HUBSPOT CERTIFICATION STUDY GUIDE

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1 Yur Exam Study Guide The fllwing guide walks thrugh key lessns frm each f the HubSpt Training curses prvided in the certificatin curriculum. Use this additinal resurce as yu prepare fr yur exam t imprve yur understanding f inbund and the HubSpt sftware. Gal Planning & Strategy I. Best Practices What is the SMART gal setting framewrk? Why is it imprtant t set SMART gals? What des the acrnym SMART stand fr? Why is it imprtant t set measurable gals? What three SMART gals shuld yu always have set fr yur inbund marketing? Hw d yu access the HubSpt Gals Applicatin? What key pieces f infrmatin are needed when entering a SMART gal int yur HubSpt Gals applicatin? What benchmark data des the HubSpt Gals applicatin prvide? Why is it imprtant t set a due date fr yur gals? Why is it imprtant t examine yur current situatin befre setting SMART gals? II. Inbund Fundamentals What is the Inbund Methdlgy? What are fur different phases (r actins) that make up the methdlgy? Why are Buyer Persnas and the Buyer s Jurney cnsidered fundamentals f inbund? What are the benefits f tagging yur wrk t a campaign in HubSpt? [1]

2 Buyer Persnas I. Why Yu Need Buyer Persnas What is a buyer persna? What is a buyer persna nt? Hw d buyer persnas benefit yur marketing strategy? In what type f rganizatins (i.e. B2B, B2C, Nnprfit, etc) are buyer persnas mst useful? II. Hw t Create Buyer Persnas? What are the fur steps t creating a buyer persna? Why is buyer persna research necessary? What categries f infrmatin are necessary t build strng buyer persnas? Hw is buyer persna research cnducted? Which research technique is best? Can buyer persnas be created withut ding research? Can buyer persnas be created if yu dn t yet have custmers yet? What are the persna-building best practices? What is the benefit f transfrming persna facts int a persna stry? III. Persna Tl Walkthrugh Why is it imprtant t create persnas in the Cntacts tl? What key pints f yur buyer persna s stry shuld yu highlight in the internal ntes sectin f the Persna? What frm field are yu creating when building ut a persna? Why is this field imprtant? What autmatically generated lists are created when yu publish yur persna? Cntent Creatin I. What is Cntent? What is cntent? Hw des cntent fit int the Inbund Methdlgy? [2]

3 II. Hw t Create Remarkable Cntent Hw can yu create remarkable cntent? Hw d yur buyer persnas factr int yur research? Hw is cntent different between pre and pst-internet eras? What are the different steps t a cntent prcess? What is cntent defined by? Hw d yu determine the purpse f a piece f cntent? What are different frmats f cntent? What s the difference between these frmats? Hw d yu pick the best frmat fr a piece f cntent? What shuld yu cnsider when determining the tpic? What s the Buyer s Jurney? What different cntent frmats are used in the different Buyer s Jurney stages? What are the best practices fr cntent creatin? Hw des distributin fit int a cntent prcess? What are the different ways t leverage cntent with distributin? Why is it imprtant t analyze cntent? What are the different metrics that can be used t measure effective cntent? What s the value in repeating a cntent prcess? III. Calendar Tl Walkthrugh What scheduled r published pieces f cntent can yu see in the Calendar tl? What pieces f cntent can yu schedule new r draft versins f? What are custm tasks in the Calendar tl? Can yu edit cntent directly frm the Calendar? Search Engine Optimizatin and Keywrds I. What is Search Engine Optimizatin In what ways des SEO help yur inbund marketing? Hw d search engines find, understand and rank pages t shw in search results? What is the difference between paid results and rganic results? [3]

4 II. What are the SEO Best Practices? What are keywrds and hw shuld yu g abut picking the right nes fr yur business? - Hw d yur buyer persnas factr int yur research? - Hw des the Buyer s Jurney factr int yur research? What are the cmmn types f keywrd searches that fit int each stage? - In what ways can yu expand yur list f keywrds? - Hw can yu determine which keywrds peple are using t find yur site? - What is the difference between shrt and lng-tail keywrds? Hw difficult is it t rank fr each type? What is search intent, and hw d search engines use it t prduce the mst relevant results? In what ways shuld yu ptimize yur pages fr search engines? - Hw shuld yu prperly ptimize the page title? URL? Bdy? Headers? Image alt-text? Meta descriptin? And why des each matter t search engines? - What types f links shuld yu include in yur cntent and why? - Why is prmting a gd user experience imprtant fr SEO? What element shuld yu be mindful f? - Why shuld yu ptimize fr mbile? Why is prmting yur cntent imprtant fr SEO? Hw d links help search engines understand pages? - Hw d links factr int search engines determinatin f whether r nt a site is trustwrthy? - What are inbund links? - What makes a link authritative? Why is link authrity imprtant? - What strategies can yu implement t earn links, and why des each help? - What are nline directries and why are they imprtant fr SEO? - If yur business is lcatin-specific, hw can yu ptimize fr getting fund in lcal searches? III. Keywrd Tl Walkthrughs What des rank mean? What are sme f the suggestins the keywrds tl will prvide? What happens when yu select the individual keywrd phrase inside the HubSpt tl? Hw can yu get suggestins n keywrds? [4]

5 Blgging I. Why Des Blgging Help Yur Inbund Marketing? Hw des blgging help t attract new visitrs? Hw des blgging help t cnvert new leads? Hw can yur blg help yu t build trust with yur prspects? Why is this imprtant? II. Hw D Yu Create a Successful Blg? Hw d yu pick an apprpriate blg tpic? - Why shuld yu write abut educatinal cntent? - Shuld yu write abut yur business? - What are ways t brainstrm different tpics t blg abut? - Why is it imprtant t d keywrd research arund yur blg tpics? - Hw many tpics shuld yu fcus n per pst, and why? Why is it imprtant t create a cmpelling blg title? - What is a wrking title and hw is it different frm yur tpic? - Why shuld yu include a lng-tail keywrd in the title? - Hw can yu make the value f the pst clear in the title, and why is this imprtant t d? - Hw lng shuld yur blg title be, n average? Why is it imprtant t frmat yur blg pst prperly? - What is whitespace and hw des it affect yur blg pst? - Hw can yu break up the infrmatin in yur blg pst? - Hw can yu make yur pst easily digestible? - Why are images imprtant t include in blg psts, and where shuld they be placed? Why is it imprtant t ptimize a blg pst fr search engines? - Where shuld yu place yur lng-tail keywrd and why? - Is the exact structure and wrding f yur lng-tail keywrd imprtant t preserve? Why r why nt? - Where and why shuld yu include links within the cntent f yur blg pst? Why shuld yu use yur blg t prmte yur ther ffers? - What types f calls-t-actin shuld yu feature n the sidebar? Why? - What types f calls-t-actin shuld yu feature within a blg pst? Why? What are the different ways yu culd prmte yur blg psts? [5]

6 Which metrics shuld yu analyze t track the perfrmance f yur blg? What des each metric tell yu, and hw can yu use that knwledge t imprve perfrmance? Hw frequently shuld yu blg? Why? III. Blgging Tl Walkthrughs Hw des the Blgging tl functin? Hw can yu effectively use it? Hw can the tl be used t determine which psts are perfrming best? Hw can yu manage authrs, tpics and cmments? What are blgging blueprints? Hw d yu add images and CTAs t psts? Which ptins are available when publishing a pst? Hw d yu publish a pst? Hw d yu cntrl blg settings? What are thse settings? Scial Media I. Why is scial media essential t inbund? Where in the Inbund Methdlgy is Scial Media used? II. Hw can I use scial media effectively? What are tw ways marketers can segment their scial media audience? When cnsidering which keywrds t mnitr, what shuld yu reference t ensure yu are mnitring the right peple? Hw can yur cmpany establish thught leadership using scial media? Why is it imprtant t create a scial media style guide? What are the three main cmpnents f an ptimized scial media prfile? Hw d yu ptimize cntent fr Facebk? Twitter? LinkedIn? III. Scial Mnitring Tl Walkthrughs Hw might yu exclude yur cmpetitrs frm shwing up in yur mnitring stream? Which scial netwrks can yu mnitr using the Scial Inbx? What are the three different types f scial mnitring lists yu can build? Which scial netwrks can HubSpt publish t? Where in HubSpt can yu lk t analyze yur scial publishing effrts? What are the benefits f using HubSpt t publish yur scial media psts? [6]

7 Calls-t-Actin (CTA) I. Benefits f Using the Calls-t-Actin Tl What is a call-t-actin, and what is its purpse? Hw des a call-t-actin fit int the cnversin prcess? II. Hw t Create Quality Calls-t-Actin Why shuld a call-t-actin be actin-riented? Hw d yu identify the right wrds t use fr the cpy f a CTA? Why shuld a call-t-actin include a relevant keywrd in its cpy? Why shuld yur call-t-actin be attentin-grabbing? What cnsideratins shuld yu take int accunt when designing a CTA? What metrics shuld yu use t identify if a CTA has been apprpriately placed n yur website? Which metrics shuld yu pay attentin t when analyzing yur calls-tactin? What percentages shuld yu be aiming fr with each key call-t-actin metric? III. Calls-t-Actin Tl Walkthrughs Hw des the Call-t-Actin tl functin? Hw can yu effectively use it? What infrmatin can yu gain frm the main Calls-t-Actin dashbard? What steps must yu cmplete t create a functining CTA? - What types f design ptins are available t yu when building a call-t-actin? Why wuld yu use an embed cde? Hw des it wrk? Hw des a call-t-actin cnnect t the rest f the cnversin prcess? What is an image buttn CTA and hw des it wrk? Landing Pages I. Benefits f Using the Landing Pages Tl What is a landing page, and what is its sle purpse? Where des a landing page fit int the cnversin prcess? [7]

8 II. Hw t Create Quality Landing Pages What is the value exchange that landing pages are based n? What are the marks f a successful landing page header and why? What infrmatin shuld yu include in the cpy n a landing page and why? Hw can yu help a visitr easily understand yur landing page? Why shuld the length f the frm and the frm fields asked mirrr the value f the ffer? What can yu d n yur landing page t keep a visitr fcused? Which metrics shuld yu pay attentin t when analyzing yur landing pages? What percentage shuld yu aim fr? III. Landing Pages Tl Walkthrughs Hw des the Landing Page tl functin? Which landing page metrics can be seen n the main Landing Pages dashbard? What shuld yu take int cnsideratin when chsing a landing page template? What types f ptins are available when it cmes t mdifying yur landing pages? Hw d yu publish a landing page? Hw des a landing page cnnect t the ther pieces f the cnversin prcess? Frms I. Why Use the Frms Tl Why are frms a critical cmpnent f cnverting visitrs int leads? Hw d marketers and salespersns benefit frm a well-crafted frm? Hw can the frms tl be used with ther HubSpt tls? II. Hw t Create Quality Frms that Cnvert What is the relatinship between a frm and a landing page? What infrmatin can frm fields help us t uncver abut leads that benefit bth the marketing and sales team? Why are these imprtant? What is a typical gal fr each stage f the buyer s jurney that can help guide yu in creating a frm? Hw can a marketer anticipate the perceived value f an ffer? What are sme things t cnsider? [8]

9 Why wuld yu want t use a label r placehlder text n a field? What are the different field types that can be used when creating a new field? What are the prs and cns f each field type? Hw des each field type impact yur cntacts database? III. Frms Tl Walkthrughs Hw d yu create a frm? Hw d yu create new questins t add t a frm? When shuld a persn use the smart fields and/r prgressive prfiling features? Where d yu find the embed cde fr a website frm? Hw des HubSpt ensure real cntacts are filling ut frms with real addresses? Hw can yu d the fllwing in the sftware? - Receive ntificatins upn new leads filling ut the frm? - Disable ckie-tracking? - Turn ff the feature which aut-ppulates fields? - Create a list f dmains t blck frm submitting a frm? Thank Yu Pages I. Benefits f Using Thank Yu Pages What is a thank yu page and what is its purpse? Why is a thank yu page typically a better ptin than an inline thank yu message? II. Hw t Create Quality Thank Yu Pages Why is it imprtant t have yur website s navigatin n yur thank yu page? Hw can yu best deliver a dwnladable ffer n the thank yu page? Hw can yu prperly set expectatins fr the delivery f a nndwnladable ffer? Why is it imprtant t prvide additinal directin n the thank yu page? What elements can yu include n a the thank yu page t mve yur new lead further int the Buyer s Jurney? Why is it imprtant t include scial media share buttns n yur thank yu page? [9]

10 III. Thank Yu Page Walkthrughs Hw can yu create Thank Yu Pages in HubSpt? In which HubSpt tl shuld yu use t create yur thank yu pages? What differs between a template used fr t build a landing page versus ne used t build a thank yu page? Hw d yu add cntent ffers such as PDFs t yur thank yu pages? Hw d yu cnnect thank yu page t the rest f the cnversin prcess? Cntacts I. Benefits f Using the Cntacts Tl Which types f business cntacts d yu want t have in yur cntact database? What are the qualities f a gd cntact database? Why is the Cntacts applicatin such a valuable tl fr: - Marketers? - Sales reps? - An inbund business as a whle? Which stages f the Inbund Methdlgy are mst relevant t using the Cntacts tl? II. Hw t Best Use Cntacts t Clse and Delight Cntacts and Custmers What are the different ways a cntact can be added t HubSpt? Hw can yu ensure that yur cntact database is always up-t-date? What is the difference between a cntact prperty and a cmpany prperty? Hw d cntact prperties wrk t stre and surface infrmatin abut yur cntacts acrss HubSpt? What infrmatin is available n the cntact prfile? What des the prperty Lifecycle Stage track? - Why is it imprtant t use this prperty? - What des each Stage signify (i.e. Subscriber, Lead, Marketing Qualified Lead, Sales Qualified lead, Opprtunity, Custmer, Evangelist, Other)? Wh are the main stakehlders in a successful clsed-lp marketing strategy? - What are the fur steps t cnsider? [10]

11 II. Cntacts Tl Walkthrughs Hw d yu create a custm cntact prperty? What are the different cntact prperty grups in HubSpt? Hw d yu delete a cntact frm the HubSpt database? What effects des staring a prperty n a cntact recrd? Wh has the ability t star a prperty n a cntact recrd? What is the ne prperty that serves as a unique identifier fr a cntact in HubSpt? Hw d yu imprt cntacts int HubSpt? What des that prcess lk like? Lists I. Benefits f Using the Lists Tl What is a list? Hw des cntext play an imprtant rle in building an inbund business? Hw des segmentatin add cntext t yur marketing? Hw des segmentatin imprve the results f yur marketing effrts? Which stages f the inbund methdlgy are relevant t lists? II. Hw t Best Use Segmented Lists f Cntacts Hw d the lists yu build impact the wrk yu d in ther areas f HubSpt? Hw d marketers typically think abut segmenting their cntacts? - What are the tw fundatinal principles shuld guide the way yu think abut segmentatin? What is the difference between implicit and explicit data? - What are sme examples f explicit and implicit data that HubSpt cllects abut prspects and custmers? What metrics shuld yu analyze t determine whether yur list segmentatin strategy is successful? III. Lists Tl Walkthrughs What are the differences between a smart list and a static list? - Can yu add individual cntacts t bth types f lists? - Can yu see the list lgic fr bth smart and static lists even after yu create them? [11]

12 What is the difference between And lgic and Or lgic? What des each type f lgic help yu d when it cmes t list segmentatin? What are the different list filtering mechanisms yu can use t segment yur cntacts? Hw d yu knw a list is kay t imprt int HubSpt? What needs t be cnfirmed? I. Benefits f Using the Tl Why is marketing still an imprtant part f yur inbund strategy? What are sme statistics that marketing is still effective? Hw can be used t clse cntacts int custmers? Hw can be used t delight custmers int prmters? II. Hw t Best Use the Tl Hw d cntent, audience and timing impact the success f yur sends? Segmentatin is a critical cmpnent f successful s. What are sme effective ways t segment yur Cntacts database? What types f cntent shuld yu send t yur cntacts at each stage f the buyer s jurney? What is lead nurturing and hw can it help yu clse leads int custmers? Hw can yu ptimize yur s fr mbile readers? Why is it imprtant t define a clear gal fr yur ? What are the different elements f an that yu can persnalize? What are the best practices fr writing effective subject lines? What metrics are imprtant t fcus n when analyzing and imprving yur strategy? What are sme ways yu can imprve the click-thrugh rate f yur s? III. Tl Walkthrughs Which fields are required in rder t send an ? Hw d yu clne an ? When is it advantageus t clne an versus creating a new ne? What is the prcess fr imprting a list f cntacts fr an send? Hw d yu send an t an individual cntact? [12]

13 Hw wuld yu find ut which cntacts clicked n a specific link within an individual send? What are the different reasns that a cntact wuld be marked as ineligible t receive future s? Surces I. Benefits f Using the Surces Tl Hw des the Surces tl fit int the Inbund Methdlgy? Why is the Surces tl cnsidered yur marketing cmpass? II. Hw t Best Use the Surces Data t Imprve Marketing What are the best practices fr the Surces tl? Hw ften shuld yu be checking the Surces tl? What are the different ways yu can access the Surces data? What questins shuld yu ask yurself when lking at the Surces tl? III. Surces Tl Walkthrughs What s the difference between Standard View and Cumulative View? Hw d yu create a custm Surces Reprt? Hw d yu a reprt? Wh can yu send this reprt t? What are the different surces that are shwn in the tl? What is a default reprt? Hw are visits, cntacts and custmers defined? What is a visits-t-cntacts rate? Cntacts-t-custmer rate? Hw can yu see this n a surces graph? Hw is each surces categrized? What des Offline Surces mean? What des Unknwn Keywrd (SSL) mean under Organic Search? What is a Tracking URL? [13]

frontporch INBOUND MARKETING THE BLUEPRINT TO YOUR SUCCESS

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