Week 1: Introduction to From Likes to Leads: Interact with Customers Online
Introduction to From Likes to Leads Answers: Interact with Customers Online INTRODUCTION
At the introduction to From Likes to Leads: Interact with Customers Online, part of Google Digital Marketing and E-commerce Professional Certificate program in Coursera, students will learn in detail about social media marketing.
The course provides an understanding of the importance of social media in businesses and how to use these platforms for their campaigns. It also gives insight into the five most important pillars of a successful social media strategy. The lectures are accompanied by real-world examples to help understand how selecting the right platform will align goals with reaching the audience more effectively. With such understanding, students will be ready to come up with a plan for incorporating social media into their online promotion of products or services.
Objectives of Learning:
- Understand what social media marketing means and its intended purpose;
Identify reasons why businesses would benefit from social media marketing; - Understand the five important pillars of social media marketing-strategy planning and publishing, listening and engagement, analytics and reporting, advertising;
- Differentiate between forms of paid, owned, and earned social media marketing;
- Understand how social media marketing relates to the marketing funnel.
TEST YOUR KNOWLEDGE: UNDERSTAND SOCIAL MEDIA MARKETING
1. Fill in the blank: _____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
- Google Ad purchasingF
- Print advertising
- Social media marketing (Correct)
- Smart bidding
Correct: You are much familiar with social media marketing, where you create and share various content for different platforms with a purpose to create engagement and raise the awareness level of their brand and even advertise their goods and services. That was the significance of taking social media for any business as it can establish direct communication with the audience, building better relationships and a better understanding of who you are, what you value and offer. It does assistance and benefits visibility, business growth, along with sales creation.
2. What are the benefits of social media marketing? Select all that apply.
- Targets the competition’s customer base
- Improves brand awareness (Correct)
- Drives traffic to a company’s website (Correct)
- Builds stronger relationships with existing customers (Correct)
Correct: Social Media Marketing can effectively create brand awareness, track traffic to the website of a company, and develop a strong relationship with existing customers. By sharing informative and engaging content along with keeping the audience active, a business can increase visibility, attract potential new customers, and engage previously acquired customers. This will help further trust, loyalty, and retention of customers for growth in business.
3. What are the five core pillars of social media marketing? Select five.
- Strategy (Correct)
- Listening and engagement (Correct)
- Analytics and reports (Correct)
- Educating and promoting
- Paid social media (Correct)
- Planning and publishing (Correct)
Correct: Strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media form the five core pillars of social media marketing: the foundation that one should build upon for an effective campaign.
4. Which of the following statements about earned media are true? Select all that apply.
- It is a personal or public promotion of a brand or product. (Correct)
- It does not require a paid promotion. (Correct)
- It is any form of digital promotion a brand pays to put online.
- It is all the digital content a brand fully controls.
Correct: Earned media is otherwise called a kind of publicity or promotion that a brand or product receives through organic, non-paid means. It usually concerns customers’ recommendations, media coverage, word-of-mouth, reputation, and customer interaction rather than through payment. Paid media encompasses any digital promotion by which a brand pays for its display; be it content or ads, such as paid ads on social media or search engines.
FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 1
1. What enables companies to connect with their customers in order to help customers better understand their brand?
- Virtual marketing
- Social media marketing (Correct)
- Customer awareness marketing
- E-commerce marketing
Correct: Correct
2. Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.
- cost effective (Correct)
- referral driven
- audience focused
- incentive based
3. Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?
- D: It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base.
- It can help to predict necessary budget cuts.
- It can help to forecast potential product sales and revenue.
- It can help to inform and tailor a company’s marketing strategy to that audience. (Correct)
Correct: Correct
4. Which of the following are core pillars of social media marketing? Select all that apply.
- Planning and publishing (Correct)
- Sales and advertising
- Analytics and reporting (Correct)
- Listening and engagement (Correct)
5. Consider the following scenario:
A company is trying to determine when their audience is most likely to engage with their content, as well as how often the company should post.
Which core pillar of social media marketing is this company working on?
- Analyzing and strategizing
- Listening and reporting
- Planning and publishing (Correct)
- Timing and engaging
Correct: Correct
6. Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.
- Recognize the performance of the social media campaign. (Correct)
- Increase customers’ positive experience with a competitor’s brand.
- Understand what people think about the brand. (Correct)
- Learn about what content resonates best with the audience. (Correct)
7. Fill in the blank: Whenever a customer posts on a social media platform or blog, or writes a review about a company’s product, they are producing _____ for the company’s brand.
- paid media
- promotional media
- earned media (Correct)
- owned media
Correct: Correct
8. Fill in the blank: _____ media is all the digital content a brand fully controls.
- Copyright
- Owned (Correct)
- Trademark
- Paid
9. Fill in the blank: _____ social media can be used to target specific groups of people who might be interested in a company’s products and services, as well as promote a company’s content in order to drive more earned media.
- Organic
- Paid (Correct)
- Owned
- User-based
Correct: Correct
10. Fill in the blank: The social media marketing funnel begins in the _____ with potential customers learning about a company’s brand.
- conversion stage
- awareness stage (Correct)
- consideration stage
- loyalty stage
Correct: Correct
11. In which stage of the marketing funnel is it important to capitalize on the interest people have already shown?
- Consideration stage
- Awareness stage
- Audience stage
- Conversion stage (Correct)
Correct: It is important to capitalize on the interest people have already shown during the conversion stage of the marketing funnel. In this stage, paid remarketing campaigns may help to reach people who have already shown interest in a brand.
12. Which of the following are benefits of social media marketing? Select all that apply.
- Build stronger relationships with existing customers (Correct)
- Decrease brand awareness
- Drive traffic to a company’s website (Correct)
- Target new customers (Correct)
Correct: Social media marketing is the major advantage of getting new clients, driving traffic to a company’s website, and strengthening relationships with existing customers. Allowing the social world to come further can help businesses develop their websites through more social engagement and traffic-generating content; it also helps to create customer loyalty through consistent communication and quality content. The benefits also grow the brand’s presence and the strength of customer engagement, resulting in business success.
13. Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
- Social media marketing (CORRECT)
- Digital media development
- Virtual social marketing
- Interactive online analysis
Correct: Correct
14. Which of the following are benefits of social media marketing? Select all that apply.
- Reduce cart abandonment
- Increase brand awareness (CORRECT)
- Target new customers (CORRECT)
- Generate leads (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
15. How does social media marketing help companies build stronger relationships with their existing customers?
- It shares specialized promotions in order to attract more exclusive customers to the company’s site, so new users are aware of each time the company releases a new product or has a sale.
- It enables a company to gain more insight by researching what competitors are doing, so the company can help emulate what is working for others.
- It gives a company the opportunity to build their customers’ trust, help them solve problems, and show them that the company cares about their needs and opinions. (CORRECT)
- It narrows down a company’s audience to precisely the customers they want to target, so they can avoid spending their marketing budget on a wider audience.
Correct: Correct
16. What will define the primary goals of your social media marketing campaign?
- Analytics and reporting
- Planning and publishing
- Sales
- Strategy (CORRECT)
Correct: Correct
17. When planning and publishing social media content, it is important to do which of the following? Select all that apply.
- Learn what content resonates best with the audience
- Have a consistent presence (CORRECT)
- Consider timing and frequency (CORRECT)
- Schedule posts in advance (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
18. What can help a company to find out how many positive mentions they got in a particular month or how many people they are reaching on different platforms from one month to the next?
- Virtual media analysis
- Social media results
- Digital marketing metrics
- Social media analytics (CORRECT)
Correct: Correct
19. What is paid media?
- Any content about a brand on a third-party site
- Any form of digital promotion a brand pays to put online (CORRECT)
- Any brand’s social media profiles or community forums
- Any user-generated content about a brand on social media
Correct: Correct
20. Fill in the blank: During the ____, a company can use paid remarketing campaigns to reach people who have already shown interest in the company’s brand.
- awareness stage
- conversion stage (CORRECT)
- loyalty stage consideration stage
Correct: Correct
21. Fill in the blank: A benefit of social media marketing is that it is _____ as most social networking platforms allow you to sign up and create a profile for free.
- cost effective (CORRECT)
- audience focused
- referral driven
- incentive based
Correct: Correct
22. Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _____.
- increase sales revenue
- target new customers (CORRECT)
- make up lost leads
- gain valuable information
Correct: Correct
23. Which of the following are core pillars of social media marketing? Select all that apply.
- Sales and advertising.
- Analytics and reporting (CORRECT)
- Listening and engagement (CORRECT)
- Planning and publishing (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
24. Fill in the blank: ______ can help a company understand what people think about their brand, which can inform their marketing and product-development decisions.
- Audience engagement
- Social listening (CORRECT)
- Customer awareness
- Virtual consulting
Correct: Correct
25. Which are the three types of digital media? Select three.
- Borrowed
- Earned (CORRECT)
- Owned (CORRECT)
- Paid (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
26. Fill in the blank: _____ media is all the digital content a brand fully controls.
- Paid
- Owned (CORRECT)
- Trademark
- Copyright
Correct: Correct
Correct: Correct
Correct: Correct
27. Consider the following scenario:
A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media.
This user-generated content is an example of which type of media?
- Paid
- Earned (CORRECT)
- Owned
- Borrowed
Correct: Correct
28. Consider the following scenario:
- Potential customers are searching for more information to help them decide whether or not to make a purchase. They may be looking for reviews or comparing the company’s offerings to other competitors.
- What action should the company take to set their brand apart from the competition?
- Develop social media content that relates to the purchases potential customers have already made.
- Capture product sales of potential customers who fit the target audience.
- Nurture relationships with potential customers, so the company can remain in their minds.
- Provide potential customers with more detailed information about the brand. (CORRECT)
Correct: Correct
29. Fill in the blank: The first core pillar of social media marketing is ___.
- planning and publishing
- strategy (CORRECT)
- paid social media
- listening and engagement
Correct: Correct
Correct: Correct
30. Fill in the blank: The first core pillar of social media marketing is ___.
A company is setting up different reports to monitor a variety of metrics, such as followers, comments, or clicks. They plan to use these metrics to improve the performance of their social media marketing campaigns over time.
Which core pillar is this company working on?
- Strategy
- Planning and publishing
- Listening and engagement
- Analytics and reporting (CORRECT)
Correct: Correct
31. What is a benefit of owned media?
- It promotes user-generated content related to the company.
- It incentivizes customers to market a company’s brand on social media.
- It enables a company’s brand to reach consumers who are not actively searching for them.
- It allows a company to control the conversation surrounding their brand on social media. (CORRECT)
Correct: Correct
32. A marketer promotes a product on social media by including a link to the product page. What benefit of social media marketing does this refer to?
- It increases traffic to a website (CORRECT)
- It provides useful insights
- It increases the number of employees
- It builds relationships with existing customers
33. Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media?
- It can help to inform and tailor a company’s marketing strategy to that audience. (CORRECT)
- It can help to predict necessary budget cuts.
- It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base.
- It can help to forecast potential product sales and revenue.
34. How does a digital marketer use the planning and publishing pillar to reach new customers effectively?
- They can determine how many positive mentions the brand received in a particular month. (CORRECT)
- They can better control and target their marketing with paid social media.
- They can reach their audience when they are most likely to engage with the content.
- They can learn a lot about people’s opinions of the brand through social listening.
35. A customer creates the following social media post:
“Exceptional quality and customer service with a smile! I would highly recommend @thebusiness”
What is this customer’s review an example of?
- Earned media (CORRECT)
- Customer media
- Owned media
- Paid media
36. What enables companies to connect with their customers in order to help customers better understand their brand?
- E-commerce marketing
- Social media marketing (CORRECT)
- Customer awareness marketing
- Virtual marketing
37. A digital marketer is interested in using social media to promote a business but is unsure if it is within their budget. What benefit of social media marketing will help them decide?
- Most social media pages cater to high-income audiences who are ready to spend
- It is common practice to require less staff when creating social media profiles
- Most social media platforms allow businesses to sign up and create a profile for free (CORRECT)
- Social media displays high-quality products at the top of visitors’ feeds
38. Why is social media a cost-effective way to reach customers?
- It allows businesses to generate more high-priced sales than any other tool.
- It automatically increases product prices when a business receives large volumes of traffic.
- It allows businesses to reach a targeted audience based on interests and demographics. (CORRECT)
- It allows any business or content to appear at the top of all users’ feeds.
39. A digital marketer tracks and analyzes conversations to learn what people think of a brand. What core pillar of social media marketing does this describe?
- Listening and engagement (CORRECT)
- Analytics and reporting
- Paid social media
- Strategy
40. Which of the following is a benefit of paid social media campaigns?
- Customer service questions and concerns generally decrease with paid social media
- Timing and frequency are not factors to consider in paid social media
- Paid social media tracks audiences online and monitors their conversations
- Paid social media generally reaches a broader audience than organic posts (CORRECT)
41. Which of the following is true about earned, owned, and paid media?
- Earned, owned, and paid media refer to the digital content a brand fully controls, such as its website.
- When used together instead of separately, each type of media does not require paid promotion.
- User-generated content, such as videos, images, and reviews, is common in earned, owned, and paid media.
- When used together, each type of media can improve brand awareness, generate leads, and increase sales. (CORRECT)
42. What platforms can a business use to generate owned media?
- Customer reviews, testimonials, and other user-generated content
- Blog sites, community forums, and Facebook or Instagram profiles (CORRECT)
- Shares, retweets, and likes
- Image ads, video ads, and story ads
43. How can paid social media impact owned and earned media?
- Paid media increases organic traffic and gives a business ownership of all earned media.
- Paid media helps target customers that owned and earned media do not have access to.
- Paid media helps promote content which increases earned media and directs traffic to owned media. (CORRECT)
- Paid media helps promote competitors, which increases queries about the business’s owned and earned media.
44. A marketer identifies topics their target audience is searching for to help capture their attention. What stage of the marketing funnel are they targeting?
- The conversion stage
- The awareness stage (CORRECT)
- The consideration stage
- The loyalty stage
45. After you develop your social media strategy, what is the next core social media marketing pillar?
- Listening and engagement
- Analytics and reporting
- Planning and publishing (CORRECT)
- Paid social media
46. How does influencer marketing increase the effectiveness of a paid social media strategy?
- It rewards customers for sharing and engaging with the business’s social media content. (CORRECT)
- It allows the business to control social media conversations surrounding its products and services.
- It generates more paid media for the business, such as image and video ads.
- It targets customers who might be interested in the business but are not actively searching for it.
47. A marketer shares detailed information about a brand and compares its offerings to its competitors. What stage of the marketing funnel are they targeting?
- The consideration stage (CORRECT)
- The loyalty stage
- The awareness stage
- The conversion stage
48. Fill in the blank: ____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.
- Interactive online analysis
- Virtual social marketing
- Digital media development
- Social media marketing (CORRECT)
49. A digital marketer interacts with users online to improve their experiences with a brand. They track conversations and trends related to the brand. What process are they using to determine what users think about the brand?
- Analytics tracking
- Social listening (CORRECT)
- Social media planning
- Data collecting
50. What is social media marketing?
- The act of familiarizing people with a particular business or product.
- The practice of using digital tools that enable users to create and share content publicly.
- The process of creating content for different social media platforms in order to drive engagement and promote a business or product. (CORRECT)
- The method of using marketing channels to deter potential customers away from the competition.
51. Why is social media an effective tool for targeting new customers?
- People are already active and available on social media platforms because they are interacting with family, friends, and businesses. (CORRECT)
- Social media automatically directs customers to a website when they view a post on business’s timeline.
- Business promotions appear more frequently on social media feeds than on any other platform.
- Social media provides valuable insights into a business’s competition.
52. Fill in the blank: The first core pillar of social media marketing is ___.
- paid social media
- listening and engagement
- planning and publishing
- strategy (CORRECT)
53. Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply.
- Increase customers’ positive experience with a competitor’s brand
- Recognize the performance of the social media campaign (CORRECT)
- Learn about what content resonates best with the audience (CORRECT)
- Understand what people think about the brand
54. A marketer aims to introduce a company’s latest service to a wider audience online. How might social media help them achieve this goal?
- It targets high-income customers who shop for services instead of products.
- It provides valuable insights into a company’s competitors and their budget.
- It helps companies share content that raises brand awareness and attracts new customers. (CORRECT)
- It helps companies share long-form articles and build solid relationships with existing customers.
55. According to the five core pillars of social media marketing, what do you identify during the strategy pillar?
- How to study social media engagement and identify what content is popular with an audience
- Which social media platforms and content will work best for a campaign (CORRECT)
- How to schedule social media posts in advance and maintain a consistent presence online
- Which social media analytics tools will measure a campaign’s performance
56. Why would a marketer consider paid remarketing to target customers in the conversion stage of the marketing funnel?
- Remarketing provides detailed information about the business and what makes it better than the competition.
- Remarketing provides detailed information to help attract attention and raise brand awareness.
- Remarketing reaches people who have already made a purchase and incentivizes them to make a repeat purchase.
- Remarketing reaches people who have already shown an interest in a business and offers them incentives to complete a purchase. (CORRECT)
57. A marketer aims to tailor their marketing strategy to a specific audience. How might social media help them achieve this goal?
- It directs an audience to a business’s website to increase purchases.
- It offers valuable insights about an audience’s likes, dislikes, and interests.
- It allows businesses to share product features and updates with audiences.
- It offers valuable insights about a business’s competitors. (CORRECT)
Introduction to From Likes to Leads: Interact with Customers Online conclusion
As you have already seen, social media marketing plays a critical role in any digital marketing strategy. Knowing how important it is and how well you could do to even make it a campaign for your business or products while generating leads and sales will shape your success. All this will change by taking the course on social media marketing via Coursera; it would teach you all the needed skills that would make it possible for the student to bring marketing success using social media.
This will include creating a social media marketing strategy, selecting the right platform for your campaign, creating content that resonates with the audience, engaging with customers and influencers, measuring your results, and much more. Today is a good time to sign up and learn how to make the most of social media for your marketing goals.