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.

 

Ashley Zeckman

Should You or Shouldn’t You: 3 Ways to Tell if Influencer Marketing is Right for Your Brand

Ashley Zeckman on Jul 21st, 2016     Digital Marketing, Influencer Marketing, Online Marketing

influencer-marketing-right-for-your-brand

Reaching and connecting with customers in a meaningful way has become incredibly challenging. There I said it.

It’s no wonder with the sheer number of  flash-in-the-pan marketing practices have somehow made their way into brands large and small only to leave marketing teams throwing their hands up in frustration. The amount of knowledge and data that we have access to today really is incredibly. Unfortunately, it can be hard to filter out the sage advice from that which is better left undiscovered.

It wasn’t so long ago that everyone started saying: “brands need to be on social!”, so companies jumped at the chance and signed up for every social platform available (even those that didn’t make sense). Then, when people said: “we need content!”, it led to a huge boost in the amount of content created and even today 76% of marketers plan to create more content this year than the year before.

Caitlin Burgess

Going Native: Tips & Examples for Effectively Incorporating Native Video Into Your Social Strategy

Caitlin Burgess on Jul 19th, 2016     Digital Marketing, Online Marketing, Video

Native-Video-Social-Strategy

These days, it’s pretty safe to say that all marketers understand that video is an increasingly important marketing tool for capturing audience attention, showing value and encouraging engagement across the digital universe. In fact, 87% of online marketers use video content, according to an infographic from Hyperfine Media.

However, when it comes to promoting that video content on social media, marketers often ask users to click a link to a website, blog or another outside platform to watch, rather than just giving them the content outright. But as social media platforms improve their video shooting, editing and uploading capabilities, many brands and marketers are going native with their video content.

Tiffani Allen

Online Marketing News: Brands Killing Passwords, Pokémon Go and Twitter Tells All

Tiffani Allen on Jul 15th, 2016     Online Marketing, Online Marketing News

online marketing news businesses dropping passwords

72% of Businesses Plan to Kill Passwords By 2025 (Infographic)
According to a survey by Telesign, 70% of business security experts surveyed believe that passwords are not a sufficient security measure. That same survey found that 90% of businesses surveyed had been victims of fraud. In light of this, many companies are changing their ways in terms of security. SocialTimes reports that “by 2025, 72 percent of companies will stop using passwords, and 36 percent will stop using them in as little as four years. The two main avenues of change are two-factor authentication and behavioral biometrics.” SocialTimes

Kevin Cotch

21 Conversion Rate Optimization (CRO) Tools to Increase Your ROI

Kevin Cotch on Jul 14th, 2016     Digital Marketing, Online Marketing

Conversion-Rate-Optimization-Tools

Today’s savvy marketers have moved beyond just collecting website analytics, and are instead focusing on how to inspire customers to take action based on their digital marketing. Conversion Rate Optimization (CRO) is essential for any marketer and proper CRO is how you will make your marketing as actionable as possible for your customers. No matter what your role is within your marketing department, it is important to understand the key Conversion Rate Optimization tactics to improve your ROI and to grow your business. If fact, only 22% of companies are satisfied with their conversion rates according to Econsultancy.

Improving your conversion rate is a never ending battle that requires testing and optimization. To make your conversion rate optimization efforts easier, we have selected 21 tools to get a better ROI on your website. 14 of the tools are either free or have a free version to get you started on optimizing for conversion rate.

Joshua Nite

New Short Story: How GREAT Marketers Win at Digital Advertising

Joshua Nite on Jul 12th, 2016     Digital Marketing, Online Advertising, Online Marketing

Great Marketers Win at Digital Advertising

How can you help your brand knock out the competition and win customers’ attention?

Sometimes great content and a solid content marketing strategy aren’t enough to achieve the results you hoped and planned for. Despite all your training and drilling on tactics, you enter the ring and end up hitting the mat face-first.

It’s nice to think that people would be magnetically drawn to your content. That every search for a relevant term would return your brand at the top of the SERP. That word-of-mouth or a couple of posts on social media would create a stampede of partygoers to your site. But a strictly organic approach can lead to lukewarm and limited engagement.

Tiffani Allen

Online Marketing News: Beer, Blogs, Snapchat Memories and B2B Content Struggle

Tiffani Allen on Jul 8th, 2016     Online Marketing, Online Marketing News

if-your-blog-were-a-beer

If Your Blog Were a Beer, What Kind Would It Be?
At first glance, beer and blogs don’t seem to have a whole lot in common. But, like the diverse beverage, blogs have many different flavors and origins of their own. We even consume blogs and beers at roughly the same rate. This infographic, complete with a silly and delicious metaphor, breaks down the hierarchy of blog types and beer types leading to one solid conclusion, be original and substantial in your blog. Visual.ly

Joshua Nite

Learn How to Take Your Digital Advertising Strategy Mobile

Joshua Nite on Jul 7th, 2016     Online Advertising, Online Marketing

Digital-Advertising-Strategy-Mobile

How many times a day do you pick up your smartphone? If you’re the average iPhone user, Apple says you slide to unlock around 80 times in a 24-hour period. Android users unlock their phones around 85 times a day—no word on what those extra five unlocks are.

80 times a day. If the average person sleeps around 7 hours a night, they get 17 hours of waking time per day. That means we’re picking up our phones over 4 times an hour. That’s more than every fifteen minutes. Should I even bother putting it back in my pocket? Or just graft it onto my hand?

So marketers, riddle me this: Odds are the people you want to reach have a screen on their person that they look at 80 times a day. They fill every idle moment of their day consuming content on that screen.

Caitlin Burgess

What Marketers Can Learn from Fortune 500 Companies Mastering Instagram

Caitlin Burgess on Jul 6th, 2016     Online Marketing, Social Media

Marketers-Learn-Instagram

With more than 500 million monthly active users and counting, Instagram is growing fast and showing no signs of slowing down. According to eMarketer, Instagram usage is expected to grow 15.1% this year, compared to the 3.1% growth expected for the social network sector as a whole. In addition, eMarketer said the platform will add 26.9 million new users over the next four years.

What does this mean for marketers? It means that now is the time to explore the platform’s potential for your brand. And looking to some of America’s biggest brands—the Fortune 500—can give you some great insights and inspiration for building your own Instagram strategy.

Ashley Zeckman

Celebrate Your Freedom From These 4 Tired Content Marketing Tactics

Ashley Zeckman on Jul 4th, 2016     Content Marketing, Online Marketing

4-content-marketing-tactics

Freedom is an expression that you’ll hear a lot this week as we celebrate America’s independence. Our forefathers had a vision for a country that provided citizens with certain rights and responsibilities for themselves and their neighbors.

Marketers today have a unique opportunity to sign their own declaration of independence to free themselves of tired content marketing tactics. This is a declaration that removes antiquated approaches to content marketing and instead focuses on creating value for their customers in a way that builds a better future.

Recent research has found that over 80% of marketers are creating content,which means that the competition for customer attention is becoming increasingly difficult. Now is the time for marketers to break free of tired content tactics and begin creating more memorable interactions with customers. As you continue to execute and refine your approach to content marketing, make sure that you avoid making the following mistakes. 

Tiffani Allen

Online Marketing News: Best Times for Social, Pinterest Shopping Bag, Twitter’s New Dashboard

Tiffani Allen on Jul 1st, 2016     Online Marketing, Online Marketing News

online marketing news

The Complete Social Media Guide: How and When to Post on Social Media [Infographic]
One of the biggest tenants of social marketing is to meet your audience in the right place at the right time. But that right time varies by channel, network, and a variety of other factors. What’s a marketer to do? This helpful infographic spells out the when and what of social media posting. StartABlog123.com

Pinterest Launches Shopping Bag, Buyable Pins for Desktop
Pinterest has long been a destination for shoppers who are looking for ideas for anything from clothes to groceries. Recently, the social media platform took a big step in the way of making the journey from pin to purchase easier for users. According to Pinterest’s Tim Weingarten: “With your new shopping bag, you can throw in any buyable pin that catches your eye, whether you’re shopping on your Android or the web (iOS to come!). When you’re ready to check out, everything you’ve added to your bag will be right there waiting for you.” SocialTimes

Caitlin Burgess

6 Things Brands & Publishers Need to Know About Native Advertising

Caitlin Burgess on Jun 29th, 2016     Online Advertising, Online Marketing

Native-Advertising

As brands look to create deeper connections with their audience and publishers search for new ways to generate revenue, native advertising as re-emerged as a tactic that both can take advantage of.

For those who aren’t familiar, native advertising, also referred to as sponsored content or advertorials, has taken on many forms over the years—from advertorials in newspapers in the 1940s to infomercials and paid programming spots on television. Today, native advertising is a content marketing tactic that typically involves publishing informational and educational articles and videos (with an underlying advertising message) in print or digital publications and blogs.

For publishers, native advertising allows them to generate revenue by not only lending advertisers their platform, but also offering their editorial expertise, brand reputation and audience. For brands, native advertising allows them to create valuable content and another touchpoint within in the buyer’s journey as they work toward being the best answer for their audience.

Caitlin Burgess

4 Pieces of Sage Healthcare Marketing Advice from Healthcare Marketers

Caitlin Burgess on Jun 28th, 2016     Digital Marketing, Online Marketing

Healthcare-marketing-advice

Healthcare marketers are intensely aware of the changing industry landscape. From new regulations and technologies to the rise of consumerism, many find themselves retooling their strategies and looking for valuable advice along the way.

On Wednesday, June 29, 2016 TopRank Marketing and Medicom Health Interactive are partnering for a free webinar to offer that advice and help healthcare marketers navigate, adapt and thrive in the new environment.

The event will feature a deep dive into the four-must have components of an integrated digital marketing strategy outlined in our recent eBook: Patient-First Marketing: Understanding the Anatomy of a Successful Strategy.

To whet your appetite, we’ve tapped into the expertise of four awesome healthcare marketers (who also appeared in our recent eBook) to share their biggest piece of advice for other healthcare marketers.