Question 1

What is digital marketing?

Accepted Answer

Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.

Question 2

What does a digital marketer do?

Accepted Answer

Digital marketing has evolved to the point where an immense array of specialists consult with brands to develop effective strategies or implement programs. If you’re new to digital marketing, or lack experience or resources, you should consider engaging an experienced and versatile digital marketing consultant.

Question 3

Would my business benefit from digital marketing?

Accepted Answer

Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.

Question 4

What’s the biggest mistake digital marketers make?

Accepted Answer

Blowing their own horn. Yes, of course, the primary goal of marketing is to create leads. However, in the age of digital media a brand-centric, salesy approach deflects interest in your company. Make your marketing customer-centric. Second biggest mistake: Far too often, digital marketers start and stop. You need to contribute a steady flow of content to the channels you use.

Question 5

What is SEO?

Accepted Answer

Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.

Question 6

Why is SEO important?

Accepted Answer

The majority of web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels.

Question 7

What is local SEO?

Accepted Answer

Local SEO is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.

Question 8

What are keywords?

Accepted Answer

Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.

Question 9

What determines search engine rankings?

Accepted Answer

This question is the source of endless speculation and debate because search engine companies such as Google will not answer it. Experts generally agree rankings are based on relevance and authority, but the factors that determine them are many—and inconsistent. The best way to achieve a high search engine ranking is to create one of the most thorough web pages possible for a specific keyword or topic.

Question 10

What is PPC?

Accepted Answer

PPC stands for pay-per-click. Essentially, it’s a way of buying web traffic. Advertisers pay a fee each time one of their ads is clicked. Search engine advertising is the most popular form of PPC, however numerous channels including Facebook now offer PPC ad models.

Question 11

Why is social media important?

Accepted Answer

Chances are your audience is active on one or more of the major social networks where billions of people spend time daily. Brands that understand the power of social media marketing and commit resources to it can boost awareness, drive traffic, interact with customers, drive sales, build loyalty, and win advocates.

Question 12

What is a lead magnet?

Accepted Answer

A lead magnet is a free offer you make in exchange for an email address (and possibly additional information). The purpose is to inspire prospects to join your email list by offering something of value. Examples include an ebook, guide, report, assessment, cheat sheet, tool, template, webinar, course, or a coupon.

Question 13

What is a call to action?

Accepted Answer

A call to action (CTA) is a prompt that instructs the viewer to take a specific action. A call to action is typically written as a command, such as “Buy Now.” In digital marketing a CTA generally takes the form of a button or link.

Question 14

How long does it take to see increase keywords ranking results?

Accepted Answer

Paid digital marketing programs should create results immediately. On the other hand, programs such as content marketing, email list building, and search engine optimization require persistence and patience. You might see some results in a matter of months; however, it’s likely to be six months to a year before you realize some of your traffic and conversion objectives.

Question 15

How often should I update my website?

Accepted Answer

Websites that go for long periods with no updates and new content are unlikely to perform well or support any useful digital marketing objectives. Though a static website technically qualifies as a website it’s bound to be more than a digital brochure that produces little or no leads.

Question 16

What do I need to know about mobile?

Accepted Answer

Mobile phones are the most used technology in the world. Most of your prospects spend the majority of their media time—and hours—using a smartphone. Mobile marketing focuses on mobile strategies like messaging, mobile applications, and mobile websites. A brand that ignores mobile marketing is doomed.

Question 17

What is content marketing?

Accepted Answer

Content marketing is the creation and distribution of educational and/or entertaining information assets for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is generally free and does not explicitly promote your brand as an ad would.

Question 18

What’s involved in creating a content marketing strategy?

Accepted Answer

A content marketing strategy is a plan for building an audience. Elements of content marketing strategy include establishing objectives, audience personas, a value proposition, content marketing mission statement, a buyer journey map, and plans for creating, promoting and analyzing how content marketing assets and programs perform.

Question 19

Do I need a blog?

Accepted Answer

Email, social media, search and other elements of your digital marketing mix will depend on delivering useful content. Though video outlets, podcasts, and media galleries present other options, a blog is by far the most used tactic for distributing marketing content on a channel over which you have complete control.

Question 20

What content should we create?

Accepted Answer

There can be no all-encompassing answer to this question except to say you should create content buyers will find relevant and useful. Leading candidates include blog posts, articles, ebooks, infographics, microsites, videos, courses, case studies, newsletters, visuals and various forms of interactive content.

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