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.

Ben Brausen

Online Marketing News: G+ Brands Stripped, The Mayor Has Returned, Facebook Gives You A Cut

Ben Brausen on Jul 3rd, 2015     Online Marketing, Online Marketing News

Social Media Acronyms

The 75 Most Important Social Media Acronyms – Acronyms are a natural fit for social media networks. These platforms are based on short and snappy communication, so it makes sense for people to rely on abbreviations, especially for common phrases. Check out this infographic and see how many you know. Sprout Social

Google+ Brand Posts Have Been Stripped From Knowledge Graph Cards – Brand posts on Google+ will no longer be displayed in the Knowledge Graph cards, instead they’ll be treated like all other social updates in the traditional search results. Search Engine Land

Facebook Pages See Organic Likes Rise 0.2% in May (Report) – A total of 43.36 percent of Facebook pages advertised on the social network in May, according to the latest research from social analytics and reporting firm Locowise. SocialTimes

Ashley Zeckman

Engage More Customers By Becoming a Content Marketing Sommelier

Ashley Zeckman on Jul 1st, 2015     Content Marketing, Online Marketing

content marketing sommelia

A sommelier is known for having extensive knowledge about wines, and how to complement the sensory experience of each type with perfect food pairings. Many train for years in hopes of finally becoming a Master Sommelier.

When embarking on a content marketing initiative, it’s important to know how to maximize the sensory experience of your content. A Master Content Marketing Sommelier knows what will best engage their customers, be it a complex, full-bodied blog post or a light, crisp infographic.

Demand Metric found that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. This means marketers have a ripe opportunity to create content that expertly meets the needs of their audience.

Below are 6 tips to help you become a sommelier of content marketing.

Emily Bacheller

9 Step Social Media Audit for Improving LinkedIn Business Page Results

Emily Bacheller on Jun 30th, 2015     LinkedIn, Online Marketing

LinkedIn Company Page

It’s undeniable that LinkedIn is leading the pack for professional social networks. In fact, more than half of all of the business in the world have created a business page on LinkedIn. With over 4 million business pages on LinkedIn, the competition for the attention of potential clients and job seekers is at an all-time high.

One way to take a critical look at your LinkedIn business page is to conduct a social media audit and identify areas for improvement. Understanding the elements that will help you build trust with your audience and provide a seamless brand experience for visitors navigating between your website and LinkedIn business page are incredibly important in creating a cohesive strategy.

Ashley Zeckman

#CMWorld Infographic: 12 Marketing Box-Office Titans Share Tips For Creating Blockbuster Content Marketing

Ashley Zeckman on Jun 29th, 2015     Online Marketing

Content Marketing World Infographic Header

There’s a special kind of magic to behind-the-scenes photos from movie sets. You can see how a team of special effects wizards transforms a toy model into a spaceship hurtling towards an alien planet, or a lifeless doll into a skyscraper-climbing giant gorilla. Knowing how the trick is done somehow makes the finished product even more satisfying. That’s especially true if you’re a kid with a camera trying to bring your own dreams to the silver screen.

In the newest eBook series co-produced by TopRank Marketing and Content Marketing Institute, we asked content marketing wizards to take us behind-the-scenes and show us how they make their own brand of magic. Their advice is inspiring to anyone who wants to create great content that connects with an audience.

Evan Prokop

Web Analytics Tips: Getting More from Google Analytics with Jeff Sauer #MNSummit

Evan Prokop on Jun 26th, 2015     Online Marketing

Jeff Sauer

Google Analytics is used by more than 10 million websites, but the majority of digital marketers and businesses are merely scratching the surface of what this powerful free tool can do. As Jeff Sauer says, “any report that is one click away in Google Analytics isn’t worth your time”.

In his fascinating and super actionable presentation at MNSearch Summit 2015, Jeff shared some great tips to help marketers get more value from Google Analytics.

 

Google Analytics Custom Channel Groupings Jeff Sauer MNSearch 2015

Customize Your Content and Channel Groupings

Out of the box, Google Analytics comes with a default set of traffic channels, including organic search, referral, direct, paid, social and email. While technically these are inclusive of the range of sources which may drive traffic to your site, there is opportunity to break up these broad swaths of visitors into customized segments that are specific to your business by creating customized channel groupings. Doing this can help you efficiently track the performance of your site for visitors that really matter, your customers and prospects.

Ben Brausen

Online Marketing News: Introduction From Instagram, DuckDuckGo Goes Past 10 Million, Pinterest Pins Partners

Ben Brausen on Jun 26th, 2015     Online Marketing, Online Marketing News

Social For Customer Acquisition

How to Utilize Social Media for Customer Acquisition – One of the biggest reasons we all do social media marketing is to find new customers for our products or services. Maybe it is the biggest reason. It comes before social customer service, because without finding customers in the first place, we’d have no one to serve. This infographic from Salesforce Canada gives some insight into the process of acquiring customers via social media. Salesforce Canada

Facebook Makes Ads Manager, Power Editor Easier to Use – Facebook Thursday announced significant updates to its Ads Manager and Power Editor tools to create and manage ads on the social network. SocialTimes

Lee Odden

Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

Lee Odden on Jun 24th, 2015     Online Marketing

Joe-Pulizzi---interview-header-

Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

Ben Brausen

Online Marketing News: Facebook Taking Time, More Moments, Google Unattributed

Ben Brausen on Jun 19th, 2015     Online Marketing, Online Marketing News

Improve Facebook Organic Reach

How to Improve Your Facebook’s Organic Reach [Infographic] – Since Facebook made the transition to pay-to-play, reports have shown consistent declines in organic reach for brands. A new infographic from Kissmetrics examines the problems brands are having on Facebook, and offers some possible solutions. Quick Sprout

Facebook Taking Into Account Time Spent on Stories – The goal of News Feed is to show you the content that matters to you. The actions people take on Facebook—liking, commenting or sharing a post—are historically some of the main factors we’ve considered to determine what to show at the top of your News Feed. But these factors don’t always tell us the whole story of what is most meaningful to you. Facebook

Evan Prokop

Essential SEO Considerations For Any Website Migration

Evan Prokop on Jun 18th, 2015     Online Marketing, SEO

Website Migration SEO Considerations

Sometimes implementing a website migration an essential part of doing business in a digital world. There are a variety of reasons why a company may choose to migrate from one site to another. Regardless of the reason, it’s important to remember that your website is your virtual calling card to prospective customers and sometimes a website migration is a necessary step in providing your customers the best possible user experience.

Like botched plastic surgery, a poorly executed website migration can bring a host of SEO problems, including making your site difficult to find in search engines, confusing to use or filled with errors that make the searchbots run away.

To ensure that your website migration goes smoothly and leads to improved business, follow these essential migration SEO recommendations: