Digital Marketing

Ashley Zeckman

5 Secrets for Developing a Successful Client and Agency Relationship

Ashley Zeckman on Apr 20th, 2016     Digital Marketing, Social Media Marketing World

how-to-get-the-most-out-of-your-digital-agency

Brands large and small around the globe are working with agencies to further their digital marketing efforts. Many companies have been working with agencies for years while others have traditionally kept marketing in-house and are just now dipping their toe in the water.

No matter what stage they’re in, every brand has questions about how to best work with a digital marketing agency and make the most of the relationship. To help answer those burning questions, TopRank Marketing CEO Lee Odden participated in a panel along with Mitch Joel and Jessika Phillips at Social Media Marketing World that tackled some of the questions that everyone has, but are afraid to discuss.

Below you’ll find answers to 5 of the top questions that many people have about what to do and what to avoid to develop a successful client and agency relationship.

Kevin Cotch

3 Ways to Gather Actionable Insights From Google Analytics to Inform Your Marketing Plan

Kevin Cotch on Apr 6th, 2016     Conversion Optimization, Digital Marketing

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Today’s marketers are lucky. Why? The amount of data and tools to help interpret that data present an opportunity to be far more effective than in the past. However, marketers may not be using one of the most well-known tools in the most effective way.

We’re talking about Google Analytics. Unfortunately, it can be incredibly easy to merely focus attention on the vanity metrics within the platform. By vanity metrics, I mean sessions, users, pageviews, and other metrics that sound important. Of course it sounds great to have one millions sessions, but that metric doesn’t provide me with any actionable data. In fact, vanity metrics don’t provide much, if any, value.

Joshua Nite

How Best-in-Class Brands do B2B Social Media Strategy [Report]

Joshua Nite on Apr 5th, 2016     Digital Marketing, Social Media

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Social media is a mainstay of B2C marketing, but it’s hard to imagine B2B brands rocking the most popular platforms today. How can you promote sophisticated financial instruments, cloud software, or heavy machinery on Instagram? It brings to mind an image of, say, a construction crane on the beach, with the caption “Sipping margaritas and loving life! #CraneLife #Blessed #WokeUpLikeThis #NoFilter.” That’s not the way to promote a no-nonsense, professional B2B brand, surely.

Despite the cognitive dissonance, brands with a solid B2B social media strategy are finding and engaging an audience across social media. As the leading professional network, LinkedIn is a major part of that strategy, of course. Increasingly, though, brands are finding their niche on the more casual, less business-oriented sites like Instagram, Facebook, and even Pinterest.

Caitlin Burgess

Learn How to Create a Better Customer Experience with Omni-Channel Marketing

Caitlin Burgess on Mar 30th, 2016     Content Marketing, Digital Marketing

omni-channel-marketing

In today’s world, the customer experience extends beyond the walls of a brick and mortar store. Customers engage with your brand through content that’s spread across multiple channels and accessed by multiple devices. And with so many possible touch points, it’s becoming increasingly important for brands to ensure consistency throughout–especially for their millennial audience.

A survey by SLD, a customer experience software and services provider, revealed that 44% of millennials surveyed expect their experience to be consistent across all devices. In addition, 60% said that they expect the same experience across all customer touch points–from phone service to in-store and digital interactions.

So how do you create that consistent customer experience? Through omni-channel marketing.

Caitlin Burgess

What is a Content Marketing Strategy (And Why Do I Need One?)

Caitlin Burgess on Mar 29th, 2016     Content Marketing, Digital Marketing

what-is-a-content-marketing-strategy

With traditional marketing tactics becoming less effective as the Internet breeds more self-guided buyers, content marketing has risen up to provide marketers with another way to engage with their target audience.

Rather than pushing out a one-size-fits-all message, content marketing allows you to give your audience tailored, relevant and meaningful information. It helps you build a trusting relationship with your audience–often times before they even become a customer.

But just because you do content marketing, doesn’t mean you’re doing it effectively. According to the Content Marketing Institute and MarketingProfs annual research report, 55% of marketers said they didn’t know what content marketing success or effectiveness looked like. This is where a content marketing strategy can help you define a path to successful content creation.

Ashley Zeckman

Book Review & Interview: 3 Marketing Lessons From The Big Data-Driven Business

Ashley Zeckman on Mar 17th, 2016     Digital Marketing, Online Marketing

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How many times have you made a purchase either online or in a store and found that you either received recommendations or coupons after your purchase that seemed to be exactly what you were looking for? That experience is one example of how companies are using big data to create a better experience and more effectively target buyers based on previous behaviors.

The sheer amount of trackable activity that exists today has begun to make data collection and analysis a much more manageable task, and the impact is in the numbers. Research has found that for a Fortune 1000 company, increasing data accessibility by just 10% has the potential to result in more than $65 million dollars in additional revenue.

Joshua Nite

What Is Everyone Blabbing About? 8 Tips for Creating a Killer Marketing Blab

Joshua Nite on Mar 2nd, 2016     Digital Marketing, Video

video-marketing

Do you Blab? Does your brand blab? Are your brand’s Blabs bland? Do you need a bland brand Blab breakthrough? (Say that three times fast)

There’s a new player in the live video streaming arena, and marketers are starting to get excited about the possibilities. Blab has a few nifty features that set it apart from apps like Meerkat and Periscope. Since it’s currently free to use (and in Beta, as its developers work on developing a business model), now is the perfect time to check it out. If you want to add live streaming to your video marketing strategy, Blab can be a great way to build your community. Here are a few reasons marketers are flocking to Blab:

Joshua Nite

Beyond the Blog Post: What a GREAT Marketer Does with Content

Joshua Nite on Mar 1st, 2016     Content Marketing, Digital Marketing

Great-Marketer-Content

What is a blog post for?

Come to think of it, what is content for?

Sure, content should inspire our audience to form a relationship with the brand so they can be nurtured to a purchase decision that ultimately drives revenue. Duh.

Which is great. That’s what we want content to do. But—and forgive me for sounding like a broken record—what is it for?

The best answer I’ve seen comes from Dan Blumenthal: “Content Marketing is what web searchers are looking for.” Nine words. Mic drop.

That’s what our content is for—it’s for providing the best answer to people searching for information. It’s for delighting someone who clicks on your link in a search results page. If your content nails what it’s for, then it has a much better chance of accomplishing what you want it to do (form relationships/drive revenue/etc).

Caitlin Burgess

3 Ways Digital Advertising Gives Tactical Support to Your Content Marketing Mission

Caitlin Burgess on Feb 29th, 2016     Digital Marketing, Online Advertising

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In today’s digital, content-saturated world, it’s no secret that we marketers are all battling to connect, engage and inspire action from our respective audiences. As a result, having an integrated content marketing strategy is of paramount importance.

As a matter of fact, 80% of B2B marketers have some sort of content marketing strategy in place, according to the Content Marketing Institute and MarketingProfs.

But, the question is: Are you using all the weapons in your content marketing arsenal?

Including digital advertising such as paid search ads, boosted social posts or remarketing in your tactical mix can help you hit your target. How? Well, consider the following facts and stats:

Caitlin Burgess

Is Your Digital Marketing Strategy Red Carpet Worthy?

Caitlin Burgess on Feb 25th, 2016     Digital Marketing, Online Marketing

red-carpet-worthy

The music. The movies. The stars. The glitz. The glam. And, of course, the flawless—or sometimes flawed—red carpet looks.

Oh yes. It’s Oscar Season.

What’s been dubbed as “Hollywood’s Biggest Night” is set for the eve of Sunday, Feb. 28. And while watching one of your favorite stars take home a golden statue can be exciting, it seems like the one thing people are most eager to see are the gorgeous looks stars are rocking on the red carpet.

But looking radiant on the red carpet isn’t just about finding the perfect shoes or the perfect dress or having every hair in place. It’s about the entire ensemble working together to pull off the perfection to make you unforgettable.

Knute Sands

Marketing Strategy Secret Sauce: Exploring Nasdaq’s Brand + Content Marketing Overhaul

Knute Sands on Feb 18th, 2016     B2B Marketing, Content Marketing, Digital Marketing

Nasdaq-Content

The financial sector is littered with marketing strategy failures. Don’t count Nasdaq them. First-time Content2Conversion speaker Jeremy Skule delivered a keynote that explored how Nasdaq used a combination of branding and content marketing to unlock an amazing marketing strategy (and results) for the brand. How did they do it? A well-timed one-two punch of brand overhaul and content marketing.

Below, I outline the secret sauce that made this amazing tale of B2B content marketing possible.

1. Using Vision, Voice & Visibility To Pivot the Brand

Just two years ago, Nasdaq was known primarily as a premium stock exchange listing brand. From a marketing perspective, the trouble was that less than 10% of company revenue came from their listing services. Nasdaq offered technology solutions, market performance tracking, market intelligence among many other services (which made up the other 90% of revenue).

Ashley Zeckman

Why Your Approach to Digital Marketing Should be Crafted Like a Well-Balanced Breakfast

Ashley Zeckman on Feb 10th, 2016     Content Marketing, Digital Marketing, Online Marketing

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I start each morning the same way: After feeding my spoiled dog his morning delicacy of premium dog food, hamburger, rice and veggies, I go about making my morning meal. I know that this is a luxury that many people will say that they don’t have the time to do and are instead getting ready, herding children and grabbing a pastry on the way out the door. However, I’m one of those people that loves a hearty, flavor-filled meal to start my day.

Many Americans skip breakfast saying they don’t have time or don’t need it, while foregoing what is arguably the meal that gives you fuel for the day, can seriously hinder your ability to be productive during the workday.