Lane Ellis

Lane Ellis

Digital Marketing News: Google’s Take on URL Structure, B2B Tech Marketing Trends Survey, NPR’s RAD Podcasting, & Decentralised AI

Lane Ellis on Jan 4th, 2019     Online Marketing News

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What B2B Tech Marketers Are Planning for 2019
Video marketing, Account-Based Marketing (ABM), and on-demand and influencer marketing strategies lead the list of practices digital technology marketers plan to adopt during 2019, one of several findings in recent survey data. By the end of 2019 influencer marketing strategy adoption is expected to expand to 48 percent, a significant increase over 2018’s 31 percent. MarketingCharts

Instagram CPCs, CPMs drop as click-throughs continue to climb
Instagram advertisers have seen good news lately, as cost-per-click (CPC) and cost-per-impression (CPM) rates have fallen at the same time that click-through-rates (CTR) have jumped, according the recent report data focusing on the third quarter of 2018. Marketing Land

Lane Ellis

Our Top 10 Social Media Marketing Posts of 2018

Lane Ellis on Jan 2nd, 2019     Social Media

Hot air balloon over field of yellow flowers image.

Throughout 2018 social media marketing has continued to be a source of both opportunity and contention in the marketing world. We’ve done our best to keep on top of changes as they happen, while offering helpful insight and research-based strategy.

We’re very 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 delighted to offer this list of our 10 most popular social media posts of 2018.

Lane Ellis

Our Top 10 Search Marketing Posts of 2018

Lane Ellis on Dec 31st, 2018     Search Marketing

Woman looking out from heart-shaped cave at sky with pink clouds.

Search marketing has continued to mature throughout 2018. At each twist and turn along the way, we’ve done our best to not only cover each change, but also offer insight and research-based strategy to help savvy digital marketers along the way.

We’re fortunate to have a fantastic 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 search marketing insights, tips, and tricks this past year.

To help our blog community grow its search marketing knowledge, we’re happy to offer this list of our most popular search marketing posts of 2018.

Lane Ellis

Digital Marketing News: Google Lens & Visual Search Updates, Social ROI Study, & App Ad Market Growth

Lane Ellis on Dec 28th, 2018     Online Marketing News

2018 December 28 Instagram Chart

Over 70 Percent of Millennials on Twitter Have Commented on Companies’ Customer Service
More than 70 percent of millennial Twitter users have left comments for the customer service accounts of at least one company, according to new survey data. 62.48 percent of surveyed Twitter users also say that personalized responses to their comments represent the top way brands can improve their social media customer care. AdWeek

AppsFlyer: App ad market to grow 136% to $64.1 billion from 2017 to 2020
By 2020 app advertising will grow to become a $64.1B market segment, a 136 percent jump from 2017, according to new market research study data, representing a year-over-year rate of 34 percent growth. VentureBeat

Lane Ellis

Our Top 10 Influencer Marketing Posts of 2018

Lane Ellis on Dec 27th, 2018     Influencer Marketing

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2018 saw a continuous rise of influencer marketing’s power and scope in both B2C and B2B industries. This was a continuation of last year’s explosion of interest in the practice 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 and most successful 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

Our Top 10 Content Marketing Posts of 2018

Lane Ellis on Dec 24th, 2018     Content Marketing

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

We’re especially proud of the content marketing success our team at TopRank Marketing has achieved in 2018, for a wide-range of B2B clients. As 2019 draws near we wanted to share our top content marketing articles of the year — each loaded 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 Ashley Zeckman, Joshua Nite, Caitlin Burgess, Anne Leuman, Nick Nelson, Tiffani Allen, Debbie Friez, Alexis Hall, the author of this post, and our blog’s founder and agency CEO, Lee Odden.

Lane Ellis

Digital Marketing News: Google’s WordPress Plugin, Snapchat Marketing, Facebook & Google Ad Bidding, & Mobile RTB Spend Rises

Lane Ellis on Dec 21st, 2018     Online Marketing News

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Google Introduces WordPress Plugin With Integrated Analytics, Search Console, More
Google has launched a WordPress plug-in called Site Kit that offers convenient access to various Google tools including AdSense, Search Console, Analytics, and PageSpeed Insights, among others. Search Engine Journal

Marketers’ use of Snapchat is on the rise — but is still a fraction of Facebook and Instagram
Snapchat has seen an increase in use as a marketing platform, despite lacking some of the flexibility powerhouses like Facebook and Instagram allow, according to recent forecast data from eMarketer and others. L.A. Biz

Search Engine Marketing: Why People Click on Paid Search Ads
Seventy-seven percent of people are confident that they can recognize paid search advertisements, and 75 percent find paid search eases the buying process, according to new survey data. Clutch

Lane Ellis

New Year, New View: 3 Ways to Approach Analytics in 2019

Lane Ellis on Dec 20th, 2018     Web Analytics

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Welcome to the eighth installment of our “Collective Wisdom” series, featuring wisdom from a wide swath of thought leaders in the digital marketing industry and beyond.

This year, with the help of many great minds, we’ve covered the full range of content marketing tactics and best practices, including planning ahead for success, the art of crafting powerful content efficiently, and several strong promotion tactics. Most recently, we also dove into analytics and how they can best be used to measure content marketing success.

Now, with the new year drawing closer, let’s continue our exploration of content marketing measurement with an eye to the bright future ahead.

#1 – Widen Your Analytics Scope

Small planets next to huge sun image.

Lane Ellis

Digital Marketing News: Facebook’s Sponsored Results, Google+ Shutdown, Consumer Brand Trust, Instagram’s Ad Spend Up

Lane Ellis on Dec 14th, 2018     Online Marketing News

2018 December 14 Headway Capital Image

Facebook relaunches search ads to offset slowing revenue
Facebook has announced that it will relaunch its sponsored search results and Marketplace advertising. This is the return of an option unavailable to digital marketers since 2013, a move that could help Facebook offset recent decreased revenue trends. TechCrunch

Consumers Say Brands Ask for Too Much Information
Brands asking for too much personal information is the leading cause of mistrust among U.S. consumers, at 35.9 percent. The second leading cause of mistrust is the result public data scandals at 28 percent, among several findings relevant to digital marketers in a recent Jebbit survey. eMarketer

Will Ad Dollars Continue Shifting From Facebook to Instagram in 2019? New trends report data
Instagram has continued to draw more advertising dollars than its parent company Facebook, according to new report data from Socialbakers. AdWeek

Lane Ellis

Measuring Content Marketing Success: Analytics Advice & Insight from the Experts

Lane Ellis on Dec 13th, 2018     Web Analytics

Blue tunnel of numbers image.

Welcome to the seventh installment in our “Collective Wisdom” series of content marketing strategy and tactics articles.

Previously we’ve covered planning ahead for content marketing success, the art of crafting powerful content, and an array of strong promotion tactics.

So, what’s up next? Measurement and analytics. Measuring and analyzing your content’s performance is critical so you can uncover new opportunities, make improvements, and determine whether you’re meeting your goals.

Here we share some tidbits of analytics wisdom and insights from some famous figures inside and outside the digital marketing realm.

Having the Right Data is Crucial for Measuring Success

How do you gauge success in content marketing?

At the most basic level, you want to learn how much online traffic is coming to see your content. But what should you count and what can be ignored?

Lane Ellis

Digital Marketing News: Facebook’s Keyword Alerts For Groups, YouTube’s Stories, B2B Budget Study, & Social Transparency

Lane Ellis on Dec 7th, 2018     Online Marketing News

2018 December 7 Outgrow Image

Facebook’s Testing New ‘Keyword Alerts’ for Groups
Facebook has begun testing a Groups feature allowing administrators to receive alerts for keywords, an especially welcome addition for those managing large Facebook Groups, and a new opportunity for digital marketers to monitor relevant subjects. Social Media Today

10 Things Cyber Week Reveals About U.S. Consumers
Mobile and click-to-collect online orders in the U.S. were up 40 percent from 2017, while 23 percent haven’t begun holiday shopping yet, two of the numerous recent revelations from the National Retail Federation. AdWeek

What Consumers Want From Brands: Transparency on Social Media
Social media transparency tops the list of what U.S. consumers want most from brands, according to recent Sprout Social survey data. Admitting mistakes and providing honest responses to customer inquiries led the list of methods customers feel demonstrate brand transparency.MarketingProfs

Lane Ellis

Spicy Twists and Tactics For Unique Content Promotion

Lane Ellis on Dec 6th, 2018     Content Marketing

A variety of spice powders on a cooking slate image.

Previously in our “Collective Wisdom” series, we’ve covered pre-planning for content marketing success, the art of crafting powerful content, enduring and often-overlooked content creation best practices, and how to use a number of tried and true content promotion tactics.

Now let’s dig into several spicy ways to take existing content promotion tactics and make them uniquely your own, including a smattering of flavorful insight from some of the best in the business when it comes to the art of promoting your content.

Innovate With Your Own Unique Promotion Twists & Tactics

Regardless of how many fine lists, guides, articles, or books you read about the art of promotion, if you don’t take the initiative to innovate and create something unique your marketing success will generally be limited.