B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Remarketing & Retargeting Done Right and Wrong – 6 Do’s and Don’ts From SES Chicago

SES Tips for RetargetingLive from SES Chicago, I had a fantastic opportunity to learn about the ultra-hot online marketing area of remarketing / retargeting from Christopher Hansen and Marty Weintraub.  Remarketing can be extremely powerful, but is easy to get wrong, and the consequences can be costly both in terms of budget and brand image.

Below are 3 tips to make retargeting campaigns work for you, and 3 potential mistakes.

Retargeting Done Right

#1:  Identify Your Best Content

The key to effective retargeting is finding what is already working in your marketing strategy. Retargeting can be very effective at increasing the success of your content, but the content must be effective on its own in order to see a benefit from retargeting.


Remarketing & Retargeting Done Right and Wrong – 6 Do’s and Don’ts From SES Chicago

Integrated Marketing: What Does It Really Mean?

integrated marketingWe’ve always considered our online marketing agency “search plus” and by that I mean search is central and important, but accomplishing client marketing objectives requires a broader view than just optimizing web pages and digital assets. Of course if you follow us here or you’ve read Optimize, you know that.

As social and search technologies evolve along with changes in consumer behaviors, there’s a trend towards a convergence of disciplines. Mature, data driven digital marketers see where search fits in the scheme of things but many brand marketers and traditional search agencies are still a bit lost. I’ve seen brands view SEO solely as an afterthought and SEO agencies think search is the only way to market online.  These polarized perspectives are often driven more by self interest or limits in capabilities than knowing what will make the most impact for a business.


Integrated Marketing: What Does It Really Mean?

4 Ways Marketers Can Improve Customer Retention By Going the Extra Mile

Two people running to help clientsOne of the reasons I enjoy working for a company like TopRank Online Marketing is our dedication to the clients have been with us on our journey, and the way in which we are able to work side by side as a team.

In fact, our agency mantra is simple: Client, Company, Community, Self.  What does that mean?  In every situation that we are faced with we must ask ourselves:

  • Is the decision I’m making good for the client?
  • How will it benefit the company?
  • Will it impact the community?
  • Is it good for me?

4 Ways Marketers Can Improve Customer Retention By Going the Extra Mile

Evaluate & Energize Your Social Content Marketing Strategy #SMBMSP48

#SMPMSP48 Crowd

Note from Ashley: Please welcome this guest post from Shawna Kenyon, an Associate Account Manager with TopRank Online Marketing.

As I settle in for my first Social Media Breakfast #SMBMSP48 at 514 Studios, I survey the area and see some familiar faces and others less familiar. As the caffeine starts to kick in, the stage is set and the crowd welcomes presenter Lee Odden. As an Associate Account Manager at TopRank Online Marketing, this isn’t the first time I have heard Lee speak about social media as it relates to content strategy, but I always learn something new each time.


Evaluate & Energize Your Social Content Marketing Strategy #SMBMSP48

Create An Online Marketing Bucket List – What Would You Do If Your Marketing Plan Options Were Limitless?

When it comes to your marketing, the options are limitless.

Have you ever caught yourself saying, “If only we’d had more time/money/resources we could have knocked that project out of the park!”?

Some marketers are great at brainstorming great ideas and have trouble implementing, while others are more task oriented and have a hard time seeing the big picture.  Whether you relate to one of the two types mentioned above or fall somewhere in the middle there is always an opportunity for growth and discovery.

Often we can find ourselves getting caught up in the day-to-day minutiae of completing tasks related to our structured marketing programs. While creating an executable and realistic content plan is an essential part of implementing a successful marketing strategy, I think there is another very important and often overlooked option as well.


Create An Online Marketing Bucket List – What Would You Do If Your Marketing Plan Options Were Limitless?

Break Free of Bad SEO Advice – Optimize for Customers

break free bad seo adviceDespite years of warnings from Google and especially from search quality guy, Matt Cutts, there’s a certain segment of internet marketing consultants that continue to give out bad advice:  SEO shortcuts, tricks and loopholes with manufactured content and buying links to gain an artificial advantage that runs contrary to Google’s Guidelines.  Complicating matters is the fact that large numbers of companies are taking that advice in their rush to win traffic and sales.

The result? Getting penalized, removed from the index or other consequences affecting visibility of their content in search. From the Florida update almost 10 years ago to the Panda and recent Penguin updates, it’s clear Google is committed to narrowing down what kinds of SEO tactics can have an explicit impact on search visibility in their quest for quality.


Break Free of Bad SEO Advice – Optimize for Customers

3 Ways Customer Optimization is a lot Like Fishing (and vice-versa)

customer optimizationSavvy internet marketers work hard to uncover and understand the common characteristics of their buying audiences, segmenting them into groups and even going so far as to develop personas. They do this for a very good reason, how can you optimize your content for an audience if you don’t know who they are or what they want? This customer-centric approach to marketing is one that Lee has been advocating for years (see Chapter 6 of Optimize for some good nuggets).

With the sun starting to warm-up Lake Minnetonka where the TopRank Online Marketing HQ is located, it got me thinking about how the disciplines of customer optimization and fishing are similar. You may laugh at that idea, but given my tendency to leave each fishing trip with 5-7 less lures, an impressive sunburn and zero fish, I have spent a lot time reflecting on how to elevate my fishing ‘game’.


3 Ways Customer Optimization is a lot Like Fishing (and vice-versa)

Marketo Summit Session: Engaging with Cross Channel Marketing

[Note from Brian: Please note that Marketo is a client of TopRank Online Marketing]

When was the last time you heard of a really successful email campaign? Or TV ad campaign? Or a campaign on any channel for that matter? It’s likely been awhile.

The reason that isolated, channel-specific campaigns are rarely discussed these days is simple: they rarely work. That by no means is saying that email, or TV, or social, can’t be incredibly effective platforms to market your messages. Cross channel (see multiple channel) marketing is effective because each of these platforms can have an impact, when integrated into a holistic campaign.

It’s with this in mind that Maria Pergolino, Marketo’s Senior Director of Marketing, led the Marketo Summit panel discussion ‘Engaging with Cross Channel Marketing’.


Marketo Summit Session: Engaging with Cross Channel Marketing

It’s Like Deja Vu All Over Again: 4 Tips for Improving Marketing for Small Business

Marketing Deja Vu Getting You Down?

At some time or another we have all experienced that eerie sense of familiarity where we’ve “been there” or “done that” before.  Whether it is an actual memory or simply a “brain fart”, deja vu is an interesting experience.

Let’s assume for a second that deja vu is real.  If you found yourself in a situation you knew for certain you had experienced before that had ended badly would you have the tools necessary to change your course of action?  Many organizations have faced and continue to deal with “marketing deja vu” or ending up in the same situations over and over again.  What can you do to avoid making the same marketing mistakes more than once?


It’s Like Deja Vu All Over Again: 4 Tips for Improving Marketing for Small Business