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Online Marketing Blog – TopRank®


Online Marketing Blog
  • What Social Media Marketers Need to Know About Facebook Live

    In the age of Netflix and DVRs, it’s weirdly ironic to watch the growing popularity of live video for social media marketing. Sure, most of it is recorded so you can access it later, but it has far more in common with the nightly news than with modern on-demand, personalized content. It turns out, there’s [...]

    The post What Social Media Marketers Need to Know About Facebook Live appeared first on Online Marketing Blog - TopRank®.



  • 5 Awesome Takeaways from HubSpot’s State of Inbound 2016 Report

    Today’s consumers are much more self-directed in their buying habits, leveraging the internet and mobile technologies to research, review, interact and buy the products and services they need or want. As a result, many brands and marketers are shifting their marketing tactics to join consumers on their buying journey, rather than interrupting their day with [...]

    The post 5 Awesome Takeaways from HubSpot’s State of Inbound 2016 Report appeared first on Online Marketing Blog - TopRank®.



  • Online Marketing News: Emotional Connections, Twitter Goes Long & Better Ad Coalition

    emotional-connection-infographic

    emotional-connection-infographic
    How Emotional Connection Increases Customer Satisfaction [Infographic]
    Did you know that customers with a higher degree of emotional connection have a higher lifetime value than those that aren't? And 50% of a person's perception of an experience is based on emotions? This infographic and supporting statistics help to illustrate the need for marketing messages that truly resonate with your market. ClickZ

    Marketers Rejoice: Twitter No Longer Counts Photos, GIFs, Videos Toward 140-Character Limit
    It's official as of Monday, September 19th -- Twitter is no longer counting images, gifs, or videos in their 140 character count. This is a big break for social marketers. What's next for the platform? Eliminating @handles from the character count as well. This change is slowly rolling out to all users but isn't official platform wide. AdWeek

    Google, Facebook, IAB & major brands form Coalition for Better Ads
    The consumers have spoken via ad blockers -- they don't want to deal with irrelevant content in ads. To create the standards for good advertising, companies like Google, Facebook, Unilever and more joined forces with the IAB, the 4As and others to form The Coalition for Better Ads. Their top tasks are to create data-driven, consumer based ad standards, deploy technology to implement those standards and encourage awareness and adoption. Marketing Land

    Email Open Rates on Mobile Devices by Industry, 2Q16
    58% of marketing emails were opened on mobile devices (45% smartphones, 13% tablets) in Q2 of 2016. That's a 14% increase from the previous year. However, even though only 42% of emails were opened on desktop, desktop-opened emails accounted for 49% of email-generated revenue. MarketingProfs

    Instagram Officially Rolling Out Save Draft Feature
    There is more great news this week for social media marketers -- Instagram is now allowing users to save drafts of their posts when they aren't quite ready to click the go button. Users can save drafts by clicking the back arrow at the top left of their screen during the filtering and editing steps and selecting 'save draft' at the bottom of their screen. SocialTimes

    cross-media-consistency-in-marketing

    YouTube Gets Its Own Social Network with the Launch of YouTube Community
    TechCrunch reports: YouTube announced "the launch of YouTube Community, which allows video creators to better engage viewers using text, GIFs, images and more. The goal with the new features is to help keep creators from departing to competing platforms by offering more tools for connecting with their audience, beyond the videos themselves." TechCrunch

    Everything you need to know about Google’s ‘Possum’ algorithm update
    Google has made recent updates that have the SEO community on high alert. Search Engine Land reports: "All the evidence seems to indicate this particular update only impacted ranking in the 3-pack and Local Finder (AKA the local results or Google Maps results). There is talk of another update that happened right after, which impacted organic results." Search Engine Land

    Brands have started using Twitter's latest customer service tools
    Many brands are no stranger to using social media, Twitter in particular, for providing customer service. Recently Twitter has released a new feature, already being used by brands like Delta and T-Mobile, that tells users by a showing users a “Provides Support” button that they can click or tap to start a conversation. Digiday

    What were your top news stories this week?

    I'll be back next week with more online marketing news. Can't wait a whole week? Follow @toprank to get your news fix early.

    The post Online Marketing News: Emotional Connections, Twitter Goes Long & Better Ad Coalition appeared first on Online Marketing Blog - TopRank®.



  • Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience

    When it comes to blog content, a lot of us are serving breakfast when we should be serving dinner. Let me explain. Odds are you have a go-to breakfast that you eat nearly every day. A bowl of cereal with a banana, some oatmeal with maple syrup, a haunch of beef seasoned with the tears [...]

    The post Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience appeared first on Online Marketing Blog - TopRank®.



  • Where to Learn About Influencer Content Marketing in Europe & the U.S.

    As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad. To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active [...]

    The post Where to Learn About Influencer Content Marketing in Europe & the U.S. appeared first on Online Marketing Blog - TopRank®.



  • How Social Do Senior Marketing Executives Need To Be?

    Explosive growth of social networks has attracted considerable attention to CEO and executive use of social media. Optimism about executive social media impact has been fueled in part by studies like the BRANDfog survey, which reports executive social participation leads to better leadership, creates more brand transparency and helps build better connections with customers, employees, [...]

    The post How Social Do Senior Marketing Executives Need To Be? appeared first on Online Marketing Blog - TopRank®.



  • A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet

    From the rise of Snapchat to the debut of Instagram stories to changes in Facebook’s News Feed algorithm, the social media landscape is constantly changing—giving us marketers more than enough “new” to snack on each week. But sometimes we bite off a little more than we can chew, thinking that a healthy social media strategy [...]

    The post A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet appeared first on Online Marketing Blog - TopRank®.



  • Online Marketing News: Social Changing SEO, Science of Content, Facebook Live on Desktop

    seo-infographic-hubspot

    seo-infographic-hubspot

    How Mobile, Voice & Social Are Changing SEO [Infographic]
    With SEO being a growing area of investment and interest for digital marketers, we tend to keep a very close eye on any changes that may affect organic search visibility. So how are mobile, voice and social changing SEO? HubSpot's latest infographic, based on their State of Inbound Marketing report, has the details. HubSpot

    The Science of Content: TFM Research Report On Content Across 10 Industries
    Technology for Marketing just released a new study of content that resonates across 10 different industries. The report found, among other things, that understanding your specific industry and audience is the key to successful content. This means knowing what type of content they like best, the best time to post, and even what headline words will get their attention. Buzzsumo

    Is Facebook Live Coming Soon to Desktop?
    What originally rolled out for only mobile may now slowly be rolling out for Desktop -- Facebook Live. Users have reported the added functionality this week, with the biggest reported difference being the addition of a comment bar for the broadcaster. It was also reported that screen sharing wasn't available but the interface resembled a Google Hangout. Search Engine Journal

    Twitter's new, longer tweets are coming September 19th
    Social media marketers, rejoice! The Verge reports that Twitter's long rumored exclusion of links and images from their character counts is happening on Monday. This will also include videos and user polls along with user names at the beginning of replies. The Verge

    A Snapshot of the World's Ad Spend
    Direct Marketing News reports: "Global advertising spend is projected to reach $548.2 billion by the end of this year—a 4.4% (or $23 billion) increase compared to 2015, according to a recent report by Carat. The global media network expects this figure to rise to $570.4 billion (a 4% year-on-year increase) in 2017." Direct Marketing News

    Which Marketing Channels Have the Best ROI Measurability?
    Marketing executives surveyed by Millward Brown are saying that two marketing channels are easiest to measure in terms of ROI -- email and search, with online ads coming in third. MarketingProfs also reports that nearly "74% of executives say they would increase spend on digital channels if it were easier to track ROI; 71% say they would increase cross-channel spend if ROI measurement were easier." MarketingProfs

    42-of-the-share-of-browser-based-social-media-visits-across-devices-in-the-united-states-belongs-to-facebook

    Ad Tech Companies Are Testing New Formats Like Virtual Reality and 360 Video
    Brands like Jack in the Box, AOL, The New York Times and Vice are experimenting with virtual reality, and are reportedly happy with the results they're seeing. With video becoming increasingly effective as a tool for marketers, 360 video and virtual reality are adding a new, immersive dimension that may prove to captivate viewers in new ways. AdWeek

    Many Visitors Abandon Mobile Sites If Load Time Tops 3 Seconds
    MediaPost reports: "Google's latest study — The Need for Mobile Speed — found 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. One out of two people expect a page to load in less than 2 seconds. The data is based on analysis of more than 10,000 mobile Web domains." Is your website up to speed? MediaPost

    Snapchat Has Nearly All the 18-to-25-Year-Olds It Will Get, but Older Users Still Joining
    Smartphone users are spending 87% of their screen time in mobile apps. While there are some apps that are used the most frequently, like Facebook and Pandora, Snapchat has seen the most growth with up to 55% of users app time, beating out Pinterest for the number 13 spot. While the Millennial market may be fully saturated, ComScore indicated they still have a large opportunity with the 35 and older market. Ad Age

    What were your top online marketing news stories this week? 

    I'll be back with more news next week! Have something to share? Share your thoughts with me in the comments or tweet them to @toprank!

    The post Online Marketing News: Social Changing SEO, Science of Content, Facebook Live on Desktop appeared first on Online Marketing Blog - TopRank®.



  • How to Win Social Friends & Influence Your Customers @LeeOdden Keynote

    How to Win Social Friends and Influence Your Customers

    How to Win Social Friends and Influence Your Customers

    In his keynote at the Social Media Rockstar event yesterday, TopRank Marketing CEO Lee Odden opened with a heartwarming story about building influence.

    For anyone who doesn’t think that building influence is something they can do, this story is a must hear (or in this case, read).

    The story is about a fifth grader named Sam. Sam is an influencer. An aspiring author, Sam decided to write a book and include some of his classmates as characters. To make editing and collaboration easy, Sam wrote his book on Google Drive and shared it with his classmates, asking them to review and make edits. This small ask quickly became a competition in his classroom to be included in the story and to be involved in the project. Sam become the center of attention. Sam become influential.

    What made Sam influential wasn't money or authority. Sam created a space where his classmates could collaborate and be recognized, either as characters or collaborators. By showcasing his classmates and collaborating with them, Sam helped them get attention and a small degree of their own influence. In doing so, it made Sam more influential himself.

    This is a case where one of my favorite quotes from Lee rings loud and true:

    Everyone is influential about something.

    Lee Odden

    Lee pointed out that in an an age where marketers are creating more content and consumers are overwhelmed with information, those who build influence will stand out. Social networks enable people to share their interests and passions, create content and connect with like-minded people to form communities. Brands that share values with those communities can tap their collective influence by collaborating with members to co-create content.

    Partnering with social influencers, famous and niche, is great exposure opportunity for those participating. There's also a lot of value from a marketing perspective. Here are a few statistics Lee shared in the presentation:

    • $9.60 earned media value for every dollar spent is what a Burst Media study reported about working with influencers.
    • 82% of customers were highly likely to follow recommendations from social influencers about products or services according to a study by the Wharton School.
    • Programs including influencers experienced a 10X increase in conversion rates according to a study reported by Content Marketing Institute.
    • A 37% higher retention rate with customers acquired though social influencer programs was reported in a McKinsey study.

    Why Should Brands Include Influencers in Content Marketing?

    TopRank Marketing defines influencer marketing with a strong focus on content:

    The practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.

    Including influencers as collaborators in your content marketing programs has multiple benefits:

    • Authenticity: From “real people”
    • Quality: That taps into expertise of others
    • Variety: More quality content (and often more quantity)
    • Engagement: From both your customers and the influencers
    • Reach: Participation in co-creation inspires action
    • Scale: Content creation is distributed beyond your own team
    • Measurable Results: You can track and measure the impact

    Lee shared several useful examples of brands that enable their customers to share their own content on the brand's website including #becharming from Pandora MOA and #MyMinnetonka from Minnetonka Moccasin. By doing so, these brands create an opportunity to involve influential customers to share as well as helping customers grow their own influence through exposure on the brand website.

    5 Steps to Social Influence with Content

    Successful influencer marketing requires time, and process. Working with brands like LinkedIn, Dell, and recently signed BMC Software, TopRank Marketing has developed some pretty solid processes around influencer content engagement. These five steps can help you develop a content-centric influencer marketing program that is valuable to your brand, the influencers and your customers.

    Step 1: Story Planning – Look at your content calendar and determine what topics or themes are a part of your current focus. Then, map topics to your content plan and determine where incorporating influencers could have a positive impact.

    Step 2: Activate Content Participants – Identify who you would like to participate by using a combination of tools like BuzzSumo, Onalytica or Traackr. Then, include your identified influencers on a list of top influencers, or simply quote them in an article. Also, make sure that you’re following and engaging with them both online and offline.

    Step 3: Co-Create Content – Your options for including influencers in your content are nearly limitless. Below are some options for the type of content that you can create.

    co-create-content

    Step 4: Amplify Content – Once the content is created then it’s time to promote. Content can be promoted on social media, through email, cross-posting (on your blog), optimized for target keywords and sent to influencers for amplification.

    Step 5: Measure & Optimize Performance – For each stage of the sales cycle, it’s important to have a different way of measuring success. Below are the metrics that can be tracked as part of an influencer marketing program:

    measure-and-optimize

    Are You Prepared to Make Your Brand More Influential?

    While there are clearly many benefits to working with influencers as part of your marketing strategy, it doesn’t happen overnight. However, if you work hard to identify the RIGHT influencers, set clear EXPECTATIONS and use the right TOOLS and RESOURCES, you are on the path to success.

    If You Want Your Marketing to Be Great, Ask Social Influencers to Participate.

    Social Influencer Content Takeaways:

    1. Identify & qualify collaborators: internally, externally. Challenge them with goals & reward with recognition.
    2. Set clear expectations: for your content and for contributors. Identify KPIs to monitor progress towards business outcomes.
    3. Find the right tools & resources: Strategy, influencer discovery & management, analytics, optimization.

    Disclosure: Pandora MOA and Traackr are TopRank Marketing clients.

    The post How to Win Social Friends & Influence Your Customers @LeeOdden Keynote appeared first on Online Marketing Blog - TopRank®.



  • The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds

    A rodeo cowboy gets eight seconds to become a champion. What can content marketers do with nearly twice that time? HubSpot reports it takes less than 15 seconds for a reader to decide whether or not content is worth the effort. Think about that: In half of the Jeopardy theme, your reader’s mind is already made [...]

    The post The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds appeared first on Online Marketing Blog - TopRank®.



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