digital marketing

4 Digital Marketing Investments All Companies Should Be Making Now

DIGITAL-MARKETING-INVESTMENTS

It’s safe to say that not one company is sitting around scratching their head saying “I have all of this marketing budget to spare, what can I spend it on?”. Budgets are tight, and marketing budgets are often the first to feel the pain of cuts.

Traditional marketing tactics often come at a high price, and it can be difficult to track return. Alternatively, the vast array of digital marketing tactics evolve frequently and can quickly become overwhelming.

Each year, companies are investing more and more in digital marketing. In fact, Econsultancy found that 77% of marketers were planning on increasing digital marketing budgets in 2015. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

Why Collecting Customer Information & Listening to Feedback Can Make You a Better Marketer

Collect Customer Feedback for Marketing

It can be so easy to find yourself drooling over the prospect bringing in new customers. Unfortunately, this can mean that current and previous customers are overlooked.

Current customers are a goldmine of information that can be used to draw in new customers. In 2013, Nielson found that 68% of people trust online opinions from other consumers. Did you notice that the study didn’t say that consumers trust “marketers”, instead it mentioned “other consumers”.

We often talk about executing all digital marketing tactics with customers in mind. Sometimes we fall into the trap of focusing strictly on creating customer personas (they do have their place) and deciding as a marketing team what our customers need and want.

5 Ways to Exercise & Develop Your Digital Marketing Muscles

digital-marketing-muscles

Minnesota summers are so short that they often fly by in the blink of an eye. To make the most of the gorgeous weekend we just had, I found a bunch of active things to do. On Friday we went to the gym, Saturday consisted of Disc Golf and Sunday sent us to one of the local lakes to go paddle boarding.

I’ll admit that I’m more than a little tired, but it felt good to be so active.

The same logic can be applied to exercising your digital marketing muscles. The first couple days you might be “sore” but once you get into a routine, it’s easy sailing. The digital marketing landscape changes so quickly that the tactics that your team is deploying currently, may be vastly different in the matter of a few months.

Why Digital Marketing Podcasts Belong in Your Learning Routine

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Marketers are always looking for new and efficient ways to learn. As a marketer, I’ve recently begun working podcasts into my ongoing learning routine. I’ll admit, I resisted for awhile (which was dumb). I think it’s because I have an aversion to books on tape/CD, which comes from being forced to listen to children’s books on repeat during annual family trips up and down the Oregon coast.

A realization hit me one day when I was reading entertainment “news” and taking a quiz to find out my spirit animal. I spend an exorbitant amount of time consuming a lot of content-light when I’m on the go, when I should be using that time to keep up to speed with what’s going on in my industry.

Top Digital Marketing Takeaways From Authority Rainmaker

Brian Clark Authority Rainmaker Cover

What does it take to become an authority in your industry? How can we make better sense out of an integrated approach to digital marketing?

According to the presentations we saw at Authority Rainmaker 2015, it takes the passion to learn and pursue knowledge, the expertise that warrants credibility and respect of your peers and the time and effort to earn your place as an industry thought leader.

While only in it’s second year, Copyblogger’s Authority conference brought the passion and expertise that will no doubt result in achieving authority status among digital marketing events in the industry.

Alexis Hall, Lee Odden and I had the pleasure of representing TopRank Online Marketing for this informative and entertaining event, which took place at the beautiful Ellie Caulkins Opera House in downtown Denver Colorado. We met interesting people, created great blog and social content and learned lots of great digital marketing tips to share with our agency team.

Dr. Evil’s Guide to Landing Page Design and Optimization

Sonia Simone - Authority Rainmaker 2015

Copyblogger’s Sonia Simone kicked off her Authority Rainmaker presentation with a question that has certainly been asked before. Is marketing evil? Unfortunately we’ve all come across misguided campaigns that seem intended to trick people rather than help them. But that’s not how it’s supposed to be.

“Like brushing your teeth before going out on a date, marketing is about putting a good face on what you have”, explains Sonia. You may be able to pull the wool over people’s eyes in the short term, but tricking your audience is a sure path to failure in the long run. Every brand’s reputation is pretty easy to research on the internet these days and people just aren’t dumb enough for a truly ‘evil’ strategy to work.

Behind the Curtain: 4 Tips for Creating Landing Pages That Convert

Behind the Curtain

 

Landing pages are still somewhat of a mystery to many marketers. In theory they sound simple, but it may feel like there are secrets or some mystic formula that has to be cracked in order to be successful.

Now you not only need a website that is filled with stellar content and optimized for conversion, but you must also create landing pages for different marketing tactics. The question is, how effective are they really?

According to Marketing Sherpa, 64% of marketers say that landing pages are the most effective way to test value proposition. Additionally, they’ve found that 48% of marketers build a new landing page for each marketing campaign.

Rejoining TopRank Marketing: 5 Career Lessons That Brought Me Back

Team TopRank Marketing

Note from Lee: I am happy to welcome back, Ashley Zeckman to the TopRank Online Marketing team as our new Director of Agency Marketing!

One of the most exciting parts of life is uncertainty. You never really know where the decisions that you make will lead you. Sure, you have a rough idea of where you may end up but there are always unforeseen factors outside your control.

In my first stint at TopRank Marketing, I was the agency Marketing Manager. This was a unique and very creative position that allowed me to work closely with our CEO Lee Odden. In that time, In that time I focused on being a sponge and soaking up as much as I could from the years of digital marketing knowledge contained within the walls of the TopRank office.

5 Tips for Digital Marketing Newbies to Survive and Thrive

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Nearly 5 years ago, I walked into the TopRank Online Marketing offices eager to start my first day. To say I was nervous would be an understatement. I was sure that the team could all tell that I was a total digital marketing newbie.

Those first 8 hours were both exhilarating and overwhelming. Lingo that I had never heard of was flying fast around me (what did a Panda have to do with marketing and what was a MQL?). I felt both intimidated and impressed by the smarts, expertise and experience of those around me. And I remember thinking, would this ever be me?

Since then, TopRank Marketing has changed and grown in many ways, just like I have. In fact, TopRank has doubled in size in the past year and will soon be moving to a larger office space.

5 Ways to Build Digital Marketing Expertise

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You know all those articles about secrets of successful people? About how entrepreneurs sleep 4 hours a night and don’t eat solid food? They feed into all of our desires to be successful overnight. But success in life or your career is less dependent on luck or tricks as it is a product of practice and hard work.

Whether you’re a client-side marketing coordinator, an advertising agency VP, or a freelance SEO contractor, you need to constantly work on your skills to maintain value as an employee. In marketing especially, there are new technologies, tools, and industries popping up each year, so it’s extra important to be vigilant about your abilities.

5 Essential Skills for Digital Marketing Consultants

digital marketing skills

Much of today’s digital marketing consulting is about data: goals, KPIs and performance metrics. Processes and technology also play a big part, serving as a point of differentiation for many digital marketing agencies and consultants.

The consulting business can be a tricky one because not all business marketing problems are clearly defined and even fewer require simple cause and effect or linear solutions. There are almost always contextual differences between various stakeholders and multiple dependencies, outside forces and differing agendas to deal with as well. Sounds like a fun career, doesn’t it?

The fast pace and increasing complexity of the digital marketing consulting world requires more than functional expertise, best practices and the ability to analyze and optimize data. All too often, the soft skills of consulting are omitted or inconsistent causing misinterpretation, ineffective insight and unmet expectations.

Burn Out or Burn Bright? 3 Essential Tips for Digital Marketers

Digital Marketing Burnout

Come Autumn, there’s nothing better than a good ‘ol campfire. It’s the season for crackly leaves, chilly Fall air, and marshmallows on a stick.

A hot, well-tended fire during the chill is a joy indeed – and if you’ve ever sat around a bonfire, you probably know that it takes some skill to keep a good fire going. Fires don’t tend themselves. They need oxygen and fuel to survive. Someone has to actively feed the flames with new wood and stoke the embers when the flames start to die out.

In other words, fire isn’t self-sustaining.

As digital marketers, our “fire” is the passion and energy that keeps us going. Just like physical fires, our inner flame takes some tending to keep it bright and strong.