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Yearly Archives: 2017

The Lonely Marketer’s Guide to Building a Social Team

One of the best parts of working in social media is the “social” aspect of the job. You interact with a ton of fans Read more...

This post The Lonely Marketer’s Guide to Building a Social Team originally appeared on Sprout Social.

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#SproutChat Recap: Getting the Most out of Your Social Calendar

Marketers know the importance of a good scheduling tool. For social, how you utilize a publishing tool is what can take your strategy from Read more...

This post #SproutChat Recap: Getting the Most out of Your Social Calendar originally appeared on Sprout Social.

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Digital Marketing News: Visual Content Trends, Facebook Ads Controversy & Bing Retargeting

The Hottest Visual Content Marketing Trends in 2017 [Infographic]
Visual content can help you boost your content marketing efforts in terms of engagement and resonance. This infographic shows the most common types of visual content marketing, what type of visuals consumers prefer and more. Social Media Today

Facebook’s Ad Metrics Come Under Scrutiny Yet Again
There's been some recent controversy over Facebook's estimated audience size that it gives to advertisers. A research firm recently compared their estimated audiences in the U.S. against the Census and found discrepancies totaling in the tens of millions in some cases. Fortune

Bing Ads Now Shows Remarketing Bid Adjustment Suggestions Based on CPA Data
Bing has announced that they'll be using advertisers' data to help them drive more leads through retargeting bid adjustments. This includes giving recommendations to advertisers and helping them estimated the changes in conversions they can expect. Search Engine Journal

Google reveals the top things people want to find out ‘How to’ do
Google partnered with Xaquin G.V., an interactive visual data journalist, to create a new interactive website that shows the answers to folks most common how-to questions. Apparently, those questions make up a large share of the queries typed into Google every day. TechCrunch

Digital Advertising Is Facing Its Ultimate Moment of Truth, and Billions of Dollars Are at Stake
Advertisers are demanding more transparency from their advertising and media partners in light of recent brand safety concerns and fraudulent advertising metrics. With more companies following this trend, it's time for advertisers to make a change. AdWeek

LinkedIn Debuts Its Own Audience Network, Making it Look Ever More Like Facebook
Ad Age reports that LinkedIn is launching its own Audience Network: "The new product allows marketers to reach LinkedIn members on apps and websites that aren't operated by the business-networking site. Such offerings are proving popular with tech companies: Yelp and Pandora made similar announcements last week." Ad Age

The Most-Deleted and Least-Used Mobile Apps [Infographic]
A new infographic shows user behavior when it comes to downloading and deleting mobile apps. What's really interesting is that 37% respondents said they avoid downloading mobile apps because they favor mobile websites instead. MarketingProfs

Google Data Studio Adds Third-Party Data Connectors from Supermetrics and Others
Google recently announced a beta product that will help users connect and visualize data from third-party sources. Marketing Land reports that Google has also "added the ability for users to embed interactive Data Studio reports on their websites. Select Report > File > Embed report, then put the HTML code snippet into an iframe." 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 share? Tweet @TopRank or to me @Tiffani_Allen.

The post Digital Marketing News: Visual Content Trends, Facebook Ads Controversy & Bing Retargeting appeared first on Online Marketing Blog - TopRank®.

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Alicianne Rand Shares 4 Tips for Driving Sales Through Content Marketing #CMWorld

What does it look like when content, influencers and social media come together to generate a metaphorical gold mine in terms of revenue and reach? To put it mildly, it’s drop dead gorgeous.

At least that was the view from my seat at Content Marketing World as Estée Lauder’s Executive Director of Global Content Marketing Alicianne Rand shared the incredible success her organization has achieved through their integrated content marketing strategy

So, what needs to happen to take your content marketing strategy from drab to fab? Here are four tips straight from Rand herself.

Tip #1 - Use data to drive your content marketing strategy

At Estée Lauder, Rand and team have built a framework to simplify how they look at data.

Step 1: Track trends based on deep social listening, then look at how trends move from rising to evergreen and eventually declining patterns.

Rand cited a trend called “popsicle lips” that first launched at fashion week by Mac. At first, folks were skeptical, but it was quickly picked up by industry insiders, and then popsicle lips became the No. 1 trend of the summer.

“The trend started with a subculture that consumers may not have necessarily gravitated toward,” she said. “But then it moved into a creative expressions that consumers want to use and wear every day.”

Step 2: Analyze content and brand performance, and then use these insights to quickly experiment.

Rand said that her team constantly evaluates their performance against the competition.

“We ask: how do we perform against the competition in terms of market share?” she explained. “Our ability to grow that share over time is what we’re really concerned about.”

For Estée Lauder, that means mobilizing employees as influencers and trendsetters in the industry.

“Think about how you can activate your employees to make things real,” she suggested. “And really test and learn to figure out what works best.”

Step 3: Map everything against business goals.

At the end of the day, you need to know what you want from your content in terms of KPIs to determine whether it was successful. Do you want to generate a certain amount of views and engagement? Or are you looking for leads or revenue? So, determine what that goal is and regularly check yourself against it to optimize, learn and repeat.

Tip #2: Create products with content in mind

Rand said: “In the early stages of research and development, we’re already thinking about how this product will perform on social.”

This is a key element for their brand’s content because so much of the industry is socially driven. Think about it in terms of Kylie Jenner’s lipstick promotion generating billions of dollars from Snapchat.

However, this doesn’t mean that the brand owns all of the social around their product. In fact, Rand recommends the following formula for working with social influencers:

Ownership + Authenticity + 360 Engagement = Sales

“Ownership and authenticity are key to performance,” Rand said. “Give your influencers ownership over that product or that creative and you will see results.”

Tip #3: Know that creativity can come from anywhere and anyone.

In Rand’s words, “Everyone is a content creator. The trick is where you’re leveraging these influencers and what KPIs you have against each. There needs to be different strategies for different content creators.”

The key is synchronization, she said. There needs to be a strategic framework in place for success. Rand tasked the audience with four key elements to think about:

  1. What is your overarching theme? What does your brand stand for?
  2. What are your trying to promote? (i.e. What is your particular campaign?)
  3. What are your chapters? This refers to evergreen content that the Estée Lauder team likes to call micro-narratives.
  4. What are your moments? This is your always-on content, where you can do A/B testing and try out new trends you’re experimenting with.

Tip #4: Create new paths to discovery and conversion.

How can your content create new paths to conversion? What isn’t being done that can make an impact?

To illustrate this point, Rand cited the example of Smashbox thinking about retail as content. Every single store they have has a photo studio inside. They invite influencers to come in, do photo shoots using their products, and then give the photos to them for use on Instagram or other social profiles. In return, the influencers always tag Smashbox, giving their audience an opportunity to check the products out for themselves.

The Main Takeaway?

For content to drive sales and conversions, it needs to come from a place of deep understanding of your customers, the marketplace and your brand. Don’t start with what you want to get out of your content and work backward. A truly beautiful content strategy starts with why — not what.

Stay tuned for more #CMWorld coverage and insights on the TopRank Marketing Blog. In addition, follow myself and the rest of our on-the-ground team members on Twitter at: @Tiffani_Allen, @leeodden, @knutesands, @NiteWrites, @azeckman, @amywhiggins and @CaitlinMBurgess.

The post Alicianne Rand Shares 4 Tips for Driving Sales Through Content Marketing #CMWorld appeared first on Online Marketing Blog - TopRank®.

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Medium: Why Bloggers Should Consider Publishing on Medium

Want to position yourself as an authority on a specific subject? Have you considered publishing your blog posts on Medium? To explore how Medium can benefit bloggers and marketers, I interview Dakota Shane. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to [...]

This post Medium: Why Bloggers Should Consider Publishing on Medium first appeared on .
- Your Guide to the Social Media Jungle

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Lee Odden Shares 5 Best Practices for Enterprise Influencer Marketing #CMWorld

It was all aboard the Content Marketing World Enterprise Wednesday morning, as TopRank Marketing CEO Lee Odden took marketers to the not-so-final frontier of marketing: influencer marketing.

Lee’s session, “Big Brand Influencer Marketing: Trends & Best Practices,” had the flight deck packed with eager marketers from brands big and small as well as agencies, all looking for insight to define, refine or inspire their influencer marketing journey.

While Lee covered influencer marketing trends, tools and interesting B2B and B2C case studies, much of the presentation focused on five best practices for creating a dynamic influencer marketing program with the perfect balance of great content and strong influencer relationships.

What are those five best practices? Read on to find out.

#1 - Goal Setting

Goal setting is part of a responsible marketer’s DNA. Your objectives are the foundation of your marketing strategy, guiding every decision and tactic that comes next. When it comes to goal setting for influencer marketing, Lee believes that means thinking about all of the possibilities and then drilling down into specific, measureable goals.

#2 - Smart Influencer Engagement

As Lee said: “There are a lot of cowboys out there. … A lot of people are just shooting from the hip when it comes to influencer marketing.” When it comes to engaging with the influencers you want to create relationships with, you should absolutely be a little wild and free to pique interest, but at the right times.

Lee told the story of his first influencer content project, in which he reached out to about marketing influencers with several questions for them to answer, and not necessarily tailored to their expertise. As you can imagine, the response wasn’t great. He then walked the room through what he called the “Confluence Romance,” a kind of framework that helps you make connections, get on the radar, build and maintain relationships with influencers. The “steps” he outlined were:

  1. Follow and interact with influencers on social channels
  2. Recognize influencers on a featured list or blog post
  3. Invite influencers to share a quote or a one-on-one interview
  4. Use that interview or quote content as modular content to repurpose and continue to share
  5. Engage with influencers in the real world
  6. Invite them to become a VIP influencer

Of course, these steps are a bit nuanced and not one-size-fits-all, and need to be tailored to your brand, objectives and resources. But either way, it can serve as a helpful guide.

#3 - Co-Creation

Lee is an avid fan of co-creating content with influencers. As he’s been known to say: “If you want your content to be great, ask influencers to participate.” Influencers add perspective, insight and credibility, and in return you get to create an awesome piece of content that makes them look great.

For co-creation magic, Lee’s top tips were picking a very specific topic so you can easily match the best-fit influencers, and weaving influencers into your content planning.

“You always make sure that your content is accountable to targeted keywords, so why not also make your content accountable to influencers?” Lee asked rhetorically.

#4 - Amplification

At the end of the day, most marketers hope their influencer relationships and the content they’ve built with influencers is seen. And that’s where amplification comes in.

As for some best practices for this best practice, Lee offered up several. My favorite was openly sharing your content and marketing objective with the influencer. While some marketers may hesitate to do something like that, Lee believes that cluing influencers in on the purpose will give them the opportunity to be more effective.

#5 - Measurement

Marketers know that measurement is key to understanding how your marketing efforts are performing, as well as if you’ve reached your objectives. When it comes to influencer marketing, Lee suggested three different metrics to pay attention to:

  • Influencer performance
  • Influencer community performance
  • Overall content performance

You Can Get Aboard the Enterprise, Too

Even if you were unable to attend CMWorld, you can still get insight and inspiration from Lee’s session. His presentation is available on SlideShare.

Stay tuned for more #CMWorld coverage and insights on the TopRank Marketing Blog. In addition, follow myself and the rest of our on-the-ground team members on Twitter at: @CaitlinMBurgess, @Tiffani_Allen, @leeodden, @knutesands, @NiteWrites, @amywhiggins and @azeckman.

The post Lee Odden Shares 5 Best Practices for Enterprise Influencer Marketing #CMWorld appeared first on Online Marketing Blog - TopRank®.

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Meet Team Sprout: Michelle, Talent Specialist

Charismatic, passionate and sincere are three words that come to mind as I think back on the latest Meet Team Sprout interviewee, Michelle Bess. Read more...

This post Meet Team Sprout: Michelle, Talent Specialist originally appeared on Sprout Social.

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The Hypothesis and the Modern-Day Marketer

How can you be so certain you’re creating the most effective marketing offers and messages? Simply put, no one can. However, instead of seeking an answer to your marketing challenges, what if you focused on the right question instead? And used your A/B testing, data and analytics to answer that question to better serve customers and ultimately increase conversion. This MarketingExperiments blog post shows you how.

The post The Hypothesis and the Modern-Day Marketer appeared first on MarketingExperiments.

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How to Manage Blog Content With Trello

Do you need a better way to manage your blog content? Looking for a tool to outline your blogging workflow from beginning to end? In this article, you’ll discover how to effectively organize how you brainstorm, write, and publish your blog’s content with Trello. #1: Create a Trello Board for Your Blog Workflow Trello is [...]

This post How to Manage Blog Content With Trello first appeared on .
- Your Guide to the Social Media Jungle

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Data-Backed Advice for High-Converting Real Estate Landing Page Design [+ FREE TEMPLATE]

Our design team analyzed our highest-converting customer landing pages and conversion benchmark data to determine what design and copy elements convert best in the Real Estate industry. Here are their key findings (and a landing page template they modelled off of them).

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