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Archive for January, 2014


Nicolette Beard

Online Marketing News: Top Vine Brands, Google DeepMind, Pinterest Gives GIFs, Google Dumps Smartphones

Nicolette Beard on Jan 31st, 2014     Online Marketing, Online Marketing News

How do colors affect purchases

How Do Colors Affect Purchases? –  For retailers, shopping is the art of persuasion. Though there are many factors that influence how and what consumers buy, a great deal is decided by visual cues like color. When marketing new products it is crucial to consider that consumers place visual appearance and color above other factors such as sound, smell and texture.  KISSmetrics

Pinterest Gives the Gift of GIFs, Recipe Search – Pinterest news this week includes the launch of a new recipe search feature for special dietary requirements, personalized home pages (still being tested) and functionality for GIF images. ClickZ

Lee Odden

Is Driving Traffic to Your Website Driving Customers Away?

Lee Odden on Jan 30th, 2014     Digital Marketing, Integrated Marketing, Online Marketing
Gourmet Cupcakes by Melanie

Melanie Odden Cupcakes – Optimized for Delicious

The vast majority of digital marketing seems to be focused on creating content and experiences for customers with the ultimate measure of success being increased traffic to the company website, leading to leads and sales.

It’s a reasonable approach, since company websites typically provide the kinds of information that explain what a company does, the products or services they sell and some means for collecting inquiries or conducting transactions.

But here’s the problem with that in 2014 and beyond:  Consumer trends towards content discovery, engagement and interaction have evolved way beyond the common corporate website or online store.

Buyers can get the information they need to decide on a vendor or make a transaction from any combination of devices; smartphone, tablet, computer or web destination; social network, blog, microsite, industry publication, document hosting service.

Lee Odden

What’s the Difference Between Content Marketing and Content for Links? The Wrong Answer Could Cost You

Lee Odden on Jan 29th, 2014     Content Marketing, SEO
Chubby Spiderman

This Spiderman aims to please, but he’s just not the real thing

As someone with roots in the search marketing community it’s been amazing to see how the the phrase “content marketing” has been adopted and redefined.

Whether it’s opportunism or simply being adaptable to the times, the difference in approach to what content marketing is between digital marketing communities like Content Marketing Institute and many in the SEO and social media marketing world is striking.

For brands investing in content marketing, the difference between content for links / SEO and content for customers can be costly in terms of risk, return on investment and performance.

What’s the difference? 

Nicolette Beard

Podcasting: Storytelling for the 21st Century – Pros, Cons, Examples and Best Practices

Nicolette Beard on Jan 28th, 2014     Content Marketing, Online Marketing, Podcasting

Podcasting for Content MarketingThe human voice can convey much more meaning through tone and inflection than the printed word ever can. It’s why millions of Americans sat, fixated, during the Golden Age of Radio – listening to everything from adventure, comedy and drama to classical music concerts, news and farm reports.

As broadcast radio gave way to television, television to cable and cable relinquishing to the internet of everything, it comes as no surprise to content marketers that, spurred by technological advancements, broadcast radio has come full circle with podcasting and represents a new platform for storytelling.

The average podcast listener stays connected for 22 minutes on average (Sticher). This is one of the reasons why including podcasting as part of a long form content marketing strategy is so powerful. You have the opportunity to build a deep, rich relationship with your target audience.

Lee Odden

25 Social Media Marketing Experts You Need to Know According to LinkedIn

Lee Odden on Jan 27th, 2014     B2B, Online Marketing, Social Media
25 Social Media Marketing Experts

25 Social Media Marketing Experts Recommended by LinkedIn

In the recently published eBook, The Sophisticated Marketer’s Guide to Linkedin, eight digital marketing smarties were tapped for insights and practical advice on how to get the most out of LinkedIn from optimizing your profile to expanding your network.

My team at TopRank did some great work with this eBook, identifying, engaging and interviewing subject matter experts. I think it turned out well. It’s a timely topic for sure.

If you’re anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is essential. Heck, mastering LinkedIn is essential.

Why? Check out these stats:

  • With over 259 million members in over 200 countries and territories, 1 out of every 3 professionals on the planet Earth is on LinkedIn.
Nicolette Beard

Online Marketing News: New LinkedIn Marketers Guide, Instagram is HOT, Twitter Social Shopping, Bitcoin Basketball

Nicolette Beard on Jan 24th, 2014     Online Marketing, Online Marketing News

LinkedIn Marketing Soluitions eBook

The Sophisticated Marketer’s Guide to LinkedIn – Today’s successful marketers aren’t just good at one thing; they are multifaceted. They are a new breed of socially savvy practitioners grounded in timeless, Mad Men-era tactics as well as new, modern technologies. They constantly strive to be the best at what they do by combining proven strategies with the latest and greatest tools to crush their marketing objectives. This guide is as comprehensive as it gets. Download it here. You can also register for a webinar to be held February 19, 2014. [TopRank client]

Lee Odden

Where Can UK Marketers Learn Paid, Earned, Owned & Integrated Marketing? #SESLon

Lee Odden on Jan 23rd, 2014     Marketing PR Conferences, Search Engine Strategies

SES London 2014

I’m a traveling kind of guy and in just a few weeks I’ll be traveling to a meeting of the marketing minds (aka SES London) in the very heart of Westminster.

And what will these marketing minds be focused on? The future of digital marketing of course.

And the topics? Owned, Earned, Paid and Integrated Marketing – each represented in presentations and workshops over four days.

And who will be dispelling these buckets of knowledge? Some of the top digital marketers in the UK, Europe and abroad.

After workshops covering Web Analytics, SoLoMo, PPC and SEO, the regular conference kicks off with a keynote from Bruce Daisley @brucedaisley, UK Managing Director at Twitter.  Then the next 3 days of breakout sessions are segmented into Paid Media, Owned/Earned Media, Business Intelligence and Integrated Marketing.

Nicolette Beard

Online Magazines & Apps for Content Marketing: Brand Examples and Best Practices

Nicolette Beard on Jan 21st, 2014     Content Marketing, Digital Marketing, Visual Marketing

Online Magazines and Apps

“Think like a publisher” has become the mantra for many marketers over the past 2 years.

While experienced marketers already recognize the value of great content, the lines are blurring between traditional publishers and brand publishers as more companies adopt more sophisticated content marketing practices.

Just as publishers are creating digital magazines and apps to better engage audiences, so too are brands who want to engage directly with target audiences as part of their owned media demand generation programs.

But what kind of content makes sense in a digital magazine? What effect does interactive digital content have on creating compelling customer experiences? And how do online magazines fit with other digital marketing efforts like social media and online advertising?

Lee Odden

Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

Lee Odden on Jan 20th, 2014     Content Marketing, Interviews, Social Media

Jason MillerAs Senior Manager, Content Marketing & Social Media at LinkedIn, Jason Miller is responsible for leading the content and social media marketing efforts for LinkedIn Marketing Solutions. (Disclosure: LinkedIn is a TopRank client)

Not only is Jason an avid fan of 80′s rock and roll, but he’s a marketing rockstar by any definition – with a digital marketing “catalog” that would make any marketer envious.

I can’t count how many times I’ve had discussions with industry thought leaders about creative content and high impact social where Jason’s name was volunteered to me as a go-to resource for best practices in action. But that’s no surprise, as our history with Jason goes way back.

Nicolette Beard

Online Marketing News: Facebook Trending, Got Jelly?, Twitter Targeting, Mobile Explodes (Again)

Nicolette Beard on Jan 17th, 2014     Online Marketing, Online Marketing News

Definitive Guide to Lead GenerationDefinitive Guide to Lead Generation – Lead generation is essential for today’s marketers as they strive to create demand and get their messages heard by increasingly sophisticated, multi-channel buyers. Lead generation helps build brand awareness, nurture prospects and customers, qualify leads, and ultimately generate measurable revenue and you can learn all about it in this new 160 page eBook from Marketo

Facebook Will Now Tell You What’s Most Popular on Facebook – Facebook will now surface trending topics alongside the News Feed, using a new product the company simply calls “trending”. Trending will show a personalized list of popular topics for each user, combining their interests with content getting the most attention across the entire platform. Facebook will determine which topics are trending with an algorithm intended to recognize “a sharp increase in popularity,” not necessarily a large volume of posts or articles about a particular subject, according to a spokesperson. Mashable

Lee Odden

Strategy vs. Tactics. Does Your Digital Marketer Really Know the Difference?

Lee Odden on Jan 16th, 2014     Digital Marketing, Social Media

Going Digital

Recently I’ve been doing a number of audits for prospective clients, surveying their presence on the search and social web, how they are “known” and taking inventory of digital assets and the overall experience across their owned, earned, paid and shared media.

This exercise has reinforced to me that digital marketing agencies like ours are going to be busy for years to come.

Why?

It’s the difference between tactics and strategy.

More often than not, it’s clear that companies are executing tactics with no cohesive strategy to tie their marketing activities together.  Blogs are often started without regular posts and those that are published: pure self promotion.

Social network profiles offer inconsistent visuals (we are guilty of this!) and in many cases, Facebook cross posts to Twitter which is cross posted to Google+ and a LinkedIn company page.

Lee Odden

Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

Lee Odden on Jan 15th, 2014     Content Marketing, Interviews, Online Marketing, Social Media

Amy Higgins ConcurOne of the truly great things about working at TopRank Marketing are our clients. On a daily basis we get to connect with and solve marketing problems with some of the smartest marketers on the web.

Take for example, Amy Higgins, an ex-Googler that is now the Content and Social Media Manager for Concur SMB. Concur is an automated expense tracking solution that is growing by leaps and bounds. Amy is super smart, goal and customer focused, very nice to work with and highly networked.

While I could talk about the successful engagement we’re having with Amy and Concur, this interview will instead focus on Amy and her unique and valuable insights as an accomplished content and social media marketer. We need more Amys in our world!

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