Online Marketing

Online marketing encompasses a broad range of strategies and tactics, but the overall goal remains the same, attracting new business, engaging with customers and converting more leads to sales. With nearly three billion Internet users, online marketing is the key to attracting new eyes, spreading brand awareness and growing your business online.

Named a top Marketing Blog by Advertising Age, the experts at TopRank Marketing are here to teach you how to become an online marketing master!

Browse our online marketing news and articles to find, tips, guidelines, and current best practices.

Remote Communication Opportunities For B2B Marketers

Lane Ellis on Mar 18th, 2020
B2B Marketing, Online Marketing Strategy

The challenges brought about by COVID-19 are multi-faceted and permeate the lives of B2B marketers on many levels, yet they also thankfully present new opportunities.

Remote work and online business communications are two of the major benefits modern B2B marketers can take advantage of now thanks to the technological advances the Internet and its 50-plus year history has made possible.

As a remote worker for the past 13 of my 36 years working in online communications, I’ll offer up a selection of tips to keep in mind as we all adjust to the numerous business changes brought about by COVID-19.

We’ll also look at how the present situation affects the issues of brand purpose and trust, resources and tools for newly-minted remote workers, social media best-practices during challenging times, and how we can learn from the challenges.

Remote Communication Opportunities For B2B Marketers

Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off

Kelly Hogan on Nov 5th, 2019
B2B Marketing, Online Marketing, Video Interviews

Amanda Todorovich is the Senior Director of Health Content at Cleveland Clinic. That title kind of undersells what she did over there. She turned a neglected blog into a revenue stream. That’s right – something that is generating money and is getting over 7 million visitors a month. Now Amanda is a true believer, like our agency, in the power of audience-centered content.

She is living proof that investing in this kind of content pays off. Join us in learning more from Amanda. She is one of the leading lights and is at the vanguard of next-generation content marketers, and we are thrilled to speak with her. View the entire interview below.

Break Free B2B Marketing Interview with Amanda Todorovich

Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off

Class Is In Session: 8 Opportunities From the 2020 B2B Content Marketing Benchmarks Report

Joshua Nite on Oct 23rd, 2019
B2B Marketing, Online Marketing

Anyone who went to public school as a kid remembers Report Card Day. Sometimes, it was a day to celebrate — to see the results of our efforts written down in black and white, suitable for framing. Sometimes it was a sobering reminder of a misspent semester cutting class to browse the local CD shop (or was that just me?).

I get the same vibe from the annual B2B Content Marketing Benchmarks, Budgets, and Trends – North America Report from Content Marking Institute (CMI) and MarketingProfs. We can rejoice in big improvements and gains. (More of us are documenting our content marketing strategy! Good for us!) And, of course, we can also see where we could benefit from study hall.

Class Is In Session: 8 Opportunities From the 2020 B2B Content Marketing Benchmarks Report

Imagine What’s Possible: Top Insights & Favorite Marketing Moments From #MPB2B 2019

Ashley Zeckman on Oct 22nd, 2019
B2B Marketing, MarketingProfs B2B Forum, Online Marketing

If we had to describe the experience at this year’s MarketingProfs B2B Forum in one word, we would probably have to go with “neighborly.”

Yes, this vibe was intentionally embedded by the event organizers, who constructed the main stage and supporting elements at MPB2B around a “Mister Rogers’ Neighborhood” theme. But the speakers and attendees at the Gaylord National Resort & Convention Center all did their parts to foster a helpful, friendly, and kind environment.

As a result, we’ve returned home with our mental batteries recharged, full of inspiration and motivation to help our clients, partners, audience, and coworkers achieve new heights with B2B marketing strategy.

Imagine What’s Possible: Top Insights & Favorite Marketing Moments From #MPB2B 2019

How to Refocus on Your Audience for Better Content Marketing Results

Joshua Nite
B2B Marketing, Content Marketing, Online Marketing

Is your content audience-centric?

“Of course it is!” Says the hypothetical person I just made up. “We do intensive research for all our content. We look at questions our audience is asking, we hit up SEMrush and BuzzSumo…our content is all about our audience!”

Here’s the big question:

Beyond learning about your brand, which will enrich their lives in many exciting ways, what is your consumer getting out of your content?

Creating or deepening a brand relationship can’t be the only reason your content exists. Raising brand awareness can’t be the only reason your content exists. That’s not audience-centric content. People will quickly realize that and move on.

Most marketers want to offer a genuine value exchange to our consumers. We’re not shriveled-hearted gargoyles trying to trick people into paying attention to us.

How to Refocus on Your Audience for Better Content Marketing Results

Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships

Caitlin Burgess
Online Marketing

We’ve said it before and we’ll say it again: Effective B2B influencer marketing is rooted in building lasting relationships.

The premise is simple: When brands invest time, effort, care, and money (when it makes sense) to cultivate partnerships rather than one-time or “on-my-terms” engagements, industry influencers and experts are far more apt to do the same. Oh, and the outcomes of influencer/brand engagements (i.e. reach, engagement, thought leadership, increased share of voice, etc.) are more fruitful for all parties, too.

But as we’ve also said before, building the right relationships is critical—and time consuming.

The right relationships aren’t sowed solely based on social network size nor are they grown without proving mutual value. In fact, there are several must-have characteristics of influencer/brand relationships. What are they? Let’s discuss three of them and hear what a few seasoned experts have to say on the subject.

Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships

How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

Caitlin Burgess
B2B Marketing, Influencer Marketing, Online Marketing

Effective B2B influencer marketing is rooted in brands developing and nurturing relationships—relationships with individuals who have the relevant topical expertise, reach, and resonance to align with the goals of the brand.

Of course, those relationships are often cultivated in the digital realm via social media, email, and audio or video conferencing. And that’s OK. We’ve all gone digital.

But there’s simply no replacement for face-to-face communication—and B2B marketers may have more chances than they know to proactively facilitate interactions or take advantage of in-person opportunities as they arise.

It’s time to bridge the digital divide. How? When? Where? Let’s dive in.

How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

How to Promote Your B2B Podcast

Joshua Nite
B2B Marketing, Content Marketing, Online Marketing

Over 1/4th of the entire population of the United States listens to podcasts at least monthly. That’s over 81 million people. What’s more, the most avid listeners log six and a half hours a week of listening time. Eighty percent finish every episode in its entirety.

There’s enormous potential here for engaging an audience. Think about how long someone might stick with a 1,000 word blog post (like this one). Five minutes? Ten? But they might listen to a 25-30 minute podcast on the same topic.

Podcasting holds a lot of promise for marketers, especially in the B2B space. Our agency has helped multiple B2B Fortune 500 companies produce and find an audience for their podcasts. It takes strategy and coordination, but the barrier to entry is relatively low. Of course, “making” the podcast is the easy part. As with any content, the challenge is successfully getting it to your target audience.

How to Promote Your B2B Podcast

5 Essential Questions to Guide Your B2B Influencer Marketing Strategy

Ashley Zeckman
Content Marketing, Influencer Marketing, Online Marketing

5 questions about b2b influencer marketing strategy

Greetings friend! If you’re here, I assume it’s for one of three reasons:

You’re interested in the concept of influencer marketing and want to identify if it’s a fit for your B2B brand.
You’re dabbling in influencer marketing and are looking for ways to formalize your strategy.
You fell down some crazy internet rabbit hole and you aren’t quite sure how you got here.

Regardless of the reason, I’m happy you’re here.

Today, we’re going to dig into five essential questions that many B2B marketers are asking themselves about influencer marketing—everything from what it actually is (very important) to how to gain leadership buy-in and show value.

So dig in, enjoy the ride and be sure to add any of your own questions in the comments!

5 Essential Questions to Guide Your B2B Influencer Marketing Strategy

Online Marketing

Decade 1 — The 1960s

Break Free B2B Marketing Interview with Amanda Todorovich