Ben Brausen

Online Marketing News: Facebook Flashbacks, Twitter Rides The Carousel, Google Finds Half The Web Is Broken

Ben Brausen on Mar 27th, 2015     Online Marketing, Online Marketing News

Do's And Don'ts Social SMEs

The Do’s and Don’ts of Social Media for SMEs [INFOGRAPHIC] – For those that want to stay ahead of the curve when it comes to the opportunities that social media presents for connecting with consumers, it’s important to realize the importance of social media etiquette; that is, the dos and don’ts of running and managing social media channels for your business. Social Media Today

Google Adds Mobile Ranking Banner To Webmaster Blogs – If you go to any of the Google Webmaster Blogs in most languages, including the English version, the German version and many more, you will find a new addition at the top right side bar of the blog. This banner at the top reminds webmasters of the upcoming mobile-friendly algorithm touching down on April 21st. Search Engine Roundtable

Debbie Friez

Twitter Marketing – How Brands Rise to the Top of the Stream: Microsoft, BMC Software, Renaissance Hotels

Debbie Friez on Mar 26th, 2015     Online Marketing, Social Media, Social Media Marketing World
L-R: Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

What are brands doing to rise to the top of the Twitter stream? Marketers from Microsoft, BMC Software and Renaissance Hotels at Social Media Marketing World (#SMMW15) explained what has been working in their social media world.

Every Brand has Different Goal
Twitter is to inform, says Rob Wolf, social media manager, Microsoft. He manages the corporate Twitter account, which is used to break company news, along with some engagement with customers and influencers. They look to Facebook more as an engagement tool.

Renaissance Hotels, a division of Marriott International, looks to Twitter to distinguish themselves in a crowded brand market. Nicole Taylor, senior manager, digital marketing, says she is challenged to work with the local hotels to help them understand why Twitter is relevant.

Brooke Furry

How to Get Results You Can Measure with Influencer Marketing

Douglas Karr

Marketers salivate dreaming of attracting attention from “influencers” – be it celebrities, established experts in a particular field, or talking heads. Convincing an influential industry leader to promote your brand would feel like a major win any day, as that kind of exposure can dramatically increase your brand’s reach and influence.

So let’s say you nail a pitch to a Coveted Influencer. You create a partnership. How do you measure the results of that outreach?

Not only has the team at TopRank measured the impact of influencer marketing and seen incredible results, but so has the popular blogger and speaker I’m listening to today at Social Media Marketing World 2015 (#SMMW15).

Debbie Friez

Social Media Marketing World 2015 – What We’re Looking Forward to Most

SMMW15

by Debbie Friez & Brooke Furry of TopRank Online Marketing

One of the best ways to succeed in social media marketing is to not be afraid to test and fail. The landscape is ever changing, and as marketers, we need to adapt quickly and learn from others. Social Media Marketing World (#SMMW15) this week in San Diego is just the type of conference that can provide marketers this opportunity.

If you’re not able to attend, don’t worry. Brooke Furry and I will be attending #SMMW15 in order to learn, network and create content (live blog) many of the most important presentations. We’re committed to providing you with social media marketing insights and highlights to inspire you to succeed.

Lee Odden

5 Steps to Personalize Repurposed Content for Your Target Audience

Lee Odden on Mar 24th, 2015     Content Marketing, Social Media
teamtoprank

Alexis, Kat, Jolina & Evan from #TeamTopRank brainstorming content.

Repurposing content is most often a function of efficiency. Marketers investing in content have always sought to extend the value of their content marketing efforts by repurposing, re-skinning or reimagining content into alternative forms.

In fact, repurposing is so popular, there are over 1 million search results in Google for “repurpose content”. And for good reason:

50% of marketers say producing content consistently is a top challenge. CMI/MarketingProfs

Exploding the eBook. Developing a substantial eBook for example, creates a rich source of information from which many derivative works can be created ranging from blog posts to infographics. The folks at Kapost have promoted the content pillar approach with some great examples of this.

Content Pillar Kapost

Lee Odden

Winning With Authority Rainmaker – 15 Marketing Influencers Define Authority for Marketing Success

Lee Odden on Mar 23rd, 2015     Integrated Marketing, Marketing PR Conferences

Winning Authority Rainmaker

“I fight authority and authority always wins”

So says the song by John Mellencamp.

In the digital marketing world, why fight authority when you can become authoritative yourself?

Today there are more tools and resources than ever for individuals, startups and even nimble divisions within large organizations to become an authority in their industry.

In the context of business and marketing, I like to think of authority as “being the best answer” wherever customers are looking. Ubiquitous in presence, contextually relevant, useful above all others and a focus on something specific – all of these traits combine in a meaningful way to create authority.

Authority that wins.

But how do you create authority? What are the practical integrated marketing steps needed when it comes to design, content, traffic and conversion?

Ben Brausen

Online Marketing News: YouTube Does A 360, Facebook Sets New Standards, Mobile Search Spend Soars

Ben Brausen on Mar 20th, 2015     Online Marketing, Online Marketing News

Engagement By Content Type

STUDY: Different Engagement for Different Types of Content on Facebook – Do different types of content on Facebook lead to different types of engagement? Social media news aggregator NewsWhip has the answer. NewsWhip

Facebook’s Mobile Numbers Soar After Dark Social Cleanup – Bitly data shows Facebook had a 30% increase in mobile referral traffic in the Q4 of 2014. “Facebook is crushing it,” Bitly CEO says. Marketing Land

Facebook Updates Community  Standards – Facebook has updated its Community Standards document, outlining the type of content that is not permitted on the social network. A little while back, the site revealed a simplified version of its privacy policy, and now the Community Standards document has received the same treatment. Facebook has set out the types of pictures that are permissible, along with specifying guidelines for other content. Facebook

Lee Odden

A Fascinating Interview with Sally Hogshead on Authority, Marketing Success and Personal Brand #authority2015

Lee Odden on Mar 19th, 2015     Interviews, Marketing PR Conferences, Social Media

Sally Hogshead

Energetic, enthusiastic, smart, funny – fascinating. Those are the words I would use to describe Sally Hogshead. You know, Sally Hogshead, the best-selling author, hall of fame speaker and CEO of Facsinate Inc?

Sally is one of the keynote speakers at the upcoming conference in May from our friends at Copyblogger Media: Authority Rainmaker.

As a preview to her presentation and in between flights, she agreed to answer a few questions about influence, authority and a brand she finds most fascinating. Sally also reveals why we should spend less on marketing and why consumers will spend a LOT more. Her answers are insightful, entertaining and some of them definitely involve fascination.

Much of your work focuses on how individuals can use ‘fascination’ to help gain trust, respect and influence. How do brands benefit from ‘fascination’?

Lee Odden

Brand Storytelling in a Digital World – Alix Hart, Acting CMO at Symantec

Lee Odden on Mar 18th, 2015     Content Marketing, MIMA Seminars

Momentum Marketing

Creating demand with content that is relevant to your target audience in real-time is both a challenge and an opportunity for digital marketers. But that is exactly what Alix Hart, Acting CMO at Symantec, is doing with what she calls “Momentum Marketing”.

This post is a liveblog of a presentation Alix gave today on building Marketing Momentum at a MIMA event in Minneapolis.

The official description: As digital expands into every facet of a consumer’s life, marketing strategy and brand storytelling must shift its focus to create content driven by consumer conversations and needs. So how do brands get there? How can a brand leverage the momentum of conversations consumers are already having? Alix and her team at Symantec are taking a new approach to deliver useful and relevant information relating to what consumers are already seeking out. Join us to hear her three-step plan to capitalize on what she calls “momentum marketing”, and find out what’s next in the space.

Lee Odden

New Report: Content Marketing Performance – A Framework to Measure Real Business Impact

Lee Odden on Mar 17th, 2015     Content Marketing, Online Marketing

Content Marketing Performance: A Framework to Measure Real Business Impact

It’s safe to say that in 2015, the vast majority of businesses are creating content for marketing (B2C 77%, B2B 86%) 2015 CMI/MarketingProfs.

But to what end?

Content can create impact for a business in many ways, including boosting reputation, increasing revenue, improving operational efficiencies or growing the value of the brand.

Unfortunately, most companies are chasing ROI instead of planning for measuring the full spectrum of value content can deliver for a business.

This is the challenge content strategists and digital marketers are facing in conference and boardrooms all over the world. Business executives are no longer satisfied with metrics around volume and are demanding insight into impact of content marketing investments.

Lee Odden

The Difference Between Brandividuals & Influencers – Why You Need Both

Lee Odden on Mar 16th, 2015     Influencer Marketing

influencer brandividual

From creating advocacy programs to the content co-creation we specialize in at our agency, working with influencers presents a number of challenges, especially when it comes to effectively identifying, qualifying and recruiting.

In fact, according to a study by Augure, 61% of companies say finding “true” influencers is a top challenge.

Everyone is influential about something, but the ability to influence varies greatly across individuals, between different audiences and even at different moments in time.

Defining Influence. As Sam Fiorella, Co-Author of Influence Marketing says, “Influence is the swaying of beliefs, behaviors or actions.” Therefore, it stands to reason that identifying influencers must take into account their ability and willingness to affect action – not just achievement of high fan, friend and follower counts.

Ben Brausen

Online Marketing News: Facebook Gets Topical, Instagram Gets On The Carousel, AdWords Gets Dynamic

Ben Brausen on Mar 13th, 2015     Online Marketing, Online Marketing News

More Reviews More ROI

Social Media Reviews Drive E-commerce Conversion [Infographic] – E-commerce is a booming market, and its growth is closely tied to social media engagement. This engagement from users is often in the form of posting to their networks about positive or negative experiences, or by posting reviews to ecommerce sites. An infographic from Bazaarvoice highlights how reviews can impact sales and return on social media investment. SocialTimes

Google Webmaster Tools Now Shows When Images, CSS, or JavaScript Are Being Blocked – When Google crawls your site, ideally you want it to be able to see your site as a regular users would. If linked image, CSS, or JavaScript files are being blocked from crawling then Google is not able to properly render your site. Search Engine Journal