Caitlin Burgess

Caitlin Burgess

What Brands Need to Know About Instagram’s New ‘Paid Partnership’ Feature

Caitlin Burgess on Jun 21st, 2017     Influencer Marketing, Social Media

Influencer marketing is booming—and it’s not hard to see why. Influencers lend authority and credibility to your brand and content, help connect you with new audiences, and typically deliver more ROI than traditional digital marketing tactics. As a result, brands large and small are forming both paid and unpaid partnerships with influencers—and using social platforms to spread their message.

For those brands and marketers engaging in paid partnerships with influencers on Instagram, a change is on the horizon. Last week, Instagram officially announced it would soon roll out its new “paid partnership with” tag for posts and stories.

Caitlin Burgess

7 Examples of eCommerce Brands Rocking Social Media Marketing

Caitlin Burgess on Jun 14th, 2017     Social Media

Today’s consumers are becoming increasingly self-directed in their buying habits, leveraging the internet to research products as well as make easy purchases without setting foot in a brick and mortar store. In fact, 96% of Americans have made an online purchase in their life, with 80% having made a purchase in the past month alone, according to Bigcommerce.

As a result, eCommerce has exploded, and countless online-only retailers and marketplaces such as Amazon, Wayfair and eBay have emerged to meet consumer demand—as well as give well-established brands a run for their money.

Of course, as digital entities, most eCommerce brands embrace several digital marketing tactics—especially social media marketing—to build their brand, engage with current and prospective customers, provide personalized customer service, and get the sales. And we can all learn a little something from what online-only brands are doing.

Caitlin Burgess

Behind the Marketing Curtain: An Interview With Social Media Wiz Beverly Jackson, MGM Resorts International

Caitlin Burgess on Jun 5th, 2017     Interviews, Social Media

Behind the Marketing Curtain with Beverly Jackson

It’s no secret that social media has become an important and necessary digital marketing tactic, giving brands the opportunity to create meaningful connections with their desired audience. But as most brands have found, the secret to social success isn’t achieved with a simple click of the heels.

Most often, the road to success is long and winding, requiring smarts, courage and heart to drive your message home to your audience. Of course, many marketers experience a few wicked hiccups along the way—all of witch require creative and holistic solutions.

The good news is that you can always look north to find colorful and creative inspiration from talented marketing sorcerers—like the intelligent, witty and tenacious Beverly Jackson, Vice President of Social Portfolio Strategy for MGM Resorts International.

Caitlin Burgess

Q&A: TopRank Marketing’s SEO Experts Share Tips for Creating Better Content

Caitlin Burgess on Jun 1st, 2017     SEO, SEO Tips

As a member of TopRank Marketing’s (epic) content team, it’s certainly no surprise that I spend much of my day developing and executing content strategies for the wide array of client programs I work on.

And as I settle in for a content extravaganza each day, my work is guided by an important agency principle: Create content that allows our clients to be the best answer for their audience.

Lucky for me—and perhaps unlucky for them—my work station is strategically placed within staring and shouting distance of every one of our SEO experts. As seasoned marketers know, quality and strategic SEO is absolutely key to crafting content that helps you satisfy your audience’s quest for answers. So, I’m often picking the brains of my neighbors to help me create content that will get results.

Caitlin Burgess

8 Fundamental Elements of a Successful Social Media Marketing Strategy

Caitlin Burgess on May 23rd, 2017     Social Media

Social media is a staple marketing tactic for nearly every business, helping brands build awareness, share and interact with customers and prospects, and create important touch points in the changing customer journey.

However, both green and seasoned marketers are still trying to nail down what a successful social media marketing strategy looks like. According to Social Media Examiner’s 2016 industry report, 90% of marketers say social media is important to their business. However, just 41% say they’re able to measure the ROI of their social activities.

As any successful marketer will tell you, the road to success begins by physically documenting your strategy. As for what needs to be included, below you’ll find some essential elements to consider.

Caitlin Burgess

8 Examples of Brands Using Instagram to Showcase Company Culture

Caitlin Burgess on May 17th, 2017     Social Media

In today’s business world, a strong company culture is no longer a “nice to have.” It’s a business imperative. In fact, according to Deloitte’s 2016 Global Human Capital Trends survey, 82% of respondents said they believe culture is a potential competitive advantage.

“Few factors contribute more to business success than culture—the system of values, beliefs, and behaviors that shape how real work gets done within an organization.” Deloitte states. “Culture brings together the implicit and explicit reward systems that define how an organization works in practice, no matter what an organizational chart, business strategy, or corporate mission statement may say.”

As a result, showcasing company culture has become a useful marketing tactic, with brands often using social media—especially Instagram—to get the word out.

Caitlin Burgess

5 Helpful Tips to Inspire Employee Advocacy on Social Media

Caitlin Burgess on May 9th, 2017     Social Media

When it comes to building out your brand’s social media marketing strategy, one of your primary objectives is crafting a multi-channel amplification plan for sharing content that raises awareness, fosters engagement, and ultimately helps drive new leads. For many, this means mapping tactics and time to specific brand-owned social channels.

But there may be one tactic and channel that’s missing from your mix: your employees and their respective social networks. Or to attach a marketing buzzword to this—employee advocacy.

Your employees are one of your most powerful social media marketing tools. They’re the people behind your brand, working hard to support your company’s mission and help achieve your business goals. They’re the people who have first-hand insights into your company’s culture, and the quality of your products or services. They’re the people who can lend some real credibility and authenticity to your marketing efforts.

Caitlin Burgess

We Answer 5 Common Questions People Have About Social Media Marketing

Caitlin Burgess on May 4th, 2017     Social Media

Like brushing our teeth or brewing a morning cup of coffee, checking in on what’s happening within our social networks has become part of the daily routine for most of us. In fact, 30% of all time spent online is on social networks, according to GlobalWebIndex (GWI).

As a result, social media has also become a routine marketing tactic for nearly every business, helping brands build awareness, share and interact with customers and prospects, and create another vital touch point in the changing customer journey.

But as the social media landscape continues to evolve, both green and seasoned marketing professionals are constantly searching for answers on how they can best leverage social media within their organizations’ marketing strategies.

Caitlin Burgess

A Day in the Life of a Content Marketing Manager at TopRank Marketing

Caitlin Burgess on Apr 25th, 2017     Content Marketing, Digital Marketing

These days, workplace culture is becoming a defining characteristic for most companies—as well as a marketing tool to retain and attract top talent. As a result, I’m often asked by industry peers and hopeful job seekers what it’s really like to work at TopRank Marketing.

The honest truth? It’s hard work. But, that’s the nature of the marketing agency beast. But at TopRank Marketing it’s also in our nature to nurture—and that’s evident in the culture we’ve built; a culture of support, understanding and teamwork to help ensure every individual and every client thrives.

Of course, things aren’t always perfect. But as author, researcher and speaker Brené Brown once said: “Imperfections are not inadequacies; they are reminders that we’re all in this together.”

Caitlin Burgess

Boost Your Social Media Advertising Success with These 6 Pro Tips!

Caitlin Burgess on Apr 20th, 2017     Social Media, Social Media Advertising

Social media has become an important and necessary tactic within the digital marketing strategies of companies large and small—and it’s not hard to see why. Social media is part of the fabric of our daily lives, which gives brands and marketers the opportunity to create important connections with their desired audience.

But with nearly every brand using social media—as well as frequent tweaks to platform algorithms—brands and marketers are finding it increasingly difficult to stand out using organic tactics. As a result, more are paying to play these days by investing in social advertising to drive awareness and engagement, as well as sales and other conversions. In fact, late last year Statista forecasted worldwide social advertising spend to nearly double between 2014 ($16 billion) and 2016 ($31 billion).

Caitlin Burgess

What’s Next for Twitter? Social Domination or Eminent Failure?

Caitlin Burgess on Apr 11th, 2017     Social Media

Despite recent improvements to user experience and platform flexibility, the struggle to retain and attract new users—and grow revenue—is still real for Twitter. And, unfortunately, these may be the least of the platform’s worries these days.

From widespread trolling and harassment to simply having a confusing interface, Twitter is drawing criticism for nearly every aspect of its operation. In addition, after shutting down Vine and cutting more than 300 jobs last fall, more fuel was added to the claims that Twitter was getting closer to death.

So … Is Twitter Dying?

As an eternal optimist, I’m not ready to say Twitter’s fate is doomed. As WIRED’s Davey Alba said earlier this year, while Twitter may be a bit of a mess—it still has some real potential and value to offer.

Caitlin Burgess

3 New Facebook Updates, Features Businesses Should Take Advantage Of

Caitlin Burgess on Apr 4th, 2017     Facebook, Social Media

From revamping its News Feed algorithm and page layouts to rolling out its own version of Snapchat last week, Facebook has been busy adding new features and capabilities over the past few months.

For the average user, these changes are making it easier and more fun to share and engage on the platform. For businesses, the changes are likely overwhelming, with many wondering how they can adapt to these changes, turn them into a marketing advantage and ultimately reach a piece of the platform’s 1.23 billion daily active users.

If you’re part of the latter scenario, we’d like to help you out a bit. Below we highlight some of the latest updates and new features that businesses should take note of, as well as some tips on how to take advantage of them to further your social media marketing efforts.