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.

 

Tiffani Allen

Online Marketing News: Perfect Headlines, Lonely Tweets and Virtual Reality

Tiffani Allen on Jun 24th, 2016     Online Marketing, Online Marketing News

whatmakesagoodheadline

Creating the Perfect Headline [Infographic]
80% of readers never get past the headline, it’s important to make it count. So, how do you create the perfect headline? There are a handful of rules, keep it short, be interesting, and use numbers to name a few. This infographic has the formula to make a great headline, and some helpful explanations along the way. Social Media Today

59% Of Content Shared On Twitter Will Never Be Clicked
According to a recent study by Columbia University and the French National Institute, 59% of Tweets are never clicked. That’s not great news for marketers, especially those who rely on Twitter as an integral part of their marketing strategy. The good news? There are types of content that encourage engagement on Twitter, like using a helpful and interesting headline. To do well, make the most important point of your story be your headline. Search Engine Journal

Ashley Zeckman

8 Smart Social Media Platform Marketers Creating Awesome Content

Ashley Zeckman on Jun 22nd, 2016     Online Marketing, Social Media, Social Media Tool

8-Social-Media-Platform-Marketers

There is an art to planning and executing on a successful social media marketing strategy. Social algorithms are constantly evolving, new networks popping up and users are adapting the way that they use social platforms.

Keeping up with a steady and quality publishing schedule and engagement strategy for social media is no easy undertaking. To find relief, marketers have begun taking advantage of the many social media monitoring and publishing tools available on the market today. These tools help with everything from scheduling and publishing social posts, to providing insights into content performance and audience segmentation.

To help you keep abreast of the latest social news, I’ve uncovered 8 awesome content creators that work for some of today’s top social media monitoring platforms. In this post you’ll find information about these social media mavens as well as insight into some of their killer content.

Tiffani Allen

Online Marketing News: Marketing Excellence Journey, YouTube Director and Emoji Targeting

Tiffani Allen on Jun 17th, 2016     Online Marketing, Online Marketing News

160611-how-to-make-progress-on-your-marketing-excellence-journey-infographic-preview

How to Make Progress on Your Marketing Excellence Journey [Infographic]
Successful marketing comes down to a simple concept: Being able to measure what people want, and being able to deliver it. This inforgraphic shows how to make progress toward successful marketing. According to MarketingProfs, “the hard lesson here is that marketing organizations that want to earn or keep their seat at the corporate leadership table must focus on both sides of the analytics coin: data and metrics.” MarketingProfs

Kevin Cotch

SEO Cheat Sheet for Better Content Marketing

Kevin Cotch on Jun 16th, 2016     Content Marketing, Online Marketing, SEO

SEO-Content-Marketing

It is our job as marketers to provide our customers with quality experiences. One way we can provide a quality experience is by implementing a customer focused content marketing program. Content marketing comes in all shapes and sizes, including blog posts, infographics, email, podcasts, and many other content types. Every online channel provides a unique way for us to reach our audience. With that idea in mind, we need to optimize each content asset to make it easier for people to find.

Competition for your audience’s attention has never been higher and many marketers are finding it challenging to get their content in front of the right audience. This challenge will continue to become more difficult with about 91% of B2B marketers claiming that they are already using content marketing. Although that number is high, many have the opportunity to better optimize the content that is already being created.

Caitlin Burgess

Is Your Brand Likable? 7 B2B Technology Brands Taking a Creative Approach on Facebook

Caitlin Burgess on Jun 14th, 2016     Facebook, Online Marketing, Social Media

Is-your-brand-likable

Between Facebook constantly tweaking features to improve user experience and the saturation of posts from every other brand out there, it’s becoming increasingly difficult for B2B brands to reach their audience by utilizing Facebook marketing tactics. According to the Content Marketing Institute & MarketingProfs’ B2B Content Marketing: 2016 Benchmarks, Budgets and Trends—North America report, 84% of B2B marketers said they used Facebook as a content marketing tactic, but just 30% said their efforts were effective.

But this doesn’t mean it’s time to abandon the Facebook ship. It’s just time to reset your course and put some wind back in your sails. It’s time to get creative.

Leila De La Fuente

Should You Consider a Digital Marketing Agency That Follows Agile Marketing Principles?

Leila De La Fuente on Jun 13th, 2016     Digital Marketing, Online Marketing

agile-marketing-sprints

A feature of mapping apps that I wish existed: agility.

We’ve all been there. At the moment you mapped your route to your next destination, there was no traffic. As you’re cruising down the road you notice of trail of brake lights distantly in front of you.

You pull up your map application only to find that your clear roadways have transformed into dots of red lines for the next five miles – and your arrival time has been set back 30 minutes. If the map application had the agile ability to automatically re-route based on the new traffic information, you’d be cruising along side streets to get to your destination at a reasonable time.

Tiffani Allen

Online Marketing News: Marketer’s Don’t Trust Data, Twitter Carousel and IBM Gets Smarter

Tiffani Allen on Jun 10th, 2016     Online Marketing, Online Marketing News

idg survey infographic

Survey: Most Marketers Use 6+ Measurement Tools But Don’t Trust the Data
New data has shown that most marketers use six or more measurement tools, but don’t trust the data they’re collecting. As it becomes increasingly popular to employ more than one analytics tool to help determine the ROI of your digital efforts, with 78% of marketers surveyed planning to adopt an attribution solution in the next two years, this comes as somewhat of a surprise. It begs the question, is it the data we can’t trust or the interpretation? Convince and Convert

Tiffani Allen

Online Marketing News: Snapchat Unicorns, Periscope Moderation and Instagram Business

Tiffani Allen on Jun 3rd, 2016     Online Marketing, Online Marketing News

snapchat unicorn infographic

How Snapchat Became a Social Media Unicorn (Infographics)
Unfortunately, SocialTimes isn’t referring to the mythical, fuzzy, four-legged cuddle stallions we’ve come to know and love. “In the tech world, unicorns are private startups that reach at least a $1 billion valuation. E-commerce has the most unicorns, with 25 percent of the total pool, while 18 percent are in internet software and services and just 5 percent are in social media. No social media unicorn seems to get more attention than Snapchat, which was recently valued at $16 billion.” It would appear unicorns are more common than we were led to believe. SocialTimes

Joshua Nite

Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program

Joshua Nite on Jun 2nd, 2016     Influencer Marketing, Online Marketing

influencer-marketing-is-not-dead

What’s a marketer to do? We heard that influencer marketing was the next big thing. We heard about companies getting amazing results with it. But it seems you can’t go anywhere online recently without seeing headlines like this:

Influencer Economy

And this:

confessions of a social media executive

Note the social shares on those two articles: 242,000 for the first one and nearly 50,000 for the second one. If influencer marketing is burning down, that’s a lot of people standing by with marshmallows to roast.

But don’t panic. These two articles, and many more like them, refer to a specific kind of influencer marketing. Generally speaking: the bad kind. Specifically, the practice of writing massive checks to teenagers with a lot of followers on Instagram or Vine in exchange for product promotion. That particular economy, which converted cash to “influence” or “awareness,” was pretty much doomed from the start. You’re in trouble any time you convert real money to something fundamentally unmeasurable.

Tiffani Allen

Online Marketing News: 29 Content Metrics, Twitter Ditches Brevity and Hungerithms

Tiffani Allen on May 27th, 2016     Online Marketing, Online Marketing News

essential content marketing success metrics from Curata

Content Marketing Measurement: 29 Essential Metrics [Infographic]
Knowing whether or not your content marketing is working is one of the biggest challenges that content marketers face. But you don’t have to face that scary challenge alone. Curata has compiled 29 important metrics to help content marketers measure the success of their content marketing, and they’re more than just top level. Curata

New Twitter Update Coming: How Marketers Will Soon Be Able to Maximize All 140 Characters
Fellow marketers, it’s finally happening! Twitter is leaving brevity in the rear view. OK — maybe not completely, you still only have 140 characters, but that count will officially no longer include images or links. The changes will be taking place over the next few months, according to the Twittersphere. There are a good amount of things that will no longer rack up your character count: Usernames, quoted tweets, photos and other media attachments. Buffer

Tiffani Allen

Online Marketing News: State of Digital, Twitter’s Characters and Silent Facebook Video

Tiffani Allen on May 20th, 2016     Online Marketing, Online Marketing News

2016 state of marketing cmo

CMO.com’s 2016 State Of Digital Marketing, By Industry [Infographic]
In a new infographic from CMO.com, digital marketing spend and other statistics are broken down by industry, including retail, financial services, media and entertainment, travel and hospitality, and high tech. Not surprisingly, retail takes the cake with the biggest spend, followed by financial services. CMO.com

Twitter to Stop Counting Photos and Links in 140-Character Limit
Social media marketers have been abuzz this week with a reported change to the way Twitter will be handling character counts — links and images are rumored to soon be excluded from character counts. This change could mean even more engaging content on Twitter, without the stress of being confined to 92 characters. Everybody wins! Bloomberg Technology

Ashley Zeckman

Authoritative, Credible & Trustworthy: 3 Attributes of a Successful Digital Marketing Strategy

Ashley Zeckman on May 19th, 2016     Digital Marketing, Online Marketing

3-attributes-successful-digital-marketing-strategy

There was a time in the not so distant past when marketing and reality did not always align. Companies could create a genius marketing campaign to promote a crap product without much backlash. Customers would receive the product which was clearly not as advertised, and had little recourse to spread the word.

The interconnectivity of today’s world is helping to keep marketers honest. Even one bad experience can ruin a company’s reputation and cause irreversible damage to their business.

When companies hire individuals or agencies to help with their digital marketing initiatives, they want to work with marketers that stand for the same things that they believe in.