Online Marketing

Ashley Zeckman

What You Need to Know About Playing High Stakes Content Marketing

Ashley Zeckman on Jul 28th, 2015     Online Marketing

HIGH-STAKES-CONTENT-MARKETING

The game of poker is filled with many complexities, opportunities and luck of the draw. Content marketing follows a similar theme and can lead to big winnings or high losses.

If you want to be a key player in the content marketing game, it’s time to up the ante. In 2015, only 30% of B2B marketers believe that their content marketing initiatives are successful. With the overwhelming amount of content created these days, the stakes are high and competition is fierce.

What can you do to walk away from the table better off than what you started? It’s all about playing the game the right way.

Plan for the Buy-In

plan-for-the-buy-in

Ashley Zeckman

Why Collecting Customer Information & Listening to Feedback Can Make You a Better Marketer

Ashley Zeckman on Jul 27th, 2015     Digital Marketing, Online Marketing

Collect Customer Feedback for Marketing

It can be so easy to find yourself drooling over the prospect bringing in new customers. Unfortunately, this can mean that current and previous customers are overlooked.

Current customers are a goldmine of information that can be used to draw in new customers. In 2013, Nielson found that 68% of people trust online opinions from other consumers. Did you notice that the study didn’t say that consumers trust “marketers”, instead it mentioned “other consumers”.

We often talk about executing all digital marketing tactics with customers in mind. Sometimes we fall into the trap of focusing strictly on creating customer personas (they do have their place) and deciding as a marketing team what our customers need and want.

Ben Brausen

Online Marketing News: Twitter Gets Safer, Google Panda Gets Fresher, Facebook Video Gets Edited

Ben Brausen on Jul 24th, 2015     Online Marketing, Online Marketing News

Next Generation Commerce

How Digital Media is Shaping a New Generation of Commerce (Infographic) – Social shopping has grown significantly in the last few years. As younger generations gain purchasing power, they are reshaping the commerce market. An infographic from Acquity Group, a digital marketing agency, studies how user behaviour differs between the generations. Acquity Group

STUDY: Brands on Facebook Post More to Combat Declining Reach – Brands on Facebook posted more frequently during the first quarter of 2015 in an attempt to combat declining organic reach, while Periscope is starting to pull away from Meerkat in the live video-streaming sector, according to the latest research from Adobe Digital Index. SocialTimes

Ashley Zeckman

4 Creative Email Marketing Campaigns That Inspire Action

Ashley Zeckman on Jul 22nd, 2015     Email Marketing, Online Marketing

email-marketing-

Email is a private experience. Unlike social media where comments are public email provides a safety zone for both B2B and B2C customers. What does that mean?

You can receive an email, and take no action. Alternatively, a personalized email may be the tipping point that determines that you will make a purchase.

According to a study from MarketingSherpa, 7 in 10 people have made purchases influenced by email marketing. Interestingly, that study also found that the vast majority that do purchase, are not just making purchases online.
While it’s true that some businesses do not fit under the in-store or “over the phone” model, many do. A well developed email campaign will solve a pain point, inspire action and make you feel connected.

Brooke Furry

Find the Right Content Marketing Agency for a Happily Ever After

Brooke Furry on Jul 21st, 2015     Content Marketing, Online Marketing

content marketing agency happily ever after

Heartfelt vows. First dances. Sparkler send-offs. Nothing says happily ever after quite like a romantic wedding. When it comes to finding “the one,” weddings beautifully illustrate the success of two people making a perfect match.

When you’re looking for love and the match is right, you just know. It might be the way your personalities meld, how you never run out of things to talk about, or the ease you feel when you’re with your Prince (or Princess) Charming.

Finding the right content marketing agency is a lot like finding your perfect match. From choosing a content partner that measures up to your dream list of qualities, to ensuring the agency really is who/what it claims to be, marketers are looking for a relationship that’s going to last. However 32% of marketers say they are challenged with finding trained content marketing professionals in 2015, which is over three times greater than the number of marketers who cited it as a problem in 2014.

Ashley Zeckman

5 Ways to Exercise & Develop Your Digital Marketing Muscles

Ashley Zeckman on Jul 20th, 2015     Content Marketing, Online Marketing

digital-marketing-muscles

Minnesota summers are so short that they often fly by in the blink of an eye. To make the most of the gorgeous weekend we just had, I found a bunch of active things to do. On Friday we went to the gym, Saturday consisted of Disc Golf and Sunday sent us to one of the local lakes to go paddle boarding.

I’ll admit that I’m more than a little tired, but it felt good to be so active.

The same logic can be applied to exercising your digital marketing muscles. The first couple days you might be “sore” but once you get into a routine, it’s easy sailing. The digital marketing landscape changes so quickly that the tactics that your team is deploying currently, may be vastly different in the matter of a few months.

Ben Brausen

Online Marketing News: AdWords Adds ‘Buy’, Dashing New Twitter Dashboard, WordPress Wows

Ben Brausen on Jul 17th, 2015     Online Marketing, Online Marketing News

Noob Guide To Online Marketing

The Noob Guide To Online Marketing [Infographic] – Unbounce decided to put together a noob guide to online marketing which teaches you how to market your product, service or website over a period of 6 months. It’s based on an article by Oli Gardner over at SEOMOZ.org, and it should shed some light on how to go about things. Check it out. Unbounce

Tumblr Adds New Data Partner as Marketers Race to Interpret Social Images – Crimson Hexagon has become the the latest social company to tap Tumblr’s firehose of real-time data, reinforcing the growing importance marketers are placing on understanding images, memes and GIFs of the sort that reign there. Ad Age

Leila De La Fuente

A Small Business Owner’s Guide to Local Search Optimization

Leila De La Fuente on Jul 16th, 2015     Local SEO, Online Marketing, SEO

small business owner

It’s a restaurant owner’s worst online nightmare – someone is searching for a restaurant in your neighborhood and your business doesn’t appear until page 7 of the search results, right below the creepy deli/gas station hybrid three towns over.

According to a 2014 Google study, 50% of mobile users are most likely to visit a storefront within a day of conducting a local search online. Over the next few years it’s very probable that these numbers will only continue to increase. With conversion rates like these, it’s clear that there are revenue driving benefits to optimizing your local presence so that you can be seen online by more of your potential customers.

Ben Brausen

Online Marketing News: Twitter Gets Googled, Meerkat Makes A Cameo, Facebook Floats

Ben Brausen on Jul 10th, 2015     Online Marketing, Online Marketing News

The Science Behind Buyer Personas

How to Create Buyer Personas [Infographic] – Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research. Check out this infographic to find out. MarketingProfs

Twitter Officially Launches Ads Companion For Mobile Campaign Management – New tool, unveiled as a test last week, gives advertisers the ability to monitor and adjust campaigns from Twitter iOS and Android apps. Twitter

Facebook Gives Users More Control Over Their News Feeds – On Thursday, Facebook announced a set of features that will give each person more control over what he or she wants to see. In essence, you get to reprogram the algorithm. Facebook

Ashley Zeckman

Social Media Marketing for Business: Expectation Vs. Reality

Ashley Zeckman on Jul 8th, 2015     Online Marketing, Social Business, Social Media

Social-Media-Expectations-vs-Reality-Header-Image

When a fast food chain releases a new menu item, there is typically a lot of hype and promotion around the product. These efforts can lead to certain expectations of what consumers can expect when purchasing the item.

Sometimes reality meets the expectation, but more often than not, it doesn’t.

Anytime you explore new opportunities within digital marketing, it can lead way to a certain set of expectations for performance, audience reaction and a host of other variables.

While the reality may not always meet the expectation, there are many benefits to incorporating social media into your digital marketing routine. According to Social Media Examiner’s latest report, these benefits include:

  • Increased exposure
  • Increase in website traffic
  • Development of loyal fans
Ashley Zeckman

7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant

Ashley Zeckman on Jul 7th, 2015     Content Marketing, Online Marketing

 

vegetable dish

Have you ever opened the fridge and realized that all of the produce that you painstakingly picked out at the farmers market had gone bad? Maybe there were a few items that were salvageable but the rest had to be tossed. You wouldn’t want to serve your guests a rotten ratatouille would you?

Today’s content marketers should be using only the freshest of ingredients (tactics) to keep their audience engaged and coming back for seconds.

Keeping an online audience engaged is getting harder and harder. They are constantly bombarded with an overwhelming amount of content which makes it very difficult to hold their attention. In fact, the Statistic Brain Research Institute found that the average attention span in 2015 is 8.25 seconds and only 4% of page views on the internet last longer than 10 minutes. Remember that blog post it took you 3 hours to write? Chances are your customers are speed reading and moving on.

Ashley Zeckman

Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M

Ashley Zeckman on Jul 6th, 2015     Content Marketing, Online Marketing

Content-Marketing-Measurement-&-ROI

Understanding the potential risk and return on any investment is imperative for making a sound business decision. It doesn’t matter if the investment is monetary or that of time or resources.

In recent years, marketers have begun investing more and more into digital marketing programs. Content marketing investment specifically has been on a steady uprise and will only continue to increase in the coming years.

However, only 21% of B2B marketers say that they are successful at tracking content marketing ROI. That means that 79% of B2B marketers are investing in strategy and execution but are not able to track the success of their programs.

Have no fear, we brought in reinforcements. TopRank Marketing recently had the opportunity to interview Julie Fleischer of Kraft Foods and Carlos Abler of 3M as part of our Content Marketing World eBook series.