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Archive for January, 2012


Lee Odden

What Google Personalized Search plus Your World Means for Marketing – SEO Tips

Lee Odden on Jan 11th, 2012     Google, Online Marketing
Google Plus Your World

Screenshot from Google's promo video

Google Personalized Search rolled out yesterday revealing a change as significant as Universal Search in 2007. Unlike the major change that brought images, video thumbnails, news and blog posts within search results for all, the Google plus Your World changes are only visibile when logged into Google.

There are many stories to be told here, from Google as a social network to the tit for tat statements Google and Twitter are making. From an online marketing perspective and more specifically, search marketing, the introduction of more Google features only available when logged in will arguably increase the number of searches done when user search terms are encrypted and not available for website owners in their web analytics. The “Unknown” category of keyword referrer for this blog has risen dramatically, which isn’t helpful for future content refinement or optimization.

Ashley Zeckman

Technology Marketing: Is Your B2B Social Media Strategy Sending Mixed Signals?

Ashley Zeckman on Jan 10th, 2012     B2B, Online Marketing, Social Media, Social Networking
social media marketing

Is your social media strategy sending your customers mixed signals?

As a B2B organization with a focus on technology, you may believe that you are facing additional obstacles that your B2C counterparts are not.

Many of you have tried to implement social media in the past without much success.  However, you may still believe that B2C companies have it easier because they have a direct line to their consumers.  The good news is, you do too!  In fact, 58% of IT buyers use social media to make tech buying decisions.

Getting in front of the proper decision makers and influencers when selling SaaS, IT, or any other technology is not as hard as you may think.  It is imperative that you follow a series of social media best practices directed at finding, engaging, and motivating your social network to take action.

Lee Odden

Convergence & Integration of Content Marketing with Social Media & SEO

Lee Odden on Jan 9th, 2012     Marketing PR Conferences, Online Marketing, Other Events, Search Engine Strategies

Convergence Search, Social Media & Content Marketing

This post is about Congratulations, Convergence and Content.

First off, congrats to Aaron Kahlow on his great news, I’m sure UBM TechWeb will be pleased with OMS, it’s an impressive event with a great following. Speaking of OMS, despite the wimpiest Minnesota Winter in years, February is a fine time to go somewhere warm and luckily, OMS and SES Search & Social Accelerator in San Diego are coming up fast Feb 6-9, 2012.

Online Marketing Summit has grown quickly and the annual event in San Diego boasts an impressive roster of topics, training opportunities and speakers. The conference kicks off with an Online Marketing Bootcamp, then 3 days of OMS sessions on every topic under the Online Marketing sun.

Ashley Zeckman

Online Marketing News: Google+ Who?, Know Thy Customer, Social Media Law, TopRank Team News

Ashley Zeckman on Jan 6th, 2012     Marketing Industry News, Online Marketing

Google+ Statistics

Who’s Using Google+?

The launch of Google+ in 2011 has put Google in the social networking boxing ring.  When it comes to user statistics some of them may surprise you.  This infographic by Flowtown shares some interesting information about the increasingly popular social media site.

  • 63% of users are male
  • Only 17% of users are considered active
  • 61% of top 100 brands have a page on Google+
Be sure to connect with TopRank on our Google+ page.

Online Marketing Tips & Tricks

“10 Brand-Building Steps For Beginners” For many companies 2012 marks the year that they will begin implementing a social media strategy.  This article provides 10 easy steps for those who have not yet many the plunge into social marketing.  Via Fast Company.

Ashley Zeckman

3 Ways to Optimize Images: Search, Social Media & User Experience

Ashley Zeckman on Jan 5th, 2012     Digital Asset Optimization, Online Marketing, Search Marketing, SEO
Optimize your images for search, social, and a target audience

Optimize Your Images for Better Digital Asset Optimization

From Marketing to PR, digital assets are an essential part of the content used to tell stories and communicate brand messages.  For publishers and public relations professionals, optimizing the images used in news stories and press releases can have an important impact on visibility in search engines.  Images not only add flavor to news content, but they are also an opportunity to extend the reach of your message through image specific search.

Images are essential for both search and social media marketing with growing popularity as a social media asset. Long time image hosting and social network Flickr hosts well over 50 billion images and social media image sharing services like Instagram and Pintrest have exploded in popularity:

Lee Odden

Social Media Helps Small Business Boost Sales, Keep Customers

Lee Odden on Jan 4th, 2012     Online Marketing, SEO, Small Business, Social Media

small business social media marketingThe business press is full of stories about how small companies are using social channels to attract and engage customers. But while there are plenty of individual success stories, the confidence in what to do specifically is not always clear for small business owners that are strapped for time and online marketing resources.

I was talking with a small business owner recently who was lamenting not updating his website and also that his competition was showing up “all over the place” online.  The nature of his product requires some education and an effort to dispell common mis-perceptions. The rapid advancements in technology of his particular product category are not very well known amongst his target consumer market. But there’s a substantial amount of search volume and interest in the solutions his product provides.  He’s also a small business with limited time and budget.

Ashley Zeckman

4 B2C Examples of How Companies are Using Twitter to Attract & Engage Customers

Ashley Zeckman on Jan 3rd, 2012     B2C, Microblogging, Online Marketing, Social Media Smarts

Make Your Tweets Count

If you are a B2C company, interaction on a social platform like Twitter can increase engagement and even sales if executed properly.  Small businesses like Tender boutique in Birmingham, Michigan have promoted special offers on Twitter and sold out in just a few days.

Social interaction via platforms like Twitter allow companies to gain a true understanding of their prospect base and serve as a real-time source of market research.

Customer engagement is a key benefit of executing a B2C Twitter marketing strategy. A recent survey by Chadwick Martin Bailey found 67% of Twitter users are more likely to buy from or recommend a brand they follow.  Twitter is also a great resource for crowdsourcing new ideas, getting feedback on current products or campaigns, and figuring out what it is that your customers really want.

Lee Odden

Was 2011 The Year Facebook Killed Google?

Lee Odden on Jan 2nd, 2012     Marketing Industry News, Online Marketing

Google vs. FacebookA recent post on PC World, “2011: The Year Facebook Killed Google” reflects a common mis-perception about the emerging role of search and social media for consumer information discovery. In the post, the author Dan Tynan shares that he’s finding and consuming more information on social networks vs. Google during “moments of leisure”. Citing unique visitor traffic and time on site statistics from Nielsen, Dan then makes the argument that Google is falling behind.

Was 2011 the year Facebook killed Google? 

People don’t surf the web anymore, they socialize & share.  Consumer behaviors and expectations towards content discovery, consumption and engagement are always changing online and more-so in the past few years with the emergence of today’s social networks and media sharing sites. People use search engines and social networks to find answers, yes – but I’d argue that they use them differently.

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