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: 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, 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.

Joshua Nite

Learn How to Take Your Digital Advertising Strategy Mobile

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


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


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


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.

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


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 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.

Tiffani Allen

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

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


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


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


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


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


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.