Social Media Marketing

Social media marketing is the art of attracting, engaging and inspiring communities on social networks to discover, consume, share and act on brand social content.

 

92% of companies today consider social media important for their business but keeping up with the latest best practices, social media platforms and changes in the industry can be a challenge for brand marketers. Recognized as a top social media blog by Social Media Examiner and many others, TopRank solves that challenge by sharing social media marketing best practices, industry news, interviews, book reviews and liveblogging of presentations at industry conferences.

 

Browse our social media marketing articles to find the answers to your most pressing social media questions.

 

Joshua Nite

How to Get Started with Instagram Ads

Joshua Nite on Feb 20th, 2017     Online Advertising, Social Media

Imagine trying to sell Instagram to a venture capitalist back in 2010. “You see, the biggest problem with Facebook and MySpace is that there are too many words. Our social network will be almost entirely pictures. I know, I know, but get this: People will be able to make their pictures look like crappy Polaroids from the 70s and 80s! AND we’ll do it all on mobile, so people can download these pictures at blistering 2G and 3G speeds!”

It seems like a tough pitch, right? Only a few forward-looking folks knew that visual content was the wave of the future. As mobile speeds increased and phones got smarter, Instagram became a major player in the social media world.

Ashley Zeckman

Social Media Touchdown: How 20 Smart Brands Won the Biggest Content Game of the Year

Ashley Zeckman on Feb 6th, 2017     Content Marketing, Online Marketing, Social Media

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!

Joshua Nite

The New Face of LinkedIn: What You Need to Know About the Redesign

Joshua Nite on Jan 31st, 2017     LinkedIn, Social Media

 Even the most starched-shirt professional can use a new look every now and then. Skinny and wide neckties go in and out of fashion. Hemlines trend up and down. You can be fashionable and professional at the same time.

All of which to say, LinkedIn has started to roll out a substantial redesign. Not everyone has it yet, but it’s coming soon for everyone, and it’s definitely a bid to keep up with the cutting edge of web design.

The redesign cleans up the interface substantially, fully committing to the card-based look the site has been flirting with for the past two years. Icons are simplified and are a closer match to the mobile experience. And some features that were hard to find before are now front-and-center.

Ashley Zeckman

10 B2C Brands Crushing it with Instagram Video Content in 2017

Ashley Zeckman on Jan 23rd, 2017     Online Marketing, Social Media, Video

The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive.

Video offers a great format for telling your story (or more importantly, the story of your customers) and connecting with your target audience. In 2016, eMarketer found that over 60% of brands planned on investing more in video in the next 12 months.

That means, competition for audience eyes will only get more competitive as brands begin to figure out what video mix works best for their marketing. Unfortunately, finding the right style and type of video for your brand can often be the toughest step.

Joshua Nite

Small Business Owners: Use These Tips to Increase Website Traffic from Social Media

Joshua Nite on Jan 11th, 2017     Facebook, LinkedIn, Small Business, Social Media

For the past decade, many small business marketers have taken an “If you build it, they will come” approach to Facebook. They share engaging content, encourage conversation, and optimize their Facebook page to meet their goals. Unfortunately, too often the expected outcome doesn’t quite match the reality:

Facebook has an average of 1.71 billion active users a month—that’s an audience worth addressing. Yet business owners struggle to convert Facebook users into organic traffic to their websites.

Business app discovery platform GetApp recently surveyed 500 owners of small and medium-sized businesses. Less than 30% of respondents reported that Facebook was moderately to extremely effective at driving organic traffic to their sites. By contrast, 20.1% rated it slightly effective, and over 25% said it was not effective at all.

Caitlin Burgess

20 Talented Brand Marketers to Follow on LinkedIn

Caitlin Burgess on Jan 9th, 2017     B2B Marketing, B2C Marketing, LinkedIn

Marketers are always looking for new ways to inform, engage and inspire action from our target audiences, often looking to both established and well-known brands for motivation and creativity.

Thankfully, behind many of our favorite brands there are bright and talented marketing experts whom we can learn from and be inspired by.

With that said, below are some gifted brand marketers you should be checking out, connecting with or following on LinkedIn.

1. Jason Miller

Group Manager of Global Content and Social Media Marketing, LinkedIn

As the leader of global content and social media marketing for LinkedIn Marketing Solutions, Jason Miller is dedicated to helping marketers understand how to take advantage of digital advertising and content marketing opportunities on the professional social network.

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.”

Joshua Nite

Facebook Pages Just Got a Lot More Customizable-Here’s What You Need to Know

Joshua Nite on Dec 14th, 2016     Facebook, Social Media

facebook-pages

Back in 2006, creating a Facebook Page was mind-numbingly simple. You picked your URL, uploaded a picture, filled out a few boxes, and that was it. Unlike its chief rival, MySpace, there was no mucking about with HTML, no picking the right animated backgrounds, no blinking green fonts to fine-tune.

Of course, the flipside of that simplicity was a complete lack of control. Your page was indistinguishable from every other. White background, Helvetica, blue buttons, a simple newsfeed-type layout.

Facebook has slowly been adding options to the mix the past few years. You still can’t create a true rotating-skull-gif masterpiece like you could on MySpace, but you can make your page more useful to your audience.

Ashley Zeckman

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

Ashley Zeckman on Dec 8th, 2016     Social Media

top-social-media-marketing-posts-of-2016

If you look at almost any set of statistics from 2016, it’s pretty clear that business is booming for social platforms. Consumers are lining up in throngs to setup and utilize accounts, and ad spend is steadily increasing each year.

A study from HootSuite found that nearly 50% of consumers have interacted with companies on at least one of their social networks. That’s great news! But don’t celebrate just yet.

As competition continues to rise for consumers attention, brands will need to up the ante on delivering quality social media content to their followers, in preferred formats.

Caitlin Burgess

Limited Resources? Here Are 9 Clever Ways to Create Live Video on Social Media

Caitlin Burgess on Dec 6th, 2016     Digital Marketing, Social Media, Video

create-live-video

For many brands and marketers, video is becoming an increasingly important part of their overall digital marketing strategy, particularly when it comes to their social media efforts. And it’s not hard to see why.

We humans are visual beings, and these days we crave and expect video. According to a HubSpot infographic, one-third of all online activity is spent watching video. When used as a marketing tactic, compelling video content helps capture attention, encourages engagement and—in some cases—reaches a more prominent position in social media news feeds.

But quality video content is far more time consuming and costly to produce than other types of content, making it more difficult for marketers and brands with less manpower, time or budget to create video.

Joshua Nite

6 Ways to Celebrate the Holiday Season in Your Social Media Marketing

Joshua Nite on Nov 30th, 2016     B2B Marketing, Online Marketing, Social Media

social-media-marketing-holidays

“On every world, wherever people are, in the deepest part of the winter, at the exact midpoint, everybody stops, and turns, and hugs, as if to say ’Well done. Well done, everyone! We’re halfway out of the dark.’” -Doctor Who

Last night, I drove home from work in the dark. I hadn’t stayed late putting the finishing touches on another devastatingly brilliant blog post. It was just that, after the long Thanksgiving weekend, the darkness has finally caught up with the end of the work day. And there’s plenty more dark to go before the days get longer.

On the bright side, that means the holiday season is here. There are at least four major holidays and plenty of minor ones to go around.

Caitlin Burgess

7 Tips for Running a Successful Social Media Marketing Campaign

Caitlin Burgess on Nov 22nd, 2016     Digital Marketing, Social Media

social-media-marketing-campaign

In today’s digital world, social media is a staple tactic within most marketing strategies, with 92% of companies considering social media important for their business. But as a widely adopted tactic, many brands and marketers are finding it more challenging than ever to stand out in news feeds, grow their follower base, and maintain or increase engagement. Of course, recent platform tweaks aimed at improving user experience have thrown a wrench into the mix, too.

If you’re nodding your head in agreement, it may be time to get more creative and deliberate with your social media marketing strategy. How? By designing and launching a unique social media marketing campaign or contest to liven things up.