Lane Ellis

Lane Ellis

Digital Marketing News: Micro-Influencer Trends, LinkedIn Adds Interactive Tools, Strong Online Ad Spending, & Google’s Cookie Drop

Lane Ellis on Jan 24th, 2020     Online Marketing News

2020 January 17 MarketingCharts Chart

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020
Marketing and advertising spending in the U.S. is set for strong growth during 2020, according to newly-released forecast data showing a high-point of nearly $390 billion, representing a 7.2 percent increase from 2019, while online ad spend is expected to grow even more, hitting 14.5 percent, the report from Winterberry Group notes. Adweek

Google: Webpages with Featured Snippets Won’t Appear Twice on Page 1
Brands worldwide with Google featured snippets in search results pages will no longer have a second similar entry in the SERPs, Google recently announced, with featured snippets henceforth counting as one of the 10 first-page results. Search Engine Journal

Lane Ellis

What B2B Marketers Need to Know About Experiential Content

Lane Ellis on Jan 22nd, 2020     B2B Marketing, Interactive Marketing

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Experiential content will help drive 2020’s digital agenda, and savvy B2B marketers should take notice.

Experiential is a word with subtly differing meanings depending on which setting it’s used in, however at the core of each definition is the fact that it all boils down to experiences.

Experiential content makes us a central part of a story, and not just a passive subject receiving a one-way brand message.

Experiential B2B Word Cloud Image

Use of experiential content has grown over the past several years as online technologies have reached a level capable delivering vibrant and engaging motion and sounds alongside clickable, swipable, and all other manner of interactivity to put you front and center.

TopRank Marketing CEO Lee Odden recently mentioned experiential content in his annual list of the top ten B2B digital marketing trends for 2020.

Lane Ellis

Digital Marketing News: LinkedIn’s Faster Than Expected Growth, Podcast Ads Booming, & Facebook Updates Audience Insights

Lane Ellis on Jan 17th, 2020     Online Marketing News

2020 January 17 MarketingCharts Chart

LinkedIn to Grow Faster than Expected
LinkedIn (client) is on pace to grow more rapidly than expected, with new forecast data predicting the professional social media platform will hit some 66.8 million active monthly users by 2022, and in 2020 it will see nearly $1.6 billion in advertising revenue, according to the forecast data. eMarketer

Ad-Supported Music Streaming is a Growing Opportunity for Advertisers
With some 77 percent of streaming music accounts being of the ad-supported free variety, and more than 500 billion on-demand music streams in the first half of 2019 alone, digital marketers are seeing the large audiences as a growing opportunity. MarketingCharts

Lane Ellis

5 Free Online Courses to Sharpen Your B2B Marketing Skills

Lane Ellis on Jan 15th, 2020     B2B Marketing

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No matter how much you already know, in 2020’s always-on B2B marketing landscape there’s always more to learn.

That’s why savvy B2B marketers are continually seeking out new methods and research, and refining and honing their existing skills.

Whether it’s influencer marketing, conversion optimization, or search engine optimization (SEO), with more options available for learning new marketing skills today than ever before, choosing where to start can sometimes seem overwhelming.

Online courses have proven to be an excellent way to enhance your career through learning, and by offering a work-at-your-own-pace cadence, you can fit in as much or as little instruction as your time allows, whenever and wherever you want.

With more than 70 percent of companies recognizing online learning as essential to long-term strategy (Digital Marketing Institute), it’s little wonder that in 2020 online courses are flourishing.

Lane Ellis

Digital Marketing News: B2B Marketing Outlook Study, Twitter Axes Audience Insights, Influencer Marketing Sees Growth, & TikTok’s Rising Revenue

Lane Ellis on Jan 10th, 2020     Online Marketing News

2020 January 10 MarketingCharts Chart

Twitter Is Removing the Audience Insights Element from Twitter Analytics
Twitter has announced that it will do away with the current version of its Audience Insights portion of Twitter Analytics. On January 30 the platform will mark the end of the five year old follower data tool used by many digital marketers. Social Media Today

CCPA Is Here, But Many Companies Are Still Not Compliant
On January first the California Consumer Privacy Act (CCPA) went into effect, however newly-released data shows that only 30 percent of firms were compliant as of November 2019, with some 18 percent expecting to be compliant by the beginning of 2020. eMarketer

Lane Ellis

Digital Marketing News: B2B Marketplaces Study, Instagram’s New Branded Content Rules, Influencer Honesty, & Google’s New Browse By Photo

Lane Ellis on Jan 3rd, 2020     Online Marketing News

2020 January 3 MarketingCharts Chart

B2B Sellers: Marketplaces Are Here — Are You Ready?
B2B buying and selling has changed alongside similar shifts that are being seen in consumer areas, and research firm Forrester takes a look at the new center of commerce that B2B marketplaces represent. Forrester

Facebook quietly acquired a startup to build a live-shopping feature
Facebook recently confirmed that it has acquired live-shopping startup Packagd, which will augment the social media giant’s Marketplace selling feature, and eventually offer new options for digital marketers. AdAge

Pinterest CMO on Marrying Aggressive Growth with the Company’s Brand Image
eMarketer takes a look at how Pinterest’s first chief marketing officer is tackling the unique challenges faced by the image-centric social platform, as it attempts to woo greater numbers of digital marketers as well as users. eMarketer

Lane Ellis

Our 10 Top Social Media Marketing Posts of 2019

Lane Ellis on Jan 2nd, 2020     Social Media

Top Social Media Marketing Posts of 2019 Image

Throughout 2019 social media marketing has continued to be a source of opportunity, change, and contention in the marketing world. We’ve done our best to keep on top of many industry changes as they happen, while also offering helpful insight and research-based strategy.

We’re quite fortunate to a great group of social media marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Joshua Nite, Caitlin Burgess, Anne Leuman, and Nick Nelson, among others.

To help our blog community grow its social media marketing knowledge, we’re thrilled to offer this list of our 10 most popular social media posts of 2019.

Lane Ellis

B2B Marketing In 2019 — The Year In Review

Lane Ellis on Jan 1st, 2020     B2B Marketing

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As we begin the new year of 2020 filled with fresh opportunity and promise, it’s a great time to rewind and learn from some of the biggest news items in B2B digital marketing, content marketing, social media marketing, and influencer marketing over the past year.

Let’s take a look back at what the year gone by has gifted us, from opportunities to challenges, and see what lessons it can teach us as we move ahead in 2020.

First Quarter 2019

During the first quarter of 2019 the digital marketing industry experienced a number of newsworthy shifts—from a big Google algorithm update in March to a host of new targeting and advertising features across several platforms.

Lane Ellis

Our Top 10 Search Marketing Posts of 2019

Lane Ellis on Dec 31st, 2019     Search Marketing

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Search marketing has matured in many ways throughout 2019. At each twist and turn along the journey, we’ve done our best to not only cover each change thoroughly, but to also offer insight and research-based strategy to help savvy digital marketers along the way.

We’re fortunate to have a stellar group of digital marketing professionals contributing to the TopRank Marketing Blog, with our CEO Lee Odden, Associate Director of Search & Analytics Tiffani Allen, Vice President of Client Accounts Alexis Hall, Content Strategist Anne Leuman, and others, each contributing valuable and actionable search marketing insights, tips, and tactics this past year.

To help our blog community grow its search marketing knowledge, we’re thrilled to offer this list of our most popular search marketing posts of 2019.

Lane Ellis

Digital Marketing News: Influencer Brand Marketing Study, Facebook’s OS Plans, Instagram’s Multiple Images, & SEO Effectiveness Survey

Lane Ellis on Dec 27th, 2019     Online Marketing News

2019 December 27 MarketingCharts Chart

Marketers Tout SEO’s Effectiveness As They Look to Drive Leads, Customer Acquisition
SEO has continued to be an effective tactic when it comes to driving leads and customer acquisitions, with the majority of digital marketers finding the practice more effective than traditional media, one of several statistics from newly-released survey data. MarketingCharts

New Report Looks at Which Tools and Creation Apps are Most Popular Among Instagram Influencers
The software, tools, and online image creation apps most-used by Instagram influencers have been outlined in a new survey of more than 1,200 influencers on the platform, with results showing that just 10 percent use Photoshop, nearly 30 percent use Lightroom, and some 4.8 percent work with Canva, according to the study. Social Media Today

Lane Ellis

Lessons From Our Top 10 Influencer Marketing Posts of 2019

Lane Ellis on Dec 26th, 2019     Influencer Marketing

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2019 saw the continued rise in influencer marketing’s power and scope in both B2C and B2B industries. This continued the explosion of interest in the practice over the past two years, and with more practitioners than ever going all-in, influencer marketing has been a primary focus of what we have explored on our blog throughout the year.

We’re lucky to have some of the strongest B2B influencer marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Ashley Zeckman, Joshua Nite, Caitlin Burgess, Anne Leuman, Nick Nelson, Tiffani Allen, Debbie Friez, the author of this post, and Alexis Hall, among others.

Lane Ellis

Learn From Our Top 10 Content Marketing Posts of 2019

Lane Ellis on Dec 24th, 2019     Content Marketing

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Content — it encompasses nearly everything we read, view, or listen to online, and as our CEO Lee Odden said years ago, it’s also the primary reason search began in the first place.

We’re especially proud of the content marketing successes our team at TopRank Marketing have achieved in 2019, for a wide-range of B2B clients. As 2020 draws close we wanted to share our top content marketing articles of the year — each filled with best practices, research, examples, and the latest trends.

The excellent content marketers who make our award-winning blog one of the most popular in the industry include Anne Leuman, Joshua Nite, Nick Nelson, and Lee Odden.