Alexis Hall

Alexis Hall

How to Create a Remarkable Content Experience with Podcasting

Alexis Hall     Marketing PR Conferences

Jerod Morris - Authority Rainmaker 2015

Podcasting is one of the most intimate content marketing experiences because we take podcasts with us during our daily rituals. A podcast is not words on the page, it is the human voice in your ear while you are brushing your teeth, out for a morning jog or driving home from work.

Podcasts numbers have been growing steadily for years.  As smartphone ownership explodes, internet connectivity increases and the consumers’ desire to consume niche content on demand grows, podcasting becomes more popular.

The average podcast is about 35 minutes. Compared to the average length of a user engagement with a blog post, Tweet or even white paper – 35 minutes presents a tremendous opportunity.  Combined with the particular intimacy of the medium, the podcast has the ability to create a deep and lasting impression of your brand with your prospect.

Alexis Hall

3 Ways to Create a Lasting Customer Relationship Online

Alexis Hall     Marketing PR Conferences

Pamela Wilson - Authority Rainmaker 2015

A warm handshake, an inviting smile and a shared joke. These types of in-person interactions create a personal connection that builds trust. As more and more business today is conducted on the internet, brands are challenged to create a warm customer experience online which is crucial to build the trust required for transaction.

In this post, we cover three basic tactics which build a warm experience in person and how that translates to the online experience as told by Copyblogger’s Pamela Wilson at Authority Rainmaker 2015.

3 Ways to Create a Warm Customer Experience in Person

  1. The Introduction – A warm introduction is the first step in building trust with a prospect. Introducing yourself can make your prospect more open to hearing from you and more likely to listen.
Alexis Hall

5 Tips for Digital Marketing Newbies to Survive and Thrive

Alexis Hall     Digital Marketing

Digital_Marketing_Newbie_Tips

Nearly 5 years ago, I walked into the TopRank Online Marketing offices eager to start my first day. To say I was nervous would be an understatement. I was sure that the team could all tell that I was a total digital marketing newbie.

Those first 8 hours were both exhilarating and overwhelming. Lingo that I had never heard of was flying fast around me (what did a Panda have to do with marketing and what was a MQL?). I felt both intimidated and impressed by the smarts, expertise and experience of those around me. And I remember thinking, would this ever be me?

Since then, TopRank Marketing has changed and grown in many ways, just like I have. In fact, TopRank has doubled in size in the past year and will soon be moving to a larger office space.

Alexis Hall

How to Dominate Search Results With Your Brand – Brian Clark Tells All

Brian Clark - copybloggerIf you create content and no one can find it, then what is the point?

On TopRank’s Online Marketing Blog we know that SEO is a crucial step in the amplification of content.  As Lee likes to say, “Content isn’t really great until someone finds, consumes and acts on it.”  Yet, I know from working with clients ranging from enterprise to small business, SEO is not always part of the content development process.

Whether it’s a lack of SEO know-how or a fear of old fashioned ideas like keyword stuffing, Brian Clark, CEO of Copyblogger Media aimed to break down those walls and show online marketers how to dominate search results with content.

Alexis Hall

Andrew Davis Offers 5 Secrets to Bigger, Better Marketing Results with Less Content

Andrew DavisInformation Overload:

17 new web page are published every second.

2 million blog posts are published everyday.

As marketers and content producers, we are indeed, contributing to the information overload of the consumer.  Digital marketers spend a huge amount of time churning out and branding content. However, we don’t spend nearly enough time thinking of creating a content brand.

Yes, there is a difference between branded content, and a content brand. Branded content is created for a company. It typically takes a corporate-centric view of the world and hopes consumers embrace the brand.

Alexis Hall

Jay Baer’s Youtility – Content So Useful People Will Pay for It

Alexis Hall     Content Marketing, Online Marketing

Content Marketing WorldIt sure is hot in Cleveland! On a humid morning in Cleveland, OH over 1,700 people gather in the beautiful Cleveland Convention Center to learn the secrets behind the best content marketing leaders in the industry.

Content Marketing World kicks off with a keynote from Jay Baer (@jaybaer).  Today, Jay is speaking all about content utility or Youtility.

More so than ever before, businesses face competition from more than just other businesses that do what they do. They are also competing on your Twitter feed, Facebook stream and inbox with every other business, acquaintance, friend and family member jamming  your news feed with shoes sales, baby pictures and cat videos.

Alexis Hall

3 Ways to Use Multi-Channel Analytics Reporting for Better Content Marketing

multi-channel marketing analyticsThe average consumer goes through more than five touch points with an ecommerce business before they convert. This number is trending upward, as companies and customers continue to interact across a greater number of platforms. B2B companies, with often greater price points and a longer buying cycle, may find the number of interactions with prospects prior to conversion even higher.

Good content marketers know that integrated, consistent messaging is critical across multiple digital platforms.  It allows us to connect with our customers how – and when – they expect to connect with us.

With so many touch points between first contact and conversion, how are companies able to break through all of the data within analytics? We need to determine not only which channels are most effective, but also how to customize marketing activities to the behavior and preferences of the audience in that channel, at that point in their decision.

Alexis Hall

An Interactive Marketing Evening on the Future of Content: Tips, Team Building & Upcoming Trends

The Future of Content - Lee Odden, MIMAOn Wednesday evening in downtown Minneapolis, marketers gathered to hear the answer to a burning question: #whatthefoc? (AKA what is the future of content?)

The Minnesota Interactive Marketing Association (MIMA) hosted the sold-out Future of Content event, with speaker Lee Odden, TopRank Online Marketing CEO and the author of Optimize, aiming to point attendees in the right direction.

Marketers know content is important; in fact, 78% of CMOs think custom media represents the future of marketing. How has content changed how we view marketing today and more importantly, how can we prepare for the future? These highlights from The Future of Content with Lee Odden should shed some light on the issue:

Ask yourself 3 questions about your existing content strategy.

Odden instructed the audience to ask themselves three questions about their business:

Alexis Hall

How to Make Love Stay: 6 Ways B2B Marketing Analytics is Like A Relationship

Alexis Hall     Online Marketing

nerd holding heartValentines Day is a holiday that some people look forward to, while others dread it’s very existence.  Let’s face it; no one likes to be alone on Valentine’s Day. Much like personal relationships, business relationships take effort. What are you doing this year to ensure you’re spending time with someone special and keeping your conversion funnel full?

The typical B2B buying cycle is anywhere from 3 to 12 months.  It can be challenging to maintain appropriate touch points throughout a longer sales cycle in a way that will encourage a potential customer to convert, rather than slipping out of the funnel.

Utilizing analytics is a great way for companies to gain insight into customer and prospect behavior and make adjustments to their marketing strategy based on that insight. However, a long sales cycle requires analytics be used beyond simply connecting purchase to channel and adjusting the marketing mix accordingly.

Alexis Hall

Strategies for Online Marketing Innovation in Highly Regulated Industries

Alexis Hall     MIMA Seminars, Online Marketing

Healthcare PhotoOn a gray and snowy morning marketers from the healthcare, finance and government sectors headed to the Swedish American Institute in downtown Minneapolis for a MIMA event titled Interactive Innovation in Highly Regulated Industries.

Moderated by Melissa Berggren of Allina Health, the panel of experts included Marti Nyman, Director of Innovation and Strategy at UnitedHealth Group, Ward Tongen, Principal Digital Marketing Strategist at Medtronic and Kelli Carlson-Jagersma, Collaboration-Strategist VP, Wholesale Social Strategy at Wells Fargo.

Gaining approval on marketing strategies, content and tactics within highly regulated industries can be rife with challenges. Including regulation from governing bodies and documents (like HIPPA, the FDA and the SEC), resistance from your compliance and legal departments, and a ‘we can’t do that’ attitude when it comes to innovation.

Alexis Hall

Content Marketing Win: Customized Content for Customers & Search Engines With Online Personalization

Alexis Hall     Content Marketing, Online Marketing

online personalization

After an amazing three days at a recent conference, it was time to head back to Minneapolis.

One crucial pre-flight ritual: downloading enough new content to my Kindle Fire to stay entertained during the 3+ hours of flying and airport time.

As I flipped to the Kindle book store, the first place I started was my recommended list. I will say that, overall, I am always pretty impressed by how well Amazon “gets” me.

In less than two minutes I had made my purchase.  Without personalization, faced with the  1 million+ books which are part of the Kindle library, there is a 75% chance I would have never made a purchase at all.

Alexis Hall

5 Strategies to Increase Conversion in a Social World from #SESCHI

Conversion Optimization in Social World - Tim Ash SES Chicago95% of decisions are considered preconscious.  In fact, the majority of decisions we, as humans, make are automatic or based on “gut feel”, rather than conscious decision making.

So then why are so many businesses building websites for consumers who view and act based on their rational brain? This is the question Tim Ash (@tim_ash) posits during his SES Chicago session “Beyond the Click: Conversion in the Social World.”

The human brain, shaped by thousands of years of evolution, is highly influential on our online decision making. So marketers must look for opportunities to make the conversion process as intuitive, consistent and automatic as possible.

Taking the evolutionary approach, here are five strategies for increasing conversions in a social world, from Tim Ash.