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Lee Odden

3 Ways to Optimize Your Brand’s Social Media Marketing Success

Lee Odden on Oct 21st, 2014     Social Media

Grand Canyon

While nearly 90% of companies are using social media for marketing, the distance between “using” and “succeeding” is of Grand Canyon proportions.

In the early stages of social media marketing maturity, business use of social media tends to go through a series of phases from not doing anything to beginning to monitor social channels to sharing content and building community. Eventually, they find their way to some form of social sales or social commerce.

To jump start the move towards a social media marketing strategy that starts to align with measurable business outcomes, here are 3 ways many companies can optimize their approach to social media.

Miranda Miller

11 Blog & Social Content Marketing Tools I Use (Almost) Every Day

Miranda Miller on Apr 4th, 2013     Blogging, Content Marketing

Tools for social and blog content creationContent creation isn’t easy and I, for one, am very glad. I’ve been writing online content for almost a decade now and have truly enjoyed the increased emphasis on quality over quantity and targeted messaging we’ve seen over the past few years.

Companies are now fully aware that simply distributing information on a regular basis is not enough. As Lee pointed out in a recent article on the reasons companies are challenged by content creation, “Anyone with half a brain can create information, but ‘content’ implies usefulness or utility.”

At TopRank, part of my job is the creation of content for our own channels – this blog, Facebook, Twitter, LinkedIn, etc. I also assist clients in planning and developing engaging, interesting content for their unique audiences and business needs. As a result, my day typically goes something like this:

Brian Larson

Use Content Curation to Grow Your Company Beyond Being a Me-Me-Me Brand

Brian Larson on Mar 21st, 2013     Content Marketing, Online Marketing

Don't be that guy who talks only about his brand or sells, sells, sells. Most children are taught at an early age to share and that everything is NOT all about them. It can be a painful life lesson for some to grasp – especially if they don’t pick it up until later in life – but it’s an important one nonetheless.

This particular life lesson also applies to how brands approach content marketing. In the age of brands-as-publishers and empowered consumers, companies need to understand that what they publish cannot only be about themselves.

Why Drop the Me Me Me Act?

Because you don’t want to be “that guy.” You’re so much better than this.

Miranda Miller

Social Media Marketing Fatal Attraction: When Content Earns Your Brand the Wrong Type of Attention

Miranda Miller on Jan 23rd, 2013     Content Marketing, Social Media

Fatal AttractionYou’re probably familiar with at least a few social media horror stories; those epic hate-bombing situations, where companies commit social suicide in one way or another and pay for it very publicly. One such company was Boners BBQ, who posted on their Facebook page a picture of a customer who had written an unfavorable Yelp review… and captioned it with a rant which included calling her horrible names and accusing her of not tipping the staff (see the full story by Scott Stratten at Unmarketing).

The fatal attraction I speak of is more insidious, less intentional, yet can chip away at your time and resources, effectively undermining your social efforts and hurting your ROI. Is your social content attracting the wrong type of attention?

Miranda Miller

O Come All Ye Faithful: Attract, Engage & Convert Fans to Brand Advocates

Miranda Miller on Dec 19th, 2012     Online Marketing

Attract Engage Convert Brand FansWouldn’t it be awesome to have your own army of word-of-mouth marketers, standing by for deployment at your beck and call?

A handful of brands have been able to count on their most loyal fans to act as brand advocates for years. Remember the die-hard Coke vs. Pepsi fan wars in the 80s and 90s? There was no convincing a fan of one he should try the other; he would shout his preference from the rooftop to whomever would listen.

Social media has taken these brand advocates of days gone by, given them each a megaphone and shot them full of espresso and steroids. Your most loyal fans are now exponentially louder, more influential, and able to spread the word about your brand just as quickly as they can thumb-type a status update or tweet.

Lee Odden

Where Does SEO & Social Media Optimization Fit Within Your Company? Hint: It’s Not All About Marketing #optimize

Lee Odden on Dec 5th, 2011     Content Marketing, Online Marketing, Online PR, Optimize Book, Social Media

social seoWhen most people think of search engine optimization for a company, it’s usually as a marketing function. That makes sense since SEO is such a low-cost, high impact and measurable method of attracting new customers and revenue. However, I think looking at SEO and optimizing social media solely as a marketing function is like looking only at the eyeball of your favorite portait. Take a step back and you’ll see a bigger, more interesting picture.

Think Outside the Marketing Search Box. Companies publish a variety of content besides products and services but usually rely only on people’s familiarity with the company website to find that information.  Customers, employees, partners, job seekers, news media, industry analysts and investors need a variety of information from those companies and with over 11 billion queries handled every month by Google, search is a prime channel for discovery. So is social. Facebook has over 800 million members, Twitter has over 200 million and LinkedIn over 100 million. If content has a purpose and an intended audience, why not optimize for findability and shareability?

Lee Odden

The Dynamic Duo of Business Blog Marketing: Optimize & Socialize

Lee Odden on Nov 25th, 2011     Blogging, Online Marketing, SEO, Social Media

optimize socialize business bloggingBlogs are often rated one of the top content marketing tactics for attracting and engaging customers and eMarketer has reported blogs reach over 50% of the internet audience. But many companies fail to combine two of the most important tools for boosting relevant traffic and reach: Optimization for search engines and for social media.

Most marketers and bloggers understand the basics of a good business blog and the notion of search engine optimization but often focus more on keywords than the customers that are actually searching.  Adding keywords to blog posts is a common SEO tactic but developing a blog content plan around both search keywords and social topics that represent what customers care about can result in content that is inherently more search, social and customer media friendly.

Lee Odden

Boost Your Digital PR & Marketing Skills with Social Media Optimization

Lee Odden on Oct 21st, 2011     Content Marketing, Marketing PR Conferences, Online Marketing, PR Conferences, Public Relations, SEO

social media optimization PRSA 2011By now you know I’m as sold as one can be on the intersection of Social Media, SEO and Content Marketing. It’s the essence of the core principles of information Discovery, Consumption and Engagement that I talk about in Optimize and at conferences like PRSA International in Orlando this week.

Information production, sharing and consumption is accelerating faster than marketers (or consumers) can keep up with. A lot of that information is user generated content from social sharing and networking sites. Internet Marketers have long been savvy about creating, optimizing and promoting content that’s findable and relevant for target audiences.  Marketers aren’t the only corporate departments creating content in need of an audience though.

Ashley Zeckman

Get Optimized & Start Engaging: Essential Social Media Marketing Tips

Ashley Zeckman on Oct 11th, 2011     Online Marketing, SEO, Social Media

[Note from Lee: I am happy to introduce readers of Online Marketing Blog to our newest contributor, AshleyZ.  A human dynamo for getting things done, Ashley has literally hit the ground running and works for TopRank as a Marketing Manager. She'll be sharing her smarts here and  helping to elevate TopRank's Marketing to more impressive levels of awesome.]

The social web has opened the door to many opportunities for individuals to share their opinions on everything from the weather to politics to the really cute thing their dog just did.  Business social media users however, must take a much more structured approach to sharing information and interacting with their prospects and clients.

Lee Odden

3 Phases of Social Media SEO – Where Are You At?

Lee Odden on Jun 7th, 2011     Online Marketing, SEO, Social Media

Social SEO PhasesAs Google puts the squeeze on traditional ranking signals and subsequently, Search Engine Optimization tactics, the growing emphasis on social signals has many SEO practitioners getting more serious about social engagement.

While search marketing has been a key part of our consulting practice since 2001, our Online Marketing agency’s work with Public Relations and blogging since 2003 has helped us develop an appreciation of the influence and engagement outcomes possible with social media pretty quickly, vs. solely as a promotion channel for links. That sentiment is growing rapidly as of late with many traditional SEOs.

Lee Odden

Blog Marketing Strategy: 7 Steps to Social SEO Success

Lee Odden on May 26th, 2011     Blog Marketing, Blogging, Content Marketing, Online Marketing, SEO, Social Media

Blog Marketing Social SEO At BlogWorld Expo in New York this week I presented a session about Dominating Your Niche with Social Content and SEO.  It was crammed with information and I know there are many online marketers looking for practical advice on business blogging and blog marketing that didn’t attend.  Based on the blog marketing we do here at Online Marketing Blog and in the consulting that I do, here are  7 practical steps online marketers can take for social media and SEO success with a blog.

All marketing efforts should start with a goal and means for measuring success, so I do not get into specifics on those tasks in this list, but focus more on the content and promotion.

1.  Social SEO Personas

Personas Social Media SEO

Lee Odden

Essentials of Integrating SEO & Social Media

Lee Odden on Mar 8th, 2011     Online Marketing, SEO, Social Media

Social Media Optimization is Here to Stay

There’s a recent surge in the business press about incorporating social media and search or basically a more holistic approach to natural search optimization. While many popular biz pubs are catching on, bloggers and consultants like the team at TopRank Marketing have been covering the topic for a while.  To help marketers better understand the notion of holistic SEO outside of PageRank, meta tags and link building, here are several of our most popular posts and articles on making online marketing programs both search and social media friendly:

Social Media Optimization

How Does Social Media Affect Search Marketing? – This post answers key questions about social media and search engine marketing: Are they two peas in a pod, complementary or two very distinct channels? The answer lies in understanding searcher behaviors and how expectations have changed as part of the search and social networking experience.

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