TopRank Online Marketing

Archive for February, 2010


TopRank Online Marketing

5 Sure Fire Tactics to Promote a Business Blog

TopRank Online Marketing on Feb 26th, 2010     Blog Marketing, Blogging, Content Marketing, Online Marketing, Social Media

Relevant, Consistently Updated Content + Flawless Technical Functionality & User Experience = Perfect Blog Launch

What’s missing from the equation above? You guessed it: blog promotion.

Creating a glitch-free blog with informative content means next to nothing without attracting readers.

Start promoting your blog today with these five effective tips:

1. Involve influential industry bloggers.

By linking to popular blogs, you can gain the attention of both the influential blogger and his or her readers.

But your blog won’t be the only one to benefit. You’ll be giving the other blog a little link juice – and be paying them a compliment at the same time.

Try out a few of these ideas for leveraging other blogs:

Lee Odden

OMS10 B2B Marketing Case Study: Marketo

Lee Odden on Feb 24th, 2010     B2B, Online Marketing

Our agency TopRank Marketing has been working with Marketo providing SEO, content and blog marketing consulting services for about 2 years. I finally had the opportunity to meet Marketing VP Jon Miller in person today prior to his presentation at Online Marketing Summit: Marketo’s Secret Sauce for Demand Generation.

Marketo is one of the fastest growing software companies in the U.S. and this session is a case study for how Marketo has achieved that rate of growth.

Marketo launched their main product about 2 years ago. In 2 years, they’ve signed up 400 customers at a value of about $30,000 per year in recurring revenue. The current run rate is over $12 million which is pretty impressive for a 3 year old company.

Lee Odden

How Journalists Use Search & Social Media

Lee Odden on Feb 24th, 2010     Online Marketing, Online PR, SEO, Social Media

TopRank ran a survey of journalists, reporters and editors on their use of search and social media in 2008. We found 91% use search engines like Google to do their job. 64% use social networks.  Published in Jan 2010, a George Washington University and Cision survey of journalists reports 89% use blogs and 65% use social networks to research stories.

As prep for a presentation I’m giving Thursday at Online Marketing Summit on the intersection of SEO, Social Media and PR, I reached out to a few local journalists and industry news contacts and asked for examples of how they used search engines or social media to do story research.

Lee Odden

Learning to blog is like learning to drive; just take it slow and steady.

Lee Odden on Feb 24th, 2010     Blogging

TrafficGetting started with a blog can be exciting and nerve racking for some; just like learning to drive. You really want to get started, you really want to do it, but once you are behind the wheel, you start worry about everything. You want to do everything right, but there are so many unknowns. What if… How do I… Umm…

Like driving, you need to start somewhere and take it slow. Sure, you want to take on the world and just go, but there is no way to know everything right away; even if you did read all the books and how-to’s. Instead, take it one step at a time and focus on the basics first. Then, as you get those down, learn new things.

Lee Odden

15 Social Media Answers From OMS10

Lee Odden on Feb 23rd, 2010     Marketing PR Conferences, Online Marketing, SEO, Social Media

Online Marketing Summit 2010 in San Diego is host to a smorgasboard of internet marketing topics and this afternoon I am priveledged to participate on a panel about Social Media. Panelists include:

  • Chris Baggott, CEO, Compendium Blogware
  • Lee Odden, CEO, TopRank Online Marketing
  • Michael Senger, CEO & Founder, StoneMass
  • Caitlin McCabe, Founder, WhiteLabel Marketing
  • Ben Hanna, VP Marketing, Business.com

That’s a lot of people for a panel, so moderator Jason Baer decided that in the spirit of Twitter, we’d keep bios, questions and answers succinct and at 140 characters or less.

For those that can’t be here I thought I’d share the prep questions and my short answers with you. If you’re at OMS and you live blog this Social Media Leaders Forum, please leave a link in the comments.

TopRank Online Marketing

Small Business Tips For Reporting Web Metrics

TopRank Online Marketing on Feb 23rd, 2010     Online Marketing, SEO, Small Business, Web Analytics

web analytics reporting[Last week, we shared some web analytics basics for small businesses or web site owners new to tracking website visitor data. Building on that, this post explores what you should do next to report that data.]

It’s an exciting time to be a small business owner or communications professional. Why? We’ve never had more data and metrics at our fingertips. Actually, we flew past merely having data to having real-time data.

Surprisingly some don’t initially like web metrics. Common concerns I’ve heard over the years include:

  • It’s too confusing
  • Information overload
  • What am I supposed to do with all this data?
  • Won’t all this tracking be expensive?
Lee Odden

Brandividualism: Dilemma or Opportunity?

Lee Odden on Feb 22nd, 2010     Online Marketing, Social Media

Many business owners and managers are perplexed by the social web. The effect of customer participation with social media on brands is undeniable. The effect of employee participation with social media can be a bit of a quandary.  The range of acceptance for social web activity runs the gamut from IT blocking all internet connections to sites like Twitter and Facebook to the expectation that every employee spend work and personal time as social media brand ambassadors.

Being social on the web isn’t natural for everyone and certainly not for every company. Once people and companies “get it” and develop processes, listening programs and overall strategy, social media policies tend to lighten up and move towards being productive vs limiting.

TopRank Online Marketing

10 Twitter Management Tools You Can’t Live Without

TopRank Online Marketing on Feb 19th, 2010     Blogging, Microblogging, Online Marketing, Social Media

Twitter ToolsWithout a doubt, one of the most popular shiny new objects of many social media marketing programs is Twitter. There are Twitter books, Twitter conferences, Twitter blogs and numerous articles devoted to Twitter marketing.  Unfortunately, there’s not enough time left over after reading all the promises of marketing nirvana from using Twitter to actually implement recommendations.

Fortunately, social media masterminds at companies like Seesmic, TweetDeck and HootSuite — to name a few — have developed tools to make our Tweeting lives easier. Or at least more efficient.  We use such tools here at @toprank to grow own Twitter presence as well as for clients on a daily basis and have learned quite a bit about Twitter best practices and which tools work best.

Lee Odden

Open Letter to Blog Comment Spammers

Lee Odden on Feb 18th, 2010     Online Marketing

Photo credit: freezelight

Dear “SEO Consulting Services New York” and you too “Starting A Home Business”,

I have an admission to make: I don’t like comment spam. You are comment spammers. Our readers don’t like you. I don’t like you. You’re not welcome here.

Our Akismet filter has been doing a good job of filtering out spam and our commenting filters within Disqus catch most of the non-automated spammy comments. But they still persist. Most people active online have real names (obvious I know, but stay with me). If they don’t use their real name, it’s popular to use a “handle”.   I can see that it might be reasonable for some people to have a few different handles, but for the most part, singular identities are the norm.

TopRank Online Marketing

Basic Tips on Web Analytics

TopRank Online Marketing on Feb 17th, 2010     Online Marketing, Small Business, Web Analytics

Just about every business with a web site does something to market and promote it. When those companies are asked about web analytics, it’s surprising how many look back with a blank stare.  This isn’t the case with mature online marketers but it does happen a lot with new business web sites and blogs.

For many companies that are new to web analytics the idea of digging in and finding useful information can be daunting.  It’s common marketing sense to measure what you’re marketing, but making sense of analytics data doesn’t always find time in the mix of duties a small business or new web site owner is responsible for.

Lee Odden

3 Reasons PR & Communications Pros Need to Know SEO

Lee Odden on Feb 16th, 2010     Online Marketing, Online PR, Public Relations

The PR industry is in a state of flux with increasing importance on getting into the content and social web business. Consumers are spending more time with digital and social media. Advertising dollars are following. That means less budget to staff newsrooms and reporters, journalists and editors to pitch.

Understanding the needs of their “customers’ customer” is essential for PR agencies and communications professionals to remain relevant and productive. “Push PR” is increasingly being complemented by “Pull” tactics – optimization for discovery. Being able to provide value is essential and here are 3 ways a better understanding of SEO can do just that.

Lee Odden

How To Syndicate Your Blog to Social Networks

Lee Odden on Feb 15th, 2010     Blogging

Social SyndicationA blog should be considered the central hub of your social networking universe. Everything you do should drive traffic back to your blog, or website, as a way of combining all your efforts to give your brand maximum exposure.

Once thing you can do to help populate your social networks would be to update your status with your blog posts when new content is published.

By no means is auto-populating a service like Twitter going to get good results on its own, but as one piece of a social networking strategy, it can help a network grow.

Here are just a few of the many ways you can automatically syndicate a blog post to social networks.

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