Ashley Zeckman

Ashley Zeckman

15 Inspiring & Actionable Social Media Marketing Tips for the Modern Marketer

Ashley Zeckman     Social Media

After years of using “fuzzy math” to calculate the value of social media marketing, marketers are being tasked with generating and showing true ROI. But the truth is, ROI isn’t always just about revenue.

Depending on brand objectives, social media ROI could mean everything from awareness and social engagement to visitors to the company website from social media platforms.

If you really want to make social media marketing a major part of an integrated and omnichannel digital marketing strategy, use the tips below to lead your way.

Know What You Want to Accomplish

Without a clear strategy in place, tools won’t make any difference to you. @IanCleary Click To Tweet

Set goals. As with any digital marketing tactic, knowing what you want to accomplish before you start will help guide your way.

Ashley Zeckman

Squashing the Influencer Marketing Buzz(words): What You Really Need to Know

Ashley Zeckman     Influencer Marketing

On Google, there are more than 14 million results for the phrase “influencer marketing”. And within those result, most of what you’ll find are “What is Influencer Marketing?” posts (P.S. you can find one from us here). But the problem is that most of these posts have a different variation of what influencer marketing is, who needs it and what you should do. Talk about confusing!

Some of the types of definitions you’ll find include:

  • Using influencers to spread your message on your behalf.
  • A form of marketing that focuses on specific individuals.
  • Promoting services through influencers that can have an effect.
  • Incorporating influencers with a large social reach into marketing.
Ashley Zeckman

New Report: Top Content Marketing Growing Pains for B2B Enterprise Marketers

Ashley Zeckman     B2B Marketing, Content Marketing

Every organization experiences growing pains when it comes to growing their content marketing program. Customer needs quickly evolve which means that brands need to be agile enough to meet consumer demand.

The group that maybe has it toughest of all is B2B enterprise marketers. The added complexities of supplying content for multiple business units and product sets, geographical locations and therefore, multiple customer groups is no easy undertaking.

While many B2B enterprise marketers have managed to crack the code for successful content marketing, others are still struggling to manage expectations with reality. The new 2017 B2B Enterprise Content Marketing report from Content Marketing Institute, MarketingProfs and Knowledge Vision helps to uncover some of the top opportunities that exist for B2B enterprise marketers.

Below, I’ve pulled out four of the top opportunities uncovered by the report as well as some helpful tips for overcoming these common hurdles.

Ashley Zeckman

20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

Ashley Zeckman     Content Marketing, Influencer Marketing

The heat is on for marketers to incorporate influencers into their marketing strategy. The problem is, the sheer amount of bad advice about influencer marketing can make it difficult to separate the good from the bad.

While the pursuit for influencer marketing success doesn’t appear to be slowing down, many marketers are unsure which direction to go. In fact, the new Influence 2.0 report that we developed in partnership with Altimeter Group and Traackr, 48% of marketers are still experimenting with incorporating influencers into their marketing.

The way that different organizations define influencer marketing vary greatly. However, TopRank Marketing CEO Lee Odden describes influencer marketing as:

“Developing relationships with internal and industry experts with active networks, to co-create content that helps drive measurable business goals.” 

Ashley Zeckman

Top Tips for Making the First 30 Days in Your New Content Role Really Count

Ashley Zeckman     Content Marketing, Online Marketing

For me, starting a new job is always a steady mix of overwhelming excitement and sheer terror. I think about all of the things that I am going to accomplish (very quickly of course) and then at some point realize that the comfort of knowing the in’s and out’s of my previous job, are now gone.

As someone that has worked in numerous marketing and content roles throughout my career, I’ve learned some easy (and some very tough) lessons. In the end, I’ve realized that it doesn’t matter how much I think I know walking in on my first day, it’s how I take advantage of the training and onboarding available that has the biggest impact. 

Ashley Zeckman

The Queen of Facebook Tells All on Generating Facebook Marketing ROI

Ashley Zeckman     Facebook, Marketing PR Conferences

True to form, Mari Smith kicked off her presentation at Social Media Marketing World last week by sharing her full bio in the form of emojis and poking fun at her own mixed accent which immediately put the packed room at ease. When someone with experience like Mari takes the stage, you perk up and get ready to have a deluge of knowledge dropped on you in a short amount of time.

Her session (which seemed like mere seconds) was packed with helpful information and actionable insights that marketers can begin implementing on Facebook now. Below are some of the actionable highlights from Mari’s session. 

Ashley Zeckman

10 Conference Hacks to Help You Crush Marketing Event Attendance

In my career as a marketer, I have attended more events and conferences than I can count. Events (especially those that span multiple days) are filled with so much information and it can quickly become overwhelming. By the second day you may feel that your brain is bulging with new information and you can’t possibly retain what you’ve learned.

Early on when I started working for TopRank Marketing, our CEO Lee Odden gave me a crash course on making the most of attending an event. His experience attending and speaking at events was an incredibly valuable resource for someone like me that wanted to take advantage of the awesome opportunity to attend events.

Ashley Zeckman

5 Digital Marketing Brain Training Exercises to Keep You Sharp

Ashley Zeckman     Digital Marketing

Over the years, we’ve all developed some bad habits as marketers. Some may be a result of our environment, while others have been self inflicted. As more and more bad habits enter our digital marketing routine, there is less room for healthy exercises to keep us strong.

The most recent CMO Survey uncovered that CMOs consistently rate the level of their staff’s marketing knowledge as average. So while marketing spend and production are increasing, the level of marketing knowledge isn’t following suit.

Avoid a marketing rut by beginning a digital marketing training routine to build strength and endurance over time. To give you a kickstart, we’ve provided the 5 brain training exercises below that will help you down the path to building your marketing muscles.

Ashley Zeckman

Agency Life: My Top Tips for Thriving at a Bustling Digital Marketing Agency

Ashley Zeckman     Digital Marketing

When I tell people that I work for a digital marketing agency, I’m sure they envision a version of the scenarios below:

Photo Credit: The Hotel Marketing Blog

Perception of what you do, versus what you actually do are two completely different things. For most of us, our time isn’t spent sipping martinis and developing large-scale ad campaigns for major B2C brands. Realistically, we’re all juggling many tasks and clients, trying to do the best work that we can.

While working for a top tier agency like TopRank Marketing is hard work, it also offers some incredibly rewarding opportunities. As someone that has been fully ingrained in agency life for many years, I’d like to shed a light on five lessons I’ve learned that have helped me not only survive but thrive in an agency environment.

Ashley Zeckman

Social Media Touchdown: How 20 Smart Brands Won the Biggest Content Game of the Year

Yesterday was a huge day for sports fans and brands across the nation. Diehard football fans wait all year for this special game and hope that their team (or at least a team they support) hits the turf for the big game.

Let me preface my next statement by saying I mean absolutely no offense to the amazing athletes that played their hearts out yesterday. But if you’re like me, the day is really about the cheesy/gooey/delicious food, the Puppy Bowl and of course, the ads.

On this day, brands hope that their creative and entertaining ads will reach an engaged and attentive audience as they’re glued to the television. In fact, the average commercial costs approximately $5 Million for a mere 30 seconds of airtime during the Super Bowl. That is some serious cheddar!

Ashley Zeckman

5 Common Challenges All Digital Marketers Face & How to Own Them

Ashley Zeckman     Digital Marketing

Big or small, B2B or B2C there are a core set of challenges that all marketers face. The extremity of these challenges will vary from brand to brand and person to person but undoubtedly exist within every organization.

Within the last few years alone, it now takes 52% more touches to close a deal than it did in the years prior. Yikes! Those aren’t the best odds, and now that marketing is becoming even more responsible for sales (not that that’s a bad thing), the modern marketer is stressed out.

But don’t fret, you’re not alone. The first step to overcoming your obstacles is identifying what they are. Once you know what’s in front of you, it’s much easier to tackle them one piece at a time.

Ashley Zeckman

10 B2C Brands Crushing it with Instagram Video Content in 2017

Ashley Zeckman     Online Marketing, Social Media, Video

The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive.

Video offers a great format for telling your story (or more importantly, the story of your customers) and connecting with your target audience. In 2016, eMarketer found that over 60% of brands planned on investing more in video in the next 12 months.

That means, competition for audience eyes will only get more competitive as brands begin to figure out what video mix works best for their marketing. Unfortunately, finding the right style and type of video for your brand can often be the toughest step.