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.

 

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 on Aug 28th, 2018     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

Anne Leuman on Aug 22nd, 2018     Content Marketing, Content Marketing World, Online Marketing

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 on Aug 15th, 2018     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.

Joshua Nite

How to Survive the Social Media Midlife Crisis

Joshua Nite     Online Marketing, Social Media

Time moves faster on the internet. Last month’s memes are about as relevant as a 1920s vaudeville show. Even a bona fide viral phenomenon from just a few years ago seems quaint and dated.

Twitter and Facebook are only 12 and 14 years old, respectively. But they’re aging at internet speed. And right now they’re having a midlife crisis. Instead of buying a sports car and taking up craft brewing, though, that crisis is manifesting as existential dread and intense soul-searching.

The people who run the platforms are publicly examining their purpose and societal impact. More importantly, the people who use the platforms are asking tough questions:

What am I getting out of my time spent here?

Who is this platform structured to benefit?

Lee Odden

Digital Marketing News: Top Ads 2017, Marketing Jobs 2018, Google Mobile First

Top 10 Most Watched Videos of 2017

The 10 Most Watched Ads on YouTube in 2017 – This impressive collection of work includes two video ads that exceeded 100 million views. Which was your favorite? Natalie Portman for Miss Dior or Dwayne “The Rock” Johnson” for Apple?  AdWeek

B2B Tech Buyers More Motivated by Reliability & Ease of Use Claims Than Price. A study by Lavidge of 400 B2B decision makers in the US reports that technology buyers prefer reliability (64) over low cost (49%) when justifying purchasing decisions. MarketingCharts

The 2018 Hiring Outlook for Marketing and Advertising Jobs. 46% of marketing and advertising executives say it is somewhat challenging to find skilled workers today; 7% say it is very challenging – MarketingProfs

Ashley Zeckman

Content Conversations: Content Marketing Predictions for 2018

Last year around this time, we reached out to a series of content experts (many of which are included in this post), to ask them for their top content prediction for 2017. By and large, the explosion of video content was a top prediction and rang true this year.

We also received predictions related to the mistrust of news sources (#FakeNews anyone?), the need for restructure within marketing departments as content marketing roles become more defined and the necessity for a defined content marketing strategy.

And while each of these predictions were spot on (or very close to what we’ve experienced this year), some of them were very aspirational. This year, content marketers have been through alot. They’ve had to do even more with less, focus even more on marketing performance and try to navigate a very saturated marketplace.

Anne Leuman

How 5 B2B Brands Are Using Snapchat and Instagram Stories

B2B brands are usually slow to jump on the latest social media craze train, and with good reason. Their audience might not even be on those social media networks. For example, Snapchat was originally full of teenagers and controversy — not a great place to grow brand awareness or share thought leadership. But my, oh my, how far we’ve come.

Today, networks like Snapchat, Instagram, Messenger, and other marketing channels are becoming new breeding grounds for B2B brands. But with frequent product updates introducing new features and advertising tools, brands are often left wondering what the best approach is.

Anne Leuman

4 Significant Marketing Channels You Should Adopt in 2018

Anne Leuman     Online Marketing

Regardless of whether you’re a B2B or B2C marketer, your audience is always on the move. With changing devices, interests, and behaviors it’s increasingly difficult to stay in front of your target audience. As the saying goes, ‘a moving target is harder to hit.’

To increase our chances of hitting our targets, we often weave several channels into our marketing strategy, putting our brand in front of more potential leads. However, in today’s digital landscape, it can feel like new platforms and social networks pop up daily leaving you to wonder if you need to change up your strategy.

Below, we gathered our top four emerging digital marketing channels to help you decide which channels are worth focusing on and stay top of mind with your target audience. Read on to learn how you can adopt them into your 2018 marketing plan.