Archives for January 2015

Worst. Marketing. Advice. Ever. Top Brands Share All

worst marketing advice

Someone once said, “The best advice is this: Don’t take advice and don’t give advice.”

While that statement isn’t true for the most part, there are a few times in a marketer’s career in which it might be best to just ignore the advice.

As all of the 2015 predictions and advice blog posts came rolling in, we thought it would be fun to ask just the opposite. So we reached out to some marketers and asked, “what is the worst marketing advice you have received or witnessed?”

We think you’ll find a whole lot of “what not to do” in what follows.

LaSandra BrillLaSandra Brill
Sr. Director, Paid & Earned Media, Symantec
@LaSandraBrill

White Papers: Pros, Cons, Examples and Best Practices

White Papers: Pros, Cons, Examples and Best Practices

Not every piece of content we produce resides at the top of the sales funnel spinning up awareness. If that were the case, our jobs as marketers would be much easier.

When digital marketers roll up their sleeves and generate leads, many have found that white papers provide a utility for which potential customers are willing to give up a name and email address. White papers are more substantial pieces of content that allow customers to solve an information problem that represents the solutions your company can offer.

Do marketers still use white papers?

A 2014 study conducted by Content Marketing Institute and MarketingProfs showed that 64% of marketers use white papers. Among those are marketers tasked with conveying more in-depth, complicated information to potential buyers. Those marketers recognize the impact that white papers can have on a consumer’s buying decision. When used effectively, white papers can serve as and anchor to a longer content marketing campaign. Here’s how:

Where Does Search Fit in Digital Marketing in 2015?

search

What does search fit in your digital marketing program? If you answered ‘with the SEO department’, you’re certainly not alone, as many marketers and businesses owners still use the traditionally siloed approach to search marketing, leaving the SEO folks to do their work, separate from the social, paid and content marketing teams.

However, in the ultra-competitive world of search marketing, integration of tactics under a unified digital marketing strategy is becoming more important than ever.

Similar to mobile accessibility, 2015 is the year when integration of search with the overall digital marketing strategy will increasingly move from a ‘nice to have’ to an essential. Brands that embrace an integrated approach will be rewarded.

Online Marketing News: Yahoo! Up Google Down, No Personalisation, Bye Bye Bing Digits

B2B Sales Benchmarks

New Data Exposes the Best and Worst Customer Conversion Channels [Infographic] – A new infographic from Implisit which reveals the most and least effective channels for customer conversion might prompt you to crack the newly approved plans open once more and make a few revisions. Implisit

Facebook Gives Advertisers More Information on Conversion Pixels –  Facebook is providing more data for advertisers that use its conversion pixels. This additional data allows advertisers to get a better understanding of how their potential customers are seeing their ads. AllFacebook

Report: Yahoo Search Share Up After Firefox Deal, Google Down – According to new data from StatCounter, Yahoo has seen a nearly 2 point search market share gain in the US in the past month. Attributing it to the recent Yahoo-Firefox default search deal, StatCounter reported that Yahoo had a share of 10.4 percent vs. 8.6 percent a year ago. Search Engine Land

Events for Learning B2B Content & Influencer Marketing Best Practices in Q1 2015

b2b influencer content marketing

A tremendous amount of awareness and interest was created this past year for content marketing, influencer marketing and an integrated approach to creating digital experiences across channels.

There are over 700k search results for “content marketing” on Google News alone and over 90% of B2B and B2C marketers are using content marketing tactics according to the annual studies from CMI/MarketingProfs.

To help satisfy the thirst and hunger for best practices in these areas, we publish articles, interviews, liveblogs and tool reviews. We also give presentations at industry events.

Here are a few upcoming events in the first quarter of 2015 where you can learn more about the intersection of content and influencer marketing and how it all rolls up to a new trend we’re seeing: participation marketing.

Turn It Up! Book Review of ‘Welcome to the Funnel’ by Jason Miller

welcome to the funnel

Some of the greatest rock songs are short. They start with a hard count, move fast and get your blood moving with just the right amount of energy to leave you inspired and set you on a course to create something of your own.

Music can do this for you, and so can a book. So does “Welcome to the Funnel.”

I connected early on with Jason Miller’s “Welcome to the Funnel: Proven Tactics to Turn Your Social And Content Marketing Up To 11” early on. By early on, I mean before I actually knew it was a book.

Disclosure: Jason works for LinkedIn, a TopRank Online Marketing client.

Our 25 Most Shared Online Marketing Posts of 2014

top online marketing blog posts

We have a rich history here at Online Marketing Blog of talking about topics that have a bit of staying power for relevancy.

From the integration of SEO with social media and content marketing to the growing field of influencer marketing and co-created content, there’s a great mix of advice that we have published over the past year that will be useful for quite a while.

We appreciate your patronage of our site and your generosity in sharing the things that you like.  Using a few of our favorite tools, we’ve identified our top 25 most shared online marketing blog posts from 2014 – share counts are rounded to the hundreds.  Along with each post is the targeted topic and type followed with notes after the list on some basic patterns – all useful insights for our readers that blog.

Falling Behind on Content? Catch Up With These Content Repurposing Tips

content marketing repurposing

Remember all that content you were going to have completed before you left for holiday break? Remember the editorial calendar that was going to include all of Q1 2015 that you scaled back to be only January, 2015, that you scaled back to be … well … nothing?

The holidays were great, and you were able to only half occupy your mind with pending work deliverables scheduled for early January. If you are like me, you even planned to use some of your off time to work ahead on a few work tasks, then the holiday events and the family fun got in the way (in a good way, of course).

Online Marketing News: Facebook Wants Credit For 830%, Promoted Pins For All, Instagram Crushes Twitter

Swing In Revenue By Channel

Facebook and Display Ads Should Be Credited For 830% More Revenue – A recent Facebook-funded study conducted by Datalicious, a full-service data agency, found that Facebook and display advertising should be credited for 830 percent more revenue than previously thought. Inside Facebook

Facebook to Begin Auto-Enhancing Photos – Facebook will begin auto-enhancing photos that are uploaded via its iOS application, with Android to follow shortly thereafter, Josh Constine of TechCrunch reported. AllFacebook

The 8 Biggest Problems Facing Social Media Marketers – More than four in 10 marketing professionals cite lack of in-house resources and skills as the biggest obstacle to achieving social media marketing success, reveals a new study. Ascend2 polled marketers worldwide and found that 43 percent said that they simply did not have the right caliber of skilled employees to deliver on their social media campaigns. AllTwitter

It’s 2015 – Happy New Year from @TopRank Online Marketing

Happy New Year

From all of us at TopRank Online Marketing, we wish you a new year of great health, rich relationships and abundant success!

We’ve experienced incredible growth ourselves this past year, doubling our staff, adding and renewing record numbers of clients and growing our industry footprint.

2015 has even more expansion in store and we would like to thank you for being a part of our community! We appreciate your time, engagement and look forward to an even more exciting year in 2015.

Here’s to a fantastic 2015!

Photo: Shutterstock