better business decisions. Calculating ROI on social media is super hard to prove. Correct Answer It can be months before you’ve closed new customers from a social media campaign.
True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones. True False Correct Answer False
A(n) ________ outlines guidelines and best practices for employees to follow on social media. crisis plan advocacy plan social media policy Correct Answer social media policy
What’s the first step organizations and brands need to take when establishing a social media policy? Educate employees on the importance of having a social media policy for all team members within the organization. Reward the employees who are shining stars and are doing the right things on social media. Research best case studies for brands that are using social media policies effectively. Determine what not to do for social media policies for employees. Correct Answer Educate employees on the importance of having a social media policy for all team members within the organization.
What is NOT an example of a social media crisis? Employees going rogue on social media A celebrity posting an update that sparks outrage A hack into a Twitter account for a major brand These are all examples of a social media crisis. Correct Answer These are all examples of a social media crisis.
True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage. True False Correct Answer False
There are certain actions that need to be taken into consideration for a social media crisis. What’s an action you should avoid? Pausing marketing emails Sending out promotional sponsored posts and tweets during a crisis Assessing the planned blogging and campaign schedule for appropriateness Creating a blog post to address the situation as needed Correct Answer Sending out promotional sponsored posts and tweets during a crisis
Which of these KPIs demonstrate engagement? Choose all that apply. Direct sales revenue from social media Mentions Sharing and retweets Likes or Favorites Customer satisfaction Correct Answer Sharing and retweets Likes or Favorites
What’s the difference between social listening and social monitoring? Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective. Social listening involves answering and responding to specifically support questions, while social monitoring is for the purpose of marketing intelligence and research. Social listening can only be done natively within each social media site, whereas social monitoring requires technology to aggregate sentiment from various places. Social listening is done by your sales team to find new opportunities, while social monitoring is done by your marketing team to learn what competitors are doing. Correct Answer Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective.
How can social media listening increase customer advocacy? Responding only to positive social posts and re-sharing them tells the rest of your followers how great you are. Responding only to negative social posts with helpful, knowledgeable responses shows that you care. Responding to social posts—whether they’re positive or negative— shows that you’re listening, and your customers are being heard. Responding to a social post within one hour shows that your company is full of social-savvy whipper snappers. Correct Answer Responding to social posts—whether they’re positive or negative— shows that you’re listening, and your customers are being heard.
Why are UTM parameters so valuable to your social listening and monitoring program? They help my pages load faster via social networks. They track who initially shared my company’s content out on social media. They allow me to track where traffic is coming from on social media. They’re really just a nice-to-have for big marketing campaigns. Correct Answer They allow me to track where traffic is coming from on social media.
If you don’t have your _____________ in mind as you’re developing content and social campaigns, then you probably aren’t using social as effectively as you could be. competitors revenue targets business goals and buyer personas budget Correct Answer business goals and buyer personas
Which of the below is NOT one of the three factors determining how an influencer can impact behavior? Relevance Reach Resonance Recognition Correct Answer Recognition
Why should you talk directly with your social followers and prospects? Build your brand Increase customer loyalty Improve reputation All of the above Correct Answer All of the above
What is one of the major benefits of Facebook Lead Ads? Facebook will serve these ads on Pinterest in addition to Facebook. They only serve your ads to a small group of highly qualified people. The pre-filled form in Facebook makes it super easy for your audience to convert on—especially on mobile. They’re optimized for a desktop audience, which is proven to convert better than mobile users. Correct Answer The pre-filled form in Facebook makes it super easy for your audience to convert on—especially on mobile.
True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook. True False Correct Answer True
Which of the following social media expenses do you want to track so you can calculate ROI on your marketing campaigns? Choose all that apply. Work hours Agency or freelance costs Social media software and services Content development expenses Advertising costs Correct Answer Work hours Agency or freelance costs Social media software and services Content development expenses Advertising costs
What should you do to secure executive buy-in if you’re starting a social media project and don’t have a past campaign to use as a benchmark? Research the costs of agencies that can do the work. Consider industry research to back up your plan. Position your program as an experiment or pilot. Create a robust PowerPoint with statistics to back up your plan Correct Answer Position your program as an experiment or pilot.
Why do stakeholders matter as you begin to develop your team structure? Stakeholders help you plan for the future. Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders. Stakeholders help you decide if you need to develop a team to help you do social advertising. Stakeholders help you determine how social media for your company will change in the next year, three years, or five years. Correct Answer Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.
Why should you be careful about monitoring competitors? Your competitors can tell when you’re monitoring them, and they may get offended and retaliate. It’s easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer. Competitors aren’t the only reason people don’t buy your product or service. Competitive intelligence is best used for highly competitive markets only. Correct Answer It’s easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.
The _________ stage focuses on creating message maps and listening protocols on social media. preparation recovery response crisis Correct Answer preparation
True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends. True False Correct Answer True
Fill in the blank: Instagram stories are a great way to _____________. demonstrate complex concepts quickly and easily directly message a customer to answer a question deliver video podcasts drive traffic and engagement Correct Answer drive traffic and engagement
What do we mean when we say you should post an “80/20 mix” on social media? 20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations. 80% of your social content should promote your brand, and 20% of your social content should be anything that truly interests your audience and engages them in conversations. 20% of your social content should be video that interests your audience, and 80% should be content that promotes your brand. Correct Answer 20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations.
Which of the following would not contribute to ad fatigue? Using the same image on your ad for over a month Using only Facebook for your advertising strategy Offering the same ebook in your ad for two months straight All of these would contribute to ad fatigue Correct Answer Using the same image on your ad for over a month
You bid $5.00 on a click on your Facebook ad. The next highest bidder only pays $3.00 to target an ad at the exact same audience. How much will Facebook make you pay to win the bid? average conversion rate average lead-to-customer rate average revenue average lifetime value of a customer $2.99 $3.00 $3.01 $5.00 Correct Answer average lead-to-customer rate
The number of leads you generate that actually become paying customers is known as your ________. average conversion rate average lead-to-customer rate average revenue average lifetime value of a customer Correct Answer average lead-to-customer rate
You’re starting a project and don’t have a past campaign to use as a benchmark. How can you secure executive buy-in? Research the costs of agencies that can do the work. Consider industry research to back up your plan. Position your program as an experiment or pilot. Create a robust PowerPoint with statistics to back up your plan Correct Answer Position your program as an experiment or pilot.
Which Of The Following Is NOT A Benefit Of Having A Social Media Strategy? Social media helps you expand your other marketing efforts. Social media helps you attract buyers. Social media helps you send better emails. Social media is a key driver for word-of-mouth marketing. Correct Answer Social media helps you send better emails.
True Or False: Ephemeral Stories Are Quick Bits Of Content, Both Video And Photo, Often With Fun Filters And “Stickers” That Disappear After A Short Period Of Time (1-24 Hours). True False Correct Answer True
What is social listening? The step you take to have conversations with individuals talking about your industry, brand, products, and services. The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more. How you track, analyze, and respond to conversations across the internet. A method of changing art, music, governments, and businesses. Correct Answer How you track, analyze, and respond to conversations across the internet.
What is social monitoring? The step you take to have conversations with individuals talking about your industry, brand, products, and services. The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more. How you track, analyze, and respond to conversations across the internet. A method of changing art, music, governments, and businesses. Correct Answer The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
What is social engagement? The step you take to have conversations with individuals talking about your industry, brand, products, and services. The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more. How you track, analyze, and respond to conversations across the internet. A method of changing art, music, governments, and businesses. Correct Answer The step you take to have conversations with individuals talking about your industry, brand, products, and services.
If you plan to do real-time marketing, you’ll need to use what? An influencer marketing agency Paid advertising Social listening Animated .gifs Correct Answer Social listening
Fill in the blank: Instagram stories are a great way to _____________. demonstrate complex concepts quickly and easily directly message a customer to answer a question deliver video podcasts drive traffic and engagement Correct Answer drive traffic and engagement
When creating a lead nurturing strategy for your business, you need a goal to create the big picture strategy for your lead nurturing campaigns. What are three key elements that any strategy will need? Contact management, segmentation, and the buyer’s journey Buyer personas, the buyer’s journey, and lead nurturing software Lead nurturing software, contact management, and segmentation Segmentation, buyer personas, and the buyer’s journey Correct Answer Contact management, segmentation, and the buyer’s journey
When creating a lead nurturing campaign, there are five steps to providing value to your prospects. The first two steps are setting goals and selecting personas. What are the last three steps for creating an effective lead nurturing campaign? Creating content, identifying the timeline, and measuring and improving Identifying the timeline, measuring your content, and segmenting your contacts Testing your content, identifying the timeline, and creating additional content Organizing your contacts, creating content, and identifying the timeline Correct Answer Creating content, identifying the timeline, and measuring and improving
What is a conversational growth strategy? The long-term planning, creation, and management of your content marketing efforts. The delivery of the right message to the right person at the right time, every time. The creation and management of your combined conversion efforts. The long-term planning, creation, and management of your professional network. Correct Answer The delivery of the right message to the right person at the right time, every time.
Which three elements are important to consider when determining if you should start to automate a conversation on your website? That it is repeatable, predictable, and impactful. That it is significant, cheap, and easy. That it is purposeful, replicable, and impactful. That it is relationship-focused, replicable, and easy. Correct Answer That it is repeatable, predictable, and impactful.
What is shared knowledge? The collective hive mind of HubSpot users. Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns. Shared knowledge is the data you purchase in lists. The information you repurpose across channels for your website visitors. Correct Answer Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
Each of these examples is a great way to prevent too much distraction in your conversion path EXCEPT: Adding more buttons to your page to frame the conversion Removing the navigation bar Carefully placing your pop-ups Experimenting with the design and elements on a page Correct Answer Adding more buttons to your page to frame the conversion
True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona. True False Correct Answer True
All of the following are examples of a SMART goal EXCEPT: Increase year over year traffic by 30%. Significantly reduce the amount of time the team spends on creating content. Add five new content formats to the website by end of year. All of the above are SMART goals. Have 30% of your marketing leads attend an upcoming webinar. Have thought leaders contribute to an upcoming ebook. Increase sales qualified leads by 20% by the end of the year. Generate 10 customers within the first week of an upcoming product launch. Correct Answer Significantly reduce the amount of time the team spends on creating content. Have thought leaders contribute to an upcoming ebook.
Which of the following is NOT a category you should organize your content audit by? Content title Buyer’s journey stage Content length Marketing funnel stage Correct Answer Content title
Contact management is an important piece of lead nurturing because it helps you understand the contacts you’re reaching out to. What is the definition of contact management? Contact management is a strategy that focuses on using a software program to easily store and source a contact’s information. Contact management is tool that helps you manage your contacts. Contact management is a strategy that focuses on tool-agnostic strategy to manage your contacts. Contact management is how you track the email deliverability rate of your contacts. Correct Answer Contact management is a strategy that focuses on using a software program to easily store and source a contact’s information.
Fill In The Blank: If Lead Nurturing Is The Content, Then Segmentation Is __________. how content is created a contact management strategy how you provide content None of the above Correct Answer how you provide content
Why Are Conversations Important In An Inbound Strategy? You need to have conversations with your team once you know what inbound is all about. Conversations are only for outbound marketers. Content and promotion are for inbound marketers. Conversations can deliver your content in a consistent and relationship-focused way. Conversations might be considered trendy by your buyer personas, so your brand will gain more traction in the social media space. Correct Answer Conversations can deliver your content in a consistent and relationship-focused way.
Fill In The Blank: Contact Management Is A __________. strategy that focuses on using a software program to easily store and source a contact’s information tool for managing your contacts tool-agnostic strategy for managing your contacts process for how you track the email deliverability rate of your contacts Correct Answer strategy that focuses on using a software program to easily store and source a contact’s information
Which of the following questions can help you determine which channel is right for you? Are my visitors engaging with this channel? Does this channel solve for my visitors’ needs? Is this channel right for my team? All of the above Correct Answer All of the above
What three criteria should you use when deciding to automate a conversation on your website? That it is significant, cheap, and easy. That it is purposeful, replicable, and impactful. That it is repeatable, predictable, and impactful. That it is relationship-focused, replicable, and easy. Correct Answer That it is repeatable, predictable, and impactful.
When identifying buyer’s journey content for a long-term content strategy, it’s important to focus on content for which stage(s)? Awareness Consideration Decision All of the above Correct Answer All of the above
What is a contact? One of your existing customers Anybody your company markets to, sells to, partners with, engages with, or employs A person sent by the intelligence agency of his or her own country who approaches an intelligence agency in the hope of being recruited as a spy A piece of software or a platform that helps you keep track of your leads, prospects, and customers Correct Answer Anybody your company markets to, sells to, partners with, engages with, or employs
Why is goal setting important to inbound marketing? Creates alignment among your marketing, sales, and services teams Helps you measure the success of your inbound marketing efforts Gives you guard rails for your content All of the above Correct Answer All of the above
Where might you consider placing links to your social media channels? On your business cards In your presentation templates On your website At the bottom of your newsletter All of the above Correct Answer All of the above
Why would you want to conduct a social media audit? Choose all that apply. To track a new campaign you are developing To discover trends you can use to create or modify social media campaigns To receive valuable insight into customer sentiment and perception of your brand To help you determine where you may have broken website links Correct Answer To discover trends you can use to create or modify social media campaigns To receive valuable insight into customer sentiment and perception of your brand
What are some reasons to have a Facebook business page rather than a personal page? Choose all that apply. You must have a business page by Facebook. You have access to analytics. You can have up to 10,000 followers. You can add a mission statement. Correct Answer You must have a business page by Facebook. You have access to analytics. You can add a mission statement.
When creating a blog title, why do the number of characters in the title matter? It doesn’t matter as long as the title is descriptive. Search engines show a limited amount of characters and a cut off title could affect click-through rates. If the blog post will be shared on Twitter, a tweet can only have 140 characters. You should only be including one primary keyword within your title. Correct Answer Search engines show a limited amount of characters and a cut off title could affect click-through rates.
Your boss wants a report on the success of your blog. What information should you NOT analyze? Number of views for each post Popular articles by topic, author, or promotion channel Number of clicks on the offer within the post Number of keywords per blog post Correct Answer Number of keywords per blog post
You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company’s bottom line and return on investment in mind, which of the following is the most strategic approach to take? You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. You could increase the chances of your current traffic choosing to convert and move down your funnel. You could invest additional resources in your sales team. You could increase the budget of your services team. Correct Answer You could increase the chances of your current traffic choosing to convert and move down your funnel.
Conversion optimization is __________. investment that produces reliable month-over-month growth focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity Correct Answer the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action
What are the three stages of the buyer’s journey? Awareness, consideration, and decision Attract, consideration, and delight Awareness, consideration, and conversion Awareness, decision, and delight Correct Answer Awareness, consideration, and decision
Fill in the blank: __________ visually represents users’ clicks, taps, and scrolling behavior so that you can understand what users want, care about, and interact with on your site. Hotjar Google analytics Quora Buzzsumo Correct Answer Hotjar
What is lead nurturing’s three-pronged approach for delivering helpful content? Timely, efficient, and targeted Timely, contextual, and process-based Effective, efficient, and targeted Targeted, persona-driven, and contextual Correct Answer Timely, efficient, and targeted
What does a content compass helps organize monthly initiatives by? SMART goals Sales campaigns Inbound marketing campaigns All of the above Correct Answer All of the above
What area(s) can you experiment with when you’re optimizing a conversion opportunity? The design of the conversion opportunity itself (e.g., the CTA colors, length of form, etc.) Any copy on or surrounding the conversion opportunity Supporting images, links, headlines, testimonials, social proof All of the above Correct Answer All of the above
What are three key elements that any lead nurturing strategy will need? Contact management, segmentation, and the buyer’s journey Buyer personas, the buyer’s journey, and lead nurturing software Lead nurturing software, contact management, and segmentation Segmentation, buyer personas, and the buyer’s journey Correct Answer Contact management, segmentation, and the buyer’s journey
Fill in the blank: a conversion path is the method by which you encourage someone to __________. move down your funnel visit your site from social media spend 30 minutes or more on your website read your well-crafted automated email Correct Answer move down your funnel
Fill in the blank: a conversion path is the method by which you encourage someone to __________. move down your funnel visit your site from social media spend 30 minutes or more on your website read your well-crafted automated email Correct Answer move down your funnel