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.

 

Joshua Nite

Why Most Content Doesn’t Get Social Shares–And How to Get Yours Seen

Joshua Nite on Nov 23rd, 2016     Content Marketing, Online Marketing

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It’s been a little over a year since Buzzsumo’s Steve Rayson dropped a bombshell on content marketers. After his company analyzed over one million blog posts, it was Steve’s sad duty to inform us that:

  • 75% of posts received zero domain links
  • 50% of posts received 8 shares or less
  • 75% of posts received 39 shares or less

In other words, that beautiful content we spent so much time crafting? Half of it didn’t attract enough people to fill a baseball roster. Three quarters of it didn’t attract enough people to fill a school bus.

It’s hard to feel good about numbers like that. But you don’t have to feel hopeless and you don’t have to take it lying down. Your audience is out there, waiting for great content to rise above the swelling tides of mediocrity.

Leila De La Fuente

Is Bing A Thing? The Answer: It Depends

Leila De La Fuente on Nov 21st, 2016     Microsoft Bing, Online Marketing, Search Engines

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It’s no surprise that Google is the most popular search engine in the world. In fact, according to NetMarketShare, it owns over 75% of the desktop search engine market share and over 94% of mobile/tablet search engine market share.

Desktop Search Engine Market Share - October 2016

Desktop Search Engine Market Share – October 2016

 

Mobile/Tablet Search Engine Market Share - October 2016

Mobile/Tablet Search Engine Market Share – October 2016

And it’s stats like these that have SEO and digital marketing professionals everywhere focusing solely on Google, when looking to improve organic search visibility. Why focus on optimizing for Bing, or Yahoo, or AOL, when they take up such a small piece of our search pie?

So when we’re asked the question, “Is Bing a Thing?” we’re quick to dismiss the need for optimization focused on Bing’s ranking algorithm; but the truth is, the answer should be “It depends.”

Tiffani Allen

Online Marketing News: ‘Tis Pinterest Season, Self-Serve InMail and Nutella Spreads Happiness

Tiffani Allen on Nov 18th, 2016     Online Marketing, Online Marketing News

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Holiday Marketing Campaigns: ‘Tis the Season for Pinterest [Infographic]
MarketingProfs reports: “People on Pinterest tend to spend twice as much as the general public, and 67% of them will be using Pinterest to plan for holiday purchases.” Learn more from this holiday spirited infographic from Pinterest. MarketingProfs

LinkedIn Sponsored InMail goes self-serve
LinkedIn (client) has opened up their Sponsored InMail ad solution to be run through LinkedIn Campaign Manager. Previously, this solution was only available to marketers with an account representative to execute these campaigns. Marketers can now self-service Sponsored InMail, targeting users by location, industry, title, and more. ClickZ

Kevin Cotch

Artificial Intelligence is Here: 5 Brands Implementing AI

Kevin Cotch on Nov 17th, 2016     Online Marketing

Artificial Intelligence Marketing

To most people, artificial intelligence (AI) is represented in terms of robots with human-like similarities. Today’s reality is that of AI powering technologies and driving companies to complete tasks and make things easier. Companies are using AI more than ever, even for tasks that you may not consider.

To understand how AI impacts your business, it’s important to understand exactly what artificial intelligence is. According to Merriam Webster artificial intelligence is, “an area of computer science that deals with giving machines the ability to seem like they have human intelligence.” These machines allow technologies to seem like they have a human element while improving the efficiency and consistency of the company.

Below are five companies that leverage an artificial intelligence system to provide a better user experience for each user.

Joshua Nite

11 Brain-Training Exercises for Your Content Marketing Team

Joshua Nite on Nov 16th, 2016     Online Marketing

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Eventually, even the most creative content marketer feels drained. We start thinking of content in commodity terms: If I fill this many buckets full of words, I will have justified my paycheck for today. We churn out content that adds to the mountain of commodity content, instead of writing engaging copy that flies above it. 

If your content marketing team is exhibiting signs of burnout, it’s time to break out of the routine. Time for exercises that will bump everyone’s brain out of well-traveled grooves, while allowing for some fun as well.

Twice a month at TopRank Marketing, we have company-wide meetings where we learn new things, lift each other up, and play games that spark creative thinking.

(It’s pretty great. Did I mention we’re hiring?)

Caitlin Burgess

5 Interesting Insights from Buffer’s The State of Social 2016 Report

Caitlin Burgess on Nov 15th, 2016     Marketing & PR Industry, Online Marketing, Social Media

buffer-the-state-of-social-2016

What does the social media landscape look like in 2017? What networks are going to help me drive awareness, conversation and conversions? What types of content will have the most impact on my audience? Is Snapchat a good investment?

As we near the end of 2016, these are likely just a few of the questions being asked by marketers everywhere. While I’d love to say there’s a magical crystal ball with all the answers out there, we all know that nothing is permanent or sure-fire when it comes to social media. But we do have some data and insights that can help.

In it’s The State of Social 2016 report, Buffer surveyed more than 1,200 B2B and B2C marketers to better understand how they’re currently using social media and where they plan to go in 2017. Those who participated work for companies of all sizes and across a variety of industries.

Ashley Zeckman

50 Influential Women in Digital Marketing: North Stars & Rising Stars

Ashley Zeckman on Nov 14th, 2016     Digital Marketing, Online Marketing

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Having people that we can look to for guidance and inspiration is an incredibly important part of our professional development. In this post, I would like to shine a light on some incredibly talented and inspirational women that are making moves and serving as a shining examples for other digital marketers.

To create this list of inspirational women in digital marketing, we pulled 25 of the top brand marketers from our list last year (our North Stars), and asked each of them to nominate someone (our Rising Stars) that they thought were deserving of having a light shone on their awesome work.

In addition to featuring insights about these savvy digital marketers, we asked each of our North Stars to share their inspiration for their own work, and asked what inspired them about their Rising Star nominations.

Tiffani Allen

Online Marketing News: Unwrapping Shoppers, Growing Ad Revenue & Millennial Loyalty

Tiffani Allen on Nov 11th, 2016     Online Marketing, Online Marketing News

holiday-shoppers-2016-infographic

Unwrapping the 2016 Holiday Shopper [Infographic]
The holiday season is undeniably important for eCommerce brands — especially this year with a 17% YOY revenue increase. But how do holiday shoppers go about their research and purchasing? This infographic shows how users are browsing and shopping for their holiday purchases. Signal

Digital Ad Revenues Grow 19% Year-Over-Year in First Half of 2016, Hitting Landmark High of $32.7 Billion
IAB reports: “digital advertising revenues in the United States for the first half of 2016 have reached an all-time high, scaling to $32.7 billion […] This represents a 19 percent increase over last year’s then record-setting half-year revenues of $27.5 billion.” This and many more insights can be found in their full report. IAB

Joshua Nite

7 Steps to Documenting Your Content Marketing Strategy

Joshua Nite on Nov 9th, 2016     Content Marketing, Online Marketing

tips-documenting-content-strategy

There is one thing that nearly 2/3rds of top-performing content marketers do, but only 13% of the least successful do. It’s a clear driver of content marketing excellence. Yet only 37% of all B2B content marketers are doing it.

That one thing is to developing a documented content marketing strategy. It’s that simple. Lay out your strategy, write it down, and you’ve drastically increased your odds of running a successful content marketing enterprise.

Documenting your strategy prevents random acts of content. It helps get buy-in from your whole team. Most importantly, it starts your content initiative with measurable goals and a plan to achieve them. It just makes every aspect of creating content and distributing it easier and more effective.

Tiffani Allen

Online Marketing News: Shareable Infographics, Instagram Buyable Tags & YouTube End Screens

Tiffani Allen on Nov 4th, 2016     Online Marketing, Online Marketing News

shareable-marketing-infographics

The Ultimate Guide to Creating Shareable Infographics Using PowerPoint or Keynote
Infographics work to capture the attention of your audience and convey information in a digestible way. It can be tough to find the resources to creat them. But, what if creating infographics yourself was suddenly easier? This infographic will show you how. HubSpot

Instagram Is Letting Brands Test Taggable, Buyable Products in Photos
Instagram is letting select brands — like Kate Spade — test organic posts with taggable, buyable products in their photos. Brands can tag products for sale within their organic posts that will link interested viewers directly to their website to purchase. This, according to Instagram, is a play to make the user’s purchase experience frictionless. AdWeek

Ashley Zeckman

“Make Good Choices!” And Other Reasons Why We Celebrate Ann Handley

Ashley Zeckman on Nov 3rd, 2016     B2B Marketing, Online Marketing

ann-handley-birthday

Ever so often, you come across someone that inspires and motivates you to be better, to reach for more. Sometimes this will be someone that you know, but often, it’s someone that you admire from afar. For me (and many other marketers), that person is MarketingProfs’ Chief Content Officer, Ann Handley.

In addition to being an incredibly talented and brilliant B2B marketer, Ann is a wonderful person. Her wit, charm and friendly demeanor will wrap you up in a ball of marketing love and make you feel like you’ve known her your whole life.

Our team has had the distinct pleasure of partnering with with Ann on several projects. As busy as Ann is making B2B marketing magic, she is a fantastic collaborator and co-creator. I have been given the opportunity to work with her on several ocassions and have reveled in every minute of it.

Tiffani Allen

Online Marketing News: The Art of Stealing, Twitter Closes Vine & Helpful Chat Bots

Tiffani Allen on Oct 28th, 2016     Online Marketing, Online Marketing News

content-marketing-art-of-stealing-infographic

How to Improve Blog Writing Through the Art of ‘Stealing’ [Infographic]
Imitation is the sincerest form of flattery, or at least that’s the rumor. So, how can you (legally and ethically) ‘steal’ the high-performance content mojo from a fellow writer to help improve your work? This infographic explains how. MarketingProfs

Important News about Vine
Twitter announced on Thursday that they’ll be discontinuing their Vine app. The platform, which just announced a round of layoffs last week, says they’ll be ‘doing this the right way’ by keeping the website online so users can continue to access their content. Vine on Medium