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

The QuickStart Guide to Using Google Search Console to Increase SEO Visibility

Kevin Cotch on Feb 23rd, 2017     Online Marketing, SEO

There are many powerful SEO tools in today’s marketing world. Most SEO tools can be highly beneficial, but often come with a cost associated with it. However, there are some tools that smart marketers can leverage to assist with the variety of tasks needed on a given day.

One tool that smart marketers can leverage for SEO is Google Search Console. This free tool provided by Google is a great way to gain insights about your site in one main platform. Google Search Console is often underutilized by search marketing teams. To help you get the most benefit from Google Search Console, we outlined the four main areas within the tool to help you reach your search marketing objectives. Before we get into the four main areas within Google Search Console, let’s discuss what the tool even is.

Joshua Nite

Three Crucial Truths for Engaging Your Audience on Mobile

Joshua Nite on Feb 22nd, 2017     Mobile Marketing, Online Marketing

My eight-year-old son recently asked me why the icons for “phone” look so weird. None of these images look like a phone to him:

 

 

 

 

 

Smartphones have already killed payphones and landlines. Now they’re poised to do the same to desktops and laptops. Google is already reporting more mobile searches than desktop searches. Desktop internet use has stagnated while mobile eats up an ever bigger share of our internet time.

It’s clear that the future of content consumption will increasingly be on mobile devices. There’s definitely still value in long-form content for users to settle in with on desktops. But your content strategy should include a healthy dose of mobile optimized content.

Kevin Cotch

Does Your Website Pass the Mobile Test?

Kevin Cotch on Feb 16th, 2017     Mobile Marketing, Online Marketing, SEO

It is hard to argue that the adoption of mobile devices hasn’t exploded with popularity. Most searches are being performed on mobile devices, with more searches expected to continue on mobile.

Mobile is not only important for organic performance but for conversions from all types of traffic including email and paid channels. It is important to understand your mobile traffic to focus on the channels that convert the most on those devices. For some websites, mobile devices might bring in the majority of your traffic but the conversions might not be as high as desktop searches, because of less focus on the mobile experience.

Tiffani Allen

Online Marketing News: Browsers to Buyers, Snapchat’s IPO and Data Studio Connector

Tiffani Allen on Feb 10th, 2017     Online Marketing

How to Convert Mobile Browsers to Buyers [Infographic]
Even though mobile is booming — creating 60% of online traffic — we’re still only seeing 16% of conversions coming from mobile. Conversions from desktop are typically 50% greater than the few mobile conversions we do see. This infographic shows how to improve mobile conversions through data. MarketingProfs

8 Things Marketers Need to Know About Snapchat’s IPO
Last week, Snapchat filed their IPO, releasing more details about their business than ever before. For example, we now know that Snapchat has 158 million daily users, but growth is slowing and the majority of users are 18-34 years old, with use tapering after 25. Ad Age

Ashley Zeckman

Social Media Touchdown: How 20 Smart Brands Won the Biggest Content Game of the Year

Ashley Zeckman on Feb 6th, 2017     Content Marketing, Online Marketing, Social Media

Yesterday was a huge day for sports fans and brands across the nation. Diehard football fans wait all year for this special game and hope that their team (or at least a team they support) hits the turf for the big game.

Let me preface my next statement by saying I mean absolutely no offense to the amazing athletes that played their hearts out yesterday. But if you’re like me, the day is really about the cheesy/gooey/delicious food, the Puppy Bowl and of course, the ads.

On this day, brands hope that their creative and entertaining ads will reach an engaged and attentive audience as they’re glued to the television. In fact, the average commercial costs approximately $5 Million for a mere 30 seconds of airtime during the Super Bowl. That is some serious cheddar!

Tiffani Allen

Online Marketing News: Visual Content Trends, Snapchat QR Codes & LinkedIn Buzzwords

Tiffani Allen on Feb 3rd, 2017     Online Marketing, Online Marketing News

10 Trends Driving Visual Content Marketing in 2017 (Infographic)
AdWeek reports: “53 percent of survey participants said that between 91 and 100 percent of their published content contained visual material, and more than 90 percent are using visual content in at least one-half of their posts.” AdWeek

Snapchat QR Codes Can Now Deep Link to Websites
Yes, you read that right — QR codes are back! Snapchat is now allowing users to send ‘Snapcodes’ to other users, and outside of the Snapchat network, that lead to whichever web page they’d like. With Instagram overtaking some of Snapchat’s user base with their live stories, this is definitely a level up move for the media platform. Snapchat

Tiffani Allen

Online Marketing News: The New Influence, Facebook Trend Overhaul, Snapchat TV Style

The Future of Influencer Marketing Research Report 2017
TopRank Marketing and Traackr, in partnership with Altimeter, released a brand new report this week. The goal of this report was to clarify the definition and meaning of influencer marketing and provide solid future direction to influencer marketing programs through research. For example, 71% of marketers said their influencer marketing programs are strategic or highly strategic, but account for less than 10% of total marketing budget. As Lee said in his blog post: “Clearly, enterprise companies need to put their money where their strategy is.” Online Marketing Blog.

Facebook Overhauls Trending and Will Now Show the Same Topics to Everyone
Facebook announced on Wednesday that it won’t be personalizing their list of trending topics going forward, meaning that everybody will see the same stories in Facebook’s Trending section without consideration given to location. This is done in an effort to help users avoid missing important news. Entrepreneur

Joshua Nite

How to Create Best Answer Content: 6 Inspiring Examples

Joshua Nite     Content Marketing, Online Marketing, SEO

Undoubtedly you’ve heard the expression “content shock,” coined by marketing expert Mark Schaefer.

With immense respect, I have to admit: I don’t believe in it.

The idea that there’s so much content out there, people are tired of content altogether? That no one’s giving new content a chance? That it’s too hard to get new content seen?

Not buying it.

I think what’s happening is simply this: People don’t want “content.”

They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place.

To reach our audience, we need to stop creating content and start producing the best answer to their queries.  Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there’s an agency name in there somewhere, I can feel it).

Ashley Zeckman

10 B2C Brands Crushing it with Instagram Video Content in 2017

Ashley Zeckman     Online Marketing, Social Media, Video

The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive.

Video offers a great format for telling your story (or more importantly, the story of your customers) and connecting with your target audience. In 2016, eMarketer found that over 60% of brands planned on investing more in video in the next 12 months.

That means, competition for audience eyes will only get more competitive as brands begin to figure out what video mix works best for their marketing. Unfortunately, finding the right style and type of video for your brand can often be the toughest step.

Tiffani Allen

Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine

How Millennials and Baby Boomers Consume User-Generated Content [Infographic]
47% of millennials trust user-generated content, vs. 36% of their baby boomer counterparts. However, each generation shared a relative distrust of content created by brands. This infographic shows the generation gap of UGC. HubSpot

Survey: 60 percent of voice users want more answers and fewer search results
People who use voice search — the majority of whom prefer to do so in private vs. public — use it because it’s fast, doesn’t require reading, and gives you fewer answers to sort through. What does voice search mean for the future of search marketing? Search Engine Land

Ashley Zeckman

Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit

Ashley Zeckman     Digital Marketing, Online Marketing

Today’s increasingly competitive landscape requires that marketers focus on activities that will have the biggest impact in order to capture and keep the attention of potential customers. With over 200 million people utilizing ad blocking technology, it’s clear that an integrated digital marketing strategy has to be implemented in order to reach target customers.

To develop and execute a successful marketing program, many brands large and small  look to digital marketing agencies to help guide their strategy and execution to maximize the impact of their efforts. However, as most of you have discovered at some point, those agency relationships don’t always work out as you anticipate. Once the wooing stage has passed, you may find that you have more work and results aren’t meeting expectations.

Tiffani Allen

Online Marketing News: Search Ranking Factors, 2017 Digital Trends & New Mid-Roll Ads

The Most Important Google Search Rank Factors [Infographic]
Search rankings are a key consideration for many aspects of a digital marketing strategy — and the ever-changing nature of search algorithms doesn’t necessarily make it easy to determine where the most impact can be made. This infographic spells out the top 20 most important Google search rank factors. MarketingProfs

Edelman Digital’s 2017 Trends Report
Edelman released their annual digital trends report and things are looking good for virtual and augmented reality, as well as programmatic digital ad spend. What else will be trending this year? The 50 page report has all the details. Edelman