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Updated Inbound Marketing Certification Questions & Answers:
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- You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. This would increase the amount of people in your funnel and therefore the amount of people moving through your funnel.
- You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment.
- ou could invest additional resources in your sales team. The more you increase that team’s overall job satisfaction, the more encouraged they will feel to make each and every sale count. This will have a positive impact on the efficiency of your funnel.
- You could increase the budget of your services team. By increasing the amount of customers that retain with your company, you will need less net new gains to generate the desired level of revenue.
- The software that exists with the goal of automating your marketing actions.
- Automation tools to help automate sales-specific actions.
- The thought process behind delivering information in lead nurturing.
- The software that is used for your entire inbound strategy.
What Is Another Commonly Used Term For Conversion Optimization?Â
- Conversion content strategy optimization
- Lead conversion optimization
- Relationship rate optimization
- Conversion rate optimization
True Or False? A Call-To-Action Must Be A Button.
- True
- FalseÂ
What Is The Definition Of A Buyer Persona?
- A semi-fictional representation of your ideal customer based on real data and some select educated speculation
- A lead in your database
- A true view of your personas
- A completely fictional representation of your ideal customer based on real data and some select educated speculation
- Standardize, Contextualize, Optimize, Personalize, Empathize
- Specialize, Contextualize, Optimize, Personalize, Epitomize
- Standardize, Contextualize, Organize, Personalize, Energize
- Standardize, Contextualize, Organize, Personalize, Expertize
- I think this change will work because I know my buyer persona really well.
- By changing this page’s copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona’s needs.
- The conversion rate will increase by 87%. Constant change on product and services pages increases trust.
- By changing this page’s copy, the conversion rate will increase.
How Long Should You Let Your Conversion Optimization Experiments Run (On Average)?
- 1 week
- 4 weeks
- 12 weeks
- 48 weeks
What Are The Steps Of Conversion Optimization?
- Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
- Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.
- Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
- Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.
What Is Conversion Optimization?
- Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
- Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.
- Conversion optimization is 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.
- Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.
True Or False? Conversion Optimization Can Positively Impact Your Return On Investment.
- True
- False
True Or False? Conversion Optimization Is NOT An Iterative Process.
- True
- False
- 3%
- 6%
- 3%
- 50%
What Are The Steps For Creating A Conversion Path?
- Attract, convert a lead, close a deal, and delight a customer.
- Create awareness, determine your end point, chart your course, and analyze.
- Create awareness, determine your end point, chart your course, build a ship, ahoy matey.
- Create awareness, chart your course, optimize, convert a qualified lead.
- The method by which you encourage someone on your site to move down your funnel.
- The method by which you encourage someone to visit your site from social media.
- The method by which you encourage someone to spend 30 minutes or more on your website.
- The method by which you encourage someone to read your well-crafted automated email.Â
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- Specific, Marketable, Attractive, Responsible, Testable
- Specific, Marketable, Attainable, Relevant, Testable
- Specific, Measurable, Attainable, Relevant, Timely
- Specific, Measurable, Attractive, Relevant, Timely
What Is The Difference Between Reporting And Analytics?Â
- Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
- Analytics explains what has happened, while reporting is an attempt to explain why something has happened.
- Trick question! There isn’t one.
- Reporting is for journalists, while analytics is for marketing, sales, and services representatives.
- 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
How Do You Calculate A Conversion Rate?Â
- To calculate your conversion rate, divide the number of people who viewed your conversion opportunity by the number of people on your marketing team.
- To calculate your conversion rate, divide your total number of website visitors who had visited your site to date by the total number of people who converted on your net new form.
- To calculate your conversion rate, divide the number of people who converted on your call-to-action, form, etc., and divide it by the total number of people who viewed it.
- To calculate your conversion rate, divide your total number of website visitors by your total number of company employees.
True Or False? An Effective Conversion Path Must Include A Landing Page.
- True
- False
- True
- FalseÂ
- True
- False
- 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.
What Role Does Optimization Play In Your Conversational Growth Strategy?
- Unlike conversions, conversations are evergreen and don’t need to be optimized.
- As conversations are unique exchanges with many website visitors, they cannot be optimized.
- Conversations need to be optimized once every four months.
- You need to iterate and optimize your conversations over time.
- 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.
What Are The Steps To Implementing A Conversational Growth Strategy?
- Think, Plan, Build
- Think, Plan, Grow
- Think, Optimize, Chat
- Chat, Spend, Share
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.Â
Where Do Conversations Fit Into Your Inbound Marketing Strategy?
- Conversations fit into your inbound marketing strategy because you’re going to need to have one with your team now that you know what inbound is all about.
- Conversations are only for outbound marketers. Content and promotion is for inbound marketers.
- By using channels that deliver or simulate a conversation with your website visitors, you can deliver your content in a consistent and relationship-focused way.
- By using channels that your buyers personas consider “trendy,” your brand maintains its reputation of being relevant and up to date
- A conversation is an interactive communication between two or more parties.
- A conversation is an interactive communication that can only occur in person or over the phone.
- A conversation is an interactive communication between robots.
- A conversation is the passive communication that occurs through likes and shares on social media channels.
- SMART goal
- Conversion path
- Lead nurturing campaign
- Content strategy
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True Or False? You Can Nurture Both Your Leads And Your Customers.
- True
- False
- 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
- Awareness, consideration, and decision
- Attract, consideration, and delight
- Awareness, consideration, and conversion
- Awareness, decision, and delight
- 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
- 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
- Send an email to schedule a demo call with your sales rep.
- Send a follow-up piece of content that builds off that subject.
- Send 2-3 pieces of content that encompass how to build a complete email strategy.
- Don’t send anything yet, wait for them to reach back out
- Close
- Delight
- Attract
- Convert
- Timely, efficient, and targeted approach
- Timely, contextual, and process-based approach
- Effective, efficient, and targeted approach
- Targeted, persona-driven, and contextual approach
What Is The Definition Of Lead Nurturing?Â
- A process of building relationships with prospects with the goal of earning their business when they’re ready.
- A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action.
- A marketing effort focused on engaging with your leads and customers in a way that encourages them to progress toward multiple actions at the same time.
- A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase.
- True
- FalseÂ
What Is A Social Media Audit?Â
- A hard look at the data from all your social accounts and the social conversations about your brand and your competitors.
- A method to direct your audience in all channels to the best way they can have a conversation with you.
- A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before.
- A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generating leads.Â
All Of The Following Are Metrics You Need To Track In Your Social Media Audit EXCEPT:Â
- The posts with the most engagement (things like comments and likes)
- The bounce rate
- The types of content that have the best and worst performance
- The publish time of posts that have the best engagementÂ
True Or False? It’s Necessary To Conduct A Social Media Audit Every 2-3 Years.Â
- True
- FalseÂ
Fill In The Blank: Instagram Stories Are A Great Way ToÂ
- demonstrate complex concepts quickly and easily
- directly message a customer to answer a question
- deliver video podcasts
- drive traffic and engagementÂ
If You Plan To Do Real-Time Marketing, You’ll Need To Use What?
- An influencer marketing agency
- Paid advertising
- Social listening
- Animated .gifs
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- True
- False
True Or False? Social Listening Can Help You Find Leads.
- True
- FalseÂ
- 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.Â
- 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.Â
- 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.Â
What Is Snapchat’s Largest Demographic?Â
- 12-24
- 18-30
- 22-35
- 30-50Â
On Which Social Network Should You Share Content Most Frequently?Â
Which Network Has The Longest Life For A Piece Of Content?
- Snapchat
True Or False? One Of The Best Uses Of Twitter Is Networking In Private Groups.
- True
- False
- True
- False
There Are Many Benefits To Having A Social Media Strategy. Which Answer Is NOT One Of Them?
- 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.
True Or False? Social Media Is A Key Driver For Word-Of-Mouth Marketing.
- True
- False
True Or False? A Resource Pillar Page Should Only Be Made Up Of Internal Website Links.Â
- True
- FalseÂ
- True
- False
- Panda
- Hummingbird
- RankBrain
- PenguinÂ
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All Of The Following Are Helpful Ways To Promote Your Pillar Pages On Your Website EXCEPT:Â
- Top navigation
- A dedicated section with a CTA near the top of the homepage
- A link on every website page even if the content isn’t relevant
- All are trueÂ
- True
- FalseÂ
- Hotjar
- Google analytics
- Quora
- BuzzsumoÂ
- True
- FalseÂ
Which Of The Following Is NOT A Category You Should Organize Your Content Audit By?Â
- Buyer’s journey stage
- Content length
- Marketing funnel stage
- Content title
All Of The Following Are Examples Of A SMART Goal EXCEPT:Â
- 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.Â
What Is Snapchat’s Largest age Demographic?Â
- 12 years to 24 years
- 18 years to 30 years
- 22 years to 35 years
- 30 years to50 yearsÂ
- True
- FalseÂ
- Send an email to schedule a demo call with your sales rep.
- Send a follow-up piece of content that builds off that subject.
- Send 2-3 pieces of content that encompass how to build a complete email strategy.
- Don’t send anything yet, wait for them to reach back out. Â
What does the acronym SMART stand for in SMART goals?
- Specific, Marketable, Attractive, Responsible, Testable
- Specific, Marketable, Attainable, Relevant, Testable
- Specific, Measurable, Attainable, Relevant, Timely
- Specific, Measurable, Attractive, Relevant, TimelyÂ
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
- The latest trip that your agency organized for a family
- The affordable pricing of your family-friendly vacation packages
- Why your agency provides the best experience for families
- The best family-friendly vacation destinations
Your boss wants a report on the success of your blog. What information should you NOT analyze?
- Number of clicks on the offer within the post
- Popular articles by topic, author or promotion channel
- Number of views for each post
- Number of keywords per blog post
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.
- It matters because you should only be including one primary keyword within your title.
- It matters if the blog post will be shared on Twitter since this social media channel only allows 140 characters.
- It matters because search engines show a limited amount of characters, and a cut off title could affect click-through rates.Â
- “That’s a good idea. Blogging not only helps attract new visitors but convert leads as well. We can generate more qualified leads by including event calls-to-action at the end of the posts.”
- “That’s not a good idea. The more focus our blog can have the better. We need to decide between company news, service, and corporate event announcements.”
- “That’s a good idea. We want to attract the most qualified visitors with our posts, so we should help people understand our business.”
- “That’s not a good idea. We’re trying to attract new visitors with our posts. These people haven’t yet heard of our company. If we write about ourselves, they won’t find us organically.”Â
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All of the following elements will help readers easily digest the content of a blog post EXCEPT:
- Bolding
- Images
- Calls-to-action
- Whitespace
- Hotjar
- Google analytics
- Quora
- Buzzsumo
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
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
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
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.
Each Example Below 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
- Using simple, compelling copy to frame your content offer
- Experimenting with the design or layout of the page
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
- 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.
- I think this change will work because I know my buyer persona really well.
- By changing this page’s copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona’s needs.
- The conversion rate will increase by 87%. Constant change on product and services pages increases trust.
- By changing this page’s copy, the conversion rate will increase.
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- “Request Your Free Consultation”
- “Your Custom Quote Is Waiting for You”
- “Download a Team Communication Guide”
- “Download Our Pricing Guide”
- 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.
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
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
Fill In The Blank: If Lead Nurturing Is The Content, Then Segmentation Is __________.
- how content is created
- a contact management strategy
- how you provide context
- None of the above
The Five Fundamentals Of Inbound Marketing Are:
- SEO, social media promotion, conversion, reporting, email marketing
- Buyer personas, buyer’s journey, setting goals, lead nurturing, SEO
- Contacts, buyer personas, buyer’s journey, content, setting goals
- Attract, engage, delight, segmentation, SEO
True Or False? Marketing Only Occurs During The Attract Stage Of The Inbound Methodology.
- True
- False
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.
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.
- Hotjar
- Google analytics
- Quora
- Buzzsumo
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
- 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
- Awareness
- Consideration
- Decision
- 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.
