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.


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


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


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’s 2016 State Of Digital Marketing, By Industry [Infographic]
In a new infographic from, 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.

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


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.

Ashley Zeckman

LinkedIn Publishing: 3 Tips for Creating Better Content & 6 Marketers Setting a Great Example

Ashley Zeckman on May 17th, 2016     Content Marketing, LinkedIn, Online Marketing



Let’s face it, our online audiences are being force fed an incredible amount of content on a daily basis. Sadly, it doesn’t matter if they bookmark or subscribe to blogs, find things in search or locate articles in their Twitter or Facebook feeds; it’s overwhelming.

And it’s not going to slow down. In fact, 76% of marketers recently surveyed shared that they planned to create even more content in the coming year.

Part of the problem is that despite best efforts, content is not always as targeted as it should be. So while readers may stumble into an article thinking it can help solve their problems, they often make it halfway through the content before realizing the material is not for them (hopefully that is not happening in the case of this article).

Tiffani Allen

Online Marketing News: Decoding Content, Periscope Drones and Google Turns Black

Tiffani Allen on May 13th, 2016     Online Marketing, Online Marketing News

decoding successful content infographic

Decoding Successful Content
What is successful content made of? It turns out, great content must be simple, unexpected, concrete, credible, emotional, and it must tell a story. This infographic from Fractl examines three pieces of well performing content to exemplify the six parts of this recipe. Fractl

Drones Can Now Livestream Straight to Periscope
Yes, you read that title correctly. Periscope is now allowing for live-streaming from drones via the iPhone app. This, following the rollout of live streaming from GoPro to Periscope in January, marks the start of some undoubtedly awesome new videos from brands and consumers alike. But that’s not all! According to AdWeek: “In addition to the support for drones, Periscope is also adding a search feature for looking up specific livestreams by keyword or topics.” AdWeek

Kevin Cotch

4 Elements of a Mobile Strategy That All Marketers Should Pay Attention To

Kevin Cotch on May 10th, 2016     Mobile Marketing, Online Marketing


I hate to admit it, but like most people today I take my phone almost everywhere I go. As a society, we have become very reliant our SmartPhones because they make life easier. I use my phone for the common purposes, but when I think about it,  it is incredible how much research and reading I do on it too. And I am not alone. According to Think With Google,

“Over two-thirds of smartphone users (68%) say they check their phone within 15 minutes of waking up in the morning, and 30% admit they actually get “anxious” when they don’t have their phone on them. Millennials? They’re really attached. Eighty-seven percent always have their smartphone at their side, day and night.”

Tiffani Allen

Online Marketing News: Social Yin & Yang, Instagram for Brands, Facebook Gives ROI

Tiffani Allen on May 6th, 2016     Online Marketing, Online Marketing News


The Yin and Yang of Social Media Training
Having a strong, social workforce by way of employee advocates can do a lot for a business. It shows your customers that your employees believe in your brand, while making your brand more human with direct contact – person to person. Many organizations are hesitant, and often for good reason, about encouraging their employees to share news and content online. This infographic helps make the case for employee advocacy and social involvement. Social Media Today