Archives for July 2013

How College Grads Can Find Career Success in Digital Marketing

digital marketing jobsRecent 2013 college graduates have received their diplomas and spent the past few summer months relaxing, celebrating and continuing their job search.

Many students, particularly in the Journalism, Communication or Marketing fields are pursuing positions in the fast growing digital marketing industry to launch their careers. Fortunately, digital marketing budgets are expected to increase by 9% this year and there are many agencies seeking talent.

However, upper management like the President of tech company, PubMatic, Kirk McDonald in this WSJ article, take the perspective of, “…the right skills are very hard to find. And I’m sorry to say it, dear graduates, but you probably don’t have them.”

Despite demand for talent, college graduates often don’t qualify for the digital marketing positions available. Agencies want employees with experience, but as college grads, there’s a common feeling that you can’t gain “real-world” experience until someone gives you that opportunity.

Successful Facebook Marketing Examples, Tips & A Secret from Mari Smith

Mari SmithWhen you think of social media, surely Facebook tops most people’s list as the “go to” social network. The demographics may have changed since the early years as a Harvard born startup, but there’s no question that consumers and brands are connecting on Facebook in ways that drive brand awareness and customer engagement.

While there’s  plenty of marketing opportunity, whether it’s to connect with consumers via tablet, smartphone or desktop computers, the rapid development to release new features and grow the business have kept many companies guessing on Facebook marketing best practices. It’s not enough that nearly 15% of the global population is on Facebook, businesses need to understand what’s possible and how to do it.

For this Social Spotlight interview I’ve connected with one of the most respected and authoritative Facebook Marketing experts on the social web: Mari Smith.

Online Marketing News Vacation Edition: Icky Gmail Ads, Twitter Oops!, LinkedIn Bandwagon, Google Dominates the Web

2013 Ogilvy Brand Advocacy Report

I’m on vacation this week, so today’s news post is light and fresh for your reading pleasure.  Enjoy!

From the Social@Ogilvy Slideshare post: Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.

Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.

Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy.

Does SEO Still Matter?

SEOWe’ve all heard “SEO is Dead” from alarmists, the uninformed, and in countless link bait articles (irony?). But is there any truth to it?

While Search Engine Optimization may look completely different than it did even a year ago, I firmly believe that SEO is not only alive, but thriving. Here’s why:

Some of SEO is Dead

Many tactics that have fallen under the SEO umbrella can safely be considered dead, either because they don’t work anymore, never worked, or still work but are in violation of Google’s guidelines. I’m not going to spend time discussing why they don’t work or are risky, because that’s not what this article is about, and there has been plenty written about the topic.

Social Media Strategy: Where to Start & Why

social media strategy start

Where to Start Your Social Media Strategy

Whether you’re a bricks and mortar mom and pop business or a 100% online digital enterprise, NOT participating in social media is no longer an option. In many ways today’s social networks represent the new discovery engine. Consumers and business decision makers are sending their friends and colleagues to websites they like through their browsers and desktops and, increasingly, their mobile devices.

According to eMarketer, more than 1.4 billion people worldwide will use social networks in 2012. Although the global audience is massive, it is by no means unified, they caution. It’s clear that companies of all sizes need to embrace a social media strategy because what our connections are doing online will drive your customers’ behavior more and more. What still appears murky for many, however, is exactly where to start.

How the World’s Top Marketers Make Emotional Connections to win in the Marketplace

LoveworksApple. Google. Disney. These are some of the most admired and in many cases, loved brands in the world.  No doubt, many companies are envious of the connection these top brands have been able to make with their customers.  A strong connection between brands and consumer manifest in many ways from retention to word of mouth to premium pricing.

As companies focus in on creating more content and utility in their marketing, more organizations are beginning to realize the importance of creating an emotional connection. This is along the lines of meaningful vs. mechanical marketing I’ve often talked about.

I was reading a book recently that focuses in on exactly this topic: Loveworks: How the world’s top marketers make emotional connections to win in the marketplace by Brian Sheehan.  Brian agreed to do a guest post answering a pretty important question in today’s age of information overload: What makes a company loved?

Online Marketing News: Fortune 500 Social Media Pops, Sharknado!. Boomers Online Not TV, Ecomm & Tech Boost Spending

Fortune 500 Social Media Report

The annual study of Fortune 500 company blogs and social media use by the University of Massachusetts Dartmouth has been published for 2013 indicating the largest increase in corporate blogs since 2008. Other statistics from the report:

  • 77% of Fortune 500 companies have at least one Twitter account
  • Consumer Food Products and Specialty Retailers lead with Twitter adoption
  • Facebook, Google and Starbucks have the largest Twitter following with a combined 20,000,000 Twitter followers
  • 69% of Fortune 500 companies have a Facebook fan page
  • Facebook, Coca Cola and Walt Disney have the largest Facebook following with a combined 300 million fans
  • 69% of Fortune 500 companies have a YouTube account
  • 9% of Fortune 500 companies have a Pinterest account

How to Rock Content Marketing World 2013 – Six Ways

Joe Pulizzi Rocks Content Marketing World

Joe Pulizzi rocking his talk at Content Marketing World 2012

There’s some serious momentum growing in the digital marketing world and companies world-wide are scrambling to figure out one of the most important pieces for success: content.

What better way to close the gap between early maturity model stages and a path to greater profitability than learning from top experts who have already “been there, done that”? Content Marketing World coming up Sept 9-11 will provide the answers many digital marketers are looking for.

Like anything of value, attending conferences is an investment and #CMWorld is no different. If you’ve been thinking about how to advance your organization’s ability to plan, create, market, measure and govern content in your organization, then I can’t think of a better event.

Essential Q and A on SEO & Content Marketing for Small Businesses

SEO Content Marketing Small BusinessThe idea of making online content that is useful to people as well as easy to find and share applies to any organization whether it’s a B2B software company, a non-profit association or a government organization. There’s so much information being produced and promoted plus a growing array options for consuming content that standing out can be a real challenge.

I recently did a Google+ Hangout with a group of Chamber of Commerce executives from all over the U.S. talking about the role of content in marketing for small businesses. We dug into the fundamentals of what to talk about and how it can create a mutual benefit for SMBs and their customers. We also discussed the notion of empathy for our audiences and how important it is to invest in quality content as well as efforts to make that content easy to find and share.

What Content Marketers Really Need to Know About SEO – A Twitter Chat With @JoePulizzi #CMWorld

Content SEOCompanies large and small are investing in content creation now, more than ever. Whether the investment in content marketing supports branding, sales, customer service, PR or recruiting, there are specific audiences and brand messages involved.

Kudos to companies making the effort to create more useful content to help answer customer questions. But what good is investing in all that content if it’s not easy to find and share?

Search is a direct expression of intent and what better time for your useful content to be available than at your customers’ moment of need? It’s the perfect time of course, so companies pumping out content without amplification are literally throwing money away.

Should Your CEO Actively Use Social Media? Here’s How from Chris Brogan

Chris Brogan - Lee Odden

Marketers With Beards!

Social Media for Executives – Interview with Chris Brogan originally published on Tech Page One.

With 27% of total U.S. internet time spent on social networking sites (Experian) and 55% of marketers spending more marketing budget on social media in 2013 (eMarketer), the momentum of the social web has clearly gained mass appeal.

Yet many executives I’ve talked to feel as if they are watching from afar versus playing in the game. Social participation, let alone integration, with current marketing and sales activities is unfamiliar and uncomfortable.

How can business executives gain confidence in deciding on the right social channels, platforms and tools? How can social technologies support and advance current marketing, communications and business goals?

Optimizing With Youtility – Free Tools to Better Understand Your Customers and Create Marketing That Matters

Youtility for Better MarketingAs you know, we rarely run guest posts but today I’d like to welcome best selling author Jay Baer to TopRank’s Online Marketing Blog.  Jay’s new book, Youtility, is lighting the bookseller charts on fire and has offered an excerpt for your reading pleasure. 

After meeting Jay about 5 years ago at SXSWi, it’s been a pleasure to see his rise as a digital marketing powerhouse keynote speaker, consultant and all around great guy. Jay is a veteran agency owner going back to the very early days of the internet and an entrepreneur. He’s worked with numerous Fortune 500 brands and is one of the few marketing “celebrities” that walks the talks he’s giving. Enjoy!