Online Marketing

Online marketing encompasses a broad range of strategies and tactics, but the overall goal remains the same, attracting new business, engaging with customers and converting more leads to sales. With nearly three billion Internet users, online marketing is the key to attracting new eyes, spreading brand awareness and growing your business online.

 

Named a top Marketing Blog by Advertising Age, the experts at TopRank Marketing are here to teach you how to become an online marketing master!

 

Browse our online marketing news and articles to find, tips, guidelines, and current best practices.

 

Tiffani Allen

Digital Marketing News: Productive Content Teams, Google Shopping & Snap to Store

Tiffani Allen on Apr 21st, 2017     Online Marketing, Online Marketing News


30 Habits of Highly Productive Content Teams [Infographic]
A successful content team needs to work together well, despite several moving parts. What gets them there are the habits they create, like looking everywhere for content ideas and consistently handling ad-hoc content requests. Content Marketing Institute

Google is trying to turn Image Search into a shopping tool
Google is seemingly turning its image search into a shopping tool — a new feature called style ideas shows users looking for fashion merchandise what the items they select would look like with other items for sale. recode

Snapchat will tell brands how many people saw their ads, then visited their stores, restaurants
Snapchat is allowing brands to see whether the amount of people who have seen their ads translates into in-store visits. They can do this by determining when a user is using Snapchat in a store location, whether or not they’ve seen the respective ad. Marketing Land

Joshua Nite

Content Planning for the Win: 10 Expert Tips to Keep Your Audience Engaged Again & Again

Joshua Nite on Apr 12th, 2017     Content Marketing, Online Marketing, Online Marketing Strategy

Blank space: Great when it’s a Taylor Swift song (or a nifty 20’s-style cover of same), not awesome when it’s on your editorial calendar. You want to publish with a steady cadence to keep your audience satisfied. But you know that filler won’t do—it’s got to be quality and quantity.

Great content is no accident. It requires careful planning to provide the value and variety your audience craves. At TopRank Marketing, we create content for dozens of clients. That’s a lot of blank space to fill. But when it’s over, we know the high was worth the pain (sorry, now I have Taylor Swift stuck in my head for the rest of the day. Hopefully you do, too).

Here’s how to create a content plan that’s designed to excel.

Tiffani Allen

Digital Marketing News: Traditional vs. Programmatic, Twitter Lite & LinkedIn Lead Gen

Tiffani Allen on Apr 7th, 2017     Digital Marketing, Online Marketing

Traditional vs. Programmatic Media Buying [Infographic]
Programmatic media buying is all over the digital marketing sphere. What are the key differences between programmatic and traditional media buying? This infographic lays them out side by side. MarketingProfs

Introducing Twitter Lite
To combat slower mobile networks, expensive data usage and a lack of mobile storage experienced by some users, Twitter has launched Twitter Lite. The new offering is a mobile web experience that minimizes data usage and takes up less than 1MB of space. Twitter

LinkedIn Lead Gen Forms Streamline the Lead-Generation Process
LinkedIn (client) has enabled lead gen forms to help advertisers provide a seamless, in-app experience for their sponsored content on mobile devices. The form is easily filled out with a prospect’s LinkedIn info, and after conversion they’re sent to a customized thank you page in the app guiding them to their next step. AdWeek

Ashley Zeckman

Top Tips for Making the First 30 Days in Your New Content Role Really Count

Ashley Zeckman on Apr 6th, 2017     Content Marketing, Online Marketing

For me, starting a new job is always a steady mix of overwhelming excitement and sheer terror. I think about all of the things that I am going to accomplish (very quickly of course) and then at some point realize that the comfort of knowing the in’s and out’s of my previous job, are now gone.

As someone that has worked in numerous marketing and content roles throughout my career, I’ve learned some easy (and some very tough) lessons. In the end, I’ve realized that it doesn’t matter how much I think I know walking in on my first day, it’s how I take advantage of the training and onboarding available that has the biggest impact. 

Joshua Nite

The 5 W’s (and an H) That Guide Your Content Marketing Strategy

Joshua Nite on Apr 5th, 2017     Content Marketing, Online Marketing

Journalists make excellent content marketers. It’s not just because they’re used to writing clean, compelling copy. Or that, given the state of the modern news industry, there’s a wide talent pool for marketing departments to choose from.

No, journalists make great marketers because they have finely-developed instincts for chasing down a story. They know how to collect the facts thy need to make a full report. They ask the right questions and make sure they get a straight answer, before they write a single line.

Couldn’t your content marketing use a little journalistic edge? Not just for the copy, but for your entire strategy?

When reporters are researching a story, they go through the Five W’s: Who, What, When, Where, Why & How (Yes, I know that’s five w’s and one h. This is the country that brought us the three R’s: reading, ‘riting, and ‘rithmetic).

Tiffani Allen

Online Marketing News: The Age of Mobile, Cheetos Snackware & Twitter Expands Pre-Roll

Tiffani Allen on Mar 31st, 2017     Online Marketing, Online Marketing News

Why Creativity Matters More in the Age of Mobile [Infographic]
Based on Facebook’s new ‘Why Creativity Matters in the Age of Mobile’ report, this infographic shows four big shifts that are driving the way that we consume media, including that consumption is no longer linear, our visual-first evolution and more. Social Media Today

Goodbye Forever, Orange Fingers — Eating Cheetos Could Get an Epic Upgrade
Cheetos and Betabrand are coming together to solve a long-time snack crisis — Cheeto fingers. The mix of brilliant understanding of the user experience from a product standpoint, and creativity in finding a resolution involving user-interaction, is an inspiration for marketers everywhere. Inc.

Tiffani Allen

Rule the Room: 5 Tips for Facilitating Meetings that Generate Results

Tiffani Allen on Mar 30th, 2017     Online Marketing

The work world is simultaneously in love and hate with meetings – from congratulatory mugs for surviving ‘another meeting that could have been an email’ to the mandatory ‘check-in’ meetings that seem to plague event the tightest of calendars. It is generally accepted that meetings are necessary for effective work to be done. However, not all meetings lend themselves toward empowering productivity. What’s an organization to do?

It all comes down to planning. There’s a specific formula that needs to be followed in order to push attendees toward action. The outline described below is tried and true. In fact, it has saved many of my own meetings from the pits of meeting despair. If you have a plan, focus on the actions required to carry it out and clarify tasks along the way, you’ll be on the road to great results in no time. Better yet, this framework can help you empower your team to become more effective, focused and productive.

Joshua Nite

The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention.

During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested. Campaigns that include influencers have shown a 10x increase in conversion rates. And those customers who convert stick around–influencer campaigns tend to achieve a 37% increase in retention.

Clearly, influencer marketing deserves the buzz it’s been getting. But most marketers are just getting started. There’s plenty of activity, but not much strategy. It takes a concentrated, strategic, sustained effort to fully realize the benefits.

Joshua Nite

Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17

Joshua Nite on Mar 24th, 2017     Marketing PR Conferences, Online Marketing

“Social media evolution is inevitable. All you can do is evolve along with it.” - @carlosgil83 Click To Tweet

Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and self-destructing messages.

Even if you’re one of the hip kids snapping away at home, it can be hard to see the business value of the platform.

But among the emoji and the rainbow vomiting there’s a huge potential audience. Brands with the right content and strategy are already enjoying success. If your target audience matches the platform’s demographics, it’s time to dive in.

Tiffani Allen

Online Marketing News: Millennial Micro Influencers, Apple Clips, Facebook Seasons

Tiffani Allen on Mar 24th, 2017     Online Marketing, Online Marketing News

Infographic: Who Is the Millennial Female Micro Influencer?
Who is a millennial female micro influencer? How does she compare to your average social media user? She tends to have a larger following with more engagement, and posts about topics like travel, fashion and health and fitness. This infographic sums up who this person is and what her followers and habits are like. AdWeek

Apple introduces Clips: the fun, new way to create expressive videos on iOS
This week, Apple introduced Clips — a new way to create expressive videos out of music, photos, video clips and more. These Clips also feature interactive titles that are based on your voice, and are easily posted directly to Facebook, Instagram, YouTube, Vimeo or a variety of other platforms. Apple

Joshua Nite

Superheroes of Social Media: Your Must-See Guide to #SMMW17

Joshua Nite on Mar 23rd, 2017     Marketing PR Conferences, Online Marketing

In a past life, I was a minor internet celebrity. One big perk to that dubious career was being a vendor at San Diego Comic Con for seven straight years. Our little indie booth saw visits from superheroes and celebrities alike. Doctor Who, Buffy the Vampire Slayer, DC & Marvel Comics: It’s truly a nerdy paradise.

Now I’m headed back to the convention center for a different kind of meetup: Social Media Marketing World 2017. I’m expecting fewer costumed superheroes (although with the right pair of glasses I could pull off a Seth Godin costume). But there will be plenty of astonishing and amazing marketers to meet.

These folks may not be able to leap tall buildings in a single bound—though I hear Ann Handley has an impressive long jump—but when it comes to getting results on social media, they’re nothing short of heroic.

Tiffani Allen

Online Marketing News: Netflix Teaches B2B, Email Benchmarks & Facebook is a Copycat

Tiffani Allen on Mar 17th, 2017     Online Marketing, Online Marketing News

What B2B marketers can learn from Netflix [Infographic]
What could B2B marketers possibly learn from Netflix? It turns out, quite a bit. Namely, that scheduled marketing needs to take a back seat to content that’s packaged for consumption when your prospects are ready. LookBookHQ

Email Marketing Benchmarks: 4Q16 Average Open, Click, and Bounce Rates
A new study from Experian shows that email open and click metrics remained fairly stable year-over-year in 2016, but the average transaction-to-click rate grew by 10% and the average bounce rate increased by 11.8%. MarketingProfs

Facebook Messenger copies Facebook’s copy of Instagram’s copy of Snapchat Stories
Yes, you read that headline correctly. There is some truth behind all that sass. Last week, Facebook messenger rolled out it’s copy of Facebook Stories — a copy of the story feature owned first by Snapchat and later adopted by Instagram. They’re calling Messenger Day. Marketing Land