Ashley Zeckman

Ashley Zeckman

About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Online Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.

Ashley Zeckman

4 Time Management Tips for Social Media Managers

Ashley Zeckman on Jul 30th, 2015     Social Media

social media time management tips

It seems that a social media manager’s job is never done. It doesn’t matter what time of day or day of week you’re in, there’s always more to do. Social media moves at an astronomical pace, and it can be hard to keep up.

In fact, research has found that the top two barriers impeding adoption of social business within organizations are lack of overall strategy and competing priorities.

Raise your hand if the scenario below sounds familiar:

A Day in the Life of a Social Media Manager

6am – 12pm

  • Check company social media notifications before you even roll out of bed.
  • Quickly respond to any messages or tweets
  • Sneakily check for brand mentions as you’re stuck in traffic
Ashley Zeckman

What You Need to Know About Playing High Stakes Content Marketing

Ashley Zeckman on Jul 28th, 2015     Online Marketing

HIGH-STAKES-CONTENT-MARKETING

The game of poker is filled with many complexities, opportunities and luck of the draw. Content marketing follows a similar theme and can lead to big winnings or high losses.

If you want to be a key player in the content marketing game, it’s time to up the ante. In 2015, only 30% of B2B marketers believe that their content marketing initiatives are successful. With the overwhelming amount of content created these days, the stakes are high and competition is fierce.

What can you do to walk away from the table better off than what you started? It’s all about playing the game the right way.

Plan for the Buy-In

plan-for-the-buy-in

Ashley Zeckman

Why Collecting Customer Information & Listening to Feedback Can Make You a Better Marketer

Ashley Zeckman on Jul 27th, 2015     Digital Marketing, Online Marketing

Collect Customer Feedback for Marketing

It can be so easy to find yourself drooling over the prospect bringing in new customers. Unfortunately, this can mean that current and previous customers are overlooked.

Current customers are a goldmine of information that can be used to draw in new customers. In 2013, Nielson found that 68% of people trust online opinions from other consumers. Did you notice that the study didn’t say that consumers trust “marketers”, instead it mentioned “other consumers”.

We often talk about executing all digital marketing tactics with customers in mind. Sometimes we fall into the trap of focusing strictly on creating customer personas (they do have their place) and deciding as a marketing team what our customers need and want.

Ashley Zeckman

4 Tips for Building the Perfect Content Marketing Sundae

Ashley Zeckman on Jul 23rd, 2015     Content Marketing

CONTENT-MARKETING-SUNDAE

There’s almost nothing better on a hot day than a frosty ice cream (or frozen yogurt) sundae that uses quality ingredients and just the right balance of toppings. You have to be careful not to overdo it with a blast of different flavors which can cause the sundae to become muddled and headed for the trash can.

Content marketing programs often start strong with a great base, but the desire to create a quantity of content instead of focusing on the quality of ingredients can cause it to fall short.

In 2011, Gartner predicted that by 2020, 85% of of customers will manage their relationships without even talking to a human. Content marketing plays one of the biggest roles in this trend. Good content marketing enables customers to self qualify themselves for your services and begin building a connection to you, before an email, phone call or in-person meeting ever takes place.

Ashley Zeckman

4 Creative Email Marketing Campaigns That Inspire Action

Ashley Zeckman on Jul 22nd, 2015     Email Marketing, Online Marketing

email-marketing-

Email is a private experience. Unlike social media where comments are public email provides a safety zone for both B2B and B2C customers. What does that mean?

You can receive an email, and take no action. Alternatively, a personalized email may be the tipping point that determines that you will make a purchase.

According to a study from MarketingSherpa, 7 in 10 people have made purchases influenced by email marketing. Interestingly, that study also found that the vast majority that do purchase, are not just making purchases online.
While it’s true that some businesses do not fit under the in-store or “over the phone” model, many do. A well developed email campaign will solve a pain point, inspire action and make you feel connected.

Ashley Zeckman

5 Ways to Exercise & Develop Your Digital Marketing Muscles

Ashley Zeckman on Jul 20th, 2015     Content Marketing, Online Marketing

digital-marketing-muscles

Minnesota summers are so short that they often fly by in the blink of an eye. To make the most of the gorgeous weekend we just had, I found a bunch of active things to do. On Friday we went to the gym, Saturday consisted of Disc Golf and Sunday sent us to one of the local lakes to go paddle boarding.

I’ll admit that I’m more than a little tired, but it felt good to be so active.

The same logic can be applied to exercising your digital marketing muscles. The first couple days you might be “sore” but once you get into a routine, it’s easy sailing. The digital marketing landscape changes so quickly that the tactics that your team is deploying currently, may be vastly different in the matter of a few months.

Ashley Zeckman

Social Media Marketing for Business: Expectation Vs. Reality

Ashley Zeckman on Jul 8th, 2015     Online Marketing, Social Business, Social Media

Social-Media-Expectations-vs-Reality-Header-Image

When a fast food chain releases a new menu item, there is typically a lot of hype and promotion around the product. These efforts can lead to certain expectations of what consumers can expect when purchasing the item.

Sometimes reality meets the expectation, but more often than not, it doesn’t.

Anytime you explore new opportunities within digital marketing, it can lead way to a certain set of expectations for performance, audience reaction and a host of other variables.

While the reality may not always meet the expectation, there are many benefits to incorporating social media into your digital marketing routine. According to Social Media Examiner’s latest report, these benefits include:

  • Increased exposure
  • Increase in website traffic
  • Development of loyal fans
Ashley Zeckman

7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant

Ashley Zeckman on Jul 7th, 2015     Content Marketing, Online Marketing

 

vegetable dish

Have you ever opened the fridge and realized that all of the produce that you painstakingly picked out at the farmers market had gone bad? Maybe there were a few items that were salvageable but the rest had to be tossed. You wouldn’t want to serve your guests a rotten ratatouille would you?

Today’s content marketers should be using only the freshest of ingredients (tactics) to keep their audience engaged and coming back for seconds.

Keeping an online audience engaged is getting harder and harder. They are constantly bombarded with an overwhelming amount of content which makes it very difficult to hold their attention. In fact, the Statistic Brain Research Institute found that the average attention span in 2015 is 8.25 seconds and only 4% of page views on the internet last longer than 10 minutes. Remember that blog post it took you 3 hours to write? Chances are your customers are speed reading and moving on.

Ashley Zeckman

Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M

Ashley Zeckman on Jul 6th, 2015     Content Marketing, Online Marketing

Content-Marketing-Measurement-&-ROI

Understanding the potential risk and return on any investment is imperative for making a sound business decision. It doesn’t matter if the investment is monetary or that of time or resources.

In recent years, marketers have begun investing more and more into digital marketing programs. Content marketing investment specifically has been on a steady uprise and will only continue to increase in the coming years.

However, only 21% of B2B marketers say that they are successful at tracking content marketing ROI. That means that 79% of B2B marketers are investing in strategy and execution but are not able to track the success of their programs.

Have no fear, we brought in reinforcements. TopRank Marketing recently had the opportunity to interview Julie Fleischer of Kraft Foods and Carlos Abler of 3M as part of our Content Marketing World eBook series.

Ashley Zeckman

5 Impactful Digital Marketing Takeaways from MNSearch Summit

Ashley Zeckman on Jul 2nd, 2015     Digital Marketing, Marketing PR Conferences

MNSearch-Summit-2015

In order to be an effective digital marketer, it’s imperative that you understand the role that search plays in all of your marketing initiatives. The search landscape is quickly evolving and sometimes what you need is a helping hand from some industry experts to set you down the path to success.

Amazingly, that is just what we experienced at this years MNSearch Summit. Alexis Hall, Evan Prokop, Joel Carlson, Kat Steiner and I took a leap across the river into St. Paul Minnesota for a day filled with actionable information that can be used to improve any digital marketing program.

If you were not able to attend, or maybe didn’t get to see all of the sessions that you would have liked, we’ve provided a helpful roundup of 5 of the takeaways that we believed were most impactful for digital marketers.

Ashley Zeckman

Engage More Customers By Becoming a Content Marketing Sommelier

Ashley Zeckman on Jul 1st, 2015     Content Marketing, Online Marketing

content marketing sommelia

A sommelier is known for having extensive knowledge about wines, and how to complement the sensory experience of each type with perfect food pairings. Many train for years in hopes of finally becoming a Master Sommelier.

When embarking on a content marketing initiative, it’s important to know how to maximize the sensory experience of your content. A Master Content Marketing Sommelier knows what will best engage their customers, be it a complex, full-bodied blog post or a light, crisp infographic.

Demand Metric found that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. This means marketers have a ripe opportunity to create content that expertly meets the needs of their audience.

Below are 6 tips to help you become a sommelier of content marketing.

Ashley Zeckman

#CMWorld Infographic: 12 Marketing Box-Office Titans Share Tips For Creating Blockbuster Content Marketing

Ashley Zeckman on Jun 29th, 2015     Online Marketing

Content Marketing World Infographic Header

There’s a special kind of magic to behind-the-scenes photos from movie sets. You can see how a team of special effects wizards transforms a toy model into a spaceship hurtling towards an alien planet, or a lifeless doll into a skyscraper-climbing giant gorilla. Knowing how the trick is done somehow makes the finished product even more satisfying. That’s especially true if you’re a kid with a camera trying to bring your own dreams to the silver screen.

In the newest eBook series co-produced by TopRank Marketing and Content Marketing Institute, we asked content marketing wizards to take us behind-the-scenes and show us how they make their own brand of magic. Their advice is inspiring to anyone who wants to create great content that connects with an audience.