TopRank Online MarketingTopRank Online Marketing Blog

Author Archive: Miranda Miller


Miranda Miller

Mobile Marketing Tips from Google, ESPN & Medialets: Connect with Your Audience on the Go

3 Comments | Posted by Miranda Miller on Mar 26th, 2013 in Mobile, Online Marketing, Search Engine Strategies |

SES New York Mobile MarketingThe afternoon of Day One at SES New York featured a high-level mobile marketing panel  hosted byDana Todd, SVP of Global Marketing at Performics.  Michael Bayle, Senior VP and General Manager at ESPN Mobile, Eric Litman, Chairman & CEO at Medialets and Brendon Kraham, Head of Global Mobile Sales and Product Strategy at Google shared the stage and their extensive knowledge on the current and coming states of mobile marketing.

The following is a collection of mobile marketing tips and takeaways based on today’s presentation, plus liveblog selection from the panel. Note that this is not a verbatim transcript, but the highlights from the panel discussion.

Miranda Miller

Building the B2B Social Media Machine with Adriel Sanchez and Jasmine Sandler at #SESNY

One Comment | Posted by Miranda Miller on Mar 26th, 2013 in B2B, Online Marketing, Search Engine Strategies, Social Media |

Lee Odden, Adriel Sanchez and Jasmine SandlerSocial media marketing for B2B brands requires creativity, scalability and buy-in across the organization. Just after the Tuesday morning keynote at SES New York, Adriel Sanchez, Senior Director of Demand Generation at SAP and Jasmine Sandler, CEO at Agent-cy, shared with attendees a framework for building a B2B social media machine in their session led by TopRank Online Marketing CEO Lee Odden.

Social media management changes constantly, Sandler reminded participants as she took the stage. The opportunity for B2B brands continues to grow; one-to-one conversations are happening across social platforms, blogs, forums, and elsewhere across the web.

Companies need to first understand the social media landscape – where are we today. where are we going, who is already here? If you’re into social media, you need to have a global perspective, Sandler said. Marketers must be thinking of social and its relationship with:

Miranda Miller

Maximizing Twitter and Facebook Ads for Lead Gen, Engagement & ROI at #SESNY

3 Comments | Posted by Miranda Miller on Mar 25th, 2013 in Search Engine Strategies, Social Media |

SES New York 2013Recent changes to social ad platforms mean marketers may have a bit of catching up to do in the social advertising arena. Twitter recently launched their new advertising API, allowing marketers to work with Ads API Partners to manage Promoted Products and Accounts ads; eMarketer expects Twitter ad revenue to grow to over $800 million by 2014, to account for 12.7% of all social network ad revenues.

Meanwhile, Facebook doubled their mobile ad revenue YoY in Q4 2012. Their emphasis on mobile, added capability for targeting based on web browsing history and the debate over ROI have even seasoned marketers on the lookout for advanced ad optimization and performance advice. The opportunity for lead gen and customer acquisition through paid social is massive, with proper planning, quality content and great optimization.

Miranda Miller

Online Marketing News: YouTube Hits 1 Billion Users, Twitter Turns Seven, Marketing Budgets Grow

One Comment | Posted by Miranda Miller on Mar 22nd, 2013 in Online Marketing News |

YouTube infographic shows generation C connection across devices.

YouTube Gen C Stats Show Cross-Device Connectivity as Video Giant Reaches 1 Billion Monthly Users

YouTube made two interesting announcements this week, one each on the YouTube Global and Google Agency blogs. In a study of  Generation C multiscreen behavior, Google researchers found:

  • 47% of Gen C users interact with YouTube as a destination site by actively searching for videos.
  • The amount of time Gen C spends watching YouTube on their smartphones is up 74% from last year, when the number of Gen C viewers who regularly watch YouTube on smartphones caught up to the number of viewers tuning in on their PCs.
  • 67% of Gen C watch YouTube on two devices or more, compared to 53% of the general population.
Miranda Miller

Social Content Relevance on Holidays: Baileys, Brennans & Tourism Ireland St Patrick’s Day Wins

3 Comments | Posted by Miranda Miller on Mar 19th, 2013 in Online Marketing Strategy, Social Media |

Social media marketing wins  holidays and special occasions.Brands often struggle to hit that elusive mix of creative, timely content relevant to their audience that still directly aligns with their brand. If you have something of a sense of humor, entertaining your audience isn’t that hard. Yet for your social content to be effective in marketing, at least a good portion must be relevant to your brand, as well. You know the deal, though; if you’re only talking about your brand or products, fans get bored with your self-promotion.

Special occasions and holidays offer marketers a great chance to get creative with their social content, to capture the attention of an increasingly attention-deficit audience.  Yet simply being an Irish company doesn’t make your product or service relevant on an Irish holiday. Being a Canadian, or American, company doesn’t guarantee relevance on holidays specific to North America, either.

Miranda Miller

Online Marketing News: Google’s Next-Gen Infographic, Pinterest Has New Analytics

3 Comments | Posted by Miranda Miller on Mar 15th, 2013 in Online Marketing News |

Google Wants You to Know How Search Works - Infographic

Google Wants You to Understand How Search Works

Google has released an interactive, next-generation infographic to explain how search works. Viewers are guided down the page, with clickable areas to pop-up text explanations of their visual points. The infographic walks readers through crawling and indexing, algorithms and fighting spam (they fight spam 24/7, it proclaims). Behind your simple page of results is a complex system, carefully crafted and tested, to support more than one-hundred billion searches each month, according to Google.

Pinterest Launches Web Analytics to Allow Marketers to See Referrals to Site

Pinterest is rolling out their new web analytics tool. It shows data on how many people have pinned from a site, the number of views each pin has, and how many users have visited a site from Pinterest. The tool is free starting today for companies with a verified Web site, making good on their 2012 promise to businesses to introduce data analytic tools for companies to track Pinterest traffic.

Miranda Miller

How Retailers Are Boosting Sales With B2C Video Content

5 Comments | Posted by Miranda Miller on Mar 13th, 2013 in Content Marketing, Online Marketing, Visual Marketing |

Bloomingdales uses video content to give viewers a sneak peek at insider info.Video has exploded as an online marketing tool over the past few years for B2C marketers. As the interent’s second most popular search engine, YouTube has reduced the barriers to entry to almost nil. As a result, marketers quickly jumped on board with vloggers and other personalities to capitalize on video’s ability to capture and hold the interests of an increasingly attention-deficit consumer.

In fact, video is second only to feature articles as the content marketing tactic with the greatest ROI, according to eMarketer. Video allows marketers to connect with web and mobile customers, across websites, social media and apps, in order to offer targeted information in a visual and auditory format appealing to a wide audience.

Miranda Miller

Online Marketing News: Facebook’s Redesigned Newsfeed, Google Attacked Over Elephant Ivory Ads

One Comment | Posted by Miranda Miller on Mar 8th, 2013 in Online Marketing, Online Marketing News |

2013 Social Media Roadmap

Intuit Shares a Social Media Marketing Roadmap for Brands in 2013

Intuit shared an incredibly helpful infographic on their Small Business Blog to guide marketers in their social strategy this year. Path to Social Success in 2013 assigns a theme for each quarter; we begin the year by taking a social media inventory. As we enter the second quarter next month, it’s time to focus on working on relationships. The third quarter is all about integrating everything, while at the end of the year it’s time to take stock and look forward.

Of course, these are all important aspects of social media management throughout the year. Intuit’s guide is a good reminder to help marketers remember to revisit each area and concentrate on it at some point in 2013.

Miranda Miller

SlideShare Best Practices: Content Marketing Tips from Top SlideShare Marketers

4 Comments | Posted by Miranda Miller on Mar 6th, 2013 in Content Marketing |

Top Marketing SlideShares for Content MarketersAt TopRank Online Marketing, we’ve been singing SlideShare’s praises for years. With over 50 pieces of content shared through the platform, some closing in on 100,000 views, we’re well aware of its power and potential.

Forbes calls SlideShare the “Quiet Giant of Content Marketing” with good reason; with 60 million monthly visitors, it’s one of the top 200 most visited sites in the world. Yet Joe Pulizzi says Slideshare is the “most underutilized content distribution tool” in content marketing today and he’s right. How can marketers make best use of this incredible resource?

Miranda Miller

Online Marketing News: Top CEOs in Social, Facebook to Solve Attribution Problem with Atlas

2 Comments | Posted by Miranda Miller on Mar 1st, 2013 in Online Marketing News |

The Tweets from the Top - CEOs in Social Media

Oprah, Rupert Murdoch Most Influential CEOs in Social Media (or Infographics: This Is How You Do It)

In a brilliant display of content marketing prowess, TopManagementDegrees.com has released a caricature infographic illustrating the 40 CEOs most influential in social media. Oprah tops the list with a Klout score of 92, followed closely by Rupert Murdoch at 91, which just goes to show that social influence is not a popularity contest.

Virgin’s Richard Branson, HDNet’s Mark Cuban, and Jack Dorsey of Square round out the top 5. The top 40 is rife with the usual suspects; tech and marketing CEOs from Twitter, Salesforce, Foursquare, Dell, LinkedIn, etc. One surprising find: Facebook CEO Mark Zuckerberg failed to break the top 50.

Miranda Miller

4 Mistakes You’re Making with Online Marketing Software and How to Fix Them

6 Comments | Posted by Miranda Miller on Feb 27th, 2013 in Online Marketing |

Marketing Sales GoalsMarketing software can help companies scale and automate important marketing processes of all kinds, from lead nurturing to data analysis to sales process optimization and beyond. Regardless of the software company behind it, these solutions are typically designed to help companies save time, identify opportunities, and close the gaps internally or externally that keep them from achieving their goals.

The goal in most businesses is pretty straightforward: increase revenue and more importantly, profits. The process to get you there is nowhere near that simple. Marketing software is meant to:

  • make it easier to increase multi-channel visibility,
  • align sales and marketing efforts (often through CRM integration),
  • reach the right people at the right place and time with enhanced targeting, and
  • help nurture and maintain relationships.
Miranda Miller

Online Marketing News: Google’s Look at the Buying Journey, Brand Marketers Failing at Localization

Comments | Posted by Miranda Miller on Feb 22nd, 2013 in Online Marketing News |

Google Holiday Infographic Buying Journey

Google Analyzes Consumer Device Preferences: Insight Into Mobile Purchasing Journey

Google has just released a blog post and infographic sharing insights into consumer shopping behavior over the recent 2012 shopping season. In many cases, Google said, consumers discovered a business on one device, for example on their smartphone while in a store, and would then engage further with that business on another device at a later time.

It is critical that companies understand the various entry and touchpoints during their customers’ buying journey, then optimize existing and new content to fulfill needs at each point. Your own data will always be most valuable, though the industry trends companies with access to as much relevant data as Google has can be helpful, as well. For example, they found that smartphones were the preferred device for contacting or navigating to a business with 71% of shoppers using a store locator on their phone, while 82% of shoppers used a larger device like PC or tablet for making online purchases. Is your content, whether written, visual or video, currently optimized for mobile formatting and consumption?

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top