TopRank Online Marketing

Miranda Miller

Brands Gone Wild: Social Media Marketing Fails & Lessons Learned

Miranda Miller on Apr 25th, 2013     Online Marketing, Online PR, Rant, Social Media

Social media campaigns gone wrong.So you want your campaign to go viral…

Let’s keep in mind your business objectives, shall we? As these social marketing fails will show, campaigns may take off but go seriously sideways if companies place popularity above purpose.

Some companies can afford more risk and racier campaigns than others, yet risk in business must always be mitigated and justifiable based on the potential rewards. You might disagree with my opinion on the campaigns featured in this post, but I believe the risks should have been evident from the start and far outweighed the potential payoff.

These examples may cause you to shake your head, or enjoy a good belly laugh, but each is a fantastic learning opportunity for social media marketers.

Lee Odden

How Public Relations Can Avoid Failing at SEO

Lee Odden on Aug 3rd, 2011     Online Marketing, Online PR, SEO

SEO for Public Relations FailOur Online Marketing agency at TopRank has been providing practitioners in the Public Relations industry information and insight on Search Engine Optimization for nearly 10 years.

Starting with adding SEO to our media relations services in 2001 to having provided SEO consulting to PR industry leaders like the national PRSA, Cision, PRWeb and Radian6, we’ve been in the thick of SEO and PR for some time.

The demand for smart Social Media and SEO information from PR agencies and corporate communications organizations has amplified significantly this year. We’re talking with numerous companies, helping them get up to speed with strategy, road mapping and training. One of the most useful insights we can provide is guidance on what to avoid when it comes to incorporating SEO and SMO (social media optimization) into PR content strategies. No one likes to #fail, so here are several things to avoid:

Lee Odden

5 Ways to Fail at Content Marketing & Tips to Succeed

Lee Odden on Mar 9th, 2011     Content Marketing, Online Marketing, SEO

Content Marketing FailThe value of content marketing has been well established here and in many other places on the web.  It’s nothing new for many marketers, especially those in B2B Content Marketing. As companies seek competitive advantages and to adjust their ability to reach and engage markets, the creation of content as a vehicle for key messages and influence has grown substantially.

I hate to say it, but some online marketers are pretty lazy. They take shortcuts in order to find the least amount of effort for the highest impact. That’s a workable short term strategy if you have a disposable brand. Long term, it can cause problems if content does not add significant value.  The recent Google Panda update has drawn a lot of attention to the consequences of such short term thinking with low quality content being dropping from Google search visibility.

Lee Odden

Don’t Let Your Content Marketing Fail Because of This One Thing

Lee Odden on Feb 21st, 2011     Content Marketing, Online Marketing

Content MarketingOnline Marketers world-wide are looking towards content marketing as a way to educate, connect with and influence prospects to become customers. Content can also play a big part in lead nurturing and engagement with existing customers.

With 9 out of 10 B2B marketers using content in their mix and predictions from the likes of Geoff Ramsey of eMarketer, “Content Marketing is Critical in 2011” and Ashley Friedlein of Econsultancy, “Content strategy & content marketing: the King is back” there’s much cause for optimism.

But like many increasingly trendy marketing topics, marketers often rush in without experience, expertise or realistic expectations.  Marketing with content has been the core of our own strategy at TopRank Online Marketing for many years. I personally read and research the topic daily and our team implements content marketing strategies and tactics with just about all of our clients, many of which are formidable content marketers themselves.

Lee Odden

50 Ways to FAIL On Twitter

Lee Odden on Jul 23rd, 2009     Microblogging, Online Marketing, Social Media

twitter tipsLike many others, I scoffed at Twitter when I first heard of it. What use could sending short messages to people I don’t know be?  The mental leap from IM and Facebook status updates to Twitter makes it easier, but business use seemed pointless at first.  As I noticed more of my Search, Social and PR industry peers using Twitter, it seemed a good idea to test out.

While I don’t have a million followers, or even 100,000, I’ve found out that for my purposes, quality is the key and the 13k or so followers I am lucky to be associated with are appreciated a lot more. Being strategically useful and helpful builds trust, attracts influential followers (vs bots and spammers) and results in a new channel for social networking.  Individual tweets may or may not be useful, but when you add them up over time, a bigger picture emerges.

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