3 Remarketing Campaign Tips to Help You Engage Your Online Audience

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Remarketing-Tips

As technology advances we are provided even more tools and opportunities to deliver better information to our customers, no matter where they are searching. In today’s world, a prospect that visits your website and doesn’t convert isn’t always a lost customer.

Online advertising offers an opportunity to re-engage and capture the attention of those prospects, even after they’ve left your website. Incorporating remarketing into your online advertising strategy can help keep your business top of mind, for those customers that you want to target the most.

If you’re using Google Display Network (GDN) and building your marketing audiences from scratch, the opportunities are endless. Google Display network serves more than a trillion impressions are to over 1 billion users every month.

Within GDN’s Audience Builder you can begin to micro-target your audience. Say for example you’re looking to target the following: Women, ages 35-44, who speak Spanish, located in Milbank, SD, shop on Yahoo between 9am-2pm, use a Samsung Galaxy phone, have visited page X, Y and Z on your site within the last 2 days, spent 7 minutes, 10 seconds on your site and looked at the reviews for product A on your site but didn’t look at the reviews for product.

The options above can quickly become confusing and are enough to give you a digital marketing headache. This post will serve as your audience Ibuprofen, and help alleviate some of the mystery when creating your initial remarketing audiences.

Tip #1 – Let your Goal be your Guide

As with any marketing program, you want to have a clearly defined goal and that goal should take the mystery out of creating your first audience.

The goal should dictate either the pages, visitors, goals and events you’d like to incorporate into your audience. If you want people to take a look at your latest whitepaper or case study, have a broader audience by using all pages on your site. If you want to focus on people that haven’t made a purchase in 2 months, let your goals be the focus.

As long as the campaign goal is front and center, you’re on the road to success.

Tip #2 – Create An audience of Engaged New Users

No mater what you’re goal is, you want that audience to be engageed. Many marketers forget to ask one important question, do these new visitors actually care? Take a look at the bounce rate for your pages or how your visitors are funneling through your site.

There is no point in remarketing to people simply because they land a page. It is important to layer additional filters around engagement with your audiences, i.e. Session Duration or Pages per Session are a great place to start.

This is ensures that you’re remarketing to individuals that are actually interested in what you have to say.

To create this group focuse on the following:

  1. New User
  2. They have spent X amount of time on-site or have visited X number of pages

Remarketing_Define_Audience

The audience above will isolate New Users who’ve spent at least 60 seconds on the site and looked at 3+ pages.

Google Analytics will give you options for recommended audiences for remarketing, including New Users. We recommend selecting New Users and then layering in additional “engagement focused” custom filters.

Tip #3 – Create a Late Funnel/Nurture Audience

We’ve seen tremdous success by creating audiences focused on consumers that have taken specific actions within a website but haven’t converted.

A good example might be a group of indivduals that have viewed videos, and downloaded a whitepaper but haven’t requested a demo. Perhaps you also have people that have signed-up for a free trial or placed items in their cart but haven’t completed the purchase.

Campaigns that continue to nurture these prospects based on their interests typically have the most success.

For example, the audience below targets consumers that have completed two goals/events on a website but have yet to submit a contact request. It is clear that they have an interest, so now is the time to deploy a remarketing campaign to convert them to contacting our company via phone or a web form.

Remarketing_Audience_Builder

Here are a couple of other pointers to keep in mind when building out your audience.

  1. Build your audiences out of Google Analytics, not AdWords . This will provide you with more options and flexibility, for your campaign.
  2. Use Google Analytics’ pre-defined audiences as the starting point and then begin to customize. There is never a one-size-fits-all solution so make sure that you tailor each campaign for your audience.
  3. Make sure you have enough people to remarket to. You need at least 100 people in your audience to start serving ads. Micro-level targeting is great; just make sure you’re reaching enough people to make it worth your while. If there are less than 500 people in an audience, begin removing filters and then add in additional filter layers based on performance.
  4. Let your sales cycle help determine membership duration. The Membership Duration will indicate how many days GA includes a qualified member of the audience in the remarketing group. The longer the duration, the larger your audience. You might want to vary the duration depending on your goal and group but it’s typically to set that anywhere between 14-30 days, with 30 days being the default. If you’re business has a longer sales cycle, you may want a longer duration period. If you’re eComm go with a shorter duration period.

Put These Remarking Tips Into Action

Now it’s time to get that audience engaged and on their feet! If you believe that your organization could benefit from a remarketing or any other sort of online advertising program, contact us for more information.

Header image via Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
3 Remarketing Campaign Tips to Help You Engage Your Online Audience | http://www.toprankblog.com

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December 15th 2015 Online Marketing

Creating Chemistry: Our Top 5 Content Marketing Posts of 2015

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top-content-marketing-posts

Great content marketing is like chemistry: If you combine the right elements with careful timing and measurement, you can get a positive reaction. Get the formula wrong, and you could get no reaction at all. Or you could find yourself standing in a crater, smoke wafting up from your eyebrows.

According to the Content Marketing Institute and Marketo’s 2016 Benchmarks, Budgets and Trends, 76% of B2B and 77% of B2C marketers plan to produce more content next year than they did in 2015. But as the volume increases, effectiveness is still lagging. Buyers faced with an onslaught of information are opting out of all but the most exceptional content.

At TopRank Online Marketing, we want to help you see great results from your content marketing experiments. So we have conducted some experiments of our own, sharing our processes and best practices, hoping you will be compelled to read and share them with your peers.

The following five content marketing posts were our most successful chemistry experiments for 2015. You can use them to make sure your efforts create a positive reaction with your audience in 2016 and beyond. 

#1 – Content Marketing: 6 Steps for Building a Massive Audience
Joe Pulizzi CM

There are few more qualified to give content marketing advice than Content Marketing Institute Founder Joe Pulizzi. At this year’s Authority Rainmaker conference, he detailed the six steps to building a business on content that form the basis of his new book, Content Inc. Our Digital Marketing Manager Evan Prokop sums up the takeaways in this liveblog of the presentation. 

#2 – Where Social Media and SEO Fit in Today’s Content Marketing Mix

search and social fit

TopRank takes a holistic approach to marketing. Our content strategy builds search, promotion, and amplification into the content for maximum impact. In this post, our CEO Lee Odden shows you exactly how we get results for our clients.

#3 – 25 Inspiring & Actionable Content Marketing Tips for (Almost) Any Situation

25 inspirational quotes

Content marketing is rewarding creative work, but it can be mentally exhausting. Director of Agency Marketing Ashley Zeckman has been there, and she has the remedy. These tips and quotes are perfect for a marketer in desperate need of a pick-me-up.

#4 – Break These 6 Bad Content Marketing Habits to Set Your Content Free

change your bad habits

This post is proof of TopRank Marketing’s commitment to ongoing education and career development. I wouldn’t have been able to write it a year ago. But thanks to the learning opportunities here, I identified the qualities that hold content back, and was able to suggest a better way to move forward.

#5 – Why Content Marketing Is Imperative for the Future of Public Relations

content marketing PR

The public relations field is undergoing a sea change right now, shifting from broadcasting to participating in the conversation. Lee surveys the current trend and offers a blueprint for the future, showing how content marketing can inform PR and vice versa.

Bonus! 3 of Our Favorite Content Marketing Pieces that Aren’t Blog Posts 

Measuring Your Content Marketing Box Office Success

In the run-up to Content Marketing World 2015, we teamed up with the Content Marketing Institute for three eBooks featuring speakers from the event. This SlideShare features thoughts from marquee idols like Joe Pulizzi, Michael Brenner, Heidi Cohen, and Jason Miller, all wrapped up in the glamour of old Hollywood.

Exposing the Generational Content Gap: Three Ways to Reach Multiple Generations

This massive annotated infographic illustrates the results of a Buzzstream and Fractl survey of over 1200 individuals across demographics. It’s a great guide to the differences in content consumption between Millennials, Generation X, and Baby Boomers.

Content: Rise of the New Marketing

This documentary from the Content Marketing Institute covers the last 100+ years of content marketing (starting well before we called it content marketing) and looks toward the future as well. The film is a great piece of content marketing itself—it’s inspiring, engaging, and tells a compelling story.

Thanks to our outstanding blogging team for their great work on these posts. And thanks to our readers for reading, commenting and sharing. We’ll use your feedback to make the blog an even better resource in 2016.

Are there any posts you loved that didn’t make the list? Are there any aspects of content marketing you would like to see us cover more? Let us know in the comments.

Header image via Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
Creating Chemistry: Our Top 5 Content Marketing Posts of 2015 | http://www.toprankblog.com

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December 14th 2015 Online Marketing

Online Marketing News: A Look Back, The End Of The Track, and Steaming App

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Data Driven Holiday Marketing Strategies

A Guide to Data-Driven Holiday Marketing Strategies [INFOGRAPHIC] – How can your business gain a piece of the $650 billion pie? This infographic from Pixel Road Designs (the company of our Chief Social Media Strategist, Brent Csutoras) shows you how to supercharge your marketing and improve your sales this holiday. Pixel Road Designs

Facebook Is Using Surveys to Better Understand Viral Stories – As we work to improve News Feed, we make updates to the algorithm that help make sure you are seeing the most relevant stories at the top of your feed. We want to make sure that everyone who uses News Feed can understand what updates we’re making and the thinking behind them. That’s why we continue to publish News Feed FYI blog posts to explain major updates and how we’re working to get better at showing you the stories that matter most to you. Facebook

Twitter Releases 2015 Year In Review With Top Trends, Topics, Moments & More – Take a stroll back through Twitter timelines with their 2015 Year In Review. See the top Tweets, topics and moments of the past year. Twitter

Google Releases ‘Trial Runs’ Streaming App Ads – Today, the company confirmed a new streaming mobile ad feature. This new feature will allow users to access a short 60-second or less version of an app that will respond to taps just like the full app. TechCrunch

Google: New Penguin Algorithm Update Not Happening Until Next Year – Webmasters and SEOs need to have a bit more patience, as Google is not releasing the updated Penguin algorithm this year. Search Engine Land

Facebook Introduces Live Video and Collages – Now you can bring the photos and videos you share on Facebook to life with live video and collages, to help friends and family feel like they’re in the moment with you. Facebook

A New Look For Your Twitter.com Photos – This week, we’re introducing a richer photo experience on twitter.com. While Twitter began as an all-text platform, rich media has become essential to the experience. Starting today, we’re making your twitter.com timeline more immersive by uncropping photos, so you can experience and present them as they were meant to be viewed. Twitter

Facebook Ends Creative Labs Initiative and Shuts Down Slingshot, Rooms and Riff – Facebook ended its Creative Labs project, which was designed to allow its engineers to come up with unique and innovative smartphone and tablet apps. With the shuttering of Creative Labs, several of the apps that came out of the program are being shut down and removed from the App Store. MacRumors

Google AdWords Doubles Amount of Structured Information Shown on Text Ads – Google has now doubled the amount of structured information that can be shown with text ads, giving advertiser’s an additional line of structured information to work with. Search Engine Journal

Facebook Announces New Tools for Managing Communication on Your Page – This week Facebook announced additional features for Pages that further empower Page owners to manage communication from any device. We’re giving admins more control over their Page’s responsiveness badge and are launching new features that make it easier than ever for Page admins to manage both the public and private interactions they receive. Facebook

Google Continuing To Test 4 Text Ads In Search Results – We’ve received several reports of people seeing four text ads in Google search results on desktop over the past couple of months. For example, the screen shot above was sent by Frederick Hyland of S360 in Denmark last month. In all cases we’ve seen, four ads are served at the top, and no ads appear along the right rail; most reports have come from outside the US. Search Engine Land

Facebook Take A Look At 2015 In Review – As 2015 comes to a close, we remember what was on our minds this year and the difference we made by coming together. We’re taking a look back on the moments in 2015 that moved us and inspired us to take action. Facebook

From our Online Marketing Community:

In response to 50 Influential Women in Digital Marketing Mari Smith said, “WOWEEE zoweee, Ashley and Lee!! You are both fantabulous. What a wonderful roundup; I love that you are championing women leadership. So many amazing peeps here.”

On Back to the Lab: Our Top 5 Social Media Marketing Posts of 2015Leila De la Fuente commented, “The “We’ve Been Failing” slideshare was one of the first pieces I’ve passionately read in entirety in quite a while. Super great topic, and the presentation was humbling. Glad it made your list.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Pixel Road Designs


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Gain a competitive advantage by subscribing to the
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© Online Marketing Blog – TopRank®, 2015. |
Online Marketing News: A Look Back, The End Of The Track, and Steaming App | http://www.toprankblog.com

The post Online Marketing News: A Look Back, The End Of The Track, and Steaming App appeared first on Online Marketing Blog – TopRank®.

December 11th 2015 Online Marketing

Two Marketing Strategies to Boost Online Businesses in 2016

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by Jayson DeMers

With growing preferences for online transactions during holiday shopping periods, consumers and businesses are looking for companies that can fill their needs whether they’re searching for them from their mobile phone, tablet, or laptop. That means online businesses have to focus on creating more effective strategies for putting themselves in the line of sight of their target audiences as they conduct searches for what they need.
Since 2016 is just weeks away, it’s time to start plotting the best types of marketing strategies to implement. Here are two marketing strategies that deserve attention in 2016.
1. Internal Link Optimization
Internal links are the connection points within a website’s fabric that create a stable and clear picture for the user. This picture also helps Google in understanding the logic and meaning of the website’s content so Google can rank it properly, and point users to the exact place they want to be.
So, these internal links that help users and Google navigate a website, making them very important. To optimize internal links, create a clear structure where both humans and search engine crawlers are able to get to pages easier (ie, with fewer clicks). 
Sometimes, this can be easier said than done. As your website grows with pages, subpages, landing pages and more, this roadmap can become covered with internal links. The more pages you add, the more complicated it becomes to create that clear picture. Even with the various optimization tools available, it can be difficult to know if your site architecture is truly optimized.
Searchmetrics’ Link Optimization tool provides help in this regard. It helps you identify the pages that have the highest traffic potential yet currently are the least connected via this internal navigation structure. The tool can calculate the revenue and rankings data of these pages and deliver a report of the ones that offer that maximum return. The tool also provides a way to understand which pages are link-givers, offering the ability to influence and drive traffic more than other pages do. In both cases, this tool leads to more informed decisions about the priority pages for optimization.
2. Detailed Reporting
With so much more data being collected about online marketing and search marketing efforts, there has to be an intelligent way to organize this information in order to identify the most important areas and deliver a clear framework for future directions in content and SEO strategies. This is where new reporting tools will change your decision-making processes in 2016 and beyond; by requiring less time to compile but delivering enhanced details.
One of the biggest challenges is getting the most appropriate information to the specific group involved in making marketing decisions. With the growing complexity in platforms and roles, there are more roles than ever – from the Chief Marketing Officer and SEO director to the content marketer, site admin, agency and performance marketer. While some of the information they each need may overlap, there are many user-specific data sets that need to be collected and organized. No one has that level of resources to create such user-specific reports, nor would they want to use the bulk of resources on this regular need.
To respond to this need, Searchmetrics also created a Smart Reporting tool to encourage a focus on more detailed, personalized reports. The tool delivers role-specific templates that funnel the specific data that each user needs into a report format quickly. Besides the speed, the main benefit here is the access to only the data necessary for each user to make specific decisions and change their content and search strategies accordingly based on the results.
Performance Enhancing Effects
Implementing these two marketing strategies in 2016 should provide quantitative improvements in your search and content strategy performance. With tailored reports that give you the data you need to make decisions as well as a tool that optimizes your internal links, your target audience will be better able to find your website, and specifically what they’re looking for on it.

Be sure and visit our small business news site.

50 Influential Women in Digital Marketing

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50-INFLUENTIAL-WOMEN-IN-DIGITAL-MARKETING

As marketers, it’s important to draw inspiration from many sources. This could include our internal team, clients, industry thought leaders and more. Today, I would like to shine a light on 50 influential women in digital marketing who are trailblazers and innovators.

There are many more women that are doing awesome things in digital marketing that didn’t make this list, but that doesn’t mean that they aren’t ticking butt in their own right.

This list was developed by a rigorous combination of previous nominee’s from past Women Who Rock Social Media lists, awesome marketers we follow and additional influencers discovered using Traackr’s tool.

This final list is in no particular order and features career tips from ten of our featured marketers.

In this post you’ll find a great combination of brand marketers that span decades of experience with different areas of expertise. I’m happy to honor this group of exceptional women by shining a light on just a portion of what they’ve accomplished in their careers, and the ways they continue to inspire.

Mari Smith

Consultant, Speaker, Author
Mari-Smith
Career Tip: With so much noise online, it’s critical that your personal brand is seen everywhere. But, you can’t be scattered and too aggressive; you still need to be strategic.

Proactively seek out influencers in your industry, follow and engage with them online. Find out the best events and go as an attendee, or speaker, if you can. Network with finesse. Follow up – by email and through social media. To really stand out in 2016, follow up via snail mail and phone!

Bio: Mari is best known as the Queen of Facebook and for her Facebook Small Business training. Mari has amassed over 1.5 million followers on her combined social networks and is a well sought after speaker.

Michelle Killebrew

Group Vice President, US Marketing
Fisher Investments

Bio: Michelle has a background in digital marketing for high tech companies with a focus of delivering a superior brand experience. Michelle has received the brand Innovators 40 Under 40 award, DMNews 40 Under 40 award, a 2014 Killer Content Award and many more.

Jennifer Cisney

Chief Blogger & Social Media Manager
Kodak Alaris

Bio: Jennifer has been a part of the Kodak family since 1998 and joined Kodak Alaris in 2014. She brings design expertise, photography and creative content marketing to create a great brand experience for customers. She was one of the creators, and the current manager of Kodak Alaris’ corporate blog and manages the brand’s social media profiles.

Ann Handley

Chief Content Officer
MarketingProfs

Bio: Ann is not only the Chief Marketing Officer and face of MarketingProfs, but she’s a best-selling author, speaker and industry thought leader. Ann truly is an inspiring marketer who woo’s audiences with her digital marketing smarts.

Ramona Collins

Social Media Manager
Sam’s Club

Bio: Ramona has over 13 years experience as a marketer and currently specializes in social media marketing for Sam’s Club. Additionally, she has experience in digital marketing strategy, vendor relations, strategic planning, execution and promotions.

Alex Hisaka (Client)

Head of Global Content Marketing
LinkedIn
Alex-Hisaka
Career Tip: Become a content marketer for a brand that you’re passionate about. As simple as it sounds, I know plenty of people who went into advertising and content marketing, but didn’t love the product or service they marketed. I’ve always sought out jobs that I was passionate about the product and the company’s values.

As a result, creating content came naturally to me because I believe in and feel inspired by the brand. Passion is everything. Make a living doing what you love and you’ll go a long way.

Bio: Alex’s passion for copywriting has offered here many experiences from PayPal to Salesforce, and now her current position at LinkedIn. In 2015 alone, she was named a top 25 enterprise software content marketer to watch and one of the top 100 social selling influencers.

Alison Herzog (Client)

Marketing Director, Global Social Business and Digital Strategy
Dell

Bio: Alison founded and runs the Global Social Business Center of Excellence for Dell. She helps create a scalable infrastructure for consistent customer experience across consumer outlets and in Dell’s internal messaging.

Becky Brown

Vice President, Global Marketing and Communications, Director, Digital Marketing and Media Group
Intel Corporation

Bio: Becky focuses on creating brand content that is conversational, engaging and adds value to people’s lives. At Intel, her goal is to keep the “connected customer” experience growing across the organization.

Jessica Gioglio

Director of Content Lab
Sprinklr

Bio: Jessica has spent her career helping brands create better customer relationships through social media, content marketing and public relations. Her passion for visual storytelling and creating a meaningful customer experience has made her a force to be reckoned with.

Susan Beebe

Corporate Social Media
Tyson Foods

Bio: Susan has successfully delivered multi-million dollar projects in technology and acted as a consultant, speaker and trainer across the globe. Her expertise is focused on Fortune 100 companies and she is also a sought after thought leader and speaker on topics ranging from PR to social media and analytics.

Suzanne Doughty (Client)

Social Media Program Manager
Dell
Suzanne_Doughty
Career Tip: It’s important to remember that It’s not about you, it’s about who you serve. Marketing’s job is to make life easier for customers and for sales.

You are empowered to provide a great experience, better content, engaging social media, more impactful email, improved search and more memorable events. It’s all about your customers and partners.

Bio: Suzanne  takes an in-depth, hands-on approach to global social business strategy. She has experience in digital marketing, social media, content strategy and marketing communications.

Amber Naslund

Senior Vice President of Marketing
Sysomos

Bio: Amber’s 15+ years of professional expertise makes her a force to be reckoned with. In her current position, she describes herself as a chief evangelist and focuses her talents on creating value for customers through content development, customer success programs, social strategy, thought leadership and more.

Jen Lee Reeves

Manager, Digital Strategy
AARP

Bio: Jen’s experience as a traditional journalist has served her well in her career. Currently, she is the Manager of Digital Strategy at AARP and has worked hard to develop social media training for the entire organization. She is obsessed (in her words) with workflow and communication and how they fit into her current role.

Susan Emerick

Director, Marketing and Customer Experience, Individual Markets
Blue Cross Blue Shield of Michigan

Bio: Susan has over 20 years of experience leading strategic digital marketing, social media, influencer engagement and analytics initiatives. In addition to acting as the Director of Marketing and Customer Experience at BCBS, she is also an author on the topic of transforming teams and partners to beat your competition.

Liz Philips

Senior Marketing Manager
Qualcomm

Bio: Liz is a self-described geek at heart who is enthusiastic about technology and how it affects people’s lives. She has a focus on marketing technology and manages the marketing strategy and vision for Vuforia, Qualcomm’s mobile vision software platform.

Lisa Grimm

Associate Director, Social Media
Whole Foods Market
Lisa-Grimm
Career Tip: I’ve had incredibly courageous moments in (life and) my career where I followed my gut and insights leading me to both huge success and some pretty big failures. I learned immensely from both.

It’s the courage to try things—because they excite you, because you’re curious about them, because you believe in them, because you see an opportunity—that matter in the end. Speak up in that meeting, ask questions, pitch that crazy idea, read your face off to understand complex things because it will make you smarter, care about others and your work.

Bio: Lisa is an integrated marketing communications leader with a passion for building relationships between brands and customers through the combination of technology and communications. She has many specialities including digital strategy, social media strategy and community management.

Alix Hart

Vice President, Brand, Digital, and Advertising
Symantec

Bio: Alix has over 20 years experience in marketing and her expertise spans both B2B and B2C companies. She is passionate about developing brand strategies that inspire and transform brands.

Lauren Salazar

Director of Social Media
Weight Watchers

Bio: Lauren uses the same personal touch with the community management at Weight Watchers that she does with her own Twitter account. She does a great job of creating a true engagement by finding a way to really connect and relate to her audience.

Kandace Hudspeth

Vice President of Marketing
Bodybuilding.com

Bio: Kandace is proof that you can accomplish anything you put your mind to. She is the Vice President of Marketing at Bodybuidling.com and has experience leveraging partnerships and forming relationships to create relevant engagement for companies.

Jacqui Kearns

Senior Vice President
Dun & Bradstreet

Bio: Jacqui is a global product and marketing expert. She uses her expertise to develop proprietary sales and marketing solutions that cultivate Dun & Bradstreet’s most valued relationships.

Karen Thomas-Smith

Vice President of Provider Marketing & Reference Management
Optum
Karen_Thomas_Smith
Career Tip: Two words come to mind, fearless and thoughtful. Two words that can seem to conflict and contradict one another.

When it comes to the world of digital marketing and social media it’s important to not be afraid to try things, step out there, share learnings and be fearless. However, it’s also easy to get carried away “talk”  just to talk. When you’re not face to face it’s easy to make lots of noise all the time, so don’t forget the human element. Think of it as a conversation and be deliberate and thoughtful with your message.

Bio: Karen is an inspirational leader committed to nurturing talent and building long-term collaborative relationships across silos. Under her supervision, Optum’s “Game Changer” campaign generated nearly $5 million in new business, winning a 2015 Killer Content Award.

Leslie Penrith

Vice President of Marketing
U.S. Bank

Bio: Leslie is an accomplished marketing leader adept at team building and management. She oversees a wide spectrum of marketing initiatives for U.S. Bank, from social media to webinars, white papers, and more.

Amanda Brinkman

Chief Brand and Communications Officer
Deluxe

Bio: Amanda is a veteran in the industry with a gift for the “big idea” that can turn a brand around. She recently created the “Small Business Revolution” campaign for Deluxe, using documentary film and photosets to document small businesses across the country and raise awareness of Deluxe’s small business offerings.

Debbie Braney

Vice President, Integrated Marketing Programs
Hitachi Data Systems

Bio: Debbie is a dedicated marketing leader focused on building and motivating high-performance marketing teams. She currently oversees every aspect of the Hitachi Data Systems demand generation chain.

Kate M. Porter

Senior Social Media Program Manager
Office Depot

Bio: Kate saw the Internet’s potential for marketing early on, creating her first digital marketing business from her dorm room in college. She is a firm believer in the power of social media to connect consumers to brands.

Melanie Mitchell

Managing Director/Head of Central Region, Strategic Search
Microsoft
Melanie-Mitchell
Career Tip: There are several areas of focus that helped me to be successful, but here are two of my top recommendations for achieving success in digital marketing.

My network is made of people with whom I have worked with, learned from, and admired over the years. Many are also people I have helped and expected nothing in return.

One of the things I tell people is that my job description has never been my job. We all fundamentally know what to do in our jobs, but it is how you capitalize on the opportunities presented to you.

Bio: Melanie is a sought-after public speaker who has presented at search and public relations conferences around the world. In addition to her leadership role at Microsoft, she authored a popular series of eBooks on marketing and SEO on FT Press.

Marchell Gillis (Client)

Senior Social Media Manager
McKesson Health IT

Bio: Marchell is a communications strategist who gets results with a holistic marketing approach. She synthesizes traditional marketing, public relations, digital marketing and social media to reach and engage customers.

Laura Kimball

Sr Manager, Global Communities
HTC

Bio: Laura is passionate about online communities and has over 10 years of experience creating consumer advocacy programs and social media campaigns. She works hard to turn fans into advocates, and lift brands through the voices and actions of their most passionate consumers.

Maggie Burke

Senior Director, Corporate Marketing
EMC Corporation

Bio: Maggie is an expert in leading teams to create quality video assets and live event broadcasts to drive brand awareness and audience engagement. Her interesting combination of IT, big data and video content makes her expertise highly sought after.

Shannon Paul

Vice President, Senior Social Media Marketing Manager
Fifth Third Bank

Bio: Shannon has over 7 years of experience leading social media marketing strategies for highly regulated industries. Her experience encompasses both B2B and B2C strategy, content marketing, web analytics and more.

Jeannine Rossignol

Vice President, Marketing for Large Enterprise Operations
Xerox
Jeannine_Rossignol
Career Tip: Be curious, about everything. Never stop learning, because the market is always changing. Freely share what you know with others, and learn from them. Be known for not just the latest trends in your area of expertise, but their implications as well.

Be fearless. Always be up for the challenge of new things and don’t be afraid to fail. It is far better to make adjustments than to wait until you have everything perfect. If you wait, you might just completely miss the opportunity.

Be true to yourself. Follow your passions, even if they take you down an unexpected path.

Bio: Jeannine has spent nearly 20 years of her career at Xerox. She worked her way up from Manager, Product Marketing to the Vice President of Marketing for Large Enterprise Organizations. She is also a highly sought after speaker on the topic of content marketing.

Courtney Colwell

Director of OPEN Forum & Content Strategy
American Express OPEN

Bio: Courtney works hard to help brands build and engage with their audiences across many formats, channels and industries. Her expertise lies in her ability to translate a brand mission, audience needs and business goals into compelling content that drives results.

LaSandra Brill

Sr. Director, Enterprise Digital & Advertising
Symantec

Bio: LaSandra’s experience includes delivering digital marketing plans for both paid and organic tactics. She is known for delivering one of the top social media strategies in Cisco’s history in her time as the head of Social Media Marketing.

Kristie Wells

Director of Global Social Media and Customer Engagement
Ancestry.com

Bio: Kristie’s passion to connect people and ideas is core to what she does. For over 25 years she has been working to help organizations understand, engage and support their customers.

Jill Renslow

Senior Vice President,  Business Development | Marketing
Mall of America

Bio: Jill is a strong leader who brings vision and innovation to her role at Mall of America. Her initiatives to make the mall more than a shopping destination include a recent campaign that created an indoor snowfall in the mall when patrons tweeted the hashtag #twizzard.

Amy Lamparske

Head of Global Social Media
3M
Amy_Lamparske
Career Tip: Embrace lifelong learning everyday because things change quickly in this space. Connect with change agents, startups and disruptors as much as possible. Balance creativity and data. Think strategically and high level while staying close to the weeds. Surround yourself with people that empower and encourage you to take calculated risks, and believe in you along the way.

Big ideas can come from any source, recognize and prioritize your time with those that fuel your thoughts. Collaboration is key to scaling digital, get the right people on your team including mentors. In large complex organizations, be patient and persistent, digital is a journey that doesn’t happen overnight.

Bio: Amy has deep expertise within B2C marketing at a variety of large corporations on the subject of digital marketing, and currently specializes in social media marketing at 3M. She is passionate about what she does and leverages data, innovation and creativity to drive results.

Cynthia Pols (Client)

Vice President, Strategy & Business Development
McKesson Provider Technologies

Bio: Cynthia is dedicated to making the world a better place by improving health care at the industry level. Her work helps connect the various stakeholders in health care to make a difference.

Aubrie Corey

Global Digital Brand Marketing Director – Nike Sportswear
Nike

Bio: Aubrie has taken the reins of Nike’s award-winning brand marketing efforts, after just three years with the company. She is passionate about promoting the role of women in sports, and an avid follower of professional basketball and football.

Barbara Young

Senior Manager, Global Paid Search Advertising
Oracle

Bio: Barbara discovered the importance of online marketing when she built her own business, expanding her knowledge until she assumed a leadership role at Oracle. She brings considerable technological knowhow to inbound marketing, leading a team of content specialists, developers, and programmers to get results.

Jennifer Heyman

VP, Social Media Engagement
Wells Fargo

Bio: Jennifer is responsible for bringing a human touch to Wells Fargo’s brand, overseeing social engagement across Facebook, Twitter, Instagram, and more. Her creativity and enthusiasm help foster community and build engagement for the brand.

Maria Poveromo

Vice President, Communications
Adobe
Maria-Poveromo
Career Tip: Get out of your comfort zone.

When I look back at the most pivotal moments in my career, I learned the most and was rewarded for it when I took on new, stretch opportunities. I did not always feel fully equipped or ready, but that vulnerability propelled me to rise to the challenge and grow in unanticipated ways.

My advice would be to welcome opportunities that push you out of your comfort zone – sometimes they’ll come to you and other times you’ll have to seek them out – but they will never fail to serve you well in your learning and growth.

Bio: Maria’s is the Vice President of Communications at Adobe and leads both external and internal communications programs. Her focus is on emerging technologies, innovation and building market prominence. Her team sets the strategic direction for Adobe’s global communications programs, including the development and oversight of Adobe’s thought leadership, content marketing, social media and influencer relations programs.

Beverly W. Jackson

Vice President, Social Media and Content Strategy
MGM Resorts International

Bio: Beverly has extensive experience developing innovative digital strategies to drive brand loyalty and awareness. She also played a significant role in creating record breaking digital and social engagement results for the 54th GRAMMY Awards.

Laura Fitton

Inbound Marketing Evangelist
HubSpot

Bio: Laura is not only well accomplished, but she has a warm and engaging presence. She founded the first Twitter for Business consultancy in 2008 and is highly sought after for speaking on the topic of social media and Twitter specifically.

Amanda Ferrante Batista

Senior Manager, Demand Gen Programs (Data)
Oracle

Bio: Amanda’s background as a content marketing consultant has helped her work with a variety of companies to create content marketing strategies that support their value propositions. This experience has also lended itself to her current role at Oracle where she drives and executes Eloqua’s major content programs and initiatives.

Marcia Hansen

Global Digital Marketing Strategist and Program Manager
Intel

Bio: Marcia is a self-described “avid reader, walker, and lifelong learner.” In her five years with Intel, she has helped create award-winning campaigns, including 2014’s Make It Wearable Challenge, for which she won an Intel Achievement Award.

Lauren Vargas

Chief Marketing Technologist
Aetna
Lauren-Vargas
Career Tip: Never wait to be told to do something. To get a seat at the table, you need to bring something to the table.

Take initiative and find ways to demonstrate your team and organization is more efficient and effective as a result of your efforts.

Bio: Lauren Vargas was named one of the top 25 social business leaders by The Economist Intelligence Unit. In addition to leading social media and community development for Aetna, she serves as an assistant teacher at Harvard, helping foster online student communities.

Amy Halford

Director, Digital Marketing and Media
General Mills

Bio: Amy works to create a superb customer experience across General Mills’ websites, including content marketing giant Bettycrocker.com and recipe lifestyle magazine Tablespoon. She takes a big-picture approach to marketing while still taking time to personally coach and inspire her team.

Corinne Kovalsky

Director of Business Communications & Public Affairs
Raytheon Space and Airborne Systems

Bio: Corinne won a 2015 Bronze Anvil from the Public Relations Society of America for her work with Raytheon. She is a trusted advisor to Raytheon’s senior executives, and works to build relationships with stakeholders through proactive media and public relations, and content marketing.

Julie Horns

Social Business Director
U.S. Bank

Bio: Julie leads a team at U.S. Bank that works directly with experts from major social platforms to identify new marketing opportunities. Her work requires her to keep up with the ever changing digital landscape so she can educate U.S. Bank’s business lines.

Jen Erickson

Director of Digital Marketing
DocuSign

Bio: Jen stepped into her leadership role at DocuSign this October, after five years with Oracle. She specializes in campaign globalization and international marketing, supervising digital campaigns across verticals.

Thank You!

Thank you to each of these amazing women who have given us all something to strive for and work towards. We appreciate all that you do and have appreciated the interactions we’ve been able to have with you.


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© Online Marketing Blog – TopRank®, 2015. |
50 Influential Women in Digital Marketing | http://www.toprankblog.com

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December 10th 2015 Online Marketing

Back to the Lab: Our Top 5 Social Media Marketing Posts of 2015

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Top-Social-Media-Marketing-Posts-of-2015

Marketing is a science as much as an art, and the TopRank Online Marketing blog is an ongoing experiment. We’re constantly going back to the lab to try new approaches, research new topics, and refine our writing skills. As 2015 draws to a close, we’re taking a look at our most popular posts to see which ones you thought were the most shareworthy.

Social media marketing was a big topic for marketers this year. Facebook changed its algorithm to limit organic reach to as little as two percent. Twitter removed share counts from its API, taking away a powerful tool for marketers to provide social proof to their audience.

Despite these controversial decisions, social media remains a powerful way to build brand awareness and interact with our audience. Social drives over 30% of all traffic to websites, and social media spending is expected to top $12.3 billion this year.

To help you improve your social media experiments in the coming year, here are our five most-shared social media marketing posts for 2015.

#1 – Social Media Marketing for Business: Expectation Vs. Reality

Social Media For Business

After taking a few years to explore other opportunities, Ashley Zeckman came back to the TopRank team mid-year and quickly became a blogging force to be reckoned with. This post cuts through the social media myths to give solid advice for new and veteran marketers.

#2 – New Report Reveals the Impact of Social Media Marketing for Business

Impact of Social Media

Ashley delivers the goods again with this exhaustive round-up of the 2015 Social Media Marketing Industry report. There are quality takeaways a-plenty here, supported with informative infographics.

#3 – Three Ways to Measure the Value of Your Social Media Marketing Program

Measure Your SOcial Media Marketing

Evaluating outcomes and proving ROI are constant concerns for social media marketers. Debbie Friez, an MVP of our social media team, outlines a three-step process for creating social media programs with measurement built in.

#4 – 5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well

Woo Social Media Audience

Social media marketing is tricky for B2B: It’s important to give your brand personality, but challenging to preserve the professionalism and authority B2B buyers need. Ashley backs up her tips in this post with inspiring examples from HP, FedEx, and GE.

#5 – 9 Step Social Media Audit for Improving LinkedIn Business Page Results

Social Media Audit

While Facebook is still the most popular platform for B2C marketing, LinkedIn dominates the B2B space—and B2C brands are starting to take notice, too. Emily Bacheller brings her social media strategy expertise to this post.

Bonus! 3 Great Social Media Marketing Posts from Other Sources

We’ve Been Failing on Social Media for 2 Years. Here’s What We Think it Means

This SlideShare from social media giant Buffer is everything good content should be. It’s brutally honest, authentic, has a genuine human voice, and addresses a real problem many marketers face with humor and determination. It couldn’t have been easy to write, but it’s a great read.

New Data: What Types of Content Perform Best on Social Media?

This blog post and infographic present the results of a 220,000-post analysis of social media shares. Fractl’s Andrea Lehr distils the massive amount of data into takeaways any social media marketer can use.

The Hierarchy of Needs for an Engaged Social Media Audience

Hootsuite’s Olsy Sorokina applies sociological concepts to get at the basic principles underlying social media success in this brief but thought-provoking piece. Olsy’s conclusions are both surprising and obvious in retrospect—one of those where you think, “Of course! Why didn’t I think of that?”

Thanks to our stellar blogging team for generously sharing their knowledge in these posts. And thanks to our readers for writing, commenting, and sharing this year. We’ll use your feedback to make the blog an even better resource in 2016.

Are there any posts you loved that didn’t make the list? Are there any social media topics you would like to see us cover more? Let us know in the comments.

Header image via Shutterstock


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Back to the Lab: Our Top 5 Social Media Marketing Posts of 2015 | http://www.toprankblog.com

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December 9th 2015 Online Marketing, Social Media

TopRank Marketing’s Online Advertising Predictions for 2016

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Online-Advertising-Predictions

As 2015 draws to a close, it’s time to begin thinking about what is on the digital marketing horizon in the coming year. Marketers with budgets large and small are often unsure of which investments will reap the biggest benefits.

To help inform you of the options available, we’ll be publishing a series of prediction posts for different areas of digital marketing. Starting off the series is this post, stock full of paid advertising predictions for the coming year. Below you’ll find insight into some of the key topics and trends that are building steam at TopRank Marketing and will only continue to increase in 2016.

Social Advertising

Worldwide, social media advertising spend is projected to reach $29.9 billion in 2016, that’s a 69% increase since 2014. While the final numbers for 2015 hasn’t been calculated yet, social commerce was projected to drive $30 billion in revenue in 2015, a 50% increase over 2014.

Social media advertising has many benefits for B2B and B2C advertisers alike. We can all expect to see more opportunities surrounding ad formats across all platforms in 2016. From Snapchat’s Two Cent Video Ads, Pinterest’s Motion-Based Ads, Twitter’s Promoted Moments and Facebook’s Dynamic Product Ads, every platform is in a mad dash to out-monetize and the race has only begun.

This means more opportunities, which can often lead to confusion. One of the biggest challenges facing marketers is trying to figure out which social advertising opportunity will be the best fit for their business. Budget will still be a major factor in determining which social platform makes the most sense. Social media sites like Snapchat are extremely popular for advertising, but the entry fee is amazingly high. As competition heats up for advertising dollars, I expect to see some of the cost barriers to some of the “It” social properties start to fall and become more accessible.

While social media as a sales channel is increasing, we’re also seeing it similar growth from a lead generation and nurturing standpoint. We’ve had on-going amplification programs running for the past two years on several channels, primarily LinkedIn and performance keeps getting improving. If you have news, paid social is the best bull horn for your dollars.

Video Advertising

It is estimated that 74% of internet traffic in 2017 will be video. In 2016, companies should begin planning on increasing video advertising whether they’re looking at promoting videos via native advertising on Instagram or Vine, or in-stream/in-display video ads on YouTube. We’ve already started to see budgets shifting from standard search to video based advertising for several clients and it’s a trend that is only going to keep growing.

Video can be a hard nut to crack for marketers. Not all videos are alike and creating a video, especially for B2B companies can create some unique challenges. Video is a relatively young channel and so is the audience. We’ve had many clients produce videos and come to us for amplification thinking this would be great fit for YouTube but are disappointed when their in-search numbers are low. For B2B advertisers it’s time to start looking at layering in big data.

Micro-Level Advertising

Account or persona-based marketing creates for a better level of targeting. All major platforms have increased their targeting options this year which is fantastic. But the real shift I’m seeing is clients starting to embrace Demind-Side Platform (DSP) and automation. From Native DSPs like Taboola to old standbys like Rocket Fuel and emerging Account-Based Marketing (ABM) platforms like Terminus and Marketo’s new offering around ABM are making big waves but micro targeting needs micro content for it to successful.

Especially for B2B’s we’ll begin to see more advertising dollars invested in big-data and DSP’s that deliver content to specific personas. However, without a solid content marketing strategy and content execution, these are dollars wasted.)

Expect to spend more money in 2016 for increased targeting and automation. But always make sure that you have the content to make the media expenditure worth your while.

Keywords & Integration

Every so often I hear or read someone saying that keywords are dead. However, AdWords has been beefing up their dynamic search capabilities and if it’s on their radar, others will be following shortly.

With better indexing and new sub-categories, dynamic search is become less of a guessing game more predictable. Dynamic search requires a technically, well structured website and high quality content.

All marketers should have an eye on integration but it appears as though Google is going to start forcing our hand. With Google controlling 65% of the search share, now is the time to ensure that you are deploying an integrated digital marketing strategy.

What Are Your Paid Advertising Predictions For 2016?

Based on our predictions, social and video advertising, targeting and an integrated strategy will be essential parts of a successful paid advertising strategy in 2016. If you need help creating a successful paid strategy for 2016, contact us for more information.

What trends are you most excited to explore in the coming year?

Header image via Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
TopRank Marketing’s Online Advertising Predictions for 2016 | http://www.toprankblog.com

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December 7th 2015 AdWords, Online Marketing

Online Marketing News: Snapchat Gets LinkedOut, LinkedIn Gets Lifted, Facebook Progresses Page Plugin

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Google’s On Page Ranking Factors: Are They Fact Or Myth?

Google’s On Page Ranking Factors: Are They Fact Or Myth? [Infographic] – If you’re a website owner, one of your primary goals will be to optimize your site to ensure it ranks high on Google in order to increase organic traffic. When it comes to optimising your website content and other on page factors, it’s important to not only understand what can positively affect your rankings, but also what can harm them. Social Media Today

Report: Fake User Accounts Cost Businesses Millions of Dollars a Year – A report released today from mobile identity solutions provider Telesign examines the impact of fake users on business, and notes the complex problem of finding solutions. SocialTimes

One-Quarter of US E-Commerce Traffic Came From Smartphones in Q3 – A growing share of US e-commerce traffic is coming from smartphones, reports Monetate in its latest quarterly study. During this past quarter, smartphones comprised 24.8% of traffic for the e-commerce sites analyzed, up from 17.9% during the year-earlier period. Monetate

YouTube Opens Voting For 2015’s Most Iconic Ads With Launch Of #TheYouTubeAd Of 2015 Contest – Voters can choose their favorite ads from five different categories – from the one that “Gives You Feels” to the ad that “Gets You Going.” Marketing Land

Snapchat Allows Publishers to Link to Their Content Outside the App – Snapchat has introduced the ability for its publishing partners to share their Discover Channels on Facebook and Twitter with links directly to their content, according to Digiday. Digiday

Facebook, Twitter Remain Top Social Networks Used by US Companies – According to a new eMarketer report, “US Social Trends for 2016: eMarketer Predictions for Video, Viewability, Buy Buttons, Messaging and More” Facebook and Twitter will remain the top social networks used by US companies in 2016, but Instagram will see rapid growth. eMarketer

Google Drops Change Location Search Filter From Search Results – Google has quietly dropped the ability to filter your search results by changing your location. In the past, you would be able to click on the “Search Tools” option and set a location. This would give you search results as if you were in that location. Search Engine Land

LinkedIn Launched Newly Designed Mobile App – The wait is over. Our much anticipated new LinkedIn mobile experience is now available globally. We’ve not only rebuilt the new Flagship app from scratch but we have taken everything you love and more to develop a mobile experience that is more intuitive, smarter and dramatically simplifies your LinkedIn experience. LinkedIn

Facebook Updates Website Page Plugin, Offers New Ways to Connect People and Events – Earlier this year, Facebook launched its updated Page plugin tool, giving website owners a new way to showcase their Facebook presence and connect with site visitors. Now, Facebook’s adding in some new features to make the plugin more valuable, with the ability to send a Facebook message via the plug-in (i.e. without leaving your site) as well as a new way to showcase events. Facebook

Study: Mobile “Showroomers” Generally Buy In Stores, 18–34-Year-Olds Most Active – In a new mobile shopping study, using Prosper Insight survey data, the IAB examined the attitudes and self-reported behaviors of different age groups. It found shopping activity that was broadly consistent but varied somewhat by age category, with 18–34-year- olds emerging as the most aggressive group when it comes to mobile “showrooming.” Marketing Land

From our Online Marketing Community:

In response to 4 B2B Social Media Marketing Lessons Marketers Can Learn From Their B2C Counterparts, Debi Burrows shared, “Great article. Thanks for the info. Good to see that I am giving the right information to my clients.”

Hansoftech said, “Great article!You are right social media has become most useful platforms for today’s business.”

And on Content Marketing Tactics: Webinar Pros, Cons, Examples & Best PracticesEayana offered, “Promoting Business Brand Awareness through LinkedIn and Google Plus Google Plus one of the one the best example. Anyways thanks for sharing your blog.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Northcutt


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Online Marketing News: Snapchat Gets LinkedOut, LinkedIn Gets Lifted, Facebook Progresses Page Plugin | http://www.toprankblog.com

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December 4th 2015 Online Marketing

Want Better Leads? 7 Tips to Achieve Sales & Marketing Alignment

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marketing-and-sales-growth

There is often a struggle between sales teams and marketing teams to prove who is most valuable. However, when marketing and sales combine their efforts, that is when they can be the most effective and powerful.

Recent research has found that nearly 60% of the sales cycle completed before prospects even speaking to a salesperson. That means, now more than ever, marketing has become an even more integral part of the sales process.

Below are some tips to help sales and marketing teams collaborate in a meaningful way that meets both business objectives and marketing KPIs.

#1 – Communicate Well & Often

One of the biggest causes of misalignment between departments is infrequent communication. Some simple ways to begin collaborating more frequently include:

  • Meet monthly to review lead quality.
  • Encourage the sales team to share questions, feedback, requests that they receive from prospects and utilize that information for marketing intiatives.
  • Have the marketing team participate (silently) in a few sales calls. It may spark something they didn’t consider previously.

#2 – Set & Align Goals & Objectives

Teams that operate independently are far less likely to be successful. Instead work together to align business objectives with marketing goals and determine a set set of metrics and criteria that will be used for reporting.

#4 – Optimize For the Customer Sales Cycle

Digital marketing can be an incredibly useful tool in helping to move prospects through the sales cycle. Today’s buyers are savvy and spend time self-educating on the web. In order to best meet their needs, marketers need to create integrated digital strategies that account for the following phases:

  • Attract: These tactics and topics will draw the prospect in.
  • Engage: Here you will begin to build credibility and loyalty.
  • Convert: When the need is present, you will be top of mind.

While you do want to create a strategy that is well optimized for search engines, your first priority should always be to optimize for customers.

#4 – Collect, Analyze & Act on Data

The truth is, data doesn’t lie. It can be easy for sales and marketing teams alike to have a bias for a particular process, topic or initiative. If both teams are relying on the same set of data then it will remove barriers that may cause tension.

Review the data as a team and determine:

  • Did the marketing initiatives create a conversion?
  • What path are prospects taking to contact?
  • Which tactics and strategies are performing well and which ones need to be altered?

#5 – Create Mutual Accountability

Sales teams are often given sales metrics for success, as well as benchmarks that need to be achieved each month. Similarly, the marketing team should have a certain standard that is maintained and goals for growth.

When the two teams work together, both will be better informed and have an increased chance of success.

#6 – Nurture Leads

The amount of effort that goes into marketing and sales departments generating leads is no small task. However, what are you doing to nurture these leads once they’ve converted in some way (newsletter subscription, asset download, contact form, etc.)?

Always know what you hope to achieve before embarking on any digital marketing initiative. This will help all parties understand what is expected as well as the business goals that these campaigns help support.

#7 – Bring In Reinforcements

Sometimes you may not have the manpower or expertise in-house to accomplish complete sales and marketing alignment. When that happens, consider engaging a company like TopRank Marketing to help develop an integrated digital marketing strategy that aligns with business objectives and marketing KPI’s.

While this post may only scratch the surface for some, hopefully it helps you understand the necessity for alignment between sales and marketing, and how it ultimately impacts business objectives. As a sales or marketing person, what have you found to be the biggest benefit to aligning with your counterparts?

Image via Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
Want Better Leads? 7 Tips to Achieve Sales & Marketing Alignment | http://www.toprankblog.com

The post Want Better Leads? 7 Tips to Achieve Sales & Marketing Alignment appeared first on Online Marketing Blog – TopRank®.

December 3rd 2015 Online Marketing

Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter

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Google Reveals Black Friday In-Store Traffic Data to Help Improve Focus of Online Ads

Google Reveals Black Friday In-Store Traffic Data to Help Improve Focus of Online Ads [Infographic] – Google has created a new infographic which looks at in-store traffic patterns over the holiday season, using anonymized Location History records. The stats offer some great insight and highlight where offline metrics are headed – and how they can be used to better target and focus online marketing content. Google

Snapchat Launches Story Explorer, A Swipeable Way To Get Different Visual Perspectives – With a quick swipe up, Snapchat users can now view a different angle on specific stories for a more robust story experience. Marketing Land

Study: Brands Finding Social Ads as Effective as Traditional Advertising – It appears the tide is changing. According to a recent study by IZEA, 52 percent of companies surveyed have a sponsored social budget and they find social ads to be in the top three most effective marketing investments they’ve made. SocialTimes

The Yahoo Directory Is Finally Absolutely Dead – We knew it was coming: the Yahoo Directory is now officially offline. Going to dir.yahoo.com now redirects you to aabacosmallbusiness.com. Search Engine Land

Facebook’s Audience Network: 80% of Impressions Now Native – Facebook offered another rare peek into the performance of its Audience Network, saying that 6 percent of all time spent on mobile applications is spent on apps running Audience Network. Facebook

Google Analytics Adds Calculated Metrics – New tool allows the creation of custom metrics that are calculated from traditional metrics, such as Revenue Per User and more. Marketing Land

Report: Social Media Platforms Are Becoming Too Complicated – There is power in simplicity — at least that’s the premise behind the Siegel+Gale simplicity index. The study uses survey data from more than 12,000 consumers in eight countries about the perceived simplicity or complexity of their interactions with more than 500 brands, and why simplicity pays off. SocialTimes

Google’s Natural Language Search Gets Smarter – Google is now smarter at understanding queries that include superlatives and times, as well as more complicated questions. Search Engine Land

Third-Party Apps Losing Access to Instagram’s Feed – Instagram is overhauling its platform for developers, and one of its changes is the elimination of the feed application-programming interface, which allows third-party apps to access its feed. Instagram

Google Updates The Search Quality Rating Guidelines – In 2013, we published our human rating guidelines to provide transparency on how Google works and to help webmasters understand what Google looks for in web pages. Since that time, a lot has changed: notably, more people have smartphones than ever before and more searches are done on mobile devices today than on computers. Here are the updated guidelines. Google

Google Announces New Advertising Support For AMP Pages – Fast-loading pages may also mean fast-loading ads, with advertising platform support for AMP that’s been announced. Marketing Land

Google To Penalize Sites Using Deceptive Mobile Traffic Networks – Google tells us they are actively working on detecting and penalizing sneaky mobile traffic networks. Search Engine Land

From our Online Marketing Community:

In response to Want to Add More Participation to You Content? Follow These 5 Keys to Success [Guide]Tom Southern said, “Great ideas Ashley, thanks for sharing. I love the Halloween-theme content marketing pics. They’re great. I can see these ideas working well on Pinterest, Facebook and other image strong platforms, as well as blogs. Thanks for the ideas and inspiration. You’ve got me thinking.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Google


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Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2015. |
Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter | http://www.toprankblog.com

The post Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter appeared first on Online Marketing Blog – TopRank®.

November 27th 2015 Online Marketing