9OBP
Prospects are having a tough time finding your website via search. You’ve picked relevant keywords; how do you apply them?
Add the keywords as many times as possible to my website’s content
List all my keywords back-to-back in my website’s meta description
Place keywords throughout my site in content, titles, header tags, and URLs
Place keywords using only Microsoft Office fonts
Emma’s Pro Tip: Search engines no longer use meta descriptions to index website pages, so use this space to speak to actual prospects and let them know exactly what they’ll find on your site.
Emma’s Pro Tip: Search engines no longer use meta descriptions to index website pages, so use this space to speak to actual prospects and let them know exactly what they’ll find on your site.
You’re developing an email marketing plan to drive interaction with your company online. Which of the following best practices should you employ to see the highest response? (Select all that apply).
Purchase email lists to increase your reach and tap into new potential audiences
Create different versions of each email that are targeted to a variety of customer segments
Use your own organically curated email list(s)
Stay in touch with your subscribers on a frequent basis; even if you don’t have anything new or relevant to share, they’ll appreciate that you still care about them
It’s no longer necessary to include an “unsubscribe” link in the emails you send
Don’t spend too many resources optimizing your emails for mobile, staying in touch is what matters
Use all caps in your subject line to grab the reader’s attention and increase open rates
Emma’s Pro Tip: The most effective words to put in your email subject line are: “demo”, ”connect”, “cancellation”, “apply”, “opportunity”, “conference”, and “payments”. The most ineffective words to use in your email subject line are: “assistance”, “speaker”, “press”, “social”, “invite”, “join”, and “confirm”. Additionally, in Boomerang’s analysis, an all-caps subject line hurts response rates by 30%.
Emma’s Pro Tip: The most effective words to put in your email subject line are: “demo”, ”connect”, “cancellation”, “apply”, “opportunity”, “conference”, and “payments”. The most ineffective words to use in your email subject line are: “assistance”, “speaker”, “press”, “social”, “invite”, “join”, and “confirm”. Additionally, in Boomerang’s analysis, an all-caps subject line hurts response rates by 30%.
You recently took over your company’s social media accounts and have been tasked with garnering more followers and interactions. Which approach is outdated?
Focus the majority of your posts on selling your company’s products or services
Ask followers open-ended questions about their experiences with your company or their preferences when purchasing online
Differentiate your content strategy for each social platform, leveraging the personality of each platform
Use videos and vivid imagery in your posts to grab social media users’ attention
Emma’s Pro Tip: Don’t shy from emojis! Using emojis in a Facebook post can increase the number of likes by 57 percent and the number of comments and shares by 33 percent . According to HubSpot’s study of almost 20 million social posts across platforms, these are the most used emojis: 👉, 👇, 😉, 🎉, 👏, 🚀,🔥, 🎄, 👀, and these lead to the most interactions: 🙆, 🍒, 🐠, 💃, 💘, 😔, 💕, 😢, 💓.
Emma’s Pro Tip: Don’t shy from emojis! Using emojis in a Facebook post can increase the number of likes by 57 percent and the number of comments and shares by 33 percent . According to HubSpot’s study of almost 20 million social posts across platforms, these are the most used emojis: 👉, 👇, 😉, 🎉, 👏, 🚀,🔥, 🎄, 👀, and these lead to the most interactions: 🙆, 🍒, 🐠, 💃, 💘, 😔, 💕, 😢, 💓.
A large portion of B2B marketing budgets goes to support sales. You’ve been asked to create a conversation guide for your sales team. Which of the following best practices should you follow? (Select all that apply)
Write open-ended questions so the conversation with the prospect is more dynamic
Encourage your sales team to ask questions in the order written to gain as much information about prospects as possible
Pair products and services you offer with the associated pain points they solve for, so the salesperson can tailor the conversation to each prospect’s needs
Draft an email template for your sales team to modify then send as a follow-up
Include a note to your sales team to follow up after a week, so they do not come across as desperate
Make suggestions for cross-sell and up-sell opportunities based on what the prospect is interested in
Emma’s Pro Tip: Sales conversations should be dynamic and tailored to each unique prospect, so create a conversation guide that permits a flexible conversation. Encourage your sales team to omit questions that are irrelevant to certain prospects and to cross-sell and up-sell according to each prospect’s circumstance.
Emma’s Pro Tip: Sales conversations should be dynamic and tailored to each unique prospect, so create a conversation guide that permits a flexible conversation. Encourage your sales team to omit questions that are irrelevant to certain prospects and to cross-sell and up-sell according to each prospect’s circumstance.
Your company’s website was developed in the early 2000s, and your boss wants to redesign the site. She wants the content and design to drive lead generation. Which of the following best practices is outdated?
Design multiple layers of navigation in several locations on the home page
Feature diverse calls-to-action throughout your website according to where visitors are in the sales cycle
Use interactive elements like widgets and flip cards to help visitors digest dense content and enhance the customer experience
Feature vivid imagery, but avoid obvious “stock” photos
Emma’s Pro Tip: Navigation should be as simple as possible. Too many menu options can confuse visitors and make the page overwhelming. Follow the “three click rule,” so all pages on your website can be accessed within three clicks from the home page.
Emma’s Pro Tip: Navigation should be as simple as possible. Too many menu options can confuse visitors and make the page overwhelming. Follow the “three click rule,” so all pages on your website can be accessed within three clicks from the home page.
You’re developing a lead generation strategy for the upcoming year and your team is giving a lot of great input. However, one team member seems to be stuck in the 90s. Which team member is that?
Melissa: “Instead of purchasing expensive media and direct mail, let’s market through organic channels like social media, blogs, press releases, and YouTube”
Jennifer: “When website visitors want to download a whitepaper, let’s ask as much information as possible upfront, so we can effectively target a follow up email to them”
Mark: “Let’s make sure to do research before we develop a go-to-market plan so we don’t waste money marketing to the wrong people”
Dana: “We should include direct contact information for sales so prospects don’t have to go through a maze of transferred calls”
Emma’s Pro Tip: If you ask too many questions [add stat] before allowing prospects to download advanced content, your response rate will plummet. Ask just enough information to follow up via email. Consider just asking for a name and email address.
Emma’s Pro Tip: If you ask too many questions [add stat] before allowing prospects to download advanced content, your response rate will plummet. Ask just enough information to follow up via email. Consider just asking for a name and email address.
You didn’t see the marketing ROI you wanted last year and your content-writing team is struggling to identify the flaws in last year’s strategy. Which of the following practices should they reassess when writing this year’s plan?
We removed our RSS feed because the syndicated content made our website look out-of-date”
We added fresh content to our website regularly so search engines re-indexed the pages”
We used a messaging framework to maintain a consistent tone and message about our company, even when we hired freelance writers”
We wrote whitepapers to appeal to the general market, no matter what industry readers are in”
Emma’s Pro Tip: These days, content should always be targeted and tailored to specific verticals. Rather than copying your content verbatim across multiple channels, repurpose and modify it to speak to different audiences.
Emma’s Pro Tip: These days, content should always be targeted and tailored to specific verticals. Rather than copying your content verbatim across multiple channels, repurpose and modify it to speak to different audiences.
It’s your month to write the company blog, and you’re a little out of practice. Which of the following best practices is outdated?
Tell real world scenarios where your company has helped customers experience the benefits and advantages of your products and services
Follow the 80/20 rule, with 80% of your content about your company, and 20% focused on educating the reader about a topic
Use hyperlinks sparingly, make them open a new tab, and avoid linking outside of your company’s online property
Keep your blog article between 700 and 1,000 words
Emma’s Pro Tip: The 80/20 rule states that 80% of the article should be educational and focused on real world examples, with only 20% of the content speaking to your own company and its offerings. This will help you stay in a thought leadership space, rather than adopting a “salesy” tone.
Emma’s Pro Tip: The 80/20 rule states that 80% of the article should be educational and focused on real world examples, with only 20% of the content speaking to your own company and its offerings. This will help you stay in a thought leadership space, rather than adopting a “salesy” tone.
Exciting news! You’re in charge of creating a video campaign for a new product. You’re preparing ideas that will spark discussion. Which of the following ideas are outdated?
Create a video campaign with a healthy mix of digital ads, “off-the-cuff” social videos, and brief product demos
Keep videos short and to the point. If posting on social media, avoid videos longer than 3 minutes
Make your videos sound authentic. You no longer need to follow a script or storyboard—often these make videos sound canned
Feature strong calls to action at the end of each video to guide the viewer what to do next
Emma’s Pro Tip: Even when creating a live video for social channels, always start with a script or storyboard. This helps ensure the video tells a story, works toward your goal, and has clear focus throughout.
Emma’s Pro Tip: Even when creating a live video for social channels, always start with a script or storyboard. This helps ensure the video tells a story, works toward your goal, and has clear focus throughout.
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