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Online Marketing Blog – TopRank®
What does content marketing success look like to you? Is a healthier pipeline? Increased client retention? Or something completely different? While every marketing team might have a slightly different goal for content, the message is the same: You have to create a predictable way to gauge the impact of your content. The content marketing journey [...]
The post In-Flight Content Guide: Making the Most of Your Content Journey appeared first on Online Marketing Blog - TopRank®.
Influencer marketing is booming—and it’s not hard to see why. Influencers lend authority and credibility to your brand and content, help connect you with new audiences, and typically deliver more ROI than traditional digital marketing tactics. As a result, brands large and small are forming both paid and unpaid partnerships with influencers—and using social platforms to spread [...]
The post What Brands Need to Know About Instagram’s New ‘Paid Partnership’ Feature appeared first on Online Marketing Blog - TopRank®.
This month marks exactly 181 years since the first advertisement was ever published. The ad in question appeared in the French newspaper, La Presse, and other papers quickly began following suit. For the first time in history, businesses were using “content” distributed to a large audience to formally promote their products and services. Clearly a [...]
The post Interactive Quiz: 5 Steps to Creating a Stellar Content Experience for Your Audience appeared first on Online Marketing Blog - TopRank®.
I have heard digital marketers say that Search Engine Optimization is “free” traffic. I want to help set the record straight by letting you know that SEO is not “free.” Budgets are still needed to write content and have a SEO consultant work on a website. There have been multiple times in my career that [...]
The post 3 Reasons You’re Not Getting the SEO Budget You Need to Be Successful appeared first on Online Marketing Blog - TopRank®.
Four Steps to Unlocking the Real Power of Marketing Personalization [Infographic]
Personalization is a priority for many marketers to better reach and engage with their audience. This infographic shares statistics and 4 easy steps to create content experiences that resonate with your audience and provide valuable and personalized information. MarketingProfs
Google Releases A Website Builder for Small Businesses
A new tool called “Website”, is a single-page website builder that is free and allows small business owners to create and edit websites in minutes, either on desktop or mobile. This feature is an extension of Google My Business, meaning you have to have a complete GMB listing to use the tool. Search Engine Journal
The Most Hated Online Advertising Techniques
This is an updated study, originally conducted in 2004, to understand how consumers respond to online advertisements today. Participants were shown different types of advertisements and rated how much they liked or disliked them. The results show the most (and least) “hated” online advertisements for both mobile and desktop platforms, and some of the characteristics remained the same as the early 2000’s. Nielsen Norman Group
Data-Inspired Guides to B2B Sales & Marketing Lead Generation
Targeting the right leads at the right time is one of the biggest challenges for B2B marketers, and this report shows you insights on lead generations, how quality data can optimize demand generation programs and ways to shorten the modern sales cycle. Dun & Bradstreet
Bing Ads: Opt Out of Displaying Ads on Desktop
Advertisers can completely opt out of desktop displayed ads by now setting their bids to -100%. This is a new feature that is aimed to support mobile-only campaigns and allows advertisers to set negative bids for desktops. It will be available to all advertisers in the next few weeks, and is supported by Bing Ads Web Interface, Bing Ads Editor for Mac and Windows and Bing Ads API. Search Engine Journal
Snapchat Opens Self-Serve Ad Platform, Provides New Ad Creation Tools and Options
Advertisers can now create and purchase their own Snapchat ads via a new dashboard. You can also use Snapchat audiences, which includes lookalikes, Audience Match options and Snap Lifestyle categories which use in-app data and location-tracking to reach audiences with more relevant messaging. Lastly, the Snap Publisher tool allows advertisers to create Snap ads with pre-designed templates, which will be available in the near future. Social Media Today
Twitter is Testing a Way to Let Users Know What’s ‘Happening Now’
Twitter’s new module at the top of a user’s timeline showcase popular events that are occurring, such as sports. You can click on a card to see a timeline of tweets related to those events. This feature is still in experimentation phase, but could be launched soon. AdWeek
Introducing the LinkedIn Content Insights Quarterly: Q1 2017
These insights will appear after the close of every quarter which uses LinkedIn data to examine what content LinkedIn members are engaging with on the platform. Categories included in this report are top topics, top articles, top growth topics and advertising and engagement topics and articles. LinkedIn Marketing Solutions Blog
What were your top digital marketing news stories this week?
We'll be back next week with more top digital marketing news! Need daily news? Follow @toprank on Twitter!
Never skip leg day. That is, when you’re working out, it’s important to change it up. Vary your routine and work different sets of muscles. It’s the difference between looking incredible, and looking like Mr. Incredible. Your healthcare marketing needs just as much variety as your fitness routine does. Different types of content will appeal [...]
The post Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers appeared first on Online Marketing Blog - TopRank®.
Today’s consumers are becoming increasingly self-directed in their buying habits, leveraging the internet to research products as well as make easy purchases without setting foot in a brick and mortar store. In fact, 96% of Americans have made an online purchase in their life, with 80% having made a purchase in the past month alone, [...]
The post 7 Examples of eCommerce Brands Rocking Social Media Marketing appeared first on Online Marketing Blog - TopRank®.
Successful marketers aren’t born overnight. It takes grit, determination and hard work to navigate your way from noob to expert. Additionally, the experiences that you have and the lessons you learn outside of the marketing field can impact how you look at and approach your marketing. A shining example of someone that has built a [...]
The post CMWorld Interview: Ian Cleary Talks Technology & Engaged Online Audiences appeared first on Online Marketing Blog - TopRank®.
Think back to your first day of school (that you can remember), and take a moment to relive some of those feelings: excitement, worry, happiness, fear and maybe a little nausea. There were a lot of new faces and some familiar ones which helped ease the initial panic. Now, fast forward to “adulthood”. You’re starting [...]
The post Cozy Up With Your New Company: 7 Tips to Transition Into Your New Marketing Role appeared first on Online Marketing Blog - TopRank®.
A Guide to Visual Content for Social Media [Infographic]
Visuals are an essential component of any social media strategy. This infographic shares some tips from top experts to provide you with the knowledge and tools to create and amplify visuals on social channels and increase brand visibility. (Social Media Today)
What Influencer Marketing Really Costs
Many people understand what influencer marketing is and how it can impact their brand, but few understand the cost. Here is pricing information from agencies, talent agents and the social influencers themselves for Instagram, Snapchat and YouTube pricing. Cost is based on many factors including campaign length and price per follower. (Digiday)
New Google Ad Filter Frightens Some Publishers and Ad Tech Players
Google plans to build an ad filter into Google Chrome that will prevent pages from showing ad formats that are determined to be too intrusive. The Coalition for Better Ads will be monitoring these ads. While the intention is to protect users from being bombarded with annoying ads, it may hurt the ad publishers by putting the power into Google’s hands. (AdAge)
LinkedIn Will Now Rewrite Your Profile For You (Seriously)
LinkedIn has a new feature called the “Suggested Summary” tool that will provide you with keywords and phrases to help you get noticed by your target audience. Just by having 40 or more words in your summary ensures you show up in search results, and by using the keywords and phrases from this new tool are also indexed into LinkedIn’s massive search engine. (Business2Community)
Google Has Officially Rolled Out a New Tab-Based Local Panel with Quick Access to Reviews
Google has rolled out a new user experience for the local panel in mobile search results. This means you can now quickly toggle between local business’s overview details and reviews for the business, making it easier to get information about the particular business. (Search Engine Land)
2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels
Social media marketing is widely used in business, and Facebook is still the most valued and most used social network channel for both B2B and B2C brands. This report shares commonly used social platforms and the most important paid social media channel for B2B and B2C. (MarketingProfs)
Snapchat Acquires Location-Based Data Company to Ramp Up Mobile Measurement
Placed is an advertising data player that uses opt-in mobile panels to track foot traffic to stores. The location-focused company will still operate independently, but Placed will also report to Snap’s CSO, Imran Khan. The companies will put data sharing, privacy and security guidelines in place to separate advertiser data. (AdWeek)
Facebook Adds Templates for Canvas Ads, Extends iAd-like Format to Collections
Facebook rolled out three new templates where advertisers can create Canvas ads to achieve certain business objectives: get new customers, more in-depth look into a particular product or service and sell products. Also, a Canvas post can act as the main creative showpiece in a shoppable Collection ad. (Marketing Land)
What were your top digital marketing news stories this week?
We'll be back next week with more digital marketing news. Have something to add? Leave a note in the comments to Tweet to @toprank.
For over a decade now, the fundamental unit of content marketing has been the blog post. Your post may be a block of text, an infographic, or a listicle about memes, but the underlying structure is the same. A regular cadence of posts to the company blog is the foundation of most content marketing strategies. [...]
We all have the same number of hours in each day. But every once in awhile you find someone that come across a content marketing maven that seems to have the amazing ability to slow down the clock. It’s amazing to witness the things they are able to accomplish before you’ve even finished your morning [...]
The post CMWorld Interview: Ann Handley Shares the Secrets to Her Success (with Sass) appeared first on Online Marketing Blog - TopRank®.
B2B is no longer the purview of “boring to boring” but instead represents one of the greatest opportunities for innovation in the marketing world. But what ideas, strategies and tactics are igniting the sales cycles, lead nurtures and ROI performance metrics for B2B brands? To answer that question I reached out to my fellow speakers [...]
It’s no secret that social media has become an important and necessary digital marketing tactic, giving brands the opportunity to create meaningful connections with their desired audience. But as most brands have found, the secret to social success isn’t achieved with a simple click of the heels.
Most often, the road to success is long and winding, requiring smarts, courage and heart to drive your message home to your audience. Of course, many marketers experience a few wicked hiccups along the way—all of witch require creative and holistic solutions.
The good news is that you can always look north to find colorful and creative inspiration from talented marketing sorcerers—like the intelligent, witty and tenacious Beverly Jackson, Vice President of Social Portfolio Strategy for MGM Resorts International.
As part of our Wizard of Oz-inspired Behind the Marketing Curtain interview series, today we’ll pull back the fabric and get to know more about how Ms. Jackson arrived in the wonderful world of marketing, and share insights that can help you navigate new lands, improve your social media strategy, and drive business value in the changing social landscape.
The Woman Behind the Curtain
Beverly is a child of the Midwest, growing up in Chicago. But while the rest of the neighborhood kids were outside playing and running around, Beverly was inside with her eyes glued to the television—watching the news.
“That was my Kansas,” she said. “I was obsessed with wanting to know about everything that was happening in the world. That’s when I became a news and political junky.”
With her passion for news and politics in tow, after high school Beverly headed to Washington D.C. to attend Howard University.
“I thought I would become either a television journalist or a justice on the supreme court one day,” she recalled nostalgically.
After completing her bachelor’s of science in marketing, Beverly launched her career. But not in marketing, but in environmental policy.
“Most people pick up my career in the late-1990s when I got my first job in advertising, but I had a long career doing environmental work before that,” she said.
After working for a handful of different environmental firms, Beverly went on to get her master’s degree in public administration.
“I wanted to keep doing my environmental work and save the planet,” she said.
So, after years of environmental work, how did Beverly become the marketer she is today? Keep reading.
Following Her Yellow Brick Road
By the late-1990s, Beverly had built a successful career in the environmental space. But while working on a project in Alaska, a figurative twister rolled through.
“I got so sick that they needed to send me home.” she recalled. “I had no idea what was happening to me, and spent about four months being poked and prodded by doctors.”
“As it turned out, I have a rare blood condition, and being in the presence of harmful chemicals and contaminants took its toll,” she went on. “So, I couldn’t go back to that kind of work. At that point, I did what my parents always taught me to do: rely on education.”
When Beverly recovered, she enrolled in a Women’s Extension Program, taking a series of personal interest and career assessments to learn where to go next. One of the assessments she took was the Myers-Briggs Type Indicator (MBTI), which revealed that she was an ENTP (extroversion, intuition, thinking, perception) personality type—a category that only 2-5% of the population falls into.
“I found out I was in the completely wrong career, which I already knew—but I had fought against it,” she said with a laugh. “I found out that I needed to be involved with innovation, technology, advertising and marketing.”
“And that was my twister event,” she went on. “I stopped taking calls from recruiters about environmental positions, and put my energy into getting into advertising.”
Her first advertising position was with J. Walter Thompson, where she played a role in developing interactive advertising tools in the early days of digital. Since then, she’s worked for Interactive Search, Octagon Worldwide, The Recording Academy and Yahoo!. Today, she’s based in Las Vegas heading up content and social media strategy for MGM Resorts International.
Her Scarecrow, Tinman & Cowardly Lion
Much like the companionship Dorothy found in the Scarecrow, Cowardly Lion and Tinman, every marketer’s career journey is impacted by people who lend support and words of encouragement, and enable us to achieve our goals.
For Beverly, her Scarecrow is Evan Greene, The Recording Academy’s Chief Marketing Officer.
“Evan was always there to be my and my team’s advocate. He trusted my intellect and skills, and he believed in me,” she said.
Her Tinman, is John Reese, who was her boss and the president of Interactive Search.
“John has a heart of gold, and he always talked about having heart. And he never put me down or chastised me for keeping my passions close,” she said. “When I was leaving the company to pursue another position, he gave me a heart-shaped paper weight as a parting gift, with a note that said: ‘Do everything you do with passion.’”
Finally, her Cowardly Lion is Larry Vincent, who was her boss at Octagon Worldwide.
“He’s my cowardly lion because he taught me to be brave,” she said. “He taught me that as a marketer you have to be willing to stand up for your ideas. You have to be willing to use your voice. And you have to be able to confidently raise your hand when you think things are going wrong. Because of him, I always feel comfortable and confident in my ideas.”
[bctt tweet="As a #marketer you have to be willing to stand up for your ideas. @BevJack" username="toprank"]
Meeting the Wizard
At TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Beverly is someone who certainly exemplifies these qualities in her work as a social media marketing wizard, being a source of insight and inspiration in the field.
So without further ado, let’s dive into Beverly’s tips for better social media marketing.
Good witch or bad witch? What’s one bad social media marketing habit marketers should drop?
Too much self-promotion. I look around social media and there are so many people labeling themselves as marketing “ninjas” or “gurus”—and using the brand they work for to propel their own personal brand or fame. But for me, that’s just getting in the way of your brand’s story—and it can backfire.
The great thing about social media is that it allows brands to create one-on-one relationships with their customers and prospects—not the marketers. And the bottom line is: marketers should never get in the way of that relationship.
Let’s face it. Most brand marketers are not tasked with being a brand evangelist or ambassador. Usually, it’s their job to work behind the scenes to tell the brand’s story.
So really, what you do on your own personal channels is what you do. And it’s OK to represent your brand there. But try taking yourself out of the equation. Try not to become a team of one. Otherwise, you won’t be impactful, and you won’t be able to scale marketing solutions.
[bctt tweet="#Marketers should never get in the way of their brand's story. @BevJack" username="toprank"]
Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for social media marketing success?
I believe that everyone should have a robust toolkit that’s tailored to their unique business, marketing needs and budget. And that toolkit should have a few staples:
No. 1 – A measurement tool. You need a tool to measure how effective your social communications are. My tools of choice are Sprinklr or Spredfast. They both function at scale, and the companies put a lot of time into research and development. Some other useful tools out there are SocialFlow and Hootsuite.
No. 2 – An analytics tool. You need to be able to measure the impact your efforts are having on your business. I love TrackMaven for pulling out specific insights on how I’m doing against my competition, as well as how social efforts are stacking up against other marketing channels. Of course, Google Analytics or another preferred analytics tool are a must, too.
No. 3 – A multi-channel publishing and management tool. When you’re spreading your message across different channels and their respective audiences, you need a tool that allows you to publish and customize content to each of your channels. Again, my favorite tools for this are Sprinklr and Spredfast.
No. 4 – Image and video creation tools. Compelling visuals are so important from an engagement and a retention standpoint. Choose something that is scalable to your needs and budget—whether it’s a mobile app or an enterprise solution. One tool I love is Flixel—it creates moving pictures that are incredibly immersive and creative.
No. 5 – A team communications tool. Communication between team members is crucial. And if you have team members who are always on the move, sometimes you can’t catch them by phone and email isn’t fast enough. We use Slack to stay in touch, and share things in small bursts.
No. 6 – A “go-pack” with tools and resources to create content on the go. If you want to lead your followers on an experiential journey, you need to be able to grab stories in real-time and serve them up in snackable sizes. Everyone on our team has access to a variety of tools such as SLR cameras, tripods, mics and lighting kits so they can pick up what they need and get into the field quickly. All the stuff you’ve planned for is locked and loaded. But we all know that some of the best content is created in the moment. It’s the icing on the cake.
No. 7 – A kill switch. Any well-run social media marketing program needs to have a protocol in place that allows you to stop what you’re doing. For example, we’re in the hospitality industry, in a hospitality city. Our brand and messaging is fun, aspirational and designed to showcase an experience—and the last thing you want to be is tone deaf when a tragedy happens. When the Paris attacks and the Orlando nightclub tragedy happened, we deployed our kill switch. We stopped talking. We stopped selling. It would have been inappropriate to be spreading our message, when so many people were in turmoil.
[bctt tweet="Every well-run #socialmedia program needs a kill switch. @BevJack" username="toprank"]
That’s a horse of a different color. What creative tactics can marketers use to create an engaging user experience on social platforms?
Show don’t tell. In order to create an engaging user experience on social platforms, you need to be able to show users something from their perspective not yours. You need to be able to reach into their heart, put your fingers around it and feel the pulse beat.
And video, when done right, can do just that. We do a lot of video here. We’ve done short and sweet, and big, long and epic. Our brand is all about positioning entertainment as a fundamental human need. But we can’t just tell people this, we need to show them—and you need to be authentic.
[bctt tweet="You need to be able to show users something from their perspective not yours. @BevJack #socialmedia" username="toprank"]
What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)
I would ask for more flexibility. And what I mean by that is: being more open to the possibilities of “what if?”
When you’re more flexible, you’re more willing to take risks. You’re willing to stretch your budget. You’re willing to allocate more resources. And you’re willing to step outside the prescribed way of doing things and do the amazing.
[bctt tweet="When you're more flexible you can step outside of the prescribed & do the amazing. @BevJack" username="toprank"]
We’re Off to Meet More Wizards
I’d like to sincerely thank Beverly for taking the time to open up about who she is, where she comes from and how she approaches social media and content strategy. Thank you, Beverly.
Of course, TopRank Marketing’s journey to Emerald City is just getting started. In the coming months, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.
Stay tuned for our next installment, my pretty!
What's one thing you'd ask the all-powerful marketing wizard for? Tell us in the comments section below.
Facebook Remains the Dominant Social Platform [Infographic] In North America, Facebook still gets more traffic than any other social media platform. In this infographic, you’ll discover statistics on loyalty, growth and reciprocity to understand why Facebook is essential for advertisers and news publishers.(Social Media Today) Another Study Shows How Featured Snippets Steal Significant Traffic from [...]
As a member of TopRank Marketing’s (epic) content team, it’s certainly no surprise that I spend much of my day developing and executing content strategies for the wide array of client programs I work on. And as I settle in for a content extravaganza each day, my work is guided by an important agency principle: [...]
The post Q&A: TopRank Marketing’s SEO Experts Share Tips for Creating Better Content appeared first on Online Marketing Blog - TopRank®.
Your brain can identify and retain details of an image in 13 milliseconds. That’s less than a 20th of the time it takes to blink your eyes. So it’s no surprise that visual content is on the rise as attention spans shrink. If you could choose between a consumer spending 20 seconds with a wall [...]
The post 10 Infographics to Guide Your Content Marketing Strategy appeared first on Online Marketing Blog - TopRank®.
The past 12 months have been big for social media marketers. Each social platform has seen significant changes or upgrades creating opportunity, and adding complexity for many marketers. Facebook introduced live video, Twitter made it easier to fit your message in 140 characters, Snapchat added collaboration features and Pinterest launched promoted video. The question on many [...]
The post Report: Social Media Examiner 2017 State of Social Media Marketing appeared first on Online Marketing Blog - TopRank®.
[Editor’s Note: This is the first post from one of the newer members of our team, Emily Hinderaker. Emily joined TopRank Marketing earlier this year as a Marketing Copywriter.] The one item that marketers crave above everything else is information about their prospects. Often, there is even a dollar amount assigned to gaining access to a [...]
The post Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps appeared first on Online Marketing Blog - TopRank®.
Content Marketing Stats: The State of Content Marketing in 2017 [Infographic] This infographic from our friends at MarketingProfs uncovers top content trends for B2B and B2C marketers in 2017. You’ll find insights on everything from top channels to budgeting and content goals. (MarketingProfs) Twitter is Offering Advertisers More Tools to Engage Consumers With Direct Messages [...]
The post Digital Marketing News: State of Content, Direct Ads on Twitter & Google Attribution appeared first on Online Marketing Blog - TopRank®.
Duct Tape Marketing
Marketing Podcast with Kim Doyal It’s so easy to start a business today. You simply get online and start. Now I’m not saying it’s easy to own, operate, and profit from a business – but I do know if you don’t start you’ll never know. My guest for this week’s episode of the Duct Tape Marketing […]
In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart. In post #3 of 5, […]
Marketing Podcast with Brian Dean I believe that elements of SEO are now elevated to the strategic level. In other words, as you plan your message, website structure, and content for your marketing, you better include some research commonly seen as a technical aspect of SEO. My guest for this week’s episode of the Duct […]
How to Use Content to Generate a Steady Flow of Leads written by John Jantsch read more at Duct Tape Marketing
In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart. In post #2 of 5, […]
7 Must Have Elements of Every Small Business Website written by John Jantsch read more at Duct Tape Marketing
In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart. In post #1 of 5, […]
Why You Must Refocus Your Message On Problems Not Solutions written by John Jantsch read more at Duct Tape Marketing
In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart. While the previous post kicked […]
5 Steps to Restart, Recharge and Revive Your Marketing Right Now! written by John Jantsch read more at Duct Tape Marketing
Let me ask you a rather blunt question – Are you on track to meet your goals this year? If you are reading this on a Sunday, you might be wondering why I chose to post today. (If you didn’t get to this until Monday then let’s get the week started!) I’m writing this today […]
My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source […]
Conferences, workshops, and events are a big investment. Many marketers treat them as a one-and-done affair – but what if you could make them work harder for you? When treated properly, events can be a great source of content. The challenge is capturing that content in a meaningful and effective way. In this article, I’ll […]
What Your Customers Really Need Is…More Site Testing? written by Guest Post read more at Duct Tape Marketing
Why do your customers buy? What are they looking for? Why do they convert on your site? Ask most marketers or business owners these questions and you’ll usually get a lot of very specific answers. “We have the best prices”…“Our product has more features than the competition”…“Our customer service is incredible”… Now, all of these […]