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.

 

Joshua Nite

B2B Brands Go Bold: 7 Great Examples of Interactive B2B Content

Joshua Nite on Feb 20th, 2019     B2B Marketing, Online Marketing

B2B Interactive Content Examples

If you’re not convinced that interactive content in the B2B space can work: Well, first check out these interactive content stats.

If you’re still on the fence, here’s an object lesson from a master of audience engagement:

Freddie plays that 100,000-person crowd like an instrument. You can feel the energy, even through a tiny YouTube window.

When you invite your audience to be part of the show, the results can be magical.

Now, odds are your brand can’t match the raw charisma of Freddie Mercury in tight jeans. But you can still get your audience cheering with interactive B2B content.

Here are a few great examples to light your creative fires and open your B2B minds to the possibilities of interactive.

Lane Ellis

10 Free Online Courses to Optimize Your Marketing Skills

Lane Ellis on Feb 11th, 2019     Online Marketing

Silhouettes of men and women on colorful background.

No matter how much you already know, in today’s fast-paced marketing world there’s always plenty more to learn.

Today more than ever options for learning new marketing skills abound, and the sheer number of choices can sometimes be overwhelming.

Online courses can be an excellent way to advance your career through learning, and offer a go-at-your-own-pace cadence along with the ability to fit in as much or as little instruction as you wish, whenever and wherever you want.

With more than 70% of companies seeing online learning as essential to long-term strategy (Digital Marketing Institute), it’s no wonder that online courses are flourishing.

We’ve picked out 10 organizations offering online courses for optimizing your marketing skills, and best of all, each one is either completely free or offers free trials that allow you to try out content before you make a commitment.

Joshua Nite

How Marketers Can Improve the Customer Experience (And Why They Should Want To)

Joshua Nite on Jan 23rd, 2019     Online Marketing

How Marketers Can Improve the Customer Experience

Recent research from Gartner shows that 89% of companies compete primarily on customer experience. The way your brand makes customers feel can mean the difference between advocating for the brand or going with a competitor.

So, who owns customer experience?

It’s not just the customer service team or the Chief Experience Officer or any other dedicated department. Every touch point with a customer or potential customer is an opportunity to enhance the experience. It’s everyone’s responsibility.

As customer experience futurist, keynote speaker, and author Blake Morgan puts it:

“Today, companies are thinking about customer experience in everything they do, from hiring and leadership development to marketing, supply chain, logistics, IT infrastructure, product design and continuous improvement for the entire business.”

Joshua Nite

The Next Level of Influence: 30 Essential Influencer Marketing Statistics

Joshua Nite on Jan 16th, 2019     Online Marketing

30 Essential Influencer Marketing Statistics

Pop Quiz: When influencer marketing is done right, who wins?

a) Your brand
b) The influencers
c) Your audience
d) All of the above

In case you missed the last few classes, the answer is D. In the ideal influencer marketing engagement, your brand gets a boost in credibility, authority, and exposure to a new audience. The influencer gets a cool content asset to promote, association with other thought leaders, and is able to grow their influence in their niche. And the audience gets awesome content neither the influencer nor the brand could have produced on their own.

Getting to that “everyone wins” stage requires strategic planning and execution, though. You can’t just throw money at someone with a big Instagram following and expect results.

Alexis Hall

Webinars That Wow: 5 Tips for Create Engaging Webinars #MPB2B

Creating Engaging Webinar Experiences

Think about it. Do you enjoy being marketed to?

As marketers, we love our jobs; we love marketing. But like anyone else, it’s safe to say that we don’t enjoy receiving cold pitch emails, or downloading gated white papers, or spotting that “Request a Demo” ad for the 10th time.

As Mark Bornstein, Vice President of Content Marketing at ON24, said during his Keys to Engagement Driven Webinars session at MarketingProfs B2B Marketing Forum 2018, we’ve a reached a tipping point.

While the channels have changed, marketers are still very much relying on passive tactics that simply don’t engage. Modern audiences want to learn, but they also want to be inspired. And our professional expectations are very much evolving alongside our personal lives. With the Netflix model, we can choose to consume the content we want, when we want to.

Ashley Zeckman

7 Must-See #MPB2B Sessions Plus Exclusive Insights From Top B2B Marketing Speakers

Ashley Zeckman on Nov 13th, 2018     Influencer Marketing, MarketingProfs B2B Forum, Online Marketing

The air is crisp and the leaves have fallen which means it’s time for one of my favorite Fall events: MarketingProfs B2B Forum.

Each year, B2B marketers from around the globe gather for this epic event. And this year, the forum is moving to San Francisco (we’ll miss you Boston) for the very first time.

At the conference, TopRank Marketing CEO Lee Odden will be guiding an expert panel of B2B influencer marketers who will dig into what it REALLY takes to create and scale a successful program. Shortly after, I will be taking the stage to share how you can identify influencers and tap into their superpowers with my Stranger Things themed presentation. We’d love to see you at both sessions if you can make it!

Lane Ellis

Top Brand Personalization Secrets From Scott Monty at #Pubcon 2018

Lane Ellis on Oct 19th, 2018     Online Marketing, Online Marketing Strategy, Pubcon

Scott Monty Speaking at Pubcon Photo by Lane R. Ellis
Scott Monty brought his nuanced and precisely-paced neoclassical style of marketing to Pubcon Pro Las Vegas 2018, leading off with a Longfellow poem — a refreshing non-technical respite from the buzzwords otherwise pouring forth from most presenters at the tech-savvy conference, as he delivered a mainstage address about social media, trust, and personalization.

Scott, who was a classics major, began by noting that much of human nature is constant all around the world, with people holding the same shared motivations, including many great human truths behind what we do that still apply today — perhaps more than ever.

We’re faced with a huge trust deficit, however, as confidence among us in general has plummeted, which Scott sees as a primary gap to be filled.

Caitlin Burgess

Words of Wisdom: Lee Odden’s Top 9 Insights on How to Succeed at Influencer Marketing 2.0

Caitlin Burgess     Influencer Marketing, Online Marketing

Lee Odden Influencer Marketing 2.0 Insights

Today’s content marketing space is a tumultuous one. Content shock, ever-changing search engine algorithms, social media’s midlife crisis, growing consumer distrust in brand messaging—marketers are constantly challenged to adapt and scale their strategies to simply bolster visibility, nevermind reach objectives and prove ROI.

Emerging from the noisy marketing mix is a promising strategic marketing star that can capture the attention of hard to reach buyers, improve audience engagement, bring insightful perspectives to the forefront, and build brand trust and credibility.

Of course, I’m talking about influencer marketing.

Spokespeople, brand advocates, experts—brands have been tapping “influential” people as marketing and advertising partners for a century. And, just as it’s always been, in the modern era of influencer marketing, some love it, some hate it, and plenty of people question whether it “actually works.”

Anne Leuman

Content Marketing World 2018: What We’re Most Excited About

Content Marketing World Sessions to Attend

Every year, close to 4,000 marketers from across the globe make a pilgrimage to Cleveland, OH for the annual Content Marketing World extravaganza — the largest content marketing conference in the world. And this year will be no different.

We’ve been attending CMWorld since the inaugural event back in 2011 — and we still get butterflies each and every year. The week’s schedule is filled to the brim with sessions and workshops from the industry’s leading marketers and experts, making it impossible not to look forward to what the conference has in store.

But with so many great speakers and a packed schedule, which sessions are a must-see? As CMWorld veterans, we want to help you plan ahead and get a front-row seat to the sessions that help you reach your marketing goals. Check out our list of can’t-miss sessions and things we’re excited for down below.

Anne Leuman

The Latest Evolution of Facebook: The Marketing Low-Down on 5 Recent Changes

Anne Leuman     Facebook, Online Marketing

Latest Facebook Updates 2018

From the Russian ad debacle to the Cambridge Analytica scandal to suffering a major stock price blow just a few short weeks ago, Facebook has been making less-than-stellar headlines the past few months. Users are concerned about their privacy and how their data is being used—and brands and marketers are wondering whether the platform will continue to be a viable advertising and engagement platform.

In an attempt to rebuild trust, ensure better data protection and transparency, the social network is doubling down, again, on their commitment to improving the user experience and creating a fun, respectful community.

Caitlin Burgess

A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’

Caitlin Burgess     Online Marketing

Ingredients for Content Marketing Cobbler

If you didn’t know, tomorrow, May 17, is home to a very special holiday: National Cherry Cobbler Day.

I know, I know—every day seems to be home to some strange, random, or innocuous holiday these days, but this one has a special place in my heart.

via GIPHY

While my palate generally prefers more savory options, fruit cobbler is my jam. (Does that count as a pun? No? OK.) And as it turns out, not only is cobbler of all varieties deliciously satisfying to eat—but it also serves up a tasty slice of content marketing inspiration.

You see, cobbler was an innovation in both sweet and savory cooking, originating in the British American colonies. Settlers didn’t have access to suitable ingredients or equipment to make their traditional puddings and pies, so using a little creativity with what they did have, the cobbler was born.

Joshua Nite

Social Media Marketing Benchmarks: What Works & Where to Focus

Social Media Marketing Benchmarks Report 2018

Social media marketers, how are you feeling? Take a minute to breathe if you need to. The last few months have been a wild ride. Fatigue, vertigo, and even a little nausea are perfectly understandable.

As I said before, social media isn’t dying, but it is changing. Marketers are used to quick changes, naturally, but it’s important to be sure we’re making the right changes. We should approach evolving our social media with the same data-driven, strategic rigor that applies to everything else we do.

The good folks at Rival IQ recently published their 2018 Social Media Benchmarking Report. The data points to some clear directions for the next evolution of social media marketing.

Here are some of the key data points – and, more importantly, what you should do about them.