Archives for July 2018

Best Practices for Choosing Effective and Captivating Social Media Visuals

Best Practices for Selecting Social Media Visuals

For both B2B and B2C brands, social media marketing has become an age-old tactic by now. And it’s no surprise. Despite working 8 hours a day and sleeping (hopefully) 8 hours, the average person still spends nearly two hours each day on social media, according to a study by Mediakix.

But the social media landscape is changing—alot. Organic reach on Facebook is declining with changes to the Newsfeed, some of which are still rolling out. Twitter is struggling to retain their active users. Instagram is experimenting with long-form video content. LinkedIn is also investing in more video.

Given these changes and regular updates, the best practices for each platform are constantly evolving. But what’s one thing that isn’t poised to change anytime soon? The importance of using eye-catching, compelling visual content to draw people in.

Digital Marketing News: Smarty-Pants Speakers Drive Voice Search, YouTube’s Rejiggered Hashtags, & Google’s Word Count Wisdom

July 27 2018 TopRank Marketing News Image

Report: Smart speaker ownership driving voice adoption on smartphones
The popularity of voice search on smartphones has grown in part due to more Americans owning smart speakers, with a new NPR and Edison Research report revealing 18 percent now own so-called smart audio devices. Marketing Land

Report: Facebook takes a back seat to Instagram as ad spend on the Facebook-owned app grows 177%
New research data shows that Instagram had ad spending four times Facebook’s rate year-over-year during the second quarter of 2018, while YouTube’s ad spend was nearly triple that of last year. Marketing Land

Emojis Score With Mobile Users
New study data shows that the use of emojis has resulted in a sizable boost of mobile e-mail open rates, with open rates boosted over 80 percent resulting in 363 percent revenue gains, but are digital marketers convinced? MediaPost

Google Game Changers: 5 Recent Updates and How They Affect Marketers

2018 Google Updates & What They Mean for Marketers

Since the inception and rise of digital marketing, marketers have been keeping a watchful eye on Google — the ruler of the kingdom of search.

From research project to technology giant, over the last two decades Google has cemented itself as the dominating force in internet search. And while there are other rising contenders in the space, as of June 2018, Google owned 72.21% of all desktop searches. And the domination continues if you look at mobile, with Google owning a whopping 90.20% of searches.

Of course, Google’s market (and marketing) domination isn’t because of their speed to market in the late 90s, but rather the company’s dedication and investment in evolving the platform. And some of the latest evolutionary tweaks and new features are hitting soon — or have just recently arrived.

Trust in Marketing is at Risk. These CMOs and Marketing Influencers Share How to Fix

CMO Half Life

The average tenure of a CMO is under 4 years representing a crisis in confidence amongst business leadership when it comes to marketing. Expectations for marketing are higher than ever amongst business leaders and customers alike.

To advance the valuable contributions marketing can make from boosting short term sales to growing long term market share, it is important for marketers to build trust and influence. But there are challenges:

  • A study from Fournaise Group that fond 73% of CEOs say “Marketers lack business credibility and the ability to generate sufficient growth and 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs.
  • New research from Marketing Week reports only 30% consider marketing ‘very important’ at large B2B companies.

Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors

Friday, July 20, 2018 Digital Marketing News RankRanger Report Image

Report: Google’s mobile search results now show image thumbnails 45% of the time
Mobile Google users see image thumbnails in nearly half the search results shown, according to new report data. Should marketers consider placing greater importance on thumb images? Search Engine Land

Twitter’s bot purge welcomed by agency execs
Twitter recently deleted millions of spam and inactive accounts in an effort to improve the platform. Does the move increase credibility among marketers and influencers? DigiDay

Report: Social media sentiment not predictive of offline brand outcomes
New research looks into online and offline brand conversations and their effect on consumer sentiment, plus the motivations that drive them. Marketing Land

The Future of Connection on Facebook: How Stories May Change the Marketing Game

How Facebook Stories Will Change Social Media Marketing

“You have part of my attention – you have the minimum amount.”

This scathing remark, delivered by actor Jesse Eisenberg while portraying Mark Zuckerberg amidst a heated deposition in the 2010 film The Social Network, has a certain pertinence today with regards to the company Zuckerberg founded back in 2004.

As Facebook’s news feed algorithm becomes increasingly restricting for brands and publishers, many of us are finding it difficult to capture even the minimum amount of our audience’s attention on the platform.

The search for elusive reach on the world’s largest social media channel has led some marketers to explore Facebook Groups as a way to stay visible with users. But it appears the more critical frontier may be Facebook Stories, a feature that is rapidly on the rise and — according to the company’s own top execs — represents the future of connection on Facebook.

What Does ‘Quality’ Really Mean in Content Marketing?

Quality in Content Marketing

Have you heard the good news about quality content? It’s the latest innovation that’s sweeping the nation. It’s going to revolutionize your content marketing efforts. If your current strategy is to crank out crappy content, then quality content is going to blow your KPIs away!

Okay, sarcasm aside: Every content marketer knows their content needs to be good to be effective. We call it “quality,” or “value,” or “usefulness.” But all of these traits can vary widely depending on your audience. For example, conventional wisdom might say that 500-word blog posts don’t connect with readers. But that word count may be just the right length for the people you want to reach.

So, when we get into the specifics, quality is relative and highly subjective. But it’s possible to define quality content marketing in a more universal way:

Digital Marketing News: Google’s New Ad Tools, Facebook’s Snoozefest, and LinkedIn’s QR Code Refresh

Facebook's New Custom Snooze Tool

Google leans more on algorithms for ads as critics highlight risks
Google has unveiled a slew of new ad-buying tools that incorporate machine learning, and expanded availability of a utility for running the best text-based search result ads. What will the new ad tools announced Tuesday offer for digital marketers? Reuters

Facebook Adds Keyword ‘Snooze’ Option to Help User Avoid Spoilers
Facebook has launched a new feature allowing users to hide certain words, effectively snoozing them for 30 days. How might marketers be affected? Social Media Today

Google’s New Speed Update Works On Gradual Scale; Small Improvements Matter
Google has shared information about its latest search algorithm update, which has a greater focus on site load speed that takes into account even the smallest increased efficiencies. SEO Roundtable

CMWorld Interview: Gartner’s Heather Pemberton Levy Shares How Story First Marketing Drives Success

While digging through data and market research, it can be easy to get lost in the numbers. But when assessing these insights, what really matters is the stories they tell.

This is a key point of emphasis for Gartner, and specifically its Smarter with Gartner content platform, which adds context and substance to trends surfaced by the research firm’s findings.

So it is quite fitting that Heather Pemberton Levy, who helps guide Gartner’s strategic direction as VP of Content Marketing, champions the “Story Comes First” method. This concept served as a framework for her 2016 book, Brand, Meet Story: How to Create Engaging Content to Win Business and Influence Your Audience, and will also be in play during her workshop at Content Marketing World, entitled “From 0 to 60: Building a Mature B2B Content Marketing Organization.”

The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices

The Power of Social Media Polls for Marketing

Let’s take a trip down memory lane, all the way back to 2007.

The world was a different place. Rihanna’s “Umbrella” (ella, ella) dominated the Billboard Charts. Scorsese’s masterpiece The Departed won Best Picture. Facebook was only a year removed from opening its membership to the general public, and Twitter was a fledgling startup, still looking to gain traction.

But even then, online polls were already emerging as an intriguing tool for digital marketers. On this blog, TopRank Marketing CEO Lee Odden penned a post about the relatively nascent tactic, which could be utilized through a modest WordPress plugin.

“If you want to know what your users are thinking,” Lee wrote. “Just ask them.”

Digital Marketing News: Google’s Marketing Platform Partners, LinkedIn’s Translations, & Facebook’s Instant Articles Subscription Results

LinkedIn Adds Translation Services In Over 60 Languages

Google announces Google Marketing Platform Partners program
Google has been busy consolidating and refreshing its marketing partner offerings, with individuals, companies, and sales partners on its new approved-training list, combining Google Analytics Certified Partners and DoubleClick Certified Marketing Partners. MarTech Today

Facebook trials subscription tool to appease Instant Article publishers
On the heels of Facebook’s recent subscription Groups announcement, could the news that the social media giant is also testing subscription-based Instant Article signal a shift that digital marketers will need to adjust to? The Drum

Forrester issues first Wave report on Experience Optimization
“The Forrester Wave: Experience Optimization Platforms” report examining the continued consolidation of online testing, behavioral targeting, and recommendation practices in experience optimization, with Adobe garnering top marks. MarTech Today

Becoming a Better Marketer by Embracing Your Passions Outside the Office

How Our After-Hours Passions Elevate Us as Marketers

In the first post I ever wrote for the TopRank Marketing Blog, I reflected on the marketing lessons I’d picked up through my baseball blogging hobby. Helping build an online community at Twins Daily has instilled many important fundamentals that, I feel, make me better at my day job.

I’m always fascinated by this interplay. We spend so much of our time each week alongside our coworkers, but are often unaware of the interests and side hustles that drive them outside of the office. Those very passions can be such integral parts of who we are and how we operate.

More recently, this has been a topic of focus for our friends at LinkedIn*. In April, Jason Miller wrote a piece about following your dreams while staying committed to your career, and in June, Sean Callahan profiled a LinkedIn marketer who moonlights as a DJ.