Alexis Hall

Alexis Hall

Want to Go Stress Free? Here Are 6 Reasons to Hire A Digital Marketing Agency

Alexis Hall on Oct 4th, 2018     Digital Marketing

When to Hire a Digital Marketing Agency

From developing and executing your marketing strategy to measuring results, your plate always has a healthy heaping of responsibilities—all of which are likely served with a side of stress from time to time.

If you’re nodding your head in agreement, you’re certainly not alone. A couple years ago, Workfront released its Marketers Stress Report revealing that 80% of marketers feel they have too few team members and too much work. Furthermore, 1 out of 4 marketers said they were “overly stressed” or “stressed to the max.”

Fast-forward to today, the stress factor still remains as marketers contend with a myriad of challenges, from lack of internal resources to adapting to the changing digital landscape. The good news, of course, is that a digital marketing agency (like TopRank Marketing) can lend a helping hand.

Alexis Hall

Use It or Lose It: 8 Ways to Make the Most of Your Digital Marketing Budget Surplus

Alexis Hall on Sep 13th, 2018     Content Marketing, Digital Marketing

How to Make the Most of Your Marketing Budget

For all marketing leaders, effectively managing your digital marketing budget is a delicate balancing act. Spend too much too early, and you’re running ultra-lean for the balance of the year and risk falling short of your goals. Spend too little, and you’ll likely lose those dollars at year’s end—and perhaps put yourself in a position to see cuts next year if your frugalness is taken out of context.

In our experience, we often see organizations slow to spend the first nine months of the year and eager to spend in the final quarter. So, if you’ll soon find yourself in the “use it or lose it” position, absolutely use it—but be thoughtful.

Alexis Hall

How to Rally Around ROI & Prioritize Your Digital Marketing Efforts in the Face of Budget Cuts

Alexis Hall on Jul 2nd, 2018     B2B Marketing, B2C Marketing, Digital Marketing

Prioritizing After Marketing Budget Cuts

Ask any marketer if they’ve ever had to contend with the shrinking or deep cutting of their budgets, odds are you’ll get a deep sigh and a “more than once” response.

Organizations are always looking for efficiencies and ways to tighten their financial belt, and marketing departments are among the first to be placed on the chopping block because it all comes down to ROI—something many modern marketers find hard to prove

In fact, according to a recent report from Demand Gen Report and BrightFunnel, 58% of B2B organizations surveyed said their current ability to measure and analyze marketing performance “needs improvement” or worse.

Alexis Hall

Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table

Alexis Hall on May 2nd, 2018     Content Marketing, SEO, SEO Tips

SEO and Content Integration During Website Migration

Digital marketers know their company’s website is more than a digital storefront. It’s a marketplace that must deliver a quality, engaging experience for prospects and customers once they arrive. So, it’s no surprise that the average company invests in a website redesign every three years to stay fresh, competitive, and meet evolving customer expectations.

In our experience, however, design faux pas aren’t the biggest marketing missteps that can lead to poor results after a migration—it’s the lack of a solid website migration strategy that encompasses both SEO and content considerations.

There’s no question that SEO needs to play a leading role in the planning, design, and execution of any website migration. But SEO can’t stand alone—it needs a content lens to ensure a solid performance after the switch is flipped.

Alexis Hall

To Gate, or Not to Gate? Answers to an Age-Old Digital Marketing Question

When Not to Gate Your Content

Modern marketers understand that quality, engaging and relevant content is at the core of any integrated digital marketing strategy. After all, in a world where consumers are increasingly self-directed in researching their options to make purchasing decisions, that quality, engaging and relevant content aids their journey and decision-making.

But let’s face it. While marketers want to inform and engage their audience, they ultimately want to generate viable leads to meet their goals and grow their respective businesses. Oftentimes, that means deciding when, where and how to gate certain content assets. In fact, perhaps one of the most common questions we get from our book of clients is: “Should I gate my content?”

The answer? It depends.

Alexis Hall

Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work in Harmony

Campaigns + Always-On Strategy = Content Marketing Harmony

Regardless of industry or niche, nearly all B2B marketers—91% to be exact—are focused on leveraging content marketing to reach, resonate and inspire audience action. But budget and resource constraints and lofty lead generation goals—not to mention increasing buyer numbness to marketing messages and the extinction of organic visibility on social media—means you have to get scrappy when designing a content marketing strategy that drives toward business goals.

Oftentimes, this leads brands and marketers to focus on content marketing campaigns to quickly generate buzz, spike awareness and foster audience engagement. However, in our experience, campaigns alone will not help you reach your short- and long-term marketing goals.

Why? They’re simply not sustainable. Campaigns create spikes in activity that can quickly die out if there’s not a significant investment in ongoing promotion—specifically paid promotion.

Alexis Hall

How to Use Big Wins to Drive Continuous Content Marketing Performance

Alexis Hall     Content Marketing

Like all brands or marketers, you’ve likely experienced a few content marketing campaign mishaps in your day. Despite your best efforts, sometimes a campaign just doesn’t quite reach its objective or it outright flops. And when this happens your disappointment typically spurs you into action as you work furiously to pin down exactly where you went wrong.

On the flip side; however, you’ve also experienced some big wins in your day. Some of those wildly successful content campaigns that crushed objectives and had the entire organization riding high. But in these situations, how often can you say that you dug into what made things go oh so right? Or regrouped and committed to keeping the momentum going?

Alexis Hall

Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help?

Alexis Hall     Online Marketing

The digital marketing landscape is changing at a rapid pace, with many organizations planning to up their budgets and diversify their tactics in the coming years. In fact, according to Forrester research, CMOs will spend nearly $119 billion on search marketing, display advertising, online video and email marketing by 2021.

“Over the next five years, search will lose share to display and social advertising while video will scale,” Forrester said. “These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.”

Alexis Hall

Everything You Need to Build a LinkedIn Marketing Tactical Plan

Alexis Hall     LinkedIn, MarketingProfs B2B Forum

Over the last five years, we’ve seen an evolution in the way B2B marketers are talking about and using social media. We’ve evolved from asking “Should we be doing it?” to “Is what we are doing worth it?” to now “How do I make this really effective channel even more effective?”.

According to a recent study from Oktopost, 79% of B2B marketers believe social media is an effective marketing channel (Oktopost). And for many B2B marketers, LinkedIn is THE social media channel. In fact 43% of marketers say they’ve sourced a customer from LinkedIn (Hubspot).

But could we be doing better? Can we use LinkedIn more effectively?

Alexis Hall

Why to ROI: Proving the Value of B2B Influencer Marketing with Lee Odden

Last week at Marketing Profs B2B Forum it was pretty clear B2B marketers are more interested in influencer marketing than ever before.

Lee Odden’s session – Why to ROI: B2B Marketing Case Studies for Success– promises to deliver not only why influencer marketing is something we should all be talking about, but also how to use ongoing influencer marketing to deliver ROI to your business.

Some of us may still be thinking about influencer marketing as a B2C tactic. A Kardashian on Instagram touting the newest vitamin.

This isn’t exactly relevant to those of us in the B2B space.

Alexis Hall

The Netflix Experience: Create Binge-Worthy B2B Content with Ardath Albee #MPB2B

73% of Americans have binged on content. If you’re like me, you’re probably thinking of those rainy Sundays spent on a Netflix bender. Netflix, Hulu, HBOGo make it so easy to continue the binge. One more episode, you think, as the next installment automatically queues up. Finished Stranger Things in one weekend? Here are 6 new, easily clickable suggestions to start a new binge.

Now what if that same principle could apply to your content marketing?

In fact, 93% of B2B buyers want bundled, bingeable content (Content Preferences Survey, 2017) , but only 42% say it’s easy to find the next piece of relevant content (Why Your Website Fails Buyers, 2017).

Alexis Hall

5 Tips to Help You Become a Prolific Content Creator

jay-acunzo-quote-cmworld

The demand for consistent content creation has forced many marketers to take shortcuts. Shortcuts may enable you to get to an outcome faster, but it is often a worse outcome. Using shortcuts to create more content faster can help you to achieve more volume, but at some point, the quality goes through the floor.

Quantity and quality are not opposites. They can exist simultaneously. In fact audiences today demand that they do. To meet that demand, Jay Acunzo, Vice President of NextView Ventures, identified in his presentation at Content Marketing World 2015, that you must be, or nurture in your organization, the prolific content creator.

Being a prolific content creator doesn’t just mean creating more “stuff”, working faster or tapping into some secrets of the interwebs. Being a prolific content creator is something different. According to Jay there are 5 things which prolific content creators do really well in order to achieve the elusive quality and quantity of content.