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

4 Must-Have SEO Hacks for Better Mobile Marketing

Leila De La Fuente on Mar 14th, 2016     Online Marketing

4-SEO-Hacks-Better-Mobile-Marketing

I’m in the process of finding a daycare. As a working parent, my lunches are spent perusing options on my phone as I eat my Jimmy Johns (sometimes Erberts & Gerberts if I’m feeling fancy). When I come to website that doesn’t render well, I leave. If the “Request a Tour” form is unmanageably long on mobile, I leave. The expectation of instant gratification when surfing is engraved in our mobile behavior.

With over 50% of all Google searches performed from a mobile device, it’s vital for website owners to ensure their websites are optimized for mobile.

Optimizing for mobile goes beyond just having a responsive website. Here are the 4 hacks for optimizing your site for optimal user experience.

#1 – Optimize Your Page Speed

Every. Second. Counts.

Tiffani Allen

Online Marketing News: Mobile Gets Personal, Facebook Buys MSQRD, Online Reviews Offline

Tiffani Allen on Mar 11th, 2016     Online Marketing, Online Marketing News

personalized mobile push notifications infographic

Mobile push notifications: Help or hindrance? [Infographic]
The marketing industry is obsessed with personalization, and rightfully so. It’d be foolish to think that consumers really want the generic, blanket content that was once our only option for mass communication. Personalization has again thrown its hat in the ring, and this time, it’s mobile. In fact, according to Microsoft’s infographic, personalized push notifications that align with user preferences see an up to 300% improvement in conversion rates. Microsoft Azure

Facebook acquires video filter app Msqrd to square up to Snapchat
In what many are saying is a play to keep up with Snapchat, Facebook has acquired video editing app MSQRD for an undisclosed amount. This app will allow users to add filters, stickers and texts on video through Facebook Messenger. According to TechCrunch, this isn’t the first time Facebook has taken a run at Snapchat. In fact, in the past they’ve tried, albeit unsuccessfully, to acquire the app for nearly $3 Billion. TechCrunch

Joshua Nite

You Ought to Be in Pictures: 5 Amazingly Successful Brand Video Marketing Campaigns

Joshua Nite on Mar 9th, 2016     Online Marketing, Video

video-marketing-campaigns

My first cell phone was the unbreakable Nokia 3310. You could run over that thing with a tank and it would still be up for a game of Snake. At the time, its green-and-black display was a technological marvel: You could play games! Look at (pixelated monochrome) pictures! What a modern marvel it was.

Now, of course, almost all of us have a pocket-sized screen that puts the 3310’s to shame (if only they were half as durable…). Most of us are never more than arm’s length from our smartphone. And we’re using those screens primarily for video—fully 50% of all mobile traffic is video streaming.

Whether you’re B2B or C2C, your audience is watching videos. They spend more time with video content than blog content. Even senior executives watch and share: 75% watch work-related videos weekly, and over half share videos with their colleagues.

Tiffani Allen

Online Marketing News: ROI of Social Selling, LinkedIn’s Ad Targeting, Facebook Hits 3 Million

Tiffani Allen on Mar 4th, 2016     Online Marketing, Online Marketing News

social-selling-statistics

The ROI of Social Selling: Data-Driven Outcomes [Infographic]
The first rule of sales is you have to be where your customers are. If you aren’t, how will they ever find you? As we progress further into the digital age, salespeople and marketers are becoming more and more collaborative, to the benefit of their mutual employers. The secret sauce to any organization practicing marketing enabled sales lies in great content that meets your customers where they are at every stage of the buying cycle. This infographic explains the how and why of social selling. Sales for Life

Tiffani Allen

Online Marketing News: Pinterest Matters, Google Loses Sidebar Ads and Facebook Reacts

Tiffani Allen on Feb 26th, 2016     Online Marketing, Online Marketing News

Why Pinterest Matters to Marketing_600x350

Why Pinterest Matters to Marketing [Infographic]
Did you know that Pinterest is the third most popular social network in the US, behind Facebook and Twitter? That statistic came as a surprise to me. But what isn’t surprising is the rise in brands that are using Pinterest as part of their social and content marketing strategy. While the platform is easy to use and visually appealing, there’s more to using the platform effectively than meets the eye. This infographic details the demographics of the Pinterest audience, the best time to post, and even what post categories work best on which days. WebpageFX

Caitlin Burgess

Is Your Digital Marketing Strategy Red Carpet Worthy?

Caitlin Burgess on Feb 25th, 2016     Digital Marketing, Online Marketing

red-carpet-worthy

The music. The movies. The stars. The glitz. The glam. And, of course, the flawless—or sometimes flawed—red carpet looks.

Oh yes. It’s Oscar Season.

What’s been dubbed as “Hollywood’s Biggest Night” is set for the eve of Sunday, Feb. 28. And while watching one of your favorite stars take home a golden statue can be exciting, it seems like the one thing people are most eager to see are the gorgeous looks stars are rocking on the red carpet.

But looking radiant on the red carpet isn’t just about finding the perfect shoes or the perfect dress or having every hair in place. It’s about the entire ensemble working together to pull off the perfection to make you unforgettable.

Ashley Zeckman

Heidi Bullock of Marketo Helps Uncover Ways to Engage Self-Directed Buyers

Ashley Zeckman on Feb 23rd, 2016     Content Marketing, Marketing PR Conferences, Online Marketing

heidi-bullock-marketo

Last week at the Content2Conversion conference, Heidi Bullock, VP of Demand Generation at Marketo took the stage and covered a topic that is top of mind for all marketers. That is, how to create the right message at the right time to meet the needs of customers.

Today’s self-directed buyers typically go through up to 90% of their purchasing journey on their own. Which means that marketers need to find a way to build credibility, without even speaking with customers directly. Below we’ll discover some best practices for creating engaging to better meet the needs of self-directed buyers.

Content Marketing for Self-Directed Buyers

According to a 2016 report from MarketingProfs and Content Marketing Institute, B2B marketers list “producing engaging content” as their top challenge, followed closely by “measuring content effectiveness” and “producing content consistently”. To help with this top need, Heidi provided a formula for creating engaging content:

Knute Sands

Lee Odden Educates B2B Marketers on SEO for Content Marketing

Knute Sands on Feb 22nd, 2016     B2B Marketing, Online Marketing, SEO

As content marketing professionals, most of us would consider SEO a highly technical domain. Best leave that to the real nerds, right? Wrong. Google, Bing and all the other search engines have significantly altered their algorithms in the past few years. And these changes continue to favor the highest quality content, often rewarding smart content marketers with first position rankings.

With a bit of SEO sweet sauce, your content marketing sandwich will taste much better to search engines, and users too. Below, I will explore 4 major themes from TopRank Marketing CEO, Lee Odden’s recent Content2Conversion talk on SEO for Content Marketers, including:

  • The State of SEO in 2016
  • Understanding Self-Directed Buyer Behavior
  • How to, “Be The Best Answer”
  • How to Create Smarter Integrated SEO Content for The Web
Knute Sands

Content Marketing Lessons from Netflix: 5 Steps for Feeding the Content Beast From David Bruno

Knute Sands on Feb 19th, 2016     B2B Marketing, Brand Journalism, Content Marketing, Online Marketing

content-marketing-lessons-netflix

With more than 25 years of experience on the front lines of creative campaign development, David Bruno knows that, “content marketing” has been around for a long time, in one form or another.

During his Content2Conversion session, “Feeding the Content Beast” this past Wednesday, he artfully explained how content marketers can apply lessons from Netflix to their marketing.

Is Netflix “Content Marketing?”

Let’s back up. Many marketers wouldn’t consider Netflix a tale of content marketing success. Content marketing, they would argue, is meant to produce leads – and business results. Netflix is entertainment, not content marketing. Or, so the logic goes.

David argued (and I agree), that Netflix is a content marketing powerhouse. They mine user data, produce original content for a clearly-defined audience, and definitely drive profitable customer action. Consider the relationship between original content production, subscriber growth, and most importantly company profit:

Tiffani Allen

Online Marketing News: Mobile is Fruitful for Email, the Popularity of Influencer Marketing, and Digital Shopping Trends

Tiffani Allen on Feb 19th, 2016     Online Marketing, Online Marketing News

Mobile is fruitful for email marketing

Mobile Proves to Be Fruitful for Email [Infographic]
Anyone who owns a smartphone will not be surprised to learn that more and more people are opening and interacting with email through their mobile device. The opening statement of the writeup accompanying this infographic says it all: “The mobile channel produces fertile results in terms of email opens and read time.” So what does that mean for digital marketers? At the risk of sounding like a broken record, this reiterates the importance of focusing on designing for mobile first. That is, thinking in terms of what would look good on mobile, whether an image will look right, and whether the content will be as functional across devices. This is especially important when it comes to email, you’re sending something to somebody’s inbox which inevitably will result in some kind of notification — it should be worth it for them to open the message and see what’s inside. Direct Marketing News

Tiffani Allen

Online Marketing News: Reaching Customers on Valentine’s Day, How CMOs Use Twitter and Facebook Adds Automated Captioning

Tiffani Allen on Feb 12th, 2016     Online Marketing, Online Marketing News

how to reach your target customers on valentines day

How to Reach Your Target Customers on Valentine’s Day [Infographic]
With Valentine’s day fast approaching — and all the love and purchases that come with it. So how do you get the attention of the hordes of paramours in search of the perfect gift? This infographic is full of information to help guide your last-minute push. For example, did you know that Americans spent $18.9 billion on Valentines day in 2015, with the average man spending $191 on their loved one? 25-34 year olds spend the most on Valentines day gifts out of every other age group. Good news for you if your objective is to increase purchases from 25-34 year old men! SocialMediaToday

Joshua Nite

5 Tools to Help You Be a More Effective Communicator

Joshua Nite on Feb 11th, 2016     Content Marketing, Online Marketing

5-tools-effective-communicator

Words. We like them. Words are good things. Words can make people buy our products through changing of their minds, which for revenue is also good. But this is depending on the just right perfect word to use for effectiveness. We must word better for results that are good.

As you may have just noticed, the ability to communicate clearly is an indispensable skill in marketing. Your thoughts must survive the journey from your brain to someone else’s intact, or they won’t have the intended effect.

Fortunately, good communication isn’t a genetic trait. It’s a learned skill. You can develop it with guided practice, and there are plenty of resources out there to help. Here are five tools we recommend investigating to increase your wording abilities.