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: Content for Millennials & Boomers, Top Data Trends & PPC for Research

Tiffani Allen on Jan 6th, 2017     Online Marketing, Online Marketing News

Infographic: How Millennials and Baby Boomers Consume User-Generated Content
Content and recommendations from other consumers are generally considered more trustworthy than content coming from a brand. This infographic lends more credibility to that idea. Although Boomers and Millennials consume content differently, they have one key preference in common: 76% of consumers believe that content shared by average people is more honest than advertising from brands. AdWeek

The Top Three Data Trends of 2016
Ad Age discusses the top three data trends of 2016: The customer ID movement, growth in data sharing and the location data tracking boom. What’s the common thread? Collecting more data to enable greater personalization for the consumer, and to foster a better understanding of your audience, were keys strategic elements of 2016. Ad Age

Joshua Nite

26 Essential Digital Marketing Statistics to Make Your Marketing Pop in 2017

Joshua Nite on Jan 4th, 2017     Online Marketing

26 Essential Digital Marketing Statistics to Make Your Marketing Pop

My new favorite joke about the New Year:

“I want to start a gym called Resolutions. The first two weeks it will have fitness trainers, workout equipment, everything. Then on January 15th, we turn the whole thing into a bar.”

I love that joke because it hints at an unfortunate reality: Only 64% of people keep their resolution past one month. At six months, less than half of us stay resolved.

Many marketers are starting out the New Year with resolutions. We want to know our audiences better, take control of our data, use content more effectively, and more. Statistically, only 46% of us have a chance at beating the status quo.

It takes more than willpower to make a resolution stick. You need a well-informed, strategic plan.

Ashley Zeckman

20 Tips to Help You Become A More Effective & Focused Marketer in 2017

Ashley Zeckman on Jan 3rd, 2017     Digital Marketing, Online Marketing

The holiday season has officially ended and while some of us are still taking down our trees and packing away ornaments, 2017 is well upon us.

The break that the vast majority of marketers get at the end of the year helps us start the new year refreshed, replenished and ready to create some kickass marketing programs.

This year, instead of focusing on being productive, let’s change our approach to becoming more effective in our marketing. Truly effective people are not just focused on getting as many things done as possible. Instead, time needs to be spent prioritizing, pushing boundaries and finding ways to enjoy what you do for an extended period of time.

Ashley Zeckman

Online Marketing News: Siri vs. Google Assistant, Periscope 360 Video & Amazon Tests Product Listing Ads

Ashley Zeckman on Dec 30th, 2016     Online Marketing, Online Marketing News

Infographic: Google Assistant vs. Siri: Which is the Best Smartphone AI?
Artificial Intelligence is not a thing of the future, it has become something that we rely on daily. Today’s smartphones are equipped with the latest in personal assistants, but they are not all created equal. See which one has the features that you’re looking for. Search Engine Journal

Periscope Launches Live 360 Video Broadcasting
Twitter’s Periscope is another in a long line of social networks enabling 360 video on their platform. As of today, everyone can view 360 videos but only a select group of partners can publish. What could this mean for your video marketing strategy in 2017? Marketing Land

Joshua Nite

Facebook Advertising: How to Get More for Your Budget

Joshua Nite on Dec 28th, 2016     Facebook, Online Marketing, Social Media

facebook-advertising

Gather around, children, and let me tell you a story of Facebook advertising in the long-forgotten year of 2012. In that gilded age, whenever your page posted an update, up to 20% of your followers would see it in their feeds organically.

It was a simpler time. A gentler time. And a time when Facebook took in a lot less revenue from advertisers.

Then in 2016, organic reach fell off the cliff (Or was it pushed?), sinking to as low as 2% of a page’s followers.

The moral of the story is: If you want to reach a sizable audience on Facebook now, you’re going to have to pay. But as our friends (and clients) over at LinkedIn Marketing say, “Organic is good. Paid is better.”

Lee Odden

Lucky 13 – Happy Birthday to TopRank’s Online Marketing Blog!

Lee Odden on Dec 23rd, 2016     Online Marketing, TopRank Agency News

Happy 13th Birthday TopRank Marketing Blog

We have a lot to celebrate this time of year and I feel incredibly lucky that TopRank’s Online Marketing Blog gets to celebrate yet another blog birthday.

Happy Lucky 13 Birthday Online Marketing Blog!

And thank you to Ashley Zeckman for doing a great job managing our blog in 2016!

I have a confession: Starting a blog in 2003 was just another “thing” to explore for its marketing value, not some ephiphany-inspired marketing journey. The inspiration came from a drive to reach more people with fewer resources in a meaningful way. Could blogging be the solution?

In fact, the creation of TopRank’s Online Marketing Blog followed several other search marketing focused blogs that launched the same year including Search Engine Roundtable, Search Engine Journal and SEO Book. Two of those three are still going pretty strong with daily posts and large readerships.

Tiffani Allen

Online Marketing News: Abandoned Carts, Email Benchmarks & 2016’s Most Popular Content

Tiffani Allen on Dec 23rd, 2016     Online Marketing, Online Marketing News

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Infographic: Average Cart Abandonment Rates for Q3 2016
Why, and at what frequency, are users abandoning their online shopping carts? Many folks are abandoning carts simply because they’re just looking or researching — 34% to be exact. 23% are abandoning carts because of issues with the cost or time required for shipping. ClickZ

3Q16 Email Marketing Benchmarks and Trends
Marketers sent nearly 20% more emails in Q3 of 2016 than in the same period of 2015. However, click through rates were 12.5% lower. This could be due to the rising share of mobile ‘clicks’ to marketing emails, meaning that the emails we send to our list need to be mobile-friendly and actionable from a mobile device. MarketingProfs

Ashley Zeckman

The Future of Influencer Marketing: Top Predictions for 2017

Ashley Zeckman on Dec 22nd, 2016     Influencer Marketing, Online Marketing

2017-influencer-marketing-predictions

The buyer journey has changed, and will only continue to evolve. Clean funnels that marketers used to use to determine their digital marketing strategy are a thing of the past.

Today’s consumers can take many different paths (at their own pace) to discover the products and solutions that work best for them. This can create a lot of unpredictability for marketers struggling to keep their head above water.

For marketers trying to do more with less, or connect in a more meaningful way, influencer marketing can be an extremely effective method.

Influencer Marketing is the practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.” – TopRank Marketing

Ashley Zeckman

A Year in Blog Posts: TopRank Marketing’s Most Popular Influencer Marketing Posts of 2016

Ashley Zeckman on Dec 19th, 2016     Influencer Marketing, Online Marketing

top-influencer-marketing-posts-2016

If you’re a marketer and haven’t been living on another planet for the past few years, influencer marketing is a term that you’re familiar with. The increasing popularity of influencer marketing has brought every person out of the woodwork sharing their “expertise” and trying their hand at building a program.

In fact, 84% of marketers plan to run influencer marketing programs within the next year. If you fall into that 84% or have already kicked off your influencer marketing initiative, there are some things you need to know.

First and foremost, you need to have a strategy for your influencer marketing program. That strategy should include building relationships with influencers that have mutual interests, audiences and goals.

Tiffani Allen

Online Marketing News: B2B Case for LinkedIn, The State of Content & Ranking Factors Study

Tiffani Allen on Dec 16th, 2016     Online Marketing, Online Marketing News

the-case-for-linkedin-marketing-image

Get Proof: The Case for B2B Marketing on LinkedIn [Infographic]
A new infographic from LinkedIn makes a compelling case for B2B Marketing on the channel. 92% of B2B marketers leverage LinkedIn over all other social platforms for their marketing efforts, and 80% of B2B marketing leads generated through social come from LinkedIn. LinkedIn Marketing Solutions Blog

Facebook Page Layout Changes: How Marketers Should Respond
Facebook pages have a new layout for visitors — bumping up videos and photos underneath shopping recommendations where popular content used to live. Not a fan? Not to worry! You can still edit the order of your page’s content by editing the order of the sidebar tabs. Social Media Examiner

Ashley Zeckman

A Year in Blog Posts: TopRank Marketing’s Most Popular Content Marketing Posts of 2016

Ashley Zeckman on Dec 15th, 2016     Content Marketing, Online Marketing

content-marketing-posts

Each year, marketers are investing more time, effort and resources into creating content. The good news is that 45% of organizations believe that they have been more successful this year than they were last year.

The key indicators to this success has been largely due to increasing the quality of content, developing a strategy and prioritizing content creation.

As a content marketing centric agency, TopRank Marketing has covered various topics throughout the year that are aimed at helping other content creators find their way in a sometimes tricky industry.

Instead of just selecting our favorite posts of the year, we let our readers decide what was most useful. The 10 posts below represent our most shared content marketing posts of the year.

Ashley Zeckman

The Future of Social Media Marketing: Experts Share Social Media Predictions for 2017

Ashley Zeckman on Dec 12th, 2016     Online Marketing

2017-social-media-marketing-predictions

Social media platforms enable people from around the world looking to connect and build personal and professional relationships. Earlier this year studies found that there are currently over 2 billion active social media users.

If you consider the sheer number of people interacting on social networks, it seems like a no-brainer that both B2C and B2B brands should be spending time engaging with their audience, where they’re spending time. But finding a way to not only reach, but connect with audiences on social networks has become increasingly difficult.

Just a couple years ago, brands were able to build audiences on platforms like Facebook and get in front of the vast majority of their followers without investing in social advertising. These days, the average brand on Facebook will only reach 1-2% of their audience without boosting posts. Need proof? The amount spent on social advertising has increased by 234% in the past seven years. Ouch!