TopRank Online Marketing

Lee Odden

How the World’s Top Marketers Make Emotional Connections to win in the Marketplace

Lee Odden on Jul 22nd, 2013     Guest Posts, Online Marketing

LoveworksApple. Google. Disney. These are some of the most admired and in many cases, loved brands in the world.  No doubt, many companies are envious of the connection these top brands have been able to make with their customers.  A strong connection between brands and consumer manifest in many ways from retention to word of mouth to premium pricing.

As companies focus in on creating more content and utility in their marketing, more organizations are beginning to realize the importance of creating an emotional connection. This is along the lines of meaningful vs. mechanical marketing I’ve often talked about.

I was reading a book recently that focuses in on exactly this topic: Loveworks: How the world’s top marketers make emotional connections to win in the marketplace by Brian Sheehan.  Brian agreed to do a guest post answering a pretty important question in today’s age of information overload: What makes a company loved?

Lee Odden

It’s Not SEO Anymore, It’s Marketing. Deal With It.

Lee Odden on Feb 29th, 2012     Online Marketing, SEO
Customer Centric SEO

Optimize For Customer Experience

When people learn I’ve recently written a book called Optimize they usually ask what it’s about. I say it’s about optimizing customer discovery and engagement with content. The response I usually get is something like, “Oh, cool. I thought it was about SEO.”

Well, in a way optimizing content and customer experiences is SEO. That’s because what most of the better SEOs practice today is really more about the promise of marketing: attracting, engaging and inspiring customers to buy.

Whether it’s Google, Social Networks, Online News Media, Digital Assets or any other channel/format for content – best practices optimization is in effect for smart companies that want an advantage.

Lee Odden

Marketing – What’s Your Definition?

Lee Odden on Mar 30th, 2011     Online Marketing
marketing

Marketing? View from beach house on Sunset Beach, Oahu where I didn't think a lot about marketing.

I’m blogging on a plane coming back from a week in paradise. That’s part of my process for returning to the “real world”.  As a marketer I cannot help but think what’s behind the communications and actions of companies I engage with as a consumer. My time on Oahu talking with local residents and surfers in Haleiwa was a notable contrast to the techie social media marketing world I live in day to day.

In today’s digital age, things move fast. New models of communication establish themselves quickly and new categories of brand and consumer engagement continuously emerge. Defining the means for communicating with and engaging with customers is by no means static whether you’re trying to reach cosmopolitan buyers in London or tourists of a sleepy village on a tropical island.

Lee Odden

3 Thoughts on the Future of Online Marketing

Lee Odden on Nov 10th, 2010     Online Marketing

future of online marketingIn the world of online marketing, search and social media are evolving at an incredible pace.

Consider these stats: Google sites handle about 88 billion queries a month but did you know, twitter is approaching 20 billion?

Facebook added over 200 million users in less than a year and Hitwise has reported that Facebook tops Google in weekly web traffic.

Social media is hot, but is by no means mutually exclusive of search. Search has expanded beyond Google and marketers must now consider other search channels such as internal Facebook search and mobile search as channels where customers are looking.

TopRank Online Marketing

Getting Marketing & Development Teams Working Together – SES Toronto

TopRank Online Marketing on Jun 10th, 2010     Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO

It’s a common story: an online marketing professional returns from a conference full of exciting new ideas and tactics, only to fail at selling those ideas internally.  In many cases, marketing and IT/development professionals don’t always understand each other, and as a result potentially high value projects stall out and never see the light of day.

How can you get your marketing and IT teams working together?  The following panel of speakers moderated by Tracy Falke, Social Media Specialist at Freestyle Interactive tackle the subject matter:

  • Jonathan Allen, Director, SearchEngineWatch
  • Puneet Bhasin, Independent IT Consultant,
  • Casey Rovinelli, Director, Digital Marketing, National Hockey League Players’ Association

Casey Rovinelli, Director, Digital Marketing, National Hockey League Players’ Association


Lee Odden

5 Steps to Build a Twitter Marketing Strategy

Lee Odden on May 17th, 2010     Microblogging, Online Marketing, Social Media

Twitter MarketingSo you want to succeed with Twitter eh? Before you run off and chase shiny butterflies and little blue birds, take a seat and collect yourself. Then read the following tips on creating a potential Twitter marketing strategy that will help you become more productive and successful using Twitter for business.

First things first. Who are you trying to connect with?

1. Describe your target audience on Twitter.  If you’re not an active participant on Twitter, then research. Do the homework and write it down, including Twitter handles of actual target users. If you’ve been able to go so far as develop a persona that represents your customers that spend time on Twitter or social media sites in general, that’s even better.

The first step in scoring is knowing all about the goal.

Lee Odden

5 Ways to Electrify Your Social Network

Lee Odden on Mar 16th, 2010     Online Marketing, Social Media, Social Networking

social networking

A typical situation for many marketers when it comes to social networks is this: Setup LinkedIn profile, check. Corporate LinkedIn page, check.  Facebook profile, check. Facebook Fan Page, check. Twitter account, check. Corporate blog, check. Check check check!

But where’s the buzz? Where are the fans, friends, followers, comments, links, traffic, search engine rankings? Where’s the customer engagement? And the most pressing question of all: What is all this social web participation doing for our company and our customers?

Showing up to the game doesn’t mean there will be an audience. This is as true with the social web as it is offline.  The problem that marketers have with attracting interested customers and growing their social networks often stems from approaching social participation tactically and without a plan.  Testing and experimentation is great, but if what you’re doing is something that has a cost and is to be accounted for, then you’d better have a plan and objectives.  How can you score without a goal?

TopRank Online Marketing

Book Review: Achieving The OPEN Brand by Way Of An Open Worldview

TopRank Online Marketing on May 7th, 2008     Interactive Marketing, Online Marketing, Social Media

theopenbrand

“For the first time in the history of calculating the ROI of marketing expenditures, influence behaviors and patterns of the volume achievable only on the social web begin to offset the overall cost of marketing,” quotes the new book “The Open Brand: When Push Comes to Pull in a Web-Made World” by Resource Interactive’s President Kelly Mooney and Innovation Consultant Dr. Nita Rollins.

While not appearing on page one, this idea is certainly one of the most important, and likely most sought after skim through takeaways marketers (both on the client and agency side) will seek when first hunting for the knowledge contained within this book.

Lee Odden

Top Ten Online Marketing Tactics

Lee Odden on Feb 8th, 2008     Online Marketing

Online Marketing Tactics

Earlier this week we started a poll on what online marketing tactics our readers would use most in 2008. The polling plug-in allows for only one choice and over 100 people have responded so far. We’ll keep the poll running for another week or so, but here are the top ten tactics rankings so far out of 35 listed and the percentage of votes for each.

With the vote count at over 150, I’ve updated the top ten as of 02/13/08:

  • Blogging (27%)
  • Email marketing (16%)
  • Search engine optimization (14%)
  • Pay per click (9%)
  • Social networks (Facebook, LinkedIn) (5%)
  • Blogger relations (4%)
  • Online public relations (3%)
  • Viral marketing (3%)
  • Free content (white papers) (3%)
  • Corporate web site (3%)
Lee Odden

Recession Proof Search Engine Optimization Tips

Lee Odden on Jan 18th, 2008     Blog Marketing, SEO, SEO Tips, Social Bookmarking, Social Media

vault-seo.jpg

In this month’s Target Marketing Magazine, a TopRank authored article on how small businesses can gain a competitive marketing advantage by leveraging content promotion, blogs, social media and universal search was featured. Recently there has been some dialog and commentary on certain SEM channels about upcoming harder economic times calling for SEO to be taken back to the basics: “Textbook SEO” as Mike Grehan would put it. I disagree with the premise that companies should stop experimenting with new tactics and stick with the fundamentals. Effective SEO in any economic environment means getting more creative, not mundane.

“As search engines evolve with features such as personalized, social and unified search, so must marketers evolve — especially those on a budget.”

Lee Odden

Reader Poll: Non SEO Services for SEO Clients

Lee Odden on Apr 4th, 2007     Business of SEO, Online Marketing, Reader Polls, SEO

reader poll

In an interview I did yesterday with the Minneapolis Star Tribune one of the things we talked about was how common it is for search engine optimization engagements to reveal many other marketing and process consulting needs. For example, one of the most common issues we run into is a lack of sales pipeline management.

Many companies do not yet have a firm grasp of their online lead generation to sales revenue, especially BtoB clients with long sales cycles and where many people might interact with a prospect before they become a client.

This conversation got me thinking about how many SEO consulting firms have begun providing additional services and also how other types of agencies have begun dabbling in SEO. I began to wonder what other search marketing agencies and marketing related companies in general have seen on the topic of services diversification. Smells like a reader poll to me!

Lee Odden

Get Your Marketing Right Before SEO

Lee Odden on Sep 20th, 2006     Online Marketing, Rant, SEO

One of the interesting and sometimes challenging things about working in the search marketing business is dealing with the amount of mis-information and lack of understanding about SEO and marketing in general.

When you have an abundance of new business inquires and don’t need to do much outreach through inside or outside sales, it’s a very different situation than a newer company trying to get into the SEO market and build up a base of clients.

With more established companies that have a good reputation in the marketplace and an established client base, less time is spent evangelizing the notion of marketing via search than helping prospective clients understand how their unique online marketing problems can be solved.

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