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.

 

Kevin Cotch

How to Become a Better Search Marketer with Effective Communication

Kevin Cotch on Oct 3rd, 2016     Online Marketing

become-a-better-search-marketer

Our job as search marketers is to provide the best results for our clients (both internally and externally). In order to provide the best results, we need to effectively communicate the value of everything we do. An effective communicator will be able to show the value of a search strategy/tactic to get the most out of a program for all parties included.

The search team needs to work together with the rest of the marketing team to educate them on potential risks or wins during any changes in strategy. Search engine optimization should be viewed as a part of the overall marketing strategy and cannot be a standalone solution. Instead, SEO can help all areas of marketing when done correctly. With that mindset, SEO needs to be a partnership between the search marketers and clients.

Tiffani Allen

Online Marketing News: Bird’s Eye View, FTC Skepticism and Facebook for Business

Tiffani Allen on Sep 30th, 2016     Online Marketing, Online Marketing News

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Infographic: Latest Twitter Study Sheds Light on Just How Well Video Is Doing
Based off of Twitter’s annual Online Video Playbook, this infographic shows what’s cleverly referred to as ‘The Bird’s Eye View of Video’ on Twitter. For example, 93% of the video views on Twitter are on mobile. Users who watch video want breaking news, information, and viral content the most, followed by entertainment and celebrity content. AdWeek

The FTC Is Skeptical When Celebrities Are Paid to Like Your Product
The FTC is investigating a few big name brands for bending the rules that govern paid celebrity endorsements. Of course, rules regarding endorsements from celebrities aren’t news to marketers, but the onset of digital marketing did prompt new rules and regulations. The one thing that hasn’t changed? Disclosure. Entrepreneur

Joshua Nite

5 Cool Ways to Make Marketing Magic with Interactive Content

Joshua Nite on Sep 29th, 2016     Content Marketing, Interactive Marketing, Online Marketing

interactive-content-marketing-magic

On the occasion of the new trailer for Fantastic Beasts and Where to Find Them, I was thinking about the fantastical wizarding world of Harry Potter. Who wouldn’t want to live in a world with magical items like pictures that move, newspapers that automatically update themselves, portraits that speak?

Then it hit me: My smartphone can show moving pictures and auto-updated news, and it doesn’t have to be delivered by owl. AND it’s a lot more compact than the average Daily Prophet issue. Sure, we can’t play proper Quidditch yet—someone get Elon Musk on flying broomstick development—but as far as interactive content goes, Muggles have got it on lock.

Joshua Nite

What Social Media Marketers Need to Know About Facebook Live

Joshua Nite on Sep 27th, 2016     Blogging Strategy, Facebook, Online Marketing, Social Media

facebook-live-what-you-should-know

In the age of Netflix and DVRs, it’s weirdly ironic to watch the growing popularity of live video for social media marketing. Sure, most of it is recorded so you can access it later, but it has far more in common with the nightly news than with modern on-demand, personalized content.

It turns out, there’s something about watching an event unfold live that’s hard to replicate. To be there as it’s happening, in the moment with a group of friends and strangers, sharing a singular experience. It’s powerful. And it never really went out of style—it just took a while for technology to create a compelling modern version.

Tiffani Allen

Online Marketing News: Emotional Connections, Twitter Goes Long & Better Ad Coalition

Tiffani Allen on Sep 23rd, 2016     Online Marketing, Online Marketing News

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How Emotional Connection Increases Customer Satisfaction [Infographic]
Did you know that customers with a higher degree of emotional connection have a higher lifetime value than those that aren’t? And 50% of a person’s perception of an experience is based on emotions? This infographic and supporting statistics help to illustrate the need for marketing messages that truly resonate with your market. ClickZ

Marketers Rejoice: Twitter No Longer Counts Photos, GIFs, Videos Toward 140-Character Limit
It’s official as of Monday, September 19th — Twitter is no longer counting images, gifs, or videos in their 140 character count. This is a big break for social marketers. What’s next for the platform? Eliminating @handles from the character count as well. This change is slowly rolling out to all users but isn’t official platform wide. AdWeek

Joshua Nite

Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience

Joshua Nite on Sep 22nd, 2016     Blogging Strategy, Content Marketing, Online Marketing

creative-blog-types

When it comes to blog content, a lot of us are serving breakfast when we should be serving dinner.

Let me explain. Odds are you have a go-to breakfast that you eat nearly every day. A bowl of cereal with a banana, some oatmeal with maple syrup, a haunch of beef seasoned with the tears of your enemies—generally there’s not much variety from day to day. On the other hand…

batsaneye

For dinner, we generally require some variety. Maybe it’s that no one is fully awake for breakfast, so it doesn’t matter what you eat. Maybe it’s the realization that eggs and bacon are perfect foods.

Caitlin Burgess

A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet

Caitlin Burgess on Sep 19th, 2016     Digital Marketing, Online Marketing, Social Media

social-media-paleo-diet

From the rise of Snapchat to the debut of Instagram stories to changes in Facebook’s News Feed algorithm, the social media landscape is constantly changing—giving us marketers more than enough “new” to snack on each week.

But sometimes we bite off a little more than we can chew, thinking that a healthy social media strategy needs to incorporate a little bit of everything in order to drive growth and engagement—and ultimately ROI.

However, according to Social Media Examiner’s 2016 Social Media Marketing Industry Report, 92% of marketers said they’re unable to say which social media tactics are the most effective. So, stretching your strategy to include every platform and tactic may not be the best way to drive the results you’re looking for.

Tiffani Allen

Online Marketing News: Social Changing SEO, Science of Content, Facebook Live on Desktop

Tiffani Allen on Sep 16th, 2016     Online Marketing, Online Marketing News

seo-infographic-hubspot

How Mobile, Voice & Social Are Changing SEO [Infographic]
With SEO being a growing area of investment and interest for digital marketers, we tend to keep a very close eye on any changes that may affect organic search visibility. So how are mobile, voice and social changing SEO? HubSpot’s latest infographic, based on their State of Inbound Marketing report, has the details. HubSpot

The Science of Content: TFM Research Report On Content Across 10 Industries
Technology for Marketing just released a new study of content that resonates across 10 different industries. The report found, among other things, that understanding your specific industry and audience is the key to successful content. This means knowing what type of content they like best, the best time to post, and even what headline words will get their attention. Buzzsumo

Joshua Nite

The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds

Joshua Nite on Sep 14th, 2016     Content Marketing, Online Marketing

4-questions-content-must-answer

A rodeo cowboy gets eight seconds to become a champion. What can content marketers do with nearly twice that time?

HubSpot reports it takes less than 15 seconds for a reader to decide whether or not content is worth the effort. Think about that: In half of the Jeopardy theme, your reader’s mind is already made up.

You’re probably familiar with that statistic–it’s a marketing classic. But what exactly is happening in those 15 seconds?

There’s a series of subconscious questions anyone asks as they’re contemplating reading content. You ask them; I ask them; and our fellow human beings that we call an “audience” ask them, too.

Your content must answer these four essential questions, and fast.

Tiffani Allen

Online Marketing News: Divine Email Delivery, Mobile Machine Learning & CMO Social Spend

Tiffani Allen on Sep 9th, 2016     Online Marketing, Online Marketing News

email-marketing-infographic

Email Deliverability: Unveiling the Divine Path to Subscribers Inbox
Email marketing is one of the most effective digital marketing tactics, and one of the longest standing. But, nothing can be effective if it doesn’t reach your audience. This infographic shows the considerations marketers need to make when sending their emails to ensure the best deliverability and common email marketing myths. Social Media Today

Google Injects Machine Learning Into Analytics App
AdAge reports: “Google said Friday it will provide a new stream of automated insights in its Google Analytics mobile app, allowing marketers to see key data metrics in a matter of minutes.” This will allow marketers to view valuable insights on the go, whether it’s from an android or iOS device. Over time, the app can actually learn your data habits and pull reports automatically. AdvertisingAge

Ashley Zeckman

The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand #CMWorld

Ashley Zeckman on Sep 8th, 2016     Content Marketing World, Influencer Marketing, Online Marketing

microsoft-influencer-marketing

Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?

There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:

influencer-marketing-not-successful

Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.

True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?

Tiffani Allen

Online Marketing News: Millennials on Social, Digital Lead Generation & Email Secret Sauce

Tiffani Allen on Sep 2nd, 2016     Online Marketing, Online Marketing News

Fluent-Millennial-Social-Media-Use-Infographic

Survey: 41% of Millennials Use Facebook Every Day (Infographic)
A recent study showed that millennials spent the majority of their ‘online time’ on smartphones. The same study showed that Facebook was the most popular social network among millennials and non-millennials, followed by YouTube, Instagram and Snapchat. SocialTimes

The Most Effective Digital Lead Generation Channels (Report)
A new report found that 45% of business people surveyed thought that content marketing and email marketing were the most effective online tactics used for lead generation. Following behind at a close second was social media marketing (39%) and SEO/landing page optimization (38%). MarketingProfs