Digital Marketing

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

well-balanced-digital-marketing-strategy

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.

Lee Odden

8 Digital Marketing Events Where You Can Learn, Connect and Grow in 2016

Lee Odden on Jan 25th, 2016     Digital Marketing, Marketing PR Conferences

Digital Marketing Events

Smart, Creative and Focused on Results.

That expression is central to our approach as an agency business and in our continuous pursuit to improve as marketers. Ubiquitous information access and increasing complexity and competition means the need to advance knowledge and creativity with digital marketing strategy, tactics and performance is greater than ever.

There are many sources marketers can choose from to learn, grow and collaborate. Over the next few months there are multiple learning and peer networking opportunities to satisfy just about anyone’s need for marketing smarts, whether it’s content marketing, social media marketing, B2B or B2C marketing, SEO and more.

To do my part, I’ll be drawing on my experiences, best practices and strategies developed during my time with TopRank Marketing to deliver presentations at 89 upcoming events ranging from webinars to events in Amsterdam, Scottsdale, London, Copenhagen and San Diego.  I hope to see you at one or more!

Joshua Nite

5 Digital Marketing Tactics to Help Your Brand Stand out in 2016

Joshua Nite on Jan 7th, 2016     Content Marketing, Digital Marketing

5-digital-marketing-tactics

It’s tempting to think of your brand as a beautiful and unique flower. You believe in the work you do, you take pains to know your audience and craft messages that should resonate with them. So you bring your exquisite rose to the world—only to find they’re standing waist-deep in a flower garden.

In the crowded content market, it’s entirely possible to do everything right and still struggle to capture attention. Knowing your audience, doing the research, and making great content are the new table stakes. To really get noticed, you must be exceptional.

Here are five digital marketing tactics that can get your brand noticed, with examples from brands that are doing it right.

Ashley Zeckman

16 Digital Marketing Resolutions to Make & Keep in 2016

Ashley Zeckman on Jan 4th, 2016     Digital Marketing

2016-Digital-Marketing-Resolutions

Ah, the dreaded New Year’s resolutions. Every year, just like clockwork we spend time putting together a list of things that we’ll do better or differently in the coming year. And just like clockwork, that list is soon forgotten.

When it comes to your digital marketing, you can’t afford to fall into the same bad habits that you may have in previous years due to the increasingly competitive landscape. Marketers today are getting increasingly savvy and motivated to beat the competition.

The important part of making digital marketing resolutions is that they are things that you can reasonably accomplish. You could spend time putting together a list of all the of things that you dream to do in 2016, but may not have the time, funds or resources to get them accomplished. That is a surefire way to find your digital marketing resolutions in the wastebasket.

Ashley Zeckman

Spoiler Alert: How to Resist Falling to the Dark Side of Digital Marketing

Ashley Zeckman on Dec 17th, 2015     Digital Marketing, Online Marketing

Digital-Marketing-Dark-Side

“Fear is the path to the dark side.” – Yoda

On December 18th, Star Wars: The Force Awakens hits the big screen. Throughout the entire series we have cheered for our heroes and heroines to resist the dark side.

We’ve seen them face temptation, make the right (and sometimes wrong) choice, but at the end of the day, we’re rooting for their success. Similarly, digital marketers have faced some familiar and sometimes devastating challenges. But what can we do to avoid the path to the dark side and instead come out as heroes to our customers?

Spoiler alert, just kidding, this is a different type of spoiler. In this post we will explore avoidable mistakes in the galaxy of options available to us today. Arm yourself with your lightsaber and get ready to start building your digital marketing empire.

Michael Bak

3 Remarketing Campaign Tips to Help You Engage Your Online Audience

Michael Bak on Dec 15th, 2015     Digital Marketing, Online Marketing

Remarketing-Tips

As technology advances we are provided even more tools and opportunities to deliver better information to our customers, no matter where they are searching. In today’s world, a prospect that visits your website and doesn’t convert isn’t always a lost customer.

Online advertising offers an opportunity to re-engage and capture the attention of those prospects, even after they’ve left your website. Incorporating remarketing into your online advertising strategy can help keep your business top of mind, for those customers that you want to target the most.

If you’re using Google Display Network (GDN) and building your marketing audiences from scratch, the opportunities are endless. Google Display network serves more than a trillion impressions are to over 1 billion users every month.

Ashley Zeckman

50 Influential Women in Digital Marketing

Ashley Zeckman on Dec 10th, 2015     Digital Marketing, Online Marketing

50-INFLUENTIAL-WOMEN-IN-DIGITAL-MARKETING

As marketers, it’s important to draw inspiration from many sources. This could include our internal team, clients, industry thought leaders and more. Today, I would like to shine a light on 50 influential women in digital marketing who are trailblazers and innovators.

There are many more women that are doing awesome things in digital marketing that didn’t make this list, but that doesn’t mean that they aren’t kicking butt in their own right.

This list was developed by a rigorous combination of previous nominee’s from past Women Who Rock Social Media lists, awesome marketers we follow and additional influencers discovered using Traackr’s tool.

This final list is in no particular order and features career tips from ten of our featured marketers.

Joel Carlson

5 Opportunities to use BLAB for Digital Marketing

Joel Carlson on Dec 8th, 2015     Digital Marketing, Social Media, Social Media Tool

Tips-for-Digital-Marketing-Blab

This year may very well go down as the year that live streaming video became a marketable asset. It began with the launch of Meerkat in February of 2015, then the launch of Periscope in March and BLAB in April. Unlike Meerkat and Periscope, a BLAB can feature up to 4 people live streaming at one time, and allow followers to comment and give “digital love” to the participants.

Just by its name, BLAB sounds like it could be an ongoing live-chat discussion that goes on and on without any end in sight. That could work if you’re wanting to kill some time on a Friday night or over the weekend, but that application wouldn’t work well for marketing most products or services. There has to be some kind of structure or outline in order to achieve success with this platform.

Ashley Zeckman

Want Better Leads? 7 Tips to Achieve Sales & Marketing Alignment

Ashley Zeckman on Dec 3rd, 2015     Conversion Optimization, Digital Marketing, Online Marketing

marketing-and-sales-growth

There is often a struggle between sales teams and marketing teams to prove who is most valuable. However, when marketing and sales combine their efforts, that is when they can be the most effective and powerful.

Recent research has found that nearly 60% of the sales cycle completed before prospects even speaking to a salesperson. That means, now more than ever, marketing has become an even more integral part of the sales process.

Below are some tips to help sales and marketing teams collaborate in a meaningful way that meets both business objectives and marketing KPIs.

#1 – Communicate Well & Often

One of the biggest causes of misalignment between departments is infrequent communication. Some simple ways to begin collaborating more frequently include:

Lee Odden

Digital Marketing Spotlight: John Bell, VP Enterprise Digital Marketing at Travelers

Lee Odden on Nov 25th, 2015     Digital Marketing, Interviews

Digital Marketing Spotlight

Star light, star bright, which digital marketer is next in our spotlight? Well, it’s John Bell of course, Vice President of Enterprise Digital Marketing at Travelers.

John joined Travelers after 13 years at Ogilvy & Mather where he founded Social@Ogilvy, a global social and digital marketing practice. There, John drove digital and social strategy and programs for major brands including Ford, Nestlé, IBM, DuPont and more.

In this interview, John talks about his transition from the big agency world to a big brand, lessons learned, innovation, data, martech, content, hiring and digital marketing priorities for 2016. So put on your shades, no not really, and dig in:

John H Bell, TravelersYou made a pretty big change from Managing Director at Social@Ogilvy to VP Enterprise Marketing at Travelers. What are some of the most transferable lessons you’ve learned moving from agency head to a senior marketing executive for a brand?

Leila De La Fuente

Navigating Online Advertising: 6 Tips on Finding the Right Channels For Your Business

Leila De La Fuente on Nov 2nd, 2015     Digital Marketing, Social Media Advertising

Navigating-the-Realm-of-Paid-Advertising

As the year winds down, most companies are putting the finishing touches on budgets and strategies for 2016. As a digital marketing agency, consulting with clients on matters like this is a huge part of our business. When the fiscal year winds down for most companies, we always see an influx in companies looking for consultation on where to spend their remaining marketing dollars.

“We’ve got X budget, which paid channel should we invest in?”

The answer is – there is no perfect answer. It depends heavily on the target audience and what goal you’re looking to achieve: impressions, clicks, downloads, online sales, etc. To help you determine which paid channels will work best for you business, we’ve created a snapshot of some of the options that are available today.

Lee Odden

Marketing and Public Relations Convergence: Preview to #PRSAIcon 2015

Lee Odden on Oct 28th, 2015     Digital Marketing, Public Relations

PRSA International Conference 2015
Expectations of marketing outcomes from public relations activities are higher than ever. It’s no longer enough to earn media placements, distribute releases and manage a few brand social media profiles. Companies increasingly expect PR to perform with marketing and business impact.

I can’t help but state it bluntly:

PR practitioners and organizations that have not expanded skills to include marketing capabilities are at risk of becoming irrelevant.

The good news is that the leap from PR to Marketing convergence is not that far.  A great example is our agency, TopRank Marketing, originally founded as Misukanis & Rodgers Public Relations 14 years ago. Early on we made a very important transition from PR to Digital Marketing that has enabled us to bring the best of both worlds to our client work.