Here you will find the most frequently asked questions regarding the various topics covered in the training modules. These resources will allow you to go further and get answers to questions that you may also have after the training sessions that were not covered in the modules.
If you change the content of your pages, you won't have to do any manual SEO intervention. Indexing robots regularly visit pages on the web (called crawling) to keep search results up to date. It will take some time before new content is taken into account. Changing the content will however affect the indexing of your page especially if you target another keyword for this page in particular.
You can optimize your content for SEO by applying good practices that do not require coding, especially if you use a CMS (Content Management System) such as WordPress for example. These website creation platforms facilitate the integration of elements that are essential to the good referencing of pages (page title, meta description, subtitles, image optimization, etc.). However, there are other more technical details in SEO that will require good knowledge of coding.
SEO is not set in stone: it is constantly evolving, for example during search engine updates, especially Google. It requires constant monitoring and a solid knowledge of its functioning and tools, which can take a considerable amount of time. Calling on an SEO expert can be an effective way to optimize your SEO in the short, medium and long term. It can be a collaborator or you can also subscribe to external services, with independent or freelance consultants or specialized digital agencies. This professional will be able to carry out a complete technical audit for you in order to detect the best opportunities for SEO optimization and to recommend the priority actions to be implemented.
The main difference between SEO (Search Engine Optimization) and SEA (Search Engine Advertising) is that the former is not paid while the latter is. The other difference to note is that SEA brings immediate results and you can stop and restart it at any time, while the second is more in line with a medium-long term strategy. However, it is important to understand that SEA represents a significant investment if you want to achieve satisfying results.
SEA is a particularly effective lever if you want to get fast results from search engines. But this efficiency comes at a cost that can be significant, especially for small or medium-sized companies. SEO, on the other hand, requires a much lower initial investment with very good results in the long term.
In the end, it is not a question of choosing one or the other, but if your budget allows it, to use both channels at the same time. In this way, SEA brings you immediate results and feeds your pages while the SEO is ramped up and becomes effective enough to reduce or stop your SEA spending.
Although there is an ongoing debate about the impact of social networks on SEO, it seems that social networks do not have a direct impact on the referencing of your pages. However, you should not neglect this channel in your SEO strategy. Take advantage of being able to reach your audience directly in their news feed to broadcast links to your web pages in publications.
Also think about optimizing your social network pages and your publications to be found by the internal search engines of social networks.
An internal link is a link in the content of a page that redirects the visitor directly to another page on your website. These links help build a solid and structured architecture for your site. External links, on the other hand, are links that redirect the visitor to relevant and reliable pages on other sites. Citing reputable and recognized sources can have a positive impact on the referencing of your page.
Think, however, about opening these links in a new tab so that the visitor does not leave your website completely.
It is obvious that you should not send 4 emails per day to your contact base. All you could gain with this kind of practice will be to generate friction with your contacts and flag your email as SPAM. In fact, timing is particularly important in emailing. The principle to respect is to send emails to the right person at the right time. If your contacts expect to receive an email from you, you considerably increase your chances that the email will be read and clicked on. Therefore, email campaigns should be sent when the context is right and with a reasonable pace.
The subject is one of the most important elements in emailing. It is the subject line that will largely condition the interest that the contact will have with your email and thus push him to click to read it. It is therefore essential to take good care of your email subject. Be concise, explain the content of the email and what it will bring to the contacts and use personalization tokens if your tool allows it. There was a time when emojis were fashionable in emails and allowed you to stand out from the crowd.
However, overuse of this practice has meant that it can now be penalizing and can lead to your emails being qualified as SPAM, so it's best to avoid.
An email should always focus on a single subject and encourage a single action. This is precisely what CTA (call-to-action) is dedicated to in your email: leading to an action (downloading an ebook, registering for a webinar, subscribing to a newsletter etc.).
A CTA can take the form of a button, text or link but often in emails, CTA is in the form of a button to grab the reader's attention and spur action.
Make sure your CTA is visible enough, well-designed, eye catching and in contrast with the rest of your email.
NB: your subscribers should see the call to action without scrolling through the whole email.
There are several reasons why your emails may end up as spam for your recipients.
Here are some good practices to help you avoid this.
There is no right or wrong answer to this question. Usually, it is advisable to use short emails as they are more impactful, convert better, and have a larger open rate and response rate. Also, short emails tend to create a curiosity gap.
In fact, it depends on many things. The life cycle stage of your audience and the goal of the email are the main element that you should consider before deciding to create a short or long email. Indeed, if your email is addressing new prospects, it’s preferable to send them a short and punchy welcome email that will grab their attention.
On the contrary, it’s difficult to develop trust with just one or two sentences, so if your audience already knows you a bit, you could try a longer email with more content to create engagement.
The factor that most influences your open rate is obviously the subject of your email. The best way to increase your performance at this level is therefore to optimize your subjectlines.You can test different subjects over time to see which ones perform best with your contacts. A/B testing (testing two versions of a subject in one email) is a faster and more efficient technique to detect the best performing objects and improve your open rate. Also don't overlook the preview text that is displayed in the inbox of some email clients and offers you another opportunity to make your contacts want to read your email.
Click-through rates are a great measure of engagement for your emails. They show how many recipients are engaged with your content and take the desired action.
Here are 3 ways to improve your click-through rates:
If you want your marketing messages to have a big impact, you should consider when you’re sending them out.
Finding the best time to send emails to your list is really dependent on how well you know your subscribers. An email list is made up of different sets of people with different habits, so the better you know your audience, the better you will be able to determine the best emailing time slots.
By consulting studies on the subject, here are the days and hours when your emails would have better impact.
Best days to send emails:
GetResponse’s data shows that Tuesday has the highest open rate and click-through rate, as well as being the most popular day to send emails.
HubSpot pulled data from 20 million emails sent over a 10-month period and found that Tuesday was the best day to send an email in terms of open rate.
Best hours to send emails:
Intercom found the best time to send emails is between 10 am and 2 pm.
HubSpot’s data is largely in agreement, with the peak time for email opens being 11 am.
Sendinblue‘s data also shows that there are 2 times of day that are best for open and click volume: 10 am and between 3 pm and 4 pm.
Finally, the best way to ensure that you picked the right day and right hour is to do AB/testing. Remember to always test a single variable at a time. For example, send the same email with the same subject line when you A/B test your email send times and see what works better.
A spam filter is a program that is used to detect unsolicited and unwanted email and prevent those messages from getting to a user's inbox. The aim is to filter out commercial spam, phishing messages and other email scams.The challenges of anti-spam filtering are related to security, resource optimization and time saving on the recipient's side. Spam filters are smarter and more robust than ever before.
There are several different types of spam filters available:
Content filters: review the content within a message to determine if it is spam or not
Header filters: review the email header in search of falsified information
General blacklist filters: stop all emails that come from a blacklisted file of known spammers
An e-book is a value-added content on which you must capitalize to extract information from visitors who wish to download it. It is premium content and must be given in exchange for contact data. Thus, always link your ebook to a landing page with a form in which visitors will fill in their personal information in order to feed your database. We advise you to send the download link of the lead generation content via a follow-up email. This will allow you to verify that the email address you have entered is valid.
High-quality images are an absolute necessary. The reason? They can generate more clicks and boost engagement on your social channels.
StockSnap.io has large selection of high-resolution images and is updated daily.
Dreamstime requires you to sign up for an account, but don’t worry it’s free. It’s easily searchable, contains around 60 million images, and is updated frequently.
Unsplash & Pixabay are also two well-known and well-supplied platforms for free royalty-free images that you can use on your various media and web pages.
While not known as photo source, marketing platform Hubspot does offer stock photo packages if you give them your email address.
Freepik gives you access to millions of free vector and images for your website, banner, or magazine. Freepik adds hundreds of free vectors daily.
It is difficult to define the number of content you should create per week or per month. The important thing is not the quantity but the quality of your content.
To give you an idea, according to the data from HubSpot’s research study, companies that published 16 blog posts or more a month received 3.5 times the traffic compared to companies that blogged less than 4 times a month.
Ideally, you should create a content plan to organize your lead generation content. An effective content plan defines what content you’ll publish, by whom, and how frequently. How many days per week will you publish content? how often you will promote your content?
Try to adopt a regular rhythm of content creation to give you more chances to generate leads and convert them into customers.
To make your lead generation content available to your visitors, you will need to host it online. If you are using a Content Management System (CMS) such as WordPress or similar, simply upload your file to the multimedia library of your CMS. Then, you will be able to retrieve the link to the file to embed it in a thank you page or a follow-up email. Thanks to this link, the visitor will be able to display it directly online or choose to download it on his computer.
If you don't have hosting space for any reason, you may want to use hosting, storage and file sharing sites such as Dropbox, Google Drive or MediaFire. There are many others, but first make sure that these platforms offer secure services.
Indeed, a lead generation content must not exceed a certain maximum weight, otherwise you run the risk that it will be too long to download for the visitor who wants to access it and generate frustration.
Ideally, lead generation content (such as a guide in PDF format, for example) should not exceed 10MB, or even reach an optimal file size of 5MB to 7MB, below that is even better. If your PDF exceeds 10MB, there is a good chance that the images you have inserted are too high resolution and too heavy.
To fix this, you can resize your images (very easily with your computer's image editor) and lighten them by using an online tool such as Compressor.io or Optimizilla, for example. These tools are particularly effective in reducing the weight of your images (up to 80%) without any loss of quality.
One of the simplest methods to improve your search engine optimization is to look at the way you name your files.
How you name the files on your website is crucial. A search engine looks at the filename as an indication of what’s in the file. Use filenames that make sense to both the search engine and the user.
Here are tips to optimize your filename:
Yes. The form is not only a tool dedicated to the landing page. Take for example the contact page that we find on almost all sites, this form makes sense and is not linked to a landing page. You can also use forms to collect comments in your blog articles, use a form throughout the pages of your blog to incite subscription to your newsletter or use a pop-up form to propose various content on the site and/or the blog.
The form is a great way to learn more about your visitors and identify qualified leads. The most important thing when using the form is to contextualize it in the page where it is located. For example, a form in a blog won't be the same as in a contact page, etc.
There is no real limit to the number of landing pages you can or must create. As soon as you propose relevant and high value-added content or offers, you will have to create as many landing pages as necessary to highlight them and suggest them to your visitors.If you had to talk about numbers, the ideal would be to have at least 3 landing pages (an eBook, an expert guide, a sales appointment booking for example) per type of prospect to cover their entire conversion funnel.
For example, if you had 3 different prospect profiles, you should have created at least 9 landing pages. However, you can also add variations by industries, company types or products and services. You will therefore be able to enrich your initial set of landing pages with variants for a more personalized experience for your visitors and generate more results.
Different structures exist for a landing page. We frequently use 2 or 3 column models which perform very well for our clients.
The more advanced the content is in the decision process, the more the landing page will have to put forward rich and varied arguments, which may require different (more vertical) landing page templates.
Either way, you should remember these best practices for a successful landing page:
No. You can also use optional fields that give you an opportunity to collect more information without being binding to the visitor. Feel free to include 1 or 2 optional fields to increase your chances of extracting information from your visitors and feeding your database. When a visitor fills in an optional field with valid information, it is an additional proof of engagement that further demonstrates the value of the lead in question to your contact database.
To create your landing pages, you can of course use your Content Management System (CMS) or your website more generally (regardless of the technology used). In this case, a page builder theme could be an excellent ally for those who do not have a developer profile. If this is not possible or if you want to have other design and analytics possibilities, you can use dedicated platforms like Unbounce, GetResponse, etc.
These tools have been specifically developed to allow you to design landing pages without the need for coding, making them more accessible to non-technical people. You will, however, need to create and connect a sub-domain (usually free of charge from hosting providers) to connect it to the tool in question so that your landing pages can be available online. Usually the landing page creation tools explain the procedure to follow.
Bounce rate is the percentage of users who land on your landing page and decide to leave without doing the expected action. A higher bounce rate indicates that you were not able to convince the user to stay and act on your call-to-action.
Try to identify your top pages with the highest bounce rate. You can do this by going to Google Analytics and clicking on Behavior > Site Content > Landing Pages
Here are best practices to reduce your landing page bounce rate:
No, the objective of lead nurturing is not to sell your products or services to your prospects. The aim of this approach is to create and maintain a solid and lasting relationship with your contacts by offering them relevant and high value-added content at the right time. As soon as a lead has sufficiently interacted with your content and is deemed qualified by marketing, your automation scenarios will push your contacts towards a sales appointment or a request for a quote for example. These can then be processed by the sales department and you can start selling your services or products to them.
To determine how many points you should award to each criterion (characteristic or behavioral), you need to determine the level of information that this criterion brings you and how much it helps you better qualify your prospects.
For example, downloading an eBook would correspond to 10 points, while registering for a webinar would correspond to 30 points. In fact, the more the content demonstrates a strong commitment, the higher the points you will be able to award to contacts.
This also works with the characteristics criteria, knowing the contact's industry could earn 5 points, while knowing their phone number could earn 15 points, for example.The most important thing is to define consistent attribution points for each criterion and not to distribute too many points per criterion at the risk of seeing contacts that do not necessarily represent a good fit at the moment they reach the qualification score.
Lead scoring is never set in stone; you will need to develop it over time, particularly by taking into account the initial feedback that you will receive from sales representatives on contacts that have reached the set score and that they will need to process.
50% of leads are not ready to buy when you initially contact them.
Sending the same types of emails to those who are ready to buy and those who are still in the awareness phase of their buying journey will not lead to good results.
Instead, you need to send different nurture campaign emails to each group, ensuring that the campaigns are of the right length. Different business goals mean different buyers and needs, which need different lead nurturing programs.
In fact, Pardot recommends an email time between 6 to 45 days, while Marketing Advocate suggests sending no more than 9 to 12 emails per quarter.
Actually, there is no good answer, you should focus on the aim of your campaign rather than how long it should be. The important thing is not to overload the recipients of emails at the risk of seeing them unsubscribe or see your emails turn into spam.
Of course. First because you need to get your marketing and sales teams in agreement on your definition of a lead. If their messaging and methods contradict each other, it can actually severely damage your brand. Marketing and sales teams must be aligned to send a consistent message. Also, sales teams play an essential role in defining lead scoring criteria for a Sales Qualified Lead (SQL).
Sales are obviously involved in the lead nurturing process. Their role is essential at the end of the conversion funnel when the leads are mature and ready to buy your product or service. At that point, sales can give you the guidance on how to best address the leads at the end of the lead nurturing process.
Lead scoring can be set up from the very beginning of the relationship with the prospect. For example, it is common to imagine a sequence of emails triggered by the subscription of contacts to your blog or the subscription to your newsletter. The goal is to make your prospects mature, so don't hesitate to start lead nurturing while your leads are still at the top of the conversion funnel with a welcome email and downloadable content that might interest them.
In order to improve the performance of your lead nurturing scenarios over time, you can set up tests, also called A/B tests. This involves creating two versions of the same element (an email, for example) by changing a parameter (the subject, for example) and sending each version to a portion of your contact list to determine the best performing version. Concerning lead nurturing, you can test different parameters such as the date and time of sending emails, email subjects, CTAs, email content.
The most important thing is to test one element at a time, otherwise you will be unable to determine which one influenced the change in performance.
Lead nurturing enhances the prospect's experience and guide him throughout the decision-making process.
We could think that the lead nurturing process stops when the prospect has moved on to purchase and become a customer. However, it’s not enough to feed a prospect, we also need to support him in the post-purchase phase.
Once the sale has been concluded, the customer enters once again into an adapted marketing nurturing campaign, with a view to building loyalty and spreading high added value information about the company. The goal is to nurture customers to turn them into ambassadors for your brand.
When determining the score to be achieved for a lead to be considered qualified, you need to identify the essential factors that a contact must meet in order for sales people to deal with effectively. Depending on the number of points you assign to a particular action, make sure that a contact does not reach the optimal score too early, otherwise you will identify leads that do not yet represent a good opportunity for you and your business.
This score can be 50, 70 or 100, the most important thing is to regularly review the leads qualified by your scoring system. This way, you will make sure that these leads are indeed qualified or not and adjust your score accordingly. Scoring is not set in stone; it will evolve as you identify new relevant criteria.
It will be easier for you to convert a passive into a promoter because a passive appreciates your product or service and your brand but not enough to promote it by itself. It's up to you to make them feel unique and to trigger a WOW effect that will make them switch from one status to another. However, it is not impossible to transform a detractor into a promoter, but it will be harder and longer than for the first example.
The principle is to make yourself available, listening and reactive finding solutions to the problems encountered by your detractors. Make sure these last ones can simply bring you back their pain points and show them you can find a solution there. It is therefore just as important to consider and deal with the passives as the detractors, but the former will potentially require less effort from you than the latter.
No, the NPS (Net Promoter Score) is far from being just a KPI fad. It may seem less important to focus on existing customers than on acquiring new customers. However, it will cost you 8 times more to acquire a new customer than to keep an existing one. That is why the NPS is one of the most important KPIs when it comes to developing your loyalty strategy. Not only will the NPS allow you to find out who your critics are and how you can solve their problems, but also to find out who your promoters are and how to get them to promote you "for free" and more effectively than any other form of marketing.
There is no minimum number of answers to be reached before you start analyzing the answers to your satisfaction survey. If you have only limited feedback, give it importance and try to understand what your customer liked and what could be improved. The more feedback you get, the better you can target the key issues you need to address.
For companies, the Net Promoter Score enables them to evaluate customer satisfaction and loyalty, but also to compare themselves to their competitors or to other companies operating in the same sector. However, there is no such thing as an ideal NPS. It differs from one industry to another. Indeed, each one has its own standards in terms of Customer Relationship Management.
The only reliable way to evaluate your NPS is to compare your score with that of your direct competitors as well as with the leaders in your market. You can easily find benchmarks of NPS across industries on the internet (here you have the 2020 NPS benchmark).
Return on Investment or ROI is an essential marketing measure that determines the profit made from a marketing campaign. It is a valuable indicator (but not the only one) to help in decision making. It allows you to detect the most and least successful campaigns to decide whether you should extend, stop or commit more budget to a particular campaign. The ROI is calculated as follows:
ROI = (financial gains - costs invested) / costs invested
If the result is less than 1, you have lost money, if the result is equal to 1 the gains and costs balance (rare case), if the result is greater than 1, you have made a profit.
For example:
(20000 - 7500) / 7500 = 1,67
In this case, you will break even and have made a gain of 67% on top of your investment.
In order to measure your marketing and sales performance and make the right strategic decisions, you need to report. There are different types of reporting. Synchronization reporting between marketing and sales actions can be carried out on a weekly basis through a short meeting and then completed by a more global meeting at the end of the month. Reporting to top management is usually done quarterly, depending on the company's organization and the objectives set.
In terms of marketing, you don't have to wait until the end of a campaign to monitor performance. It is better to measure your actions in real time to adjust them if necessary and optimize them. It is therefore strongly recommended to organize your reporting on a regular basis to ensure that your marketing actions are always well aligned with the company's objectives.