Inbound Certification Study Guide

Front 1

What's the difference between traditional marketing and inbound marketing?

Back 1

Traditional marketing is interruptive and marketer-centric (cold calling, spam ads)

Front 2

What is inbound?

Back 2

Inbound marketing empowers potential customers with customer-centric strategy that has a educational focus on customer needs versus the company needs.

Front 3

What is the Inbound Methodology?

Back 3

1. Attract (Strangers)
2. Convert (Visitors)
3. Close (Leads)
4. Delight (Promoters)

Front 4

Inbound Methodology ATTRACT

Back 4

Strangers are attracted with blogging, utilizing key words, social publishing

Front 5

Inbound Methodology CONVERT

Back 5

Visitors are converted using forms, calls-to-action, and landing pages (the conversion process)

Front 6

Inbound Methodology CLOSE

Back 6

Leads are closed with email, workflows, and CRM

Front 7

Inbound Methodology DELIGHT

Back 7

Delight promoters with surveys, smart content, and social monitoring

Front 8

How does analyze fit into Inbound Methodology?

Back 8

Analysis should be inherent in every single thing you do with your inbound strategy.

Front 9

What are the inbound best practices?

Back 9

1. Use buyer personas

2. Use the buyer's journey

3. Create remarkable, tailored content

4. Leverage your content

Front 10

What is a Buyer Persona?

Back 10

A semi-fictional representation of your ideal customer based on real data and educated speculation about demographics, patterns, motivations, and goals.

Front 11

How do you create a Buyer Persona?

Back 11

Do your research! BPs must be based on actual research, not assumptions.

Front 12

How do you go about researching Buyer Personas?

Back 12

Interview current customers to compile information and create a profile. Personas give you an idea of who the customer is.

Front 13

What are the components of a BP profile story?

Back 13

Background, demographics, identifiers, goals, challenges, "how we help", common objections, and real quotes.

Front 14

What is the Buyer's Journey?

Back 14

Awareness stage >> Consideration stage >> Decision stage

Front 15

The Buyer's Journey AWARENESS

Back 15

You know you have an issue, but aren't sure what it is.

Front 16

The Buyer's Journey CONSIDERATION

Back 16

You give a name to the problem.

Front 17

The Buyer's Journey DECISION

Back 17

Decide approach to problem solve.

Front 18

What part does content play in inbound marketing and sales?

Back 18

Trust building. With content that seeks to educate buyers on their problems and company solutions to those problems rather than on "who you are" and "what you do".

Front 19

What is context in terms of inbound marketing?

Back 19

Asking 'who am I creating content for?'

Front 20

What are the different ways to leverage your content?

Back 20

Distribution via website pages, business blogs, social media, landing pages, calls-to-action, and marketing emails.

Front 21

What is Search Engine Optimization (SEO)?

Back 21

The process of improving your website so that it attracts more visitors from search engines.

Front 22

In what ways does SEO help your inbound marketing?

Front 23

How do search engines find, understand, and rank pages shown in search results?

Front 24

What is the difference between paid results and organic results?

Back 24

Paid results are the results at the very top, where companies pay to be placed. Organic results are the real results.

Front 25

In terms of SEO, how are keywords defined?

Back 25

.