TopRank Online Marketing

Alexis Hall

5 Strategies to Increase Conversion in a Social World from #SESCHI

Alexis Hall on Nov 15th, 2012     Online Marketing, Search Engine Strategies

Conversion Optimization in Social World - Tim Ash SES Chicago95% of decisions are considered preconscious.  In fact, the majority of decisions we, as humans, make are automatic or based on “gut feel”, rather than conscious decision making.

So then why are so many businesses building websites for consumers who view and act based on their rational brain? This is the question Tim Ash (@tim_ash) posits during his SES Chicago session “Beyond the Click: Conversion in the Social World.”

The human brain, shaped by thousands of years of evolution, is highly influential on our online decision making. So marketers must look for opportunities to make the conversion process as intuitive, consistent and automatic as possible.

Taking the evolutionary approach, here are five strategies for increasing conversions in a social world, from Tim Ash.

Ashley Zeckman

Be Afraid: 33 Scary Online Marketing Tales of SEO, Social Media & Content Marketing

Ashley Zeckman on Oct 31st, 2012     Content Marketing, Online Marketing, SEO, Social Media

Scary Online MarketingHappy Halloween to all the online marketing ghosts, ghouls, and goblins out there.

Have you ever heard or received a really bad piece of online marketing advice?  Maybe the recommendation was founded on total hearsay, completely out of date or you discovered that the suggestions actually hurt, rather than helped? Scary! At one time or another we’ve all received the trick and not the treat in our internet marketing candy basket.

In this post you’ll find 20 scary SEO, social media and content marketing tales from the team at TopRank Online Marketing and from our friends on Twitter @TopRank, fans on Lee’s Facebook page and the TopRank Facebook page.

BOO! Scary Stories From the Crypt

1 – Classic scary: “Build great content and it will attract visitors all on it’s own. SEO isn’t necessary for good content to stand out.”

Lee Odden

2012 – 25 Women Who Rock Social Media

Lee Odden on Oct 29th, 2012     Online Marketing, Social Media

25 Women Who Rock Social Media 2012A great opportunity that comes with a marketing blog that has over 50,000 subscribers is to recognize people who are doing great and interesting things. We do that in several different ways and one of the most popular is the list of 25 Women Who Rock Social Media. Check out the 2010 list for the back-story on the origination and for the initial 25 honorees. Here’s the 2011 list who nominated the amazing women below.

There’s meaningful and impactful work being done for and using the social web by these women. It brings great satisfaction to draw attention to the people who are a part of advancing social technologies for business and those who use social media to make a difference.

Lee Odden

5 Tips For More Impact From Social Media Participation

Lee Odden on May 31st, 2012     Online Marketing, Social Media

overcome social media introversionWhen Twitter launched and started to get a lot of buzz, I was skeptical. I didn’t get it at first. Like many others, I signed up and started to experiment to see what all the noise was about. After a little while it clicked for me and Twitter (@leeodden@toprank) has been an instrumental communications channel ever since.

But Twitter is just one social platform of many. Tweets are just individual messages out of many. When it comes to evaluating the effectiveness of your social media participation, are you evaluating individual tweets, status updates, and comments or the overall experience others have by consuming your content?

Lee Odden

5 Ways to Win with B2B Content Marketing & Social Media

Lee Odden on Apr 9th, 2012     B2B, Content Marketing, Online Marketing, Social Media

Dominate Your B2B Content MarketingIn the world of B2B online marketing, content and media have been used in a variety of forms to educate and persuade customers across long buying cycles with great success. Over the past few years I’ve heard from many B2B marketers that prospects are leading themselves through much of the initial phases of awareness, interest and consideration by consuming useful content discovered through social channels and published by the brand.

The result of smarter content and social engagement is a more qualified and educated consumer by the time they get to sales discussions which can mean a shorter sales cycle and even an impact on order volume and referrals.

Ashley Zeckman

Online Marketing News: Facts Tell & Stories Sell, Start-up Tips from Tech Giants, Mobile Skyrockets, Breaking Up With Customers

Ashley Zeckman on Feb 24th, 2012     Content Marketing, Marketing Industry News, Online Marketing

The Content Marketing Institute Presents A Brief History of Content Marketing

The History of Content Marketing

From the dawn of time people with things to sell have been using stories to attract, engage, and retain customers ala #optimize. The infographic above from the Content Marketing Institute takes us all the way through the evolution of content marketing and provides some meaningful insight into what companies have done in the past to generate results. You might learn a thing a two, plus it’s a great read.

 “6 Start-up Tips From the World’s Biggest Tech Companies”  Every company has to start somewhere.  Famous companies such as Google, HP, and Microsoft were built on a set of core principals including creating long term customer relationships and listening to feedback.  This post provides tips from some of the largest companies in world on how to get through the start up phase of your business. Via Inc.

Lee Odden

Video Interview: Social Media Marketing at GM – Charlotte Blank, Manager of Social Media

Lee Odden on Feb 15th, 2012     Online Marketing, Online Marketing Summit, Video Interviews

Optimize Digital Marketing Interview Charlotte Blank GM

At the recent Online Marketing Summit in San Diego I caught up with Charlotte Blank, Manager of Social Media at General Motors to talk about digital marketing.  In this short interview I asked Charlotte a few fundamental questions about digital and social media marketing related to customers:

1. How does GM segment digital marketing activities between customer acquisition and retention?

Follow up: Does GM follow a social media editorial calendar according to customer buying cycles and personas?

2. With all the shiny objects of social media in the world, how do you go about deciding what to test and what to implement?

Take a look at the video and I think you’ll be interested in the customer-centric approach GM takes with social media and how time is allocated towards new customers, activating current customers as evangelists and their approach to filtering shiny social objects.

Lee Odden

#Optimize This: Online Marketing Optimization Best Practices

Lee Odden on Feb 6th, 2012     Content Marketing, Marketing PR Conferences, Online Marketing, Optimize Book, Other Events, SEO, Social Media

Optimize This OMS

I’m headed to (hopefully) sunny San Diego today for the annual Online Marketing Summit conference where I’ll get to present on one of my favorite topics: Optimization. Of course, if you read Online Marketing Blog very often, you’ll know my definition of optimization is a bit different than traditional SEO.  My post last Thursday “Are You Optimized?” touched on this.

The competition for attendance during the breakout sessions at OMS is really tough during the time slot I’m scheduled for. SAP, Wider Funnel and SAP are all presenting at the same time as I’m giving the all new “Optimize THIS: Integrating Social, SEO & Content presentation”. This post is a bit of a preview on the presentation so if you’re at OMS this week, make sure you check it out.

Ashley Zeckman

Optimize Your Social Media Schedule: 4 Tips for Avoiding the Social Media Time Suck

Ashley Zeckman on Jan 24th, 2012     B2B, B2C, Online Marketing, Social Bookmarking, Social Media, Social Media Tool, Social Networking

optimize social media time

Making the time to execute on a social media strategy can rattle even the most experienced marketers.  Unlike traditional marketing, social media marketing can present many different challenges and distractions.  According to a study by eMarketer 73% of marketers say finding the time to create content as their biggest marketing challenge.

I recently ran a poll of @TopRank Twitter followers to get a sense of how they spend their time online.  I asked “If you had only 20 minutes a day to spend on social media what would you focus on?”  Some of the answers we received were:

  • @henryroominates – “I would try to connect with powerful Twitter users and Tweet content from my blog.”
  • @SebastianX – “I’d read my Twitter Followanyday List.”
Ashley Zeckman

Technology Marketing: Is Your B2B Social Media Strategy Sending Mixed Signals?

Ashley Zeckman on Jan 10th, 2012     B2B, Online Marketing, Social Media, Social Networking
social media marketing

Is your social media strategy sending your customers mixed signals?

As a B2B organization with a focus on technology, you may believe that you are facing additional obstacles that your B2C counterparts are not.

Many of you have tried to implement social media in the past without much success.  However, you may still believe that B2C companies have it easier because they have a direct line to their consumers.  The good news is, you do too!  In fact, 58% of IT buyers use social media to make tech buying decisions.

Getting in front of the proper decision makers and influencers when selling SaaS, IT, or any other technology is not as hard as you may think.  It is imperative that you follow a series of social media best practices directed at finding, engaging, and motivating your social network to take action.

Ashley Zeckman

Online Marketing News: Google+ Who?, Know Thy Customer, Social Media Law, TopRank Team News

Ashley Zeckman on Jan 6th, 2012     Marketing Industry News, Online Marketing

Google+ Statistics

Who’s Using Google+?

The launch of Google+ in 2011 has put Google in the social networking boxing ring.  When it comes to user statistics some of them may surprise you.  This infographic by Flowtown shares some interesting information about the increasingly popular social media site.

  • 63% of users are male
  • Only 17% of users are considered active
  • 61% of top 100 brands have a page on Google+
Be sure to connect with TopRank on our Google+ page.

Online Marketing Tips & Tricks

“10 Brand-Building Steps For Beginners” For many companies 2012 marks the year that they will begin implementing a social media strategy.  This article provides 10 easy steps for those who have not yet many the plunge into social marketing.  Via Fast Company.

Ashley Zeckman

4 B2C Examples of How Companies are Using Twitter to Attract & Engage Customers

Ashley Zeckman on Jan 3rd, 2012     B2C, Microblogging, Online Marketing, Social Media Smarts

Make Your Tweets Count

If you are a B2C company, interaction on a social platform like Twitter can increase engagement and even sales if executed properly.  Small businesses like Tender boutique in Birmingham, Michigan have promoted special offers on Twitter and sold out in just a few days.

Social interaction via platforms like Twitter allow companies to gain a true understanding of their prospect base and serve as a real-time source of market research.

Customer engagement is a key benefit of executing a B2C Twitter marketing strategy. A recent survey by Chadwick Martin Bailey found 67% of Twitter users are more likely to buy from or recommend a brand they follow.  Twitter is also a great resource for crowdsourcing new ideas, getting feedback on current products or campaigns, and figuring out what it is that your customers really want.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top