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: Netflix Teaches B2B, Email Benchmarks & Facebook is a Copycat

What B2B marketers can learn from Netflix [Infographic]
What could B2B marketers possibly learn from Netflix? It turns out, quite a bit. Namely, that scheduled marketing needs to take a back seat to content that’s packaged for consumption when your prospects are ready. LookBookHQ

Email Marketing Benchmarks: 4Q16 Average Open, Click, and Bounce Rates
A new study from Experian shows that email open and click metrics remained fairly stable year-over-year in 2016, but the average transaction-to-click rate grew by 10% and the average bounce rate increased by 11.8%. MarketingProfs

Facebook Messenger copies Facebook’s copy of Instagram’s copy of Snapchat Stories
Yes, you read that headline correctly. There is some truth behind all that sass. Last week, Facebook messenger rolled out it’s copy of Facebook Stories — a copy of the story feature owned first by Snapchat and later adopted by Instagram. They’re calling Messenger Day. Marketing Land

Joshua Nite

Broad Vs. Niche Content: How to Find the Right Content Marketing Balance

Joshua Nite     Content Marketing, Online Marketing

’Cause whether you’re high or low, you gotta tip on the tightrope.” –Janelle Monae

Content marketing can sometimes feel like walking a tightrope through treacherous crosswinds. On one side, you have the need for brand recognition: Followers, likes, shares, all the metrics that make marketers feel good.

On the other, there’s the need to prove effectiveness through lead capture, conversions, and closed deals. These metrics used to be the sales department’s problem. As marketing becomes more data-driven, though, marketers are increasingly held responsible for proving their contribution to revenue.

Sometimes we end up swaying from one side to the other, constantly over-correcting. It’s hard to make forward progress if you’re just trying to keep your footing.

Tiffani Allen

Online Marketing News: State of Digital Marketing, New Geostickers & Top B2B Channels

SEJ Annual Report: State of Digital Marketing 2017
Search Engine Journal conducted their annual study and found some fascinating statistics. For example, 42% of respondents allocate almost all of their digital budget to PPC and display advertising, and 62% of marketers surveyed listed Facebook as their preferred social platform. Search Engine Journal

New Geostickers in Instagram Stories for New York City and Jakarta
If you are using Instagram in New York or Jakarta, you may have noticed a new feature – Geostickers. When you take a photo, you can click on the sticker icon and the Geostickers will appear. This is coming from a long line of changes Instagram is making that look — probably non-coincidentally — a lot like Snapchat. Instagram

Tiffani Allen

Online Marketing News: 139 Instagram Stats, Overweight Online Ads and Content Insights

139 Stats and Facts About Instagram [Infographic]
A new infographic has highlighted 139 fun facts and stats about Instagram. Notably, the network brought in an estimated $1.53 billion in advertising revenue and accounted for 8.4% of Facebook’s total advertising revenue. Another fun tidbit – if Selena Gomez were a country, and her followers were a population, she’d be the 12th most populous country in the world. MarketingProfs

40% of Online Ads Are Found to Be Overweight and Slow Sites
A recent report showed that 40% of online ads are ‘overweight’ and are slow to load, causing advertisers’ content to not show up to users. Publishers like Business Insider have taken measures to notify their advertisers that their ads need to be within a certain size to guarantee visibility. Ad Age

Tiffani Allen

Online Marketing News: Mobile Email Stats, YouTube Kills 30-Second Ads and Execs on IoT


Your Guide to Email-Open Statistics on Mobiles [Infographic]
Well over half of all email users are opening their email on mobile devices. It’s important that marketing emails are mobile friendly, because although a majority of emails are being opened on mobile, most conversions are coming from desktop. MarketingProfs

YouTube Kills 30-Second Unskippable Mobile Ads for Shorter and More Interactive Formats
Beginning on January 1, 2018, YouTube will kill the unskippable 30-second ads users see on mobile videos. Brands can still buy 20-second and 6-second bumper ads. YouTube has reportedly made this change as part of their ‘commitment to providing better ad experience’. AdWeek

Kevin Cotch

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

Kevin Cotch     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     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     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     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

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

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